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Don’t Trust Your Facebook Rep, Always Trust the Testing Data

DimNiko Marketing | Always Trust Your Testing Data

Facebook Reps are beneficial to the success of our client’s accounts. 

They warn us on specific changes, latest policy updates, and the structure of our campaigns so they can perform better. 

Sometimes, they even provide the ‘perfect’ testing budgets or how long the campaigns should run for (longer the better). 

Read More: Best Practices When Ads Manager Is Recording The Wrong Data.

Throughout my career as a Facebook Media Buyer, I’ve heard this tip more than 20x from different reps: You need to run your campaigns for 7 days and not touch it! 

For me, this never made sense since all the money that should be profitable was lost in the first 3-4 days if I didn’t touch it. 

Even if the campaign ‘magically’ would turn on the good side, I still wouldn’t be able to break even because of the money lost on day 1-4. 

Of course, there are campaign budgets and the CPA needs to be considered since not all campaigns and accounts will perform the same. 

But, generally speaking, if on day 1-4 I don’t see good results (especially on day 2-3), I will kill the testing campaign regardless of the Facebook Rep. 

I trust my data and I know my process of killing, tweaking, and re-launching test campaigns. This has shown me better results.

Much better than setting the budget and allowing automatic performance to optimize in the next 7 days.

I believe I can compete with any Facebook rep with my testing process since I probably have more ‘hand-on’ experience when it comes to ads. 

But, I’m always open to testing the ‘latest’ suggestions from our new and old reps!

I believe you can’t be a nerdy-greedy human who thinks he knows all about FB ads. 🙂 

As I don’t. 

I’m always open to learn and test new things and recommendations.

However, I know my data and the KPI my clients need to be profitable. 

So I’d prefer to kill the test before it reaches the point of no return. 

Last week, I did a new test. 

I calculated the best testing campaign budget for a specific account, set the structure exactly like the FB rep told me, and put it on auto for 7 days.

After 5 days, I was so curious about what was going on with my ‘big test’, that I checked it and killed the whole campaign immediately.

The budget was $650 per day and my KPI is $25 CPA in this account. 

After around $3k spend, the overall CPA was $45.

So don’t tell me now that FB will optimize the whole campaign magically in the next 2 days and the CPA will drop by $20.

Even if it decreases 2x, it won’t remove the damage that was already done. 

So I killed ‘the big test’ again and said a few bad words in my mind to this rep.

Although the structure she suggested was very interesting and the budget calculation was on point.

She recommended reducing the number of campaigns and combining budgets to get out of the learning phase and use the budget more efficiently. 

This was a recommendation for Prospecting Campaign – (maximum 4 ad sets) 

Ad Set 1 – Broad Audiences 

Ad Set 2 – Lookalike audiences 

Ad Set 3 – Detailed Targeting audiences with Audience expansion on 

Ad Set 4 – Custom Audiences 

To get out of the learning phase, each ad set needs to get at least 50 purchases every 7 days. 

If your average cost per purchase is $40, the budget she recommends should be at least $286 per ad set ($40 x 50 (purchases) = $2000 (weekly budget) => daily budget $3250/7 = $286 (per ad set, just to get out of the learning phase). 

If you were going to set up all 4 ad sets, the minimum daily budget to get out of the learning phase will be $286 * 4 = $1144 daily budget.

She recommended allocating enough daily budget at the campaign level to get out of the learning phase and to scale. 

For example, if you move forward with the recommendation above, she recommended a daily budget of $1716 for a campaign with 4 ad sets (approximately daily budget of $429 = ($286 x 1.5).

The same recommendations apply to lower-funnel campaigns as well.

Any time you’re setting up a campaign, keep in mind the average cost per conversion (purchase) in the past 30 days and use that cost per conversion to do the math above.

What’s my point of this article?  

Test on your own!

I’m not saying this strategy might not work. I believe that in some accounts where higher CPA or margins are possible, or where branding is more important than conversion, it can work for sure.

We tested this strategy in 4 of our client’s accounts and only one account had decent results.

All other 3 were a big failure.

But maybe it was just the time of the year. 

Or an algo hick-up that ruined the performance.

All a 3rd party FB issue that is hidden from us.

If you did some similar test, please let us know how it goes!

We want to figure out for what type of accounts and/or products this strategy might work well. 

If you want us to run your ad account for the best ROAS, you can book a call with us here

Have a successful and awesome day!


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Do You Need a Digital Marketing Plan?

DimNiko Marketing | Digital Marketing

Hi All, Monika here from the DimNiko Agency. 

Today we’re going to discuss the importance of a digital marketing strategy. 

Nowadays, new ecom startups often don’t use a marketing strategy nor a business plan. 

Can you succeed without one? Of course. 

Read More: Does Your Team Have a Marketing Roadmap?

We’ve seen several success stories of someone selling from their garage and building an empire within 6 months without any plan. 

So of course it’s possible..

But unfortunately, the majority of eCom businesses aren’t going to succeed from a garage. 

That’s just the reality. 

Sometimes they’re real reasons businesses work without a marketing plan. 

It can be the product, competition, timing, market limitations, cashflow, or external factors, leaving things like conversion rate, CTRs, CPA’s not matter.

To make it harder on entrepreneurs, these circumstances can change so rapidly that keeping up is a challenge itself. 

From the agency side, I often see brands who don’t have a strategy apart from wanting to scale. 

But, figuring how to scale is left to the agency. 

In my opinion, this is a HUGE risk to hand over responsibility and control to an agency because ultimately your business plan will determine if you brand will succeed or not. 

So where should you start the planning? 

I’ve studied marketing and created hypothetical marketing plans based on models and frameworks that sound very professional.

 When it comes to real life, most of the time these plans can’t be executed. 

These plans are useful and a must have, but I understand not all brands need it or can have one in order to start. 

We can leave these on the table to discuss on a later date. 

If you want to learn more about hypothetical plans, I recommend SOSTAC model. 

Back to the actual strategy now… 

Usually with ecom businesses, the main objectives are to acquire new customers profitably. 

The key goals are already there, but without numbers they don’t really mean much. 

As you know, it’s important to know your numbers. Not just on media buying, but having a financial model to look ahead on the year and reflect the numbers for your whole business. 

This can include operational cost, product development, human resources, projected revenue based on LTV, AOV, frequency, etc. 

The marketing budget should be calculated bsed on these bnumbers and not the other way around. 

What works today may not work tomorrow, especially in online marketing. 

After knowing your numbers and goals, the big question is how to reach your goals, what the strategy will be, and how to execute and measure the goals. 

This is where strategic thinking is important. 

Who are your customers? What are their needs? Why are they buying your product or service? What are their motivations? Can your product be replaced? Is loyalty a question or just price? Why is your product or service better than another? 

All these need to be part of your plan. 

Because once you know the answers, it’ll be easier to plan your strategy. 


Which platforms do your customers use? Where should you spend the marketing budget? What content would engage them the most? How will you get that content? How much should you spend on the content?  Which offer would be the best fit? 

Soon a step by step digital marketing strategy will fall into place. 

You’ll need to separate your customer acquisition strategy, use experience strategy, social media strategy, retention strategy, customer satisfaction, and have a clear value proposition. 

An agency can help you execute your strategy and help put a tactical plan into place. 

But it all needs to come together on a business level seupport by actual facts not projections. 

Uploading campaigns on Facebook or Google is only just a small part of digital marketing. 

If on a whole, it’s not synchronized, it’ll be muc more challenging to succeed. 

Here at DimNiko Agency, we help clients cale their business and support them with their strategy. 

If you’re spending over $500 a day book a call below:



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What You Need to Improve to Increase Your Conversion Rate

DimNiko Marketing | What You Need to Improve to Increase Your Conversion Rate

At DimNiko Agency, we deal with a lot of different clients.  

Therefore, we see many different ecommerce websites, products, unique offers, landing pages, creatives and the list goes on..

For us to get the best results, we have to make sure everything inside and outside the Ad Account is at it’s best and optimized accordingly. 

We always see the same items being neglected or need improvement for better results. 

Some of them seem like a no-brainer, but are still left neglected…

Read More: How Does Your Landing Page Affect Your Campaigns Performance?

Here are the top areas we always need to help our clients improve: 

Landing Page Colours 

Clients usually have very dark landing pages. 

They can look really nice, fancy, and quite luxurious.

Although it might look ‘cool’, a change to white or soft-colour landing page can instantly improve results. 

If you have a dark landing page, we suggest testing a lighter color background and see how it performs. 

The same applies to blue, green, and other colored backgrounds. 

A softer, more friendly approach can bring in a few extra conversions. 

Website Navigation Menus

When a customer visits your website, it should be easy to navigate. 

Your customer must be able to easily find what they’re looking for, or what your best sellers are. 

The text must be clear, concise, and easy to read, in simple or plain font that is well structured. And, the important menu links must show first. 

We often see clients neglect this. 

It can look very unprofessional and result in a poor user experience. 

It’s best to keep it as simple as possible to help lead your customers to the important pages to browse your products. 

Also – avoid having too many unnecessary links. This will distract your customers from the ultimate goal. 

Shipping Policy

Shipping is one the most important parts of the customer experience when online shopping. 

Regardless of the shipping & delivery times you offer, clearly communicate with your customers to provide full transparency. 

Shipping prices need to be communicated to the customer early on – whether it’s free or paid. 

Nobody wants to find out about a hefty shipping fee just before they submit their payment. 

Communicate shipping details, such as delivery time and prices in the header / banner on the top of your website. Or, make sure that it’s easy to read and simple shipping policy in your website’s footer. 

Benefits of Products in the Ad Copy

What makes your product stand out from competitors? 

If your product / service has a specific benefit that is unique to your offer, communicate this with your customer in your ad copy. 

Many advertisers focus on the benefits as a whole, but focusing on one key benefit will make your offer stand out and lead to more conversions. 

Instead of listing all benefits, use bullet points. 

Start with the main key benefit, highlight in it’s own to provide emphasis. 

Then you can mention the rest of the benefits your customers may be interested in. 

If you’re like the majority of eCommerce brands, then at least one of the items listed above needs to be improved. 

Try out one of our suggestions and start seeing the conversions flowing in! 

Until next time, 


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Scaling an Ad Account to $17,000 / Day While Reducing CPA by 25% for a Coffee Company

DimNiko Marketing | Scaling an Ad Account to $17,000 / Day While Reducing CPA by 25% for a Coffee Company

Today, I wanna share something crazy.

It’s the results from a campaign we ran for one of our premium agency clients, Vitacup.

Vitacup is a company from San Diego, California that make vitamin and superfood infused coffee and tea products.

They were on a mission to grow their company… but they were stuck.

Vitacup were past 7 figures in revenue, but their cost to make a sale was well over $50 and super inconsistent.

Worst of all, they were burning through investor cash fast… with a 3 month payback period on LTV (lifetime value of a customer).

From an ad perspective… they were having issues scaling their account.

The goal was to keep their CPA (cost per acquisition of a customer) under $50 and scale to $140,000 / month.

So – before we started – we did an audit of the account to get clear on the best strategy moving forward… and there was 4 key issues:

The client had way too many different offers & landing pages running at the same time.

It was virtually impossible to know which was working.

As we all know… 80% of sales come from 20% of your marketing efforts – but we didn’t know which 20%.

The conversion value wasn’t set… so the ROAS (Return on Ad Spend) data was irrelevant – making it impossible to optimise.

Next to no lookalike audiences were used… only interest targeting.

Rules were not used in the ad account to optimise the campaigns… and overall – the account lacked structure.

Oh and here’s the crazy part:

Over 400 campaigns were uploaded in the previous month alone.

This was a recurring pattern, where 50 campaigns would be uploaded every few days to try and stop campaigns from dying off.

As you can imagine… that’s a lot of work, it’s super annoying, and most of all… it’s not necessary to get great results.

Now – just to be clear:

This is absolutely no shot at whoever had run this account before… 

It was simply the situation we were in.

We identified the quick wins we could see to help Vitacup dominate and scale as quickly as possible.

Here’s what happened next:

We created 2 landing pages with clear offers and prepared to only run ads to those.

Based on the historical performance of the account, we created a clear & coherent structure for the campaigns to follow.

Here’s what it looked like:

We launched high budget CBO (campaign budget optimisation) campaigns.

Inside them, we used dynamic creatives, so we could test multiple ad images, videos, and versions of ad copy at once.

Spend was at $800 – $1000 / day per campaign with 10 adsets each inside them.

We put the best performing audiences from the past in the adsets… and included Lookalike audiences throughout.

Madgicx was harnessed so we could find new audience pools to further optimise the CPA.

Now – why did we do these things here?

Well firstly, we wanted to cover off a common mistake people make when it comes to scaling ads.

So many media buyers, and companies, struggle with scaling their campaigns.

But one of the easiest ways to scale is simply start your campaigns at a higher budget.

Sounds way too easy – but trust me, it works.

By starting our campaigns at higher budgets, and combining the best audiences and creatives, we were able to reach the 50 conversion per day threshold fast… which stabilised delivery.

Dynamic ad creatives helped with avoiding ad fatigue.

Plus – with the bigger pool of audiences we now had, the ads weren’t fatiguing nearly as fast.

Through the first month of working with Vitacup:

We increased the ad spend by 60%, and reduced the CPA to $33 using rules inside the account.

As we scaled the account – we were able to quickly learn the ad account specific signals.

This helped us know how many conversions to expect each day – so we could set up rules based on how the account performed each day.

For example:

On any given day, if the CPA was under $55 by 8am – we knew we’d have a great day and would scale the account that day.

If it looked bad initially, we would slow the spend and reset it at midnight.

As mentioned, when starting the account, we were spending $800 – $1000 / day.

As results started coming in below KPI, we scaled.

From $2k per day, to $5k and over $9k per day regularly, just using automated rules.

In the second month with Vitacup, we doubled the adspend and kept the CPA around $44.

On the biggest day of spend throughout the campaign, we spent $17,000 at a $39 CPA.

Now, whilst this all sounds great – here’s the truth:

This wasn’t easy.

It’s not as simple as getting all your best audiences and creatives and just launching CBO’s at $1000 / day.

You need to deeply understand your customer.

Know the best ad account structure for your niche and offer.

You must have a proven offer that converts.

And you need to know what campaign structure will work best for your application.

When you nail these 4 things (plus tons more)… you can do amazing things.

Now, if you’re reading this…

And you’d like your company to be the next EPOCH success story – listen up:

We’re currently looking for just 2 new clients to take on this month. 

We have a strict criteria for the clients we work with. 

If you fit this, we will scale your company using Facebook & Instagram advertising, to dramatically grow your revenue and create similar results.

If you’re interested in working with us, click here and schedule a call today.


Do not hesitate. These positions will fill up fast.

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Why Your ROAS Going Down While Scaling Can Be More Profitable

DimNiko Marketing | Why Your ROAS Going Down While Scaling Can Be More Profitable


I had a call this week with a food company that was hitting a 7x ROAS, which for them was extremely profitable as their breakeven ROAS was just over 2x.

They were doing about $170K in monthly revenue and his problem was ‘SCALING’.

Read More: How We Improved Our Client’s ROAS Using Story Ads

He mentioned to me, “I don’t want my ROAS to go below 5x as I scale up the ad spend and it does that everytime I increase ad spend”

I understand where he is coming from. We spend more on ads we want our ROAS to maintain or improve but that is very rarely the case with most brands.


Even with a lower ROAS your brand can be more profitable.

You might think that sounds a little whack but hear me out.

This business owner I was speaking with was spending about $500 a day on Facebook ads with a 7x ROAS. 

I explained to him that even if your ROAS drops to 5x or 4x when you increase the spend you will increase your revenue, your number of customers and your overall profit.

Let’s say he increases his ad spend to $1,000 a day and the ROAS drops to 5x, his daily revenue is now $5,000 instead of the $3,500.

A $1,500 increase in your revenue, with a $500 increase in costs and a reduction in ROAS.

Let’s expand this further to scale.

Let’s say he is spending $5,000 a day and the ROAS drops to 3x.

He would be making $15,000 a day, ad costs would be $5,000 and there has been a significant increase in customers.

Brand owners need to understand that volume of customers is more important to profit vs profit per customer.

For example: You could acquire 1x customer with a $20 profit per customer and total profit would be $20 


You can acquire 100 customers with $10 profit per customer and the total profit would be $1,000.

Even though you are making less profit per customer, because you are acquiring a higher volume of customers you make more profit overall.

I haven’t even mentioned the fact that because you have more customers now you will get more repeat business and overall profit will grow even more on the backend.

In summary, don’t be scared if the ROAS goes down when you scale and understand volume of customers is more important than profit per customer.

Now that you fully understand this concept it is important to note, it is not easy to scale to $5K or $10K a day in ad spend. 

That is why our clients choose to work with us because we have significant experience scaling brands to these levels and beyond.

If you want to have a chat with us to see if we can help you, book a call below:

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Squeezing Revenue Out of Q2 eCom Holidays

DimNiko Marketing | Squeezing Revenue Out of Q2 eCom Holidays

Hello everyone,

Q2 has just started!

And let’s be honest, it might not seem as exciting as Q4 or even Q1.. 

But the truth is, there are plenty of opportunities to increase your sales over the months of April, May and June.

Read More: How I Scaled Pinterest Ads From 0 to 300k in Revenue in Less Than 3 Weeks – Part 2

Let’s go over some of the main holidays that are happening over the next quarter and how you can take advantage of them:

The major holiday during this period is probably Easter. Dates vary every year depending on the paschal full moon.

However, it is celebrated around the month of April.

This year, it just passed last week. 

Easter is not known as a big gift-giving type of celebration, but more and more businesses use this event to promote special offers or bundles.

You can push an “Easter basket” bundle offer or even create your own “Find the egg” promo.

It depends on the type of your business. It can be applied to many different products and especially those businesses selling items for kids. This could work really well!

Earth Day, happening on April 22nd

Is a celebration that is hugely growing, as more people are becoming environmentally friendly and conscious about the products they purchase, as well as their origin and manufacture.

If your audience has an eco-friendly lifestyle, this is your holiday! 

You should not miss running a small promo for Earth Day, a sale, or even just an email marketing campaign with a nice reminder of the day that is it and to show that you care!

Mother’s Day

Celebrated on the 9th of May in the USA. Dates vary depending on the country.

It is the main holiday to honour the mother of the family.

It is not only the children who buy gifts for their moms anymore, many husbands also buy gifts for their wives during this day.

Something that can work very well for this day are gift cards!

Memorial Day

Happening on the last Monday of May is a federal holiday in the United States for honoring and mourning the military personnel who have died while serving in the United States Armed Forces.

If this is a holiday that is relevant to your ecom brand and decide to create a special promo for it, both ad copy and creatives should reflect appreciation. 

Inspiring quotes and thank you notes can work very well in a special promo for Memorial Day.

Father’s Day

Dates vary based on the country, however in the USA it is celebrated on the 21st of June.

Father’s Day is a day of honoring fatherhood and paternal bonds, as well as the influence of fathers in society.

Same as Mothers Day, Gifts cards or discount codes with ‘Love you Dad, Father, Husband, Amazing Dad, Best Human” theme can work very well on this day.

And these are some of the main holidays and celebrations happening in the next three months.

If you have any questions about any of the above or if you’re interested in working with us to grow your eCommerce brand. Find out if we’re the right fit for you!

Book a call below:

Until next time 😉

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How to Build a Monthly IG Plan

DimNiko Marketing | Building IG Monthly Plan

Your IG page can help you get sales just as much as your website. 

It’s common that users, who are your possible future customers – search for brands on Instagram. 

We all know that posting quality content frequently is not easy at all. 

Read more: FACEBOOK VS INSTAGRAM, What is best for your business?

Instagram is a highly creative platform, where you have to follow actual trends in order to keep up with the flow. 

I collected some tips & tricks on how you can organize your efforts while keeping in step with the most relevant trends.

Let’s have a look!

1. Start at the Basics

I suggest spending some hours thinking again about the basics. 

What is your goal with your account? 

Do you want to grow your brand awareness? 

Do you want to sell directly from Instagram? 

Do you want to create a community, which you can grow to a great performing target group? 

If you successfully (re)defined your goal, you made a big step forward in deciding the type of posts you want to create.

2. Planning is Everything

Did you ever feel the “posting-day” stress? 

The feeling when you know that you should post something, but still no idea, no content, no photo… it is really disturbing.

But you also know, that if you want a sustainable & growing IG channel for your brand, you cannot afford inconsequent posting. 

The solution for your problem is called planning. If you take your time, sit down and write your next month’s post plan, your life will be so much easier and relaxed. 

Believe me, relieving this stress will also boost your creativity!

3. Create Thematic Directions

Writing your monthly planning will be way easier if you define 5-6 directions and you just keep on posting them after each other. I collected some options for this: 

  • Brand awareness / Lifestyle: show your product in different situations, tag places, people, pages with a lot of followers (like magazines) It’s key important, to choose such a thematic, which matches your brand quality and core values!
  • Behind the scenes: share some backside information with your followers. Show your warehouse, introduce your people, make a video about how an order is packed, and follow its way until posting…
  • Educational: show how your product is being used. Speak about benefits, and how customers can maximize their user experience with your brand.
  • Tipps&tricks: Share your best insider tips – who could give better suggestions if not the brand itself? Expert advice is always welcomed by followers!
  • Influencer or user-generated content: the real social prof is really convincing. Post happy customers, share influencer posts –  they are very much liked by customers. 
  • Easy and fun: Entertaining content. Share your everyday experience with the product, showing your cat, or dog. Non-promotional content improves the overall brand.
  • Promotional: Sometimes feel free to post about ongoing or upcoming promotions. This will allow your follower base to prepare for shopping! 
  • FAQ: reply to frequently asked questions in a post
  • Contest: start a small sweepstake to get new followers and to grow rapidly! Don’t forget to keep everything legal, and to post the terms of participation.

4. Prepare Labeled Boxes for Your Ideas.

Place a block of post-it on your desk. Write it on a piece of paper when an idea pops. Drop it into the matching thematic box. You don’t need to create the posts right away… your ideas are waiting for you at your next monthly planning session!

5. Create in Advance! 

You can use apps to write and schedule the next month’s posts in advance.

You can plan 1-2-3 posts per week, and you need only to take care of replying to comments and watching your profile grow. 

Planning will help you avoid most of the stress. If you don’t succeed to complete everything on the planned day, just let it go.

Nothing will change, and this will not spoil your long-term success! Just relax and try to enjoy it! 

6. Try to Have Fun – in the end, it’s very important not to take everything too seriously.

To be continued…! 

If you like our ideas, keep on following us for the best ideas and latest trends! 

And if you need some professional support in delivering the best possible ads to your clients, just book your call here

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How to Write Great Ad Copy!

DimNiko Marketing | Writing Ad Copy

Hi All, Monika here from the DimNiko Agency. 

Today I wanted to share with you my process of writing ad copy for a new project or product. 

Read More: Facebook Ad Copy Is Useless In eCommerce Ads

1. Website, Product, Landing Page Analysis. 

The first thing I do is go through the sales funnel where we send traffic to using ads. 

With Facebook advertising, typically our main goal is to find prospective buyers, someone that potentially could be interested in buying the product. We want to get their attention which usually starts with the ad copy. Ithas a huge impact on the user experience throughout the sales funnel. 

You can’t write ad copy without experiencing the funnel and understanding the customer’s journey. 

If you have the opportunity to speak to the brand manager and have their insight on the value proposition, their brand positioning and key benefits and features of the product, it will help you get an idea for angles you can use. 

2. Competitor Analysis.

Competitor analysis not only includes checking out the ads they’re running, but includes the same product analysis, landing pages, website, sales funnels. 

The purpose is not to steal what they are doing, but to be aware. 

Yes it’s a great place to get inspiration, but if you want to be better than them, you will need to come up with something original. 

Plus, you’ll never know if their marketing actually works. 

3. Customer Personas

I usually like to have at least 3 personas. I try to be as detailed as possible. 

To build out the personas you can use Google or Facebook analytic insights, the brand manager or community manager can also help you with that. 

Then best insight comes from asking customers directly in a mini interview. 

Asking questions such: How old are they? What job do they have? What does the product help them do? Did they compare it with other products, brands? What made them buy it? Etc.., These questions will help you understand key motivations and persona characteristics of your buyers. 

4. Have a Plan that Aligns with Your Campaign Strategy

Your plan usually includes specifications of how many ads we will need and what goal each should have. 

For example if we have 1 landing page, we will have to think about how the ads will run. In this instance, prospecting campaigns on TOF targeting cold audiences. These ads will get the attention of the right users and make them click through to the landing page. 

After, we will run MOF ads where we will target users that have already engaged with an ad before but haven’t clicked through to the landing page. Here you want to increase their desire or build more trust.

We also want to have retargeting ads running, where the best strategy is to highlight the offer better, explain why it is better for them to buy this product and choose your brand and get it now.  

With a more complicated sales funnel or lead generation campaign where the customer journey has several steps. The retargeting you usually do, sends the user back to the landing page they opted out or to the next one. Your ad copy needs to reflect that. 

Basically each landing page will need their own set of ad copy and possible further break down into TOF / MOF/ BOF versions.

5. Brainstorm Ideas

Once you have chosen personas and have a detailed list of how many ads you need for your campaigns it’s time to brainstorm ideas. 

My favorite method is to prioritise based on the persona groups and think of 10 angles / ideas that would match those audiences keeping in mind what action I am expecting them to do on the landing page. 

You don’t need to have 3 x 10 ideas, but at least 10 all together. 

These ideas can include whether you want an ad copy including a review, or list benefits, or want to talk about a problem it solves, or pick ingredients and focus the whole selling point on that etc

 It’s important to not create variations of an angle, but really list 10 different ideas. 

6. Draft Copies

I would start choosing the top 3 ideas and work it out, creating 3 – 3 variations each, and if needed create variations for TOF / MOF / BOF as well following the main angle. 

Usually we test an angle only on TOF and if it works we would move it to MOF and BOF or work on the variation. However if you only want to improve MOF, BOF campaign this method works as well. 

Just remember, if something works on warmer audiences, it’s not guaranteed that it will work on cold traffic.

When you finish with your drafts and have a list of ad copies that matches with your initial requirements, I like to go through the whole sales funnel again starting with the ad copies and see if everything makes sense. 

I personally like working on the ad copies first and then send the copies to the production team or to the editors because it’s basically a script for them. This will make their work easier and it will save you time.

In some cases you don’t have an option to create new videos, so before you test the new ad copies check if it works together with the creative assets. 

You really don’t want to upload an ad copy that has nothing to do with the image or video showing. 

7. Test 

It’s time to see which ad angles and variations are going to make it. 

Set up your benchmarks to be sure you send enough impressions to each variation and give the best possible chance to your new ad copies. 

I often see that ad copies are not being recycled or used once it’s proven to be not working, which can be a big mistake as performance will depend on many other factors. 

Before you start working on new ad copies, see if you can test with a different image, different audience, different CTA or just mix and match with another ad copy. 

This will save you time and you will find a winning ad copy much faster!

Hope you enjoyed the read and don’t forget,

If you’re spending over $500 a day and want to scale your brand

Book a call below:


Posted on

How Often Should I Change My Product Offers?

DimNiko Marketing | Changing Product Offers

Hello there! Maryana from DimNiko here.

Last month we hosted a couple of Clubhouse events discussing our experience, tips, and tricks working with our clients. 

Follow @dim.niko on Clubhouse to be the first to know when we’re scheduling a new event.

Read more: How to “Create” a Problem Solving Angle When Your Product Doesn’t Solve a Problem?

There were a couple of questions asked from the audience, I decided to write a post with more detailed answers. 

If these questions are interesting for some, it could also be for others.

So let’s start with the question in the title.

How Often Should I Be Changing My Offer?

In DimNiko, we usually recommend our clients to change an offer once in 2-3 months. 

Every 2-3 months, our media buyers analyze the current offers and come up with suggestions on what can be changed. 

We’ve recently seen huge success when one of our clients implemented our advice. 

We suggested the client change from $52 to $49.99 and it made a huge difference in sales. 

We split tested the price which gave 50% traffic to the current offer and 50% to the new one. We saw results on the second day and the new offer was already knocking it out of the water. 

It is a simple psychological rule of offline marketing, but the magic .99 pricing point works great with online marketing as well. 

The psychology of the customers isn’t changing much when they step out of offline marketing and enter the online world. 

So there are a lot of tricks we can adapt.

We don’t even need to change the offer, rather name it differently or present it under a new sauce.

Here is a scenario, an ad were running with the same headline for 1 month that says “Special March offer”. 

We changed it to “Special April offer” to show the customers the offer is up to date and always changing… even if it’s not. 

Of course, we recommend updating the website and ads for Holiday related offers as well. 

Additional discounts are welcome, but if your business can’t afford it, it doesn’t need to be an actual sale discount.

You can just update the videos with Holiday elements and present them as a Holiday offer. 

The next question we had from Clubhouse was:

What Kind Of Creatives Are We Using For Our Clients In The Beauty Sphere?

Even though the question was very specific we can broaden it to many e-commerce spheres. 

Most of our successful creatives are based on bringing additional value to the customers. 

It could be one of the following:

  • “How to” tutorials
  • User-generated content showing the exact results the product can produce
  • User experience
  • Technical guide for purchasing the products

Of course, we’re constantly testing images VS videos, short videos VS long videos, different formats, and catalogs VS instant experience.

The results differ from client to client but the main rules we usually follow are:

  1. Showing the brand in the first 3 seconds makes your brand recognizable which helps build your community. It can also improve the performance of the retargeting and retention campaigns.
  2. Using more space of Facebook’s inventory (which means creating more square videos and even 3×4). And we also recommend uploading specific content per ad placement. 
  3. User-Generated Content is key! You can add testimonials to your content or actual customer reviews – all this increases the click-through and conversion rates. 

And the last but not the least was the following question:

Is It Important To Build Up A Community And How Does It Influence Paid Advertising?

Let’s take our client in the beauty industry as an example. He has a huge community on Facebook with thousands of followers.

A lot of attention is given to their social media. They initiate different contests, give valuable information, and of course promotions!

So our goal with paid advertising is to bring in first-time customers. During some low seasons, customers were acquired at a breakeven point. The client is unprofitable on the front end but then these customers enter the community.

The quality of information made the customer feels they belong. This makes them returning customer with no additional costs on the backend. 

When they launch promotions in the group, a big part of the sales are coming from returning customers. It helps a lot in increasing the average order value and it pays for the unprofitability of acquiring new customers.

Creating a community is a very valuable addition to paid advertising. And we highly recommend our clients to work on building brand awareness and customer loyalty.

If you want to know answers to other question we face in our daily work,

Book a call here:


Maryana from DimNiko

Posted on

How To Model Creatives & Dramatically Drop Your CPA

DimNiko | Modeling Creatives

How do you maintain profitability while scaling? 

Everyone wants to double or triple their ad spend and see consistent results BUT very few brands successfully achieve this.

One of our clients has been with the Agency for 6 weeks and we have taken them from spending just under $500/ day to $3,000 / day, with the CPA dropping from $50 to $30 in that time period.

I am going to show you a step by step breakdown of the creative changes we implemented on the account to see this result.

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

Step 1: I Spoke to The Client & Asked Him What Are the Top 10 Reasons People Buy Your Product.

This allowed me to understand the buyers behaviour of why they want or need the product.

And this helped me map out my creative ideas for the brand.

Step 2: I Stalked the Brands Competition on the Facebook Ads Library and Saved Any Videos / Images I Thought Stood Out as Quality.

Over the years I have also downloaded 1000’s of videos and images and added them into a Google Drive folder breaking them down by niche so I have really amazing creatives to look at when I need to make new ones.

Step 3: I Found 10 Videos I Wanted to Model and Broke Them Down

If you look close enough you will see that every single video ad follows a formula. Often they will include things such as; problems, benefits, features, social proof, reviews, user generated content, showcasing products and a call to action.

For these 10 videos I broke down the structure of it and then made the video ad copy relevant for our client. For example a videos structure might have been this:

Problem > Push Pain Point > Introduce Product / Brand > Benefits > Social Proof > Guarantee > Call To Action

All of these 10 videos were different, had different editing styles and ensured the client had 10 dramatically different styles so we could hopefully see big changes in results.

Step 4: Get a Video Editor to Make the Video

For this part you will show the video editor the original video you want to model, you will give them the video ad copy you want in your video and the footage / photos you want in the video. 

Get them to model the video exactly so the transitions and the editing style is the same, but only this time it has your brands content and messaging within it.

Read More: Why You Need to Start Using UnBoxing Videos to Increase Your Ad Performance

Step 5: Add It Into Your Ads Manager and Wait

Now that you have 10 different videos to launch, add them into campaigns and watch the results improve and your ability to scale occur.

Inside the very first week with the client we saw the CPA drop massively because creative changes allow that to happen. Making small tweaks to targeting or bidding strategies will not get you profitable. Focus on the big levers in your Business.

Hope this helped and you get some great results from it.

If you want me to do an audit of your ad account, your creatives and your website, book a call below and I will show you how to triple your budget while maintaining good results!

Book a call here:

Chat soon,