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Here at DimNiko Agency, we do a lot of tests everyday. 

In each test, 50% of the time I try Lifetime budgets vs. Daily budgets 

If I have an account that mainly runs good on daily CBOs, I’ll test every few weeks to see what will happen with LFT campaigns.

Sometimes LFT will over-perform daily budgets, and they won’t.

I saw my first success with LFT around 2017. 

At that time not a lot of people we’re using LFT, but I decided to act on it and I got amazing results.

How I tested LFT vs. Daily is as follows: 

I duped all my best performing campaigns and put them on LFT.

If the CPA dropped by 20% on average, that would be marked as a big success.

I still remember the dropshipping account.

We were getting CPAs under $5 for a product that was selling for $29.99.

Today, the era of under $5 CPA is gone, but LFT campaigns still work pretty well.

The thing is, you never know when LFT campaigns will work, so you need to always test them.

In the past year, LFT success came in a few different waves.

Every 2 months they will outperform daily budgets, and it will last for a week or two.

Sometimes more. Up to a month, maybe two.

But for a week or two CPA will be as much as 10-30% lower on exact same audiences!

And that is a big win for me.

It’s good to test LFT here and there, regardless if you had bad experiences with them in the past.

Big Win Example

My recent big test was a few months ago, where I had a good LFT result in an account. 

I am spending $10-15k per day in this account, and at that time almost 2/3 of all cold traffic campaigns were set on LFT.

Performance was much better across the whole account.

Then over the New Year, daily budget campaigns started to perform much better. So, we turned off a majority of LFT campaigns.

Here and there I still had one or two LFT campaigns left running, but the majority was back to Daily CBOs.

And few LFT cost cap bids that I don’t place in the same bucket.

Why You Need to Test

But for the last test I duped 20 of my best performing daily budget campaigns, and put them on 9k for 30 days. ($300 per day)

I didn’t touch them for 3 days, then I started to slowly optimize the adsets.

After a week, 1/3 of LFT campaigns were switched off, but 2/3 of them were still under my KPI.

Then I was just doing my daily optimization routine across all accounts, and didn’t analyze which is good and why. I just took care of the average account KPI.

After 2 weeks I decided to analyze what happened, and the results were to my big surprise –  exactly the same!

LFT campaigns performed on the same average CPA as my Daily campaigns!

But I could double the spend and get the same results which maybe I wouldn’t if I would put all on daily budgets.

This account runs mostly on a broad audience and very big interests 20+ MM, so no overlapping issues were reported.

At some of my campaigns, I had the exact same audience (3xbroad), but different dynamic or ID creative.

So my recent test showed me again, that all you need to do to have some success in your account, is to TEST. 

LFT vs Daily budget, Cost cap vs Bid cap, CBO vs ABO, and IDs vs Dynamic.

Sometimes general things will work, but the very next day something else you tested will surprise you, and you could scale the account much easier because of your test.

How to Optimize LFT Budget Campaigns

Lot’s of people ask me how to optimize LFT budget campaigns.

I do them exactly as I do my daily budget campaigns. I lower or scale up the budget every 1-2 days.

Sometimes I also do an end date change, but then you need to remember that date and it’s a little harder for me as I have 50-75 campaigns in the account.

Even if I put an end date in my campaign name. 

And the main point is that I didn’t see much of a difference. 

So I like to use more ‘budget changing’ in my LFTs.

Maybe you have another process that works better for you.

If you have, please share it under this post!

Let us know your experience lately if you did some tests.

Also if you have any questions about LFT or Daily budget campaigns, please comment below.

If you want us to run your ad account for the best ROAS, you can book a call with us here  ==> https://dimniko.com/msp-apply

Have a great day,

Matej

Should I use one or many creatives / IDs or Dynamic in my campaigns?

We hear these two questions over and over again. With old and with new media buyers. What we found out is that both strategies will work.If you have a great product, that your targeted audience wants. And if you optimize campaigns correctly, when you get enough data.

Our recent tests showed that maybe at this point fewer is better than more – on cold traffic, more is better than a few – on retargeting, and IDs work better on short term, and Dynamics better on long term.

Let me explain a little more of our recent testing.

Example 1: Reorganizing a Current Client

We have this client’s account, where we mostly run dynamics on cold and retargeting for the past half of the year.

Budget was around 10k per day on average. We tested new always with $100 or $200, and after a few days and few tweaks performance was optimized. These campaigns performed well for 2-3 months if optimized correctly every day.

Here I mean downscaling and upscaling budget, and turning off and on ad sets + ads based on the last 3-7 days performance.

Structure on retargeting was almost the same as on cold traffic, and each ad set had around 10 images and 3 ad copies.

Then a few months back, we had to change all creatives very fast, and because we had more than 50 campaigns, we decided we were gonna do it with IDs.

We created around 10 different IDs (pics/vids, carousels, collections), and then duplicated all dynamic campaigns, deleted ads in them, and switched dynamics off on ad set level. Then we duplicated new IDs into these empty new campaigns one by one.

We finished the process in 2 days, but if we would go via dynamics, we would need the whole week as we would also need to create ad sets from scratch because of the audiences.

We decided that we are gonna try all campaigns with IDs for a week, to see if they can compete with our previous dynamic campaigns.

To our big surprise, after 5 days when new IDs got enough engagement, we optimized the campaigns heavily and results were great.

We put 1-2 IDs in different combinations on cold traffic, and 3-5 together in retargeting campaigns.

Now after 2 months these campaigns are still working well and they are bringing pretty much the same results as before.

Example 2: Setting Up a New Client

Our new client when he came to us, had only 2 proven IDs that performed well in the past.

He didn’t have any good video creatives, all he had was a bunch of product pics that were not tested. So we selected the best ones and put everything in dynamics on cold and retargeting.

We thought we were gonna make it work but somehow dynamics never worked here.

After one month of testing we gave up, and went testing just IDs. Results were better but still not where we want them to be.

So in month 2 we decided to push only the 2 IDs they performed the best in our dynamic tests, and use dynamic campaigns just on our retargeting.

Strategy became our winning one and we used the same approach in one other account.

Results were great again. So at this point, we like to push a small number of IDs on the front end, and a lot of creatives in dynamics on the backend.

You can also do with lots of IDs on retargeting, but then I would suggest to change copy based on the 3-90d segments.

We also exclude all page viewers, buyers and social media engagers on cold traffic, so we target just fresh visitors. And that is a very simple structure you can replicate and try out!

1 or 2 IDs on cold, 5-10 IDs or Dynamics on retargeting.

If you want us to run your campaigns for the best ROAS, book a call with as here 
==> https://dimniko.com/msp-apply

Let’s see if we’re the right fit.

Let us know what works best for you at this point.

Sharing is caring 🙂

Have a wonderful day,

Matej 

Ok, this is the second article on Pinterest ads strategy I did for a client of ours.

If you haven’t read Part 1, here is the link ⇒ 
https://dimniko.com/blog/how-i-scaled-pinterest-ads-from-0-to-300k-in-revenue-in-less-than-21-days-part-1/

So let’s go now into the data, how to optimize campaigns, and how to scale them.

Pinterest Reps

Before that, let me just say a few things about our Pinterest reps. In Part 1 I said how very happy I am with my reps, now the situation changed. After 30 days and after 3 calls with rep 1 and rep 2, rep 2 sent me an email that now I will get a new rep.

On Pinterest they have different teams of reps based on the country where the majority of your clients are coming from. As this client I’m doing Pinterest ads is from the US, they signed me now to the US team.

Now rep 3 wanted to schedule an introduction call again. We went through the same stuff we did with rep 1 and 2, and most questions I had on pixel and event attribution were not explained and just skipped.

He said that he is only the ‘introduction’ guy, and that in a short amount of time I will get a rep 4, who will help me with these questions and more details about campaign optimization.

So few questions I had about agency accounts and pixels are still not being answered, and it’s been more than 2 months now. But ok, I get it… It’s Covid lockdown, it’s the beginning of Christmas time, and we’re not big spenders yet for them, so we have time to wait. 🙂

Update: Just yesterday rep 3 sent me an email that we don’t need another introduction call, and that rep 4 will now try to answer all my questions.

So let’s wait and see what will happen. Maybe rep 5 will now jump in and ask me again of what I already solved by myself till this day.

But anyway, let’s go now into more important stuff – Data & Optimization.

Data & Optimization

So as I explained the structure of my tested campaigns in article 1, what I did next is I waited 3 days. Then I turned off the majority of campaigns as numbers were crazy.

After my second call with rep 2 from AU (by the way, she was the best so far), I decided to switch the attribution window from 30 to 7 days. I wanted to see the closest results we get in Shopify or Google Analytics.

It’s still 7 days but this is the best we can do, as Pinterest is just an introduction site for your products, and the majority of these audiences are just browsing around and will not purchase on day 1. When they will see the same ad after 4 days on FB, and if they will make a purchase, Pinterest will take the credit for that sale. And also the FB.

From what rep 2 told me and how I saw the first data, I decided that I will not touch campaigns for the first 7 days. 

You will see many campaign’s data getting better after days go by, because of their different attribution windows.

Then when day 7 came, I started optimizing. I was killing whole campaigns above my KPI, and killing ad sets and interests/keywords in active campaigns that showed bad performance.

In week 2 and 3 I also started to check 7/14/30 days data and optimize the worst performers compared to a 7 day period. There will be a big difference between 30d and 7d, so always check also 30d data. Pinterest conversion has a big late attribution, also if you set up for a 7 day window. So don’t kill too fast at the beginning and wait for a little more time if you have a budget.

If results are not near your KPI in the first 7 days, then kill fast and don’t wait. If your KPI is $20 CPA, I would kill all campaigns that have CPA $30 or more.

I experienced that CPA will 2 or 3 times drop after 14-30 days, but this is just the product I am advertising. Probably with other products is a different game and you have to figure it out how your account works with your products.

Scaling

Let’s get into Scaling. Scaling is very simple on Pinterest.

You select good working campaigns, go to adset level, select adset and click EDIT BUDGETS. Then you put how much you want to increase or decrease the budget.

Recommendation from our rep 2 was 20% is the safest way, and also to never go more than double up. So pretty same scenario as with FB here.

Depends on how good my campaign is performing, that’s how much I will increase or decrease budgets. I like how you can do this in Pinterest, because you can select all ad sets and then select 3 ways:

1. Set budget to (amount)
2. Increase budget  (amount or percentage)
3. Decrease budget  (amount or percentage)

You can also put a safety amount per ad group, so they won’t spend more than you want. And this is pretty much how you do it.

I tried scaling also 3x on my top performers and it worked.

So from Day 1 to day 21 all I was doing is killing campaigns above KPI in the last 7 days, and scaling every 2-3 days the ones that performed well.

I also checked how CPA changes from week 2 and 3, and also made correct adjustments on how much budget I will put on.

At the same time I duplicated best performing creatives and tried different very broad and also to combine smaller interests. And one more thing here with interests – don’t forget about RETARGETING!!!

Half of the sales came in this account because of my retargeting strategy. Specially existing buyers retargeting and page viewers in the last 30 days.

So first thing when you start ads on Pinterest, go to your Shopify or Woo or Kajabi or whatever, and export your buyers emails!

Then import them and create a custom audience. And, create LLAs or AALs 2-10% with this audience. Also 3/7/14/30d audiences of website visitors.

Then use them in different combinations of campaigns and creatives for your best ROI.

***
At this point (after 2 months), I spent on this account around $80k on Pinterest ads, and attributed to more than $800k of revenue.

Average ROAS for the last 30 days is 10.5, and average CPA is below $7.

Success? 

We would need to turn all FB advertising off to see actual success, but I believe we’re doing pretty awesome stuff here.

So if you’re into FB (or if you want to combine it with Pinterest) and scale big (yes over $500k per month too), we can do it for you.

If you’re spending at least 1k a day on FB ads, book a call with us here  ==> https://dimniko.com/msp-apply

Let’s see if we’re the right fit so we can start working on your account.

Have a great day and Happy NY 2021!

Matej