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Preparing Your Creative Strategy For Q4

DimNiko - Black Friday Cyber Monday

The most important part of the year for any ecommerce business is almost here.

Did you start working on your creative strategy yet? 

Today we review each holiday and bring you some tips for you to consider when planning your creative and content strategy.

September & October

During these two months we want to work on awareness. The main focus will be warming the pixel by having a high reach and creating engagement among your audience. We will build awareness and reach an audience as broad as possible in order to retarget those users during the sales period to increase conversions.

The ads during this period of the year should focus on helping people identify which products meet their preferences and are most relevant by focusing the message on quality, utility or affordability. 

In order to create a good ad, list all the reasons that should encourage users to buy your product, as well as the product’s benefits and motives and present it all together.

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

November

The month of November will be all about conversion.

The Black Friday Shopping Week starting on the 23rd of November and ending with Cyber Monday on the 30th is the biggest sales period of the year. 

Due to the Covid19, this Q4 is expected to be more digitized than ever. Product discovery and purchases will occur online at a higher percentage than previous years.

Some of the main points to keep in mind when preparing your creative strategy for BFCM are:

  • Relevance: In the case of BFCM that relevance is the percentage off, by mentioning an specific percentage off or discount, you can increase the relevance of your ads.
  • Clarity: Make the ad clear and straightforward.
  • Urgency: Add urgency to your ads by adding flash sales or by showing the product is limited in stock.
  • Distraction: Remove any kind of distraction from your ad. Instead of explaining what the product is about, mention exactly the product name, the percentage off, and a benefit.
  • Value: Create ads showing the product qualities, features, and benefits. You can create different ads based on each element and combine it with the discount or offer.
  • Powerful words: Include words in your ads such as free, black friday, promotion, deal, discounts

Read More: Killer eCommerce Facebook Ad Examples in 2020

December & January

And finally December and January, including several holidays which are as important to ecommerce such as:

  1. Free Shipping Day, on the 14th of December of 2020, please take into consideration that the items must be delivered before Christmas Eve, as this is the main incentive for users to purchase during this day and not being delivered on time might cause your business bad reviews.
  2. Boxing Day is December’s highest traffic day on mobile, the day right after Christmas, and it is a fun time. Take advantage of the excitement that comes from sharing the Christmas gifts on social media. 

    Create photo competitions and have customers share photos of their gift, or offer a % off on Boxing day to anyone who shares a Christmas photo.
  3. After Christmas Sales, one offer that can incentivize users to purchase more right after Christmas is offering a “buy one, give one” special that delivers one item to a known charity. This can inspire shoppers to be generous and spend more.

    Another offer is “free gift with each purchase” consider offering a small giveaway with each purchase, a t-shirt, a mug, a sample.. And even better add your logo on it.
  4. In New Year, do it all over again, after holiday sales, free shipping, discounts.. Keep the momentum going and bring back the customers for a second round of sales.

    Offer a “loyalty reward”, give your most loyal customers the opportunity to try a new product first hand and offer a discount. 

    Take advantage of the “New year’s resolutions”:
    – Focus on promoting health, exercise, diet plans… 
    – Encourage users to reinvent themselves by using ad copies like: “new year, new you”
    – Promote productivity and fulfillment: “do more of what makes you happy”, “treat yourself”.

    Use the New year sales to promote new upcoming products, build urgency and anticipation.

And this is it for me, please do not hesitate to ask if you have any questions and remember, 

if you are spending over $500 a day and you want to scale your brand.

Book a call below:

https://dimniko.com/msp-apply

Until next time 😉

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Ideal Audience Size for Facebook Ads

DimNiko - Ideal Facebook Ad Audience Size

When Facebook advertising just appeared, it’s biggest advantage compared to TV ads or newspapers or billboards was very detailed targeting. Facebook gave advertisers the ability to narrow down the targeting and create really segmented audiences. So the ideal audience size for Facebook ads back then was under 100.000 people. This was the sweet spot for achieving your goal – finding the best targeting and getting the best results. But years have passed and Facebook’s algorithm has gotten much smarter. The end of 2019 and the first half of 2020 have shown that Facebook is tending to more automated schemes. 

Since the introduction of CBO the ideal audience size for Facebook ads increased significantly. Today the broader the audience is, the better results you will get. So the best audience size for Facebook ads in 2020 is over 1.000.000 people.

Here are some ideas on how to broaden your audience size:

Increasing the Percentage of the Lookalikes. 

As we just discussed, the best audience size for Facebook ads has significantly increased. So it is also important to increase the percentage of the lookalike audiences we’re using. But let’s start with the minimum size for Facebook custom audience from which we will create a lookalike audience. Facebook custom audience minimum size is 20 people.  But Facebook custom audience minimum size for building a lookalike is 100 people. Though Facebook recommends to have a bigger core audience in order to give more data to the lookalike audience. And instead of creating a 1% or 2% lookalike, it is recommended to create a 10% lookalike in order to give the algorithm more space for optimizing.

Using Expanded interests

Whenever you’re targeting specific interests, don’t forget to mark expand your interests box. This will broaden your audience to the best size for Facebook ads.

Selecting as Many Suggested Audiences as Possible. 

Facebook’s algorithm knows your audience very well, so it suggests you specific interests. The more relevant interests you can find, the bigger your audience will become.

Broadening Demographics

Another easy way to expand your audience is broadening the demographics. The best practice will be targeting all ages and all genders because there are always people from different categories that can be interested in your product and Facebook will find them. So as the ideal audience size for Facebook ads has expanded, the main concept is to give Facebook more data for optimizing.

This will help the algorithm find the best audience for your business and help you scale your business.

If you’re spending over $500 a day

And also want to scale your brand

Book a call below:

https://dimniko.com/msp-apply

Thanks!

Maryana from DimNiko 🙂

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3 Ways To Connect Shopify With Facebook For Ads

DimNiko - Connecting Shopify to Facebook

Today I would like to share with you 3 simple ways how to connect Facebook to Shopify. All these methods will help you drive traffic to your business.

Method 1: Install Facebook Tracking Pixel

First of all in order to connect your Shopify to Facebook you will need Facebook’s tracking pixel. Facebook’s pixel tracks your customer’s activity and shows you which actions have been taken on your website. This helps you understand the performance of your campaigns and lets you optimize them in order to get better results.

In order to connect Facebook’s pixel to your Shopify store, you need to copy your account Pixel’s ID. You can find it under the Measure & Report category in Facebook’s Ads Manager menu. After you copy the ID, enter your Shopify store and select the Online store and navigate to Preferences. Now paste the ID number you copied under the Facebook Pixel tab.

Method 2: Create a Facebook Shop and Sync to Shopify

The second method is creating a Facebook Shop and synchronizing it with your Shopify store by adding the SHOP NOW button which creates a Shopify Facebook cart. In order to do that you will need to install an app called Facebook store to your Shopify apps. This app will help you automatically connect Shopify to Facebook. All your products will be synchronized and your Facebook Store will update whenever you add a new product to your Shopify store. This allows your customers to purchase the products directly from Facebook but of course you will see the orders on Shopify as well.

Related Articles: The Ultimate Facebook Ecommerce Integration Guide 2020

Method 3: Create a Facebook Product Catalog

The third method of synchronizing your products is creating a Facebook product catalog. By setting up a catalog you create an asset that will contain all your inventory: your products, your images, prices and descriptions. Building an asset will help you to build a more personalized retargeting traffic and show your customers ads that reflect the exact products they are interested in. Of course this is more relevant for those businesses which have multiple products but it is also a good way to cross-sell new products to your existing customers.

In order to create a catalog you need to add a specific app to your Shopify store which is called Facebook Product Feed (by Flexify).When you download and open it, you will be able to find a link to your product feed which consists of all the products you’ve got in your shop. So you just need to copy this and after that return to Facebook to your Business settings. There you go to data sources, catalogs and create a new catalog. After you go through giving access to the relevant users and choosing the pixel, you will be able to open the catalog manager. And this is the place to upload all your products using the link we copied before. Just go to Product data sources, add products, use the data feed and press next. You can name your data feed whatever you like and after that choose set automatic file upload.So here you paste the link which we copied in the app. You can also choose a schedule which will automatically reupload your feed if you add new products to your Shopify store. When everything is set up, you just need to press start upload. Now all your products are being uploaded to the catalog and you can present your multiple products to the customer in a more sorted and specific way.

So these are 3 simple ways how to connect Shopify to Facebook.

Want to scale your brand?

Book a call below:

https://dimniko.com/msp-apply
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How Colour Influences Consumer Behaviour

DimNiko - Color Pyschology

Color plays a massive factor in consumer behaviour when making subconscious purchasing decisions

Although it’s not an exact science

It is more important than you know.

Making creatives that take advantage of this subconscious behaviour in consumers can increase how prospective and existing customers perceive your brand.

Many businesses and brands rely on media buying and how accurately they can target their best audiences, demographics, behaviours etc.

While this is extremely important

Neglecting the efforts in branding can have a negative impact on your ad performance and click through rate.

When a business fails to consider the continuity between their creative, products, and website design

The customer can feel like they’re in a different store all together and lose interest.

Take mobile game ads as an example.

We’ve all seen them.

The study titled “Impact of color on marketing,”

Has found that up to 90% of snap judgments made about products can be based on color preferences and perceptions.

Although we would like to think that a certain color can trigger a sale

The truth is that color is too dependent on personal experiences to be universally translated to specific feelings.

Research shows that personal preferences, experiences, cultural differences, and context obscure the effect that individual colors have on consumer behaviour.

Joe Hallock’s “Colour Assignment” shows some clear preferences in certain colors across gender

And it’s important to note that most of his respondents were from Western societies.

Men generally prefer bolder colors

Where women prefer more soft colors according to Hallock’s study.

The environment

And especially cultural perception can play a big role in dictating color appropriateness for gender

And can influence individual color preferences.

The study also showcases gender preferences when it comes to color dislikes between genders.

What does this all mean and how can you take color preferences to your advantage?

Complement your brands color pallet

Your brand has a certain color palette

And within this pallet there are only a few color options that can compliment your main color

Usually your logo.

These should be used in your creatives,

Facebook page posts

Website

Products etc.

Know your CI (Corporate Identity)

Many companies lack to follow a strict CI strategy

And color plays a big role in your CI

This is also applicable with the fonts you use for your creatives.

Personality

Your color pallet should complement the personality of your brand

eg. Brown can resemble ruggedness

Green can resemble health and wellness

Blue’s and white can resemble cleanliness.

Gender Preferences

Base your color pallet for creatives on your ideal demographic

Where it is a 50 – 50 divide

Using a neutral color pallet that appeals to both genders is a preferred method.

Consistency

Choosing a color pallet and sticking with it.

Most of your returning customers would instantly recognize your brand

When they see the same colors that they can associate while making the purchase decision

Or from the first point of contact.

You would associate Navy Blue & White with Facebook

Red & White with Coca Cola

McDonalds with Red & Yellow etc.

The list is endless

Making sure you choose the correct color pallet for your brand

And staying consistent in this spectrum can give you a huge advantage in your marketing

And advertising efforts.

Big brands stay ahead because they keep the minor details in mind

And strive to perfect it from the start…

But this only works if you have the right agency partnered with you!

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

Book a call below:

https://dimniko.com/msp-apply

And that’s a wrap!

I’m Quintin, Media Buyer at DimNiko

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How to Take Advantage of Instagram Explore Ads

DimNiko - Instagram explore ads

As a marketer you are probably already aware of the huge power and influence of the Instagram platform.

Instagram offers several placements when it comes to paid advertising – Story ads and the Instagram feed.

But last year, Instagram launched a new placement.

The Explore feed.

The Explore feed of the Instagram app is basically a feed that allows users to find images and videos relevant to their interests.

Instagram’s algorithm will determine which content is valuable and personalized for you.

This can include:

Posts with a high engagement
Posts that people that you follow have liked
Accounts that are similar to the ones you follow

You can scroll down within the feed or you can select different categories according to your interests.

There are also several topic tabs at the top for you to choose from, that will display images and videos related to those specific themes.

So what do Instagram Explore Ads bring to the table?

  1. Users scrolling through the Explore feed are already in a discovery mindset and therefore they are more open to receive sponsored ads.
  2. You will be reaching audiences which are actively looking to discover something new.
  3. Your ad will be shown among other content which is culturally relevant and trendy.

It is important to mention that Instagram Explore feed ads don’t appear on the Explore feed itself.

Instead, ads will appear after a user taps a photo or video.

And once is clicked, that photo or video will expand to full-screen.

After that, the user will be able to scroll through another feed full with similar content to the image that was first selected.

This feed is where Explore ads appear, in the same format as standard Instagram feed ads.

Another important characteristic of Explore?

The placement cannot be selected by itself, you must also include the Instagram feed placement.

You don’t have to include Instagram Stories, but is highly recommended to include all three.

And you?

Are you already using Instagram Explore ads?

And remember,

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

Book a call below:

https://dimniko.com/msp-apply

Until next time 😉

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The Secret of Scaling an Account From 2k to 20k Daily Spend.

Today I would like to share with you a success story that happened in one of the accounts I’m managing.

The Client

The client is selling products from the beauty sphere. The products are DIY kits which makes them very attractive during the quarantine. So it was obvious that the account needs a lot of scaling because the demand is very high. But, what’s the best tactic to scale the campaigns without dropping the ROAS, you ask?

Well, that’s what I’m gonna tell you today.

The Tactic

Top Of The Funnel

So let’s start with the TOF traffic which is targeting absolutely new customers who have never engaged with the brand. I’ve been using very broad audiences for a while already in this account. I had two main TOF campaigns:

  1. A broad audience,
  2. A 10% LAL based on the pixel.

Just one ad set per campaign and dynamic ads. Since the audiences are broad there’s a lot of space for scaling. So I started increasing the budget 20-30% every day. If the results were good, I would even do it twice a day. Then I started getting new creatives from the client: new videos and new copies. They were reflecting on the quarantine situation and showing how the product ideally fits for using at home. I didn’t want to touch the existing campaigns and change the creatives there since they were performing amazingly. So every time I wanted to test new creatives I would just duplicate the TOF campaigns and change the creatives in the dynamic ads.

In a couple of days, I got 4 combinations of different creatives. Which brings us to 8 TOF campaigns. All of them were launched on $500 and I kept increasing every day or twice a day based on the results of the previous day. So in a week, the daily budget of the prospecting campaigns increased from $1k to $10k.

Middle of Funnel and Bottom of Funnel

Of course, the MOF and BOF traffic had to reflect the budget increase as well. Usually, my retargeting budget is around 30% of the overall budget. So I kept increasing the retargeting traffic accordingly. How did I do that? I duplicated the campaigns and tested all 4 combinations of the creatives.

Since I’m usually running the MOF and BOF on 180 days event data, the overlapping wasn’t an issue. The overall CPA of all the campaigns was under $20 while the target CPA is $35. The results gave us an opportunity to scale more and more. And we hit a $20k daily spend level.

So what does this case study show us?

Broad audiences – are definitely the key to scaling.

Don’t forget about this and if you’re spending over $500 a day

And also want to scale your brand

Book a call below:

https://dimniko.com/msp-apply

Thanks!

Maryana from DimNiko 🙂

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How To Cope with The Current Situation in the eCommerce World?

DimNiko - Scale Campaigns

Right now the situation is difficult due to the pandemic all over the world. However, some countries are already one foot out. As per our current view, there are two types of business right now. One who are making a lot of money and ones who don’t have many sales. It’s really depending on your product.

If you are the first case well obviously you know what to do, but if you are in the second bucket here are a few suggestions. Many advertisers question themselves if they should continue running their FB ads or pause until things get back to normal.

We all hope it will be over soon but meanwhile better to focus on positive things rather than panicking and stressing out.

Here are a few things you can do in the meantime:

  1. Connect with your customers more than ever, show empathy,
  2. Keep them engaged on your social pages. As most of us are in lockdown people are glued to their phones and computers and spend more time online than ever. I speak just for myself my screen time has increased Significantly. As a media buyer I spent already a lot of time in front of my computer but now it’s even more. So, it’s a good time to build audience, and use it later plus if you step out you would lose ground to your competitors and you’d put yourself in a hard position in the following months.
  3. CPM’s are low right now! If you are tight on budget, indeed decrease or pause if needed, but if you can maintain a level of spend go that direction and at least keep brand campaigns live.
  4. If your shipping is delayed make sure your customers know, so they know what to expect and won’t be disappointed. However, Facebook took good care of this and you can appeal if you got a bad page score. In addition to compensating late shipping or as empathy for the current situation, you can offer special discounts for this period.
  5. Another decision is to rethink at this point, your traffic channels as they won’t be doing their normal job this time. As well it’s a good time to focus on different areas to improve. Whether it’s your creatives, website, emails there is always room for improvement. You can as well do surveys ( if you didn’t already) to find out more about what your customers think it will be a great boost to find out where your marketing is leaking.

We would be happy to hear your experience and overall the communication strategy you are using right now and how is your business holding up?

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

Book a call below:
https://dimniko.com/msp-apply

As final words, stay positive and expectedly things will get back to normal soon.

Ago,

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

DimNiko - Problem Solving Angle

Problem solving is the easiest angle a brand can come up with when it comes to giving a the consumer a reason to buy your product. This week I’m going to share how to apply ad angles, ad copies and landing page examples for products that don’t solve a problem, such jewelry, apparel and other trendy, novelty products.

It is a very rational idea, therefore it is easy to build the advertising message around it. However with most novelty products, when the shopping is mainly impulsive, especially when you are acquiring new customers, it’s hard to find the best angle or problem that would get the attention of your prospects.

Your message needs to appeal to the consumer based on your product’s online proposition value. It doesn’t have to solve a problem, as long as you know your product’s value, which is ideally the reason why the customer chose your product over another brand, or over another product. Once you are aware of the reason’s, in most cases it will even solve an underlying problem for them that you may not even have thought of.

For example, some people buy certain products because the advertiser gives them perspective of where and how the product can be worn. Giving the customer that purchasing experience that they are looking for, or what they are actually trying to avoid. I am not a stylist, I don’t want to match pieces together in my head, nor I want to think hard whether that dress is appropriate to dinner. When advertisers build their messages around the accurate sizing, the softness of the material, all those product or brand specific benefits have been pain points before for someone. All these reasons somewhere hide a problem that the customer might be facing, even without them knowing that until someone shows them the perfect ad.

Another example, when we talk about jewelry you might find it hard to angle it around a problem, but believe me there could be several. It can be a couple simple one, like hard to find quality pieces, with quick delivery and easy return. But that’s just too easy when most online companies can provide it.

People could buy themselves jewelry for a specific occasion or just to a specific outfit that might make the best post on Instagram. Or to boost their self confidence to ask a girl out, or just to look like someone cool they fancy. It all hides a very good reason, which is your perfect content angle for ads, offers and landing pages.

I hope you enjoed the read! If you’re spending over $500 a day and want to scale your brand

Book a call below:
https://dimniko.com/msp-apply

Cheers,
Monika

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6 Reasons Why Your Email Marketing Is Under Performing

DimNiko - Email Marketing

Depending on how you manage your email marketing, it can be either very rewarding, or it can end in failure. Special attention needs to be paid to your open rate, CTR rate, the number of people who unsubscribed from your newsletters, and, of course, ROI.

You have to make sure all of these are being kept in check, and in this blog post, we will point out some things that might be the reasons your email marketing is under performing.

Subject Line

It is extremely important how you phrase your subject lines. Subject lines are the first thing that the recipient sees. If they don’t draw their attention, your emails will stay unread.

It is important that they contain two key elements: what your emails are about and why they are worth opening. Therefore, subject lines that are not recommended are the ones that:

• Are too long – the recommended length is between 61 and 70 characters. The shorter, the better.
• Are misleading – if they make a promise that the content of your email doesn’t fulfill, or don’t provide anything beneficial to the reader.
• Contain spam words, or are with uppercase letters.
• Contain your company’s name.
• Start with a greeting, such as “Hi” or “Hey”.
• Have grammatical mistakes and misspellings.
• Have too many emojis.
• Do not awaken interest and create a sense of urgency – which works in cases when you want to emphasize expiring deals or products running out of stock.

So, if you are practicing any of the things above, now is the time to stop.

Irrelevant Email Preheader

The next thing a person sees is your email preheader. Preheaders are basically extensions to your subject lines. They serve as a preview of what your email is about. Perhaps they are not enticing enough and have no real connection to either what the subject line says or what the body of your email says. Also, be mindful of grammar at all times.

If your subject lines and preheaders have these flaws, please fix them so that they are enticing, grammatically correct, and make them in accordance with the rest of the email

Bad Send Time and Frequency

Another drawback to your campaign could be the sending time and sending frequency of your emails.

It is important to know when exactly your target audience checks their emails. For example, if your target audience are office workers, send them emails when they have the time to check them, or on weekends.

Also, don’t send your emails too often or too rarely. Aim to find the compromise between the two. In order to do that, see which segment can sustain higher, and which one lower frequency. You don’t want your subscribers to be fed up with you or to completely forget about you.

Not Following Click-Through Rates

Do your subscribers open your emails, but your campaigns are still underperforming? It is now time to look at your click-through rate (CTR).

CTRs denote that the recipient not only opened your email, but clicked on any link that was within that email. If your audience does not relate to your content fully, that means your CTR is low. Here are the factors that might affect your CTR:

• Your email copy doesn’t communicate anything to the audience – it may altogether speak to the wrong audience.
• The design/imagery of your emails is not interesting or relevant enough.
• Your call-to-action isn’t enticing or important enough.
• In the age of vast usage of mobile phones, your campaigns are not mobile optimized.

All of these can discourage your subscribers from clicking on anything within your emails. They simply aren’t drawn to the content and they are not interested in discovering more about what you have to offer.

Not Segmenting Your List

One of the main reasons your audience isn’t connecting might be due to the bad segmentation. You should be able to make proper segmentation of your list and send only relevant messages to people in each segment. Tailor your emails according to the tastes and needs of your segments.

You can base your segmentation on almost anything – geographics (country, city, language, climate), demographics (age, gender, income), physiographics (lifestyle, values, attitudes), and behavior (intent, occasion, engagement).

You should create proper segments based on these and other criteria, and then tailor your content to suit each group.

For instance, an online fashion retailer can get great results by segmenting the list by gender – showing the men’s items to men and women’s items to women. If they go one step further and combine it with size and style preferences, they can get even better results. It gets even better if they offer the right sizes on the landing pages and exclude sizes, not in stock or offer casual, business, and other styles the recipient is most likely to buy, and more.

Underestimating Design and Content

As far as the design goes, you don’t want your campaigns to look plain or all over the place, but you want them neat, with fewer CTA buttons. Make sure they are meaningful and awaken a sense of urgency. Your emails should be easy to navigate. In this fast-paced world, people are looking for clarity and ease of access above all else. If you combine all of that, the only remaining thing is to optimize your campaigns for mobile users, so that everyone can enjoy and interact with your beautiful emails.

When it comes to the content, the best remedy for this is to get to know your target audience well and deliver content that interests them, in a way that is engaging and personal.
Bear in mind that some recipients will view your emails with images turned off. For that reason, it is very important that you add ‘alt text’ to your images. Alt-text is the text that can be seen if your readers’ ISP has the images turned off. If their images are turned off, they will be able to know what your email is all about by reading the alt text.

To Sum Up

The key to improving all of these parameters is connecting with your audience. By using proper segmentation, relevant, interesting content and design, proper grammar, and mobile optimization, you can go a long way. Check out our other blog posts that deal with these issues. Good luck with your next campaign!

Reach out to us to learn how to turn your email marketing into the most powerful marketing tool for your brand.