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Case Study – Audience Testing with Dynamic Ads

Audience Testing with Dynamic Ads

Today we would like to share something interesting we noticed on the prospecting campaigns, as it seems like things are switching again.

Back in October 2019, we noticed that the successfully used lookalikes don’t work as they used to

And no matter what combination we added the results were far from what we were familiar with.

On the other hand, it was quite noticeable across several accounts.

The broader audiences (interest-based or completely broad just age settings and gender if it was necessary) worked better than any lookalike audience.

It was quickly applied and had success with it.

Back to now, we can see again a trend line bringing back greater results with lookalike audiences, however, Facebook’s algo still prefers a broader audience size.

Here it is what we tested and potentially will work again as per the results:

  • Lookalike audiences ranging from 1% to 10%
    When adding it into ad sets we are making sure that the audience size is more than 10 million.
  • Broad audiences still work, but in the sense of adding interest or behaviors which is narrowing it a bit (compared to letting it completely broad as we used too).
  • Dynamic ads used for acquiring prospects – when we are using 5 to 7 ads it is noticeable that lately, FB doesn’t push traffic on all of them. So, we prefer using 3-4 in order to make sure all of them are getting traffic.

The situation is changing as always, there is no template work on FB, and constant testing is what it takes.

Slowly things are getting back to somewhat normal from the Covid situation, as it is a noticeable spike in CPM/CPAs, they are increasing compared to what it was in the previous month.

Share with us if you have noticed similar or other changes happening, we are looking forward to hearing your experiences.

Also, if you’re spending over $500 a day And want to scale your brand

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

Have a great week!
Ago from the DimNiko Team 🙂

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What Creative Works Best In In-stream Video Ad Placement?

It’s been a while since I wrote about a specific placement or ad types.

The reason is that we had been focusing on campaign consolidation, CBO and dynamic ads which basically goes against creating separate campaigns for specific placements.

However the increased video viewers and publishers on Facebook might change how we approach these placements.

And provides new opportunities for us to custom design a content specifically for in-stream ad placements.

What is in-stream placement?

It is a placement where advertisers can show their video ads within other video contents from publishers.

It can appear in Feed, Audience Network and Watch as well.
These contents needs to be between 5-15 sec

and the best performing format based on Facebook is 16:9, however 1:1 up to 9:16 is also compatible with.

A very important characteristic is that it only plays on publishers videos that are at least 3 minutes long, and MOST importantly it’s NOT skippable.

Why is that important? Because the user has to watch your AD!

From the start till the end.

Even more than that the sound is on, that means your ad is also played with SOUND ON!

Based on Facebook information there is a 70% completion rate on these ad views meaning your ads will be more than likely to be watched full length with sound on!

This creates a huge opportunity to get your message and brading across.

As for optimisation Facebook prioritise user experience on these placements.

Optimising not just on the advertisers end but on publishers as well to make sure the right ad shows on the best suitable video content at the right time.

Which makes it more essential to customise these ads.

What are the best tactics to make sure your ads are played during the most popular videos?

Users are interested in watching the original content, they also know that they have to watch the ads as well.

Which can be painful or entertaining, interesting and relevant for them.

You are interrupting them. That’s not a good start.
But if you make it right you can benefit from this placement a lot.

Give them something interesting to watch, make it funny, make it conscious that you are interrupting.

You can even say sorry for interrupting.

Don’t forget the subtitles and captions, the bigger the better based on our experience.

You can also reward users with a surprising ending, and make the visuals memorable.

From an e-commerce perspective, these ad placements are unlikely to have a high CTR as they are interested in the original content, which they intended to watch in the first place.

Otherwise they would close the ad, which is why it is very important to get the first 3 second right.

Give the most visual branding here with the key message.
That’s the most important part where the users decide to be engaged with your message or not.

My favorite goal with these ads are to build audiences that can be retargeted later,

specifically for brand awareness,

And getting through your offer for the retargeting, reengaging audiences.

Hope you enjoyed 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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LLAs Are Your Best Friends If You Want to Bring Amazing Results

DimNiko - Look Alike Audiences

We all know that different LLAs which Facebook can spit out

can work really great.

There are many sources from where you can create your LLAs

but for ecom we get best results from:

1- Past buyers
2- FB and IG engagers
3- Video viewers 95%
4- ATC or IC

We have several ways of how to test these.

Today I will show you one way

that brought very good results for one of our clients.

After the deep analyzes of whole account

we saw many good performing audiences at small segments of LLAs.

1,2,6,9% from PUR 30d custom audience.

Then we also saw some good performance from Worldwide audiences in ATC and VV95%.

So we did a testing strategy that went like this:

1-Test 1-10% LLAs in one campaign at $100 for US (source – 7d PUR)
2-Test 1-10% LLAs in one campaign at $100 for US (source – 30d PUR)
3-Test 1-10% LLAs in one campaign at $100 for US (source – 90d PUR)
4-Test 1-10% LLAs in one campaign at $100 for US (source – 365d PUR)
5-Test 1-10% LLAs in one campaign at $100 for US (source – EMAILS PUR)
6-Test 1-10% LLAs in one campaign at $100 for US (source – 180d FB eng)
7-Test 1-10% LLAs in one campaign at $100 for US (source – 180d FB vis)
8-Test 1-10% LLAs in one campaign at $100 for US (source – 180d FB eng_post)
9-Test 1-10% LLAs in one campaign at $100 for US (source – 180d IG eng)
10-Test 1-10% LLAs in one campaign at $100 for US (source – 180d IG vis)
11-Test 1-10% LLAs in one campaign at $100 for US (source – 180d IG eng_post)
12-Test 1-10% LLAs in one campaign at $100 for US (source – 30d FB eng)
13-Test 1-10% LLAs in one campaign at $100 for US (source – 30d FB vis)
14-Test 1-10% LLAs in one campaign at $100 for US (source – 30d FB eng_post)
15-Test 1-10% LLAs in one campaign at $100 for US (source – 30d IG eng)
16-Test 1-10% LLAs in one campaign at $100 for US (source – 30d IG vis)
17-Test 1-10% LLAs in one campaign at $100 for US (source – 30d IG eng_post)
18-Test 1-10% LLAs in one campaign at $100 for US (source – 75% VV)
19-Test 1-10% LLAs in one campaign at $100 for US (source – 95% VV)
20-Test 1-10% LLAs in one campaign at $100 for US (source – 180d ATC)
21-Test 1-10% LLAs in one campaign at $100 for US (source – 30d ATC)
22-Test 1-10% LLAs in one campaign at $100 for US (source – 180d IC)
23-Test 1-10% LLAs in one campaign at $100 for US (source – 30d IC)

We waited a little to get some results.

We didn’t launch all at once but we activate 3-5 test campaigns every 3 days.

The reason for that was so we didn’t put too much pressure on the current account budget.

Then round 2 of testing was even more testing based on the performance.

1- If we saw the best performance at PUR 180d, we also went to PUR 60,90 and 120.

2- At the same time we also logged in to our software we use for
better targeting, and created LLAs from 10-20%.

3- Then we also grouped best performing LLAs into a big mix
where we combined all 1%, all 2%, all 3%, etc. from different sources.

We waited a little after that, optimized and launched a few more when we saw light.

There is alway some quality lighting at the end of our ‘tunnel’,

so at the end we knew we have to try also Worldwide lookalikes.

We created all above LLAs from round 1 and used different regions

and countries such as the UK,EUR,AU,UK,etc.

It started to become really messy in our audiences account

so we had to put everything in excel to organize our tests and have a better

view on what is working and what not.

We made a detailed plan for the next few weeks

and slowly pushed out different tests.

In round 3 interesting was, that we found some good combinations

from worldwide LLAs but targeting just US or a specific country.

This is where everybody said: “Ok, that’s enough!

We have enough small winners that we can make bigger winners”,

and we did one more thing.

We mixed all our best performers from round 1 and 2 into a very big campaigns,

intersected with very broad niche interests (beauty, online shopping, yoga)

and turned on detailed targeting expansion.

We got some amazing campaigns that we were able

to push to high budgets immediately.

And at this phase all the previous testing paid out.

Many of you will never want to go this way because it gets pretty messy,

but with right strategy, you can bring to your clients

(or to your business) amazing results.

And we always want to bring the best!

That’s why our clients love us. 🙂

So if you’re spending over $500 a day

And want to scale your brand

Book a call with us below:

https://dimniko.com/msp-apply

Have a great day,
Matej

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Why Should You Be Using Facebook Messenger Ads?

DimNiko - Facebook Messenger Ads

Have you ever wondered if Messenger ads could help you to drive sales,

Increase conversions,

Or get qualified leads?

The answer is yes – Messenger ads can help you do all that.

And why is that?

Well, because Messenger ads allow you to have real and organic conversations with your customers.

And by reaching customers instantly, you will be able to increase conversions and response rates.

There are two options when it comes to the Messenger campaign objective,

You can pick between:

Sponsored messages ads

And Click to messenger ads.

Sponsored messages allow you to message someone directly that you already had a conversation with in Messenger.

These ads look like a regular message from a friend

But instead it’s a message from a business.

As I have already mentioned,

With Sponsored messages you can only target people who have previously messaged your Facebook page.

So if you would like to run Sponsored message ads, but if the number of people who have messaged your page is too low,

You can start using Call to messenger ads first

And increase the number of people that will message you

And therefore increase your audience for Sponsored messages.

This is a great option for middle of funnel retargeting campaigns,

For example –

If you have a limited time offer or a brand new product that you want to share with your customers right away.

Click to messenger ads on the other hand

Appear on the regular Facebook or Instagram feed.

However,

Unlike a typical news feed ad,

The CTA will say “Send Message”

And will open a Messenger chat when you click on it.

You can even personalise your ad by adding the user’s name,

And you can also set up quick replies with the most frequent questions asked for customers to pick from,

Or buttons to send people to a destination outside the messenger conversation.

Another option would be to connect a bot

So people will receive instant responses based on what they message back.

Are you still wondering why you should try Facebook Messenger ads?

Here are some more advantages:

  1. You can reach people faster than with any other type of ads.

Using a live chat service in some way will help you increase your conversions,

Because responding to a potential client fast will increase your chances of closing a deal.

  1. You can send users personalized messages.

You can only do this for people who have interacted with your ads previously.

You can get direct messages to a user within their Messenger,

So you are not restricted only to the news feed,

Meaning you can reach out to your audience with a more natural personalized message

And this gives you a better shot at landing conversions compared to a regular remarketing ad on their feed.

  1. Your chat will remain in the user’s Messenger inbox.

Either if you use Sponsored messages

Or Click to messenger ads,

Your chats will remain in your user’s inbox

And that is great for retargeting purposes.

  1. They offer the ability to talk with users directly.

Messenger ads give you the possibility to understand your users needs immediately.

And to wrap things up,

Remember that the best practice when it comes to Facebook messenger advertising

Is to start with Click to messenger ads.

And once you have enough users that have engaged with your Page via messages,

You can re-engaged with those users sending a message with Sponsored messages.

The advantage of using a Sponsored message over other types of ads

Is that your audience will receive a notification in their Facebook inbox

And therefore are more likely to engage with the ad compared to other regular ads.

And you, have you already tried Messenger ads? What are you waiting for?

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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Budget Distribution Between the Funnel Stage

DimNiko - Budget allocation in funnel

The optimal budget allocation between funnel steps is a real challenge for all Facebook marketers.

The wrong decision can significantly impact your ROI and CPA.

But the right decision can boost your performance and as we know only sky’s the limit.

So today I would like to tell you what is the right decision from my experience.

Two weeks ago I wrote a case study on how I scaled an account from 2k to 20k daily spend.

And of course the main traffic was coming from the prospecting campaign.

But it is very important to remember that when you’re scaling the prospecting traffic,

The retargeting traffic should be scaled as well.
Let’s jump into the numbers from here.

So let’s imagine you have a prospecting campaign with a $1000 daily budget.

How much should you spend on retargeting in this case?
My experience based on multiple tests shows that the right decision is 30%.

I would spread these $300 between the Middle and Bottom of Funnel.

$200 for the Middle and $100 for the Bottom.

This is my recipe of a healthy and strong budget distribution.

Now imagine your prospecting campaign is performing amazingly and you start increasing the budget.

In a week or so you start spending $3k per day on your TOF campaign.

But you’re still spending only $300 on retargeting.

In this case you will be missing out on all those additional potential customers

Who got engaged with your ads but didn’t purchase.
So obviously you will have to increase the retargeting gradually,

Depending on how much you increased the prospecting traffic.

At $3k on TOF, I would put $600 on MOF and $300 on BOF.
Now let’s imagine another situation:

The results of your prospecting campaign are very expensive but the retargeting is in the benchmarks.

So you start increasing the retargeting budget and at some point the ROAS drops a lot.

You stop getting those amazing numbers.

Why is that?

The answer is very simple: now you’re not filling the retargeting with enough traffic.

Even though the prospecting is expensive, you have to increase the budget there as well.

Otherwise you won’t just have potential customers at the Bottom of your funnel.

Maybe your product is typically bought from the second or third engagement.

That’s totally fine but you need the customer to get to this step of the funnel in order to retarget.

That’s why spending 70% on the prospecting and 30% on the retargeting is the right decision in terms of budget allocation.
In case you want to learn about other decisions we’re making in the agency

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 Strengthen or Build your Brand?

DimNIko - Brand Awareness

Many new businesses lately are trying to push sales from the very beginning,

Which is not wrong obviously

But there’s a major mistake

They are overlooking BRANDING efforts.

Branding is for all sizes of businesses

It’s essential to the long term success of your business

Because it allows your potential customers to know what to expect from your brand

It’s the so called “first impression”.

There are different areas that are used for developing a brand

But for now, I’ll focus on the one side.

First you need to identify your goals and audience

Plus research your competitors well.

Don’t copy them

And bear in mind that you need to be different.

Once the buyer personas are identified

The main challenge is to create the right content for them

And give them what they want to hear.

You’ll need to research the platforms where your audience is spending time as well.

Certainly Facebook is one of the biggest social media platforms out there

But if your budget is not limited,

You have a lot more places where you can expose your brand.

However,

If the audience is active on a certain platform only

Better focus most of your spend there.

Not all social media channels are the same –

So pay attention to customizing the content.

Twitter for instance is very useful for asking questions

And reacting to customers quickly,

While on Instagram

And Pinterest pictures take the first place.

Also,

Each channel has optimal posting times

This is not commonly used but definitely worth a test.

Building engagement with your social media page is also very important.

You should be posting activity,

Page posts,

Stories,

Story polls,

You can use other article links as well.

It’s important to keep people busy and engaged!

This can even be organic posts.

But because it’s a slow process, the best thing is to combine with paid traffic.

A good point here,

On social media we see a lot of giveaways,

Right?

That’s not by luck obviously.

It’s one of the most widely used lead gen tactics,

And it’s used for brand awareness as well .

Contestants will sign up

They’ll share

They’ll tag friends which they interact with.

Let’s take for example Facebook –

As for your paid advertising campaign.

It’s best practice to run awareness,

Traffic,

PPE,

And reach campaigns along with your other ads.

This is the process by which businesses of all sizes cultivate brand awareness,

People will start to know about you

And when there is social proof

And service quality

The prospect will trust you and feel more comfortable buying.

Identify what makes you different.

First step of building a brand is identifying what sets you apart from your competition.

Be consistent with Branding.

Chances to engage with potential customers are precious.

If your brand strategy is different on different channels,

People won’t be able to decode what your brand is about.

Make sure you use consistent messaging and keep your channels harmonized. (Facebook, Insta, Twitter, Email …to name a few as ex.)

Show positivity in your brand strategy.

There is so much negativity in the world, especially online, so the last thing consumers

want is negativity while you are trying to make them shop.

There’s certainly no need for poems and jokes but try and research your favorite brands and

you’ll notice it.

Have a bio page.

Since the bio section on FB and IG is limited so there simply isn’t enough space.

Best practice is to have an “Our story page” and let your brand strategy shine with this content,

By letting your customers know why you are different

And why people should shop from you.

It’s also important to use emotions.

Give consumers a reason to care and feel something about your brand

They have a reason to buy.

Most people make purchasing decisions based on emotions and not logic.

Use your logo, brand name to strengthen your brand identity across all channels.

If you are using the same names for your accounts are all easy to find as they share the

exact same name of the company and same logo.

You can reinforce brand awareness every time someone mentions your brand,

Search for the URL or see your logo.

These are all part of your branding strategy.

Now,

If you haven’t started pushing your brand

Put your hands to work and start experimenting,

Researching

And measuring.

The more data will be the easier it is to spot patterns and find what works best for your audience.

If you’d like to speak with us please feel free to contact us at https://scale.dimniko.com/ and reference this email when filling out the form.

Have a great week!
Ago from the DimNiko Team 🙂

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When to Use ABO and CBO?

DimNiko - CBO vs. ABO

As many of you heard that CBO will not be mandatory anymore and ABO, adset budget optimisation, will still be available to use.

So which one to use?
The easy answer is both!

We at the agency have been using mainly CBO in the past months, as it has worked better on the majority of the accounts we manage.

However each ad account is different, some gets better CPM’s, some work better with Lifetime budget, CBO or ABO.

The best practice is to test and retest these setups on your account to see which brings the best possible results.

CBO works the best for us when it has data and room to optimise.

Data that the AI can gen from the pixel, from the ads, from the ad account and room means more budget per campaign.
We have had several discussions on how the CBO works and why it is important to not over-optimize as the algo will find the conversions on the lowest possible cost.

So when do we use ABO?
ABO, adset budget optimization is when you select how much budget each adset spends within a campaign.

This way you have way more control over the media buying, you are in charge of which adset /audience spends more or less.

I think ABO can give you higher chances of success when you spend less than $500 / day as you don’t have the luxury of giving a campaign 2-4 days without closing adsets, or setting campaign budgets over 50 x the CPA.

In some cases with ABO you are able to tell earlier whether that campaign will perform or not.

Testing with ABO can be as well easier as you don’t need to worry about the algo trying to pick the best audience and spend the budget there.

It will be forced to spend equally and try out all the ad variations you selected.

For certain accounts, ABO is more suitable for retargeting campaigns as it gives more control over the spending of each audience group.

Example when you have audiences such as ATC1day and PV15-30days

The second audience is probably 20x bigger than the first so a CBO set up would try to push the offer there.

The other situation when I would start with ABO is on a new ad account when there is not so much data on the pixel.
The AI cannot help you without having some history on the ad account and on the pixel.

With ABO you can guide the AI and once you collect enough data you can give more control to the AI by using CBO.

Moving forward knowing that ABO is going to be available I am sure we at the agency will use it more often.

I’d recommend for you as well to experiment with both set up and see which delivers you the best results.

Some ABO campaigns might help you find winning creatives and drop your CPA’s, but you might find that with CBO it is easier to scale which cocombinedogether will help you grow your business.

And don’t forget just because 6 months ago something didn’t work it doesn’t mean it won’t now.

Probably that’s the biggest takeaway I can give after managing several ad accounts over the years!

Advertising is a dynamic environment, which isn’t just changing based on technical updates from the platform, but as well based on user behavior changes and the number of advertisers, their spend and their methods as well.

If you’re spending over $500 a day and 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 😉