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How To Create Dynamic Content On Instagram – PART 4 – IGTV Tips

We already spoke about the importance of creating dynamic content on Instagram. Until now, we covered the following topic.
How To Create Dynamic Content On Instagram – Part 1
– How To Build A Solid Content Plan For IG – Part 2
– How To Create Dynamic Content On Instagram – Part 3


In this chapter, we will speak about IGTV. 🙂

It’s no surprise that over 85% of Americans watch online videos monthly on any device. 54% percent want more from brands.

Provide what customers demand with your advertising budget or risk losing them as a customer base.

IGTV is a great way to share longer videos with the world. With up to 1 hour-long uploads, you can post them straight from within your Instagram app. (you have to select Share as Long video and Add a cover image). The ideal dimension is, as usual – 1080 x 1920 pixels or an aspect ratio of 9:16.


But why is an IGTV presence good for a brand?


IGTV allows you to engage with your audience in new ways. Now, IGTV provides a seamless shopping experience. It helps brands offer tailored content toward the needs of their target consumer through the buyer’s journey. From registering and browsing videos until they make purchases right inside the app!


And what type of content should you place on IGTV? Let me give you some ideas! The following is a list of ways to create your video series. You could put together an entire library on one topic or film different segments for each day in the week and upload them all at once!

  • Behind the curtains: IGTV provides the best opportunity to show your audience how things are done in a company. Showoff workplace culture. Film candid tours of offices. Add interviews with employees. It will give you more character for business!
  • Tutorials: People are always looking for ways to solve their problems. Create instructional videos. Show customers how to improve some aspects of life, like cooking healthier or cleaning more efficiently. (with your product, of course!)
  • Q&A: You can have a weekly Q&A session on IGTV to answer burning questions from your customers. You could do thematic episodes for different topic categories and make it fun by using hashtags related to each episode!
  • Sneak peek: You can take your audience to some significant events by using IGTV. This is a fantastic way to give them insight into what’s happening in the company and make sure they feel like part of everything!
  • Showtime! The best way to get your voice heard is by creating a branded show. Choose your thematic wisely and match the trends – exciting facts related to your niche/product.
  • Giveaways: There is no better way to keep your followers interested than coming up with creative and fun games. You can even give out free prizes in exchange for participation! Running a contest will boost your engagement with the sky.

Don’t forget that your brand always needs to stand out. You need a professional and consistent brand look across your business profiles on apps like Instagram or Facebook. This will help keep customers recognizing who they are dealing with when it comes time to make purchases from one company over another!

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How To Boost Sales In A Less Direct Way

How To Boost Sales In A Less Direct Way | DimNiko Agency

The idea is to not show a direct sales impact to the user but to make them enter your funnel more friendly through a blog article that adds value and is aligned with the product.

Read More: How To Write Persuasive Copy To Sell More Online?

In this case, you will optimize for the view content event instead of purchase.

Most of the competition optimizes for the purchase event. Yet, there is a broader audience in view content at a lower cost.

The view content event, people that they do not buy. They need another way of sale that is not so direct.

This audience needs more information and confidence to make the first purchase. Give them valuable content in the ad and on the landing page, such as the blog.

To create that content, you need to know your buyer persona very well to grab their attention. The ad’s objective is to get as many people as possible to the blog article, so the ad has to be short, concise, valuable, and not focused on selling.

When those people already know your brand and have received valuable content on the blog, retarget them with a more direct ad for sale.

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How To Structure Your Creative Testing

How to Structure Your Creative Testing | DimNiko Agency

Creative testing depends on a few things:

How much “excess fat” you have in your blended ROAS (every new asset you test is going to reduce your return)
Do you need to improve your performance? (do you need the new winning ads to be hit targets, or are you already there?)

Set a testing budget per day or per week, then work out how many assets you could test with that budget. This will tell you how long it will take before trying every help. For budgeting, start with all spending in testing, and then move to approximately 80% of the TOF budget in evergreen and 20% in testing.

Read More: How To Optimize Your Ad Creatives?

CBO Testing Campaign


Dynamic Creative ad set per concept (creative theme, hook, message, etc.). If it’s: “This pill stops headaches,” that would be one concept in one ad set. If it’s: “This pill relieves stress,” that’s another ad set, and so on.

I wouldn’t launch each ad set at the same time. Instead, stagger them every couple of days so you do not have to optimize and audit their performance. Instead, you can check in over a week on each of them.

Single ads, ads set in the same campaign

This is where you’ll pull out the Dynamic Creative assets that get the most spend or show the most positive signs (use the Post ID from the dynamic creative ad to keep some data against the creative).

For audiences, start with broad, then if wide isn’t profitable or successful, move to lookalike audiences or interest audiences for testing.

CBO Evergreen campaign

Audiences you can rely on if you have them. If not, then broad, LLA, and interest stack ad sets.

You were winning ads from a previous activity if you have them. If not, this will be the place you duplicate the single winning ads if they continue to perform well in the single ads ad set above.

All winning ads go into every ad set and turn off if you’re finding new testing ads that beat the evergreen campaign. Or if the evergreen campaign is not profitable and hitting targets.

When you’re ready to optimize, only turn off ads if the duplicate performs better. We’ve seen it countless times when you duplicate an ad. It doesn’t continue the same performance. For example, if you’re getting a 3x ROAS from the testing DC, and a 2.5x from the single ad, don’t pause them until you’re getting the same in the

Evergreen campaign, and even then. It may be best to leave all ads live if they’re exceeding KPIs.

Note that creative testing can still include retargeting. BUT, the success of the ad account is driven by what happens at the top of the funnel. We also know that TOF campaigns will do some retargeting on their own. If you don’t have the greatest exclusions set up.

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How To Choose The Right Placements For Your Facebook And Instagram Ads

How To Choose The Right Placements For Your Facebook And Instagram Ads | DimNiko Agency

Suppose you’re new to setting up Facebook & Instagram ad campaigns. You might realize that Facebook chooses the “Automatic Placements” option by default. You’d be justified in wondering if this is the best option for you.

I’m not going to beat around the bush: this is not what I recommend. Choose “Change placements” and observe the proposals of the social network one by one.

In the case below, all placement options are checked. It will be essential to sort through them, as some may not be relevant to your brand.

Read More: Google Ads Performance Max Campaigns – Latest addition to Google Ads

As you can see above, the four significant territories where you can decide to display your ads are :

Facebook Instagram Audience Network Messenger

By choosing the “Edit Placements” option, you will have the ability to target by device type.

Facebook Ad Placements

If you don’t choose to target Facebook users on their computers & smartphone, you won’t have access to all existing ad placements.

If you choose to target only “Desktop” users, you can select the “Thread” and “Right Column” placements.

Instagram Ad Placements

Facebook’s acquisition of Instagram in 2012 was the best strategic move made by the social network. With over a billion users, Instagram allows advertisers to extend the reach of their ads.

  • Threads – Stories

Audience Network Ad Placements

This platform will allow you to extend your reach beyond social networks into partner apps & sites.

Your ad can then appear :

  • in a native way
  • in the form of a banner
  • in the form of an interstitial (an ad that takes up the entire screen) in integrated videos
  • in rewarded videos (the user who watches this video wins something)

Facebook Messenger Ad Placements

You will have two main options:

  • inbox (have your ad displayed between two conversations)
  • private messages (encourage users to engage in a confidential discussion with you)

Choose the proper placement according to the marketing objective.

The truth is that not all placements work with all marketing objectives. It is often mandatory to remove some of them.

Awareness Campaigns

All placements work well if you choose an awareness objective (Brand Awareness / Reach). It is a question of developing your brand’s visibility, and for that, it is necessary to repeat your message many times.

Consideration Campaigns

This type of campaign is chosen most by brands to create authentic interactions with Internet users. Many objectives are available, and the relevant placements can change:

Traffic: all placements are good except for the Audience Network interactions: all placements are good

App installs: you are restricted to mobile placements, and I recommend excluding the

Audience Network

Video views: automatic placements can be enough for lead generation

Lead generation: all placements except Audience Network

Conversion Campaigns

These campaigns aim to encourage users to buy or take more decisive action than a simple click or interaction on a publication.

Conversions: all placements except the Audience Network

Catalog sales: automatic placements (remove expensive placements afterward)

Point of sale visits: automatic placements (remove expensive placements afterward)

Analyze placement performance.

Facebook gives you access to performance data for each ad placement in its statistics when your ad campaigns are running.

You can find out if Facebook, Instagram, Messenger, or the Audience Network is the cheapest per click or the most profitable to generate conversions.

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Revamping Your Lead Generation Marketing Strategy

Revamping Your Lead Generation Marketing Strategy | DimNiko Agency

Do you feel stuck with your Lead Generation Strategy? Everything has a season. It’s not always summer but if you take some measures, you can make it feel summerish. Here are 3 ways to revamp your lead generation marketing strategy and make it hotter. 

Revamp your video marketing

Video-based content, such as webinars, live demos, streams, and result-driven informational videos on websites and social networks continue to perform well. The driving force behind this trend is consumers who prefer watching video-based content rather than reading text. Also, in a new marketing ecosystem where more people work remotely, they have more time and freedom during the day to watch videos on the internet.

Partner with social media influencers

Today, more brands are looking to influencers as a part of their lead generation marketing strategy. Fundamentally, influencers are individuals, brands, or digital entities who possess a higher level of authority in the niche a company is trying to reach. While they largely operate on social media, influencers come with different approaches of marketing to their audiences.

Create hard-hitting lead magnets

Share your detailed, real-world experience in the format of:

  • In-depth guides
  • Comprehensive how-tos
  • Detailed case studies
  • Resource libraries etc. 

These methods do not guarantee leads, but they are worth trying.

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5 Organic Growth Hack to Make Your Audience Fall At Your Feet

5 Organic Growth Hack to Make Your Audience Fall At Your Feet | DimNiko Agency

A few weeks ago I was working with a client on their organic content to help compliment the work we’re doing on the ad side. When both organic and paid social media work well together, it creates a perfect storm for your audience. The client was in awe at the information we shared, so I wanted to toss it out for other brands to benefit from them as well. So let’s run through them: 

Read More: Increase MOF Audience For Better Retargeting During BFCM

5 Organic Growth Hacks: 

1- Post as many reels as possible

Instagram’s algorithm makes it easier to go viral this way and prioritizes accounts with a small number of followers over accounts with a lot of followers on this.

2- Ask questions on your post captions

People will then answer and interact. The algorithm gives more value to how many comments you have per post than to how many likes you have. And your comments also count so it’s important for you to answer every comment even if it’s something simple. The questions could be simple too, I’m sure you saw accounts asking “Which of these pictures do you prefer?” “Which look suits me better?” “Which team are you rooting for tonight?” or “Are you a pizza with pineapple kind of person?”. These kinds of questions will encourage people to answer and debate, you can tell them what you think about their opinions too, and all this will generate engagement and make your account appear more often on the explore tab or when Instagram suggests accounts for people to follow.

3- Post stories talking

If you are comfortable on camera, try to upload informal stories: it gives a lot of value to your brand. Either the founder or employees could talk about themselves, their daily work, the brand, and new things they are working on or preparing at any level. It’s nice to meet the real people that are behind a brand, it makes it more personal and it makes your target audience become more loyal.

4- Include your clients in the decisions

If you want to launch a new product, why don’t you ask in stories what your target audience thinks? This is an amazing way to anticipate the reception a particular product will have on the market, if you should modify something or if your target audience would prefer something else entirely, or maybe a variation on your original idea, be it another color or whatever. Create a quiz, for example: “When do you normally take your cereal bar?” and you put options “For breakfast”, “When you go cycling”, “For a picnic”, “As a mid-afternoon snack”, and people can interact. Or “We are going to release these new sneakers, which color would you like them to be?” And offer different color options. Getting your audience to feel part of your brand’s decisions will generate greater loyalty on their side.

5. Keep in mind the kind of models you are using

We tend to think the better someone looks at our posts the better the post will perform. But this isn’t the case at all. The perfect models are the ones who look like your content audience, this includes models of their age and different body shapes so they can easily identify with your content.

I hope these hacks will make your account grow and help you connect and interact with your audience more. Please tell us what you think of them, share your experience and let us know if you want us to share more of them!

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Why Instagram Shopping Is Crucial For Your Business

DimNiko Agency | Why Instagram Shopping Is Crucial For Your Business

Instagram Shopping has been around for a while now. It was first introduced in 2017. Yet, we are still finding tons of businesses that are not using it. 

Read More: Are You Running Google Shopping Campaigns?

Most users on IG are following business accounts and browse new brands and products daily. If your audience is between 18 – 34, then IG is definitely a NEEDED platform for your business. Plus, there’s a high percentage of users from 34 – 44 as well. As per Statista, this is the age distribution of Instagram users. 

IG has roughly 1B monthly active users worldwide. The numbers say it all. Let’s not forget these numbers will only increase as we move forward. IG shopping creates a smooth and seamless buying process for consumers. It basically does the work and turns your followers into customers. 

IG shopping has allowed businesses to showcase their product catalog and create posts tagging items in photos, arrange products into collections/categories, build ads using product tags, and help with product launches. Something important to note is that users can checkout on Instagram if your shop can support Facebook Pay which will allow you to pay directly on IG.

There is a wide range of features IG shopping offers and it all requires minimal effort from the advertisers. IG shopping is available in most regions and countries, but you can check that out here if your GEO is listed or not.

If you’re in the back of the pack and haven’t set up IG shopping, then it’s time to jump on the train NOW. Grow your business faster and display your products seamlessly on IG. 

Here is the link to help you get started. 


Or, if you want us to do the job, you know what to do. Jump on a call with us and we’ll take you through the process. 

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How To Calculate Your Conversion Rate On Facebook To Know Your KPI

DimNiko | How To Calculate Your Conversion Rate On Facebook To Know Your KPI

Lots of times clients don’t know what is the realistic KPI they need to follow when they are observing FB ads.

They are still comparing results to what was happening in their account 1 or 2 years ago.

And they want the same performance no matter what TODAY.

Read more:

But the issue here is:

1 – FB is more expensive than it was 6 months ago, 12 months, or 2 years ago

2 – Lots of conversions is not visible after iOS14 changes in FB analytics, so maybe 10-50% of sales are missing

3 – There are a lot more competitors nowadays who are fighting for the clicks

4 – Buyers today are not like they were 1 or 2 years ago. They are more aware of how the ads are working so it’s harder and harder to make them buy

5 – Product offers are in average made bad, so clients get very bad conversions on their website

Now, as many clients don’t know all this and how it affects the performance for which we (Media Buyers) are responsible, there is a lack of ‘communication’ between us.

And this communication is the foundation for the expectation on both sides.

When I am analyzing the new accounts or the accounts that are not working, I first calculate the average % conversion from clicks to purchases in their ad account for the last 30 days.

If I see more than 1000 clicks to their website, then I can already see a little of what is going on and my analysis can already tell me what can be the possible cause of the performance.

Is it the creativity, the offer, the audience, or something else?

I will give you an example here:

One of our clients wants the CPA at $25-30 for the product that costs $50 on their website.

Based on lots of campaign tests, we see that the average CPA we can get no matter what type of ad creatives and formats we test is $56 on average.

The average CPC is $1.56.

When I calculate the % of conversion compared to clicks, I see it is 2.8%. 

How do I calculate this?

I sum the number of conversions by 100 and divide by the number of clicks sent to the offer.

So it means for 100 link clicks less than 3 people will buy their product.


So $158 divided by 3 people is $56, and that is what they see as the average CPA in their account.

Now to make their offer to work under their KPI, their average CPA needs to be 2x cheaper. 🙂

So how to achieve this?

As their creatives are very engaging (lots of likes and comments), we know the creatives are not the issue.

As their targeted country is the US, we know that CPC $15.6 on average is very standard and that it is hard to get any lower for this type of audience.

So creatives and audiences are out.

What is still in?

The offer and the data that is missing in FB analytics.

As we see in their website that around 20% of conversions are missing and FB is their main traffic source, we know that we need to get 30% better conversion on their landing page to help this client to be profitable.

So the first step is to explain to the customer that 20% of data on average is missing so he/she knows that the actual CPA is lower than what they see in the FB manager.

The second step is to suggest to them to work on a better offer and a better product page.

And that is crucial! 

Usually, this is the breaker in our performance and then we can say how good we are!

And what should they do?

We suggest they create a bundle offer that can increase the AOV so that they can pay more for the cost of FB. (Mark will be very happy when they read this right?)

If their offer was one product for the $50 sale price, we suggest then making a specific landing page where they present buy 2 and get 1 free package for $99. 

With this, they can maybe then afford to have $56 CPA in FB, and with 20% data missing that would be around $40-45.

Can this be profitable for them?

I guess still no, but if they increase the conversion on their website by 1-2%, this can be a huge spike.

Their average conversion will then drop to around $20-25.

And this will probably be very profitable for them, especially if they add on top of that some custom add-on, like a product upsell or cross-sale.

***

I hope you see the thinking behind this so you understand how important it is to know the right KPI you’re following in your FB manager.

At the end of the day, the metrics don’t lie.

And you need to know exactly how to calculate your metrics and measure them correctly.

It will help you to sell more at the right costs of Facebook ads, so you can achieve the profitability you deserve. 🙂

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Are You Running Google Shopping Campaigns?

DimNiko | Google Shopping Campaigns?

Heads up fellow Google Advertisers / Media Buyers!

The platform is updating its systems to prepare for the Smart Shopping to Performance Max transition.

Google announced that they will automatically transition existing smart shopping campaigns into Performance Max campaigns in July to September of this year. Standard campaigns will be transitioned automatically in August to September 2022.

Google Ads will be offering a tool for advertisers that wants to transition their current shopping campaigns to Performance Max ahead of the given months.

Read More: Google Ads Performance Max Campaigns – Latest addition to Google Ads

Google is launching a “one-click” self-service tool for advertisers that would like to transition their smart shopping campaigns or standard campaigns ahead of the mentioned months above.

The tool will be available for Smart Shopping campaigns starting in April, with support for standard campaigns starting in June this year.

Based on beta testing, advertisers who upgrade Smart Shopping campaigns to Performance Max see an average increase of 12% in conversion value at the same or better return on ad spend (ROAS), according to Google (results may vary).

Advertisers can use the tool to transition specific shopping campaigns, or all of them at once. Learnings and data from existing campaigns will be used in the new Performance Max campaign.

This is a significant change in how smart Shopping and standard shopping campaigns work. Advertisers that don’t want to transition those campaigns over to Performance Max should begin exploring other options, as these campaign types will be gone by the end of September 2022.

It may take a while to test out your own shopping campaigns that transitioned with the self-service tool once it’s available.

Once existing Smart Shopping and Standard shopping campaigns are transitioned to Performance Max, advertisers can no longer be able to create new shopping campaigns that we are used to. This transition process is scheduled to conclude by the end of September this year.

Google also announced last December 2021 that beginning on 15th of February 2022, all existing and future smart shopping campaigns will use a shared budget type. The change will not have any impact on performance and the campaigns will continue to run like a standard, non-shared campaign budget.

See Google Announcement regarding Shopping Campaigns Transition to Performance Max Campaign here
See Google Announcement regarding Smart Shopping Shared budget here

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How To Create Your Customer’s “Hero’s Journey”

A lot has been said about how ads should tell stories, but there’s also a lot of storytelling happening in the actual process of making an ad.

When we think of customers, we don’t think of heroes in their own epic tales, but perceiving them as such can actually help you find a way into their consciousness and, hopefully, into their wallets.

Read More: Customer Acquisition For App Creators

Here, we’ll take you through the steps you need to create a customer avatar, and how you could possibly use it in developing your ads.

Build your customer

The concept of a hero’s journey has become as legendary as the myths that follow its structure, but in terms of advertising, it’s used to enhance our understanding of our customer and their path to purchase. And as with any hero’s journey, it starts with a hero.

Your hero is your consumer—or at least, a personification of the common attributes of your product target market. This entails a process of translating data into story. Using whatever information you have about your audience and painting a character based on it. It even helps if you give this persona a name!

Like any hero, your customer has goals and things that they value. Likewise, they also face challenges and obstacles in achieving their goals. Reflecting on what these things are will help you get into your customer’s headspace. Doing so will help you find the best way to appeal to them–through their wants and needs.

Build the conflict

As with any hero’s journey, there should be conflict. But instead of a three-headed dragon or an enchanting witch, the conflict that your customer will face are the objections they may have in purchasing your product. Why would your customer hesitate? What kind of competition would steer your customer away from you? What would hold your customer back from making that purchase?

It’s a lot of negative thinking and self-criticism on your part, but doing so will actually help you make a more solid argument to sell your wares.

Build the sell

All of this pre-work is done towards the goal of answering the question, “how do we sell the product?” After building our customer avatar, getting into their mindset, and preparing for the objections they might have, we take all of these things into consideration and build a sell–an angle or messaging that we feel would best appeal to our customer. 

This could be either an emotional appeal or a functional one. Better if both. What kind of feelings do we want to feel through our product? Why would the product make the best sense for them?

Think of this as the climax of your customer’s hero’s journey: the will they-won’t they part of the tale.

And of course, we all hope for a happy ending for you and your customer.