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3 Must Use Facebook Ad Strategies for Ecommerce Businesses | DimNiko

DimNiko | Ecommerce

Many marketers and e-commerce entrepreneurs are familiar with different Facebook Ads strategies. From basic cold traffic campaigns to sophisticated retargeting and upsell/cross sale campaigns. Their basic goal is to get conversion at the cost that is still profitable for your business, after you exclude all the other costs that you have with your advertising product or service.

Running Facebook ad campaigns for your e-commerce business in 2020 is so competitive, that it requires a lot of special skills if you want to make them work in your business. However, what many people don’t realize is that with setting up the right Facebook structure of your campaigns, results will out beat your competition.

With 1.39 billion monthly active users & with typical ROI from Facebook ads at 152%, Facebook ads are the tool every business needs if they want to grow big today. If an e-commerce business is not advertising on their platform, then that business is on a huge mistake and lost in the desert.

Are you ready to get started with Facebook Advertising strategies for your e-commerce business? Well, let’s dive into the core …

Cold Traffic, Up-sell and Cross-sell Campaigns

The first thing you need to do for running campaigns for your e-commerce business on Facebook, is to set up Facebook ads on an already established or a new business page. Fulfill all the basic ad requirements before running an ad campaign. These basic requirements are: content, stunning video or catchy image, well-detailed product description, call to action, and good headline and description. It’s suggested to run first cold traffic ads that will target an audience based on selected keywords that you think are related to your product or service. These types of ads will introduce your brand to the general public and show them reasons why they need to buy or contact you.

Furthermore you will need to create also retargeting ads that will catch the audience who viewed your website or view social media profiles in different time segments. This we call retargeting (or remarketing), and can be highly profitable if used in the right way.
Will go more into detail later.

And then you have upsell and cross-sale campaigns, that will try to sell to your existing buyers more of your product or services. Mission about those is to spike your AOV (average order value), so you can spend more on the cold traffic successfully.

Example: If someone visits your site and purchases green t-shirts, you can cross-sell complementary socks or shoes to that customer.

One more clear example, say a visitor purchases an airline ticket for a vacation in New York; you have access to cross-sell him a hotel or a car rental, making his/her further plan their trip more comfortable. Then you can grow to keep in view the customer’s views.

Read More: How Message Campaigns Can Bring Down The Cost Of Your Results By 2X – Untapped Strategy!

Video Ads vs Picture Ads

Today, your Facebook ads for e-commerce should be in a video format, and it is because Facebook says that most of the users on Facebook watch videos rather than other content. This is why Facebook suggests and ranks those ads higher than others.

According to reports:

39% of e-commerce businesses and marketers say Facebook is the number one social media site that enables them to generate more interactions with video content.
34% of e-commerce businesses pick Instagram as another alternative and the best social media website for generating a return on investment.

But images can work too! It’s always good to test both as some businesses will benefit more with picture ads. Especially if you use them in the right segment of your funnel.

Read More: Secret Facebook Cold Traffic Funnel AV Sequencing Strategy 2020

Create Custom Audiences & Stay in Touch with Customers 24/7

When a visitor visits a specific product page, or collection, or posts a message to your Facebook page, you can add them to a little ‘bucket’ called custom audience.
Since it’s more expensive to find new customers than to retain current customers, retargeting is an essential strategy for any online store/e-commerce business that wants to grow their revenue. Retargeting campaigns are way cheaper to get a conversion, and they can also increase engagements and build an audience in real-time.

However, when it comes to retargeting on Facebook, Custom Audiences are a core feature that allows e-commerce businesses to portray their Facebook ads to an audience from any online or offline marketing channel.

For instance, by setting up a Pixel for your website or SDK on your app, you can create a list of customers and show them your ads relevant to their behaviors as per the searches.

In addition to above, you have further opportunities to:

Upload a list of customers as a file or submit this data manually
Add offline activity data like sales or phone calls
Create a list from new Instagram & Facebook users

The Custom Audiences feature has a little cousin called Lookalike Audiences that is mainly based on any Custom Audience you specify. It’s the best method to find prospecting customers who have the best intentions to buy products as per the previous engagement history and site behaviors according to AI.

Will Facebook Acquisition Imply Your eCommerce Cusiness?

For boosting your e-commerce business sales, Facebook acquisition is one of the best techniques that you need to go through as it’ll make you grab more customers. There are many facebook acquisition strategies, like posting and boosting Facebook ads, but with paid media advertising you can get best results in a very short time.

And we as a Facebook performance agency can help you on every step of your journey. From simple cold traffic campaigns to highly advanced retargeting strategies that will skyrocket your sales.
The only issue we have right now is that we don’t take everybody inside. We’re very specific about what kind of businesses we want to work with.

But as they say: What we don’t know we can’t help…
So knock on our doors to find out more about how we can work together!

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BOF Campaign Strategy for Existing Customers

DimNiko - Bottom of FUnnel

Hi All, Monika here the lead media buyer at DimNiko Agency. I recently set up an interesting retargeting campaign structure that I thought to share with you. Let me know what you think 🙂  

The challenge we are facing with the brand is to show the most relevant ads for the right audience segments. The goal is to separate the existing customers from the audiences coming through the TOF campaigns that we are scaling. 

In most brands, it’s not really an issue as the buying cycle is often longer than the usual BOF targeting timeframes. However in this case the returning customer rate is over 25% within a month and over 60% within 2 months.

I am always in favor of separating retention campaigns from BOF, but usually we don’t go that detailed like with this one, so I am super excited to see how it will go. 

Should You Separate Your Retention Campaigns from BOF?

Most advertisers set up retargeting by separating and combining pixel events with time frames when the event took place. For example Pageviews in the last 7 days, to Added to Cart in the last 3 days etc. And excluding their existing customers, for example who purchased in the past 180 days. 

This is a very common strategy and it is very effective for new customer acquisition. However in many cases the retargeting strategy is actually excluding the most valuable loyal customers. 

In a good scenario the advertiser runs a separate retention campaign targeting everyone who has purchased in the last 180 days, but often Facebook is not used for retention and those customers that triggered the common retargeting events are left out.

Another common strategy that we also often use is when we only exclude audiences that are relevant for the actual adset. For example, an Added to Cart in the last 7 days adset will only have the exclusion of people that Purchased in the last 7 days. So if a returning customer added to cart in the last 7days, it will be included in the BOF campaign. 

This strategy also has its advantages and disadvantages, but at least it’s including every prospect that is interested in buying. 

Let’s Go Back to The “New” Strategy 

We did set up a very detailed BOF CBO campaign with audiences as: 

PV3 —> exclusion: ATC3, PU180 or/and customer lists
PV7 —> excl: PV3, ATC7, PU180 or/and customer lists
PV15 —> excl: PV7, ATC15, PU180 or/and customer lists
PV30 —> excl: PV15, ATC30, PU180 or/and customer lists
ATC3 —> excl: IC3, PU180 or/and customer lists
ATC7 —> excl: ATC3, IC7, PU180 or/and customer lists
ATC15 —> excl: ATC7, IC15, PU180 or/and customer lists
ATC30 —> excl: ATC15, IC30. PU180 or/and customer lists
IC7 —> excl: PU180 or/and customer lists
IC15 —> excl: IC7, PU180 or/and customer lists
IC30 —> excl: IC15, PU180 or/and customer lists

This campaign basically targets everyone who has been in the website from any traffic source, but never actually made a purchase. Can be of course simplified and have just 15/30 days segmentation.

Then we set up the same version, but for our existing customers which looked liked this: 

PU180 or/and customer lists + PV7 —> excl: ATC7, PU7
PU180 or/and customer lists + PV15 —> excl: PV7, ATC15, PU15
PU180 or/and customer lists + PV30 —> excl: PV15, ATC30, PU30
PU180 or/and customer lists + ATC7 —> excl: PU7 IC7
PU180 or/and customer lists + ATC15 —> excl: ATC7, IC15, PU15
PU180 or/and customer lists + ATC30 —> excl: ATC15, IC30, PU30
PU180 or/and customer lists + IC15 —> excl: PU15
PU180 or/and customer lists + IC30 —> excl: IC15, PU30

So this campaign is making sure that we don’t forget about our loyal frequent customers. Additionally we did set up a pure retention campaign for all existing customers that did not visited our website over a month as:

PU180 + Existing customer lists when frequency= 1 —> excl: PV30
PU180 + Existing customer lists when frequency= 2-3 —> excl: PV30
PU180 + Existing customer lists when frequency= 4+ —> excl: PV30

Of course this segmentation only works and makes sense if you are scaling on TOF and you have products with short buying cycles, or high returning customers. 

What Are We Expecting to Happen? 

There are 2 very important aspects we are going to look into

  1. We can adjust our KPI’s and get a more precise overview on how much it costs to acquire a new customer, including the whole customer journey with TOF, MOF, BOF campaigns. 
  2. We can customise the ads and the message for existing customers. Their buying motivation might be completely different than from a new customer who has never purchased before. 

We are excited to gather some data on the campaign strategy and of course will share it with you the results! 

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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Ecommerce Facebook Ads: How to Scale Your Ad Spend While Staying Profitable

How to Know When to Scale Facebook Ads

Scaling Ad Spend is a very sensitive topic and in my experience and each ecommerce business is different, unfortunately there is no template for successful campaigns and you only can understand the campaigns behavior by testing and start scaling your business based on a strategy. 

How to Tell When Your Business is Ready to Scale?

As I mentioned above the first important step is testing. 

Testing creatives, testing audiences and once you find the winning audiences & creatives, you can start combining them into new campaigns or leave it in the existing campaigns and start scaling it. Everyone has its own startegy that works for their business model. 

What Are The Top Metrics to Watch When Scaling?

What it is important to check in the first days of the campaign are the following:

  1. Click through rate – it is an important indicator to check as you can easily understand if your audience is engaging with your ad, if CTR is too low, you are likely targeting an audience pool which is not interested in your product/ad.
  2. CPM & CPC is also an important factor to check on as you can easily spot trends and see if you are paying too much. There are periods when CPMs and CPCs are lower other times higher  such as holiday season or public holidays but the costs of these two metrics should always be in the loop. 
  3. After the first 3-4 days there is already some data with key indicators, such as add to carts, initiated checkouts and of course purchase. Purchase is the most important metric, but in case there is no purchase, our next indicator is ‘add to carts’ and ‘initiated checkouts’ and in 3-4 days you should be able to see if a campaign or ad set is bringing enough results, otherwise you can pause it.  

At the scaling stage this is the point where you start increasing budgets. 

What To Do First When Scaling Ad Spend?

After the 3rd/4th or even 7days when scaling begins, although not everyone has the same daily budget – it can be $100 or $1000 – the process is the same for everyone, and spend starts increasing between the 3rd to 7th day after a campaign or ad set has shown some consistency. The increase shouldn’t be too much because the algo will restart the learning phase. Ideally it would be 20% to 30% increase daily or a few times per day depending on your budget and results or if on a low budget every 3-4 days.

In the beginning of scaling, I personally don’t use rules and prefer to give some space to the algo and let it optimize without any limitations. Now depending on the Ad Account budget I start setting up rules for campaigns spending $1.5K+ daily, till then is manual work. 

When budgets are high it is very important to check the size of your audience pool, it should be large when you scale. Checking frequency it’s a good indicator to stay on track, especially on the retargeting campaigns as you don’t want to annoy your potential buyers too much. 

Now something very important to keep in mind when scaling is that unfortunately not all days will be positive and it is hard to accept that a campaign spent $1000 for example with a few purchases only… it’s hard to believe but it’s completely normal. It’s difficult to keep your emotions in check and not pause the campaign or ad set, but best practice in this case is to use rules and/or start pausing when looking back at least 3-4 days and results are consistantly under delivering. Checking the past 7 and 14 days helps to see a trend and make decisions based on a bigger time frame and not sudden decisions based on one day data. 

Scaling Ecommerce Facebook Ads is a challenge, nowadays as there are millions of advertisers out there and it’s very competitive, however if done right it can be successfully scaled. It is super important to continuously test even if you found winning audiences and creatives as fatigue can kick in at any time, and you should be ready with a fresh set of creatives and audiences. 

Last but not least do not forget to have a clear strategy before you start scaling. 

If you have any questions please feel free to ask. 

Also, if  you’re spending over $500 a day on paid advertising and want to scale your brand you can book a call below:

https://dimniko.com/msp-apply

Have a great week!

Ago from the DimNiko Team 🙂

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How to Build Successful Facebook Retargeting Campaigns for Ecommerce

DimNiko - Ecommerce Retargeting Ads

You’ve probably heard about the term retargeting. With Facebook ads it’s the best tool in any media buyers arsenal.

What Are The Benefits for Retargeting Campaigns?

Well let me tell you. Successful retargeting campaigns are the campaigns that usually run the most stable and predictable if you set it up right. This funnel allows you to retarget customers based on their behaviour on your website, which is great news because you have very focused audiences with intent if your prospecting audiences were done right. 

Read More: 6 Crucial Factors Stopping You From Scaling Paid Traffic Profitably

The secret to having a great retargeting campaign starts at the top, making sure your exclusions are done right and that you are targeting the right audiences. When you have this under control you will see stable returns from your retargeting campaigns. 

Who Can You Retarget? 

The benefits of retargeting campaigns is that you add an extra contact point for a potential customer that either came in from your prospecting campaign or just old fashioned organic traffic. But for some reason they did not purchase your product and here’s where the importance of retargeting campaigns kick in. 

Retargeting campaigns help you set up focused audiences based on specific events fired from your Facebook pixel on your website allowing you to create very focused audiences based on their behaviour on your website.  This can be everything from the time they spent on the website to specific events such as add to cart and initiate checkout. 

When you really go in depth you can create audiences based on each product using the URL’s or content ID’s and build audiences based on specific pixel events to allow you to have quality audiences and helps drive your average CPA down and your ROAs up at the end of the day. 

But Do You Know How to Set Up a Retargeting Campaign? 

There are 4 factors that you need to consider when setting up your retargeting campaigns.

1. Make sure that your exclusions from the Top Funnel down to your bottom funnel are based on your product research, knowledge and how frequently your customers need to visit your website. 

For example, ask yourself how often do they need to buy your product. Is it something that they purchase every month or once a year?

This will give you a clear indication of how far back in the timeline you need to retarget your customers. 

2. Consumer behaviour with your product is a large factor, this is almost the same, but this is based on how impulsive your product purchase is. 

If it’s a high ticket item, potential customers might need a little more time before they make their purchase decision. Retargeting those customers over a longer period might work better than retargeting them within a day.

For impulsive purchases, consumers might need only one day to a week to make the purchase decision before they lose interest. This is something you can only learn through testing different retargeting periods.

3. Frequency, even though you have a better appreciation for ads than normal consumers, we are all still consumers at the end of the day. 

There are times when you keep seeing the same ad and completely ignore it after a certain period, or even go as far to hide the ad.

Monitoring the frequency of your ad in retargeting is very important since you don’t want your brand to be associated with those mobile game ads you can’t get rid of. Making sure that you have retargeting specific ad creatives and copies. Utilizing creatives just for retargeting is important. 

Here we’ve seen customers react better to product reviews for example since they have already seen the product and interacted with your website. This provides them with a feedback loop and also factors in the across the funnels they don’t see the same ad that they saw with the prospecting campaign. 

4. Budget is the most important factor and this is where many retargeting campaigns fail. 

When your retargeting campaign is running successfully it is easy to get too excited and start increasing budget. The only problem is that when your retargeting budget is too high, it will run out of juice fast and you will see the performance drop significantly. 

It is important to keep a good ratio between your budget for your prospecting campaigns and your retargeting campaigns. It allows the prospecting funnel to continuously seed the retargeting campaign at a stable pace, where you will reach a point where you will never have to touch the campaign while maintaining stable performance. 

Successful retargeting campaigns depend solely on how you set up your whole account. 

It is meant to compliment your prospecting campaigns and doing it just right means that you have less work to do and focus on acquiring new customers. 

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

Book a call below, to have the best of the best work on your brand.

>> https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko

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How Creating Blog Posts About Your Product Can Boost The Performance!

DimNiko | Blog Post to Boost Performance

We’re all used to website conversion campaigns and usually focused on direct sales from our Facebook pages. But I recently tried a different tactic with one of the clients I’m managing and it is outperforming typical acquisition campaigns.

About the Client

The client is from the apparel niche focusing mainly on specific accessories. These products are very seasonal and we are in the middle of the high season which is summer. So the auction is very competitive at the moment and the main goal is to show the items from an angle that significantly differs from the competitors.

It is quite difficult to do this with simple creatives and broad targeting. So we decided to create another Facebook page and post articles about the product similar to native ads.

About the Facebook Page

The title of the page obviously shouldn’t be the name of the brand but it should represent the main passion points of the customers. For example, if you’re selling snowboards and equipment for snowboarding, you can name the page “Winter hobbies” and write an article about the main advantages of your products. For example: “5 reasons why you should buy snowboards from brand X”. This type of content presents your brand with a less salesy approach.

I would highly recommend putting Learn More as a call to action on your ads instead of Shop Now. This way the customers would consider this article as a review of your product.

So obviously the call to action on the landing page itself will lead to your website. And this opens up more audiences for retargeting.

How to Retarget the New Facebook Page

There is a whole new Facebook page with all the engagers which can serve as an additional audience for your MOF campaign. You can also retarget all the visitors of the posts who read but didn’t purchase the product. In both of these cases I would recommend sending the customers to the main website directly without the blog posts.

There’s no need in a second read and the audience should be sufficiently warmed up for direct sales now. Another important piece of advice in case you’ve got multiple products in your shop: Make sure to put the bestselling item in the post but also make sure to change it in case the product is out of stock.

If the customers see a product in the article but don’t find it on the website, there is a higher chance they will be disappointed and won’t purchase anything. But if you change the main focus of the post, this can boost the performance. 

If this tactic works for your brand, I would recommend writing more and more articles presenting your products from different angle, but running from the same Facebook page in order to collect engagement.

If you liked this post

If you’re spending over $500 a day

And want to know other tips we use

Book a call below:

https://dimniko.com/msp-apply

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Small Pockets of Traffic For The Biggest ROAS

Lots of you know that broad audiences can be scaled a lot. We’re talking here min $1-2k per campaign budgets with 1-10 interests. If we have interests inside with 1-10MM audiences, we will start campaigns with $300-$500.

Lately most of them they will stop working when we scale to $1k or more per day, but some of them will. Depends on your account as they all perform very differently.

What about smaller audiences? Can they also be scaled to the same ad spend per day?

Most gurus will tell no, but we have a strategy that can work very well. And if executed correctly, it can bring 2-3x better ROAS that broad campaigns.

So what is the strategy you will ask. Let me tell you first about segmentation and how to make proper campaigns setup for smaller audiences.

Segmentation and Proper Campaign Set Up for Smaller Audiences

Segmentation means that based on our testing data, we will create segmented plan for our ‘pocket’ campaigns.

First we will test the hell out of broad interests and LLAs. I’m talking here about 20-30 campaigns, sometimes 50. We will get enough data so we understand our account and audiences. Placement will obviously be mobile and FB feed is our winner in 80%. But IG feed and stories performs very well too.

We know that online shopping interest works well, and that Female gender is bringing 70% of all sales. Best LLA is Pur 2% and 4% but IC and ATC works too. As we sell worldwide, we know that US, AU and UK are our Top 3.

ROAS for the last 30 days is 1.9 and our client is making 5% net profit.

Not much but we tested a lot and we didn’t lose money. That is a win because client just signed with DimNiko Agency, and before they didn’t know what they were doing.

They spent near 55k on ads in their fresh account, and they ended at -7k loss after 3 months of all kinds of ‘testings’.

And what now?  DimNiko media buyer who is taking care of their account is now, ready to go into ROUND 2 of testings.

Strategy: Pocket

Budget: 1k per day
Testing campaigns: 10
Budget of each campaigns: $100
Campaigns breakdown:

  • 1- best INT 1 – 3 adsets – narrow down – suggestion mix – Female only – Mob – FB feed only – Country: US+UK+AU 
  • 2- best INT 1 – 3 adsets – narrow down – suggestion mix – Female only – Mob – IG feed + stories – Country: US+UK+AU 
  • 3- best INT 2 – 3 adsets – narrow down – suggestion mix – Female only – Mob – FB feed only – Country: US+UK+AU 
  • 2- best INT 2 – 3 adsets – narrow down – suggestion mix – Female only – Mob – IG feed + stories – Country: US+UK+AU 
  • 5- PUR 30d LLA – 10 adsets – 2,4,6,8,10% – narrow down best INT1 mix – Female only – Mob – FB feed only – Country: US+UK+AU 
  • 2- PUR 30d LLA – 10 adsets – 2,4,6,8,10% – narrow down best INT1 mix – Female only – Mob – IG feed + stories – Country: US+UK+AU 
  • 7- PUR 90d LLA – 10 adsets – 2,4,6,8,10% – narrow down best INT2 mix – Female only – Mob – FB feed only – Country: US+UK+AU 
  • 2- PUR 90d LLA – 10 adsets – 2,4,6,8,10% – narrow down best INT2 mix – Female only – Mob – IG feed + stories – Country: US+UK+AU 
  • 9- IC 180d LLA – 10 adsets – 2,4,6,8,10% – narrow down best INT1+2 mix – Female only – Mob – FB feed only – Country: US+UK+AU 
  • 2- ATC 180d LLA – 10 adsets – 2,4,6,8,10% – narrow down best INT1+2 mix – Female only – Mob – IG feed + stories – Country: US+UK+AU 

Besides all above, we also have MOF and BOF that are working really well and bringing ROAS around 3.2.

We also have few other broad campaigns that are working well.

Overall, only 30% of our whole daily budget is set for the Round 2 testing phase. After 7-14 days and many turned off ad sets during our optimization process, we can mark our first few ‘big winners’ of ROUND 2, for which we already know they will work for another month or two.

Sometimes even 3-6 months, depends on the creatives and competition.

We noticed that with this segmentation, specially with LLAs, we can find pockets of traffic where we dominate and where our ads can work for a really long time.

With ROAS at 2-3x bigger than with our broad campaigns strategies. So the key to finding good pocket traffic is of course – TESTING.

And with testing we mean testing every small pocket of traffic you can find. At small budget, middle or big budget.

Small for us now is $50 per day, middle is $100-200, and big is $300-$500.

At the beginning of 2020 we would say this differently, but now this is our favorite spot.

There are few exemptions but in general, small budget is used for interest below 1MM, middle is 1-10MM and big is 10MM or more.

Then you might guess, next step is ROUND 3, where we gonna test MALE gender and AUTO placements. Then in 3rd month, we gonna try new creatives and ad copy with our proven winners we got so far. And after that, we will go for video viewers 95% LLAs and Top spenders 5,10 and 25% LLAs.

The end goal is to find enough of ‘small pocket’ traffic, where we can by putting lots of campaigns there, scale to the same budget per day as with few broad campaigns.

Yeah we know, it’s a lot of work but that’s why our results are much better than yours.Not many media buyers and business owners, have time and knowledge to do our way of segmentation.

And not many businesses out there know how to plan testings strategically.

If you know how to make a strategic testings plan for 3-6 months, then you are already ahead of the curve. 

Probably for you this knowledge is nothing special so you don’t need us. But if you think you need somebody to execute your 3-6 month scaling strategy, then book a call with us:

https://dimniko.com/msp-apply

We can make things happen.

We have blueprints and tools for different scaling strategies. All we want at the end of the day, is a respectful client who will say:

Damn guys, you nailed it. Let’s make a top notch scaling strategy for 2021!

Have a wonderful day, hope to see you inside.

Matej – Senior media buyer at DimNiko

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How to Use In-Stream Video Ads To Drive Conversions

DimNiko - In-Stream Video Ads

Back in 2017 Facebook launched a new placement option for advertisers called in-stream videos. 

When selecting the in-stream video placement, your ad will appear within another video a user is watching across the platform. As per Facebook definition “your ad will appear in videos from familiar publishers and digital-first creators that tailor their content to Facebook audiences”. The ad will only be played after 1 minute into the video and because the user is already watching a video, in-stream video ads are automatically played with sound, they can have a length of up to 120 seconds and they are non-skippable.For all these reasons, in-stream videos have a completed view rate of 70%, which is a much higher rate compared to regular video ads. In-stream video ads can be used with the following objectives: Video Views, Brand Awareness, Reach, and Post Engagement.

Using In-Stream Videos to Drive Conversions

Generally speaking video ads have been proven to have a higher performance than regular image ads and to drive a higher amount of clicks per impression. By increasing the reach and awareness of your brand, you will automatically increase your conversions. And non-skippable videos in particular have a better performance at capturing and holding the user’s attention.

In order to use in-stream videos to drive more conversions into your website, start by creating a powerful and interesting video that will grab people’s attention. The recommended length would be between 5 to 30 seconds, since these types of ads will disrupt the content a user is watching, it’s recommended to keep your ads short and compelling.

Create a campaign to drive engagement or awareness among the different available objectives for in-stream video placements. Select the right audience, it is recommended to create a custom audience to show your videos to the right people and keep your ads relevant, better than showing your video ads to a very broad audience. Once you have a minimum amount of video views, you can then create a custom audience of video viewers. Use this video viewers audience to create a retargeting conversions campaign and target the audience with relevant and similar content to the one used in the in-stream video.

By following this strategy you will manage to lower your ad cost, since you will be acquiring lower cost cold traffic by using objectives like reach and video views, and showing your more relevant content to an already warm audience in your retargeting campaigns. It is also recommended to tailor your content based on which part of the funnel your audience is at.

You can create different custom audiences for those who have watched 25% of your video, 50% or 70%. The longer they have watched your video, the more they know about your brand. You can then adjust the content of your retargeting campaigns based on that.

The more you understand your audience, the more relevant content you can create, and the lower will be your cost per acquisition. Take into consideration that it might take some time and a few videos to create both awareness and engagement, but once you have achieved that, your conversions will increase.

And one last thing before I finish, if you are spending over $500 a day and you want to scale your brand

Book a call below:

https://dimniko.com/msp-apply

That is it from me 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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How Social Media Changed the World of Business Marketing

DimNiko - Social Media Changing Business

Have you ever wondered how social media has changed advertising? Since the birth of the internet it’s a little bit hard to appreciate how far the world has come in a very short time. Especially how it has connected people, businesses and life in general and how small the world has actually become as a consequence of this. 

The need for businesses to develop marketing strategies due to the competitive environment has become an art in itself and with the internet, it is more relevant and important than ever. I believe advertising is the biggest factor that determines the success of a business. 

The fact that Coca Cola basically created the Santa Clause we know today is the type of marketing and advertising campaign you only see happen once in a lifetime.

Without the internet businesses had to commit to one single gamble to do something truly spectacular or fail spectacularly with it. They had one shot to make it work and could only rely on good research and experience from a well built advertising team. This chance was mostly reserved for massive corporations and made the playing field less “fair”.

The Introduction of Social Media

Social media is one of the biggest industries if not the biggest to develop from the internet, from the original social media “experiment” MySpace to what we see now with Facebook, Instagram, YouTube etc. 

Each of these platforms with its own unique twist in the way it has connected people and businesses. This has opened so many new opportunities for a countless number of people; it is truly something spectacular when you take the time to sit back and appreciate it.

Companies have always had the need to develop unique advertising strategies that make them increase brand awareness. With the internet and the thousands of companies that came from it, it has made it difficult to fight for that little screen space. 

Before the internet and social media, companies had very limited eyes to compete for, but the space was more limited as well. A lot more thought and money had to go into an advertising campaign back in the day, and it was basically a gamble with little to no direct feedback. 

This made even brand awareness campaigns expensive and somewhat reckless, due to the lack of data.

How Social Media Changed Advertising

How social media has changed advertising could be hard to quantify, because of the pace at which businesses had to keep up with the changing environment.

Advertising on social media has made companies gain an advantage of direct feedback that companies from 30 years ago could only dream of. 

The data gained from advertising on social media, means that companies can know exactly why and how an advertising campaign is working or not. 

One of the negative effects I believe from this is that some creativity is lost in the process because a lot less thought has to go into making an advertising campaign from inexperienced businesses. 

If you know exactly what your customers want to see, there is no need to fix something that is working, right? Not exactly, it’s just that most businesses just forget that the creative continuity is extremely important. Which is the reason why it is important for businesses to look at the data when building advertising campaigns.

Read More: Are You Really Testing Creatives On Facebook or Is It Luck of the Draw?

This leads to the need for something big and extravagant to be put aside in favor of what the data loop shows the person running the campaigns.

If a business knows how to read the creative data, it puts it miles ahead of the competition. Which is the reason why keeping that creative importance with advertising is so crucial to building a great advertising strategy. 

Soo how has social media changed the way we do business? It’s simple, it’s made it a hell of a lot easier to conduct business. 

How Social Media Changed the Way We Do Business

Some of you might not remember how absolutely daunting a task it was to sit for what feels like hours on hold for a customer service call. This was a missed opportunity for many businesses because customers would rather leave the problem alone than sit on a call.

How does social media affect business communication?

Social media has made it possible for customers to contact the business directly with ease and without effort to give feedback on a product or to make a complaint.

Customers still have the chance to call customer service, but most customers would rather go on Facebook and send them a message or post on their wall. This has allowed businesses to take advantage of the feedback they get from customers and strive to improve, since social media can be an unforgiving environment sometimes. From angry customers to constant policy changes.

Data is a fantastic consequence of social media, it is an interesting phenomenon that mostly media buyers only get to appreciate.

Advertising on social media has become an art, and has led to a gain in knowledge that can’t be compared to anything else in the traditional sense of the industry. 

Which is why there are agencies like DimNiko that find the best advertising “artists” around the world. 

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

Book a call below, to have the best of the best work on your brand.

>> https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko 

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How to Setup and Use Facebook Ads Manager

DimNiko - Facebook Ads Manager

Facebook advertising is a big deal nowadays, according to statista.com, the global social penetration rate reached 49 percent, with East Asia and North America having the highest penetration rate at 71 and 69 percent respectively, followed by Northern Europe at 67 percent and the number of worldwide users is expected to reach some 3.43 billion monthly active social media users by 2023, around a third of Earth’s entire population. WOW, it’s a big number right? So those who have a business and haven’t started advertising yet on Facebook, I’ll show you how to use Facebook’s business manager and how to use Facebook ads manager.

How to find Facebook Business Manager & Ads Manager?

Firstly if you’re wondering if Facebook Ads Manager is free? YES, FB it’s a free marketing platform however you’ll be paying for advertising. In order to use Facebook Ads Manager, it is not necessary to run ads but if it’s useful to create it.

Firstly you’ll need a FB profile if you don’t have one yet, and then you set up a business manager. Business Manager will help in managing more than one page or if you have a team or agency that you can grant access to help you run ads. Probably you are wondering if you can use Facebook Business Manager on mobile? The answer is yes, so people can spend less time on desktop computers and track everything on the go.

It is necessary to create a Facebook page for your business which will be attached to your business (without is not possible), click here to create one. The FB page will offer you remarketing opportunities, it looks like a normal profile however people will take different actions, and based on this you’ll be able to retarget.

Once done you can add several Ad Accounts under the same Business Manager through the Business Settings and select Accounts. At this point, you’ll need to add as well the payment method.

Read More: Facebook Ads Vs. Google Ads: Which is Better

Now you are ready to dive into the Facebook Ads Manager guide.

Facebook Ads Manager

Recently has been updated the Dashboard, and you’ll find it in the top left by clicking on Business Tools and then Ads Manager. At this point, you can set up the first campaigns by clicking on the create button.

One very important step here is to set the objective of the campaigns, always choose the right goal as this objective is the goal of the whole campaign. The three main objectives are awareness, consideration, and conversion. The budget of the campaign you can determine on campaign level or ad set level, however with this you’ll need to experiment and see what works best for you.

The next step is to set up the ad set, here are all the targeting settings.

Firstly you’ll need to choose the pixel event action you’d like the user to take: the most common for ecom stores is purchase however based on your business model you can select different event types. All this can be set up from Events Manager by choosing it from the Business Tools – top left corner.

Audiences are big players when setting up a campaign. Here as well are 3 main types of custom audiences, lookalikes, and saved audiences. This is where pixel data is super important, as without you wouldn’t be able to track your audience. You can select Audiences through Business tools top left corner.
Going further you can select the location, age, gender, and languages, interest, behaviors to reach a more specific audience.

The next step is choosing the placements where you’d like your ads to show. In the beginning, it is advised to use all placements however you can customize it. One more important step is to choose the right optimization and ad delivery event and bid strategy. This is very important as affects who sees your ads in order to get you the desired outcome.

Read More: Benefits to Advertising on Facebook

Campaign Setup

We arrived at the last step of the campaign set up. It must be selected the FB page at least and if you have an Instagram account choose it as well. There are 3 main ad formats single image or video, carousel, collection. Best practice is to experiment a lot with the creatives and see what works best for you. The rest are the elements of the ads which is customized to your product.

Make sure to turn on the Facebook Pixel for Conversion Tracking as sometimes it’s OFF by default.

Difference Between Facebook Ads Manager and Business Manager

Lastly, I want to highlight what is the difference between Facebook Ads Manager and Business Manager. As I said in the beginning you don’t need a business manager in order to run campaigns but it’s advised to have Business Manager and under it the Ad Account. So Ads Manager is for managing your campaigns, and you can use it for reporting too while Business manager is useful to manage more pages, add more people or agency to manage your ads and you can customize their access.

This is just a general overview of how Facebook advertising works and what do you need to get started.

If you have any questions please feel free to ask.
Also, if you’re spending over $500 a day on paid advertising and want to scale your brand you can book a call below:
https://dimniko.com/msp-apply

Have a great week!
Ago from the DimNiko Team 🙂