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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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Are Your Ads Actually Scaleable?

I want to share with you how to adjust your creative messaging to Scale Your Paid Traffic Profitably.

This is the same creative change we made for a client recently

That allowed us to scale them from $2K a day ad spend to $20K a day ad spend with an increase in ROAS.

It’s the difference between businesses doing $30K a month revenue and Businesses doing $300 a month revenue.

And it comes down to your mass-market appeal.

If you are only marketing to people that know about your product,

Have heard of your brand or similar brands

And have already been educated why they should buy your sort of product

You have put a limit on your ad spend.

As this is a very small market compared to the rest of the potential customers.

To get your brand spending $2K a day, $5K a day or upwards of $20K a day

You need to educate people that would have first never purchased your product why they should buy your product.

Once you can convert a TRUELY COLD prospect into buying your product now you can profitably scale.

These people right now will not buy from your brand as your marketing doesn’t connect with them,

Doesn’t educate them

And ultimately doesn’t appeal to them.

To give you an example.

I was talking to a Business Owner that sold coin collections

And was spending about $2K a day but could not scale past that.

Looking at his ads they only appealed to people that were already collecting coins or were interested in the type of coins he was selling.

What about everyone else in the world that might buy your product if the marketing is positioned right?

I suggested to try some marketing angles like this:

Position the coins a new trend or hype “everyone is going crazy over this new hobby” so people who were not interested originally are now potential buyers as it is a new hobby they can take up.

During these weird times, everyone is looking for a new hobby to fill the time and his coin collection brand was a perfect fit for that.

Every brand can have mass-market appeal with the correct marketing direction.

So the question to ask yourself is..

How can your brand have mass-market appeal to scale much more profitably?

This is typically only an issue once you are spending over $500 a day and can’t scale further.

If you want help finding your marketing angle to scale your brand.

Book a call below and let’s work through this together.

https://dimniko.com/msp-apply

Speak soon,

Dan

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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

When to Use ABO and CBO?

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

BOOK YOUR STRATEGY CALL

Additional Resources

eCommerce Titans Podcast

eCommerce Titans by Dim Niko is the industry-leading podcast that brings together the cutting edge growth strategy, tips, and approaches of 8-9 figure eCommerce Entrepreneurs, Founders, CMOs and CEOs.

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EPOCH Facebook Community

A Facebook community for top-level marketers to discuss and share hyper-advanced online marketing strategies. Network and learn from the best in the industry.

Join Facebook Group

Daily Scale Newsletter

The Daily Scale newsletter is delivered directly to your inbox discussing top insights and strategies our agency uses every single day on our 7 figure DTC brands. 

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How Colour Influences Consumer Behaviour

DimNiko - Color Pyschology

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

Although it’s not an exact science

It is more important than you know.

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

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

While this is extremely important

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

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

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

Take mobile game ads as an example.

We’ve all seen them.

The study titled “Impact of color on marketing,”

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

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

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

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

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

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

Men generally prefer bolder colors

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

The environment

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

And can influence individual color preferences.

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

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

Complement your brands color pallet

Your brand has a certain color palette

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

Usually your logo.

These should be used in your creatives,

Facebook page posts

Website

Products etc.

Know your CI (Corporate Identity)

Many companies lack to follow a strict CI strategy

And color plays a big role in your CI

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

Personality

Your color pallet should complement the personality of your brand

eg. Brown can resemble ruggedness

Green can resemble health and wellness

Blue’s and white can resemble cleanliness.

Gender Preferences

Base your color pallet for creatives on your ideal demographic

Where it is a 50 – 50 divide

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

Consistency

Choosing a color pallet and sticking with it.

Most of your returning customers would instantly recognize your brand

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

Or from the first point of contact.

You would associate Navy Blue & White with Facebook

Red & White with Coca Cola

McDonalds with Red & Yellow etc.

The list is endless

Making sure you choose the correct color pallet for your brand

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

And advertising efforts.

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

And strive to perfect it from the start…

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

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

Book a call below:

https://dimniko.com/msp-apply

And that’s a wrap!

I’m Quintin, Media Buyer at DimNiko

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How to Take Advantage of Instagram Explore Ads

DimNiko - Instagram explore ads

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

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

But last year, Instagram launched a new placement.

The Explore feed.

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

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

This can include:

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

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

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

So what do Instagram Explore Ads bring to the table?

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

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

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

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

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

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

Another important characteristic of Explore?

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

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

And you?

Are you already using Instagram Explore ads?

And remember,

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

Book a call below:

https://dimniko.com/msp-apply

Until next time 😉

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

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

The Client

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

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

The Tactic

Top Of The Funnel

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

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

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

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

Middle of Funnel and Bottom of Funnel

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

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

So what does this case study show us?

Broad audiences – are definitely the key to scaling.

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

And also want to scale your brand

Book a call below:

https://dimniko.com/msp-apply

Thanks!

Maryana from DimNiko 🙂

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

DimNiko - Scale Campaigns

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

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

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

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

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

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

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

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

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

Ago,