News - Page 4 of 19 - DimNiko Agency

Posted on November 2, 2021November 2, 2021 by admin

Increase MOF Audience For Better Retargeting During BFCM

As we all know the key to having a profitable Black Friday weekend is building up valuable audiences in advance!

There are many different ways to do this. We’ve discussed some in previous posts and podcasts, but today, I’m going to talk about another smart approach.

Let’s say we’re selling books. Different genres, different authors, different languages.

Buying a book is a very intentional purchase. People are usually looking for a specific title or casually browsing (think wandering around a bookstore) trying to find something to spark their interest. And, of course, they’re great presents to consider for the holidays.

The question is: how to engage with the audience and make them warm for future purchases.

Currently, we’re facing these exact issues with one of our clients.

The strategy we’ve found to work best is this:

We started to create different types of posts that raise questions to spark interest in their audience.

For example: Who’s your favorite author? What’s your favorite genre? How many books have you read this year? What was the last book you’ve read? And so on…

In order to get more engagement on these posts, we added them to a campaign optimized for page post engagement.

The audience is very broad since everybody might be reading books so no specific demographics are needed.

By running this campaign we initiate discussions.

People might be even talking to each other if they find other fans of their favorite author or genre. They might be exchanging titles of their favorite books with each other.

We’re trying to initiate a small book club in our comments.

It’s important to understand that this campaign is not optimized for conversions, so most likely you won’t be getting any purchases. But it’s definitely not a reason to switch it off.

The purpose of this campaign is to build the right audience for retargeting.

These people are definitely interested in books if they’re taking the time to answer the questions. They might not be ready to purchase right now because they don’t need a new book, but they might return to your store when you show them a nice offer.

And you’re going to show them a nice offer on the Black Friday Cyber Monday weekend by retargeting this audience in your Middle of Funnel Campaign – which is based on the Facebook or Instagram engagers.

This audience might also be a very good core audience for building lookalikes. This is even better than targeting specific interests because we know that these people already have books as their interests.

Note!

It’s very important to constantly monitor the comments under the posts in order to understand the intentions of the users. Let’s say your question is «How many books have you read this year?» And all the answers are: «None», «Hate books», «Never opened one», «This year was awful enough, books would’ve made it worse» and so on.

Obviously, this is not the perfect audience to retarget, the engagement might be high but these people will never change their mind and won’t purchase a book even if you show them the best sale ever.

In this case, I would recommend deleting this post from the campaign and focusing on those which have more relevant answers.

This tactic might obviously work for absolutely different products. The key is finding the correct questions or topics that can initiate the correct discussions.

In other words good luck in building up your audiences before BFCM and Christmas!

If you’d like to know more about the tactics we’re using in the agency in order to acquire new users.

Posted on October 26, 2021October 27, 2021 by admin

How To Lower CPA Strategically In Your Account

DimNiko | How To Lower ROAS Strategically In Your Account

Often media buyers or clients complain about high CPA in their accounts.

They say that they tried everything but their CPA just can’t go where their KPI is.

And usually, their KPI is not a good representation of the performance in their FB Ad account.

Some clients who don’t know a lot about the FB game now, want the same results as 1 or 2 years ago.

Yeah right… Mission impossible if they don’t work on a higher AOV (average order value) as a mission #1.

Then when I do the analyses of their accounts, I see that there is 80% of their campaigns active above the KPI they should follow.

Sometimes all you need to do is to lower the average CPA you are following when you are optimizing all your campaigns.

If your target CPA is $20 and CPA 3, then you can’t have 80% of campaigns open with an average CPA of $25.

You need to kill all campaigns that in the last 7 or 14 days are above $20.

And launch new ones with the best creatives you can get.

I try to set up 2 different KPIs in my client’s account.

One I always follow when I optimize my prospecting campaigns, and the other is just for retargeting.

So if the overall KPI that the client gives me is $20 CPA, then I know I need prospecting campaigns to optimize on average at $25.

My retargeting campaigns then need to work from $15-18. If possible even lower.

If my prospecting vs retargeting ratio is 70:30, then I know exactly how many campaigns I need at a certain spend per day, to feed this ratio.

And my average CPA when you look both together is $20, then I also know how much I can push TOFs if BOF+MOF are performing at a certain CPA.

At the end of the day, it is all about calculations.

What is CPC, what is a conversion on the landing page, and what is CPA?

Based on that I can plan how many campaigns, what spend, and what revenue we can expect.

When you look at this more in-depth, you will see that all you need to do daily is to control the average cost per purchase or ROI based on the KPI you set up.

And kill campaigns as quickly as you launch new ones!

By this, I mean daily. Or at least every 2 days.

If you are struggling with CPA.

Calculate your CPA and then test, test, and test.

At the end of the day, 80 will fail but 20 will work.

So work on the 20 that is near your target KPI for cold and warm traffic.

Simple as that. 🙂

Posted on October 19, 2021October 18, 2021 by admin

Essential Audiences Who Should Never Be Missed When Starting a Facebook Ad Account

When we start advertising in Facebook Ads, we all know that it’s critical to have the pixel installed and events configured on your website.

Once everything is implemented, one of the first things we must do is create Custom Audiences and Lookalike Audiences.

We want to get the most out of the Facebook pixel. That’s why we have to create a long list of audiences who we use in ads later. Without these audiences, we would not be able to work in the different levels of the funnel making it very difficult for retargeting.

Read More: Three Lookalike Audience Hacks Dropping Our Client’s CPA’s

Custom Audiences lets you retarget people who have interacted with your business before: those who have purchased from your store or visited your website.

The Lookalike Audiences is an incredible tool that allows us to create audiences who are similar to the people currently engaging with our business.

Every business needs to create audiences based on their business needs and niche, but there are some basic audiences that cannot be missed.

When we create custom audiences we cover different periods of time and thus have more options to set up the campaigns. We use 3, 7,15, 30, 60, 90, 180 days.

Custom Audiences from our website

Custom Audiences from your website is a targeting option that matches people who visit your website with people on Facebook, using the Facebook pixel.

Page View: people viewing your website.
Purchase: people who purchase on your website.
Add to cart: people who add to cart on your website.
Initiated check out: people initiated check out on your website.

Engagement Custom Audience

These are made up of people who have engaged with your content across videos, Facebook page or Instagram account.

Facebook page: people who follow or interact with your Facebook page.

Instagram account: people who visited or interacted with your Instagram profile, posts or ads.
Video: people who watched your videos on Facebook or Instagram.

Lookalike Audience

Lookalike Audiences are people who are similar to audiences you already care about. You can create multiple lookalikes with different levels of similarity to your source.

The best way is to create the 10 of them (1%, 1% to 2%, 2% to 3% following up to 10%).

A 1% lookalike consists of the people most similar to your lookalike audience source. Increasing the percentage creates a bigger, broader audience.

Lookalikes that cannot be missed out on targeting 180 days of period time are page view, purchase, add to cart, Facebook engages, and Instagram engagers.

We see that a large number of accounts are not using audiences properly for the funnel to be consistent.

These are some suggestions:

On TOF campaigns exclude: Purchase 180 days, Add to cart 30 days and Page View 30 days.
On MOF campaigns include: Facebook & Instagram engagers.

Exclude: Purchase 180 days, Add to cart 30 days, and Page View 30 days.

On BOF campaigns include: Add to cart 30 days and Page View 30 days.

Exclude: Purchase 180 days.

Use the audiences in a structured way and you will see that your campaigns will be much more effective.

Posted on October 12, 2021October 12, 2021 by admin

Where to Get Ideas for Your Ad Creatives

Ad creatives are what your audience will see on your campaign. It varies from images, videos, to other formats that will be delivered to your audience.

The history of advertising has run deep.

It would be amazing if advertising was still simple. Unlike today we have more to compete within the market.

This would require lots of effort for your business to stand out.

Only a small percentage of advertising can be remembered and properly attributed to your brand. You have 5 seconds to grab your audience’s attention.

Your ad must be able to cut through the noise in your audience’s feeds.

Here are some of the platforms where you can get Ideas for ad creatives

Facebook Ad Library
AdAge.com and other a like
Check other industries
Checkout how your competitors are doing it

Curating top-class creative campaigns, in reality, isn’t easy.

We encourage you to think of creativity, production, and media as one.

Creativity is not just a responsibility of those in the design department. It is encouraged that it will be a collaborative process.

As a team, work towards the common goal of making a disruptive work that will cut through.

Remember, more effective the campaign equates to more creative brainpower

Posted on October 5, 2021October 5, 2021 by admin

Are You Utilizing the Full Extent of Catalog Display and Retargeting Options Post iOS14?

DimNiko | Are You Utilising the Full Extent of Catalog Display and Retargeting Options Post iOS14?

For stores with lots of SKUs, the dynamic display of products has been a real winner for many on Facebook ads over the last 12 months. Facebook’s ability to dynamically pull products from a catalog and present them in an optimized manner has been a game-changer for many brands.

But is your brand utilizing dynamic catalog displays to their fullest potential?

Let’s find out.

For a while, most only used catalog displays for retargeting, which makes sense. People at this stage of the funnel already know about your brand and selling points, so may simply need reminding of the products, or presented with similar ones in order to drive conversion.

However, more recently, Facebook has come through with more top-of-funnel options for dynamic display.

Now I know what you’re thinking, I can’t just put my catalog in front of people and expect them to buy, and you would be correct. Whilst this may work for some brands, for many, we need content to sell them, and we need our products laid out in a way that’s easy to digest.

This is what collection ads offer.

The collection is an ad format that lets people move from discovery to purchase in a smooth and immersive way. Each collection ad features a primary video or image with three smaller accompanying images below in a grid-like layout. Customers who tap on your collection ad to browse or learn more will be seamlessly taken to a fast-loading visual post-click experience powered by Instant Experience – all without leaving Facebook or Instagram.

This allows you to bring forward the browsing experience from your website to Facebook whilst also offering value and a chance to inform with media and copy. This is very useful for a few reasons:

We get all the benefits of a traditional video or image post allowing you to inform the viewer of what your product is about, its selling points, features and benefits. As we know this is crucial in the sales process and means.

By bringing the browsing experience to Facebook, people can see your full range of products with prices, and you can even segment your “storefront” collection into sections of relevant products (shopify collections). This means people see more products, so could be more likely to be intrigued enough about one to click through to the website, compared to if they were presented with an image of a single product. For stores with multiple collections, this is a game changer.

The fact they’ve already watched your video or seen your content, browsed your full range, seen the price, (all whilst still on facebook) and then still clicked through to the website means that the conversion rate from this traffic is likely to be higher and more qualified. Of course, this is not the case 100% of the time, however it’s what we have seen on multiple accounts, and makes sense as we can still use the video and copy to handle objections.

Engagement retargeting – By clicking on your collection, someone is engaging with your post. This instantly puts them into an engaged audience in the middle of funnel campaigns. If people are more likely to click because they don’t have to leave Facebook, this means you’re building a larger, warmer audience faster, and the best bit? This has nothing to do with Facebook pixel retargeting, so you don’t have to worry about tracking issues, or a smaller retargeting audience. This is a really useful retargeting strategy going forward, particularly if your brand is one that was heavily reliant on pixel data, rather than engagement data for retargeting, and have seen a large reduction in audience size since ios14.

So as we can see, collection ads have a range of benefits over single image or video ads, and with three different layout options – Storefront, Customer Acquisition, and Lookbook, there’s no reason not to be testing these formats in your ad account.

Posted on September 21, 2021September 21, 2021 by admin

Single Product Advertising vs Multiple Product Advertising

Today I’d like to discuss the pros and cons of single and multi-product advertising.

This post is obviously highly recommended for business owners who have multiple products in their shops but can also help entrepreneurs who are looking forward to expanding their product line.

We have several clients with multiple products in the shop and I am going to share the best strategies we’ve developed from them.

Whenever we start working with multiple product brands, we analyze the backend data in order to understand the best-performing product.

Afterward, we go through the ad account and search for the campaigns sending traffic to this product.

Only after confirming the best performing product with the client (sometimes clients have different perspectives on this question) do we analyze the strategy the client has been using for advertising this product and put together ideas for our strategy.

So why do we usually start with 1 product?

This is the most efficient way to build a sustainable base in the ad account.

Why? Because you have an opportunity to clearly test your media buying strategies since you know that the product shouldn’t be an issue since it proved to be the best performing.

You can obviously use catalog sales for the retargeting traffic but start pushing prospecting traffic just for this top product.

Another advantage of this type of testing is very accurate and conservative budget testing.

Since you’re not spreading the budget across all the multiple products, your testing budget can be quite conservative.

So this is the best moment for testing audiences (interests, lookalikes), different GEOs, budget, bid, and other types of campaign settings.

While you’re looking for the winning combinations, you should also be testing different types of creatives and creative angles.

As I said, all of these tests will help you depict a clear winning strategy. In the end, you will know which audiences work best for the business and which type of creatives resonate with your audience.

Once you have stable campaigns which bring enough revenue for you to start scaling them, you can proceed with product testing.

Use the findings that you got from the previous tests and start going through the products.

Test 1 product at a time. If the campaigns are not performing well, the main conclusion will be that this specific product is not worth advertising.

After several rounds of testing, you will define a list of best-performing products and will be able to advertise them successfully and profitably.

Another tip you can use after you have this list is creating bundles based on the best-selling products – this will increase your average order value and will help you continue scaling your campaigns.

You can also use upsells for promoting the top products and again increasing the AOV.

We find these procedures much more effective than testing multiple products at a time. The main reason is that you’ll never know whether the product is not performing or your media buying strategies don’t apply to this account and this brand.

So my main piece of advice will be – ALWAYS TEST SMARTLY =)

If you want to know more about our smart testing,

Posted on September 14, 2021September 14, 2021 by admin

How to Properly Test Your Android Users

After the iOS14 update, we’re all driving ourselves crazy trying to find audiences that really work for our brands…😓

Lookalikes based on custom events have been affected. Facebook is no longer able to track people as it did before due to the increase of opt-outs.

Of course, these changes are affecting attribution and reporting, but not the deliverability of the ads. Therefore we need to focus on the quality of the whole setup of our ads, looking into audiences, placements, and creatives.

Read More: Don’t Trust Your Facebook Rep, Always Trust the Testing Data

Today, I want to share a recent test I’ve been doing in some of our accounts and it’s been effective so far: targeting Android Devices Only.

If you haven’t tested it yet, it’s something you definitely need to consider as you might be able to find some stability in your ad account!

Here’s how I set it up:

Countries

Since you’re just targeting Android users, your audiences will be smaller so it’s important to select your best-performing countries where you know the ads will be delivered efficiently. If you are targeting worldwide and it’s performing well, then continue targeting Worldwide.

Audiences

Choose your best performing 3-5 audiences and place them in a CBO with a minimum ad spend per day.

You can even split them by campaign so that you are targeting one interest or lookalike at a time.

It’s important to test cold traffic audiences first, as you will have more data than on retargeting.

Placements

Select all platforms so that the ads get more deliverability.

Creatives

Choose your best 3 best post ids that have quite a lot of social proof for better results. You can also use your 3 best creatives if you still don’t have enough social proof on your ads.

I have tested this in several accounts and in most cases, I’ve been able to scale the campaigns on the first 5-7 days.

For scaling, I recommend slowly raising the budget 20% when hitting the KPIs, instead of duplicating the campaign or ad set, as the audience might not be big enough.

*You can also run an A/B test targeting Android Users vs All Mobile Devices, leave it for approximately one week and analyze the results to decide if it’s worth testing it with more audiences.

Posted on September 7, 2021December 12, 2021 by admin

How to Create Dynamic Content on Instagram – PART 2

In this chapter, we will speak about Instagram Stories.

Read More: How to Create Dynamic Content on Instagram – PART 1

Instagram Stories

When it comes to Instagram Stories, you have to think about building a sustainable strategy.

Since Stories disappear after 24 hours, you can have a lighter approach or be more ad-hoc with your content creation. With a bit of planning, you can complete your normal posts with quality content stories and create highlights for visitors to browse.

What kind of content is the best choice for Stories?

The story surface is great to get more personal. You can create stories based on your IG feed posts and save information on your highlight for people to revisit when looking at your profile.
Engage your follower base! Ask an open question or start poll about colors, styles, and improvements of your product.
You can create a weekly routine, like a “Sweepstake – Sunday”, or a “Tell-your-story Tuesday” or even a “Flash-sale Friday” – your followers will wait for these events and will be more and more active every week!
Feature a follower’s post or story, showing your audience how often your customers mention you, and also to showcase positive customer reviews.
You can answer customer questions – and save the post into a FAQ / Q&A story highlight.
Interact & involve – In the morning, ask people what they plan for the day, share your plans and in the evening you can inform them about the week’s schedule you are planning. (promotion, sweepstake, live etc)
Use location stickers, date & time stickers, and insert poll stickers to get your followers involved. Ask questions about the content your followers want and create that content the day after!
“Ask me anything” day – you can get valuable input about the topics your customers are interested in. Replying on these questions will increase brand awareness, and will make your brand likable.
Promote your fresh content: New blog post, new events, upcoming promotions – or a countdown until the new product arrives.

If you start implementing these tips, you’ll easily fill your IG story with valuable content.

Try to post at least 3x / week, or if you can build out a thematic plan – try every day! Your customer will like the value you provide. Just try not to repeat yourself.

Posted on August 31, 2021August 30, 2021 by Marian

Marketing Expenses That Are Worth It

It is significant to know the importance of marketing expenses.

For all businesses, it is a must to always include marketing expenses.

Marketing serves as the primary function for any business that attracts customers.

Read More: How Can I Lower My CPM?

Attracting customers is what every business needs to do. This would allow an increase in sales and compete better in the market.

Understandably, this side of the business is just a bit of a challenge to assess how much to spend on what.

Power of branding

Branding is a reflection of your product, people go with someone they are familiar with. Putting a budget to branding efforts allows you to empower your business.

Content creation to build an audience

Content is the future of your audience. From content, you’re building your audience that builds your community which makes your company.

The better the content is, the more the audience the higher the ROI.

Marketing software

Why settle for software with limitations?

The better the marketing software you have the more features you have, the more that you can make in ROI. Go big, and it will pay off as time goes on.

Events

Experience is what matters at events. It’s something people talk about.

The better you provide the better the outcome. Would you sacrifice a few dollars spending on conference room and food and being told of it? Instead of people telling how good it was with you in the event and asking more people to join.

It is important to do quarterly and annual assessments for you to identify whether projections are aligned with the actual spending.

Making this a practice will allow you to refine your efforts and have an accurate budget as you go along.

Posted on August 23, 2021August 23, 2021 by admin

Here’s How We Managed to Reduce Ad Spend and Increased Our Revenue at the Same Time.

DimNiko | Reduce Ad Spend and Increased Our Revenue

There is always room for improvement when it comes to optimizing your ad account, it’s a law that’s written in the algorithm of the Facebook ads manager.

With the recent changes of iOS14 and all the struggles that came with it, it’s easy to just blame everything on iOS14 and wait for a miracle to happen to increase your revenue and performance.

Since we launched the supplement brand about 6 months before writing this piece, we have been on a steady path of growth and customer acquisition within this period, ideally, this shouldn’t stop.

Throughout this time we managed to get a good understanding of the customer behavior and trends weekly and we were able to build a solid strategy with the marketing dynamics.

Typically with the customers, we see that we see a huge drop in sales and conversion rate every second week of the month relative to the payday cycle. This is usually because people don’t have money to spare, at least with our customer base.

We understand that our demographic likes to spend money as soon as they get it which is why we typically see a spike at around the 15th of every month and the last week when payday hits. The first week of the month was based on some educated guessing, they settled all their bills and have a little extra left to ‘treat’ themselves.

Typically we lose a lot of our margin in the second week of the month since we don’t usually scale down the account and the ads keep on spending, which eats away our margins.

To combat this, we implemented a few changes to our strategy and added some new tactics in our marketing and advertising strategy to get those sales up and keep all the numbers green.

Here’s what we did.

1. New Creatives

I can’t stress enough how important creatives are. I have written a few posts about how you can test creatives, this was back when Facebook was still performing relatively normal, but it still applies.

I think there are a lot of times one neglects the creatives, I am sometimes guilty of this as well, but the results speak for themselves. As soon as we refresh our creatives and angles, we see a big improvement in both conversion rate and overall ad performance.

We dived deep into the comments of previous ads, the reviews, and the typical questions customers have surrounding the product. Based on the information we gathered, we did more research on the types of questions and found new pressure points.

We used this to create new angles for the ad copies and implemented them with the actual creatives. We were able to do this all with free content found on Canva, which means you don’t have an excuse not to do it as well

2. Landing Page Updates

We used this “slow period” to focus on updating the landing page, by adding fresh content, updating the reviews on the product images, and just giving the website a little overhaul.

We already built the page to be optimal for conversions but as I mentioned above, there is also room for improvement even if it’s minor, we started seeing an increase in our conversion rate.

3. Diversify Your Product Offers & Ads

We decided as well to start implementing dedicated campaigns to our lower down the line products since we focus and scale our flagship offers and products.

We did just as much work with our lower down the line products regarding research, creatives, and ad angles to start focusing on these products just as much as the flagship products.

Since we had to reduce ad spend during the second week of the month for our main campaigns, we were able to diversify the budget and run multiple campaigns at the same time with different offers and stabilize sales.

The overall AOV was lower but we were able to maintain a steady stream of sales.

4. Push An Exciting Offer

This might sound very generic, but hear me out.

During the slower week of the month, we implement a new offer to the customers and added it to our email marketing campaigns on all the social media channels and ads as well.

With the previous offers, we typically implemented a new bundle on offer, ran a buy one get one free offer, or added a free product with orders above a certain value, free shipping, etc.

We decided to try something a little different; since customers don’t really have money to spend we decided to implement a discount offer with the pair of cheapest products, but with an overall lower average order value.

We priced it just under the free shipping point, which means customers can either add something to their cart (increasing the AOV) or will have to pay to ship themselves, reducing our costs.

With this, we managed to reduce our ad spend overall for the month and actually increase our revenue since the margin on the lower-priced product is higher.

A lot more customers started buying compared to previous months. We ran the offer for a little bit longer than we typically do, but to keep it exclusive, you have to remove it, which we did.

5. Be Prepared To Scale!

After implementing these changes and updates to the account, ad account strategy, website, and creatives, we weren’t too focused on the account during the second week of the month and created a lot of new creatives.

This left us ready to scale the account in the fourth week, and we did! We used the second and third weeks to test which angles and creatives performed the best, which prepared us for the big week.

We already know which of the new stuff works, when buying behavior is lower, when it’s higher they should be able to perform even better in theory. As I am writing this piece we are currently in this fourth week and so far this strategy has paid off well.

Focusing on the smaller things has already given us a big step up in the strategy of the brand and we will continue to test and tweak until we have the perfect recipe.

Sometimes you can do more with less

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