Should I use one or many creatives / IDs or Dynamic in my campaigns?

We hear these two questions over and over again. With old and with new media buyers. What we found out is that both strategies will work.If you have a great product, that your targeted audience wants. And if you optimize campaigns correctly, when you get enough data.

Our recent tests showed that maybe at this point fewer is better than more – on cold traffic, more is better than a few – on retargeting, and IDs work better on short term, and Dynamics better on long term.

Let me explain a little more of our recent testing.

Example 1: Reorganizing a Current Client

We have this client’s account, where we mostly run dynamics on cold and retargeting for the past half of the year.

Budget was around 10k per day on average. We tested new always with $100 or $200, and after a few days and few tweaks performance was optimized. These campaigns performed well for 2-3 months if optimized correctly every day.

Here I mean downscaling and upscaling budget, and turning off and on ad sets + ads based on the last 3-7 days performance.

Structure on retargeting was almost the same as on cold traffic, and each ad set had around 10 images and 3 ad copies.

Then a few months back, we had to change all creatives very fast, and because we had more than 50 campaigns, we decided we were gonna do it with IDs.

We created around 10 different IDs (pics/vids, carousels, collections), and then duplicated all dynamic campaigns, deleted ads in them, and switched dynamics off on ad set level. Then we duplicated new IDs into these empty new campaigns one by one.

We finished the process in 2 days, but if we would go via dynamics, we would need the whole week as we would also need to create ad sets from scratch because of the audiences.

We decided that we are gonna try all campaigns with IDs for a week, to see if they can compete with our previous dynamic campaigns.

To our big surprise, after 5 days when new IDs got enough engagement, we optimized the campaigns heavily and results were great.

We put 1-2 IDs in different combinations on cold traffic, and 3-5 together in retargeting campaigns.

Now after 2 months these campaigns are still working well and they are bringing pretty much the same results as before.

Example 2: Setting Up a New Client

Our new client when he came to us, had only 2 proven IDs that performed well in the past.

He didn’t have any good video creatives, all he had was a bunch of product pics that were not tested. So we selected the best ones and put everything in dynamics on cold and retargeting.

We thought we were gonna make it work but somehow dynamics never worked here.

After one month of testing we gave up, and went testing just IDs. Results were better but still not where we want them to be.

So in month 2 we decided to push only the 2 IDs they performed the best in our dynamic tests, and use dynamic campaigns just on our retargeting.

Strategy became our winning one and we used the same approach in one other account.

Results were great again. So at this point, we like to push a small number of IDs on the front end, and a lot of creatives in dynamics on the backend.

You can also do with lots of IDs on retargeting, but then I would suggest to change copy based on the 3-90d segments.

We also exclude all page viewers, buyers and social media engagers on cold traffic, so we target just fresh visitors. And that is a very simple structure you can replicate and try out!

1 or 2 IDs on cold, 5-10 IDs or Dynamics on retargeting.

If you want us to run your campaigns for the best ROAS, book a call with as here 
==> https://dimniko.com/msp-apply

Let’s see if we’re the right fit.

Let us know what works best for you at this point.

Sharing is caring 🙂

Have a wonderful day,

Matej 

Ok, this is the second article on Pinterest ads strategy I did for a client of ours.

If you haven’t read Part 1, here is the link ⇒ 
https://dimniko.com/blog/how-i-scaled-pinterest-ads-from-0-to-300k-in-revenue-in-less-than-21-days-part-1/

So let’s go now into the data, how to optimize campaigns, and how to scale them.

Pinterest Reps

Before that, let me just say a few things about our Pinterest reps. In Part 1 I said how very happy I am with my reps, now the situation changed. After 30 days and after 3 calls with rep 1 and rep 2, rep 2 sent me an email that now I will get a new rep.

On Pinterest they have different teams of reps based on the country where the majority of your clients are coming from. As this client I’m doing Pinterest ads is from the US, they signed me now to the US team.

Now rep 3 wanted to schedule an introduction call again. We went through the same stuff we did with rep 1 and 2, and most questions I had on pixel and event attribution were not explained and just skipped.

He said that he is only the ‘introduction’ guy, and that in a short amount of time I will get a rep 4, who will help me with these questions and more details about campaign optimization.

So few questions I had about agency accounts and pixels are still not being answered, and it’s been more than 2 months now. But ok, I get it… It’s Covid lockdown, it’s the beginning of Christmas time, and we’re not big spenders yet for them, so we have time to wait. 🙂

Update: Just yesterday rep 3 sent me an email that we don’t need another introduction call, and that rep 4 will now try to answer all my questions.

So let’s wait and see what will happen. Maybe rep 5 will now jump in and ask me again of what I already solved by myself till this day.

But anyway, let’s go now into more important stuff – Data & Optimization.

Data & Optimization

So as I explained the structure of my tested campaigns in article 1, what I did next is I waited 3 days. Then I turned off the majority of campaigns as numbers were crazy.

After my second call with rep 2 from AU (by the way, she was the best so far), I decided to switch the attribution window from 30 to 7 days. I wanted to see the closest results we get in Shopify or Google Analytics.

It’s still 7 days but this is the best we can do, as Pinterest is just an introduction site for your products, and the majority of these audiences are just browsing around and will not purchase on day 1. When they will see the same ad after 4 days on FB, and if they will make a purchase, Pinterest will take the credit for that sale. And also the FB.

From what rep 2 told me and how I saw the first data, I decided that I will not touch campaigns for the first 7 days. 

You will see many campaign’s data getting better after days go by, because of their different attribution windows.

Then when day 7 came, I started optimizing. I was killing whole campaigns above my KPI, and killing ad sets and interests/keywords in active campaigns that showed bad performance.

In week 2 and 3 I also started to check 7/14/30 days data and optimize the worst performers compared to a 7 day period. There will be a big difference between 30d and 7d, so always check also 30d data. Pinterest conversion has a big late attribution, also if you set up for a 7 day window. So don’t kill too fast at the beginning and wait for a little more time if you have a budget.

If results are not near your KPI in the first 7 days, then kill fast and don’t wait. If your KPI is $20 CPA, I would kill all campaigns that have CPA $30 or more.

I experienced that CPA will 2 or 3 times drop after 14-30 days, but this is just the product I am advertising. Probably with other products is a different game and you have to figure it out how your account works with your products.

Scaling

Let’s get into Scaling. Scaling is very simple on Pinterest.

You select good working campaigns, go to adset level, select adset and click EDIT BUDGETS. Then you put how much you want to increase or decrease the budget.

Recommendation from our rep 2 was 20% is the safest way, and also to never go more than double up. So pretty same scenario as with FB here.

Depends on how good my campaign is performing, that’s how much I will increase or decrease budgets. I like how you can do this in Pinterest, because you can select all ad sets and then select 3 ways:

1. Set budget to (amount)
2. Increase budget  (amount or percentage)
3. Decrease budget  (amount or percentage)

You can also put a safety amount per ad group, so they won’t spend more than you want. And this is pretty much how you do it.

I tried scaling also 3x on my top performers and it worked.

So from Day 1 to day 21 all I was doing is killing campaigns above KPI in the last 7 days, and scaling every 2-3 days the ones that performed well.

I also checked how CPA changes from week 2 and 3, and also made correct adjustments on how much budget I will put on.

At the same time I duplicated best performing creatives and tried different very broad and also to combine smaller interests. And one more thing here with interests – don’t forget about RETARGETING!!!

Half of the sales came in this account because of my retargeting strategy. Specially existing buyers retargeting and page viewers in the last 30 days.

So first thing when you start ads on Pinterest, go to your Shopify or Woo or Kajabi or whatever, and export your buyers emails!

Then import them and create a custom audience. And, create LLAs or AALs 2-10% with this audience. Also 3/7/14/30d audiences of website visitors.

Then use them in different combinations of campaigns and creatives for your best ROI.

***
At this point (after 2 months), I spent on this account around $80k on Pinterest ads, and attributed to more than $800k of revenue.

Average ROAS for the last 30 days is 10.5, and average CPA is below $7.

Success? 

We would need to turn all FB advertising off to see actual success, but I believe we’re doing pretty awesome stuff here.

So if you’re into FB (or if you want to combine it with Pinterest) and scale big (yes over $500k per month too), we can do it for you.

If you’re spending at least 1k a day on FB ads, book a call with us here  ==> https://dimniko.com/msp-apply

Let’s see if we’re the right fit so we can start working on your account.

Have a great day and Happy NY 2021!

Matej 

Are you running a business or company and are worried about the reality of business like eCommerce sales tend to slow down in January and how you can prevent your business’s losses by following the effective strategies?

It’s a matter of the fact that eCommerce sales have been observed very low in the months of January – the start of a new year, which ultimately causes losses to many eCommerce businesses. The reasons behind these low sales are many. However, some of the top causes are the buyers needing their surplus cash to pay off their Christmas gifts, people have spent most of their money in December sales when plenty of products are available on offers and discounts. Furthermore, at the end of the year, most of the people pay their taxes, house rents and other types of rents, so they don’t have enough money to spend in January. 

Today’s comprehensive guide is for you and those looking to make fantastic plans to keep their investment profitable among many other businesses and retailers running eCommerce sites or eCommerce businesses. 

Let’s dive into the core of the guide … 

Loyalty Program Launching

It’s a matter of fact that earning the customer’s trust is somewhat hard to earn, and at the same time, rewarding the same customer for you is somewhat easy. It doesn’t matter which specific system you are running. Every system’s strategy remains almost the same as every time you keep gathering information and tracking your customer’s activity while making purchases at your shop (e-commerce store). 

Hence, with the help of already collected data from shopping through discounts, free products, or exclusive offers, you can run a loyalty program by keeping your customers bated and giving you an abated edge. Furthermore, you can also turn these repeat sales into an easy referral opportunity.

Promoting Pop-Up Sales

The second best method to prevent your losses in the months of slow sales is to run pop-up sales that have an effective role in generating more sales for your products or business. It has a great effect on shoppers. So if you are not sure about the sales, which method is going to be making your sales appeal of an international zeitgeist, it’s suggested to run or announce pop-up sales with the help of your social media followers. 

Indeed, even in a month when money/cash is tight, pop-up deals are necessary and can give the ideal shot in the arm for somebody unhappy.

Reinforcing New Year’s Resolutions

As January stays as the month of slow sales in the eCommerce world, your brand or business should develop new resolutions and determinations to reinforce your brand/business. With these new year’s resolutions, you can come up with discounting certain seasonally-oriented items or shining your marketing lens on trendy products reaching your cost-effective but output giving milestones. 

This new year’s resolution for your business or e-commerce store is putting off your site’s SEO refresh with the new year because with the update of the new year; you will have to update and change the old-fashioned styles, product listings, and content updating.

Supplementing Past Purchases

Another best technique to prevent losses in your eCommerce sales or business in the down months of sales is not to waste most of the time on the customer who’s unlikely to get back to your product or business. Here, the better option for you is to focus on the customer who once purchased one product. Then with that product, he also placed additional orders for some other orders relevant or irrelevant to that product. 

So you can offer affordable accessories to your past customers to enhance sales. Furthermore, you can update your product listings and pages with curated lists of add-ons. Hence, when your customer purchases your one product while putting a review or giving feedback on the products in the same listings that he’ll see, his mind will urge him to make another purchase on the relevant product. 

Running Teasers for Products

Setting up and running teasers for your fresh or new products in the dead months of eCommerce sales/businesses is another effective strategy that will help you come up and generate more sales than your competitors. Therefore, it’s recommended for you to load up your social media accounts under your brand/business with teaser videos and snaps that prove very effective for different businesses as different studies have revealed amazing benefits. 

When running teasers for your new year products or old products on a new year with some fresh touch, you can earn maximum profit compared to your other competitor businesses. 

Making Your Product Pages Perfect

Making your product pages perfect by updating them and making the content fully-optimized with catchy and better-looking images, titles, and descriptions as January is considered the only downtime that urges you to make the critical updates to overcome the slow in sales. 

The little effort you’ll make to optimize your product listing will have long-term positive implications for your brand or business or the product you are looking to generate sales or leads for. The more optimized, fresh-looking, visually appealing, and easy to navigate your products are, the higher ranking is guaranteed. This activity will fuel up your online store with serious buyers and ultimately more selling power even in the dead months of sales. This way, you can prevent losses. 

Curtailing Cart Abandonment

Furthermore, in these dead months of eCommerce sales, you can curtail cart abandonment by working on your product listings effectively. Different estimates and studies show that there are many chances to boost your sales up to 70% by just doing little modifications in the abandoned shopping carts on your eCommerce sites or stores. 

Hence, by following the techniques shared above, you can avoid a sales slowdown in January as January is very disturbing and a month of depression for the eCommerce businesses because sales fall abruptly and create a huge vacuum that’s somewhat full of losses to eCommerce businesses. Swallowing and making unique, cost-effective strategies, and the ones to attract the customers, you can generate more and more sales. 

In a Nutshell

So what are you worried about now? Don’t feel panic as you have an effective checklist now to make your eCommerce sales strong by making your site 100% matching the points discussed in this guide. This way, success will be guaranteed for your eCommerce store.