Posted on

What To Do When Running Ads on a New Ad Account

DimNiko | New Ad Account

There can be lots of reasons why you would use a new Facebook Ad Account to run ads. 

You might just be starting out, your account could have been hacked and you opened a new one, your account could have been banned, or maybe another reason. 

One thing is certain: everything will be uncertain.

At DimNiko, we’re used to running ads on new Ad Accounts for all types of reasons.

It can be a daunting task because it’s uncertain how the performance will do. 

And, it’s easy to get lost in the best practices you should follow. 

Since we’re good at this kind of thing, I’ve compiled a list of best practices to help you out…

Budget

Whenever clients ask us what is the perfect daily budget to run ads on we love to give them a target of $1000 (or more). This will provide the most data at a faster speed.

However, with a brand new account you will have to hold back on the temptation to spend too much money from the start. 

Ideally you want to take this down to even a quarter of the amount and spend around $250 / day. 

A good budget distribution split would be 70% for cold traffic, and 30% for warm traffic (retargeting). 

If you want to be even more safe and feel you have audiences to retarget, a 50/50 split can also work for the first couple of days or first week.

Read More: Budget Distribution Between the Funnel Stage

Creatives

When starting on a new Ad Account, creatives is the most important part of the equation. 

Here you want to focus on the known winning creatives and use them as they have worked well in the past. 

This is not the best time to test new creatives that have no previous data and information to fall back on.

Ideally if you had a previous Ad Account, getting post IDs and using them in your new ads is the best way forward. 

This will show you have social proof and engagement which will assist in the slow start of a new ad account. 

If you have to use new creatives because your old ones sucked, then try and choose the best video and best image you have and put them in a small dynamic campaign. 

Try not to use too many creatives. 

Your campaigns should stay on a smaller budget to start off with.

Another important thing to keep in mind is that a good image can convert just as well as a video (although we prefer videos). 

If you find a good converting image creative, start building out a post ID with this image and build that social proof we were talking about.

Read More: Best Practices: Introducing New Ads to Your Campaigns

Retargeting/ Retention

You may find that launching retargeting ads on a new Ad Account might be slower results at first. 

It can be disappointing since these campaigns should stand out from the rest. 

This will be the case when your audiences are still too small and the campaigns struggle to spend, or ad frequency shoots through the roof.

A good solution is to combine your Middle of Funnel (Facebook & Instagram engagers, as well as video viewers 25%) and your Bottom of Funnel (retargeting audiences such as Add to Cart 30 days, Viewed Content 30 days, Page Viewers 30 days) into one campaign. 

You will have a higher chance of converting customers. When purchases increase after a week or two, you can split the two parts of the funnel into their own campaigns again. 

You can also add a tension audience into the mix if your audiences are too small and you sell a variety of products. 

If you have a shopify customer list in your custom audiences, you can add the lists into a combination BOF/MOF campaign. 

The TL:DR: 

Start more conservative and keep your money in your pocket. 

As soon as you have winning campaigns, increase the budget slowly and focus on your winning creatives. 

Don’t forget about the power of post IDs and start building them sooner rather than later. 

Lastly, consolidate those retargeting audiences in the beginning and throw in a retention audience in the mix for the best initial results, until you can separate them at a later stage as your budget and traffic increases.

Posted on

Best Practices When Ads Manager Is Recording The Wrong Data.

DimNiko | Inaccurate Data in Ads Manager


Have you ever jumped into Ads Manager and got a shock when the total number of purchases that you received during the day was the most you have ever had in a single day?

And have you ever seen Shopify sales at a high but Ads Manager reporting conversions at a low? Maybe the Add to Cart event is not showing data in Ads Manager, maybe the ROAS, and even worse – purchases.

I’ve been in this back and forth struggle with a client who unfortunately had many pixel errors. First the pixel kept over recording the purchase events, then under recording. Ads Manager doesn’t record the purchase Conversion Value and I cannot see the ROAS.

You might be wondering HOW DO YOU OPTIMISE !?!?

Let me share a few tips with you that I have learned throughout this ongoing struggle, and what you can do if this problem happens to you – we all experience pixel problems at some point.

Top of Funnel Campaigns

Firstly for prospecting campaigns. The key with your prospecting campaigns (cold traffic) is to keep your targeting as broad as possible. Since we cannot accurately track data, it is a great time to put broad audiences to the test and let Facebook find your customers for you.

When you have specific interests that you want to test – keep this testing for later and take your best known interests from past data (when you could still analyze the numbers accurately)   and put them all in one consolidated audience in one ad set. Therefore you must create a stack of your best interests, in one ad set only. Remember, there is no real point splitting these interests in different ad sets as you might turn off the one that shows the least purchases, however its recording the wrong data and it might in fact be a good ad set.

Read More: How to Successfully Build a Facebook Ad Funnel for an Ecommerce Store

Middle of Funnel Campaigns

We then move over to the Middle of the Funnel, where we target the people who have engaged and interacted with our ads and social pages. Generally a nice split is ideal between audiences such as your video viewers, Facebook engagers and Instagram Eengagers. However, because we are experiencing the wrong tracking of data, this is what you need to do.

If you have good engagement on your Instagram page, Facebook page and your ads, it is the best idea to consolidate these engagement audiences into one Middle of Funnel campaign in one ad set. This will bring you consistently good results and is easier to manage and it makes sure you cover all the engaged audiences while you see the incorrect data in Ads Manager. 

If you know that your Facebook page for example brings poor quality engagement, you can always opt for Instagram engagers only with or without video viewers – just to be more safe.

Read More: Case study: Segmenting Facebook Engagers for Middle of Funnel Campaigns.

Bottom of Funnel Campaigns

Retargeting – this one is important!

Retargeting is where we hope the magic happens as we sometimes struggle to convert on cold traffic, we have now warmed our audience up so we should be selling like HOT CAKES 😉

However, we can’t optimise because we still see the wrong data.

The theme throughout indicates once again – consolidate. This is generally the best method to deal with this problem and you want to consolidate the following audiences in one retargeting campaign with one ad set: people who have viewed pages on your website, people who have viewed the content of these pages, people who added to their cart, people who have initiated checkout (all of these excluding people who have purchased). This will keep your budget safer and in one place, and less optimisation will be needed until you are able to receive the correct data.

When you experience hiccups like this in your advertising journey, fall back to the basics and try to keep things as simple as possible. It is definitely not fun optimizing blindly in an ad account that runs 20 different campaigns. 

When you have 5 campaigns – much easier.

Posted on

Ecommerce Store Owners: Take This Advice Into 2021 and You Will Set Yourself Up for Success.

The year is finally coming to an end and for most of us it is a big relief. If you are an Ecommerce store owner however, that feeling of relief might not be here yet, as you now have to worry about your strategy and game plan for the new year!

With a rocky year behind us and many unpredictable things happening, here are a few things that you can focus on to make sure you set yourself up for success in 2021.

Increase Your AOV (Average Order Value)

Your online store’s AOV is one of the most important metrics that you should look at when you want to grow a successful brand and become more profitable. When you increase your AOV, you increase your return on investment and your return on ad spend, and you ultimately get the most out of every customer. This will also mean that acquiring customers become cheaper as they end up spending more money in your store.

Increasing the AOV can be done in many ways such as upselling, cross-selling or bundling products together. When you increase your average order value you can expect higher cost per acquisitions, but you will most likely outperform your competitors. If you are only selling one product, it is time to look into stocking more products that will possibly compliment what you are currently selling. 

Lifetime Value

We can’t stress enough the importance of lifetime value. Every time you spend money to acquire a new customer, you have the opportunity to impress them with your offering and (hopefully) great customer service, and you could get more purchases from them in the future. This means you can recoup your cost of customer acquisition and overall make more profits.

By focusing on your customer lifetime value (which usually ranges between 12 – 24 months) you will get a clear indication whether you are growing a successful brand. Advertisers often want to focus on ROAS only for overall performance, but by focusing on the ROAS you will only see whether your advertising efforts is efficient, but not whether you are effectively growing a successful brand.

Read More: Community: The Missing Piece of the Growth Puzzle

Storytelling Has Become More Important Than Ever

Storytelling has become more important than ever, especially after a year filled with city or country wide lockdowns and people are actually taking time to sit down and watch branded content

Video views have skyrocketed and responsiveness across the board has also increased. People pay a lot more attention and people are way more open for testing and experimentation. This is why it is important to find new ways to create content cheaper, without letting the quality get worse, and telling your story through this content. You have to put your audience first and you have to shift your own attention to how you can create value for your audience. 

Get the Best Apps for YOUR Online Store

There are many apps that you can use on Shopify (or other Ecommerce platforms) that will help you with your business. We still see a lot of Ecommerce stores not reaching their full potential and sometimes it can be an app that will definitely set you up for success. There are a lot of free apps which are great, but paid versions bring the full potential of these apps and you can treat this as in investment if you are able to benefit from the app. 

The main things you need to ask yourself when choosing an app is:

  • What does your store need outside of Shopify’s features?
  • What would increase your sales?
  • What would make managing your store easier?
  • How much do you want to spend on apps?

One amazing app recommendation which is a must have is ‘Afterpay’, which lets customers instantly purchase a product, and they then pay it off in monthly installments (you instantly get your money though ;)). Afterpay is currently available in Australia, New Zealand, the United States and the United Kingdom

Focus on These 4 Metrics

As we dive into the Facebook ad account, Google Analytics, Shopify Analytics and any other platforms where you can analyse numbers, be careful not to overthink and over analyse. Information overload will make you miss some of the most important metrics and leave you sidetracked. If you focus on these metrics and get them to the best standard that you can, you will set yourself up for success;

  • AOV (Average Order Value)
  • LTV (Lifetime Value)
  • CPA (Cost Per Acquisition)
  • CR (Conversion Rate) 

Read More: What Columns to Look at for Ads Manager Reporting

As you can see the first two metrics were also discussed above – and of course there are other metrics to look at, but the idea here is to focus on these 4 key metrics to the best of your ability and improve them as much as you can, and ultimately the ROI and ROAS will be where you want it to be. 

If your Ecommerce business lacks in one of these above mentioned topics, imagine what a difference it can make if you work on it and improve this to the best of your ability. And what’s even better is that you improve all of these aspects, and you are guaranteed to set yourself up for success in the new year!

Posted on

Facebook’s Certified Media Buying Professional Exam Courses Key Takeaways

Facebook's Certified Media Buying Professional Exam Courses

I recently started working at DimNiko as a junior media buyer, and to no surprise, I have learned a lot in the past month working with a team of expert media buyers.

Before getting stuck into the ins and outs of media buying, it was important for the team to make sure my knowledge of Facebook and its endless capabilities are up to standard. 

Facebook’s Certified Media Buying Professional Exam Course was the answer, among others. As I delved in and completed this course, I will outline the key takeaways for you and you can decide if this is something you want to pursue and invest in.

Overview of the Facebook Blueprint, And Is It Worth It?

With the ever-evolving advertising landscape, we can expect that Facebook will be a leader in innovation and advancing the platform’s advertising capabilities. You need to stay on top of the advances in custom audience targeting, new ad types and changes in rules and regulations in order to stay competitive in the field. 

If you have completed any other certifications for other platforms such as Google Adwords or google Analytics, you will know that they are challenging, however with some decent preparation you should be capable of passing.

There are currently 8 different Facebook Blueprint Certifications which costs between $99 – $150 per exam so that you can become officially certified in a certain Facebook advertising area. If you complete and pass the exam, you will receive a certification badge which you can put up on your resume, LinkedIn or your own personal website.

The Facebook Blueprint Certifications:

Read More: Facebook Certified Media Buying Professional Exam Course Key Takeaways

Key Media Buying Professional Exam Takeaways

If you are an experienced media buyer, you can definitely still benefit from what the Media Buying Certification has to offer and fill the gaps in your knowledge with an up to date collection of 14 lessons that you have to go through in order to take the exam.

A quick look at the study guide for this certification will give you insights into how much of the knowledge you already know, or in which areas you could expand your current knowledge which might make the certification valuable to you.

If your knowledge is up to standard, the exam will be much easier and it gives you another reason to do it and get the qualification!

The exam’s preparation lessons take between 15 and 35 minutes to complete (however some could take longer depending on your understanding of the topic), with questions throughout to test your knowledge right off the bat. These questions are presented in multiple choice form, drag and drop as well as other effective question methods.

A nice thing about the lessons is that they include real-world scenarios and case studies, as well as fictitious case studies which makes the completion of these lessons a bit more exciting and more relevant.

Topics in the course include Ads Manager, Business Manager, Ad policies, Ad Auction and Delivery, Reach and Frequency Campaigns, Measurement and Reporting, Pixels and Creative Planning for Formats and Placements.

There are also more topics that cover the business side of things and the media buyer’s approach to campaigns and strategies, such as Brand Best Practises, From Business Goal to Creative Strategy and Delivering Actionable Media Recommendations.

That’s it in a nutshell, I would definitely recommend doing the Facebook Media Buying Professional Exam not only to ensure that your knowledge is up to standard, but that you have another certification that you can use to make yourself stand out when needed in a competitive world of media buying professionals.

If Media Buying doesn’t sound like your jam, then no sweat. We’re happy to help. Just book a call with us and we’ll be happy to discuss how we can work together.

https://dimniko.com/msp-apply

Stay safe and have a good week 🙂

Cheers! 

Jaco.