Tag: Monika

In recent weeks, we’ve been working to understand what the iOS14 update really means, and how we make up for losing access to important data points, tracking users and conversions. 

We still live in a data-centered era and the iOS14 update won’t change that. 

This requires marketers and advertisers to gain insight into their customers and audiences. This includes their motivations, needs, desires, preferences, and behaviors. 

The data and insights we have access to is the main reason why the 360-degree concept was developed in digital marketing. 

It really WORKS to increase business revenue – way more than any other marketing channel alone could do. 

Read More: Do You Need a Digital Marketing Plan?

What is 360-degree marketing? 

360-degree approach is a holistic view of the whole customer journey. Including all channels; organic and paid media, and inbound and outbound marketing (plus more).

Think integrated marketing communications – but at a much higher level where an individual customer can be followed through every step of the customer journey and can be reached with personalized marketing messages and offers to acquire them or increase their customer value. 

It doesn’t focus only on conversions, but on customer experience, engagement, brand loyalty, and awareness, and so much more that will help brands scale. 

All this is possible because of the data and digital technology. 

How can data and technology help you? 

Recent years using cookies or/and s2s tracking analytics platforms provided so many data points that could give insight on critical questions to your business, such as: 

• Where can you find your customers? 
• Who are your customers? 
• How to engage with your customers?
• What offers / products do your customers want?

And to make things even easier, everything happens in real-time!

Yes, iOS14 is making things harder but overall we still have so many advantages that we can appreciate. 

How can you apply 360 marketing? 

1. Integrate your marketing activities

Your consumers are going to expect consistency. Whether they see a Facebook Ad, your website, Facebook Page or they are shopping in-store they will expect the same message, offer, and even creative themes. 

The best thing you can do is to make your message, offer, and themes complement each other. If you’re able to reach the same customer on multiple channels, it’s more likely that they’ll purchase and stay loyal to your brand. 

2. Use data-driven approach to find customers 

Using data and analytics can help you target your audience in the right place and time with the right message. This not only saves you time and money, but you can allocate focus to the part of the business that is bringing you the most revenue and grow faster. 

3. Use digital trends to your advantage

There is still huge growth in mobile technology and social media. New platforms and channels allow you to communicate with your customers in so many different ways. 

It’s frightening sometimes to change or emerge into new territory but if your customers are there and you are the first advertiser it cannot go wrong. 

4.  Don’t underestimate a customer

In the digital world, post-purchase is more important than ever. Not only because a bad review can destroy brands, but because a happy customer can become a loyal fan and ambassador helping your business grow. 

In 360 marketing you not only focus on acquiring new customers but to retain them and keep them happy and loyal. 

Here at DimNiko Agency, we help clients apply 360 marketing that helps them scale their business.

If you’re interested in working with use to align your 360 marketing, book a call below. 

https://dimniko.com/msp-apply

Hi All, Monika here from the DimNiko Agency. 

Today we’re going to discuss the importance of a digital marketing strategy. 

Nowadays, new ecom startups often don’t use a marketing strategy nor a business plan. 

Can you succeed without one? Of course. 

Read More: Does Your Team Have a Marketing Roadmap?

We’ve seen several success stories of someone selling from their garage and building an empire within 6 months without any plan. 

So of course it’s possible..

But unfortunately, the majority of eCom businesses aren’t going to succeed from a garage. 

That’s just the reality. 

Sometimes they’re real reasons businesses work without a marketing plan. 

It can be the product, competition, timing, market limitations, cashflow, or external factors, leaving things like conversion rate, CTRs, CPA’s not matter.

To make it harder on entrepreneurs, these circumstances can change so rapidly that keeping up is a challenge itself. 

From the agency side, I often see brands who don’t have a strategy apart from wanting to scale. 

But, figuring how to scale is left to the agency. 

In my opinion, this is a HUGE risk to hand over responsibility and control to an agency because ultimately your business plan will determine if you brand will succeed or not. 

So where should you start the planning? 

I’ve studied marketing and created hypothetical marketing plans based on models and frameworks that sound very professional.

 When it comes to real life, most of the time these plans can’t be executed. 

These plans are useful and a must have, but I understand not all brands need it or can have one in order to start. 

We can leave these on the table to discuss on a later date. 

If you want to learn more about hypothetical plans, I recommend SOSTAC model. 

Back to the actual strategy now… 

Usually with ecom businesses, the main objectives are to acquire new customers profitably. 

The key goals are already there, but without numbers they don’t really mean much. 

As you know, it’s important to know your numbers. Not just on media buying, but having a financial model to look ahead on the year and reflect the numbers for your whole business. 

This can include operational cost, product development, human resources, projected revenue based on LTV, AOV, frequency, etc. 

The marketing budget should be calculated bsed on these bnumbers and not the other way around. 

What works today may not work tomorrow, especially in online marketing. 

After knowing your numbers and goals, the big question is how to reach your goals, what the strategy will be, and how to execute and measure the goals. 

This is where strategic thinking is important. 

Who are your customers? What are their needs? Why are they buying your product or service? What are their motivations? Can your product be replaced? Is loyalty a question or just price? Why is your product or service better than another? 

All these need to be part of your plan. 

Because once you know the answers, it’ll be easier to plan your strategy. 

Next: 

Which platforms do your customers use? Where should you spend the marketing budget? What content would engage them the most? How will you get that content? How much should you spend on the content?  Which offer would be the best fit? 

Soon a step by step digital marketing strategy will fall into place. 

You’ll need to separate your customer acquisition strategy, use experience strategy, social media strategy, retention strategy, customer satisfaction, and have a clear value proposition. 

An agency can help you execute your strategy and help put a tactical plan into place. 

But it all needs to come together on a business level seupport by actual facts not projections. 

Uploading campaigns on Facebook or Google is only just a small part of digital marketing. 

If on a whole, it’s not synchronized, it’ll be muc more challenging to succeed. 

Here at DimNiko Agency, we help clients cale their business and support them with their strategy. 

If you’re spending over $500 a day book a call below:

https://dimniko.com/msp-apply

Cheers, 

Monika

Hi All, Monika here from the DimNiko Agency. 

Today I wanted to share with you my process of writing ad copy for a new project or product. 

Read More: Facebook Ad Copy Is Useless In eCommerce Ads

1. Website, Product, Landing Page Analysis. 

The first thing I do is go through the sales funnel where we send traffic to using ads. 

With Facebook advertising, typically our main goal is to find prospective buyers, someone that potentially could be interested in buying the product. We want to get their attention which usually starts with the ad copy. Ithas a huge impact on the user experience throughout the sales funnel. 

You can’t write ad copy without experiencing the funnel and understanding the customer’s journey. 

If you have the opportunity to speak to the brand manager and have their insight on the value proposition, their brand positioning and key benefits and features of the product, it will help you get an idea for angles you can use. 

2. Competitor Analysis.

Competitor analysis not only includes checking out the ads they’re running, but includes the same product analysis, landing pages, website, sales funnels. 

The purpose is not to steal what they are doing, but to be aware. 

Yes it’s a great place to get inspiration, but if you want to be better than them, you will need to come up with something original. 

Plus, you’ll never know if their marketing actually works. 

3. Customer Personas

I usually like to have at least 3 personas. I try to be as detailed as possible. 

To build out the personas you can use Google or Facebook analytic insights, the brand manager or community manager can also help you with that. 

Then best insight comes from asking customers directly in a mini interview. 

Asking questions such: How old are they? What job do they have? What does the product help them do? Did they compare it with other products, brands? What made them buy it? Etc.., These questions will help you understand key motivations and persona characteristics of your buyers. 

4. Have a Plan that Aligns with Your Campaign Strategy

Your plan usually includes specifications of how many ads we will need and what goal each should have. 

For example if we have 1 landing page, we will have to think about how the ads will run. In this instance, prospecting campaigns on TOF targeting cold audiences. These ads will get the attention of the right users and make them click through to the landing page. 

After, we will run MOF ads where we will target users that have already engaged with an ad before but haven’t clicked through to the landing page. Here you want to increase their desire or build more trust.

We also want to have retargeting ads running, where the best strategy is to highlight the offer better, explain why it is better for them to buy this product and choose your brand and get it now.  

With a more complicated sales funnel or lead generation campaign where the customer journey has several steps. The retargeting you usually do, sends the user back to the landing page they opted out or to the next one. Your ad copy needs to reflect that. 

Basically each landing page will need their own set of ad copy and possible further break down into TOF / MOF/ BOF versions.

5. Brainstorm Ideas

Once you have chosen personas and have a detailed list of how many ads you need for your campaigns it’s time to brainstorm ideas. 

My favorite method is to prioritise based on the persona groups and think of 10 angles / ideas that would match those audiences keeping in mind what action I am expecting them to do on the landing page. 

You don’t need to have 3 x 10 ideas, but at least 10 all together. 

These ideas can include whether you want an ad copy including a review, or list benefits, or want to talk about a problem it solves, or pick ingredients and focus the whole selling point on that etc

 It’s important to not create variations of an angle, but really list 10 different ideas. 

6. Draft Copies

I would start choosing the top 3 ideas and work it out, creating 3 – 3 variations each, and if needed create variations for TOF / MOF / BOF as well following the main angle. 

Usually we test an angle only on TOF and if it works we would move it to MOF and BOF or work on the variation. However if you only want to improve MOF, BOF campaign this method works as well. 

Just remember, if something works on warmer audiences, it’s not guaranteed that it will work on cold traffic.

When you finish with your drafts and have a list of ad copies that matches with your initial requirements, I like to go through the whole sales funnel again starting with the ad copies and see if everything makes sense. 

I personally like working on the ad copies first and then send the copies to the production team or to the editors because it’s basically a script for them. This will make their work easier and it will save you time.

In some cases you don’t have an option to create new videos, so before you test the new ad copies check if it works together with the creative assets. 

You really don’t want to upload an ad copy that has nothing to do with the image or video showing. 

7. Test 

It’s time to see which ad angles and variations are going to make it. 

Set up your benchmarks to be sure you send enough impressions to each variation and give the best possible chance to your new ad copies. 

I often see that ad copies are not being recycled or used once it’s proven to be not working, which can be a big mistake as performance will depend on many other factors. 

Before you start working on new ad copies, see if you can test with a different image, different audience, different CTA or just mix and match with another ad copy. 

This will save you time and you will find a winning ad copy much faster!

Hope you enjoyed the read and don’t forget,

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

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

Cheers, 
Monika

Hi Everyone, it’s Monika here from the DimNiko Team.

One of the biggest questions and concerns going into 2021 is Apple’s latest iOS14 update and its effect on the advertisers. 

With the looming worry, our team wanted to put together some information to help you navigate through the upcoming changes. 

Let’s jump into it.. 

Why Is This Update Super Important for Facebook and Any Other Platform? 

Apple has announced changes with iOS 14 that will provide an opt-in for users to choose whether to allow third-party sites to track their user data. Basically giving a choice for users to allow third-party sites to track their online activities across browsers and devices.

This will affect how Facebook receives and processes conversion events from the pixel and therefore ads personalisation and performance reporting will be limited. 

As well as that their AI which has been helping (or not) advertisers to get the best traffic simply won’t work. 

We’re still learning and trying to understand how this will exactly affect Ad buying and it’s performance, but we are confident that Facebook and Instagram will remain the best advertising channels for acquiring new customers and scaling brands.

Expected and Most Important Limitations

• There will be only 8 standard pixel events to optimise for per domain (Landing Page View, Add to Cart, Initiated Checkout, Lead….). 
• Delayed reporting (data may be delayed up to 3 days)
• Facebook will use statistical modelling and report estimated Results
• Reporting breakdowns will be limited, such age, gender, placement, region
• Attribution window changes, Only 1 day click, 7 day click, 1 day click and 1 day view and 7 days click and 1 day view will be available.  
• Targeting limitations, smaller audience sizes expected 
• Audience Network will probably be the most affected placement as it relies the most on App advertising. 

How Will The IOS14 Update Affect Your Ecom Brand?

It is hard to tell just yet. 

We have no way of knowing how this will actually impact our ad campaigns and performance. 

The information is continuously changing, as well how third party platforms, and users react and respond.

It may make it extremely hard on new advertisers to compete with bigger brands, or could mean the opposite and help small businesses with less amount of pixel data.

What we know for sure is that advertisers need to relearn the trends and strategies that were helping them achieve results and set KPI’s. 

Without the reporting breakdown and with delayed attribution, analysing the data, the traffic and performance will be less accurate and much harder. 

This will make personalised marketing much more challenging and will require more work especially with smaller, less accurate audience pools to target and retarget.

Brands will need to know more about their buyers, and rely more on backend marketing for retargeting. 

It will change user behaviors and only time will tell how many of them will actually opt out of tracking and how users will appreciate retargeting offers. 

Overall, the art of media buying will be the essence for success. 

What You Can Do To Prepare For The Update

There are a couple things that Facebook suggest to do in order to be prepared for the changes and avoid any disruption of the campaigns. 

1. Update to Facebook’s SDK for iOS 14 version 8.1 if you have a business app 
2. Verify your website’s domain
3. Set up Conversion API
4. Turn on Auto-Advanced Matching in Ads Manager

As only 8 standard pixel events will be available to choose from to optimise your campaigns for, and possibly get reporting data on, we highly recommend to review any custom pixel events you may have on your website and conversion funnels. 

Overall I think there is no reason to panic. 

For sure there will be change which is not expected and not welcomed. But, we don’t know what the actual impact will be until these implications are set live. 

Let’s not forget that Facebook has over 2.7 billion active users leaving it to be the best advertising platform to find new customers. 

And most importantly good products and services will always sell.

So, if you’re a brand owner worried about these changes here’s the TLDR:

• Work on your funnels and setup a thorough backend 
• Optimise for user experience
• Prioritize customer service
• Make sure you have organic engagement 
• And, above all else, ensure your product / service is high-quality. 

And while you’re working on your brand, Facebook will for sure find a way to keep its advertisers and continue to monetise their user base via advertising. They are a business after all. 

So, if you’re still worried about how IOS14 will affect your brand, working with an Agency who lives and breathes Facebook Ads will help set you up for success when this update is implemented. 

Book a call below:

https://dimniko.com/msp-apply

Regards,

Monika

DimNiko Team 

More information on iOS14:

https://www.facebook.com/business/help/126789292407737?id=428636648170202

https://www.facebook.com/business/help/331612538028890?id=428636648170202

Retargeting is all about utilising the data you collect in different touch points of your business. It can be online, offline, paid and organic as well. 

Using Facebook we often forget about other channels or off of Facebook touchpoints that sometimes can boost sales tremendously. It doesn’t matter where or when you reach your audiences if you are able to do so. 

Television advertising relies heavily on retargeting as whatever they are advertising is just the 1st touchpoint of their marketing strategy. Once you are at the retail store they will remind you of the ad and reason why you connected to the ad. 

On Facebook or on online channels retargeting is very similar, but with 2 extremely important factors that are on our side. 

1. It is trackable. You can measure who visited your page, product page, when, how long they looked at it, what they were doing on the page and when they left. 
2. You can offer an instant opportunity to buy your product. You don’t need people to visit your store, or remind them in the aisles to buy it. They get on with it right away. 

Read More: Benefits of Facebook Advertising

How To Make Sure Your eCommerce Retargeting Campaigns Are Effective? 

The first step is to track it. Make sure you place a pixel event – a tag – on every step leading up to making a purchase decision. From viewing your video, engaging your post through adding to cart a specific product. Analyse all touchpoints in the customer journey and find a way to be able to create audience segments for each of them. Don’t be afraid to step out of FB. Your customer might click on your ad because he saw your product on Pinterest, maybe a friend of them tweeted about it. It doesn’t matter as long as you are aware of it and able to track and segment your audiences. 

Build customer friendly landing pages and sales funnels. Analyse what information are users looking for throughout the customer journey, when they opt out, how can you prevent it and make sure they can easily go through the funnel without any doubt in their mind about the purchase. You can use tools tracking user behaviors on the website, you can ask friends to go through the buying process, or you can conduct surveys. The more information you get the better changes you will make to improve user experience. 

Give them the offer they want! Once you make a seamless landing page and target, retarget users that were initially interested in the offer, you may find yourself in a position when the offer does still not convert. Rethink the offer. 

What is the specification of each audience segment? What is their motivation? What is their goal? Can you give them an offer they’d want? If yes custome the deals. 

Maybe users that keep coming back to the page without a purchase are looking for a great discount. Someone that dropped out at checkout might need some reassurance about shipping times. Know your customers and provide what they need or meet them halfway. Your conversion rates will radically increase.

Don’t forget about existing customers. Existing customers are often excluded from FB ads, promotions. Email marketing is the best way to reach out to existing customers, but sometimes opening emails requires a form of loyalty. If it’s about a 2nd time purchase you may not have it yet. Try to create some special offers for customers that aren’t loyal and run via FB on low budget. 

You can also try a unique offline approach and send a DM via direct mail. Since they ordered from you, you have their postal address. Send them a catalog with the latest products, or a coupon code and see if they react to it. In some cases it is cheaper than online advertising. 

Organic reach can be also utilised with existing customers as they will likely to Follow you page or IG account. 

Set the right exclusions. When you work with retargeting audiences CPM’s are likely to be higher than on TOF / cold campaigns because the advertising platforms know that you want that specific user. Make sure you don’t create unnecessary duplicates or forget to exclude overlaps because it will hurt the performance of your campaigns and will overall increase CPA’s.  

Hope you enjoyed the read! If you’re spending over $500 a day and need help with your retargeting campaigns book a call below:

https://dimniko.com/msp-apply

Hi Guys, It’s Monika here again. 

We covered a couple times that ideally when you have a brand you want to have an ad funnel that converts the best and focuses on new customer acquisition. 

This is a very general strategy. Having a winning offer will actually make your advertising simple as you only have to perfect that irresistible offer. 

Often we see brands running ads to so many different products, offers and landers that testing each of them with different creatives is a very expensive experience. 

However there are situations when this strategy is not executable. 

Either because you have too many products / offers that are not connected to each other or front end profitability is your first priority and customer acquisition comes second. In this case, it will indicate that your backend is not strong enough or developed at all and you don’t have offers that can be used for up-selling, cross-selling or even for re-selling. 

Of course ideally I would start working on this issue but it doesn’t mean you cannot run ads in the meantime. 

Checking Pixel Events

First and most important thing is to check your pixel events on all landers. I often see that different sales funnels have different pixel events set up which means the data the pixel receives is all mixed up. 

This will make it very hard for the algorithm to optimize your campaigns. 

Once you understand what steps the user takes for each funnel and each step is tracked by the pixel and across the funnels these events are sort of consistent, you can segment your audiences for each funnel.

TOF audiences 

MOF audiences 

BOF audiences – for that specific funnel

Cross-sell audiences 

If needed use url filtering, FB analytics, or dynamic parameters, such content ID to create these audiences. 

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

Campaign Breakdown

For each funnel that you want to run or test, set up all 4 campaigns. 

For example: for TOF campaigns will only target people that have not purchased from your store, have not visited the specific offer’s landing page or purchased anything else from your store.  

For MOF choose IG and FB engagers and video viewers (only those videos that are related to the offer) and exclude everyone again who have ever been on your website.

For BOF campaigns, include only audiences that visited the specific funnel, added to cart or initiated checkout.   

For the Retention cross-sell campaign choose audiences that haven’t seen your offer yet but have visited other funnels, purchased something else. 

Read More: Budget Distribution Between the Funnel Stage

Once you have all 4 campaigns set up for each of your offers you will be able to separate the traffic more efficiently and monetise on the data that you collected. 

This method is also very good for testing sales funnels 🙂

Hope you enjoyed the read and don’t forget,

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

Book a call below:

https://dimniko.com/msp-apply

Cheers, 

Monika 

If you are an ecom store owner, or thinking to transition your business online one of the biggest challenges you will face is how to get visitors (traffic) to your webshop.

Paid advertising makes it possible and somewhat easy to “buy” traffic, which gives you an opportunity to sell your products to the website visitors, aka convert them into customers. 

Facebook is one of the most powerful paid advertising platforms where you can create and run these ad campaigns to acquire new visitors and customers.  

It sounds easy, however when it comes to monetization of the online traffic there are several curial steps that you need to follow. 

Remember you are not just looking to sell by chance to anyone who visits your store!

When you pay for the traffic you need to make sure that you get the highest possible store conversion rate with the highest possible average order value to get the most out of your adspend. 

The ad funnel starts from the ad impression and ends with the purchase confirmation. Throughout this process you need to make sure that you communicate the right information and lead the visitor to the next step. 

To build successful ad funnels takes time, lots of testing, experiment and optimization. It is a continuous work and costs $$$$. 

We are now giving you some tips to help you build your ad funnels with Facebook advertising and avoid common mistakes which will save you $$$$ from your testing budget. 

• Everything starts with selecting the right audience that you are targeting and sending them through an ad-funnel which is likely going to get the best returns for you. Choose your audience right. Research and create several Buyer Personas. Each audience segment will have different motivation, consideration process prior purchase, so it’s important to segment them and work out a funnel for each of them or prioritise them. This is not only important to maintain a good conversion rate, but to help the advertising platform’s algorithm to optimise your campaigns better, show your ads to more people and in return you will be rewarded with better CPM’s and lower adcosts. 

• TOF – top of funnel is the most important part of your ad funnel and campaign strategy.  Here you are purely targeting cold audiences that have never heard of your brand before. These campaigns are targeting your different audience segments to capture their attention and make them engage with the ad and preferably click on it. As this is the first time they are learning from your brand it is important to make an impact. Based on your research with your audiences you need to highlight the key motivations, problems, features, benefits why they should check out your product or listen to your ad message. You don’t have to convince them yet to buy your products. Your main goal here is to preselect your potential buyers with getting an action out of them. Ideally it is a click to the ad, or any engagement that is measurable and can be retargeted later. Do not only focus on the CTR (Click through rate) as you need to look at it together with the quality. For example if you are showing a not related, very interesting, maybe even misleading ad you might get high CTR’s but noone will actually purchase. You don’t need that traffic, don’t buy it. Preselect the audience right. 

• Once your audience clicks, they will get to your landing page. It is very important to give all information to the user on the landing page that they would expect after seeing the ad. If they have a problem that you featured in the ad you need to talk about it and lead the visitor through that to your product. 

The Landing page needs to be user friendly, easy to navigate and help the user step by step to make the decision and buy. Analysing customer journey’s and again your existing customers, their pain points, motivations, concerns, doubts will help you create the best converting landing page and the best offer. 

Webanalystics is crucial to building a successful ad funnel. You need to make sure to track every step of the users from all traffic sources to see where they are dropping off, what is stopping them to buy, how do they behave on your website.

• BOF – Bottom of funnel is your second most important part in your ad funnel. Everyone who dropped off of your website/landing page needs to be retargeted. They need to be retargeted with a very different approach to the TOF, as these audiences are already familiar with your product and brand. They have been on your website before, but decided not to buy for some reason. If you do your research and web analytics right, or just listen to your visitors, customers’ feedback you can already guess what these concerns or doubts are. On the BOG Facebook ads you need to address these points. You need to reassure them that they are wrong and they should indeed buy from you. The goal is to make the audience click again, come back to the landing page and purchase. 

Common practise to give extra discounts, different offers with some urgency for these customers to motivate them better. 

• Middle of funnel, MOF is the audience that got your TOF ads attention, they might have watched your ad video, or liked your ad, followed your Facebook Page or Instagram, but they have not clicked through to your landing page. Usually these audiences need some extra convincing either of your product or the brand. Retargeting them with ads that talk to them more about the product features and benefits, or if they might have trust issues, a customer testimonial ad, or how we call itt user generated content would probably work. 

Once a user from this audience group is clicked to your landing page will get into the BOF audience if the purchase was not made.

Each part of the ad funnel is important and not dismissable if you want to succeed. Will need lots of testing and a message that is appealing to your visitors and target audiences. It needs to be relevant and clearly have a call to action to the next step that you want them to do. 

Hope you enjoyed the read! If you’re spending over $500 a day and need help with your retargeting campaigns book a call below:

https://dimniko.com/msp-apply

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

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

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

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

Should You Separate Your Retention Campaigns from BOF?

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

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

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

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

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

Let’s Go Back to The “New” Strategy 

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

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

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

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

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

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

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

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

What Are We Expecting to Happen? 

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

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

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

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

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

Cheers, 

Monika 

Hi All, Monika here the lead media buyer at DimNiko Agency.

Today I’d like to share with you how I like to set up the reporting tabs in Ads Manager, so when I check several ad accounts I can quickly understand the most important data and identify the key indicators that need attention.

The Basic Columns

In the first couple of tabs I like seeing the basic information, such as Campaign /Adset / Ad Name, Errors, Bid Strategy, Last Significant Edit, so I know what the default settings are. All this followed by the Budget, Amount Spent, Results, Cost per Result, ROAS, Website purchases (often the same as results in ecom) and Purchase conversion value, which instantly gives me an idea of what is the current performance.

I usually check today/ last 7 days/ last 14 days and last 30 days data when analysing the recent performance. Comparing each of them to the previous periods. I love Facebook onsite comparing features. It really helps finding a specific metric that might cause an overall drop or increase in the ad account performance. When I do a larger audit on an ad account I compare results on quarter to quarter and year on year basis, together with the Shopify metrics as well so I can get a better perspective of the business and the Paid Traffic.

Traffic and CPA Columns

After the basic performance metrics, I will look more deeply into the traffic and what actually determined the CPA. Impression, Reach and Frequency is going to indicate how the ad is being served to the selected audience. This is getting more and more important over time.

For example if you are running the same campaign for months it’s useful to check these numbers on a month view compared to a last 6 months view. However higher frequency is not always bad. In fact for retargeting campaigns we often see better results on higher frequency, but it’s a metric that needs to be closely monitored.

Not just for choosing the right audience, but to understand how your ads attract the right prospects. If your audiences keep clicking your ads but are not moving down the sales funnel then your ad message needs to be adjusted.

Read More: Facebook Ads & Google Analytics Reporting Discrepancies

Performance Columns

The next metrics I will be looking at are:
– The CPM, which will show how much we are paying for 1000 impressions,
– CTR (link clicks) which will show what percentage of those impressions got clicked at.
– Then the CPC (link click) which will show how much that click cost us.

In ecommerce these metrics or changes in these metrics does not always predict the performance on a sales level, as expensive clicks can bring more sales and cheap clicks can come out more expensive with no sales. However, looking at the data is still important to identify if something is wrong or see whether there is an opportunity for improvement.

Content Specific Columns

After the Traffic specific tabs I will look at the Content views, Cost of Content view, Unique Content view, and cost of unique content view, and the same for Add to carts and Initiated checkouts. To make it easier to compare I often have a tab here for Cost or purchase and unique purchases, cost of unique purchases.

I think analysing the data from step to step in the customer journey can help fine tuning the sales funnel and improve customer experience along the way.

In the end of my ads manager reporting I will add Ad and video specific metrics such Relevance Core, Quality, Engagement, Conversion Rate Rankings, Cost per Post Engagement, Thruplays, Video Play per 25%, 50%, 75%, 96% and Cost of Thruplay. Checking these metrics on ad level is probably the most useful, however looking on campaign and adset level still gives valuable insights.

I hope you enjoyed reading about my way of setting up reporting tabs in Ads Manager, which is very useful in my opinion if you run ads for ecommerce businesses with conversion campaign objectives.

If you’re spending over $500 a day and want to scale your brand
Book a call below:
https://dimniko.com/msp-apply

Cheers,
Monika

Facebook remarketing is one of the most important forms of advertising. It allows you to show ads specifically for those audiences that had some sort of previous contact with your brand.

This also means that your ROI is significantly higher on the Facebook retargeting campaigns, which overall makes your business more profitable.

When we talk about Facebook retargeting strategy the most important step is to find the people that have engaged with your business and then identify the audiences and audience groups that can be retargeted. So first we need to check what kind of previous visits and actions can be tracked and retargeted.

Website Traffic – Pixel Retargeting

With Facebook advertising it is essential to place a pixel code to your website, which will track visitors and collect data on the actions visitors take on the website. It can track which page was visited, how many times, by how many visitors. Creating product catalogs will also give you data on which product was added to cart, purchased and so on.
Analysing this data allows you to create custom audiences which will be the core of your Facebook remarketing Strategy and retargeting Ads.

Social Media Accounts

Most social media platforms provide statistical reports for business accounts about user engagement. Facebook allows you to create audiences about business page likers, organic and paid post engagements, message senders and video viewers.
You can also look at the data with demographic breakdown and if the pixel is placed on your website, you can analyse the social engagement data together with the pixel data. For example showing what percentages of your customers liked your Instagram or Facebook Business Page and vice versa.

This will allow you to retarget all of these audiences and convert them to purchasers or upsell, cross-sell and resell to them.

Customer Lists

Facebook allows you to upload custom lists to your Business Account and retarget them. You can create these custom lists based on any customer data that you have collected within your business. It can be customers that visited your physical store, signed up to your newsletters, attended an event or purchased from your store.

While pixel data is dynamic data that normally gets updated automatically, custom lists are often static lists, meaning they only get updated when you reupload them. However, in certain cases you can integrate other platforms with Facebook Audiences and create custom lists based on actions that were taken on other platforms. For example you can integrate Facebook with Klavyio and create a list based on an audience segment that opened a newsletter, which can be retargeted with Facebook Ads.

After you identified and created the available audiences that can be retargeted by Facebook Ads, your Facebook remarketing strategy needs to specify those audiences that you want to retarget.

Planning your Facebook retargeting strategy will mainly depend on your business goals and resources. On Facebook we normally recommend to spend 20-40% of your advertising budget on retargeting, so you can create enough ads that are relevant to people based on where they are in their customer journey or buying circle.

Facebook Remarketing Strategy 1.

One of the most popular Facebook retargeting strategies when you create 2 separate campaigns.

One for retargeting website data which is the most valuable as the customers are further down the customer journey. We often call it bottom of funnel (BOF) or Hot traffic. It is hot because they are the easiest to convert them into purchasers. You will segment your audiences based on pixel events, frequency and recency. For example: Page viewers last 3 day, Page viewers last 4-7 days, Added to Cart in the past 7 days, and you add audiences as detailed as you can, as long as your adsets perform.

The second campaign is called middle of the funnel (MOF) or warm traffic and includes audiences that haven’t been on the website yet, so they are not yet close to purchase but had some kind of contact with the brand before. These are usually the Social Media Engagers, Video viewers or any Custom lists that are created for audiences prior to visiting the website. On this campaign you also separate the audience as much details you can. For example Everyone who liked your FB Page in the last 30 days, everyone who watched 90% of your videos in the last 7 days…

Both of these campaigns can be set up with Campaign Budget optimisation and with Adset Budget Optimisation. Advantages of CBO is that the algorithm will decide how to distribute the budget across adsets / audiences, potentially spending it in the most efficient way. It works very well when you have a campaign running for long term with a relatively fixed budget, without any significant promotions or seasonal periods. ABO is better to use when the ad account and pixel doesn’t have so much previous history as you manually select how much budget would be spent daily on a specific adset / audience. It also works very well when there are promotions, for example during Black Friday as you need to increase budget on a very specific audience, not on the whole campaign. This way you hae more control over the adsets.

You can read more about the best BOF and MOF audiences here.

Facebook Remarketing Strategy 2.

The other very effective Facebook retargeting strategy is when you consolidate your audiences into 1-3 adsets only. For example on BOF campaign you only set up an adset for Page Viewers in the last 30 days and Added to Carts in the last 30 days. And on MOF you set up an adset for IG and FB engagers in the past 365 days, and an adset for video viewers in the past 90 days.

This strategy can be only used in CBO as the algorithm will allocate budget between the audiences, and find the conversion within the consolidated adsets. Other advantage of this strategy is that you more likely meet the 50 conversion / adset / week criteria that Facebook recommends. However it is not recommended to use for businesses where the repurchasing cycle is shorter than 30 days, or when the pixel doesn’t have significant event history.

We wrote about an interesting case study about testing this Facebook remarketing strategy, that you can read here

Facebook Remarketing Strategy 3.

Another popular retargeting strategy is using Facebook dynamic ads with Catalog Sales objective. To be able use this strategy you will need to create a catalog and connect it with your pixel. You can read here about this.

This strategy allows you to retarget audiences with product ads based on their browsing history. Meaning if a website visitor looked at one of your products, but left without purchasing it, you can retarget this user with a dynamic product ad, so the person will see the same product as an ad that was visited previously on your website. You can also use this strategy to cross-sell or upsell products if you create product sets that are usually sold together.

I would also recommend including Retention campaigns in your Facebook remarketing Strategy as Facebook is not only a customer acquisition channel, but it can help increase retention, and the lifetime value of a customer. You can read here about the Importance of retention campaigns here.

Hope you enjoyed the read! If you’re spending over $500 a day and need help with your retargeting campaigns book a call below:

https://dimniko.com/msp-apply