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Why You Need To Change Your Strategies Based On Your Target Country

DimNiko | New Sales Page
DMINIKO_RESOURCES-BLOG

Why You Need to Change Your Strategies Based on Your Target Country

If you’re running international campaigns or targeting widely different countries, you’re probably struggling trying to get the same performance out of each country. 

Even with the same creatives, same audience, and strategies that seem to work for one country, it’s not for another 

A lot of brand’s struggle with this.

Scratching their head, wondering how they can fix this because something must be wrong. 

Good news is, nothing is broken. You just need to change things up a bit. 

Recently, with a new client, this was a very prominent problem they were having. 

The product is very niche specific, meaning typical targeting doesn’t work for all GEOs. 

Usually, accounts perform well with just a broad audience and couple interests to sum it up. 

This account was completely different from what we noticed trending with our other accounts. 

To help set the stage, this account focused on 2 countries with widely different cultures using landing pages on two separate domains – in this case, it was a good thing. 

We adjusted and followed our typical account strategy we use when we onboard clients and prep them for scale. 

Spoiler alert, we’re already scaling this account after only a few weeks… 

Anyways, we had to implement completely different campaign strategies to extract the performance for both target countries. 

Here’s what we implemented and why this is necessary. 

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

CPM & CPC 

We all know the US probably has the most expensive CPM’s & CPC’s. This can make it very difficult for other countries to approach the US market. As an example in South Africa the CPC’s and CPM’s cost about a 10th compared to the US. 

For brands trying to break into different markets, they spend a lot more than expected at first just to gain reach to introduce themselves and create brand awareness. 

Same goes for businesses reaching cheaper markets. If you’re coming from the US and easily spending $100/day on one campaign, you’re probably overspending and getting bad quality traffic. 

Product Pricing 

Once you determine what your CPMs & CPCs are, it’s important to adjust your product pricing based on the country you’re targeting. 

It’s essential that a lot of research is done before jumping into a new market. 

Businesses need to ask themselves: what is the LSM of each market? Will customers pay at your price point? How does your price compare to direct competitors? 

Once these questions are answered, price your product and calculate the KPIs. 

Read More: 3 Ways to Increase Your AOV With No Additional Backend Costs

Budget Allocation 

To allocate budget, you need to look at your CPM, CPC, LPM, and KPI for each country. 

If pricing, CPM, and CPC are close enough, it’s not necessary to change the price. You can pair countries as long as the landing pages are the same. 

If this isn’t the case, use your metrics to calculate how to allocate your budget across GEOs. 

For example, if you’re targeting the USA and Mexico in one campaign, most of the traffic will go to Mexico because CPMs, CPCs, etc. are a lot cheaper. 

This is just how the algorithm is working.  

To prevent this, separate the GEOs with an ABO campaign or create different campaigns. The budget you allocate should be in conjunction with the CPA’s you’re trying to reach and based on the pricing. 

If your pricing is different in the other countries your KPIs will change, you can still calculate your pricing to extract the same ROAs for all price points. 

If you set the budget at your US spend for other countries with a lower CPC and CPM, you might waste your money. You’re spending a lot more than anyone else in that country and the ads will just go everywhere. 

Since you are paying less or more for the traffic, make sure that you set the budget for the total sales in order not to overspend or underspend on your campaigns. 

Creatives 

This might be an easy one, but this is an area that typically gets neglected by most accounts. 

Creatives are insanely important, especially when targeting multiple Geo’s. This is mainly why I prefer to separate countries with different campaigns. 

Most people resonate with what they see at home. This is true for creatives as well. 

We noticed once we included images of people from the same country as the geos we were targeting, we immediately started to see major improvements with CTR and conversion performance. 

Once these essential areas have been converted, you can implement your actual campaign and targeting strategies. 

You will get actual results and you can set yourself up for scaling the account.  

All you have to do is test, test, test and find your best audiences. 

As I mentioned above, the product is very niche specific and the interest audiences we had to use in the end was dramatically different for each country. 

You just have to get a little creative sometimes, or get an agency that can.

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

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

Book a call below:

https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko 



Additional Resources

eCommerce Titans Podcast

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

EPOCH Facebook Community

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

Daily Scale Newsletter

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How a Quiz Campaign Boosted Our Conversion Rate

DimNiko | Quiz

A couple of months ago we launched an Ecom store in South Africa selling supplements. 

Our target audience wanted to buy, but lacked the confidence to follow through with their purchase. 

This has drastically impacted our overall conversion rate over the past few months

It made it impossible to gain stability and predict what will happen from one week to the next. 

Our conversion rate would jump from anywhere from 0.2% to 3% and back to under 1% without us touching the ads or the website. 

Our campaigns had to run on autopilot in order to test this theory. We noticed that our CTR is really high overall compared to accounts we’ve seen. 

Typically you would see well converting campaigns getting 1.5% CTR that would run stable. 

With the South African market almost seems backwards, our CTR on our ads are averaging more than 3%, so how are our ads not converting?

To add a little pain during Q1, the retail market suffers a massive sales slump since families are stocking up on school supplies, paying the annual school fees and shifting their priority towards the essentials. 

Through the past few months we found out through customer enquiries, emails and calling them that it just came down to about three main factors affecting our overall performance. It comes to the conversion rate; trust, knowledge and timing. 

Read More: This is What We’ve Learned from Launching a Brand New E-Commerce Brand and Store in Late 2020!

Trust

In an up and coming industry building trust with your customers is the hardest thing to achieve. 

Most of the feedback we received from past customers was:

  • Some customers were scammed
  • Packages took over a month to arrive
  • Customer service was appalling since the industry hasn’t taken online shopping seriously yet 

So how did we start building trust with our customers?  

We made sure to have daily communication with our customers, via WhatsApp & Email. We followed up on their experience and improved on our service each day.  

The customers that converted had a good experience and will always come back making the LTV a lot more valuable. 

Knowledge 

This is one of the hardest challenges we have been facing recently. 

Since it’s customers’ first time buying online, they have no idea how to use it. 

I personally had to go on a one hour call walking a customer through the online purchasing process. In the end, it was worth it, but this example sums up how serious it actually was. 

This was an unexpected problem, since internationally, online shopping is a second nature. It’s the most convenient way to shop. 

Our current solution is to build a very detailed “how-to” page walking the customers through each and every step. 

Even how to add your banking details since we see the biggest drop off at checkout. 

Timing 

The timing of the month is our saving grace at the moment. There are two pay cycles throughout each month, mid month and end of the month. 

Most of the country still has a set pay day at the end of the month and this is the period where we see a 3%+ conversion rate. 

We scale our ads up during this period in order to catch as many customers as possible. 

During the slow periods of the months where the conversion rate is too unpredictable we shift our focus on the customer journey and improve that since we know the ads do work. 

This has created a big thinking shift for me since everything we do that affects the ad performance is done outside of Media Buying. 

How does a quiz fit into all of this? 

Quiz Campaign

The reason why I mentioned the quiz is that this was a very good method we were testing in order to generate leads. 

We ended up getting conversions through the lead campaign which was a bit strange. 

We decided to launch a quiz conversion campaign and actually started seeing very good results. 

We were still generating cheap leads with better quality traffic and the campaign was basically paying for itself. 

As the quiz campaign actually started optimizing on its own we saw a lot more stable performance from the conversion rate on the website. 

I believe this was due to the interactive nature of the quiz where more “experienced” customers were pulling through to the website. 

We have concluded the test for now while we run our other test. 

Overall, it was positive to see during this period. We received better quality conversions and captured good data to make improvements. 

It is an interesting project to be part of. 

The methods that we learn from this project can be implemented with our clients strategies as well.

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

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

Book a call below:

https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko 

Posted on

This is What We’ve Learned from Launching a Brand New E-Commerce Brand and Store in Late 2020!

DimNiko | Brand Launch

Where do you start and how do you listen to what your audience is actually saying? And how can you give them what they want?

To put in context, this only covers minor adjustments we did in order to optimize the website, landing page and creatives. This is based on initial testing of campaigns and the product. 

Did you know you can extract direct information just based on the comments on your ads? 

Take Time to Read The Comments

Well we’ve done this and it worked really well with kicking off the brand. We’ve recently launched a supplement brand and within the first day we weren’t getting any conversions from the campaigns.

We started looking at the comments on the ads to figure out what is going on. In fact the problem was right there. The top question overall being asked was “how do I buy?”. Keep in mind this is a country that doesn’t have a ton of experience in com shopping.

We started replying to comments and some sales actually came through. After this the concept was proven and we adjusted the landing page with information on literally a step by step guide on how to shop through Shopify. 

After this on the creatives itself, we added the click here to buy options to the image as well. Another point came across in the comments was that most of the prospecting customers were asking what the price is. This is a bit silly since you want to get them on your website and convert.

Read More: Striking Emotion to Bring in 2MM Revenue

Test Creatives

We decided to add a price to the creatives as well and launched the campaign. 

This made a night and day difference on the ad performance, within the first day we received a ton of sales and we reached our goal for breaking at least even with testing the ad and actually made a little profit.

The weird thing that we started seeing was that the campaigns started underperforming as they continued to run, this might be due to creative fatigue and comments going unanswered. 

The CPC’s on these campaigns were really low and we received a ton of engagement and it started getting hard to respond to all the emails and comments. 

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

This is where we decided now is the time to expand and grow in order to be able to work with these customers in an efficient way. 

The only way you can make this happen is to bring someone onboard to handle customer queries and run the social media pages. 

From here we can start focusing our attention on running the ads on Facebook. There is still some research that needs to be done in order to have a scalable concept, what we’ve learned is that you can’t scale right from the start, especially within a market that tends to spend $100 total per day.

The art in the form is to learn your target customer behaviour, know where they are in line with online shopping and the learning curve for them to make the purchase. 

But it comes to show that sometimes listening to your customers and adding a few pointers on a creative can be the difference between ROAs 1.0 and ROAs 10.0.  

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

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

Book a call below:

https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko 

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The Top 3 Trends We Expect to See in eCommerce Marketing Throughout 2021

DimNIko | 2021 Trends

As we all know 2020 was a crazy year for online shopping due to the pandemic. The pandemic has allowed a lot of people to consider selling and buying online. With all the lockdowns happening around the world, consumers where left with no other choice to satisfy their wants and needs through online shopping. 

The pandemic has accelerated years worth of growth in the commerce space in just a couple of months and 2021 is going to be an even more unpredictable year compared to 2020. Through experience and knowledge we can build the following assumption of what we can expect to seen in eCommerce marketing throughout 2021.

Fierce Competition For The Market 

Due to big retail brands and stores that had to adapt to selling online, we can expect to see that the overall CPA (cost per acquisition) is going to be higher than average compared to previous years. We are already seeing this at the end of Q4 in 2020 and this will continue to be the trend in 2021.  

This is due to already existing stores and brands that had to start selling online since the start of the pandemic. These companies have established branding and followings that help accelerate their position in the online space normally dominated by SME’s. 

A combination of higher budgets and bigger margins will allow these companies to start dominating the ad space such as Facebook, Instagram, TikTok etc. These companies are equipped with advanced customer service experience and the ability to provide a better service compared to your average eCommerce store. 

Read More: How to Keep the Sales Momentum Going Through 2021

Overall Consumer Behaviour Change

If you have run any ads through the 2020 year, you will know that it had been difficult to control the volatility of the Facebook Ads Campaigns. Overall consumers have changed the way they shop online. 

As a standard, eCommerce stores mainly focused on what you would consider as luxury goods items and eCommerce store have become custom to this consumer behaviour, and the Facebook Ads Algorithm as well. 

For 2021 we can expect that consumers will adjust to purchase more essential goods and services from eCommerce stores such as groceries, health and home products. This leads back to the first trend as well. 

This is mainly the reason why we will see more retail stores moving into the eCommerce and Facebook ads space. Consumer behaviour will change with this as well since they will be more inclined to purchase goods for the space they spend the most of their time, which will be their homes.

Read More: What Facebook Changes Do We Expect to See in 2021

A Focus On Customer Retention 

As mentioned in the first trend, eCommerce stores will be focusing more on running Retention campaigns as customer acquisition costs sky rocketed through Q4 for 2020 and what we can expect to see for 2021. 

The main focus for established online brands will be to retain their customers through exploring new channels and funding this through their retention efforts. This push towards retention will only be a band aid for a larger existing problem for 2021. 

A good model we can see is eCommerce stores introducing loyalty points for coming back to the stores. This marketing strategy will mainly be seen implemented through other channels such as native advertising, email marketing etc. 

Overall the new marketing trends in 2021 will be extremely different from what you see from data from pre Covid-19. We believe that the volatility of the Facebook Ads campaigns will settle down for the most part since the algorithm has had enough time to gather enough data.

Facebook Ads Media Buyers know how to read these changes and adjust their campaign strategies in order to stay as profitable as possible during volatility of campaign performance and it’s imperative to be able to do this for your eCommerce store as well. 

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, to have the best of the best work on your brand.

https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko

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Kicking Off a New Brand in Late 2020?

DimNiko | Launching Ecom Brand in Late 2020

You’ve probably heard about a lot of success stories about people launching a successful brand in 2020

This is 100% true, a lot of brands that we’ve seen and currently work with have only started in early 2020 as a side project that became successful throughout the year. 

The 2020 Ecommerce Rush

In April 2020 there was a huge spike of new advertisers and new brands that took advantage of the e-com rush.

The direct translation for this event is basically a gold rush and it was at this point where many brands succeeded and failed. 

The reason why we see that some brands failed was due to scaling too fast without being able to support themselves in the back end, which is why the mighty have failed. 

The brands that were able to succeed at the end of the day took their time to set up their infrastructure to be able to benefit from the scaling rush. 

Most of the brands don’t have the knowledge of running Facebook ads at the scale they are currently at, which is why an agency such as ours gets approached.

But what if you missed the initial 2020 rush and you want to launch a new brand in late 2020?

It’s possible, and might be a good time to start since in late 2020 we’re approaching Black Friday and Cyber Monday. 

How does a person approach this then?

Here are a few key areas you should look out for and implement before kicking off your advertising. 

1. Product & Logistics 

Personally I wouldn’t recommend starting a Dropshipping Brand, these fail most of the time and are hard to manage with everything from Product Quality to Shipping. 

Having a good product at your disposal is a great way to manage product quality and making sure you have a real product you can put your name behind.

The logistics behind it an effective way to manage customer expectations and speedy delivery times. Both these aspects prepare you for the following point. 

2. Perception of experience.

This point goes hand in hand with your product quality and logistic management with your brand. 

It establishes your brand before customers could even think about the age of your company.

We mentioned in a previous article “How having a large number of likes on your page can have a negative impact on marketing performance.”

It is important to build a following, not too big, but a big enough following with real people in order to have the perception of experience for your brand. 

Recently consumers have become more vigilant about pages with fake followers. Establishing your brand provides you with the opportunity to have the authority to sell products online without worrying about “how legitimate” you look. 

At the end of the day, you want your brand to look like it’s been lived in, ask a few friends or colleagues to provide you with some UGC and reviews.

They’ll always be happy to help. 

3. Backdate Organic Facebook Posts

This is a great way to add to the perception of the experience to your brand.

Currently you are able to backdate your Facebook posts.

Adding these post to you pages and boosting the posts is a great way to gaining social proof to your Facebook page. 

4. Prepare for Kick-Off. 

Here’s where the right account strategy comes into play with you ad accounts. 

Setting up a couple of view content campaigns get your website active and your pixel warm and collecting data. 

Launching with the view content campaigns with post engagement campaigns targeting the post id’s. This will build social proof on your new ads, obviously and you can start collecting some customer feedback like that as well. 

At the end of the day, the most important factor that puts yourself in front of your competition is to be prepared for scaling, in order to keep up with your upcoming demand. 

What really ads value to your brand is that perception of experience since you can’t really “cheat” the system. 

These few steps will be able to push you in the right direction and you can start launching your campaigns and prepare for the final push for Q4.

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

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

Book a call below:

https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko 

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Preparing Your Facebook Ad Accounts for Black Friday Cyber Monday

DimNiko | Black Friday

Black Friday & Cyber Monday, the top buzz words for Q4 for store owners, media buyers and consumers.

The first time the term Black Friday was used was due to a financial crisis for the US. gold and cash market back in 1869 on September 24th.

It’s a little ironic since we are currently in sort of the same situation with the global economy due to the crazy ear that 2020 has been.

The story of the term Black Friday has a lot of myths surrounding it, but the main story that stuck according to history.com is the following.

“The result was the “red to black” concept of the holiday mentioned earlier, and the notion that the day after Thanksgiving marked the occasion when America’s stores finally turned a profit.”

This retail tradition has morphed into a 4 day shopping bonanza over a weekend that also spawned the day of Cyber Monday.

This tradition mainly applied to retail stores and customers had to get early to the stores really early in the morning in order to benefit from the major discounts.

This has changed a lot since the dawn of E-Commerce and especially this year, it’s going to be one to remember.

Due to the impact on consumer behavior from Covid-19, most predictions show that this might be one of the biggest e-commerce events of the decade.

Consumers have gotten more comfortable with online shopping since they were basically forced to take on that learning curve.

This also means that the Black Friday and Cyber Monday ad space is going to be highly competitive.

So here’s 8 steps you can follow to prepare for Black Friday & Cyber Monday.

Before you can prepare your ad account, you have to prepare your website.

Load test your website

Making sure that your website can handle the amount of traffic coming through on these days is extremely important.

Run speed and optimization tests in order to find areas where you can improve site speed since, slow website = slow sales.

Test your purchase procedure and UI (user interface) regularly in order to be 100% sure it is working properly and is easy to navigate.

Prepare Your Black Friday & Cyber Monday Landing Page

Using a custom landing page for these two events are crucial to stand out from your competitors, these have to be striking while also being user friendly.

The page has to be optimized to be able catch customers and crab their attention and have them make the purchase decision as quick as possible.

Now you can start preparing your ad account

Urgency & Relevance Creatives

This is the most important touch point for your customers. The creative strategy you implement should create urgency for your customers.

This first contact of your creatives should only show and mention exactly what the product name is, the percentage discount and a benefit of the product.

Test Your New Black Friday and Cyber Monday Creatives

Black Friday and Cyber Monday creatives need to be eye catching and creative.

Since these days are time sensitive it is important to test your creatives for the campaigns early on and sending them through reviews before Black Friday and Cyber Monday.

This will allow you to identify problems before the big day and address any problems that might come up with the review process.

Read More: Are You Really Testing Creatives On Facebook Or Is It Luck Of The Draw?

Brand Awareness & Reach Campaigns to Build Anticipation

Running a few brand awareness campaigns and reach campaigns are a great way to prepare you prospecting customers for the up and coming Big Day.

This campaign should land on your Black Friday & Cyber Monday landing pages in order to collect the customer data.

Get The Data From the Previous Year.

Even though consumer behaviour has changed for 2020, this is a good starting point for your campaigns to kick-off you initial campaigns.

Using lookalikes, similar interests and creatives from successful campaigns will allow you to hit the ground running.

Read More: Why You Should Utilize Your Lookalike Audience

Bigger Discounts For Returning Customers

Even though you have converted these customers prior to Q4 period, preparing retention campaigns with larger discounts is an easy way to retain customers and get cheap conversions

Campaign Structure & Audience

You campaign structure should still follow the guidelines for having a well functioning sales funnel including top funnel, middle funnel and bottom funnel & retention

With this set-up your Black Friday and Cyber Monday campaigns should only use audiences that are relevant to this exact period.

Your Top Funnel will look standard & excluding customers from the relevant period of engagement based on when you launched your brand awareness and reach campaigns.

Your Middle Funnel will target engagers from the brand awareness and reach campaigns.

Your Bottom Funnel Campaigns will target users from the brand awareness and reach campaigns that landed on your custom landing pages.

Here you can provide extra discounts for people that added to cart, or initiated checkout etc. with special discounts to incentivize them to complete their purchase.

Your retention campaigns will provide previous customers and email subscribers with special discounts to award them for supporting your business.

Most E-Commerce owners believe that with Black Friday and Cyber Monday, all you need is a big discount in order to have success.

But this couldn’t be less true. Competition is extremely high and everyone is fighting for the same ad space.

Having a clear understanding of your customer behavior and planning and exact strategy for Black Friday and Cyber Monday is crucial to the success of your campaigns

If this is something you might be struggling with and if you are spending over $500 a day and you want to scale your brand.

Book a call below, to have the best of the best work on your brand.

https://dimniko.com/msp-apply

And that’s a wrap!

I’m Quintin, Media Buyer at DimNiko

Posted on

How to Build Effective Retargeting Campaigns for Ecommerce Stores

DimNiko - Retargeting Ad Campaigns

Retargeting campaigns depend on 4 key factors that determine the success of the campaign.

But first, why is there a need for retargeting campaigns?

Why Do You Need Retargeting Campaigns?

It might be obvious, but retargeting is a very powerful funnel, since you already know that a potential customer has made the journey to your store.

Creating retargeting campaigns could be a delicate process since you don’t want to spam your customers to the point where they lose interest in you products. Setting up retargeting campaigns is the “easy” part. As a basis you want to target your typical add to cart, initiated checkout, time spent on site, etc.

There are a lot to choose from and testing is important. An effective retargeting campaign does not entirely depend on having just the right campaign structure.

It’s about understanding your customers.

Here are 4 key factors that determine a successful campaign include, understanding your customer journey, the creative angle, understanding your product and budget.

1. Understanding Your Customer’s Journey.

When you create your website, you have a pretty good idea of how you want your customers to behave on your website. You either want them to land and go straight to purchase or have them spend some time on the website and engage with your page.

Using tools such as Google Analytics will give you great insight on what your customers are doing with your website. If you know how to use Google Analytics as it is intended to be used, it allows you to track your customers’ journey in great detail.

Setting up a campaign structure based on the drop of points of your customers are a great way to customize your creatives for specific personalized ads.

2. Creative Angle

The creative angles of your ads are by far the most important.

As an example, you decide to set-up a campaign structure for add to cart abandoners. Having creatives that nudge users back to their cart with a personalized message such as “Did you forget something?” or “You left something in your cart” is a great way to get them back to our store.

These creatives should include links that lead direct to the add to cart page or checkout page, depending on which audience you target.

We have seen quite a few retargeting campaigns that have a very standard ad for their retargeting campaign, which might be more suitable for a prospecting campaign.

Implementing customer reviews and UGC are great ways to target users that haven’t added cart but have interacted with your website such as view content, time spent on site users etc.

Customers are already interested, you just need to nudge them a little.

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

3. Understanding your product

Understanding your product is important, there are two ways to take this to your advantage.

With prospecting campaigns you will need to know how frequently your customers will need to return to your store.

Is your product a one time purchase or does your customer need it every three months? Understanding this will allow you to exclude the right purchase period not only from your retargeting campaign, but all your campaigns.

Ideally you would want to have a separate retention campaign, but if your budget is tight, this might be a good way to score some extra purchases.

4. Campaign Budget

This might be the most important factor for your retargeting campaigns.

As I mentioned above, you don’t want to spam your customers. The balance of your budget structure is considerably important and depends on your prospecting campaign structure.

Your budget should be balanced, your prospecting campaigns need to feed your retargeting campaigns. Looking at key metrics such as Frequency on your ads manager will indicate if your campaign structure is out of balance.

It might be hard to keep your cool, since you might see the campaign is doing great, and you want to scale.

Having a budget that’s too high for retargeting can bring you quick results, but for a long term strategy it could be disastrous.

When you are able to scale your prospecting campaigns, you are able to scale your retargeting campaigns.

Retargeting campaigns is a powerful funnel in your ads manager.

Understanding that retargeting doesn’t solely depend on what you target, but how you target will bring you a stable and successful campaign.

Read More: Budget Distribution Between The Funnel Stage

Utilizing different tools such as Google analytics and understanding the metrics from your ads manager is essential to build a successful retargeting campaign.

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

Book a call below, to have the best of the best work on your brand.

https://dimniko.com/msp-apply

And that’s a wrap!

I’m Quintin, Media Buyer at DimNiko

Posted on

The Impact of COVID-19 and How Consumer Behaviour Is Still Changing

DimNiko | Consumer Behaviour

Since the start of the pandemic the current market conditions couldn’t be more unpredictable. According to an article posted on CNBC’s website in March titled “ Facebook says it’s seeing weakening ads business in countries hit by COVID-19”. It explains that although businesses advertising on Facebook are seeing campaigns and engagement increase.

Most businesses saw a drop in sales in countries that take more aggressive actions in spreading Covid-19.

As a media buyer one would think that since consumers are basically locked in their homes, you would see a big increase in E-commerce overall. For some businesses this was the case, but the majority have seen a decline in performance or accounts behaving volatile, with mixed results. 

According to the article on CNBC they mention that Six of the largest 10 advertising countries were “currently Covid-19 hotspots”. This led me to start investigating why you are seeing an increase in engagement and a drop in sales, or atlas high CPA’s.

Why Facebook Sales Might Be Affected

One theory that I started to follow is that it might be due to pixel data getting corrupted. The reason behind this is that customers that don’t usually shop online have been more willing to click on an ad.

They browse and behave like a customer with intent, they might just be bored. But the pixel optimizes for this and includes this behavior in the optimization. 

Customers like these might not ever convert since they might not trust E-Commerce website for doing their shopping or just a lack the knowledge to move forward with a purchase. 

From December 2019 to July 2020 the unemployment rate increased from 3.5% to 10.2%, luckily on a decline. In April 2020 it reached as high as 14.7%, that’s a rough estimate of 48.2 Million of the total US population without a job. 

Why is this important? 

If you consider factors such as how many people know someone who lost their job. It wouldn’t be hard to think that at least half of the population would know about someone who lost their job because of Covid-19. 

Since most of the E-commerce brands focus on what you would consider the luxury goods market, this is the first place where someone would save some money. 

How Can You Manage Campaigns In Order to Survive Through This Period. 

Shift your focus back on Marketing first before focusing on the Media Buying. Now is the time where corporate social responsibility could save you and others as well. 

It’s always important to have a good CSR plan implemented, even though you might be a small business. This will encourage your customers to support you, because you are supporting others. 

The message that you deliver to your customers should relate with them and the conditions that they are in.  You wouldn’t necessarily implement this with conversions strategies, only with reach and engagements. 

Adjusting your landing page and mentioning for example that “a portion of the profit share is going to a relief foundation” etc, is a good way for customers to support your role in the economy as well. 

As for the media buying strategies, I mentioned in a previous article that your seed audiences shouldn’t be from before this large shift in consumer behavior happened. Having shorter seed audiences will make sure that audiences such as your LLA’s can stay up to date with the volatility of consumers during this period. 

Making sure to proactively create campaigns rather that reactively will safe you a lot of time and money.  Consumers are reactive and the market as well, it’s important to stay ahead of the game to ensure that you can survive or even scale with the current market volatility.

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

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

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

And that’s a wrap! 

Quintin

Posted on

How to Build Successful Facebook Retargeting Campaigns for Ecommerce

DimNiko - Ecommerce Retargeting Ads

You’ve probably heard about the term retargeting. With Facebook ads it’s the best tool in any media buyers arsenal.

What Are The Benefits for Retargeting Campaigns?

Well let me tell you. Successful retargeting campaigns are the campaigns that usually run the most stable and predictable if you set it up right. This funnel allows you to retarget customers based on their behaviour on your website, which is great news because you have very focused audiences with intent if your prospecting audiences were done right. 

Read More: 6 Crucial Factors Stopping You From Scaling Paid Traffic Profitably

The secret to having a great retargeting campaign starts at the top, making sure your exclusions are done right and that you are targeting the right audiences. When you have this under control you will see stable returns from your retargeting campaigns. 

Who Can You Retarget? 

The benefits of retargeting campaigns is that you add an extra contact point for a potential customer that either came in from your prospecting campaign or just old fashioned organic traffic. But for some reason they did not purchase your product and here’s where the importance of retargeting campaigns kick in. 

Retargeting campaigns help you set up focused audiences based on specific events fired from your Facebook pixel on your website allowing you to create very focused audiences based on their behaviour on your website.  This can be everything from the time they spent on the website to specific events such as add to cart and initiate checkout. 

When you really go in depth you can create audiences based on each product using the URL’s or content ID’s and build audiences based on specific pixel events to allow you to have quality audiences and helps drive your average CPA down and your ROAs up at the end of the day. 

But Do You Know How to Set Up a Retargeting Campaign? 

There are 4 factors that you need to consider when setting up your retargeting campaigns.

1. Make sure that your exclusions from the Top Funnel down to your bottom funnel are based on your product research, knowledge and how frequently your customers need to visit your website. 

For example, ask yourself how often do they need to buy your product. Is it something that they purchase every month or once a year?

This will give you a clear indication of how far back in the timeline you need to retarget your customers. 

2. Consumer behaviour with your product is a large factor, this is almost the same, but this is based on how impulsive your product purchase is. 

If it’s a high ticket item, potential customers might need a little more time before they make their purchase decision. Retargeting those customers over a longer period might work better than retargeting them within a day.

For impulsive purchases, consumers might need only one day to a week to make the purchase decision before they lose interest. This is something you can only learn through testing different retargeting periods.

3. Frequency, even though you have a better appreciation for ads than normal consumers, we are all still consumers at the end of the day. 

There are times when you keep seeing the same ad and completely ignore it after a certain period, or even go as far to hide the ad.

Monitoring the frequency of your ad in retargeting is very important since you don’t want your brand to be associated with those mobile game ads you can’t get rid of. Making sure that you have retargeting specific ad creatives and copies. Utilizing creatives just for retargeting is important. 

Here we’ve seen customers react better to product reviews for example since they have already seen the product and interacted with your website. This provides them with a feedback loop and also factors in the across the funnels they don’t see the same ad that they saw with the prospecting campaign. 

4. Budget is the most important factor and this is where many retargeting campaigns fail. 

When your retargeting campaign is running successfully it is easy to get too excited and start increasing budget. The only problem is that when your retargeting budget is too high, it will run out of juice fast and you will see the performance drop significantly. 

It is important to keep a good ratio between your budget for your prospecting campaigns and your retargeting campaigns. It allows the prospecting funnel to continuously seed the retargeting campaign at a stable pace, where you will reach a point where you will never have to touch the campaign while maintaining stable performance. 

Successful retargeting campaigns depend solely on how you set up your whole account. 

It is meant to compliment your prospecting campaigns and doing it just right means that you have less work to do and focus on acquiring new customers. 

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

Book a call below, to have the best of the best work on your brand.

>> https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko

Posted on

How Social Media Changed the World of Business Marketing

DimNiko - Social Media Changing Business

Have you ever wondered how social media has changed advertising? Since the birth of the internet it’s a little bit hard to appreciate how far the world has come in a very short time. Especially how it has connected people, businesses and life in general and how small the world has actually become as a consequence of this. 

The need for businesses to develop marketing strategies due to the competitive environment has become an art in itself and with the internet, it is more relevant and important than ever. I believe advertising is the biggest factor that determines the success of a business. 

The fact that Coca Cola basically created the Santa Clause we know today is the type of marketing and advertising campaign you only see happen once in a lifetime.

Without the internet businesses had to commit to one single gamble to do something truly spectacular or fail spectacularly with it. They had one shot to make it work and could only rely on good research and experience from a well built advertising team. This chance was mostly reserved for massive corporations and made the playing field less “fair”.

The Introduction of Social Media

Social media is one of the biggest industries if not the biggest to develop from the internet, from the original social media “experiment” MySpace to what we see now with Facebook, Instagram, YouTube etc. 

Each of these platforms with its own unique twist in the way it has connected people and businesses. This has opened so many new opportunities for a countless number of people; it is truly something spectacular when you take the time to sit back and appreciate it.

Companies have always had the need to develop unique advertising strategies that make them increase brand awareness. With the internet and the thousands of companies that came from it, it has made it difficult to fight for that little screen space. 

Before the internet and social media, companies had very limited eyes to compete for, but the space was more limited as well. A lot more thought and money had to go into an advertising campaign back in the day, and it was basically a gamble with little to no direct feedback. 

This made even brand awareness campaigns expensive and somewhat reckless, due to the lack of data.

How Social Media Changed Advertising

How social media has changed advertising could be hard to quantify, because of the pace at which businesses had to keep up with the changing environment.

Advertising on social media has made companies gain an advantage of direct feedback that companies from 30 years ago could only dream of. 

The data gained from advertising on social media, means that companies can know exactly why and how an advertising campaign is working or not. 

One of the negative effects I believe from this is that some creativity is lost in the process because a lot less thought has to go into making an advertising campaign from inexperienced businesses. 

If you know exactly what your customers want to see, there is no need to fix something that is working, right? Not exactly, it’s just that most businesses just forget that the creative continuity is extremely important. Which is the reason why it is important for businesses to look at the data when building advertising campaigns.

Read More: Are You Really Testing Creatives On Facebook or Is It Luck of the Draw?

This leads to the need for something big and extravagant to be put aside in favor of what the data loop shows the person running the campaigns.

If a business knows how to read the creative data, it puts it miles ahead of the competition. Which is the reason why keeping that creative importance with advertising is so crucial to building a great advertising strategy. 

Soo how has social media changed the way we do business? It’s simple, it’s made it a hell of a lot easier to conduct business. 

How Social Media Changed the Way We Do Business

Some of you might not remember how absolutely daunting a task it was to sit for what feels like hours on hold for a customer service call. This was a missed opportunity for many businesses because customers would rather leave the problem alone than sit on a call.

How does social media affect business communication?

Social media has made it possible for customers to contact the business directly with ease and without effort to give feedback on a product or to make a complaint.

Customers still have the chance to call customer service, but most customers would rather go on Facebook and send them a message or post on their wall. This has allowed businesses to take advantage of the feedback they get from customers and strive to improve, since social media can be an unforgiving environment sometimes. From angry customers to constant policy changes.

Data is a fantastic consequence of social media, it is an interesting phenomenon that mostly media buyers only get to appreciate.

Advertising on social media has become an art, and has led to a gain in knowledge that can’t be compared to anything else in the traditional sense of the industry. 

Which is why there are agencies like DimNiko that find the best advertising “artists” around the world. 

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

Book a call below, to have the best of the best work on your brand.

>> https://dimniko.com/msp-apply

And that’s a wrap! 

I’m Quintin, Media Buyer at DimNiko