|Facebook’s take on the holiday season. Building creatives that perform well|
Facebook shares a guide on how you can take full advantage of the upcoming holiday season. Key pointers on coming up with entertaining creatives that sell.
Facebook’s marketing guide for Christmas
This marketing guide for Christmas was released last Tuesday and was featured in Depesh Mandalia’s post. However, with Christmas approaching fast we thought we should give this guide a bit more space today, just in case you missed it earlier.
It’s a very rich PDF that takes you through everything from preparing for the holiday rush to post-holiday sales and retention.
Here are some key highlights from the guide:
The whole Q4 is now a shopping season: In 2018, 48% of shoppers started shopping for Christmas in November or earlier. Last year, conversions visible to Facebook started increasing as early as October.
So, if you were thinking that it’s too early to start your holiday season preparations, FB says you’re dead wrong!
Shoppers won’t tolerate bad buying experiences: During the holiday season, shoppers are less willing to suffer any inconvenience. For this reason, they will engage with brands across multiple channels before deciding to buy.
Window shopping is shifting to Stories: During 2018, 62% of people became more interested in a brand or product after seeing it in Stories. What’s more, 69% of people find Stories on Facebook and Instagram to be a great way to discover and become familiar with new products or services.
People are purchasing in-store: Despite the fact that global eCommerce grew by 18% last year, online sales still only account for 15% of the total retail market. The top reasons for shopping in-store during the Christmas period were to see products in person, get a different emotional experience and spending time with family.
Major shopping events have gone global: Black Friday, Cyber Monday and Singles’ Day are becoming more and more global.
Messaging is fueling loyalty: 20B messages are now being sent every month between people and businesses on Messenger. It’s worthwhile too, with 65% of Christmas shoppers indicating that they’d be more likely to buy from a business if they could contact it through a messaging service.
This is just a quick insight into the trends expected for 2019 Q4. The guide continues into areas such as planning, how to build momentum, maximising sales and retaining customers after the holidays end.
Take a look here.
Key to successful creatives
How do you come up with high performing creatives for Facebook Ads? If you still haven’t found the answer to this question, this one’s for you!
Ace Reddy shared a few pointers that can help make your creatives catchy and conversion oriented on FB.
First of all, you should always keep in mind that people aren’t on FB to buy your stuff. They’re either looking for entertainment, seeing what their friends are doing or just killing time by scrolling around.
So, stop just talking about your product’s features. Instead, run entertaining or valuable ads. Basically, catch their eye, keep their interest, and then start talking about your products.
Let’s head to the tips:
So, now you have a plan for the holiday season and you know how to build creatives. Basically, we’ve set you up to crush Q4 this year!
|🥇 The best marketers at the best price: The digital marketing’s industry job board by WHAT THE AFF!|
It’s been a few months since we launched Jobs in Digital Marketing so we wanted to share some of the numbers and why we think our young job board is pretty much a no-brainer for someone who needs smart, experienced marketers!
And you’re probably wondering how much it costs… Well, it’s $6.5/day. Yep, the price of a fancy Starbucks coffee to find your next marketing rockstar. Over the month, there will be 300-400 people going to your job post page.
Use the code WTAFF here and post your current and future jobs for only $130.
|The Core-4 Principle to scale your campaigns|
We decided to give this a generic marketing tag despite the fact that this post revolves around Facebook. Why? Read on to find out!
It’s been shared by Depesh Mandalia, and it’s about the marketing system he uses to launch a successful campaign, no matter what the traffic source is.
Depesh calls this system The Core-4 Principle, and he has developed it after spending $20M on FB Ads and analyzing more than 100 businesses.
And now you can reap the rewards! Here are the 4 cores of a successful marketing campaign:
Once you have figured out these 4 things, you should evaluate your marketing campaign and give it a rating between 1 and 5. Give a score to each of the points above and, most importantly, be honest with yourself.
So answer the questions and give a score of 1 if you strongly disagree and 5 when you strongly agree.
Very simple, huh? Though, it’s incredibly useful to understand whether you’re on the right path or not. Plus, this doesn’t just work for FB. It works for every traffic source.
So, save this post and use it in the future!
|Quick way to test multiple bidding strategies. Targeting large publishers with GDN|
There are so many smart bidding strategies out there and just not enough time or money to test them all. Here’s a quick way to test the ones relevant to your campaigns.
Some tips to target large publishers you might not otherwise be able to find on Google’s Display Network.
Tame smart bidding with this script
Don’t give too much control to Google, stick to manual bidding.
With Smart bidding, the conversions have increased for my account.
When it comes to bidding strategies, there’s no one-size-fits-all approach, and you’ll find plenty of contradicting advice out there telling you what works best.
The ideal strategy is to keep on testing and monitoring performance yourself so you can make an informed decision.
One way to test manual vs smart bidding is to run experiments, but this isn’t quick. And, if you intend to test multiple variations of smart bidding, it’s going to cost you a lot of time and money.
Here’s a slightly quicker alternative.
It’s a script that lets you test and monitor the performance of various bidding strategies in your campaigns based on predefined metrics.
The script can analyze a number of manual or automated bidding strategies, such as Manual CPC, Manual CPV, Manual CPM, Target search page location, Maximize clicks, Maximize Conversion Value, Target Outranking Share, Target CPA, Target ROAS and Maximize Conversions.
All you gotta do is pick the campaigns and the bidding strategies you want to test on them and the script will compare them all and spit out results on the following metrics for you: CPC, Clicks, Conversions, Cost, CTR, Impressions and Top Impression rate.
How does it work?
That’s all! You are ready to run the script.
We’re interested in the results of this and to find out what bidding strategies worked for you and what type of accounts it was run on.
So, if you happen to test this script, do share the results or a case study with us.
Targeting top-tier publisher sites with GDN
Are you buying impressions on larger publisher sites through IOs (insertion orders)?
If you do, Josh Lucas shares a few tips on how you can target these publishers directly using Google’s Display Network (GDN) at a much cheaper cost.
For a little background, Josh came up with these tips after running a lot of lead generation campaigns, primarily targeting mobile traffic. The demographic used is very specialized and he spends around $350k/month on Google Ads.
Let’s get straight to them:
Managed Placements. Most large publisher sites don't actively promote the fact that they're on GDN, but that doesn’t mean they aren’t available there.
You can still choose Managed Placements and manually add each domain under "Add Multiple Placements". Simply searching for the domain name might not give you any results, but if you add it manually you'll see an estimate for impressions.
You might be surprised to discover how many top tier publishers sell their excess inventory on GDN, and you can buy it at a significantly lower price and without the commitment of an IO.
App Targeting. This involves the same process as above, but here you will look for apps and not domain names.
Here’s the format for apps. Use "mobileapp::1-" where after the 1, you input the Apple app ID number. And use "mobileapp::2-" and input the Google Play ID from the Play Store URL. (It's the string after the =).
Tip: If it’s a paid app, it might not run GDN ads or any ads at all. But if it’s a free app, it most likely will be available.
PS: In both the above scenarios, look at the traffic estimates and, if it's <1000 impressions, then it's not available for targeting on GDN.
Bidding Strategy. After extensive testing, Josh found that CPM gives you the lowest quality traffic, CPC is in the middle and CPA has the best traffic.
Tip: You'll need to start with CPC before moving on to CPA. Initially starting with CPA might not get you enough impressions.
Single domain/app ad groups. Just like SKAGs, keep your ad groups to a single domain or app. This helps you control the budgets and monitor performance better.
Ideally, you should start with the publishers you already know perform well. Then use Smart Display Campaigns to find more placements with standalone ad groups for each.
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Paid Social Buyer at System1 in Bellevue, WA, USA
Senior Paid Social Buyer at System1 in Bellevue, WA, USA
Digital Account/Campaign Manager at eGENTIC Asia Pacific in Singapore
Social Media Ads Manager at eGENTIC in Frankfurt am Main Germany or in Singapore
Wondering how your job can get featured? Use code WTAFF here.