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Okay guys, really happy to be here and
the thing that we want to focus on in the next 20 minutes are five, I think,
really amazing hacks that you can deploy today - actually, even before you leave
Bangkok. And these are hacks that you have to deploy in 2018. Before we take a
deep dive into the hacks that I'll be presenting in just a moment, I actually
started out as an affiliate marketer a few years ago and as we started to build
our team, and as we started to get exposure because of the actually quite
good job, we were doing - we eventually start to work with big brands like
Porsche, Kingston Technology, Boston Consulting and so we shifted our
fully model more to an agency model where we work on the performance
basis. You might think that running in the agency is sometimes, maybe a little
bit better, actually quite the opposite might be the case for three reasons.
Number one as an affiliate, you got to focus on like a certain vertical on five
offers, let's say that will make you money and you can abandon offers really
quickly that's something we cannot do, once we lump or decline, once we believe
in the product, we just have to make things work.
So we get to you, we have to
focus on a variety of different business models ranging from Legion to e-commerce
to branding with a performance background, not always easy.
Second of all, the funnels that we send traffic to are very often not optimised,
so actually we have to do all the heavy lifting with Facebook to sell products
and services and to generate high-quality leads and apart from that
you cannot afford policy violations on Facebook, I think there would be probably
the worst day in my life, if we would kill the business manager of Porsche
because we fucked up and because we were not careful so in other words, we
actually, and that's what I'm really happy about, we don't only have the
affiliate background but we in fact at the moment, we manage ad spends in 37
different niches, 37 different verticals, and the five hacks that I'll present to
you right now work. No matter what niche you're in, these are
literally the five hacks that we always deploy to get things to the next level.
So let's get started. Number one, audience building.When I'm looking at ad accounts
and very often other agencies that got hired they just completely fucked up, so
we take over the ad accounts, we have to do a better job. Thing is that's not a
big secret, you convert, customise to look like audience, however only a very few
marketers, very few marketers focus on the quality of the custom audience, the
quality of the seed audience.
It's not about quantity, it's about segmentation
and the quality of the seed audience that you're working with, and in case you
attended our first Facebook mastery live in Berlin, we were lucky to have the head
of performance marketing on Facebook on stage, Maria Claudio and she emphasised
the importance of seed audiences, which is just true. So this is not the beginners
conference, I won't tell you that you have to upload all your customer data
into Facebook, you have to be more granular and you can do that in three
ways. Number one focus on customer segments if you have the CPA funnel,
let's say a free plus shipping funnel in the ecomm space and then you've got an
up-sell, split test, uploading the customer lists that you've got meaning everyone
who purchased the free plus shipping offer and split tested against those
people who purchase the up-sell. You also took the upsell, it's a higher quality
audience because the card value is higher, apart from that if you've an
e-commerce store, upload your list of only customers with the really hard high,
card value of at least a hundred bucks for example, and split test Add to Cart
against buyers, especially in the early stage of campaign, once you haven't
gathered enough buying data Add to Cart tends to outperform, see the audience
that is composed off your buyers so really focus on premium audience
segments and be really granular apart from that if you have the e-comm story
and you let's say you're selling different beauty products and then there
is one product in the anti-aging niche you want to scale then take all the
customer data from all the Facebook users who purchase
the anti-aging cream, be super granular.
Even if that audience is way smaller
than your entire audience, still better because quality matters it's not the
quantity and most importantly, that's what only a handful of advertisers are
really doing. Test different time frames, if you have your customer data, break it
down see the audience of all customers who purchase in the last 7 days, 30
and 60 or 90 split test that against each other. Now big question is how do
you actually build a high quality seed audience, well there are two standard
ways of doing that is sort to warm up the pixel with the traffic and painting
before you switch to a conversion campaign or you use a feature that
Facebook has introduced. I think like six months ago,
so start right away with the conversion campaign but the algorithm is optimising
for it.
Link clicks first, until it gathered
enough data and then it's switching automatically to conversions but there
are two other ways of building up a high quality audience. Number one, take a video
that's relevant, that's at least two to three minutes long and select the
campaign objective video of you, go really broad if you're in the mass
market, meaning don't even specify the interest targeting, the only thing you
can specify is the age and the gender and if you're in a more niche market, you
can work with interest targeting to narrow the focus down a bit, so once you
go really broad, take and we actually covered that in the panel before, in case
you attended, 75 percent of all people who watched that video or at least 75
percent of this video, that's your seat audience, really powerful because video
views are super cheap, you're not wasting money, so that's the seed audience that
you can translate and you look like audience
apart from that Google Adwords, I know Google AdWords sucks, if you want to bid
on a keyword like loans, you can expect you can expect to pay up to
$44 a click but it's search traffic, meaning that the traffic is high quality,
so here's what you can do, Facebook hates Google but you can take Google Adwords
to create an initial seed audience and then you take that seed audience over to
Facebook and turn it into a look-alike audience,
so whenever you're not operating in mass markets and you're not really sure whether the interest targeting
capabilities that Facebook is offering or the behavioural targeting that you have access to, if that will not do a good job think about spending five
hundred to a thousand bucks in the Google AdWords campaign, actually pretty
easy to set up, gather initial data, turn it into look
like audience really powerful and that's a case study in the car supply niche, so
everything we've done to lower the acquisition costs to even think, yeah the
repay just one year or twelve for a a user ever for a customer, the only
thing we have done is split testing different target audiences, different
audience segments, different seed audiences that was the big secret and by
the way that's called traffic that wasn't retargeting campaign and the
course implying that was a product that cost about twenty euros, we got customers
for a year or twelve so it's pretty cheap second hack, Rockstar Creatives. Now, I just want to point out the most important elements of a creative that
performs well. Number one, be aware of keyword penalties there are certain
keywords Facebook hates.
They will not necessarily disapprove your ad because
you're using certain keywords but your CPMs will go up and you might raise a
flag. For example, if you use the word weight loss or credit or loan in you're,
either in your ad coffee or in the fan page, be really careful with the
fan page names that you are selecting that might trigger a keyword penalties
will be extremely careful if you run aggressive offers with the ad text you
select, even if the ad is compliant but just the fact that you're using certain
words Facebook doesn't like that, including call to action, I don't know how
many ads I'm seeing where there is no call to action. Really important, add an
additional hyperlink. Like, a link to the ad, you see exist an existing page
post idea when you create new ad sets or you create new campaigns because the
social proof will not get lost and please do not underestimate the value of
the first comment, people don't only read your ad they also read the comment and
the first comment is really negative then you will see a lower conversion
rate than if the first or the first two comments are positive where someone says,
hey great product, I got it on time, great great purchase I would gladly
buy again, three things that I wanted to show you super easy to implement, at the
end of the video, a call to action which is sort of static, pointing at the call
to action within the video increases your CTR by a lot, then that's what we're
seeing over and over again in our new city but it's also very, very easy to
deploy if you have the video, have sort of a headline so above and underneath
the video and the third thing, I mentioned that you should have a
call-to-action in the hyperlink, what you can do is have two - as you can see right here, or maybe even three call to actions that are identical, so don't change the
ad text, you don't change the link underneath each other, we tested it and
increase the CTR, something I can only encourage you to do is not to use link
shorteners for two reasons, number one they increase your load times and number
two, Facebook doesn't like them, so if you use link shorteners and they operate on
the redirect basis, that can raise your CPMs but have two to three call to
actions huge CTR booster number three common demonetisation, well I think it's
not a big secret that we should monitor the comments we're getting, especially if
you're running aggressive offers on Facebook, if you have two negative
comments the ad stops converting, once you remove them, you see the conversion
rate going up again but apart from monitoring comments, demonetisation is also
really important so in case you start to branch out you're not an affiliate
anymore or you are an affiliate and you want to build a lasting
relationship with the advertiser because you're not advertising through a CPM
Network but you're working with the advertiser directly, or you have your own
e-commerce store and you really care about building up a brand, they're really
focus on providing amazing customer service, demonstrate that customer
service in your ads, answer comments, I.
Think the majority of you probably don't
have to do that, you can monetise more aggressively and you measured it, the
only thing we did is having two to three variations of
the same ad text with the link and a call-to-action to the offer, to the
product we're selling or to the lead gen form and you will be
surprised how many people buy from the links that are posted underneath the
comments and also you will be surprised how much higher the conversion rate is,
it's incredible, so if you're if you run your offers more aggressively
have that, like literally post the link to the offer underneath each and every
comment and apart from that so you're talking about monetising the traffic
you're getting already, on your fan page especially if you're running PPE
campaigns, you can include the time, you can include a call to action button on
your Timeline cover, cool thing about that is that people check out your fan
page and what we do very often on our fan pages, we have we have an arrow
pointing at the call-to-action button is saying something like 60% discount and
then we're not sending people straight to the VSL because that might be a
little bit shady, Facebook reviews the landing page or the at the fan page, we
have a link to an independent review product review, where we also
focus on some of the drawbacks and you also will not believe how many people
are just buying because they see your ad then they are okay, I never heard of
these guys before, they check out your fan page and then they see that error if
they click on it they see oh great 60% discount, maybe I should get it then they
see the product review it focuses on some of the drawbacks and then they buy
huge thing, talking about comment monetisation, comment management, don't use
the delete button if you want to get rid of a comment, then use the hide button
unless a customer is saying something like, I ordered your product and this was by
far the worst purchase decision in my life, I'd rather die than buying from you
ever again, if that's the case hide the comment, okay. If not, if it's tolerable,
respond to the comment for a number of reasons, number one, this will prevent
other users from making a similar like a similar remark, right there are
people who are like, oh this ad is really fucked up I hate this product and then
they see oh there was Steve, who already said what I'm what I
wanted to say and they they said like okay fine, I don't have to to make
another comment on that. Number two, if your ad goes through a review from
Facebook and they see that you respond to comments, you don't look like an
affiliate, there's a higher chance that you're getting your ad account back or
that your ad account will not get shut down and you also appear to the Facebook
user as your real company. Number three your relevant score will go up because
as user interaction happens on your ad then that's a positive signal and that
translates into a high relevance port and that leads to a lower CPM, lower CPCs,
lower acquisition costs, so please look over your comments every day and get the
VA to do that, that is super cheap, nothing you should be doing something
that's super easy to outsource, you can also use tools we use Agora pulse not
cheap, but it makes everything so much easier so please monetise your comments,
it's super easy, you're already getting the exposure and number two, manage the
comments, your comments the right way hide them and respond to the comments
that we have to respond to, number four increase the relevant scoring, what's
relevant score well, the algorithm uses the relevant score to determine how
Facebook delivers your ads, it's calculated based on the positive and a
negative feedback your ad is receiving so the more positive feedback you have,
the higher relevant relevant score is that leads to more and to cheaper
impressions and to better impressions and it has a huge impact on your CV apps
so the big question is, how do you get a high relevant score as I mentioned
before it's not only about the CTR, it's also about the user engagement, so do
people like comment and share your ad, here's what you can do, you can combine
the conversion campaign with a page post engagement campaign, so you're actually
setting up two separate campaigns at the same time both sending traffic to the
same page post ID and the way we handled things is that we get started with the
PPE on the ads for so sending setting of a page post
campaign to a conversion at that level, with about forty five US dollars a day
and then we monitor the relevant score so once we see the relevant score
dropping we even bump up the budget but we also monitor the PBE campaign because
as you might know depending on the campaign objective Facebook is reaching
out to different users with the conversion campaign, Facebook is reaching
out to the converters, where they know based on the use user history those are
the people who convert, and with the with a PPD campaign Facebook is rather
reaching out to the engagers people who like comment and share ads but they're
also buyers hidden within that audience segment, so there's a really good chance
especially in the ecomm space, when you launch ads that and that that have the
potential to go viral that you will get cheaper conversions from UPP campaign so,
it's not only a measure to keep your relevance horsetail order to increase
the relevance core it's also great to acquire customers to generate leads to
generate sales cheaper so don't turn off your PPC campaign monitor, it
watch it closely and if you see it converts scale the PBE campaign with the
audience with the campaign scaling scaling techniques that are probably
familiar to you, really great hack, and by the way monitor
your X-out rate so we're checking our we're checking our page posts every day
in the launch phase if you have an X out, meaning someone wants to hide your ad or
someone reports the ad as spam within the first five hundred to a thousand
impressions that's a really bad signal, so if that's the case if you take your
page post ID, it's better to delete the page post ID to delete the advert to
re-upload it, so you have a fresh start and apart from that as you scale always
monitor your negative feedback something that we know that a rep told us if the
negative and to positive feedback ratio is out of balance
first of all your CPMs will go out then you will raise the flag and then your ad
account you're ad and your fan page through manual review, at the end of the
day you might lose everything that's one of the metrics why black hat, got for
example hard and harder because Facebook tightened the rules with regard to the
ratio of negative to positive feedback, you need less negative feedback nowadays
than before to raise a flag so again Facebook doesn't shut down your ad
account automatically first you CPMs go up and then at the end of the day we'll
go through a manual review and then you might lose your ad account so please you
don't want to lose your fan page or ad account or your your business manager
because you didn't have five minutes a day to check your page post ID, please do
that if you're getting too many, if you're getting too much negative
feedback, it's better to pass the ad or to reduce the budget than to scale even
further moreover mobile GIF overlay, that's
probably the easiest hack from all that is something that will increase your
revenue more or less instantly here's what we did,
we're seeing a mobile landing page and all we did is to add a GIF overlay and
that's exactly what you're seeing here right, it's super simple an increase or
play rate by on average twenty percent we tested it unlike dozens on different
landing pages and it works always so really if you want to deploy something
that's super easy and I assume you're all you're working with Landers and
editorials reach out to your developer find someone on app work to do that you
can even split test the different the different call to actions on your mobile
lender huge thing, almost the one that's doing that but I can only highly
encourage you to take care of it, so we had five hacks make sure to deploy them
today they really work case you've get any questions and you think wasn't clear,
make sure to reach out other than that, thank you so much for your attention and
I'll see you later for drinks..
