April 3, 2020
Interactive Facebook Workshop: Scaling CPA & Ecommerce Campaigns | AWeurope 2017

Interactive Facebook Workshop: Scaling CPA & Ecommerce Campaigns | AWeurope 2017

Hello. Hey what’s up guys.
Hey hey. Awesome. So thanks for coming today. Even though I’m technically moderating, I think we need to get out there, the a million dollar question. How do I not get my ad account banned? Obviously, very nuanced, as I’m sure many of you know. Ad policy is a very grey area, there’s a lot of subjectivity on policy, I know it creates a lot of headaches for you guys and we’re working on tools to give you more transparency into what’s compliant, what’s not compliant. However there will always be some grey subjectivity. So high level, how we’re looking at each individual ad, anytime you advertise in the platform is we’re breaking down each component. So anything from copy, creative, pixels, headline, bylines, all of that’s being looked at individually but also together as a whole and we’ve also started to examine the post-click landing page experience, especially in ecommerce where we want to prevent from counterfeit products and low-quality ecommerce. So when you’re advertising on Facebook, those are some things you want to keep in mind and at the end of the day because we’re a people-based platform. The user experience will trump anything. We don’t care how much money you have to spend on platform and that’s what I hear a lot of feedback. “Well I want to spend $1 million a month.” Great, we’re not going to take bad money at the end of the day. So a few things to keep in mind is cloaking. Don’t do it. Come on guys. Like I know you make a lot of money doing it, it’s a good workaround. We’re policing it pretty hard. We actually released our H2 ads integrity roadmap this morning, which I had the pleasure of reading before I came here and the two things that stood out the most, we’re really cracking down on cloaking, where it’s a zero tolerance. Where if you get caught cloaking, we’re going to shut you down. We don’t care if you fucked up and “Oh, I don’t know someone for my team or Account Manager was doing this”. Don’t do it and then ad farm content, we’re getting really strict about that because it’s a poor user experience when you go to a landing page and have hundreds of ads just popping up and you can’t really get to the content or product or service you actually want. So that’s something that’s gonna be harder to accomplish and I would just have you guys think about that as you are creating your portfolios of offers and accounts. At the end of the day just think about it as, you guys use the Facebook, Instagram platform. If you see something that looks like shit, like our machine learning is probably gonna think the same thing as we teach it better as we learn through AI and customer feedback and all of that. That’s the biggest thing we’re looking at and I’m happy to dive deeper at the cocktail events afterwards, if you have any specific questions but just from a high level perspective, think about the user, make sure whatever product or service you’re selling is extremely transparent, don’t run an ad for edu for example, promising you can get up to $5,999 in grants, when at the end of the day maybe 1% of the people who go through the flow qualify for the grant. You have to be as transparent, non-misleading nonsense and least journalistic as possible. So to sum that up before I pass it over to Alex and Leanna, just don’t be a dick on Facebook and make sure the users actually are having value add from your ads, rather than going to hate them and exit at the end of the day. So next we’re gonna talk about, kind of the black box of ads delivery auction, which I know many sophisticated advertisers in the audience like yourselves want to know more about. so I’m gonna kick it off to Lana. Awesome. So it’s actually a really nice transition from what you’re saying in terms of thinking about user experience. I’m gonna kind of drop some math on you right now. So be a little bit scared but not too scared. We’re gonna have a small equation that includes pictures but that’s about as far as I’m gonna go. So what you’re gonna see right now is essentially, there’s two components. We’re really thinking about the total value is how our delivery system works and that’s really, really important but there’s two components to that value. The first part of that is maximising the advertiser experience and then the second part of it is optimising and maximising the experience of the, another one is optimising the experience of the user. So let’s break it down a little bit more. So the first part is we’re trying to build a platform that allows you to maximise your value, using the constraints that you have but what that actually means is you need to minimise the amount of constraints that you’re using. Why? Because the system actually knows a lot about these people and you want to maintain liquidity. The only way that you would use these types of constraints in terms of bid, in terms of budget, in terms of placement, in terms of targeting, and getting very, very specific is if they’re driven based on business value. So using those constraints in the right way, based on your business value. So for example, having really specific audiences and bidding for those audiences, very specifically and targeting them based on understanding what their long-term value to you is. That is actually really, really important and that’s a really valuable way of using a constraint. A not great valuable way of using a constraint is, I don’t know, I think I want to run my ad on Instagram and just use that placement even though you don’t really understand that the users are everywhere else, and so you want to maintain that liquidity. So you want to try placing it on Instagram, you want to try placing it on the ad network, you want to start placing it on right hand side, you want to do all of the placements as much as possible to maximise your liquidity, to maximise where all of your ads are gonna be seen. A question for you on that? So placement optimisation, obviously is something we want to be thinking about. What happens when an advertiser sees Instagram not performing as well as audience network and wants to pull back? Is that gonna hurt them or help them at the end of the day? It’s actually gonna hurt you because the system knows better than you do. So if you see it going down, it actually means that the system knows, hey this person does not respond to things on Instagram and so we’re not going to show it to them or people don’t, in general, respond to that type of content on Instagram. So we’re not gonna waste your money there. In the same thing with audience network, the same thing with any other part of Facebook. From a marketing perspective, when you’re advertising on Instagram, the creatives that aren’t working, work on Facebook are showing no signs of life, then you can come in and kind of do Instagram style creatives and kind of get some longevity or some life there right? For sure. So I think you should be developing, in general, brands are doing a much better job at this point with Instagram creative than they have been doing on general Facebook. That’s changing quite a bit and actually becoming one in the same right now, but I think it’s important to develop always good creative for both platforms, for actually all three or four or whatever they may be now that we’re doing Messenger as well. So I think it’s really important to like have that high-level of content because this component of it, especially the advertising, maximising the advertiser value is gonna be better because like, think about when you’re looking through your newsfeed right. You’re seeing ads and you have your hat on as your advertiser, you’re seeing ads, you’re seeing ads, you’re seeing ads and then in between, you’re seeing your personal stuff, and so you want to maximise that experience and a lot of times I’ve actually noticed this, is personally that some of them feel like they’re not sponsored ads and I’m sure all of you guys have had that experience too and that’s when someone’s doing a really great job. Right. So you know when you’re advertising on Facebook, it’s all about, it’s a low intent marketplace. Google Search, for example, is high intent, people are actually entering a search keyword. When you come to Facebook, you need to be interruptive and that’s what we as affiliates, our direct response marketers are so good at, but the challenge is floating within the Facebook guidelines, presenting a positive user experience and being interruptive, and that’s the whole game. So when it comes down to it, I think what Leanne is touching on is that, run right-hand rail, run Facebook newsfeed, run mobile newsfeed, run DPA units, run everything in anything but also run Instagram because the high-value to the algorithm is going to be, it’s gonna pay you back in dividends but from the same side of it, you just have to come in with very clean creatives. Creatives that are made to like, I said interrupt the people in their newsfeed but not necessarily scare them and I think what happens with something like content arb, you kind of see that. It’s like ten reasons that pimp on your back is about to burst. That’s a weird example but anyways so I mean, it’s all about being interruptive but also floating within the guidelines. Excellent. So we keep talking about these like user trust values. I mean, so I know looking behind the black box a lot of the time, it’s like how are we determining user values. So can you explain to us and the audience like what we’re thinking about why and how all kind of ties into this full ecosystem of positive user experience, your ads performing better, the more positive of the user experience that we have. Sure. So if you remember the second half of the equation, that’s like when you want to put your user experience of Facebook and all of the Facebook platforms on. So what is going to maximise your experience on Facebook as a user not as an advertiser, and we actually have something called the ad quality panel, which is something that, what we do, essentially is we have a sample number of Facebook people that answer whether or not they’d like an ad. We also send surveys to people on Facebook literally showing them A ad versus B ad and we then have a machine learning algorithm that takes this and models it, in addition to taking stuff the Maria mentioned, so like the post-click experience. So you want to have a really positive post-click experience, so that’s actually going into the algorithm. Predicted an actual positive engagement, so like positive comments. Likes, shares, things like that. Negative. So x-outs or negative comments, things like that, that are going to be negative engagement with the ad and then finally, repetition. So there’s a good number of repetition and then there’s a bad number of repetition. So if you overflow somebody with something and you’ve probably seen this too, you get sick of an ad and you kind of don’t like it. So we kind of manage that as well. I think the cool thing about that is if you have like a really, really engaging creative, you can take that post ID and you can make multiple posts out of it and use the engagement that you’re already getting on it, whether it’s comments, likes, shares. If it’s performing exceptionally well, you don’t have to restart the creative, you can take that winner. It’s almost like boosting a post but you’re just taking an ad ID and then you’re plugging it into power editor and then you’re driving traffic to it and then it’ll be a winner all around and at least you can pivot off of it, you can iterate off of it, you can kind of make some cool stuff come out of it. So that’s that’s kind of a cool strategy in building for scale. So there’s a lot of chat in a lot of the forums about relevant score. How really relevant is relevant score? Is it important? How should advertisers be thinking about it? I want both of your opinion on this because I’m sure it’s gonna differ. So I would say, don’t use it and I know a lot of people like to use numbers and don’t use it to compare. You can compare within your own ad to see how it was doing yesterday versus how it’s doing tomorrow, but comparing across ads, it’s different because it’s taking as you saw, so many things into account. Taking into account what your objective is, it’s taking into account what the targeting is, it’s taking and took out so many things that you’re not comparing apples to apples. You’re basically comparing a whole bunch of variables versus a whole bunch of different variables and a five in video and I’d say on average, videos are ranked higher in relevant scores. A five in video is actually not that great but a five in a static image is like fantastic. So I would be very, very careful in comparing across. What’s what’s the point of the relevancy score then? It’s to give you an understanding of how your creative is doing in the moment. So it’s kind of to give you like, we’re looking at predicted, actual positive engagement and predicted actual and negative engagement. It’s really to give you an idea of this is where it is at this moment. Yeah, I don’t believe in the relevance of score. I think it’s BS because I mean. I feel like I’ve got to tow the party line and I can’t say that shit. But I mean from an from a perspective of if you’re using relevancy score to determine whether or not you’re gonna get your ad account banned and it’s like, oh people love my ads, the relevancy score is great and then you get your ad account banned the next day. I mean, it’s it’s not predicted for that. I mean, I’ve seen people model based on it and I’m just like, you’re wasting your time. You’re actually not doing anything useful. You should be doing something else. Yeah I agree with that. Yeah. That’s what I advise most of the time. Yeah I think if you have like a Facebook rep or if you have advertisers that you can kind of ping to understand if you’re ad account is gonna get banned or not, they’re gonna be a more valuable resource to you rather than a score that’s in the system that you’re like, oh this is this is showing me a nine, I’m so good and then you get shut down the next day. So I think it’s way more relevant. So while we’re still on the technical components, would love to get your sense of best practices for bid budget. Obviously, everyone does it differently. There’s different ways to do it. Our algorithm thinks of things in a certain way but I know we have found ways to kind of out-gain the algorithm. So say someone on the front lines versus someone behind the scenes of best practices, what do you suggest for a bid budgeting? Sure, so this this is iffy and everybody has their own ways of kind of managing this. I think for someone who’s trying to build for scale, I think Leanna can can attest this, you’re always trying to figure out what the right price point is. So I always like to scale, I start traffic at auto bid. I push heavy on auto bid. I can back in the CPM and if I see that there’s a price point that I I’m getting a lot of traffic at, the audience is performing well, I can move to a manual bid at that price point. That’s working directly with in Power Editor, if you’re into API, most of the time you’re bidding on an actual CPM that you want to hit but inside of Power Editor or inside of Facebook, auto bid for me runs supreme. Especially if you have a custom audience that’s built out, a very strong custom audience, you think that’s gonna provide good quality for your advertiser, building around auto bid is always going to be my starting point. I’ll play around with other stuff, always be testing but for the most part, the majority of the stuff that I have my hands in right now it’s just auto bid. I think that’s a really good point. I think if you don’t know the value of your user, I think using auto bid is really smart but if you’ve done the due diligence already and this isn’t your first rodeo and you kind of know what those people are worth to you at the end of the day, then I would just go with manual bid and then what I usually do is, I suggest manual bid plus about 20%, like your user value plus about 20% above that. So the way the auction works is it will never really get to that point that you’re bidding. So you want it to be below that. I think what’s also really important from a bid and budget perspective is to really pay attention to the bid and budget ratio. It seems pretty self-explanatory but I’ve seen this hundreds of times where someone is bidding, basically their budget is like just double their bid and then they’re like, oh it’s not working and it’s not delivering. To me that’s a little bit crazy and especially if you put it on auto bid and your conversion is worth $50 and your budget is only a $100, like you should know what range your budget, that’s a good one, but but budget and bid should be. What do you think that ratio should be? I think it depends on what your goals are. I think that’s, I mean I hate to answer a question with a question, but I think you it depends on is this a long-term strategy, is it’s an evergreen strategy, is this a short-term kind of burst strategy. So it really depends on what you want but then it also depends on what type of conversions you’re looking for. I think we were talking about yesterday, you just want to test a product out, then I would have a budget to bid ratio really small but if it’s something that’s continuous, I’d have a really large one. So I think what I often see on CPA campaigns is people come in with a test budget. So we always talk about Facebook’s a great platform where you can actually test on $15, $20 a day and actually figure out performance and then build for scale from there. It’ll take a long time but that’s interesting but what happens is a lot of people come in, they’re like okay, you know that’s communicated to us. I like that. I like the sound of that and then they come in with an offer that is like a mesothelioma lawsuit and it’s like $549 CPA but then they come in and test at $15 budget. I mean, realistically when you do the math, you need to be testing like ten times that for your budget at least, on a daily to actually figure out if that that offers gonna work. So I think it works well with something like a Teespring and stuff like that, you can come in, blast it with $15 a day, every day and figure out what the metrics are but if you’re looking at those higher CPA offers, it’s not the way to go. Cool. So as we know and as a lot of people in this room know, CPMs are rising with the more advertisers we have on the platform. In the affiliate, lead-gen space margins are really thin. What do you advise everyone in this room to do to be as profitable as possible as things will get tighter over the next few years? I mean, it’s all about innovation right. We come from a world where we’re the best marketers, period. I work with a lot of big companies and I think that a lot of people in here can run circles around their marketing teams. It’s interesting though because you see Madison Ave kind of changing their dynamic, becoming more direct-response focused and kind of being innovative and that’s what we’re so good at. So as affiliates, as digital marketers, as whatever we do to drive traffic, it’s all about testing aggressively, driving that high CTR. Facebook rewards you for good CTR, although sometimes your CPMs jump when you have high CTR, which is another thing but it’s it’s all about continuing to be innovative, continuing to present messaging, continuing to drive strategy. I don’t know. Some cool stuff you can do is like with video ads. I mean, if you’re not doing video at this point, you know you shouldn’t be on Facebook. You should be doing video ads but you could be strategic about it. You can take a custom audience that responded well in the past, drive a video ad to. It’s that pre-sell of some sort and then take that audience that engage with your video ad at 50% and then create a new custom audience off of that and then drive them to some sort of performance, whether it’s an email collection or a product buy or something like that that’s an innovative strategy. So that now, it’s beyond creative but it’s still creative that’s driving it but now you’re using the tools that Facebook provides you to be strategic about how you’re building those lists and actually converting traffic, and I think that’s the kind of innovation that we, as marketers, need to be more a part of, as opposed to clickbait, linkbait headlines and pictures. It’s all about being innovative out the strategy and moving forward in that direction and that’s the way we need to think. Really, really great points. I think that the overall theme of what you’re saying is stop thinking, just in terms of basically, as a hardcore end of the funnel like DrMarketer but move up a little bit on the funnel and start thinking about, right because on the other side of the world, all the brand marketers are like crap. We’ve got to have people that know data and they’re hiring them and so, they’re essentially starting to compete with you guys and kind of build their own down the funnel solutions, and so if that’s the case then you guys need to go the other direction and really become more creative in engaging in terms of your content and I think that’s a really, really important point. I think the last point here is that there’s user-specific signals and the reason there’s user-specific signals is you want to have a really positive experience at Facebook but what does that actually mean? It means that the content is really, really good and so it’s both content on a personal level. So I remember this thing that like my mom sent to me that I wrote a comment on. We look at that too and that goes in the equation and so, if that doesn’t mesh and it’s really offensive next to a message from my mom, then you’re creating a really poor experience. There’s a reason Disney ads do incredibly well on Facebook. So and I think a lot of that has to do with creative and great segue into our next point, you guys need to be thinking of creative just as high quality as possible. we don’t need studio resolution images that Pixar would essentially build but it’s important to think about who you want to reach with the creative and what’s gonna resonate with them and trigger some sort of emotional experience. So I’ll kick it off to Leanna to start with our creative, best practices and then want to pass it to Alex first. If he’s seen success with a funny story, when we first started working together, he would run copy in all caps and I would scream at him, policy would – but now we’re homies. So it’s okay. So I think this has been mentioned a little bit. Think about when you’re using it. One of the things is the world has so much information right now that I’m not telling you anything new, but attention is really, really scarce. So you kind of want to stop people in your tracks. You want to have that single focal point and I think video again, “ad nauseam”, we’ve been talking about it but why? That famous expression of a picture is worth a thousand words. Well a video is worth a thousand pictures. So think about how many words are getting into that and you want to be consistent in your images right. So you want to be consistent in terms of this is one ad and this is another ad, you want to have the same story, you want to have very clear branding that’s upfront and personal and let’s see, you want to build for mobile but that’s pretty obvious. I think the next point is you want to connect with the user. So really make it personal. There’s a famous experiment actually that was run, not on humans but with panda’s, for donations and there was one panda, donate money and then there was like a whole bunch of panda’s, donate money and the one panda picture did like way, way better and it’s that way people connect and so really, why would they connect with your particular ad even if it’s kind of BS? Come up with a story. Come up with a story for yourself, come up with a story for your mom, come up for a story for your best friend, and then write it out that way. Think about what actions you want them to take. Also, for example, if I am someone that you want me to act, what would make me not want to click on your ad? What are the barriers to make me not behave the way that you want me to? You want to change my behaviour, you want me to go in this and show interest, well what do I need to do to change that? And once you identify those barriers, figure out ways to solve those specific barriers and there you go. There you have three, four ads. If you have solutions of how to fix those barriers and really that comes into telling them what’s in it for them. Why do they care and I know that you guys do all of this but you could be a little bit more strategic about it in terms of defining actually what the solutions are. I guess it’s time for some real talk. Like honestly, you know two years ago, I probably would have said don’t spend a dollar on branding but I think that these days, your brand dollars can be used as an opportunity to split off into driving an action but at the same time, you can actually drive actions from your brand dollars. So having a Facebook page with actual content on it, creating a cool-ass brand that you want to be a part of. I mean, I know that the example of movement watches. I’m sure you guys might have heard of them but you know they’ve taken a brand where it’s a watch and they presented it as the coolest watch ever. Honestly, atches but nothing special. Cool product but the way they presented it, presented a lifestyle. It’s like, oh man I want to be a part of that and that’s the amazing part. They were excellent marketers. So telling a story like, they’re saying creating content that is original content. I mean, you can use stock images all you want but you know getting out there with your iPhone 7, the videos that you can take with that are so high quality you can make cool-ass videos panning with like a skateboard rolling around town and and make some coo content that’s engaging. Use annotations, put text in your videos and and develop a coolness factor, develop a brand, develop who you are. Use small hands if you need to, just just think about what would appeal to you or what appeals to your friends. If they’re not people who aren’t in the direct response space, I think that maybe sometimes the stuff that appeals to us or what we think to appeals to people is not necessarily how the rest of the world thinks and so thinking about that and thinking about what appeals to everybody and getting on that page and thinking about your audience is always gonna be the way to go. So Facebook’s doubling down on creating a positive user experience, which they’re not gonna stray away from. It’s gonna kill business if we can’t evolve from that. So just you know make some cool stuff that people want to be a part of, don’t just throw a million emojis in your copy and expect people to click on it. Let’s do some cool shit. Just have fun with it. I think that’s like the biggest thing, I think people take creative really seriously because there’s these creative agencies that invest millions of dollars into creating content. You guys are just as good and so have confidence in the content that you’re creating, but test it out on people too. Have a little bit of your own posse that does your creative testing for you, your buddies or maybe someone outside of your social circle and pretty easy to get that feedback and pretty easy to do that with all of the tools that we have. If anyone needs really cool skateboarding videos by the way, Nick Tumbocon, Spark Revenue, who I know is in the audience, takes some baller-ass videos. So speaking of our tools, show of hands. Who has wanted to throw their computer out the window because Power Editor is acting like an asshole? Yeah, I’m sure a good bunch of you. So Leanne I’d love for you to take us through how we’re thinking about our interfaces, where they’re going, and what’s next. Sure. So I actually worked on the core ads team, specifically. So this is like the bread and butter of what we do right. It’s the interfaces that you guys use on Facebook to do advertising. So I actually was gonna ask a different question, which is how many of you guys boost posts or who has boosted a post? Anyone? Awesome. Has anyone, those same people, have you used Ads Manager? So some yes and some no. And I think that’s the transition. So a lot of people including just straight up users and not advertisers get to boost posts all the time really, really easy. We prompt you like a million times to do it. We remind you on every side of the interface but there’s a limit, I would say it’s the least effective way but it’s the very big. It’s kind of like the gateway entry into doing advertising on Facebook. So it’s kind of like, are you gonna get bit by the bug? That’s like the way that you do it. Basically it’s not as effective and the reason it’s not as effective is you can’t do as much, you can’t use the pixel that we were mentioning to develop other types of audiences. You can’t use all of the targeting functionality. You can’t create multiple campaigns etc. etc. there is the next ladder up, which is Ads Manager, which allows you to look at reporting, it allows you to do multiple campaigns, and it also allows you to do more sophisticated things like pixels. Then there’s Power Editor, which is the most sophisticated, which my guess is most of the more sophisticated people here use based on my conversations the last few days. That is kind of the ultimate, before you go into the API and that has all the functionality. So it has a cross account analysis you can do. It can give you everything. You may have noticed, I don’t know if anybody has, but Ads Manager and Power Editor are starting to look more and more similar. In fact, Ads Manager is starting to look a lot like Power Editor in terms of functionality. If you did notice that, you would be correct. We realised that it is super annoying and I will attest to that I find it super annoying that there are two platforms like this and two interfaces and so, we are bringing them together, slowly but surely. So there will be one that will have basically the interface that will allow you to do both functionalities. So that’s literally what my team is working on right now. Yeah so, Alex on using these platforms and then on the step further, be more sophisticated on features of the API, which there are some that do differ from what’s in the normal interfaces kind of going a step beyond optimisation, reporting. You can get a little more creative, I’d love your opinion on, I’m an advertiser, do I boost posts or use Ads Manager? Do I use Power Editor? Do I plug into the API and build off that if I have a team? Or should I use a Facebook marketing partner like Smartly or Nanigans? It depends on what your budgets are obviously and what you’re thinking about. I think that everybody in here wants to make money. So I think that starting at a place where you’re using Ads Managers, probably a good starting point as opposed to using boosting posts, which just feels like a waste of time if you use Ads Manager and moving over to like Power Editor, you’re gonna build for scale. So I think the idea here is that you always want to be testing and what allows you to test aggressively, testing 20 to 40 creatives a day and pushing out those ads in a manner where you can actually — well, 20 to 40 creatives a day might be too much depending on your budget, but 20 to 40 creative a week maybe and and pushing budget at those, finding what has the high CTR, what’s driving the good engagement, Ads Manager allows you to do that. Power Editor makes it easier and when it gets to the API, if you’re integrated to the API, you can do some functionality that’s not available in Power Editor or Ads Manager. I don’t know if you guys agree with that but I think that what I was touching on before is that most of it’s going to be bids based on a hard bid, as opposed to a boost, an auto bid. So I think from a marketing perspective, I think from for everybody in here, they should either be obviously on Ads Manager or Power Editor but if they have a team to integrate with the API and build a platform that allows them to iterate ads, build multiple ads on their own, that’s the way to go for me. I used to love using Nanigans or using Smartly or using anything that can iterate ads because when you can make a bunch of ads like in five seconds, it saves you a bunch of time and automation is key and that’s the cool thing about plugging into the API but the cost to you, if you’re running on a 15% margin and you’re having to give them a percentage of spend, it hurts your bottom line. So that’s why I find it difficult to swallow these days, especially because the Facebook algorithm, working directly within Facebook has really become a place where it’s optimal to be inside the platform almost. So that’s how I feel about that. I totally agree. I think definitely, if you’re boosting posts, really nice to transition to Ads Manager just to see how much other functionality there is and it’s much more, I would say user-friendly at this point then Power Editor is and so eventually, they’ll be similar but I think, right now that would be a nice movement for the people that are using Power Editor. I think the reason to not get freaked out by the API is that you don’t actually need that many engineers to do all of it. So for example, you don’t have to be doing the bid stuff that’s probably a little bit more algorithmic and difficult. You can just pull data and that’s a lot easier. So you could just use the reporting API and have essentially a pivot table instead of having to download a whole bunch of ad accounts manually. I’ll do another plug for a product that I developed. Well didn’t develop but worked on a team with, called Facebook Ads Manager for Excel, which is out there. So instead of having to manually download all of the Excel spreadsheets from Power Editor or Ads Manager, you can actually get a plugin for Excel that allows you to do that automatically. So that’s magical. Yeah, I’ve used that before, it’s a super cool. Yeah I think that exactly, if you can just work with the data, it’s all about looking at, I think the best way to understand it is what images are driving conversions, what body copies are driving conversions and think of them as separate entities. So if you have 20 ads that are running the same body copy and 20 ads that are running the same image, like being able to pull those as separate variables and looking at how they perform and then figuring out where to iterate, where to go from there as opposed to looking at it as a whole. That’s kind of if you pivot out the data, that’s the way you can look at it and I mean, I think that’s really interesting. I don’t know if that was too complicated, that’s great but so that takes me to my final point, which everyone is probably interested in, what are our secret products we’re developing? What can you tell us is coming next? And Alex, what kind of hacks can these affiliates and DR brand marketers take advantage of that you found worked really well? I’ll let you finish, because the hacking stuff is gonna be way cooler than I think what I say, but there’s a product that’s actually in beta right now. Secret scoop, called Dynamic Creative Optimisation and essentially instead of creating a full adm, and I don’t know if anybody’s ever tried to do creative testing on Facebook, like really quality creative testing, it’s a lot of work and so what we are doing is essentially there’s components of the ad. So there’s the title, there’s the description, there’s the image or the video, there’s the call to action. Essentially we’re asking you to submit up to 30 of those and our algorithm will figure it out for you and it’ll serve it to a subset of your audience. So essentially this image with this video will go to these like 500,000 people out of your 5 million audience and that’s out right now and it’s out for images but it’s in beta for images for the objectives of website conversions, mobile app installs, website clicks as well. Oh hacks, I don’t know their hacks but you know Facebook has the a/b split testing tool? I use that a lot. I don’t know if you guys are familiar with how it works. I think it’s important to remember that it takes a little bit of money to test and it takes a little bit of time to test. So if you’re not getting the results that you want and figure out what’s wrong and kind of fix it. So when you look at it like the A/B testing tool, take your best performing audience and split it right down the middle in half and then you can test one creative against both audiences and see if it’s an actual true pure winner on the data side. I think that’s super cool. It’s something that was available to the guys that were plugged into the API back in the day but now it’s available to everybody. So I encourage people to use that and use it well and think about A/B testing aggressively cause it’s supposed to be what we do, but often times it’s like, oh my gut tells me otherwise and you kind of get stuck. So just think and be conscious and step back from the way you test and and think about it as data-centric and I’m a marketer, as opposed to like, oh my gut tells me this even though my gut wins sometimes, it’s like you only remember those times your gut wins. When your gut doesn’t tell you, when it doesn’t win, you’re like I don’t remember that, but I think that what I touched on earlier, which I think is not necessarily a hack but you take a post ID that’s doing really well on engagement and bringing it back into Power Editor and driving traffic to that, it’s something that not everybody’s doing. Building a multi-tier marketing approach with video that pushes a certain product and kind of warms up your audience, building an audience off of that and pushing into a custom audience built off of that. I don’t know how many people in here are building custom audiences off video but if your videos are cool, like it works, it works well, presenting a unified front, making your creatives look similar all throughout so people recognize and remember what the product is and making your stuff memorable, but not overly not memorable or not notorious, not memorable for necessarily being obnoxious, and being memorable for something like, oh that was funny, I’ll share it. It won’t be memorable because it’ll be nixed out because the negative feedback stuff. So if you think it’s gonna be memorable, it’s not going to be. So if you had to give one piece of advice to the audience of how to be as successful using Facebook Ads as possible, what would it be? What the takeaway? You want these guys to go home with and have ingrained in their mind to become successful marketers. I mean, you guys are like I said, you guys are the best marketers in the world. I’m proud to come from the affiliates space and I’m like, well we all have been able to accomplish. I mean, the affiliates space is an industry that every year, since it goes way back before this, but since 2005 every year, it was like oh it’s gonna go away, it’s gonna go away. Look at that, we’re here, we’re strong. It’s dope. So continue to innovate. You guys are always gonna be innovating and Facebook shutting down, oh I won’t say that, but just keep on being innovative, like be aggressive but not stupid aggressive. Be fun aggressive and change your shit up because like it’s time to innovate and it’s gonna be what I’m always gonna say and that’s why we are, where we are and if we keep on doing it, we’re gonna be always on top. AndI think I’ve been really, really impressed. So I’ve worked across a number of DR and brand advertisers. I’ve worked as both a product marketing manager, as well as a client solutions manager and so for me, I’ve been really, really impressed based in my conversations these past three days, about just how much testing you guys are already doing and how creative you are being with it. And I’d say keep doing the testing but do it higher funnel and I’d say be smart about the testing. Remember that testing too many variables isn’t gonna actually give you an answer. I know kind of a stupid thing to say but a lot of people miss that. I think just smart testing and using your budgets for those tests. What I will say is the larger companies, what you see is they’ll say I’m just gonna have a 10% of my budget will be testing. Well any optimisation that you’re running is essentially a test. It’s a one-sided, not a good test but it’s a test and so if you think about advertising from that perspective and you’re kind of creative about the creative that you’re using, I think you’re gonna be really successful. Awesome. Soo good point. Don’t change 25 things and think you’re running a test. Like this ad was working, let me change everything about it and run everything against each other. That’s not a test. It’s like change one piece of it but that’s testing. So if it’s not already available on the AW Conference’s app, we have some takeaways for you guys. We’ve outlined something. We’ve actually hacked together, which is our 90-day playbook. So starting any new offers, any new campaigns from zero budget to however much scale you want to get. We’ve put in kind of our best practices, which has worked in the performance space and also a piece on creative. So you can take that home, kind of learn from it, work from it. Any questions you might have, we do have an inbox monitored by my performance team. [email protected] pretty easy to remember so feel free to shoot back feedback, thoughts, comments. Also if you have any kind of wit, like if you test a 90-day playbook and then do something else, it’s actually like just proving it. Please tell us we want to hear about it. It’s all about the feedback. Thank you. So much Leanna and Alex for being here today. This was very valuable. Catch us later at the networking events or at any venue in Berlin we might end up in. Thank you again. For sure. Thank you Marie. Thank you guys. Peace.

2 thoughts on “Interactive Facebook Workshop: Scaling CPA & Ecommerce Campaigns | AWeurope 2017

Leave a Reply

Your email address will not be published. Required fields are marked *