April 9, 2020
The $30M Intersection of Art & Numbers Through Facebook Ad Buying | Yahav Hartman, AWeurope 2019

The $30M Intersection of Art & Numbers Through Facebook Ad Buying | Yahav Hartman, AWeurope 2019


Let’s get this mic going on.
Hey good morning everyone. Hope you’re doing good. I hope you had a good start of the conference.
I’m super excited to be here and can’t wait for the talk today. I’ll give you a bunch of value and we’re running a lot of ad spend with
where I am now, at a company, as well as an ad agency, doing very big
numbers, heavy hitters on Facebook. So just before we start, I’m just curious.
How many of you guys are running Facebook ads in the crowd?
Put your hands up. Okay, so almost 100%, most of
the audience here I believe are ecom. Right? Ecom? Affiliates? Lead gen? Okay. Great. So today’s presentation
is basically a $30 million intersection of art and numbers, Facebook ad buying
for global fashion brands. It’s not just for global fashion brands.
The principles that we’re using on global fashion brands, we’ve
been using across the whole industry. So from the biggest dating app in Europe, we manage all of their ad spend. To the biggest antivirus in the world for Mac in agency
model. All of those clients, as well as high-end fashion brands, and
we’ve been promoting Gucci, Dolce, Fendi, Armani, high-end brands, also for children.
So there’s a lot of insights and value that I want to bring you guys
today in the presentation. So yeah, just before I start, let me tell a little bit
about myself. I started my career 7 years ago. So I’m already running
Facebook. I’m in the Facebook world for 7 years. Started in a marketing
technology company and back then it was an email marketing company.
One day I woke up in the morning as a junior product manager and
Facebook announced that they are releasing custom audiences. I don’t know
who or if you guys remember that, it was around 2013 back then, and this was a
revolutionary product. I was actually the youngest person in the company. So I was
one of the only people that actually was a heavy Facebook user and kind of understood the potential
of where Facebook is going and where the market is going. So once Facebook
announced this thing, imagine it was an email marketing
company with like 6 billion records. So right away, I saw the opportunity. So I
started a product for audience onboarding solution and from the
marketing cloud in the email marketing supplier into Facebook.
So Google partnership, Facebook partnership mobile products. Since then I’ve been
working very closely with Facebook. With the Facebook product growth teams
and Facebook product teams from San Fran. So I really know all the ins
and outs of the platform, of the auction, how Facebook works. Really the behind the
scenes, so yeah. So this product in the marketing cloud
grew to be a huge product and I really felt like I figured out Facebook,
at least from the backend. So I knew exactly how Facebook works and
everything, but I actually never ran — back then, I never really managed high-budget campaigns and I saw how much money there is in this industry. I
thought that customers were paying a lot to the company I was working for, but
they were paying 10x / 100x / 200x to Facebook back then, and I was just
blown away from the numbers. So it really intrigued me to figure out also the
front end. So that was the point of time when I started the ad agency, Rolls-ROAS Media.
It’s a boutique ad agency specialising in ecom. Mainly high-end
fashion brands, but only working with big spenders. Yeah, the agency was
growing really, really, really, really fast. We’ve been achieving a lot of success
stories with our clients. We’re growing brands and as an agency owner, I
felt like it’s really hard to grow the agency. You need to hire good
media buyers. A lot of talent. Train them, grow them, and at the end of the day,
we couldn’t scale HR-wise as fast as the company was scaling. So it
came really naturally to me that I really kind of need to create a software
that would do all of the stuff that we were doing in the agency. So automating all of
our work. Taking all this knowledge of the agency, plugging it into a software
that can also execute and do stuff for you. That’s about the
time where I hired our CTO and a good friend of mine and we started the madgicx.
Since then in madgicx, as of today, like Chad said,
we only launched at the beginning of the year and we didn’t advertise much.
It started as a weekend project in the ad agency one and a half years ago,
and yeah, we really grew to $40 million in ad spend in about
four months. So today, we’re even at $45 million by this time. At that
agency were managing $30 million a year. So that’s where the name
of the presentation comes from. The intersection of art and numbers with $30 million
ad spend that is managed, and I’m also like a Facebook geek. So I’m really
hands on. I love running campaigns. I’m also the product manager of MADGIX.
So I love to know what works. What works well. So if you’re not running
the campaigns yourself, you could never know the ins and outs, and
how to design the best product that would fit media buyers and advertisers.
So that’s just a little bit about myself. I see so many people here,
everyone is talking about ROAS. In the past it was about cost per purchase.
In the affiliate world, ROAS came a bit slower than the ecom and the brand
and the enterprise companies, but everyone’s talking about ROAS.
In ROAS, if you’re saying, I have 5 ROAS, I have 10 ROAS, I have 7 ROAS,
it doesn’t mean much. Because ROAS without context, doesn’t
mean a lot and you need to generate a business
impact. So as Facebook advertisers or marketers want to generate Facebook business impact, how do you do it? It’s very simple. You need to grow your
lifetime value, while you’re reducing your cost of acquisition, and if
we break it down even further and derive it, how does it actually work? You need
to reduce the cost of acquisition. So reducing the cost of acquiring
new customers, it’s converting more customers, that’s retargeting, and
then you also need to sell more to those customers. That’s what grows your LTV.
That’s where the real money is made. That’s where Facebook is going. If you’re
not thinking LTV, you will not have a chance to succeed in Facebook in the
next 1-3 years. It’s all about LTV and optimising, and all of the
insights that you have from your attention, you must apply back into
acquisition, because you can easily track which acquisition campaign is driving
your highest AOVs and lifetime values and optimise for those. So we develop in our agency.
This is actually, exactly how we structure and run every campaign we do, no matter who’s the
client, no matter the industry. Those are principles of growing businesses, like we
said before. You need to acquire, retarget, and retain. The acquisition piece is
split into two parts. The reason that we’re splitting
this method, the ARR method. The ARR method is full-funnel
orchestrated growth. It means that you need to — It’s a way of thinking. It’s a
way of structuring your campaigns. It’s a way of thinking about your content.
It’s basically the bible. Acquisition prospecting is the first one.
Those are people that don’t know you. So there’s a bunch of people in
the world that never saw your brand. They don’t know your brand. They don’t know
what your services and products are. Then you have people in a second touch.
They maybe saw your video ad or they engage with your ads or engage with
your page right, but they’ve never been to your website. So they kind of know who
you are. They’re likely to know who you are because it’s second touch, plus it
can be also the third, fourth, fifth touch, but they have not yet visited your website, which shows the intent of the
purchase in an ecom scenario and also in lead gen. So that’s the second touch.
Those are totally different campaign, totally different
content, different optimisations you want to do there. Then we have retargeting.
So once we managed to bring someone to a website, we want to retarget
them back. We have high intent visitor, low intent, you have people who’ve spent a lot
of time on your website and people that spend less, there’s different value, and
then retention. So those are your existing customers. I know that a lot of
you may be thinking now, ah retention, yeah I’m running it with my email marketing,
but you guys know that email marketing open rate stands at like 20% if
you’re lucky. So let’s say you’re hitting them all the time with 20%.
You’d be lucky to reach 30% of your total CRM database of customers. So retention advertising is the goldmine. I saw
thousands of accounts and 99% of the people are not running those ads. So
there’s a huge opportunity, Facebook match rate for when you
want to do retention advertising, you need to upload your whole CRM of
customers because Facebook only allows you to go 180 days back in terms of data.
So you want to take that together with your pixel data of
purchase, combine them together, and that’s a retention campaign. Of course,
the bigger you are, the more you can structure. You can then do reactivation
and there’s a lot of different types of retention campaigns and micro-journeys
that you can do within all one of those areas. The bottom line is that you, as an advertiser, you need to always focus and think, how
am I increasing each one of those separately? Each one separately. Never
think about the whole thing as one. You want to grow them separately and
increase the revenue in each one of them. This will optimally drop your cost of
acquisition and increase your lifetime value, and that’s how you
could have a great success. You see that’s how we structure the
campaign’s. You have acquisition prospecting for interest,
acquisition prospecting for lookalikes. We have then acquisition re-engagement.
You see reengagement ROAS will be here 4.46, while the normal acquisition ROAS
in this account was at 3 or 4. So of course, re-engagement, remember it’s the second touch. It always has the
better performance because they already know you, but it’s not obvious, it’s not
in all the cases going to happen. Maybe sometimes you would be converting on
prospecting much better than you’re doing an acquisition remarketing, and
then you would want to shift those budgets from acquisition remarketing to
prospecting, because maybe you’re better off just converting first-time cold
traffic that never saw you before. Impulse buyers. Boom. They go and convert.
So if you have it this way, you can easily take decisions and manage
your spending in a very intelligent and a smart way. It
sounds sophisticated, but this concept is very simple. It really comes down to
having your campaigns right, as well as, I’m going back for a second because this
is very important. You see, retention excluded, retargeting excluded on
acquisition.This way you can be a 100% sure that your acquisition performance, the ROAS you see, you can trust, and
Facebook is the people-based marketing platform. They’re the best when it comes
to identity and knowing who the customers are. So if you take all of your CRM
contacts, everyone that purchased, and let’s say everyone that visited your
site in the last 30 days, retargeting. Take those two audiences, exclude them
from all of your acquisition campaigns, then no matter which attribution model
you’re using, even if it’s a 1-day click or 7-day click or a 28-day click,
even as 7-day view, you can still trust that the view came from
Facebook right, because instead of just targeting everyone and then trying to
guess who actually made the purchase, we’re being very specific and we
are already, from the beginning, running after completely new customers. People
that just saw us one time. So I think you got this point here. Then we have also
retention campaigns. Usually the ROAS is very high. Retargeting, of course, in this
case you see it’s a good example here, retargeting is a 2.87 ROAS.
It’s much, much lower than the acquisition ROAS. So here, it doesn’t make sense to spend so much money on retargeting. Why not shift some of this budget on retargeting back into
acquisition prospecting? Why show again and again and again more ads
to your users while they already know you, they saw you. Put this money, bring new
traffic in, go for prospecting, it would be much, much, much more profitable, and
those are things that are so hard to see when you don’t have this structure in
your account. It also helps you to troubleshoot. Once you have the structure
like this, you can really see trends. So for example here, you see the acquisition amount spent was increased fast or was scaling, but the ROAS stayed high. So it’s
a successful scaling. At some point there, we scaled too much. The amount spent ROAS
went down. So we kind of can find the perfect spending for acquisition. Same
for retargeting. So you can really look at the you see retention. This customer,
for example, they never had retention before. As I told you, no one
runs retention, just start advertising, you’ll see really good profits. The next
thing here is you can really like drill down into each one of those areas and
then say, okay in some accounts maybe your CPM goes up. So many people would
panic, hey, we’re paying too much for those users, but actually when you pay
high CPMs on Facebook, you’re reaching, most of the time, if you
know what you’re doing, like higher- quality audiences. You want to pay those
CPMs because as Jason said previously, Facebook knows
who are the people. Facebook knows who buys a lot. You’re willing to pay those
high CPMs for premium users, okay. So it’s not a bad thing and those are things you
can easily see when you track things this way. This is the case study we’ve
been doing with a high-end fashion brand. Facebook was a really small channel for them. Right away, every time when we get new
clients on the agency, we apply the ARR method
right away because usually there’s a mess, and they’re running
all the channels, and I can’t even know what’s that acquisition performance, and
what’s the retargeting, and how much of the traffic of the retargeting
actually comes from other channels. So we applied the method and this
helped us like scale them big-time, and we also did it with a few other things
with scaling worldwide with international lookalikes. So if you’re
still like a small advertiser, you might have noticed that when you try
to lookalike your CRM contacts or your purchase data, you try to lookalike
using several countries, it will not work. It will say, hey you have two
less a contacts in this country, it can’t be created, but if you create every
country separated, like custom audience lookalike for a specific country, then
it’s always going to work because it uses the international lookalike
product of Facebook, which will do data modelling of your existing customers
into a new region. So if you’re looking to expand into new region, it’s a great
product great tactic to use. If you have more data, you can already go more
generic, and go country by country with the same seed audience and same targeting.
Something else we did here to drive this amazing performance was
an eRFM lookalike. I will talk about eRFM data modelling in a bit. Yeah, so one more thing here about the ROAS,
still when we managed this high-end fashion brand and supplier, we had an issue
because as you know, if Facebook would take attribution of everything they can,
you understand how attribution works and then also
Google would take it, and we would actually have amazing, high ROAS
on retargeting campaigns and then basically, what happened is that their
teams were saying, hey guys, you’re scaling up but we’re not sure if it’s all of your traffic. We’re not sure of your attribution. |
You guys know how hard attribution is, attribution is the
biggest problem of the industry as of today. Salesforce.com acquired
the Datarama for $800 million. They’re trying to solve this problem. Everyone tries to
solve this problem, but it’s most likely not going to be solved in the
next year because Facebook is still a closed garden and Google is a closed
garden and they don’t share data. So this presentation today is all about Facebook
and if you’re a Facebook advertiser and even if you’re not, when you’re running
Facebook campaigns, you want to make sure that you’re relying only on the Facebook
reporting because last click and all those things, they don’t work anymore.
Google Analytics drops a lot of the Facebook traffic and because they’re
competitors and stuff. So we see that the only way to really work and know what’s
working on Facebook, in terms of measurements, is relying on the Facebook
platform and you can only do it when you apply the ARR method. So once we did it,
we had no more issues with the clients, but again they said, okay our retargeting
ROAS was really high and they also had like AdWords running and other stuff and
our retargeting of course, ARR method, the retargeting would run after all the
traffic in the website not just the Facebook traffic right. So what we did is
we applied, we developed a new method called the expanded ARR method, which
looks at Facebook as an island. So Facebook is an island and you can
completely isolate it from all the marketing channels and give it
attribution for itself, and then if you’re an agency owner you don’t need to fight
for your attribution anymore with your brand. You can really scale your
campaigns with confidence because you trust the numbers. I’m really surprised
and shocked that Facebook could literally use this and they would
sell much more Facebook ads every time they’re like trying to make advertisers
spend more versus Google on enterprise clients, for
example. I’m not sure why they’re not using this method. So that’s
the expanded ARR method. You see it on the screen. So there’s not a
lot of changes here. The main change here is that retargeting splits into two parts.
We have retargeting of acquisition traffic that we brought from
our Facebook channel, from our Facebook campaigns, and then we have retargeting
that came from all other traffic. So you’re targeting AdWords affiliate,
all the other traffic, direct, everything that comes to the traffic is on
a separate campaign, but all the retargeting that you brought from your
prospecting and remarketing and all of those media spend that you are
spending to bring those customers, you can now combine this, and what this lets
us do is measure separately. Facebook across the full-funnel versus other
channels. We still want to do retargeting for other channels because it’s super
profitable and it works, but we don’t want to have a mess in attribution
and then you don’t know how much to spend, and then you’re under
spending or overspending. So that’s kind of showing the single point of
truth in regards to how much you should be spending. This is how you do it.
It’s actually really simple. The first thing you need to do that is not
mentioned is apply the ARR method. First of all, you have to have
those campaigns separated. Once you have those campaigns separated, you can simply
go to ads manager on the top. Click filter campaigns and go
only to your acquisition campaigns. That’s the first step. Then the second
step would be to change the UTM. All of your UTM in the acquisition campaign
will be tagged as Facebook acquisition. And by the way, it only starts
to retarget this traffic the moment you do it. So most probably today, after the
presentation or tonight or in the hotel, you really want to start doing this and
be able to know your traffic. You can also do it based on the campaign name
dynamically, and then it will automatically do it for you. The second
stage would be to create the audience. So we’re creating an
audience based on UTM. Everyone that visits the website and that
came with this UTM parameters. The next step would be to target this
audience. That’s the campaign that you’re targeting. You can decide
to do it 30 days or you can even go up to 180 days. It depends how much data you
have, and the last step would be to take this and exclude it from your other
retargeting campaign. So you have two retargeting campaigns. One for all other
traffic. One only Facebook traffic with the UTMs. The next topic I want to talk
with you about, this is something that really, my goal for today is to that
you can really make up — just from this presentation, make up
already all of your ticket cost, if you apply this strategy. It’s
our secret weapon in the agency. We see it working for all clients, all ecom,
all industries. So we’re leveraging the AI and lookalike
modelling of Facebook. So a lot of people are talking about this concept, but here
I’m going to show you practical advice of how you can implement highly- profitable
campaigns using eRFM data modelling. It comes from business
intelligence, from data modelling on ecommerce, and from the ecommerce world,
and what we’re doing here, before I show what to do, I want to show the numbers we see. So lifetime value from
non-Facebook users and also here, it’s easy to know because we have it tagged
with the UTM. So you can see that it stands on around $100 AOV
for all other customers, and once we apply the ARR method, this is how our
our acquisition looks like. You can see much, much higher and you see in the
top UTM campaign source is acquisition. So if you want to increase your AOV and usually increasing an AOV would cause increase in lifetime,
there’s some correlation between them. So you really want to apply this method. So let’s go through it. This is just the theory.
Just for you to understand how it works on the algorithm,
on Facebook, on the auction side of things. From a data modelling perspective. Let’s say you see here this circle, everyone in
this circle is your customers. You already have customers and everything outside the circle would be your TAM, your total addressable market.
People you want to reach. So most people today are actually lookalike.
I’m sure you all you’re using lookalike. There’s nothing new here,
but your lookalike-ing all of your data, all of your customers, and
you’ll just run your normal ads, and try to try to kind of acquire everyone out
of the circle, at the same time with the same content, but if you would
isolate only specific micro segments, and then lookalike based off them. You would
be able to discover profitable audience content fits. So if you take all the
purple of your customers and lookalike them, and then also make sure
that your ads are running with content that is tailored for those purple guys,
then you’re just gonna be able to ride this. You see. Let’s go back.
Here’s the green and here’s the black and there’s a lot of waves, you can make your shop and look at your shop as a modular
way and acquire different niches, different personas. It’s much easier to
do it this way than running the same content and same lookalikes for everyone.
That’s a US case we did with a jewellery brand. So it was jewellery brand with like
17,000 SKUs in their catalog. They have products starting from $20
jewellery up to $20k or even $50k. They have everything. They’re wholesalers.
They’re running since 2000, making tens of millions. A really, really
big US-based jewellery brand. The moment we started working with them, we applied
the ARR method as well as the eRFM, micro segmentation, and right away, we
increased the ROAS. Usually when we start with a new client , we don’t want to scale
budgets right away. We, first of all, want to work with the same budgets they
had before. Show them that we can improve the ROAS. In
this case, actually trigger the two weeks increase in ROAS that was
born from 3x-ing the AOV, reaching average order values that they’d never
seen before. Of course, if you have engagement rings and you lookalike
those people, you are more likely to find the men that would buy expensive
rings right. So that kind of connects back to the how I’ve done it,
but I’ll go more specific here. It was better than Criteo, you guys know
Criteo? It was better than their performance on retargeting, and we can also compare.
Retargeting versus retargeting in ***. So this concept will help you
just manage and compare everything and by the way, the ARR method can also be
applied in Google because Google supports customer match and CRM, and you can dupe
your campaigns and you can also isolate the same way. I won’t go
into Google now because it’s not the topic and I’m not the Google guy, but I
already know exactly how we can do it on Google as well. I can answer later on if
you like. So yeah, I told you, we’re bringing the existing budgets and
then we’re coming up with ROAS targets. Why is acquisition campaigns with the
exclusions so important? Because if we’re able to hit a minimum ROAS in
acquisition as an agency, we demand to have unlimited budgets because it
doesn’t make sense for us not to scale if we can scale and of course,
some people would be optimising for profits, but if you want to grow fast,
you want to grow fast with minimum budget and then scale things. Okay, let’s go over quickly about eRFM.
We’re able to build a deep eRFM lookalike modelling. The concept is
very simple. Let’s say you have — eRFM, by the way, is engagement or intent,
recency, frequency, and monetary value. So all of those are things, we would be
looking to do the data moduling one and analyse and here, when you
analyse your database, you would see that you have people that are doing specific
events at high-frequency. People I’d say that bought 5 times and spent $250 on
their average order every time or their lifetime value. It
depends which data set you want to work on, it’s easier to do it right away from the AOV, and yeah, those are the data sets that you can start with. So the first one you see,
engagement intent. That’s the most basic and important thing, like which data set
are we using. Are we using our customers? People that purchase or are we using
people that visited our website with high intent or low intent. In
retargeting, you have higher intent, lower intent, higher intent would be
add payment info, add to cart, initiate checkout, a lower intent would be page
view, view content, these types of events, and that’s kind of the three. Then
we have different recencies. So really the secret again with scaling
Facebook, smart audiences are one of the biggest secrets for scaling Facebook ads
and I’m really putting here all the knowledge and everything that we’re
doing in-house to do it. You really want to test different recencies, this works
crazy. You can do 7 days, 30 days, 60, 180 days. Test different angles, you’ll
get different performances and it will surprise you positively. E, R, F. Frequency.
That’s the next variable we want to play with. We have people that bought
5 times in the last 180 days. We have people that added to cart 17
times in the last 60 days. It really depends, every account
is different. So you’ll have to do this, analyse this work yourself, or use like a
some software that can do it. Then you have AOV and lifetime value.
That’s the eRFM, that’s the monetary value, and then, this
is an addition to the eRFM, guys, this works really, really well. You can also
lookalike based on specific products and categories. So you know your website,
if you’re running ecom, you have a website and you have the menu bar
and you have different sections and categories, you want to lookalike based
off different categories there and countries. That’s also a big thing. If you
have a lot of customers in the US, when you create a lookalike, you
wanna isolate the data. If you use CRM data, you can go also much beyond 180 days
of data. So you can create, I don’t know, everyone
who ever purchased from the US and then lookalike this custom audience
that you create from email. Facebook doesn’t really enable it from the web data. You can do it somehow with Facebook analytics, but it’s not supported in all accounts, and
then you want to lookalike US seed audience and then lookalike
it into the US because when you lookalike a broad audience, your customers
in the US are not like your customers in Germany, and if you take the same seed
and just lookalike, it will be less relevant. So that’s a big big hack when
you lookalike, you want to include the countries. Once you have all those
variables, you need to understand how to do the micro segmentation, you want to
combine those different variables. So maybe people that spend more than $200 a
month and bought from you 6 times and they are customers, and by the way, this
model works perfectly also on not customers. Customers, of course, works good,
but you can just use your website visitor data because if you have view
content and you’re passing properly all the data to Facebook and then Facebook
knows, who views expensive items and cheap items. So go lookalike people that
viewed expensive items, high value in high frequency with a specific country,
and go target this country or a specific product. The more data you
have, the bigger you are, the more opportunity or the more places you
have to play and segment around. So it’s really quick here. We have the eRFM,
micro segments, lookalike, this is kind of like the summary, and then also the
secret here is not to run the same content. If your lookalike came from a
suits category, you want to show them suits content. If it’s like swimwear, you
want to show them the swimwear. Tailor the content to the seed
audience. There’s a correlation between lookaliking people that view the
swimsuit and then it will convert better if you show them swimsuits. Now we’re going to quickly talk about — Now we kind of figured out the numbers,
how to structure an account, how to run highly-profitable audiences, and scale,
and make spending decisions, but the biggest variable at the end, it’s their
branding and storytelling and journeys, and all of those words.
So at the end of the day, it really comes down to the content
and it’s not that complicated. Everyone says customer journey, like wow,
f*ck, it’s so complicated, but you can actually here, just look again,
acquisition, prospecting, acquisition remarketing, retargeting, retention, and
create dedicated content, dedicated ad copies for each one of those areas, and
for sure, this is going to — if you’re not doing this type of things, it’s going
to double or triple your results right away. This is an example of ads we’ve
been running and promoting for fashion brands. So an example
of an ad we’re doing. It’s a brands browse, brands browse, would mean,
use the ad formats Facebook have, to visualise your website. You don’t
want people to come to your website and then figure out which brands they
want. Use the carousel, show them like Fendi, Gucci, Armani, Louis, all those guys,
and then people who just browse around, they can see all of
the menu of your website. They click. Boom. They’re in the category and you
shorten the purchase cycle. So that’s a really high-performing ad. You can also
do shop the look. So the first card can be first card image or first card video,
and then the stuff that comes afterwards will promote the
products you’re showing. It can also be collection ads and new ad formats.
It doesn’t have to be just a plain carousel, even if carousel works
really good. Here you can see we’re doing category browse for these
customers. We’re doing the same thing for engagement rings and diamond
earrings and bracelets. There are different categories of the website. By the way, visually when you sell a jewellery, you want to make it
very visual, and let people feel the product, because at the end, that’s what
sells. Let people feel the product, feel experience, look how it looks. We
have style browse. Here we’re promoting a lifestyle and stuff, and then also you
see the models, they have some wear on them, and you can see the products right
below and everything. We don’t have time to see everything. I’ll quickly
go through things. A product set, you can also filter, for example, this is
the clearance category. So you can simply limit the product set on Facebook
to only recommend products from from the clearance thing, and
also if you saw over here, this is a GIF hack. You’re able to
put more than 20% content, if you’re trying to do it in the other
campaign, it’s not a problem. You can have a lot of text if you’re changing the thumbnail. Just GIF an image and make sure the
thumbnail has no text at all, and it will go through. So
you’ll be able to grab much more attention. It’s a small hack on how to
kind of like win here. These guys, this is a game-changer. This is like the best
content you’ll see here today, by far, and everyone can do it. It looks really
hard. Ladies and gentlemen, it is a panorama ad. It’s a panorama ad. So you
open your phone, you see a 360 image, you know. You all know on your phone. Do you
see this globe and everyone wants to click, to see what’s the
VR and whatever the brand did there. Imagine. It really doesn’t matter what
you sell, even if you’re selling like the worst products ever. Just by having this
innovative ad format that no one is using, everyone’s going to click into
your ad. Your CPM is gonna go down, relevance score goes up, you’re getting
better audiences, more clicks, just from the ad format. It’s even all about the
content. So use those things. Here’s an example of video funnels. When you
do re-engagement, those people that have not been yet to your website, you
want to optimise the videos and the flow that they see. So within the reengagement
campaign, you want to use different flows. We don’t have much time
so I’ll quickly explain, but you want to talk to your customers like
friends, like a brand you see, oops it seems like you forgot something. It’s okay to
do this type of creative, this type of ad copy. You want to run trust ads, 50 years
of experience, 30-day worry-free returns, worldwide free shipping,
lifetime guarantee lay-aways included, reviews, transparency. I don’t
know, everything you have about trust, put it out there make an ad just for this.
Even carousel ads, every card in the carousel will talk about your benefits,
and why things are good. It’s not a waste. You should really do it. It’s
really good for retargeting ads. Now we’re at the retargeting section. Of course, you
need scarcity and urgency. So we won’t reserve your cart for much longer.
Limited supplies available. You want to use those ad copies, and also spicy
ad copies. When I say spicy, it’s kind of like being an affiliate and being very
aggressive and salesy, but you can do it in a proper way. So if you’re selling like high-end fashion brands for kids and
you’re talking to the parents, you’ll tell the parents, hey this is fashion for
future leaders. So it’s an ad copy that will make the parents think,
I want my son to be a future leader, and they’re gonna buy it, or if you’re
selling jewellery, and you have an ad copy of spoil yourself and your loved ones,
it’s kind of spicy because it make you — first of all, people first of all,
think about themselves. So it’s about me and then loved ones, and then you make
them go into the mood of thinking who they should buy a present
for. UGC content is huge. It works really well on retargeting and retention
ads. Retention ads, the secret here is and also in retargeting, you want to show a
lot of content because the audience is going to be much more smaller right. So
you want spend the money but you’ll get a really high frequency,
therefore, you want to show them your Instagram post, your Facebook post, every
content you have, even without changing the ad copy, you can still target
those people and you’ll see good ROAS. Of course, if you change the ad copy and even
like adapt it more, it will be even better. Cool. Loyalty. So you can easily create an audience of people that haven’t
purchased from your brand, like 60 or 90 days. Customers who haven’t
purchased for 90 days or 120 days to 180. Also use your CRM data and
then give them a coupon, just for being a customer or a loyal
customer. That’s a really easy thing to do and you’ll just get much more
customers back. We talked about it already and quick bonus tips, everyone I see is running recently — like Facebook is really
pushing hard, catalog objective. They want to choose the catalog objective, but I
see that when you run retargeting and even prospecting, you can actually use
the DPA, dynamic products act technology within a conversion campaign. You don’t
need to create catalog sales. So go into a conversion campaign, create a conversion
campaign, and the catalog will automatically recommend from the
carousel or the collection ad, whatever it is. Economy of scale for buying data.
This is the general macro tip that will help you no matter what. If you’re
running multiple brands, multiple products, you have a lot of ad accounts,
it will always make sense to run, as long as it’s the
same niche, you want to have everything in one ad account. This way you’re
buying data. You’re buying data cheaper. It doesn’t make sense for, I don’t know, if
you’re doing leads for lawyers, it doesn’t make sense for you that
lawyer will run his leads by himself. Just have an agency or something that
runs everything together in one place, and you’ll be buying the data much
cheaper. You’ll be able to drop your cost per lead. That’s huge for
people that this would be relevant to. Our automation tactics, we don’t have
time to touch today, but you can’t sit the whole day on your ad account. You
must automate, you must have stop laws, surf, sunsetting, day trading
tactics that increase in good performance days, decrease the budget, and
cut down the budget on bad days. Stuff that takes care that you’re not
forgetting some ad or ads that is unprofitable. Automation tactics are key.
In our agency, we’re actually looking at all the historical data. We’re
using this to look at all of our historical data and then we’re running
daily budgets because scheduling campaigns is usually only
possible if campaigns, so we’re doing it also with daily budgets by analysing
historical performances, and then running only on the most profitable hours. It’s
not for every account and you really need to know how and when to do it,
but that’s a very good thing. When you run acquisition campaign, go to
Facebook, write it down there is a column called add to cart value. This column is
the best KPI, the best indicator, early indicator that you have
to see that the acquisition campaign is working good, because you have a lot of
prospecting campaigns running, but then the retargeting, even in the
expanded ARR method, the retargeting would sell and
then you can’t really know who is the best acquisition campaign. So you really
want to, when you take decisions on budgets in the ad set, you want to look
at the add to cart value because it’s highly correlated with ROAS, and all
the purchases that come later on. Another huge thing we do, if the creative is —
creative insights and breakdown, so we’re trying to understand which creative
works the best. For example, acquisition, male. So for this shop,
you see that actually male, guys are buying on a lady ad,
and that’s the ROAS and I don’t know, even here, they’re buying a lot
on lady ads and on the other hand, if you see here, we’re doing female.
Female are actually buying on female ads, so you want to have those insights.
We talked about the creative. Now it’s the creative performance,
you must understand how the creative works for different segments
and different core audiences, ARR. If I would change the filter here to
retargeting, the performances or the best creative up there, will be totally different. Same for the ad copies. It’s not going to
be the best ad copy anymore. It’s going to change because it’s so, so different
and you must look at your account in this way. Basically, we ran out of time.
So we have 5 minutes for Q&A, and so feel free to ask any questions you
guys have, ecom, branding, Facebook ads. If anything wasn’t clear. I’m happy to
answer any question you guys have.

4 thoughts on “The $30M Intersection of Art & Numbers Through Facebook Ad Buying | Yahav Hartman, AWeurope 2019

  1. this one is pure gold!

    but having multiple clients run ads under one ad account would be risky no? one ad account banned and the whole agency shut down. It will also tough to see the data since all campaign are mixed up. curious for the answer.

  2. 24:30 Concept is genius too! I ran eRFM audiences after watching this presentation and it really crushed it for me!
    21:00 – What a Golden Nugget with the ARR Expanded method!! this was our biggest struggle in the agency… always attribution discussion with clients..

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