My thoughts on how to improve the CPC of non-emotional products on Facebook

 

My thoughts on how to improve the CPC of non-emotional products on Facebook

Now I am doing a consulting project in Germany. This is a customer selling a product that everyone needs and is priced essentially differently than the competition. It's one of the most complicated things you can sell with Facebook ads because it's completely devoid of emotional elements.

The sport you are practicing now is performed with brutal force. Large budgets that reach critical traffic pay 2 to 4 euros per click. In my collection, I pay a little more than that, but in cents. Obviously it is comparing apples to oranges, because in one case I have a 100% emotional product that is very precisely segmented and in the other case it is the other way around.

Some things have been tried in the past, but they are not 100% consistent from my point of view, and I throw in the towel at the slightest difficulty along the way. Anyone who knows me knows I'm stubborn, so I came up with a plan to optimize cost per click and micro conversion (cost before sales).

Index

1.    Revolutionizing the tokens Changing the results

2.    I plan to be able to change Facebook advertising strategy

Revolutionizing the tokens Changing the results

In an environment where everything is focused on conversion, it's hard to argue with content marketing. "Yes, yes, that's great, but we need short-term results." Everyone wants to sell, but no one has the patience to buy from you instead of selling to them. If Mohammed doesn't go up the mountain, Mohammed goes up the mountain, so I have to find a middle way.

While realizing that to get a completely different result you have to do completely different things, in most (big) organizations they prefer to keep doing the same thing but with more resources in the hope that brutal force will fix everything. For the most part, money can do wonders, as long as no one asks about the ROI of all this, it is confirmed that everyone is following the established path.

I plan to be able to change Facebook advertising strategy

I am preparing a campaign to capture the attention of the user by adding value before trying to sell him anything. It doesn't take a genius to love this, but that being said. In some environments, when you hear the answer "we tried and it didn't work" several times, it's not so easy to use common sense.

The idea is to take advantage of what has worked best in the last decade, first in blogs and now in social networks in general: rankings. When someone reads "Top 10 of…" he forgets his sanity and clicks like hypnotized. Okay, I'm exaggerating a bit, but you get where I'm going.

Sorry I can't give you all the details, but my idea is to link the classification to the product. If you sell car insurance, you can make a ranking like "100 most stolen cars in 2019. Do you have it too?"

With the direct sale of the product (insurance) to attract users, you can earn a lot of money, although 2-3 euros would be cheap for this topic.

If you capture users through content, you can create a scenario that converts them into leads through questions. E.g. You can add the average price of insurance for each model. If you are a low cost company, it may be cheaper, so you can get a percentage x to keep your data.

My situation is not insurance, but very similar. As always, I will keep you informed of my progress. I will have a small test budget of 5,000 euros to see if my hypothesis works.

Why Scratch Lead Ads Aren't Working for You and How to Make Them Work

 

Why Scratch Lead Ads Aren't Working for You and How to Make Them Work

Without a doubt, the "lead generation" or lead ad form is one of my favorite campaign options on Facebook. People who followed this blog a few years ago still remember that I was very focused on the topic of Facebook campaigns, especially lead generation.

Hablé por primera vez sobre Lead Ads en este blog hace unos 5 años. Son un formato de anuncio que te ayuda a captar contactos sin tener una landing page propia. Es un formato de recompensas de Facebook porque está interesado en los usuarios que permanecen dentro de su plataforma. A menudo, no es necesario ser un buen mago de Facebook para ver rápidamente el primer resultado. Aquí es también donde surgen los grandes problemas.

Índice

1.    Muchos anunciantes no siguen estrategias de embudo

2.    Si salta directamente a la etapa de Lead Ads desde cero, corre el riesgo de lograr este objetivo:

3.    Solicito un caso de estudio de un cliente B2B

Muchos anunciantes no siguen estrategias de embudo

Es posible que aún no conozca mi publicación sobre el embudo de conversión que suelo aplicar a las campañas publicitarias de Facebook. Se recomienda leerlo para entender mejor lo que voy a decir a continuación.

Si salta directamente a la etapa de Lead Ads desde cero, corre el riesgo de lograr este objetivo:

Algunos usuarios se registrarán virtualmente sin darse cuenta porque no saben lo que están haciendo. El usuario promedio de Facebook es un poco pez.
Si se toma el tiempo de hacer un seguimiento de estos contactos, muchos ya no lo recordarán y pensarán que los está enviando spam. En el mejor de los casos te ignoran.
El problema que causaste directamente te da pistas para la solución.

Solicito un caso de estudio de un cliente B2B

En este momento, estoy ejecutando una campaña para un cliente B2B a través de una agencia de marketing digital en Colonia. En la primera etapa, comencé a usar embudos en actividades interactivas. En la segunda etapa, me concentro en generar clics de aterrizaje. En este momento estoy haciendo Lead Ads, reorientando a las personas que han visitado previamente las páginas de los clientes.

In 2 days, 11 leads were generated for less than 10 euros each, and no one had signed up before (not even according to the funnel program). Considering that this is a somewhat complex B2B topic, I'm pleased to see that the funnel (in terms of the data we can see and have) works.

It is time to look at the quality of the leads to rule out these two issues that do not affect us now, such as applying lead ads from scratch. We will find this in the comments that our customers give us. I'll tell you.

How I help clients optimize their affiliate program with Awin

 

How I help clients optimize their affiliate program with Awin

This is a new topic. If you're an advertiser, you've probably never talked about optimizing your affiliate program. Admittedly, the opportunity came as a bit of a surprise, and my experience with it has settled.

Index

Optimization exists in Awin

Benchmarking of direct competition:

General introduction:

SEO in Awin:

Pay commissions quickly and fairly

Optimization exists in Awin

Many times, when a company hires a consultant to connect them, they don't have anyone on the inside who takes the problem seriously. So the topic is a bit ignored. The first things I saw were these:

 

Benchmarking of direct competition:

I focus on direct competitors. I have reviewed how some are presented and how others are presented. For example, my client does not publish the terms of use of his program in his Awin profile. Now I created some from scratch.

General introduction:

I have also put myself in the position of a support person doing a cursory analysis of different advertisers. What is the first impression? Here I improved and added basic things that were missing in the configuration file, like the lack of a red line in the program description or policy.

 

SEO in Awin:

I've searched by category and keyword to see where my customers show up when potential support agents search the Awin directory. It almost never appears at the top. It's also easy to rank up because it's a very basic internal quest. E.g. Including keywords in the title helps to appear in the first result.

Update ideas and processes.

So there is one thing that can greatly improve the program. It is about the use of creativity. Here, they haven't been updated for months (or even years). Those who have worked in the world of online advertising know that banners "wear out" over time and users no longer see them or ignore them. In both cases, the consequences are catastrophic due to inefficiency. That's why it's important to keep your creatives up to date. For this to happen, new processes are needed to do it. There is also a need to establish effective communication channels with support staff for creative change to occur. It is not so simple.

 

Pay commissions quickly and fairly

Awin has something they call Awin Score. This assigns a metric to your ad based on revenue per click, conversion rate, confirmation time, and commission approval rate. I still don't know how it's done, but today I have a meeting with someone at Awin where I can learn more details. In the end, this metric already gives us a clear clue of what the followers are interested in. Here, as with the vast majority of advertisers, the approvals do not follow any clear criteria and the deadlines are too long. Here, I will make suggestions to reduce them.

These are the first points of attack that I have focused on in the first two weeks. Also on my list is a detailed analysis of multi-channel funnels and advertiser tracking. It will be fun. Let's see the conclusions I draw from here.

How to monetize a website with 10,000 visits a day?

 

How to monetize a website with 10,000 visits a day?

 

His owner wanted my advice on the matter, but I had to write to him saying I couldn't take the time of my life. With every minute of the day billed, it's hard not to sacrifice something (money or family). Still, I feel guilty for not taking the time. So to compensate I wrote these lines.

One of my most popular posts on this blog is on the topic of website monetization. So if I were to write an update on this topic, we could all win, although honestly, I'm not as interested in this topic as I was a few years ago.

Index

1.    The easiest way to monetize - Google Adsense

2.    Find the right business model

The easiest way to monetize - Google Adsense

Few people will know or remember that my first startup, Coguan, was about this topic. In the post I linked to you above, I share my experience on this topic. When I started out, I started out like the vast majority of self-taught salespeople. I started a blog, signed up for Adsense and started logging in. It was attractive at the time, but at least in my opinion, it has lost its attractiveness at the time, although I can understand that for many it still is.

In the post linked above, I calculated data for a website with 100,000 monthly page views. In this example, we have 3 beats. At that time I estimated my monthly income at 150 euros. Since the current trend is downward, the site of this article (10,000 visits per day) could generate between 200 and 1,000 euros per month depending on the topic. This is such a wide range because the possible RPMs (revenue per mile) are also wide.

Find the right business model

I think the most attractive business models are those that don't just look for the obvious (Adsense in this case). I have seen several alternatives that can be implemented or even run in parallel depending on the type of search and the topic.

·        Implement a subscription model with membership: You can grant some type of access to exclusive content. Here, they largely depend on the ability and value you can bring in your niche topic.

·        E-book sales: If you can't create enough content to justify membership, you can also try occasional e-book sales, etc. Digital products are easy to create and manage.

·        Add an online store: If you want to complicate your life a bit, it might make sense to integrate your store with the products you stock or dropship.

·        Leads: This model attracts many SEOs, but very few implement it successfully. With changing laws and RPGD, this issue is complicated, but if you seek the advice of an attorney, you can begin to tackle it. Capture contacts and resell them to interested companies.

·        Create a sale: Another option is to sell the entire project. This will be created for sales, and many in the online marketing space do the same thing. If you don't know how to get proper performance, others know how.

10,000 hits a day won't do you much good if the topic isn't right. To the people who contacted me, it sounded like a multi-person project. If the owner is someone who builds this website in their spare time, the potential income is always welcome. If the objective is to get 2,000-10,000 euros a month, I think it will be more complicated and I will dedicate my time to other things, but it is only my opinion, I am less and less qualified because I am not very much here more world.

 

Wow, I feel better now. I hope that, although I have not gone over all the points in more or less detail, there are some points and clues that will help in making the decision. Let's go on and on, I had a stressful day today (for a change).

 

How long does it take for a Google Ads campaign to become profitable?

 

There are many factors that affect the potential profitability of a Google Ads campaign. The quality of the ad, the profitability of the product, the demand, the competition, the budget, etc. There are many products that do not make sense to start with Google Ads because each sale generates a loss. Selling is more expensive than not selling.

I won't talk about that today. I assume you've done your homework. In my experience, your product margin should be greater than 40%. In this way you can reduce it by 10-15% with your online advertising campaigns.

Even with numbers in your favor, 20% to 40% of your products may not be promoted through Google Ads, and the reasons are not always easy to determine. Sometimes there is nothing to do. 10-20% of products generate very short-term returns within a few days. The rest of the products take weeks or even a month.

If you've been using Google Ads for 3 weeks or more and the numbers still don't show the profitability you're looking for, you're not alone. Here, you should consider the following:

Index

1.    Total budget spent.

2.    Campaign optimization level.

3.    Now is not the time for your product.

4.    In summary:

Total budget spent.

If you talk to a Google salesperson, they will tell you that the best thing you can do is spend 10,000 euros a month. In reality, much less can be achieved with good results, but don't be surprised if you spend 300 euros and the optimization level is still insufficient.

Campaign optimization level.

If you're creating a Google Ads campaign for the first time, a lot can go wrong. There may be 10x between doing it as a beginner and turning it over to a professional agency. That said, an experienced person can generate up to 10x more clicks for the same budget.

Now is not the time for your product.

Sometimes this refers to more than just seasonal issues. Probably a lot of people are at the information stage but haven't bought it yet. You may have picked the wrong time to sell.

In summary:

most campaigns take 4 weeks or more to reach an adequate level of optimization. Budget affects speed. There are some products that you can't monetize with Google Ads no matter how much you spend for a variety of reasons.

Obviously the data I just gave you is very relative. The best way to find out is to put yourself to the test. It is also very useful to exchange experiences with other professionals in your sector to learn about their experiences.

Best Ad Types I Know About Facebook Ads

 

Best Ad Types I Know About Facebook Ads

I continue with the new Facebook ads project that I told you about recently. I admit it's been a while since I campaigned for this long. I rediscovered my preferred format: promoted post.

Why Boosted Posts are the best format for me

2.    What you should remember in these ads

3.    Broadcast using Facebook Live to provide access to third parties

4.    How to take advantage of the content generated by Facebook Live

Why Boosted Posts are the best format for me

The reason this format is the best is simple. It also exists in non-advertising form. In other words, the posts you see on your Facebook wall all day look pretty much the same.

There are only minor differences. Wherever you find the release date, "Updated" will appear. This is a difference that the average user does not notice at first glance. That is why it does not look like an advertisement, which partly explains its good performance.

 

What you should remember in these ads

In order not to lose the great advantage mentioned above, you should not go wrong adding images that include a call to action and a text that seems commercial at first glance.

The best and easiest thing is to put photos effortlessly, as the vast majority of people who publish posts do. Then, in the text, you can earn more with icons, prices, and calls to action if needed. It also depends on where you are in the conversion funnel. The more advanced the funnel, the more aggressive you are and vice versa. This is the simple rule that I usually apply.

Maybe now that I'm getting back into more advanced Facebook advertising topics, you'll probably be reading more of this kind soon. I will keep telling you.

 

Broadcast using Facebook Live to provide access to third parties

One of the things that added pressure to the matter was combining the cast with a live stream from Hong Kong DJ Gloria Ansell, using Facebook Live via Ebbelt's Facebook page.

At first you don't think it's that hard to do, but if you're talking to a DJ who's 7 hours ahead of your local time, you've already beaten your first challenge. Then there's the fact that you have to go live from a mobile device (although I recently saw that option on my desktop page). It starts with this question.

How to take advantage of the content generated by Facebook Live

A big disadvantage of the Facebook Live format is that you cannot insert Facebook ads into it. Imagine the potential if you could add more reach with paid advertising on top of the virality of live shows.

 

It's like pouring gasoline on the ground and setting it on fire. This is why Facebook currently does not allow you to insert Facebook ads into your live stream. Even if you don't have that option, you have plenty of other options.

How to plan a Facebook ad campaign for a client

 

How to plan a Facebook ad campaign for a client

Yesterday I started a new project working with an online marketing agency in Cologne. This is my procedure for starting a new FB ad campaign.
People who have followed me over the years still remember a project I started to sell t-shirts as a dropshipping model. Interestingly, this experience helped me land a new agency client for whom I now work as a freelancer for a company in the industry dedicated to printing designs on T-shirts and sending them directly to the buyers' activity.
If you have to mount a campaign, it is always good to know the business model. I have a lot of freedom in this project. I define strategies, create ads from scratch and take care of optimizing them. Yesterday I spent all day doing this:

Index

1.    Define your target audience

2.    Develop a conversion funnel

3.    Create an event plan

4.    I started planning the different campaigns, ad groups and ads that I will launch:

Define your target audience

The objective of the company is to attract clients with Youtuber or Instagrammer influencer profiles who want to work on creating merchandising for their followers. Within this group, you can define many different goals. First, I define 4.

The first thing I did was identify the strongest themes in the world of influencers. In the end, it's about being able to use the magic circle to more accurately reach the audience we're really looking for. With a quick breakdown I also ensured that each target audience had a critical mass of at least 10,000 people to launch the campaign later.

 

Develop a conversion funnel

Well, eventually all the theory will work for something when you put it into practice. Here is an article that I published years ago that talked about the conversion funnel that I applied to my Facebook advertising project. It should be understood as a template that must be adapted to each client and business.

In this case, there is a budget associated with enough margin to get it right in the early stages that are critical for the later stages. At first, it takes some patience to show ads to cold traffic, as the funnel doesn't fill well. Clients with small budgets tend to be quicker and more nervous, often not making it to the end because they stop the event before it is fully used.

Create an event plan

If you have seen the post about funnels, you will see that each stage has x campaigns. This is not an exact number, it is for reference only. Just like in a coloring book, you now need to fill these circles with content.

I started planning the different campaigns, ad groups and ads that I will launch:

·        creative advertising

·        The creativity that I will use

·        funnel stage

·        campaign type

·        activity target

·        Target audience and segmentation

·        I may have missed something in the list above, but I think you get the idea. I completed the initial phase of this client in 2-3 hours. The plan is almost finished. The launch of the event will follow. I'll tell you again.