Sharpening your cross-sell campaigns
Unsatisfied with the performance of Facebook’s Dynamic Cross-Sell campaigns? Cory Dobbin felt the same way, and this pushed him to come up with a new approach to improve results in these campaigns:
- The hypothesis: If a customer is satisfied after purchasing from your store, what’s missing to encourage this hot lead into buying again is probably some ‘brand’.
- The problem: Simply displaying more products in a Dynamic Carousel isn’t a strong and engaging way to interact with this customer.
- The solution: Cory rebuilt the Catalog Sales campaign as a Conversion campaign optimized for Purchase.
- Fine-tuning: He removed the dynamic catalog element from the ad level and replaced it with creatives from a brand-oriented cold prospecting campaign. No CTAs or cross-sell messaging. Just lifestyle images to remind the customer why they bought in the first place.
- The audiences targeted: Last 60 days Purchases, excluding Purchases in the last 30 days. This was to give customers time to enjoy the product before hitting them with another campaign. No geographical and demographic targeting.
And that’s it. It’s basically all about injecting your brand messages into your customers’ minds to remind them of the reasons they initially purchased, rather than forcing a sale through discounts or sales.
A tactic worth trying with your remarketing camps.
SEO-ifying your Shopify stores
Optimizing your Shopify store for search engines can be one of the best ways for potential customers to find your products organically.
And it can be highly rewarding when warm prospects are doing research about you on Google.
In this post, we’ll look at some SEO fundamentals and technical considerations that will help you improve your store’s search rankings and bring in some extra conversions.
+ Page Editor: Shopify’s Page Editor has a “Search Engine Listing Preview” section, which automatically generates page titles and meta descriptions based on the page content. These are just a few of the many ranking factors.
However, if these automated suggestions aren’t working for you, you should consider manually revising your titles and descriptions.
You can optimize them to include the keywords you’d like to rank for and make it appealing to customers browsing the search results.
+ Analytics: Shopify is compatible with two very useful and free tools: Google Search Console and Google Analytics.
These tools allow you to monitor and troubleshoot your site’s presence in Google Search, as well as providing data on which search queries are bringing you customers and how these customers behave on your site.
There are two key things to keep in mind here:
- Google will only index your current theme.
- Only live themes are indexed.
+ Shopify Apps: Numerous apps available on the platform make it easy to add extra features and tools to your site with little to no coding.
- TinyIMG SEO Image Optimizer helps to keep your load times down by compressing your images.
- SEO Image Optimizer ‑ Auto SEO helps you with alt-text optimization, fixing broken links and automatically marks up your images with JSON-LD structured data, which helps search engines make sense of the image.
- For beginners, SEO Booster ‑ SEO Marketing covers most of SEO basics like titles, descriptions and image alt attributes.
+ Sitemaps: Shopify automatically generates a sitemap.xml file with links to your pages, products, images, collections and blog posts. After verifying your Google Search Console account, submit your sitemap to Google to help it find and index your pages.
Have a look at this post for more in-depth insights on technical SEO and SEO beyond product and category pages.
Finding unicorn products with tight budgets
This case study could be extremely useful for fresh marketers starting a Print On Demand store. The strategy used is pretty basic and alternative and, as stated by the author, it brought in $174k for a Mother Day’s campaign and went on to find a unicorn product for Father’s Day too.
It’s essentially a mix of Etsy, Amazon, Gearbubble and Facebook Ads.
Let’s try to break it down.
Finding the right design
- Find 500 quotes in your niche. People’s main reason for buying is usually because of the quote on the product, whether it’s a t-shirt, a mug or whatever. So, having the right quote is important.
- Create five designs for each quote. This may seem excessive, but it’s not uncommon for people to like the quote but not the design. It’s important to test as many variations as possible.
At this point you’ll have 2500 variations for your niche, and now it’s time to test them. Having 2500 items to test is a bit overwhelming… Buuut…
Testing the designs
Time to create products. Here is where you can create even more variations by uploading each design to different items: mugs, two-tone mugs, t-shirts, etc.
Once you’ve got them ready, upload all your products on Etsy and Amazon to test them.
- Why Amazon and Etsy? The idea is to leverage the traffic of these marketplaces to test your products for free.
- Which ones should you run on Facebook? According to Bank K, any products with 3-5 organic sales.
Although this strategy doesn’t help you achieve statistical-significance, it can be useful when you want to test as many items as possible with a tight budget.
You can even view it as a pre-test strategy: You upload 2-3k products on Etsy and Amazon and then, re-test the best performing ones with Facebook Ads.
- FACEBOOK: Undecided between Bid Cap and Cost Cap bidding methods? According to David Hermann, Bid Cap is best for proven creatives and a clear CPA goal. Cost Cap is a better choice for creatives testing and scale.
- PRIVACY: A massive database of 8B Thai internet users’ records has been leaked due to a technical flaw.
- INSTAGRAM: Facebook has expanded the newly launched Messenger Rooms to Instagram, allowing you to create them directly from your Instagram Direct inbox.
- TWITTER: After testing its Stories-like Fleets feature in Brazil, Twitter is now expanding the test to include more users in Italy.
- FACEBOOK: As more businesses turn to online platforms, Facebook releases fifteen new, free Blueprint courses to help with the transition.
Where can everyone sit on except you?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
Australia creates a different kind of Flash
We’ve done it! It’s a landmark moment for humanity.
No, we are not talking about a vaccine for COVID-19.
We are talking about the Internet.
Researchers in Australia were able to achieve a world record internet speed of 44.2TBs.
This technology uses a micro-comb optical chip containing hundreds of infrared lasers to transfer data across existing communications infrastructure.
Do you realize what this means? With speed like this, you could download 1,000 HD movies in a single second.
Fun fact: The highest internet speed anywhere in the world right now is in Singapore, where the average download speed is 197.3MBPS. Seriously?
Well, while we’re definitely excited to hear this news, we are still awaiting updates on Musk’s global internet satellite project. Wassup, Musk? What’s your max?