Join the FB disrupters. Customer Score updates. Language targeting shift to better ROAS
“Facebook’s ultimate disruptors team to help cutting edge businesses breaking the industry.”
No, this isn’t an announcement from some wannabe guru. Read all about it below. Be aware of this update in the Customer Score. Language targeting shift: Even Home Depot does it.
Build to break: Only for the top 0.002%
Do you aim to be one of the top FB advertisers in the world? Of course you do! Well, FB might have something for you.
What? The ultimate disruptors team built by Facebook. This is a team put together to help the top 0.002% of advertisers to accelerate their growth.
FB is on the lookout for businesses and marketers that have the potential to radically change their industries and even create new industries.
How will they help businesses become the next disruptors? Here’s the plan:
- Stage 1: Prove it. Gain adoption and legitimacy for new business concepts through measurement and attribution.
- Stage 2: Sell it. Drive monetization with dynamic mobile creatives and turn your idea into a legitimate business.
- Stage 3: Scale it. Leverage automation and machine learning to supercharge your business growth.
Facebook shared some examples of these “brand disruptors” and what they did differently. It’s likely that you are already aware of some of them.
Let’s have a look at the case studies.
The underwear company got a 6X ROAS with a retargeting carousel, a link and video adverts to reach out to cart abandoners.
How did MeUndies disrupt the market here?
“MeUndies was created because the founders thought the way that underwear was sold was boring and inconvenient. […] MeUndies is changing the way people think about underwear by creating a unique and desirable design, product and online customer experience.”
Another example? Dollar Shave Club.
The company has been able to 1.5X their subscriptions using Canvas and the collection ad format to create a highly engaging, full-screen experience.
What makes Dollar Shave Club a disruptor? “Dollar Shave Club delivers high-quality razors and grooming products to its members’ doors for just a few dollars a month.”
There are other case studies as well, and you can go even deeper into the ones we already shared. Moreover, if you want to know more from 2018’s State of Disruption (we used this word too much at this point) here’s everything you need to know.
Customer Score update
Over the weekend, Depesh Mandalia shared a new update about Customer Score.
On March 27, FB updated how they calculate Customer Satisfaction score, and the result was lowered scores for some marketers. Although it doesn’t necessarily mean an increased amount of negative feedback.
So, the score isn’t lowered because of negative feedback, but because the way it’s calculated has changed.
Depesh recommends paying extra attention to your Customer Score and maximizing customer satisfaction in order to have a positive score aka lower CPMs.
Do you market your products in the USA? Of course, you do! You might want to have a look at this tip shared by Julija Agusi.
It’s all about language targeting. The basic assumption is that in the United States, 41M people aged five or older speak Spanish at home. That makes it the second most spoken language in the USA.
Even Home Depot offers signs in both English and Spanish.
Therefore, her suggestion is to also start running ads in Spanish if you market to this audience because it could result in a higher ROAS.
Well, it certainly looks like a good way to differentiate yourself from competitors and to get closer to your audience’s hearts by targeting their mother tongue and the one they use to communicate with their family and friends.
This is probably something you should test, but be very careful about the copy.
A simple translation from English to Spanish could make your copy lose its smoothness and readability and damage its conversion potential. Ideally, if you do plan to test this, hire a local who can manually translate it for you.
Amazon releases demographic analytics
Amazon has started sharing some of its precious data with third-party sellers. In fact, it unlocked free demographic information about customers, including age, income, gender and marital status.
Data access is one of the pain points of selling on Amazon, because the company is kinda selfish when it comes to sharing their data. Jeff wants it all for himself…
Yet, this is a good deed by Amazon and something that sellers will definitely want to take advantage of.
Automate your Quality Score tracking. Shopify’s tips and tricks for Shopping campaigns
How often do you track your Quality Scores? Do you have a structured process built out for this?
Next up, Shopify’s client KlientBoost shares some golden nuggets on setting up your shopping campaigns the right way.
A script to track Quality Scores on a daily basis
Did you know that simply focusing on increasing your Quality Scores from 5 to 7 can result in a decrease in CPC by 28.6%.
So, if you don’t have a proper mechanism to track your Quality Scores, your account is missing out on a lot of potential clicks and conversions.
A few of you might be using scripts to keep a track, and that’s great.
But is your script updated or outdated?
Over the last year, Google updated its Quality Score report to allow advertisers to see new metrics such as ad relevance, expected CTR and landing page experience. Has your script been updated to track those metrics for you?
If not, developers at Clicteq built this updated script which allows you to track the daily performance of the individual factors that make up the overall Quality Score, including expected CTR, ad relevance and landing page experience.
How does the script work?
- Running the script created 2 tabs in Google Sheets, including a dashboard containing 8 separate graphs to track your Quality Scores.
- It groups all your keywords in the Quality Score band they fall under (1 to 10).
- It plots impressions-based Quality Score on a daily basis, allowing you to measure the fluctuations and act on improving them.
- It then shows you what percentage of your keywords are either above average, average or below average.
- A separate graph shows you a score between 1 and 3 for expected CTR, landing page experience and ad relevance.
How to run the script?
- Go to Google Sheets, create a new document and copy the URL.
- Paste the URL of the sheet into line 17 of the script. When the script runs, it will output the data and charts to the Google Sheet you just set up.
- Schedule the script to run daily – this can be done within the main Google Ads script dashboard.
The script will run each day and update your sheet, allowing you to track top-level Quality Score data, as well as a breakdown of the specific metrics that constitute Quality Score on a day by day basis.
Shopify’s guide to Shopping campaigns
Google Shopping makes up for 76.4% of retail search ad spend in the U.S. Are you using it to your advantage?
To help you increase the conversions on your ecommerce store, Shopify published a detailed guide on Shopping strategies that should lead to growth for your store.
Setting up your Google Merchant Center account and Product Feed.
- You can follow the instructions to setup your Merchant Center account here. The key here is to get your Product feed ready and uploaded. Creating this manually is likely to lead to small errors, inaccuracy, and overall incompleteness.
- Platforms like Shopify already support apps to help you create your product feed. However, if your ecommerce platform doesn’t support this, you can generate an XML or CSV file with all of your product data.
- Need to know the attributes required for this? Generate a feed using a Google Sheet within the Merchant Center.
- Google requires that your product feed be refreshed every 30 days. For which, the Merchant Center can be used to schedule automatic uploads with a Google Sheet.
Strategies for Product Feed optimization.
Google Shopping doesn’t use any keyword targeting like Search campaigns. The ads here are served based on your Product Feed, which is the heart of Shopping campaigns. Hence, it’s very important to optimize your Product Feed on a regular basis.
As per a recent study, optimizing product titles alone have shown to grow your store by up to 10x.
Here are some tips for that:
- Move the most important parts of your product title closest to the start.
- Include the name of your product in the title. It’s an easy one, but it does matter so don’t forget this.
- If you’re selling a device or an appliance, include the SKU or model number in the title.
- Depending on if your business name gets enough searches or if it makes a difference in your sales, you can decide to include it at the front or at the end of the titles.
Targeting keywords and prioritizing your top-sellers products.
Since Shopping campaigns don’t work based on keyword searches, it’s important to figure out the right campaign structure. You might notice that, most of the time, a couple of your products steal a huge chunk of your budget with little or no conversions in return.
This results in your top-sellers and customer favorites being hidden away from browsing shoppers. This is called the Mob Effect.
In a case study shared by Shopify, just 4 products were utilizing 51% of the budget and contributing to just 8% of revenue. They were able to bring total spend down by 27% and increase the revenue by 71%, just by structuring the campaign in a more efficient manner.
Avoiding Mob Effect using Golden Pan technique
The Golden Pan technique is about using one shopping campaign with lower bids to absorb the generic traffic that doesn’t matter as much to your profits. Then, you use a list of negative keywords made up of your most favored search terms.
Those negative keywords force traffic for those search terms to go to a lower priority shopping campaign that targets only your profitable searches. You can also bid higher in your lower priority campaign to maximize traffic for your top-converting terms.
PS: These two shopping campaigns MUST HAVE matching ad group structures and settings for your traffic to be funneled appropriately. A mismatch could result in conversion loss.
To do this efficiently, create your main shopping campaign, duplicate it and follow this method:
- Exclude brand terms from your Shopping campaign.
- Download a search query report with a sufficient amount of traffic, isolate the highest performing search queries, and add those as negatives to your generic campaign.
- If your store name has high traffic volume and relevance, exclude your brand terms from your generic campaign. If not, use a report of historical top-performing searches and exclude those from your generic campaign.
By using this method, they saw 295% higher ROAS from the branded Shopping campaign.
The guide goes into even more detail on techniques to use shared budgets to complement the Golden Pan technique, using Single product ad groups, using Promotions to increase your bottom line and Google Shopping’s latest features.
If the above case study and the techniques used have piqued your intrigue, check them out in more detail by visiting the Shopify guide here.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
If you spend all day in front of a screen checking your stats, this week is a good time for you to relieve the stress on your eyes and maybe… get some inspiration from outer space.
By watching meteors from your roof!
Hey, this is not the 4/20 effect… From April 16 to April 28 our planet is passing through a stream of cosmic debris. This meteor shower is known as the Lyrids.
2700 years ago, ancient Chinese astronomers were already spotting these bursts of light.
The fun fact is that the meteors you’ll see come from the parent Comet Thatcher, which made its trip around the sun way back in 1861.
So how can you watch this wonderful show? Get yourself to a location that has a clear view of the entire night sky, away from city lights and traffic. Naked eyes are better because you’ll have a wider field of view.
Enjoy this magnificent phenomenon tonight! Here’s hoping that the meteors will give you some spatial inspiration for your special campaigns!