This summer’s forecast: Cheap CPMs, huge reach, and tiny ad spend
… At least, that’s what we hope you’ll get from Twitter’s latest forecast tool, Campaign Planner.
What’s Campaign Planner? A forecasting feature that will help you gauge your campaign outcome before launching it.
What you’ll know in advance:
- Reach, impressions, average frequency, and cost per mille (CPM) related to the specific audience, campaign duration, frequency setting, and placement you selected.
- The budget for auction-based campaigns.
It will be available to advertisers in the US, the UK, and Japan. Twitter claims it will help you make more informed marketing decisions.
… And that’s not all: The company also rolled out Branded Likes to all advertisers in the US, the UK, and Japan.
In case you didn’t know already, Branded Likes let advertisers create custom like animations for their tweets. The goal is to incentivize users to engage more with your ads.
Not a bad forecast, huh?
Here’s why your conversion rates might be slowing down
Two things that are hard on the stomach: Getting sick in a foreign country, and watching your conversions drop.
Thankfully, the cause for dropping conversion rates might be simpler—and easier to fix—than you think…
What’s going on: A study found out that in the UK, the number of purchases conducted through Buy now, pay later (BPNL) almost doubled after February 2022.
The reason: The rising cost of living.
Inflation is prompting consumers to look for stores with BNPL enabled. If that’s not you… You know what to do.
… And it’s not just the UK: In the US, four in five consumers use BNPL for almost every type of purchase, from clothing to cleaning supplies.
Good news for merchants, bad news for consumers: In the UK, one third of BNPL shoppers declared that they are not able to manage payments.
BNPL is causing debt problems, so the UK introduced new regulations to protect consumers from getting into financial issues.
Why we care: Up until now BNPL was an optional add-on to your e-commerce store.
But it’s clearly gaining traction, which means it’s slowly becoming a “must” for some brands.
As hot as the sun! New solar lead gen offers just dropped for summer-loving affiliates
Whenever you hear “lead gen,” you should hope it’s a new advertiser with a fresh offer… And that’s exactly what we have for you here.
These products are fresh and ready to get traffic from affiliates.
Check out Gasmobi’s in-house landing pages, start promoting solar lead gen offers, and enjoy the sun even more!
Here’s what can you expect from Gasmobi:
- In-house offers with API integration for the best conversion rate possible
- High payout for France offers—$15 CPL
- Real-time leads approval
- Faster payment terms
- All traffic accepted, except “incent traffic”
And speaking of summer, if you’re heading to Affiliate World Europe in Barcelona, July 6–7, and hear more about new opportunities with Gasmobi, stop by booth C44!
How to calculate the size of your market and your potential revenue
Some kinds of information are worth their weight in gold bricks.
… Like knowing the size of your market when you’re launching a new product or company, which helps you estimate potential revenue.
Molly Winik explains how to calculate the size of your market in this Similarweb blog post.
There are three different metrics you can use. Let’s pretend we’re selling toothbrushes to make understanding the metrics easier:
Total addressable market (TAM): The TAM represents the entire potential value of the market.
There are two ways to determine this:
- Add up figures for toothbrush sales per grocery chain, pharmacy, and retailer.
- Estimate how many toothbrushes per year the average person buys. Multiply it by the number of people in your market, say the US. And then multiply it by the average toothbrush price.
Serviceable addressable market (SAM): This refers to a specific audience segment that your product targets.
Sticking with our toothbrush analogy, that would be the total amount of electric toothbrushes for kids sold online.
Serviceable obtainable market (SOM): This is the proportion of your SAM that you can likely obtain with your offer.
To calculate this, divide last year’s revenue by last year’s SAM. That’s your market share. Then, multiply your market share by the dollar value of this year’s SAM.
… And that’s your SOM.
As you can tell, determining your TAM, SAM and SOM is simple math. The hard part is getting the data.
There are a few different ways to do this:
- Research existing reports, studies, and whitepapers online to estimate the size of your market.
- Refer to financial reports. Public companies have to share their financial reports with the public.
- Look into market research tools and companies.
- Conduct interviews. Talk to people in your industry to gather information about your market size.
Now put it all together: Compare the data you collected to get a better estimation of your TAM, SAM and SOM.
Proven e-commerce growth tactics you can implement now
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How they do upsell funnels. Post-purchase email campaigns. New Facebook Ads angles. Underground acquisition channels. AOV-boosting dark patterns. And more.
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Our favorite examples of trigger events
In Tuesday’s newsletter, we talked about trigger events, the things that happen to people before they buy your product.
Today, we want to provide you with a healthy list of examples to help you get started.
It’s impossible to list them all, but this should give you plenty of ideas and inspiration:
- Breaking up with your partner → Buy a gym membership.
- Lose your job → Buy a “make money online” course.
- Exit a startup → Buy real estate.
- Start a business → Subscribe to a mentorship.
- Break or lose something → Buy it again.
- Lose a client → Buy a course to get more clients.
- Start freelancing → Buy freelance invoicing software.
- Move to a new house → Buy new furniture.
- Move to a new country → Learn the language.
- Get a higher-paying job → Buy fancy things like a new car, computer, etc.
When you say them out loud, they all sound like common-sense.
The fascinating thing is that most purchase trigger events can be grouped into a few categories:
- Financial status: More money, less money.
- Career: Becoming a founder, for example.
- Location: Moving to a new apartment, house, city, or country.
- Personal life: Loss of a loved one, ending a relationship, starting a new relationship.
The Crew’s Insight: For your own product, try to identify which category and which types of trigger events your customers are experiencing before they make a purchase.
This can help you determine how to position and sell your products effectively.
BUSINESS: If Mark Zuckerberg and Tim Cook agreed on something, it would be this business newsletter. The Daily Upside, written by a former investment banker, is a quality newsletter that delivers insights to make you smarter every day. Sign up for free today.*
ADVERTISING: Netflix is considering opening up ad service on their streaming platform to Google or Comcast. Imagine getting to show your ads during a Stranger Things episode… Eek. Hi mom!
REGULATION: Italy is another country on a long, long list of countries accusing Google Analytics of violating EU privacy regulations. Not a quiet time for GA.
ADVERTISING: The advertising budget poured on video ads increased by 30% since the last quarter. And guess who’s leading the growth? That’s right… YouTube.
E-COMMERCE: Amazon sellers say customers aren’t converting as frequently as they used to. They’re preparing for an eventual recession by closely monitoring conversion data and cutting logistical costs. Have you observed this phenomenon too?
TIKTOK: Until now, news publications were having trouble gaining popularity on the app. But the tune is changing, and some news outlets’ accounts are seeing their views explode on TikTok.
META: Facebook Pay, the company’s own payment method, has been rebranded to Meta Pay. Other than the name change, everything else should be the same… at least for now.
*This is a sponsored post.
What can be put in a cup, but never be taken out?
You can find the answer here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
No instruments in this orchestra
There’s nothing like marching into the weekend to the sounds of “Entrance of the Gladiators” performed by… computer hardware.
That’s right… The Floppotron 3.0 is an orchestra of 512 floppy disk drives, 16 hard disks, and 4 scanners.
Who knew the clicky sounds of hardware could be so rousing?
And we thought floppy disks were dead!