Confirmed: FTC slapping a record-breaking 9% annual revenue fine on FB. Create e-comm offers with 30% better ROAS using this simple psychological trick. Never mess up Google Ads again: Ultimate checklist from 10+ years of experience.


The psychology behind creating appealing offers for your store

Do you struggle to consistently create offers that make your customers wanna buy immediately?

That “gotta have it now” offer!

Yeah well, offering massive discounts is one way to boost sales, but it’s a one-off strategy that only works for a short amount of time. Once you take that discount away, a sharp drop in sales follows immediately.

Also, constantly offering discounts trains your customers to only buy when there’s a discount. It also lowers your margins and cheapens your brand in the long run.

So, is there a way to create appealing offers without constantly offering discounts?

Shawn Tay shared a 3-part guide that explains the what’s, how’s and the why’s behind the process of creating consistently offers that only a lunatic wouldn’t be tempted by.

Appeaing offer = (Higher than expected perceived value) ÷ (lower than expected perceived cost) x Urgency

One of the best ways to increase the perceived value is to try to sell an idea, concept, goal, or dream rather than the product itself.

Such offers are proven to reduce your CPA by 30% and increase your ROAS by 30%.

To help you further with the math, here’s an ROAS calculator he shared with us.

So, how do you create such an offer? Like we mentioned above, such offers are about having a high perceived value and low perceived cost. Having a high perceived value is all about the perception and positioning of the product.

Want an example to show what we mean?



Look at the two orange circles in the image here. Which one is bigger? Left or right?

Well, they are actually the same size 🙂

The grey circles surrounding them influence your perception of its size. The way they are positioned and framed makes a big difference.

The same principle applies here: Position and frame the offer in a way that creates a higher perceived value in relation to other solutions.

Okay, to sum it up, here are some quick tips to create higher perceived value:

Don’t sell the product. Sell an idea/concept/outcome. In his post here, Shawn shares some great examples that explain how to do that and the reasons why having offer is an important element for scaling your campaigns.

Make it unique and exciting. Position your products differently. If your competitors are selling the same product, use a different offer, a different angle to position it in front of your audience.

Stack on more value. Add on more value, gifts or bonuses to make it more attractive. To do so, use something that has low actual cost but high perceived value to the target market.

Find this interesting? Check out Shawn’s post here. He’s planning to come up with more extensions to this strategy too, and we’ll obviously deliver them straight to your email inbox!

But if you’ve got any questions or want to learn more about this, say hello to Shawn.


What’s new with FB? Well, as it turns out, nothing

We really mean it.

The most common news we hear about Facebook generally relates to promises for greater transparency and a wide array of regulators delivering fines to the FB headquarters. These go hand-in-hand because, with each fine delivered, The Blue Giant tends to get more transparent.

So, here we go again…

FTC approves a fine of roughly $5B for Facebook

This has been a long time coming.

To make a long story short for you, FB and the FTC agreed on certain privacy rules and checks in place.

As you all know, since 2016 there have been several situations where Facebook haven’t exactly covered themselves in glory when it comes to taking care of people’s data.

Because of this, the big guys had another look into why that occurred and if FB did their part as initially agreed. The conclusion being that the missteps found will cost FB $5B.

This one might actually sting! It’s 9% of Facebook’s 2018 revenue!

That said, FB expected it. The company took a charge of $3B in Q1 of 2019 in anticipation of this.

More transparency: Facebook shows users who uploaded and shared ad info

We can keep this one pretty short, especially because it’s not likely to affect your workflow much.

FB is now letting users see which businesses uploaded lists of their info to create custom audiences. They will also show more info about their interests used for ad targeting.

Last but not least, users can toggle some of these settings to avoid being targeted by ads using certain data from exterior companies.

See! Nothing new for advertisers, just more of a PR play to reiterate to users that they are in good hands.


How much is a great marketer worth to your team? Tell your HR about this 😉

We’re asking this question because, aside from you, there are about 7,500 marketers reading this daily email and we could put any of your marketing jobs in front of them!

Looking for a media buyer? A Facebook Ads expert? A Google Ads addict? Copywriter? SEO whizz? E-commerce pro? Email specialist? Or just an account manager with industry experience?

All of those jobs are popular on Jobs in Digital Marketing – a simple, focused job platform. It’s the only way to feature your open positions in front of all WHAT THE AFF readers – daily!

This is not for virtual assistant search, it’s for actual marketing professionals!

We’ve put everything under tried and tested software with a clear focus on utility:

  • Post or apply for jobs.
  • Search resumes of job seekers who want to be hired.
  • Have your job openings featured in a special WHAT THE AFF section.
  • Feature on Google Jobs in search results.
  • Manage your hiring flow straight from the platform.
  • Lower price than all those broad, general platforms without an industry-specific audience.

Want to get your job featured in WHAT THE AFF for a whole month?

We’ll put your job in front of 7.5k+ of the most dedicated, smartest and up to date marketers in the world, from Monday to Friday, at 1pm CET.

Post your job and let us send you the perfect fit!

PS: Don’t forget to ping your HR about this and let us know if you have any questions.


Customer reviews getting an update. Checklist for Google Ads

Google now allows you to use your customers’ images in Shopping Ads. A multi step checklist you might wanna go through before and after launching your ad campaigns on Google.

Authenticating your product reviews

Google is rolling out a small new update to draw more attention to customer reviews and encourage more shoppers to buy the product.

How? You can now include your previous customer photos in Shopping Ads.

Customer photos? Yes, if your customers include images in the review they write for your products, you can now use them in Shopping Ads.

Though this all depends on your customers. They will have the option to upload a photo when leaving a review, and if they do so it could be a lot more beneficial to retailers.

It’s all about pleasing your customers. Enthusiastic customers are more than happy to show off their latest purchase in a picture.

To be eligible to do this as a retailer, you will need to work with a selected number of third-party review platforms such as Yotpo, PowerReviews, Bazaarvoice, and Influenster.

Once you enable these images using any of the above partner platforms, they’ll automatically be syndicated to Google for inclusion in the advertisers’ Google Shopping listings.

The ultimate Google Ads checklist

New to Google Ads? Planning to streamline your processes before you go live with your ad campaigns?

Raoul Van Heerden shared a useful checklist that you might wanna tick off while launching new ad campaigns to ensure that you’re getting the basics right.

This checklist has been created based on his decade long experience of managing more than 1500 businesses.

Let’s go through the key points from the checklist.

Things to consider within first 24 hours:

Don’t go live on Fridays. Fridays or even weekends are not an ideal time to launch your campaigns. It’s always better to wait till Monday, especially if you’re on a limited budget.

Bidding too high? After a couple days of data, it should already be clear what keywords are getting the most attention from Google.

If you see just a few keywords eating up all your budget, decrease your bids on these keywords by 20% and repeat the process the next day.

Bidding too low? If you are not generating enough impressions, you could be bidding too low. Use “Average position” column to figure out keywords triggering ads below the top 3 positions.

Use “Below first page bid” column to figure out the right bids. Increase bids by 20% and repeat the next day until you see consistency in clicks here too.

Are your ads eligible? Make sure all your ads are eligible to show up on the SERPs. If Google says an ad is disapproved, it usually also tells you why. Make the necessary changes and keep going.

Are your keywords triggering ads at all? You can check if a keyword is triggering ads the way you expect it using “Ad preview and diagnosis tool”.

Overlap of keywords among several ad groups might be the reason why some keywords are not triggering ads at all. Make sure that your negatives are set correctly and duplicate keywords are removed.

Things to consider within the first 2 weeks of launching the campaigns:

Are there keywords with a low CTR (below 1%)? Analyze your search terms data to understand what kind of searches are matching your keywords. Add irrelevant searches as negative keywords.

For other keywords that still have a low CTR, it’s recommended to pause such keywords especially if you have a limited budget.

Pause clearly underperforming ads. Always add a minimum of 3 ad copies for your ad groups. You will usually find the best performing copy. Be sure to pause underperforming ads with the lowest CTR.

Add fresh ad copy based on your top performing ads. Now that you have results from your first ad copy test and underperforming ads have been paused, it’s time to feed Google with new material.

Take your best performing ad and tweak one or two words. Replace buy with order. Or add the “from” price.

Analyze, make changes, get more data, repeat.


The words on the wheel go round and round…

Regular copywriter? An undeniable fact about life as a copywriter is that some days are just harder than others. Sometimes, you just can’t find the right words to express the emotions you’re looking for, right?

It’s normal. Ashley Hampton reminded us and everybody else in the ClickFunnels FB group about a simple but very useful tool to help with this occasional lack of inspiration.

It’s called the “writing wheel”. It helps you find the right words for the specific emotions you want to trigger in your readers. Neat, right?


And if you want to mix it up even more, never be afraid to pull up Thesaurus!


Hey, you! Tell us a lil’ about yourself, will ya’?

We’ve asked you a few questions about yourself before, but since then this newsletter has grown. We want to know what type of content you’d like to see, what type of marketer you are, and how experienced in the industry you are.

Why? Because we want you to love this daily briefing!

We noticed there are a lot more types of marketers than just affiliates reading this. We’re flattered!

That also means we have to get some more info from you to ensure we aren’t neglecting any area of digital marketing that you ladies and gents are interested in.

It’s anonymous, takes 3 minutes to fill in and it helps us make sure we stay on top with content quality and the type of sponsors we bring to the newsletter.

Please fill in this quick survey here, OK? Thanks!


Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Over 1k Google Assistant recordings have been leaked!

Who’s heard this one before?


Well, the joke’s on you, because it’s actually Google Home that’s listening! Okay, the reality is that most of these devices are listening and recording, either intentionally or by mistake.

When we say “listening”, we’re talking about real people. People paid by Google (maybe employees or contractors, we don’t know for sure), listen to recordings. Transcribe them into text, and use them to improve Google’s search engine.

If you think that’s freaky, here’s the zinger!

Out of those 1k recordings, 153 of them were recorded when the activation phrase “OK, Google!” was clearly not given.

If you want to know more about the type of conversations leaked, check out the full story here.

Here’s what you can get if you share us with your marketing friends!

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