FB’s internal docs leaked: 4k pages reveal how FB misused user data to help Amazon’s growth. Maor Benaim’s $20M recipe for high-level GDN campaigns: FB Ads Alternative. Growing to $10M MRR using just content marketing.

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FACEBOOK ADS

Creative docs straight from FB workshop

Apparently, FB recently conducted a creative workshop for a select group of advertisers. Ryan Skelly was one of the fortunate attendees and has brought us two documents that were shared with the workshop attendees.

The first doc here talks about The Creative Value. It’s all about the impact of creatives during the auction and how this has a huge influence on the campaign’s overall performance.

The creative impacts 50% of your ads response rate, so a high quality creative will ensure a better position in the auction.

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So, here are Facebook’s guidelines to increase the quality of your creatives:

  • Videos that are 15 seconds or shorter generate 41% more conversions.
  • Videos in vertical or square formats display 45% more conversions.
  • Videos featuring text overlay see 8% more conversions.

There’s also a handy flowchart to help you decide whether to optimize your existing assets or start from scratch and build new creatives.

The 2nd doc here talks about increasing lead quality using a four step optimization process for your creatives:

  • How to build trust that drives action.
  • How to leverage the discovery mindset.
  • How to inspire using lifestyle.
  • Three actionable considerations.

You can find Ryan’s post here for more questions about the workshop.


FACEBOOK

4k pages of FB’s internal conversations reveal…

It’s been a long time since we posted a scandal to further tarnish Facebook’s rather muddy reputation. Unfortunately, the time has come…

A leaked document has revealed how Facebook leveraged its users’ data to harm its rivals and help its “friends”.

The hot discovery was first unveiled by NBC News: It’s 7k pages in total, and 4k of those pages are all about Facebook’s internal conversations between 2011 and 2015.

How did they use the data?

In some ways it was used to help amigos that were spending big on Facebook. For example, they gave Amazon special access to users’ data because… well, they were buying a lot of media space on FB. Why not give special treatment to high LTV customers?

They also used users’ data against competitors: In another case, the messaging app MessageMe was cut off from access to data because it had grown too popular and was in danger of competing with Messenger.

This is just two of many cases, so check the internal documents for yourself to find out more about this hot potato.


SPONSORED

👩‍💻 Job as Digital Marketing Manager with up to $80k salary in NYC

OK ladies and gentlemen, it’s time for you to show off. Thesis, a landing page optimization company is hiring. Before we tell you about the openin, let’s just explain what Thesis does… because that might already be enough.

What is a landing page optimization company? Well, as the name says, it focuses on optimizing performance for landers and it has built its own software for this purpose. From a team of 31, half are engineers! So it’s an agency with its own tech…

Bootstrapped and based in Brooklyn, working with big brands such as Hubble Contacts, Colgate, Casper, Famebridge, Clorod, Roman and more…

Pretty cool, we have to say…

So it’s an agency focused on performance, so much so that it builds its own software, works with premium brands and is led by someone who knows the industry.

What is the job about? Performance marketing, to put it shortly. You’ll be working with Thesis clients to manage their social media ad budgets, running FB and IG ads, creating and analyzing reports.

Have a look here for more details on Thesis and the job.

You can also get up to 0.5% equity, depending on your experience and skills.

Oh, and by the way… The CEO behind Thesis is Adam Lovallo. We’re mentioning him because he was the 5th person on the LivingSocial team and founded Grow.co, which hosts an annual event in Las Vegas of 3k marketers!

Click here to see details and apply.


DISPLAY

5 Tips for Building High Level GDN Campaigns

When was your last ban on Facebook? How about having a look at Google Display Network instead of depending on the blue giant all the time?

Maor Benaim actually had a talk about this topic at Affiliate World Europe 2019, and as a follow up to that talk he’s answering questions about GDN on AWC’s page right here. Let’s help you out and summarise his top 5 tips so you can ask some concrete questions, shall we?

Tip 1. Choosing Bids

  • Low bids vs high bids? It’s less about the price of the product and more about the sustainability of the campaign, your experience, budgets, and CVR of the campaign.
  • Low Ball Bids – Start small and grow to raise bids for campaigns that are converting and kill campaigns that aren’t receiving impressions or conversions.
  • High Ball Bids – Start with higher bids and optimise from there. When you start high, Google will prioritise your traffic, improve your quality score and CTR due to better ad placement. You won’t just be getting the low hanging fruit.

Tip 2. Always Segment your Geos

  • Each geo will give you a different result. You’ll want to be able to properly allocate results to figure out which geos are converting and which ones aren’t.

Tip 3. Exclude Mobile Apps Categories from Placements

  • Mobile apps have their place, but to start with you’ll want to exclude them.
  • If you’re interested in testing out mobile apps, separate them into a different campaign with even lower bids and only choose relevant apps for your business.

Tip 4. Start Small and Exclude Unknown Audiences

  • Exclude unknown audiences in gender and age. This will allow you to target specific audiences and provide you with significant data on your audience.

Tip 5. Observation Lists = Free Extra Data from Google on your Campaign

  • When starting a campaign, add as many observation lists and targeting methods as you can. Start with campaign related segments and branch out from there. You’ll see what segment in your observation list users click, their CTR, and conversion cost and rate.
  • With observation lists, you’re not actually targeting anything, but rather just using Google’s segments. It doesn’t cost you more, and it will give you actual data on your campaigns performance.

Bonus Tip: When starting out, don’t use automated targeting. Only switch to automations when you have a lot of conversion data over at least 1 month.


ROUNING UP THE STACK

  • INFLUENCER: FTC has released a first user-friendly guide which outlines when and how influencers should disclose their partnerships with brands, whether the relationship includes payment or not.
  • FACEBOOK: As per this rep update, FB has removed the ability to use Polls in conversion campaigns.
  • CONTENT: A 30-min podcast on how ProfitWell grew to $10M MRR using content marketing.
  • GOOGLE: Shopping Ads have now been extended to YouTube. Showcase Shopping ads are also open to more categories. Sitelinks are also in beta to TrueView for action ads.
  • CHATBOTS: Jeff Cubinski shares a video about how you can serve random unique coupon codes to your ManyChat Subscribers using Google Sheets integration.
  • FACEBOOK: Many FB advertisers are having trouble using their Business Manager, but the tech team is working to resolve this. In the meanwhile, this hack in the comments section of the post might work for you.

BRAIN TEASER

A man leaves home and makes three left turns, only to return home facing two men wearing masks. Who are those two men?

You’ll find the answer at the end of this email.


POOLSIDE CHAT

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

What would you do with $128B liquid?

What does $128B in bills look like?

Come on! You never saw $128B piled up? Pfft!

Us neither ¯\_(ツ)_/¯

However, there’s a guy out there sitting on a lot of cheese, and Wall Street wants to know why. What will he do with all that moolah?

That guy happens to be the one and only Warren Buffet. Or, The Oracle of Omaha as he is known in the investing world.

Long story short, his company accumulated a load of liquid assets and it’s driving traders crazy. Why doesn’t he invest it? What will be his next move?

Warren Buffet is considered a wizard in the stock market world, so all eyes are on him.

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BRAIN TEASER ANSWER

The person is a baseball player. The men are catchers and an umpire.


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