February 14, 2019


Followers count bug on Instagram. New 120s Video Ads

Brief Instagram updates today, one is good, the other not really.

Follower-purge not true, it’s just a bug

Were you worried about Instagram deleting fake and inactive accounts? Or that you were suddenly losing your popularity?

Calm down! There is no purge going on. It was just a bug causing an incorrect count of followers to show up on Instagram.

Instagram confirmed the bug through a Tweet. And they claimed that it will be fixed by 9 AM PST. And as we speak, it should already be fixed.

120s Video Ads on Instagram

Since last month, it’s possible to use 120s Video Ads for the Instagram Newsfeed placement.

Though there haven’t been formal announcements about it, we read about it on this post and then, went on to find the official confirmation here.

So, from now you’ll have 60 secs more to persuade your prospects to click on your ads and buy your stuff!

Plus, this could be a time-saver: You don’t have to adapt FB Video Ads for the Instagram Newsfeed placement in order to keep them under 60 secs. If 120 secs are enough for you, just use one video for both FB and Instagram.


How WiFi can increase your AOV

Hey, it’s Valentine’s Day! So glad you chose to spend this day with WTAFF. This can only mean one thing – it’s true love, what we have!

We hope that this love story will last forever. And of course, we have a gift for you:a case study!

Before we give you your Valentine’s present, we have to ask you something: Can you please spread the WTAFF love with your friends? And tell them how we send you lovely letters like these every day? From Monday to Friday?

Maybe it will benefit them too…

Okay, now let’s go straight to your gift. The sweet moment is over…

It’s a health and fitness e-commerce case study shared by Tyler Garner in the Facebook Ad Buyers group. And the stats talk about $100K turned into $700K. Actually, it’s a bit long, but we are only serving you the juiciest nuggets.

Wi-Fi = Higher AOV

Switch your campaigns from both Wi-Fi and 3G/4G devices to Wi-Fi only. Why? People that are connected to Wi-Fi are probably seated at some place or they’re at home on their sofa.

Then, they’re more likely to make buying decisions as compared to those connected to data networks while on the subway, commuting to the office.

With this shift alone, Tyler saw a 20% increase in the ROAS.

Don’t sleep on Dynamic Creatives

He really suggests using Dynamic Creatives, cause they brought him a 21X ROAS. Yet, he doesn’t exactly say how.


Here, he used two different strategies for CBO.

  • One is to duplicate the winning ad set into 4-5 identical ad sets. And set a minimum spend. This way, the ad sets will bring approximately 1.5X the typical CPP, before allowing FB to take control of the campaign.
  • The other strategy is to have 4-5 different ad sets into a single CBO campaign. But with the previous minimum spend rule.

Compounding Momentum

If you aren’t close to your KPIs, performances are not going to adjust overnight. What will move the needle is, small micro adjustments and compounding those efforts to achieve better results.

How can you create a compounding momentum effect?

  • Increase your CTR by 10%.
  • Decrease your CPM’s by 10%.
  • Increase your ATC rate by 10%.
  • Increase your Initiate checkout rate by 10%.
  • Increase your store conversion rate by 10%.
  • Increase your AOV by 10%.
  • Increase your LTV by 10%.

How do these small adjustments improve the results? Example! Let’s assume that your Cost per purchase (CPP) is $50. If you manage to increase your CTR by 10%, your CPP will lower to $45. And all the other small optimizations will maximize the performance even further.

However, it’s not so easy to figure out how to implement all these steps. That would be another case study…


You need to have a clear idea of your buyer persona. And your ads must use creatives/videos/testimonial videos that allow the ideal customer to relate with your message. How can you simplify this?

Here are Tyler’s suggestions:

  • If you’re hitting an Asian market, use an Asian person.
  • If you’re hitting an older market, use older people.
  • If you’re targeting a broad market for men and women, focus on only using female based images/videos for female audiences and vice-versa. Though, we heard that for male audiences, ads showing women work better.

High-Quality Audiences

High-quality audiences can make such a difference.

Tyler’s favourites are:

  • The top 4% or top 10% of page viewers. But if you have enough traffic, 2% is also better.
  • Top 10-20% LTV audience.

So, that was our Valentine’s Day gift. Did you like it? If you want to go deeper, you can find the whole case study here! And if you want to give us a gift, all we want you to do is to spread the love and share WHAT THE AFF with your friends.


The Good, the Bad and the Ugly

It’s important to build a solid relationship with managers. But, it’s equally important to recognize the difference between bad and good managers. You don’t want to build relationships on weak soil.

And here comes Paul Jey! He has been in the affiliate industry for quite a long time and is a friend of The WTAFF Crew.

Very often, he posts good advice for affiliates. This time, it’s about spotting the right affiliate manager.

Here’s what makes good affiliate managers according to Paul:

  • They understand their publishers well: They know their publishers’ strengths in terms of traffic and niches.
  • They understand tracking well: Also, they will help their publishers in resolving tracking issues.
  • They prefer quality over quantity: They will only promote offers they know are a great fit for your traffic and media buying team.
  • They go above and beyond to ensure their publishers’ success:Providing their publishers with the right info, insights, learnings about how they can successfully promote the offer ahead, what is working across the network etc. Not just a random set of email forwards and leaving you to your luck.
  • They respect privacy while sharing info: Sharing insights with their publishers without hurting other affiliates campaigns.
  • They cultivate great publisher relationships: Instead of focusing on quantity, they build quality relationships.
  • They treat their publishers’ growth as their own growth: They help their publishers grow through education and networking. They bring them to events, private dinners and introduce them to other big affiliate marketers. Steel sharpens steel!

Here’s what your affiliate manager should not do:

  • They spam their affiliates like it’s an email list bought on the black market.
  • They suggest every affiliate to promote every offer as long as they make some conversions. Quantity over quality.
  • They don’t focus on knowing their publishers and their strengths: traffic and niches they are into.
  • They will often push out promotions to their affiliates without even looking at the offers themselves.
  • They are completely helpless when asked for key insights or learnings to execute the campaigns.

Sure, we know affiliate managers have a tough job too! So, we’d welcome any input from you! About how affiliates could communicate better with their managers and all the other advice you’d give to affiliates. All anonymous of course, so you can be as harsh as you want, hehe!


FDA: Taking more control over the $40B supplements market

From 1994 to 2019, the US supplements market grew from $4B to $40B.

And as the volumes increased, so did improper practices. Many supplements claim to prevent some serious diseases like Alzheimer’s, dementia and cancer. But guess what… They don’t!

Still worse, they caused more diseases, instead of solving them:

A study published in the New England Journal of Medicine in 2015 attributed an estimated 23,000 emergency department (ED) visits in the United States annually to adverse reactions related to dietary supplements. Many of the ED visits involved cardiovascular issues related to supplements for weight loss or energy.

This caused the FDA to worry more about Americans’ health and how they consume supplements. And they went straight to action: Gottlieb, the head of the FDA, said that they’re planning to increase their monitoring effort over the 80K dietary supplements in the market.

The goal is to reduce the number of supplements marketed with inaccurate claims.

They’ve already sent 12 warning letters to companies marketing products with unapproved and unproven claims. For instance, supplements that claim to cure, prevent, or treat Alzheimer’s disease, cancer, diabetes, and other diseases and health conditions.

Okay, nice stats, but what’s in it for you? If you’re running some nutra offers in the USA, you should watch out which products you’re promoting.

If they make any such false claims, the FDA’s intentions are to crack them down. It’s even worse if the supplements you sell are not approved by the FDA. Troubles are bigger there.

This applies to everyone. Whether you’re an affiliate or dropship these products.

Though, there aren’t well-defined regulations yet. The FDA aims to soon increase the monitoring and punish dirty players.


Duplicate content might outrank your original website

When you make your website content available to other sites to provide either a summary or a full rendition, it’s called syndication.

Yes, syndication does allow your content to reach out to audiences that otherwise might not have seen it on your websites. However, as per Google’s John Mueller, websites with syndicated content might outrank even your original website.

The syndicated content can end up ranking higher than your original content, and that cannot be avoided.

It’s something site owners need to consider when deciding to syndicate their content.

How is this possible?

It’s possible that users are landing on the syndicated content and finding other relevant information on the site. It might be that there’s this block of text that’s the same across both of these pages.

But it might be that there’s a lot of other content around that page that is completely different. It could be users’ comments, it could be the rest of the website itself.

Watch the full video where John explains this in detail.


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

Opportunity Rover is no more…

It’s time to say goodbye to NASA’s Mars Opportunity Rover. A wonderful explorer which taught us a lot about Mars’ ancient past as a wet, potentially habitable planet and revealing uncharted Martian landscapes.

The brave-heart was built for just 90 days and it survived 15 years on Mars, all alone! That’s 55 times its designated lifespan before we lost all communication.

No human could do that before. And it didn’t cost any more than making a movie about sending Matt Damon to Mars.

We hope one day we get to recover it and set it up in a museum… on Mars!


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