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TIKTOK

‘Don’t make ads, make TikToks’

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Whether or not you want to call them ads, you’ll soon be able to create a few more types on TikTok.

Matt Navarra tweeted some screenshots of four new ad formats that appear in TikTok pitch decks and will most likely be released this year:

+ Collection ads: Similar to YouTube overlay ads, they will appear at the bottom of each TikTok video. When people click on it, they land on your website.

+ Dynamic product ads: Similar to Facebook Dynamic Ads, these will allow you to retarget people based on past behavior.

+ Promo tiles: They will appear at the bottom of the video and can be used for any promotions you may have. You can also include a promotional code directly in the ad.

+ Showcase tiles: Also visible in the bottom right corner of each video. Instead of a single image, you can upload a gallery of images, allowing you to promote multiple products on a single video.

The Crew’s take: If you have an e-commerce product and didn’t think TikTok was a good fit for you, these new ad formats may change your mind. Your best bet is to always start with retargeting and work your way up from there.


FACEBOOK

There’s a new way to leverage this ad format

If you’re using Facebook dynamic product ads, chances are you’re doing so primarily for retargeting.

But they’re not just for retargeting: Is there a way to make dynamic product ads work for a cold, broad audience as well? Mathias von Appen, a data-driven e-commerce founder, figured out how to get their ROAS over 3.5x with BDPA (broad dynamic product ads) and published a Twitter thread about it last week.

Mathias also wrote a second part recently, in which he discussed optimizing things even further.

The gist of it: Feed the Facebook algorithm as much information about your products as possible. Mathias discusses how to add a Google product category ID to your product feed. After that, repeat the process for fields such as additional image link, age group, color, gender, material, and size.

The caveat: These fields are hidden in the Facebook product feed documentation, so you may have to dig a little to find them.

Why this works: The Facebook algorithm in 2021 is extremely sophisticated and knows a lot about its users. All you have to do is provide as much information about your products as possible and let it do the work of matching the products with your ideal audience.


SPONSORED BY ALEX FEDOTOV

Alex Fedotov’s blueprint to consistently scale and make a profit with Facebook Ads in 2021

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Have your Facebook Ads been wildly unpredictable the last month?

It has been the common talk of recent times…

For some marketers, however, it wasn’t like that. For example, for Alex Fedotov, and the hundreds of advertisers that used his strategies to start and scale Facebook Ads: The Ultimate CBO Blueprint.

It’s a short but highly actionable guide to help marketers turn Facebook back into the traffic beast it was. Here’s how you can do it:

  • In 7 videos, he’ll show you inside his ad accounts spending between $1000 – $5000 a day on Facebook Ads and give you all the step-by-step instructions to reach that scale.
  • Low budget ($100 a day) and high budget ($10k+ a day) CBO strategies to massively scale on Facebook and Instagram.
  • He’ll hand you the exact cheat sheets and strategies for testing, optimizing, and scaling CBO campaigns – whatever your budget might be.
  • You’ll receive 7 step-by-step strategies he used to scale his spend to $15M per month using CBO. At a 3x ROAS! We are talking about making $45M sales every month. (Thanks, Mark, for starting Facebook!)

If this is not enough, Alex even added some bonuses like advanced lookalike audiences creation, 7 figures case studies, and tips to craft better converting creatives.

Access The Ultimate CBO Blueprint.


CONTENT MARKETING

Social media vs SEO: The content battle

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When creating content, you will have to make a choice.

Creating content to optimize social shares, or to bring in organic traffic via SEO?

Agnes Gaddis from CXL asked 18 digital marketing experts what they think about this. But before diving in, let’s first outline the pros and cons of optimizing content for ranking and shares.

+ Shared content optimization:

  • Pros: When people share your piece, it’s a sign they find it valuable. Plus, the more sahres, the higher the chance of going viral.
  • Cons: Organic reach for shares is declining, social media posts are time-sensitive and shares by themselves can be a bad metric.

+ SEO

  • Pros: Credibility and a return over time.
  • Cons: It’s difficult to rank with a new website or fresh content and algorithm changes are a real problem.

Takeaways from experts

  • “We love it when a blog post ranks well in search and sees a good amount of traffic. But having social shares, and seeing reader comments, is often a better indicator that we are reaching our intended recipient.” – Erika Heald, Erika Heald Marketing Consulting.
  • “I’d lean towards rank, but getting shares early and often generates links, that in the end, improve the ranking.” – CXL’s very own content lead, Bud Hennekes.
  • Performance marketers will love this one: “You should focus on leads or revenue. You can’t bank shares or rankings.” – Eric Schwartzman, Ericschwartzman(.)com.
  • “Different types of content will require different metrics. But the main ones are: where your content is placed and how useful your audience feels your content is.” – Vanhishikha Bhargava, Founder, Contensify.
  • “If a post ranks high, it will have longevity. While shares will dwindle and so does the traffic.” – Aaron Orendorff, VP of marketing, Common Thread Collective.

Were you expecting a straight answer? If you’ve been reading Stacked Marketer for long enough, you know there’s no such thing in marketing. Everything will depend on your goal and the type of content you produce.

Whenever you feel lost, look at the North Star: revenue.

For more opinions from experts, check out the CXL’s post.


ROUNDING UP THE STACK

FACEBOOK: People can now appeal on content that’s been left up on Facebook and Instagram to the Oversight Board. Think of the Oversight Board as the Supreme Court, but for Facebook.

LINKEDIN: The social media platform has launched a handy new overview of its various advertising options, separated into 4 distinct categories.

FACEBOOK: The company really wants to get more into the dating space. After introducing FB Dating, Facebook is now experimenting with a video speed dating app.

SEO: Google recommends to break YMYL & Non-YML content into separate sites. Very important if you’re doing content in the medical/financial/other-important-life-decision niche.

FACEBOOK: Here’s some good news if you’re a SaaS founder. User age range, birthday, friends are now included if you use the Limited Login functionality.

ADVERTISING: A growth agency owner has noticed that video CPMs on Facebook are much higher than image CPMs. Recommendation: Try images for a better chance of hitting ROAS targets.


BRAIN TEASER

What is white when it’s dirty?

You can find the solution here.


POOLSIDE CHAT

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

Facebook’s a Bitche

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Ville de Bitche (or, simply, Bitche) is a beautiful town in France.

It’s been standing for more than a thousand years. It’s known for a 13th-century fortress. And, it happens to have an interesting name.

But according to Facebook, that name is not so cool after all. The town’s page was recently suspended for using “offensive language”.

As any of you who advertise on Facebook will know, preventing content from being suspended on Facebook can be a real Bitche sometimes.

Fortunately, Facebook realized the mistake. According to Bitche’s mayor, the director of Facebook France personally reached out to apologize.

Now, if Facebook would only do the same for all those suspended ad campaigns…

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