Facebook changes make Ad relevancy even more important. Plus, changes to potential reach
Facebook will replace Relevance Score with three new metrics, giving us more tools to compare our campaigns performance with those of our competitors… They’re getting rid of 7 more metrics too, changing how potential reach is calculated.
Let’s dive into this Facebook briefing:
Facebook axing Relevance Score
In order to have a higher Relevance Score and lower CPMs, many advertisers used to launch 2 similar campaigns with both PPE (Pay Per Engagement) and WC (Website Conversion) objectives.
However, you might have to worry about three more metrics soon, because from April 30 Facebook is getting rid of Relevance Score. Instead, it will be replaced with three brand new metrics:
- Quality ranking: How is your ad’s perceived quality compared to other ads competing for the same audience.
- Engagement rate ranking: How is your ad’s expected engagement compared to ads competing for the same audience.
- Conversion rate ranking: How is your ad’s expected conversion rate compared to ads that have the same optimisation goal and are competing for the same audience.
According to FB, these diagnostics will provide advertisers with more insights into predicted performances. This should put advertisers in a better position to judge whether they need to change creative assets, the audience targeting or post-click experience to improve their results.
What does this mean for marketers?
This is an absolutely positive update for marketers. We’re getting more insights than ever before about our campaigns’ performance, and more data to work with is almost always a good thing.
The Quality ranking and Engagement rate ranking respectively will tell us if we are using wrong creatives or targeting the wrong audience.
Meanwhile, the Conversion rate ranking will help us understand when we have to optimize the deeper part of the funnel.
Potential reach update
Potential reach, not to be confused with the effective reach, is changing too.
This insight is displayed before a campaign is launched, providing marketers with an idea of how many people can potentially be reached by that campaign.
Up until now, potential reach was calculated based on the number of total monthly active users on Facebook. However, this estimate was vastly different to the effective results.
Now, to provide advertisers with more realistic data, FB will start calculating the potential reach only based on people who were shown an ad on Facebook in the last 30 days.
Removing more metrics
Along with Relevance score, FB will remove seven other metrics from Ads Manager including:
- Amount spent today.
- Button clicks: The Button clicks metric used to show us the number of times people clicked the call-to-action button on your ad. However, it’s a redundant metric because these clicks are also tracked under the Link clicks metric.
- Mobile app actions conversion value.
- Page mentions.
These are some of the metrics that will no longer be available. To take a look at the complete list of axed metrics, check them here.
Using targeting combinations in GDN
Google’s Display Network is the largest and most visited website group on the internet. In fact, GDN has the ability to reach 90% of Internet users worldwide and includes more than 2 million publisher sites.
With such a large publisher inventory, it’s also known for draining your budgets quickly with heaps of low-quality traffic. Hence, it’s important to use the targeting options available in the right manner.
Display Planner tool used to be quite a handy tool allowing you to plan your display inventory. However, that was removed by Google some months ago.
Using a combination of targeting options could be one way to get around this issue but how do you choose the right combination?
Here’s what some of the top Google ad buyers from the group recommend.
One way to go about it is by using Keyword targeting along with other targeting options. For example – Keywords + Topics, Keywords + In-market, Keywords + In-market + Topics, Keywords + Gmail.
Danilo Lee suggests that using Keywords + Topics in SKAGs (Single keyword ad groups) is the way to go.
However, Jim Banks further added to the discussion saying that while using Keyword targeting, Google doesn’t really match the keywords. Instead, they match the themes of the webpages based on your keywords.
And like any targeting method, if you don’t have the placements right, this targeting might not work as well.
Jim recommends using In-market audiences with a 10x minimum Index and Affinity audiences with an 8x minimum index.
Here’s how you can do that:
- Go to Audience Manager in the new version of AdWords.
- Select one of your audiences and choose Audience insights.
- You will see the In-market and Affinity segment suggestions along with their index scores.
The higher the index number, the more likely the visitors are going to be relevant to that in-market segment.
- Create new ad groups with the above segment as the target.
- Layer in the high index specific audiences.
The in-markets are often “logical” ancillary solutions. So, if you are moving home, there might be many in-market audiences for travel, schooling, utilities etc.
Another cool tip from Jon Schroeder is to use Custom intent and custom affinity with lots of blacklists depending on the ads inventory. Make sure to include Apps as placements unless it’s an installs campaign.
Tips, tricks and case studies straight from Everad.
Spring is here! That means that some nutra niches are entering their peak season, with people building their beach body.
When it comes to competition in the nutra vertical, we are definitely into going the extra mile. Practice makes perfect and since we are direct nutra advertiser for 7 years already, most of the current offers can be presented as really disruptive solutions. They outperform analogues and ensure our affiliates get top-notch conversion rates.
One of those disruptive solutions is the new stellar form factor – effervescent pills! This means you can come up with new angles. The offer is ready to bring you to new heights in the hottest EU geos – Italy, Romania, Germany, Portugal, Hungary, and more. Time is ticking, so jump in now!
Awesome payouts from the start ($16-22), transit pages and landers to supply any custom media buying approach and good approval ratio – all for the benefit of your ROI.
What about traffic sources? The usual suspects are all good here – Facebook, AdWords, SEO, Adult, Native ads, Push ads.
Let’s talk a bit more about push traffic! This source was a game changer in 2018. Even though this year’s databases are not as fresh, there is still a way to get good results without too much effort.
Low CPC (cost per click), loyal moderation in terms of ads, sustainable volume on almost any geo – all this helps with successfully running test campaigns on small budgets.
Just as a reminder: some of the push platforms are not advanced, so be ready to overspend your budget from time to time. Don’t deposit a lot before you test things out!
The popular nutra niches for push are very much the same as for native traffic. There is nothing hard in creating a converting ad if you understand customer’s pains and needs and could visualise what will catch their attention.
Here is an example of a push ad that was created for a promotion of a less mainstream nutra offer in RO. As you see, it’s nothing complicated. The ad is just adjusted to the audience psychology in a creative manner. Angles are everything!
For other insights and “good business” cooperation – catch us at Affiliate Summit Euro right now! We will get you some drinks and show you the best case studies for working with direct nutra offers.
Drop us a line via skype: everad24 or telegram: @Everad_Support. See you!
Power of SMS Marketing in e-commerce
Over the last few months, we’ve discussed many tools and strategies to grow your e-commerce store.
Today, we will talk about using one of the more primitive, yet still surprisingly relevant mediums. This is a channel that has a proven track record and can pack a real punch, adding a significant amount of revenue for our fellow e-commerce marketers.
We are talking about SMS marketing!
Will it kill email? Absolutely not, but using SMS as part of your retargeting strategy does have some major advantages:
- It’s cheap.
- High open rates.
- Hence, higher ROI.
Matt Rosen used SMS marketing to generate an additional $41.7k in 30 days. All that using a setup that took him less than 30 minutes.
Here are some of his numbers:
- Keyword Revenue – $15.8k
- Coupon Revenue – $12.9k
- Automation Revenue – $9.1k
- Campaign Revenue – $3.7k
- Total Revenue Generated – $41.7k
Here’s how Matt implemented it:
- A MOBILE ONLY pop-up offering 10% Off to opt in via SMS.
- An Abandoned Cart SMS campaign where the customer was offered an optional choice to enter their phone number during the checkout process.
- Follow up with a sequence of 2 SMSs. The first SMS after a 1-hour delay and the second one after a 10-hour delay.
Results from his 30-day Abandoned Cart Campaign:
- Total Customers – 605
- Total Messages Sent – 982
- Total Clicks – 387 (39.4%)
- Total Revenue Earned – $9,257.49 ($9.43 EPR with 126 purchases)
Another SMS case study
Similarly, Marc Chapon says he was able to generate 19 orders worth $1979 in 2 weeks. His total spend was just about $8.
Yes, you read that right!
Marc recommends using an app called SMSBUMP. The app is free to use and you only pay per SMS sent.
Here’s how Marc used it:
- Download the app.
- Hit Automation.
- Set up an abandoned cart sequence of 3 SMSs.
SMS templates he uses:
- SMS 1 (After a 6-min delay): Template here.
- SMS 2 (After a 3-hour delay): Template here.
- SMS 3 (After a 12-hour delay): Template here.
The Crew’s Take
SMS is simple to set up and it doesn’t cost a fortune. If you haven’t tried using SMS marketing to your advantage yet, now is the time to give it a shot.
Test this strategy and to see if it brings similar, or even better results for you. Launch it and let the magic happen.
Important note – Please make sure you are 100% compliant when using SMS Marketing.
YouTube will use AR to attract more users to Stories. Not only that, but they’re also adding pop-ups to videos that are more likely to spread fake news and information.
YouTube against fake news
Worried about misinformation, YouTube has released an update to help its users make more informed decisions – Fact Check pop-ups.
These pop-ups will appear within search results on videos that are prone to misinformation.
These spontaneous pop-ups will highlight additional information from YouTube’s verified fact-checking partners.
Videos containing misinformation might still appear in the search results. However, YouTube will generate these messages whenever a search query involves sensitive topics.
Currently, the tool is being tested in India, but soon it’ll go global and be launched for all YouTube users.
AR Masks in YouTube Stories
Every social platform has turned to stories. Even YouTube has joined the party if you haven’t already noticed it.
The obvious next step is to make something to differentiate their Stories from those on other platforms.
Which way is YouTube going? The AR way.
In fact, Google is looking to use its advanced capabilities to take its AR tools to the next level, which it plans to roll out in YouTube Stories as they launch AR Masks.
Will this make people more interested in YouTube Stories?
It’s hard to say, mainly because Stories are only currently available to creators with a minimum of 10K subscribers.
So far, Snapchat has always outperformed its rivals in terms of AR features. Clearly, YouTube wants to compete with them on this front. This time it’s on users. What will they prefer?
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
“Goodbye, Instagram account! We’re trading you for flights!”
Initially, it sounds like an anti-social media move. Something to encourage you to look away from the screen and put yourself more in touch with reality.
Then, you notice that those chosen for the unlimited flights can start posting on social media again. So it’s just some PR stunt. Granted, it’s a funny one, so maybe you wanna be part of it?
This got us thinking: What would it take for you to delete your pics and have just one with WTAFF?
Nah, just kidding, we don’t want you to delete stuff. But hey, you can definitely post about us and share with your friends! They might actually enjoy reading this email so grab your tell-a-friend link below!