Stacked Marketer’s Annual Report: 1.7M emails, 6-figure revenue, 113% growth. Impact of COVID-19 on digital advertising: More impressions, less conversions. Growing an ecomm store by 97%: FB Ads Structure and CRO strategies.

FROM THE CREW

Do you want to know exactly how much revenue we made in 2019?article-image

Yeah, we had to lead with that because we’re pretty sure that’s what gets your curiosity going, right?

Well, you can find out the answer to that in a few seconds, as well as a few other key details:

  • Expenses (alongside that revenue) in 2019.
  • Subscriber growth.
  • User acquisition costs.
  • Plans for 2020.

You can say we pull the curtain on the most important things we did in 2019. It’s all in this report here.

Why would we do such a preposterous thing?

  1. We want to set the tone for more transparency in an industry that is known for a lot of questionable practices.
  2. It keeps us accountable.
  3. It’s a live case study that we think you’ll enjoy.
  4. You are a smart marketer and business person, and that means you could give us some very valuable advice once you know the details.

This report was first posted in our Stacked Marketer Insiders FB Group. If you want to join and get early access to such reports, as well as more case studies and interviews, share the stack with 5 marketer friends.

PS: We’re still rolling out the new domain. If you want to get emails from the new one next week, make sure you opened all our emails this week and then click here to let us know you want to switch! Promise to look for the newsletter if it’s not in your usual Inbox. 😉


FACEBOOK

The “Learning Limited” alert keeping you up at night?

What do you do when your ads refuse to exit the learning phase?

You probably looked into Facebook’s advice several times: Raise your budget, expand your audience, avoid audience overlap, increase the bidding.

If you’re still stuck for ideas, here’s what Depesh Mandalia does when his ad sets get stuck in the learning phase. The tips here might go against Facebook’s suggested practices:

  • First, Learning Limited just means that your ad set didn’t hit the famous 50 conversions per week mark. That doesn’t necessarily mean they’re not performing well.
  • Depesh just lets the ad sets run. One example of this was on a campaign promoting his info product, and he still achieved a 13X ROAS.
  • He makes edits only when the performances drop.
  • If you want to exit the learning phase fast, choose another optimization event such as Add To Cart or Initiate Checkout in order to hit that 50 conversions per week point easier.
  • Choosing between 1-day click or 7-day click optimization doesn’t impact the learning phase.

That’s it. To wrap it up, as long as your campaigns are giving you satisfying results, don’t worry too much about the Learning Limited mark.


GOOGLE

Google’s attribution modelling gets a new look

Attribution modelling has been a hot topic lately and amidst all the discussion, Google has gone ahead with a big overhaul to streamline its reporting interface.

“Every business is different, so reports cover a range of insights – from the most common sequences of ad interactions leading up to a conversion, to how much credit is assigned to each interaction along the way”.

The new reporting interface shows Path analysis, which indicates:

  • The share of conversions that had multiple interactions.
  • Device analysis to determine the number of conversions that involved more than one device.
  • Model comparison comparing all three attribution models.
  • A list of Top assisting campaigns.

From the left-hand menu, you can now navigate to the full Top paths, Path metrics, Assisted conversions and Model comparison reports.

For example, you can find the topline device contributions in the Device analysis card on the Overview, but clicking that takes you to the Top Paths report which has no device detail.

There are no other reports that previously allowed us to see reports over time. You might also take some time to have a look around and make note of any changes. For example, Time lag details are now under the Path metrics report.

It’s kinda the same feeling us search marketers had when Google introduced the new FB style interface. Most of us just kept switching back to the old one until we lost the option to do so.

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With that in mind, you can revert back to the old reporting by clicking the “Return to previous reports” link just below the Tools menu.


E-COMMERCE

Growing your e-comm store by 97%

Here we have a case study shared by Josh Graham discussing how he grew a fashion accessories store.

Here are some of the things he did to drive this massive growth in sales:

Facebook Ads account structure: The account didn’t have an organized structure, so he started by giving it the common four funnel phase footprint.

  • TOF campaigns.
  • MOF campaigns.
  • BOF campaigns.
  • Returning customer campaigns.

The TOF group was organized into testing, stability and scaling campaigns.

Now, let’s move onwards to how he retargeted warm prospects in the MOF camp.

  • Ad set 1: All Facebook Page Engagers 180 Days → Dynamic Creative.
  • Ad set 2: All Instagram Page Engagers 180 Days → Dynamic Creative.
  • Ad set 3: 75% VV 180 Days → Dynamic Creative.

For the BOF campaign, he set up an “evergreen campaign” and a DPA campaign.

In the first one, he targeted all website visitors up to 180 days but split it into four separate windows: 30, 60, 120 and 180 days.

For the DPA campaign, he targeted all ATC and View Content but no Purchase events.

Moving towards the store optimization, this is what he did to improve conversions:

  • Added a sticky ATC button in product pages, so if users scroll past the main CTA, a sticky ATC button appeared at the bottom of the page, making it easier to complete the checkout.
  • Added a live chat feature.

To boost AOV:

  • Added a feature to show items that were frequently bought together.
  • Created upsells after a product is added to the cart.

That’s all from us. The case study is pretty detailed, but we tried to bring you all the highlights and main points.

Cheers!


ROUNDING UP THE STACK

  • FACEBOOK: Check out this Live Q&A from FB Blueprint, where they talk about selecting the right objectives when creating new campaigns.
  • ADVERTISING: An interesting observation from Savannah Sanchez on the effects of coronavirus on our campaigns: More people staying at home means more people scrolling their thumbs on social media.
  • FACEBOOK: New and improved fake profile detection tool has removed 6.6B accounts from the platform in the last year.
  • EMAIL: Here’s a thorough list hygiene process, including the segments you can create to make the process more efficient.
  • GOOGLE: By September 2020, Google will crawl and index all sites using mobile-first indexing.
  • INSTAGRAM: The platform is testing a new “Video Reactions” option that would allow IGTV creators to let their audience respond to their content with their own videos.

BRAIN TEASER

I am something people love or hate. I change peoples appearances and thoughts. If a person takes care of themselves I will go up even higher. To some people I will fool them. To others I am a mystery. Some people might want to try and hide me but I will show. No matter how hard people try I will never go down. What am I?

You can find the solution by clicking here.


POOLSIDE CHAT

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

The shoe that grows

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Not all heroes wear capes… In fact, there are some heroes that have created items of clothing that grow as you grow!

Sounds weird? Well, to give you more context, there are more than 300M kids around the world that do not own a pair of shoes. Plus, there are many more that own shoes that are either too big or too small.

So they end up walking barefoot, and that’s where superhero Kenton Lee comes into play. He’s invented something ingenious to help these underprivileged kids: Shoes that grow with them.

Kenton Lee created sandals that can adjust up to five sizes and last for over five years.

A story to inspire us all. Sometimes, it’s easy to take advantage of the things life offers us, but it takes something special to invent something that solves a problem for the less fortunate people in the world. Now, a whole lot of kids can just enjoy a pair of comfy shoes!

Now the only thought that comes to our minds is: Is Kethon offering an affiliate or a dropshipping model for this product? Because this indeed sounds like your next product idea!


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