Shedding lights on the TikTok advertising algorithm
TikTok advertising is still a road less travelled for many of you, but this post from Cory Dobbin will definitely shed some light on the matter. It’s the result from a meeting he had at TikTok, so let’s get straight down to business:
+ To determine ads deliverability TikTok uses a metric called Ad Rank. This is a measure of the bid x click-through rate x conversion rate. So, a higher CTR results in higher deliverability. To put it another way, better creatives drive lower CPMs.
+ TikTok’s algorithm has many similarities with Facebook’s:
- It likes broad audiences, especially for top of the funnel campaigns.
- An ad set needs 50 conversions per week to optimize, so adjust the budget accordingly.
- The sweet spot is three to five creatives per ad set.
+ What to be aware of:
- Creative fatigue is the most important factor due to how the content is consumed on the platform. So, refresh ads more often to keep CPMs down.
- Attribution issues: The pixel is only able to track and report metrics on a single session basis, so any attribution beyond one day is currently pointless.
- You don’t want to opt for a lifetime budget because the system isn’t fully working just yet and could end up spending the whole budget on the first day.
+ TikTok is working on a new influencer program that will allow brands to collaborate with influencers, who could get a CTA button on their videos in exchange for rev-share.
How much is your dropship empire worth?
Branden Yamada, who apparently is an online business broker, analyzed the factors that made a dropshipping store that was just 1.5 years old sellable for $110k.
While this might not seem like an “I’m quitting everything and moving to Mexico” amount, it’s still a tidy sum and the key factors that are relevant in a six-figure deal are the same as those in a seven-figure deal.
These factors are:
+ Your sales/margin trends: This must be steadily trending upwards and showing growth. Steadiness is important because it indicates low risk, while the growth helps buyers predict future revenue.
+ Brand. Here you can ask yourself these questions:
- How easy would it be for someone to copy your store?
- Are people coming back for other products in your store?
- What kind of community has your brand cultivated?
+ Organic sales: What happens to your conversions when you pause your ads? A campaigns-driven Shopify store is a turn-off for most buyers. People want to count on organic sales from SEO and recurring customers.
+ Products: If you need to cycle products every two or three months, you’ll have a hard time selling your store. Look at your top-performing products and look at the margins. How did they change over the last two or three years?
+ Automation: One doesn’t want to buy a job. Investors are seeking companies that require the least amount of work possible. The fewer hours needed to manage your store, the sweeter the price.
And this essentially goes to strengthen the organic sales points.
That’s it! How many of these needs does your store meet?
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Going global with your SEO efforts
Neil Patel rarely features in our newsletter but, when he does, he has a point.
He talked about one of the SEO factors that’s been responsible for the majority of his SEO growth over the last 12 months. And it’s a very simple thing.
It’s about breaking down your SEO efforts and focusing your attention on international markets outside of your main English speaking markets.
He shared country-specific screenshots of his website performance over the last 12 months to illustrate this.
Apparently, he got this idea while speaking to a Google employee – “The majority of the searches on the internet aren’t done in English, they are done in other languages.”
Tons and tons of sites are competing in the English speaking markets. However, the international markets are the opposite. There is huge demand but very few sites for Google to choose from when it comes to rankings. Massive demand and low supply, anybody else spotting the potential there?
He cites Amazon as an example. The company has been investing heavily in markets such as India, Brazil, France and pretty much the rest of the world too.
But none of us here have the resources of Mr. Bezos, so how do we expand internationally?
By partnering up locally.
Find people in these regions who speak English as well as the language of the country you are trying to expand to.
Neil uses FB Groups and forums to find local people who are willing to read and learn from his content and translate his it into their native tongue. In return, Neil shares 10-30% of the yield from these efforts.
Imagine having such local partners from a ton of different countries all translating your content. The growth could be off the charts!
He shares a key tip here: Transcribe, don’t translate.
“When you work with a partner overseas, they may think you want your content translated or that you want content written in their language just like how people would write the content in the US.
The cultures are different and the keywords are different, so transcribe the content and adjust it to each country.”
He goes on to share some resources for creating a global SEO strategy for different languages and countries that you can read in detail here.
- INSTAGRAM: The platform is working on some Stories stickers that will allow users to share their business profiles with their audience.
- MARKETING: If you were wondering what’s trending in these times, Nick Shackelford shared this website which gathers all the non-obvious trends caused by the coronavirus.
- SECURITY: A vulnerability enabled an attacker to remotely infect iOS users by sending emails. The targets are high-profile individuals all over the world.
- SEO: Did you know that Google employs 810 features on its SERP? How does all this influence your SEO? This post from Search Engine Land delves into the topic.
- FACEBOOK: Catherine Howell shares her process of creating customized and professional reporting dashboards right inside of your business manager.
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You can find the solution by clicking here.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
Tell me your fears, and I will prank you to death
What’s the thing you hated most when you were a young and innocent kid?
Going to school, right?
After all, how is studying history useful for running campaigns and such? <= Ironic.
Anyway, a dad took advantage of his kids’ hatred for school to craft a crazy prank.
He told them that, after the quarantine is over, they will have to go to school seven days a week. No weekend. No breaks.
But he didn’t stop at just telling them this. He actually prepared an “official” document stating the fact. Boris Johnson signature included.
The dad shared the joke on Twitter and it literally took over the social network. However, the joke took over his children as well, who turned to chats and speaker phones to rage about the injustice.
And it turns out this is revenge after the prank week!
Well done, dad! Well done!