Parallel tracking mandatory from July 31
A reminder for those running Display Ads on Google.
We are fast approaching the deadline to switch over to parallel tracking for Display Ads.
Google switched to parallel tracking for Search Ads last October. Now, starting July 31st, the same will be mandatory for Display Ads as well.
+ What is parallel tracking? With parallel tracking, your landing pages and the tracking functionality loads separately. This means users don’t have to wait for click trackers and any other redirects to load before they can get to the landing page.
Parallel tracking helps speed up landing page load times by up to 5 seconds. That’s a huge, huge time.
+ What do you need to do? If you are using any third-party tracking parameters or click measurement providers, reach out to them to make sure that they are prepared for this change, so there’s no disruption to your click measurement system.
+ Is there more to this? Yes, parallel tracking will be introduced to Video Ads later this year. In fact, Microsoft Advertising is also beta testing parallel tracking and will be made available globally in the near future.
Getting your ad account in good shape so you have repeatable results
There are many things hard with FB Ads. The first half of this year had several outages and bugs that burnt advertisers’ budgets.
Facebook also comes up with new features, new ad formats, new bids very often.
It can get overwhelming but we found 2 very useful documents that can help you stay on top of your game. One helps you create strong, policy-friendly copy and the other helps you structure campaigns in your ad account in an organized manner.
The ultimate FB Ads copy template
Lacking inspiration when it comes to copywriting? Do you always seem to “throw stuff against the wall” to see if it sticks? You’re not alone. It takes a lot of practice and structure to develop a more strategic approach.
The great news for everyone is that David Gordon shared a template/cheatsheet in the EPOCH group that we can all use.
What we like about this:
- Structured sections for each copy so you exactly know the purpose each sentence you write serves.
- Split by purpose and content-type of your ads like prospecting, unique selling points, content and retargeting.
- Power-words collection grouped by “sins” you are targeting like greed, sloth, lust, etc.
- FB Policy cheat-sheet containing good and bad ways to target your copy based on personal characteristics.
Use it wisely and responsibly!
Recommended FB Ads account and campaign structure
OK, now that you have your copy cheatsheet ready, how about we look into how you should structure campaigns in your ad account?
This one comes from Matt Malby in Facebook Ads Savages group and it’s a structure recommended to him by his FB rep.
The PDF shows details for:
- What campaigns you should have for prospecting, retargeting and creating brand loyalty, including the campaign objective.
- How many ad sets and which audiences to target in each of these campaigns.
- What audiences to exclude from each.
- What optimization event you should choose.
- How many ads you should have for each.
It also offers tips on what placements to choose and what budget.
While we definitely think this is useful, it’s not exactly a set-and-forget structure as you can imagine. There are so many possibilities on Facebook, probably more of them yet to come, that it always leaves more room for you to adjust and adapt accordingly.
We do think this is a good base to expand from or a good starting point to create a proper structure that everyone on your team can follow.
Is this something that you already know about and have implemented on your sites?
HTTP status codes: Write meaningful status code to tell Googlebot if a page should not be crawled or indexed, or whether a page has been moved to a new URL.
Lazy-loading: Use lazy-loading to only load images when the user is about to see them. This helps in saving on bandwidth and improves performance.
Check out the complete guide here.
Did you know that we run ads?
Yes, just like Facebook has to run ads to survive so does The WTAFF Crew…
We’re now over a year old and we’ve never put this out there, but we thought it’s about time… We’ve seen what works, what doesn’t and we know this community that you are also part of, is second to none.
Calling all traffic sources, affiliate networks, advertisers, software tools and service providers that want to reach affiliates, e-com owners and media buyers!
The WTAFF Crew wants you to get in touch! Why? Well, to run ads with us, of course!
If you are:
- An advertiser
- A traffic network
- A software service
- An affiliate network
- A marketing training program
… get in touch with us by replying to this email.
You can check out a detailed breakdown of our reach, past results and pricing right here. Yep, we don’t see a reason to hide our prices for these ads.
What’s with the #sellout, you ask?
After a year of sending this newsletter every weekday, we’ve learned what and how to present products to you, our readers. We’ve smoothened up our internal processes too.
We want to make sure that everyone reading this is aware we’re here to help put their products and services in front of 7.5k+ marketers (and growing 10% per month organically). We think we’ve now proven ourselves as a great promo avenue.
If you are interested or think this newsletter is a great way for one of your friends to promote their product share this media kit with them and tell them to get in touch!
More ad spaces to buy. Policy update for content violations
We’ve got two quick things to update you about Instagram. The first one opens up more ad spaces for you to buy on its platform. The other one to make it a safer platform for everyone.
Introducing Ads in Explore feed
As per Instagram, more than 50% of users use Explore feed to find content related to their interests from accounts they might not already follow. And 80% of people follow a business on Instagram.
That’s why Instagram is now introducing ads in the Explore feed.
Once users tap on a photo or video in Explore, they will see ads as part of their browsing experience just like in the main feed.
As an advertiser, you can simply extend your campaigns by using automatic placements with a simple opt-in to reach audiences in Explore.
This will be rolled out in a slow and thoughtful manner over the coming months.
Account disable policy update
You might be aware that Instagram disables accounts who frequently post content that goes against policy.
Now, in addition to that, it will also remove accounts with a certain number of violations within a specific time frame.
They are also introducing a new notification process to help you understand if and when your account is at risk of getting disabled. You will also be able to appeal deleted content.
If content is found to be removed in error, your posts will be restored and the violation will be removed from your account’s record.
And it’s going to be a smooth, piece-of-cake process where all the details about the violation will be shared with you.
Nah, we are just kidding. You can assume the whole appeal process is going to be as dreadful as it is on FB. Same backend teams essentially 🙂
Basic email flows for e-commerce
If you haven’t wrapped your head around email for your e-comm store yet, fret not! Dániel Budai came to the rescue in the Facebook Ad Buyers group.
He just wrote part 1 of a multi-part series on what emails you should have when running a store. Think of it as a basic structure for the backend of your store.
The first part deals with automated flows where you have to set them up once, then things run themselves. Let’s dig into what emails you should have here.
+ Abandoned cart email flow
Top of the list, of course, because 60-70% of the carts are abandoned so you want to remind people to complete their purchase.
Dániel recommends this series:
- One email 30-mins after the cart was abandoned, offering to help and asking why they left the cart. This email should probably not contain any discount.
- The second email should come 4-6 hours after the customer left the cart and you can now offer a discount.
- The third email is 24 hours from the time the customer abandoned their cart and it should have scarcity as the main driver.
- If nothing worked, 2-3 cross-sell emails.
One way to boost this flow’s effectiveness is to include Messenger along with emails.
+ Browse abandonment email flow
This is for visitors that browsed a product and left their email in a capture form but didn’t buy anything.
The flow is the same as above but Dániel likes to add related products in these emails too because the visitor didn’t show very high intent for one product.
+ New customer thank-you flow
As the name suggests, this is sent to new customers after they made a purchase.
- The first email should be slightly longer than average and you can use it to introduce your brand to them. Ask them to whitelist your emails and you can certainly add an offer for them as a discount.
- The second email comes on the next day and contains reviews, customer selfies and videos with the products they bought. No offers, it’s just to show testimonials.
- Depending on your delivery time, Dániel recommends one email per day where you simply present more of your brand and community. Showcase new product lines, social media, more customer reviews and tell them more about your brand.
- After the product is delivered there are 3 more emails. One plain text email telling them they are getting a gift the following day. The second email is a promo with a discount on the next day. The third email is on the third day giving them 24 hours to use the promo.
Those are 3 basic flows. We’ll keep you up to date if Dániel posts part 2.
Hey, you! Tell us a lil’ about yourself, will ya’?
We’ve asked you a few questions about yourself before, but since then this newsletter has grown. We want to know what type of content you’d like to see, what type of marketer you are, and how experienced in the industry you are.
Why? Because we want you to love this daily briefing!
We noticed there are a lot more types of marketers than just affiliates reading this. We’re flattered!
That also means we have to get some more info from you to ensure we aren’t neglecting any area of digital marketing that you ladies and gents are interested in.
It’s anonymous, takes 3 minutes to fill in and it helps us make sure we stay on top with content quality and the type of sponsors we bring to the newsletter.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
“Thank you for your data, all 150M of you!”
Have you heard of FaceApp? Even if you haven’t, we’re pretty sure you’ve seen what it does. It’s the app that “shows you how you look when you’re older”.
More than 150M people have been posting their pictures on social media, celebrities included.
It also made the news, Forbes having a closer look at it.
What did they find? Not to be too paranoid but if you did install that app, you fed it quite some data. And as you know, not all apps use said data for what they say they will *cough* Cambridge Analytica *cough*
Oh, and if you haven’t read the terms either, they say you give the app owners the right to use your information forever and for just about any purpose. Check the exact terms here, specifically Point 5. User Content.
So what will the app do with all those pictures? Most likely they will train a facial-recognition AI or sell your pictures to others who want to train one.