Robust ThemeDec 09, 2019 2020-04-08 7:40
Paid Ads Marketing Tips of the Week
Weekly updated tips for your eCommerce business!
How many campaigns should I run on my Facebook ad account?
You should try to have only a handful of campaigns running. Facebook optimizes more effectively when your account is consolidated.
CBO's or ABO's for scaling?
In 2021 CBO's perform better than ABO's when scaling budgets at a rapid rate.
Where should I allocate my budget during product launches?
During product launches or big sales, allocate more budget than normal to people who have seen your content/ads before.
What is a good way to reduce my cost per 1000 impressions?
A great way to reduce your CPM is to utilize user-generated content.
What 3 ROAS metrics should you reference to make the right decisions?
- NC-ROAS is the most important metric to understand paid advertising performance
- Full Funnel ROAS is the main metric to dictate budget allocation
- In platform, ROAS is only useful for allocating within the platform itself
Being aware of a realistic ROAS range, along with the margins on acquisition is crucial as an e-com business.
Many successful ecom businesses don’t have a Facebook ROAS above 2. Ensure that you’re not only looking at FB ROAS to determine success!
iOS 14.5/15 tips:
With iOS 14.5/6, attribution is the main issue facing most eCommerce businesses and marketers. At the moment, looking solely at FB to make decisions is quite difficult. Without operating off of some form of third-party tracking method, you're going to be flying blind for the most part. Our recommendation at this time to combat the issues presented with iOS 14.5/6 is to utilize Google Analytics UTM tracking if you’re spending under $500/day. If you’re currently spending over $500/day on FB, then we recommend paying for a software such as Wicked Reports. These workarounds will give you more concrete, actionable data.
Are you aware of how your list is being affected post iOS 15?
To see how much of an impact it has had analyze historic open rate data for your Apple mail segment pre-iOS 15 and post-iOS 15. This will allow you to get a good sense of how skewed metrics such as open rates are so far.
On Black Friday & Cyber Monday weekend, CPM’s are usually highest, but this is counteracted with the highest conversions rates of the year. Don’t be afraid to increase spend given higher CPM’s during this time.
How do I increase my ads display frequency?
Allocating too high of a percentage of spend to retargeting can significantly increase the frequency in which your ads are shown, and can additionally lead to saturation and a declining rate at which your business is fed new customers.
Where should I be allocating spend?
A common thing we see when performing audits on the paid ads side is an unsustainable amount of spend being allocated to retargeting in comparison to prospecting. Allocating too high of a percentage of spend to retargeting can significantly increase the frequency in which your ads are shown, and can additionally lead to saturation and a declining rate at which your business is fed new customers.
What type of creative elements should I use on ads?
We all know the importance of the creative when it comes to paid ads. As an e-com brand, finding different creative formulas that work for your brand is important. UGC, stills, videos, try them all to determine what works best.