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December 21, 2018

Don't forget to look out for our special editions next week! Same time, same place. Just with a slightly different format. In the meantime, you should check out Depesh Mandalia's conversation with Jason Kryski, these tips from an FB rep and these tools to help you with Google Ads. Speaking of Google, their latest ad is going viral.

December 21, 2018

December 21, 2018 2160 1440 WHAT THE AFF...

FACEBOOK

Facebook Video Ads: Tips straight from the FB rep

How do we really come up with the topics to include in our newsletters?

We make it a point to curate the best stuff from the industry that we feel could be most beneficial for our readers. And given that David Schloss is sharing useful stuff lately, today he’s here again. Probably the last time of the year though…

And he’s talking about Facebook Video Ads.

While it’s very hard to predict what will happen in 2019, one thing that’s already here and will spread even more across the web are videos.

And to help you prepare a smooth strategy for 2019, here are some tips about Facebook Video Ads you don’t want to ignore. They’re straight from the inside source: David Schloss’ rep.

Let’s have a look at them.

First advice, it’s about keeping the videos short for mobile: 15s or less. It’s pretty surprising. However, David says that this is because 47% of the value in a video campaign is delivered right in the first 3 seconds. So, it’s critical to capture your audience’s attention right away.

Another reason to keep your videos short? More than 75% of videos up to 15s have been viewed completely. And 3x more people consumed the video content when the message was presented in the first 10s.

Honestly, we’re gonna have to put on our media buyer hat for this one. Sure, short videos can work but having it as the main kind doesn’t sound good. Not from our experience, nor from our talks with others.

Short videos can be part of a bigger strategy. Brand awareness, retargeting, post-purchase ads. But don’t go on making 15s videos for cold traffic to carpet bomb. Or 15s videos for cold conversion campaigns!

The second insight is to go vertical. Why? 7 out of 10 tests showed that vertical videos resulted in an incremental increase in brand lift. Plus, 65% of novice vertical video consumers said that brands using vertical videos look more innovative.

Taking more screen space… Makes sense!

The third tip is about leveraging the power of vertical and static format together. And here are the stats to prove it: campaigns using static plus lightweight motion video achieved a 17% higher conversion lift as compared to static image ads.

If you haven’t implemented it yet, 2019 is absolutely the year to turn to videos. Nowadays it’s easy and there is plenty of software that allows even a total noob to make a great video. You can even use a gig on Fiverr!

Go produce those video ads and watch your ROAS skyrocketing. To a rich 2019!

Depesh and Jason Kryski in a conversation.

Depesh interviewed Jason Kryski in one of his regular FB Ads Power Hour episodes.

Jason is an ex-affiliate and FB Ads marketer, machine learning expert and founder of Strawhouse, a $70m digital marketing agency and Uncoil, an AI data analysis SaaS company.

Do you want to hear more about data and machine learning? Then you should listen to this ex-affiliate marketer who founded a Facebook data analysis software for e-commerce.

It’s a great interview to watch. The last one Depesh is having this year. Grab your hot chocolate, make yourself comfortable close to the fireplace and enjoy it!

Facebook defends itself after the NYT report

That NYT report about the deals between FB and other companies left many people disappointed.

Facebook VP of Product Partnerships Ime Archibong addressed the company’s latest user privacy controversy.

Archibong specifically argues that Facebook never allowed its partners to access private Facebook messages without the user’s permission.

While Facebook shared users messages with third parties, the company claims it only did so “if they chose to use Facebook Login.” Facebook Login allows users to log into third-party sites without making a specific new set of login credentials.

Basically, Facebook didn’t take its users’ data. But the users allowed Facebook to share their information.

“In order for you to write a message to a Facebook friend from within Spotify, for instance, we needed to give Spotify “write access.” For you to be able to read messages back, we needed Spotify to have “read access”. “

Sounds to us like both sides are right in some way. Basically, FB says apps needed the permissions and NYT is saying people didn’t know the companies went further than just relaying messages through FB’s permissions.

“What will they ever do with my name, my messages and preferences?”


TOOLS

Looking for an automated script to manage your Google Ads campaigns?

In-market audiences are still relatively new, yet a powerful targeting tool within Google Ads.

It helps in reaching users that are already researching or are already in-the-market looking for a particular product.

In a nutshell, In-market Audiences are probably more likely to convert than your average GDN user.

What if a script automatically applied bid modifiers to these audiences based on performance?

SearchEngineLand Columnist Daniel Gilbert shares this script to help us achieve exactly that.

How does this script work?

You set up an in-market audience campaign. It has some data collected over the past few weeks. The script uses this data to analyze your CPC’s and sets automated bid modifiers to bid up or down based on the performance.

The formula behind it?

Entity CPA / Audience CPA. (where “Entity” can be campaign or ad group).

A few things to keep in mind:

DATE_RANGE: The date range you want the script to analyze.
MINIMUM_IMPRESSIONS: Sets a minimum number of impressions before the script kicks in.
CAMPAIGN_NAME_DOES_NOT_CONTAIN: The campaigns that you want to exclude the script for.
CAMPAIGN_NAME_CONTAINS: Campaigns on which you want to run this script.

Well, generally, scripts work pretty well. Still, we recommend keeping an eye on the performance as scripts are not always perfect… After all, it’s just a set of rules. And performance might decline with them without a timely human check on them.

Automated plugin to generate SKAGs for Google Search campaigns

For the uninitiated, SKAGs refer to the campaign structure where every keyword in your account is separated out into its own ad group, or single keyword ad group. By structuring your account in this way, you can ensure the ads you serve are closely related to the users’ search term.

SKAGs can be a great way to improve the quality score of your keywords, helping you reduce the amount paid per click. Hence, improving the overall traffic quality and performance of your campaigns.

Though, building SKAGs manually can be a daunting task. You might have tens of dozens of keywords that you want to structure in this fashion.

This is where Skag.io could lend a helping hand. We came across this tool while doing some research work and thought of sharing it with you… That means there’s no partnership between us.

You have already been using SKAGs in your Google Ad campaigns? Great! If you are also using some tool for building SKAGs and think that’s a more preferred one over this, do share with us too.

After all, it’s just a simple UI based interface that lets you do the work that you might otherwise be doing over an excel sheet. There are no mechanisms or automation involved. Just cuts short the task of manually building and phrasing your SKAGs.

A free SEO plugin that’s capable of doing the usually-premium work

One more tool for the week.

A free WordPress SEO plugin, Rank Math, is going around in a lot of SEO groups lately and is very well received by the SEO community.

This plugin provides for some features which are mostly to be found only in premium plugins. Let us list down some of the features for you:

– Easy and simple to get started, with an intuitive UI.
– Import data from other SEO plugins like Yoast, AIO SEO etc.
– Schema Structured Data integration, which is highly recommended by Google.
– Auto-configured to select the best settings for your site.
– Google Search Console integration to track your data and rankings.
– Automated Image SEO allows an ALT tag to be assigned to images on your website for better SERP rankings.
– XML Sitemap, Breadcrumbs, SEO Analyzer, Local SEO, up to 5 keyword optimization, Google Knowledge Graph support, Bulk Optimization, detailed documentation and tons of other features which you can check out here.

The guy who built it is also open to any questions you might have over in this FB group here.


SPONSORED

AliExpress dies in 2019? Here’s your solution!

Well, it probably won’t die as a business, but it will not be a viable business model for your e-commerce store. Why? Let’s just list a handful of reasons:

– ePacket will either get more expensive or die altogether, just check this news.
– Facebook will restrict or outright ban your ad account for bad customer experience, based on Page Score.
– competition for limited ad space is increasing, so you need higher LTV, and to build a brand.

You could say this is “just our opinion”. Most industry people agree with it. But that doesn’t mean dropshipping is in trouble. Nope, it will just take something better than Ali… Like uDroppy!

Not only does uDroppy handle fulfilment and delivery for you. They provide on-demand products, a personal e-com manager and a white label solution!They have a direct partnership with over 700 factories. Unlike AliExpress, they are built for this business model, not for consumers!

They are an e-commerce platform where marketing is on you, the rest on them.

Whether you are a media buyer/affiliate who wants to start an e-commerce venture, you need help to scale your existing dropshipping store, they’re the perfect solution… Or even if you are new and want to start with e-commerce!

Go sign up with them for free, explore what they have to offer.

Some of you might have even met the fun squad they had at their skyscraper booth at Affiliate World Asia. They hosted interviews and a few e-com masterminds throughout the 2 conference days. Come on, don’t tell us you missed that?

Well, if you did, you have another chance to hang out with them. They are doing a private mastermind in Vegas, during Affiliate Summit West.And not just anywhere, oh no!

The venue is the Bellagio Hotel with good food, champagne and 30 top e-commerce people discussing FB, Google, e-commerce trends and what is working right now!

Apply to be one of the 30 people invited to this exclusive mastermind right here. Applications close on 30th December, get going!


POOLSIDE CHAT

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

Google hits us with nostalgia in this latest campaign.

How many times have you watched “Home Alone” during Christmas time? Infinite times, right?

Well, 2018 won’t be the same. Cause Macaulay Culkin reprised his role in “Home Alone”.

Is it a Home Alone sequel? Not really. It’s just an advertising gem from Google.

They reproduced some scenes with an adult Kevin. He now uses the Google Assistant as his sidekick in protecting his home against Harry and Marv.

It’s one of those campaigns most people can agree is done right. The timing. The theme. And the fact that Google Assistant does indeed have some powers if you have the right devices in your house!

We’ll be on the lookout for any holiday campaign that could beat this one!

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