THE DIGITAL MARKETER'S #1 DAILY BRIEFING. BE IN THE KNOW - IN JUST 5 MINUTES.

February 5, 2019

We will be LIVE tonight in Depesh’s FB group, catch us there! You can now target the top 5% income household in the US but CBO to be official from Sept 2019. And today you’ll also find out how not to make $137M disappear just like that.

February 5, 2019

February 5, 2019 1080 1080 The digital marketer's #1 daily briefing!

FACEBOOK

Fixed CBO is official. New income based targeting launched

How many nights did you spend working on your bidding strategies? Well, we hope all that work got you good ROI, cause with this FB new update, those strategies might lose their value: Fixed CBO is an official thing. It’s not gonna be optional anymore.

On the other side, Facebook released new targeting options. And guess what? They’re based on users’ income.

Let’s start with the CBO update.

Yesterday, we announced it. Today, we have the official confirmation from Facebook: From September 2019, you won’t be able to turn off Campaign Budget Optimization.

If you still don’t have an idea about CBO, here is a visual representation of its working, taken from Jon Loomer’s post.

How can CBO be helpful? Facebook says that it will help in four ways:

  • You will now be setting the budget at a campaign level. According to FB, this simplifies our jobs… Then the system will automatically and continuously distribute the budget in real time. Towards the best-performing ad sets.
  • It will work to bring you the most results within your budget. In real time. This will lower your cost per results.
  • CBO can generate better results at a lower cost.
  • CBO along with lowest cost bid strategy will help you get the best results, at the lowest cost for your overall campaign. Not just for an ad set.

It all sounds good. At least, from FB’s point of view. However, you can’t always trust FB optimization. They might be smart. But they aren’t always right.

Can this change be controversial?

Well, advertisers are used to their routines. They have learnt to get better at setting their budgets and bidding strategies at the ad set level.

That’s why this update might drive many FB marketers crazy.

FB’s algorithm can be smart and its optimization might work too, but it’s not something you can always rely on. Therefore, this update might cause some frustrating moments for us. They weren’t enough already, uh?

However, this isn’t our land, thus we can do nothing but adapt.

Facebook introduces income based targeting

If the CBO update made you angry, here is something to sweeten your heart:you can now target users based on their average income. Though, it’s only available in USA for now.

Facebook introduced 4 new segments, allowing advertisers to target users based on the average income levels in the ZIP code in which they say they reside.

These four segments appear in the Detailed Targeting field under Demographics > Financial > Income.

The segments created are:

  • Household income: Top 5% of ZIP codes (US)
  • Household income: Top 10% of ZIP codes (US)
  • Household income: Top 10-25% of ZIP codes (US)
  • Household income: Top 25-50% of ZIP codes (US)

Facebook says that the income data is based on public information. And that it also considers advertisers’ needs while protecting users’ privacy. Hence, the segments are based on percentages and not exact income figures.

Why is this helpful? If you advertise in the US, you’ll be able to target a specific group of people based on their income. Thus, you can craft your ads and services/products based on users’ spending power and perceptions.


GOOGLE

Set up dynamic remarketing using Google Tag Manager

Setting up dynamic retargeting ad campaigns on Google can be quite a daunting task. However, if set up in the right way, it indeed can improve the efficiency of your campaigns and increase your overall ROAS.

Just like Facebook Ads, you can set up retargeting ads on Google to reach out to people who have already visited your website and/or interacted with your products. And Google will do the rest of the work for you.

Google automatically predicts which layout, platform, placement is likely to perform the best for a particular person and shows the relevant ads accordingly.

This comprehensive guide from OptimizeSmart breaks down the whole process of setting up dynamic retargeting into 14 stages. Making it somewhat easier to understand and implement it in the most precise manner.

Here are the 14 stages of setting up dynamic retargeting for Google Ads using Tag Manager.

  • Identify your remarketing audiences, industry vertical & attributes and prepare the right data points needed for dynamic remarketing.
  • Enable Remarketing in Google Analytics.
  • Link Google Analytics and Google Merchant Center to Google Ads.
  • Set up Google Merchant Center account.
  • Prepare and publish Product data feed.
  • Push attributes of viewed products into data layer.
  • Pull attributes of viewed products from data layer into Google Tag Manager.
  • Send attributes of viewed products from GTM to Google Analytics.
  • Create dynamic remarketing audiences in Google Analytics.
  • Send attributes of viewed products from Google Analytics to Google Ads.
  • Create and run Dynamic Remarketing campaigns in Google Ads.
  • Setting up Dynamic Remarketing using Google Ads Remarketing Tag (optional).

There are many other ways of setting up dynamic retargeting for Google Ads. You can even use Google Analytics or a remarketing tag that can be generated right within your Google Ads account. Using Tag Manager is just one of the many ways of doing it.

Interested in going through the mentioned steps in detail? Check out the extensive guide from Himanshu and make your dynamic retargeting on Google Ads come alive.


TWITTER

Twitter cuts off followers dealers

Do you use Twitter? What’s your strategy? Follow/Unfollow? Ehmmm, then Twitter is going after you. In fact, it’s stepping up its fight against services that help accounts gain followers using tricky ways.

Basically, those services for which users pay, to rapidly follow and unfollow tons of people. Hoping that some will follow them back. They already suspended three apps and they’re increasing their effort.

Yesterday, we talked about the company which got fined for selling Instagram followers. Well, here comes another jab at these “dark” tactics.


SPONSORED

A network that’s not a “jack of all trades” but has mastered ONE!

Focus. That’s what most people say it takes to become successful. No different when it comes to affiliate marketing. In other words, mastering one part is better than knowing a bit about everything.

ROI Collective is a network that doubles down on that saying. They are one of the first ever Finance (Crypto and Forex) networks out there and that’s the main thing they do. And they’re good at it!

They know the games played in the affiliate space inside out so they focus on what affiliates really want.

  • Transparent margins with real payouts – no “shaving and scrubbing”.
  • A direct relationship with a big pool of brokers to always rotate for the highest EPC for affiliates.
  • Hands-on affiliate managers helping optimizing traffic and adjusting the rotation of brokers.
  • Maintaining an impeccable relationship with the advertisers.

In other words, ROI Collective’s goal is to make sure both affiliates and advertisers get what they are looking for. No tricks, no games.

What’s that? You’re worried that you haven’t run any crypto and cannabis stocks offers before?

Don’t worry. Being so early in the space, ROI Collective is used to helping affiliates conquer this vertical. Their team is more than ready to spill the secrets of what works here.

So, whether you are a crypto-veteran looking to get more ROI or you are looking for a new vertical to conquer, ROI Collective should be your network of choice.

Sign up with ROI Collective right here.


ANNOUNCEMENT

Manu and Depesh taking over

If you love us as much as we love you, then tonight at 8:00 PM UTC, there is something you can’t afford to miss at all.

Manu Cinca, the man who started this boring daily magazine for marketers and advertising professionals, will be Live on Facebook with Depesh Mandalia.They’ll sit down (virtually) and talk about media buying, the state of paid ads, email, building and managing remote teams, all the way to affiliate marketing, of course. All that boring stuff, uh?

Well, whether you want to hear some insights from two digital marketing personalities, or you just want to tell Manu to stop with these emails, you know where to catch him!


SEO

10 lessons you can use to improve your link building campaigns

Got a potential business which you are passionate about? Well, for anyone looking to invest some serious amount of time and effort in their business for the long term, SEO should definitely be part of your marketing mix.

And one such long-term aspect of SEO is Link building.

Linking to other sites seems like an easy enough task, but it’s one you should approach carefully. And if right done, it can bring your business tons of traffic and authority on Google.

So, if you want to find new link building strategies using email outreach, Shaurya from an SEO related FB group, shares some tactics he learnt by sending about 5000 highly-personalized emails, to accomplish these link building campaigns.

Here are some great insights about link building via email outreach:

  • Avoid using emails from Whois data. Can’t find their email on their site, don’t grab it from Whois. You risk annoying that person and being marked as spam.
  • Invest in an outreach tool. It saves you tonnes of time and your precious sanity. If the tool is made for link building, even better.
  • Don’t be over the top. You will freak people out and attract bad press.
  • Track your domain reputation. Getting marked as spam, emails bouncing etc. hurts your domain reputation. And the delivery rates of your future emails can drop. Use Glockapps. It’s a great tool to test your email delivery score. We at WTAFF love this tool like moths love lamps. Ask us more about it in tonight’s LIVE.
  • Leverage the assets you already have. Link Building is all about value exchange. Don’t expect a link without providing anything in return. An IG shoutout, a product sample etc works too.
  • Never give generic compliments. Either compliment about something specific or skip the compliment and get straight to the point. Saying stuff like “I really like your content”, “Your site looks great” etc. is off-putting and fake.
  • Always show your face. How can anyone believe if the person emailing is a real person or a bot? Include your picture in your signature.
  • Follow up or die. Common sales advice, right?
  • Don’t write perfect emails. It’s okay to make a few deliberate mistakes to sound more human. Unless you are an email specialist team like WTAFF, don’t be too hard on yourself.

AMAZON

A Guide to Amazon Indexing & How to Check Your Keyword Indexing

If you are one of those 5K people who read our emails every day, chances are that you are already into Amazon Ads by now.

Today, we are taking it in a slightly different direction and talking about getting found on Amazon without using ad campaigns.

And how do you do that? By making sure your products are indexed for relevant keywords.

Indexing on Amazon

The primary method for customers to find products on Amazon is through search. If your products are indexed for the right keywords, they will show up in Amazon’s search results when a customer uses that search term.

When you are indexed for highly relevant keywords, it will positively impact the amount of traffic and market share you will get on Amazon.

Also, there is a direct correlation between being indexed for highly relevant, purchase intent keywords and your revenue.

Amazon rewards conversions and sales, so indexing keywords that drive traffic and do not result in conversions will actually hurt your organic ranking. Hence, focus on keyword relevancy and don’t go after high volume keywords.

How do you get indexed?

By using your keywords in a data structure. Which includes:

  • Title.
  • Bullets.
  • Back End Search Terms.
  • Structured Data.

The most effective way to maximize the data for your products is to upload your listings via Upload feature. Make sure to use sub-categories to improve keyword relevancy. And avoid overdoing it by keyword stuffing.

Parent/Child variations in indexing

Child categories do not naturally inherit the keywords from parent categories. You need to check this manually to make sure all relevant keywords from parents categories are also included in child categories.

Verifying your indexing

  • Open an Amazon page and make sure All Categories are selected.
  • Type in the Amazon Standard Identification Number of the product you’re checking and the keyword you want to check.
  • Hit enter and if it finds the product, then it is indexed for that product.

Tip: KW Indexer is a Chrome extension allowing you to type in the keyword and check through the extension.

Monitoring your indexing for changes

Pull the Detailed Traffic and Sales Report by Child Product. This report will show you pages, sessions, orders, and unit session percentage for each child ASIN. It also helps in tracking changes in indexing, traffic and conversions data.

If the number of sessions change significantly, it might mean that your product was de-indexed for a primary keyword. Or an algorithm change resulted in a different page ranking. It might also relate to a merging of two separate sub-categories.

Well, now you know about both, organic as well as inorganic aspects of Amazon. Whether you choose to run ads or get your products indexed organically, we wish you all the success with selling your products on Amazon.


POOLSIDE CHAT

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

Crypto site loses $137M in dead founder’s encrypted wallet

Have you ever thought about what will be inside your last will? If you own some crypto, never ever forget to include your wallet details in it.

Or bad things might happen. Like the $137M lost by Gerry Cotten. Whaaat?

He had $137M worth of Bitcoin. And unfortunately, when he passed away, he took the wallet’s password to this grave. And now, all that crypto-wealth is stuck in the blockchain, inaccessible.

But the damage is worse than it seems.

Gerry Cotten was the founder of crypto exchange QuadrigaCX. And those $137M were the funds owned by his company. In other words, that locked money belonged to QuadrigaCX’s customers. What a giant trouble!

But wait… there might be more: An unofficial, independent investigation conducted into QuadrigaCX’s transactions, called into question not only the existence of the alleged encrypted wallet but also the validity of QuadrigaCX’s business practices at large.

Whether QuadrigaCX’s customers’ money is stuck in an ever-locked encrypted wallet or whether it was pocketed, make sure that your crypto exchange company’s founder has a well defined last will. Keep your crypto safe!

 

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