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

March 21, 2019

What’s the best traffic source for app install offers? The AppsFlyer report reveals all with 20B app installs analyzed! Dropshipping: Is the delivery speed killing your Page Quality Score? We have a solution. Google fined for the third time by EU regulators. We also dive into online shoppers’ psychology.

March 21, 2019

March 21, 2019 1080 1080 The digital marketer's #1 daily briefing!

 

MOBILE

Mobile Media Performance Index Report

AppsFlyer released their Performance Index report card on the performance of mobile media sources for the second half of 2018 — including ROI, retargeting and growth rankings.

This analysis is based on 20B app installs and 39B app opens on 11.5K apps across 350 media networks.

As per the report, the top sites and networks for mobile app installs are Facebook, Google, Apple (Search Ads), Snapchat and Twitter.

  • Not only is FB the top network for app installs, it’s also the ROI leader.
  • Google is a strong number two in the majority of app categories.
  • Apple follows in the third or fourth position, but not in all categories.
  • Twitter, Snapchat and others rank highly depending on the category: Such as gaming vs. non-gaming.
  • Snapchat saw the biggest improvement in ROI in the non-gaming category.

Another key insight from this report relates to app-install fraud, which remains on the higher side.

In fact, around 30% of all installs are fraudulent. This is causing the affiliate model for app marketing to lose ground because it is so much more vulnerable to fraud.

Although the common perception is that Facebook and Google’s dominance on the app-install market is growing, their combined market share is large but flat. This is especially true in gaming, where other ad networks such as AppLovin, IronSource, Unity Ads, Vungle, Tapjoy are showing increasing strength.

PS: There is also a webUI version of the report available which allows you to apply filters and choose some specific fields using drop-downs for better readability of the data. It does require you to signup, but if you’re okay with that, here’s the link for that version.

Zoom In

This is a pretty useful report for marketers to grow their understanding of the networks and platforms used to market their apps. Facebook, Google and Apple Search Ads are must-dos. After that, you can be more selective depending on your own requirements.

Also, a huge amount of money globally is being wasted because of widespread fraud, so choose your networks wisely.


GOOGLE

Google hit with $9.3B in cumulative fines

The relationship between Google and EU regulators isn’t exactly a whirlwind romance. In fact, it’s actually very bitter at the moment!

Why?

Yesterday, Google got fined another $1.7B by the EU. This is the third time in three years, with the total fine amount coming to a massive $9.3B. From the EU alone.

So, what happened this time?

Margrethe Vestager, the European Competition Commissioner, accused Google of anti-competitive practices related to its AdSense advertising service.

“[…]illegal misuse of its dominant position in the market for the brokering of online search adverts. Google has cemented its dominance in online search adverts and shielded itself from competitive pressure by imposing anti-competitive contractual restrictions on third-party websites.”

In other words, websites that use Google to power their search and advertising features had “restrictive clauses in contracts” that prevented them from hosting ads on rival search engines.

While this doesn’t seem illegal, because it’s a deal between two private entities, this practice still goes against EU antitrust regulations.

That’s because this misconduct “denied other companies the possibility to compete on the merits and to innovate — and consumers the benefits of competition.”

Google’s reaction?

The senior vice president of global affairs, Kent Walker said:

“We’ve always agreed that healthy, thriving markets are in everyone’s interest. […] Over the next few months, we’ll be making further updates to give more visibility to rivals in Europe”

It looks like they have accepted the penalty, in public anyway.

Well, Google is a very good business for EU: $9.3B is a hefty revenue stream!


FACEBOOK

Facebook updates and new feature unlocks

Today we’re going to address some more issues related to FB Ads. First, we’ll discuss the discrepancy between Link Clicks and Landing Page Views. Then, it’s time to move on to Page Quality Score and Speed Delivery feature.

Let’s dive into it.

Set up Delivery Speed on FB

One of the latest FB updates to give serious headaches to FB marketers, and in particular dropshippers, was the FB Page Quality Score.

This metric can seriously hurt your campaigns, and even the overall ad accounts if it goes below a certain threshold. But why is it causing these headaches?

Because one of the factors used to calculate the Quality Score is the shipping time of the products. If shipping times are too long and customers aren’t satisfied with it, it can lower your Page Score pretty quickly. This then harms your ads’ reach and CPMs of your ad account(s).

No need to worry though. The Crew is here for you!

Digging around the interwebz, we found a screenshot that will have you breathing a sigh of relief. It turns out that you can set your own custom delivery speed on the Customer Feedback Page.

What does that mean? Facebook will survey your customers ONLY after they should have received your products, i.e. after the period you set as your shipping time.

With this setup, customers will only be asked for their feedback after they have received their products. If it turns out that they still think shipping took too long, well, you have already communicated your shipping times to FB, so it’s not your fault.

Ultimately, this means that your Page Quality Score won’t be affected due to your suppliers’ long shipping time.

Link Clicks and Landing Page Views discrepancy

Every time there’s a problem, you can be sure that The Crew will find a solution for it. This time, we’re solving the discrepancy between LPVs and link clicks in your campaigns.

Have you noticed a big difference between these two parameters lately but you can’t figure out what the problem is?

Well, it’s likely that there are no problems, or at least nothing on your end. Many other FB advertisers have noticed this discrepancy lately, especially during the last month.

Cat Howell talked about it in her Facebook Ad Hacks group – She saw a 60% discrepancy between link clicks and landing page views. Usually, this difference is due to a high bounce rate, so the problem could be potentially be attributed to a slow loading page.

However, after some digging, she noticed that her Landing Page Views were misreported. It turns out that it’s not you, it’s a Facebook bug.

How can you fix this?

Cat Howell suggests placing a proper Google Tag Manager tracker on your landing page to measure the correct numbers. Alternatively, you can add a standard event to your landing page and pull this up in reporting.

So, if you were going crazy trying to figure out why your clicks weren’t turning into LPVs, don’t worry about your landers’ optimization. It’s a Facebook error, so use other instruments to track the LPVs and report the bug to FB.


E-COMMERCE

Shoppers’ psychology and trends

The human mind works in mysterious ways, and all major retailers know how to take advantage of it.

But do you?

If you are looking to boost your e-commerce store, it is important to understand how using basic psychology can help encourage more people to purchase from your store.

The team from 16Best compiled an infographic about knowing your customer, understanding their purchase decisions, and what influences their shopping behaviour. Here are some key highlights from the guide:

Conscious shopping vs unconscious shopping

Conscious shopping:

  • They shop for eco-conscious brands.
  • They buy less, and don’t mind going for second hand products.
  • Quality over quantity.
  • BYOB – Bring your own bag.
  • They shop with a list and with a set budget.

Unconscious shopping:

  • Shopping with friends and family.
  • Shopping when they are tired, hungry, bored or upset.
  • Purchase just because it’s on sale.

Workings of the human brain

  • People remember 80% of the things they see or do, 20% of what they read, and 10% of what they hear.
  • Visuals are processed 60K times faster than text.
  • 93% of customers place visuals and colours above other factors. 90% of the information sent to the brain are visuals.
  • Colour increases brand recognition by 80%.
  • Teals and navy blue colours are ideal for shoppers on a budget.
  • Traditional buyers prefer pink, orange and sky-blue over others.
  • 60% of customers are more likely to buy a product that has the word “Guaranteed” in it, while 52% are more likely to buy with the word “Sale” in it.The trick is to have both, right?
  • 80% of people are likely to spend more in a scented room.

Decision-making factors

  • Price = 87%
  • Shipping cost and speed = 80%
  • Discounts and Offers = 71%
  • Product variety = 71%
  • Reviews = 68%
  • Flexible Returns and Refunds = 68%
  • Brand reputation = 67%
  • Simple site navigation = 64%

Types of Shoppers

Bargain shoppers:

  • 137M of them plan to shop on Thanksgiving weekend.
  • 80% of them are price conscious and buy items at the best price.
  • 122M of them plan to shop on Cyber Monday.

Researchers:

  • They research extensively on every item they buy. 81% of shoppers research online before buying.

Impulse Buyers:

  • 84% of all shoppers have made impulse purchases.
  • 54% of them have admitted spending $100 on impulse buys.
  • 20% of them have spent $1000 or more.
  • 46% of men regretted impulse purchases compared to 52% of women.

Negotiators:

  • 20% of all shoppers are negotiators. For them, every transaction is about saving.

Loyalists:

  • 62% millennials feel that online content drives brand loyalty.
  • They purchase everything from the brands they love.
  • 75% of the shoppers belong to up to 10 loyalty programs.

These are some of the points we picked that are more suited for online shoppers. Of course, the infographic contains a lot more information about offline shopping and the influence of sound, music, scents, store signs etc.

Curious to know more about it? Check out the complete infographic(Zoom in to have a better view).


LINKEDIN

New targeting options launched on LinkedIn

Are you a LinkedIn advertiser? There are three new updates for you to take advantage of. The social network for professionals has been testing these features over the last few months and they’ll now be released globally over the next two weeks.

Let’s see what these updates are about:

  • New lookalike audiences: Just like on FB, LinkedIn lookalike audiences will help advertisers find members that have the same traits as the advertiser’s “ideal customer”. Based on advertiser’s advertiser’s existing customers, website visitors and target accounts.
  • Interest targeting using Bing search data: LinkedIn is also expanding its interest targeting capability by integrating Microsoft’s Bing search data. Advertisers will be able to target members based on the professional topics and content they engage with on Bing.

Regarding this feature LinkedIn, which is owned by Microsoft, said that they’re implementing it while keeping members’ privacy in the forefront of their mind.

  • Predefined B2B audience templates: Advertisers now have more than 20 audience templates. These predefined audiences target profiles that include characteristics such as member skills, job titles and groups. These can help you save time.

Lately, LinkedIn is putting in the effort to create an efficient ad platform. These updates show their commitment to help advertisers scale their B2B campaigns.

 


POOLSIDE CHAT

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

Guess who cannot pay with their knowledge?

Hello, Flat-Earthers! Where you at? What’s cooking at the Antarctic?

Got no idea what we’re ranting about? Of course, you don’t. ‘Cause we don’t suppose you’re one of them.

A horde of flat earthers are on a mission, heading over to the Antarctic to prove that we are all living a lie and being joined by controversial vlogger Logan Paul as well.

Logan had released a teaser of his documentary “The Flat Earth: To The Edge and Back.” In it, he addresses some very important, real-life issues deeply affecting our society such as:

Are planets a thing, or does this sport coat/beard combo make people forget I once filmed and laughed at a man who had committed suicide?

We don’t know much about their upcoming endeavour but they are plotting a course to Antarctica where they hope to see the ice wall that they believe encircles the planet.

It’s said to be 164 feet tall, and thousands of feet thick. Wait…Encircles the planet? But they claim the Earth to be flat, right?

In the enlightening words of the founder of this society: “If you take a globe and you squish it down, the Antarctic would go all the way around the Earth. It’s kind of like an ice shore and it’s very, very large. It’s not like you just go there and you can just peek over it,”

“We don’t believe anything can fall off the edge, because a big portion of the flat earth community believes that we’re in a dome, like a snow globe.”

Well, these people seem to have an awful lot of time and money on their hands. Meanwhile, we can’t even get enough campaigns up and running. These guys are the future of humanity!

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