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May 21, 2019

An extensive SEO case study makes a come back to our daily briefing. How to leverage CBO for lead generation campaign. Influencers data compromised by the marketing agency. Sweet spot for ad frequency on Snapchat. A royal job with a not-so-royal wage.

May 21, 2019

May 21, 2019 2160 1440 The digital marketer's #1 daily briefing!

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CBO tips for Lead Gen campaigns: Unleashing the algorithm power and keeping the frequency low.

Leveraging CBO for lead gen campaigns? Here are some tips for you. They cover how you can keep the frequency low and some workarounds to get the optimization running without 50 conversions per week.

CBO for Lead Generation

We have seen many case studies and strategies on using CBO for e-commerce, but using CBO for lead generation is somewhat less talked about.

This same point has been shared by James Van Elswyk in the Purple Knowledge Lab Group: How to use CBO for lead generation campaigns?

A lot of insights stemmed from this conversation, so let’s dive into them!

Gabriel Ansel says that CBO for lead gen has worked better than ad set level budget optimization for him. Here’s the set up he uses:

  • 2-3 ad sets with the same audience and 2-4 ads per ad set with different creatives.
  • If he has already found performing creatives, he launches 2-3 ad sets with different audiences while using these same creatives.
  • Pausing ads or ad sets that are not working usually messed up the campaign over the next couple of days.
  • Gabriel says he only runs image ads.
  • Regarding the budget, he found that small budgets work better and the sweet spot for him is $250/day and below.
  • For scaling, he duplicates the best-performing ad sets daily and kills the losers every 2-3 days.

The overwhelming trend from these comments is that CBO works well for lead gen, and it’s even more stable, as stated by Depesh Mandalia.

Raul Vintila suggests using broader audiences when scaling, and then add more and more ad sets in order to increase the audience slots.

Moreover, contrary to the previous suggestions, he says that it makes no sense to pause the worst performing ad sets. This is because Facebook already optimizes their delivery, and therefore optimizes the amount of the budget they should use.

He suggests letting the worst performing ad sets to run for 2-3 weeks. You should then see a balance in the CPA.

So, instead of focusing on turning off the worst ad sets, you should focus on finding new audiences, creatives and angles.

Other people made different suggestions on how they set up their CBO lead gen campaigns, while some were against the crowd and said that CBO isn’t performing too well for them.

If you want to join in on the conversation or just read through some of the tips on offer, here’s the group post!

Make those leads rain!

Can’t get to 50 conversions per week? Here are some workarounds

The rule of thumb is that you want the Facebook algorithm to make some magic for you, and you should be getting at least 50 conversions per week.

But, especially if you have a low budget, getting 50 sales per week can be pretty hard.

How can you solve this and unleash that algo power?

Raul Vintila shared some workarounds.

First, you should not optimize for landing page views, because that will result in a lot of clicks and 0 conversions.

These are the 2 solutions he recommends:

  • Page View + X seconds: This way, the event only triggers after the prospect has spent at least X second on the landing page. This will prevent having your campaign optimized for those users that just spend a few seconds on your webpage. You know, those click without intent guys!
  • Page View + X% vertical scroll: Same principle as the previous one,, but the events are triggered after users scroll down X% of the page rather than after X seconds on the page.

So, there it is: Some straight-to-the-point tidbits of advice. Some marketers believe that the 50 conversions rule isn’t mandatory, and you can still scale a campaign without getting those 50 conversions per week.

However, keep in mind that there are some halfway events you can optimize as well.

These can be AddToCart and Initiate Checkout events. So, if you aren’t getting 50 sales per week, you can use these events to optimize your campaigns.

How to prevent frequency rising

A high frequency can burn out your creatives and also the audiences you are targeting.

Even if you are targeting a huge audience, that frequency can still rise and end up lowering your campaign performance.

So, how can you keep it down?

Steve Lee asked this question in the Facebook Ad Buyers Group. The answers?

Gareth John provided 2 solutions:

  • Shift to manual bidding, and bid higher to enter different parts of the audience.
  • Buy a fixed CPM and frequency in the Reach and Frequency section.

This should help you keep that frequency low.


SPONSORED

The Greek God of tracking: Zeustrak – a performance tracker with landing page hosting & cloaker!

Want to get more out of your media buying team? Maybe you’re flying solo, but are looking at building a team and taking your game to the next level. We know that your ROI mainly comes down to finding a perfect mix of the right offer and a performing angle.

If that’s the case, wouldn’t you rather focus on shaping your creatives and collaborating with your team rather than wasting time away managing your server and constantly uploading, editing and re-uploading you landers as you jump from system to system? Time is money so stop wasting yours.

Named after the king of Greek gods, Zeustrak might just be the solution you need to unchain yourself from all of those tedious, time-consuming tasks.

Zeustrak is a tracker, but it’s actually so much more. It’s a full stack management platform for performance marketers, that brings together all the tools you need in one place!

So what do we mean by “full stack management”?

  • Landing page hosting management – Host and manage your sales pages directly through Zeustrak using API integration with Amazon Web Services and Digital Ocean! You’ll even have your own IPs, so your reputation won’t be hurt by the actions of others.
  • Cloaker – You want your pages seen by real users only, not by bots, spy tools or manual reviewers. Zeustrak has this functionality included!
  • Team management – Create user groups and granular access profiles so that people on your team have access to the information they need and nothing else.
  • Zero redirect tracking – This is a must have these days for maximizing your redirect speeds.
  • Safe page generation – Automatically get safe landing pages generated by Zeustrak!
  • Tracking and advanced reporting – As you would expect from any tracker worth its clicks in 2019 😉

Got your attention yet? Manage your entire pages assets and page hosting directly in Zeustrak. The traffic filter is also a nice feature to have if your hat is sometimes a little “off white” 😉

You’ll also get granular reports, free SSL for every domain, the ability to add multiple tracking domains and detailed traffic logs… You know, the standard stuff you use in your tracker!

Hey, we get it… It’s not easy to commit to a tracker without giving it a test drive around the block a few times and that’s why Zeustrak has a 14-day trial.

Sign up for Zeustrak’s trial right here.

If you’re already convinced, monthly plans start at only €199/month for everything and include 5M events you can track, with ALL features included!

Have a look at all Zeustrak’s monthly plans here.


INSTAGRAM

Instagram Influencers’ personal data exposed

Another day, another data leak on the Internet. This time, the platform is Instagram and the exposed users were its beloved influencers, celebrities and some brand accounts.

It was a database of around 49M records which was hosted on Amazon Web Services (AWS) without any password protection.

This extensive database included names of influencer accounts, their bio, profile picture, follower count, verification status, cities and other private information such as email addresses and phone numbers.

Along with their Instagram account info, the database contained a record that calculated the value of each account, based on the number of followers, engagement, reach, likes and shares.

Who owned this database? An Indian based influencer management firm called Chtrbox.

This database was used to determine how much each influencer should be paid for sponsored posts.

Facebook confirmed it is investigating the matter with Chtrbox. Although that will come as a small consolation for the compromised accounts. What’s exposed is exposed, the incident can’t be reversed, and you can’t make the people who downloaded this data unsee it.


SEO

How Google ranks your content in 2019: Case Study

It’s been quite a while since a fresh-off-the-boat, numbers backed SEO case study came out. So, this makes for a refreshing and insightful read.

Authority Hacker analyzed nearly 1.1M search results and shared their extensive case study with the community.

Brief Background

They pulled out 120k random keywords from Google Keyword Planner, with half of these keywords getting at least 1000 searches a month.

Next, they pulled the top 10 search results and additional data from Ahrefs, Google APIs and a custom-built crawler.

The result was a rich dataset of some 1.1M search results.

Summary of the Results

The number 1 spot is most likely to be the most relevant result and is still worth fighting for. If there is an obvious result (like a brand), Google will show it. They will show it even if it goes against all other ranking factors and SEO rules.

This result ends up ranking not just for a specific keyword, but for way more keywords on average. This leads to it gaining more organic links and further strengthening its position.

For less obvious results (such as non-branded keywords), Featured Snippets are taking over. 50-65% of all number one spots are dominated by Featured Snippets. This illustrates Google’s focus to provide immediate answers to the searchers, leading to fewer clicks on SERPs.

Backlinks, measured by the number of referring domains to a URL, are still the most strongly correlated factor for SEO success.

At the same time, some of the popular link authority metrics like Ahrefs Rank or Domain Rating have shown to be even less correlated than previously expected.

Keywords continue to matter. The number of keywords in the content, keyword density, keywords in meta tags, h1, and title tags showed much stronger correlations. While keywords in URL proved somewhat relevant.

Content length is not an actual ranking factor. However, it does help in ranking higher simply by providing more room for keywords to be inserted at a non-spammy density.

It’s better to optimize for the parent topic (highest volume keyword the top result ranks for) than the actual keyword it covers. All high ranked results dominated the “parent topic” over the keyword they ranked for.

HTTPS is now a must to rank. No news here, Google has already made this clear.

Some of the commonly believed SEO hearsay proved completely invalid. For example, the rumour that Google treats high volume keywords differently or that it holds a preference for content with embed YouTube videos over other video platforms is complete nonsense.

Some well-established beliefs might just be a result of bad data science in previous studies. For example, the length of the URL being a strong ranking factor.

All first page results show a high average score (over 90%) for Google’s Lighthouse Audits (SEO), although no link was found between higher scores and top ranks.

Page Speed seems to help, but not as much as expected. You should still want your pages to load fast for various other reasons.

Want to get into the details of this extensive case study? Check out the complete article here.


SNAPCHAT

What’s an optimal ad frequency?

How many times do you need a Snapchat user to see your ads in order to drive action?

Any guesses? Well, it turns out that there are no definitive answers!

But since Snapchat advertisers still have the option to control their ad exposure frequency with ‘Reach and Frequency’ tool, Snap tried to answer the above question in their latest report.

Snapchat analyzed 103 brand measurement campaigns, which consisted exclusively of Snap Ads in Stories. The key findings?

“Frequency of exposure affects the lift in ad breakthrough, with sharp and steady increases in lift with increasing exposures, up to around a frequency of two per week, after which only modest gains in lift were observed.”

In simple words, target them with two ads per week in Snapchat Stories and you will significantly improve the chances of your audience remembering your ad.

You could shower them with four or more repeats of your ad without any negative impact, but any more than that and the returns start dropping.

So, if you run a longer campaign just a few ads per week work for recall, but shorter campaigns need a higher frequency. This is a simple point you might want to take note of and factor into your planning.


POOLSIDE CHAT

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

Do you want to be a royal marketer?

If you think that your marketing skills are so good you deserve a nobility title, here’s the golden chance you’ve been waiting for.

Yes, prepare to be part of a royal team, because there’s a new position opening in Buckingham Palace. In fact, Queen Elizabeth II is looking to hire someone to curate her social media presence. Interested?

The Queen should probably take advantage of our new Job Board to find the best talents…

Between the Queen’s passion for dogs, the castle, her outfits and the royal lunches, it’s safe to say that content production won’t be a problem. You can make some very interesting Instagram Stories with all that’s going on around the palace.

But what will you get in exchange? 33 vacation days annually, free lunch and a full benefits package. Not remote working, though. You’ll have to move to Buckingham Palace.

We have to say that we expected a higher wage though: Just $38K for this “royal job”. 22% below the London median. Deep pockets, but short arms…

Yet, this position could still make an awesome Linkedin and Instagram bio: “Queen Elizabeth II social media game changer” or “Royalty disruptor”.

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