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

May 3, 2019

Brand manager vs Performance marketer: Whose side are you on? Big changes coming to Messenger chatbot policies: Here’s how to adapt quickly. How can you build long-lasting campaigns? Mini-angles are the answer according to Charles Ngo. Grow your Amazon game from newbie to an expert with these tactics.

May 3, 2019

May 3, 2019 2160 1440 The digital marketer's #1 daily briefing!

BOT MARKETING

Massive changes to Messenger policies

Facebook announced a huge change to its Messenger policy for broadcasting messages.

What’s changing?

Pages not approved for subscription-based messages will no longer be able to send message broadcasts. They will have to stick to the route of sending sponsored messages, which is a paid ad format.

This will come into effect from 31st July.

What’s not changing?

24+1 Rule. Page are allowed to message new contacts for free during the first 24 hours. After that, only one promotional message can be sent out to them for free.

Broadcasting or Subscription Messages. Pages approved for subscription messaging can continue sending out unlimited, non-promotional Messenger conversations with their contacts for free.

Non-promotional messages. Sending out promotional content over broadcasts is not allowed. Previous violations of this rule is why Pages now have to specifically get approval for that.

What can you do about it?

Simple – Get your Page approved for subscription messaging.

Another work around is to get permission from your subscribers to contact them over a different channel (email or phone/SMS).

If your Page is already approved for subscription messaging but you would like to send a promotional message, send it as a sponsored message (Although remember that you gotta pay for it!)

Here’s how to get approved for subscription messaging.

  • From your Facebook Page, go to Settings.
  • Click on Messenger Platform.
  • Under Advanced Messaging Features, click on “Request” button next to Subscription messaging.
  • Complete the 3-step process application process.
  • Wait for approval.

PS: You will be asked to select a category to describe the nature of your chatbot. Go with “News” category.

You will be asked to share examples of messages your page will send, share some of the most helpful, value-oriented messages your bot has previously sent out.

Want to get into the nitty-gritty of things, MobileMonkey has a helpful resource on this here.


REPORTS

Ad Fraud Report – 2019

The Association of National Advertisers and cyber-security company White Ops recently published their Ad fraud report for 2019. According to the report, measures taken over the last few years to control ad fraud are working better than ever.

Let’s have a look at the numbers that prove it.

  • Global ad fraud losses dropped from $6.5B in 2017 to $5.8B in 2019, an 11% drop. That’s a great figure considering that digital ad spending has increased by 25.4% between 2017 and 2019.
  • Ad fraud attempts amount to 20-35% of all ad impressions over the year. However, the amount of fraud that gets through is now much smaller.
  • About 8% of display advertising impressions are fraudulent, down from 9% in 2017. 14% of all video ads are fake, down from 22% in 2017.
  • Absence of these safety measures would have resulted in estimated fraud losses growing to $14B annually.

What safety measures have been taken?

  • Wider adoption of IAB Tech Lab’s ads.txt standard.
  • More restrictive barriers to buying bot traffic.
  • Better equipped, built-in fraud prevention tools by ad platforms.

In the current digital ad-scape, any advertiser or publisher can participate in programmatic bidding, including the bad actors who fraudulently inflate metrics to publish ads on fake inventories.

With more and more collaborations between ad tech vendors to implement safety measures, these efforts are finally starting to pay off.


AMAZON

Advanced tips for Amazon advertising

The competition is heating up on Amazon, so it’s time to take your Amazon advertising game to the next level and get ahead of the competition.

Even if you are just starting out with Amazon Ads and learning about them, there are some key tactics you can use straight away to jump straight to the intermediate and advanced levels. The differentiation lies in your actions, implementations and willingness to go the extra mile.

Here are some of the key tactics you can use to leverage Amazon’s advertising and get more juice out of your ad budgets.

Brand awareness with Sponsored Brands: Previously known as headline search ads, these ads appear above the Amazon search results and are a great way to build brand awareness and for promoting multiple products. Ideal for top-of-the funnel advertising when used in combinations of category keywords or branded searches.

Fly-wheel effect: It’s about using paid ads to generate earned media which drives overall growth. Paid ads drive more traffic, boost your product’s position in organic search results.

More traffic and better product rankings increase the chances of your product earning the “Amazon’s Choice” title. This in turn brings more attention from shoppers, even more traffic, more sales and this snowball grows bigger.

Sponsored Products and category specific targeting: These ads appear above, below, and alongside the Amazon search results, as well as on product detail pages.

With category specific targeting, it places your product ads next to top-selling products from other relevant category products, next to a specific set of brands or products. Or alongside items within a specified price or ratings range. This can be done by using Product Attribute Targeting (PAT).

Flexible Advertising Cost of Sale (ACoS): You can’t have a fixed ACoS for all your products. For best-selling products, aim for lower your advertising costs. For product launches, a higher ACoS can be more useful for gaining initial traction and earning reviews.

Auto & Manual Campaigns: Use auto campaigns to explore new search terms that convert for you and then move such successful terms from auto to manual campaigns.

Bid Optimization: Setting bids at the ad group is going to hurt your budgets. Set your default bid at the keyword level depending on the keyword success.

Then, keep a close eye on your conversion rates and continuously adjust your bids. Automate the bidding process that uses machine learning to maximize your rev.

These tactics should be more than enough to start selling more and making more on Amazon. Here’s to jump starting your Amazon advertising game this summer!


FACEBOOK

New format for an old placement?

Reading Kyle Kahlil Pate’s post that was shared on the Facebook Ad Buyers group, it seems there’s a new ad format available for FB marketers.

Basically, FB has expanded the size of the right column ads, meaning you can now use 4:5 images ads for that placement.

Scraping around, there hasn’t actually been any official announcement about this. But having a look at this FB post, it seems that now the 4:5 format is available for the FB right column placements.


COPYWRITING

Angles generator system by Charles Ngo

Having the right angle is an element that has the potential to transform a losing campaign into a skyrocketing one.

Although, according to Charles Ngo, just finding the right angle isn’t enough. If you want a campaign with longevity, you need a system in place to replicate your results.

In other words, a system to keep creating new angles, testing them, and isolating the hot ones.

You can’t just go throwing ads at the digital walls and hoping something sticks.

The solution he suggests is: Mini-angles.

The process starts by picking a vertical. Let’s take home insurance as an example.

Step 2: Create the angles. To make them, you have to hit the pain points of your potential customers.

So, what are the problems that might push a person to sign up a home insurance offer?

Here are some ideas:

  • Protect against natural disasters.
  • Protect against burglary.
  • Protect against accidents.

The third step is to test these angles against each other. Let’s say that the burglary angle was the best performing angle after our tests.

The fourth step is where you dive deep to generate the mini-angles.

Mini-angles are a way to zoom in and get more specific. For this example, there are many things that people could be worried about being stolen. It could be jewelry, it could be electronic stuff. Basically, anything that’s valuable.

So, based on this you create mini-angles in order to hit different demographics: Such as the older woman worried about her jewelry, or the youngster with a house full of expensive electronics.

Once you generate a bunch of them, you test these new mini-angles against each other.

According to Charles, this process will help you deliver more relevant ads. Plus it will help your campaign last longer. Why? Because once you burn a mini-angle, you can just come out with a new one.

Then, once all your mini-angles have been exhausted, switch to another angle such as natural disasters.

Eventually, Charles suggests adjusting your targeting according to the angles. So, in the case of the jewelry mini-angle, target an older audience who are more likely to possess valuable jewelry.

That’s all. Hopefully this will make your creatives last longer and generate that red hot ROAS.


MARKETING

Performance Marketer vs Brand Manager

Aside from “Push Ads”, “Pinterest” and “Dropshipping is dying”, another divisive and often discussed topic has been about The Brand, especially when e-commerce is concerned.

“You need a brand”, “a brand assures a higher LTV”, “having a brand pushes down acquisition costs”.

You’ve probably heard some of these statements, right?

But how did we actually arrive at this point?? Trying to answer this question, Reza Khadjavi shared how performance marketing has evolved over the years, and how the concept of brand started to gain more traction and importance.

However, his final goal is a calling to performance marketers and brand managers everywhere for closer collaboration in the future.

Let’s start with some history. We swear it won’t be boring like a high school lecture.

  1. The dot com boom gave birth to the digital era and, for the first time ever, marketers were able to track real, measurable results from their advertising dollars. Not totally true. Direct mail already was a measurable advertising media. Yet it’s true that digital advertising made the game much easier.
  2. Thank to trackable results and the huge scale of the Internet, digital marketing exploded. Experts in the field of performance marketing quickly emerged.
  3. The performance marketer, armed with results and ROI, gained influence in the marketing industry.
  4. After a long and prosperous period, CPMs started to rise and made it harder to scale paid acquisition campaigns.
  5. Brand managers understood that retention was now becoming a competitive edge. Business models that lack strong LTV and repeat purchase metrics will have a very hard time surviving.
  6. Brand Managers will need to adopt a more quantitative measurement of success in their craft. So, the demand for performance marketers grew.
  7. The area where performance marketers and brand managers should join forces is the in the Middle, Bottom and Post-Purchase parts of the funnel.

What do you think about the collaboration that Reza suggests? One likely scenario could be:

Brand manager: “our retargeting is too annoying, it’s hurting our brand”

Performance marketer: ”yeah, but it works [shows ROAS proof]”

Where do you stand?

If you want to join the conversation, you can head to the Twitter thread here.

The Crew’s Take

The collaboration between performance marketing and brand management could be a cutting edge mix. Although, it’s difficult to find the right balance between performances and brand equity.

Besides, for a business, a return in money is always preferable to a return in brand awareness, especially in the beginning.

So, maybe performance marketing should be the path to follow in the early stages of a business in order to generate a stable cash flow. Once that’s in place, investing those returns into building a brand and creating a long term asset is a very viable plan.

Performance marketing alone, however, isn’t going anywhere. In fact, it will probably keep growing. CPMs may be increasing, but new techniques and traffic sources are always just around the corner.

Just keep adapting!


POOLSIDE CHAT

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

Ben 10 and Adventure Time replaced by Brazilian stripper

If, on April 25, you turned on Cartoon Network, you’d probably have been tricked into thinking that the children’s television channel had suddenly decided to leave the children comedy sector and enter the erotic entertainment business.

Turns out it was just a hacking attack.

In fact, a pair of Brazilian hackers took aim at the cable network’s websites across 16 different regions, Displaying some shows from male Brazilian stripper Ricardo Milos. His unique approach to erotic dance fashion has propelled him to internet meme status.

Not only that! The hackers also placed arabic meme and Brazilian music videos on the TV channel. What a strange taste those hackers have…

The rogue content stayed up for the whole weekend until Cartoon Network was finally notified and removed it.

We really hope that no children are scared for life by this joke!

Like what you see?

Subscribe to receive our newsletter every workday at 1:00 PM CET. You will get the latest when it comes to affiliate marketing news, tech, trends and actionable advice.

Carefully curated, consumed in 5 minutes!