Tuesday, May 19, 2020

'What's In The Stats?' | BTA Recap Ep 2

ABO, CBO, all of the O’s. Lately, we have found that going back to basics and utilizing ad set budget optimization has made more of an impact for our clients and produced consistent results at TOF. Not only has it been better to use for ad spend but it is outperforming the CBO ads that are running. There is also no control over CBO spending, so monitoring ABO is proving to be the better path and shows the best results when product cost is low. It varies from account to account and how the ads are being broken down in timing. From a week to a day there will be different results, as using CBO for retargeting for anything over 30 to 100 days is being underling up and transitioned to ABO. 

Another hot tip is to test new ads that you want to run at TOF at MOF first, using a campaign that includes bulk retargeting audiences; email lists, site visitors, video viewers. By extending these campaigns out to 90-days, this gave people that are familiar with the brand a chance to engage with the ad first (make some comments, like or share the ad) along with purchases. While you can run PPE at TOF, you may get some engagement but not as many conversions.  We did this with one client that launched 6 new ads for trial and within one week they were sitting at 12.5X and 90 sales without taking away from any other MOF past purchase campaigns. Those that are familiar with the brand really drove the testing, giving the content momentum. When it was moved to TOF, they were generally the best performing ads of the week. Although a number one rule of digital marketing is to not have competing audiences, because they were in a separate stack and included messaging that’s used for cold audiences, it didn’t affect any of the other retargeting stacks. If anything, it actually boosted both campaigns.

This week we also deep-dived into data and created a template to restructure how we look at naming conventions, honing the different things we test within ad sets and ads to pull data on what audiences, copy variations, hooks, headlines and creative are performing well. It gives us a much broader picture of the account, meaning we can make better and more considered decisions on what needs improving. For one client, in particular, we were able to use these naming conventions to find 3-4 audiences, and the copy that consistently converts, which for them, was long-form copy. While the setup may mean it takes a little longer to build the ads, it streamlines the process in the long-term not only for us internally, but for the client in our reporting in what is actually happening in the account and not just an overview. 

Creative burn-outs can happen, and this week, we got stuck in that funk for one client. One of our hot tips to stop this from happening is to look in your best performing campaign and pull out some of the ads that are underperforming and put them into their own separate campaign. When we did this for one client it showed that some ads were really over-performing mainly due to Facebook feeding it all the budget, and other ads within the campaign only got dribs and drabs on the budget. By moving the ‘underperforming’ ads into their own campaigns, you can not only test if they are truly underperforming, but it also makes for fresh creative in those new ad sets and keeps people excited with ‘new’ ads. 

In Google news, GIF style animation ads have been canceled. With no clues to this change in the last 6 months, it’s been a shock and a quick scramble to find what the focus will now be on.  So far, HTML5 Display ads seem to be the way to go. We’re expecting they will become more mainstream simply because the Display options are a lot more limited now. Between single, static image ads or a fully decked out HTML5 with animations, we’ll see a huge variety in quality compared to what we did before. We think we’ll definitely continue to see a shift in how Display possibly phasing out-static display leaving just HTML5. As they’ve just released a new tool called Google’s Web Designer, which allows you to keyframe out transitions for HTML5 files, it’s just whether it’s worth taking the time to learn how to use it or stick to simple HTML5 ads. 

So, to sum up the week, it was all numbers and understanding where they were pointing us. Having a grip on what performs within any campaign or audience, is important to run successful ad accounts, and being able to tweak them as we analyze the data makes sure they are performing as well as possible.