Growth Hack #3 – Organizing and Testing a Lot of Creatives in Ads Manager:
Florian Litterst had the chance to hold a training on FB & IG Ads. Something he talked about is creative testing workflow.
No doubt, creatives are *the most important factor* for a high performing campaign in 2020. That’s why you should try to test at least 5-10 new creatives each week. But when you test lots of new creatives things can get messy (really messy!) Here is how to do it better:
1️⃣ Use sandbox campaigns (always paused) to organize your creatives as you do in your Google Drive or Dropbox files, f.e. Campaign: 2020 – UK – Creatives + Ad set name: 2020 – June. The goal is to put in new creatives and prepare everything for the testings.
2️⃣ After preparing new creatives in the sandbox campaigns, dupe them to the testing campaigns where you A/B-test and prove all new creatives. This way you’re not resetting learnings of your core campaigns and keep things organized.
3️⃣ In testings campaigns, use MOFU/TOFU audiences (no manual bid, PUR-optimization) and try to prove every creative before you dupe it to the “core” campaigns. MOFU = 180 days WCA + 365 ECA, TOFU = 1% or 5% general purchase LAL.
4️⃣ For the testing campaigns, use automated rules to pause creatives if performance is low (f.e. spent is 3-5x CPA and ROAS is below 1). Only when creatives have been proven to work, duplicate them to your core campaigns.
And mind you, this applies not only to Amazon, but also to e-commerce in general.
Sure, you want your COVID-19 Amazon advertising strategy to remain relevant to the current situation.
But it’s a fine line to tread, and you’ll really need to be mindful of what message you’re sending.
Are you truly looking out for the wellbeing of your customers?
Are you showing genuine concern for their safety during these times?
Or are you just looking to earn an extra buck playing the empathy card?
Actionable Steps for Implementing TOV Changes for COVID-19 Amazon Advertising
If you’re not sure how to proceed and you’re worried about being tone-deaf, take a step back and consider the following:
What is it that your customers need to know about your response?
Take a good look at your copy: Could there be something insensitive to some of your customers? (And if we’ve learned anything from celebrities at this time, it’s that trying to appear relatable at any cost can be equally annoying as it is insensitive).
Is there anything you can do to support your community? It could be offering something for free, lowering shipping prices, or giving helpful advice to those using your products.
If you find that, objectively, there’s room for improvement, don’t be afraid to make changes – it’s never too late.
It may not result in immediate returns, but it will encourage customer loyalty and a positive brand image.
All things considered, they’re much more valuable than an extra sale or two.
3. Keep an Eye on Universal Search Trends
Finally, some companies will find that they have to make adjustments to the way they do business.
Try adapting production to fit the current demand.
Or make changes to your chain of supply.
Or focus on marketing strategies that will maximize sales and prevent losses.
Now more than ever, you need to keep an eye on current search trends so that you can make those adjustments.
And this doesn’t mean just looking at search trends on Amazon.
Let’s say, for example, you find that some of your listings aren’t doing as well as before the pandemic.
You then find that it’s simply because people aren’t searching for them, but other items from your store are generating interest.
In that case, you can adjust your budget and keywords.
It’s also important to remain aware of the novelty of the current situation.
Consumers are facing uncertainty – which means that their behaviors are expected to change more frequently.
It all depends on current events and developments.
So, along with focusing on your Amazon sales results, don’t forget to keep an eye on global trends.
This way, you can stay ahead of your competition and keep up with customer needs.
The vast majority of businesses are going to feel the effect of the pandemic for months to come.
The same goes for Amazon sellers as well.
But, these changes don’t mean that you should suddenly stop (or ramp up) your advertising efforts.
Instead, take our advice and use the best practices we’ve covered.
Keep a close eye on metrics and remember to stay focused on customer satisfaction, and you’ve got this.
This is a common issue, simply because retargeting audiences are usually smaller than cold audiences. However, this retargeting set up shared by Josh Graham, which leverages Facebook Dynamic Creatives, might be an easy fix.
The idea is that you upload the creatives and the ad system rotates them to keep ’em fresh.
Here’s how Josh does it:
– Audience: All Website Visitors in the last 30 days, excluding purchasers.
– Two ad sets targeting the same audience but leveraging two different types of creatives: Customer reviews vs. FAQs. Both optimized for purchases on 1-day click attribution.
+ Ad set using reviews: Here you can build five different ads based on five different users’ reviews, using the review as the the copy and UGC pieces as creatives.
+ Ad set that uses FAQs and common buyer objections: Here you can go with your website FAQs section and look for comments on your ads to catch common objections. For the creatives, Josh uses product pictures and videos.
So, once you have all these ads set up you can leverage Facebook Dynamic Creatives features to make them rotate to the most appealing users.
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