Ditly

Profit-first Marketing Anchored in data. Driven by results. Navigating to profitable Shores. https://deltashore.uk

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I hate to say this 🙈... but there are only 3 paydays until Christmas, and even worse, only 2 until Black Friday! Now's the time to start planning those Black Friday campaigns. To help you out here are the Facebook best practices for Black Friday & Cyber Monday... https://lnkd.in/dCvKEVk #blackfriday2020 #blackfriday #blackfirdayweek

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Over the moon to have been featured within the top 7 Facebook Ad Experts by Content .co! 😀 🌙https://content.co/marketing/facebook-ads #digitalmarketing #facebookads #facebookmarketing #facebookadvertising https://www.instagram.com/p/CBdPFE2hosb/?igshid=81r2rx6can8u

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Gradually, Then Suddenly

The two main theses of my professional career have been that distributed is the future of work, and that open source is the future of technology and innovation. I’ve built Automattic and Word…

This is a brilliant short post on the future of work by Matt Mullenweg. A 2-minute read of this can really make you think about what's going to happen next.

https://ma.tt/2020/05/gradually-then-suddenly/

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Facebook is rolling out a desktop redesign, at last! Not everyone has it yet, but when you do, you should see a notice at the top of Facebook asking you to switch. #facebook #facebookredesign

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Google is set to possibly become the world's biggest affiliate by making Google Shopping free! 😲 I explain how in my blog. Link below.

Google Shopping Is Now Free & How To Get Access > https://ditly.uk/google-shopping-is-now-free-how-to-get-access/

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‪Google shopping will become free starting next week and globally by the end of the year.‬ ‪Google just changed the game.‬ https://www.instagram.com/p/B_QhAdChM6a/?igshid=1hc69dexz5ha9

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Last week I sent "A Marketers Task List When It's Not Business As Usual" to all of my clients. Well, since it has been so popular, I thought I'd share it on here too. Link to full blog post: https://ditly.uk/a-marketers-task-list-when-its-not-business-as-usual/

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Wow. Facebook's support ad is a masterpiece. https://youtu.be/nWwVFywBCeY

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As businesses frantically look at ways of cutting costs, here’s 8 ways to reduce costs as a marketer... https://ift.tt/2xJIY4b #digitalmarketing #paidsocial #marketing — view on Instagram https://ift.tt/2RStgL0

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Yesterday hit me hard. I was already fed up of working from home and depressed at the prospect of potentially not being able to do the job that I love. So, today. I’m changing that. I’m going to do what I love. I’m going to make a weekly email for all marketers or anyone interested in marketing which will include positive marketing news from that week. But there’s more... In the first email which I’ll send out at the end of today, I’m going to include a full deck plan of everything that you can improve, tidy up and create, as a marketer, whilst your business isn’t able to function as it usually would. Without the need to pay for anything or leave your home, just you, a laptop and some free time is all you need. It’ll help your business come back stronger, better and bigger than ever before. Plus, you’ll have something to do which is important for mental health when working in isolation. If you want to be sent this email then drop me your email address either below in the comments or message me privately and I’ll make sure you’re included. https://www.instagram.com/p/B99WRnoBa-K/?igshid=1v3o83vk0tebn

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Hats off to the BBC! They've consistently kept the public up-to-date on current events without hindrance, glitch or a pause in service. Yesterday they had over 1.3 million people viewing a live bulletin page which included a live stream and it didn't buffer or falter once - that's no easy feat! #bbc #streaming #livestream #bbcnews https://www.instagram.com/p/B97BAJiB91o/?igshid=11o0orgr47qdw

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Here is a list of 25 free video calling & conferencing apps that you can make use of to keep in touch with colleagues, family & friends in this difficult time. I’ve published the full sortable table with Pros & Cons for each app on my website, link here… https://ditly.uk/blog Feel free to share this to everyone and anyone it may help. #videocalling #videoconferencing #conferencing #wfh #workfromhome #workingfromhome #workingremotely #workfromanywhere #workremotely #workathome #workremote #workingathome https://www.instagram.com/p/B93txkuBbQc/?igshid=1qryyxcs8zido

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Daily internet usage globally has been between 50% - 60% above average due to the restrictions governments are putting in-place in an attempt to contain the virus. #internettraffic #streaming #netflix #internet #wfh #workfromhome #workingfromhome https://www.instagram.com/p/B915EfMI_eU/?igshid=8j98bvjsiogw

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As health concerns grow and with the Chancellor just announcing that up-to a fifth of the UK workforce could be off work, I’ve decided to offer free advice and support to any Small to Medium sized businesses that may need help to prepare their systems for remote working if we end up in mass self-quarantine or lockdown. I also have cloud capacity with hosting, storage, data warehousing, conferencing tools, email and more that I can offer for free to help businesses give their staff access to the tools & files they need to work remotely. Hopefully this will help a few businesses to keep going during a possibly difficult time and also ensure that those who won’t be paid during a lockdown can continue to earn their wages. Please share this and if you think you could make use of this help, then drop me a message or email [email protected] #budget2020 #remoteworking #workfromhome https://www.instagram.com/p/B9mF-QVB9Br/?igshid=16rofe0qiy7rm

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Was severed this dynamic product ad on Facebook from ASOS. At first I thought ASOS had messed up their dynamic ad set up, but when I got to the banana 🍌 I realised this has to be intentional. *Just to clarify, she hadn’t viewed any of these products on ASOS and the combination of such bizarre products all together must be intentional? Or, it’s an algorithm fail? Facebook favouring bizarre products as they get curiosity clicks? #digitalmarketing #paidsocial #marketing #socialmedia #dynamicads #facebookads #facebookadvertising #facebookmarketing #facebook https://www.instagram.com/p/B8Rkex7BXHd/?igshid=zdepjva6mnfo

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Facebook Makes CBO Mandatory & It's A Game Changer

So lets firstly explain what Campaign Budget Optimisation, CBO for short, actually is but to do so we firstly need to talk about budget optimisation in general.

For those who don’t know, budget optimisation is the practice of moving budget from poor performing ad sets to higher performing ad sets so you are always maximising your return on investment. Usually this is done manually by the Facebook campaign manager and it goes a little something like this.

Let's say I have a campaign to sell footballs, within that campaign I have 3 ad sets which all contain the same ads. Ad set A is targeted to people aged 18 - 20, ad set B is targeted to people aged 21 - 30 and ad set C is targeted to people aged 31 - 40. I give each of these ad set a £100 per day budget and leave it for 1 day. When I come back the next day, ad set A has generated £600 in sales, ad set B has generated £400 and ad set C has generated £300. Clearly ad set A is the strongest performer with a Return On Ad Spend (ROAS) of 6.0.

Now, it wouldn’t make sense to leave these ad sets with £100 of daily budget each when I can maximise my returns by taking budget from the weaker performers and re-investing in the strongest performer. In this scenario I would re-distribute the total £300 a day budget in the following way. Ad set A would get £175, ad set B would get £75 and ad set C would get £50. I would then leave this to gather data for a day and re-optimise again the next day if needed.

This is how budget optimisation on Facebook has always been done. Since Campaign Budget Optimisation has been rolled out by force this September. Meaning the old ways of someone manually redistributing budget among ad sets isn’t be possible anymore. Instead Facebook's Campaign Budget Optimisation will use data driven AI to automatically make the optimisation decisions for you. This means instead of granting each ad set a budget you will now have to grant the campaign an overall budget and Facebook will distribute that to the ad set as it sees fit.

Many advance Facebook marketers are opposing this change as they enjoy the granular control they have over their budget distribution. However, I take a different view, I’ve been using CBO for over 6 months now and I believe it’s a game changer for all advertisers, and here’s why:

Firstly, CBO can make faster decisions than us mere humans. When optimising campaign ad sets, I optimise within an hour, 1 day or even weeks depending on when I ‘feel' that there is enough data for me to make a valid optimisation decision. This method of waiting for enough data until it feels significant is very much a finger in the wind approach. Since CBO uses data driven AI it knows exactly when the data has reached statistical significance to make a valid decision and it makes that decision there and then. This means that your budget is spending less time being held within an ad set that isn’t performing when using the manual method.

Secondly, CBO operates 24/7, without breaks, without holidays and without needing sleep. No matter how much of a workaholic you are, you can not monitor campaigns 24 hours a day, but CBO can. This means that during the time you are sleeping, CBO could identify a trend that has reached statistical significance, optimised budget in-line with that trend and in doing so tippled the performance of your campaign over night; all whilst your asleep and none the wiser. Personally, I find that extremely appealing knowing that even though I have to rest, CBO has my back to some extent.

CBO is also better for new comers, which may be the main reason why Facebook has rolled this out. After all, the more advertisers Facebook gets on the platform the more money they make. However, Facebook also needs to keep those new advertisers on the platform, so I genuinely believe that Facebook does actually want advertisers to succeed with their goals. At the end of the day, if Facebook didn’t work for advertisers, then they simply wouldn’t continue to spend money on the platform. So, CBO is a tool designed to ensure that Facebook’s AI is working as hard as possible for advertisers, both new comers and professionals, to achieve their goals and continue investing in the platform.

Finally, after using CBO for the past 6 months I have naturally changed my optimisation habits to a ‘bigger picture approach’. Rather than spending hours optimising each ad set within every campaign I have now become fairly comfortable with CBO handling them for me and instead I focus my time on optimising the campaign level and overall ad funnel strategy. This has allowed me to make greater overall decisions on campaign structure which have enabled greater growth and a greater return on investment for my clients.

So, although very skeptical at first, CBO gets the stamp of approval from me and I’m more than with Facebooks mandatory roll out.

https://ditly.uk/facebook-makes-cbo-mandatory-its-a-game-changer/

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What Is An Attribution Window - And How You Could Be Missing Out On £1000's

If you’re selling something online then Facebook's and Google's Ad platforms are great tools to generate revenue at scale from targeted, personalised ads. In doing so, each platform tracks online sales with a piece of code which you install on your website. That piece of code can track a user seeing an ad, on Facebook for example, clicking through to your website and then making a purchase. This way each platform can attribute, basically award itself, for the revenue that it has driven. This is critical when measuring return on ad spend or ROAS for short.

So, if each platform attributes the sales it generates, then what is an attribution window, why is it needed and how can it dramatically change the effect of your advertising?

Put simply, an attribution window is the amount of time you allow between a user seeing an ad to then making a purchase. Let’s break it down, firstly with Facebook:

Facebook’s Attribution Windows

Facebook operates two different attribution windows within its reports, click and view, on a 1 day, 7 day or 28 day time window. You can choose to use both click and view AND multiple different windows, these are the options you can select in Facebook’s ads manager.

So let’s run through what this means in a real world example, starting with the view attribution window.

Let’s say John is browsing his Facebook news feed and he comes across an ad for a laptop, he stops scrolling, reads the description and looks at the image for a few seconds. He then continues scrolling through his news feed. John has just registered as a single impression for that ad, considering he viewed the whole ad for more than 1 second.

6 days later John’s current laptop dies and he needs a new one. He remembers the ad he saw and decides to go to that retailer’s website and purchase the laptop. John’s decision to buy that specific laptop from that retailer was certainly influenced by that Facebook ad so Facebook deserves to take credit for the sale it drove. This is attribution.

Now, if you ware measuring the revenue driven by Facebook ads on a 1 day view window this would record all revenue driven after 1 day of a user seeing your ad. With this attribution window, you would be excluding the revenue Facebook generated from John’s laptop purchase and therefore the overall revenue which Facebook drove would be lower. If you expanded this attribution to a 7 day view, then John’s purchase would be included in the reported revenue driven by Facebook and so forth overall revenue driven would be higher.

The exact same logic applies to the click attribution window, the only difference is that this attributes all revenue driven by users who have clicked through an ad rather than just viewed. Revenue recorded using click attribution will typically be higher than revenue recorded using the view attribution as there is generally more intent to buy from a use who clicks than a user who just views an ad.

So, what type of attribution should you use, view of click and what time window should you use?

Unfortunately there is no, ‘one-size-fits-all’ answer for this as different products and different markets will all have varying customer journey lengths. For example, the customer journey and decision time to buy a pair of £2 socks is probably extremely short, a matter of minutes. Whereas the customer journey and decision time to buy a high value car will be much longer, most likely days, weeks or even months. Therefore the attribution window that you choose to use needs to be in-line with your average customer journey and decision time.

However, if you are running a standard e-commerce store I would recommend using a 1 day click attribution window only for optimization purposes. Using this short and very restricted attribution window will mean that your reported revenue performance and ROI is lower but it allows you to make optimisation decisions within 1 day.

If you chose to use a 7 day click attribution window then you could only make a fair judgment on ad activity that you ran 7 days ago. By which time, you could have optimised your budget to be spent in a more effective way and maximized returns. This is why it is best to be very harsh on your performance using a 1 day click attribution window to quickly discover what is working and what is not and to act on that that calculated optimisation.

Google’s Attribution Windows

Google’s attribution windows act in very much the same way as Facebook’s and the logic behind them is identical. However Google defines the 'attribution window' as 'conversion window' and asks you to set your preferred conversion window for both view and click based on the conversion event.

Basically, this means that if you have a conversion event script on your website which is linked to Google ads, you have to set your preferred time window in days on both the view and click conversion window on that conversion event and once set, your reporting will be based on those set conversion windows.

Google allows you to customize https://www.youtube.com/channel/UC9KbfCL8RqbLBK5ZHsyvFgA the time window to any number of days up to 30 on view and any number of days up to 90 on click.

So to sum up, an attribution window or conversion window is simply the amount of time you allow between a user seeing an ad and making a purchase, in order to then attribute that purchase accordingly the the ad’s driven revenue.

Whilst its a good idea to measure ad performance within a limited 1 day click window for optimisation, if you are measuring your overall advertising performance within a too restricted conversion window then you could be missing out on reporting thousands of pounds worth of driven revenue

https://ditly.uk/what-is-an-attribution-window-and-how-you-could-be-missing-out-on-1000s/