Artur MacLellan on LinkedIn: When assessing campaigns, I prefer using the maximize clicks bidding… (2024)

Recently I did 3 Discovery calls with marketing clients, and here what's I found:Client: My Ads are not working.....I've mentioned the top 3 reasons why your ad is not working→ Product-Market FitAn absolute must. If your product doesn't meet a strong need or desire within the market, no amount of advertising will save you.You need to meet your audience's needs and expectations.→ OfferNot just the product you offer. The price, packaging and perceived value across the whole customer journey.Your offer needs to make your audience take action. If it doesn't, revisit the above and test new offers!Don't be stubborn. Drop the ego.→ MarginsMargins directly impact the scalability of your ads. Low margins, low AOV, and low LTV will always lead to a cap on what you can spend per day on advertising. You will hit a ceiling.We’re huge advocates for making a profit on a first sale, always. CAC > LTV is great… Even better when the first purchase is already making a profit.What would you add?

🔄 Here are the updates: the Cost Per Result Goal to improve conversion volume and ROAS Goal bid strategy to increase overall value.💰 The Cost Per Result Goal bid strategy can be used to control how much you spend per conversion. You manually set the bid, so that the Cost Per Result Goal is, for example, $20 per purchase. However, since some results may cost less or more, it's possible that expenses could be lower than your budget. So, it's worth paying attention to this.📈 The Return on Ad Spend Goal bid strategy helps the algorithm understand your target ROAS during the optimization of purchase cost (note that the default option for sales campaigns is conversion volume, but it can be changed to value). You can set a target ROAS of 2.50, and Meta will try to maintain this goal and halt spending if it's not achieved.🤔 Will this update be useful for you, friends?

Are your ads aimed at winning thetype of buying decisionthat your customers are actually making?#wizardofads #marketingtips

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𝐓𝐡𝐨𝐮𝐠𝐡 𝐢𝐭'𝐬 𝐨𝐩𝐭𝐢𝐨𝐧𝐚𝐥, 𝐈 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐥𝐲 𝐟𝐢𝐧𝐝 𝐢𝐭 𝐢𝐧𝐜𝐫𝐞𝐝𝐢𝐛𝐥𝐲 𝐮𝐬𝐞𝐟𝐮𝐥. You can add the occasion of your promotion directly in your promotional extension on your PMAX campaign. This feature comes with three key benefits:1. Easy Updates: Choose from a list of pre-populated occasions, eliminating the need to create new text ads for different sales or special offers. Keep your campaigns up-to-date effortlessly.2. Edit Without Losing Data: When you edit your promotion asset, you won't reset its performance statistics. This means you can fine-tune your campaigns while retaining valuable performance insights.3. Flexible Scheduling: Show your promotion assets exactly when they're most relevant. Whether it's on the date of the occasion or at specific times of the day or week, you have complete control over when your promotions are displayed.These features aren't just about convenience; they're about making your campaigns more effective and aligned with your marketing goals.💡 𝐼'𝑚 𝑐𝑢𝑟𝑖𝑜𝑢𝑠: 𝐴𝑟𝑒 𝑦𝑜𝑢 𝑢𝑠𝑖𝑛𝑔 𝑡ℎ𝑖𝑠 𝑓𝑒𝑎𝑡𝑢𝑟𝑒 𝑖𝑛 𝑦𝑜𝑢𝑟 𝑃𝑀𝐴𝑋 𝑐𝑎𝑚𝑝𝑎𝑖𝑔𝑛𝑠? 💡Your insights and experiences are invaluable. Share in the comments below how this feature is enhancing your promotional strategies!#DigitalMarketing #PMAX #googleads #ppcads #AdTech

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The 3 levers for revenue growth in 20241. Ads2. Offers3. LandersHealth check:1. Are your ads converting at your target cost per acquisition at your ideal spend? If not, do more creative testing.2. Do you have a good mix of offers that gets cold traffic excited to buy from you? If not, test offers. Start with a threshold offer - “Get 25% off all orders over $298”3. Do your product pages, collections pages, and landing pages convert? If not, do conversion rate optimization.What’s your biggest challenge currently?

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If you've got a product that's just not working, and you've optimized conversion rate as much as possible...Don't brute force it with ads.Drop the price.Example below. We turned all the ads OFF.Driving the additional sales with ads would have put ACOS through the roof.

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Update: main keyword (20k search volume) now ranking number 6 organically (see comments section) - best rank in 90 days.We would not have reached this rank if we had stayed at the higher price and continued pushing ads.Can we maintain the rank when we raise price again? Could be difficult. Will post an update when the time comes.

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How much should I spend on ads? ..If only I had a dollar every time I get this question.Here are a few ways to determine how much to spend on ads.1: The "wing it" methodJust pick a number, any number. And start from there.Don't overthink it - you can always adjust in the future.2: Multiple of CAC methodTake your Customer Acquisition Cost (CAC) and multiply it by 5-10 times. That's your ideal daily ad spend.If you find that too high, reel it back a little.3: Percentage of Revenue MethodI personally like this one. Take a percentage of last month/quarter revenue.Typically 10-15% for smaller businesses, and 5-8% for larger businesses.There's no right way to determine how much to spend on ads. The secret is to adjust over time.#business #marketing #advertising

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𝐋𝐨𝐰𝐞𝐫𝐢𝐧𝐠 𝐁𝐢𝐝𝐬 𝐦𝐢𝐠𝐡𝐭 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐟𝐢𝐭𝐬 𝐇𝐨𝐰?𝟏. 𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐂𝐨𝐬𝐭 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲:Lowering bids can reduce the cost per click (CPC), making each click more cost-effective.𝟐. 𝐌𝐚𝐢𝐧𝐭𝐚𝐢𝐧𝐢𝐧𝐠 𝐏𝐫𝐨𝐟𝐢𝐭 𝐌𝐚𝐫𝐠𝐢𝐧𝐬:By reducing CPC, sellers can maintain or increase profit margins on each sale.𝟑. 𝐈𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐝 𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐰𝐢𝐭𝐡𝐢𝐧 𝐁𝐮𝐝𝐠𝐞𝐭:Lowering bids allows for more clicks within the allocated budget, maximizing visibility.𝟒. 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐅𝐨𝐜𝐮𝐬 𝐨𝐧 𝐇𝐢𝐠𝐡-𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐢𝐧𝐠 𝐊𝐞𝐲𝐰𝐨𝐫𝐝𝐬: Focusing on lower bids for high-converting keywords optimizes spend on the most profitable searches.𝟓. 𝐀𝐝𝐚𝐩𝐭𝐢𝐧𝐠 𝐭𝐨 𝐌𝐚𝐫𝐤𝐞𝐭 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐨𝐧:Focusing on lower bids for high-converting keywords optimizes spend on the most profitable searches.𝟔. 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬:Lowering bids allows for testing different bid strategies to find the optimal balance between cost and performance.𝟕. 𝐌𝐚𝐱𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐑𝐞𝐭𝐮𝐫𝐧 𝐨𝐧 𝐀𝐝 𝐒𝐩𝐞𝐧𝐝 (𝐑𝐎𝐀𝐒): Lowering bids can lead to a higher ROAS if it results in more efficient use of ad spend.𝟖. 𝐀𝐝𝐚𝐩𝐭𝐢𝐧𝐠 𝐭𝐨 𝐂𝐡𝐚𝐧𝐠𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭 𝐂𝐨𝐧𝐝𝐢𝐭𝐢𝐨𝐧𝐬: Lowering bids provides flexibility to adapt to changes in market conditions or shifts in consumer behavior.𝟗. 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐢𝐧𝐠 𝐏𝐫𝐨𝐟𝐢𝐭𝐚𝐛𝐥𝐞 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬: By focusing on lower bids, sellers can prioritize clicks that are more likely to lead to profitable conversions.𝟏𝟎. 𝐀𝐜𝐡𝐢𝐞𝐯𝐢𝐧𝐠 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐏𝐫𝐨𝐟𝐢𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲:Lowering bids strategically contributes to long-term profitability by optimizing advertising spend.Sharing Is Caring Syed Sibte Hassan Shah

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How do you know which ads are performing the best?Do you sort by CPA or by the number of conversions?Don't fall into the trap of sorting by CPA. Your lowest CPA ad might have only spent $6.32.Create a custom metric and call it 'Ad Score':Ad Score = Purchases / Cost per purchaseAds with more purchases will have a higher score. Ads with lower CPA will have a higher score. If two ads have the same CPA, the ad with more purchases will have a higher score.This helps you rank ads against others so you know where to invest your limited resources. Hope this helps.Follow for more.

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