Teens are fleeing from Facebook, but marketers are not scared. They are working on ways to understand data, thanks to Dee Deng. Crypto and McAfee are in the news again, this time it doesn't involve genitalia.
20/01/2019  - Images not loading? No problem, just read in browser.

Sorry we're late - technical issues with our email service. With the weekend coming, we've prepared quite a bit of actionable advice regarding Facebook campaigns, thanks to one of the most recognised experts of the past year, Patrick Dermak. We also round up the latest from FB groups, plus some McAfee shenanigans in the cryptosphere.

Teens running away from Facebook

Teenagers these days are connected, there’s no doubt about it.

95 percent of teens (13-17) have a smartphone or have access to one and 45 percent report that they are online on a near-constant basis.

That’s not necessarily great news for Facebook though.

While 71 percent of teens said they are FB users in 2015, this number dropped to 51 percent in 2018.

Today YouTube (85%) leads the way with Instagram (72%) being second and Snapchat (69%) third.

When asked which social media app they use most often Facebook is also just number four with 10%.

Here Snapchat (35%) is in front followed by YouTube (32%) and Instagram (15%).

A very significant difference, especially interesting for marketers, is that lower-income teens are way more likely to use Facebook (70%) than those from higher-income households (36%).

For Facebook these numbers aren’t a surprise.

But it seems even moves like copying Snapchat’s most popular feature (Stories) couldn’t stop Facebook from bleeding teens.

Instagram looks like the biggest hope FB has for this audience segment.

7 + 5 FB Ads hacks you can implement before the end of the day

If you guys haven’t heard of Patrick Dermak already, he is the co-founder of AdBaker, a German performance marketing agency.

Patrick has a history as an affiliate before starting his agency and he has also been a speaker at several conferences over the past year.

His "hacks you can implement before you leave the city" format has been a big hit with audiences everywhere.

Just yesterday, Patrick spoke at the Bucharest Bash, organized by Glize and Gerard Della Porta, aka Mr Romance.

Manu, the founder of WHAT THE AFF, was there and he took a few notes for those who weren’t lucky enough to see it live.

1. Leverage the fan page

People visit your fan page when they see your ad. Make sure you have a CTA and incentivise people to click on it by offering a discount.

2. X out rate

Facebook tries to estimate the long term performance of an ad after the first 500 to 1,000 impressions. If your ad gets hidden or reported as spam in that time frame, you have to relaunch.

3. Manage negative feedback

Gather a custom audience of people who gave negative feedback. Create a lookalike from it then exclude both from your targeting, so you filter out the "complainers" as much as possible.

4. Retargeting

80-85% of Patrick’s campaigns would not be profitable without retargeting. Make sure you use traffic as the campaign goal when retargeting.

The base ad sequence that gets adjusted for different verticals is:

  • Reminder
  • Incentive
  • 3 Reasons Why
  • Testimonials in carousel ads
  • Social Proof
  • Scarcity and Special Discount

5. Testing framework

Create and target a premium seed audience, people with higher order value. Also, don’t do tests on small items like button and font colours, focus on angle and messaging first!

6. B2B Targeting

When advertising a B2B product on FB, it’s unavoidable some consumers who have no interest will go to your landing page. Filter them out by having the pixel fire with a delay, 10 seconds should be enough.

Additionally, make sure the messaging is clear that it’s a B2B product.

7. Avoid scaling fuck-ups

Make sure you don’t rotate in ads with 0 social proof.

Warm it up to 100-200 likes with a PPE campaign in cheaper countries like India, then delete comments and keep the likes.

Those were 7 out of the tips Patrick gave in Bucharest.

If you haven’t had enough, you should watch this video from Affiliate World Asia 2017, to see an additional 5 tips.

Facebook Groups Round-up

Keeping track of FB Ads and E-Commerce Checkout Flow metrics

Struggling to keep track of all the messy metrics from Google Analytics, Facebook Ads Manager, Shopify and a bunch of other tools you use?

Dee Deng has your back. He posted a quick video in the Purple Knowledge Lab Group,  explaining how everyone can copy his setup to get a way better overview of all their stats.

Why some ad sets die out after one day?

You are probably not the only one having issues with ad sets performing OK on day 1 then just dying out on day 2, with no sign of coming back.

Tim Burd addressed this in Facebook Ad Buyers group, and it sparked a lengthy discussion.

Main takeaway? Make sure you have a high enough budget to get 10 conversions in a day.

If you are optimizing for sales and can’t get that, switch to an objective higher in the funnel, like add to cart.

FB removes ability to boost shared posts

Amar Qamar has gotten a notice in his Facebook ad account that starting June 18, the ability to boost shared posts will be removed.

Those are posts with very good prior engagement that could bring quite interesting results. Seems it was too often used in a misleading way.

Pinterest brings full width video ads to compete with Facebook

One of the often talked about advertising platforms, especially for e-commerce entrepreneurs is for sure Pinterest.

Being more of a discovery platform, the users behave differently, and the demographics are also significantly different.

By the numbers:

  • 175 million active users, out of which 75 million in the US
  • 81% of users are female
  • 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest.
  • Average time spent on Pinterest per visit is 14.2 minutes.

Yesterday, the company announced a big improvement on their video ads - instead of a grid style that compresses the creative, you can now use full width video to get more attention from the users.

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

Heard that question? You most definitely have and have heard all sorts of answers.

John McAfee finds that question boring to say the least and he is flipping the tables on the crypto backing topic.

He announced that he will issue crypto backed fiat, which is redeemable for meeting with the man himself for up to 100 minutes.

Whether you hate him or love him, you can’t disagree that the guy knows how to make headlines.

Sometimes for the good reasons sometimes for the bad… And most often for ridiculous reasons like this one, or for promising to eat his dick on national TV if Bitcoin doesn’t reach $1mil by the end of 2020.

If you’re going to be one of the people redeeming the currency for some in person time with John, please ask him how to uninstall McAfee Antivirus Software. Thanks!


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