How to Optimize Facebook & Google for Massive Growth

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With

Grzegorz Garczyński

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Guest Miner:

Sylvain Gauchet

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7

Shamanth Rao (CEO at RocketShip HQ - Mobile Growth Consultancy), discusses with Violeta Pirnog (Performance Marketing Manager at Blinkist - 15min book recaps), André Kempe (Founder of Admiral Media - App Marketing Agency) and Grzegorz Garczyński (Head of Digital Marketing at Booksy) about UA creatives, leveraging customized placements, Google UA and Facebook audiences.

Source:

How to Optimize Facebook & Google for Massive Growth

(no direct link to watch/listen)

(direct link to watch/listen)
‍

Type:

Panel

Publication date:

May 18, 2020

Added to the Vault on:

May 21, 2020

NOTES Gems Discussion

These insights were shared through the free Growth Gems newsletter.

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💎 #

1

Take your videos, create static images out of them and turn them into a Facebook carousel. It's a good way to both repurpose your existing creatives and an easy way to test new concepts. [Blinkist]

03:50

View gem in the Notes

💎 #

2

Use statics where you animate small parts. Use these same slightly animated images on Facebook, on landing pages and then during onboarding. [Booksy]

05:33

View gem in the Notes

💎 #

3

Start campaigns with automatic placements and after a few days check the breakdown of placements to identify the most effective ones (! naming convention). Based on that they recreate campaigns for these specific placements, using the appropriate ratio (they always have square + landscape + portrait ready). [Booksy]

08:20

View gem in the Notes

💎 #

4

Use ad groups on UAC to target different user segments which is working really well.

11:55

View gem in the Notes

💎 #

5

Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

12:18

View gem in the Notes

💎 #

6

Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

13:30

View gem in the Notes

💎 #

7

Blinkist normally has tailored personas (techy, learning focused, etc.) but in the previous months (covid-19 crisis) they have started thinking beyond/broader and found niches: parenting at home, online shopping, yoga/meditation, etc.

15:48

View gem in the Notes

The gems from this resource are only available to premium members.

💎 #

1

Take your videos, create static images out of them and turn them into a Facebook carousel. It's a good way to both repurpose your existing creatives and an easy way to test new concepts. [Blinkist]

03:50

💎 #

2

Use statics where you animate small parts. Use these same slightly animated images on Facebook, on landing pages and then during onboarding. [Booksy]

05:33

💎 #

3

Start campaigns with automatic placements and after a few days check the breakdown of placements to identify the most effective ones (! naming convention). Based on that they recreate campaigns for these specific placements, using the appropriate ratio (they always have square + landscape + portrait ready). [Booksy]

08:20

💎 #

4

Use ad groups on UAC to target different user segments which is working really well.

11:55

💎 #

5

Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

12:18

💎 #

6

Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

13:30

💎 #

7

Blinkist normally has tailored personas (techy, learning focused, etc.) but in the previous months (covid-19 crisis) they have started thinking beyond/broader and found niches: parenting at home, online shopping, yoga/meditation, etc.

15:48

The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.
‍

💎 #

1

Take your videos, create static images out of them and turn them into a Facebook carousel. It's a good way to both repurpose your existing creatives and an easy way to test new concepts. [Blinkist]

03:50

💎 #

2

Use statics where you animate small parts. Use these same slightly animated images on Facebook, on landing pages and then during onboarding. [Booksy]

05:33

💎 #

3

Start campaigns with automatic placements and after a few days check the breakdown of placements to identify the most effective ones (! naming convention). Based on that they recreate campaigns for these specific placements, using the appropriate ratio (they always have square + landscape + portrait ready). [Booksy]

08:20

💎 #

4

Use ad groups on UAC to target different user segments which is working really well.

11:55

💎 #

5

Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

12:18

💎 #

6

Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

13:30

💎 #

7

Blinkist normally has tailored personas (techy, learning focused, etc.) but in the previous months (covid-19 crisis) they have started thinking beyond/broader and found niches: parenting at home, online shopping, yoga/meditation, etc.

15:48

NOTES Gems Discussion

Notes for this resource are currently being transferred and will be available soon.

Creatives that work well

Violeta (Blinkist)

Now that Blinkist offers audiobooks, it has opened the possibilities in terms of new creative concepts like playing around with audiobook covers.
Historically videos have been working great but now carousels have been performing well.
[💎@03:50] Take your videos, create static images out of them and turn them into a Facebook carousel. It's a good way to both repurpose your existing creatives and an easy way to test new concepts.

Grzegorz (Booksy)

Focus is on video.
[💎@05:33] Use statics where you animate small parts. Use these same slightly animated images on Facebook, on landing pages and then during onboarding.

André (Admiral Media)

90% is video ads in various formats. The option to customize placements can also be leveraged.

Using customized placements

How do you go about using customization placements? Use naming conventions to track what is working.

Grzegorz (Booksy)

[💎@08:20] Start campaigns with automatic placements and after a few days check the breakdown of placements to identify the most effective ones (! naming convention). Based on that they recreate campaigns for these specific placements, using the appropriate ratio (they always have square + landscape + portrait ready).
Shared in the chat: You need to recreate the user experience of its organic flow as part of advertising and it will give you the best results.

Violeta (Blinkist)

It's always in the naming convention, and they are very mindful about the assumptions/hypothesis that they make when testing. Placements have not been surprising but this is one of the tools where you can find new niches that you might be missing out on.

Testing on Google UAC

Grzegorz (Booksy)

Hard to test but you can try optimizing for different conversions, including in-app events, and they use different messaging.
[💎@11:55] Use ad groups on UAC to target different user segments which is working really well. [💎@12:18] Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

André (Admiral Media)

Problem with Google is the way they offer creative optimization. What they show on the dashboard doesn't give a good idea of what is performing: you have performance for different elements but not of what has been combined.
[💎@13:30] Borderline creatives get limited approval from Google for UAC but they do not tell you what has been disapproved or not. You're operating in the dark.

Targeting audiences on Facebook

Violeta (Blinkist)

Had to throw out best practices out of the window with the crisis. They now explore and try everything when it comes to audiences.
[💎@15:48] Blinkist normally has tailored personas (techy, learning focused, etc.) but in the previous months (covid-19 crisis) they have started thinking beyond/broader and found niches: parenting at home, online shopping, yoga/meditation, etc.

Grzegorz (Booksy)

Huge boom for the beauty industry. Try to make creatives that are discussion openers and controversial statements. Try showing the main selling points and the main features which is working really well.

André (Admiral Media)

Facebook gives you so many options.
If you have a lot of content catering to different audiences (like Blinkist: techies vs. audiobooks about environment, etc.) then the combination of targeting and creatives can work very differently.
When you start from scratch, lookalikes are not really an option so you go with broad audiences or interests.

The notes from this resource are only available to premium members.

Creatives that work well

Violeta (Blinkist)

Now that Blinkist offers audiobooks, it has opened the possibilities in terms of new creative concepts like playing around with audiobook covers.
Historically videos have been working great but now carousels have been performing well.
[💎@03:50] Take your videos, create static images out of them and turn them into a Facebook carousel. It's a good way to both repurpose your existing creatives and an easy way to test new concepts.

Grzegorz (Booksy)

Focus is on video.
[💎@05:33] Use statics where you animate small parts. Use these same slightly animated images on Facebook, on landing pages and then during onboarding.

André (Admiral Media)

90% is video ads in various formats. The option to customize placements can also be leveraged.

Using customized placements

How do you go about using customization placements? Use naming conventions to track what is working.

Grzegorz (Booksy)

[💎@08:20] Start campaigns with automatic placements and after a few days check the breakdown of placements to identify the most effective ones (! naming convention). Based on that they recreate campaigns for these specific placements, using the appropriate ratio (they always have square + landscape + portrait ready).
Shared in the chat: You need to recreate the user experience of its organic flow as part of advertising and it will give you the best results.

Violeta (Blinkist)

It's always in the naming convention, and they are very mindful about the assumptions/hypothesis that they make when testing. Placements have not been surprising but this is one of the tools where you can find new niches that you might be missing out on.

Testing on Google UAC

Grzegorz (Booksy)

Hard to test but you can try optimizing for different conversions, including in-app events, and they use different messaging.
[💎@11:55] Use ad groups on UAC to target different user segments which is working really well. [💎@12:18] Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

André (Admiral Media)

Problem with Google is the way they offer creative optimization. What they show on the dashboard doesn't give a good idea of what is performing: you have performance for different elements but not of what has been combined.
[💎@13:30] Borderline creatives get limited approval from Google for UAC but they do not tell you what has been disapproved or not. You're operating in the dark.

Targeting audiences on Facebook

Violeta (Blinkist)

Had to throw out best practices out of the window with the crisis. They now explore and try everything when it comes to audiences.
[💎@15:48] Blinkist normally has tailored personas (techy, learning focused, etc.) but in the previous months (covid-19 crisis) they have started thinking beyond/broader and found niches: parenting at home, online shopping, yoga/meditation, etc.

Grzegorz (Booksy)

Huge boom for the beauty industry. Try to make creatives that are discussion openers and controversial statements. Try showing the main selling points and the main features which is working really well.

André (Admiral Media)

Facebook gives you so many options.
If you have a lot of content catering to different audiences (like Blinkist: techies vs. audiobooks about environment, etc.) then the combination of targeting and creatives can work very differently.
When you start from scratch, lookalikes are not really an option so you go with broad audiences or interests.

The notes from this resource are only available to premium members.

Creatives that work well

Violeta (Blinkist)

Now that Blinkist offers audiobooks, it has opened the possibilities in terms of new creative concepts like playing around with audiobook covers.
Historically videos have been working great but now carousels have been performing well.
[💎@03:50] Take your videos, create static images out of them and turn them into a Facebook carousel. It's a good way to both repurpose your existing creatives and an easy way to test new concepts.

Grzegorz (Booksy)

Focus is on video.
[💎@05:33] Use statics where you animate small parts. Use these same slightly animated images on Facebook, on landing pages and then during onboarding.

André (Admiral Media)

90% is video ads in various formats. The option to customize placements can also be leveraged.

Using customized placements

How do you go about using customization placements? Use naming conventions to track what is working.

Grzegorz (Booksy)

[💎@08:20] Start campaigns with automatic placements and after a few days check the breakdown of placements to identify the most effective ones (! naming convention). Based on that they recreate campaigns for these specific placements, using the appropriate ratio (they always have square + landscape + portrait ready).
Shared in the chat: You need to recreate the user experience of its organic flow as part of advertising and it will give you the best results.

Violeta (Blinkist)

It's always in the naming convention, and they are very mindful about the assumptions/hypothesis that they make when testing. Placements have not been surprising but this is one of the tools where you can find new niches that you might be missing out on.

Testing on Google UAC

Grzegorz (Booksy)

Hard to test but you can try optimizing for different conversions, including in-app events, and they use different messaging.
[💎@11:55] Use ad groups on UAC to target different user segments which is working really well. [💎@12:18] Creatives determine what kind of users you will acquire through your UAC campaigns, it's not just audiences.

André (Admiral Media)

Problem with Google is the way they offer creative optimization. What they show on the dashboard doesn't give a good idea of what is performing: you have performance for different elements but not of what has been combined.
[💎@13:30] Borderline creatives get limited approval from Google for UAC but they do not tell you what has been disapproved or not. You're operating in the dark.

Targeting audiences on Facebook

Violeta (Blinkist)

Had to throw out best practices out of the window with the crisis. They now explore and try everything when it comes to audiences.
[💎@15:48] Blinkist normally has tailored personas (techy, learning focused, etc.) but in the previous months (covid-19 crisis) they have started thinking beyond/broader and found niches: parenting at home, online shopping, yoga/meditation, etc.

Grzegorz (Booksy)

Huge boom for the beauty industry. Try to make creatives that are discussion openers and controversial statements. Try showing the main selling points and the main features which is working really well.

André (Admiral Media)

Facebook gives you so many options.
If you have a lot of content catering to different audiences (like Blinkist: techies vs. audiobooks about environment, etc.) then the combination of targeting and creatives can work very differently.
When you start from scratch, lookalikes are not really an option so you go with broad audiences or interests.