[Advanced] Pixel Placement that Lead to $6M, 400% ROI and Counting | Maor Benaim, AWeurope 2018

For each person that converts,
you lose at least five. For each person that buys
something, leaves his details, or download something on your site, or
landing page, you lose at least five more. 80%, if retargeting isn’t a part of your campaign.
That’s the insane amount of conversions you guys are losing and if there is one thing
I hate the most, is watching money die. That’s the thing that I love the most, my friends could say, and some of them are sitting right here, that’s the thing that I hate.
People who kill money are the worst. You need to understand. I started media
buying after I heard my mother tell her sister that it’s the middle of the month and
we ran out of money to buy food. A year after that, me and my dad, a military handicapped veteran, celebrating my first million in Vegas. That story really ended well. After I heard my mother tell her sister that it’s the middle of the month, and we ran out of money for food, I told myself, I’m gonna be a
millionaire by the time that I get to 30 and that was my endless pool of
motivation. The first ten months, I didn’t go out, I didn’t meet with friends, I didn’t fuck and by the way, it’s not like I’m fucking a lot right now. She’s laughing because of yesterday. All I did basically, was just study media buying.
I woke up, I went on forums, I added people on Skype, I registered on some groups,
it was a long time ago. The pixel and Facebook, every part of the
system didn’t look like it looks like now. Then, I got to work at this digital agency, and in
between breaks, I would work on my own stuff. And when I got back home, I worked and studied till I couldn’t see clear anymore. I even remember myself going to sleep
with the calculator still open on my phone, trying to calculate how much money I still need to make. That’s what I did. Weekends, weekdays that’s
basically what I did. From that point on, I met with some Facebook reps, and some Google Apps. I was trying to really understand
how the system works, and how to work in
compliance with policy. Some guys are here running Facebook Ads.
Who in here is running Facebook Ads? Nice. The guys who are pointing,
or raising their hands are shy, or they think it’s a television.
Guys, I’m here. Who in here had a situation where they are running something and they have one account that really gets to scale, and everything works amazing, and
the other day it just doesn’t spend any money? Who in here has a situation where the first one to three days, you have an amazing CPL of CPA, it converts amazing. And the day after, the CPL
of CPA goes up, and it goes up, and it goes up. Everyone suffers from about the same situations.
So that’s what I was trying to figure out. By the way, those slides are really yellow
because I wanted you to wake up a bit, okay? Also because there are a lot of situations where you stand and I used to be in the crowd in those kinds of conventions and people are saying really
nice and smart things, and you’re like, “Oh my god this is amazing I’m going to
implement it on every part of my campaigns.” You go home and you do nothing.
So this is yellow because of that. That’s an example of a campaign that converted
really well and now it’s not spending. So from here till then, I got to
open up 10 different companies. Doing internet marketing, anywhere from FinTech
to e-commerce, I’m running an agency for a long time. And I got to open up my
spatial passion project, which is my first offline business it’s called Boost.
It’s a luxury fitness centre in Tel Aviv, Israel. That has been a dream for me. This is what this industry basically
is for me. I get to travel the world, and hang around with my
amazing, smart friends. We get to see some amazing
parts of the world. This is what I love about
this industry the most. The fact that I can’t get to a certain point
where I say okay I know everything. It’s always about learning, it’s always
about cracking new industries, learning about it. And I’m not even
talking about the online thing only because when you run a campaign for a long time, you start to understand how it works on the offline part. That’s really nice for me.
Should have done that faster. I keep hearing about guys, affiliates
like me and you, that are thinking about moving abroad to a different state,
or maybe a different continent and that’s just for saving money on tax.
I get them because affiliates love money. but I don’t really understand why they
don’t start with the media buying part. Because when I talk to them
in a small conversation, We get to the point where I understand that they are not doing everything they can to squeeze the lemon. Squeezing the lemon is such
an Israeli thing to say, I know. Why aren’t you squeezing every
traffic that you already paid for? It doesn’t matter if the traffic is
from SEO organic or whatever, because you have worked hard on it.
so why not really squeeze it to the fullest? That’s going to be the talk today. Again, it’s really about optimising the campaigns because Facebook especially, is not what it used to be. Facebook really tries to make a conversation
even if you are running a convergence campaign. A lot of people here know that the last couple of months or even a year, we had problems with a lot of industries, companies, affiliate offers. A lot of people
here were drop shippers. And I know that from Facebook reps that just stopped spending the amount of money that they used to spend. The Facebook system really cares
a lot less about conversions now. It cares about the quality.
And they’re trying to move towards that. Also, the people that are converting aren’t
as stupid as they used to be, you know? People now try and look on sites, and read reviews and, how many people here before they booked a room, they search for YouTube videos of the reviews of the rooms that they’ve stayed on. You know what I mean. It used to be just posting a picture or a video, and it would convert but it’s not doing it right now. Before I start, I wanted to tell you that
I’m not that CEO guy who used to run four years ago and now has 20
employees, and people are doing stuff for him. I’m still the geek that sits in front of the computer. I’m not a professional speaker. I run campaigns, I optimise them,
sometimes I kill them if I have to. That’s what I do. My talk is going to to be about cross platform, and cross device retargeting and remarketing. Again, I wanted to tell you, I don’t want to
be that guy that sells you dreams that everything is going to work. Some things
I’m going to say isn’t going to work for every offer, and every one of you. But
it’s the ones that are stubborn that stick. I’ve had so many campaigns that didn’t
convert and I wanted to kill them. I promise you, there’s going to
be that point when you run a campaign, and you wanna kill it, and you stick
around, and it starts to convert amazingly. Those are the campaigns that stuck with me,
at least when nothing else was working. So again, I don’t know if it’s going to
work out for you. But if it doesn’t, change accounts, change currencies,
change creatives, change targeting. Be stubborn. I can tell you that being a hall of famer
in the States, when you play baseball, Only 70% of hall of famers really succeed when
they play. And that’s being a hall of famer. Right? Think of it that way. Most of us aren’t
going to convert and it doesn’t matter how big of an affiliate and how much knowledge you got, of course knowledge is also always power. So we’re going to talk about cross-platform,
cross device, retargeting, remarketing. And I’m going to mainly stick
with Google and Facebook. It’s not that other platforms don’t work, it’s just that we have limited time and I wanted to stick around with that. This talk is as authentic as it gets. Everything I’m going to show you right now,
are stuff that are working right now for me. I have an agency and I go around,
and I talk to my clients. A lot of times, I hear stories
from companies that are saying, “Yeah, we tried retargeting but ROI wasn’t that great,
or that we tried retargeting and it completely failed.” Okay, let’s make a small conversation. I asked them, can I take a look at the audience
List or shared library as they call it on Google. Then I go and I see this one row called
retargeting. It’s the default 30-day cookie. I’m like, no wonder why it didn’t work.
I don’t even need to look at the campaigns. A good retargeting, remarketing
campaign starts by segmenting. Segmenting doesn’t really start with online
It starts with understanding the business offline. Because if you can’t understand your audience offline, you will never be able to understand them online. So when I sit around with those clients,
I really like to dig in their brain, and understand the sales cycle of the product. When you’re selling a BMW, it’s not the
same as when you’re selling a kitchen, or when you’re selling a BA Degree.
People convert in different ways, and you need to understand that. That’s the first key thing for implementing a strategy for segmentation. Here is one example I have for
the correct way of segmenting. This is an old account. I’ve been
running it for six years so it’s a bit messy, but it has everything.
It’s an e-commerce account. Sometimes you get a client, you are running some site, you have a lot of resources, you have lenders, you have a lot of sites and stuff, and
sometimes you don’t. That’s okay. It’s really good and smart to start segmenting, for your list to be as complete and really ordered as you can. You want to approach it easily and manage
the account and optimise after, easily. That’s just another image of that. By the way, I’m not saying
that’s the correct way to do it. I am using myself as an example of someone who is doing it right now, and it’s working for me. What I do when I start segmenting is opening up an excel file, I go broad and I start narrowing down, just like any funnel. This is just
an example I’m doing for you guys. For each of those audiences, I create 1 day, 3 days, 7 days, 14 days, 30 days, 90 days, 180 days. That’s what I start off with. Of course if I have really popular categories an stuff inside, I try to do that. I upload the phone numbers and the email lists separately. That way, I get a higher match rate. Everything I’m saying right now
is for Google and for Facebook. When I’ll say something that’s just
for one platform, I’ll let you know. For Google Audiences, if there’s a landing page
or something like that, I will add that as well. The most important thing is to know that when you have a big remarketing or retargeting list, you need to break it down.
That’s like taking a 100 or 500k list, you want to break it down to different interests, demos, geos, until you you get the results you wanted. I have a trick. Some clients I have don’t really
have a lot of money, and they are ROI addicts. Some guys are scale addicts and some
guys are ROI. So what I do is, I go to a fold. I see the cold traffic, I break it down, doesn’t matter again Facebook, Google. And I like to see what’s really converting for cheap.
For example, if I’m running an e-comm brand, retail, clothing, and I see that the people are
converting from 35 to 45, just an example, I go around and I place the retargeting audience
and narrow it down for that specific age. That basic thing gives me amazing
results because I cut down the dead meat, or the more expensive part
of that remarketing audience. The first big mistake I see is not creating
the right segments, and not lining the marketing strategy to the product to begin
with. The second one I see is inside the campaigns, I see a duplicate of the same
campaign so they have the cold traffic. The creative is like, one thing, they duplicate
it and they just get that custom audience. That’s crazy because why not approach
that audience with a different message. We’re going to take talk about it in a minute. My company is Wolf Marketing. I got Wolftips for you. I told you I bought this yellow stuff to really wake you up. All of the Wolftips I’m going to give you, are stuff
that are making money for me right now. So write this shit down guys. If retargeting doesn’t work the way you expected,
try and open it up in a different account. My theory of things is that sometimes you
have an account, it’s converting amazing. You want to scale it, right?
What do you do you? You duplicate that campaign, and
you add remarketing or retargeting You go around to that call traffic, that first
campaign, and you exclude the traffic because that’s the right
way to do things. Right? That’s the problem. A lot of times,
I’ve had accounts converting amazing, I’ve had seven days, maybe a
month of conversions. Amazing. Then I duplicated that campaign, entered
the retargeting or remarketing audience, and everything went to fucking shit. My theory
is the fact that Facebook system is so smart, maybe it’s too smart by now, that when you start
limiting it towards a different audience or something, it starts limiting the scale or the reach
therefore, raising the CPC’s and CPM’s. What I do every time there’s a winning
campaign, I leave that account, I open up a different account or I use the
account I just opened, doesn’t matter, and I build that retargeting campaign there.
I show the pixel of course, and everything, but I never open it up in the same account.
That helps scaling also without losing a lot of money. Second Wolftip. The pixel is your friend. Just know that when you’re buying media, and your account gets banned, it doesn’t matter if you
didn’t even run black hat yet. How many people, only in the last couple
of months, had problems with accounts? Oh my God, more than I thought. When an account dies, the pixel stays. These are two different parts of Facebook technologically wise, and inside of Facebook. What I recommend is, sharing
one pixel across the board. Even if you are afraid that your
accounts are getting burned, using some accounts just for retargeting,
and some accounts just for cold traffic would help you squeeze more of the
budgets before the account gets banned. Because first of all, you
are only retargeting. You are approaching the guys that already
showed interest in your product or service. The second thing is that you don’t get
as much reports as you would have gotten because those people, as I said, already
showed interest in your product. The third tip that I’m going to give you
is about cross platform retargeting. Some people don’t realise it, but there are a
lot of stuff that you can run on Facebook that you can’t run on
Google, and vice versa. For example, you can’t run a lot
of stuff in the financial space. I’m talking about retargeting,
you can run a lot of stuff. You can’t retarget people on
Google if you are promoting loans but you can use that same audience on Facebook.
So a lot of stuff that you would have to pay Google for, like running GDN remarketing on loan
traffic, you can do it on Facebook. That’s getting the same search
traffic for a lot cheaper. And that’s something that has made
me a lot of money, to be honest. Remarketing or retargeting starts
with three basic fundamental things. The first one is bidding. Whether I’m promoting an engagement post on Facebook, or I’m doing a search campaign on Google, It doesn’t matter. I’m going to
manually bid higher. Why? I want to get the best hours, the
best placement, the most times, and I want to be able to really float above
all competitors when I’m remarketing. I used to think that spamming that person
with the same message is really bad I got into a situation three, three
and a half years ago now, I think. I ran a campaign for a big political party in Israel.
and I got to work with the person who was the political advisor for Barack Obama.
He helped get him elected and I told him, “Listen, we’re buying all of the traffic in YouTube in Israel. It’s crazy. People are telling me I’m spamming them.” He told me something that changed the
way I looked at things. He told me, “I’ve never heard of too much
impressions being a problem.” That point, I realised that I’d rather have that
person mad at me but remember the brand have that that person mad at me but remember
the brand, than not remember the brand at all. That’s the first one.
The second one is creative. We have another bullet that I’m going to get to,
but creative and that bullet are really wildcards I’m going to show you basic examples because
I really want to go through a lot of stuff. By the way, I apologise for some people. The
stuff that I’m going to talk about gets a bit advanced. Serving the ads that you
served the first time, the second time to the retargeting audience
isn’t really squeezing the lemon. And that’s the the name
of the talk right now. We really need to step out of
the box and be super creatives. We need to align the creative with the
segment, and of course the product. If we know that there is a
time limitation for that product. For example, if we were
promoting loans or traveling, Can I add urgency to the message? Can I add
maybe a discount? Maybe something like that. We always say test,
test, test on this stage. Let me give you some specific
examples I’ve I had in mind. For example the first creative someone
sees is a short clickbaity image. For the retargeting audience, I would give an
ad that has a lot more information inside. If I had a segment that has people
who are more engaged inside the site, I would maybe add a button, or I would
change the thumbnail according. Again, these are really basic examples of stuff
that you can do that would make amazing impact. The third thing I want to
talk about is the angle. That’s even a wider subject. An angle is where to and from
where you’re sending the traffic. You really need a smart system to test because you are sending so many traffic to so many lenders, to so many segments, and
you want to track what’s working out for you. That’s why I divided it to
where to and from where. Where to, for example, is when someone didn’t convert but has
been in the site for more than 30 seconds. We’ll be sending him to an article that explains
more about the product and service. And maybe we’ll give him the option
of leaving his details there. Another Wolftip that I want to share
with you, is something that I’m doing and I didn’t hear a lot of guys doing because
people use lookalikes just to target a lot of campaigns. I use lookalikes also to exclude. For example, if I have a segment of people that I decided are bad audience. People who bounced out of the landing page. They stayed for 5 seconds and then they bounced back. I’m going to create a lookalike for
those audience and exclude it. That’s just an example for how you
send people to an engaging site. That’s a case study that put 20%
increase in lead submits. What I did is, I’ve sent the younger audience, which was a basic segmentation, to a more good looking site. It looked like it’s 2018. The old people,
I sent to an old fashioned site. That was amazing. That was a big change in
my campaign because it dropped everything. One more thing I like to do is something
I call native search remarketing. Native search remarketing is just like a wide way of pushing, and hardcore selling to that person. What I do for example, if I’m
running an online mattress site, and I have my product there and I have
my landing page and everything. What I like to do with the guys who didn’t
leave any details or didn’t buy the product, I would start a search campaign on Google and
I would target every one of my competitors. Outbid them, I would open up a different campaign for my specific brand and I would kill those people with another site. That site would be a white label site,
it wouldn’t have anything relating me to that product. It might be an aggregation of top ten sites. With all of the top ten mattresses online and mine would be, you guessed it, at the top. It might be just an article saying
how amazing is that blah blah blah. Definitely do that, that’s one of
the most amazing things you could. You can find e-comm. How many guys here are
running e-comm? Just so I know, lead gen, e-comm. A lot of products that you can run, generate traffic on Facebook and search remarket it on Google because a lot of stuff that you wanna run on search,
has such a high CPC so it’s really hard running it. When you search remarket, the conversion rate goes
up so high. That’s an amazing way of handling that. That’s the specific case I
wanted to show you. Let’s talk a bit about A/B testing because we also always say that you have to A/B test, A/B test, A/B test. A lot of affiliates, they don’t have patience. They
get that campaign online, they have 5, 15 clicks, and they decide to kill the campaign if it
doesn’t convert. That’s not A/B testing. I have seen A/B testing
decisions that are crazy. You are sending and dividing the traffic into several campaigns, several audiences, and several platforms, and you make decisions
according to no clicks at all. You need patience, don’t forget it. That’s one
of the the best tips that I could give you. because a lot of times you would have a campaign that converts a lot and the day after, it stops converting. A lot of times, it’s better off to just leave it. there are bad days. Some campaigns will not convert on each day. Most times, the changes that you are going to make
on that campaign, you’re going to regret it later. Give it time before you decide
to make any changes. Not to mention platforms like Facebook,
the Facebook pixel needs to warm up. The first couple of days, the algorithm is gathering information about the traffic and conversions. The conversions are going to be cheaper later
and it’s not about the decisions you’re making. My fifth Wolftip would be to
get a really good tech team. A lot of people are measuring the conversion
window, their measuring is one day after click. I found out that, because the prices, and
CPMs and CPCs really go high now. The way that I handle it is, I’ve had my tech
team put the SMS messages we’re sending, the email messages we’re sending, and the push messages we’re sending into that same click ID. The attribution has a larger
and longer conversion window. I saw, a lot of times, I’ve had keywords or placements
or creatives that I would have killed before, and now they’re at least breaking
even. Which is amazing. So get a really good tech partner or
team, and track your set up correctly. Where from, it’s about choosing the placement that
you would normally not use in a normal campaign. For example, if you wouldn’t run on GDN, the mobile app, or Facebook’s audience network, or maybe sometimes Instagram, I would definitely choose those placements when I’m retargeting. I’m getting the best quality audience into the low CPC placements, and that’s what remarketing is all about. Getting the high conversion rate and low CPA’s,
so that’s something I’m definitely doing. Remarketing. I can tell you I’ve had some case studies of clients. What I did is segment. I’ve had the
pixel set up for four months, and I started segmenting
that specific audience. What happened through all of those
specific things that I told you, the CTR went up on every part of the of the campaign every placement that I chose on GDN, and on Facebook. It doesn’t matter the CTR went up, the
conversion rate went through the roof. I want to tell you, it’s not about those. One decision or one tip that you’re going to implement to your campaign that’s going to skyrocket the ROI. It’s
about making a lot of small changes that are going to to increase it by 5%, 10%, 20%. At the end, it’s amazing Remarketing never stops. Once you have
that funnel setup correctly, it’s amazing. I also wanted to tell you guys, this is the
largest stage that I’ve ever been on. As I told you, I’m the geek that really
sits in front of the computer. It’s been an amazing experience,
all of these, Barcelona. I really wanted to thank you, and I hope that at least one tip is relevant to you, and that you get to implement it. I told you, campaigns and
media bank, for me, is about feeling grateful for each
and every day that I’m alive. I hope that the changes you will make on those campaigns would really have a large impact on your life. Thank you guys so much.

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