🔥 The Performance Marketing Newsletter #10

Reduce CAC & Scale Revenue!

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My 3 Actionable Ideas (no gyan)

1. A check before you launch a video creative ad

   1. Does your video creative make sense if you play it on mute?

   2. Ensure relevant subtitles are there always

   3. It should hold attention, give context, and spur emotion, all without audio.
      

2. Quick tip to scale search ads beyond conversion theme campaign

   1. Running a consideration kw theme campaign with the blog as a landing page. And floating cta on the blog must be conversion-oriented, such as “Book a free class”. Example: Let's say we want to go beyond a “conversion campaign”( science class near me) to a “consideration campaign” like (how to decide the best science class). Now, we can write a decent blog and run a search ad for this keyword to see if it works.
      

3. 14 Checklist Items to Setup FB Lead Gen Campaigns for Success from Day 0. (scroll to the bottom)

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My 3 Learning Suggestions

1. The 4 Growth Frameworks You Need to Build a $100M Product. Check out

2. Podcast: EaseMyTrip Journey | Learn to build the right biz, imp of unit economics, customer centricity.

3. How to become an expert in performance marketing. Check out

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Proudest experiment (or hack) in optimizing Google Search Ads

Last week, I asked about the proudest experiment (or hack) in optimizing Google Search Ads to my Linkedin fam, and some of the responses were amazing. Sharing it below in their own words:

1. Adding contact by WhatsApp button instead of form - MADHUSUDAN G

   1. Normal button embedded with WhatsApp click to chat link in it. We customised WhatsApp link with text related to the service so the sales team can easily recognise which service the user is looking for.

   2. So the final message will be - Hi, looking to book "x" service. Could you provide more details?

   3. We went to the extent that we even customised it to capture UTM in messages from ads so we know the campaign!

   4. More details can be found here - https://faq.whatsapp.com/5913398998672934
      

2. Make a separate campaign for 1 kw that’s taking 70%(read majority) of the budget - Sahil Budhiraja

   1. So, a lot of the top performing kws/ad groups had 1 kw taking 70% of the budget (max conversions bid strategy).

   2. Made a separate campaign and added them as skag so that they can scale (as high conv rates, lost is budget) and so other keywords of the same theme get to spend money as well. It worked very well! (For Lead Gen)

   3. (Before this, I had restructured the same account with specific themes for campaigns and ad groups, so the optimization done above was easier for me)
      

3. Make a list of top converting search terms, and group them by theme. Run them as a broad match with tons of negatives added. Your sales will go to the moon. - Nishant Agrawal
   

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14 Checklist Items to Setup FB Lead Gen Campaigns for Success from Day 0

1. Campaign Obj: Only select “leads” as the campaign objective. Strict No to “traffic” obj.

2. Conversion Location: Choose only “Website or Instant form” as the conversion location. I prefer “website”.

3. Audience: Audience expansion should be off.

4. Audience: In Audience, exclude users who have submitted leads or are your customers.

5. Audience: Configure the adset to move out of learning. Choose Bidding & Budget to get at least 50 conversions in 7 days i.e. Daily budget should be at least 7*CPL.

6. Audience: Adset overlap should not be more than 30%

   1. If overlap more than 30% > see if you want to combine the two adsets

   2. If overlap between 15-30% > run different ads in both the adsets

7. Audience: Keep the audience size as broad. 15 lakh is a decent min. audience to start the campaign.

8. Pixel: For website conversion location, choose a pixel for a mid-funnel event. (Not upper or lower end of the funnel)

9. Lead form: Have 2-3 strong qualifying question.

10. Lead form: Ensure the phone number is manually entered.

11. Lead form: Post lead is captured add a URL that hooks the audience to know more about you. Ex: Youtube video about how your product works, etc. Don’t just say “thank you and we will reach out to you in 24 hours.”

12. Lead form: Use high intent audience in lead forms first.

13. Ad: Your first ads should test the various user insights than testing visual elements.

14. Reporting: Setup reporting to have a complete view of even the bottom funnel(Lead > Demo sch > Demo done > Payment) at the campaign, adset and ad level.

PS: Refer to this for the complete 5 min course.

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That’s all for this time.

Let me know if you want me to cover anything specific about performance marketing and growth.

You can always reply or comment. I will be more than happy to include it in my next editions.

Thanks
Rohit