🔥 The Performance Marketing Newsletter #16

Reduce CAC & Scale Revenue with 3 Actionable ideas & 3 Learning Suggestions :)

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My 3 Actionable Ideas (no gyan)

1. Ads: Create 10X Remarketing ads in 5 mins

   1. Most don’t watch the video ads till the end. Only 11% of the users watch 1/4 of the video.

   2. Most often, the latter part of the ad is about “solution”. How the brand solve the problem(remember PAS?). And that’s the part often missed by the majority. And that’s exactly what you can use in remarketing ads.

   3. Crop the solution part of the ad used in prospect campaigns and use it in remarketing campaigns.

   4. Hence, the sequence:

      1. Prospect Campaigns > The majority of people drop off after seeing the problem section of the ad.

      2. Remarketing Campaigns > Once they drop off, excite them with the solution section of the same ad.

   5. Do Note: This is not the only category of remarketing ads one should run. Build & experiment with various other versions. Read more here.
      

2. Pixel: Re-evaluate all the pixels you are optimizing for your campaigns and answer the below questions:

   1. Do you want the same pixel to optimize for all channels?

      1. High Intent channel like SEM - you can optimize for top funnel pixel. Eg: Phone submit.

      2. Low Intent Channel like Meta- you can optimize for bottom-funnel pixel. Eg: Thank you page.
         

   2. Is there any other pixel you can experiment to optimize?

      1. D2C: Ex: Add to Cart or Checkout or Payment Success?

         1. Running a campaign optimized at the “Payment success” pixel

            1. Issue: “Cost per Payment Success” is too high to continue the campaign because of the high “Cost per Add to Cart”.

            2. Action: Then before closing the campaign, try optimizing the campaign on Add to Cart.

         2. Running a campaign optimized at the “Add to Cart” pixel

            1. Issue: “Cost per Payment Success” is too high to continue the campaign because of lower “Ad to Cart to Payment Success%”

            2. Action: Then before closing the campaign, try optimizing the campaign on Payment Success.
               

      2. Lead Gen: You have two options to run a campaign for lead generation, either

         1. You can give something for free and then sell it, or

            1. Eg: Book a Free Class

         2. You give something at a minimal cost and then sell .

            1. Eg: Book a Trial Class at Rs 99.

            In both cases, you generate a lead to sell your product o service later of higher value. But there are 2 different pixel optimizations i.e. post Rs 99 purchase of trial class and post someone has book a free class. Experiment with both to see what works for you the best.
            

   3. Is your campaign scalable with this pixel?

      1. Non Scaleable Pixel: Optimize on the phone submit. It’s non-scalable as quality may hamper, as the campaign will get all kinds of quality of phone submit

      2. Scaleable Pixel: Optimize on a qualifier question post phone submit. The qualifier question is a filter criterion to get a high-quality phone submits.
         

3. Next Orbit Items

   1. We have 100s of task items running. Few get completed. Many keep piling in sheets or in a fancy task tracker tool.

   2. Ask how many of these task items will move the needle. If the answer is most, then I am sorry to say: None will move the needle!

   3. Create a Google Sheet with the top 3-5 experiments that will move you into the next orbit. Not 10s or 20s of them but just a few that will change the game! And chase them relentlessly.

   4. How to identify

      1. Figure the top 3 metrics you are chasing.

         Eg: Decrease CAC by 30% next month

      2. Figure top 3 projects to drive the metrics

         Eg: Reduce CAC to 5K in the highest spending channel i.e. YT

      3. Figure top 3 next orbit items that will crack the project.

         Eg: Redesign a new lp with the optimized flow to increase form fill rate

   5. Ask yourself, “Am I hunting an Antelope(orbit changing items) or field mice (task items)”?

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Announcements

1. I am planning to conduct “exclusive” sessions for the community (No LinkedIn posts) on various topics related to performance marketing & growth. Don’t miss it. Join the below group to get notified.

2. I have just launched my official YouTube channel. And I have posted the recorded AMA session on “Career Growth in Performance Marketing”.

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Note:

• In this edition, I will skip “My 3 learning suggestions” as I didn’t get much time to complete a few resources. And I only share stuff that I have actually gone through “and” find it can add value to others. For now, you can check learning suggestions from my previous posts :)

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 :)