Call on 5/11/21 - Assuring Customers on Ads

Attendees: Vania whitney.zelig@gmail.com Alyssa Shane

Ad Team - How to ensure confidence with the customers about budgets and targeting? 

S: Google (Limited by the market, reactionary, service-specific, popularity) 

 -Fluidity 

 -Daily budget double of what the target CPA ($50-$100/service) is, for an ideal situation. This ensures that the ads don’t get turned off. 

 -Broad modified keywords are going away in June. 

 -3000 is what we like to spend, anything below that in spending won’t be as successful. 

     Facebook (more difficult to predict, it is a proactive strategy, not search based) 

 - Anything below $50/DAY will be stagnant

Why would someone be served a CoolSculpting Ad on Facebook? 

S: Target profile of the ideal client, or who follow/interest in CoolSculpting. 

 -Identifies something someone is interested in, targets the immediate vicinity of people around you in hopes of other people might share information about it. 

People not remembering that they filled out a form (Facebook)??

S: No idea….could be credential stuffing. 

W: Maybe people Lie? 

S: Ambien? In google, it happens less because people are proactively searching for it. 

Any service that we offer that would be better on Facebook than it would be on Google? 

S: All depends on the creative. 

W: You said something about statics, I need to get to you. 

S: The market for CoolSculpt is so much bigger than EmSculpt. When on a conversion-based bidding strategy, the more narrow the target, the worse it performs (FB). 

S: We can switch to the other way, but most clients prefer conversion-based. 

Allergen (Not claiming false claims anymore)

Do IOS updates affect performance on any of the ads? 

S: Historically, lookback window (CAW) 28 day click, 28-day view through. CR only includes CTW, not VTW. IOS14 update was going to take away FB ability on View through Conversions. They took it to 7 days click 1-day view through. This is a significant change. May of last year vs May of this year to match view windows, they should be similar. Unless very heavily re-targeting. 

V: It does not affect the ads, but it changes the reporting? 

S: Yes, it can change the ad performance a little, but won’t build as fast because of cookies. 

V: Ours heavy on targeting? 

S: NO

W: We are into retargeting why? 

S: We are but just depends. 

How to increase budget suggestions? 

S: *(Screen Share)* Difficult to answer in a straightforward way. Any particular account? (Always Beautiful)

  -Look at a 30 day or longer sample window. 

 8% loss due to budget, if increased by 8% then, in theory, it will do better

 -Max conversions budget (doesn’t matter the # of clicks) 

 Increase budget then it CR% would likely do better

 -Search impression

S: Moving on to (Health First) Look at Search impression share (Almost a subjective number). 

Does google penalize all accounts if one account isn’t doing well? 

S: Not really, but it will make it more difficult to manage the account. 

To change ad-copy to google, does it have to go through a relearning process? 

S: No-ish on Google, Yes on Facebook. 

When suggesting Ad Copy, is there…I guess $ and % perform the same…should we still be doing variations or stick to one or the other?

S: Statistically they are the same, but it depends on the user and ad personalization. 

What is…we had an issue with Dr. Bowen…is it easy to copy over or do you have to start from scratch? 

S: No problem to copy over. 

Authority of our Ad Team…are there certain things to say? Bragging rights?

S: It is a tough sell, in a lot of ways…going to dance again…I hesitate to tell people how long I have been doing this because there is some kind of belief around younger people having a “better grasp”. I just focus on general experience…25 years of experience…Don’t share this information: In high school in the 90’s I knew how to program HTML and at that time it was incredibly rare. I had a work co-op in high school with web development agencies. It was either go to college or go to .com agencies….I chose to go with the .com.  SEO in Yahoo before Google even existed. Consulting for 8-9 years now. 18Mil spend management across different spectrums. 

How many people on your team?

S: Right now, there are 4 others

One client, marketing, asked if we could look to see how much leads are costing generally for botox and Juvederm in geographic-specific?

S: Keyword research. Can't estimate the conversion rate though. Cost per click varies. Search estimates in basecamp are best. 

What system do you use? Basecamp may go? 

S: I like basecamp because if there is not a record then it can get lost. I use a spreadsheet to prioritize. Find one that will allow a priority level. 

Chris sent an Email about Facebook Access. Can we clarify your response? Partner vs Admin access

S: This is kind of tough. Let me explain different mechanisms…Facebook changes everything and never tells anybody…I'm not familiar with the user end of setting this up. I don’t have a lot of incredible insight here…

 -If a user has a business manager account and they have admin access to accounts and pages, they can just send a partnership request to our BM and merge the two (Business Manager ID: 430295547180728)

 -Business manager is different from ad manager. 

V: They have access but they still can’t see the request

S: The requests that we send

 -We send the request, if they are not the owner, the requests will only go to the owner. 

 -They send a request to us

 -They share the login (Not IDEAL, that’s messy)

How does Facebook trickledown to IG?

S: It just does, they are the same platform. Do you want the most leads possible for your money or do you want more on IG? Not always the same goal. 

 -TikTok is crazy and weird…99% bounce-off rate. Did an experiment with influences and had a 9% performance rate. Not as seamless and trackable as FB and IG. NOT WORTH IT (Right now) 

Landing Pages, should we just copy that cheesy and annoying thing that Will does? And the call to action? 

S: A long time ago, hypnosis for weightless…they hired an outside consultant who was a conversion Guru said: “all that matters is the offer”. I thought he was full of it, but he was totally right. If the offer is better then it will always do better vs if there was some beautiful design. I don’t think most people realize that it is an offer to one specific facility. I would adventure to guess is that the CR is so high is because of the offer being made. There is a direct-inverse correlation to the number of fields you have. 

W: Vania   task out to have all forms going to three fields

S: Tell why (3rd party validation “logo porn”) it is the best. 

Do icons help on the page?

S: I don’t think it hurts. What it is doing more than anything is breaking up the text. The phone number helps. If you have to squint at all on the LP for the call to action, conversions will be way down. The offer should be promoted in the headline (more people are more likely to read the headline). 

 -(Always Beautiful) The offer isn’t trackable 

W: Elite Dermatology has a HUGE phone number and slapping offer. Vania   Task out that we need a phone number on always beautiful mobile and desk too.