How to Improve Your Social Ad Campaigns with Northbeam
Recently, I interviewed Ryan Kovach, head of Customer Success at Northbeam. Here’s 12 ideas he mentioned in this one hour interview that’s packed with useful information.
We have to try and overcome the challenge of media buyers and marketing teams wanting to be able to make decisions too quickly and not allowing that time to see how things change.
The people that are successful long term are those who utilize their one day click data and translate it into concrete data points you can track in Northbeam or within any third party tool.
Bring clarity by having a measurement plan that is agreed upon and gets by internally.
On prospecting we’ve seen the efficacy of interests rise versus look-alikes.
Consolidate when we can, let's not test crank spend into one percent LLAs.
Seeing success in interest stacks, sourcing from different places.
Catalogs actually work well across the board as a season changes people tend to start buying in ten and maybe surfing and other pages. Broad and interest layered ones do well also with refining their product sets and that mapping pretty well for them. A major aspect especially for Northbeam is reallocating more budget away from retargeting.
Rough rule of thumb is 60, 65% for FTIR when running a campaign and it's starting to drip under that - it's not going to track to that and it's not efficient for your dollars. Your first time ratio may drop to like 40%, 50% and in those scenarios the overall revenue is good but there is a key reason why it's not scaling for you.
Exclusions right now are necessary to be successful in the long run for scaling (exclusions meaning; your email list and customer list) Having better exclusions is going to improve your fist time compression ratio over time for a long time.
Static images perform better and there always pockets but each account where there is a large volume of data in it seven times out of ten statistics are 25% more effective. Video is still an important piece, quality video with engaging content will always do well.
Those who are successful in the long run are people who have landing pages that are designed and matched to the personas that they are targeting. Create landing pages that are niche to your customers in order to see better revenue from that spend.
Success is also seen with those who have an understanding of where do my CPA’s need to be and how can I reduce the cost of my product? Adjusting operations so they can be vertically operated by getting a new idea of how to map the business from a top down approach.