[INSPIRATION] What is Full Stack Marketer, 15 skillset of them and Resources to learn those skills.

Have you ever heard of full stack marketer? ok you can define the full stack marketer by comparing below list of Skills they should be proficient of. Additionally if you are interested to become full stack developer,  i have added some resources to get start on those skills.

So what is a full stack marketer?

This is defined in the same way how full stack developer have been. A full stack developer is the one who can build a product from start to finish(Front end to Backend), Similar to that full stack marketer is someone who is familiar with all marketing layers with generic understanding and basic skills to execute all layers (Email,Social,Analytics, PPC, Blog.,etc) and create integrated growth strategies with limited resources. In other words, we can approximately define in simple words as ” who can Architect of marketing framework rather building a specified marketing layer”

Full stack developers can be a great opt for startups at early stage for developing a marketing framework and to get all the channels. If this full stack marketer have more experience in years, they are perfect for VP of marketing and Chief marketing officer(CMO) as they are jack of all trades provided with management skills who can handle jack of specialist on each channels

So what are the skill set a full stack marketer should proficient of?

There are list which gives the commonly mentioned layers in marketing need to be proficient of but I have filtered out important 15 skills they must be proficient of.

1. Analytics/Insights/Statistics

First and foremost important skills need to execute any skills successfully mentioned below is to be proficient of Analytics. if a marketer unable to analyze his results through any of the analytics he won’t be able to move on the next stage on the right path. He could learn the analytics from website analytics to social media analytics.

Resources to learn Analytics:

2. SEO (Search Engine Optimization)

Getting the organic exposure for a brand is prominent thing in marketing. So their understanding about the basic optimization from onpage optimization to offsite optimization could help the brand getting resulted on search engines and getting free traffic.

Resource:

3. Copywriting/Content Marketing/Blogging

One of widely popular free marketing technique is content marketing, as a full stack marketer should be know how to “write a compelling content” to “market that content”.

Resources:

Copywriting (compelling headlines, unique content interesting to readers), Content Marketing(articles, Slides, infographic,etc),Blogging:

4. Social Media

Connecting with targeted audience and creating a engagement can lead to new exposure for the brand existence and word of mouth exposure through organic.  so the full stack marketer should be proficient of executing the below channels.

Facebook, Google+, Linkedin, Pinterest, Twitter.,etc.

Resources:

5. Email Marketing / CRM / LifeCycle Marketing:

Email Marketing is an integral part of any marketing strategies. Get to know things like harvesting the emails, Layout of the Email, Content planning, timing, segmenting the user list which are basic levers in email marketing.

CRM and LifeCycle marketing is bit near on their strategies. As a full stack marketer, we should know how to execute each of the lifecycle of users below as most of CRM/Lifecycle marketing is run through Email (Leastly on SMS, Push Notification)

  1. Welcome Email / Subscription confirmation Email
  2. Engagement Emails for objectives like Traffic to websites, Buyer activation Email, Product upgrade,
  3. Reactivation Emails for inactive users
  4. Retention Emails  for Active users

Basic Lessons can be found on: MailChimp, Campaign Monitor,

Advanced lesson on Email Marketing can be found on blogs of Email marketing software providers like Responsys. Experian, Emarsys, Marketo and Hubspot.

6. Paid Advertising

Basic understanding of advertising on Google ads, Bing ads, facebook, linkedin and twitter. Each of this channel opt for different type of business. So we need to know which channels works for business by testing rathen testing. Need to be proficient on Account structure, Campaign structure, Copywrite, Artworks, Landing Page, conversion rate, bidding, placement.

one of the best resource to learn the basics and intermediate knowledge to learn paid advertising. Just Visit

7. Testing / Optimization

Testing and optimization is nothing but testing and optimizing all the skills listed by perfectly understanding which metrics to be consider for optimizing/testing on each of the channels. this skill could be achieved perfectly only from the lot of experience through own rather than using industry data. Most of the testing is carried on landing page, user experience, conversion optimization and creative testing.

8. Business Intelligence (BI)

Beyond to the analytics tool, there are specified BI tools which helps to take data driven decision through deep analysis by connecting the BI Tool with different analytics(email, mobile, social). To get a basic understanding of this, Visit this > Importance of Business Intelligence and Why every organization need a BI Tool and Team?

9. Design

Two things on the design part. Designing the image in Customer perspective with elements like call to action, color, text and Proficient to use design Tools like Adobe photoshop.

10.HTML/CSS/JS/API / SQL Queries

  1. Know the basics to edit the coding of the website for the purpose like SEO, Implementing Tracking,UI Fix,.etc.
  2. API knowledge and basic SQL queries to connect the data from different channel to Business Intelligence Tools for analysing purpose.

11. Public Relation

12. Branding / Positioning

13. Mobile Marketing/ InApp Marketing/Distribution (Contact with 3rd party mobile marketing agencies, distribution )

14. Affiliate Marketing

15. Growth Hacking

What do you think ?

A small story about me as Full Stack Marketer: I used to learn all the layers just because of curious and quest for knowledge. At the initial stage, i used to be afraid of jack of all marketing skills and not strong enough to pitch my skills when i brand myself. but this eventually after few years of experience helped me to achieve a great place where i can understand each part of the marketing and to create a integrated marketing strategies. Being Full Stack Marketer has advantage and disadvantage. Disadvantage is at Initial Stage, you wouldn’t be able to pitch about yourself on interview strongly when you go to corporate/Established companies, Exceptional case when you go to startup(or you going to startup) could help you. Advantage, when you continue your career  on the long run with learning all the skills, it could help for sure after some years for the post of Head of marketing, CMO and VP. so be optimist:) And there is sentance i used to disagree with many peoples “Jack of all doesn’t going to help, so be the master of something”. Nope life is all about

“Connecting the dots” – steve. Trust that and Go ahead!

For more information about full stack marketing, follow experts like Kyle Tibbitts, Dan Kaplan, and Morgan Brown.

Some of the post content is inspired from the articles Onboardly, wadefoster.

[LEARNINGS]: Importance of Business Intelligence and Why every organization need a BI Tool and Team?

This article is short briefing on the latest tools and technologies in BI. The Story says why we need a BI Tool and how it can be useful to the Organization.

A Small Story about our situation before I proceed to the main context! There is not affordable money for marketing this month and we left out with very smaller budget comparing past monthly budget. But we still hold the responsibility for the company to hit the target for this Month:) That’s a challenge!

So I have been thinking a lot for an Idea, Strategy to achieve the forecast number without a spending much money and the answer looks like

  • Focus on existing customer by communicate with them through low cost channel and efficiently
  • Analyze them deeply this time than ever & tailor the content for them

The above was the only plan blinking in my mind for now. So understanding that I need to analyze my customers and think differently, the only resource is past data of those user’s behaviors. So I begin analyzing data and there was honest thinking

“You are not Data Scientist or Master of Data Analyze and… you going to do the same way how you do in the past. Hmmm… I need to do it like master” So was digging the topic on data analyze by Googling and the result is Wikipedia.

Lets stop the story for few minutes. It started like the below.Data analyze (understand the basic first)

Under Data Analyze, there are different terms with slightly different meaning,

  1. Data Mining: Particular data analysis technique focused on modelling and knowledge discovery of Predictive
  2. Business IntelligenceCover data analysis by relies heavily on aggregation & Focused on business Information
  3. Statistical Analysis has 3 Types:
    • Descriptive Statistics
    • Exploratory Data analyze(EDA): Focused on discovering new features in the data
    • Confirmatory Data Analyze(CDA): Is confirming or Falsifying existing hypothesis
  4. Predictive Analytics: Focused on Statistical or structural model for predictive forecasting or classification of data

So was clear about the definition and basics before researching deeply and concluded that I need to digg more on Business Intelligence to find opportunities through business information. I started Googling again about BI, Luckily got a very insighful article named “BI 2.0 for the CIO – Chief Intelligence Office” from Analytics8.com.

Below the Lessons learned from Analytics8.com about Business Intelligence: 

This article is short briefing on the latest tools and technologies in BI (I mixed up the article with my situations)

“Business Intelligence is a collection of tools and techniques to provide an experience that gets the right information into the hands of the people who need it in whatever the format they want in, and as quickly as they can ask the question.” – Analytics8.com

We need to connect the below and provide an experience to the people:

  1. Cloud BI
  2. Mobile BI
  3. Data Discovery
  4. Big Data

The article start by advising that organization needs to builds solid data infrastructure could be key for the long-term ability to react quickly to the fast-changing data needs for organization.

The Problem: (why it is important?)

Every organization need a solid data infrastructure, So the data could be available to all users in an organization and the most demanding users (Organization people) will often need more information, ignoring the most demanding info is a big mistake. (I experienced people used to get disappointment with this kind of situation and everyone need to depend on IT-Dept for the information)

Hence building a solid data infrastructure can help business users to do it (or try to do it) with or without the blessing of IT.

So what was blocking business to achieve this? The barrier is building comprehensive data warehouses is time consuming and costly. But in recent years, the technology is breaking down the time and cost barrier. Options like SAAS or cloud based data warehouse reduces the cost, Also mobile BI and data discovery tools provide more value to business more quickly than ever.

So why the companies is not starting the process to achieve this? Once build a data warehouse, maintaining it can be a challenge as often data warehouses turn into “data landfills” with conflicting data and little institutional knowledge of the data in the warehouse.

So what we can do? The way successful companies keep their corporate data from becoming a data landfill is to establish, maintain a BI program and that it is led by Senior Executives (Who already have the knowledge of the organization with medium IT knowledge. So they can understand things and connect easily) and Experienced technicians to maintain a long-term BI without data landfills

So one BI tool can’t one-size-fits-all. As all users won’t need high-end analysis tool and forcing them to use the tool for simple report (that can be emailed to them on a periodic basis or access to simple online reports) is not a good idea.

It provides a comprehensive list of BI tools and other Analysis tool which can helpful to all the users for all type of requirements.

  • Use of a data discovery and Visualization tool like QlikView or Tableau.
  • Use of advanced analytical tools like SAS, SPSS or R.
  • Enhanced operational  reporting tools like Crystal Reports or Microsoft SSRS
  • Special tools for tasks like budgeting and planning, consolidations,etc.
  • Direct access to data via ODBC, JDBC,etc
  • Access to external data such as social Media (Social Media Analytics like Sproutsocial Sysomos)
  • Enterprise-class administration tools offered by SAP BI or Cognos
  • Monarch, from Datawatch offers utilities to access types of data not easily accessible (Like PDF files)
  • “Information Builders” has connectors for nearly every platform and application
  • Rjmetrics (Can connect nearly all data and create charts combining different data, mostly used to analyze marketing data like LTVAOVcohorts, a monitoring tools for management)

There are hundreds of tools and technologies available to help a CIO and business users but focusing on specific requirements by understand the organization and the users is the main important thing to consider.

Whats Next?

I will be writing more about the important tools (tableau & Rjmetrics) specifically and how I used this tools to achieve my Company Target very soon on the next article.

Share your thoughts on recommended tools and how your favorite BI is helpful to achieve your goals on Comment section?

[UPDATE] Facebook Released Multi-Product ads & Deep Level-User Defined Retargeting

Multi-Product ads

As Marketers have been getting good results from Dynamic Product Display ads through Google Display ads and now thankfully its available in Facebook Too. See the image below from Facebook Portal which shows multi-Product ads. This feature is only available through Ads API (Only 3rd party Ads API Providers) for now, It will be rolled out on all its ads interface within this year.

Each product highlighted will have its own image, description and click target.

Deep Level-User Defined Retargeting

One type of Custom Audience in Facebook is Retargeting which was previously used to Retarget the users who has visited the whole website or Particular Pages.

Now releasing the deep targeting, Advertisers are able to target the users by Past Visitor behavior like their Purchase history, Products added or Any Custom Events we defined.

Use Case of this 2 Features:

Lets say we have 2000 Visitors on Particular Category (Assume = Luxury Bags) and there is only Less Purchase on that category for sometime (Might be they don’t like the current products or price is higher). What we can do?

From Old Custom Audience:

–  Using this Custom Audience, we create Audience [Visited Page = http://www.onlineshop.com/Luxury%5D

– We Retarget them with Single Static [Banner giving away Additional Offer to make them Purchase ]

 

From New Custom Audience:

– Using this Custom Audience, we can create Audience Filtering who have not purchased [LuxuryBags][LuxuryWatches] 

– Create Dynamic Product ads showing different Types of

Bags which is under $100

Bags which is above $100

Bags which has particular Style

 

So we can try Different type of Multi-Product ads and filtering the users by their past Behavior and make use of this new Feature.. What do you think about this ?

Source Link: Facebook Announcement

 

 

The importance of DNA & leadership in a organization!

#Thoughts
DNA is important in a organization. Real success in a organization or a country happens Only when it has a good leader. A good leader is not the one who pulls everyone and take the lead. It’s people who get inspired, trust and then follow  the leader decision. That’s the starting of the DNA. Leader become the face of the company, so the  people in same DNA

I always try to observe things differently(dunno why:-) ),
I analyzed the growth of the companies on its each CEO’s period.

Took Apple, Dell, Microsoft, infosys, amazon &groupon.
For this companies, the company has gradual growth through only one face, single DNA cause of a single inspiring leader. Once in linked stories, CEO of , Rakutan.com mentioned in his article how Nissan and Apple when they got the face (Carlos Ghosn & Steve jobs)

From my leanings and understanding, I have some thoughts how to shape the people’s into a single DNA.

1. Listen to everyone, from your top hierarchy to the bottom.

2. Convey your aim, goal and objectives to everyone

3. Involve everyone in the project and make them feel that they are really doing something which makes them interesting (Evernote.com founder when he do meetings,  used to invite  One staff who is not related to the meeting to make them involve and get insights)

4. When someone comes with a idea, sit n discuss with them, get the reason behind the idea, evaluate and tell whether it can provide good thing to business. If you are not sure, get assistance from others. Don’t act like you know everything. Let someone teach you something:-) what if the teach is something new. Give a try, you will really smile…

4. Don’t discourage your staffs..Instead show how to make it happen. Hence they realize their ability.

5. Appreciate ppl’s small work, even the billion money can’t make your ppl happy than appreciating. Try this to any staff tomorrow and see the result!

6. Treat everyone equally

7.   What do you think ?

Advanced facebook advertising techniques for 2016 – E-Commerce and Mobile Startups

Are you exploring the new facebook ad techniques/recommendation to improve your facebook advertising ROI? I have compiled a list of techniques that can help your E-commerce / Mobile startups. I am using amazon as an example to explain it easily the campaign structure.

I assume that you have been

  • Advertising experience in facebook for minimum of 1 year
  • Knew how to use Power Editor
  • Basic definition of bidding like CPC, CPM, oCPM.

We will go through the few important recommendations which are advanced and have released very early on the facebook which still pave the way to improve the ROI and in the last part we will go through the new techniques to make more out of new product update.

Below is the table which list the elements in facebook advertising used for auditing any facebook ad account. and the “importance” column has number out of 3 to show the importance of the element.

A. Account Importance C. Creative Importance
1. Facebook Website custom Audience (Events, History) 2 11. No of Creative 3
2. Facebook Mobile Audience (Events , Lookalike, ) 2 12. Refreshment 2
3. Custom Audience refresh list (Members, Buyers, etc) 3 13. Call to action Button 1
4. Conversion Pixels Implementation 1 14. Conversion Pixel Usage 1
5. Naming Structure 1 15. Creative Type (Link, MPA) 2
16. Url Tags & View tags 1
B. Campaign Setup 17. Invite code & Landing page 1
6. Objective setup 3
7. Campaign structure 3 D. Mobile
8. Targeting setup & Exclusion 3 18. Deeplinks 2
9. Advert Scheduling (Optional) 1 19. Mobile Tracking Pixel 1
10. Bidding and placements and Optimization 2 20. Facebook Audiences

Lets go through one by one explaining the definition, benefit and how we can utilize that to improve the performance.

 

A 1) Website custom Audience

A website custom audience is created using the audience data of user who visited website and its pages. Using this data, you can personalize the creatives as you know the behavior of the audience what they view and their intent of buying. In other way this data is like secret recipe than any other audience segmentation in Facebook. Because of the Exclusion capability

Use cases:

  1. Targeting the users who have never clicked on our Ad (never visited our website)

When you have collected all the visitors who have visited your website, you will be able to play with different creative and messaging to bring more visitors with SCALE.

We could split the campaign by

  • Users who have not visited the website (Showing generic message about brand and create awareness)
  • Users who have visited the website and not converted as member (Objective: More probably to Register with consideration type of campaign)
  • Excluding the Email users when necessary
  • More segmented data like users who visited specific brand like Nike, etc or by categories
  • Cross selling other categories by target the visitors who visited category A and not category B. (Ex: Target Users who purchased Bag with Shoe ads to increase the frequency of purchase in short time)

A 2) Mobile custom Audience

App owner creates a Mobile custom audience using the audience data of user who done events on mobile App. Events are setup. This data can help us divide the users by each funnel and allocate money for each segment. Other benefits include

Increase ROI for mobile campaigns and be a seed for similar audience (who have done purchase on the mobile app. )

For a E-Commerce app like Amazon, list of potential events are:

  • App Installs
  • App Launches
  • Mobile Product view
  • Add to cart
  • Initiated checkout
  • Purchase completed

Until acquisition of users, we can use different audience from facebook interest to custom audience. But after the acquisition, moving the users to next level of funnel can be done mainly through app events segmented audience, which is mobile custom audience.

A 3) Custom Audience list (Members, Buyers etc)

Here lets see how we can segment our user list should be

  • All Members (Exclude buyers from this to get Non buyers)
  • Buyers
  • First time buyers
  • More than one time buyers
  • This quarter signed up members

Other custom lists are according to business model needs. List should be refreshed for every 45 days, so the list is fresh.

A 4) Conversion pixel Implementation

To achieve this, you need the pixel implemented for trackers mentioned in A) 2. If you feel the above are too much, then the must events should be the below

  • Purchase
  • Add to cart
  • Registrations

A 5) Naming Structure

Naming structure of campaign, ad groups and ad creative is not optional thing, it would help the advertiser indirectly rather than tied up with ad performance.

  • Naming the campaign by objective like Member acquisition, promo based, retention, Engagement, will help the advertiser on long run to do a deeper analysis of how the campaign have performed, A-B testing, evaluation of results., etc.
  • Able to run a report and see the budget spent
  • Campaign performance by Audience, objective type, bidding

This will not just only be helpful under facebook reports, but also your company’s analytics tools or BI tools when you connect with facebook ads insights API. It is extremely important to follow the order of writing campaign names, otherwise it will not be possible to identify and filter information.

For R: We are yet to finalize the naming structure.

B 6) Objective Setup

One of the first main factor that we need to convey Facebook ad machine is objective type that need to be optimized. If you select website clicks, facebook will prioritize to show the ads to user in its fb ecosystem who have done website clicks action.

So it’s important to select the correct objective and this will give us extra control to monitor and do the optimization by ad level.

Use cases:

  • If Targeting = Members ; Objective = website conversion = Purchase
  • If Targeting = Non-Members; Objective = Website conversion = Registrations
  • Page post engagement is a rare case and needed only when you want to create some awareness campaign to new members or to your fans.

For Mobile:

  • If Targeting= Member list: Exclude =Current App Users; Objective = App Install
  • If Targeting= Lookalike: Exclude = Member list and App Users: objective= App Install
  • If Targeting= Interest; Exclude= Member list; Optional- Exclude=Lookalike; objective=App Install
  • If Targeting = App users, Exclude nothing; Objective = Mobile App Engagement

Facebook recommendation to build campaigns

 

B 7) Campaign Structure

Main use of campaign structure is to help facebook ad engine to optimize it efficiently. The way ad engine work is by predefined rules set by Facebook team, so its just like robot will do the same thing again and again. However the ad engine will be powerful when the human rules are set understanding its rules too.

Recommended rules

  • Divide the ad group to granular level until you reach the audience size from 50K to 100K. (So fb will try to reach each of the user member and it can help you to decide whether this audience is working or not. Whereas if you go by broad, you won’t be able to get any insights with smaller budget or in shorter time. If you have low budget below USD10K per month> don’t this. Contact me)
  • Utilize minimum of 2 Ad creative per ad group, thus it helps to rotate the performing ads to users, otherwise we wouldn’t know whether audience is not effective or the creative
  • One of the recommended way to further split ad group after any custom audience is choose is BY AGE OR GENDER.
  • Never launch a campaign on afternoon, start always on morning
  • When you create a new campaign, start with small budget and slowly increase the budget after seeing the performance
  • Never take any decision within 24 hours of campaign started, you need a minimum of 50-100Clicks to take any actions for a ad.

sample Campaign Structure:

Campaign Ad group Ad creative Exclusion Audience Type
2016_Member_Acquisition Lookalike_1_Buyers Put 3 Creative Exclude Members CA list lookalike
Lookalike_3_Buyers Put 3 Creative Exclude Members + Lookalike_1_Buyers CA list lookalike
Lookalike_5_Buyers Put 3 Creative Exclude Members + Lookalike_3_Buyers CA list lookalike
Lookalike_7_Buyers Put 3 Creative Exclude Members + Lookalike_5_Buyers CA list lookalike
Lookalike_10_Buyers Put 3 Creative Exclude Members + Lookalike_7_Buyers CA list lookalike
2016_Buyer_Acquisition Members_Nonbuyers_20-25 Put 3 Creative Exclude Buyers CA list
Members_Nonbuyers_26-30 Put 3 Creative Exclude Buyers CA list
Members_Nonbuyers_31-35 Put 3 Creative Exclude Buyers CA list
Members_Nonbuyers_36+ Put 3 Creative Exclude Buyers CA list
2016_MAI Lookalike_1_Mobile_Buyers or Users Put 2 Creative Exclude app users Mobile CA
Lookalike_3_ Mobile_Buyers or Users Put 2 Creative Exclude app users + Lookalike3 Mobile CA
Lookalike_5_ Mobile_Buyers or Users Put 2 Creative Exclude app users + Lookalike3 Mobile CA
Lookalike_7_ Mobile_Buyers or Users Put 2 Creative Exclude app users + Lookalike3 Mobile CA
Lookalike_10_ Mobile_Buyers or Users Put 2 Creative Exclude app users + Lookalike3 Mobile CA
2016_MAE App_users_20_30 Put 2 Creative Target only app users N.A
App_users_31_40 Put 2 Creative Target only app users N.A
App_users_41+ Put 2 Creative Target only app users N.A

 

B 8) Targeting setup & Exclusion

This part has been understood from above example campaign structure. Below is the list of available targeting (Useful for starters in facebook advertising.)

Core Facebook Audiences

  • Reach people based on interests, demographics, location and behavior.
  • Partner categories are a way to target people based on their off-Facebook behavior through fb partnerships with trusted third-party data providers such as Datalogix, Epsilon and Acxiom.
Custom Audiences
Custom Audiences enable you to target people based on the data you have, you can:
  • Target people based on CRM data.
  • Target people based on actions taken on your website or mobile app.
Lookalike Audiences
Lookalike audiences help you find people with similar characteristics to your existing customers, prospects and Page fans. You can build a lookalike audience from your:
  • CRM database
  • Website visitors
  • Mobile app customers
  • Page fans
Facebook Exchange: Dynamically remarket to website visitors on desktop

Facebook Exchange allows programmatic buying of desktop ad inventory through real-time bidding. You can remarket to website visitors on Facebook based on the activity they exhibit on your website with real-time dynamic product ads. Facebook Exchange is only available for link ads and right-hand column on desktop and can only be purchased through a registered demand side platform (DSP).

Custom Audiences and Facebook Exchange are complementary

Remarketing through Facebook Exchange and Custom Audiences are similar but can be leveraged in different ways.

Recommendation from Facebook:

FAcebook Audiences - Facebook Exchange

Recommendation by Nanigans:
Bid Type Pricing Your Goal Facebook ad Engine optimize for Recommended usage
CPM Pay for Impressions Impressions Impressions CPM bidding is ideal if you don’t place any value on engagement or clicks and your only goal is eyeballs on your ads. This bid strategy may also be a smart choice when you’re targeting a specific audience of your known best customers. For example, imagine you’re promoting a special offer that’s limited to a Custom Audience of previous high-value purchasers. CPM bidding will be an efficient way to drive clicks to your website among that audience
CPC Pay for clicks Clicks clicks When you don’t have a Facebook Conversion Pixel installed on your external website and there’s no downstream action (like a purchase, registration, or download) to track, CPC bidding may be your best choice. Because you value more than just impressions, but not a specific subsequent action to optimize for, a CPC bid will deliver you the most bang (or clicks) for your buck.
oCPM Pay for Impressions Conversion Conversion oCPM bidding can be a smart strategy when you want to show your ad to users most likely to complete a specific Facebook Action (such as Page likes, app installs, offsite conversions, etc.). You’ll need a Facebook Conversion Pixel on your site to optimize for off-Facebook actions. If conversion rates with oCPM aren’t meeting your goals, consider bidding on a more upstream action (like with CPC) so there’s more data for optimization.
CPA Actions Actions Actions CPA bidding is best when you’re aiming to get people to take action on your ad. For example, if you’re trying to drive users to install your mobile app, you’ll only pay for the people who click and then install. When you want control over how much you pay for specific actions, CPA bids provide a powerful solution.

 

nanigans bidding tips

Others tips from Facebook:
  1. Bid your true value: Bid the maximum amount you’re willing to pay per objective.
  1. Increase your bid if you’re willing to pay more per objective: You will almost always be charged less than your bid. So if you’re willing to spend more, increase your bid to maximize delivery.
  1. Set accurate end times for your ad sets: You might get slower delivery if the system thinks it has to spread your spend out over a long period of time.
  1. Set different bids for low and high LTV users: Create different LTV audience segments. Bid higher for people that bring more value in the long run, while bidding less for people that have a lower LTV.
  1. Don’t change bids and budgets too frequently: Fluctuations in bids may affect delivery.
  1. Don’t try for the cheapest clicks or impressions: You will reach people that are easier reached, but don’t necessarily provide the LTV you expect. In addition, you might not be able to scale your campaign properly.

B 10) Placements / Ad Type

Facebook ad type by nanigans

FAcebook ad type recommended

C 11) Creative

Usually ad creative status have longer sentence. However we should utilize by choosing words that highlight product’s value and convey urgency; this will get consumer to seriously consider our offer.

If ad copy doesn’t compel the user to stop what they are doing and pay attention to you right now, thentake your ad down because it’s not helping your purpose.

Creative facebook recommendationImage source: Nanigans

Include a compelling CTA

Mostly we used facebook inbuilt CTA buttons on link ads but some campaigns/countries missed to use those opportunity too. Not just the CTA on the image but also on the status text of the ad. The below is recommended one.

“Promotions and incentives, such as a discount off the purchase price, are effective for driving intent to purchase. Be sure to include your CTA in the first 90 characters to ensure people know how to engage with your content.- Nanigans”

 

Relevancy: The decision stage

The Landing page

“You can have the best creative in the world, but if your ad is shown to the wrong people it won’t matter. This stage is made easier if you efficiently leverage Facebook’s endless targeting options based on demographics, interests and behaviors. Relevancy also carries over to the post-click experience. Specific landing pages tailored to different products and promotional offers are essential for providing a quality experience for consumers and driving conversions with a personalized targeted message. The goal is to make it as easy as possible to convert”

Facebook ad Landing page recommendation

Best practice for Ecommerce from Nanigans resources

  1. Focus on the product

When thinking about your ad creative, make sure your products dominate the footprint of your ads. Busy lifetime images with a lot of background noise are too easy to skip past. Closeup photos of products on white or neutral backgrounds are ideal. A Facebook study that compared product focused vs. lifestyle images showed a 37% CTR increase with product focused imagery.

Facebook advertising creative usage guide

  1. 2. Show a smaller number of products VS collage of products

We’ve found CTRs are higher when you show fewer products (such as a pair of shoes) instead of a large group of products (such as a closet full of shoes).

Facebook advertising creative usage guide 23.Call our promotions and discounts within the creative

For online retailers, we’ve found that calls to action that feature “shop now” or “shop a specific designer” such as “Shop Jimmy Choo” are the most effective. A best practice is to call out discounts or sales as a button or stamp on the image itself. Our data has shown that this approach drives higher conversion rates for Page post Link ads.

Facebook advertising creative usage guide 3

Facebook advertising creative usage guide 4I will continue writing the new feature released in facebook soon and how we can make most out of it. 

  1. Carousel Ads
  2. New objective such as lead generation and video ads
  3. Facebook interest exclusion
  4. Bidding changes
  5. How to get cheaper Mobile app installs through carousel ads
  6. Facebook in Built naming structure

Conclusion for now:)

Whether you are a new or experienced advertiser on Facebook,  hope this guide provided helpful tips to improve the performance of your campaigns. In summary, keep the following recommendations in mind:

  • Use the recommended suite of Facebook ads products that align with your direct response objectives
  • Ensure your campaigns are structured efficiently according to Facebook’s best practices
  • Use compelling creative with strong call-to-actions to drive attention and conversion
  • Follow Facebook’s bidding best practices to ensure you’re paying the right amount per objective.
  • Use the Facebook conversion pixel and/or SDK as well as experimental design tests for a complete view of your ad performance.
  • Test targeting, creative, placement, ad unit and bids often to optimize for better results.
  • And Again make more of use of Facebook Lookalike & custom audience.

Feel free to feedback and ask questions.

Zero to One By Peter Thiel : 18 short Notes |Review | Summary

The Book describe itself in a short Passage

Doing what someone else already knows how to do takes the world from 1 to n, adding more of something familiar. But when you do something new, you go from 0 to 1. The next Bill Gates will not build an operating system. The next Larry Page or Sergey Brin won’t make a search engine. Tomorrow’s champions will not win by competing ruthlessly in today’s marketplace. They will escape competition altogether, because their businesses will be unique.

I wanted to learn how to think differently/create a unique business, So i purchased this book with big enthusiasm from reading many reviews. It’s not good enough to say it was splendid even though the books is recommended by his friends ( Mark Zuckerberg, Elon Musk and Nassim Nicholas Taleb). Mostly this books is being proud about his business and his friends business but its a good journey understanding the business from 90’s to this century. And you could read this book mainly to understand about creating a monopoly in business. Except that it’s merely like a list of success stories compiled in a book with  Charts and information of his friends companies.

so who is Peter thiel ?

The 18 Notes from that book about creating a business from 0 to 1. 

1. Horizontal VS Vertical Business:

Horizontal business(or extensive) progress means copying things that work going from 1 to n and its easy to imaginable  because we already know what it looks like. Vertical business (or intensive) progress means doing new things – going form 0 to 1 and its harder to imagine because its requires something nobody else has ever done.

Example: If you take one typewriter and build 100, you have made horizontal business(Like globalization of what works). If you have a typewriter and build a word processor, you have made a vertical progress. (Technology)

Image Source: blog.percolate.com

2. Four Big Lessons from Dot-Com Crash 1995-2002:

  • Make incremental advances. Small, incremental steps are the only safe path forward.
  • Stay lean and flexible. All companies must be lean which is code for unplanned and planning is arrogant and inflexible. Instead “Iterate” & treat entrepreneurship as agnostic experimentation.
  • Improve on the competition. Instead of creating a new market prematurely, build your company by improving on recognizable products already offered by successful competitors.
  • Focus on product, not sales. if your product requires advertising or salespeople to sell it. it’s not good enough:  Technology is primarily about product development, not distribution.

Image source: http://www.thebubblebubble.com/

3. What is Valuable company: Perfect Competition & Monopoly  / Turnover or Profit?

Ever wondered which type of company is really valuable(In terms of growth, future and Profit) on long Run? It’s a company which has monopoly business and unique in nature.

Example: Think of Airlines and Google. Airline competes each other for the same audience with different pricing level. Airlines companies serves millions of passengers(&hundreds of billion dollars) with average fare $178(As on 2012) but makes only 37 cents per passenger where Google has brought it only $50billion on 2012 with 21% of revenue as profits more than 100 times the airline industry’s profit margin that year.

Why? Airlines compete each other but Google stands alone (That’s monopoly). In Economics, every firm in a competitive market is undifferentiated and sells the same homogeneous product, so they must sell at whatever the market price the market determines.

Cons of competitive Market: New firms will enter the market, increase supply, drive prices down, some suffer losses and some will fold. Under perfect competition, no company makes an economic profit in the long run.

Google is a good example of a company that went from 0 to 1: It hasn’t competed each other since the early 2000, when it distanced itself from Yahoo! and Microsoft.

Lessons:

If you want to create and capture lasting value, don’t build an undifferentiated commodity business.

4. Why do people compete each other and whats the result!

Our educational system both drives and reflects our obsession with competition that pervades our society and distorts our thinking. Grades in Academic make student’s mentality with competitiveness and strives for highest marks status and credentials. This obsess them on long run and limit their to a circle.

In a startup, each wanted to prosper independently but as they grew, they began to focus on each other.

The result?

Windows VS Chrome, Bing VS Google Search,  Explorer vs Chrome, Office vs Docs, and surface vs Nexus – Perfect competition.

When Microsoft and Google began focusing each other, Apple took over them with monopoly business with market capitalization of $500 Billion while Google and Microsoft combined $467 Billion. Peter also advice about fighting each other(competition).

sometimes you do have to fight, fight and win. There is no middle ground: don’t throw any punches, or strike hard and end it quickly

5. Delayed Revenue in Technology company

Technology company often lose money on first few years: it takes time to build valuable things and that means delayed revenue because it take at least 10 to 15 years in the future for ROI.

Example: LinkedIn

6. Characteristics of Monopoly

  • Propriety Technology
  • Network Effects
  • Economics of scale
  • Branding

7. Monopoly  1: Proprietary Technology – 10X improvements

Proprietary technology(PT) is the most substantive advantage a company can have which makes difficult or impossible to replicate.

Example: Google’s search algorithms, which returns results better than anyone else’s.

A PT must be 10X better than closest substitute to lead to a real monopolistic advantage. The closest way to do meet this to invent something new.

Example 1: Amazon did this by offering at least 10 times as many books as competitors.

Example 2: Apple did this through superior integrated design by improving 10X in Ipad than Microsoft Windows XP Tablet and Nokia Tablet.

8. Monopoly 2: Network Effects 

Example: Facebook.

Network effects businesses must start with especially small markets. Facebook started with just Harvard students – Mark Zuckerberg’s first product was designed to get all his classmates signed up, not to attract Mass.

9. Monopoly 3: Economies of Scale

If you own a yoga studio, you’ll be able to serve to only certain numbers even though you open chain of. But most of Software startups (exclude service, only product based) can enjoy especially dramatic economies of scale because the original cost of producing another copy of product is close to Zero. [Not agreeable with Yoga Example]

10. Building a monopoly: Start small and Monopolize

Every startup should start with a very small market. The reason is

  • Easier to dominate a small market than a larger one.
  • Easier to reach a few thousand people who really love our product, where if you choose big market which is already served by competing companies is bad choice as its lack a good starting point or open to competition. So its hard to reach.

#Note: small doesn’t mean nonexistent. and not shrink the market in order to seem differentiated.

11. Building a monopoly: Scaling up like Amazon (Highly Strategic)

Jeff Bezo’s Amazon founding was to dominate all retail market but he started with small market (books). Then Amazon become the dominant solution for books. There he got 2 opportunities: Expand to the number of people or expanding to the adjacent markets. He chose the latter starting with CD, videos, and software.

12. Last great development will be first

Meaning its better to make last great development in your market which makes stay ahead of your competitors and that’s the 10X last improvement lead to monopoly profits

13. Success is never Accidental – Jack Dorsey, Twitter founder

victory awaits him who has everything in order(well planned) – Luck People call it.

14. Spray and Pray is a stupid Strategy

An entrepreneur cannot “diversify”. And cannot run dozens of companies at the same time and then hope that one of the them works out well at the early stage of companies (not to contradict with well established companies).

Same like VC error lies in expecting that venture returns will be normally distributed: that is bad companies will fail, mediocre one will stay flat and good one will return 2X and hope that winners counterbalance losers. but it results with no hits at all.

15. Look for Secrets

what happens when company stops believing in secret ? There is no innovation, thus leads to no new products, no growth.

Example: HP was worth $135 billion on Mid-2000. They stopped inventing things on 2000 (before their successful invention of deskjet, omnibook, officejet), started acquiring business like compaq without creating anything new. As a result 2012 HP was worth just $23billion,

Successful secret finders: Airbnb, Lyft and Uber.

 

The best place to look for secrets is where no one else is looking

16. On Marketing

No early-stage startup can match big companies marketing budget. a startup cannot runs ad on TV which is biggest megaphone, So spend your budget according to your ability and not compete with big players.

If you can get just one distribution channel to work, you have a great business. if you try for several but don’t nail one, you’re finished.

Selling your company to the media is necessary part of selling to everyone else and never assume that people will admire your company without a public relations strategy.

17. On Founders

A unique founder can make authoritative decisions, inspire strong personal loyalty and plan ahead for decades. And don’t over estimate your own power as an individual. Founders are important not because they are the only ones who work the value, but rather because a great founder can bring out the best work from employees at his company.

18. Conclusion: For yourself & Singularity

Your task is to find singular ways to create new things that will make the future not just different, but better to go from 0 to 1.

 

The essential first step is to think for yourself.

Only by seeing our world a new, as fresh and strange as it was to the ancients who saw it first, can we both re-create it and preserve it for the future.

#END

Some of things not agreeable are

– Most of the companies he took for example are his invested companies showing indirectly that they are worth to be invested ( Too much of pages speaking only about Elon Musk Companies)

– Most of the professionals taken as an example and succeed in the books are his friends. ( Is this like selling ideas or seeding a wrong views in people mind ? )

welcome your thoughts on this…

4 Great Articles about Mobile, SEO, Social & Email Marketing recommended

4 Great Articles about Mobile, SEO, Social & Email Marketing recommended by Follow.net.

1. Mobile Landing Page Optimization – 10 Best Practices for Success – by Angie Schottmuller from Search Engine Watch.

2. SEO Predictions for 2014 – It’s the perfect time for SEO and marketers to show on the successes and failures of the previous year, and to make SEO predictions for the year ahead – by Jonny Lis, Digital Marketing Manager.

3. How To Steal Your Competitor’s Social Media Followers – One way to speed up the process of growing online is to tap into a fan base that is already established; that of your competitors – by Felix Tarcomnicu, Entrepreneur and Inbound Marketer.
4. 37 Tips for Writing Emails that Get Opened, Read and Clicked – by Heineken Duistermaat

[Inspiration] Marketplace apps user interface design

All about inspiration in Mobile Apps User Interfaces and similar things.

Searching for a gallery of marketplace apps user interface design? I have collected some of lovely images from the marketplace apps. This information used to build your how to  Screenshots, guide and App search optimization(ASO). Be sure to leave your comments about this design:)

Carousell1 Carousell2 Carousell3 Carousell4 Carousell5

market place mobile app user interface designs, how to screens, preview screens

market place mobile app user interface designs, how to screens, preview screens

ClassifiAd  5 ClassifiAd  6 ClassifiAd  7 ClassifiAd 1 ClassifiAd 2 ClassifiAd 3 HappySale1 HappySale2 HappySale3 HappySale4 HappySale5 HappySale6 HappySale7 HappySale8

 

 

 

Lamido1 Lamido2 Lamido3 Lamido4 Lamido5 LAmido6 Lamido7 LAmido8 OfferUp1 OfferUp2 OfferUp3 OfferUp4 OfferUp5 Poshmark1 Poshmark2 Poshmark3 Poshmark4 Poshmark6 Shpock1 Shpock2 Shpock3 Shpock4 Shpock5 Shpock6 Threadflip1 Threadflip2 Threadflip3 Threadflip4 Threadflip5 Threadflip6 Threadflip7 Threadflip8 VarageSale1 VarageSale2 VarageSale3 VarageSale4 VarageSale5 Wallapop 2 Wallapop 4 Wallapop 5 Wallapop 6 Wallapop1