DABA Campaigns, YouTube Ads, & Amazon Outside Source Tracking-TribeTalk EP 12

Sep 5, 2019, 8:30:00 AM

Check out this TribeTalk from our Marketing Specialist, Kathryn Betancourt chatting with our Director of Operations, J.P. VanderLinden, and one of our Growth Specialist, Melanie D'Angelo.

Track Amazon Sales From Outside Sources

We often talk to Amazon sellers who want to run digital ads for their Amazon stores/listings from other platforms. The challenge is always in tracking/optimization. Is it working? Are the Facebook, Google, and Pinterest ads actually driving the Amazon conversions? How do we teach the ad platforms what to do more of?

Earlier this year, Amazon rolled out a solution to help with the first question. There's a dashboard in Amazon Stores that displays data by source including visits, pageviews, sales, and sales units. This isn’t just for Facebook but also tracks ads on Google, Pinterest, etc. See picture below.

AMZ Analytics 2

This helps pull data into Amazon but there are still issues for how to pull data OUT to other systems. 

It's not perfect, but it's more than we've had before, and it might be enough for folks to start exploring. 

Run YouTube Ads For Better Paid Search

Marketers understand that different ad types work better at different parts of the funnel. For example, Search is great at BOFu, Display at TOFu, etc. But what about how they work together?

Google released a report that marketers advertising on YouTube saw better conversion volume and rates from their Search campaigns. Specifically, Search conversions were 8% higher, conversion rates were 3% higher, and Search CPAs dropped 4%. 

We all know that advertising on YouTube increases brand awareness and ad recall. The big questions are: Is this something driven by traditionally understood marketing practice? Or is Google itself actually influencing the algorithm to favor buyers who spend across multiple components of it's ad platform? 

Regardless of what’s going on Google’s side, we recommend testing YouTube. Don’t just measure the direct performance, also measure the "halo effect" on other channels like Search & Social. 

Facebook's DABA Campaigns

YabbaDaBaDo

Yabba DABA Do!! Let’s discuss Facebook DABA campaigns. Especially as we head into Q4 next month, we think these campaigns have a lot of value for our clients.

Most folks think of  Dynamic Ads as only supporting retargeting your website visitors and app users, limiting your audience size to the number of people who’ve interacted with you in the past. That’s why, despite the great performance, the possible investments advertisers have been able to make have been fairly restricted — typically, the biggest share of their budgets goes to acquiring new customers.

To help advertisers reach these audiences with top-performing ads, Facebook now offers the possibility to expand the reach of Dynamic Ads campaigns outside retargeting audiences. Facebook’s Dynamic Ads for Broad Audiences expands your dynamic ads to reach beyond your website or app visitors to generate demand. DABA campaigns serve personalized recommendation based on browsing activity and showcase the relevant inventory from your catalog to people likely to purchase. 

Rather than LAL’s and retargeting site visitors broad audience targeting captures intent in other places like:

  • People who have clicked on a similar ad in the past
  • Went to similar companies’ Facebook pages
  • Engaged in similar activity/behavior to people who recently bought this type of product
  • Has clicked on an ad in the past that is in the same category of your products
  • Engaged with video ads from similar brands

DABA campaigns will have your potential customers saying….

Youknowme

What questions do you have for us? Have you tried DABA campaigns? Are you running YouTube ads? Comment below. 

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