Cheat Sheet to Mega Long-Lasting Lead Gen Campaigns [awa18] (5)
Maor Benaim (STM: @maorbn), is one of STM’s newest editions.
Some know him as “The Wolf” – this guy is the real deal.
Runs: Affiliate, Agency, Ecom, Lead Gen, Ecom – he does it all, at volume. BH/WH, definitely tangos with each.
Verticals: Fintech, Retail, Auto, Insurance, Politics, Fitness, Crypto, Diet, Nutra, Education, Adult, Gaming, Lottery…
The guy has been personally vetted by Google and Facebook reps. Even just the other day, he shared on FB his name tag for visiting Google offices has his name as “Wolfy” on it.
What first got my attention when I chatted with Maor, was his level of retargeting he sets across campaigns. It’s at a level of intricacy that required an extra Alpha Brain and espresso to keep up. His techniques literally leave no click unconverted. He’s the closest thing to programmatic media buying with a pulse. He speaks to this in his AWE18 presentation, you can watch here if you want [Case Study: Advanced Pixel Implementation that to $6 Million, 400% ROI and Counting]
Today, I’m going to give an overview of his AWA18 presentation on his cheat sheet to:
MEGA LONG-LASTING LEAD GEN CAMPAIGNS
He covers a lot, but I’ll focus on his “Wolftips” to keep this tight.
WOLFTIP #1 – CAMPAIGN PLACEMENTS AND CREATIVE/COPY STRUCTURE
Let Facebook do the heavy lifting. Zuckerberg takes, takes, takes, it’s only fair.
So let Facebook decide the placements for you, just make sure you have the correct creatives for each placement.
This is called “Asset Customization” – something added not too long ago that if done correctly, can dramatically decrease your CPA.
IMPORTANT: Don’t forget to set manual bidding on this. But with this, creatives really matter, but variety even more so.
EXTRA: Maor also goes over his favourite structure to use currently:
1) QUESTION
2) BENEFIT
3) BENEFIT
4) BENEFIT
5) SCARCITY
6) CTA
WOLFTIP #2 – CTA IS THE MOST IMPORTANT THING
This is what closes the deal. Ofcourse you have to do you’re A/B testing, but you can’t test everything because of time and money limitations. So what he makes sure to focus on is split testing.
1) Run the first set of ad creatives
2) Choose the high converters
3) The A/B test those creatives with different CTA
*A tip for solid CTA includes “Get” “Buy” or “Shop”
**If you like burning money, use “Click” or “Discover”
WOLFTIP #3 – HOW YOU MANAGE DELIVERY ISSUES
Main Tips Covered:
1) Consolidate into fewer ad-sets
2) Use CBO (Campaign Budget Optimization)
3) Use Automatic Placements with CBO
4) Longer Conversion Windows
5) Accelerated Delivery
6) Expand the Targeting
WOLFTIP #4 – MIND THE GAP (MANAGING EXPECTATIONS) & IDEAL CAMPAIGN STRUCTURES
Main Tips Covered:
1) Managing Client Expectations (for agencies)
2) Campaign Structure
3) Dynamic CPL
4) Time Segmentation
5) Starting Budgets for Different Traffic Sources
6) Extra Wolftips on running Google Display Network (Maor’s favourite)
*Also, he stresses the value in using “Observation Lists” and “Custom Intent” when running on Google Display Network .
“Google Display Network is FUCKING amazing. They’ve done an amazing job removing fake traffic, fake bots. It also always feels like an un-chartered territory. Most guys you talk to are either doing Google Search, Facebook or Native. Google Display Network is like an ocean of traffic.”
With Narrow targeting, if you know specific age, specific gender you won’t use, remove it from the beginning.
Then on Age Exclusions – it’s not like FB profile, it’s an “unknown” so he segments by duplicating the campaign, he does this for all “unknowns”, then shrinks the bid.
[Interested in Custom Intent Audiences? Maor touches on this after WOLFTIP #4 ]
“Amazing hack, basically Google allows you to bid on specific people, searching specific keywords, visiting specific sites. You get to compete on that specific audience within Google Display Network.”
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This is a very quick snippet of his 30 minute presentation. There’s even a Wolf Tip #5 , where he goes into a small case study of his own fitness centre, and how he ties it all in.
You can tell he had to skim over a few areas because of the time constraint, there was a lot to cover. But he out of anyone will be the first to answer any extra questions you might have, so make sure to drop any below.
“Most of the guys that you know, don’t have the opportunity that you have right now. Please don’t waste it.” – Maor Benaim.
Here’s the link to the full video presentation, slides are in the description on YouTube.
Thanks @Chaz for organizing and posting such great content!
Presentations like this one is just one of the many reasons why AWC is the must-attend event of each year!
Amy
Hey ! Thanks Chad for posting that 
if anyone has questions about anything i'm here !
see you in AWE
I'll be there
Hello Maor, Nice to know about you. I also checked your Youtube channel. I had couple of questions about GDN:
1) How do you run affiliate campaigns on GDN? Do you direct link or build sites around a niche or offer?
2) What type of WH/BH offers are allowed to run on GDN?
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