The $30M Intersection of Art & Numbers through FB Ad Buying [awe19] (1)
The $30M Intersection of Art & Numbers through FB Ad Buying [awe19]
Yahav was one of our breakout speakers for Affiliate World Europe.
I met him at a mastermind in Phuket after AWA18. We got to talking, and he started telling me about his ARR Method he uses that breaks down acquisition, retargeting and retention so perfectly, a way that can be applied to $XXX/day campaigns, and when he uses it for external clients, up to high $XX,XXX/day.
We decided to work together and have him share on stage, so those that caught his presentation, you've already likely applied this, but for those who missed it, I've tried to break it down as easy as possible for you below.
The $30M Intersection of Art & Numbers through Facebook Ad Buying for Global Fashion Brands
In this 40 minute presentation, Yahav discusses the methods he uses to help build brands to 8 figures. Here’s what he covers:
1. How to measure your true ROAS.
2. Why reducing your cost per acquisition will help convert more customers and allow you to sell more increasing their lifetime value.
3. The ARR Method - In this method you create 4 different campaigns:
a) Acquisition prospecting: A campaign dedicated to getting new customers who are unfamiliar with your brand.
b) Acquisition remarketing: Dedicated to reaching 2nd touch customers who may have come in contact with your ad or page, but have never visited your website.
c) Retargeting: Aimed at retargeting to 3rd touch customers who have visited your website, but have not bought your products.
d) Retention: Keeping your customers loyal by continuing to advertise to them even after they convert.
4. Expanded ARR method - Similar to the ARR method, but updated to help segment Facebook’s retargeting audience when analyzing performance.
Essentially split your retargeting into 2 parts:
a) Retargeting acquisition traffic that came from Facebook campaigns.
b) Retargeting traffic that came from all other traffic sources.
This will let you measure your facebook attributions separately from other channels helping you allocate where you put your ad spend.
5. How to Retarget only FB Acquisition traffic
Step 1: Apply the expanded ARR method.
Step 2: Change the UTM in the acquisition campaigns and tag them according to the traffic source.
Step 3: Create an audience based on both UTMs and obeys the audience rule.
Step 4: Target one audience, and exclude the altar.
In the end, you should have two audiences - one for Facebook acquired retargeting and one for all other traffic sources. By doing this, you can now target and customise your ads to the specific audience.
6. eRFM Module
The eRFM module leverages AI and audience lookalike targeting allowing you to grab more audience and create more custom ads. Start by isolating specific micro-segments and create a lookalike audience based off the segment to discover a more niche audience. Once the audience is created, tailor ads, personas, etc, so they only see very tailored ads and products.
7. Micro-segmentation variables - create micro-segmented variables of retargeting audiences who have purchased or visited your website then create a lookalike audience. This will allow you to reach a wider variety of users who you might have missed prior.
8. Tips to brand based off of performance
a) Retargeting Performance Branding
-Talk to your users like a friend.
-Run ads that make the user trust you.
-Scarcity urgency.
-Create alluring ad copy.
-User generated content.
b) Retention
-Show a lot of content to stay top of mind
-Create an audience who hasn’t purchased for a certain amount of days and provide a coupon for being a loyal customer
Want to take a deeper look into Yahav Hartman’s Facebook strategies? Watch the full presentation here:
If you’ve read through and have some questions stirring up, ask them below and we will get the conversation going with Yahav.
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