VIDEO: Dominate Paid Traffic in 2021 (Maxwell Finn) (2)
VIDEO: Dominate Paid Traffic in 2021 (Maxwell Finn)
Dominate Paid Traffic in 2021 the “Unicorn Way” [Step-by-Step Guide]
This is a summary of the presentation held by Maxwell Finn, President of Unicorn Innovations. , that aired at the very first EcomWorld Online Conference.
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Did you know you can attend the upcoming EcomWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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Who is Maxwell Finn?
Maxwell is the President of Unicorn Innovations.
His company managed 10s of millions in ad spend for dozens of brands including 3M, Omnit, Goli, Hanacure and many others.
He also ran FB Ads for some very well known entrepreneurs such as Pat Flynn and Zig Ziglar.
This presentation aired just weeks before Apple introduced their privacy changes and Maxwell was addressing many issues that we are facing today, so the speech is still very relevant.
What Maxwell is saying, basically means that the days of awesome AI optimizations might be coming to an end, and we need to get back to the basics.
Let’s see what tips and strategies he has to share.
The first slide summarizes the main points or strategies you need to focus on in terms to make your business
Now let’s take a closer look at some of these points in more detail.
1. Creative Is King
Maxwell emphasizes the importance of having the right creatives, which is no surprise really.
But what makes a great creative?
There are some things that set a good creative apart from the rest and Maxwell talks about those that he believes are the most important.
You can see his suggestion in the following slide.
2. Selling Outcomes > Selling Benefits
Focus on selling more than just what benefit or features a product brings.
Maxwell used an example of high end watches.
You can try to sell the benefits, such as measuring time accurately, being of high production value etc… but there is also a different layer.
People buy high end expensive watches to reach a certain status (being considered important) and that’s more of a buying factor than the actual product features… use that in your ads.
3. How To Get Inspired
The advice here is pretty simple and clear. Follow the leaders!
Find the top producers in your target market and study what they do… language used, humor, style of video, video thumbnails.
Basically try to figure out what sets them apart and incorporate those elements in your Ads.
4. Maxwell’s Typical Launch Setup
Maxwell describes their typical launch setup next.
They start with a CBO campaign, 6-8 Ad sets with a mix of interests, lookalikes and broad. 4-6 Ads with different Creatives (video, image, carousel).
The next step is to test several iterations and continue doing this over and over.
They have this Triple 3 Strategy.
See the slide below.
What it basically means is this: they run ads for 3 days and at the end of the third day, they create 3 new copies, 3 new creatives and 3 new headlines.
This way, they are able to test dozens of new Ads every month and find new winners quickly.
They keep what works and try to beat that with another 3x3 set of Ads.
5. Audience Testing
The strategy here is all about testing again.
What they usually do is to take the top performing Ad, create a new ABO with 5-10 new audiences and each one of them runs just that one top Ad.
The campaigns run for 3 days with a 3X CPA minimum spend.
They keep what works, kill the rest and launch new audiences with a top Ad again.
6. Quick Audience Tips
Wondering how to find your right audience? Maxwell shared some nice tips, you can see all of them on the slide below.
7. The Offer Is Key
Maxwell goes on with some tips regarding Offers and how to sell them with the right angles.
You can sell the same product to different audiences just by swapping the main angle.
He used the example of “Alpha Brain” product, which is a productivity, energy and memory boosting supplement.
What they did was to create Ads and landing pages catering to specific audiences, such as entrepreneurs or students.
You can also write highly targeted advertorials that show testimonials from related people, which will further increase the conversions and sales.
This is very important these days, you need to pre-filter the buyers right at the traffic source and that’s where interest targeting and such targeted angles come into play.
8. Diversify Your Paid Ad Strategy
Now is the best time to start diversifying your traffic channels.
Maxwell recommends to spend at least 10-20% of profits into other channels, you shouldn’t depend on FB anymore.
There are so many platforms to test out.
Check the slide for some ideas, some are known and obvious, some might be new to you.
The presentation ends here.
If you want to find out more about the presenter, check out this website: https://www.maxwellfinn.com/
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Did you know you can attend the upcoming EcomWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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