Cheat Sheet to Mega Long-Lasting Lead Gen Campaigns | Maor Benaim, AWasia 2018

Cheat Sheet to Mega Long-Lasting Lead Gen Campaigns | Maor Benaim, AWasia 2018


Hi guys. Don’t even start a campaign –
oh my god, Chad, this guy. I said that I’m going to
burn the stage, so he put a fire extinguisher. Guys, let’s give a
warm round of applause to the guy. This is the maestro of Affiliate World. This
guy takes care of all the speakers, he’s more than amazing. He killed it today.
Every talk was amazing. Okay, let’s start. So don’t even start a
campaign on any platform, if you can’t stand the heat inside the kitchen.
I rarely give up on campaigns, I believe in. I mean, I had campaigns that lost
money for months and months, but I truly believed that I could make them
profitable, and it’s not like you need to fight for every campaign, but really fight
for the ones you believe in, and it’s not just about getting to where the campaign
is just profitable, it’s about building it in a certain way that will allow you
to scale, once you think the campaign is basically stable enough. So people
started calling me “The Wolf” because of those kinds of situations, and because a
lot of times my talks are very advanced, and I believe I can cover a lot of
different angles because I’m a business owner, an affiliate, and an agency owner.
So that’s what I’ve been doing for more than 10 years now, and that’s exactly
what we’re gonna do with this talk. I’m gonna cover lead gen campaigns from three
different angles. A business owner, affiliate, an agency, and even working
directly with the advertiser. I don’t think that’s something that has been
talked about, and I think that the way you look at it, your position in this
specific project really changes everything because for example, if you
are the owner of the business or the offer, you really care mostly about the
AOV and LTV right, but if you are an agency, you care mostly about the budget.
You want to spend as much because you earn commission from the budget, and if
you are an affiliate, you care mostly about CPLs. So don’t get me wrong, the
leads need to convert. Everything needs to be good, but you care
a lot about different, specific stuff when you are in different positions in
the project. So just like any of my talks, I’m gonna give you some secret
Wolftips that I currently use in campaigns, and these are things that are
working for me right now. These are not things that worked for me in the past, or
that I heard people are doing it. These are things that I’m doing right
now as an affiliate. So I’m going to give you as much practical ideas to do
when you get back to the room or to your campaigns, and if you have any
questions, we’re gonna do a Q&A session after and basically, you can add me on
Facebook and Instagram, and sometimes I’m even nice enough to answer. Okay, so did
anyone here listen to my talk in Barcelona? Anyone? Nice. Nice. Nice.
Did you see how much I lost weight? Okay, so before we start, I want to tell you
why I decided to call my company The Wolf. So I decided to call my company The
Wolf because of what I’ve been through. Growing up in Jerusalem, Israel, basically
I had to listen to my mother tell her sister that it’s the middle of the month,
and she doesn’t have any more money to buy food, and at that point of time, and
you hear that specific story with a lot of entrepreneurs, there was a line that
was drawn in the sand, and after that moment, everything changed. So I
promised myself that I’m going to be a millionaire by the time that I get to 30
years old, and I’m now 29, by the way. I’m only 30 next month. I didn’t know that
it was going to take me 10 months. From there until now,
I got to open up an agency. I’ve been running with clients for a
long time. I have a couple of my own offers. We were running a lot of lead gen,
a lot of finance, I have a data management company, a lottery company, and
I also opened up a luxury fitness center in Tel Aviv called Boost, we’re currently
working on expanding it. So the end of the story with my parents is pretty much
amazing, because I achieved something that I didn’t believe that I would even
achieve when I’m 30. I cleared off all of their debt. I bought them cars and
I had this vision of us taking a cruise in the States and stuff, so I
did that also and that’s it. The reason why I’m still doing it is
that I’m a Capricorn, and I love changing lives and businesses, and I think that’s
a really freeing state of mind because when you remove that survival-like way
of thinking, all you are left with is a void, a clearing that allows you to do
really whatever you like, and that’s something that allows you basically to
live your life on your own terms. So let’s get to it.
The biggest problem with lead gen campaigns, in a lot of campaigns, is the
lack of strategy. Okay, so I used to sit in the audience, like some of you guys, being
very skeptical, telling to myself, “Oh my god, if I really know how to make money, I
would never go onstage and tell people about it.” So that’s not a way
to listen to this conversation. If you do that,
then your focus would be only on that. And then I get people telling me
that my screenshots on some Facebook groups are fake, and some guy even said,
“He must be hiding something under his eyebrows” because I have large eyebrows.
So what you need to focus when listening to this conversation is the question,
“What do I want to get out of this conversation? What do I want to get
out of this talk?” and by the way it’s a good thing to do with any of the talks
onstage. It’s not gonna happen today, because I’m the last guy that’s talking,
but tomorrow you need to ask yourself, “Where is my campaign at? What did I do
that did not work? Where is the next level? “Where am I taking my offer or my
campaign or my client to the next level?” And just by doing that, I promise you
that you’re going to have better results. How many guys here know the feeling when
you’re sitting in the crowd, you’re listening to a talk,
and then you tell yourself, “Oh my god. This shit is amazing. I’m gonna change my
campaigns. I’m gonna do so many f*cking changes” and then you go back to your
house, and you do maybe 10%. I love it when I felt that everyone looked.
I really felt it. Okay, so who in here knows that feeling when you basically do nothing? Okay, so let’s get to it. The first set of categories, one of the
problems that I want to talk about and that’s maybe the biggest, is getting
banned or getting just disapproved. So who in here knows what I’m talking about?
Everyone, even the guys that are in white hat and it’s so funny.
I’ve seen a guy post on, I think, Tim’s group,
he asked, “When did this group turn into a group that everyone is just
crying about getting banned and stuff?” The first question I ask myself is,
“Is my product compliant?” I keep seeing people who say that their product and
funnel is completely white, and still they have their business managers and
ads manager just getting disapproved or banned. So a product might be white,
but the way you market it might be misleading. So you might use just a click-baity
creative or you might just use something that Facebook’s AI recognises
as low-quality content. So low-quality content is one of Facebook’s
ways to say that it doesn’t recognise that there is a company behind the
product. So if you are going to use a WordPress site, there won’t be any
company behind it. No Facebook page. No nothing. Don’t expect the ad account to
last for a long time, because Facebook, you know that
they’ve added the satisfaction when dealing with ecomm. They really care
about the customer experience. They want to know that the customers are going to
have a good experience and it doesn’t matter if it’s dropshipping, ecommerce, or
lead gen. They don’t want the leads to be sold over and over again. So that’s
something that you need to do. Build a whole website behind it.
It needs to look legit. Invest in it. People also don’t really seem to know, especially when it’s their own product or the creative that they’ve written, that the creative is
just misleading or click-baity. So since the late October, I had a lot of my
arbitrage friends really cry out about Facebook upping the game, as far as
creatives. They really decided to kill a lot of types of creatives
that looked sensational. What I decided to do is the quick Wolf Guide to
the creatives that you need to forget about. So here are a couple of examples.
Top 10 mind-blowing use of old phones. These celebrity houses would drive you
crazy or blow your mind. All Marvel fans needs to check this out. And also,
for the smart asses that are sitting here, there are no engagement baits.
So no use of reacting, sharing, tagging, or commenting. Those are things that would
just make your ads account spend less and less and basically, just die. The
second part of potential problems is when you start running the campaign. Is
it even converting good? Is my conversion rate or CPA inside my benchmark? Remember,
never get married to an offer. Never. If something is not in your
benchmark, if something is not converting, the numbers don’t seem right
from the beginning, just drop the campaign. I mean, I had campaigns,
where if I would follow my own tip, I should have dropped but I kept
fighting on, but normally I would just kill those campaigns. So the second type
of common problems are the prices, and that’s when placements, creatives, and
conversion rates really start to matter. I had a talk with this big guy
last night and we talked, and he was telling me, “Oh my god, my conversion
rate is low and we’re dealing with such high CPMs.” So that’s how you win at Q4.
I know most of you guys are not running A/B testing and I know I’m not
discovering America to anyone, but you’re super lazy. Most guys just wanna rip a lander,
rip an offer, rip an advertorial, and run it, and that’s okay. But if you
are running an advertorial to an offer, A/B test that advertorial. Change images,
change texts, make it longer, make it shorter. I promise you that just by doing
that, you can beat the competition, and I have this leads
campaign that I’ve been running for the last couple of months, and you can see
I’m A/B testing everything, and there is a difference between some variants of 70%. So just think about it. If your CPC is $1. I’m just making up a number. It’s like you dropped
the CPC and that’s something you can control over much easier than the
Facebook system. So my opinion is that if you’re not doing at least two
variants all the time, don’t call yourself a marketer, that’s the minimum
that you need to do. The second thing, I would recommend is selecting new placements. So stories is amazing. CPMs there
are super low and also running videos, that would help you lower CPMs. When I
run retargeting, I usually like to choose all placements, except if I’m using
a creative that doesn’t include the text. For example, if I’m using
in-stream videos, I know that my creative doesn’t include text inside, I wouldn’t
choose that specific placement because you want the user to understand. So we’re getting to the first Wolftip of tonight, guys.
So the first Wolftip is letting the Facebook system
decide the placements for you. As long as you choose the correct creatives
for each placement. That’s actually a new option that Facebook
added not too long ago. You can choose the creatives and the placements
that allow for creative asset customisation. So just by using it I was able to lower 20%. What you do is choose those placements
that allow for creative optimisation and then you get to just add the specific
creative per placement and also, don’t forget to manual bid it to just let
Facebook know that the auction needs to choose the lowest and cheapest placement.
So creatives really matter. So either invest in a good
copywriter or at least do the minimal research of looking at your competitors.
My favourite structure right now for creatives that has been working amazing
for me, is something like question, benefit, benefit, benefit, scarcity, and
call to action. So here are some examples, I just like translated one of my
campaigns from Hebrew for you. Second Wolftip of tonight and that
is pretty much an extension of the last thing about creatives. Call to
action is the most important thing. This is what closes the deal, and I know that
there is a lot of A/B testing to do. You wanna test a video versus image.
You wanna test carousel versus slideshow. Maybe a static image. Everyone
knows that you can’t really test everything because of money and time
limitations. What I do normally is just run the first set of creatives. I
choose the ones that are converting good, and then I start A/B testing just the
call to actions. This has been something that changed a lot of campaigns and I
know a lot of case studies about brands that it actually made a big difference. So a
good call to action, according to studies, would include get, buy, and shop. A bad call
to action, which is pretty much just burning your money would include
something like click or discover. The second thing is adding value to the text.
So adding something like over 1 million people, happy customers, low APR
guaranteed. Something that a lot of creatives are lacking. The next thing is
adding social proof. So you know that funnels, and this has been talked about
today, funnels don’t really look like that anymore. It doesn’t go from
impression to click to lead to purchase or something like that. People know that
now they are going from the offline to the online. They are going from the
inside to the outside. Even you guys, when you booked a room, you searched for
videos on YouTube. You wanted to see how the suite or how the room looks. People
want to know that they are not being scammed, and they want to know they are
going to get a product or that it’s not like a generic call center that’s
going to call them. The most simple thing is just to add
even star emojis to the creative, that increased CTR for me, and
has been working amazing but also don’t forget about reviews inside of Google
and Facebook. The next thing is aligning the ads with the landing page
call to action. If you’re using a specific image or text inside
the ad, use it inside the landing page, that has been a constant thing that
helped me increase CTR. If your ad says “boost my life”, the
creatives need to do the same. So Wolftip number three is how you manage
delivery issues and Q4 everyone suffers to some extent
from delivery issues. So these are my tips for delivery issues.
How you solve delivery issues. The first one is to use fewer ad sets. The second
one is using the campaign budget optimisations. The third one is using
automatic placements with the campaign budget optimisation. Now, the CBO
isn’t going to really help you with ad sets that are not spending, but it’s going
to help you in just spread the budget across ad sets. Of course, using
accelerated delivery and expanding the target, and the targeting. So I’m
moving with a lot of topics and I know I just want to add as much value as I can,
so I hope everyone is with me. I just talked about it earlier on my panel,
it’s about creating the bar that you want to have as an entry
level to your agency. When you decide to focus on specific clients.
For example, if you want to focus on clients that are currently selling,
people who are currently just looking to expand, to scale, that’s something that
would allow you to filter out a lot of other clients that might just not be into
working in the long run, and that’s how I’ve been managing those same clients
for more than nine years now. I would never take a client
that was either burned by other agencies, doesn’t believe in his own product or my
agency to begin with, and the biggest thing is he doesn’t know his numbers.
Guys that don’t know their conversion rate, their CPL, their CPA or
CPL goals, anything like that is a huge red flag. Those guys won’t last with you.
If you have an agency, my recommendation is to drop them.
So scaling with clients is pretty hard and communication with
clients is a hard thing to begin with anyway. So you need to make
sure that the client is ready to ship, understands attribution, and understands
that if the campaign is working, they are not going to come up with some weird
excuses like, “Okay, I’m running a TV commercial and that’s why the campaign
is working”. That’s something you need to really make sure that there is no gap
between the expectations from the beginning. Wolftip number four,
remember, every time you feel upset, it’s because of the gap between what you
wanted to happen and what actually happened. It’s important to set with the
clients the numbers from the get-go or with yourself, if you’re the
business owner. So the best basic questions
I ask myself as a business owner, or I ask clients just to see if we can work together. If they know the basic average conversion rate in the
industry that they are in. How many calls can they take? Are they going to have a
have a specific team dedicated just to sales? Are they going to have a specific
team dedicated just to customer service? Also, how am I going to incentivise the
sales team, and make them call not only fresh leads but really squeeze the
leads from the list that came? Let’s talk a bit about campaign structure and
the optimal way to really open up a leads campaign. You want any campaign
to be easy to scale and manage, easy to manage and optimise, and easy to
understand if you have multiple people working on it. The first tip, when I do
a campaign is about time segmentation. It’s pretty much easy to lower the CPI
lead by just removing the night, and I don’t really like Facebook’s scheduling
system because it has a lot of bugs and I even heard one Facebook rep say that
it’s one of the worst products, but there’s a way to really overcome it by
just adding a campaign to each day. That’s amazing when you are the business
owner and when you really care about those LTV and AOV of the leads, if you want
people to call them really from the get-go. With Google, I just segment time
from the beginning and I wait till I have enough data to adjust
every hour. So the main question you want to ask yourself from the beginning
when you strategise time, it goes back to the start of the conversation. Are you the business owner? Are you an
affiliate? Or are you an agency? And if you are an affiliate, if the campaign is
running amazing on Saturdays, on Sundays, just let it run right, but if
you are the business owner, you might want to time adjust everything to those
specific hours, when you know that the call center is running. Okay, so dynamic
CPL campaigns is when you have either a ping tree or when you’re
selling multiple leads to multiple buyers and you know that each buyer is
worth a different value, and it might be according to their details or it might
be according to the deal that you have with that specific buyer. So in those
specific types of campaigns, I really like to segment as much as possible,
because if you just decide to drop a specific targeting or specific placement,
then you might lose money down the road. So I like to segment every campaign,
every day of the week, and every hour just to make sure that I’m
not dropping any keyword, any targeting, or any placements.
So the budgets I like to start with, basically with Facebook, I like to start
with a higher budget just so that the system would be able to recognise
everything and that the pixel is going to get warmed, and on the Google
Display Network, I like to really bid adjust everything and lowball the
bids because it’s so easy to just spend money there, and even twice as much as
you set for the maximum budget. It would be spent on that specific day.
Okay, GDN is f*cking amazing. I’ve been running it all over the place,
either crypto and like white campaigns. It’s doing amazing. They’ve done an amazing job removing the
fake traffic, fake bots, and it also always feels like an uncharted territory
because most guys you talk to are either doing Google search or Facebook or some
or them are doing native, and GDN, most guys are not doing and it’s like an
ocean of traffic. So here are some Wolftips for how to do GDN. I always like to
start really narrow. So if you know that they’re a specific age, a specific gender
that you don’t use, remove it from the beginning, and also with age and gender
inside of Google, because it’s not like the Facebook profile where the Facebook system knows if you are a male
or a female, there is something that is called “unknown”, and unknown is
something that I like to segment alone. So I duplicate the campaigns and I open
up a different campaign just for the guys that are unknown. I bid adjust it
way down because if I know that a specific gender is converting better than
I want to have it. The thing is that you used to be able to remove mobile apps by
just excluding the placement mobile ad sets for mobile apps, but they kind of
changed it so you can do it through devices right now. I only use four to six
creatives and I only use the responsive ads. I don’t remember when the old banner
ads worked better for me. I always start with low bids. I only increase the bids
when the campaign is not serving enough, and I, of course, split mobile and desktop
just because it’s working better. Observation list is Google’s way
to make sure you look at different audiences and how they react.
So you don’t actually target them inside the campaign, but you get to see how a
specific segment is just reacting to your campaign. So I
like to add as many as I can and then I get to see like if a specific segment
or a specific targeting is doing better, I can maybe just copy the campaign and
create a targeted campaign for that specific, or maybe bid adjust that
specific targeting. I also like to use something that’s called “Custom Intent”,
most guys don’t use it. I don’t know why. Custom intent is an amazing hack.
Basically, Google allows you to bid on those specific guys that are
searching for specific keywords or either entered a specific website, and
you get to compete on that specific audience inside the Google Display
Network, which is amazing and it’s pretty good for Danilo here, which is doing
300 to 700 CPCs on the law industry. So Wolftip number five, Facebook and Google
allow you to use rules to manage campaigns, so if you are a solo
affiliate like me, not taking advantage of it is crazy
because it just allows you to optimise on the go without even touching the
campaigns. So if you know, for example, that your conversion rate is 2% on the
display network, just create a rule that checks every time a specific placement
gets to 50 clicks and exclude that if it didn’t convert. So entrepreneurship is
really lonely and hard, and most offers, campaigns and businesses aren’t going to
work and people see me a lot of times, as an affiliate
traveling the world and I’m getting texts like, “Oh my god, you are The Wolf.
You are having so much fun traveling the world and doing that” but being an
entrepreneur is actually super lonely. What I love about Affiliate World is
that in those specific couple of days, your life on Instagram actually becomes
reality, at least for me, and I owe so much to Affiliate World because every
time I get to this conference, I either take my knowledge to another level
or I meet just my next partner, and I get to change my whole life. So it’s like the
Olympics of affiliates, that’s how I like to see it. When you go out guys, remember,
most of the guys that you know, don’t have the opportunity you have
right now. Please don’t waste it. Network with people. Kill it.
I love you guys, thank you for the opportunity to be with you guys.
Thank you. Amazing. Very, very good. Congratulations, man. So let’s do the Q&A. if it’s possible, please go to Slido.com,
enter the event code AWA18 and then let’s ask the questions.
GDN is good for branding or conversion? Well, I think once they changed
what they changed and if you build a campaign correctly, and use
in-market audiences, and use custom intent, GDN is pretty much amazing for
conversion and I’m using it for most most campaigns that I converted. It’s
amazing for leads. It’s amazing for CPA, I would definitely recommend it for conversion.
For branding it’s much harder to say because a lot of traffic would be
like garbage traffic if you do it really wide. So maybe if you really ran a
conversion campaign and you’ve seen that campaign is converting good to
leads or sales, just copy it and try something that’s more branding-like, that
might work. Okay, we have some other questions. Exclude YouTube from new GDN campaigns?
Okay, first of all, someone asked what is GDN. GDN is the Google
Display Network. So Google basically is like the search network and the
display network. There’s also the shopping network and stuff, but for what
we’ve been talking about, what did you ask? The other question was, but I think it’s gone – Do you exclude YouTube from GDN, I think
was the question. Yeah, so basically, I do exclude in-stream videos, I exclude a
bunch of stuff, but it really depends on the campaign, I would guess
because I’ve had conversions come from YouTube as well. Another good question,
that I see is, is the ad policy as strict as Facebook? Is the what? The policy.
Oh so it’s kind of different. First of all, they have a phone which you can
call them on, which is amazing. Facebook, if your ad account gets banned,
you can pretty much, maybe God would answer faster than Facebook.
Yeah, it’s strict, but there are a lot of like really flexible stuff and I’ve had
things that are grayish and once they pass, they pass. They they don’t go into
review once again. Then another question here is, do you
build a white list placement on GDN? Well no, because every campaign in every
lander, every offer would react differently, and I don’t want to
just carry around the stuff. I have a specific black list campaigns of placement
in sites of specific geos like Israel, where I run a lot of my clients and I
know those specific domains are just not converting good, and they’re wasting a
lot of clicks, so I exclude them now from the beginning. And I see that
someone asked about – I’m taking your job – about cold traffic or just retargeting.
Retargeting is an essential. Just do it from the beginning. If you are
not running even on search network and you have like Facebook traffic, use
Google for retargeting, it’s amazing. Retarget everywhere, just because of the
funnels that I’ve been talking about. I have my fitness center and I can tell
you, people are leaving a lead, they don’t want people to call them, they are watching
our retargeting video on YouTube, and then they call by themselves. Do it,
because people get in and out of like the way of thinking. Cold traffic, by the
way, all of my presentation, I talked about cold traffic, it works guys. It
works from click to conversion. A question that I see, going back a few
times, are your slides available online? Well, I think Affiliate World are sending
the replays after and it comes with the slides. Yeah, I think they will retarget all of you.
Everybody thanks you for your Wolftips. So that’s very good. Nice.
What type of lead gen niches do you recommend on Facebook? Well, everything
seems to work there. So pretty much, the Facebook pixel is one of
the smartest things that was invented, I think,
in online marketing in the last five years at least, because it’s just
alive. It’s not like the conversion rate on GDN or just Google where it’s
just reporting, it’s actually learning all the time, and you know when you start
running a campaign, the conversion is going up as soon as the the pixel gets
some traction. So everything works, of course, the ever green spaces,
which is like, I don’t know, like crypto works amazing. Lead gen for loans, insurance,
everything works there. I see a question, do you have any tips to improve
the lead quality on Facebook? Yeah, I have a lot of tips. If you’re using
the leads form, I will try and make the process as long as possible. So if you
are the business owner or just like an affiliate that really wants
people to convert at the end, I would make sure they get as much content as
possible. So first tip would be just to use the exit page as a content. So if
someone already converted, show them an article about whatever you’re selling,
show them a video. A lot of people just don’t take advantages of exit pages, and
also, segment that converted audience and follow it with stuff that is not things that are related to sale. So for
example, I like to open up a new Facebook page, which is white labeled, not related
to my product or my brand or site and for example, if I’m selling
mattresses, so people who converted and and left a lead would get to see the
top five mattresses recommendations on Facebook, and that’s something that is
like native retargeting and that’s something I’ve talked about in Barcelona.
Okay, thank you very much but unfortunately the time is up.
Thank you guys. See you next time.

3 comments

  1. Great tips! Amazing! Iol. I've testing in-market and custom audience's as well and it seems that our quality has improved by large measures in doing so. It seems that since we started adding audiece match targeting, we're. getting higher EPCs. Yeah Google Ads seems to get better and better.

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