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Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 246 18 mins

Post COVID-19 Performance Marketing Preparedness

Posted on 8th June 2020 ,
by Kunle Campbell


About the guests

Kunle Campbell

Kunle Campbell

Host of the 2X eCommerce Podcast Show.
Mentor to eCommerce exec teams.
eCommerce strategist with specialist focus in UX and media buying.



As the lockdown eases in several countries and mask-wearing becomes a norm for most, on today’s episode, Kunle talks about what your performance marketing strategy should look like in a post-COVID-19 environment as well as why now is the best time to prep up for Q4.

He talks about the prior increase in conversion rate over the lockdown period for a segment of brands and specifically addresses actions DTC brands should start taking in preparation for the challenging months ahead.

Covered Topics:

On today’s episode Kunle talks about,

  • Metrics over the last two months
  • The Panic Buying eCommerce Frenzy over Lockdown
  • Data backed reasons as to why the boom is behind us
  • The Impact of Motivation on Conversion Rate
  • Facebook Advertising Set Up, TOF, MOF
  • Creative Refresh

Podcast Show Notes:

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  • 05:00 – What to Expect from Today’s Episode
  • 05:39 – Recap of the Past Two Months
    • Panic Buying of Essential Goods
    • Specific verticals experienced doubled number of purchases.
    • Increase in conversion rates
    • CPM dropped – 55% drop in CPM per 1000 impressions
  • 09:39 – Reasons for the drop in CPM
    • People were transfixed on their devices and on social media.
    • Tremendous amount of adverts coming in that only the most relevant adverts are clicked through.
  • 10:40 – Verticals that were negatively impacted by COVID
    • air travel, travel products, hotels, tickets, sports events, gambling, physical retail stores, events, in-person services, car insurance, home insurance, insurance products, real estate
    • 30% drop in CPM across the board
  • 11:47 – What has changed?
    • Conversion rates are going back to where they used to be.
    • Motivation levels have gone up.
    • There’s still no budget for advertising.
  • 12:48 – What should we be doing right now?
    • Build out relevance in all your creatives.
    • Invest in your creatives and look at it from a top-of-funnel perspective.
    • Run competitor analysis.
    • No downtime in Facebook Advertising so far.
    • Optimize your feeds.
    • Increased competition in Google Shopping.
  • 15:31 – Facebook Advertising
    • Creative refresh top-of-funnel
      • 60 seconds
    • Creative refresh for your mid-funnel
      • Check your particular offers and see how you can improve them.
      • Work on your copy.
      • What kind of copy used to work pre-COVID and optimise on that.
    • Objective: Get conversions and grab micro-conversions (visits, view content, initiate checkouts and purchases, mailing list)
    • Start aggressively acquiring traffic to prepare for Q4.
  • 17:03 – Recommendations for Preparing for Q4

Topic Takeaways:

  • Double down on your top-of-funnel traffic.
  • Focus on a creative refresh and make your adverts relevant.
  • Begin prepping up for Q4 by flushing in adverts to acquire more traffic.

Tweetable Quotes:

“Don’t walk on anything desperate. Do not give Black Friday-type of offers in July. It’s a loser thing to do and it will reduce the perception of your brand.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group
>>http://bit.ly/ecommercefb<<

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SPONSORS:

This episode is brought to you by:

Klaviyo

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

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Find out more on klaviyo.com/2x.

 

 

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts


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