Growth Marketing Insights: Part 1.
Table of contents
- Ecommerce averages based on 130,000,000 conversions
- Interesting facts about coronavirus pandemic impact
- Facebook Power 5 ML algorithm usually outperforms human media buyers
- Crowd sourced list of the best SEO tools
- MOZ experiment: SEO traffic from the Featured Snippet vs Top Spots on SERP
- Google Ads profitability estimation template
- Supermetrics alternatives
If you prefer watching over reading.
This article is also available as a YouTube video
Ecommerce averages based on 130,000,000 conversions
- People are way more likely to buy on Thursday than any other day of the week.
- 3PM - 9PM are the best selling hours where an hour between 8PM - 9PM is an absolute champ.
- 65% of people visit ecommerce sites from mobile devices, yet desktop users have higher AOV ($180 vs $150), and conversion rate to ‘purchase’ (3.9% vs 1.8%).
I recommend to read the full report it's well worth the time.
Interesting facts about coronavirus pandemic impact
- Road traffic during peak hours drastically decreased while average speed increased by 30% on average. Surprisingly it led to reduction in traffic crashes.
- Physical activity decreased by 26% but night sleep improved by 20%.
- The only global product categories experiencing increase in average daily spending are Online Electronics and Grocery while Clothing and Furniture dropped their sales by about 50%.
- Travel-related spending completely collapsed.
There's much more data in the presentation so I highly recommended to read the full version
Facebook Power 5 ML algorithm usually outperforms human media buyers
You might have heard this notion that these days the most efficient media buying strategy for Facebook Ads is to use very wide targeting options and trust Facebook's Machine Learning Algorhytm – Power5. To leverage the “Power 5” you have to use
- the simplified account structure
- have Campaign Budget Optimization, Automatic Placements and Dynamic Ads on
- feed Facebook pixel with as much data as possible.
To prove the point Savannah Sanchez conducted an experiment in which a professional media buyer with 5 years of experience tried to outperform a campaign controlled by the Power5 ML-algorithm.
It turned out that after 2 weeks the campaign controlled by robot showed better performance than a campaign manually controlled by an experienced media buyer.
Crowd sourced list of the best SEO tools
Still on the subject of marketing this time about SEO. Ahrefs recently published a crowd sourced list of the best SEO tools. The list is based on votes of more than 50,000 SEO professionals, and includes tools for
- keyword research
- on-page SEO
- technical SEO
- local SEO.
The vast majority of these tools are either free or very affordable so if you’re on a tight budget, this list should serve you well.
MOZ experiment: SEO traffic from the Featured Snippet vs Top Spots on SERP
Still on SEO, MOZ conducted an insightful experiment comparing the amount of traffic one can get from the featured snippet vs the Top spot on the SERP. It turned out that even though a lot of people scarred that featured snippets drastically decrease the organic traffic since people can get answers to their questions without leaving Google, the top spot position brought less traffic relative to the traffic brought by the featured snippet. That means that if the keyword you want to rank for triggers a Featured Snippet it’s typically in your best interest to rank for it.
Google Ads profitability estimation template
Jarod Spiewak shared a Google Sheet template which estimates if Google Ads can be profitable for your company or in other words does it even make sense for your business to test it. The template requires a few variables such as average CPC in your niche, your customer LTV and CR to purchase. The best part is that template calculates profitability for various Quality Score values.
Supermetrics is perfect for having an advanced reporting on your ad campaigns. You can even track things you can't track in the default ad reports. For example you can see which Facebook Ads dynamic creative variations are performing the best. Downside: it's pricy. I recently stumbled upon a similar tool called Stitch which can do almost everything Supermetrics does for free.
Stich can get data from AdRoll, Facebook Ads, Google Ads and bunch of other ad platforms and is free to use unless you don't exceed the limit of 5 million rows of data per month which should be enough for most small and medium size businesses. Stitch also structures your data for compatibility with Google Data Studio or Tableau.
Another alternative is Singer . Singer is an open source tool which can extract unlimited data from Facebook Ads, Google Ads, and LinkedIn Ads and then feed it into Google Sheets, BigQuery or Google Data Studio. It's a little bit more technical to setup but if your growth team has at least one tech-savvy person you must be good to go.