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Test and scale marketing tactics that increase ROI across every channel
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853
Growth Tactics
Across Every Channel
4
Tactics Added
In Last 30 Days
29%
ROI Increase
Reported on average
  • traffic
    Product Shot Ad
    High quality photography or screenshots in an ad for your product can be an effective way to drive sales. Showing the product up close and in high detail in advertising helps interested consumers to properly visualise the product and how it might look in their use. Often, this visual cue is what’s needed to garner interest in a product and land a sale.
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    +58%
  • traffic
    Google Shopping Ads
    Google Shopping allows you to show a price and image of the product in your ad. This often dramatically increases performance as people are more likely to click on an ad when they know the price up front. It helps you set expectations for an item’s price immediately rather than allowing the ad viewer to assume your product is too expensive.
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    +76%
  • traffic
    Scarcity Ad Copy
    By indicating that an offer is due to run out or an item is going to run out of stock, you're more likely to inspire action. People won't want to miss out on something they think will soon be gone, so they'll be driven to click. Try running an ad referencing a time-limited offer or a "last chance to get X product" to drive up click through rate.Examples:“Only 15 limited edition razors left!”“Last chance to get the designer-branded jacket line!”“Only 10 spots left in our email marketing webinar!”
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    +12%
  • traffic
    Category Interest Audience
    Targeting audiences based on their likes and interests related to your product category. For example a luxury bag retailer targeting people who like 'fashion', a hotel aggregation site targeting people who like 'travel' or a drip email software company targeting people interested in 'CRM'. Note that this is a separate tactic from targeting people interested in your product ('black bags', 'rome hotels', 'drip emails') or targeting specific competitors ('gucci bags', 'rome hilton', 'hubspot crm').
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    +58%
  • traffic
    Big Budget CPA
    Setting a large budget (10x normal run rate) and setting your bid to a reasonable CPA can sometimes let you take advantage of 'cheap' ad inventory days to scale users.
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    +39%
  • traffic
    Image Pattern Background Ad
    An appealing pattern in the background of an image can attract attention. The pattern you use can evoke a different emotion, such as playfulness or seriousness. Decide which pattern to use based on the audience you're targeting and the product you're trying to sell. Coordinate the tone of your copy with the pattern you choose for a more impactful ad.
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    +78%
  • traffic
    Gender Exclusion Audience
    If your ads perform poorly with a gender, removing it from your target audience can better optimize your ad spending. Look at your ad’s analytics to determine how it’s performing with each gender and decide if excluding a poorly performing one would positively impact ad performance.
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    +36%
  • traffic
    Influencer Followers Audience
    Targeting the followers of an influencer in your space can drive relevant traffic. Often, influencers are a part of your target audience and there’s a high likelihood that their followers are as well. Create ad campaigns that specifically cater to people who follow the major names and personalities in your industry to reach a targeted segment of your audience.
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    +35%
  • traffic
    Feature Showcase Ad Copy
    “Wide base titanium head for maximum surface area”Showcasing the important features of your product in your ad creative can be a way to successfully differentiate yourself from your competitors. Focus on features that may not be immediately visible in images but would be considered important to potential customers. This lets the most important attributes of your product do the selling.
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    +30%
  • traffic
    Business Model Ad Copy
    It’s possible to quickly validate different business models by split-testing in your ad copy. If you’re trying to decide whether to charge a monthly subscription or a flat yearly fee for your service, for example, A/B test ad copy that references each model to see which one performs best with your audience. You’ll quickly learn what it is your customers would prefer.
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    +13%
  • traffic
    Job Seniority Targeting
    Similar to targeting job titles, targeting seniority can be an effective way of hitting the right people in your audience persona. Make sure you talk to your current (and best) customers to see what job title they hold to inspire your targeting choices here. You should be careful to test this rigorously and review the leads you get, as we've seen instances of people posting fake job titles, which dents the reliability of this type of targeting. The most accurate job title data we've seen is on LinkedIn.
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    +5%
  • traffic
    Video Ads For App Installs
    The cost per install of video ads is significantly lower than that of static ads. Create a video ad for your app and promote it on social media and in other apps. Video ads are highly effective, as they grab attention, showcase your product features, and make a direct case for your app’s value while being generally unskippable.
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    +18%
  • traffic
    Smarter Process Ad Copy
    Messaging that communicates the way your product improves a companies' process is a great ad-copy tactic (especially in the B2B space). Communicating that you CAN solve the problem is often a higher priority than HOW you will solve the problem.
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    +5%
  • traffic
    Job Title Audience
    Targeting your audience persona by what job title(s) they hold can be a very effective way of hitting the right people. Make sure you talk to your current (and best) customers to see what job title they hold to inspire your targeting choices here. You should be careful to test this rigorously and review the leads you get, as we've seen instances of people posting fake job titles, which dents the reliability of this type of targeting. The most accurate job title data we've seen is on LinkedIn.
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    +49%
  • traffic
    Large Rectangle Ad (336x280)
    Large rectangle ads are a popular ad format on the Google Display Network (GDN) because of their effectiveness. Generally, wider ads tend to perform better than taller ads due to their reader friendly format.
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    +19%
  • traffic
    Company Name Audience
    Want to target a specific company or set of companies with your social media advertising? You can target users based on the companies they say they work for in their profiles on sites like Facebook, Twitter, and LinkedIn. This lets you serve your ads to a hyper-relevant audience.
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    +40%
  • traffic
    Event Keyword Targeting
    Targeting keywords for an upcoming event can be a great way of driving relevant traffic to your site. Find events in your industry where you know that your target audience will be present and set up ads that target them directly. For example, if you’re selling high fashion for women, in New York City, targeting keywords related to New York Fashion Week is a well-timed way to reach your audience.
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    +14%
  • traffic
    Urgency Ad Copy
    Using urgency in your ad copy can improve the likelihood of someone clicking and taking action. There are many ways to do this, but make sure it's a credible reason for urgency. For example is your sale ending soon? Is the product only available for a limited time? Is there a limited amount of stock? Are there additional benefits to buying now?
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    +59%
  • traffic
    Category Keyword Audience
    Targeting people who are searching for the type of product you sell can drive highly qualified users. For example, if you’re a travel booking site, targeting terms like ‘cheap flights’ or 'Spain vacations' will have your ad show up in front of people searching for exactly the services you’re offering.
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    +54%
  • traffic
    Job Function Audiences And Landing Pages
    When you’re trying to reach a certain kind of professional with your ads, you can try target specific job functions. Cater your ad copy and creative with messaging specific to the audience.
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    +70%
  • traffic
    Image Bold Background Ad
    An appealing bold color in the background of an image can attract attention to your ad. If the image stands out from the rest of the page of a social network or site where the ad is served, it has a chance to draw eyes directly to it and your ad will be more likely to be seen. This can improve ad performance and help you better reach your audience.
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    +66%
  • traffic
    New Ad Platform
    Different advertising platforms take different approaches to the way they reach audiences. Targeting the same audience with the same creative across multiple platforms can be a good way to determine relative volume and efficiency. You’ll be able to see how your audience on each network responds to your creative and adjust your ad spending and copy.
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    +60%
  • traffic
    Video Ad
    Using an auto-play video in an ad can drive a deeper emotional connection and can be much more engaging. In our experience the CPM of video ads is much lower due to the high engagement rate and relevance score. This can be a very cost effective way to reach a much larger audience than normal, in a less obtrusive, more engaging way.
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    +57%
  • traffic
    Creative Refresh
    Changing even just a few inconsequential elements in your ad creative can cause the advertising platform to treat it as a new ad and show it to a wider audience. Make simple tweaks like color, text positioning, element sizes, etc… to give your ad a refresh.
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    +70%
  • traffic
    Lifestyle Image Ad
    Try selling the image of the lifestyle your product promotes rather than just the product itself. Using product lifestyle imagery shows an audience the type of life they can lead by buying the product. Help your audience better imagine what the product would be like in their hands and in their lives, helping them relate to the product and want to buy it.
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    +65%
  • traffic
    Value Proposition Ad
    There are multiple benefits to buying or using your product - are you sure which one is most engaging? With the advent of the various major ad platforms, it's now trivial to A/B test various value propositions for each of your audiences and figure out what works (or doesn't).
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    +61%
  • traffic
    Lead Lookalike Audience
    Once you have a solid lead list, you’ll be able to build an audience for your advertising based on what those leads “look like.” Say you find that a majority of your leads are startups in the New York City area - you’ll be able to build and target an audience of other NYC startups, founders, and their employees. With this approach you'll drive qualified traffic to your site - businesses and individuals similar to ones that have already displayed interest in your product.
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    +56%
  • traffic
    Analogy Ad Copy
    Using an analogy might be a good way to position your business to people who don't know you. People know ubiquitous businesses like Uber and AirBnB. Tying yourself to a prominent business with an analogy - Uber for X, AirBnB for X, etc… - can help people immediately understand what you do. Rather than being confused by your ad, they’ll get the point instantly and know if it’s right for them.Example:“The Rolls Royce of razors”
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    +13%
  • traffic
    Scraped Email Drip
    Scraping emails of businesses from company data aggregators can help you regularly fill the top of your sales funnel with potential highly qualified leads. Use tools like Import.io or Kimono to scrape data on relevant businesses. Get really narrow with your scraping to target specific businesses by geography, size, funding, and more. Once you have your list, create an email drip campaign pitching your product or service.
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    +69%
  • traffic
    Discount Copy
    To improve performance and increase customer acquisition, try adding a % discount or amount of money off for your products. This can be tied to an email capture form or a banner presenting a limited time offer. The offer can make interested visitors more likely to browse further and make a purchase rather than miss out on a deal.
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    +54%
  • traffic
    Time Of Day Exclusion
    Remove certain times of day if they perform worse for you. This is a great way to figure out where you might be spending a lot of money on ads but not getting any return on that investment. For example, you might find that early morning hours result in very few conversions or significantly lower conversion rates, but equal or even higher spend and clicks. This will enable you to optimize spend on times of day that do in fact drive positive ROI.
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    +15%
  • traffic
    Portrait Ad (300x1050)
    Popular portrait ad pixel size 300 x 1050 px and can be 150 KB in file size with JPEG, JPG or GIF file types with GDN ad format.
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    +16%
  • traffic
    Supplier Brand Keywords
    Bidding on the brand keywords for the suppliers of the products you stock usually yields relatively cheap traffic. You do have to be careful as many supplier or affiliate relationships expressly forbid this and either way they may tell you to turn this off. However this tactic works so well that it's common practice amongst aggregation sites.
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    +39%
  • traffic
    Tilted Product Shot Image
    Showing a product tilted in the background of the image is a great way to acquaint the user with the product. This type of shot is common practice in magazines and aggregation websites that sell products, so users are well acquainted with this type of view.
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    +6%
  • traffic
    Company Size Targeting
    Narrowing your ad targeting based on the size of company you’re trying to reach is a good way to filter for only the perfect potential customers. If you service enterprise businesses, reaching small startups with your ad will lower your ad spend ROI. Set your target audience based on company size to make sure your ad is appearing in front of the businesses you actually want to attract.
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    +31%
  • traffic
    Image Overlay Ad
    Showing an image overlaid with brand name and a translucent layer can increase social media ad campaign performance. Try ad creative where your brand logo and a translucent layer are overlaid on top of an image of your choice, whether a photo of a smiling individual or an image of your product. A semi-transparent dark layer will provide a strong contrast between the image and your logo and ad copy, making it stand out for your audience on social networks.
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    +62%
  • traffic
    Website Lookalike Audience
    Targeting an audience that looks like your current website users based on their demographic and shared interests. A couple of the major ad platforms now offer the ability to target users based on their shared demographics and interests with the people currently using your website. This tactic can be remarkably effective and should be part of any prospecting strategy.
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    +49%
  • traffic
    Square Ad (250x250)
    Square ads are a popular ad format on the Google Display Network (GDN) because of their flexibility. This format can fit into small spaces that large rectangles ads cannot.
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    +19%
  • traffic
    Location Targeting
    Narrowing your targeting to hit only audiences in a specific location, will ensure you're getting the best quality traffic. Start by looking through your analytics platform and seeing which locations have the most (or least) valuable traffic. You can turn off the least valuable locations or only opt-in for the locations most valuable to you on most ad platforms.
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    +31%
  • traffic
    Infographic Image Ad
    Using an infographic in the image of your ad can drive performance. It’s a descriptive and visual way to depict what results your audience can expect when they buy into your product. Design a small, concise infographic for your ad and use it instead of your other images to see how it impacts your ad performance.
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    +6%
  • traffic
    Quality Ad Copy
    “Highest quality razor on the market”Comparing the quality of your service against the alternatives can be a good way to position your product. Whether comparing on price, customer service, ease of use, or quality, a favorable comparison against your competition can drive customers to buy from you instead. A great way to do this is to target alternatives to your service based on their negative customer feedback i.e. 'tired of lousy service?'.
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    +64%
  • traffic
    Loss-Aversion Ad Copy
    Pointing to a potential loss of not buying your product can be an effective way to drive clicks. Ad copy like “Only X items left!” or “Sale ends in X minutes!” drives a sense of urgency for a customer to avoid losing out on an item they’re interested in or a money-saving opportunity. This is because people are naturally risk averse and would prefer to avoid losing out on an opportunity to get a better deal or miss out on an item they want.
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    +56%
  • traffic
    Factoid Ad Copy
    A good way to get clicks on your ads is to include a fact in your ad copy. Facts backed up by research provide proof of the value of your product or service, so including them in your ad can draw additional attention to it.Example:“89% of men say our razor is better than the competition”
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    +38%
  • traffic
    Multi-Product Ads
    Use Facebook’s Multi-Product Ads services when you want to showcase multiple products to a wide audience with many images and lines of copy. Use high-quality images and strong descriptions to best depict your products and grab your audience’s attention. This approach is especially useful when retargeting an audience that has visited your site and browsed items but not made a purchase, displaying a carousel of items similar to what they were looking for in their News Feeds.
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    +37%
  • traffic
    Person Image Ad
    The image you use in your ads can make a big difference between a successful campaign and a complete lack of interest. Using a photo of a smiling person in your ad can give off the impression of a happy customer and is an eye-catching way to drive engagement with your ad. That’s because psychologically, a smiling face looks friendly and attractive and implies trustworthiness.
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    +44%
  • traffic
    Responsive Ad
    In today's world, users are viewing advertisements on a wide array of displays. Utilize the responsive ad feature within Adwords for running on the Google Display Network (GDN). Your ad will change to the size needed for placement, allowing for better readability and more conversions.
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    +7%
  • traffic
    Budget/Spend Optimization
    Redirect spend to that which is performing best. If you have 3 campaign running, all of which are bringing in leads, but one has a much higher ROI, divert budget to champion campaign to maximize ROI.
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    +60%
  • traffic
    Gain-Seeking Ad Copy
    “For a smooth shave, try our razor. Limited time only: Buy one, Get one free!”Pointing to a tangible gain in performance (rather than avoiding a loss) can drive action effectively. For example, highlighting a BOGO deal on a product can drive a visitor to convert into a customer by targeting their desire to own more of something than they may actually need. They’ll be driven to act by the prospect of gaining something for seemingly nothing.
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    +53%

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