📦 - Hot Spots and Cold Zones 🥶

DTC 581 - Heatmaps, Meta Ads Bulk Editing, and Emotionally Impactful Ads Monday, June 17, 2024 Good morning, Google Ads is giving its interface a makeover. The change will happen on August 30th, and the company hopes the update will make it easier for beginners and experienced users to streamline their workflow. P.S. In case you haven’t already seen, DTC x Pilothouse are hosting our first ever webinar on June 25th! [Join us to see how Custom GPTs Can Boost Productivity and Profit](. 🗓️ Here’s what you’ll find in today’s DTC: 🔥 Three ways you can use heat map data to optimize your website conversions. ⚡ Learn how to speed up your Meta Ad building with the bulk editing feature. 🤔 Do your ads have _________ impact? Or just a catchy headline? You’re reading this newsletter along with new subscribers from: Lumber Legs, CWM Homewares, and Larkwood Furniture. 👋 STRATEGY The DTC Landscape Is Shifting, Are You 100% Confident In Your Brands Growth Strategy? Almost every brand is looking to scale profitably, but in todays market, that’s getting more difficult than ever. You’re not alone - roughly 75% of all brands that join DTC are saying the same thing. [Pilothouse can help](. If you: - Aren’t hitting the numbers you want to hit - Aren’t hitting the ROAS you need to be profitable - Aren’t 100% sure which channels you should really be focusing on - Or are just looking for a second opinion…. We should chat… [Pilothouse]( (DTC’s sister company) has a few spots open and we’re looking for 3 brands we can sink our teeth into. We’re hungry problem solvers, ROAS generators, and partners in your growth, right down to your bottom line. 🤔 Sound interesting? [Chat with someone on our team now]( - no obligation. We make money when you do. WEBSITE OPTIMIZATION 🔥 Figure Out Your Site’s Hot Spots and Cold Zones Have you encountered this issue before? A user lands on your website and starts interacting with your product pages, but instead of hitting the add-to-cart button, they suddenly abandon the website and their potential purchase. Instead of scratching your head and wondering what happened, use a heatmap to determine which areas of your site are causing friction or confusion for visitors. Are they dropping off because they are frustrated that they can’t find what they are looking for or is your site full of 404 errors? Whatever the site issue is, here’s a solution you can try. Heat mapping. Not only will it help you figure out what the issue is but it can help you create a better site experience that leads to more conversions. What is heat mapping? This is a tool you can use to identify all the hot spots on your website (elements that are seeing a lot of clicks) and all the cold zones (areas where visitors aren’t engaged with) and use that information to optimize your website for more conversions. Here are three ways you can use your heatmap data: 1️⃣ Optimize your PDPs. You can see which elements are drawing attention from users and some they are missing out on completely because of where they are placed on the page. 💡 Remember, the top of the fold is prime real estate, so make sure all the key elements, such as your images, reviews, and pricing, are visible. 2️⃣ Elevate your landing pages. If your landing pages aren’t bringing in leads or conversions, it’s time to redesign the layout, tweak the copy, or improve your call to action to drive more purchases. 3️⃣ Improve your site navigation Does your site nav need refining? Your heat map will show which parts of your navigation are the most popular with visitors and which are neglected. You can use this data to reorganize your nav and site structure so the user journey feels more seamless. The takeaway? Use your heatmap data to make data-driven website design changes to make the conversion process smoother. Tweak elements of your site, such as your main nav, footer, and content blocks, and do some A/B testing so it’s easier for visitors to find what they are looking for. This tool allows ecommerce owners to analyze and optimize their site based on user behavior. META ADS ⚡ Scale Your Ad Campaign Builds With Bulk Editing Building out campaigns in Meta can be time-consuming, but it doesn’t have to be. [The Pilothouse Meta team]( shares a quick tip that can save you valuable time on campaign builds so you can maximize your productivity. Start by creating a new Meta campaign and ad set(s) as usual. The ad set level is where the bulk editing comes into play. When you have multiple ad sets, head into the ad set level and select the ones you want to edit. Click on the drop down arrow beside “Edit” and click “Name.” 2️⃣ A new window will pop up, similar to the one below. 👇 This is where you can adjust ad set names, budgets, start dates, and other ad set settings in the middle column. You can edit individually or in bulk, depending on what you want to change. Once you make edits, click “Save to draft” in the bottom right to save your work. 3️⃣ From here, you can hop into the ad level and select the ads you want to edit. Click on the dropdown beside Edit again and click on Name to open the bulk editing window. Then, you can edit all ad settings in bulk. 💡 This is also a great way to check that all ads are routed to the right landing page, have URL parameters included, etc. Depending on what type of test you’re setting up, you’ll likely need to adjust creative or copy individually for testing. 4️⃣ Click “Save to draft” on the bottom right again to save changes. Once your ads are all set up, publish your campaign as usual. Using bulk editing can save a TON of time compared to creating ads individually so give this a try next time you are in your ad account! ⚡ QUICK HITS 🔗 Manage your affiliate, influencer, referral, and ambassador programs in one place. Social Snowball is the all in one ecommerce marketing platform for influencer and affiliate partnerships. DTC readers get 30 days free. [Schedule a demo here](. * 💸 MERGERS & ACQUISITIONS - Mobile gaming company Voodoo [acquired photo-sharing app BeReal for $537 million](. - DayDayCook [acquired Asian food brand Omsom for $11.7 million](. - AI video startup Pika [raised $80 million to compete with OpenAI](. - Shopify [acquired Threads.com, an alternative to Slack](. - Tektonic [secured $10 million in funding for its GenAI agents](. - Receipt data startup Slip [raised $3.2 million in seed funding](. 🌐 IN THE SOCIAL SPHERE When creating an ad, make sure not only to hone in on the messaging but also the feeling you want to evoke in your customers. Can't view the image? [Click here]( SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🍬 Michael Fisher on [Rotten’s Go To Market Strategy]( - 🚀 [AKNF 411:]( Crushing the Drop Model on Meta Ads + Q4 Planning - 🍳 Cam Bush on [Hexclad’s Omnichannel Strategy For 9 Figure Scale]( - 🛒 [AKNF 409:]( Master Pre-Purchase Upsells with Aves - 🏆 Van Oakes on [How To Boost Your Sales with Strategic Giveaways]( - 📺 [AKNF 407:]( YouTube Full Funnel Breakdown with Kari - 💎 How Anna Harman [Grew Studs To An 8 Figure Brand]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](