In this video I show the easiest way to chin mount a GoPro to your motorbike helmet using Sugru. My helmet is a Shoei Multitec from way back when. Enjoy!
Timestamps
0:10 Mount GoPro
7:19 Test Bike Footage
In this video I show the easiest way to chin mount a GoPro to your motorbike helmet using Sugru. My helmet is a Shoei Multitec from way back when. Enjoy!
Timestamps
0:10 Mount GoPro
7:19 Test Bike Footage
This guide will tell you all you want to know on how to be reported after stomping all your games. Huskar is one of the best solo queue heroes in Dota and I’m going to show the ways of the Huskar.
Lane: Mid – Huskar safelane is OK too, but never take him offlane.
Counters for each position, from most annoying to lesser counters.
This is going to be very long.
All right I think that’s everyone. If I forget one or you want to know more ask me in the comments.

Huskar’s power spikes are kind of funky. He spikes at 9 minutes (Armlet), 15 minutes (Halberd), 20-22 minutes (BKB), and 26-28 minutes (Satanic). His hardest spike is Halberd. Huskar actually scales very well. So if you are losing, drag out the game and chances are you will win. Burning Spears pierces spell immunity and is pure damage at level 25, and Life Break also pierces spell immunity. When BKBs are short durations, Huskar destroys. The other day I 1v4ed an OD with rapier, 6 slotted Faceless Void, Lion, and Undying, and killed them all.
In order by positions, after that no particular order.
Yeah I think that is pretty much it, if you have any more questions leave a comment.
Regardless of what anyone thinks of neutral items, what I have been missing in the discussion about them is that the discussion never goes beyond “RNG bad”. For instance rarely does anybody even state the question how much RNG are neutral items actually?
That is imo a much more interesting topic. What type of RNG is acceptable and what type of RNG isn’t? How can the effects of RNG be mitigated through gameplay or by designing the neutral item drop system? But most of those question don’t even pop up because the discussion does not progress that far. So I’ll do it here:)
In order to answer these more interesting questions I will go through:
1. The RNG Factor, RNG basics
Essentially the RNG Factor is the proc chance with regards to the strength of the proc, in particular over a limited amount of throws with the dice.
Every attack, or in Multicasts’ case spellcast, is a throw with the dice with a chance to trigger the respective event, with enough throws the results will average out, naturally. If we are only talking 3 attacks though the probability to have reached the average are low. A low number of throws with the dice increases the variance/RNG factor.
An ability with a low proc rate and a high power level, like PA’s Coup de Grace, has a much higher RNG factor than Juggernaut’s crit which has a much higher proc rate and a much lower power level on top of that.
Generally speaking the abilities with a high RNG factor are much more likely to be perceived as bullshit due to the much higher variance in outcomes, especially if the number of dice-throws is limited. If a Juggernaut walks up to you and crits you 2 times in 3 attacks then the difference in outcome is not compareable to PA throwing a dagger, it critting, and then getting another crit on either her first or second attack from phantom strike, which also happens to proc almost simultaneously with the dagger crit proc.
PA’s item choices and mobility causes the feeling of RNG to be amplified further since the time Juggernaut spends walking up to you with his manta and butterfly, PA spends daggering and phantom striking you already with a deso and a basher, further fueling her crit.
As a result even assuming if both abilities had the same average damage amplification, which clearly they do not, PA’s crit would be considered much more lame because of its significantly higher variance which is supported by her gameplay, consequently the RNG factor on Coup de Grace is increasing the power of this ability which probably restricts the devs in how powerful PA and her crit can be before it starts causing problems on a pub game level, which is probably why it is this ability that is frequently tinkered around with, even on smaller scales, whenever PA is being changed, in particular when too strong.
An example of how Icefrog has handled things like that in the past is Ogre’s multicast from 6.82, in it Iceforg increased the proc rate of multicast significantly for a 2x proc, resulting in more multicasting, but at the same time the base strength of fire blast was reduced meaningfully, as a result the RNG Factor and variance went down. Multicast moved a bit away from being a Coup de Grace type ability towards being a bit more of a juggernaut crit ability, more of an average amplification rather than a super high proc event, without sacrificing the multicast-feel, possibly even adding to it. Good change imo.
Note: That ogre approach would not work for Coup de Grace, since PA is actually designed around having that murder crit/this mega amplification upon proc with short bursts of attacks and retreating. She would feel wrong if what was done to Ogre were done to her. If Icefrog ever were to tackle the RNG factor on this ability I could imagine it being done by adding counter, procs on every Xth attack, since PA is very well suited/designed to do that (and it fits thematically for a Coup de Grace), while Juggernaut is not designed to have a crit working like that.
2. Playing around RNG
The example Sumail brought up which I will expand upon was the rune spawn RNG of the game. Several people however brought up that these too are an example of RNG they dislike, even if to a lesser degree.
I will argue that regardless of the opinions on runes, they are a type of RNG that is meaningfully interacted with for a very simple reason: you can control it to a large degree. The term rune-control developed specifically for that reason.
You can can neither know where on the 2 spots the rune will spawn, nor can you know which rune will spawn, nor does the game consider that a regen rune for a mid core Skywrath is more likely going to be far more powerful than it is for the enemy meepo mid laner (random example, feel free to dislike it), in other words the effect of a rune can vary drastically depending on heroes and game situation.
However what you CAN control is vision over those areas, vision over the enemy midlaner, you can control lane equilibrium, you can control your own actions with regards to the enemy hero and potentially cut him off and you can know when the rune will spawn and plan around that accordingly. You can have the map awareness to keep track of the enemy supports and whether or not they are missing. And you can communicate with your own team and you can decide on what priority you give the rune depending on whether or not someone has a bottle or not or what your sustain situation is like.
Assuming you properly control the runes you can even wait and see which rune spawns and then base your next actions according to the rune spawn. Is it a haste rune to gank a sidelane or invade the jungle? Is it a DD/Illusion to dominate mid? Is it a regen which makes you quickly spam your abilities and potentially harass the enemy hero at his own tower?
Long story short: The RNG factor of rune spawns can be be greatly mitigated/controlled by either team. In fact, it forces you to do so.
Despite that though rune spawns are still an element that is up to discussion and evaluation, I personally preferred bounties as alternatives to the other rune spawn for those draw scenarios in even lanes where one will get the rune and the other won’t purely based on luck due to how even the lane is, which was especially fair once bottles were involved or when those bounties enabled the purchase of a bottle.
However runes currently are not an immediate concern and not game ruining, and clearly it adds meaningful levels of depth to mid-laning based on the factors which I listed that are within your control. Mid-laning would be much emptier, brain-dead and easier without runes, hence nobody ever seriously suggests actually removing runes rather than compensating for the RNG element in their problem solving suggestions.
The take-away here is, RNG that can be interacted with, that can be played around with, can not only be a non critical issue, it can add meaningful depth, which DotA prides itself on.
(felt like I had to generally defend RNG a bit here considering the last couple of weeks on reddit)
3. The RNG elements of neutral items, evaluating the RNG factor
Trying to keep this shorter, the RNG element:
a) whether or not a neutral item drops is somewhat random
b) you can not influence which neutral item drops
c) similar to runes the game does not consider what heroes are being picked, thus neutral item X can be significantly more powerful on hero Y (like Essence Ring was on Io or Clumsy Net was/is? on Skywrath)
d) a neutral item can be disproportionally more powerful in a losing or winning game (like repair kit)
e) a neutral item in the same tier can simply be worse than a other one
f) a neutral item can have almost blink-like reveal consequences
Going through the RNG factor of each:
a) pseudo random and farming alone makes neutral items actually dropping based on RNG a complete non-issue, could argue for T5 if you are turtling in your base this is a factor, since you don’t have access to the jungle, but regardless of whether or not that is a good or bad thing, it is not at all RNG related.
b)c)d) these are clearly RNG elements with a high RNG factor, beyond moving the items around in your team you can not influence this, those are legitimate RNG concerns by design.
e) this is a balance issue not unlike basic hero balance, not a design or RNG issue, we can ignore it
f) this is another design issue
4. How the neutral item system is designed with regards to these RNG factors/how it has been changed to accomodate for them
If we want to answer the question of how much RNG are neutral items actually?, we now have to compare the RNG issues with the design of neutral item drops and the changes so far.
b) you can not influence which neutral items drop
In order to compensate for this the entire neutral item drop system needs to be set up for it to not particularly matter which neutral item drops. Probably the biggest restriction on the design and it will force neutral items to be mostly relatively basic and generic stat sticks. Or it will force nerfs on those outlier/unique neutral item drops.
There have been several changes that have compensated for this RNG element since 7.23.:
c) disproportionally powerful items on hero X
This is a design issue on a per item basis, for instance Vampire fangs spell lifesteal is pretty average on most heroes, but then there is a Bristleback or an OD. Similar to Essence Ring, which was changed to no longer heal because of Io or heal amplification heroes, these features need to be either removed or nerfed. Which of course happened to vampire fangs in 7.24, reducing the spell lifesteal from 8% to 6%. This is interesting in so far that Icefrog likes to do the opposite with heroes, he pronounces their uniqueness strengths very frequently, these neutral items need to work exactly the other way round, not entirely but mostly generic (like League of Legends, lul, and no, I am not fucking saying DotA = LoL now, not at all, I am saying that’s what League by design needs to do with their entire game).
In extreme case scenarios restriction or changes like for essence ring need to occur or have occurred,in worst case scenarios these items need to be removed, like Book of Aghanim was gutted instantly.
As a result, as mentioned, this forces most of the neutral item drops to become rather basic stat sticks. Total elimination of unique features like the vampire fangs spell lifesteal will not be necessary, but several neutral items, like Ballista in 7.24, will have that unique feature nerfed while gaining another side feature. Grove bow for instance gained a universal feature on top of its rather unique core feature for similar reasons I presume.
A minor element of RNG will always remain with regards to item X on hero Y, but we have plenty of evidence by now that not only will this be mitigated quickly, since this is a design and not a balance issue and those need to be hit quickly, the RNG factor of this element has already reduced drastically.
Imo this is a very solveable issue.
d) neutral item being stronger when winning or losing
Those are extremely limited, repair kit is basically the only one, could argue the leveller is an offender here too, but similar to grove bow or ballista again, the leveller has such a solid base secondary stat that it is generic/basic enough except maybe when it happens to drop for Tiny or Spirit Bear, which seems awkward. This could require demolish abilities like spirit bear/Tree Grab/Leveller to not stack with each other for instance.
Similar to c) this seems entirely solveable, actually much less of an issue. I’d argue repair kit is much closer to being removed than it is to being acceptable, but that’s really the only item that is relevant here. And even repair kit is not even compareable to its splitshot iteration from the last patch.
f) a neutral item can have almost blink-like reveal consequences
The poster boy for this right now I’d say is mindbreaker. Book of aghanim is a perfect example of this too. There are barely any of these left, most can be reacted to during combat. Mindbreaker clearly is an issue here atm. These type of items basically should not exist imo. Iron Talon is an invisible but annoying offender to this rule aswell, cause the jungle AM which you beat up on lane might suddenly show up wiht battlefury and manta at minute 22 despite getting his ass kicked hard on lane and you are just like “wtf?”.
Almost all changes since introduction of the neutral item drop system follow the pattern of either removing/nerfing a trademark feature, removing an item that offends against RNG in any way too much, and go for balance beyond that.
It is imo being made VERY clear with those changes that RNG is not meant to be, and not going to be, relevant with regards to neutral item drops.
5. Conclusion:
Whatever the RNG element of neutral drops originally was, by now it is a fraction of what it used to be, that much is certain. That however might not mean much though, because even while it got reduced massively maybe the RNG factor is still so high that it is game-deciding/ruining, right?
At this point I’d say though that within the next patches RNG will basically not be a particularly meaningful factor anymore, if it isn’t already. Not any more meaningful than that of regular proc based items and abilities, except for tier 5 maybe. The reasons for me stating this are:
I’d expect tier 5 to take longer than that purely because of the low sample size to get these into a better place. However based on 7.24 it might not take long either.
I’d be curious and interested if someone could actually argue how they still think neutral item drops are deciding games based on RNG. Because even though the drops essentially are random, it really damn near does not matter anymore by design. Even if currently the RNG factor of a specific drop combination is still an issue, there is so much evidence by now that this will most likely be removed/changed sooner than later, that I do not consider RNG an issue in the discussion about neutral items anymore, or at least not for much longer, it’s merely a shortterm issue.
What neutral items add to the game on the other hand, that is a different topic, since something not being a problem does not mean it existing is a good thing for the game either. Especially considering that in order for them to exist, they must necessarily be relatively generic, as I have laid out.
Currently I’d argue that it is questionable if adding them was worth the effort, if it was worth adding them considering the initial damage, polarization and uproar they caused. I think an answer to this question would strongly depend on the results of the discussion on what neutral items actually add to the game, if we were to agree on a variety of upsides down the road, then they might have been worth the trouble, however this is something we will probably be able to reflect upon only further down the road.
And as a final word, at this point I personally think neutral items are a surprisingly small element when compared to what they were on 7.23 release, basic economy, tempo of the game and regular item balance, business as usual imo, are bigger deals than the neutral items at this point. Regardless of whether you love or hate them, the importance of them is just not on a tier high enough anymore to strongly influence my opinion on the game/meta and even if they still are and always will be, their existence is not something I’d judge based on RNG at all anymore.
But that’s just me, feel free to disagree:)
It feels like there’s a huge surge of PL games – what gives? Not enough counters? PL feels to me like a hero you 100% lose to late game if you don’t have the right draft. Everyone says that the draft doesn’t matter at all here so how do you deal with him without using earth shaker or timber…

It’s actually not that hard to deal with a PL.
In general, illusion heroes like PL and Naga have become decent picks this patch. In the PL games I’ve seen, people counter PL with an ultra fast draft. The point is to choke the enemy out of their jungle and into high ground by minute 20-25
About his level 6, if you as offlaner along with your 4 can dumpster their lane before the PL hits 4-5, then you should aggressively take their safelane tower. Try cutting the creepwave while chipping away at their tower. Then ward their jungle areas. Absolutely no breathing space should be given. PL is actually weak even with lev6, and is pretty easily killable until he gets a Diffusal + Manta up. PL loves farming jungle, so you have to choke him out. Mid plus 1 or 2 supports can easily kill PL in the mid game, if you have some sort of wave clear.
IIRC, in the minors game of Nigma vs RNG, Nigma picked PL, while RNG picked Lifestealer and Underlord. The game was pretty matched even at 70+ minutes. Underlord’s atrophy meant PL can’t deal any damage at all, and Lifestealer had built Mjollnir for the illusions. Miracle, being the madlad that he is, ultimately bought a divine rapier for his damage issues.
Be real with yourself.
Here’s an example, you pick mid and lose your lane but wait, you get a lucky team fight 15 mins and you’re back in the game. The enemy tilts and you proceed to win. Don’t pat yourself on the back here, acknowledge your mistakes and lack of skill. Be real, you got lucky. Stop thinking shit like, “look, I picked mid and carried!”.
I always see this happening. People writing off their mistakes as not that bad and then praising everything they did as perfectly played. Let’s be honest, ya? Most of us have clocked thousands of hours into this game. You can tell for sure how well you’re doing to an accurate degree if you wanted to.
Watch your own replays and pretend that you’re a 3rd party. It’s very straightforward to tell if you played amazing, decent, average or shit. If you went 10-0-10, ask yourself honestly, did you really play amazing? Or was it that your enemies were bad? Or you got lucky? Or your team played really well?
I’m not saying to always assume you’re a shit player that gets lucky if he wins. I’m saying that in order to improve as a player, it takes an objective view. If you keep deluding yourself into thinking that it wasn’t your fault you lost or that every win was because of you, then you’re just going to stay in whatever shit MMR bracket you’re in forever.
We all know that just one viral video can give a huge boost to a channel and get it of the ground and even launch it into the sky.
And for a small channel a viral video doesn’t have to have millions of views, even just a few tens of thousands are a game changer.
One way you can create a video like this, is something I did by accident, and it helped me go from a channel of a few hundred subscribers to a few thousands in less then a month.
So that is enough for the intro, here is the main point:
Find a potentially viral subject, event, idea, trick, tip etc. in a non English language, do it in English and post on your channel while promoting in places that are relevant to that subject.
Now how this worked out in my case:
I run a gaming channel, started in 2011. about a single PC video game. Then after a launch of a new, very popular game, I started making videos about it and researching it’s game-play for more video ideas. I ran across a video in Japanese showing how something could be done which was not enabled in the game by the developers but could be done under certain specific conditions. I saw that is was really useful and after more experimentation found even more uses for it. Then I made a 20+ minute video about it and posted it on the official forums for the game.
The first two days I got a relative spike in views, but nothing amazing. Then, as players started to share my video it exploded to thousands of views a day, and because I had other video about this game, I gained over a thousand subscribers just in the next few weeks. Later the subject of the video was made obsolete by the developers update for the game but 6 years later and that video is still getting views, it’s almost up to 300,000 with YouTube suggesting it 20% of those views, another 20% from search and 20% from browse.
It might seem like a cheap way of making a viral video and using someone else’s idea but how many of you speak Japanese, and how many times did YouTube recommend you a video in a foreign language besides English?
Videos in other languages are a gold mine of information and ideas but the language barrier is just too large.
So, that is my tip for you today. I hope you are able to use it. Good luck!
I was thinking about my journey as a web novel author and how it shares a lot of similarities with my YouTube journey.
I’ve been writing years and slowly writing/uploading new chapters for people to read. It started with me having a horrendously depressing day and needing an outlet for all the dark negative thoughts going through my head. I decided to take what was inside of my body and pour it into my computer. My first chapter was over 8,000 words but by the end of it, I felt immensely better about myself. Then I just kept writing new chapters.
It was a nice feeling seeing people read my work and comment below the chapter. After several chapters, I got my first review which was great. As I continued to write, I began getting a varying degree of comments/reviews/DMs from people who either hated or loved my work. I kept writing new chapters. I got reviews saying how my work was like an adolescent’s wet dream or some other negative thought, but I kept writing new chapters. Sometimes, I’d crawl into bed because of the comments and reviews but it wouldn’t be long before I would continue writing new chapters.
Years passed by and I found out I’d written over 500,000 words (a combination of writing the chapter and editing them). In my analytics for the site, I’d had over 1,000,000 accumulated views and reached the top 10 for active series on the site (I dropped down to #~3,000. T^T). But I kept typing new chapters. I’ve had people comment about their surprise to see I’m still writing my web novel series.
Then in 2018, I came up with the idea of narrating my story and uploading the chapters onto YouTube. Just like with writing out my chapters, I had people tell me that I had no business on YouTube. I was told my accent is too strong or I suck at narrating my work, but I keep uploading new chapters. I’ve also received DMs from people who told me they were die-hard fans of my videos and love the story.
Just like with writing, though I don’t have an impressive number of views, subs, or watch-time, I know that it’s just about uploading new videos. The same as when I realized I had written ~500,000 words, I know I’ll get to 1,000 videos (maybe even 10,000) and I’ll just continue uploading new videos.
Crossing a mountain is intimidating, but if you remove a grain of dirt and keep going you’ll eventually remove your obstacle and reach your goal. There may be various strategies shared on YouTube, related to SEO, thumbnails, titles, and etc, but everything boils down to keep making videos and having the intent to improve your skills with each one. It may take 1,000, 10,000, or even 100,000 videos, but if you keep at it then you’ll reach your goal.
Source: https://www.reddit.com/r/NewTubers/comments/es4dsn/just_keep_uploading_videos_and_youll_get_there/
As someone who plays alot of Bristleback, Viper is the most painful to play against. Getting stunned into his w just kills you if you’re not snowballing. Silver edge carriers are effective but if you outlast the purge – it’s not hard to deal with. Viper’s W plus a stun or hold absolutely shreds you. Viper + Shaman combo is deadly against Bristles.

Core silencer is probably the second hardest for me to deal with, the pure damage and the inability to cast spells without refreshing curse is really difficult to play against.
As a Bristle against a Silencer it’s advisable to get a lotus orb – to dispel.
Besides for the two heroes, spirit vessel is good, long disables (shadow shaman) As well as people who force you to face them (legion, axe)
Also fighting against any six slotted hc seems impossible, a six slotted bristle gets melted by a six slotted am or void or drow.
Slark is another hard counter – but you need to snowball pretty quickly and survive the laning phase to be effective. I’d recommend playing a few games as bristle and see how the enemy team deals with you, then do so yourself next time you face him. I know for me Riki seemed unbeatable until I played as him and got sentried and dusted into oblivion, doesn’t scare me at all anymore.
Buy a fast wand and prepare salves. When BB spams quill spray, he is either a) over-extending just to refresh the debuff b) Low on mana. If he doesn’t kill you when he starts spamming quill, he will lose out because you will have a 20 charge wand and full health( from salves). Once you have full hp, go and trade with him to force him to spend gold on regen. Item progression on BB is quite important as his mid-game is quite weak if he doesn’t have the tank items. He also can’t spam quill to farm waves because of mana issues so his farming isn’t great and he has pretty bad stat growth for a strength hero.
In team fights, your team shouldn’t be committing spells/ over-committing to kill him unless he over-extends by a lot. Quill takes quite a few casts for it to start to hurt so you should just go completely ignore him go for his team. He is a tanky af hero but he can’t 1v5. The best thing to do is ignore him. Bristleback wants to be hit and if you hit him even if he dies he still does his job. You waste your time not killing his supports or his carry and you’re getting quilled the whole time. Just ignore him and focus the rest of his team. When his team dies 5v1 him and kill him last.
Heroes that are good against him would be:
If you follow any of the above tips – Bristleback will be the least of your worries.
Thumbnails and Tags are the gateway to your videos. Thumbnails are very important because they are the first thing viewers see before clicking your video, and their purpose is to attract people and make them watch the video.
So thumbnails must be:
1.Suggestive and describing in images what viewers are about to see.
2. Recommended resolution is 1280×720 (if your image dont have this resolution you can use online free tools to resize it, but be aware to mantain quality and ratio).
3. Don’t use small or misleading texts in your thumbnails, viewers must easily see what is in the image.
4. Before you set TAGS, you can search on youtube & google to see the most relevant and popular searches. From there you can take keywords and use them as tags.
5. Don’t use tags that are not describing your content!
6. Before setting tags above the title, search them of youtube to see how many results you get. If your tags don’t show popular videos in search results then it wont bring you many viewers.
Good Luck!
Facebook ads are hard. But there’s a process behind creating successful campaigns.
In this post, I’m going to outline the 8 step process that we used to take a marketing subscription/SaaS from about 100 paying monthly users, to more than 3000 paying monthly users using paid acquisition on Facebook.
Short backstory: The product was a monthly Instagram growth service. (Examples: graminator, simplygram); The same advertising dynamics will work for any subscription services/SaaS with a lower price point.
In the end, the campaign generated more than $1,100,000.00 in lifetime revenue from only $92,707 in ad spend:
For the 6-7 months that this campaign lasted for, we were generating about 500 new subscriptions (paying users) a month.
The customer lifetime value for the product was around $350 ($25 for the first month +$50/100 month after that) and the cost per new user acquisition was under $30.
Before the campaign, although the client had a product/service that the market wanted, the exposure that he was getting organically was too slow and limited for any significant growth so he reached out to us ( https://infoscaling.com/ ) for help.
After a few weeks of adjusting the funnel and testing new campaigns, we built a campaign that was able to acquire new customers at $25.08 per sale. (Which meant break-even in the first month and profit after that)
Here’s the process that you can use to replicate this:1) Clearly define the main target avatar and best segments of the market
One of the most important steps that define chances of success in paid advertising is defining who you’re speaking to (and who you’re going to target) in your creatives.
From analyzing our clients current user base, we found that the top-paying (they stayed the longest) customers were fashion and beauty influencers (and wannabe influencers) and adjusted the copy&creatives to speak to them. We also adjusted the targeting accordingly (you’ll see it in #7).
Targeting the audience (both with actual ad targeting and adjusting the creative) that is most likely to pay the most has an effect on LTV and subsequently ROAS (return on ad spend).2) Find the best converting offer/free trial model (crucial)
Although this business was founded back in 2015, it took almost 3 years to get it to actually produce any substantial revenue. One of the major reasons why it took that long was having an offer that the market didn’t respond to. The initial offer (free trial) was 25 free followers.
The conversion rate (from visitor to claim offer) was high – but the conversion to paying customers from that offer was terrible.
We first needed to find an offer that was actually converting to paid users at a high enough rate.
We got the client to switch the offer to a 2-day Free Trial .
However, using an Instagram growth service for just 2 days was too little time for the vast majority of users to see any growth of their accounts so they didn’t see any value in keeping the service.
Next, we tried with a 50% OFF for the first month – with a promise to get 250 targeted followers and reach 15,000 Instagram accounts. The visitor to conversion rate was much lower than in the first 2 cases, but people who bought kept paying. This was exactly what we needed. ) Invest in ad creatives production 3 years ago, you could use stock photos on Facebook and your ads would still work. This is no longer the case. You have to invest time and money in quality creatives (especially video) if you want your ads to work.
Here are the main types of ads that we test when we start working on a new project:
a) Animated videos — they’re expensive but work really well for a lot of products (eg. SaaS). We tested a few of those but the results were not satisfying in this case.
b) Videos recorded by a client or his audience – testimonials/presenting the product. These are easy and fast to create and work really well in a lot of industries.
c) Image ads – there’s an unlimited number of variations that you can try here (the more your budget allows you, the better. Split-testing is key)
We instructed the client to get 20 different testimonial videos from his customers and created 15 animated videos for testing.
The top-performing ad was a simple testimonial video recorded in a car. The testimonial was from a fashion influencer with a big following (implying that they can too get a big following) so it perfectly hit the target avatar, built trust and presented the offer. (You can see the video (and the other ones) in 5).4) Analyze data & adjust accordingly
After the first 30 days of the campaign, the campaign generated first 400 users and grew the MRR from $5,000 to $25,000.
We found that Instagram Ads generated 95% of total sales in the first month. Although the CPA was slightly higher than on Facebook, we couldn’t have enough traffic volume on Facebook in order to scale like we wanted to.
Also, most of the buyers were women between 25–45 years old ( that also influenced our decision on what testimonials to use in ads).
You need to constantly be monitoring the data and adjust your campaigns accordingly & make decisions based on the data.5) Optimize ad creatives
After testing the initial creatives and finding the best ones, you need to optimize those further (with the goal of reducing the CPA).
The hypothesis was, if we took the best performing video ad and add subtitles and the right text on the top of the video (classic Gary V style) — we’ll increase our CTRs, decrease CPCs, and ultimately reduce our CPA which started going up a bit.
We came up with 10 different headlines for the video and tested them all. Few of them worked really well.
We continued testing different variations throughout the campaign, both to decrease the CPA and have fresh creatives to counter banner blindness.
Here’s a lot of different video variations that we used: https://drive.google.com/open?id=13xv8WWTkUjiksYCuk28CB3cnRMW04SeQ6) Utilize conversion events, custom conversions, and the pixel.
Setting up the Facebook pixel properly on the campaign start is crucial to every campaign’s success.
The funnel looked like this:
Ad -> Sales Page -> Checkout Page 1 -> Thank You Page 1
Ad -> Sales page -> Checkout Page 2 -> Thank You Page 2
In order to be able to segment the audiences for retargeting and to track the success of the ads, we set up the basic FB pixel (page view) on all pages, and set up the purchase pixel on the thank you page to track purchases.
All the campaigns on the account were optimized by using conversion events and custom conversions. Generally, the event you want to optimize for is the event you want (eg. Purchase/Lead/Click).
The more data your pixel gathers, the better it can optimize in the future, which helps with long term campaign success.7) Scale with lookalike audiences
From a technical perspective, scaling your winning campaigns mostly depends on finding new audiences you can show your ads to.
When we start working on a new account, the first step that we take is creating custom audiences of people depending on what stage of the funnel they’re in (or visited; tracked by FB pixel).
The more custom audiences you create — the more relevant you can be to different audience segments within a funnel(by showing different types of content/offers depending on what stage in the funnel they’re in).
From custom audiences, then, we create lookalike audiences. The best lookalike audience you can have is buyers (purchases) lookalike.
Here are some of the lookalikes we’ve used in this campaign.
a) Purchases (7 days) -> Lookalike 1%, Lookalike 2%, Lookalike 5%, Lookalike 10%
b) Purchases (30 Days) -> Lookalike 1%, Lookalike 2%, Lookalike 5%, Lookalike 10%
c) Purchases (90 Days) -> Lookalike 1%, Lookalike 2%, Lookalike 5%, Lookalike 10%
d) Purchases (180 Days) -> Lookalike 1%, Lookalike 2%, Lookalike 5%, Lookalike 10%
As you can see, just by having ONE custom audience broken down into smaller audiences based on a specific time frame (7–180 days) — you’re able to create 20–30 different lookalike audiences for the scaling stage.
Also, since we knew from the data that the best-paying customers were fashion influencers, we extracted the emails from those buyers, created a custom and then lookalike audiences from that. This was one of the best performing cold audiences.
Later on, when you have a few thousands of actions (ideally purchases) recorded on your pixel — you can throw out the targeting and let the FB pixel to do the heavy lifting for you. This works best when you’re scaling worldwide and have a potential market of 10–20MM customers.8) Leverage warm & hot retargeting audiences (CPA Reduction)
Retargeting people and moving them from one step of the funnel is crucial to any campaign’s success.
In retargeting campaigns, we were getting better CPA on Facebook than Instagram (because we could retarget them on the desktop for very little $) and our retargeting ads were super relevant.
When we started scaling the overall CPA on cold traffic went up to $30-$35 per sale, so having a good approach in the RTG campaigns became necessary. (It always helps to do this right and we focus on retargeting a lot in all of our clients’ campaigns.)
The results for retargeting were 575 sales total at $17.51. This significantly impacted the overall CPA and kept it where it needed to be.
We found that 2 out of 10 custom audiences we were using were most profitable & brought in the most sales so we focused on those. (Instagram page engagers (30 Days) and checkout abandoners (Last 7 Days & Last 15 Days)) https://imgur.com/a/wV2Ttza9) Stay Compliant With FB TOS
And the bonus lesson from this campaign is… you should never build a business in a way that it’s totally dependent on other platforms. Although, having an extra $1,000,000 is not too bad IMO 🙂
The business was destined to be shut down sooner or later. I knew that one day Facebook / Instagram will crackdown on Instagram growth services – which happened in the end and the business was prohibited from advertising. The client also started experiencing problems with service delivery due to crackdown on bots.
We work with a lot of clients and being compliant with TOS is absolutely necessary – Facebook’s really sensitive and you don’t want to lose the ability to advertise. (Although FB advertisers will know that you’re never really safe)
I hope you found this useful and let me know if you have any questions in the comments.