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Perpetual Traffic

How Google’s Big Tracking Decision Will Affect Your Business with Frederik Boysen

Perpetual Traffic

Tier 11

Business, Marketing, Entrepreneurship

4.7 • 867 Ratings

🗓️ 25 April 2023

⏱️ 66 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of Perpetual Traffic, Ralph and Kasim are joined by Frederik Boysen to discuss strategies for optimizing digital marketing campaigns and acquiring new customers. They stress the importance of using first-party data to improve customer match, understanding the cost to acquire a customer, and tracking the consumer journey across devices. The episode also covers the importance of aligning business financial strategy and marketing in response to inflation and maximizing Google Ads algorithm performance. Listeners can gain valuable insights on metrics for measuring business growth and tips for effective campaigns.

In This Episode, You'll Learn:

  • 00:03:29 - Using Google's algorithm to acquire new customers
  • 00:06:16 - Separate campaigns for better reporting and customer data
  • 00:08:55 - Attribution is important in marketing
  • 00:10:24 - Tracking and attributing marketing for improved profitability and performance
  • 00:14:15 - Using contribution margin for a holistic view of business
  • 00:17:37 - Understanding baseline customer acquisition cost and lifetime value
  • 00:20:29 - Cross-channel marketing and its implications
  • 00:21:45 - A new tool for insights on Facebook ads' impact on other channels
  • 00:23:33 - Discovering products with Iris iPhone device and Google Shopping
  • 00:26:06 - Maximizing Google Ads algorithm performance
  • 00:31:27 - Analyzing advertising spend and tracking the consumer journey across devices
  • 00:34:11 - Maximizing top-of-funnel on Facebook for customer acquisition
  • 00:36:15 - Understanding the challenge of attribution in YouTube advertising
  • 00:37:11 - Breaking down ad spending and advice for scaling up
  • 00:42:11 - Understanding the impact timeline for effective campaigns
  • 00:45:27 - Maximizing attribution window for Google Click ID
  • 00:46:00 - Tracking sales through internal metrics and backward math
  • 00:51:56 - Tracking real profit in business metrics
  • 00:53:44 - Aligning business financial strategy and marketing in response to inflation
  • 00:57:02 - Using profitability on ad spend as the key metric for marketing success

Guest Links:


LINKS AND RESOURCES:


Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

www.AdRoll.com/PT

https://perpetualtraffic.com/advertise-with-us/

Tier 11 Data Suite

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

Transcript

Click on a timestamp to play from that location

0:00.0

Hey folks, Ralph here.

0:02.3

With something that could seriously upgrade your top of funnel ad game, if you've been a

0:07.4

PT listener for any period of time, you know that we talk about top of funnel all the

0:10.8

time and how challenging it is for you to get quality top of funnel clients or leads

0:17.8

or customers and then convert them typically at bottom of funnel.

0:22.8

Well, TV advertising is one of those areas that we haven't discussed here on PT all that much.

0:29.4

But our friends over at AdCritter have figured this stuff out.

0:33.2

They do connect to TV ads so you can be everywhere without spending millions on Super Bowl ads,

0:39.9

but they pair it with display retargeting. So you're hitting the audiences with a complete approach.

0:46.4

You reach them, then you remind them, and then you collect the revenue. It's a strategy designed

0:52.6

to deliver, and let me tell you, it really

0:55.6

works. We're testing this at Tier 11, and so far, the results have been very impressive. Now,

1:01.6

with Ad Critter, creating custom audiences are so easy. You don't need to reformat files. You don't

1:07.3

need to mess around with complex spreadsheets. You just upload any file in any format and you're ready to go.

1:12.9

And the match rate is awesome.

1:15.0

They make it easy to connect with the right people,

1:17.4

the actual people that have interacted with your ads in the past,

1:20.7

and then allow them to naturally flow through your funnel

1:23.7

so you can convert them at bottom of funnel.

1:26.9

Now, the folks at AdCritter, we twisted

1:28.7

their arm to get us a great deal for you, the PT listener. They are offering a special deal for

1:34.3

y'all, and that is you can get a $500 campaign credit, meaning $500 in free money to test out the

...

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