My talk from #HeroConf Philadelphia on April 26th, 2016. I had a blast and had about 125 people in the room out of the 547 people attending the conference.
Last click isn’t dead, it’s just retiring. In order to put your budget and time into marketing channels that will grow your business, it’s critical to understand how to attribute your conversions.
The attribution model Duane built can work for any startup or brand. It gives marketing teams a bird’s-eye view of what is and isn’t working, i.e. what campaigns are not just driving brand awareness but also getting customers to purchase your product. Are you ready to meet the modern consumer? In this session, you’ll learn:
How to move off last click and take a more holistic view of your business
How to attribute your conversions across the business
How to work better with the rest marketing & function as a squad
Find out what any acronym, abbreviation, or initialism stands for with acronymfinder.com. Great handy tool if you need to save space on your AdWords search ads. Learned about the site from #HeroConf Philadelphia this past week. Approved by Google and Bing too I hear.
I get pitched a lot from vendors across the marketing industry who say they have the platform to solve my marketing challenges and make me more money. However, most can’t do it without giving their platform more credit then it deserves in our attribution model.
Yesterday I got pitched AdLinks. The platforms lets a brand create s shortened URL that cookies a person each time someone clicks on the link. Once that happens the person will start to see banner ads for the brand around the internet. This is a semi-remarketing play because the person doesn’t have to go to your brands website, you can send them to any site with the shortened URL. People seem to be doing these new ad styles becomes of ad blockers I feel.
With 20% – 35% of people using ad blockers (more UK stats) across all age demos and most income types over the last few years. This doesn’t seem like a trend that is going to slow down. People are trying to stop seeing all the bland, boring or low relevance ads that are taking over their screens. It seems that every marketing platform is trying to find ways to put more banners ads in front of people, which is the main reason why people are using ad blockers to begin with.
I’ve been thinking a lot about online identity, advertising and the different ways that Google and Facebook know who we are and know when to serve us an advertisement (aka banner ad).
Google has someone use multiple emails & profiles and has no way to connect them all together. I know Google often plays the long game but even from a short term point of view, I feel this is starting to hurt than help them. If Google doesn’t know all my profiles then how can they get a better understanding of who my whole self is online and what I like or don’t like for that matter.
After my successful post last year about tools I use to market and get the job done. I decided to make it a yearly tradition.
After working in the performance marketing space for 10 years now around the world. I’ve been able to use many tools and services to do my job better (and faster) while maintaining a higher quality of work. The quality of your work should always be number one. When quality suffers… so does performance in the long run.
I try to automate my job as much as I can and become more effective with what I do. Being efficient isn’t enough because if you’re efficient on the wrong process you won’t move the needle on your business. Somethings I don’t automate as I know it helps me to do it by hand and understand my business better. My weekly reports are one such area. You should know how to do the task manually before automating anything.
Below are some of the tools I use each week (some daily) to get my job done. A couple I’ve been using for 10 years now as they have stood the test of time over and over again
Zapier – The software helps you connect two programs together that don’t have an official integration. e.g. importing a Twitter list into a Slack channel, so it’s searchable later by your team. Zapier’s recipe library.
IFTTT – It’s is a web-based service that allows users to create chains of simple conditional statements, called “recipes”, which are triggered based on changes to other web services such as Gmail, Dropbox, Instagram, and Craigslist. Seer Interactive put together a great list of IFTTT recipes for marketers…really solid list.
AdWords Scripts – Provide a way to programmatically control your AdWords data. You can use scripts to automate common procedures or interact with external data in one to many AdWords accounts. A couple cool scripts I’ve been using over the last year are URL Link Checkers and Keyword Performance. Brainlabs also has an AdWords script library that is a great resource if you work in the commerce space or have a ton of different inventory and SKUs type clients.