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Tuesday, May 26, 2020

'Where The People At' | BTA Recap Ep 3

As an intro to this week's episode we are noticing that not only has the podcast been great in sharing information to those interested in the digital marketing world, but for us as well. Having regular conversations about our progress and findings has sparked more ideas for the team this week; surrounding audiences, and how to maximize them when running campaigns. 

This week for lead gen, we used a concept from last week's episode of reinvigorating a MOF stack and seeing how the audience performed once they were mashed up. Combining all audiences, video views, and everything necessary into one, we found who wasn’t engaging or was just a cold lead, so by recycling audiences, new leads were found. 

Taking an audience and bundling them together for a super audience has saved the day again. For one client, their CPM was rising and return was dropping, both warning signs that something isn't right. After previously running different audiences, we took the best 4 performings, duped them, and are now performing at double the amount from when they were separate. Sometimes when a campaign is slowing for no apparent reason, it's a case of taking the audience, duplicating it, and running it as new to change how it is learning. So a tip for helping an ad that's falling behind, pull it out, tell it where to go again, and watch it learn how to perform. 

When brands are preparing to release new collections and products or generally open up again, it can be difficult finding a place to start when it comes to marketing what they have to offer. During this time, using lead forms to have people aware prior to launch, or an email flow a day or two before will have people talking about your brand before you’ve even launched. When the general rule is that 80% of your revenue comes from an existing customer base, it is going to take a little hard work to gain audience retention. Another option is messenger bots, having the chance for one-on-one conversations means more people are likely to release personal information and complete a form. They can also be completely targeted and have a variety of options when it comes to their flow. Email is also quick, easy to build from beginning to end, and effective. But in terms of picking one or the other, if you have the resources, messenger all the way. 

In the Google Sphere this week we are keeping things simple, ads are still killing it with this straight-forward push, just work with them as the data comes through. Making sure you have an on-point customer journey that can be tracked properly is important, otherwise, you are leaving money on the table, make the most of the data and target properly and consistently. With tracking changes in Firefox, Safari, and Facebook, it’s already difficult enough, don’t add anymore cross-tracking, keep it simple and get clear results. 

The final find of the week was accelerated spending/bidding. We found that one of our clients was losing money after 6 pm, so now by spending money as quickly as possible and the majority before 5 pm, their ROAS is already improving. Whether this is due to the different countries' time zones and consumer spending habits, we are working with the data in front of us and adjusting the campaigns to keep them running strong.

So the take away from this week is to watch your audience, work with them, trust the simple facts, and adjust accordingly. The people have the power, make sure you are following their wants and needs.