Owen Loft

How is AI changing Google Ads? If your leveraging or considering paid ads (PPC), you should listen to this podcast by Jared Correia and Desire'e Martinelli. They discuss: 1. Proper Conversion Tracking on Google Ads. 2. Setting Up Effective Landing Pages for Higher Conversion Rates. 3. Overview of Automated Campaigns and AI in Google Ads. 4. Potential Ethical Violations with AI-Generated Ad Copies. https://lnkd.in/ed_-Xf2g

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Petco Email Overhaul A counterintuitive approach. A few key changes: ➤  Key Header Change Yes, we didn’t lead with an offer here. We led with a statement that everyone in the target audience can agree with. → Makes them naturally want to read on → Open Loop → Highlight product quality While this email has a value-led approach, we still add a CTA above the fold for eager shoppers. ➤ Create An Angle An interesting angle that empowers dogs, setting context for the product spotlight section. → Compares dog DNA to wolf DNA → Creates intrigue in terms of ‘so, what does that mean?’ → Sets context for wild pacific stream smoked salmon ‘Wild Stream Smoked Salmon’ is contextualized more since modern science claims dogs share the same DNA as wolves. ➤ Product Spotlights With Reviews A clear product showcase with benefit-driven copy and review highlights. → Builds confidence through social approval → Makes product tangible → Builds on the context from previous section The value here is using the contextual story of dogs having wolf DNA, and showcasing products in light of this new perception. ➤ Conditional Product Spotlight Next, we highlight a product alternative. → Gives an alternative option → Based on customer research → Show clear customer understanding The main point here is to use your zero party data to decode what your audience considers highly relevant. ➤ Offer-Stack Reminder We put the offer at the end here. Criminal, right? Not when you’re taking a value-based approach. → Builds trust through reading first → Keeps the email relevant to profile → The goal is to offer value first Being a brand that gives value first is the ultimate differentiator. ------ I’m a big fan of value-led marketing. In a world where we see 10,000 ads in a day, leading with value in your marketing will help you stand out. It trains your audience to actually read your emails and receive some form of dopamine from new information. Providing value before an offer will add more longevity in your customer base. There’s definitely a time and place for leading with offers, but I do think the landscape is changing. Thoughts?

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The impact of brand messaging on customer acquisition. https://lnkd.in/e_vddeeS "A well-crafted brand messaging strategy can help differentiate a company from its competitors, build trust with customers, and drive conversions. However, it's important to avoid common mistakes such as not understanding the target audience, being too generic or inconsistent, or being too sales-focused." So well said! #brandmessaging #marketing #customeracquisition

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This ADWEEK article highlights some of the folks who are changing the agency search game. It's time to #DitchThePitch and make agency matches that are faster and cheaper for clients, less costly for agencies, and result in longterm relationships. Thanks Olivia for some great insight.

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Mr. Miyagi’s Two Rules for GTM in 2H 2024 1) Just when you think you have it figured out; everything changes. Thats the new reality, successful teams are nimble and creative. 2) First learn rule #1

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Tech stack for a DTC brand doing $56 million per year. • Elevar: Automatically track each customer journey and achieve 99% conversion accuracy. | Darren Sepanek    • Klaviyo: Intelligent email marketing, SMS, and automation for faster, more efficient growth.    • Rebuy Engine: Easily create personalized shopping experiences based on your customers' unique shopping journey. | Eric Alder    • Northbeam: Multi-touch attribution and media mix modeling for profitable growth, powered by industry-leading machine learning models. | Austin Harrison    • Okendo: Unlock growth opportunities and increase customer loyalty with our comprehensive customer marketing platform. |  Matt Garven    • Shopify: Get more than ecommerce software, with tools to manage every part of your business.    • Signifyd: 3 services for companies: revenue protection, abuse prevention & payment compliance.      • Zendesk: Award-winning customer service software trusted by 200K+ customers. Make customers happy via text, mobile, phone, email, live chat, social media. |  Tom Eggemeier What's your favorite tool in your toolkit? #dtcmarketing #ecommercemarketing

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Save This One! CBO & Max Volume The Keys to Facebook Ad Success Let’s talk about two critical strategies: CBO (Campaign Budget Optimization) and Max Volume. CBO works by leveraging Al and machine learning to bring stability to your ad spend, automatically allocating budgets to the best-performing ad sets. Max Volume ensures consistency in data for testing creative, landing pages, and offers— allowing you to maximize traffic and optimize results. Reply "7" for a link to the Begin To Win Bundle Launch Your First Ad or Scale to Your 1st Million Join for only $7 to get started

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TikTok Shop AOV is WAY lower than website b/c: 1. Discounts are CAPPED which does not incentivize higher cart sizes (in the below example, you think it's 50% off, but the coupon is maxed at $20 discount) 2. Upsells/cross-sells in the CART are below the fold and ppl will rarely scroll below the "checkout button" 3. These are largely impulse purchases. If TTS doesn't incentivize higher AOV, brands are stuck in low AOV purgatory. If I'm TikTok, I start considering a solve for both of the above.. honestly pretty easy Despite TTS low AOVs, we're noticing 2.5-7x higher conversion rate than the DTC site. B/c of this- TikTok Ads performance has been higher driving to the Shop (vs website) for every client we've touched on TikTok in 2024.

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Lowering acquisition costs isn’t about one big change—it’s about stacking small, smart optimizations that add up to major savings. Whether it's passing back bookings for better targeting, optimizing your mobile experience, refining geo-targeting, or revamping ad copy, each step plays a crucial role. The more you fine-tune, the more you save, and the better quality leads you attract. It’s all about efficiency, precision, and constant testing to keep pushing results forward. These optimizations together make a big impact on your bottom line.

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#1 "hack" for mid-market RIA CMOs/CGOs/execs: Attend a SaaS or D2C Ecomm conference (and attend every talk on growth and digital marketing you can). I promise you'll realize 3 things: 1. They are 20 years ahead of you when it comes to digital marketing sophistication and performance. 2. They did it by applying your "money brain" to their digital marketing (i.e. you can EASILY pull this off). 3. The basics of what they are doing is what you need. So attend one of those conferences. Or download our "Hyper Boutique RIA Strategy" guide (link on profile). It's all laid out in there). Either way... ...thank me later in the DMs. ✌️

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Taboola & Outbrain: Is Your CPL/CPA Too Expensive Despite Your Best Efforts? It Doesn’t Have to Be. It’s easy to blame the platform or assume audiences just aren’t connecting, but often, small tweaks can lead to big changes. On Outbrain for Performance and Taboola, subtle adjustments can be the difference between mediocre and breakthrough performance. Here are 4 quick fixes to try: * Switch Up Headlines: If your current headline isn’t performing as expected, test variations with new wordings. AI platform features can be incredibly helpful. ** Play With Images: Images are critical to Native Ads — experiment with visuals that better reflect your audience’s interests and emotions. *** Refine Your Targeting: Audience fatigue is real. Rotate your target parameters to capture fresh eyes and new clicks. **** Implement a Server-To-Server(S2S) Tracking: Significantly reduce discrepancies and improve the accuracy of collected data. Sometimes, it’s not about starting over; it’s about sharpening what’s already there. Small changes can create big improvements for your CPL/CPA. ----------------- At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain & Taboola. If you enjoyed the post, simply like ❤️

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CallRail's James O'Neal and Mockingbird Marketing's Robert Williams get into Dual Source Attribution - what it is, how to do it and why it is so important. In a much more, multi-channel world, the simplistic direct response models of the past don't (always) correctly showcase how your marketing channels are working together.

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Our team at DoubleVerify has received numerous requests regarding matching Grapeshot 'Off the shelf' contextual targeting segments to DV Contextual segments in the DSP. To address this, we have released an article offering support in this area. If you or your team require assistance across EMEA or would like to discuss your contextual targeting or advanced pre-bid needs, feel free to reach out to me directly. #contextualtargeting #contextual #programmatic #audiences #media #mediaagency #mediaplanning #DSP #oracle #MOAT #grapeshot

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Excited to share my latest article in MediaPost: Decoding Attribution In Paid Media: Strategies For Maximizing ROI 👇 Attribution in paid media has evolved dramatically, and the traditional methods we once relied on are quickly becoming obsolete. In this article, I dive into the current challenges and explore strategies to ensure your campaigns stay efficient and effective in today’s fast-changing landscape. Here’s a sneak peek of what I cover: - The limitations of last-click attribution - How AI is shaping the future of attribution - The rise of multi-touch / data-driven attribution - Best practices for tracking media across channels Curious how to stay ahead of the game? Read the full article below👇 #MarketingStrategy #PaidMedia #Attribution #DigitalMarketing

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Get our [SOP] Pop-up Blueprint: Boost Your Opt-in Rates to 10-16% Inside the blueprint: → The Current Landscape of Pop-ups in 2024 → Why these pop-ups are failing (and costing you $$$) → What is Zero-Party Data? → Zero-Party Data Explained → How Zero-Party Data (ZPD)changes the game → How to Implement ZPD for your brand  → 4 Step implementation process → Examples from 7 & 8-figure brands → Bonus: Testing & optimisation tips 📒 Want our Pop-up Blueprint SOP? → Like this post → Comment "SOP" or "Popup" I’ll DM you the link! (Make sure we’re connected).

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