Connor Sanner

We're excited to have partnered with FreeWheel on their new report examining how our industry can unlock CTV's potential for independent programmatic demand. Read the report to learn more about how this dynamic market segment is activating on premium video and the forces driving its growth: https://hubs.ly/Q02xswWp0

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Looking to scale net new pipeline? Incentivized conversation ads are something to consider. Silvio Perez drove over $5M in pipeline using convo ads & he filmed a 41-minute video detailing: → The pros and cons of conversation ads → How to create the 'perfect' audience before launching → The three required elements for messages that convert → & much more! Full video 👇🏻 https://lnkd.in/gHfukkf3

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You're probably making decisions off of faulty data. What's nuts to me is the number of brands that I work with that KNOW their data is flawed in some way, and yet they still use it. Why??? Well it comes down to two things: it's the best that they have, and it's what they're comfortable with. I've heard entrepreneurship described as "an exercise in being able to make decisions off of incomplete information." I think that's a pretty good summary of any form of leadership. That being said, if you had the choice, wouldn't you RATHER have complete, accurate, and helpful information? The quote isn't "making decisions off of WRONG information." That'd be crazy. And yet that's what so many brands are doing out there. I'll give you a freakishly common example: 1. Brand knows that click-based attribution is wrong 2. They decide to use a different attribution tool 3. That attribution tool is still based on clicks 4. They make decisions off the new tool So instead of TikTok having a 0.05 ROAS, instead the tool gives it a 0.10 ROAS. That's kind of like saying it's worth losing 90% of my money or 95% of my money. Who cares. But in reality that TikTok ad might actually have a 3x, 5x, or even 8x incremental ROAS. In the sense that it is actively influencing people to learn about your brand, educate them on your product, and convince them to buy. They'd never know because they're not set up to properly measure, and instead kill their TikTok program even though it was driving sales. Comfort and familiarity with making decisions off of incomplete data is good, smart, and effective. But don't allow yourself to slip into complacency and trust data sources and measurement methods that are PROVABLY WRONG. I talked about this a bit more with Connor Sanner during a recent conversation at the Power Digital Marketing offices. Check it out. #measurement #incrementality #attribution

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DTC Companies with AOC's lower than $100... focus on bundles to increase your cart value. Change your shopper's habits to buy more at a time. For better or worse, this is becoming the only way to negate the avg. acquisition cost of a new client. Requires a little creative thinking but it can be done.

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9/10 eComm brands I talk to struggle with attribution & don’t know if their ad spend drives an incremental impact on their store. This is something we’ve been battling with for the better part of 2024. It’s especially important for our brands that spend over $5000/day. Looking at the Facebook or Google ads manager has proven to be pretty unreliable... So one way to solve this issue is using post-purchase surveys which we try to set up for every client we work with. Asking people how they first heard about you will give you probably the most accurate representation of which channel is working best for you and which channel is wasting your ad spend. We track responses daily and use internal spreadsheets to track the total New Customer CPA which you can monitor while scaling the ad spend on 1 channel and maintaining your ad spend on every other channel. 3 questions I advise every eComm brand to include in their PPS are: ✅ How did you first hear about us? ✅ How long have you known about us before deciding to purchase our product? ✅ What are you most looking forward to from your purchase today? You have to do everything in your capabilities to understand the customer journey otherwise you might be easily lighting your money on fire.

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The most common reason brands do attribution wrong? Fear. "This is the way we've always done it." "What if you're wrong? It's a big risk." "This is what I'm measured against." "This isn't my direct responsibility." Most of my job is just mitigating risk: • Risk of wasting time • Risk of wasting money • Risk of hurting revenue • Risk of upsetting growth But there are so many brands that I work with that have grown DESPITE their strategies rather than because of them. • They don't focus on incrementality • They throw millions of dollars at advertising • They focus on little things that don't matter • They ignore massive problems that are killing them The brands that I work with that routinely put up 2x, 3x, 5x growth year over year are willing to take calculated risks -- informed by data -- and then heavily invest in something that truly works. One brand went from $14m in revenue to $43m in revenue year over year because they realized that they were sitting on a goldmine of recurring customer value. Their biggest constraint in the business was just getting more customers. But the conversation started with something like "Oh that would require us to spend a lot more on media and increase our CAC. How are you sure we can afford it." The easiest way to mitigate risk in my experience is to test your hypothesis in as controlled of an environment as possible: • Build a TikTok campaign in only a few geos • Try changing the mix for a single promo • Split test your first party audiences • Split test your traffic I'm not asking you to go ALL IN without validating it first. That'd be foolhardy. But I'm also demanding that you pull your head out of the sand and start making some moves. What's that famous quote, "All profit is derived from risk?" If you want to be successful more than just your natural trajectory, you'll have to set fear aside and make some moves. #growth #dtc #ecommerce

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Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you.   Just talked to a $25M brand running a strong creative motion.   But it looked like a 5th grader set up conversion tracking and ad accounts.   They’re putting out great statics & videos every week.   Starting with great creative frameworks & high-converting ad templates.   Even running a proper whitelisting play.   But it wasn’t enough to scale ads aggressively. B/c they had:   😡 Limited server-side tracking   😡 Only CAPI v. better options - Blotout, Elevar   😡 No micro-conversions - only orders   😡 Broken attribution - inaccurate GA4, no Northbeam   😡 Too many campaigns - crushing Meta’s ML’s potential   😡 Bad budget allocation - to Tests vs. Winners   😡 Too much ABO, too little CBO   😡 Too much retargeting - faking growth w/o incremental profit   --   Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.

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It's amazing how many marketers don't properly define incrementality or do not discuss and align on term definitions. Similarly, it's amazing how many brands approach the challenge of incrementality the wrong way. Michael Kaminsky of Recast crushes this so wanted to share some important points on incrementally and its definition for you! #Incrementality #MediaMixModeling #performancemarketing #AlwaysBeTesting

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📺 Ready to take your advertising game to the next level? Discover why Connected TV (CTV) is rapidly outpacing linear TV and streaming giants! 📈 Our ultimate CTV guide reveals the secrets to advanced targeting and in-flight optimization, helping you master the art of CTV advertising. Unlock the strategies to win in today's complex omni-channel landscape. Don't miss out!📖 READ IT NOW! #ctv #connectedtv #advertising #marketingtips #digitalmarketing #omnichannel #2024trends #casestudy

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📊 NEW Report | The Cost of the Pitch II: The Rise of Value Discover a new perspective on client-agency dynamics and learn valuable strategies to build trust, transparency, and respect. Don’t miss this latest agency guidance produced in partnership with the 4A's and the help of Advertiser Perceptions. Get the report and explore the measures you can implement to put the value of your agency’s work front and center. https://shorturl.at/IKBWU

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Frequent creative refreshes: - Meta says to do it 2x a month - We say 4x a month/1x a week Most DTC brands don't hit 2x, much less 4x. But if you want better performance, frequent refreshes are a key lever to pull.

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When #CMOs suspect agencies are profiting off of their ad spend, they often become uneasy. Typically, this leads to audits, hiring consultants and publicly expressing frustrations about agencies covertly earning margins on their ad dollars. So, when a recent #ANA report highlighted how major agency #holdingcompanies profit from media sales to clients, there was an expectation of a significant uproar. In this piece by Kristina Monllos, Michael Burgi, and Seb Joseph, we speak to Raj Nijjer, Ryan Kangisser of MediaSense, Greg James of Havas Media Network, Bill Duggan of Association of National Advertisers, and Nick Manning of encyclomedia.

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We've collected over 166 million emails with pop-ups for eCom brands. Here's an actionable discovery we made... For context, there were 3 main types of pop-ups we tested: 1. Free shipping 2. Free resource/downloads 3. Dollar discount/percentage discount Wanna know which works best? From our testing, number 3 wins... by far. And, percentage discounts perform even better than dollar. The higher the percentage, the higher the opt-in rate. If your brand hasn't implemented this style of pop-up yet, try it. You'll be surprised by how fast your database grows.

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Tell me the one advertising belief that will get you tar-and-feathered: Mine = For DTC brands, great ads aren't about optics — they're about performance. Meta doesn't care how "pretty" or "branded" your statics and videos are, it cares about having proof that your creatives are going to perform in the algorithm. Because that's Meta's end goal, and when we satisfy that, we fulfill our goals. But we're remarkably inconsistent at choosing what's best in Meta. The only thing we can control is volume, i.e. the amount of creative we give Meta. UGC, CGC, IGC, all of it — quality isn't subjective, it's objective. More volume is the driver of quality in the lens of Meta.

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Unlock Opportunities with Instacart Ads! 🛒✨ Instacart is dedicated to helping brands maximize their reach and engagement through diverse ad formats. Gabriel Cáceros gives a glimpse of what you can achieve with Instacart Ads: 🎯Ad Formats: Discover how Sponsored Ads are showcased across Instacart and learn to identify the available ad inventory. Enhance your strategy by understanding your ad coverage and capabilities! Sales Funnel: Each Instacart Ad is strategically designed to connect with audiences at different stages of the sales funnel, ensuring your message reaches the right customers at the right time.📈 Auction Models: If you need a refresher on the available auction models for both CPM and CPC-based ad formats – CPM bids start at $15 per 1,000 impressions and CPC bids start at just $0.30. Set your bids wisely to optimize your campaign’s performance!🔍 🖼️ Display Ads: Target consumers throughout their shopping journey with display ad formats available under 'Reach' and 'Build your own campaign' objectives. Shoppable display ads spotlight your brand imagery and encourage complementary purchases, fostering new basket-building habits. Shoppable Video Ads: Elevate your storytelling with shoppable video ads featuring dynamic content and direct add-to-cart functionality. 📹 They’re perfect for engaging customers and driving conversions on Instacart! 🛍️Sponsored Products: Increase visibility with sponsored product ads strategically placed on the Instacart homepage, search results, and browsing sessions.  Ideal for maximizing sales under the “Maximize sales” and “Build your own” campaign objectives. 📚 Pages: Explore versatile Page options—brand, sub-brand, and custom category—to showcase different facets of your brand family. They highlight common trademarks or address specific customer needs with tailored solutions that amplify your brand presence.💥 If you’re ready to elevate your marketing strategy with Instacart Ads, explore these powerful tools with us and start driving results today!

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The best performance marketing agencies used to be the best at execution. Ten years ago, the execution of both Google and Meta was hard. If you got it right, the upside was huge. It’s now much easier because of platform sophistication, automation, and because there is reduced data due to consumer privacy initiatives. If you get it right, the upside isn’t huge. Perversely, it’s never been so easy to run campaigns but so hard to get results. You can’t just smash Meta and Google and scale. The route to a large upside is much more complex. It involves linking business objectives to an experiment-driven, multi-channel, full-funnel, creative-strategy-backed programme. But it is attainable - right now we are seeing an abundance of green light performance across our client base. Nest is nearly 100% up YoY this month from scaling our client base. If you are considering a new agency, look for strategic thinking - execution is just a tick box in 2024.

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Liz Reid is the new sheriff in the town of Google search…so that means Google’s SGE could have more impact on your brand and ranking success on Google than you realize. Nikki Lam is here to help you navigate the new changes coming to Google search! 🔍 #google #googleseo #googlesge #seo #seotips

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