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You might’ve heard the old adage; “I know part of my spend is wasted on marketing. The trouble is, I don’t know which part”. When it comes to validating that a media strategy’s contribution is more than its cost; look no further than the recently published Modern Measurement playbook (https://lnkd.in/gHk7Zy2T), built to equip marketers to measure media contribution more precisely.  Today’s marketers know that not all attributed conversions (conversions attributed to ads) are incremental conversions (conversions that wouldn’t have otherwise occurred without ads). So how can we optimize our Media Mix for higher incrementality? Attribution models are an immediate way to gut-check your customers typical journey through your ad touchpoints, as highlighted in Brandon’s post (https://lnkd.in/gRMsGvgh). But don’t stop there -  if attribution-based decisions are level one for budgeting decisions, incrementality experiments are level two. Incrementality experiments capture the purest assessment of media contribution, and the results can serve to validate attributed performance and even inform your future optimizations through a front-end multiplier. Validate:  Let’s say you see a large difference in performance between Google Ads attribution and another measurement tool. This is often the case with view-based strategies like YouTube for Action, Demand Gen, and Performance Max. Use an incrementality experiment like Conversion Lift Studies to explore the true performance of the strategy in question, validating the incremental contribution with the rigor of causality.  Calibrate:  Now that you’ve learned the relationship between attribution and incremental performance for a particular strategy, you may choose to use a multiplier to help inform future views of performance. Note that Conversion Lift measures a specific campaign grouping in a specific time period, so it’s important not to assume multipliers apply to other campaign types outside of tested ones, and equally important to refresh results when making big budget decisions. I prefer to refresh results at least twice a year. Test and Learn, then Test Again:  Getting a sense of a strategy's current contribution is an invitation to improve. Optimize and test again at a cadence that works for you!

Is your business marketing taking a majority of Ad Spend? Here are a few strategies that help leverage your spend. In today's marketing landscape, many businesses find their ad budgets consumed without delivering the expected results. This often happens because they don't know how to optimize their ads to reach the right audience or struggle with setting up Google Ads correctly. Setting up Google Ads can be complicated with its many steps and options. Many businesses find it difficult to configure these settings effectively. Fortunately, there are platforms designed to simplify this process. One such platform is VeeFly, which helps YouTube creators and businesses promote their videos to highly relevant audiences using Google Ads. VeeFly makes setting up ads easier by streamlining the process. You simply set your preferences, and VeeFly handles the rest, ensuring your ad campaigns are optimized for maximum reach and effectiveness. With over 29,000 clients worldwide, VeeFly ensures your budget is used efficiently. Here are a few strategies to help you maximize your marketing budget: 1. Focus on Targeted Advertising: Identify your ideal audience and use detailed demographic and interest data to reach the people most likely to be interested in your products or services. This reduces wasted spend and increases conversion rates. 2. Utilize A/B Testing: Regularly test different ad creatives, headlines, and calls-to-action. By comparing their performance, you can optimize your ad spend. 3. Retarget Interested Prospects: Follow up with visitors who have shown interest but haven't yet converted. These follow-up ads can nudge them towards making a purchase. 4. Leverage Video Content: Video content is incredibly engaging. Platforms like YouTube offer great opportunities to connect with audiences through visual storytelling, leading to higher engagement rates. 5. Simplify Your Ad Campaign Management: Managing effective ad campaigns can be complicated. Platforms like VeeFly simplify this process, allowing you to focus more on creating engaging content and less on the technical details. So, what obstacles have you faced in maximizing your ad spend efficiency? #Marketing #AdSpends #GoogleAds #YouTubeMarketing #DigitalMarketing #VideoMarketing #MarketingStrategy #VeeFly

🚀 Is Frequency Capping Necessary in Digital Advertising? 📊 In the digital space, our ads compete not just for clicks, but for attention in an ever-crowded environment. Should you cap how often someone sees your ad? Absolutely yes! 🎯 📈 Stats Speak Louder! According to a Nielsen study, optimal ad frequency can increase campaign effectiveness by up to 50%, while Adobe’s research shows that overexposure can decrease ad engagement by 20%. Balancing your ad frequency can lead to a 30% higher return on ad spend (ROAS). Why Frequency Capping? Without it, platforms could show your ad repeatedly to the same user, risking ad fatigue and wasted spend. Remember, platforms aim to maximize their revenue; without oversight, they might oversaturate your target audience. 🔄 But Wait, There's More to It... In an ad-blitzed world, users often tune out ads. Without strategic frequency capping, your carefully crafted message might just become another ignored sidebar. 🙈 So, What’s the Magic Number? 🧙♂️ You might not love this answer, but it truly "depends". Here’s a general guideline: 2-4 impressions per week (an impression means they see the ad, but don’t interact) 2 full views per week (a view means they watch your entire ad or interact with it) When to Ramp Up the Frequency? ⏫ Consider increasing frequency if: You're targeting a warm audience (like those from remarketing or email lists) You have a low market share or share of voice The product has a short buying cycle Your audience is frequently online You’re conveying a complex or non-unique message It's a new campaign or during a high season You're running a short campaign on a single channel 🔄 Think about it—efficient frequency management isn't just good practice; it's a cornerstone of successful digital marketing. 📣 Share this with your network or tag a marketer who needs to see this! Let's get smarter about our ad frequencies together! 💬 What strategies do you use for frequency capping? Have you noticed a difference in campaign performance with adjustments? Drop your insights below!

What if You Could Predict Your Ads' Success Before Investing a Dime? Imagine having the power to know which ad concepts will bring the highest returns before you even spend a single dollar. It's not just a dream—it's a reality with batch testing. Numbers don't lie. When you can demonstrate which ad concepts perform best, making decisions becomes a no-brainer. Armed with this data, you can confidently invest in ads that are proven to succeed, ensuring a higher return on your marketing spend. Here’s how it works: Batch testing involves running multiple ad creatives simultaneously in separate groups, or batches, on platforms like Facebook and TikTok. By testing 3 to 6 different creatives at a time, you can identify the high performers worth scaling up and the underperformers that need tweaking or turning off. Allocate around 20% of your overall ad budget to these tests—potentially more if you're just starting out. Begin by clearly defining what you want to test for your brand. For instance, if you own a fabric store, you might test various ad copies, each showcasing different colors, audience settings, and templates. This approach prevents emotional attachment to any single ad and keeps your decision-making objective. Run your ads for a few days with a daily budget set for each batch. By day three, you’ll have a clear picture: if an ad is underperforming, turn it off; if it’s showing promise, optimize it further. This iterative process reveals what works and what needs a revamp. Finally, integrate your winning creatives into scaling campaigns. This strategy not only maximizes conversions but also provides a data-driven foundation for future ad investments. Start predicting your ad success today, and watch your ROI soar! 🔍 Want more insights like this? Follow us for expert tips and strategies to supercharge your advertising game.

Tired of the guesswork and want to turn your ad campaigns into a precision-driven engine? 🚀💡 Let’s talk about a game-changing strategy that treats your ads like a science experiment—because that’s where the magic happens! ✨ In the world of advertising, every decision you make should be based on solid data, not hunches or blind optimism. Here’s how you can transform your ad campaigns into a well-oiled machine using a scientific approach: 1. One Variable at a Time: The Key to Clarity 🧬 Just like in a school science experiment, control is crucial. Change one factor at a time while keeping everything else constant. This method allows you to pinpoint what’s working and what’s not, giving you clear insights into your ad performance. 🔍 Example: Test 10 different first liners or 10 different images with the same copy. Observe the results and draw actionable conclusions. 2. ABO vs. CBO: The Battle of Budgeting Strategies 💰 ↳ Ad Set Budget Optimization (ABO) gives you control over your budget at the ad set level. Perfect for when you want to test different audiences, creatives, or other variables with precision. ↳ Campaign Budget Optimization (CBO) allows Facebook to manage your budget across your campaign. Great for simplicity but less control over testing. For businesses aiming to optimize and scale with better ROI, ABO is your best bet! 🎯 3. Dynamic Creative: Your Secret Weapon 🛠️ Facebook’s Dynamic Creative feature is a powerhouse for initial testing. It mixes and matches different ad components to quickly identify winning combinations. Use it to: ↳ Test a new product or offer: Cast a wide net and see what resonates. ↳ Sort through multiple creative assets: Find the top performers efficiently. Pro Tip: Once you’ve found your winning elements, create standalone ads for more control and optimization. 📊 4. Harness the Power of Rules 📝 Avoid letting the algorithm prematurely decide the winner. Use the Rules feature to ensure each ad variation gets enough impressions before making decisions. This way, you’re giving each ad a fair shot at success! 🥇 5. Organize Like a Pro with a Testing Blueprint 📋 Set up your campaign, ad sets, and ads with clear naming conventions. This keeps your tests and scaling organized and easy to analyze. Here’s how: ↳ Ad Sets: "Test MTV - Gain | Broad | MF | 18-35 | Worldwide" ↳ Ads: Use codes like "FL01I01C01" (First Line 1, Image 1, Copy 1). Step-by-Step Testing Process: ↳ Campaign Setup: Start with broad targeting to let the algorithm find the best audiences. ↳ Ad Set Naming: Clear, purpose-driven names for easy analysis. ↳ Ad Naming: Tie each ad to its specific elements using a consistent naming system. ↳ Test Structure: Create multiple variations and use rules to ensure fair testing. ↳ Iterative Testing: Continuously refine and improve based on data. ↳ Scaling: Duplicate winning ads into new sets with higher budgets. #MarketingStrategy #DataDrivenMarketing #AdOptimization #DigitalAdvertising

Discover Why 5% of Your Ads Could Hold 90% of Your Revenue! Ever wonder why some ads outperform others dramatically? Unlocking a Goldmine... Focus on your top 5% ads to unlock profitable results. Let's reveal how these few ads can transform your entire campaign. 𝟭. 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗖𝗮𝘀𝗵 𝗖𝗼𝘄𝘀: The 5% Rule: Start by analyzing your ad performance data. Look for the ads with the highest conversion rates, click-through rates, and ROAS. These metrics are your guiding stars in pinpointing the ads that truly resonate with your audience. 𝟮. 𝗧𝗵𝗲 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝗰𝗲 𝗼𝗳 𝗥𝗲𝗹𝗲𝗻𝘁𝗹𝗲𝘀𝘀 𝗧𝗲𝘀𝘁𝗶𝗻𝗴: Testing shouldn't be sporadic; it should be a continuous, integral part of your strategy. Experiment with different ad creatives, targeting options, and messaging. The goal is to constantly seek out those top-performing variations. 𝟯. 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗦𝘂𝗰𝗰𝗲𝘀𝘀: Once you've identified your top 5% of ads, it's time to scale. Allocate a larger portion of your budget to these high-performing ads. Scaling isn't just about increasing budget; it's about strategically amplifying what works while maintaining efficiency and profitability. 𝟰. 𝗔𝘃𝗼𝗶𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗣𝗶𝘁𝗳𝗮𝗹𝗹 𝗼𝗳 𝗦𝗺𝗮𝗹𝗹 𝗪𝗶𝗻𝘀: While it's tempting to chase incremental gains from a wide array of ads, the real game-changer lies in focusing on those few ads that deliver substantial results. Quality triumphs over quantity in the realm of effective advertising. 𝟱. 𝗧𝗵𝗲 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗖𝘆𝗰𝗹𝗲: The digital advertising landscape is dynamic. Even your top 5% will need regular reviews and adjustments to keep them performing at their peak. Stay adaptable, and always be ready to evolve your strategies in response to market changes and consumer behavior. 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆 𝗳𝗼𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀: The key to unlocking the full potential of your ad campaigns lies in this focused approach. By honing in on your most effective ads, you’re not just optimizing - 𝘆𝗼𝘂’𝗿𝗲 𝗺𝗮𝘅𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗲𝘁𝘂𝗿𝗻 𝗼𝗻 𝗲𝘃𝗲𝗿𝘆 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗱𝗼𝗹𝗹𝗮𝗿 𝘀𝗽𝗲𝗻𝘁. This is where true scalability and profitability intersect. --- Thanks for reading! If you found this helpful, consider resharing ♻️ and follow MarketKing for more content like this.

In the digital marketing realm, Facebook remains a powerhouse for advertising. However, capturing user attention among the vast sea of content can be challenging. Here are three expert hacks to dramatically increase your click-through rates overnight: 1. Dynamic Creative Optimization (DCO): - Utilize Facebook's dynamic creative tools to automatically test different combinations of your ad components (images, headlines, descriptions) and discover the best-performing mix tailored to your audience. 2. Audience Refinement and Expansion: - Start with a well-defined target audience but don’t stop there. Use Facebook’s lookalike audiences to expand your reach while maintaining relevance. Incrementally increase the lookalike percentage to test how broad your effective reach can be without diluting the impact. 3. Rigorous A/B Testing: - Never settle for 'good enough.' Implement A/B testing for various elements of your ads, including CTA buttons, color schemes, and even ad placements. Sometimes, even the smallest change can yield significant improvements in engagement and click-through rates. Implementing these hacks doesn't just potentially double your CTR, but it also sharpens your overall advertising strategy, making your campaigns smarter and more cost-effective. Have you tried any of these strategies in your campaigns? What results did you see? Or, if you’re planning to implement them, what are your expectations? Let's discuss below!

Ad format preferences land in Google Demand Gen campaigns New creative controls for video ads that allow advertisers to dictate where their videos appear across Google’s different ad formats are being introduced for Demand Gen campaigns. They have been released in beta. Why we care. Assigning video assets to specific formats (e.g. in-stream, in-feed or Shorts) gives marketers more control over the amplification of their brand storytelling. It enables advertisers to select the best format for their brand. How it works. With the flexible ad format preferences, you can anchor video assets to one of three ad formats: In-stream: Video plays before, during or after other videos. Skippable after 5 seconds. In-feed: Appears in YouTube’s home/search feeds, Google Discover, and Gmail. Shorts: YouTube’s short-form video feed. Users can skip any time. Get the daily newsletter search marketers rely on. Business email address Subscribe  Processing... See terms. To set preferences: Create or edit a Demand Gen video ad and add the videos. Enable “set ad format preferences.” Use “prefer on” to select formats for each video. Assign at least one video per format or have one for all formats.   Complete ad setup (logos, text, URL, etc.). Preview the ad filtered by format. Best practices for ad format preferences: Ensure assets meet format requirements. Use segmentation reports to analyze performance by format. Optimize winning creative elements for each placement. First spotted. This new feature was first flagged by Senior Performance Marketing Manager and Google Ads expert, Thomas Eccel. May 13, 2024 at 08:41PM

How do you scale campaigns when: ↳ You have no budget and need volume? ↳ Have an excess of budget but no time? Here's a simple framework I created to help guide you. It's called The Scaling Quadrant, here's how it works: X-axis = effort required (horizontal scaling) Y-axis = budget required (vertical scaling) Regardless of the channel, the principles apply. Let's run through some scenarios. 1/ You have no budget and need volume? Focus on testing ads, objectives & bid strategies. This could look like: • Testing copy and creatives • Trying new ad formats • Using new objectives • Optimizing bid strategies Ultimately, if your ads convert better or you're able to find a more cost-effective objective/bid strategy. You'll drive more volume with less budget. 2/ Have an excess of budget but no time? Focus on testing new audiences or geo-locations. This could look like: • Expanding geo-coverage • Testing new audience combos • Running multi-lingual campaigns This will allow you to leverage existing campaign assets (ads/offers) and scale in the shortest time. If you want to learn more about The Scaling Quadrant. Check out Module 6 in our first course "Building a Paid Media Program". How do you think about scaling? (lmk ↓)

Maximizing Facebook Ad Profits with the 80/20 Principle! Step 1: Grasping the 80/20 Concept The 80/20 rule, also known as the Pareto principle, reveals that 80% of outcomes stem from 20% of causes. In the realm of Facebook advertising, this means that a significant chunk of your earnings—80%—emanates from a select 20% of ad content, audiences, or campaigns. Step 2: Identifying High Achievers Pinpointing your primary sources of success is the initial move. Here's how: Access your Facebook Ads Manager. Evaluate ad, audience, and campaign performance. Spotlight the top 20% responsible for 80% of your outcomes. These top-tier ads hold the key to your prosperity. Step 3: Employing the 80/20 Rule Now, it's time to put the concept into action: Allocate 80% of your ad budget to the high-achieving 20%. Devote the remaining 20% to test fresh content, audiences, or campaigns. This approach guarantees steady income while consistently exploring avenues for growth. Step 4: Continuously Assess and Adapt The 80/20 rule isn't a static strategy. Regular assessment and adaptation are vital. Frequently analyze ad performance. Modify your 80/20 distribution as performance and trends shift. Ad triumph is fluid; what succeeds today may falter tomorrow. Step 5: Harnessing the 80/20 Principle for Profit Here's how to capitalize on the 80/20 principle: Amplify your top-performing ads. They're proven and will secure reliable earnings. Don't hesitate to remove the underperforming 80%. They might be hindering progress. Utilize the budget saved from poor ads for experimentation. The next major breakthrough could be just one test away. Effectively applying the 80/20 principle results in heightened efficiency, reduced ad spending waste, and consequently, greater earnings. Stay tuned for more insider tips that your marketing agency hopes you remain oblivious to!