🔥 The Performance Marketing Newsletter #13
Reduce CAC & Scale Revenue with 3 Actionable ideas & 3 Learning Suggestions :)
My 3 Actionable Ideas (no gyan)
Meta Ads & YouTube ads: To figure out new audiences on a specific ad platform, check for cross-pollination among audiences running in current ad platforms. Ex: Audiences running in YT, should be tested on FB and vice versa. Similarly, learn what theme of keywords are working in Search and test it on YT and FB. Ex: if diet thematic keywords are working in search for you, then explore audience related to diet/nutrition on YT and FB.
Youtube Ads: Whenever you run ads on Youtube to drive conversions, your spends may go on the display network as well. And you have no option to exclude the display network from your campaigns. Here is a quick hack that you can implement to exclude display network from YT campaigns: Go to Campaign > Content > Exclusions > Select Placements Exclusions(on top) > Add this “googleadsense_without_youtube.com”. Voila, you won’t be wasting spends on the display network any more now.
Meta Ads: If you are running a broad audience without the right intended pixel in place, then stop immediately & go a bit narrow targetted audience. Ex: In the lead gen campaign, the pixel will be on free lead submission. Hence, pixel never knows what happens post-lead submission. Hence, don’t go broad audience in such scenarios where the pixel is not the right indicator of the campaign's success. Learn more about this concept here.
My 3 Learning Suggestions
Meta Ads & YouTube ads: If you have inputted a new ad in the campaign and it’s not taking the scale for 4-5 days, don’t try to force the scale to it by either pausing other ads or shifting it to other campaigns. Understand that the platform has not spent on it because it is not good enough to beat the current best.
Media Plan: While making the media plan, don’t just see the last 30 days’ numbers but also see the last 7 days’ numbers to define projected cac for the next month. The last 7 days will give you the reality of what’s happening in the present. 30 days will only capture what’s happened in the past. Ex: CPL could have increased for an ad in the last 3-4 days but might be better in the overall 30 days picture. Hence, always keep an eye on last 7 days numbers.
Book Notes: “When by Daniel H. Pink”
Learn some Life hacks in less than 5 mins.
Bonus
Google Search Ads: To scale search ads, if you plan to increase your Abs top impression share %, then note that chasing anything above ~90% Abs top impression share in search ads(acquisition) doesn't lead to incremental benefits in gross clicks. Your 90% abs top IS share% may go up by 5% but the delta increase in CPC won’t justify it. Hence, if you are already at 90% abs top impression share, then relax. But keep focusing on improving your quality score.
That’s all for this time.
Let me know if you want me to cover anything specific about performance marketing and growth.
You can always reply or comment. I will be more than happy to include it in my next editions.
Thanks
Rohit ❤️
Hey Rohit, thanks for the gyan!
Can you give an suggestions or a tool for a first time media buyer who doesn't want to spend too much time on giving learnings to pixel, on how to optimise campaign faster?
Thanks, Rohit, for sharing such insights; point number 2 resonates the most with me, ensuring the quality of our placement can effectively improve efficiency. Especially on youtube ads, display networks can be a big waste of money. I can add that excluding kids' channels if it is irrelevant will save a tone of wasted budget.