🔥 The Performance Marketing Newsletter #15

Reduce CAC & Scale Revenue with 3 Actionable ideas & 3 Learning Suggestions :)

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My 3 Actionable Ideas (no gyan)

1. Google Ads: Setup Offline Conversion Tracking

   1. In lead generation campaigns, you don’t get data of basically anything that happens post lead gen for example, lead to payment % for audience-level optimization(demographics, placements, audiences etc) on the platform, unless you implement offline tracking.

   2. Demographics - It shows top-funnel data i.e. CPM, CTR, CPC etc data for Gender, Age and Household income, but you have no clue on the lead to payment %. Example:"

      1. Is it Male or Female that has better lead to payment %

      2. Is that 20-30 Household income good for you or not?

   3. Placements - You have no clue if certain themes of placements have better or worse lead to payment %.

   4. In essence, we lose an important lever of optimization to reduce CAC. We can not switch on or off certain demographics, placements and audiences as we don’t have a view of their CAC

   5. Hence, set up offline conversion tracking asap. You can import the data or sync your CRM tool with the Google Ads account for real-time updates.

      1. Check the Google support article below to learn more.

         1. https://developers.google.com/google-ads/api/samples/upload-offline-conversion

         2. https://support.google.com/google-ads/answer/2998031?hl=en

      2. Check this to understand the application better.
         

2. Ads: 1 Quick Tip to Create Bold & Novel ads

   1. Criteria for bold ads: It should make the in-house team think twice about the consequences of the ads. It’s only then you move outside your comfort zone to experiment with something new.

   2. Novel Ads

      1. Check the last 10 ads you have launched.

      2. Does the first 3 sec give the same feel? i.e. we know exactly that it is from this X brand in the first 3 sec?

      3. If yes, then it is time to test something novel. Else, people will keep scrolling or skipping your ads.

      4. Create an ad where, in the first 3-6 sec, it should not appear that this is from your brand. Test this with your internal team.

      5. The best way to do it - keep testing with different agencies to create your ads. Everyone will add their flavour to your ad.

      6. Note: We are not talking about brand ad. But the performance marketing ad.

   3. Reason: Attention Span is inversely proportional to the

      Creative Fatigue.

      1. Ads that used to run for months now die after days.

      2. Folks who will keep experimenting, work outside their own bias, and be okay with trying bold stuff will win eventually :)
         

3. Meta Ads: Don’t go for a broad audience! Rather, go narrow.

   1. Yes, you heard it right. Don’t go for a broad audience when you just started your ad account or the pixel that you are optimizing for doesn’t have significant events i.e. at least 100+.

   2. At the start, you need to go narrow but broad enough i.e. 1M audience as your budget will also be less.

   3. Moreover, with a narrow audience, you can input audiences that are closer to TG. Hence you will get better conversion rates, and it will help you get to pixel learning faster.

   4. Check this out to learn in-depth about it.

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My 3 Learning Suggestions

1. Video: How to make viral ads

2. Video: How to build a biz right away

3. Search ads: Maximize Clicks Vs Maximize Conversions

   1. https://wuclick.com/maximize-clicks-vs-maximize-conversions

   2. https://tractionmarketing.nz/blog/google-ads-support-when-to-use-maximise-clicks-vs-maximise-conversions/

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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 ❤️

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In the coming weeks, I will conduct FREE Performance marketing sessions on various topics. Join the below group to get notified about the sessions