The Toyota Camry of marketing vehicles, reliable, stable, and your mom probably knows about it
marketer forced to admit email still works while performance max weeps quietly in the corner.
#3 is sure to annoy every “all talk, no action” marketer you’ve ever met
it’s 2024, let’s get beyond remarketing lists and first party data
Simple questions are often to hardest to answer. Like “What do you want for dinner?'“ and “Am I wasting all of my ad dollars?”
Performance marketing has one goal.
Generate revenue.
Revenue is good. It does cool things like fuels expansion and acquisition. It also does not-as-cool but important things like keeping the lights on and the company out of Chapter 11.
Let me be clear on my views here…
the job of an ad is to get someone to click, not to buy the product.
This is the inherent problem with Performance Marketing: digital ads are judged (rightfully so in this case) by sales, profitability, ROAS, ACOS, ROI (I can keep throwing KPIs at your but you get the idea) BUT no one has ever purchased a product directly from an ad.
with that out of the way, let’s dive in.
#1
subsidization = death
Keyword targeting exact match brand and product searches (for your own products) is, cough, against every fiber of my being.