What you need to know to succeed in digital marketing
Nick Lafferty, who works as a marketing officer at a technology company, succeeded in digital advertising and was able to increase the annual advertising cost from 3 million dollars (about 320 million yen) to 6 million dollars (about 640 million yen) So, I have released what I have learned in digital marketing so far.
I spent $ 6 Million On Google Ads Last Year-Nick Lafferty
Lafferty asserts that 'creativity is everything' on all media channels, including Google, Facebook, and YouTube. Planning, research, and targeting will not have a greater impact than the production.
For this reason, it is important to always test new productions. It is also important to try again without fearing the mistakes of the past, because a work that did not work a year ago may go well a year later. 'Family in the e-commerce industry can see what's going on with mortgages and car insurance,' Lafferty advises, as well as inspiration from other industries.
◆ Automation
Mr. Lafferty's first thing to do in order to exert his creative power is to “automate routine work”. Great digital marketers use tools like
1: Summarize and tabulate yearly changes in clicks, impressions, conversions, costs, etc.
2: Check weekly impression share and update automatically every morning
3: Creating a centralized paid media dashboard and monthly performance measurement for each channel such as Google Advertising, Bing, Facebook
If you set up report automation over time, you'll be up and running in 5 minutes instead of spending an hour writing documentation before the meeting.
◆ After all, Google has high performance
There are various bid management platforms for digital advertising, and the services of sales and marketing teams convince them that their service is better than Google.
However, Lafferty said that third-party services can only optimize at the keyword level, but Google will optimize at the search query level. Lafferty believes that there are limits to third-party services within Google's ecosystem.
For example, when someone who wants to renew their home window searches for 'home window,' the bid management tool will train the algorithm with the word 'home window.' Based on this training, the bid management tool will then present the 'keyword performance of the last year' to the customer. On the other hand, Google can search in more detail, such as 'home windows for seniors' or 'home windows and doors'.
This difference is very large, and Mr. Lafferty compared the performance by setting conditions such as “similar campaign” and “same cost” between the famous bidding platform and Google, and Google's performance was overwhelming. However, for Bing Ads, the bid management platform seems to have performed better.
◆ YouTube is a 'hidden gem'
It takes more time for banner advertisements because you need to operate complicated software to make movies to make YouTube advertisements. However, Lafferty said, “The complexity of movie ads means that YouTube may still be a“ hidden gem. ”There is plenty of room for optimization and if you can be creative right , You will get results on an incredible scale. '
Also, by using a custom intent audience to target YouTube ads to people who searched for specific keywords on Google in the last 7 days, it is possible to bid ahead of competitors despite low cost .
◆ Gmail advertisement is an extension
Gmail ads helped boost conversions by 10-20% every month. Gmail ads are unique in the Google Ads ecosystem because they require two clicks, one to open an email and one to click a link. For this reason, ads need to be aware of the following two points.
1: Being intriguing enough to make you want to open an email
2: Show that the product you are trying to sell is worth the 'more details' by clicking the link
Laferty believes that Gmail ads fail because marketers aren't aware that they are 'ads that require a two-step thought process.' It is said that creativity in the above two points is the key to successful Gmail advertising.
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in Note, Posted by darkhorse_log