With the release of iOS 14, Apple is taking a big step towards granular user privacy – and a huge potential bite out of marketer’s efficiency for certain types of campaigns. They are rolling out an update – named IDFA, or, Identifier for Advertisers – that will greatly change how marketers can reach users on […]
Apple IDFA is coming soon – what marketers need to know Read More »
I wanted to dig into a concept I half-jokingly made up that I’m calling “channel FOMO.” What is channel FOMO, you might ask? It’s the feeling that you as a marketer or startup need to be present in every…single…channel…and especially in the emerging channels like TikTok. Now, I often talk about how startup marketers can sometimes
Don’t fall for channel FOMO Read More »
A common theme I’m seeing in the growth marketing and digital marketing space is the question of when one should go wide versus deep in marketing channels. There are a large number of folks talking about and giving advice on this topic. I won’t mention names, but unfortunately I believe much of this information is
Going wide versus going deep in marketing channels Read More »
When running performance marketing campaigns it’s often hard to decide where to start. One way I like to look at this challenge is to use what I call the “cost / intent” matrix. The lower cost channels usually drive lower intent based audiences, meaning you can drive a lot of volume but it’s less likely
Cost vs Intent in digital marketing channels Read More »
This video is part of the Mastering Growth Curriculum – visit the course to learn more and to enroll! I’m going to walk you through how to actually come up with some brand-new Performance Marketing keyword ideas based off of search traffic that people are searching for but not clicking on your website. So let
How to Leverage High Intent Search Traffic for Effective Paid Acquisition Read More »
Overview When running paid acquisition, it’s easy to fall into content and headline production and analysis mode. That is – when you’re running ads, you create a handful of taglines that you run across channels, and hopefully tuning them as you go to prune out under performing content. It’s probably likely you are also obsessing
This guide shows you how to think about your acquisition channels so that you can find your target users and/or customers. We’ll walk through the major channels, how to find ones that may be best for your company, and how to get started in the channels that you think would work best for you. Customer
Getting Started with Acquisition Channels Read More »
Google’s new lead generation form extensions are a brand new way for marketers to capture leads right from within google search results pages. This feature – released sometime in late 2019 – enables marketers to setup a new type of extension that can be use to capture name, email, phone number & postal code. While
Google Lead Generation Forms – New Ad Type Read More »
I was recently talking to a founder of a B2B SaaS platform who asked me how B2B SaaS companies like theirs can improve their performance marketing. The person whom I spoke to was having a really hard time justifying the expense of spending money in Facebook and even Google because the time between lead to
How do B2B SaaS companies improve their performance marketing? Read More »
