What you need to know to be successful in digital marketing

Hello,This is santoshi.

I am learning about marketing through various means. In the midst of all this, I found an article that explains marketing techniques based on real-life experiences in an easy-to-understand way.

Nick Lafferty, who works as a marketing manager for a technology company, has been successful in digital advertising and has increased his annual advertising spend from $3 million (about $320 million) to $6 million (about $640 million). I spent $6 Million On Google

I Spent $6 Million On Google Ads Last Year – Nick Lafferty
https://nicklafferty.com/blog/i-spent-6-million-on-google-ads-last-year-here-s-what-i-learned/

Nick Lafferty asserts that “Creativity is everything” across all media channels, including Google, Facebook, and YouTube. Planning, research, and targeting have no greater impact than the production, he says.

For this reason, it is important to constantly test new creations; what didn’t work a year ago may work a year from now, so it is important to not be afraid of past mistakes and to try again. And, “If you’re in e-commerce, look at what’s working in mortgage and auto insurance,” advises Nick Lafferty, who also tells us to take inspiration from other industries.

◆Automate

The first thing that Nick Lafferty suggests that people should do to demonstrate their creativity is to “automate routine tasks. The best digital marketers use tools like Supermetrics, which captures a variety of data and outputs it into a Google spreadsheet, Nick Lafferty said. Nick Lafferty automates simple, routine tasks to create time so he can spend more time “generating results.

1: Summarizing and tabulating annual changes in clicks, impressions, conversions, costs, etc.
2: Examining weekly impressions and shares and automatically updating them each morning.
3: Creating a centralized paid media dashboard and measuring monthly performance by channel such as Google Ads, Bing, and Facebook.

Take the time to set up automated reporting so you don’t have to spend an hour preparing materials before a meeting; they’ll be ready in 5 minutes.

◆Google is still the best performer

There are a variety of bid management platforms for digital advertising, and these services will use the power of their sales and marketing teams to convince you that their service is better than Google.

However, Nick Lafferty explained that Google optimizes at the search query level, whereas third-party services can only optimize at the keyword level. Lafferty believes that third-party services have limitations within the Google ecosystem.

For example, when someone who wants new windows in their home searches for “home windows,” the bid management tool will train its algorithm on the word “home windows.” Based on this training, the bid management tool then presents the customer with “keyword performance over the last year. Google, on the other hand, can look at searches more granularly, such as “home windows for seniors” or “home windows and doors.

The difference is so great that when Nick Lafferty compared the performance of the well-known bidding platforms and Google with “similar campaigns” and “same cost,” Google’s performance was overwhelming. However, for Bing Ads, the bid management platform performed better.

◆YouTube is a “hidden gem

Creating ads on YouTube requires more time than banner ads because of the complex software and movie creation process. However, Nick Lafferty said, “The complexity of movie ads means that YouTube may still be a ‘hidden gem. There is plenty of room left for optimization, and if you can get the creative right, you can achieve results on an incredible scale.

In addition, by using custom intent audiences to target YouTube ads to people who have searched for specific keywords on Google in the past seven days, they can bid better than their competitors despite spending less.

◆Gmail ads are an extension

Gmail ads helped increase conversions by 10-20% each month. Gmail ads are unique within the Google ad ecosystem in that they require two clicks to “open the email” and “click the link. For this reason, the ads need to be careful of the following two points

1: The content must be intriguing enough to make you want to open the email.
2: Show that the product you are trying to sell is worth clicking on the link to “learn more” about.

Nick Lafferty believes that Gmail ads fail because marketers don’t realize that they are “ads that require a two-step thought process. The secret to success with Gmail ads, he says, is to let the creativity show in the two points above.

Satoshi

Hello, I’m Satoshi. I’ve been working as a staff member for an organization for over a decade. During that time, I’ve had various experiences, from launching new businesses to streamlining operations using information I’ve gathered from the internet and my own experiences. Of course, I’ve been successful with the help of colleagues and superiors, and I’m grateful to them. Nowadays, I find myself in a position where people from various backgrounds ask me for advice and share their knowledge. However, being constantly approached has made me realize that I need to protect my own time. So, I’ve decided to start a blog called ‘Satoshi Lab’ to share knowledge. I hope that by writing about my thoughts and experiences, people will enjoy reading and find it helpful in their own journeys.