Description

In this episode, Nathan discusses how to align Google and Meta campaign builds with business and financial goals. He emphasises the importance of understanding the incentive structure of big tech advertising platforms, which is to maximise advertiser revenue. He also highlights the complexity of customer journeys and the need to allocate budgets strategically. Nathan shares insights on SOP creation, emphasising the importance of data-backed SOPs and having a mental model that explains why. He provides specific strategies for Google and Facebook campaign optimisation and emphasises the correlation between performance and top-line revenue.

Takeaways

• Aligning ad campaign builds with business goals is crucial for maximizing profitability and scaling.
• Understanding the incentive structure of big tech advertising platforms is essential for effective ad campaign management.
• Customer journeys are complex, untrackable, and require a deep understanding for efficient ad campaign optimization.
• SOPs may not be suitable for high-performing teams due to the constraints they impose on competent individuals.
• Values and fundamental understandings of ad platforms play a significant role in decision-making and campaign optimization. Understanding the customer journey is crucial for effective digital marketing.
• Strategic testing and budget scaling are essential for maximizing ad spend.
• New customer acquisition plays a significant role in determining the success of ad campaigns.
• Attribution models and budget allocation require careful consideration and testing.

Chapters

00:00 Introduction: Aligning Campaign Builds with Business and Financial Goals
05:24 The Complexity of Customer Journeys and Strategic Budget Allocation
12:12 Creating Data-Backed SOPs with Clear Mental Models
21:05 Optimising Facebook Campaigns for Success
27:28 Correlating Performance with Top-Line Revenue