Jump 450

Sometimes the ads that we like best do NOT perform. It is especially important to remember to keep our emotions out of it in those cases and listen to the data. Thanks for the reminder Dave Armstrong

“If we really focus on product, that’s probably the best defense against competitors.” Christopher Masanto Founder of PetLab Co. (the category leader in pet supplements) explains the path they have taken to staving off competition through leaning into clinically validated products. Their first of which, Pro Bright Advance has been proven (within their own clinical study) to reduce bad breath causing compounds in dogs by 40%. How do you better define your own unique value propositions?

The biggest mistake that many brands make, is only comparing their ad creative to direct competitors in their category. In digital marketing, your ad creative is competing for attention with every other piece of content on the Internet. Do you fit into that environment? How do you fit in while standing out? Are your ads bringing entertainment or educational value to your audience? Or do you stand out only as a sales pitch? Thanks for the insight Eric Herzog

Why does creative reporting have to be so hard? Ad platforms are riddled with obstacles. Often forcing team members to dig deep for assets or only allowing you to see the necessary data alongside an ad name rather than ad creative. But ad creative is visual and we want to view it holistically with the data. So what do we do? Under many circumstances, teams resort to putting together clunky screenshot decks featuring top and bottom performers. These decks are far from seamless:  They are time-consuming to create Difficult to analyze  And only allows you to view a handful of metrics. And herein lies the problem with traditional creative reporting, until now. Tom Murray, MBA, Managing Director of Data and Analytics at Jump 450 breaks down the immense benefits of leveraging an elegant third-party tool to present the visual elements of ad creative alongside the necessary data. Highlights of the tool include:  Visual pre-built reports to view ad creative and data together. Pulling as many reports as you need (great for an agency) Cloning reports to implement standardization across accounts. More engineers = better APIs. Easily sharing reports with countless team members. The feedback from both team members and clients has been stellar. It may be the holistic look at the creative reporting that you’ve been searching for. 

This is your Monday reminder… The necessity for Incrementality Testing is unavoidable. It is like taking your digital marketing medicine. So lean in. Set it up easily Get your results quickly AND trust them more than alternative routes. Have a great week.

"The theory of reciprocity." This is what Nick Cegelski has largely used to grow the audience for his podcast, 30 Minutes to President's Club the #1 sales podcast in the world. "We really had a strong initiative to make every guest promote the show multiple times." He explains Nick and his Co Host (and Co Founder, Armand) have done this by using the theory of reciprocity at the moment when rapport with the guest is the strongest, at the end of the interview. At the end of the interview they tell the guest everything that they are going to do to promote the show on the day that it comes out and ask if the guest will do the same. "We're telling them all of the things that we're going to do to promote them, and it's really hard- because of the principle of reciprocity for them to say 'no, I'm not going to promote my episode'." So here are 3 quick takeaways: - Make it easy for your guests to promote. Send them premade materials like edited clips and copy - Ask them directly, especially when your report is high. - And hold them accountable within reason. Do this and your guests will be one of your biggest growth engines.

Double Check Your Marketing Efforts. Marketing Incrementality Testing is an objective way to determine what channels and placements are actually leading to conversions. It removes the bias by leveraging:  Statistical modeling Data science Cause and Effect  Correlations Causations Incremental Tests are essential to growth and should be run at least on a quarterly basis.

Founder of PetLab Co. Christopher Masanto explains the way his team has become a category leader in DTC pet supplements. “Our testing velocity at PetLabCo is pretty extreme. We'll make hundreds of videos a week." He says. Leveraging their internal team of videographers, copywriters and media buyers to pump out NOT traditional brand creative but instead authentic feeling, (often) educational UGC at scale. The data is fed back into their data warehouse for the team to analyze precisely what their customers are responding best to so that they can serve it up even better the next time.

What is Facebook’s new integration with Google Analytics? GA4 can now connect with your Facebook campaigns in an effort to optimize attribution. BUT while this may seem like the easiest path for many brands, the reality is that GA4 is a bias tool that often reports on last click attribution. GA4 prioritizes channels and placements that allow for a click to purchase with high intent, such as Google Search or Shopping campaigns. While things like Facebook, Display or CTV tend to suffer. The issue lies in the last click attribution. If you rely on last click then you are probably not measuring your campaigns properly because you are ignoring the high impact of untracked steps and channels that often lead consumers to purchase. So will this new integration help provide more accurate attribution OR will it help Facebook LOOK more impactful to your marketing efforts and therefore encourage marketers to spend more on the channel? Our recommendation is to stop relying on last click attribution (and therefore GA4 altogether) AND prioritize your periodic incremental tests to determine clearly which placements are most worthy of your valuable ad spend.

Why are the highest possible hook and hold rates not always the goal? Because you need to correlate what is important from a hook rate and CTR or CPC perspective. Cute pictures of kittens covering your video creative may get people to stick around, BUT if they don’t connect in any way with your offer then imagine what that means about your bounce rates. What we typically see is that not everyone watching is going to purchase. Not all of those people are in market for what you are selling BUT some are. Those are the people that you need to hook and hold and get to click through to the landing page to purchase.