Timothy Davis: preference

Transcript context

…That's a great segue to the next question I wanted to ask you, which is just metrics that you love to focus on, pay attention to when you're helping people with paid ads. A lot of people think about CAC, a lot of people think about return on ad spend, LTV to CAC. I know it really depends on the goals as you said, but I guess, is there anything that you find is like, forget these metrics, these are kind of the bucket that you focus on most? Yeah, so for those metrics, I would say, I really hope you have a great finance partner. Shout out to Courtney and Nick the fantastic finance partners I have at Shopify. Nick's not there anymore. Sad cry emoji. But Courtney, we're able to collaborate on those things. Understand, this is the investment we're putting in, this is the expected return, this is the CAC that we can basically put a guardrail on. You have to be within. So, hopefully you have a really strong financial partner you can use for those. But as far as the stuff that I focus on, there are things that whenever we're looking at accounts, we'll kind of hyperfocus on. For example, Google will give you information about what is going on with your ad copy and how to ultimately show as often as possible. What I'm showing here is a visual of brand versus non-brand when it comes to expected click-through rate, landing page experience, and ad relevance. The reason I like building reports like this is because it'll kind of show you where your hole in the ship is. If you look on the left side expected click-through rate, 75% above average. Landing page experience, 84% above average. Then you get down to ad relevance, a lot more colors than there are green, only 35% above average. So, for your brand ad copy, the clear direction you have from the data that's available to you is jump into the account and make it more relevant. That will improve your ad strength. And once you improve your ad strength, that will improve your quality score. And more times than, I think, it's a 12% increase in the number of impressions you can get if you increase from a below average to an above average for the data that's available here. And then, on the non-brand side, clear expected click-through rate, you really need to be working on. And that data is also available here that you can kind of see. I put in red the one for brand, your quality score being at a nine, but your average CPC is $8. That is very interesting. It should be, the higher your CPC is, the lower your CPC should be. So that is an investigation that's like, "Hey, here's a signal, let's go do a deep dive." So there's further reports that you could look at. Looking at the ad strength again, average, excellent, good, or poor. You can see clearly on the non-brand side doing really well. They're doing really well here. Most of their ads, 46 of their ads are excellent and a bulk of their spend is going there. But if we look on the brand side, you have one ad, one ad that you could go in and just click pause on, that is a poor. And look at that CPC $7. So just turning that ad off by itself, not only will... I'm a firm believer in that there's an account level quality score, not just necessarily a keyword or an ad quality score. So, just turning this one off and removing it from the account, this one ad could dramatically improve your performance. And then, Google actually tells you what you need to do to increase those strength things. rning this one off and removing it from the account, this one ad could dramatically improve your performance. And then, Google actually tells you what you need to do to increase those strength things. So this report is ultimately powered by this one. So for your ad strength improvements, they'll tell you, "Try adding a few more unique headlines or unpinning some of the ad sets. Try including more keywords in your descriptions or your headlines." So- Including more keywords in your descriptions or your headlines. So they're actually giving you this information, but more times than not, I just feel like people are just missing this and just not taking action on it. So definitely some stuff available within the account that will help you focus on that signal versus the noise that you could be just getting from the clicks, the impressions and all those things that are available to you.…

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