Episode 485

full
Published on:

25th Apr 2023

How Google’s Big Tracking Decision Will Affect Your Business with Frederik Boysen

In this episode of Perpetual Traffic, Ralph and Kasim are joined by Frederik Boysen to discuss strategies for optimizing digital marketing campaigns and acquiring new customers. They stress the importance of using first-party data to improve customer match, understanding the cost to acquire a customer, and tracking the consumer journey across devices. The episode also covers the importance of aligning business financial strategy and marketing in response to inflation and maximizing Google Ads algorithm performance. Listeners can gain valuable insights on metrics for measuring business growth and tips for effective campaigns.

In This Episode, You'll Learn:

  • 00:03:29 - Using Google's algorithm to acquire new customers
  • 00:06:16 - Separate campaigns for better reporting and customer data
  • 00:08:55 - Attribution is important in marketing
  • 00:10:24 - Tracking and attributing marketing for improved profitability and performance
  • 00:14:15 - Using contribution margin for a holistic view of business
  • 00:17:37 - Understanding baseline customer acquisition cost and lifetime value
  • 00:20:29 - Cross-channel marketing and its implications
  • 00:21:45 - A new tool for insights on Facebook ads' impact on other channels
  • 00:23:33 - Discovering products with Iris iPhone device and Google Shopping
  • 00:26:06 - Maximizing Google Ads algorithm performance
  • 00:31:27 - Analyzing advertising spend and tracking the consumer journey across devices
  • 00:34:11 - Maximizing top-of-funnel on Facebook for customer acquisition
  • 00:36:15 - Understanding the challenge of attribution in YouTube advertising
  • 00:37:11 - Breaking down ad spending and advice for scaling up
  • 00:42:11 - Understanding the impact timeline for effective campaigns
  • 00:45:27 - Maximizing attribution window for Google Click ID
  • 00:46:00 - Tracking sales through internal metrics and backward math
  • 00:51:56 - Tracking real profit in business metrics
  • 00:53:44 - Aligning business financial strategy and marketing in response to inflation
  • 00:57:02 - Using profitability on ad spend as the key metric for marketing success

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LINKS AND RESOURCES:

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Mentioned in this episode:

New Ecommerce Strategies Webinar

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

About your host

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Kasim Aslam