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How to Solve the Number One Marketing Issue
Caden explains the #1 issue with marketing—attribution. He dives into what to look for to solve the age old question of tracking the effectiveness of your marketing efforts, how attribution has evolved, and the future of marketing. He also shares his strategies and knowledge so marketers can understand the issue better so they can make informed decisions without solely relying on attribution tools.
Related video:
🔥 How to Solve the Google Ads Attribution Problem Caused by Performance Max:
• 🔥 How to Solve the Google Ads Attribu...
0:00 Intro
0:18 How to Solve the Number One Marketing Issue
2:59 Losing third-party attribution cookies
6:46 Omnichannel and the crossover nightmare
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Transcript
This video is going to be probably the most important video when
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:it comes to understanding marketing or
even just doing marketing as a whole.
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:If you implement these strategies, then
you'll be able to solve, any problem
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:when it comes to marketing and you
won't even need an attribution tool.
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:hello.
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:How's it going everyone?
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:So this video is going to be probably
the most important video when it
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:comes to understanding marketing or
even just doing marketing as a whole.
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:there's so much that has changed
over the years, and just to give
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:you a rough highlight of what
we're going to be talking about.
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:It's essentially, if you
can't see, attribution.
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:and so we were spoiled with
attribution for the last, I
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:would say, honestly, 20 years.
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:It's just been an uptrend of
more and more attribution.
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:and then now we're in that
kind of recorrection of it all
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:where we're starting to lose
more and more attribution.
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:And so as marketers, we have
to be prepared for that.
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:And so what this means is if you can grasp
this and understand these concepts, both
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:as a business owner and a marketer, that
you will have a huge advantage over all
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:the other businesses and you'll also be
able to decide which agency or which,
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:areas to focus on inside of your business.
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:And If we were to summarize attribution
in a nutshell, it's essentially, as a
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:user goes through their thought pattern,
buying process, whatever it may be, they
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:hit all of these different points that
cause them to make a decision to convert
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:or become a lead or, whatever your main
action is that you're optimizing for.
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:And so as marketers, we have to try to
find out which area has the most impact.
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:So then we make the funnel, the most
efficient than it can potentially be.
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:and so we'll see here that we have
the first touch point, which could
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:be, a meta awareness campaign.
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:And then the last touch point, which
could be like a meta remarketing campaign.
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:And so our job is to, like I said earlier,
find the most efficient pathway for a
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:user to get from point A, not knowing
us all the way to point B or C or D,
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:whatever you would call it in the funnel.
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:and so if we look down here, we see that
as time has passed, all these X's and
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:I apologize if someone's, watching this
and they have OCD, this is not lined up.
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:I took screenshots.
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:going into the X's represent
loss of attribution.
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:And the way that we know this is
through controlled tests, which
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:I'll cover in a moment here.
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:So the loss of attribution is essentially
the, iOS update or the, user itself that
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:they go through and they say, okay, I see
the ad on meta, but then I go to another
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:device like my phone or my computer.
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:And then I go to another and I see
another ad on YouTube, let's say, and
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:then I go back to my other device and
then the string kind of gets broken.
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:And then as my bind pattern
increases, meaning that.
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:it could be 90 days or a hundred days
or 12 days or whatever, the case may
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:be, the algorithms can't track that
information because there's not a
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:string of information attached to
that user of their previous history.
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:And Google's going to go through this
of:
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:just going to lose third party cookies.
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:And so the main thing that's this,
the, app platforms are doing.
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:is they're trying to solve this
issue by increasing the touch points
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:to the user and performance max
is the number one example of this.
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:And so I'll show you what I mean by this.
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:So as the user goes through the process
of hearing about your brand, you'll
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:notice that these little markers are
like a remarketing or performance max
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:campaign, whatever the case may be.
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:I just have it as a performance max
campaign, but think of it as remarketing.
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:And so as they go through this
process, there's more touch points.
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:Of remarketing that will get the
ability to say, Hey, I impacted
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:this, Hey, I impacted this.
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:And if it shows multiple times towards,
for example, the end of the conversion
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:window, it's a lot easier for the system
to say, Hey, I got that conversion.
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:But if you try scaling this, for
example, if we were to try to scale the
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:remarketing campaign, we have to make
sure that there's enough awareness built
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:for the user to actually convert on the
remarketing campaign side of things.
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:And so when it comes to
attribution, the way that we solve
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:this is we do controlled tests.
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:So what I mean by that is that if we
have a remarketing campaign and we
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:think that's doing a ton of work and
we're willing into that now, I know that
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:this is, I'm making this as black and
white as possible, but let's say that
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:we know it's our marketing campaign.
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:Then when we try to scale that up, what
we notice is that maybe our top line
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:numbers don't increase, meaning that
we're paying more for marketing and
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:we're not getting more new customers.
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:Our media efficiency ratio, meaning
our Global ROAS is not getting better,
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:then we know there's an issue there
and we have to try to find out why.
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:And that's what your agency should be
doing, your marketer should be doing,
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:or how you should be looking at this.
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:if an agency is not doing this, or
if you're not doing this, then be
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:very prepared with the next update
that's going to be coming to Google.
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:meaning like loss of attribution on
Google that we're not really going
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:to be able to hide behind remarketing
anymore, which in my opinion is unethical,
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:but also, as a business owner, it's
going to be really apparent that,
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:okay, this is not making us money.
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:And so one thing that we like to do,
like I was saying, was control tests
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:to see, okay, we scaled this up.
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:Did we see a top line effect?
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:We didn't.
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:Okay.
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:What else can we scale?
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:And you have to make sure by Scaling this
that you're not affecting any other part
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:of the funnel or you're doing your best to
Not affect any other part of the funnel.
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:so you know that this is the cause and
effect of it now I know that there's sales
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:that can happen There's you know overall
just you can have Certain campaigns that
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:just launch and they're already scheduled
completely understand that like you have
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:a billboard, wherever the case may be.
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:The goal though, is to look for trends
that allow you to then have a more,
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:greater than 50 percent belief that
this either had a positive effect on the
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:scale or a negative effect on the scale.
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:Attribution platforms are never going
to tell you the full story, right?
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:So we might be able to remove.
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:For example, the X here and the X
here inside of the attribution with
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:an attribution platform, but we're
still going to miss, for example,
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:X is over here or the actual X
that caused the initial action.
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:We might see it, might not.
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:There's no way to fully know.
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:And so when you master the skill of
control tests, you then can provide
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:a lot of value to the, to your client
because you can say, no, I'm not going
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:to scale their marketing campaign
because we tested that it's didn't work.
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:I'm going to scale the awareness campaign.
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:Now, like I said, I know this is very
straightforward on which campaign is
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:which, and that's going to take a lot
of skill to figure that out first,
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:but allowing yourself to say, Hey, we
need to do this and tell your business
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:or your, actual, agency manager that
we need to do this, is a really good
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:way to say, okay, if we scale up
the awareness campaign that drives
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:overall profit to our business, because
everything else starts to get better.
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:Omni channel is a nightmare.
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:and so there's so much crossover that
is untracked that I find a lot of
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:businesses will just say, yeah, let's
scale the performance max campaign.
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:Google looks better.
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:And the only reason it looks
better is because it's towards
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:the end of the actual action.
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:And so this kind of funny graph
here, is one of the biggest issues
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:that we see in accounts that we
also intake where, we see a lot of
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:agencies that just say, I see good
numbers towards the end of the funnel.
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:We need to just scale bottom of funnel.
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:And when you do that, it obviously doesn't
impact the business in a positive light.
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:And so then you run into issues
of, okay, we're losing money.
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:What do we cut?
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:Netta isn't, showing
as much of a row as or.
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:YouTube isn't showing as much of
a row as let's just trim that off.
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:And then you trim that off and sure.
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:It might look better for a day or
two, because you're reducing your
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:marketing spend, but then as you notice
the audience slowly depletes and you
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:have, you don't have any more users
running to your bottom of funnel and
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:then you end up killing the business.
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:I see this so often, and this is
one of the main reasons too, why
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:solutions eight is going more into
the omni channel space, because.
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:We don't want to essentially have to
educate other agencies on, Hey, this
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:cause and effect is an issue here.
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:we need to solve that.
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:And so we're going at it from perspective
of, we have the understanding from
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:just impacting Google that all
these other platforms impact Google
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:on the bottom of funnel, right?
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:With that being said as a marketer,
make sure you do control tests,
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:and look for the cold traffic.
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:So top of funnel, whatever it is,
that's feeding the actual funnel itself.
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:Not just what looks
good inside of the app.
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:you might find too that, you might need
to scale the bottom of funnel a bit more.
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:So this isn't a perfect example,
but, you might say, Hey, like we
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:have a ton of awareness being built,
but we really need to scale that.
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:we need to get longer form messaging
into it to really, people know the brand,
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:but they don't really know what we do.
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:And then as you locate all those
different areas of efficiency.
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:You can then say, okay, we have, 70
percent towards top of funnel, 20 percent
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:towards the middle of funnel, and then
10 percent towards bottom of funnel.
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:and that's going to be very
based on the business, right?
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:So as an agency, we have
correlations that we can find
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:across other businesses, right?
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:So we can say Hey, like in this niche,
we found this campaign tends to do this.
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:Like for example, performance
max tends to remarket, do we
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:want to leverage that or not?
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:Where do we want to throw it in?
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:Where do we not?
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:And so we have that kind
of insight that helps us.
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:But I think as marketers,
it goes beyond that.
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:That's just a likelihood.
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:That's not a law or a SOP.
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:You can say.
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:And so if you use these principles of
using controlled tests to then find out
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:where the impact is coming from, you can
build a funnel for any company whatsoever.
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:and so with that being said, I know it's
a really complex topic, but I just wanted
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:to give you guys a high level of it.
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:this is how I like to look at it and how
a lot of other strategists like to look at
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:it, along with just marketers in general,
business owners that are successful.
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:And so if you implement these strategies,
then you'll be able to solve, Any problem
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:when it comes to marketing and you won't
even need an attribution tool So anyways,
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:thanks again guys, and i'll see you later.