KPI For Measuring Brand Lift

Kasim: 00:00:11

How do you measure brand lift, brand awareness, brand performance?

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what are the KPIs there?

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They were so light on that.

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Of course they were.

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Yeah.

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Literally no solution was offered.

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Aside from, maybe there's a

couple of things, but they're

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just so highly esoteric that they

just didn't even mention them.

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And that's what myself and

our customer were looking at.

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Cause we were doing this

strategy right now for them.

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And leaned over to him.

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I was like, this is all great, how

are we going to measure it all?

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And he's I want to see that part of

the show and they never got to it.

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I've got an answer for them.

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it's Murr over time.

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It's media efficiency, ratio expanded.

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it's based on some assumptions, right?

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Increased brand awareness

ultimately will increase ROI.

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That's more or less the assumption.

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And so if I was advertising last

year and all of the variables are the

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same and I'm advertising this year.

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And my brand awareness has

gone up in theory, then, other

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levers will have been improved.

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click through rate is better.

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Conversion rate is better.

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Customer take rate is better.

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Retention is better.

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Cause I have better brand awareness.

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And so I should be able to see

the improvements, based on that

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comparison to that timeline.

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dude, it makes sense philosophically.

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if we were in school right now,

teaching marketing, that's an

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easy thing to put in a textbook.

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That feels like an

impossible thing to sell.

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I don't know how to sell that.

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if I got a lead this morning and I had

to hop on the call with this customer

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and I'm going to go sell them brand

performance, I'm going to feel silly.

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it's a bit of a leap of faith

when it comes to like when

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it comes right down to it.

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And the funny thing was is that,

I don't know if you've read.

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his book, but, Byron Sharpe

was one of the speakers.

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Byron Sharpe is this very, well known

best selling offer wrote how brands grow.

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It was, they're actually giving away

is like his second iteration of that

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book at the conference, which was

worth it unto itself, which is cool.

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It just a really interesting

dude, from New Zealand.

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And he basically said he doesn't

do anything like model mix

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marketing, which is an esoteric

way of tracking and making sure that

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everything is being done accurately.

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And I haven't seen a model where it

works perfectly every single time.

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One of his takeaways is he said to a

bunch of performance marketers, you

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don't need to measure everything.

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You can actually miss some stuff

as long as you're keeping an eye

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on the big picture back to your

philosophy on this, which is,

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which I agree with, which is Murr.

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so there is a certain leap of faith

when it comes to brand, but here is

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the key takeaways with, we'll throw

in some stats here is that you don't

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have to go from conversion ads.

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let's say you're running

conversion ads right now.

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And chances are, if you're listening

to this show, most of your meta

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ads are website conversion ads.

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Great.

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Good place to start.

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That's where I would start.

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And you can optimize that.

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You can separate out

your levels of traffic.

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You can go back to listen to 500

episodes of professional traffic.

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We talk about all this sort of stuff.

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Point is you don't have to start

with, Oh, I need to start building

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brand and spending twice as much on

brand awareness or reach campaigns.

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No, you do it in slow increments.

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You do it over time.

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So that when you do this, you start

building up your own brand voice, but

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you're seeing not a huge decrease in the

effectiveness of your conversion ads.

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So for example, like with a client

of ours, we're doing this at a

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hundred dollars a day for not

brand awareness, top of funnel ads.

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Like just, Hey, get the brand out there.

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No call to action.

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All we're looking for is brand

recall is our conversion action.

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we're doing this with consideration

campaigns, which is middle of funnel

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traffic campaigns, maybe a middle

of funnel conversion with a website

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conversion objective for a lead.

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Not necessarily a sale or for reading

a blog post or for watching a video

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views, like you can do it in increments.

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So we actually have a test running right

now where we're testing five different top

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and middle of funnel campaigns and seeing

which ones are the ones that have the most

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lift on the backend for us at tier 11.

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It's specifically, it

is book schedule calls.

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and those book schedule calls through,

the way in which we track, which it gets

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pretty close to figuring out what works

and what doesn't at the top of the funnel.

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It's not exact, but it

gets pretty damn close.

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We're starting to see lift.

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Overall, just in leads, quality

leads for our ideal customer profile.

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and that's how you do it.

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You do it in small

increments and Byron sharp.

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One of his big takeaways is

don't do burst advertising.

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Don't just throw a bunch of

ads out there and then stop.

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Just do it slowly and consistently over

time and start building this over time,

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because what you'll start to see is

not huge gains in a lot of marketers,

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performance marketers, especially are

looking for big gains immediately.

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Oh, I got a three X ROI when I

changed this one thing in my campaign,

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whatever that thing is, it's probably

cause you like up to your creative.

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You did a lot of sort of things

that we talk about here on the show.

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Maybe you started

incorporating creator content.

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That's actually really good, really

speaks to your avatars, pain points,

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desires, whatever it happens to be.

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However, your product solves

that particular problem.

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But in most cases, like you're just

going to get incremental gains and

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all those incremental gains start to

add up and start to build your brand

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without you really even thinking

that you're a brand advertiser.

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And so you can do it with just small

campaigns and then grow them over time.

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And we've done this now as a case

study that we have to talk about

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here on the show, but we did it

where they were spending about seven

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grand a month on brand sort of middle

of funnel consideration campaigns.

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And over a seven month period, they're

now at 70, 000 a month and spend because,

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and their Google spend and a really

super competitive space is flat to down.

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And their cost per

acquisition is down by 50%.

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So stay tuned for that episode.

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Cause that's going to be a one.

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I think you definitely don't want to

listen to where we're applying all this.

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what I'm trying to do right

now is just shift your mindset.

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And yeah, we've gotten some comments

from some people saying like,

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ah, stop talking about the bloody

red ocean of website conversion

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campaigns and a high intent keywords.

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You know what?

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Screw that guy.

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Because the point is you

should be talking about this.

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Cause that's where everything's going.

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CPMs in those spaces are

not getting any cheaper.

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It's not going to get better.

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You can offset it with this.

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What we're seeing now is when we start

to blend in consideration and awareness

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campaigns, our overall CPMs are decreasing

because we have less reliance on the

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areas where there's more competition.

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That does make sense.

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you said it earlier, but there's a leap of

faith required because you have to commit

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longer period of time than you'd be

able to attribute conversions to anyway.

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We're used to saying in the

standard narrative, in the

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very beginning, it was 30 days.

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Now it's 90 days.

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I'm sure it's going to get longer

than that for conversion marketers.

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But Yeah.

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Okay.

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you have to wipe your slate there a

little bit and not think in those 90

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day epochs because that's not what

this is at all, which in a really

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interesting way, man, you have to be

so confident in your core assumptions.

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You have to be really confident

in what you're offering.

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You have to be really confident

in who you're targeting.

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You have to be really

confident in your messaging.

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Like this, peels all the way back.

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it's funny because before the show,

we were talking about mad men.

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This is Don Draper stuff, man.

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like you just have to

feel really confident.

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About your approach, because you're

going to be putting a ton of weight,

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a ton of money and a ton of time

behind that approach without any

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formal indications of success.