When the only certainty in the marketplace is uncertainty, how can you consistently grow your marketing campaigns?
Phoenix found herself asking that very question last year, and she revealed the lessons she learned after a season of trial and error that was a lot more “error” than she had expected.
5 Lessons From a 9.5 ROAS Year 📈
1️⃣ Prioritize First-Party Data
First-party data is crucial for accurate and timely attribution. If you don’t have this data already, you’re already late because your competitors are using it.
In a post-iOS 14.5 world, the ability to leverage first-party data will continue to separate the winners and the losers over time.
2️⃣ Focus On Click Attribution
While view attribution can be useful, click attribution is more tangible and accurate in measuring the effectiveness of your campaigns.
Make sure to prioritize click attribution over view attribution when you evaluate your campaigns.
3️⃣ Use an Omnichannel Approach
By tracking the customer journey across multiple channels with first-party data, marketers can gain crucial insights into how customers interact with your brand. Specifically, you can use this information to identify the most efficient channels and optimize your campaigns to take advantage of performance spikes.
4️⃣ Establish a New School Team Structure
The old-school team structure of top-down hierarchy doesn’t work anymore. Instead, use a modern “pod” structure that clearly defines every member’s role and reinforces accountability.
Also, emphasize a cohesive environment that encourages positive competition while rejecting ego-driven toxicity.
5️⃣ Analyze and Optimize Ad Creatives
While ad creatives are important, it’s not enough to focus on just one or a few. Analyze how your creatives perform across your entire account – not just one platform like Facebook or Instagram – and double down on the ones that perform well.
