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Speaker: Karl Beckert
In the ever-evolving world of digital advertising and marketing, staying ahead of the game is a thrilling challenge. Karl Beckert, co-founder of Gatica Media, a digital marketing company, along with his business partner Ryan Gray, shares insights into the dynamic landscape of advertising and provides valuable strategies for filling the top funnel using platforms like LinkedIn, Google, and Facebook.
The Landscape of Digital Advertising
Karl and Ryan have spent the last decade navigating the complex and rapidly changing world of digital marketing. They've had the privilege of working with remarkable brands despite being a relatively small marketing company. Karl emphasizes the constant evolution in this industry, which keeps them on their toes. This article explores their general approach and key insights that can be applied across various industries.
Keeping It Simple
One of the fundamental principles in Karl's approach is to keep things simple. While many companies tend to overcomplicate their marketing and advertising strategies, Karl shares a revealing example. They recently worked with an e-commerce client whose return on ad spend was on the decline. Despite their best efforts and complex campaigns, a simple and straightforward Facebook post outperformed everything they had done. This experience taught them a valuable lesson: complexity doesn't always translate to better results.
Navigating the World of Attribution
Attribution can be both a friend and a foe in digital advertising. Karl acknowledges that none of the platforms offer perfect reporting and attribution. Various factors influence how different platforms report data, and it's essential to take a holistic view of performance. Instead of focusing on individual channels, consider the overall return on ad spend. An example involving a shipping software company demonstrates the importance of not making hasty decisions based solely on cost per acquisition metrics.
Beware of Platform Reps
Karl issues a caution about platform representatives who often reach out to account owners with recommendations and best practices. While these reps may have valuable insights, their main objective isn't necessarily to maximize your return on investment. Instead, they aim to promote the platform's predefined best practices. Karl advises companies to carefully evaluate and potentially deviate from these recommendations, emphasizing the value of zigging when others zag.
Conclusion
The digital advertising landscape is a dynamic and challenging space that requires adaptability and a keen understanding of what works. Karl Beckert's insights offer a refreshing perspective on simplifying strategies, understanding attribution, and navigating the advice of platform representatives. By adhering to these principles, businesses can achieve better results and make the most of their digital advertising efforts on platforms like LinkedIn, Google, and Facebook. As the industry continues to evolve, these lessons will remain invaluable to marketers and advertisers striving for success in a rapidly changing world.
Q&A
Q1: What advertising channels are recommended for a nonprofit adoption agency and children's services in Utah to grow awareness?
Typically, the best channels for awareness include Facebook, Instagram, and YouTube. However, for a nonprofit like this, Google search ads with specific keywords and a robust landing page could be more effective. Consider using phrase match type keywords and a lead form on the landing page.
Q2: How can one identify the best phrases or keywords for advertising campaigns?
Start with Google Ads' keyword planner. Check Google Trends for additional keywords not in the planner. Manually type phrases into Google search to discover autofill and recommended keywords. Begin with broad match keywords, and refine based on performance.
Q3: What budget is recommended for a nonprofit's advertising campaign?
As a general rule, it's recommended to start with at least $2,000 per month for advertising. However, the budget can vary depending on the specific product or service.
Q4: What is the process for identifying the right message or content for marketing campaigns?
It's crucial to identify what makes the brand unique and what resonates with the target audience. Extensive research into the brand and its differentiation is essential to crafting a compelling message.
Q5: What are the best practices for testing advertising campaigns, including segmenting and the number of variants to test?
The approach may vary depending on the platform. For Facebook, use fewer variants due to less robust machine learning. For Google, machine learning is stronger, so more variants can be tested. Segment at the ad set or ad group level and base it on audience or keyword type. For duration, a minimum of 24-48 hours is recommended.
Q6: What does the marketing funnel look like, from top of the funnel to retargeting?
The funnel structure varies depending on the product or service. B2B services often have a longer top-of-funnel, while e-commerce funnels are quicker. The funnel structure should align with the complexity of the service or product.
Q7: What landing page builder is recommended for advertising campaigns?
Instapage is recommended as a landing page builder due to its speed and affordability, but there are other suitable options available.
Q8: What's the recommendation for personal posts versus paid advertising on social media platforms like Facebook?
On platforms like Facebook, it's advisable to create posts that can be boosted for paid advertising. Personal posts work well on LinkedIn, especially if you are the face of your brand.
Q9: What are the thoughts on advertising on platforms like TikTok and Clubhouse?
TikTok has great potential for advertising, especially for businesses targeting a younger audience. Clubhouse can be useful for personal branding and networking, but its advertising options are limited.
Q10: Can you tell us more about the four-week sprint for marketing automation?
Longship offers a four-week sprint to help businesses implement three essential automated marketing campaigns: Indoctrination, Long-term Nurture, and Cross-sell/Down-sell. They also assist with messaging clarity and campaign implementation using various marketing automation platforms.
Q11: Is the four-week sprint for individual benefit or can company teams participate?
The four-week sprint can benefit both individuals and company teams. It's possible for multiple individuals within a company to work together on the project.
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