Watch the talks of past PPC events, see 10 reasons why you should attend a digital marketing event like PPC Live UK and don’t forget to subscribe to our YouTube Channel to be alerted to new video releases.
Maximising PMAX to Acquire New Customers – José De Carvalho
Top Tips:
- Quality of your first party data is crucial
- Determining how much you are willing to invest in acquiring a customer is a critical function.
- By understanding CAC and LTV in conjunction, you can determine how much you can afford to spend on acquiring a new customer
- CAC and LTV help you assess the long-term profitability of your customer acquisition efforts.
- By monitoring LTV alongside CAC, you can identify early signs of customer churn.
Thinking beyond ROAS – Nadia Mursal
Top Tips:
- 25% of of digital spend is wasted on ineffective digital tactics alone
- Focusing only on ROAS doesn’t take into account key trading dependencies such as returns, margins
- Calculating LTV-based ROAS – which takes into account both your ad spend and your customer LTV – allows you to get a full picture of your marketing efforts
- ROAS is great for short-term performance analysis. But to really understand the long-term value of your marketing efforts, you need to look beyond ROAS.
- Ensure you have considered other key trading dependencies such as margin, returns etc
Retail Media Networks Amplifying the Digital Shelf – Ashley Royalty
Top tips:
- 2 out of 3 of online product searches start on retailer sites
- Generally speaking, retail media is advertising within retailer sites and apps – usually by brands that directly sell products with retailers, though this is not always the case
- Think of sponsored product ads as a way of amplifying your organic retailer listings “eye level / buy level”
- Breaking campaign out by retailer distribution, product collection & SKU will help maximize SOV across top performers and improve conversion volume.
Looking through the black box of Google Ads and finding Growth – Ashley Fletcher
Top tips:
- Remarket to the appropriate Asset Group and same message/journey (PMax)
- Run scripts regularly (think Search Query report) and manage negatives
- Google Ads have given back control through asset group level reporting brand segregation
