In episode #2685, Eric Siu, Neil Patel, Ralph Burns, and Kasim Aslam discuss the latest trends and changes in the world of paid advertising. The conversation delves into the need for marketers to take a full-funnel approach and invest in impression-based ad channels to drive long-term growth.



Don’t forget to help us grow by subscribing and liking on YouTube!



Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT) 



Connect with Kasim on Twitter and Connect with Ralph on LinkedIn



TIME-STAMPED SHOW NOTES:
(00:00) Today’s topic: What's Changing in Paid, Brandformance vs Performance Marketing, It's Impossible to Track the Customer Cycle & more
(00:14) Brands are shifting from performance marketing to brand marketing.
(01:39) Shifting conversion-based ads to consideration and awareness campaigns.
(03:29) Creating brand and conversion audiences for better results.
(04:48) Strategy works well for mid-sized brands, not for smaller or enterprise brands.
(06:43) Attribution in digital marketing is unreliable and lacks data.
(08:28) Agencies often provide misleading data and metrics.
(09:53) Full-funnel marketing is essential in a world with limited attribution.
(11:00) Top of funnel traffic compressed, need to spend where you can't see.
(11:51) Need to spend on impression-based ad channels and a full funnel.
(12:17) Sales cycles are longer than 30 days, need to zoom out and analyze beyond 90 days.
(13:26) Impact of campaigns can be seen downstream beyond 90 days.
(14:08) Controversial take: business coaches are the stupidest things ever.
(14:34) Platforms like Facebook and Google don't accurately measure return on ad spend.
(15:53) Data and analytics are important but can't measure everything, rely on directional movement.
(17:25) Leap of faith required for top of funnel campaigns, patience and incremental spending.
(19:32) Importance of good agencies in navigating data and analytics.
(20:33) Hope to be among the remaining agencies in the industry.

Go to https://www.marketingschool.io to learn more!



Leave Some Feedback:


What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.



Connect with Us: 


Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

In episode #2685, Eric Siu, Neil Patel, Ralph Burns, and Kasim Aslam discuss the latest trends and changes in the world of paid advertising. The conversation delves into the need for marketers to take a full-funnel approach and invest in impression-based ad channels to drive long-term growth.
 
Don’t forget to help us grow by subscribing and liking on <a href="https://www.youtube.com/channel/UCTJmkA2-u7Kyblm5_P6tKdA">YouTube</a>!
 
Check out more of Eric’s content (<a href="https://www.youtube.com/levelingupofficial/videos">Leveling UP YT</a>) and Neil’s videos (<a href="https://www.youtube.com/neilpatel/videos">Neil Patel YT</a>) 
 
Connect with Kasim on <a href="https://twitter.com/kasimaslam">Twitter</a> and Connect with Ralph on <a href="https://www.linkedin.com/in/ralphburns/">LinkedIn</a>
 
TIME-STAMPED SHOW NOTES:
<ul>
<li>(00:00) Today’s topic: What's Changing in Paid, Brandformance vs Performance Marketing, It's Impossible to Track the Customer Cycle &amp; more</li>
<li>(00:14) Brands are shifting from performance marketing to brand marketing.</li>
<li>(01:39) Shifting conversion-based ads to consideration and awareness campaigns.</li>
<li>(03:29) Creating brand and conversion audiences for better results.</li>
<li>(04:48) Strategy works well for mid-sized brands, not for smaller or enterprise brands.</li>
<li>(06:43) Attribution in digital marketing is unreliable and lacks data.</li>
<li>(08:28) Agencies often provide misleading data and metrics.</li>
<li>(09:53) Full-funnel marketing is essential in a world with limited attribution.</li>
<li>(11:00) Top of funnel traffic compressed, need to spend where you can't see.</li>
<li>(11:51) Need to spend on impression-based ad channels and a full funnel.</li>
<li>(12:17) Sales cycles are longer than 30 days, need to zoom out and analyze beyond 90 days.</li>
<li>(13:26) Impact of campaigns can be seen downstream beyond 90 days.</li>
<li>(14:08) Controversial take: business coaches are the stupidest things ever.</li>
<li>(14:34) Platforms like Facebook and Google don't accurately measure return on ad spend.</li>
<li>(15:53) Data and analytics are important but can't measure everything, rely on directional movement.</li>
<li>(17:25) Leap of faith required for top of funnel campaigns, patience and incremental spending.</li>
<li>(19:32) Importance of good agencies in navigating data and analytics.</li>
<li>(20:33) Hope to be among the remaining agencies in the industry.</li>
</ul>
Go to <a href="https://www.marketingschool.io/">https://www.marketingschool.io</a> to learn more!
 
Leave Some Feedback:
 
<ul>
<li>What should we talk about next? Please let us know in the comments below</li>
<li>Did you enjoy this episode? If so, please leave a short review.</li>
</ul>
 
Connect with Us: 
 
<ul>
<li><a href="https://www.singlegrain.com/?utm_source=ms-podcast&amp;utm_medium=podcast&amp;utm_campaign=podcast-notes">Single Grain</a> &lt;&lt; Eric’s ad agency</li>
<li><a href="https://www.npdigital.com/">NP Digital</a> &lt;&lt; Neil’s ad agency</li>
<li><a href="https://twitter.com/neilpatel">X @neilpatel</a> </li>
<li><a href="https://twitter.com/ericosiu">X @ericosiu</a></li>
</ul>

Neil Patel and Eric Siu bring you daily ACTIONABLE digital marketing lessons that they've learned through years of being in the trenches. Whether you have a new website or you're an established business, you'll learn the latest SEO, content marketing, social media, email marketing, conversion optimization and general online marketing strategies that work today from people that actually practice marketing and operate businesses.
Approaching 100M downloads with 2,500+ episodes, you're sure to find something that will help you grow faster. Also don't forget to subscribe to our Marketing School YouTube channel to get more marketing goodness.

Marketing School - Digital Marketing and Online Marketing Tips

What's Changing in Paid, Brandformance vs Performance Marketing, It's Impossible to Track the Customer Cycle & more

https://api.omny.fm/orgs/e73c998e-6e60-432f-8610-ae210140c5b1/clips/231e54f4-fe95-4732-b023-b12100fa9709/transcript

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