Taming The A.P.E. (Advertising Performance Equation)
Any business can plot four key variables into a series of algebraic formulas to predict their marketing results.
Micro-influencers (10k-50k followers) can be surprisingly effective and affordable.
They're nearly 40% of all internet traffic and giants like Google, Microsoft, FaceBook, and LinkedIn benefit from bots clicking on your ads.
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.
Your click rate for branded terms (like your business name) should be 15-30%. For generic services, aim for 2-4%.
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Chart 3: Why small companies and large companies require opposite media strategies.
If we didn’t track them separately, we wouldn’t see unbranded keywords were losing us money.
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
A great media buyer can make a smaller budget bark like a bigger one, but you still need to spend according to growth goals.
Did you know that the average click-through rate (CTR) for display ads is a measly 0.05 percent?
For example, searching for “plumbers near me” or “lawyers in Los Angeles” will both return LSA at the top of the results page above the other listings.