What if performance advertising isn't just an analytics scam?

41–42 of 42 posts

Re: What if performance advertising isn't just an analytics scam?

#41

Post by iamacyborg » Sat, Oct 30, 2021, 9:35 AM UTC

rightbyte wrote: post #38

allendoerfer wrote: post #36

Earlier quoted context omitted.

> It's really trivial stuff to do basic analytics on where your customers are coming from when they arrive at a website and it's not hard to see which ones are arriving because they clicked on ads and which of those translate into purchases. No it is not. If a customer came from brand bidding, you do not know if he would not have come to your website even without the campaign. How do you calculate where a customer or…

> I am speaking from my own experience working at analytics tools for a corporation, which has a monopoly. The product name is our brand. We are the only ones selling it. Every child knows it. Think public utility. > These people will still do brand bidding. Ooh this pisses me off so much. My IT consulting employee bids on their unique name. I guess the marketing department use it to fudge conversation rate of their…

Worth noting that in a lot of cases you’re forced to bid on your own brand searches to prevent competitors from claiming the top spot.

Re: What if performance advertising isn't just an analytics scam?

#42

Post by iamacyborg » Sat, Oct 30, 2021, 9:39 AM UTC

notreallyhere00 wrote: post #9

Wow. This article is excellent. It’s not just the content; he’s even made nice graphics… And the aesthetic of the post on mobile is 10/10. The issues at hand in this post are real. 1. Problem 1 - Awareness Many marketers outside of mega super super high paying startups are BARELY aware of these factors. I’m an amateur at this stuff but people look at me like I’m a wizard when I get my - VERY SIMPLE - Spreadsheets out…

> The idea is to show the team that the buying process is complex and that tracking in our neat little funnels is a rough proxy at best.

I think this is worth specifically calling out. We’re all so blinded by numbers on a dashboard that we forget to take a look at the wider context.

People take numbers at face value, and for various reasons, those numbers are frequently wrong. In even more cases we don’t even know to what degree those numbers are wrong so we’re left making imperfect decisions based on a complete misunderstanding of what we’re seeing.

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