YouSaid · the spoken record

Timothy Davis

lines on the record: 117
first: 2024-07-28
most recent: 2024-07-28
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Casey is really good at tennis, like insanely good at tennis. You want to know how good. This is how good he was. In high school, he played I think I'm pretty sure it was our senior year. He hadn't played in a year. Maybe a year plus. He was still ranked top 10 in the state of Louisiana for tennis players. Hasn't played in a year and still considered one of the top 10 players.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“We mentioned them before, so I got to bring them back up KC Winters for sure. We were at a wedding. He showed me the original version of Google Analytics for those of you that don't know. It's called Urchant. And when he showed that to me, it was, wait, you know all of this information about users coming to the site. I knew I wanted to do marketing, but at that moment, I knew I was going to do digital marketing. you know watched him grow in his career he's watching me grow my career we still bounce each each questions off of each other we cannot not have a phone call under an hour so definitely the most impactful”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Happiness is dedicated by expectations or dictated by expectations. That can't be more true more times than not. And it's similar. That's why I said there's two. And this one's similar to it. You won't see it for what it is until you stop looking through the lens of what you want it to be.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“I drink too much caffeine and I've been trying to cut it out. And I kind of circled back to this product I used to use called Magic Mind. It's a little shot every single day. Tastes really good and it does help with focus, I find. If it's a placebo, great. I don't care, but it's helping me.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“X-Men ninety seven thoroughly enjoyed that, but that may be a lot of nostalgia. I actually never watched RRR when it first came out. Highly recommend that. That was a Enjoyable than I was anticipating. The playlist, which is about Spotify, welcome to Wrexham. Yeah, and billion dollar code also on Netflix about Google Earth. Very interesting.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Daily Stoic by far a book I read every day quick excerpt of what you can do from a Stoic philosophy standpoint, great by choice is another good one and deep work.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“A thousand conversions a month at this much spend with this much lift associated with it. So, okay, we know what that looks like. So we're going to backwards plan where we're going to start. We're going to start with this one ad creative. Okay, that works. Then we're going to go to this next, because which in each platform, they all have multiple types of add units you can use. Say in LinkedIn, there's feed, there's conversation, there's video, there's carousel. So it's what are the milestones along the way that you're going to do to ultimately get it from, you know, testing emerging channel to performant. So that would be an example of something more micro than macro.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, exactly. What are those goals you want to hit? One of the things that we look at is what emerging channels to perform in. So what is it going to take for us to consider this channel a performant channel that is an always on, we're adopting it as BAU? That's going to take”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I said it at one point, but I'll reiterate it. I'm always forward thinking backwards planning. Just as you're going through it, like where do you want to be? And ultimately, how do you think you're going to get there? Because if say your goal is to be on all platforms, I'm going to be on Pinterest. I want to be on X. I want to be on everything. Okay, what is the forward thing? That's where you want to be. Now let's backwards plan. What can we do right now? We can do search because that's only content and that's keywords. We can do that right now. We need creative. Where do we start? And then make iterations long way. It's just always forward think, backwards plan. And that's for anything.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah. And That's not always the best way to go. I mean, I've seen some ads in there where it's like, oh, yeah, they're being scrappy. I see what they're doing, but to your point, maybe that's where AI kind of bridges the gap because I can't tell you how many times in the past, it's like, guys, we got to be able to do retargeting, but we have no creative to do. Google has the dynamic ad builder and they've had it for, I feel like years now. And that was just like, give us a couple images and we will make a display ad for you that should perform because we're testing many different iterations of it. Meta's probably going to come along with something as well that it's like, you know, give us a picture of your product and we'll put different backgrounds on it and test what works and what doesn't things along those lines.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, if you're using a creative agency and they're getting you everything you want and you're happy with it, then it may not make sense to hire a creative. But more times not what I've noticed from creative independence tend to do better than like an agency. The biggest difference I see is that matching the right tone, matching the right creative look and feel that you're going for is accomplished way better in-house and also coming up with new ideas that you can test quickly and iterate on versus we only have so many hours with the agency this month or we all have so much budget we can spend with them where if you have that person in-house fully dedicated to the product itself you'll never run into those caps”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Again, Google will disallow certain things, but it takes time sometimes. Like if the term is copyrighted in Google for ad copy, it will disallow it immediately. But say they need to do a check. You'll see a lot of times under review or pending in the account. But you'll also see impressions potentially attached to that. It's because Google's like, oh, we'll serve a little bit of it. And then if it's malicious, we'll pull it back. I could see a way that somebody could automate AI to where it's like always updating it, to where it's like, oh, let's just get a little drip here, a little drip here, a little drip here. And that little drip equates to a lot. But that's something AI could help with. A human doing that would just take forever and be a total waste of time.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's not something that I would say is overly impactful yet, but I could see how it could be used maliciously if you can do like API connections and things along those lines for sure.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Guys, been using AI for years now, smart bidding is AI. All of the recommendations within Google Ads is AI. Ad copy recommendations is AI. And that's always been in the platform. So we've always used those things. So it's kind of like, let's reset the conversation of, hey, this has been here. We have been using it. This is how we've been using it. And moving forward, these are some of the things we think we'll start doing. I do think it's having a huge impact from a content standpoint and a creative standpoint. Now, if those two kind of converge together, you kind of have a perfect storm, right? But it's not overly, it is something that I keep a relative close eye on. But like I said earlier, hopefully some of your users can share more information with me.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“I remember having this conversation a couple of months ago. AI was like, couldn't get away from it, right? It was everywhere. And what we were doing was leadership on no in all of our quarterly planning. What are we doing about AI? How are we using AI? What are we doing? That's different. What we did was I went, as always, I go to the partners and I say, hey, what are we doing about this? And Francisco and Google actually, he made a really good point.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“To consistent competitor conquesting versus something that could just be an accident or users not knowing what they're doing.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“But we can always put in a claim to say, hey, Google, please remove this. But if we do run this, you can kind of see that the orange line here, and for those that are just listening, orange line is rather consistent over time. There is a two-week period where it dips, but it does come back up. There's another line that at the beginning of this visual, green is actually above orange. And if you look at the green one, over time, it almost disappears. So the reason I would say make sure you're looking at this report and it's not just ego marketing. It could be an error. The issue could be the green one specifically. Could have been getting a close variant. They identified it. They removed it. Oh, wait, a couple of weeks later, we didn't fully remove it. Now let's remove it completely. And now they're almost gone completely. So make sure you're looking at the data and react.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“I bet you Shopify shows up as a close variant at some point or Square or anyone like that. So they could just be mismanaging their account first and foremost. Don't give them that much credit that they're doing this maliciously or even doing it with intent. But if you do pull this, and again, it will be in the show notes. If you do pull this report and you do notice that there is a clear threat that's going on here, first things first, let's make sure that they're not doing anything egregious like saying Lenny and Tim are better than Monday.com. You cannot be if the brand is trademarked within Google. They cannot use your name within the ad copy. Google more times than not will disallow it, but they could misspell it. Like I can't tell you how many times I've seen Shopify spelled with two eyes because Google isn't catching it.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, so that actually goes back to the visual that we showed, and I'll pull it back up as I'm talking through it. The biggest thing is just know that anyone can do that. You can do it too. Like if you are ultimately concerned about it. But a lot of times competitors could be doing it on accident. And what I mean by accident is within Google, if you're bidding on keywords, Google will do what's called a close variant. If you were to do, say, e-commerce solution.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Girlfriends at the time probably would have been aware of it as well. I think Creative Creative should be doing a really good job of telling a story. And if it does that, again, going back to what we talked about at the very beginning, if you get that emotion with users, whether that's pulling at the heartstrings or comedy, it's going to have a lasting impact.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“There you go. Do you remember it? That's creative. Now, the person buying it may have done a really good job of just targeting males, but I would argue”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“We were just talking about this the other day because we have full transparency. We have people fully dedicated to mobile on the team. And I had reached out to Sasha, who's on the team and said, hey, what are we doing with ATT? What are we doing scan? All those things. Because has any of our tactics really changed because of, say, low opt-in rates? Kind of the direct question, I mean, the direct answer I got from her was as long as we can use scan to provide attribution and measurement for iOS. Like, okay, that's very straightforward. I appreciate it. So as long as you're doing those things, you should be okay.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“I can't tell you how many times I'm still learning from people around me. It's like, oh. That's great. I didn't even think of that, or I haven't tried that. I should totally do that. So just know that they're not going to be perfect out of the gate, but giving them clear direction and expectations will get them where they need to be.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“So making sure that they're efficient and effective with their time. They're focusing on that signal versus that noise and giving them responsibility early on to really take ownership of something, you can see that people are a lot more quicker to pick up things and start getting that flywheel going of, hey, I want to have impact as soon as possible versus, oh, hey, go read this handbook week one, week two, let me introduce you to the team. Week three, it's like slow rolling that. We can speed this up, guys. We can get people up to speed and making impact a lot sooner. And also don't expect them to be perfect. You can't expect people to be perfect right out the gate. I can't remember every little thing I need to tell you. And there may be things I can learn from you.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Go forth and conquer. As you come along, there may be something that doesn't make sense. I'm here. By all means, ask questions. But what I've noticed is twofold. One, when you're clear in what is expected of them, like you are expected to do this win and you already know how to do it. Great. Or and or also in like one-on-ones, I'll just open up the account and say, hey, this is how I do it. Let me show you the way I'm doing it and how quick it is for me. And you can learn, even though we're remote, I'm showing you as if you're sitting right over my shoulder or we're facing it. So if you're doing something different, maybe, you know, one plus.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Responsibility early on for something. For example, Kat on my team was hired eightish months ago. She was thrown into the fire very quickly. It was like, hey, we have this campaign coming up called Additions. Here's everything we did last editions. This is the results. These are your responsibilities. These are the expectations.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, there's a book called, I think it's the first 90 days. And in it, it actually has a graph that shows when the person starts having impact and how many days it's been. And more times than not, it takes about, you know, we've all heard it 90 days for someone to have impact. I want to try and make that 45 days if not 30. Most of the time it has to do with learning the culture, learning the people, understanding, yes, you've done paid before at this other job, but this is how we do it here. That's where the ops cadence really comes in handy. It's like, here's how often we do it here. I understand maybe you did it monthly there, but we do it here by weekly. I understand you used to do it bi-weekly. We do it weekly. And this is how. And also giving them.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah. Yeah. So, like, if a cross-functional team or partner wants to know, easy answer. We got it for you right here. Here's our whole ops cadence.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Accountable to those things because a lot of times we have a lot we're doing. We're working in Google, we're working in Meta, we're working in YouTube. You could easily forget, oh, I didn't do that. Ah, I got to make sure I do that again. So it holds your, it's a way to hold yourself accountable, but it's also a way for me as a manager to go in and kind of spot check that and make sure that they're doing the things that need to be done in the account.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, so I love me a spreadsheet. So it's just a spreadsheet. And visually, I'll do my best to describe it. Let's say column A has those buckets I was talking about, like a finance, performance, structure, keyword, so on and so forth. And then within those buckets, or let's call those, everyone loves rocks and pebbles right now, right? So that's your big rock. Your big rock is keywords. Then within that, you have pebbles, keyword granularity, brand versus non-brand, search query reports, negatives, so on and so forth. And then within that, we say, how often we're doing it? Are we doing it weekly, biweekly, monthly? And then that allows us to, if anyone in the organizations like, hey, how often are you guys updating ad copy? Easy answer. How often are you guys doing search query reports? Easy answer. And it allows us to make sure we hold ourselves.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Done stuff like that at other companies before, but kind of bringing it forward again. I don't want to take the credit for it. Dean was kind of the one that brought it back up. It was like, oh yeah, I used to do this. I don't know why I stopped doing it. So it's definitely something I've used at other companies for sure.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Need to be a part of. We just need to be consulted on it. We don't need to be in every single meeting, every single time or every single communication. So just making sure we're looking at the right things before we decide to hire someone and making sure that we have stuff for them to do.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Two to five people, how many quarters has it been that way? Okay, it's only this quarter, this quarter we have a summit coming up, or we have a burst coming up, or we have a lot of travel because we're meeting with partners, so on and so forth. So maybe this is an isolated thing. Let's go ahead and wait till next quarter. All right, next quarter, it's red again. All right, now maybe we need to start having the conversation of what this new hire will take over, what they will be responsible for, and how much work they'll be taking on and doing to replace some of this red that is going on. And if it equates to a full head, great. We can move forward. We've made our business case, but sometimes it doesn't. Sometimes we're just red and we need to do a better job of making sure, hey, we need to step out of these meetings. These meetings are sucking out our time and we don't need to be a part of it. Or this launch, we don't.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Unfortunately, we've seen a lot in the news lately with a lot of tech companies letting go of some really talented people. And that is, I feel like just created bloated organizations. We every month, my current manager, Dean, created this calculator that we look at that says, how much time are you spending in meetings? If you have any PTO coming up, put that in there. Optimizations, reporting, stuff like that to basically add up to how many days are in the quarter. Because, you know, every quarter, well, not every quarter, but most quarters you'll have like vacation or you'll have say what we call Shopify burst where it's we meet in real in real life to you know get shit done in real life as opposed to remotely you know put all that in there and then what is the number equate to oh we're in the red right now for these”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Then the results from it, and then all right, what we learned from this is this, and we will be applying that to our next test, and this is how. So yeah, hands-on keyboards, doing all of those things. So again, hiring those smart people and just getting out of their way.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“I'm a firm believer at Shopify would call it GSD getting shit done. I'm a firm believer in getting shit done. You should be in the account, like I mentioned earlier with that ops cadence. We have stuff we need to be doing weekly, bi-weekly, monthly. The bigger the company gets, the 10, you wind up in more and more meetings talking about the things you want to do and how you're going to do it and stuff like that, but keeping those people kind of sheltered away from that and focused on those things are going to drive the best results for you. You possibly can get. And that means hands-on keyboards in the ads manager, tweaking things, setting up a calendar. I'm a firm believer in setting up a calendar. We did this test. We started this test on this day. That means this test will end on a month from now, put a notification so you have a cool down period and you report out to the org what you”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Lately, it's been growth marketing, specialist growth marketing manager, because they're going to wear multiple hats. At any startup that you're at, you're going to be asked one day to, hey, I want you to do performance ads. And then tomorrow it's like, hey, I need you to help me build out this spreadsheet for a spec sheet that you have no idea what you're doing. So you're always going to wear multiple hats. So just having a general title like that to start out with. And then if that person matures into a role, you can make them more of a specialist. Or if they start showing signs of like, hey, I really like doing the social stuff. And we've scaled enough, okay, let me hire a paid search person. So yeah, I always start with a general. And then as the team grows, we get more into specialties.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Like, that is no. How did that? It barely uses any of the characters. And it almost tells you, I mean, tells you almost nothing, but it won, had more conversions, a higher click-through rate. So we took that and we applied that with the value props and it did better. So it should never be like unless the ideas don't buy our product, which hopefully someone is not writing that ad copy. It shouldn't be left on the cutting room floor. Always test it. always be willing to learn what works what doesn't”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“I usually say that should be collaborative. The performance marketer should be able to write most of the ads, but I can't tell you how many times in my career where I've written an ad and I'm like, this is the greatest ad ever written known to man. People will write stories about this ad. It is amazing, and it flops. Because I'm not the target audience more times than not. So I think it should be collaborative and no idea should be left on the cutting room floor because perfect example I was working with ADT, you know, the security company. We wrote the most perfect ad when Google ads only allowed a headline and two descriptions of 35 and 35. We got every single value prop in there somehow. It was amazing. And the ad that it was going against was dollar sign zero setup fee dollar sign zero in sol fee. That add”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“It would be more. Graphic design slash branding. The reason for that is because if you have a good marketing mix, you're going to have, if we keep it to a three-step funnel of awareness consideration purchase, you're going to need to build some brand equity in a specific direction. You're going to need to make sure you're communicating value, which now you're not being as creative. You are being more directional. And then ultimately, the purchase is like, hey, click here, convert now. So you do want to give them the ability to still be creative. Hey, I hired you because you have a good creative eye and you're good at what you do. But now we need to focus on getting that person to convert. So give them a little free reign to be creative, but then you also need them to be able to execute against that creative. You need to get those users to convert.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Make us look really good because we're ultimately the ones reporting on the performance of it, but they were the ones that helped build that environment and build all those things for us to succeed.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“So the first thing, like we said, someone data driven that can get into the platforms. The next is going to be creative because I need those two now working hand in hand, making sure they're creative is matching the tone and also the performance that we're trying to achieve as a business. And then third would be a dedicated data scientist, a fully dedicated person, because they can help you with things like the incrementality testing. They can help create reports that will ultimately make everyone's lives better. They will be able to build analyses that you will not as a generalist will not be able to do yourself. You know, there's a saying of like, I'm not a data scientist, but I like to play one online because what they do, they ultimately.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Every business is slightly different. I mean, if they're well funded, 50K may not, the threshold may be higher. But yeah, everyone's different. 50K may be, like if somebody said if you were to just say, hey, give me a number, I would say 50K to start having those conversations. Because if you're at 50K, say for the month of June. Great. It's going to take us three months to hire someone anyway. So at least start the conversations now.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“But I would say at least start there. And also, if you're not spending more than I would say 50K a month in the platform doing this is going to be a lot more work than you're going to get result from. You're just not going to have enough signal there.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Sometimes you just have a holistic is, this is how YouTube is. But if you don't have it by region, don't fret. It's fine. Just have it by platform. And kind of like, what does that look in practice when you're running a conversion lift test, you intentionally do not show your ad to some users when you win an auction and instead Google shows the next bidder's ad. This is your control group and adds up to some opportunity cost that is estimated in terms of impression share percentage as well as spend holdback spend holdback is like how much money you will not spend because of this test and all of the platforms are willing to partner with you on this because Facebook knows this, LinkedIn knows this, all of them know that they are very visually based creative assets that are not getting as much credit as they deserve. So”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I mean, there are many ways to judge the effectiveness of growth overall, like some of the stuff we talked about before, brand metrics, awareness, recall, things along those lines. There are also, I know some companies look at like leading indicators, like visits and clicks or tribute which of the efforts are linked to or perceived drivers of actions like leads, conversions to prospect, prospect to scale. But, you know, really the results should be coming from either that geo x or geo experiment or conversion lift. The results of those experiments should ultimately fuel the plans for your what we call IAF incrementality adjusted factor and will allow you to be more precise and how efficient each channel is. Ideally by region.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, none that I've seen that's like, oh wow, that's amazing. I will always say make sure you're trying to leverage the in-platform tools because the biggest thing with performance marketing is the signal you're sending the platform. Because if you are telling the platform, oh, I want to get more of the users that are doing this action, it's going to do a really good job of giving you that. But if that action doesn't equal business results, You're not helping yourself at the end of the day. You're giving it again a lot of noise instead of the right signal. So try and leverage the end platform tools or if there is a tool you're using, make sure it does allow third-party integration through the Google meta TikToks of the world.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I don't know if I want to say I have been fortunate or not, but most of the companies I've worked with like the big companies of the world, the Pinterest, the Shopify's, the IBMs of the world tend to build things in-house. So from a third party tool, unfortunately, I don't have a whole lot of go-to's for that. So again, either that's a, I've been fortunate or I've been sheltered.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“That's conducting GOX or conversion lift test at important slices of the marketing channel. I know eBay was very popular when they did that experiment. I think it was like 2012, and I'll have a link for you for that as well, where they ultimately decided to cut almost all of their brand spend because they found that users were already going to find them through organic anyway. So they were just kind of throwing money out the window. And it was really hard for competitors to get their ads at the top of the page because their quality scores were so low.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I'm a big. Believer and proponent in multi-touch, I fall into the camp of more time decay. Historically, the research I've done, users tend to forget very quickly where they first found your brand. Yes, you should get credit because this is the first time they saw your brand or the first time they interacted with it for sure. Let's give you some credit for that, but definitely not the reason that they ultimately converted. Linear is fine as well. But overall, I do think attribution by itself is biased. It does not answer the question of whether the person clicking on or seeing an ad would have converted anyways, even in the absence of that ad. This is why numerous companies like Netflix and eBay have done studies to get an understanding of the incrementality of paid advertising campaigns.”
2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source