YouSaid · the spoken record

Timothy Davis

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117
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2024-07-28
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2024-07-28
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podcast

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  1. “Please, audience, if you are using AI in this way, let me know because a lot of the stuff I do can be a little manual and can be a little time consuming. If they've found ways to automate through AI where I can provide the information that isn't sensitive, that they will make it a lot cleaner and a lot more digestible, let me know. But a lot of the things I have templates that you can load the data into and it will just automatically give you the result from it. But yeah, it's right now it is a little manual. But if there's a way to automate this through AI, please users contact me on LinkedIn and let me know.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “This is now available to us in the platform using this report will actually identify a true threat as opposed to making an assumption based on personalization that maybe you're seeing when you Google a keyword or using a tool like Semrush that ultimately is saying, oh, this person's appearing above you, well, let's run this report and see if it's a genuine threat as opposed to just maybe ego marketing going on.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “This type of lens is an effective way to identify genuine threats. Not that just this data can be used to gain comprehensive insights like determining your position and impression share, but by creating a baseline that you can see how this data changes over time through different bid strategies, keyword ad copy optimizations, and more. This is a very, very powerful one because I do know a lot of people are always concerned about what are my competitors doing, how are they doing it, why are they doing it? And with all the smart bidding currently available, you know, back in my day, you know, we were, it was all manual bid.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “Yeah, so this one, I'm hoping you have show notes that we can give a shout out to somebody. Yep, there's a website called PPC Hero. What I usually tell people is terrible name, great content. The actual website used to be a little bit more cartoonish with like superheroes on it, but now it's, you know, they've refined it. But the writer there, his name's Jacob Brown. This is what he calls the true competition metric. And again, this is why I highly recommend we give people the link to the article because this does get a little dense. What he does is that he creates four new metrics with the auction insights that are available. And two of those metrics are position above rate when we show an amount of times they show and we don't added together and it will show how often a competitor ranks above you in all auctions you are available for using”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “This campaign was the test and this was the control. And you can clearly see that. We were talking to a lot of people, but no one cared about what we were talking about. So, this was an easy test to call and just say this one's performing a lot better. And then, you know, verifying the other metrics still look good conversion rate, number of conversions, stuff like that. This one was the clear winner. So we went in this direction”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “That's what this whole visualization is here for, where I feel like a lot of people don't do this type of visualization. And this can be done by leveraging all the user data available in Google, such as demographics, locations, affinity audiences, in-market audiences, testing different bid strategies and more. So the data is readily available, but it's just making the visualization a little bit more digestible. And the reason that I actually have two here to show is because this is an example of when I was working on an account back in 2023, where we started making some changes. And you can see that clearly our impression share, you know, I would say was baseline. It didn't really change too much, but look at our click share going up because now again, we're talking more to the right people, not necessarily just everyone, generic people versus”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “And that's kind of like ego marketing. I want to be number one. I want to be there all the time. It's about showing to the right person as often as possible. Instead of thinking about being on top of the page, you should think about serving the right user, which can be measured with our click share. And then Google will put us on top of the page, which we can see through our top impression share.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  8. “So these are all exports. So this is just the visualization of the data that's available. So this all data is available in every account. This is data available in the account. This is data available in the account. Now in saying that there are more reports that we get into like impression share and frequency. This is something I tend to look at that not a lot of other people do. It's not about showing as often as possible because that's what impression share tells you.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  9. “But if you find out that you have a lower CPC, you're like, oh, great. I thought that was worse. And then you can communicate that internally to your team and say, hey, our average CPCs may seem high, but in reality, we got with our partners and we are, you know, on par with the industry.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  10. “People you consider to be your top competitors, I will tell you if you are above or below a certain threshold. Now, they can't tell you CAC because they would have to have transparency into like conversions, but click-through rate, conversion rate, cost per click, things like that, they will give you that information because they will anonymize it, so you won't know who is who. Like if you say my competitors Monday.com, they won't say Monday.com has a click-through rate of 5%. They won't tell you that, but they will tell you of the competitors you gave us. And we added three more in just to, you know, say, hey, we found some people and also to where if you only give them two, you can be like, oh, it's one or the other, they'll give you that information because they want you to succeed. Because if you succeed, you spend more money on their platform. So if you find out your average CPC is really high, take the actions that are in the account that tell you what you can do to lower it.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  11. “Yeah, every industry and every company is going to be different. Healthcare, lawyers, those are some of the highest cost and average CPCs I've seen. If I was to compare that industry, say, to a B2B industry, it would not be very good at all. Honestly, what I would tell the user to do, every single platform has partners available more times than not they're kind of like salespeople. I actually really like the partners that we have at Shopify because I do feel that they are partners. Shout out to Francisco at Google. And Sammy and Alana at Meta and Nick and Sam and Brian at LinkedIn in case they all hear this. But I think they're really great partners and they will give you that information. They will actually say, if you give me your five.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  12. “Yeah, so that's Google telling you. There are some times where you will work really, really hard. And there's just not a whole lot you can do sometimes. It kind of is what it is. But I would argue more times than not, people are not doing those things to improve their ad strength. So just if you have the change history available in every account and meta and Google, if people are doing the test to try and improve and get better, great. You have the right people working, but if not, that's a clear indication that there's definitely room for improvement.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  13. “An account level quality score, not just necessarily a keyword or an ad quality score. So just turning this one off and removing it from the account, this one ad could dramatically improve your performance. And then Google actually tells you what you need to do to increase those strength things. So this report is ultimately powered by this one. for your ad strength improvements they'll tell you try adding a few more unique headlines or unpinning some of the ad sets try including more keywords in your descriptions or your headlines so they're actually giving you this information but more times than not i just feel like people are just missing this and just not taking action on it um so definitely some stuff available uh within the account that will help you focus on that signal versus the noise that you could be just getting from the clicks the impressions and all those”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  14. “Average, excellent, good, or poor. You can see clearly on the non brand side, doing really well. They're doing really well here. Most of their ads, 46 of their ads are excellent and a bulk of their spend is going there. But if we look on the brand side, you have one ad, one ad that you could go in and just click pause on that is a plore and look at that CPC. seven dollars. So just turning that ad off by itself, not only will, I'm a firm believer in that there's a”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  15. “And I think it's 12% increase in the number of impressions you can get if you increase from a below average to an above average for the data that's available here. And then on the non-brand side, clear expected click-through rate, you really need to be working on. And that data is also available here that you can kind of see I put in red, the one for brand, your quality score being at a nine, but your average CPC is $8. That is very interesting because it should be the lower your CPC is. I mean, the higher your CPC is, the lower your CPC should be. So that is an investigation that's like, hey, here's a signal. Let's go do a deep dive. So there's further reports that you can look at looking at the ad strength again.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  16. “As possible. What I'm showing here is a visual of brand versus non brand when it comes to expected click-through rate, landing page experience, and add relevance. The reason I like building reports like this is because it will kind of show you where hole in the ship is. If you look on the left side, expected click-through rate, 75% above average, landing page experience, 84% above average. Then you get down to add relevance. A lot more colors than there are green. Only 35% above average. So for your brand add copy, the clear direction you have from the data that's available to you is jump into the account and make it more relevant. That will improve your ad strength. And once you improve your ad strength, that will prove your quality score and more time.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  17. “Yeah, so for those metrics, I would say I really hope you have a great finance partner. Shout out to Courtney and Nick, that fantastic finance partners I have at Shopify. Nick's not there anymore. Sad cry emoji. But Courtney, you know, we're able to collaborate on those things, understand this is the investment we're putting in. This is the expected return. This is the CAC that we can basically put a guardrail on. You have to be within. So hopefully you have a really strong financial partner you can use for those. But as far as the stuff that I focus on, there are things that whenever we're looking at accounts, we'll kind of hyper focus on. For example, Google will give you information about what is going on with your ad copy and how to ultimately show as often.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  18. “Frequency. If the goal of the campaign is to get conversions, that's what we should be doing. If it was awareness, it's how many people saw it. It was a consideration how many people were getting into the funnel and are considering us as from a white paper download or a demo as the product solution that they're looking for.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  19. “Wow, this is amazing. I need to get more into this. And that's just kind of where it started. And when I usually hire people and we go through the interview process, I make sure that they can be data focused. Really, it's just ensuring that we're focusing on that signal and not the noise. And one of the interview questions I usually ask is like I throw a bunch of data points at them and then say out of all that, what would you do to optimize the account? And more times than not that they're just like overwhelmed. But the people that I like are like, well, what was the purpose of the purpose of the campaign? The purpose of the campaign is to drive conversions. Okay, well, I would focus here, like focus on how many clicks we're getting and how many conversions are we targeting the right people because who cares about how many impressions you're getting? Who cares about the reach? Who cares about?”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  20. “Where you place fielders on the field to ensure that we're doing the right thing. As far as dealing with all that data, that is just, I would say, a skill I've learned over time. Early in my career, whenever someone, you know, was like, oh, we have this new project. Who wants to work on it? I'll do it. I was always just eager, you know, like a sponge. I just wanted to get in as much stuff as possible. I did SEO for a portion of my career. I did email marketing. I did affiliates. And then eventually I remember the first time I saw it paid. Because again, I was doing like SEO where it's like, yeah, we're going to do this and we think it's going to work. But we won't know for about six months. Someone showed me a paid platform. I was like, wait, you know, this is the keyword you're bidding on. This is how many times the ad was shown. How many people clicked on it? How many.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  21. “Yeah, so I played baseball my whole life. But when you blow out your arm and you're as fast as a sea otter, it's not very conducive for you to continue chasing that dream. But the one thing I always liked was the stats. Even as a kid, when I would watch baseball games on TV, it's like, what's this guy batting? How often is he getting on base? How many RBIs? Like, oh, this guy, it's a terrible average, but he has a lot of RBIs. So that means if there's a runner on base, he may not get a hit, but he's going to get that guy in. So you want to make sure you put him in the right spot in the batting order, so on, so forth. I could talk about that for hours. But again, that could be another thing where there's a lot of data available. Which one should you focus on? And ultimately, what is the optimization you're going to make to the lineup or to”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  22. “Lot of noise you just said. So let's what is the signal and what is the noise and let's make sure we're focusing on the right signal versus the right noise and that has to be a data person because there's a lot of data in these platforms.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  23. “Like that book. It's kind of dense, but the thing I liked the most about it was the title and just changing the title ever so slightly to signal not noise. So typically whenever I hire people, I want to hire smart people and kind of get out of their way. But the biggest thing I want to focus on is what is your thought process when it comes to data? Because I can teach anyone how to do Google ads. I can teach anyone how to do meta ads. That is not the hard part. It is the data part that is the hard part because there is so much noise going on in those accounts. They give you everything, which is great. It's great that they give you all this information, but you can have someone that, oh, but look at the reach, look at the frequency, look at the CPMs, look at the CPC, look at the conversion rate, look at the cost per lead, look at the cost per MQL, look at the S hold on.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  24. “And in the book, he basically, I'm going to use the word art. Let me use the word art. Detailed the art of like probability, statistics, and applied them to real world circumstances. It included case studies of with baseball, which of course I loved, elections, climate change, poker, stuff like that.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  25. “I'm a big believer in that there was a book written by Nate Silver called The Signal and the Noise. Are you familiar with it?”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  26. “A really good point, actually. So there have been times where clients like, hey, we've reached our milestone. I want to bring someone in. That person comes in and say they're an expert in social media. Like, hey, I still want you to execute on Google and Bing because that is just not my bailiwick. I'll take over the social stuff, but we do need to talk about your fee. Maybe it does need to go down. Completely acceptable. Let's have that discussion. Make sure we're both aligned to what that should be. But yeah, there have been times where they're like, hey, we've reached our milestone. We got to bring someone on. But that person that they bring on is like, actually, I see expansion in this direction, but I can't do this. Are you willing to stay on, help me with this? Great. If not, I'll just have to find someone else who can.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  27. “I'm doing HR stuff and I'm meeting with clients and I'm doing sales. Start there, get it to a good place, create that milestone of, hey, when we're spending 50K a month, I need to hire somebody full time to take this over. And just have that conversation with your agency and your consultant. I think more times than not, you will have a positive reaction to that. But if you don't, I would say that's a major red flag and probably someone you should be partnering with.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  28. “Performant $100 million spend. There's no way one person can do that. So let's create mild zones along the way of making sure we're checking in and saying, when is the right time to hire, whether that's a data scientist, whether that's a creative person in-house, or replacing me full time. There's no reason that you should be holding a company back. If anything, you should be helping them get to that milestone. And I think that's why I've been able to do so well for myself, because I show that, hey, I have the best interest for you and your company, as opposed to how much money, how much more money can I squeeze from you by holding on to you as a client. I would say agency consultant is a good way to start because if you as a business owner, you shouldn't have to log into, oh, I haven't logged into Google in like three weeks to look at stuff because I'm doing payroll.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  29. “Agencies are a good place to get things started. Even when I was consulting, I would honestly, I'm a big believer in forward-thinking, backwards planning. So if I'm taking this contract on with this new client, what's the end?”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  30. “Because the client portfolio you have is five. And when we took them on, they were all at 100K, but now they're all spending 2 million plus. We need to offload some of that from you because you're doing such a good job that you've scaled them up. Let's give you three clients instead of five and hire someone to take those two.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  31. “Lead to conversion, just stuff like that, that they're too busy with too many other things to focus really, really deep into those. And typically whenever I manage an agency in the past and I consulted, I made sure that you didn't, you weren't stretched thin enough that you couldn't do those things because I'm a firm believer in hiring smart people and then getting out of their way. But each week having one-on-ones with them just, you know, spot checking things, just saying, hey, I looked at this. This doesn't look right. What's going on there? Oh, yeah, I do that on this day. Okay, great. Just making sure you're covered because sometimes people won't scream, uncle, when they should be screaming uncle because they think it's a sign of weakness. But let me know when you're overwhelmed. Maybe I have a solution for you. Maybe there's a way I can coach you to be better at something, or we just need to hire more resources.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  32. “Subsection is keyword granularity, brand versus non brand, search query reports, negatives, so on and so forth. I feel like agencies don't necessarily get into all of those things every single month where some of those we're doing weekly, some of those we're doing bi-weekly, and some of those were doing monthly, but they touch the things that they think they need to touch, they turn on automated bidding, they're doing their search query reports, and then they just kind of move on with their day because they have 50 other clients they have to get to. Well, what about looking at your conversions? Where are we converting? Have we tested different landing pages? What is a better user experience that we could be getting users right now? It's a five-step process can get it to a three, partnering with like PMMs to say, hey, here's something that I think could help improve our, you know.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  33. “Agencies have playbooks. Now, I've worked at agencies. I did consulting for a long period of time. It was never an approach I took. I looked at each account and each company as its own thing. But I think a lot of agencies just come in and they go, oh, this is like A, B, and C company. And this is what we're doing, copy, paste, done, move on. And they're also not willing to get deep, deep, deep into the weeds of stuff. I may get a little too far into data than some other people. For example, like I have obscence that myself and my team follow. So within that ops cadence, we have things like finance, performance, structure, keywords, ad copy, quality score, targeting, et cetera, et cetera. And then within each of those, we have specifics. For example, the keyword.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  34. “From an operations standpoint, I always want to make sure those things are tied off. Yeah, it doesn't make sense to, again, if you have a major budget and you're trying to get awareness into a market, great. Yeah, you can go after a market. But just know that it's probably not going to convert very well. Wouldn't recommend it”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  35. “You're going to do is really annoy the users because, say, in the future, they are hey, I'm still interested, but I don't want to use that product because I already tried. Like, no, no, you can totally use it now. I already tried. I had a bad experience with them, and some users will hold that you accountable to that. One bad experience, and I'm just never giving you my business.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  36. “You so of course they weren't converting unless they were going out of their way to make a way to convert that. So when we took a step back and we said, okay, where do we want to start? It was South Africa. That's really where we were trying to get quote unquote stronghold in. So we had to make sure we had the RAND available once we did that. We started doing tremendously better because we had a product market fit. They had demand for our product and now we were able to serve them, meet them where they were.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  37. “Yeah, product market fit is a huge thing. We've run into some of this at Shopify, and we definitely ran into this at IBM. So for the longest time, IBM is, we're a global company. We should be everywhere. But when we started looking at the data, it was, should we be everywhere? For example, Africa. We were in the whole continent. We weren't just in, say, South Africa or Egypt or something like that. And the more we dug into it, the more we realized the biggest issue wasn't necessarily that users weren't interested in our product and weren't able to and weren't purchasing it. It was because we didn't have a product market fit, mainly from an operation standpoint. In Africa, there are multitudes of different types of currency. There's the franc, there's the RAN, there's the shill. And we were just, hey, USD.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  38. “Better than Monday.com and start getting some people in interested, maybe kicking the tire, starting free trials, but they also have other keywords that they can go after in market. But if you're going after something new like hotel room, you know, flowers, I forget what keywords we were bidding on for that because it was years ago, people weren't thinking of that. That wasn't something they were searching for. So it just really depends on A. When do you expect results? Because SEO can take time. And B, what is the demand in the market for your product?”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  39. “That's complete disconnect. And they're like, yeah, but we're trying to build awareness. You don't want to build awareness through search. You build awareness through display, media-based type media. When we transitioned all of their money over at the time, and this will age me before Meta was a thing, when we transition everything over to GDN, that's when the company started really reaping the rewards because we were building the awareness around the product. So it depends on what is the demand of the product and market. If you're doing something that is similar to another product and market, you could do competitor. I call it coattail riding. So you have, say, Lenny, you and I create a product that is similar to Monday.com. We can go out there and just start bidding on Monday.com and say, see why Lenny and Tim are.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  40. “You are a startup, typically whenever I consulted with them, it was what are the goals? What are we trying to achieve and when? Because if you're looking for something quick, paid needs to start immediate and page that started yesterday because SEO takes time. SEO, depending on the market you're getting into, if it's emerging, people may not even know your product exists. There was a product I was working on years ago that if you were traveling to a hotel and say it was a romantic getaway with you and your partner and you wanted the hotel suite or room done up with like flower petals and champagne and stuff like that, they would do it for you. Well, they were working with someone before that was like, oh, we should totally be in paid search. And if you look at the keywords that they were doing, it was like booking hotel rooms. It's like, no.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  41. “When you say emerging channels, my brain kind of goes to connected TV podcast VR advertising, audio voice search, and even AI stuff right now. I can tell you podcasts are doing really well for the people that I know are able to measure it correctly, right? Connected TV is also doing really well. You can take the, if again you're doing YouTube right now, being able to take that creative and repurpose it, but the VR stuff and the AI stuff, that is stuff that is, I would say, very emerging right now because to be completely transparent, I haven't experimented with those things yet. I kind of like letting other people be the guinea pig and learning from them. And then if, hey, someone comes to me. They're like, hey, we have budget for this. Let's go ahead and test it. Great, let's go. Let's see what we can learn.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  42. “So, yeah, the thing with YouTube is I always say start with emotion. If you can have an emotional connection with the user is going to be way more impactful and way more powerful than anything else. To take that further, when I say emotion, that I'm talking about comedy. I'm talking about, you know, Happiness. It's not necessarily just, oh, we need an emotional connection with the brand. It is just making sure the user feels something after seeing your ad because then they're more times not going to remember it, which then they will take a favorable action after the fact.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  43. “Always Google search. I'm always going to say start with Google search, but it's also creative dependent. If you don't have the right creative for Facebook, it's going to be really hard to convert because users are just going to either be turned off by what you're kind of putting out there. And then also depending on where your user base is, if they're not on Facebook, it's kind of a moot point. But if they're browsing around on GDN or YouTube, it makes more sense to go there.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  44. “Yeah, exactly. I would not recommend getting into LinkedIn and my LinkedIn reps may kill me for this. I would not recommend getting into LinkedIn until you've tested Google and Meta first. Now, you could be an enterprise level company and it does make sense to start with LinkedIn for sure. But depending on your audience, I would say more times than not, it would be a Google meta discussion before going to LinkedIn.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  45. “No, one of them was like we get it. We're seeing it everywhere. We actually tried because at the time we didn't have an offline team. We actually tried to buy the billboards around the office as well, but I didn't know enough at the time from an offline perspective of like the right people to talk to, how long it would take to do it. So we were trying to pour it on hard”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  46. “We hear you. That was great to hear because it was something we were able to do on LinkedIn. And we did it and other platforms as well. But we knew we were able to get not only to that decision maker, but everyone around that decision maker to say, hey, these guys may be the ones we need to go with.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  47. “There was recency and private security. So, what we did was we found out where the decision makers were. So A, in LinkedIn, we took anyone who works at Coca-Cola. We want you to see ads about security and recency. Outside of that, we also geofenced it because you would think Coca-Cola, Atlanta, that's where the decision maker sits, but they were actually in LA. So in LA, we geofenced them and we knew that they worked at Coca-Cola. The next time the salesperson got on the call with the team to say, hey, just wanted to check in. He was like, hey, hey, I get it. Security's fine. Recency is fine.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  48. “These are great thing, but basically you go up to a Coke Freestyle and say, I want Dr. Pepper and I want cherry flavor in it, or you want Coke Zero with cherry and vanilla in it. You can do that. It's kind of the freestyle you get to pick. The reason they wanted it to be cloud-based is because there's a ton of drinks in there. So you need to be able to efficiently and effectively say this store needs more sprite or this store needs more Sprite Zero because you have your whole portfolio in this one machine. So they want to be able to update things more readily. And it was between us, AWS, and Microsoft and met with the sales team and said, you know, what do we need to do to win this? Because it was a big ticket item for us. And what we found out was they had two concerns about.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  49. “Yeah, LinkedIn is very expensive in comparison. So just know if you're going into LinkedIn, it's going to look Almost three times more expensive than other channels. The targeting that's available on LinkedIn, knowing job titles, industries, actually targeting people at certain companies is very powerful. The example I always tend to use is that I worked at a company called SoftLayer. SoftLayer was acquired by IBM because they were trying to build out their cloud portfolio, couldn't do it. So they're like, hey, let's do Next Best thing and buy this company. But when we were just soft layer, we were trying to get Coca-Cola as one of our clients. And you know those Coke Freestyles where you can pick whatever drink you want and put the flavor in it.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source

  50. “Users on TikTok, definitely go after those. But if you're just kind of starting out and you just want to get your feet wet into something, I would say start with Google search, then get into Meta. And if you have video available, definitely get into YouTube.”

    2024-07-28 · Lenny's Podcast · The ultimate guide to performance marketing | Timothy Davis (Shopify) · IDENTIFIED FROM THE TRANSCRIPT · source