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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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

  1. “Google for sure. And when we say Google, let's make sure everyone understands what Google entails. Google is YouTube. Google is Google search, GDN, Google Display Network. There's a lot of things in Google that you can do. I always say if you have the creative available, you should really, really be looking at doing video because video is one of those things that I am very bullish on. It is doing really well when you measure it the right way. And as long as you can get that creative and get it consistently just because you have one piece creative, if it's doing well, you do need to have that creative refresh, kind of that flywheel going. Make sure you're doing Google search again, user driven, YouTube, and meta. And meta contains both Facebook and Instagram. And then based on the data available to you, if you do see.”

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

  2. “Make sure you're not too hard on yourself if it doesn't work. A lot of times companies I've either consulted with or worked at, there was always pressure or there was always a need to succeed at whatever experiment we put into market. I believe in creating an environment where it's okay to fail because we're either winning or we're learning. And more times than not, if we put something new into a platform that we know nothing about, we're learning the bells and whistles. We're learning the functionality of it. Just know there's going to be things you're not going to understand because each platform is unique. Each platform is different. The user behavior is different. So give yourself some grace, understand that this may not work. And as long as you're learning from it, you're going to be okay.”

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

  3. “Ideally, in a perfect world, you're going to hear the word statistical relevance. Mathematicians will tell you exactly what that number is, and I'm not going to pretend like I'm mathematician. But a lot of times it's a budget constraint. There could be a VP, finance, anyone like that could just come to you and just say, hey, you have $25,000 for this test. You only have $5,000, just get that information, get that data. You can then also build an op size off of that. Hey guys, we worked with our meta partners. We work with our Google partners. We put $1,000 behind this test. We know that our impression share was this. Our reach was this. If we were to put $10,000 into it, this is the expected return we can get from it based on the click-through rate, the conversion rate that we got from the test that we ran.”

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

  4. “Going to get an answer to that outside of the data that's available to you like click through rate, reach, frequency, and all those things to kind of pull in more metrics is a focus group to understand, hey, when you saw this image with this content, what was your result from it? Now you can build a test within the platform to do a control versus a test where say you take the creative with the same primary and the same description versus a creative that's just your logo with the headline and the description and see what the results are. But more times than not, you're not getting the understanding from the user of, well, why doesn't that creative resonate with you? And they'll give you suggestions in the focus group. Why does that work better for you than not? So that's a really, really hard question to answer without having those dialogue with the user to understand that.”

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

  5. “Million dollar question, to be honest with you, because you could look at some of the metrics that currently exist in the platform, click-through rate basically just tells you are the users engaged because start with the target. You're getting the impressions they're there. Is the target rate? That should be your first thing. Yes, the target is correct. Users that we want to see are seeing our ads, but they're not engaging with it. That would kind of be the first thing. The part that I think you're really trying to ask is creative versus the content, because sometimes depending on the ad unit, you could have like a story creative that is literally the creative kind of has to stand on its own, not necessarily the content that's in it, but something like an in feed creative has a headline, a primary, a description, and a creative. That's where, honestly, the only way you're”

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

  6. “So that is how closely tied they are to that user's behavior on the platform. So they're 1% tied to what they're doing. They're visiting similar pages or they have similar behavior on the platform. So they're more than likely going to be tied to what that user. They're not going to be that user exactly, but they're going to be very correlated to them or 10% is pretty wide base that you're going to hit.”

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

  7. “The number one thing I tell people all the time is use your own data, start with your own data. So take the existing customer base you have, load that up into the platform to build lookalikes. From there, you can do, and I'll use Meta as the example. You can do a 1% all the way up to a 10%. So a 1% match, 2%, 3%, so on and so forth. What I tend to do is build ad sets one at 1% because we know that one's going to be highly correlated to what we're looking for, then a two to four and then a five to seven and then an eight plus more times than not the 8 plus does not work. But there have been times where it has. So it's, hey, let's do it. Let's try it. But if you also have a very limited budget because some people don't have the luxury of having an unlimited budget like we do in some of these other companies I've worked at, just start with the 1%. See what that time of life is because you already know that this is so tied to your existing customer base if that sign of life is giving you a positive”

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

  8. “Yeah. And also, there's a saying that my current director likes to use, which is signs of life. You can always do a very, very small test. You can just put a little money into a platform, see if there's a sign of life. If there is, then you can pull back and say, okay, we have signs of life. Now let's build a campaign around that. There's no reason to say, all right, we have a signs of life. Let's now turn it up all the way. Do we have the right creative? Do we have the right campaign? Do we have the right messaging for the users on this platform? Then let's take that approach as opposed to just, hey, signs of light, great, go, run 100 miles an hour. Make sure you're doing the right thing when you get into those platforms.”

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

  9. “This doesn't make a whole lot of sense from a creative standpoint. We were kind of missing the mark of what we were using on Meta was working was not working on TikTok. So you can't always just take what is currently working on one platform and apply it to another because it is a different user experience. It is a different mindset that the user has when they're on there. So that was an example of where we were able to take those instances, look at their data, and say they're already finding us here. How can we turn this up a little bit? And I don't remember the numbers exactly, but it was pretty exponential.”

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

  10. “Yeah, so there was a company I worked with a couple of years ago called Hair Story in Ipsy. I know very funny guy with no hair working on a company called Hair Story. But they were doing really well from a Google shopping standpoint. But when I started consulting with them, we looked at the analytics and we actually saw that they were getting a lot of people from Meta and TikTok at the time. And TikTok was very, very new. And they didn't really know what to do with it. So said, we'll do a small test. We can start on Meta with just some customer testimonials. Let's see how that does. We'll get interest in, build a funnel, get retargeting, and hopefully get conversions. TikTok was so new at the time that it was like, we don't know what's going to work. Let's just try with what is currently available. Then once we started doing it, we started noticing, hey,”

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

  11. “I always say, where are your users? You will have some data that will allow you to understand that say right now you're doing really well on TikTok. Some would argue that's an emerging channel right now. Great. If that's doing really well for you, maybe you take because that content could be used on something similar like Snap, see how that does for you. You could also lean into your Google Analytics or whatever analytics tool you are using and see if you're already getting users from that platform if you're currently managing that if you don't have a profile on there and obviously you don't have a presence it would be really hard for users to find you and get there but always look at the data that's available to you within your analytics platforms and say users are already finding us here how can we turn that knob up to 11 and you can do that with paid because if they're already finding you through that channel what would happen”

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

  12. “Anything else is more disruptive media. You're on meta and you're looking at pictures of babies and cats. And then all of a sudden you see an ad for Shopify. You're watching a YouTube video, maybe a YouTube podcast, and then in between, you get advertisements, maybe for Shopify, maybe for Pinterest, maybe for Eventbrite. So all of that being disruptive media may not make a whole lot of sense for where you are as a business, but I would say paid surge being user-driven having to type in a relevant keyword for your ad to show should pretty much be for just about everybody.”

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

  13. “Hot take, I would say paid is for everyone. If you look at the way each platform is doing, Google, introducing AI plus with paid taking up like the first four spots, you have to scroll pretty far down to get to an organic listing. Meta, it's almost a pay for play now. You have to do promoted posts for people to even see your content. I would say it does depend on the industry you're in. If you're, say, leaning heavily into influencer marketing, that is still a paid component. You may not be doing meta ads. You may not be doing paid search, but that is a paid component. But I would say at baseline, everyone should be doing paid search. The way I usually explain it to people is paid search is user-driven. You have to type in a relevant keyword for your ad to show.”

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

  14. “Paid can be a lot of things. It can be online. It can be offline. It can also even be affiliates. Typically when I talk about performance marketing, it's about online only, but you could argue it's like offline could be performant. Affiliates could be performant, stuff like that. They can be interchangeable, but I would recommend if you are talking about it to kind of specify which one you're talking about because when you do say paid. Because I'm in the industry, I was just, oh, they do Google search and they do meta and they do things like that. But if you do offline and you just say paid, we may be talking about things, but missing each other on two ships passing in the night. So I think historically people, when they have said pay growth, have been fully focused on just online.”

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

  15. “Is different. The user behavior is different. Make sure you're not too hard on yourself if it doesn't work. It's okay to fail because we're either winning or we're learning.”

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

  16. “Instead of thinking about being on top of the page, 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.”

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

  17. “Hot take is for everyone. If you look at the way each platform is doing, Google, you have to scroll pretty far down to get to an organic listing. Meta, it's almost a pay for play now.”

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