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- The Weekly Sharpener #105
The Weekly Sharpener #105
Attribution isn't always your friend 🧐
👋 Hey fam!
I'm really excited to share this 👊 Monday roundup with you!
We gave it a couple of weeks post-BFCM to let everyone chill! Now we're back with some fun stuff for you.
We have some fantastic guest content about the trouble with attribution and how it can lead to you making some bad short-term decisions with your media then we get some insight into how to run proper influencer campaigns on TikTok.
Thanks for sharing your time with us!
Cheers,
Chase
Special Tip: Go read the comments on your paid media ads, especially the ones that have scaled. There is gold from your customers in their that you can use in ads or might have meaningful impact is the way you position the product to sell into the future.
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Guest Content 🐐
From Tamir Vakil
Making marketing investment decisions based on attribution will waste you a lot of time and 💰
We all want to make ‘data driven decisions’, but don't fall for the attribution trap. Here is why:
👉 Attribution shows you only trackable behavior, it doesn't measure the impact of your marketing beyond just clicks... and view-through attribution is often inaccurate / heavily modeled.
Let's analyze a pretty simple customer journey:
Customer sees an ad, ignoring it.
Customer sees an ad, viewing the whole video.
Customer sees an ad, better timing, they click & browse.
A few days/weeks later the customer decides they want to buy...
Maybe it was pay day.
Maybe there is an occasion.
Maybe they just want to treat themselves.
They go to Google, find you & purchase it.
Sounds super simple, right?
Now here is what attribution will tell you about these customers.
🤯 Google is crushing it, increase spend.
🎉 Organic & direct traffic is doing so well.
🤬: Social, where are the conversions? Let’s change strategy, reduce spend, etc.
Remember that on average 98% of impressions don't get clicks, and even clicks aren't measured or attributed properly.
That's why you need to look at contribution, not attribution.
Investing more into demand capture will kill your demand gen, it's that simple.
If you measure by contribution for a few months/years, you'll see how attribution misleads you to often pull the wrong levers.
💥: All of a sudden... you might see organic/direct traffic looking even better. The whole business should look better, even though attribution doesn't.
(This is assuming you have the right channel mix, a strong creative testing process, and a product market fit.)
Why it matters: This is a wonderful reminder from Tamir that attribution can have us making very short-term decisions sometimes and we have to zoom out to understand what our media spend is contributing to.
How would you perform without certain channels on? Would the numbers look different? Have you ever done a correlation analysis to see if you turned off one of your channels to see how much impact it has?
I challenge you to do it for a week and see what happens - then report back so we can talk about it!
Thread of the week 🤌
TikTok Spark Ads have the potential to generate 7 figures for your brand.
We’ve worked with over 100,000 influencers to figure out the best strategies & to help you learn from our mistakes.
Here’s the 5 simple steps to implement Spark Ads that REALLY work.
— Taylor Lagace (@TaylorLagace)
Dec 2, 2022
Why it matters: If you haven't already - you're going to advertise on TikTok in 2023 - don't deny it. Here Taylor lays out how you should be thinking about working with Influencers to create Spark Ads in 2023. This is an insane value.
Use these tips to stay compliant and not be worried you might be messing up your influencer campaigns!
Partner of the Week 🤝 Disco 🕺
Why do we share other platforms? We are always on the lookout for ways to help you level up your game and improve your business. Now onto the new platform you should be using.
Maximize ROAS on Meta with Disco Audiences
Put your brand in front of high-intent, net-new customers with Disco Audiences, Disco Network's audiences prospecting tool built on a network of 1,000+ brands and 55M+ US shoppers. We'll securely send audiences directly to your Meta ad account based on shoppers' likelihood to convert to your brand.
Expert Strategy + Learnings
Some amazing learnings from thought leaders in DTC.
Carl's CRO Tips 🙌
Added a banner to increase traffic toward the best-selling items Additionally, I've added an info-paragraph and an image on each category to simplify the selection process.
For more 🔥 follow Carl Weische from Accelerated.
Rahul's Paid Media Learnings 🤘
Static story-style image with text overlay 🕺
Why it works:
Specific messaging show casing the offer we were running ✅
Organic look and feel on the feed ✅
Follow Rahul from Reach Digital for more 🧠
Creative Cuts ⚔️ - ICYMI
Want to learn about WHY the creative you love works and how you can leverage it 👇
Worth Your Time 💡
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Fav Newsie's
Eli's Newsletter: CX & Retention Learnings
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