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I do deep account work on Facebook Ads, Google Ads and TikTok Ads for a select group of ecommerce brands per year. I believe in the entire digital system, not individual paid media platforms. When a potential customer gets to know a brand digitally, they typically do so cross-channel. Perhaps starting with a Facebook ad, then the IG profile, an email, a Google organic search listing, the website, etc. Thus the overall system needs to be cohesive, especially from a messaging standpoint. The most powerful thing I've found to develop high-performing messaging is to read what customers have to say about not only my clients' products, but also their competitors' products. Customers are conversing with the brands through reviews, comments, and general engagement on organic and paid posts, expressing what they love, hate, what they expected v. reality, their objections past or present, etc. These are powerful learnings we use to write messaging speaking to customers in the same way they are speaking back to us. Furthermore, we build custom creative and messaging dashboards for each of our clients to understand from micro to macro levels, what customers are resonating with. We take into account platform metrics (CTR, view rates, CPC's, CPM's etc.) in conjunction with website metrics (cost per LP view, cost per content view, cost per ATC, ATC to Purchase %, etc.) By combining these two groups of data, we are able to predict auction placement and proactively spend for our clients. Lastly, trendline data is something we specifically lean into. Though extremely powerful for spend efficiency, many businesses are not set up to view actionable trendline data at scale. The difference between a 7-day trendline or a 7-day static set of data can be drastic from a spend efficiency standpoint. Our dashboards include trendline data, static data and comparison windows to drive the highest spend efficiency. If you need to level up the detail and complexity of your paid media program, I would love to chat!
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