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4 Takeaways to improve your Marketing

This post was inspired by one of Chris Walker’s posts on Linkedin. CEO at Refine Labs. In his post, he explains 4 key takeaways from his most recent Google Adwords Account audit. 

Those 4 key points provide a great outline for how Adinton can help you understand the best way to make your marketing investments profitable.

1. Cost per lead is NOT the metric. 

We have to keep in mind the CAC Payback. Adinton gives you your CAC payback in two different ways: 

CAC Payback in months.

CAC Payback in orders.

For deeper understanding, you can filter these KPIs on a daily, weekly or monthly basis.

2. You MUST analyze performance data separately for branded & non-branded terms.

We couldn’t agree more with that statement! Just to give you a little background about Adinton, when we started, we initially were a marketing attribution software. We wanted to answer this question:

How much influence do head and long tail terms (high volume, high cost, low performance) have on Branded keywords?

Marketers today work with many acquisition channels (Google Ads, Facebook Ads, LinkedIn Ads) and the customer journey is longer in clicks and in days. For this reason, it is important to work with attribution data. It is the only way to make our marketing spend more efficient.

But here’s the thing, attribution data software is generally complicated and incomplete. 

And what marketers need is Revenue attribution data that is easy to understand, actionable and agnostic. 

This is the most important question Marketers need to be able to answer:

Which is the exact Attributed ROAS of all the sources, campaigns, keywords, banners, newsletters?

3. Build your conversions so the data actually makes sense.

As Chris explains, “Spending 30 seconds on the website is not a conversion. Visiting the pricing page is not a conversion. Looking at 3 pages on the website is not a conversion.

These goals artificially inflate performance and make it more difficult to analyze/optimize.”

You need to work with crystal clear conversions. 

On the one hand, you need to know which is the goal of your company? Subscriptions? Sales? Students enrolled? You can only have 1 conversion.

On the other hand, you need to pinpoint the “soft conversions”, or as we call them: micro conversions. A micro conversion could be when a white paper is downloaded, when you have a new lead. But, remember, a conversion is when the money is in your pocket.

4. Customer Acquisition Cost (CAC) and CAC payback are really what matter on this channel.

Agree 100%! These two KPIs are the foundation to making marketing campaigns profitable. Sure, other metrics are important but not as important as CAC and CAC payback.

Our first goal as Marketers, whether B2B Marketers or SaaS Marketers, is to make marketing campaigns profitable. 

Our next step is to scale those sales in a profitable way. To do that, we need to work with a lot of data, from attribution data to predictive data. A perfect mix of data and technology helps us scale and grow our sales faster. Refer to the following image as an example.

Here you can see how one our client’s sales doubled in 60days thanks to our auto bidding tool for Google Ads that was using our attribution and predictive data to make more informed decisions. 

Every blue bubble represents the changes made on Google Ads campaigns by the automatic bidding tool.


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