In this episode of Perpetual Traffic, Ralph and Kasim are joined by Frederik Boysen to discuss strategies for optimizing digital marketing campaigns and acquiring new customers. They stress the importance of using first-party data to improve customer match, understanding the cost to acquire a customer, and tracking the consumer journey across devices. The episode also covers the importance of aligning business financial strategy and marketing in response to inflation and maximizing Google Ads algorithm performance. Listeners can gain valuable insights on metrics for measuring business growth and tips for effective campaigns.

In This Episode, You'll Learn:

00:03:29 - Using Google's algorithm to acquire new customers
00:06:16 - Separate campaigns for better reporting and customer data
00:08:55 - Attribution is important in marketing
00:10:24 - Tracking and attributing marketing for improved profitability and performance
00:14:15 - Using contribution margin for a holistic view of business
00:17:37 - Understanding baseline customer acquisition cost and lifetime value
00:20:29 - Cross-channel marketing and its implications
00:21:45 - A new tool for insights on Facebook ads' impact on other channels
00:23:33 - Discovering products with Iris iPhone device and Google Shopping
00:26:06 - Maximizing Google Ads algorithm performance
00:31:27 - Analyzing advertising spend and tracking the consumer journey across devices
00:34:11 - Maximizing top-of-funnel on Facebook for customer acquisition
00:36:15 - Understanding the challenge of attribution in YouTube advertising
00:37:11 - Breaking down ad spending and advice for scaling up
00:42:11 - Understanding the impact timeline for effective campaigns
00:45:27 - Maximizing attribution window for Google Click ID
00:46:00 - Tracking sales through internal metrics and backward math
00:51:56 - Tracking real profit in business metrics
00:53:44 - Aligning business financial strategy and marketing in response to inflation
00:57:02 - Using profitability on ad spend as the key metric for marketing success

Guest Links:

ProfitMetrics
Frederik Boysen on LinkedIn

LINKS AND RESOURCES:

Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How Google’s Big Tracking Decision Will Affect Your Business with Frederik Boysen

Perpetual Traffic