by Daniele Masiello | Mar 29, 2023 | Amazon Ads
Welcome to the wild world of Amazon Ads campaigns!
Amazon Advertising has emerged as a critical tool for ecommerce businesses to reach out to their target audience and drive sales. However, when it comes to extracting meaningful data from Amazon Ads campaigns, the task can be quite daunting.
Fear not, we have you covered! In this blog post, we will discuss the challenges of reporting inside Amazon Ads, introduce you to Booster Box’s Reporting Dashboard and unveil the secrets of reporting inside ASIN Dashboard. PLUS how they can help you extract actionable insights from your Amazon Ads campaigns.
The Amazon Ads Reporting Puzzle: Finding Meaning in the Data Chaos
Ah, the Amazon Ads reporting platform. It’s a treasure trove of data, but trying to extract meaningful insights from it is like trying to find a needle in a haystack, while blindfolded, and riding a unicycle. Okay, maybe not that extreme, but you get the point.
The platform provides a wealth of data, but it can be scattered across multiple reports, making it a daunting task to get a comprehensive view of your campaigns’ performance. It’s like trying to put together a 1K-piece puzzle without the picture on the box. Frustrating, right?
To make matters worse, the data visualisation tools within the platform are not always the most intuitive. It’s like trying to read an ancient hieroglyphic language. Sure, it looks interesting, but can you actually decipher it and understand what it’s trying to tell you? Probably not.
And let’s not forget about the limited data retention. Amazon’s standard reports only give you access to data from the last 90 days. That’s like trying to analyse a TV show after only watching the last episode. You’re missing out on all the character development and plot twists that happened earlier on.
But fear not, dear reader! Booster Box has access to Amazon Ads API, which allows us to overcome these limitations and provide you with more detailed and actionable insights into campaign performance. It’s like having a secret decoder ring that unlocks all the hidden information within the platform.
Crunch the Numbers with Booster Box’s Reporting Dashboard’s Superpowers
Ah, Booster Box, the superhero of Amazon Ads reporting! With our advanced analytics and access to the Amazon Ads API, we can provide you with insights that are as accurate as Hawkeye’s aim and as actionable as Iron Man’s suits.
One of the most frustrating things about Amazon Ads reporting is the scattered data across multiple reports, like the Infinity Stones across the universe. But don’t worry, our Reporting Dashboard brings all the data together in one place, like the Avengers assembling to defeat Thanos.
We know that time is money, and that’s why we offer performance reports on an hourly, daily, weekly, and monthly basis. This means you can identify short-term trends faster than Quicksilver can run a mile. Plus, with the possibility to make comparisons across different periods, you’ll be able to spot patterns over time faster than Captain Marvel can fly around the world.
But it’s not just about speed; it’s also about precision. Our reports can be segmented by product category, so you can understand which areas need more attention, quicker than Loki comes up with new plans for world domination. And if you want to know how much was spent on a particular product (ASIN) and how many sales it generated, we’ve got a report for that too. It’s like having X-ray vision to see through the numbers.
We also offer a report that shows when campaigns have exceeded their budget. This is like having Spidey-sense to alert you when something’s not quite right. And just like how Captain America has a shield to protect himself, we offer custom reports tailored to your specific needs to give you an in-depth understanding of your campaigns.
So, if you want to be the Tony Stark of Amazon Ads and make informed decisions about your campaigns like a true Avenger, Booster Box’s Reporting Dashboard is here to help.
The Magic of Metrics: Exploring ASIN Dashboard
On Amazon, advertisers can often feel like they’re playing a game of ASIN roulette. They launch a campaign, throw in a handful of ASINs, and hope for the best. But without a detailed breakdown of campaign costs by ASIN, it’s like playing blindfolded – you never know which ASINs are really driving your sales.
That’s where Booster Box comes in! We’ve developed a report that gives advertisers the power to unlock the secrets of their ASIN performance. No more guessing which products are worth your ad spend, and no more feeling like you’re throwing your money down the ASIN drain.
Our ASIN Dashboard report is like a map to buried treasure. You can finally see how much you’ve invested in showing a specific ASIN and how it’s performing in terms of sales, ROAS, and ACOS. With this information at your fingertips, you can make data-driven decisions about which products to target and how to optimise your campaigns.
Now, some people might say that looking at your ASIN performance is like watching paint dry. But we think it’s more exciting than that! It’s like watching paint dry…if the paint was made of gold and every second that passed added another €uro to your bank account.
And let’s not forget the most important part: with our ASIN Dashboard report, you can optimise your ad spend like a boss. No more wasted ad dollars on underperforming ASINs. You’ll know exactly which products are bringing in the big bucks and which ones are just dead weight.
So, don’t be an ASIN amateur. Use our ASIN Dashboard report to unlock the secrets of your Amazon ad campaigns and take your advertising game to the next level.
Amazon Ads Reporting: The Hero We Need – A Conclusion
As we wrap up this thrilling journey into the world of Amazon advertising, let’s take a moment to reflect on what we’ve learned. We’ve explored the ins and outs of Booster Box’s Reporting Dashboard, delved into the challenges of reporting inside Amazon Ads, and even peeked at the magical ASIN Dashboard.
But what does it all mean? It means that when it comes to Amazon advertising, reporting is key. It’s the backbone that keeps your campaigns in check and your ROI soaring high like a majestic eagle. And with tools like Booster Box’s Reporting Dashboard and the ASIN Dashboard, you can track your metrics with ease and finesse.
So, to all you Amazon advertisers out there, take heed: don’t neglect your reporting. Embrace it, nurture it, and let it guide you to advertising glory. And who knows, maybe one day you’ll be the proud owner of a witty and cleverly-named reporting dashboard that will make all your competitors green with envy.
by Daniele Masiello | Mar 14, 2023 | Performance Marketing
Are you tired of seeing the same old results in your marketing campaigns? Have your efforts to improve your brand’s performance hit a wall? Welcome to the world of the “Performance Plateau,” where your marketing performance is as exciting as watching paint dry or a sloth on Valium.
At Booster Box, we know that the path to success is not always linear. Brands often experience a performance plateau, a point where they have optimised their current strategies and are struggling to break through to the next level. But fear not, we’re here to help you shake off the sluggishness and skyrocket your performance campaigns.
So, let’s take a closer look at what the performance plateau is, who is affected by it, why it happens, and most importantly, how to overcome it.
The ‘Meh’ Zone: What is Performance Plateau
The Performance Plateau is a common issue that many businesses face, but it’s essential to recognise the problem and address it before it’s too late.
The Performance Plateau refers to a stage in a brand’s marketing journey where growth and performance start to stagnate. At this point, the incremental gains from optimising existing strategies have begun to diminish, and the brand seems unable to break through a ceiling of growth. In other words, the brand’s marketing efforts have hit a wall and are no longer producing the desired results.
The Performance Plateau can be a frustrating and demoralising experience for any business. Brands that experience this phenomenon may feel like they’ve exhausted all their options and have no idea how to move forward. However, it’s essential to remember that the Performance Plateau is not a permanent state. By recognising the problem and taking proactive steps to address it, brands can break through this ceiling and reignite their growth.
One way to think about the Performance Plateau is to imagine climbing a mountain. At the bottom of the mountain, the ascent is relatively easy, and progress comes quickly. However, as you climb higher and higher, the climb becomes steeper, and progress slows down. Eventually, you may reach a point where you feel like you can’t climb any higher. This is the Performance Plateau.
What a smart way to convey the message, right? Yes, we know. “We do it damn well”.
To break through the Performance Plateau, brands need to take a step back and re-evaluate their strategies. They need to identify the root cause of the problem and develop new approaches to overcome it. It may require unlearning old habits, adopting new technologies or trends, and experimenting with new marketing channels. By doing so, brands can successfully break through the Performance Plateau and continue to grow and thrive.
Ultimately, the Performance Plateau is a natural part of the marketing journey, but it’s important to recognise it and take action before your brand becomes a snoozefest. So, what can you do to break through the Performance Plateau and revitalise your brand’s performance? Let’s find out. Well, not right now: we’re just at the beginning of this article and you need more context. Or maybe we’re just happy to guide you through it (read: to force you to read the whole bit. Just joking! Or maybe not?)
The Performance Plateau Strikes Both Titans and Tiny Tots
Even the biggest and most successful companies in the world have experienced the Performance Plateau. Take Apple, for example. In the mid-2010s, the company’s growth started to slow down, and its stock price stagnated. It wasn’t until the company introduced new products, such as the Apple Watch and AirPods, that its growth started to pick up again.
Startups are also not immune to the Performance Plateau. In fact, many startups face the challenge of breaking through the noise and standing out in a crowded market. Once they’ve reached a certain level of success, they may struggle to maintain that momentum and continue to grow.
So, whether you’re a startup or an established company, it’s essential to keep an eye on your marketing performance and be proactive about addressing any issues that arise. The Performance Plateau can happen to anyone, but it’s how you respond to it that will determine your brand’s future success.
The Culprits Behind the Performance Plateau Snooze Fest
Lack of innovation
One common reason for the Performance Plateau is a lack of innovation. Brands that fail to evolve with the times and adopt new technologies or trends will eventually fall behind. For example, Blockbuster, once a thriving video rental business, failed to adapt to the rise of streaming services like Netflix. As a result, they filed for bankruptcy in 2010 (scaaary!).
Over-reliance on existing strategies
Another reason for the Performance Plateau is an over-reliance on existing strategies. When a brand becomes complacent and fails to experiment with new approaches, it may experience diminishing returns. For instance, a company that relies solely on traditional advertising channels like print or TV may struggle to reach younger audiences who prefer social media and digital content. Wait. Are you really relying solely on print or TV? You need to get in contact with us right now.
Targeting the wrong audience
Furthermore, the Performance Plateau can occur when a brand isn’t targeting the right audience. If you’re not reaching the people who are most likely to be interested in your product or service, your marketing efforts will fall flat. And even if you are targeting the right audience, you may have reached a saturation point in your current market. Once your brand has captured a significant share of the market, it can become more challenging to continue growing.
Whatever the cause may be, it’s crucial to diagnose the problem and take steps to address it. In the next chapter, we’ll explore some ways to break through the Performance Plateau and reignite your brand’s growth. Guess what – we have what it takes to it. You can check our Martech stack for clustering audiences and executing masterful campaigns, and ultimately how to quantify the value of your marketing efforts via Marketing Mix Modelling.
How to Break Free from the Performance Plateau
Breaking through the Performance Plateau requires a combination of unlearning what you know, understanding your growth audience, reaching a wider audience, building a growth model, and getting the best of all of that.
Drop Your Old Habits Like a Bad Tinder Date
Sometimes, what you think you know can be as unreliable as a broken GPS. To conquer the dreaded Performance Plateau, you need to let go of your old ways and be open to new approaches. You might need to pivot your brand or even redefine your audience. The key is to stay flexible and experiment with new ideas.
Unlearning what you know means stepping out of your comfort zone and embracing the unexpected. It means challenging your preconceptions and being ready to think outside the box. To get started, ask yourself these questions:
- What are my biases about my market and audience?
- What’s new on the block, and how can I learn from my competitors?
- What exciting trends and technologies are popping up that I should be aware of?
By being open to new ideas and challenging your assumptions, you can create a marketing strategy that’s fresh, innovative, and ready to blast through the Performance Plateau.
Go for an assessment, change your point of view and address issues you never considered. Just like trying new things can lead to surprising new favourites, embracing the unknown can lead to incredible growth and success for your brand.
How to avoid talking to a wall and stalk your audience
Okay, maybe “stalk” is too strong a word, but you get the point. If you want to break through the Performance Plateau, you need to know your audience like the back of your hand (or your phone, since that’s where we spend most of our time these days). Take the time to research their behaviours, interests, and pain points. Use this information to create targeted campaigns that speak to their needs and desires. Just remember, don’t go full-on creeper mode or you might end up scaring them away.
To truly know your audience, you need to do your research. Start by analysing your current customer data and identifying patterns and trends. Use this information to build buyer personas that represent your target audience. These personas should include demographic information, interests, pain points, and other relevant details.
Once you have a clear understanding of your audience, you can tailor your marketing messages to their needs and preferences. This means using the right language, tone, and imagery to connect with them on a deeper level. You may also want to consider targeting specific segments of your audience with personalised content and offers. Well, basically our audience clustering superstar Galileo does just that. Literally.
But knowing your audience isn’t just about creating effective marketing campaigns. It’s also about building lasting relationships with your customers. By understanding their needs and preferences, you can provide them with better products and services, improve their overall experience, and increase their loyalty to your brand.
In short, knowing your audience is the key to breaking through the Performance Plateau and achieving long-term success. So, take the time to do your research and get to know your customers on a deeper level. It will pay off in the long run.
Why Reaching for the Stars (and Beyond) is Key to Breaking through the Performance Plateau
You know what they say, “go big or go home!” If you want to break through the Performance Plateau, you can’t be content with just a slice of the pie. You need to go for the whole damn thing!
That means expanding your reach beyond your current market and taking on new challenges. So, what are you waiting for? It’s time to break out of your comfort zone and make some waves!
Build a growth rocket to the moon (and back, don’t get lost)
Okay, okay, we hear you. You’re probably thinking, ‘What the heck is a growth model?’ But fear not, my friend. It’s not some convoluted tech jargon that only Silicon Tuscany insiders can decipher. We like to think of ourselves as the left-elbow neurosurgeons of Performance Marketing (you know, the best of the best), so sometimes we have to throw around some fancy terminology (noblesse oblige, amirite?). But don’t worry, we’ll always make sure to break it down for you in plain English – or as close as we can get without being too boring. Or too patronising.
Back to business, a growth model is simply a plan of action that helps you identify your goals and how you plan to achieve them. Think of it as your trusty roadmap to success.
But, building a growth model isn’t just about jotting down a few bullet points on a piece of paper. You need to dive deep and ask yourself the tough questions.
- What are your strengths and weaknesses?
- What sets you apart from your competitors?
- How can you leverage your resources to achieve your goals?
Once you have these questions answered, you can start to build a growth model that suits your brand’s unique needs. It’s important to be realistic and set achievable goals that are specific, measurable, and time-bound. Don’t be afraid to take risks and try out new strategies. You never know what might work until you give it a shot.
So, grab your notebook and pen and start building that growth model. Wait, we’re joking: are you really still making use of paper? You better think twice – global warming is not just a story. Use a digital, paper-free solution instead!
Anyway, it’s time to take your brand to new heights and break through that pesky Performance Plateau.
Mix and Match
When it comes to breaking through the Performance Plateau, why settle for just one approach? It’s time to mix and match and get the best of both worlds! By combining your existing strategies with new and innovative ideas, you can create a killer marketing campaign that will leave your competitors in the dust.
Think of it like making a delicious cocktail – you take your favourite ingredients and mix them with new and exciting flavours to create a unique and delicious concoction. The same goes for your marketing strategy. Take what works for you and add in new approaches that align with your goals and target audience.
Remember, the key to success is to be open-minded and willing to experiment with new ideas. Don’t be afraid to step out of your comfort zone and try something new. With a little creativity and a lot of determination, you can break through the Performance Plateau and take your business to new heights!
The Performance Plateau Epilogue
In conclusion, the Performance Plateau is a common challenge that many businesses face, but it’s not an insurmountable obstacle. By being open to change, understanding your audience, expanding your reach, building a growth model, and combining your strengths with new approaches, you can break through the plateau and achieve new levels of success.
Remember, the journey to success is never a straight line. It’s full of twists, turns, and even some roadblocks. But with determination, creativity, and a willingness to take risks, you can navigate those obstacles and come out on top.
References
For further reading on this topic, we recommend checking out the following sources:
by Daniele Masiello | Feb 3, 2023 | Amazon Ads
Say Hello to D’Artagnan, Booster Box’s clever and brave Amazon Ads Bidding Model!
We would so love to call ourselves Alexandre Dumas as his works have been translated into many languages and he is one of the most widely read French authors, but our mums said “don’t bite off more lettuce than you could chew” and we will abide by their teachings. After all, our mums always said we’re the smartest Performance Marketing Agency around and after being awarded as Large Global PPC Agency of the Year in 2022 we know that mums are always right.
Since we know that you might have to bring massive growth to your business and may be short on time, we’ll bring you what’s the big deal right now: we’ve got a foolhardy, brave and clever proprietary bidding model to rock and get the most out of the three Amazon Ads musketeers – Sponsored Display, Sponsored Brands and Sponsored Products – excellent at riding that wave of best-selling products on Amazon Ads, taking into account multiple factors such as historical performance, competition and market trends whilst maximising return on investment. It’s basically the Musketeer that will allow you to retake control of your performance on THE channel for retailers – namely, Amazon Ads.
Yes, you can thank us for bringing the key, main benefits of our competitive Musketeer up here and spoilering the main thing of this blog post. Still, in the first place don’t get used to it. Secondly, you’ve got to read this article in its entirety if you want to be amused by our witty and funny tone of voice whilst getting to know more in depth about how we bully and bury our competition thanks to our big techy brains (and our advanced tech stack).
Right, now let’s go back to a regular blog post structure and start with a nice and cool introduction chapter.
The Online Retail Giant’s Advertising Platform
Amazon Ads is a powerful tool that can help you sell more of your stuff on the world’s largest marketplace. Amazon is known as the world’s largest online marketplace, and it’s no surprise that they have their own advertising platform to help businesses promote their products and increase sales. Amazon Ads, formerly known as Amazon Marketing Services (AMS), is the advertising arm of Amazon that allows businesses to advertise their products on the Amazon platform.
But before we dive into the nitty-gritty details, let’s start with the basics.
The Great Debate: Amazon PPC vs. Google Ads
When it comes to online advertising, most people immediately think of Google Ads. However, Amazon Ads is a completely different beast. Both have their pros and cons, but if you’re an Amazon seller, you’re in luck because we’re going to be talking about Amazon Ads today.
The main difference between the two is the intent of the user. When someone conducts a search on Google, they’re typically looking for information or trying to find a specific product. On the other hand, when someone searches on Amazon, they’re already in buying mode. This means that the ad targeting on Amazon is more precise and has a higher chance of converting into a sale.
Why Advertise on Amazon?
We know what you’re thinking: “Why would I want to pay to advertise my products on Amazon when they’re already on Amazon?” Well, good question, dear reader. The truth is, while your products may be on Amazon, they’re not necessarily being seen by all the right people. Amazon Ads can help you get your products in front of the right people at the right time, increasing your sales and your profits.
The Three Musketeers of Amazon Advertising: Sponsored Display, Sponsored Brands, and Sponsored Products
Yes, we’re finally there. Now you understand why that ‘Three Musketeers’ stuff was around. You’re amused, aren’t you? You’re smiling. We know you are.
There are three main types of campaigns you can run: Sponsored Display, Sponsored Brands, and Sponsored Products. Each has its own unique strengths and weaknesses, and together they might make a formidable advertising team. Yet, they’re still missing an important piece of the puzzle – and now you should have clear in mind that D’Artagnan is ready to step in, literally waiting behind the scenes.
- Sponsored Display: The Underdog of Amazon Advertising
With Sponsored Display you can leverage many targeting methods, retargeting included. It allows businesses to show ads to users who have previously visited their website or viewed their products. This type of advertising is often overlooked by businesses, but it can be highly effective in driving sales
- Sponsored Brands: The Big Dog of Amazon Advertising
Sponsored Brands, formerly known as Headline Search Ads, are Amazon’s version of brand advertising. These ads allow businesses to showcase their brand and multiple products in a single ad. They are typically displayed at the top of the search results and can be highly effective in driving sales
- Sponsored Products: The Bread and Butter of Amazon Advertising
Sponsored Products are the most common type of Amazon ad. These ads allow businesses to promote a specific product and are typically displayed at the top of the search results. They are a great way for businesses to drive sales for their products
The Amazon Ads’ Secret Sauce: 1st Party Data
In advertising, data is king. Amazon’s 1st party data is what makes their advertising platform so compelling for businesses. This data allows businesses to target specific demographics and measure the effectiveness of their marketing efforts. This means that businesses can fine-tune their advertising campaigns and get the most out of their advertising budget.
For example, you can use Amazon’s data to target customers based on their browsing and purchase history, as well as their interests. This allows you to create highly targeted campaigns that reach the right people at the right time.
Amazon Manual CPC Bidding: The Old-School Way of Doing Things
You have a few different options for how you bid on your ad placements in Amazon Ads. One of the most basic options is manual CPC bidding. This is the old-school way of doing things, where you set a bid for each individual keyword and hope for the best.
Let’s say manual CPC bidding is the traditional way. It involves manually setting the bid for each individual keyword. This can be a time-consuming process and requires constant monitoring and adjustments. As search trends and competitors change, the bids that were once effective may no longer be so, and would require a constant update.
Why Manual CPC Bidding is Like Trying to Play Chess with a Magic 8-Ball
Manual CPC bidding may seem like a good idea at first, but in reality, it’s like trying to play chess with a Magic 8-Ball. You set your bids, cross your fingers, and hope for the best. Not really… scientific, we’d say. Sorry guys.
Also, as search trends and competitors change, the bids that were once effective may no longer be so, and you’re left scrambling to adjust them. Not only lacking in science, not exactly a recipe for success too.
What a mess!
D’Artagnan, Our Proprietary Amazon Ads Bidding Model and The Ultimate Amazon Advertising Hack
At Booster Box, we’ve developed a proprietary Amazon Ads Bidding Model that allows you to bid using target ROAS. This means that instead of just guessing at what your bids should be, you can set a target return on investment and let our system do the heavy lifting for you.
D’Artagnan Can Give You an Edge
By using Booster Box’s proprietary Amazon Ads Bidding Model, advertisers can take advantage of the benefits of Target ROAS and optimise their performance on the Amazon marketplace. This can lead to better performance, higher returns on investment and ultimately, more growth and success on the Amazon marketplace.
D’Artagnan Lets You Rest
Hey, don’t hide. We know you’re tired of manually adjusting your bids every five minutes, just to keep up with the ever-changing Amazon marketplace. Well, have no fear because Booster Box’s proprietary bidding model is here to save the day (or at least your ad campaign).
If it wasn’t clear enough – our proprietary bidding model comes with a fab algorithm that will automatically adjust bids to try to achieve your Target ROAS. This means: you can sit back, relax, and let the algorithm do it for you. It’s like having a personal assistant for your Amazon Ad Campaigns, but with an amazing performance marketing agency behind and outstanding performance. Well, it sounds great. Sometimes we’re surprised by what we do too.
D’Artagnan is also a Crystal Ball
Our proprietary Bidding Model is like a crystal ball for the Amazon marketplace. It takes into account multiple factors such as historical performance, competition, and market trends, which allows the system to anticipate changes in the market and adjust bids accordingly, giving you a significant edge over other advertisers who are still stuck in the dark ages of manual CPC bidding.
Not Enough? (Really?)
If that wasn’t enough (you’re a bit picky, mate, let us tell you), Booster Box offers a full-service performance marketing solution for Amazon advertisers, including account management, optimisation and reporting, as well as other services such as product launch and optimisation, PPC optimisation, and more. It’s like having your own personal Amazon Ads Agency… wait, it’s actually what we are. Or – if you’re not lucky enough to be one of our clients yet – what we can be it for you at your earliest convenience. Buy us, we’re on sale.
So, why waste your time and ad budget fumbling around with manual CPC bidding when you can have a powerful, data-driven, and efficient solution with Booster Box’s proprietary bidding model? Trust us, your ROI will thank you.
by Daniele Masiello | Jan 23, 2023 | Performance Marketing, PPC Strategy
In our last blog post, we declared that Performance Marketing means focusing on streamlining activities to minimise cost and maximise output. We also highlighted that growth as the only goal is unsustainable, and is in contradiction with the latest global requirements and demands towards efficiency.
We concluded that ‘doing Performance Marketing damn well’ is a solution that works when it comes to shifting marketing attitude from unsustainable growth to efficient engines, driving profit in a relatively short time.
That all sounds good, because it is. Trust our big brains – we don’t just talk, we walk. Those might seem true but complicated statements but – hey! We’re the left-elbow specialist surgeons of digital marketing, are we? So in actual fact, it’s not sooner said than done for us!
Our mums say we’re the smartest Performance Marketing agency (actually Global Agency Awards said that too), and they also say “don’t complain about not getting a chance and then be unprepared when you finally do”.
Performance Marketing agencies should listen to these teachings. So we have been building tools against unsustainable growth – and now we can be your recession-fighting angel, reducing your CAC and increasing your ROAS. Come check this out.
The Booster Box Tech Stack for reducing your CAC and increasing your ROAS
A cool talking point and a great headline with all those juicy keywords – but what’s the Booster Box Tech Stack?
The Booster Box Tech Stack is a combination of independent and proprietary tools and processes. We use these to efficiently manage our clients’ accounts by improving budget and resource allocation, tracking costs and profits and providing our clients with quality customers, hence sustainable profit margins.
This includes:
- An efficient budgeting system that tracks costs and profits, allowing you to make informed decisions about where to allocate your resources
- A data-driven sales process that can help you understand which customers are most likely to pay on time or even at all, which will give you better insight into whether or not they fit into your target market
- An automated toolset for tracking leads, conversions and revenue generation (CACR)
We’re talking about outstanding marketing technologies pivotal in setting up tracking or supporting developers to ensure all key actions are tracked correctly in order to execute and analyse masterful performance campaigns. Elementary, my dear Watson.
Your CMO and CFO will be thick as thieves thanks to Phybonaccy
Phybonaccy (or Phybo to close friends) connects your 1st Party data and the advertising platforms to fuel the algorithms with smarter data. This allows optimisation of performance by value instead of revenue, shutting down campaigns that are burning margins and reallocating the budget to the best-performing campaigns, spotting the best-responsive audience for your business.
Phybo works on four levels of service:
It aims to better understand who’s buying from you and group the audiences in homogeneous clusters in order to target people with the most relevant Ads, depending on objectives
- Value-based optimisation:
As Value-Based Optimisation, it considers multiple “types of value”. The most common techniques are LTV (which highlights the most valuable customers) and Funnel Depth (where value is assigned based on the funnel depth the customers reach)
It assigns labels to products depending on specific attributes and performance. This enables us to use different Bidding Types based on product performance (top-low performers, top-low traffic)
- MOAS (Margin On Ad Spend):
It unlocks more profit-oriented data coming from Advertising platforms to feed the algorithms, specifically working towards information on Margin – thus founding budget allocation on margin rather than on return
Giving priority to profit instead of revenue will unite CMOs and CFOs worldwide, finally they are speaking the same language.
You might not know it but you happen to be sitting on gold. Trust Davincy
To accurately convey the concept of ‘sitting on gold’, we’d like to tell you the story of the discovery of the well-known Terracotta Army – a collection of terracotta sculptures depicting the armies of the first emperor of China. It is a form of funerary art buried with the emperor in 210–209 BCE with the purpose of protecting the emperor in his afterlife.
They were discovered completely by accident on 29 March 1974 when a farmer uncovered fragments of pottery while digging a well for water on some wasteland. This led to the discovery of the first warrior of the famous Terracotta Army. Quite the find!
One can hardly believe that such important royal burial pits were accidentally discovered by a farmer and not specialised archaeologists. Perhaps the most interesting thing about this (other than the fact it is praised as the Eighth Wonder of the World) is that the discoverers of this treasure are still telling their story in the museum. Guys, this is what you call “do the best you can, with what you have, where you are”.
Just like the Terracotta Army, your first-party data is valuable treasure. It brings us efficient capital allocation, thanks to detailed and reliable knowledge of each channel’s contribution to the mix, thus giving the right answers to grow the business efficiently. And you’re sitting on this treasure right now, – the only difference is, you won’t find it by accident, but thanks to Davincy (and Booster Box, as a consequence).
Davincy is the epitome of measurement built to provide answers that grow the business. It lets you allocate capital efficiently, knowing each channel’s exact contribution to performance. It works with a mix of different techniques:
- Incrementality Testing
Roughly defined as the expected outcome in incremental sales after allocating a certain capital to a specific digital channel
- Marketing Mix Modelling
Advanced statistical techniques to work with top-down, macro-level information – forecasting the impact of future sets of tactics
A winning combination to make informed tactical and strategic decisions.
You can’t fly blind in a recession storm. Don’t worry, we’ve got radars and we call them RITA
Hey there continental pilot, you’re not supposed to fly blind in optimal conditions, nevermind in a recession storm. Seriously, you look like you need advanced, reliable and cutting-edge instrumentation to get you through.
Now, as it happens we have it. We call it R.I.T.A.. It stands for Report Integrated Timely Alerting: a real-time, integrated viewport on all channels to keep investments under control and skyrocket performance. Worry less with an alert system running 24/7.
With RITA you can:
- Find your most relevant KPIs
- Define goals
- Always keep outcomes at the forefront through a centralised dashboard
RITA links relevant information from all channels to the report, making them actionable and visualising them easily and effectively. It is built with the user in mind so it’s easy to navigate and understand, for all levels of users within any team. It’s accessible anytime, anywhere – no matter what – and it’s fully customisable: no getting bogged down in irrelevant details. Different teams, different POVs, different dashboards. To each their own!
You see, we weren’t messing around when we said we’ll be providing you with cutting edge flight instrumentation.
Everyone’s got their own unique features and superpowers. Leverage your special talents with the guidance of Galileo
Galileo needs no introduction. It’s feed management on steroids and lets you leverage thousands of products to build dynamic campaigns on the fly. Magnifico!
Well, there is one caveat, it only plays with ecommerces. But we will forgive this because when you are in the ecommerce game it enables you to make smart use of the shopping feed. Using Galileo you can reflect inventory dynamism into hyper-personalised campaigns, invest budgets and get the most out of lower-funnel campaigns, plus you can save 20% of the budget off Merchant Center. Try it out yourself and we are sure you will agree, it’s a game changer.
If you want to look under the bonnet, it consists of:
- Feed Management
Galileo takes your inventory and builds an optimised feed to feed advertising platform
- CSS Integration
It integrates perfectly with CSS partners like ProductHero and Cobiro
- Cluster Analysis
Should we really explain this?
Thunderbolt and lightning, very very frightening me!
We’ve got you covered
We could finish this blog post with this simple statement. And that is what we’re going to do.
Performance marketing damn well is a promise of efficiency to combat the crisis, withstand the new recession and hold up. Here is the Boosters’ Efficiency Box:
- Improve capital allocation
- Get new and valuable customers
- Monitor costs
And yes we were so smart to anticipate and fulfil your needs in this way. So smart that we know that you might want to reach out and talk to us, so we’re leaving you with a link to our contact page.
by Daniele Masiello | Dec 7, 2022 | Performance Marketing
We don’t like to be alarmist, still – we’ve got to wear our heart on our sleeve: all of our data science say we are going through an uncertain future where large and global brands are dropping the spray-and-pray approach strategy focused on growth-no-matter-what, asking themselves (and their finance depts) if it’s the best time to invest in digital advertising.
Tough times, huh? Still, this has happened before and we have enough historical data to forecast what will become of our business world.
WINTER IS COMING
Yes, we don’t like to be alarmist but equally we couldn’t help but share that gif. Back to business. In the context of an economic recession at the gates or maybe underway already, investors are on edge as they see inflation soar and jobs get cut.
The dark clouds on the economic horizon closely resemble the ones somebody experienced back in 2008, and throwing on a coat tugging up the collar won’t be enough to stay comfortable. Shareholders ask companies to stand on their own feet and sell enough to break even and be profitable, thus tightening and tweaking forward efficiency.
Recession will lead large global companies to a rapid decline in investments, tightening their belts and keeping expenses low to play down the crisis and cope. The first thing that’s got to be downgraded is the marketing spend, particularly with respect to upper-funnel campaigns.
Against this backdrop, expansion and growth in volume – seemingly without a clear view over value and profit as the result of spending big budgets coming from private equity, funding, etc – is no longer an option. It’s time for the unsustainable “keep pushing no matter the economic return” mantra to make way for the latest, global requirements and specific demands towards efficiency.
Marketing expenditures in areas from communications to research are often slashed across the board — but such indiscriminate cost-cutting is a mistake.
KEEP YOUR FOOT ON THE ADVERTISING PEDAL ALTHOUGH IN THE MIDDLE OF A RECESSION STORM
Let’s start with the serious things: if you combined the latter gif with the ‘Running Up That Hill’ song from Kate Bush, get in touch. We’re always looking for authentic, top talents to mentor and develop.
Now, having said all that, and after everything – if you are not selling or making money, how can you afford to pay for marketing services? The answer is simple: if you don’t keep the momentum now, by the time the economy starts recovering it will just be too late.
True fact: a business’s marketing plan during an economic downturn depends on several factors, including its financial fitness, the number of years in operation ahead of the recession, and the strength of its marketing team.
Nevertheless, it’s clear from the evidence of past recessions that companies focused on bolstering their marketing efforts — rather than cutting them — stand the best chance of weathering tough recession storms and coming out stronger and more profitable overall on the other side. History shows that brands which spend during tough times come out on top.
Looking at marketing as an investment in the future of the business is a must-have mindset during periods of economic downswings like recessions. Marketing and advertising build future sales for people that never stop hearing the business’ name. New leads and prospective customers are more apt to remember the company after the recession.
On top of that, if competitors cut their marketing budgets or even jump ship upon a burgeoning recession, this leaves a more straightforward path for scooping up customers left behind. Even in a recession, people still spend money and have fewer competing businesses from which to choose – this is good for business.
SHIFTING FROM GROWTH TO EFFICIENCY IS THE NITRO BOOST TO GIVE YOUR WAY OUT OF RECESSION A STRONG PUSH
During downturns, marketers must balance efforts to pair costs and shore up short-term sales against investments in long-term brand health.
Performance marketing focuses on lower-funnel tactics, capturing quick wins and borrowing from a “growth hacking” mentality. It is effective at producing quick hits and sales boosts as it picks up momentum on customers already in-market to make a purchase. Effective performance marketing produces short-term sales and leads, thus opening to more efficient spending and having a positive impact on revenue. It means fast, profitable, and sustainable growth over a short time.
Shifting more budget towards a pay-for-performance marketing model effectively addresses economic uncertainties from inflation whilst mitigating risk. Performance marketing is genuinely a win-win model for promoting products and services that can weather tough economic storms.
IF YOU’RE THE ONLY SHRIMPING BOAT SURVIVING THE STORM, SHRIMPING WILL BE EASY
Shrimp people still need their shrimps for shrimp cocktails, even during a recession storm. If this description does not ring any bell to you, don’t wait any longer, go ahead and watch this video:
But to make use of an even more uplifting description, Winston Churchill once said: “never waste a good crisis.” A recession offers an opportunity to gain market share when your competitors are pulling back.
It is scary to continue investing when the economy is shaky. Yet still, businesses that continued to invest in marketing through similar past scenarios, and witnessed the devastation it caused for some, made successful recoveries – some, recovered even stronger than ever, thanks to the immense opportunity the recession itself brought.
We’ve got our point on this, right? Looks like we might be your business’ rescuing-from-recession angel, by reducing your CAC and increasing your ROAS. But that’s a story for another day, and another blog post. You don’t want us to play all our cards at once, right?
Well, even if you’re up for it, we still need a break.
And the content for the next round. Be sympathetic, folks! It’s almost Christmas!
