Colby Flood

One opportunity for many media buying agencies and brands is improving the way they track and optimize ad creative. Here's a link to a post showing the Google Sheet template we use to track ad creatives. https://www.linkedin.com/posts/colby-flood_adcreatives-digitalmarketing-brighterclick-activity-7163553475891552256-2tSY?utm_source=share&utm_medium=member_desktop

There's one thing that will make or break eCommerce marketing budget efficiency, knowing how to talk to your customers. If a brand's product offer isn't aligned with its prospective customers, it'll burn through marketing budgets without a positive return.

One opportunity for many media buying agencies and brands is improving the way they track and optimize ad creative. Here's a link to a post showing the Google Sheet template we use to track ad creatives. https://www.linkedin.com/posts/colby-flood_adcreatives-digitalmarketing-brighterclick-activity-7163553475891552256-2tSY?utm_source=share&utm_medium=member_desktop

One mistake I've seen many brands make is not prioritizing budget towards optimizing email/SMS efforts. Attention is placed on acquisition through paid media, and a large amount of potential revenue is lost due to poor or missing email flows.

According to spend allocation reports provided by Nortbeam 68.80% of all eCommerce marketing budgets tracked through it's pixel go to Meta. 22.20% Google 4.46% TikTok 3.35% YouTube 0.57% Bing 0.63% Pinterest I share this to say, don't try to reinvent the wheel. Most brands can succeed in prioritizing Meta ads and light budgets on Google.

Effective e-commerce ad budget allocation starts with setting SMART goals and understanding your financial capacity, using the target ROAS formula for budget planning. Deeply know your audience to choose channels likely to achieve your goals, like boosting sales or increasing traffic. Evaluate channels based on benchmarks and performance, focusing initially on one for new brands and expanding as you learn. Adjust based on ongoing analysis to optimize spending and meet business objectives efficiently.