Jump 450

This is your Monday reminder… The necessity for Incrementality Testing is unavoidable. It is like taking your digital marketing medicine. So lean in. Set it up easily Get your results quickly AND trust them more than alternative routes. Have a great week.

"The theory of reciprocity." This is what Nick Cegelski has largely used to grow the audience for his podcast, 30 Minutes to President's Club the #1 sales podcast in the world. "We really had a strong initiative to make every guest promote the show multiple times." He explains Nick and his Co Host (and Co Founder, Armand) have done this by using the theory of reciprocity at the moment when rapport with the guest is the strongest, at the end of the interview. At the end of the interview they tell the guest everything that they are going to do to promote the show on the day that it comes out and ask if the guest will do the same. "We're telling them all of the things that we're going to do to promote them, and it's really hard- because of the principle of reciprocity for them to say 'no, I'm not going to promote my episode'." So here are 3 quick takeaways: - Make it easy for your guests to promote. Send them premade materials like edited clips and copy - Ask them directly, especially when your report is high. - And hold them accountable within reason. Do this and your guests will be one of your biggest growth engines.

Double Check Your Marketing Efforts. Marketing Incrementality Testing is an objective way to determine what channels and placements are actually leading to conversions. It removes the bias by leveraging:  Statistical modeling Data science Cause and Effect  Correlations Causations Incremental Tests are essential to growth and should be run at least on a quarterly basis.

Founder of PetLab Co. Christopher Masanto explains the way his team has become a category leader in DTC pet supplements. “Our testing velocity at PetLabCo is pretty extreme. We'll make hundreds of videos a week." He says. Leveraging their internal team of videographers, copywriters and media buyers to pump out NOT traditional brand creative but instead authentic feeling, (often) educational UGC at scale. The data is fed back into their data warehouse for the team to analyze precisely what their customers are responding best to so that they can serve it up even better the next time.

What is Facebook’s new integration with Google Analytics? GA4 can now connect with your Facebook campaigns in an effort to optimize attribution. BUT while this may seem like the easiest path for many brands, the reality is that GA4 is a bias tool that often reports on last click attribution. GA4 prioritizes channels and placements that allow for a click to purchase with high intent, such as Google Search or Shopping campaigns. While things like Facebook, Display or CTV tend to suffer. The issue lies in the last click attribution. If you rely on last click then you are probably not measuring your campaigns properly because you are ignoring the high impact of untracked steps and channels that often lead consumers to purchase. So will this new integration help provide more accurate attribution OR will it help Facebook LOOK more impactful to your marketing efforts and therefore encourage marketers to spend more on the channel? Our recommendation is to stop relying on last click attribution (and therefore GA4 altogether) AND prioritize your periodic incremental tests to determine clearly which placements are most worthy of your valuable ad spend.

Why are the highest possible hook and hold rates not always the goal? Because you need to correlate what is important from a hook rate and CTR or CPC perspective. Cute pictures of kittens covering your video creative may get people to stick around, BUT if they don’t connect in any way with your offer then imagine what that means about your bounce rates. What we typically see is that not everyone watching is going to purchase. Not all of those people are in market for what you are selling BUT some are. Those are the people that you need to hook and hold and get to click through to the landing page to purchase.

What makes the right brand partner? Founder of the one-stop-shop brand accelerator, Neon Flux Adam Wellington explains that they have refer to roughly 40 diligence questions and long checklists when auditing new potential brand partners. Here are some highlights: - Turnaround time on inventory. - Cost of good margin to MSRP pricing. - Is it scalable? - Do they have the capital to execute? - Is it national or international? Follow for more tips from business leaders on Jump’s podcast, “5 Minute Founders.”

What is the goal of your landing page? - To capture leads? - To guide visitors to take an action? - To drive sales? So often marketers neglect landing page strategy, putting all of the creative testing focus on the ad level. But different types of creative and messaging resonate with different types of people. So A/B testing landing pages can be essential to unlocking conversions. Here are some basic styles of landing pages that we see perform: Long-Form and Short-Form Advertorials like… - Comparison pages (us vs them) - Listicals (5 Reasons Why) - Native feeling blog posts (personal stories) - Testimonials - Reviews For more information about how you can optimize your landing page strategy, listen to Jump’s podcast “Growth Mentors.”

Experimenting with Google AI in your ad campaigns? The new Conversational Experience in Google Ads is a chat based feature that offers to speed up the creation of search campaigns. But what does it do well? What does it do poorly? There is very little information available. Our own Zachary Larimer, Director of Media Strategy at Jump breaks down his first hand experiences with the tool and shares our recommendation’s for the best and worst use cases. The tool was rolled out in late 2023 and only works on starting new Google search campaigns. It cannot be applied the pre existing campaigns. The conversational experience offers to - Create new search ad headlines and descriptions. - Generate relevant keywords - Suggest images and site links. But the conversational experience does NOT take historical campaign performance into account and therefore struggles to generate sufficient key words. The best use we have found for it thus far is in generating copy. It will generate ad copy for you that Google ranks as excellent which is worth while. It is a best practice to always have at least one ad running that Google ranks excellent. Using the tool holistically in its current iteration to cut corners in efficient campaign creation may be detrimental to your success. Follow for more snack-able tips, strategies and updates from the “Growth Mentors” podcast by Jump 450.

A successful founder keeps their fingers on the pulse of the details. Andrew Masanto took his crypto currency unicorn, Hedera to a $6B valuation in between 6 and 12 months. What was his unfair advantage? He had his fingers on the pulse. Andrew saw the excitement building early on around distributed consensus computing but when he was ready to start his company, he found that others did not share his beliefs. He was turned away by all of the Venture Capitalists and decided instead to do it himself. His confidence came from intimately understanding the market and its users. “I was in the communities, I was executing, I was on the ground level, I was a user and I knew the audience.” He explains. He was talking to the people that would become his customers. He knew what they wanted and he knew how they thought. His bet paid off quickly and within 6-12 months Hedera Hashgragh was raising money at a $6B valuation. Follow for more founder’s stories from the “5 Minute Founders” podcast by Jump 450.