The Customer Acquisition Show

Get your queries answered here: hi@tiereleven.com

How AI Took Over Google Ads in 2022 and What's Coming Next in 2023

Tier 11 — Tue, 27 Dec 2022 04:00:00 -0700

This episode discusses the use of an app called Captions and how it can help create titles for videos. The group then goes on to discuss how to use audience targeting in performance marketing, and how it can be used to improve the performance of campaigns. He then talks about how Google Ads has changed this year, with the introduction of Universal Analytics and GTA4. He also mentions that Google no longer creates expanded text ads, and now allows for 15 headlines and four descriptions in each ad. Finally, he talks about how using Universal Analytics can be beneficial for those who want to do their own research.

IN THIS EPISODE, YOU'LL LEARN:

00:00:00 Adapting To Change And Learning From Teammates: My Experience With Machines As Friends And Enemies

00:06:39 Maximizing Performance With In-market Audiences

00:15:17 Google Ads Performance Max: Goodbye To Digital Marketing In 2022

00:16:46 Lack Of Time For Small Business Owners To Keep Up With Rapid Changes

00:21:09 Conversion Farming: A Feedback Loop For Website Value

00:26:31 Maximizing Performance For A Strong Finish In 2022

00:31:26 Google's Big Change In Data Management And Targeting

00:34:31 Google's Ability To Identify Intention Behind Search Improving

00:37:58 Decreasing People's Use Of Channels For Improved Clarity

00:42:27 Maximizing YouTube Potential With Data Analysis

Links and Resources:

Get your queries answered here: hi@tiereleven.com

Why Meta Told Us to Spend LESS Money

Tier 11 — Fri, 23 Dec 2022 04:00:00 -0700

This episode of the Customer Acquisition Show discussed how a customer was spending too much time in the conversion phase of their customer acquisition path and not enough in the awareness and consideration phase. Meta showed data that proved that this is the strategy moving forward, and that it is important to consider awareness as well as consideration when rethinking an overall strategy. The customer was able to get CPMs at a dollar for their consideration campaigns, but their conversion campaigns were around $30.00 with a combined blended CPA that was scaling and growing. To take the next step toward growing your customer base, visit Tier 11 for more information on how to optimize your customer acquisition path strategy.

IN THIS EPISODE YOU'LL LEARN:

00:00:47 Competition Heats Up: Rising CPAs Reveal Shocking Advertising Strategies

00:01:18 Company Reevaluates Customer Acquisition Strategy After Unusual Spending Habits Revealed

00:01:48 Maximizing Advertising Dollars: Capturing Video Views And Retargeting For Conversion

00:03:08 Tier 11 Sees CPMs Drop After Implementing High Value Content And Retargeting Strategy

Links and Resources:

Get your queries answered here: hi@tiereleven.com

Navigating the Complexities of Crafting Effective Copy

Tier 11 — Tue, 20 Dec 2022 04:00:00 -0700

This episode discusses the importance of crafting effective ad copy for Facebook ads. It explains that the most important part of the ad copy is the two or three sentences that appear above the fold, as this is what will get people to click and read more. It also emphasizes not using acronyms and big words in this section, as it can be an instant turn off. The video then goes on to discuss how to craft effective ad copy, such as introducing a problem and leveraging current events. It also mentions different Facebook groups that can be helpful for aspiring copywriters. Finally, it emphasizes the importance of balancing evergreen copy with topical events in order to create effective ad copy.

IN THIS EPISODE, YOU'LL LEARN:

00:00:00 Maximizing Productivity As A Copywriter: Tips From The Customer Acquisition Show

00:06:14 The Importance Of Above The Fold Copy In Facebook Ads

00:12:08 Bypassing Policies And Using Stories For Persuasive Copywriting

00:22:35 Introducing Writing As A Career Option To Unaware Individuals

00:28:41 Finding Success With Ad Swipes

Links and Resources:

Get your queries answered here: hi@tiereleven.com

The Secrets to Lifelong Customers: Understanding the Need for Customer Acquisition Amplification

Tier 11 — Fri, 16 Dec 2022 04:00:00 -0700

What marketing framework do the guys at Tier11 use to successfully manage $100M in annual Digital Ad spend?

On today's episode, Ralph Burns and Tom Meridith break down the Customer Acquisition Framework (CaAMP). Tom explains that search algorithms are really good at finding the right people for your business. You just have to feed them the right content - and that's where CaAMP comes into the picture.

Tune in to hear the duo reveal how they use CaAMP to get more customers, increase their lifetime value, and drive business revenue. Remember, to succeed in marketing, you need a robust and multi-funnel strategy. Platforms evolve quickly, and short-term "hacks" won't cut it if you want to stick around long-term.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

02:00 The fundamentals of the CaAMP framework

03:21 Nugget: The love sandwich and the power of testimonial videos

07:09 The birth of the CaAMP framework

09:49 The hardest parts to crack in the 7 levels of awareness

13:31 How many times should you 'touch' a potential buyer?

14:32 Why organic and paid search should always work together

16:38 CaAMP is all about raising awareness for your products or services

18:19 The continual evolution of the CaAMP framework

21:29 Linking the levels of customer awareness to your marketing goals

26:55 The Creative Lab and what it's all about

28:44 How to give your customers reasons and opportunities to buy

31:01 The Traffic Harmonizer and why it's so effective

33:40 The main idea behind the Customer Acquisition Show

35:09 Conversion architecture and after the click optimization

37:06 Understand that every good offer has a shelf life

41:35 Parting thoughts

Links and Resources:

Customer Acquisition Amplification

Get your queries answered here: hi@tiereleven.com

Optimizing Your Customer Acquisition

Tier 11 — Tue, 13 Dec 2022 04:00:00 -0700

Do you believe in your marketing strategy? Can it double a client's revenue and increase their booked calls by 230%, all in less than 3 months?

On today's episode, Ralph breaks down a recent case study where they helped a coaching client increase their booked calls by 230%, drop the cost per booked call by 54%, and grow their revenue by 107%, all in less than 3 months. The framework they used is what the guys over at Tier 11 use to help businesses scale, grow and enhance a client's long-term value.

Tune in to hear Ralph share how he used the Customer Acquisition Amplification(CaAMP) to attract and convert more customers and what you can do to drive similar results in your business.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

01:30 Client profile and the goal of the campaign

02:07 Deep dive research and why it's important

03:29 How the Creative Lab can help fix your messaging

04:58 Creating messaging that resonates with your ideal client avatar

05:51 How to uncover the real goal of your ad campaign

07:33 Effective ways to increase show-up rates on booked calls

09:55 The effectiveness of testimonial mashup videos

12:10 The beauty of using the Customer Amplification Framework

Links and Resources:

Customer Acquisition Amplification

Ad Traffic Levels Explained

Tier 11 — Fri, 09 Dec 2022 04:00:00 -0700

What is the most important question to ask when building a new marketing campaign?

Hint - it's not "what am I selling?" or "features and benefits." Yes, these are critical questions that need answering. But as a marketer, the most important question to ask is, "who are my customers and how aware are they of the problems I'm trying to fix?" Only then can you create messaging that will most likely generate the greatest results.

In today's episode, Tom Meridith sits down with Ralph Burns, Aaron Crocker, and Rachel Hoxmeier to discuss ad traffic levels and how marketers can use the "5 levels of customer awareness" to create successful marketing campaigns.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

00:54 Ad traffic levels: the foundation of all marketing campaigns

02:50 The 5 levels of customer awareness

05:04 How to engage with prospects at different levels of awareness

07:53 Empathy is a marketer's most important trait

11:10 Customer problems are markets, and solutions are products

13:37 Target specific markets with customized ads

15:45 Before you sell, understand the 5 levels of awareness

18:10 The two main types of messaging in every ad copy

23:20 How to target "Solution Aware" customers

27:00 How to present the benefits and uniqueness of your product

30:00 Elements that make your marketing claims more believable

33:46 Ways to communicate the value of your product

37:09 Hardest level in the 5 levels of traffic

40:50 The 5 levels of awareness in one piece of messaging

43:50 The basics of awareness-level copywriting

45:21 Understanding the levels of customer intent

48:41 Marketing success is all about trial and error

51:30 What is a Trojan Horse video?

56:00 What to do with a non-performing ad

58:10 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Get your queries answered here: hi@tiereleven.com

Breakthrough Advertising by Eugene M. Schwartz

Discover The Benefits Of Performance Max For Long-term Success!!

Tier 11 — Tue, 06 Dec 2022 04:00:00 -0700

What to know how to get the most out of Performance Max? Here's some news for you: how Performance Max is supposed to work is completely different from how it actually works.

Even with Google's Performance Max set to celebrate its first anniversary, many marketers still don't know how to get the most out of it. You see, Performance Max is not a magic bullet that you deploy and all your problems disappear. It's amazingly powerful, but it was designed to complement keyword-based search campaigns across all of Google's advertising channels.

In today's episode, Tom Meridith sits down with members of Tier 11's Google Advertising Division to answer some of the more pressing questions about Performance Max, how it compares to other campaigns, and how to use it to unlock new audiences and drive results.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

00:56 Biggest takeaways from P-Max since its launch

04:17 Understanding what not to do with P-Max

06:02 Why you should never follow Google recommendations on how to run ads

07:50 How Google ads are supposed to work versus how they actually work

10:26 P-Max's inability to target specific locations

11:55 Flawed assumptions about P-Max campaigns

14:25 Focusing on the right metrics for Google ads

17:45 How to settle on the right conversion events for Google Ads

20:20 Can you use P-Max to increase a customer's lifetime value?

23:54 How to run P-Max and Google search ads simultaneously

26:45 Reasons why you need to optimize your site

28:22 Use SEO and P-Max together to become unstoppable

30:46 The death of video display keyword targeting

34:14 How to split your budget for P-Max and search campaigns

35:00 Assets and Creatives For Black Friday, Cyber Monday

42:07 Never change things that are already working

43:30 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Maria's LinkedIn

Get your queries answered here: hi@tiereleven.com

What is an Offer? - Create & Optimize an Offer That Converts

Tier 11 — Fri, 02 Dec 2022 04:00:00 -0700

What is an offer - and how can you create and optimize high-converting offers?

On today's episode, Tom Meredith talks to Aaron Crocker and Lynn Swayze. Aaron is the Copy Chief at Tier 11, and Lynn is a Direct Response Copywriter & Offer Consultant at Tier 11. They discuss the basic construct of an offer and what it takes to create a strong offer that differentiates your products from the competition.

Although there is no wrong definition of an offer, most people assume that an offer is nothing more than the price. However, as Aaron explains, your offer is what you're selling at all stages of the buyer's journey. Tune in to learn more about offers as well as how you can use the 5 levels of awareness to create offers that influence people to take action.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

01:34 What is an offer?

03:31 Offers at every stage of a sales funnel

05:21 Premiums in an offer explained

07:53 Steps to successfully delivering an offer

09:26 How to get buyers to take action

13:45 The Hero's journey and the 5 levels of awareness

15:36 How customer awareness levels change

18:57 How mechanisms of delivering an offer evolve with time

20:35 Common offer mistakes marketers make with offers

24:10 Things digital marketers can learn from direct mail marketers

26:50 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Get your queries answered here: hi@tiereleven.com

Aaron's LinkedIn

Lynn's LinkedIn

Why UXO is Better Than CRO in Performance Marketing

Tier 11 — Thu, 01 Dec 2022 04:00:00 -0700

What exactly is UXO and what is CRO — should marketers even care if they're similar or not?

User Experience Optimization (UXO) has, for far too long, played second fiddle to Conversion Rate Optimization (CRO). Although they are both important players in any digital strategy, UXO is essential for increasing conversations and improving usability. Yes, you want your leads to move down your funnel quickly. But there's nothing worse for your conversions than a user struggling to perform critical actions on your website.

In today's episode, Tom Meridith sits down with Maria Dobreva to discuss the difference between a CRO and UXO and which is more important in performance marketing. Maria is a funnel specialist and lead of the Conversion Architecture Department at Tier 11.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

00:40 Maria's origin story and her journey to Tier 11

03:21 What is a Funnel?

05:29 A customer-focused way of managing funnels

07:36 The difference between a CRO and a UXO

08:48 How to fit UXOs into your conversion goals

11:55 Understanding UXOs and CROs from a value perspective

12:39 Using UXOs to support your customer retention activities

14:09 Improving user experience though accessibility, usability, and efficiency

17:04 What it means to have an efficient user experience

20:08 The first step to designing the perfect user experience

21:19 Designing user experiences for different age groups

24:25 Writing copy from a UXO point of view

28:17 How UXO fits into the broader conversion architecture

30:44 Maria's definition of an offer

31:41 Closing notes

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Maria's LinkedIn

Get your queries answered here: hi@tiereleven.com

How Businesses Make Money

Tier 11 — Wed, 30 Nov 2022 04:00:00 -0700

What is the purpose of business?

Some business owners want to build a community. Others want to leave a lasting mark on this world. And others want to create generational wealth. All those things are compelling reasons to be in business, but the sole purpose of a business is to generate profit. Businesses need to make as much profit as possible while spending as little money as possible to be successful - and there is no better way to do that than through effective digital marketing.

On today's episode, Ralph Burns talks about the sole purpose of a business and the role of digital marketing in driving the profitability of a business.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

00:30 What is the purpose of a business?

01:24 Why businesses cannot exist without profitability

03:09 3 proven ways to grow your business

04:40 How to uncover your ideal customer avatar

06:08 Ways to increase customer's average order value

08:05 How to acquire more customers from ice-cold traffic

09:56 Customer Acquisition Costs and why it matters

12:00 How much are you willing to pay for a new customer?

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Get your queries answered here: hi@tiereleven.com

Meta & Beyond: What's Working Now?

Tier 11 — Tue, 29 Nov 2022 04:00:00 -0700

What advertising strategies are working right now in Meta?

On today's episode, Tom Meridith talks to two advertising wizards from Tier 11 - Kobi Topaz, the Director of Performance, and Jonathan Floril, one of the company's senior media buyers. The trio introduces a recurring episode where they'll be talking about what's currently working in Meta and all other social advertising platforms.

Tune in to hear some of the smartest marketing minds discuss the things that are working on Meta today, how Facebook is trying to counter the recent iOS14 update, and the benefits of multi-channel ad testing.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

00:24 How to get the most out of Meta's lifetime budget feature

03:07 Running ads without a call to action

04:19 Comparing native versus polished ads

06:00 The effectiveness of broad versus custom match ads

08:38 What are "instant experience" ads?

11:45 Facebook's solution to iOS14

14:29 Are Nextdoor ads the best way to gain local customers?

19:04 The basics of Pinterest advertising

21:00 Buyer sentiments for Black Friday, Cyber Monday

23:36 The right way to use lifestyle images

25:40 How to balance your ad budgets

28:44 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

CaAMP 101

Tier 11 — Mon, 28 Nov 2022 04:00:00 -0700

Want to learn how to acquire more and better customers without increasing your marketing budget?

On today's episode, Ralph Burns breaks down Tier 11's Customer Acquisition Amplification (CaAMP) framework - and how you can use it to get more customers and increase their long-term value. If you're struggling to scale your business, you only need to learn one thing - how to convert cold traffic. The more successful marketers and business people know how to turn total strangers into paying customers.

Tune in to hear Ralph break down how the CaAMP framework can help you maximize ad budgets and get as many ideal-fit customers as possible, from as many channels as possible.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Tier 11's Ad Amplifier System

01:58 Breaking down the Customer Acquisition Amplification system (CaAMP)

04:11 Different messaging for different levels of traffic

05:30 The basics of using the Creative Lab

06:32 The three types of traffic in the traffic harmonizer

09:32 What is the conversion architecture?

11:13 Using email marketing campaigns to re-engage cold leads

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

What's Working Now with Google Performance Max

Tier 11 — Fri, 25 Nov 2022 09:00:00 -0700

Google's Performance Max is changing advertising as we know it. What is working right now, and how are the experts using it to drive client results?

On today's episode, the brains behind Tier 11's Google Advertising Division discuss how to get the most out of Google Performance Max - from the recent updates to everything that's working now and what to expect going forward.

Tune in to hear how you can optimize your advertising through Google's channels, find customers where they are, and drive performance based on your specified conversion goals.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

02:51 The transition from smart shopping to Performance Max

04:43 A unified approach to Google and Facebook advertising

06:48 How marketers should be approaching creatives for Performance Max

09:50 The kind of video ads that work for YouTube

11:41 What not to do when using Performance Max

15:40 Performance Max for lead generation

18:17 Click farms and the optimization cycle of doom

21:08 Qualifying phone leads and why it's important

24:17 Does P-Max cannibalize search campaigns?

27:40 The benefits of running P-Max and search campaigns simultaneously

29:09 Video marketing: Raw versus polished ads

31:39 The overall strategy for selling a $2500 course

34:15 SEO versus Performance Max: Which one is more effective?

38:05 Understanding the basics of competitor campaigns

41:55 Getting the most out of the Google ecosystem

44:22 Why the Tier 11 Team is the best at what they do

46:49 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Get your queries answered here: hi@tiereleven.com

What is CaAmp?

Tier 11 — Fri, 25 Nov 2022 04:00:00 -0700

What is Customer Acquisition Amplification, and how can you use it to scale your business?

On today's episode, Ralph Burns breaks down Tier 11's Customer Acquisition Amplification (CaAMP) framework - and how they use it to get more customers and increase their long-term value. If you're struggling to scale your business, here's something you should know: You don't need more traffic, you need more customers. Traffic is essentially useless if you cannot convert them into paying customers.

With $100 million per year in managed ad spend, Ralph and his team know a thing or two about maximizing ad budgets and getting as many ideal-fit customers as possible. Tune in to hear him share how the CaAMP framework can help you get more customers from as many channels as possible while sticking to your budget.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

01:12 Tier 11's Ad Amplifier System

03:15 Breaking down the Customer Acquisition Amplification system (CaAMP)

08:30 The three types of traffic in the traffic harmonizer

11:55 What is conversion architecture?

13:34 Getting the most out of email marketing campaigns

15:08 Case study - 6x increase in ad spend and 25x increase in ROAS

18:05 How to deploy CaAMP

23:30 The deep dive research + analysis framework

26:14 How to run your research through a messaging lens

29:01 Using the customer avatar to clarify your message

32:27 How to use the Kaizen Kreative to build advertising unicorns

34:37 The "transformational story" video ad formula

36:44 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

How to Prove Your Offer

Tier 11 — Wed, 23 Nov 2022 05:45:00 -0700

Are you a growing business looking to unlock your online potential?

On today's episode, Tom Meridith talks to Olha Olashyn, the Lead of Cornerstone Division at Tier 11. Cornerstone is Tier 11's solution for growing brands ready to dip their toes into paid customer acquisition. As Olha explains, every offer you put out has to bring value. It doesn't matter what you sell or what channels you use; if your offer does not have some sort of value in it, it's just a waste of time.

Tune in to hear Olha share how they typically help their clients grow, some of the case studies that show the efficacy of their work, and how small businesses can scale their ad spend without breaking the bank.

IN THIS EPISODE, YOU'LL LEARN:

00:00 Introduction

01:08 Olha's journey to Tier 11

02:54 Why Olha decided to pursue digital marketing

05:28 Inside Tier 11's newest division - Cornerstone

08:06 Key requirements for media buyers joining Cornerstone

10:56 How to identify best-fit customers

13:37 Understanding conversion architecture at Tier 11

14:58 Media buying success stories

19:32 What to expect after joining Cornerstone

21:02 Steps to an effective customer onboarding

24:05 Scaling your offers with speed and efficiency

25:32 Why you need to diversify your social media presence

29:10 Marketing offers you believe in

32:44 What is an offer?

33:54 Parting thoughts

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Olha's LinkedIn