The over reliance of google for advertising — John Readman // BOSCO

Quotes

• “Being able to try and identify which channel is gonna get you the maximal return is really, really difficult. What agencies and businesses used to do is go to Google and say, “Can you help me plan my media, I wanna attract this many customer, what can you do to help me?”, And funny enough, Google will say, “Spend more money on Google,”. - John “I think we have also fallen into this habit certainly over the last 5 to 10 years Google as a start was a stalwart and you get sales back. But it’s now getting more and more competitive and CPCs are getting more expensive and that is eroding away the opportunity. So I think it is now time to look for alternative channels.” - John“That’s the challenge. People don’t necessarily know where to look. But the biggest one which I think got a lot of mixed reviews is the good old fashion affiliates. It’s all about how you manage that.” - John “We were gobsmacked in November and we’ve operated a lot of campaigns using the maths. It’s always been about optimizing the maths. In February we were struggling to get the maths work. The big browns have come in without thinking about the maths and just dropping loads of money  but we couldn’t get the maths to work. We couldn’t get the CPA we needed.” - John“This is where I think now it’s flipping back to the mathematicians and it’s now more about having decent creatives that cuts through the noise. I think the opportunity moving forward is about improving the quality of the creative. The creative and the maths need to come together.” - John“My takeaway is, yes there is competition within the platform to buy the media, then how effective your creative is, and maybe you’re on the right side for Google and Facebook and obviously there’s still a lot of company who is gonna rely on both and the more popular advertising channels but you can look to more new media channels, like OTT, podcasting, and TikTok.” - Ben “There's a lot of ways to spread your dollars and not just rely on Google and Facebook and also you can focus on optimizing your creatives.” - Ben  “The other piece of advice I have is we’re very reliant on performance marketing. We want to put a dollar in and get a dollar out right now and that way we can have more certainty. If you really want to lower your cost per acquisition, build a community, build an audience, and build a content archive.” - Ben “If you want to lower you roas, your cost per acquisition, developing and consistently investing in the content and really building out your organic channel, to me, that’s the number one answer. You want conversions? Build a content machine so you don’t have to rely on performance marketing.”- Ben “I think SEO, over the last 15 years and become a bit of a dirty word and a dirty trade. But actually if your produce useful, interesting, and well-written content where people will absorb, they will then share it and get recognized by Google.” - John“Because ultimately Google’s job is to try and replicate humans to produce the right content for a search query, so it it does its job properly, you can find your content.” - John“I think there’s plenty of opportunity for people to invest money and content rather than paying Google just for clicks. Google are just like drugs, people are addicted to that instant hit.” - John“That’s the thing. If you’re gonna invest in a content strategy, you’re gonna put in a dollar and get 50 cents today but it’s an appreciating asset. That dollar you invest and got a negative 50 percent return on day one is a 10X return on a year from now. So you have to have patience with your content marketing strategy and you need to be consistent with it.” - Ben “I think the biggest fundamental thing we see all the time is the senior folk in the businesses are saying, “How can we get more out of Google or Facebook?”, What they are not saying is, “How can we get more out of internet?”, That's the fundamental thing that people are missing.” - John