by Christopher S Penn | Dec 28, 2020 | Advertising, Conferences, Marketing, Speaking
One of the questions I'm asked most is what my speaking fee is for any given event. I don't often have a "stock" answer. Why? This is a more complex question than we might initially think. What's really being asked of us are two separate questions: How much value do...
by Christopher S Penn | Dec 2, 2020 | Advertising, Marketing, Marketing Data Science, Marketing Technology, YouTube
Natchi asks, "What is the best way to estimate YouTube Ads KPIs performance for a certain budget, duration etc?" For campaigns that are in-flight and have enough data, use the Google Ads simulator. That will tell you what some common scenarios look like. Otherwise,...
by Christopher S Penn | Sep 4, 2020 | Advertising, Facebook, Marketing, Marketing Data Science
Jen asks, "How can brands find out which kind of Facebook Ads work best for them?" You'll need to do a content assessment in 4 layers: - Audience content - Your own content - Competitive content - Landscape content Once you've done all 4, you'll have an understanding...
by Christopher S Penn | Aug 31, 2020 | Marketing Data Science, Advertising, analytics, Data Science, Marketing
Jen asks, "How often do you feel like ads should be changed out and freshened up?" I don't feel anything. I look at the data. Look for diminishing returns, and use that as your determinant for when to make a change. How do you calculate that? With a moving average...
by Christopher S Penn | Aug 10, 2020 | Advertising, AI, Artificial Intelligence, Machine Learning, Marketing, Marketing Data Science, Marketing Technology
Oz asks, "Why is some consumer AI so bad? Instagram senses that I like bright-colored clothes. Then it shows me ads for bright-colored clothes that are also cheap crap that I'd never buy. What is the perspective of the companies? - It works great for most people. - We...
by Christopher S Penn | Aug 3, 2020 | Advertising, Facebook, Google Ads, Marketing, Politics, Strategy
Lea asks, "Curious about your thoughts on when to pause any ad campaigns (in US) across the board during the election?" I wouldn't necessarily pause unless you're targeting so broadly that you'll be bidding and competing for the entire adult population. What you...