Liam Wade

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Liam Wade

Liam Wade

@Digital_Liam

Chief Strategy Officer @ImpressionTalk 🤗 since 2014 - SMX, HeroConf, AdWorld 🎙️ Strategy, Paid & Measurement 💬 He/Him (also running a 🦋 experiment)

London Katılım Şubat 2016
1K Takip Edilen1.4K Takipçiler
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Liam Wade
Liam Wade@Digital_Liam·
We're all set up for #DMWF NYC 🗽🇺🇸💡 My energetic, borderline aggressive talk: *Performance Marketing Without Permission* - is on at 2:15pm. Looking forward to helping brands question their recent decision-making! @DigiMarketingWF
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Liam Wade
Liam Wade@Digital_Liam·
@oliviaakory Instructions unclear. Paused ASC. Incremental revenue through the floor. How long do I keep it paused for before I get my revenue back???
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Olivia Kory
Olivia Kory@oliviaakory·
I really appreciate folks reading and sharing the research! But 'stop using ASC' is NOT an accurate takeaway. There's a lot of nuance in this research, and every business is different.
Peter Quadrel@Peter_Quadrel

Haus just dropped a report that's going to change how everyone thinks about Meta campaigns. 640 incrementality tests over 18 months. $14M in spend analyzed. The findings? Everything we've been told about Advantage+ Shopping campaigns is wrong. Here's what actually happened: ASC campaigns win early (9% better at midpoint) but Manual campaigns destroy them long-term. Manual delivered $12 MORE revenue per $100 spent by the end. Think about that. At scale, that's the difference between profitable growth and bleeding money. Why Manual wins: ASC burns through your highest-intent audience fast, then struggles. It's like sprinting a marathon, looks great at first, then you crash. Manual campaigns build audiences gradually. They find new pockets of buyers ASC misses. They create sustainable growth instead of quick spikes. Stop defaulting to ASC for everything. Use it tactically during sales and promotions when you need quick optimization. For sustainable scaling? Manual ABO is king.

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Liam Wade
Liam Wade@Digital_Liam·
Marketers - who's the best CFO you've worked with, and why? Would like to speak to in the next 2 weeks. Please help me find this person!
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Liam Wade
Liam Wade@Digital_Liam·
@codyplof Amen. It's going to put a lot of pressure on all, meaning many will struggle. A small percentage can thrive if they play it smart (and they happen have some fortune in terms of competitors and context).
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Liam Wade
Liam Wade@Digital_Liam·
Mark Meijs! Some great Amazon Ads results, and an absolute trooper doing a talk with a sore throat. This guy knows a thing or two about Amazon!
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Liam Wade
Liam Wade@Digital_Liam·
Me, at every BrightonSEO since 2015 - "Maybe I should move to Brighton ?!"
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Liam Wade
Liam Wade@Digital_Liam·
@binghott Yes, and some of the best SKUs for advertising are the products that don't sell at all... "Shop window" products 🎣🎣🎣 Seen this work across Meta, TikTok and Google.
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Barry Hott ☄️
Barry Hott ☄️@binghott·
Not every SKU is worth advertising. In fact, most aren't.
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Liam Wade
Liam Wade@Digital_Liam·
normalise checking in with your friends (and your frozen ai)
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Liam Wade
Liam Wade@Digital_Liam·
@BlastoffLabs And make no mistakes, I appreciate the debate Steve!
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Blastoff Ads
Blastoff Ads@BlastoffAds·
@Digital_Liam It's not my responsibility to get you to "buy it". I simply shared my honest answer to the question you posed.
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Liam Wade
Liam Wade@Digital_Liam·
Does anyone have an example where Brand Search is DOING a lot of heavy lifting? I mean... proven high-levels of incremental sales that the advertiser wouldn't otherwise get?
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Liam Wade
Liam Wade@Digital_Liam·
@TheCopyTrail I've been waiting for the attack Haven't slept a wink!
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Liam Wade
Liam Wade@Digital_Liam·
@freddjohns Very interesting Fred! If you have a hard to rank brand name, then I can definitely see the use!
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Fred Johns 🥔🥔
Fred Johns 🥔🥔@freddjohns·
@Digital_Liam Back in the day brand search was doing a lot of work for black box pharmaceuticals. Not sure that it still is but it was tough to SEO those sites back then and some pertinent indication info was being conveyed by those branded ads.
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Liam Wade
Liam Wade@Digital_Liam·
@JonKagan What I would say - When we test for incrementality of brand bidding, we look at overall business revenue, usually via Geo testing. Rather than solely uplift in Organic in GA. Interestingly, often we see a proportion of the recovery in direct + other. Which is v interesting!
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Liam Wade
Liam Wade@Digital_Liam·
@JonKagan Nice article Jon! Clicked for the handsome author. We definitely have examples where there is a net benefit to running both. Often positive ROI, but never huge.
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Liam Wade
Liam Wade@Digital_Liam·
@NetizenShane Shane, a man of few words. Respect it.
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Liam Wade
Liam Wade@Digital_Liam·
@BlastoffLabs Sorry, still not buying it! Happy to see some data to prove me wrong? I'm aware of the benefits of brand ads in certain contexts. But even if top 20% of advertisers highly weight brand, I can't see the global avg at 50%. If it is true, I'm worried about the long tail accounts!
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Blastoff Ads
Blastoff Ads@BlastoffAds·
The >50% is because big advertisers know every brand auction they lose (involving a query on their own brand) may result in loss of a customer to a competing seller. Examples are Target, Best Buy etc. And they will happily pay up on the bid because a new customer will likely buy many times. Brand bidding (yes on your own brand) can be justified just based on brand defense. If you don’t bid on your own brand term, competitors will have a field day. Which is a shame since you’ll have a stronger QS.
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Liam Wade
Liam Wade@Digital_Liam·
@BlastoffLabs That's intriguing... Got a reference for that 50% stat because I've never seen that, and it's certainly not the brand-by-brand advice I would give. Are we talking about the same thing - own brand bidding? A business bids on their own name?
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Blastoff Ads
Blastoff Ads@BlastoffAds·
Hey Liam, Yes, we have seen that left, right, and sideways consistently over our 9 years in this business. It varies by industry sector and the strength of the brand, of course. Brand search is over 50% of total search ad spend on the Google platform. There is a reason for that!
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Liam Wade
Liam Wade@Digital_Liam·
I feel like there's a time and a place to embed AI prompts. As you're donating to a fundraising page for a pregnancy charity? Umm, no thanks? Makes me a little sad, if I'm being honest. Unless can tell me a good reason to do include? Accessibility maybe?
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Liam Wade
Liam Wade@Digital_Liam·
@heleddjones I bet that was an interesting day! I think this makes sense for the category you were in? Low brand loyalty, I'd imagine? Curious... how did you phrase the inevitable "I told you so"?
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Heledd Jones
Heledd Jones@heleddjones·
@Digital_Liam yes, when I worked in price comparison. My FD wanted to test switching off brand for a week, bc of an academic paper doing the rounds. I warned him we'd lose sales to competitors. I was right and we didn't even get to the end of the day when we resumed! linkedin.com/pulse/you-prot…
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Keşfet

@heroconf @oliviaakory @codyplof @binghott @TheCopyTrail @freddjohns @JonKagan @elonmusk