Julie F Bacchini
30.4K posts
@NeptuneMoon
President, Neptune Moon. Top 25 Most Influential PPC Expert. Conference speaker. #PPCChat Managing Director. Eagles fan, wife & mom. Dog & wine lover.
More news on the health front. And oh boy, be careful... -> Perplexity launches Perplexity Health agent in US "Perplexity is preparing to enter the consumer health AI space with Perplexity Health, a dedicated section within its app that would allow users to connect health data providers, enter personal medical information, and access specialized AI agents, all within a secure, private environment." testingcatalog.com/perplexity-lau…
If you aren’t testing for incrementality, you’re likely paying for customers who were going to buy from you anyway. ROAS is often a “real-time gauge” that reflects correlation – it tells you what happened, but it doesn’t prove your ads caused it. To find that truth, you need to shift your marketing culture from assumed credit to causal proof. As Gaurav Bhaya (VP of Ads & Analytics at Google) and Patrick Gilbert (CEO at @adventureppcinc) emphasize, you need to upgrade your technology to move beyond defensive reporting and start reporting offensively. Testing turns marketing costs into growth investments. Calibrate your data to invest with data-backed confidence. Here’s how: ⚙️ Move beyond the real-time gauges: Attribution tells you what’s happening now, but causal gauges like incrementality help you understand the why behind your performance. ⚖️ Calibrate for reality: Use incrementality as your ground truth to calibrate all your other gauges, ensuring your budget reflects actual causality rather than just data points. ❤️ 🩹Avoid emotional budgeting: Don’t cut budgets based on short-term anxieties; let a proper time horizon of data prove the effectiveness of your brand investments. 🧪 Lead with a true hypothesis: Define exactly what you expect to happen – like a lift in brand search – before you launch. 💎 Run ongoing experiments: Running a high volume of experiments per year is how you prove marketing is a growth driver. By calibrating your models with incrementality, you stop guessing at ROI and start investing with mathematical certainty. How often is your team running incrementality tests?
Join me for PPC Chat's live session today, on our Slack, where our topic is: "Client Communication When Platforms Go Sideways" Today, March 17th at 12:00 PM ET You can add your thoughts to the conversation later if you can't join live too! join.slack.com/t/ppcchatgroup… #PPCChat
Try not to freak out about the overspend. This is a clear outage that just happened. I expect refunds to get sent once the dust settles. Here's what to do/expect in the coming days/weeks:
Your first sales call is not their first impression of you. We asked 100 CFOs how familiar they are with a vendor before getting on a sales call. 23% said very familiar. 60% said moderately familiar. 17% said not very familiar or it varies. 83% already know who you are, what you do, and roughly how you compare before they agree to talk. One CFO said it plainly: "I will typically already know if I am going to purchase or not. I do not trust sales people at all." Another: "We compile our shortlist almost entirely without getting on a sales call with the vendors." This lines up with what we saw in the rest of this survey. 86% of finance leaders do their own research. 71% describe a research phase that happens without vendor involvement. Half evaluate exactly 3 vendors. By the time you get the meeting, the opinion is already formed. The call isn't discovery. It's confirmation.
Yeah, so basically the current prevailing schizo internet theory is that AI nerds have destroyed the internet and created infinite spam. The advertisement goons are now incapable of determining who is a bot and who is an actual human. The advertisement goons no longer want to pay as much to social media networks. Social media networks, in full blown panic of losing potential revenue, decided to lobby governments saying "we gotta protect the kids! ID everyone to protect the kids from pedophiles!". The social media networks know this doesn't really protect kids. But, it does two things (and a third accidentally). 1. They now can identify who is human and who is AI slop machine, or enough to appease the advertisement goons 2. Advertising to children is a general no-no from politicians, or something, so with ID verification they can say with confidence they're not advertising to children because it's been ID verification. Basically, they can weed out the children and focus on advertising to adults 3. The feds can now tell who is human and who is AI slop. This inadvertently helps them with tracking people and serving fresh daily dumps of propaganda, or whatever they want to do. It's a win-win-win for advertisers, social media networks, the government, and any business which does data collections. It fucks over everyone else. Chat, I'm not going to lie to you. This is an extremely good conspiracy schizo theory and I unironically believe it.
Palantir CEO Makes Shocking Confession on Disrupting Democratic Power trib.al/qGWuNEQ
