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LinkedIn I put in that high expensive spot for the reasons I said before they have minimum cost built in that is not how bidding ecosystems work in order to have a functional in order have a product that worked for advertisers their minimum cost would probably have to be around $0.10 you know clicks are clicked should be cheap conversion funnels the drop-off tends to be for each step you push people down there's like magic numbers between 5 and 13 percent like a really good conversion funnel to
one thing that a lot of people assume is that because you're a b2b product LinkedIn is a great place to start advertising but the difference between LinkedIn and a lot of other platforms is that they have a minimum cost per click for the the feed post that you put up so unless you're able to convert you know a $5 minimum click into a customer at a reasonable rate and will never work for you so it's not a channel I recommend if you're a fledgling b2b I'm creative
headspace is trending around they floater between like a rank 150 to rank 100 and top grossing iOS us which was pretty good and calm is much much higher
this is actually a competitor of ours that I think has a really clean conversion page
we do use Google USA yeah how do you find it compared to Edwards and face and Facebook for example yeah so I've been doing Google advertising for a long time and so I was doing a pad vert izing before the UAC product was released since you were able to do search separately from YouTube from display from all their different products and it it certainly worked better for me when it was siloed that way and I could just pick and choose the things that work for me we do do Google UIC it's probably ab
unlike Google AdWords or other platforms that don't have that social layer the more popular your ad is the more people will get shown to
Google search is kind of a winner-take-all bidding marketplace whoever has the highest bids gonna get the top placement and really take the lion's share of the traffic
Google search for a pot Club back before they were banning that there were some sneaky things you could do to get around the keyword blocking and he was getting customers buying product from him for two dollars each at super-high margins
if you are one or two competitors or you're reinventing a space Google search can be amazing for you
Google search is super far on the low effort scale also sort of limited size because you know search traffic is just limited to the number of people that are searching for that thing already it's very difficult to influence search traffic it tends to be high cost but it will vary a lot based on your business
it won PC magazine's editors Choice Award and it's the top rated HR and IT software on g2 crowd
it's the first and only platform that combines HR and IT
we've managed TV to be the same as our other channels
awareness for a mobile app is a little bit questionable to me because you know would you rather people be aware of calm or would you rather have a user of calm
I really didn't like the billboard I put it up there just because it stands out and in kind of a crazy way and we didn't do enough billboard to know whether it would affect the business
it's probably about number three or four in our and our volume stack
we use amplitude for a be test monitoring and we have our own a/b test system built in so that it's modeled after facebook's a/b test system where you can drop any individual user in whatever a be test you want
we use apps flyer so apps flyer is our attribution vendor
we have our own devices database so everyone that opens com we save we know which of them create accounts and which of them take purchase actions and so when we have a device ID that matches an account creation to an ops flier ID that matches source data we can tie that account all future actions in revenue back to that
we do do Google UIC it's probably about number three or four in our and our volume stack but we don't get a lot of transparency from them so you don't actually control your links they don't tell you a lot about what they do and so even if they perform well we're a little bit suspicious that they're gaming attribution and we're not actually getting what we're paying what we think we're paying for all the time
we use a lot of stock video in our ads
I found this ad and I had no shame cloning it
they are doing some new things now that we are copying and are working very well
their strategy was to clone calm so their their app is a clone of calm and their ads are clones of ours
Pinterest and Twitter just straight up don't work for us
I actually love remnant TV
we don't do traditional TV because it's priced in kind of an insane way
calm is much much higher and we're happy to be there
if I have an LTV CAC goal of two hundred and fifty percent I can see there's a lot of things I need to cut back on and a few things that I can scale up like crazy because they're very efficient
for us the more questions we have the more people we lose we like a one page conversion experience if possible
we have a whole system that says it that captures the users information so slike actually tracks the revenue that is generated from them and then does that device matching on the backend so whenever someone opens our app we have both the attribution the attribution database as well as our own internal database so that we can tie the internal logins and purchases back to the attribution source database
we actually the need for this is much higher at calm than other companies because we don't have we have that event pixel that happens when they start a free trial but you can't trigger an event clearly for when that trial converts into a purchase that happens on the backend
we've been doing this for a while where a major scale we have this view for every single ad that we're running
in the history of the company we've run twenty five thousand different targeting ad variations
our target is two hundred and fifty dollars what we currently did for this zero week time period $43 cost per purchase it's likely to bake to around two hundred and fifty dollars our two hundred and fifty percent LTV CAC so we know that we can double down on that strategy
if we're not able to apply a customer acquisition cost model to it we're super we're super reluctant to it we you know we're very conservative
getting attribution wrong is as costly as getting LTV wrong
now two three years down the line of having good attribution and LTV tracking we have curves for every single person that comes in on day one
we used a conservative Universal LTV model across everything as we learned more as we broke things out by what product they purchased what region they're in what platform they were on we were able to learn more about the unique behaviors of those platforms
at calm when I joined we've literally do we had two sales prices they were the same throughout the whole world it was a monthly end of yearly we treated everyone exactly the same because we didn't have a lot of data about them
at comm we have dozens of competitors now probably hundreds if I'm not directly aware of and if we're not always watching what they're doing we're gonna miss out on major growth opportunities and we will be eclipsed
I joined about two years ago as the first marketing hire since then I think we've grown about 20x