Despite the information presented on the 2023 Meta Brand Summit, the challenge of measuring brand lift or brand awareness is still evident. In this episode, Kasim shares the key performance indicator (KPI) marketers can use to gauge the impact of increased brand awareness on ROI, especially for Meta Ads. Listen to this episode to learn more.

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0:00 The KPI For Measuring Brand Lift

5:38 Don’t do burst advertising

7:34 CPMs are not going to get cheaper

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How do you measure brand lift, brand awareness, brand performance?

2

what are the KPIs there?

3

They were so light on that.

4

Of course they were.

5

Yeah.

6

Literally no solution was offered.

7

Aside from, maybe there's a

couple of things, but they're

8

just so highly esoteric that they

just didn't even mention them.

9

And that's what myself and

our customer were looking at.

10

Cause we were doing this

strategy right now for them.

11

And leaned over to him.

12

I was like, this is all great, how

are we going to measure it all?

13

And he's I want to see that part of

the show and they never got to it.

14

I've got an answer for them.

15

it's Murr over time.

16

It's media efficiency, ratio expanded.

17

it's based on some assumptions, right?

18

Increased brand awareness

ultimately will increase ROI.

19

That's more or less the assumption.

20

And so if I was advertising last

year and all of the variables are the

21

same and I'm advertising this year.

22

And my brand awareness has

gone up in theory, then, other

23

levers will have been improved.

24

click through rate is better.

25

Conversion rate is better.

26

Customer take rate is better.

27

Retention is better.

28

Cause I have better brand awareness.

29

And so I should be able to see

the improvements, based on that

30

comparison to that timeline.

31

dude, it makes sense philosophically.

32

if we were in school right now,

teaching marketing, that's an

33

easy thing to put in a textbook.

34

That feels like an

impossible thing to sell.

35

I don't know how to sell that.

36

if I got a lead this morning and I had

to hop on the call with this customer

37

and I'm going to go sell them brand

performance, I'm going to feel silly.

38

it's a bit of a leap of faith

when it comes to like when

39

it comes right down to it.

40

And the funny thing was is that,

I don't know if you've read.

41

his book, but, Byron Sharpe

was one of the speakers.

42

Byron Sharpe is this very, well known

best selling offer wrote how brands grow.

43

It was, they're actually giving away

is like his second iteration of that

44

book at the conference, which was

worth it unto itself, which is cool.

45

It just a really interesting

dude, from New Zealand.

46

And he basically said he doesn't

do anything like model mix

47

marketing, which is an esoteric

way of tracking and making sure that

48

everything is being done accurately.

49

And I haven't seen a model where it

works perfectly every single time.

50

One of his takeaways is he said to a

bunch of performance marketers, you

51

don't need to measure everything.

52

You can actually miss some stuff

as long as you're keeping an eye

53

on the big picture back to your

philosophy on this, which is,

54

which I agree with, which is Murr.

55

so there is a certain leap of faith

when it comes to brand, but here is

56

the key takeaways with, we'll throw

in some stats here is that you don't

57

have to go from conversion ads.

58

let's say you're running

conversion ads right now.

59

And chances are, if you're listening

to this show, most of your meta

60

ads are website conversion ads.

61

Great.

62

Good place to start.

63

That's where I would start.

64

And you can optimize that.

65

You can separate out

your levels of traffic.

66

You can go back to listen to 500

episodes of professional traffic.

67

We talk about all this sort of stuff.

68

Point is you don't have to start

with, Oh, I need to start building

69

brand and spending twice as much on

brand awareness or reach campaigns.

70

No, you do it in slow increments.

71

You do it over time.

72

So that when you do this, you start

building up your own brand voice, but

73

you're seeing not a huge decrease in the

effectiveness of your conversion ads.

74

So for example, like with a client

of ours, we're doing this at a

75

hundred dollars a day for not

brand awareness, top of funnel ads.

76

Like just, Hey, get the brand out there.

77

No call to action.

78

All we're looking for is brand

recall is our conversion action.

79

we're doing this with consideration

campaigns, which is middle of funnel

80

traffic campaigns, maybe a middle

of funnel conversion with a website

81

conversion objective for a lead.

82

Not necessarily a sale or for reading

a blog post or for watching a video

83

views, like you can do it in increments.

84

So we actually have a test running right

now where we're testing five different top

85

and middle of funnel campaigns and seeing

which ones are the ones that have the most

86

lift on the backend for us at tier 11.

87

It's specifically, it

is book schedule calls.

88

and those book schedule calls through,

the way in which we track, which it gets

89

pretty close to figuring out what works

and what doesn't at the top of the funnel.

90

It's not exact, but it

gets pretty damn close.

91

We're starting to see lift.

92

Overall, just in leads, quality

leads for our ideal customer profile.

93

and that's how you do it.

94

You do it in small

increments and Byron sharp.

95

One of his big takeaways is

don't do burst advertising.

96

Don't just throw a bunch of

ads out there and then stop.

97

Just do it slowly and consistently over

time and start building this over time,

98

because what you'll start to see is

not huge gains in a lot of marketers,

99

performance marketers, especially are

looking for big gains immediately.

100

Oh, I got a three X ROI when I

changed this one thing in my campaign,

101

whatever that thing is, it's probably

cause you like up to your creative.

102

You did a lot of sort of things

that we talk about here on the show.

103

Maybe you started

incorporating creator content.

104

That's actually really good, really

speaks to your avatars, pain points,

105

desires, whatever it happens to be.

106

However, your product solves

that particular problem.

107

But in most cases, like you're just

going to get incremental gains and

108

all those incremental gains start to

add up and start to build your brand

109

without you really even thinking

that you're a brand advertiser.

110

And so you can do it with just small

campaigns and then grow them over time.

111

And we've done this now as a case

study that we have to talk about

112

here on the show, but we did it

where they were spending about seven

113

grand a month on brand sort of middle

of funnel consideration campaigns.

114

And over a seven month period, they're

now at 70, 000 a month and spend because,

115

and their Google spend and a really

super competitive space is flat to down.

116

And their cost per

acquisition is down by 50%.

117

So stay tuned for that episode.

118

Cause that's going to be a one.

119

I think you definitely don't want to

listen to where we're applying all this.

120

what I'm trying to do right

now is just shift your mindset.

121

And yeah, we've gotten some comments

from some people saying like,

122

ah, stop talking about the bloody

red ocean of website conversion

123

campaigns and a high intent keywords.

124

You know what?

125

Screw that guy.

126

Because the point is you

should be talking about this.

127

Cause that's where everything's going.

128

CPMs in those spaces are

not getting any cheaper.

129

It's not going to get better.

130

You can offset it with this.

131

What we're seeing now is when we start

to blend in consideration and awareness

132

campaigns, our overall CPMs are decreasing

because we have less reliance on the

133

areas where there's more competition.

134

That does make sense.

135

you said it earlier, but there's a leap of

faith required because you have to commit

136

longer period of time than you'd be

able to attribute conversions to anyway.

137

We're used to saying in the

standard narrative, in the

138

very beginning, it was 30 days.

139

Now it's 90 days.

140

I'm sure it's going to get longer

than that for conversion marketers.

141

But Yeah.

142

Okay.

143

you have to wipe your slate there a

little bit and not think in those 90

144

day epochs because that's not what

this is at all, which in a really

145

interesting way, man, you have to be

so confident in your core assumptions.

146

You have to be really confident

in what you're offering.

147

You have to be really confident

in who you're targeting.

148

You have to be really

confident in your messaging.

149

Like this, peels all the way back.

150

it's funny because before the show,

we were talking about mad men.

151

This is Don Draper stuff, man.

152

like you just have to

feel really confident.

153

About your approach, because you're

going to be putting a ton of weight,

154

a ton of money and a ton of time

behind that approach without any

155

formal indications of success.