There is a such thing as over optimizing on a paid social campaign. I mean, you
0:06
have marketers out there who are literally tweaking targeting and
0:09
changing their bid strategy just to save a few pennies on the dollar to take
0:13
their their cost per click from 20 cents to 15 cents. And you’re doing all this
0:18
micro analysis and micro changes just to get a very marginal difference in
0:23
impact. And it really doesn’t even impact the things that matter. It just
0:26
impacts in platform metrics that really don’t align to anything. Especially for
0:30
high ACV SAS companies with like a five figure ACV and beyond. And we’re running
0:35
campaigns and your target cost per lead is $50 and we get 53. But 90 plus% of
0:41
every lead that signs up is qualified and turns into an opportunity. And
0:45
you’re so focused on getting that $53 cost per lead down to 50 when that $3
0:52
difference changes nothing about our campaign. But the things that we are
0:56
doing correct is actually impacting and improving pipeline and revenue. Don’t
1:00
kill the messenger. This is to my data nerds who want everything to be perfect.
1:05
It won’t be perfect. Your real measures of success is not in platform metrics
1:09
like getting a perfect cost per click or getting a perfect cost per lead. But are
1:14
those reduced cost per clicks and cost per leads actually driving to more
1:17
opportunities? And if they’re not, you’re just wasting your
View Transcript
There is a such thing as over optimizing on a paid social campaign. I mean, you
0:06
have marketers out there who are literally tweaking targeting and
0:09
changing their bid strategy just to save a few pennies on the dollar to take
0:13
their their cost per click from 20 cents to 15 cents. And you’re doing all this
0:18
micro analysis and micro changes just to get a very marginal difference in
0:23
impact. And it really doesn’t even impact the things that matter. It just
0:26
impacts in platform metrics that really don’t align to anything. Especially for
0:30
high ACV SAS companies with like a five figure ACV and beyond. And we’re running
0:35
campaigns and your target cost per lead is $50 and we get 53. But 90 plus% of
0:41
every lead that signs up is qualified and turns into an opportunity. And
0:45
you’re so focused on getting that $53 cost per lead down to 50 when that $3
0:52
difference changes nothing about our campaign. But the things that we are
0:56
doing correct is actually impacting and improving pipeline and revenue. Don’t
1:00
kill the messenger. This is to my data nerds who want everything to be perfect.
1:05
It won’t be perfect. Your real measures of success is not in platform metrics
1:09
like getting a perfect cost per click or getting a perfect cost per lead. But are
1:14
those reduced cost per clicks and cost per leads actually driving to more
1:17
opportunities? And if they’re not, you’re just wasting your
