"is Performance Marketing just something every company should be doing hot take PID is for everyone if you look at the way each platform is doing Google you have to scroll pretty far down to get to org..."

"learning today my guest is Timothy Davis Timothy has led Performance Marketing for all of Shopify for the past 2 and a half years and as a consultant has helped companies like Pinterest LinkedIn redin..."

"something out of this that'll make your life better if you enjoy this podcast don't forget to subscribe and follow it in your favorite podcasting app or YouTube it's the best way to avoid missing futu..."

"we talk about Performance Marketing paid growth first of all are those two terms interchangeable to you and second of all what falls under the umbrella of Performance Marketing paid growth paid uh can..."

"conversation as well okay so Performance Marketing when someone hears that term it's essentially marketing that you can measure the performance up correct yes nail on the head this episode is brought ..."

"build better has a 93% subscription retention get a personalized demo and use code Lenny for $100 credit if you sign up now at build better. a/ Lenny I'm excited to chat with Christina Gilbert the fou..."

"to maintain it forever absolutely Lenny we heard so many horor stories of multi-day outages from even just a handful of bad records we are laser focused on integration reliability to help teams end al..."

"everyone should be doing paid search uh the way I usually explain it to people is paid search is user driven you have to type in a relevant keyword for your ad to show anything else is more disruptive..."

"paid Performance Marketing to be most of your growth like say 70 80% I always say where where are your users uh you will have some data that will allow you to understand that say right now you're doin..."

"behavior on the platform so they're 1% tied to what they're doing they're visiting similar Pages or they have similar behavior on the platform so they're more than likely going to be tied to what that..."

"you're getting the Impressions they there is the Target right that should be your first thing yes the target is correct users that we want to see are seeing our ads but they're not engaging with it th..."

"that yeah that makes a lot of sense how long do you recommend these test run for the signs of Life test and I like this term by the way I haven't heard this before ideally in a perfect world you're go..."

"any other tips I guess for people just to experiment with the platform make sure you're not too hard on yourself if it doesn't work a lot of times companies I've either consulted with or worked at the..."

"obviously there's Google there's Facebook Instagram what's kind of like what are the platforms people should seriously consider at this point Google for sure and when we say Google let's make sure eve..."

"Instagram Tik Tok What about LinkedIn do you see things happening there for say Tob companies yeah uh LinkedIn um is very expensive in comparison so just know if you're going into LinkedIn it's going ..."

"vanilla in it you can do that uh it's kind of the freestyle you get to pick the reason they wanted uh it to be cloud-based is because there's a ton of drinks in there so you need to be able to efficie..."

"do on LinkedIn and we did it in other platforms as well but we knew we were able to get not only to that decision maker but everyone around that decision maker to say hey these these guys may be the o..."

"to LinkedIn okay so just generally start with Google and meta is there one or the other usually is it like I guess yeah do you which one would you start with if you had to pick one yeah always Google ..."

"action after the fact that is super interesting one last question about platforms are there any other platforms you see working for people that are emerging maybe that people aren't thinking about Red..."

"okay let's talk about when to start investing in Performance Marketing paid growth so say you're like a startup do you have any advice for when it's time to start signs a life test or even and then al..."

"something you recommend is that something you advise against is that strategy that you've seen work yeah product Market fit is a huge thing um we've run into some of this at Shopify and we definitely ..."

"saying probably not smart to run a bunch of ads if it's not working if you don't have something people actually want yet in that product in that market right or able to convert because conversion is g..."

"science a life test or should you hold off until it's like okay it's actually working let's go from an operation standpoint I I always want to make sure those things are tied off yeah it it doesn't ma..."

"allows you to be such a hero when you come in and take over I think agencies have playbooks uh now I've worked at agencies I I did Consulting for a long period of time it was never an approach I took ..."

"where are we converting have we tested different landing pages what is a better user experience that we could be getting users right now it's a five-step process can get it to a three partnering with ..."

"because the client portfolio you have is five and when we took them on they were all at 100K but now they're all spending 2 million plus we to offload some of that from you because you're doing such a..."

"creates mild Stones along the way of uh making sure we're checking in and saying when is the right time to hire uh whether that's a data scientist whether that's a creative person in house or replacin..."

"good point actually so uh there have been times where uh clients like hey we've reached Milestone I want to bring someone in that person comes in and say they're an expert in uh social media like hey ..."

"biggest thing I want to focus on is what is your thought process when it comes to data because I can teach anyone how to do Google ads I can teach anyone how to do meta ads that that is not the hard p..."

"like that is there's something there that you could show that is interesting yeah I so I played baseball my whole life uh but when you um blow out your arm and you're as fast as a sea otter it's it's ..."

"started and uh when I usually hire people and we go through the interview process I make sure that they can be data focused really it's just ensuring that we're focusing on that signal and not the noi..."

"most yeah so so for those metrics I would say I really hope you have a a great re uh Finance partner shout out to Courtney and Nick uh that that fantastic Finance Partners I have at Shopify well Nick'..."

"times and I think it's 12 a 12% increase in the number of impr Impressions you can get if you increase from uh a below average to an above average for the data that's available here and then on the th..."

"of their spend is going there uh but if we look on the brand side you have one ad one ad that you could go in and just click pause on that is a poor and look at that CPC $7 so just turning that add of..."

"great is that something you set like if it's above the threshold is that a benchmark you have or is that Google telling you this is poor this yeah so that's Google telling you there's some times where..."

"at all honestly what I would tell the user to do every single platform has Partners available more times than not there're kind of like sales people I actually really like the partners uh that we have..."

"essentially the great summary yes yes amazing okay back going back to the report you just showed is that is that a report you developed custom that gives you like here's the most important stuff to pa..."

"direction this is super cool I love that you're showing this and again plug for YouTube to actually see the charts you're talking about I see one more slide on this deck I'm curious what's there yeah ..."

"different direction attribution what a what a sexy uh exciting topic so attribution basically it's how do you assign credit to a channel and to a campaign uh so that you where growth is coming from it..."

"slices of uh the marketing channel I know eBay was very popular when they did that uh experiment I think it was like 2012 and I'll have a link for you for that as well uh where they ultimately decided..."

"yeah none that I've seen that's like oh wow that's amazing uh I will always say make sure you're trying to Leverage The in platform tools uh because the biggest thing with Performance Marketing is the..."

"that Geo X or Geo experiment or conversion lift uh the results of those experiments should ultimately fuel the plans for your uh what we call if increment mentality adjusted factor and will allow you ..."

"okay let's go back to talking about team structure and how to kind of build your own Performance Marketing team so we talked about the first person that you hire and the advice there was someone that'..."

"but I like to play One online because that what they do they ultimately make us look really good because we're ultimately the ones reporting on the performance of it but they were the ones that helped..."

"working with ADT you know the security company we wrote the most perfect ad when Google ads only allowed a headline and two descriptions of 35 and 35 we got every single value prop in there somehow it..."

"up a calendar we did this test we started this test on this day that means this test will end on a month from now put a notification so you have a cool down period and you report out to the org what y..."

"that you know unfortunately we've seen a lot in the news lately with a lot of tech companies um letting go of some really talented people and that is I feel like just created bloated organizations we ..."

"been that way okay it's only this quarter this quarter we have a summit coming up or we have a burst coming up or we have a lot of travel because uh we're meeting with Partners so on so forth so maybe..."

"stuff for them to do and uh red means uh they have more work yeah more days than there are in the in the quarter and so they basically estimate here's how much how many days I need to do the things I'..."

"it's just a spreadsheet and uh visually uh I'll do my best to describe it let's say column A has those buckets I was talking about like a finance performance structure keyword so on so forth and then ..."

"awesome and it's it's both internally so that everyone knows and then also when people ask okay when are you going to do this okay here here's the date yeah yeah so like if a cross functional team or ..."

"uh cat on my team was hired 8ish months ago she was thrown into the fire very quickly she was like Hey we're uh we have this campaign coming up called additions here's everything we did last uh additi..."

"remember every little thing I need to tell you so and there may be things I I can learn from you uh I can't tell you how many times I I'm still learning from people you know around me it's like oh tha..."

"Marketing we were just talking about this the other day because uh we have uh full transparency we have people fully dedicated to Mobile on the team and I had reached out to uh Sasha who's on the team..."

"job of telling a story and if it does that again going back to what we talked about at the very beginning if you get that emotion with users whether that's you know pulling at the heartstrings or come..."

"claim to say Hey Google please remove this but if we do run this you can kind of see that the orange uh line here and for those that are just listening uh orange line is rather consistent over time th..."

"hey what are we doing about this and Francisco a Google actually he he made a really good point you guys have been using AI for years now um smart bidding is AI all of the recommendations within Googl..."

"huge impact from a Content standpoint and a creative standpoint now if those two kind of converge together you kind of have a perfect storm right but it's not overly it it is something that I keep a r..."

"be a total waste of time got it just run tons of ads just keep trying try try trying stuff flip through the flip through the cracks you mentioned creative it actually came back to a question I forgot ..."

"inhouse fully dedicated to the product itself you'll never run into those caps it feels like if anywhere that's scen area AI is going to empower that initial hire to do more creative on their own you ..."

"lines that's makes so much sense Timothy we've covered so much ground this is everything I was hoping it would be before we get to our very exciting lightning round is there anything else that you thi..."

"is that an example of for thinking what else what else should people thinking yeah exactly what are those what are those goals you want to hit uh one of the things that uh we look at is what you know ..."

"in so that would be an example of something more micro than macro got it well with that we reached our very exciting lightning round are you ready oh yeah first question question what are two or three..."