Alan Morte’s Post

Friendly reminder to all the #ppcchat folks out there... Overly broad search campaigns, or under developed ones (maybe due to over reliance on PMAX), leads to not getting any auction insights if the impression share is less than 10%... Not a huge problem, until you have a client asking about competitors or re-sellers... #googleads #insights #tip

Facebook ads performance mysteries? Unexplained changes in performance? I deep dove this from a thought exercise perspective, and decided to write an article with what I found in my research... Details: 🔍 The Rise of Meta Lattice: Introduced as a breakthrough in ad performance prediction, could Meta Lattice be part of the problem? Or is it just the tip of the iceberg? 🏛 Legal Battles: The ongoing case "Klein v. Meta Platforms, Inc., No. 3:20-cv-08570-JD" sheds light on practices from 2016 to 2019 that might still be impacting Meta's operations. What if these practices never really stopped? 🤯 Curious Timing: Meta Lattice rolled out just two weeks before Mark Zuckerberg's significant deposition in May 2023. Coincidence? Shortly after, advertisers began reporting significant issues. 🧩 A Multi-Dimensional Problem: From potential ongoing secretive practices reminiscent of the Cambridge Analytica scandal to economic downturns affecting ad spend—there's a lot to unpack about what's really driving your ads' performance. Please add your $0.02 and experience with this below ⬇️ #FacebookAds #Performance #ROAS #MetaLattice #KleinvMeta

No BS. This is a #lead we got this morning. We have denied working with some vendors due to our internal open source intelligence tooling identifying some of their reviews on #GlassDoor and Clutch as being a high probability of fraudulent. Yes, #Clutch has a bunch of fake #reviews from agencies who’s work I have personally un-f*cked. There’s no way that have 75, 5 star average reviews there. Some of you follow me, who I know have done this type of shady tactic. Still deciding if I should start to call some people out…

Broad match keywords: A powerful tool for your Google Ads account, if setup correctly? Avoid these common mistakes when trying this approach: 1. Using manual CPC bids: The power of Google's broad match comes from machine learning. Make sure you're using Google's smart bidding strategies such as max conversions or max conversion value. Ideally, set a Target CPA or ROAS. 2. Not matching landing page content to broad keyword concepts: Your broad match keywords and landing page need to be closely related so Google understands what searches fit. Using broad match keywords to a home page or general landing page can be a recipe for disaster. 3. Not focusing ad groups on intent: Mixing keywords with different intents in the same ad group can confuse the machine learning. Your broad keywords should have similar buying intent. Broad match keywords have become more powerful with automated bidding and audience targeting, but unless they are used correctly they can have the same problems as they did in the past. Have you seen success with broad match or are you still avoiding it? I have some use cases of when we avoid this... Let me know if you want to hear them. #googleads #ppcchat #ppc #broad #keyword

Real marketing data experts can go from speaking to executive teams (in leadership language and KPIs), to working in the knitty gritty details of multiple platforms and systems (in technical nuance, considerations, and condensed timeframes). They see the larger business strategy across a company’s entire Mar-tech stack. They understand, manage, and evolve the business data model that drives all these platforms to work toward c-suite aligned goals. They can lead and train internal resources to better understand, document, and manage the individual roles in each platform so their is understanding as to the importance of how it contributes to the health and output of the company data model. Being an expert is not just about knowing all the details of a platform (Such as: GA4, Adobe analytics / CJA, HubSpot / Salesforce, CDPs, Google /Facebook ads). It’s about helping an organization reach their goals faster and more efficiently. That’s the fundamental purpose of analytics. It’s why clients have described Three Ventures Technology, Inc. as the special forces of marketing analytics. We’ve solved problems c-suites have had for years with their marketing and IT teams. Such as: 1) Attribution… 2) Fixing business data model problems to finally get insight into KPI drivers of gross profit 3) Getting internal teams reorganized around company goals and the role they play 4) Translating marketing needs into IT technical specifications 5) Leading conversations about how to determine marketing budget success in both short term (ROI) and long term (brand equity) budget line items. We focus first on improving what you have before consideration of new tools or compete architecture of key Mar-tech platforms. Why? Because we’ve never once seen a company remove the friction they have internally with a new platform. Before you ever buy a new platform, you ALWAYS need to have the people and processes for how the platform will support the business goals in place first. Your people and your processes are 90% of the work that needs to be done to solve the challenges facing you today. #martech #dataarchitect #data #people #process #platform

We’re obsessed with our focus on client needs when they contact us… 👇

I have a content piece on this topic and want to take a poll before posting it. It’s only about 10 seconds of time. Give it a little tap 👇

FINALLY!!! No more tedious data quality workflows in HubSpot that marketers never consider when building / evolving accounts. Simply sync properties (fields) across objects with the click of a button. #HubSpot

Following up from last week’s post on how 45% of CEOs don’t think their company will be economically viable in 10 years… 85% of the same CEOs have already, or are planning to reduce operating budgets this year… Yeah. 85%. It’s why we at Three Ventures Technology, Inc. have always focused on aligning work for clients with what matters most to their organization: gross profit of working with us. It’s not always sexy. And sometimes it means that what we’ve been asked to do, is assessed internally to ensure it is contributing to what matters most. Most times we do quite well. Our clients love it. However there are times when the driver of a project just doesn’t turn out to be what leadership thought. Clients respect us, I believe, a lot more when we’re the ones who reccomend evolving or stopping an initiative. Yes, it’s a humbling reality. But if there is no alignment on what matters most, will you really be seen as a value and not a cost? That’s how we’re navigating such a humbling statistic. Source: PwC 26th annual survey of 4300 global CEOs, from an #AdobeSummit session.

At 3V, helping out clients scale mid market lead gen and e-commerce companies, optimizing across the entire marketing budget, not just the media budget, has been critical. It allows us to create and show alignment with c-suite goals and actionable strategies and tactics which lead to profitable and consistent growth. It’s not always sexy. It does include cutting costs and proving ideas don’t work (no matter how great it is *thought* to be). Other times it includes scaling what’s working in media at the expense of other marketing ops items. It’s always great validation knowing that our amazing team here internally is always on top of the data + marketing ecosystem. Chart below from PwC at #AdobeSummit2024. #data #marketing #leadership #profitable #growth #strategy Three Ventures Technology, Inc.