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Bootstrapping a +$1B Business + Selling To The Ultra Rich | Jesse Pujji
My First Million
Digital Marketing performance: CTR, FB structure, event match quality, test frequency
Evaluating digital marketing performance requires a dual approach: top-down analysis using benchmarks derived from third-party data and internal metrics, and bottom-up examination focusing on account structuring and creative testing. For e-commerce businesses, establishing click-through rates and conversion rates benchmarks is essential for performance standards. On platforms like Facebook, proper account structuring is crucial, as overly complex setups can dilute effectiveness. Furthermore, the quality of event matching significantly impacts Facebook's advertising signals; companies with low match quality struggle to deliver effective campaigns. Regular creative testing plays a vital role in enhancing performance, as infrequent testing can stifle potential improvements. Identifying businesses that are underperforming despite significant operational flaws presents opportunities for growth and optimization, especially when supported by data-driven forecasting of potential EBITDA improvements based on marketing adjustments.
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