Copyright © 2022 Harsith Reddy All rights reserved. No part of this publication may be reproduce, distributed, or transmitted in any form or by any means, including photocopying, recording or any electronic or mechanical methods, without the prior permission of the author, in case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the author at address given below. ISBN: 978-93-93635-21-1 (Paperback) Any references to historical events, real people, or real places are used fictitiously. Names characters and places are product of the author’s imagination. Published by: Beeja House First Printing Edition 2022 Author Email: [email protected]

The Proformance Marketer Escape Mediocrity, Improve Efficiency and Join the Top 1% Performance Marketers

Dedication This book is dedicated to all the performance marketers who end up being mediocre marketers for all the never matching expectations from the dependencies they have on other verticals.

Note: A proper communication along with documentation of requirements from other verticals can help to match expectations to an extent.

Table of Content Chapter 1: The Inner World

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Chapter 2: The Unanswered Questions

21

Chapter 3: Probe The Presence

28

Chapter 4: Projections

46

Chapter 5: Magic Of Words

70

Chapter 6: Conversion Rate Optimisation

96

Chapter 7: Ad Account Optimization

160

Introduction I thought of quitting my high paying performance marketing job but never again, after figuring this out. The surge of start-ups and brands shifting focus towards online marketing resulted in the crunch of online ad inventory. Alongside, the Data Protection Act has an impact on performance. Performance marketing impacts brands in a much more extensive way than marketers realize. The author will explain what is the ideal approach to begin performance marketing for a brand and how communication, design, and optimized destination (website/landing page) work together in performance marketing to benefit brands and the stakeholders involved. Readers will learn how to understand business metrics, customer metrics, and approach to marketing messages, connecting visuals, and conversion rate optimisation.

Readers will become aware of the connectivity between the above-mentioned aspects for effective performance. After handling $5M+ in ad spend and working with 70+ brands, the author put the basic blocks of performance marketing together in a way any performance marketer/digital marketer would benefit with 10X efficacy. This book is presenting a paradigm for performance marketers. However, it is not just a theoretical presentation. Readers will learn how they can improve their confidence and work management with a successful experience-driven approach. The Product/Service is sellable – Mindset – is the first step in performance marketing.

Harshith Reddy

Chapter 1: The Inner World

Brand doesn’t have potential. Facebook is not generating sales after the IOS Update. Targeting which worked for a similar brand is not working for this brand. Campaigns/Targeting which worked previously are not working anymore. Am not able to focus on every brand because of the workload. Have you ever had these thoughts running in your head? Mostly yes, but let me tell you: “Don’t believe everything you think. Thoughts are perceptions, not universal truths.” In this chapter, I will address the most common “MARKETING CHALLENGES.”

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The Proformance Marketer

With the increase in the competition online than ever before, marketing online and bidding for inventory or media buying profitably has become more complex for those brands which are focussed on selling their product or service. However, in the past, online ads (search ads, display ads, video ads, and Facebook ads) were effective because of less competition online and now the competition is higher than ever. Traditional online marketing is not working anymore as people are not on the internet to see an ad. Smart marketers are moving their strategy from selling to their customers to informing customers. Shift From Selling To Informing Selling: Ads that tell consumers to buy this right now. Informing: Efforts that help consumers make their own purchase decision, which is to focus more on establishing an emotional connection instead of selling with an ultimate goal of making a transaction.

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Harshith Reddy

Illusion of Growth: When you focus on building transactions and start pushing with offers (10% off, 20% off, and so on) you create an artificial spike, and as soon as the offer ends sale drops.

Fig: 1.1 Illusion of Growth Chart

Increased offers = Impulse buying = Illusion Of growth Sustainable Growth: People don’t want to be sold to (i.e putting ads out there and saying come buy my product) but what people actually want is to come to their own purchase decision (i.e people want to ask a question, find the answer and make that buying decision on their own.)

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The Proformance Marketer

Sustainable growth needs a strong foundation and it takes time but it’s worth it.

Fig: 1.2 Illusion of Growth vs Sustainable Growth

Ask yourself if you are in the cycle of the illusion of Growth? Hell, yes!

Damn, no!

I need offers to show month-on-month growth.

I don't need offers to show month-onmonth growth.

Limited time offers to create an unusual spike in revenue.

Limited time offers to reduce my customer journey towards purchase & boost our revenue

Huge drop in revenue when the offer ends.

Slight drop in revenue when the offer ends

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Harshith Reddy

Made Millions Selling Rocks: Have you heard the story of the Pet Rock, the Mexican beach stone that could be purchased in bulk for less than a penny, retailed for $3.95, and made inventor Gary Dahl, a millionaire during a kind of novelty gift hysteria in late 1975. Dahl was working as a freelance advertising copywriter in California that year while having drinks at a bar with friends, the conversation turned to the destructive nature of pets. Dogs and cats ruined furniture. Worse, they required constant attention, from being walked to being fed to cleaning up after them. Dahl said that he didn’t have to worry about any of that because he had a “pet rock.” It was, of course, a joke. And it got a laugh. But Dahl decided there could be more to it than that. He went home and began writing an owner’s manual for this hypothetical pet rock, which detailed how best to handle it, the tricks it could perform (“play dead” being the most popular), and how it could remain a faithful companion due to its “long life span.” The gag was not so much the rock itself but the way it was presented. In addition to the manual, Dahl conceived of a cardboard box with air holes that resembled the kind used by pet shops. It also bore a passing resemblance to a McDonald's

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