BoostCTR Focuses Campaigns On Relevant Creative Elements

Key Takeaways

[Music] hi I'm John rampton with search engine Journal here with Eric Ford from boo CTR John hey how's it going great great having you on today so today uh tell us a little bit about what you're working on what you do uh and about boost CTR great sure so I'm the head of marketing at Boost C and uh really excited because the focus of boost is essentially to focus on uh a massive opportunity that a lot of advertisers aren't focusing on in online advertising right now yeah and that's that's the creative side of things so you know it's it's really funny because if you take a look at advertising or marketing going back to the 50s in Madison Avenue it was all about the creative right the storytelling Mad Men is been big over the last couple years that type of thing you and Don Draper tells you know in madman one of his most famous quotes is advertising is all about happiness and so you know that happiness and that messaging to connect with your consumer has you know all but been lost over the last two decades and the reason for that is because essentially we only had panels and audiences to work with from you know the ' 50s through the 9s and then in the '90s all of a sudden we had metrics we had analytics and so for the first time in a very long time we were actually able to start measuring direct response with our customers or our consumers yeah and so you know what happened was there was this complete reorientation of focusing on those metrics people became smitten with this they got smitten with the data right and so there's been this this rise of the quants there's been rise of analytics and there's been an emergence of excellent excellent platforms out there that help you buy and and optimize your campaigns yeah but those are all machine-based and those are software and and and while software is fantastic we BR we bring the human element back into the picture so while optimization today has focused on you know bidding keywords targeting that type of thing you know we focus on the creative side and what we've seen is is once you've optimized your campaigns with these other platforms and you've gotten the most out of it from a bidding and targeting perspective the the messaging is is so deficient because a lot of people haven't pulled that creative lever and built out you know unique creatives at scale for their campaigns yeah and so we're seeing you know incredible lifts 10 20 30% lifts in you know advertisers kind of targeted objectives and metrics because they're just producing more relevant creative to their customers yeah so essentially what you guys do is you pull in all the creatives and test those out you're constantly testing every creative out there I I find that people are always saying oh let's get into this deep targeting and Target this target that but they're not we just forget about that it's like we'll test two ads and we call it good for the rest of our life same with the landing page we'll test one or two landing pages and we're good forever this is something you should be testing all the time so what are some metrics uh that you are seeing that are helping basically customers justify that cost because it's a definite cost and I know a lot of especially smaller businesses or even larger businesses look look at that type of a model and say oh that's expensive what would you say towards that yeah absolutely I you know I think to kind of to answer your question dead on um we wouldn't have ongoing relationship relationships with our customers if there wasn't an Roi Factor right so we make sure that um you know we're definitely covering the cost of the investment in terms of them working with us so you know advertisers come to us and if they're on the direct response side they're very CPA oriented right and so it's it's very acquisition focused and and so uh driving down those acquisition costs and then taking a look at the revenue numbers that come out of those acquisition costs and making sure that those Revenue numbers exceed what they're investing with us in our platform is is the name of the game and and so you know realistically we have 80 to 100% conversion rate from a pilot or trial customer to a full-on customer quarter by quarter and so you know to me that definitely speaks to the fact that these customers are very satisfied with the investment that they're making and and clearly it's it's not a sunk cost it's not it's not just testing in something that's really boring and you know something obligatory to do it's we make it fun we have a platform that you know really hones in and says automatically here's where you should test and by the way we have a network of expert copywriters that say all right here here's creative that you know will work for you and you don't have to do the heavy lifting you don't have to do the work yeah so uh what's in the pipeline what what's coming what are you guys working on what's behind closed doors that behind closed we don't know about you know as much as I'd like to maintain my Steve Jobs Mantra and you know say all right you know next quarter we'll talk about things I think you know one of the biggest things that are on advertisers Minds right now are the the Omni Channel presence right you know mob is Big enhanced campaigns are big everyone's focusing on you know really you know not just attribution anymore I think I feel like that's been the big buzzword and focused for the last couple years but now you know really connecting and tying that customer uh end to end across their entire Journey their path to purchase and so what we're focusing on is uh instead of you know the the attribution side and where you know all the the machine platforms really Excel is is focusing on that that centralized Hub of of creative and so to me it's um if we offer creative intelligence if we if we put creative out there on search or display or social and we find what resonates with these audiences we take those learnings back we give them to our customers and we say hey let's take what we've learned and proliferate this across all of your channels so that it really resonates and you have a consistent message across the board and by the way that message is optimized now so that's really really huge in terms of both the focus in the advertising world as well as something that our customers are absolutely loving that we're producing yeah all right well thank you very much for your time again John rampton here with Eric Ford from boo CTR if you guys have any questions comments concerns anything leave them in the comments below also if you guys have different suggestions that they you know things that boost CTR could build leave them in the comments below because they do pay attention to this and uh you know we can all learn from it so thanks for watching thank you [Music]