Social Ads: Connecting Performance & Metrics To Outcomes

Social advertising can be an easy entry point for many organizations. But, with all the targeting and metrics to track, it's easy to get overwhelmed. Daniel Alvarado, CEO at White Shark Media and Head of Engineering at AdClicks joined me on the SEJShow to talk about ensuring profitability and success with your social ads. Gain insight on how to leverage social advertising metrics and strategies to achieve optimal ROI and measurable business outcomes. In terms of trends, we are going to see a lot more funds being put in by advertisers and by agencies in terms of video production and video production quality. There are a lot of people that are investing in refreshing their creatives and their copy and making it a little bit more top-notch production because that's, that's what's finding to be very appealing to users today. –Daniel Alvarado, 05:25 My approach towards AI is more around research as opposed to actual content production. And I still have my team, put the effort in terms of creating that very original piece that really appeals and speaks to the customer. –Daniel Alvarado, 11:04 In the world of SEO, people look at it as a very direct response-oriented marketing channel. Like, oh, you got this traffic from Google, it converted, okay, then you get attribution. Whereas that's typically not the case. People like to do research. With top 10 lists and peer reviews, it means that people are doing their research or trying to figure things out. They may visit your site one day via SEO, do research, and down the road visit via the ad, but SEO was part of that, or organic was part of that. Or maybe one of the last steps of the buyer's journey is to actually go to the site, do a search, find the site, find some basic information from it, and then from that organic traffic or that organic visit make that final decision to then buy, which could even be a branded search. –Loren Baker, 22:15 [00:00] - About Daniel [03:00] - Experience working on campaigns that are s