Smart Marketer Podcast

The “MIT” Framework For Daily Media Buying Decisions

by Molly Pittman

If you spend any time in Ads Manager, this episode is for you. The CEO of the Smart Marketer Agency (Pepijn Hufen) is back on the show to share the framework he and his team use for their high-level clients. By the end of this episode, you will feel more confident when drawing conclusions and less daunted by the data. You’ll learn the best metric for determining business health, how to handle Ads that have been running for less than 72 hours, the best way to test new creatives, and more!

“If you are a media buyer, you cannot look at Ads in a silo, and you cannot look at Ads in isolation of the whole business. If you are an agency, you are responsible for understanding what is happening in your client’s overall business.” Pepijn Hufen

You Will Learn:

  • The Five Metrics that will explain your Advertising Cost Of Sales (ACOS).
  • How to approach Ads that have been running for less than 72 hours
  • Pep’s Traffic Light System

And More…

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Time Stamps:

01:30 “Money in, Money out is the truth in the end, Right? It doesn’t matter what an Ads Manager says; it matters how much revenue we generate. How much we are spending on ads, and if that is actually working. Is that profitable?” Pepijn Hufen.

03:40 MIT (Measure, Investigate, and Take Action)

05:20 Five Metrics to consider

06:02 “If you are a media buyer, you cannot look at Ads in a silo; you cannot look at Ads in isolation of the whole business. If you are an agency, you are responsible for understanding what is happening in your client’s overall business.” Pepijn Hufen

10:02 Green Light – Start Scaling

11:20 Two Scenarios That Give You The Yellow Light

12:46 What If your Ads have been running for less than 72 hours?

15:00 What to look for at the 48-hour mark.

16:34 What’s next if you turn a campaign off?

17:54 Pep’s recommendation for when you’re testing new creatives.

21:34 The Halo Effect