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Mike Nelson - Co-Founder of Four15 Digital
Four15 Digital is a boutique agency with robust capabilities. They offer their clients the seasoned experience of a conglomerate corporation while maintaining the intimate attention of a small business. Mike has appeared on major SEM publications such as Search Engine Land, Search Engine Journal, CertifiedKnowledge and more.
Mike’s Background and Four15 (01:54)
I’ve got a co-founder and together we started Four15 agency about a year ago. Before that, both he and I worked at various places, in-house, agencies, etc.
We have about 10 employees, and I’ve also moved from San Francisco to Long Beach area.
We've got about 16 different clients, all shapes and sizes all over the country.
The Channels Four15 Uses (03:13)
We’re finding the most success on Facebook. Google is going through a lot of changes. Back in the day, we would just buy keywords and it would work. We would make money. It was pretty easy.
They’ve put a lot of emphasis on treating audience approaches. Now it’s equally about keywords and audiences.
In the B2B space, we're doing a lot more on LinkedIn's ad platform and a little bit on Quora.
The Targeting Capabilities (05:49)
I think Facebook has really taken away a lot of the inventory that advertisers may have invested in the past on display networks. And although Google will say that Facebook is not really their competitor, they actually are.
We’ve seen a lot of clients who shifted millions of dollars in advertising budget from Google to Facebook over the last five years.
Facebook has put a lot of emphasis on the creative unit. They perfected it and now Google copies it in their Gmail ads.
Why is Facebook Performing Better than Google (08:34)
What we usually see from a click-through perspective is that we can get the conversion rates on Facebook to be 80 to 100% of what they are in Google.
Google media is just so profoundly expensive, particularly on search. Sometimes click is up to $6 and for the B2B environment, it can be between $10-$20.
There are very, very few cases where you can buy a click on Google for 30 cents and there's still a fair number of cases on Facebook where you can buy a click for 30 cents.
Because there’s a high number of advertisers on Google, you can’t really buy long-tail keywords anymore. That doesn’t really exist.
They just have a plethora of data on you as a user.
They're trying to make better matches between users and advertisers with the help of machine learning.
The Future of Ad Platforms (02:20)
One of the trends we’re seeing is the focus on meta conversion events, sort of precursors to revenue. Another trend that’s going to happen on Google - they’re going to be creating art, creating a story around other things besides sales.
They announced in 2019, that they have the ability to have different conversion events for different campaigns.
The Value of Up the Funnel Stages (04:44)
Google allows for offline conversion. They’re going to start recommending brands to import LTV data on their users, because Google is a platform that’s great for introducing users. They don’t want brands to track just the first sale, but all the subsequent sales that happened over the lifetime of that user.
As an individual advertiser, you can choose not to give Google your data, but the result is not going to be favourable for you. Your competition is going to beat you.
Facebook and the Other Downmarket Platforms (07:51)
Facebook also allows for offline revenue import, so we'll see which of them embraces that more. If the platforms aren't offering that and really being innovative in that area, I don't think advertisers are going to be able to justify spending their money on them.
Also, the role of the Account Manager is changing. Now a big part of my job is to make sure that I'm getting the data the way that Facebook and Google need.
Dealing with that data is no easy task and it makes the job of being an ad purchaser a little bit more technical than it used to be.
Six years ago I’d spend 10 minutes giving Google and Facebook data, and now it takes about 20-30 percent of my time.