Combine Brand & Performance for Optimal ROI

Marketing teams often commit fully to either brand or performance.

But the best ROI strategy isn’t to choose—it’s to combine. Optimal ROI was achieved with roughly a 55/45 mix of awareness and conversion-focused investment, according to Google’s recently released Effectiveness Report. This study focused on eCommerce advertisers which have advantages for tracking ROI compared to other verticals. See the chart above.

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Left Wagon or Right Wagon?

This morning during rush hour, the subway pulled up. On the left, a wagon with plenty of open seats. On the right, a wagon full of standing straphangers. I was standing just between the two wagons on the platform with a few seconds to pick one.