AI Marketing MBA - Lesson 8: Acquisition & Ads

At the very top of the funnel, potential customers discover your brand primarily through targeted ads. These can be displayed on search engines (like Google Ads), social media platforms (like Facebook or Instagram ads), or other online platforms where pay-per-click (PPC) or display advertising is prevalent.

Once they've encountered your ads, potential customers might be intrigued by the compelling visuals, copy, or offers. Their interaction, such as clicking on the ad to learn more, is often the first indicator of their interest.

Performance marketing relies heavily on real-time data. By analyzing metrics like click-through rates (CTR), cost per click (CPC), and conversion rates, marketers can adjust ad campaigns for better performance and higher ROI.

The acquisition phase, backed by performance marketing, aims to get the highest quality leads or traffic for the most efficient spend. Techniques like programmatic ad buying or retargeting can be used to ensure ads reach the most relevant audiences.

Crafting ads that resonate with target demographics ensures higher engagement rates. Personalization, A/B testing, and dynamic content can make ads more appealing to potential customers.

Once a potential customer clicks on an ad, the landing page's content and user experience play a crucial role in continuing the journey. Performance marketers ensure that landing pages are optimized for conversions, with clear calls to action and relevant content.

Success in the acquisition phase, from a performance marketing perspective, means you've efficiently utilized your ad spend to capture high-quality leads or traffic, setting the stage for further engagement and, ultimately, conversion.

Post-acquisition, these leads ideally transition to the "consideration" phase, where more specific retargeting ads and refined performance marketing tactics can be employed to guide them closer to conversion.

In this course we will cover:-

Introduction

• Google Responsive Search Ads
• Image Multivariant Testing

Tools

• Tool: Markopolo
• Tool: Adext
• Tool: Hawke AI
• Tool: Marpipe

Prompts

• Prompts for Google Display Network Recommendations
• Prompts for Responsive Search Ads & Display Ads
• Prompts for Facebook Ads
• Prompts for investigating conversion decline
• Prompts for negotiating an increased budget