The Thrive Performance Marketing Blog
Learn about all things performance marketing and paid digital with the Thrive blog.Measuring incrementality with geo experiments
TL;DR: Geo experiments can show us the real sales impact of ad campaigns but should be designed and interpreted carefully. These experiments assess how advertising influences sales without compromising privacy, dividing regions into test and control groups. It's crucial to consider regional variables, historical data shifts, and test duration when designing experiments — validating results through multiple tests is essential. This form of measurement can help us with over-reliance on cookie-based attribution.
7 minute read
How to use influencer marketing in your next campaign
Influencer marketing strategies to consider for your next campaign TL;DR Influencer marketing is an important component in your social media strategy amidst declining organic reach. Key tactics include prioritizing authenticity, emphasizing engagement over follower count, leveraging User-Generated Content (UGC) creators, focusing on storytelling, aligning values and content style, and selecting influencers adept at platform-specific content creation.
4 minute read
All about hypothesis testing: an expert Q&A
We juggle a lot as growth marketers. Different tools, platforms, campaign types, strategies, creative options, and business objectives — just to name a few. But for all the testing we do to stay ahead of the curve, how do we test for the effectiveness of what we choose to focus on? Enter hypothesis testing.
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Why DTC brands should be using Google for top of funnel campaigns
TL;DR DTC brands miss out on sustainable growth by investing exclusively in bottom-of-funnel initiatives. Google Ads offers easily accessible tactics to grow top-of-funnel investment, especially YouTube, which serves as a strong platform to grow your brand over time (along with a handful of other tactics like Amazon DSP, TikTok, and Connected Television (CTV)). Despite measurement challenges, strategies like brand lifts and incrementality studies can provide valuable insights to validate this spending. Investing in brand awareness, even with a modest budget, can create lasting growth.
8 minute read
Marketing measurement in 2024
Winners and losers in a changing measurement landscape TL;DR cookies are going away and we're not sad about it (they weren't as effective as they promised to be anyhow) but modern marketers still need to adjust their measurement strategy. As of right now, organizations can rely on experimentation, mixed media modeling, qualitative surveys, and monitoring business performance (in addition to cookies, as long as we have them). We believe marketing teams that fully embrace experimentation and other statistical measurement techniques in 2024 and beyond are going to win against teams delaying the transition away from cookies. A culture of experimentation is the only way for marketers to win going forward.
7 minute readWe talk to Google about the future of Google in 2024
We’ve handled billions of ad dollars on the Google platform alone for our clients so it might not surprise you to learn that: A) we’re deeply invested in what the future of Google advertising holds.
5 minute readHow to identify and avoid online job scams
With more job seekers searching for remote roles, the prevalence of scammers targeting them is on the rise. This week we were made aware of a concerning recruitment scam where external parties are posing as Thrive Digital team members and making offers of employment. These scams request sensitive information and also attempt to lure victims to fake websites and cryptocurrency investment schemes.
2 minute read
How is AI going to impact Meta advertising in 2024?
TL;DR In 2024, Meta is intensifying its use of artificial intelligence (AI) in advertising, notably through its new Advantage+ suite of automated ad products and the AI Sandbox.
7 minute read
An expert Q&A about performance marketing on Meta
Oh Meta. It can be a complicated landscape to navigate full of options, audience types, functionalities, and ever changing rules. But on the other hand, it’s also a very necessary and important platform in your performance marketing mix. Luckily for you, it’s literally our job to navigate those changes. So we interviewed one of our Performance Strategists, Raneesha Peiris, to get her best advice on how to work in the Meta platforms.
4 minute read