The Future of Marketing in a One-Click World with Caden Thompson

Blues Brothers Podcast

In this episode, Nathan and Caden discuss various topics related to Google Ads and agency land. Caden shares his background in marketing and how he got into the digital marketing industry. They dive into the concept of Google's Performance Max and its purpose in reducing the barrier of entry for small businesses. They also discuss the challenges and limitations of using Performance Max and how it can be used in conjunction with other channels. The conversation then shifts to the importance of specialization versus broadening focus in agencies, and the difficulties of upskilling large performance marketing teams. They also touch on the concept of removing conversion tracking from Google ad accounts and the potential benefits and challenges of this approach. The episode concludes with a discussion on the future of marketing in a one-click world and the value of media buyers in driving better financial outcomes for businesses. They provide advice on how to vet agencies and what to look for in terms of red flags and reporting.
Caden's Socials
Youtube: https://www.youtube.com/@cprogrowth
LinkedIn: https://www.linkedin.com/in/cadenthompson/
Chapters
00:00 Introduction and Background
06:33 The Pros and Cons of Performance Max
09:23 Omnichannel Approach and Adding Facebook Ads
11:08 Specialization vs. Broadening Focus in Agencies
18:29 Removing Conversion Tracking from Google Ad Accounts
24:45 Testing and Results of Conversion Tracking Removal
31:05 The Future of Marketing in a One-Click World
33:16 Vetting Agencies and Red Flags
43:07 Conclusion and Where to Find Caden
Takeaways

• Performance Max was introduced by Google to reduce the barrier of entry for small businesses in Google Ads
• Performance Max can be effective for new customer acquisition, but its use case diminishes as more businesses adopt it
• Caden recommends using Performance Max as a complementary tool rather than a main strategy
• Caden has expanded into Facebook ads to have an omni-channel approach and better understand user psychology
• The balance between specialisation and broadening focus is important for agencies
• Removing conversion tracking from Google ad accounts and focusing on overall incrementality is the best strategy
• Vetting agencies should involve in evaluating their impact on profit and looking for red flags in conversion tracking, audience sources, and auto-applied recommendations
• Business owners should not solely rely on agencies and should have a basic understanding of digital marketing
• In a one-click world, agencies should focus on driving better financial outcomes rather than relying on attribution
• Large businesses should vet their agencies based on profit improvement, conversion tracking, reporting, and decision-making based on financial metrics