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(Interview) (Final) Tesla
(Interview) (Final) Tesla
(Interview) (Final) Tesla
Outline
● Big Picture
● Channel Audit & Recommendations
○ Google Ads Search Performance
○ Google Ads Recommendations
○ Youtube Performance
○ Youtube Recommendations
● Attribution and Incrementality
Big Picture
Successful Scale for Both Search & Video
Awareness Awareness
YouTube Awareness Store Traic Awareness, video
view, Traic
Acquisition Acquisition
Traditional Search, Dynamic Advantage+ Shopping
Search Ads, Performance Max, Campaign, Advantage+
Retargeting Remarketing List Search Ads Catalog Ads
Convert consumers in
the consideration phase
Lean into mid-lower funnel initiatives to encourage consumers to engage and make first purchases
6-12 months: Prioritize Full Funnel Approach to Drive Demand & Motivate Down the Funnel Actions
Retargeting
Convert consumers in
the consideration phase
Lean into mid-lower funnel initiatives to encourage consumers to take in-app actions and drive longer term retention
Retention
Subscribers &
converters
Account Performance &
Recommendations
Google Search Account Performance
● Running for 21 weeks, with first 2-4 weeks at learning level scale.
● Driving ~2031 Appointments weekly, converting at an efficient rate of ~21%, leading CPA = ~$474 & 476 Purchases at scale.
● Given Tesla’s increased production capacity, and assuming Growth will target moving the Production vs. Delivery delta left in inventory
that Earned & Owned channels are not able to move, Search appears to have additional search volume to profitably assist Tesla as it
scales.
Google Search Campaigns
Geo Spend Distribution and Performance
● Account Consolidation
○ Create Campaigns or Portfolio+Budgets Based on Creative Theme or tCPA / ROAS
● KW Optimization
○ Test into Broad Match only campaigns
○ KW Discovery for Highly Efficient exact Match w/ % of Budget
● Test Sprint Cycles to Separate and Control Learnings
● Further Information
○ Conversions Segmented by Product
○ Conversion Lag & Avg. Time to Purchase
○ Lost IS (Bid or Budget)
○ State based performance / Brand Category Insights
○ Additional ML Best Practice Implementation: Audience, Conversions, Customer Lists
○ Seasonality / Deals
Geo-focused Growth Program Best Practices
01 02 03 04
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16
1. Analyze &
Prioritize
2. Campaign
Prep
3. Test Campaign Launch (1.5-2 wks min 4.
w/out budget, kw, or LP changes) Expand
1. Analyze &
Prioritize
2. Campaign
Prep
3. Test Campaign Launch (1.5-2 wks min 4.
w/out budget, kw, or LP changes) Expand
Youtube Account Performance
● Creative was well segmented by theme, video length & format, and car model, allowing for great results throughout the
funnel.
● Performance by Video Theme and Car Model will follow in the next few slides, but overall, assuming this was M1 for the
campaign, the aggregate ~15% view rate, ~30% engagement rate, and $166 non-view CPA.
Youtube Creative Themes
ACTION REACH
Capture existing demand Pull new consumers into the market
Comparing Strategies
Let’s say we have a $200K budget… what would we expect from each strategy?
Incremental
CPM Frequency Reach YouTube Format KPI Brand
Searches?
Skippable
Demand Generation
CPM
Reach $5.76 1.7 19.2M In-Stream (15%),
Unique Reach
Bumper (85%)
● Brand lift study ● Conversion lift study (geo ● Conversion lift study (geo
lift) lift)
● Lift in branded search
● Lift in total sales from new ● Lift in total sales from
customers returning customers
● Post-purchase survey data
Between day 60-90, utilize in-platform lift studies & first-party data to measure the true impact of
paid media campaigns by tactic to inform where to increase/decrease investment.
Utilize Multi-Cell Geo Lift Tests to
Understand Diminishing Returns by Channel
Implement MTA Attribution, Similar to Rockerbox
Fractional Aribution Last Touch Aribution
Assigns fractional credit to all Assigns 100% of the credit to the
marketing touchpoints the user is last marketing touchpoint
exposed to
● M3 CLTV
○ High - $14,500
○ Average - $6000
● Time to purchase = 6 months
● Search using Broad Match, AI checklist satisfied
Business Research: Auto Benchmarks
● https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
Platform Comparisons
Proprietary + Confidential
SMART BIDDING + ATTRIBUTION + Use fully automated Smart Bidding strategies aligned to your goals in combination with Data-Driven
BUDGET Attribution models and ensure Budgets are able to capture increased conversions
Ensure you have set the right targets for your business goals. Make sure the conversion data being
SET RIGHT CONVERSION VALUE
passed on to Google accurately reflects the data of your business
DRAFTS & EXPERIMENTS Make sure you follow Drafts & Experiments Best Practices in setup and evaluating successes
CREATIVE BEST PRACTICES Use RSAs and ensure your ad copy & landing pages fully reflect queries being targeted
Be mindful of negative Keywords accumulated over the years. Regularly work with negative Keyword
NEGATIVE TARGETING
targeting to refine your queries
Note that the 1-10 number estimates your Quality Score for a query that exactly matches your Keyword,
QUALITY SCORE
but it it doesn’t reflect Match Types or negative Keywords you may use
Channel Expansion
YouTube
● Scalability (reach)
● Randomized A/B tests for Brand Search lift
● Need video creative, but have UGC we can
repurpose since UGC was top performing for
Trupanion and PHI
Snapchat
● Low CPMs (see Statista chart below)
● Need video creative, still unsure what the lift
would be here.
● Largest audience 18-24
● Also interested in becoming familiar with
Snapchat platform to test a new Last Click
optimization campaign.
Pinterest
● Second lowest CPMs
● Limited audience options, frequent ad fatigue
● Smallest reach, will have scale issues here.
● Already have static creative we can use.
What We’re Solving For:Having a single source of truth for marketing
Deduplication & MTA Budget Decisions Customer Journey Channel Optimizations Diversification & Testing
Q: Are we using the right Q: Is our budget Q: Which channels are Align on source of truth New top of funnel
data source to make allocation aligned with RB driving first/mid/last & ● Set channel channels
decisions? insights? assisted touch enrollments? targets in RB ● Use view-through,
● Allocate budgets halo, incrementality,
Understand the disparity Update budget Understand overlap for and walled garden
between the sources allocations based on rough understanding of to optimize for
eiciency analysis for improved
we’re using to make more accurate Rockerbox incrementality. measurement.
decisions. data.
Budget Decisions
Bamboo Example: Leveraging Benchmark Data
Insight: Spending too much in Canada and Insight: Company was second most Insight: Peers investing 4x more in US
on Brand Search given limited volume. searched brand in the US. Google Search