Why Optimizing Google Ads Wasn’t Fixing Revenue ft Craig Graham

In this episode, Craig shares insights from managing over 100 million dollars in ad spend, discusses the complexities of attribution in marketing, and reveals common mistakes in paid media management. Learn how to connect the dots across channels and avoid costly errors.

key topics

The complexity of attribution systems

Connecting marketing channels for better insights

Common mistakes in conversion tracking

The importance of holistic marketing systems

The role of AI in marketing attribution

Lessons from managing over 100 million in ad spend

The impact of Google updates on marketing strategies

Strategies for effective cross-channel marketing

Chapters

00:00 Introduction to Craig and his expertise in paid media

02:00 Creating effective attribution systems in healthcare

04:05 Understanding different attribution models for channels

05:05 The role of AI in marketing attribution

07:01 Balancing work and family life as a remote worker

08:58 Adapting to pandemic conditions and remote work

11:04 Early career challenges with marketing and attribution

13:04 The importance of understanding business-level metrics

15:55 Connecting financial data with marketing efforts

18:55 The system approach to marketing and business success

22:00 Common mistakes in marketing accounts and how to avoid them

35:03 The impact of Google updates and how to adapt

45:04 The importance of continuous learning and adaptation

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