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Episode from The Media Buying Podcast. Summarised by the AffHouse newsroom from the full episode. How we work →
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Media buyers Jim Banks and Rob Adler, back from Affiliate Summit and MailCon, trade notes on AI in email and ad buying, how Google Ads budgets behave and why deliverability is hurting some mailers.
In this episode
A host's MailCon session on augmenting workflows with AI: classify past campaign results by sales-psych principles such as fear of missing out, then adapt new creative; prompts and slides were given away (3:33, 3:53, 4:59).
Landing pages tailored to a user's psych principles were "always possible" but "not logical with the cost"; now copy can be written around the pain points in a user's state (5:34, 5:46, 7:49).
A host's pet peeve is "bucketed" lead offers: a $1 or $2 lead gets reported as worth $30, leaving the Facebook pixel "completely useless" (23:13, 24:01).
On Google Ads, a host says Google can spend up to 200% of the daily budget on a day but no more than 30.2 times it over 30.2 days; changes reset that window (31:02, 31:43, 32:09).
For small service businesses he advises manual CPC over maximised conversions, with the bid worked out from the conversion rate, and says no one should pay $15 a click for their own brand (33:03, 33:21, 35:05).
At Affiliate Summit, a host saw a 90/10 split between people doing very well and very badly; some mailers lost all their deliverability (37:24, 38:14).
Episode from The Media Buying Podcast with Jim Banks and Rob Adler, published on YouTube.
