Liam Wade

Chief Strategy Officer @ImpressionTalk 🤗 since 2014 - SMX, HeroConf, AdWorld 🎙️ Strategy, Paid & Measurement 💬 He/Him
(also running a 🦋 experiment)

[Liam Wade @Digital_Liam]

We're all set up for #DMWF NYC 🗽🇺🇸💡

My energetic, borderline aggressive talk:
*Performance Marketing Without Permission* - is on at 2:15pm.

Looking forward to helping brands question their recent decision-making!

@DigiMarketingWF

[Liam Wade @Digital_Liam]

So blessed.
#Joe #Nortan #GlobalSearchAwards

[Liam Wade @Digital_Liam]

It's a hard life @heroconf
Waxing lyrical about Uranus and marketing incrementality at 3pm
#heroconf #BrightonSEO

[Liam Wade @Digital_Liam]

@oliviaakory Instructions unclear. Paused ASC. Incremental revenue through the floor. How long do I keep it paused for before I get my revenue back???

[Liam Wade @Digital_Liam]

Marketers - who's the best CFO you've worked with, and why?

Would like to speak to in the next 2 weeks. Please help me find this person!

[Liam Wade @Digital_Liam]

@codyplof Amen.

It's going to put a lot of pressure on all, meaning many will struggle. A small percentage can thrive if they play it smart (and they happen have some fortune in terms of competitors and context).

[Liam Wade @Digital_Liam]

Mark Meijs!

Some great Amazon Ads results,
and an absolute trooper doing a talk with a sore throat.

This guy knows a thing or two about Amazon!

[Liam Wade @Digital_Liam]

Me, at every BrightonSEO since 2015 -

"Maybe I should move to Brighton ?!"

[Liam Wade @Digital_Liam]

@binghott Yes, and some of the best SKUs for advertising are the products that don't sell at all...

"Shop window" products 🎣🎣🎣

Seen this work across Meta, TikTok and Google.

[Liam Wade @Digital_Liam]

normalise checking in with your friends

(and your frozen ai)

[Liam Wade @Digital_Liam]

@BlastoffLabs And make no mistakes, I appreciate the debate Steve!

[Liam Wade @Digital_Liam]

Does anyone have an example where Brand Search is DOING a lot of heavy lifting?

I mean... proven high-levels of incremental sales that the advertiser wouldn't otherwise get?

[Liam Wade @Digital_Liam]

@TheCopyTrail I've been waiting for the attack Haven't slept a wink!

[Liam Wade @Digital_Liam]

@freddjohns Very interesting Fred!
If you have a hard to rank brand name, then I can definitely see the use!

[Liam Wade @Digital_Liam]

@JonKagan What I would say -

When we test for incrementality of brand bidding, we look at overall business revenue, usually via Geo testing. Rather than solely uplift in Organic in GA.

Interestingly, often we see a proportion of the recovery in direct + other. Which is v interesting!

[Liam Wade @Digital_Liam]

@JonKagan Nice article Jon! Clicked for the handsome author.

We definitely have examples where there is a net benefit to running both. Often positive ROI, but never huge.

[Liam Wade @Digital_Liam]

@NetizenShane Shane, a man of few words. Respect it.

[Liam Wade @Digital_Liam]

@BlastoffLabs Sorry, still not buying it! Happy to see some data to prove me wrong? I'm aware of the benefits of brand ads in certain contexts.

But even if top 20% of advertisers highly weight brand, I can't see the global avg at 50%.

If it is true, I'm worried about the long tail accounts!

[Liam Wade @Digital_Liam]

@BlastoffLabs That's intriguing...

Got a reference for that 50% stat because I've never seen that, and it's certainly not the brand-by-brand advice I would give.

Are we talking about the same thing - own brand bidding?

A business bids on their own name?

[Liam Wade @Digital_Liam]

I feel like there's a time and a place to embed AI prompts.

As you're donating to a fundraising page for a pregnancy charity? Umm, no thanks?

Makes me a little sad, if I'm being honest.

Unless can tell me a good reason to do include? Accessibility maybe?

[Liam Wade @Digital_Liam]

@heleddjones I bet that was an interesting day!

I think this makes sense for the category you were in? Low brand loyalty, I'd imagine?

Curious... how did you phrase the inevitable "I told you so"?