Guest: Timothy Davis - Performance Marketing Lead at Shopify. Timothy has extensive experience in performance marketing, having led efforts at Shopify and consulted for companies like Pinterest, LinkedIn, Redfin, and Eventbrite. Key Takeaways: Paid Growth for All: Timothy believes paid growth is essential for all companies, especially given the dominance of paid listings on platforms like Google and Meta. Signs of Life Tests: Start with small tests on platforms where you already see user engagement. Use your own data to create lookalike audiences and test incrementally. Platform Prioritization: Begin with Google Search due to its user-driven nature, then expand to Meta and YouTube if video resources are available. Creative Impact: Creative is often underestimated but crucial for ad success. Emotional connections in ads can significantly enhance performance. Team Structure: Start with a data-driven growth marketing specialist, then add a creative person and a data scientist as you scale. Topics Covered: Performance marketing essentials, signs of life tests, platform prioritization, creative impact, team structure, attribution, incrementality, AI in marketing, and training new hires.
“Paid is for everyone.”
“It's okay to fail because we're either winning or we're learning.”
“Always forward think, backwards plan.”
