Robert Brill
CEO of Brill Media
Robert Brill has worked in advertising for 20 years, and is the CEO of Brill Media, a media buying agency that focuses on precision advertising for business growth. The company has been honored 10 times across Inc 5000 and Financial Times 500.
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Keyword and interest targeting are very granular, but they're not the most up to date use of how Meta wants advertisers to use their platform.
Robert Brill
Episode 119
Show Notes
Brief summary of show:
In this episode, Robert Brill shares his expertise on how to optimally use advertising for business growth. He emphasizes the importance of creative development every 3-4 weeks, iterating ad creatives based on performance and audience resonance.
Robert discusses the shift from keyword targeting to a more broad targeting strategy, which gives Meta’s (formerly Facebook) machine learning algorithm the chance to find a business’s best customers through accumulated data. He also elaborates on the importance of having a holistic marketing strategy that covers all levels of a sales funnel. He suggests that the most significant metric is the algorithm chosen and how effectively it achieves the business’s objectives such as generating more leads.
Robert Brill has worked in advertising for 20 years, and is the CEO of Brill Media, a media buying agency that focuses on precision advertising for business growth. The company has been honored 10 times across Inc 5000 and Financial Times 500.
Robert gives listeners actionable tips on:
[0:00] Intro
[1:15] The design of an ad – what works, when should you change it and how many ads should you start with
[2:57] How do you refine ads
[5:15] Explaining why people feel they see the same ad over and over,
[7:00] How Facebook markets to you
[10:15] What’s the first step if your ads aren’t going well
[13:00] What Meta wants from us
[15:50] How to remarket
[18:25] Funnels and creating a strategy
[22:00] Robert’s Book Review
[28:40] What should people be looking at as their campaigns go out – are there red flags?
[32:30] One big takeaway from this episode
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Robert Brill's Book
From the publisher:
The author of the legendary bestseller Influence, social psychologist Robert Cialdini shines a light on effective persuasion and reveals that the secret doesn’t lie in the message itself, but in the key moment before that message is delivered.
What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This “privileged moment for change” prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.”
His first solo work in over thirty years, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action.
From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.”
