Katja Berchtenbreiter

GPTs 2 Multi-Agents [1] - Can you increase B2B sales with an AI multi-agent concept?   FIRMENGRUPPE APPL is a company that produces color books. We sell our books to book publishers such as Klett or Gräfe und Unzer in Germany and the UK. As the markets are not growing, at least in Germany and the UK, we are facing tough market conditions. In order to maintain our production competence here in Germany, we have address markets within Europe. The challenge - we do not have the time to build up (and cannot find) the people to attack these markets.   On the other hand, we have been on a digitalization journey for four years now. This means that we have all internal information "at your fingertips" and we are collaborating in most departments. We started our GenAI journey in early 2023 when we launched the first version of "APPL-GPT", we call it Supporthub.   We learned that the problems lie in the adoption of the new technology, because people are not really quick to use the new things right away. So we reinvented our first version of Supporthub and gave it a new backend (more a very fast API first approach ;-) plugnpl.ai) and a lightning fast front end and we are progressing within getting more efficient within the different departments, so on the cost side we are doing well with GenAI.   But on the sales side? It is a struggle because we have never been used to doing "real" sales. But now we have to, we are aiming to at least sell up to 2 - 3 Mio. EUR more books in the next 12-18 months.   So what we figure is, we do it with AI and see if we can accomplish a multi-agent concept to sell more of our wonderful books in markets we have not adressed before. We have a great team and we will try the latest models and concepts to achieve this goal.   This will be the first post of a series - "GPTs 2 Multi-Agents". I will document our efforts or misssefforts as we go on this new journey. And we will see if we can reach our sales goals.   Like if you think we can make it.

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Why skippable ads are better than non-skippable ads? 📌 You can only do remarketing for skippable ads 📌 You pay for ‘views’ and not for ‘impressions’ #googleads #youtubeads

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Customer experience (CX) often has to justify itself in the business world – at least in Austria. Management frequently questions the benefits of investing in CX, seeking clear evidence of its impact on key business metrics. This need for justification stems from the challenge of quantifying the ROI of CX initiatives. However, our latest blog post dives into how enhancing customer experience can lead to significant improvements in revenue, customer retention, and overall business performance. Discover the undeniable link between CX and business success: https://lnkd.in/daGDkdK3 #customerexperience #cx #roi #businessmetrics

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Would you like the same functionality for your website? https://lnkd.in/efA93tCW Let's build it together with Optimum7! Amazon's website design is a masterclass in strategic user engagement. From the moment you land, the prominent search bar prompts targeted searches, steering you toward a tailored shopping experience. Detailed filters, clear calls to action, and enticing upsells like warranties enhance your journey, boosting your satisfaction and Amazon’s profits. The end goal? To increase your average order volume and secure your loyalty as a long-term customer. #AmazonShopping #UserExperience #StrategicDesign #CustomerLoyalty #EcommerceSuccess #AmazonExperience #UserEngagement #EcommerceStrategy #OnlineShopping #SmartNavigation #CustomerExperience #RetailInnovation #DigitalMarketing #WebDesign #TechDrivenShopping #bigcommerce #shopify #volusion #miva #woocommerce #ecommercetips #duraninci #optimum7

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Undocumented details on new customer goals in Pmax from Google Marketing Live! Google just announced a lot of new Pmax goals for new customers at Google Marketing Live. Their overall goal is to create a separate user journey for new and existing customers. For example, there will be promotions only for new customers and special prices for loyalty program customers. They are also testing internally if there could be individual assets just for new customers. It's a very interesting roadmap. I attended a roundtable in Dublin with the product lead for customer cycles and got a chance to ask a lot of detailed questions that are not documented anywhere. I wanted to share the answers, as some of them were unknown to me and others in the community. The first thing I asked was why there are so many unknowns when setting up new vs. existing customer tags in Google Ads and uploading existing customer lists, and not relying on cookies detection. The answer was that the unknowns are mostly unconsented users and iOS users. This is interesting because for iOS users, Google shifts out the Gclid that refers to both user and campaign data to GBraid and WBraid, which only refer to campaign-related data. We often see 30-40% unknowns even though best practices are followed. Another interesting answer is that the unknowns are treated in the algorithm as existing customers, which is useful to know. Google mentioned they would be testing if they could model the unknowns out. I then asked how important the new and existing customer variable in tags were for determining new and existing customers, as it is often limited in some platforms like Shopify, where the new pixel only provides data if users are logged in. The answer was very surprising! The parameter in the tag are mainly used to train the algorithm to verify that Google made the right prediction about whether it was a new customer. The determination happens already when a user enters the auction. My own interpretation of this is that the first-party existing customers list for customer match, in combination with enhanced conversion, is the most important signal for Google to determine if a customer is new or existing when they enter an auction. I asked if it would still work to have just two different conversion actions for new and existing customers and then update the value from the API if a customer is determined to be new or existing, as this provides a safer determination made by the customer's own backend data. The answer was that it would be the same, and the customer match list was the most important. So we will build into ProfitMetrics separate conversion actions now for new and existing customers in the coming month. These were very interesting and helpful answers from Google. I hope you can use the insights, and let me know if you have any questions.

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Is it the Fault of Fraudsters or Lazy Marketers? 🤔 Yesterday, we hosted a fantastic event in Berlin with some amazing partners. The room was buzzing with insightful discussions on mobile app growth strategies. I delivered a short presentation on the 3 Pillars for Mastering Channel Diversification in Paid Acquisition for Mobile App Growth. One of the key "rules" I shared is an adage I've been promoting since founding REPLUG - App Marketing Experts: "With so many growth opportunities out there, never buy from black-box networks." This topic is intricate and can't be fully covered in a single post. So, over the next few days, I'll dive deeper into this subject. After my presentation, several marketers approached me for more insights, which inspired me to share a bit of what I have learned over the past 14 years in this industry… Let's start with the basics. Here are my top tips to avoid getting scammed: 1. Exclusive Direct Publishers: If someone promises exclusive direct publishers' traffic (and they can't prove it), you're likely being scammed. 2. CPA Traffic: If someone offers to buy CPA traffic without knowing your app's conversion metrics, you're probably being scammed. 3. Advertisers & Publishers: If a company's website has separate tabs for "advertisers" and "publishers" on their website they might give your campaign to dodgy players, and guess what? You are most likely getting scammed. 4. Dubious DSP Claims: If a company claims to have a DSP, but you can't find any information about it, be cautious. Legit DSPs are featured in performance index reports by MMPs - use those instead. To be clear, not every company is out to scam you. Some mix different traffic sources (transparently or not) to meet your CPA goals. But why let someone buy rewarded traffic (for example) when they promised programmatic traffic? 🤷‍♂️ The golden years for black-box networks are now behind us, but those years - when Uber (and not only) was buying any sort of traffic - made a few hundred companies rich. The smart ones have pivoted and built products or just started making apps. Others, while seeing massive campaigns' margins of anywhere between 60% to 80%, have doubled down in buying DSPs (destined to fail), to mask their activities. Stay vigilant and proactive. It's no longer the golden age, but the landscape can still get dirty quickly. So tell me, what does your media mix look like?

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Google vs. Facebook Ads in Germany: What is Better? The biggest factor I use to determine which advertising platform is better for a client is: 𝗧𝗵𝗲 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲. For that, ask yourself these 3 questions: 1️⃣ Where does your audience spend their time? 2️⃣ Is your audience aware of your (type of) product or service? 3️⃣ How ready is your audience to buy? Some key considerations: - Almost everyone uses Google, but not everyone uses Facebook or Instagram. ↪ On the other hand, if your audience uses Facebook or Instagram, you might be able to target them more effectively there. - Google Ads are easiest when people are already actively looking for your type of product. ↪ On Meta, no one is really looking for a product; they are enjoying their free time. - On Meta, you have more possbilities to visually show your product than on Google Search. ↪ On Google, you can also advertise on YouTube and via Display ads. So if your audience is there, consider that as well. 𝗜𝗻 𝘁𝗵𝗲 𝗲𝗻𝗱, 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝗱𝗼𝘄𝗻 𝘁𝗼 𝘁𝗵𝗶𝘀: Google Ads are better if you have a product or service that people are already aware of and ready to buy. And you still have the option to expand from Google Search or Shopping to YouTube or Display ads. This way, you can also reach your audience in more visual ways. Meta Ads tend to work better than Google if your audience is made up of big Facebook/Instagram users and people do not search for or even know about your product yet. So, if you have a new type of product that has viral potential, Meta ads might be a gold mine.

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🚫 OpenAI in China on Ice – What Does This Mean for the Future? 🤔 OpenAI will block access to its services from certain regions, including China, starting July 9, 2024. This move has surprised many, given that OpenAI's services aren't officially available in mainland China, though many startups and developers there have been using the API. 📊 The Facts: OpenAI's decision comes amid increasing pressure from Washington to restrict China's access to advanced US technologies. This has significant implications for the Chinese AI industry and the global tech market. 🚀 Quick Reactions: Chinese AI companies are already stepping in to fill the gap: -Baidu is offering an "Inclusive Program" for its Ernie platform. -Alibaba Cloud provides tokens and migration services. -Zhipu AI has launched a "Special Migration" program for OpenAI users. 🔍 This development could boost the independence of China's AI industry, creating a more self-reliant tech ecosystem. It’s a technological race between the US and China that might spur innovation on both sides. 😂 So, OpenAI closes the door, but Baidu, Alibaba, and Zhipu are opening three windows! 🪟🪟🪟 What do you think? Will this change the AI game, or is it just another day that forces China to build (better!?) alternatives? -->Check content related links in first comment! #AI #Technology #DigitalTransformation #China #OpenAI #Innovation #TechNews

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This is B2B. 😄 🫠 From the first category research on G2 to deal won: 1019 days Actual time in sales process: Less than 90 days 12 channels involved. 5 contacts took part of the deal: 1 contact with branded search as first touch. 1 contact came direct to the website the first time. 1 contact took part of our SaaStr pre-party in 2023. 2 contacts where we see them the first time as they take part of sales meetings. LinkedIn Ads massively present all over the journey. B2B takes a long time. Deals do not come out of nowhere. Data is scattered in multiple silos. To understand what's really going on B2Bs must aggregate their customer journey data in holistic maps of all touches. How do you do this at your company? #b2bmarketing #customerjourney #marketingoperations

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📣🚨Google is extending its EU user consent policy for advertisers and publishers to users in Switzerland from 31 July 2024. What does this mean? Consent must be obtained from users in Switzerland for the use of 🍪 cookies and the collection and use of personal data for ad personalisation. This applies to all Google Ads and analytics products! 🇨🇭 Does this new requirement apply to you? As a Google Partner and Google Certified CMP, we have a dedicated page to help you with your specific compliance needs. Simply click here 👇 https://lnkd.in/d8m2PBNH #consentmanager #googleads #googleanalytics #switzerland #userconsent #dataprivacy #cookies

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🎁 How to frame price promotions effectively 1️⃣ Describe the restriction first, then the offer. This makes price promotions seem like a reward. ❌"Get 20 EUR of by spending 100 EUR" ✅"Spend 100 EUR and get 20 EUR off" 2️⃣ Frame a promotion as a free gift vs a bundle deal. ❌"Buy X and Y for a special price" ✅"Buy X and get Y for free" 3️⃣When selling bundles, make the main product the gift. ❌"Buy shampoo and get conditioner for free" ✅"Buy a conditioner and get shampoo for free" 👆 Sales were up +78% on with an experiment on this last one

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𝐈𝐬 𝐌𝐞𝐭𝐚'𝐬 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐏𝐮𝐬𝐡 𝐅𝐨𝐫𝐜𝐢𝐧𝐠 𝐎𝐮𝐭 𝐭𝐡𝐞 𝐖𝐞𝐚𝐤 𝐢𝐧 𝐄𝐮𝐫𝐨𝐩𝐞'𝐬 𝐀𝐝 𝐌𝐚𝐫𝐤𝐞𝐭? Meta’s Q1 earnings are out and the game has truly changed. Across all regions in 2023, ad impressions increased by 28% year-over-year and the average price per ad decreased by 9% year-over-year. Now, ad impression growth in Europe is slowing down, growing at 12% (20% globally), 𝐰𝐡𝐢𝐥𝐞 𝐜𝐨𝐬𝐭 𝐩𝐫. 𝐚𝐝 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧 𝐡𝐚𝐬 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐝 𝐛𝐲 6% 𝐘𝐨𝐘 (𝐆𝐥𝐨𝐛𝐚𝐥𝐥𝐲). Here's the controversial truth: Meta's (needed and understandable) push for revenue growth to satisfy investors and finance their AI push is forcing the weak links out of the market. The reality is stark - Meta seems to be optimizing for profitability, not inclusivity. This harsh reality will cleanse the ecosystem, leaving room only for brands that are built to last and can sustain high customer acquisition costs. Essentially, if your product doesn't encourage repeat purchases or high-ticket items with massive margin, perhaps it's time to exit Meta advertising as a key source of your media mix. In other words, Meta is starting to look a lot like traditional media and is not the growth platform for indie brands it once was. Honestly, for those of us who can afford to invest a lot in getting our message out (Because of our fiercely loyal customers and great product), this is not a setback, but an advantage in the long run. Not that I enjoy that costs are climbing, but in the long run, this will reward those that invest in good stories and generally do a great job providing value to their customers so they stick around. And those that have the resources (and vision) to diversify channels to support their Meta push. BUT, that also means there is a massive opportunity here, and it's ripe for the taking, because there’s room for it in the market - those who truly solve the CAC puzzle for scaling brands. Whoever can crack this for real will not just succeed but dominate. I know a few people playing in this or adjacent spaces Drew Sanocki @ PostPilot, Relo , Frederik Schröder @ Karla, Mads 🍎 Wedderkopp @ Dreaminfluence , but let me know who else is working within this we should chat to #MetaEarnings #Meta #Digitaladvertising #AdTech

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Is this the next big thing? Generative Video AI from Google has been announced. Can it match and keep up with what we saw from OpenAI - Sora - earlier this year? The option to extend clips beyond the 60 seconds limit excites me the most. Will generative video AI make the value content creators can add for their audience redundant? I don't think so. But it could take away to find stock footage for b rolls or explanatory interstitials. And I see other great use cases for smaller brands to use Gen Vid AI for their marketing without the enormous overhead costs of video production. What's your thoughts?

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Time really flies.   We are already at the beginning of Q3! But what did the last month of Q2 leave on the new features table: 🟠 Alerts and recommendations are expanded across DSP Amazon expanded alerts and recommendations to new placements across DSP. They will help you to diagnose and resolve campaign issues independently, wherever you work on your DSP campaigns. These alerts and recommendations are now available across the campaign overview and order line item pages. 🟠 Supply Desk for deal activation from Amazon Ads Supply Desk is a service that helps your customers streamline and scale programmatic deal activations across 1P and 3P supply on DSP. It curates inventory packages to help address buyers’ needs. It also provides hands-on support to ensure you meet your campaign objectives. 🟠 Amazon launched Amazon Publisher Cloud (APC) APC is the first and only clean room solution that lets you activate more efficient campaigns in Amazon DSP. The new feature is powered by an exclusive signal collab between leading publishers and Amazon Ads. 🟠 Lower FBA rates with updated FBA Enrollment Opportunities tool Amazon updated the tool to help you decide which products to enroll in FBA and better understand your fulfillment costs. You can now use the FBA Enrollment Opportunities tool to identify products priced below $10 that are eligible for Low-price FBA fees. You can also compare them with the standard FBA fulfillment fees. 🟠 Subscribe & Save will launch for seller-fulfilled orders on June 27 Starting on June 27, 2024, the S&S program expanded to include eligible seller-fulfilled products. Subscribe & Save offers customers discounts on frequently bought products. They also have the opportunity of auto-delivery. This program helps you boost conversions, drive repeat purchases, and grow brands. 🟠 New Customer Review Insights Tab You can now access new, data-driven product insights at Opportunity Explorer. The Customer Review Insights tab will help you launch successful products. Here are the new features: -> Review Trends (for brands) - it shows shifts in customer preferences over the last six months to identify trends in positive and negative reviews. -> Parent ASIN insights - provides an overview of customer sentiment. It is helpful for ASINs with multiple variations as it summarizes customer review insights for the product. -> ASIN Benchmarking compares your product’s star rating to the category average star rating. This way it strategically positions your product and gains a competitive edge. -> Topic Drilldown - uncovers frequently mentioned sub-topics in reviews for a precise understanding of product attributes and customer experiences. A good amount of new updates for the upcoming quarter. What are your thoughts and which features are you most excited about? #AMZnewsandfeatures #amazon2024 #klaidasmonthlyreport

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Hey, LinkedIn Ads, what is happening with the targeting restrictions in the EEA regions and Switzerland? 😮 🚫 Last week we were shocked by the limitations with the Member groups. 😫 Today, in addition to this, I am not able to target based on Member Interests and Member Age as well. Although I am not a big fan of the latter, Member Interests have proven useful over the years. Hopefully there will be a replacement of some kind. 🤔 #linkedinads #advertising #struggles

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🇩🇪 Germany's #advertising industry stands as a leading force in #Europe, characterized by innovation and significant growth. Here are some key insights: 💶 Market size | The German advertising market is valued at approximately €24 billion. 📈 Growth rate | Digital advertising spending surged by 9.1% in 2023. 🌐 Digital dominance | Digital platforms account for over 50% of total ad spend. 👨🏻‍💼👩🏻‍💼 Employment | The sector supports around 150,000 jobs. 📱 Top segments | #Online #videoads, social media advertising, and #mobile #advertising are the fastest-growing segments. 🌎 Global reach | Germany is the 4th largest ad market globally, highlighting its international influence. Germany's advertising industry is not just about numbers; it's about creativity, innovation, and reaching audiences in new and engaging ways. The country's strong digital economy and robust market infrastructure make it an attractive destination for advertisers looking to make a significant impact. #advertising #germany #digitaleconomy #marketingtrends #innovation #Wimedia #entrepreneurlife

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Over the past three weeks, E-commerce companies have shared a common concern with me: "We used to get good results, but around 4 months ago, things have taken a turn for the worst, we tried to increase our Google ads budgets because Google recommended it, but things haven't improved at all, in fact our revenue has dropped." Changes in Google ads around "Smart Campaigns" now known as Performance max campaigns have changed things and many times are causing issues like these. I've made it a mission of mine to understand why this is happening, and how it's happening to fix this for my E-commerce clients. One common trend I've found is smart campaigns reliance on brand search terms. If you haven't provided customer matching list to tell Google who your existing customers are, and you don't have campaigns that are prospecting/only targeting new customers, things can take a turn for the worst. Why is this happening: Google is most likely trying to achieve the highest conversion value, or highest ROAS depending on your bid strategy. If Google finds it to expensive or difficult to prospect new customers it will find the path of least resistance to get the sales, many times, that involves showing for searches for your company name, from existing customers as that search term and audience have the highest probability to purchase. How is this affecting my revenue?: Many times, if someone is searching for your company, they will probably ignore ads for other companies and click on your organic results anyways. This isn't always the case so you don't want to exclude your Google ads from showing for your brand as this gives your competitor a chance to get in front of your customer base at the top of Google, but you don't want to focus 90% of your budget on showing ads for your brand search terms to your existing customers which can end up happening with performance max campaigns, or any campaign using a smart bid strategy that's not properly configured to prospect for new customers. If you do this, your revenue will probably start to drop over time as you're not prospecting for new customers. Are you seeing crazy high conversion value and ROAS in your Google ads account but not seeing any improvements in actual revenue? Your probably funneling your existing customers through a paid ad which is making it look like your conv. value and roas is high when your ads really aren't doing anything for your business. Feel free to get in touch. If I think we're a good fit, I can complete a free audit of your account. If I can't present proof of how we can improve your performance, the audit would have been completely free. If I can, we can work together with no commitments from you to continue at any stage. You make money, we make money, everyone's happy. Currently we are speaking to more than 5 new potential clients a week just from referrals from happy clients so availability is very limited, but we are always happy to speak with you and help any way we can!

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E-commerce in Germany and winning on Amazon have become more challenging, but achieving growth is still possible. One of my clients is driving over 2.5 x sales growth compared to last year through data analysis and a focus on fundamental pillars like assortment, content, performance marketing, SEO, pricing, and promotion. These growth strategies align with Amazon's own growth strategy: Amazon values joint business partnerships (JBPs) and seeks to be an integral part of brands' distribution and marketing strategies, fostering collaboration for brand and new product launches. Beauty, Healthcare & Wellness are key categories for Amazon, with increased investments and innovations to enhance accessibility and seamlessness for customers. Amazon is targeting a personalized shopping experience for a younger demographic, incorporating features like inspiration, personalization, and immersive experiences such as Virtual Try-On. Amazon remains an industry price follower, matching competitive prices to build shopper trust. Expect potential expansions of high-traffic events like the March 2024 Spring promotion, with a focus on dominating the gifting space in Q4 2024. Success on Amazon lies in understanding and leveraging these key strategies to drive growth and capture market opportunities. #Businessgrowth #Ecommerce #Dataanalysis #DigitalMarketing #businessbrandpeople

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