Episode 3: The Link Between Brand and Lower CPC
Автор: Charlie de Thibault
Загружено: 2026-02-04
Просмотров: 59
Описание:
A lot of teams assume CPC is mostly a bidding problem.
Bid more. Optimize harder. Tune the account.
When we look at the data, that’s rarely the real constraint.
In this video, I walk through:
Why brand equity directly affects Quality Score
How being in the initial consideration set lowers CPC on Google
Why expected CTR and relevance are quietly brand-driven inputs
And how the same dynamic shows up in Meta’s auction mechanics
The key point is simple: performance marketing doesn’t operate in isolation. CPC is downstream of demand, familiarity, and preference. If you’re only optimizing at the bottom of the funnel, you eventually hit diminishing returns.
This is also why a lot of teams end up in what we call the “death zone”, where spend goes up, efficiency goes down, and revenue stalls. In many cases, the fix isn’t better performance tactics. It’s rebuilding brand demand so performance can work again.
Links:
LinkedIn: / charlesdet
Website: https://www.growthdynamics.dev
Substack: https://charliedt.substack.com
Timestamps:
00:00 – Intro
01:00 – Client Use Case
02:03 – Marketing Battleground
03:45 – CPC in Google Auctions
07:20 – Brand Influences Meta’s Ad Auction
09:37 – Playbook and Contact
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