Lee Spungin from yellowHEAD on Performance Marketing through Precise Algorithms

Lee Spungin from yellowHEAD on Performance Marketing through Precise Algorithms

Interview by Ricardo EstevesRicardo Esteves
Published: May 08, 2023

Who Is Lee Spungin

Lee Spungin currently serves as the VP of Growth at yellowHEAD, a seasoned marketing professional with over 12 years of experience leading teams within digital agencies and advertising firms. Prior to joining YellowHEAD, she worked at Morbust, Israel Railways, and Staachi & Staachi, where she led successful marketing campaigns for a variety of clients.

"Gone are the days of relying on mere intuition and guesswork when faced with a decline in performance."
Lee Spungin

Effective audience engagement and reach are crucial for any digital marketing campaign. But there are so many ways of doing so, making it overwhelming to identify the most suitable approach. Performance Marketing emerges as a viable alternative in this context, as explained by yellowHEAD’s VP of Growth, Lee Spungin.

Lee talks about the differences between Performance Marketing and other solutions. She also delves into the advantages of User-Generated Content (UGC) as a marketing strategy and the impact of Google Display Ads. Lee also emphasizes the importance of combining performance metrics with creativity in generating high returns on investment (ROI).

yellowHEAD logo

Spotlight: Can you explain what Performance Marketing is and how it differs from other types of digital marketing, like social media or SEO?

Lee Spungin: Performance Marketing is a type of marketing that is focused on driving results based on each client’s KPI’s. While other forms of digital marketing, such as social media or SEO focus on building visibility, brand awareness and engagement, Performance Marketing is all about driving measurable results that directly impact a company's bottom line.

It is very often based on a high level of A/B testing and constant optimization to achieve better and more focused results. Social media and SEO are completing strategies to implement within a Performance Marketing campaign since they are focusing on search visibility and brand awareness.

What are some key components of a successful Performance Marketing campaign, such as targeting, ad formats, landing page optimization and call-to-action strategies, that can help maximize performance outcomes?

One of the most essential components of a successful Performance Marketing campaign is targeting the right users, which is essential to ensure that your advertisements reach the right audience. Audience segmentation and retargeting are two strategies that can help you achieve this.

Once the right audience is being targeted we want to make sure they are converted into paying/ loyal users. Ad formats such as display ads, video ads, and native ads, and all the creatives that are parts of these ads, are also crucial factors for CVR. These ads are constantly being optimized and adjusted through testing and updated based on results to achieve a maximum return.

All these components are geared towards conversions, and it is essential to have a strong landing page with a clear CTA to capture users and push them to take the desired action.

User-Generated Content (UGC) is considered one of the best marketing strategies. How does yellowHEAD leverage UGC in performance marketing campaigns to drive better results?

UGC is an essential part of our Performance Marketing process. The UGC style ads and content bring a real and authentic feel to the campaigns and drive higher KPIs than many standard ads.

When working on UGC campaigns, the yellowHEAD creative team handles and oversees every stage of the project, from creating comprehensive briefs for the creators, providing them with all the information they need to include in the video and all of the post-production to ensure the video has the greatest chance to go viral.

They also use the creator’s content to create multiple other assets like ads, website content and social media posts. All of this is done in conjunction with our experts to achieve and exceed our KPIs.

yellowHEAD has worked with several big brands and companies, including TikTok, Google, Ubisoft and Hard Rock. Can you share examples of particularly standout case studies where your company has helped these brands achieve their goals?

At the heart of our business, we cherish every single one of our customers and partners. No matter the size, each one holds immense value to us. We pour our hearts and souls into ensuring the triumph of our brands.

If you're curious about the incredible journeys we've embarked upon, look no further! Dive into our captivating success stories, where you'll find a showcase of our exceptional achievements.

As a Google Display creative services provider, what sets yellowHEAD apart in terms of expertise, experience and results achieved for clients in utilizing Google Display Ads for their marketing campaigns?

At yellowHEAD, we're not just keeping up with the creative game – we're leading the way alongside Google creative lab. Our commitment to staying at the forefront of new trends is unwavering, and we dive headfirst into testing them as an integral part of our strategy. With over a decade of experience in providing cutting-edge creatives, we've partnered with a diverse range of global clients across various industries.

What sets us apart is our ability to create benchmarks based on our vast knowledge and expertise. We've fine-tuned our skills over the years, allowing us to deliver exceptional results. Adaptability is our middle name, as we possess the agility to adjust and refine creatives with ease, all in the name of testing and achieving optimal performance.

Thanks to our advanced dashboards, we can swiftly react to the ever-changing dynamics and make informed decisions that drive success.

How does yellowHEAD stay updated with the constantly changing landscape of Google Display ads? What are the best practices and styles for Google Display creatives that you can share?

At yellowHEAD, we take pride in fostering a strong and dynamic relationship with the powerhouse known as Google. Our connection runs deep, as we are continuously in the know about the latest features and betas they have to offer.

We're not ones to miss out on any valuable insights, constantly staying updated through information portals like "Search Engine Land" and "PPC Hero" – trusted sources that fuel our hunger for knowledge. This thirst for information fuels our ability to stay ahead of the curve and deliver exceptional results to our clients.

By harnessing the power of our partnership with Google and tapping into the wealth of industry expertise shared through these portals, we're equipped with the latest tools and strategies to propel your brand to new heights. Trust us to keep you on the cutting edge of digital advertising.

yellowHEAD performance marketing

How does yellowHEAD's creative analysis technology help in identifying the best-performing elements for Google Display Ads, and how are these insights utilized in creating optimized and high-ROI creatives?

Alison, our remarkable marketing solution, goes beyond ordinary analysis by diving straight into the wild, examining campaign performance in the midst of the advertising jungle. Alison compares and contrasts creative elements with content from similar advertisements, painting a precise and vivid picture of how characters, colors, sounds, and other components contribute to the triumph of a campaign.

Gone are the days of relying on mere intuition and guesswork when faced with a decline in performance.

Alison's astute algorithms can swiftly detect which creative variables need optimizing, providing data-backed recommendations in real-time. But fear not, for human insight still reigns supreme. Our experienced marketers blend their expertise with Alison's technology to ensure that any fixes made align seamlessly with the overarching themes and messaging of your campaign.

With Alison by our side and yellowHEAD's creative prowess at the helm, we unleash a force to be reckoned with.

As the VP of Growth and with your experience in marketing, how do you ensure that yellowHEAD's marketing strategies align with the company's overall growth goals?

As the leader of our Growth team, I have the exciting responsibility of overseeing both sales and marketing, ensuring seamless collaboration between the two to create abundant growth opportunities. In the ever-changing landscape of marketing, new doors open daily, with trends like influencer marketing taking the spotlight.

My mission is to keep our company ahead of the curve, ensuring our teams are not only well-informed about these emerging trends but also equipped to guide our clients through them.

To stay on top of the game, I immerse myself in a multitude of resources. I attend events, participate in webinars, and closely follow industry guides and thought leaders. Armed with this knowledge, I distill the key insights and present them to our management in a clear and concise manner. This allows them to make informed decisions about the direction in which our agency should grow.

Once decisions are made, my role is to cascade these strategies down to our dedicated teams. Aligning everyone's efforts is no easy task, but I thrive on the challenge. Through effective communication and strong leadership, I ensure that yellowHEAD stays unified and focused on achieving our collective goals. Together, we embrace the ever-evolving marketing landscape, blazing a trail of success for our clients and propelling our agency to new heights.

What advice do you have for businesses looking to improve their digital marketing performance, including when to look for an agency?

When it comes to advice, one golden rule stands tall: always be optimizing. Embrace a perpetual mindset of testing and experimentation, utilizing a data-driven approach to allocate your budget, make strategic platform shifts, and achieve unparalleled results.

Yet, embarking on this optimization journey alone can be a daunting task. This is where a digital marketing agency becomes your greatest ally. Their wealth of experience and expertise equips them with the necessary tools, technology, and streamlined processes to effectively manage and track your campaigns, saving you precious time and resources.

By partnering with a reputable agency, you unlock the power to streamline your marketing activities, eliminating unnecessary steps that may be holding you back. This newfound efficiency allows you to redirect your focus towards other crucial aspects of your business, knowing that your marketing efforts are in capable hands.

But it doesn't stop there. A proficient agency will help you craft a tailored strategy that harnesses the latest technologies and capitalizes on emerging trends. They become your guiding light, showing you the path to campaign optimization and better results. With their expertise and cutting-edge technology at your disposal, reaching your target audience becomes a precision art, leading to heightened engagement, increased conversions, and ultimately, business growth.

So, seize the opportunity to elevate your marketing game with the support of a digital marketing agency. Unleash your potential, amplify your impact, and pave the way for unrivaled success. Together, let's optimize, thrive, and conquer the digital realm.

Keep up with yellowHEAD on LinkedIn and read more interviews with industry leaders here!


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