When Running Ads, Ensure You Are Targeting These Two Groups
There are two main types of audiences I like to target: 👉 The Decision Makers – the Directors, VPs, C-suite. 👉 The Influencers – the supporting staff under the decision makers who actually experience the pain and may be more actively looking for a solution. These people are the internal champions within an org that […]
4 Categories of Display Ads for Each Stage of the Buyer’s Journey
When running display ads on LinkedIn, Facebook, Twitter, Reddit, etc., I like to start with a small budget (e.g. $20 per day) and test low-friction offers such as Learn More, Read Now, Free Download, etc. This is merely to test the creative & messaging / audience targeting. Essentially, am I targeting the right people with […]
Stop Wasting Your Money on Broad Match Keywords in Google Ads
Stop wasting your money on Broad Match keywords in Google Ads. If you’re running Broad Match keywords, go to Keywords > Search Terms. This will show all the keywords Google is running your ads against. Look at the heaps of hot garbage that Google is shoveling in front of people, and look at all the […]
Search Ads vs Display Ads: What’s the Difference?
Search ads consistently have a lot higher CTR than Display ads. So why not funnel all your ad spend into Search? There are a few reasons why Display is still powerful. Your product / service has low search volume Your target keywords are too expensive The visual nature of your product is a huge selling […]
How to Approach SEO in 2023
As you may know, SEO is a long-term play and going through some changes with ChatGPT replacing a lot of search queries, but it is still a major player in driving awareness. If you have a lead magnet, a compelling offer, conversion optimized landing pages, social proof, etc. SEO can work well as part of […]
Logan Paul’s Masterclass in Marketing​
In case you missed Logan Paul‘s Short about his “masterclass in marketing”, you can check it out here. While much of it doesn’t apply to +99% of brands (since the majority of brands are not built on the platform of an influencer), there are some key takeaways. I talk a lot about the 3 Rs […]
How to Get More Views on YouTube Shorts​
If you’re creating YouTube Shorts, here’s a strategy that has worked really well for me. Reposting This is actually part of the Three Rs, which I’ve talked about before (repurpose, remix, repost). To give you an example. Posted a video yesterday (did 41 views in 24 hours) Deleted video this morning Reposted exact same video (didn’t change […]
5 Lessons We Can Learn From The Viral Fruit Roll Up Trend
Fruit Roll Ups went viral as people figured out they can put ice cream inside a Fruit Roll Up, freeze them, and have their minds blown with deliciousness. The only problem… Fruit Roll Up had no idea that this trend was even happening.🤦 Someone had commented on their latest Instagram post while this trend was blowing […]
Are You Making This Mistake with Your Paid Ads Strategy?​
One big failure I often see companies make is when the ad specialist doesn’t have an eye for design, and the designer doesn’t understand (or have visibility) into which kinds of ads work. Here’s what tends to happen… The ad specialist sends a ticket to the designer for “ads”. The ticket may include details such […]
An Often Overlooked Step in Conversion Rate Optimization
When was the last time you checked your website’s mobile experience? Do you know what percentage of your traffic is desktop vs mobile? Have you tested your site in different browsers? All of these are important questions to ask when considering conversion rate optimization. We work on desktops, typically on one browser, and design for […]