Facebook, Instagram, Apple and Google Apps Search Ads Secrets – Make Money From Your Products

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Facebook, Instagram, Apple and Google Apps Search Ads Secrets – Make Money From Your Products

A bit about search ads first.

There are billions of Apps and products out there and it is becoming harder and harder to stand out. You don’t want to spend countless of hours developing your dream app or products just to have close to zero sale per month.

This blog is an aggregate of the best secrets of Apple and Google Apps search ads for successful App developers.

This blog also includes tips and tricks for successful Google Search Ads, Facebook Search Ads and Instagram Search Ads for any product.

Facebook, Instagram, Apple and Google Apps Search Ads Secrets - Make Money From Your Products
Google Search Ads For Apps Secrets

Apple Search Ads uses a Cost-Per-Tap (CPT) model, meaning that advertisers need to pay Apple every time someone “taps” on a Search Ad listing after performing a keyword search. While on other traditional mobile ad networks such as Google UAC or Facebook Ads, the advertiser usually pays per app install (Cost-Per Install model, or CPI) after a user saw or interacted with an ad.

Apple offers 2 types of search ads – basic and advanced. Which one should you choose?

I guess it depends upon the type of app and installs you want. Basic is CPI based vs Advanced is CPT based. This might make you think that Basic is better because you only pay when you get an install BUT that’s not the best way of looking at it. Basic has a much higher cost per install CPI than the cost per tap CPT you have from the advanced one. So unless your user either buys an IAP or paid app which makes more money than the CPI you paid to acquire that user, you might lose money.

Also, advanced lets your focus on specific keywords whereas Basic is mostly Apple’s own hidden algorithm showing your ads. Focusing on specific keywords is important because you don’t just want user to download the app, you want them to open and use it too. Since we don’t know how Apple will show your ad for basic, you have no clue whether your app is getting perfectly targeted.

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So you may or may not be paying more money for the install using Basic vs Advanced as advanced can get you a lot more impressions of the ad (and more downloads if your metadata is on point).

Apple Search Ads is an intent-based channel

This is important in the post-IDFA era because Apple looks at the context of a particular search to target ads based on keywords. By its very nature, ASA does not rely on IDs to target individuals. Attribution models already have an advantage over other channels that rely on IDs for individual behavioural targeting.

With Apple Search Ads, you can tap into user intent signals that match your offerings and attract higher-quality users. That’s why Apple claims such impressive performance numbers, such as 50 percent average conversion rates and 65 percent download rates.

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A bit about search ads first.

I personally would never run Basic for a free app (even if it has IAP) as the CPI is very high and unless I have a high conversion rate for the IAP, I would be losing money. For a paid app, it might work well though.

I have mostly tested Advanced. I did run Basic but the CPI was way too high so I stopped it. For advanced, I would advice:

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Start small but not too small. Like don’t set a daily budget of under $5 or over $20. Start with lets say $10 and keep it like that for 1-2 weeks and see how it works. Adjust the keywords in the search ad, adjust your screenshots, icon and other metadata to make it look more attractive if you notice people are clicking on the ad but not tapping the download button etc.

Before running search ads, make sure you have your freemium app monetization and DAU (active users) absolutely down. Like if you only have banner ads in the app and no way for user to buy the in app purchase, don’t bother with search ads yet if your cost per acquisition is too high. For example if your CPA is $2 in an extremely competitive app category, and you spend $2 to acquire a new user or you waste $2 on a user who taps on the ad but doesn’t hit download. You may never make your money back from your ads in the app. Banner ads aren’t even worth it imo unless you have thousands of active users. They hardly make a few pennies per 1000 impressions. Interstitial ads are better and make more money and Rewarded ads are even better. But still, you need to look at numbers to see whether you are at least breaking even.

Apple and Google gives you $100 credit for free to try it out, so use that to test it out and look at numbers, make changes etc.

Set the search ad settings correctly. There is an option for targeting audience – whom would you like to see your ad and options are “People who already have your app“, “People who don’t have your app” etc. Of course you don’t want to select the first option because they already have your app. You want to acquire new users. You can also choose the age of the audience. So for example, if you have an app which you is meant for people who own houses, you don’t want to target people under 25 or even 30 years old because most of them won’t own houses.

If you are getting taps (you spend money per tap) but not conversions (downloads), that means people are finding something on your app store page which they don’t like. This could be bad or missing reviews, bad screenshots, bad metadata etc. So get honest opinion from non-friends to see what they think of your app store page.

Search ads for paid apps OR apps with in app purchases is different than search ads for free apps. You should make sure your paid app OR IAP is priced right so that you can at least break even and preferably make a profit for every cost per acquiring the customer. For example – if your cost per acquisition is $5 (this can be pretty high for paid apps as a lot of people will often click and ad but then decide not to download the app maybe because of the pricing or some other metadata) and you have priced your app at $2.99, you are just burning money. Be intelligent.

Using keywords of other app names in same category might work for you. But I won’t suggest setting keywords for trademarked apps OR of popular apps which have nothing to do with your app category. This can get you called out for IP/Copyright/Trademark violation. This also won’t convert well because when people are search for a specific app (let’s say Facebook) and your calculator app shows up in the ad, no body is going to click on it as the user obviously is only looking to download Facebook.

I personally don’t like running ads in developing countries as – Admob pays very little in those countries, people don’t buy IAP much, people don’t buy paid apps much.

Don’t bid for keywords which have high competition OR very high CPT. Companies with deep pockets will kill you.

I am not a fan of the option “Search Match” (Automatically match my ad to relevant searches) which Apple gives you. I always disable that option.

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Search ads are good if you can afford it and if you have an app which fits the profile. It may or may not work for every app. Always look at numbers.

I’m guessing search ads are the ads you see in the App Store when you are searching for specific apps?

Yes, search ads are for the app store search. So if someone searches for a keyword which you have targeted your ad towards and you win the bidding battle for the ad space for the same keyword against someone else, your app’s ad gets shown.

Is there an average price per click that you pay?

Yes, Apple search ads are CPT based. Cost per tap. So if someone taps your ad, you pay what you won the bid for against some other person’s ads bid. For example – If you bid for a keyword “car” and you have set the maximum CPT at $0.20 and Bob who is also an app developer and is running ads and has set his “car” keyword at a CPT of $0.10, you will pay $0.11 because that’s what it took to win. Of course there are more factors – level of competition for that keyword, higher levels of CPT being bid by others etc which can drive the average CPT higher for you. That’s why you get to set the maximum you are willing to pay per keyword.

How many people searching for apps, see my game as an ad, and click on it per day for $10?

There is no general range of how many people might. You can use the maximum CPT to control the amount you spend per tap and you can also set an optional CPA (cost per acquisition) to ensure you don’t run at a loss. However, the first 2 weeks should usually be experimental and test it out with low budgets.

A very important thing to remember – you pay per tap – NOT per download. So if someone taps your ad and notices your screenshots look like crap and doesn’t download your app, you just lost money. This is why you need the metadata to be perfect and use the CPA field after 2 weeks to make sure you don’t run at loss.

Along with that, do you only pay for clicks? Do you pay more if they download your app after the click?

Yes you pay per click (tap to be technically correct). You don’t pay more if they download.

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I’m assuming you are constantly tracking How many active users you have and how much revenue you are generally getting to be able to ball-park any change in these numbers based off your ads being displayed.

Yes, I always monitor my ad spend and compare it to how many downloads I got (if this is for a paid app) or how many people bought the IAP and how much revenue I am making per day via Admob. I do this every morning. Unfortunately, Apple doesn’t seem to let me track how many of those ad conversions converted into buying the in app purchase. So this throws me off a bit.

So, your CPA. Is this your cost for running the ads per download?

Regarding CPA. They let you set an optional CPA goal when running your ad campaign. Determining it is a bit of work. Like when I am starting out, I don’t have any numbers to look at, so I leave the CPA blank or set it as the same price as my IAP or paid app price. Basically I don’t want the cost per acquisition to exceed the IAP or paid app price because that would mean I am burning money and running at a loss instead of profit. However after running the campaign for 1-2 weeks and looking at the numbers for each day, I can guess a better CPA and if I think I definitely don’t want to exceed a certain number because it would make me lose money instead of break even/profit, I will set it. You don’t want to set the CPA too low – at least initially because then you won’t even get any impressions of your ads. For example: Looking at one of my ad campaigns right now, I have default CPT of $0.10 (cost per tap as you pay every time someone taps your ad – doesn’t matter whether they download or not). They let you set CPT on a per keyword basis too which overrides the default CPT. NOTE that CPT is the maximum amount you are willing to pay for the tap. This means that if you are at a battle with someone else who also wants the same ad space, you can win the battle if your CPT is even a cent higher. You only pay whatever amount it takes to win the battle, not the highest one which you have set your CPT at. So often, your Average CPT will be lesser than what you set it at which is good. So for this campaign, my default CPT is $0.10 and I have a few keywords with custom CPT of $0.20. After looking at my numbers for the past few weeks, I see that for most of my keywords, I have Average CPT of $0.15, $0.16, $0.19 and average CPA of $0.15, $0.33, $0.29. So if I want, after testing it for couple weeks, I can lower the CPA to $0.50 so that I never run it at a loss.

So if I spend 10 dollars in 1 day and 5 people downloaded the app, that would be a $2 CPA? Yes.

And I will repeat my previous statement: I always monitor my ad spend and compare it to how many downloads I got (if this is for a paid app) or how many people bought the IAP and how much revenue I am making per day via Admob. I compare and set the CPA based off of these. I do this every morning. Unfortunately, Apple doesn’t seem to let me track how many of those ad conversions converted into buying the in app purchase. So this throws me off a bit.

Have you been able to verify your numbers and whether or not you are profiting based off these ads? Why not bump your ad spending even higher?

I have made money from certain types of apps and lost money by doing stupid stuff (running ad campaigns for a free with ads app but not having an IAP to remove ads, running ad campaigns for apps with only poverty banner ads and no full screen/interstitial/rewarded video ads which at least make some money, running ad campaigns for apps with generic keywords which are very high competition and gets out-bid by much bigger players with much deeper pockets, running ads where my CPA was higher than the money I was making off of the IAP or Paid app, running ad campaigns with a keyword which was for an app not even in my category which made users tap my ad, lose money and then they won’t download, running campaign with a keyword which was trademarked etc).

Basically, be intelligent, research, start slow and experiment with the $100 credit Apple gives you.

A few people asked me about rewarded ads vs interstitial ads for monetization. This is a bit off topic but I will throw this in.

Rewarded ads have a higher eCPM than regular interstitial ads, meaning you get paid more. Of course how high depends upon the type of app, number of users, placement of ads etc. I use Admob’s rewarded ads to mostly unlock features or number of XXX item usage in the app. There are other companies which offer them too. You can read a few points here for example:

source: reddit

Rewarded Video Ads | ironSourceRewarded video ads are a great mobile video advertising strategy to increase ad revenue & improve user experience. Learn how to monetize with video rewards.

The high eCPM is good. What’s even better about them than regular interstitial is that they just provide a better user experience and less negative reviews. This is because the user is willingly choosing to watch an ad instead of their game getting randomly interrupted. And in return, the user gets some type of in app reward – more coins, unlock some feature etc. So this is a win win for the developer and the user.

How do you determine your CPA for an app with IAPs? (Like does iTunes Connect tell you this information?)

They let you set an optional CPA goal when running your ad campaign. Determining it is a bit of work. Like when I am starting out, I don’t have any numbers to look at, so I leave the CPA blank or set it as the same price as my IAP or paid app price. Basically I don’t want the cost per acquisition to exceed the IAP or paid app price because that would mean I am burning money and running at a loss instead of profit.

However after running the campaign for 1-2 weeks and looking at the numbers for each day, I can guess a better CPA and if I think I definitely don’t want to exceed a certain number because it would make me lose money instead of break even/profit, I will set it.

You don’t want to set the CPA too low – at least initially because then you won’t even get any impressions of your ads.

For example:

Looking at one of my ad campaigns right now, I have default CPT of $0.10 (cost per tap as you pay every time someone taps your ad – doesn’t matter whether they download or not). They let you set CPT on a per keyword basis too which overrides the default CPT. NOTE that CPT is the maximum amount you are willing to pay for the tap. This means that if you are at a battle with someone else who also wants the same ad space, you can win the battle if your CPT is even a cent higher. You only pay whatever amount it takes to win the battle, not the highest one which you have set your CPT at. So often, your Average CPT will be lesser than what you set it at which is good.

So for this campaign, my default CPT is $0.10 and I have a few keywords with custom CPT of $0.20.

After looking at my numbers for the past few weeks, I see that for most of my keywords, I have Average CPT of $0.15, $0.16, $0.19 and average CPA of $0.15, $0.33, $0.29.

So if I want, after testing it for couple weeks, I can lower the CPA to $0.50 so that I never run it at a loss.

So essentially with $2,000 its possible to have 10,000+ people click on your ad? That seems like a solid conversion rate if at least 1/10th of them download the app.

Depending upon the type of app, your CPT can vary. For me most of them have been about 20 cents. So yes, 10000 taps from $2000 is a good estimate. However – these are taps – not downloads. For downloads, you need to make sure your metadata is on point! Also you need to have monetization is place – IAP, paid apps etc to make sure you are actually making money off of these users which you are spending money to acquire.

How long did it take for you to start seeing impressions? We have pretty competitive keywords so i’m using extremely high CPT. $10+ and i’m still not seeing any impressions. It’s been 24 hours.

If you haven’t setup scheduled ads, it should be quick. I had mine within an hour if I remember right. I would suggest trying for less competitive keywords though.

What’s your experience and tips for driving iOS game app downloads via paid ads platforms like Facebook Ads, Apple Search Ads, Youtube ads, etc…?

No experience but as a iPhone user i often see myself downloading apps while browsing instagram. So I’d assume you’ll be spot on with instagram/snapchat/tiktok or maybe even youtube shorts.

App Store search ads keyword match types

Search Ads involve three different types of keyword matches.

They are ways for you to tell Apple whether you want to bid on keywords exactly as you enter them or more broadly. This is influenced by campaign goals and will ultimately determine campaign results. So you must first understand the different types of keyword matches Apple offers.

Broad Match

Broad match is the default keyword match type. By selecting broad match, you are telling Apple that you want to bid on the keywords you select and other keywords that are broadly related to them.

Broad match includes misspellings, plurals, closely related words, synonyms, related searches, related phrases, and translations.

For example, when you type “Friends,” Apple also considers variations of “Friend,” “Amigo,” “Freind,” and more.

Exact match

Exact match helps you narrow your ad bid spread. By choosing exact match, you’re telling Apple that you want to bid exactly as entered for the selected keyword.

Common misspellings and plural forms will also be taken into account.

For example, when you type “friends,” Apple will consider “friends” and “friends.

Search matching

Search matches are best suited for keyword discovery. By selecting Search Match, you allow Apple to use its metadata to automatically match your app to relevant keywords and search terms.

For Search Match to work, your app’s metadata needs to be up to date and optimized. This means that App Store optimizations have been completed and recently updated. In this way, Apple can easily pull information about your app and generate the best and most relevant keywords.

App Store Search campaign types

When creating an account to start keyword bidding, ASA best practice is to split your keywords into four different campaign types: Generic, Branded and Competitor, and Discovery.

Generic Campaigns

Typically set to broad match, generic campaigns use keywords that are relevant to your app. For example, if you have a fitness app, you should include keywords such as “fitness” or “exercise” in this campaign. The purpose of the general campaign is to attract high intent app store visitors.

Branded campaigns

You will want to use a brand campaign to reach a more specific audience searching for your brand in the App Store, drive reinstalls and brand protection. Your keywords in this campaign will be keywords related to your brand name or a variation thereof. By bidding generously on your branded keywords, you ensure that your competitors don’t take this valuable space away from you.

Competitor activity

Set up exact matches, competitor campaigns to target App Store users who are searching for competitors. Keywords for these types of campaigns include your direct competitor’s name or a variation of their name.

Discovery campaigns

You need to set up a discovery campaign to discover new keywords or find alternative keywords that you are not using in other campaigns.

To maximize the effectiveness of a Discovery campaign, new keywords from Discovery should be added as exact match keywords to the other three campaign types, and all keywords from branded, generic, and competitor campaigns should be added as negative keywords in Discovery.

Best practices for using Apple Search Ads

Getting started with Apple Search Ads isn’t a problem. But you need to make sure you adopt some best practices that will ultimately help you make the most of your investment. Here are some App Store advertising best practices you should follow when using Apple Search Ads.

Review app metadata before launching a campaign

Before launching a new campaign, you’ll want to visit App Store Connect and take a closer look at app metadata. The appearance of your ads will be based on your app’s metadata, and you won’t be able to change it later. Keep in mind that the same ad is unlikely to be shown to every user. Some people may get a simple description of the app, while others will see screenshots and preview videos.

USP-based targeted keywords

This is very important for marketers using ASA Advanced. You need to do some research and identify keywords that will increase installs. For example, if you have a fitness tracking app, use keywords like “fitness tracker” or “diet plan” as keywords. You must understand the search patterns of your audience because it can greatly improve your conversion rate.

You can always expect higher competition with general keywords, but if you can find more specific keywords, they will not only be cheaper to bid on, but will also have a higher conversion rate.

Tip: Use the keyword research in your ASO strategy to understand your options and sync your goals!

Use the 80/20 budget allocation method for App Store promotions

When comparing keywords, you must split your keywords between broad match and exact match. 80% of your spend should go to exact match and the remaining 20% should go to broad match. Both will be used primarily for discovery campaigns to identify keywords that perform better than others.

Exact match keywords will allow you to attract and convert interested users. They will be easier to convert and more likely to generate more revenue. They may cost more, but they will also pay off. Ideally, you should allocate an 80/20 budget to get the maximum return. Once you start generating interest, you can also reduce your budget allocation.

How to leverage your app business within ASO and ASA on iOS app store?

The great thing about Apple Search Ads is that you can use the search match feature to identify new keywords. When Search Match is enabled, your ads are automatically matched to new search terms based on metadata in your App Store listings, information about similar apps of the same type, and other available search data.

The ability to check keyword relevancy is an invaluable part of Apple Search Ads. In just a few hours, you can run a small test campaign to collect data and get a complete picture of which keywords to optimize for in your ASO efforts. By analyzing Tap Through Rate (similar to Click Through Rate on the web), in-store conversion rates, and actual downloads, you can begin to develop a more effective ASO strategy. In addition, you can use attribution tools to explore the LTV of each keyword for campaign analysis.

ASA can help you narrow down your ASO strategy, but it’s not a gold mine; ASO is a long-term strategy, and your goal should be to keep increasing natural downloads. A key learning point is to look at ASA data from a longer-term perspective so you can see the true trends and performance of each keyword.

Apple Search Ads only work if you know how to properly target your keywords. To ensure maximum app visibility and download rates, you need to target specific and general keywords and carefully determine how much you are willing to bid for each keyword. An easy way to find keywords is to use a tool that automatically compiles a list of targeted keywords. You should increase your bids until you reach your cost-per-acquisition target and start winning downloads from popular keywords related to your niche.

Unfortunately, simply outbidding your competitors for high-volume keywords isn’t enough to win the number one spot, because Apple also considers the relevance of your app to the keyword. To ensure you always rank #1, you need to combine winning bids with ASO optimization. Factors that affect your ASO include app name, URL, description, reviews, and ratings.

Source: How to Leverage ASA to Boost Your App Visibility?

So, how should you optimize your Search Ads campaigns for profitability?

1. Cost-Per-Acquisition (CPA) Goal:

The first thing you need to determine is how much you can afford to spend for every Search Ads install, so how much your target CPI (Cost-Per-Install) or Cost-Per-Acquisition (CPA) Goal — as Apple names it — should be. Note the difference in naming here: unlike other networks, Apple uses the word “Acquisition” and not “Install” because they actually only measure when users hit download and not when they have actually fully installed the game (we will hear more on that important difference later in this article).

To do this, if you are already running campaigns on other networks, you know your customer LTV (lifetime value), or how much every user will spend on average in your game.

Let’s say your game net LTV is $6 for iOS users in the United States.

On Apple Search Ads, you can either set your bids based on a Max CPT (Cost-Per-Tap) you are willing to pay or choose a CPA Goal, which means Apple will try to display your ads automatically and maximize conversions. But we don’t recommend that option because, while it will make sure you don’t go above your target CPA, it will limit your impressions quite a lot so you will miss out on several opportunities to convert.

So, for Max CPT, we usually apply a 30% ratio of the LTV of the game we’re promoting, because we normally observe an average 30% conversion rate (from taps to installs) on Search Ads.

In that case, we would be using:

Max CPT Bid = $6 x 30% = $2

Source: Medium

 Measuring your ROAS:

Now comes the most important part: What’s the revenue generated from your Search Ads campaigns?

Apple doesn’t track (or share) any detailed activity coming from the Search Ads installs they have provided you. So you will have to use your MMP for that.

Depending on the LTV curve of your game, you’d be looking at your Day 7, 15, 30 etc. ROAS (Return on Ad Spend) on a campaign, ad group or keyword level.

Cohort Reports for Search Ads Campaigns in Adjust

Let’s say you use Day-7 as a goal, you will then be doing this calculation:

Day-7 ROAS = Day-7 MMP Revenue / Search Ads Spend

And then compare that your Day-7 ROAS goal. If it’s above that, that’s a good sign and you should keep your campaigns/ad-groups active but make sure you monitor the retention of these users in the long run to validate their good performance.

If it’s below your goal, let’s say by more than 25%, then you should consider pausing or reducing the spend on these ad groups or campaigns.

That’s the formal way of assigning and reporting revenue coming from Search Ads.

But you have to take into consideration the installs that are not seen by your MMP and which may have also generated revenue.

ROAS = ((Revenue) * (1 + LAT Rate x 50%)) / Search Ads Spend

Bid Optimization:

Once you have launched your campaigns, give it a few days and then look at the performance of the ad groups you have created.

The first thing you need to check is if the keywords you have selected convert to installs. If there are ad groups with a Conversion Rate below 25%-20% it means that the keywords you have chosen are either too broad or not relevant. You should then consider pausing or reducing the bid on these ad groups.

On the contrary, for ad groups and keywords that have a high Conversion Rate, for example anything above 30%, you should increase your bid for as long as it’s aligned with your projected ROAS. In order to know how much is necessary, in the Search Ads interface, Apple suggests a bid range to have an indication of how much you should spend to match or beat your competitors. You should adjust your bids for every keyword that are are below the suggested bid ranges (as long as it stays within your target CPA goals).

Many factors affect how your Apple Search Ads Basic app promotions perform, including relevancy, your maximum cost-per-install (max CPI) amount compared to your competitors, and user response to your ad. The following best practices can help improve your app promotion results.

  • Review your metadata in App Store Connect to ensure it’s the best representation of your app. Your app title, descriptions, and keywords are all considerations Apple Search Ads uses to assess your app’s relevance for specific search queries, so you should take great care in crafting them. Apple Search Ads Basic also uses the app name, subtitle, description, preview videos, and screenshots approved for your App Store product page to create your ad. Take the time to review your app metadata in App Store Connect before you start using Apple Search Ads Basic.

    Review App Store metadata best practices

    Note that if you change your App Store metadata, it can take up to 24 hours to be reflected in the ad preview within your account, and up to two hours to be reflected in your ad on the App Store.
  • Take a look at your ad creative. It can play a key role in your app promotion performance. Because Apple Search Ads uses the app name, subtitle, description, preview videos, and up to the first three screenshots approved for your App Store product page to create your ad, you may want to consider adjusting these assets if your ad isn’t performing well.
  • Consider your product page, too, as it can also help drive installs. With three app previews, 10 screenshots, and new text fields, product pages offer more opportunities to showcase your work.
  • If your ad isn’t delivering results, try raising your max CPI to increase the likelihood of your ad being shown. You can use the suggested max CPI in your dashboard as a guide to help determine the right amount.
  • Consider running your app promotion in all the countries and regions where your app is available. This will give you more opportunities to reach interested customers. Check your monthly budget to make sure you’re reaching as many customers as possible. You may need to increase your budget, especially if you’re running app promotions in multiple countries and regions.
  • Make sure you’re using the right business model. The right business model for your app balances your goals with the expectations of key audiences, and can also affect the performance of your app in App Store search, including with Apple Search Ads. If you’ve tried the above and still aren’t seeing results, it’s a good idea to review App Store best practices. Learn more here…

Google Search Ads Optimization Techniques

Tips for Scaling a performing Google Search Campaign

Don’t dedicate an entire campaign for a top-performing keywords.

How long did you “test[ed] simply raising budget” for? Are we talking about a week, month, multiple months?

Here are some other options for you:

  • Review your Impression Share and top of page rate metrics (Impr. (Top) % and Impr. (Abs. Top) %). Are these trending in the right direction? Are you losing out due to budget on high-performing campaigns? How do your ads perform when you’re placing above organic search results vs below (aka “Other”)?
  • Look at 30-, 60-, and 90-day windows for things like audiences, demographics, and locations. Are there options here that are high-spending but underperforming, and could be excluded? This would allow, moving forward, al of the budget to be spent on better-performing targeting options.
  • Consider testing new ad copy. If you can achieve stronger CTR, this allows you to generate traffic within the existing impression volume.
  • My preferred setup is to group keywords by a shared intent. I have B2B SaaS clients, so the majority of my campaigns are all focused on very high-intent searches that contain both context (around my clients’ services/solutions/vertical) and intent (keywords matching to search terms including “software”, “platform”, “solutions”, etc). To scale traffic, I’ve created a separate campaign that bids on keywords that contain just the contextual terms, but not the software-intent, with lower (manual) bids, using negative keywords to appropriately filter traffic. Considering splitting out your campaigns/ad groups by high-intent vs low-intent keywords, with budget given to higher performers.
  • Example: Let’s say your client offers a software for enterprise businesses to manage their cybersecurity. A high-intent keyword would be something like “enterprise cybersecurity software”, whereas a low-intent keyword would be just “enterprise cybersecurity”. We still require the user to use “enterprise cybersecurity” in some context, but that short-tail keyword does not require any specific intent like looking for a third-party tool/platform.

The keyword “enterprise cybersecurity software” will likely be significantly more expensive, and likely lower search volume/impressions, but has a clear, higher intent. The shorter-tail keyword will get you a larger number of impressions, but has a higher likelihood of leading to potentially lower-quality searches and clicks. I’d recommend starting out with trying to capture the high-intent searches first, but when you’re looking to scale, that’s where I’d add in the low-intent keywords, but separated into their own campaign, or at least a separate ad group.

On average, you spend a good amount of money on Google Ads, but still not worth the money results. So, spending the money without having the proper knowledge is a waste! And spending money with no results hurts, right? Don’t worry! We will tell you how you can get the value of your money. We will discuss tips and tricks to improve your Goggle Ads conversion rates.

Follow the ways below to improve your Google Ads Conversion Rates:

• Lead With an Attractive Offer or Value

The book cover is the Book’s first impression. And, you might have heard- “don’t judge a book by its cover”. Well, that’s exactly what we all do. We take a look at the book cover if it doesn’t please our eyes, we move on to the next.

Similarly, the headline is the first impression of your content. If it doesn’t please the eyes of your visitor, he/she won’t take an action on it. Hence, use some catchy phrases to create an attractive headline that will lead your content.

• Refine your CTAs

You need to tell your visitors what to do, otherwise, they won’t turn act! Yes, that’s true! It’s you who have to direct your website to take an action by generating a need for it.

Studies show that the most used CTAs by top-notch brands are- “get”, “buy”, and “shop”. Phrases like these, create an urge to take action, and that’s what improves your conversion rate.

• Boost your CTRs

Create content copy that can convince a reader to click right through your product. Write blogs or Ad copies that can convince your visitors to click. And for this, understand your audience. Convince them that they are missing something big and your product can fulfill that crack.

Don’t try to hurry them up to buy your product. Remember, in this step you just have to convince them to walk through your content and not buy your product. Use soft tone phrases like “get a quote”, “get more details”, etc.

• Align your Ad with an Accurate Landing Page

The general mistake we do sometimes is not checking up on our landing page. Whether we aligned our ad to the right landing page or not! Or, is the ad redirecting to the correct landing page or order! If you won’t do this right, you can lose a large audience.

For example, Your ad is about American diamond earrings, but the ad is aligned to a bangles landing page. This is not fulfilling the purpose of your Ad, and you will lose your potential customer here only.

Create a landing page for every segment and align them with the Ad properly.

• Work on your Quality Score

When you create or run a Google Ad, your Ad gets a ranking which is called Quality Score. This score is given based on the performance of your product. How much your Ad is impacting the audience, how it is performing in the market, how effective it is, and what value it’s giving out!

All these factors decide your Ad’s quality score.

According to studies, the more the quality score the lesser the overall CTR cost. This quality score can be improved by three factors- the landing page, the CTR, and Ad relevance.

• Don’t Miss out on your Social Proofs

People trust reviews. They are afraid of being the first one to use or buy anything. They look for the assurance and experience of others to rely on! Hence, putting out your social proofs is very important. Include the brands or firms you have worked with, put their reviews, and that will make you look authentic and preferred. This will attract and convince the visitors to be your potential loyal customers.

• Step-On your Competitors

Sometimes, not getting enough conversions via Google can be a targeting issue. And to sort that, you should focus on the audience’s intent. Like, what they are looking to buy, what is their need, etc. And, a clear way of doing this is branded keyword search.

Branded keyword search is when a person looks for something brand specific.

For example: “dresses on Myntra”, “Sports shoes on Reebok”, etc.

When a person will search the above keywords, he/she will not only get the results for the brands above but the Ads of alternatives too. That’s what stepping on your competitors is! Run your Ads on the brand keyword research of other competitive brands. I know, it’s something that sounds illegal but isn’t!

• Enhance your Landing Page

Optimizing Ads is not just enough! You need to work on everything else. One of the major things is the landing page. By having visitors directed to your landing page, you will have a task to fulfill what a visitor is expecting from you. Your landing page should have all the information needed in an organized manner. Don’t fill it heavily, but keep it on point.

Put product videos or video testimonials of the product or service, they tend to have greater chances to hook your visitors. And, the videos can help you better with conversion rates.

• Run Mobile-Friendly Ads

With the world going mobile, it’s important that you run mobile-friendly Ads. Keep the dimensions of your posters or Ad copies that can fit a mobile screen efficiently. Make it easy to access for the visitors. The only-desktop specific Ads will not look good on the mobile screen, and you might lose a great set of audience as most people access things through their mobiles.

Hence, move with the trend.

• Use Remarketing

We often forget how important remarketing is! Many times, a customer leaves the product in the cart or wishlist and forgets about it! Remarketing can help you catch back such customers. Look for Ads that performed great and are older. Run then again, they will lead your old visitors as well as create new leads as well.

Google Ads can be a whooping asset to convert your visitors into customers. You just need to do things right! If you will implement the above tips in the right manner the Google Ads conversion rate will definitely go up!

If anyone of you bright people has more tips to add, please feel free to add your opinions and suggestions. It’s always great to learn.

Read More: Conversion Rate Optimization Services

Another way to get good quality score on your ads these days is to write really awkward headlines that include the keywords, and then pinning any discounts. Kinda sucks but it’s been working better for me than traditional CTAs.

Quiz1: Jim Has Created A Google Search Ad With A Bid Of $5. Two Other Advertisers In An Auction Have Bids Of $2.50 And $2. How Much Would Jim Pay For The First Spot In The Auction?

Answer1: $2.51

Quiz2: True Or False? Google Audiences Are Updated On Every Impression, So Advertisers Can Reach Only The Most Relevant Consumers On YouTube Answer.

Answer2: True

Quiz3: On which social network should you share content most frequently? Correct Answer

Answer3: Twitter

Quiz4: You Want To Find New, High-Value Customers Using Their Data. Which Audience Solution Should You Use

Answer4: Similar Audiences

Meaning of key terms used in this blog:

Avg CPA: The average amount you’ve been charged for a conversion from your ad. Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions. 

  • For example, if your ad receives 2 conversions, one costing $2.00 and one costing $4.00, your average CPA for those conversions is $3.00.
  • Average CPA is based on your actual CPA (the actual amount you’re charged for a conversion from your ad), which might be different than your target CPA (the amount you’ve set as your desired average CPA if using Target CPA bidding).
  • Use performance targets to set an average CPA target for all campaign in a campaign group.

Avg CPT: This is the maximum amount you’re willing to pay for a tap on your ad.

Your default max CPT bid applies across all keywords in your ad group unless you specify a max CPT bid at the keyword level.

When calculating the amount of your max CPT bid:

  1. Decide what amount you can afford to spend on a new customer or action. Let’s say it’s $2.50 (U.S.).
  2. Estimate the percentage of customers who tap your ad and who you think will download your app or take your desired action. In this case, you estimate 40%.
  3. Calculate what you can afford to pay up to 40% of $2.50 (U.S.) — or $1.00 (U.S.) — for each tap. Therefore, set your starting default maximum CPT bid to $1.00 (U.S.).

Avg CPM: Average cost-per-thousand-impressions (CPM) is the average amount you pay per one thousand ad impressions on the App Store.

CR: The conversion rate (CR) is the total number of installs received within a period divided by total number of taps within the same period.

Dimensions: A dimension is an element of your Apple Search Ads campaign that can be included in a custom report. For example, campaign ID or CPT bid. Dimensions appear as rows in your custom reports.

Impression Share: The share of impressions your ad(s) received from the total impressions served on the same search terms or keywords, in the same countries and regions. Impression share is displayed as a percentage range, such as 0-10%, 11-20%, and so on. This metric is only available in predefined Impression Share custom reports and on the Recommendations page.

Impressions: The number of times your ad appeared in App Store search results within the reporting time period.

Installs: The total number of conversions from new downloads and redownloads resulting from an ad within the reporting period. Apple Search Ads installs are attributed within a 30-day tap-through window. Note that total installs may not match totals of LAT Off and LAT On installs, as additional downloads may come from customers using iOS 14 or later.

LAT Off Installs: Downloads from users who are using iOS 13 or earlier and have not enabled Limit Ad Tracking (LAT) on their device.

LAT On Installs: Downloads from users who are using iOS 13 or earlier and have enabled Limit Ad Tracking (LAT) on their device.

Match Source: This identifies whether your impression was the result of Search Match or a bidded keyword.

New Downloads: These represent app downloads from new users who have never before downloaded your app.

Rank: How your app ranks in terms of impression share compared to other apps in the same countries and regions. Rank is displayed as numbers from 1 to 5 or >5, with 1 being the highest rank. This metric is only available in predefined Impression Share reports and on the Recommendations page.

Redownloads: Redownloads occur when a user downloads your app, deletes it, and downloads the same app again following a tap on an ad on the App Store, or downloads the same app on an additional device.

Search Popularity: The popularity of a keyword, based on App Store searches. Search popularity is displayed as numbers from 1 to 5, with 5 being the most popular.

Search Term: Search terms are keywords and phrases that people have used to find the particular type of app they’re looking for.

Spend: The sum of the cost of each customer tap on your ad over the period of time set for your reporting.

Taps: The number of times your ad was tapped by users within the reporting time period.

TTR: The tap-through rate (TTR) is the number of times your ad was tapped by customers divided by the total impressions your ad received.

Keywords: Keywords are relevant words or terms someone may use when searching for an app like yours on the App Store. With Apple Search Ads Advanced, you bid on keywords to trigger and include your ad within relevant App Store search results — so when an App Store customer types in a search query that uses one of your keywords, your ad could appear.

Apple Search Ads knows a lot about your app and its genre, and will provide a list of keyword recommendations to save you time when you add keywords to a search results ad group. You can also add keywords of your own, and Apple Search Ads will suggest a further set of keywords related to the ones you’ve provided. To add any of them to your ad group, simply click the plus sign next to them.

I’ve managed +$10M in paid media over the last 8 years. Here are a few “less mainstream” FREE tools/websites/extensions I use. Hope this helps!

1. Adveronix

Adveronix is a handy Google Sheets add-on that allows you to export data from Facebook Ads, Google Ads, or any other channel automatically into a spreadsheet daily. You can then connect this spreadsheet to Google Data Studio and have a free connector for most media channels.

2. Polymer Search

Polymer Search has been one of my latest finds and a beneficial tool for creative analysis (and a few other things). For example, I usually test new creatives on Facebook Ads using dynamic creative testing campaigns.

I can then simply export my Facebook Ads data into a spreadsheet, connect it to Polymer Search, and immediately see which creative elements are working the best and which ones aren’t. The Auto-Explainer tool uses AI to immediately sort “Above Average” and “Below Average” creatives.

There’s also a ton more this tool can do – massive potential for media buyers.

3. BuiltWith

Before taking on any new client, one of my first steps is always to look at their website.

Suppose I don’t see anything like Klaviyo, Google Analytics, the Facebook Pixel, or any other marketing-related tech. In that case, this is usually a sign the client might be in a too early stage for me to help them out.

BuiltWith also helps you look into competitors and see what sorts of software they’re using.

4. Ad Creative Bank

The Ad Creative Bank is one of my top sources to find creative inspiration for new ads. It’s pretty simple: just look into the type of ads you want to create and browse through their well-organized library of great-looking ads.

5. Unicord Ads

Same as above, with the difference that you can sort by different industry/niche.

I find the ad quality slightly lower than Ad Creative Bank, but still a great library of ads to discover new brands and find inspiration for yourself!

6. One Click Extensions Manager

If you’re anything like me, your Google Chrome browser has +10 extensions cluttering your view. In short, One Click Extensions Manager allows you to organize all extensions into one single icon near your search tab, which makes everything feel a little more organized.

VidTao.com YouTube ads searchable by adspend over time. Perfect for modelling and competitive research.

And not forgetting:

Facebook Ad Library : Shouldn’t be overlooked.

Surferseo – it have free tier with a bit of tools
lsigraph.com – when you have no idea of keywords 

I’ve audited a dozen Facebook campaigns this month. Here’s the common mistakes I’m seeing people make:

Most of these mistakes were from ad accounts that are in the early testing stage and spending under $100/day. The majority of these mistakes are related to what NOT to do during the testing stage in an ad account. I had a few people get audits that were spending higher amounts ($500/day and above) but their situation was very specific and the solution I provided was also specific so it most likely wouldn’t add much value to share that scenario.

  1. Multiple interests and/or behaviors in one ad set (aka stacked audiences)

Doing this defeats the purpose of testing because you don’t know which interest is bringing in the results. Many other reasons to not do this during testing including you could have a great interest stacked with a bad one and that could skew the potential results. There are some instances where maybe it would be okay to have 2 stacked interests if the audiences are very small, but what I was seeing people do often is stack over 10 interests and behaviors into a single ad set.

2. Using CBO (campaign budget optimization) too early

CBO is not recommended for testing stage in Facebook ads. I’ve seen a couple of people do fine with CBO for testing but it logically doesn’t make sense because you don’t have much control over the budget allocation. This is why ad set budget is better for testing because when you want to put $20/day into one and set and $20/day into another, you know that the test is even. CBO will most likely not even out that budget. Even with setting ad set budget minimums and all of those constraints, which is sort of redundant. Facebook will recommend doing CBO by giving you messages inside of the ads manager but most of what Facebook says in their ads manager is not based off your current situation. They don’t know that you are in a testing phase and don’t have enough data to do a CBO, they just see that you are trying to spend a certain amount per day and they recommend CBO. Facebook’s ad manager isn’t smart enough to say “I see you are testing headline combinations – you should switch to ad set budget” or “I see you are trying to scale your store – you should use a CBO campaign”. You should use CBO once you’ve properly tested at least 4 audiences with ad set budget optimization.

3. Creating Lookalike audiences with low-quality data as a hail Mary

Yes, lookalike audiences are pretty neat. When you don’t have enough purchases, there are other source data pools that you can create them with. Video views, website traffic, page engagement, etc. The problem is you are pretty much creating a lookalike audience based on people who DON’T buy. Especially if you don’t have anyone buying your product. There is probably something wrong with your targeting as it is and you need to stick to interest targeting and optimizing for purchase conversions. I’ve seen people run a traffic campaign, get a few hundred clicks, and zero sales. This is because you are getting very low-quality traffic from Facebook and creating a lookalike is just going to find more people similar to that low-quality data. If you have a sort of “niche product” and you think that you can’t target them based on interests then you are not thinking outside of the box enough to find interests to test (more on finding the right interests in a later section).

4. Spreading too little per ad set and running multiple ad sets (I’ve seen as little as $3/day budgets)

For the campaigns that I audited, I gave them each a different recommended daily spend per ad set depending on their budget, niche, etc. so I don’t want to say that you should spend X amount per ad set, but $3/day is way too low. If you have a small budget, then you are better off testing less and spending more per ad set. So if you are doing $3/day to over 10 different ad sets to try and test 10 different audiences, you are going to get better data from spreading that same amount across 2-3 different audiences.

5. Interests narrowing and exclusions

I’ve seen some exclusions that make sense like excluding AliBaba and dropshipping whenever they were getting comments on the ads, but I’ve seen this done where the audience they were targeting needed to have interest in fashion AND apparel. Doing this is trying to target better than Facebook which is usually not a good idea to do unless you’ve tested both audiences on their own and if they are different categories of interests (music taste w/ hobby, industry interest w/ behavior targeting, etc.). At a testing stage this will cause CPM to be higher than needed.

6. Trying to target high-income people

This is on par with the previous mistake, but I wanted to make this its own blurb. Just because someone has a lot of money doesn’t mean they are going to shop at your store. You aren’t going to have better luck targeting the top 10% of zip codes based on income for your $20 sunglasses. Higher income people resonate better with name brand products that have credibility behind them so you would probably need to build up credibility, stellar branding, and high-quality products before attempting to target high-income people on Facebook.

7. Targeting interests that are too obvious

Your target demographic has many layers to their personality and social media behavior. When you sell a certain product and you only target the interest that is literally named the same thing that your product is, then you are limiting yourself to interests that your competition is probably targeting as well. Some of the best interests I’ve ran ads towards with Facebook ads are two or three degrees of separation from the product. I’ve sold supplements that were geared towards people who engage in certain activity, so instead of just targeting “supplement” I targeted “activity” interests. I’ve targeted music interests based on certain elements of a product that I’ve ran ads for, and the product wasn’t a music related product at all but people who liked that product typically listened to a certain type of music as well.

8. Focusing on cheap link clicks instead of purchases

The amount that you pay for a click does not matter if you are getting little to no sales. You want to pay more for expensive clicks from people that Facebook deems as likely to make a purchase or whatever action you are wanting them to do. I’ve audited a few campaigns where they ran two ad sets and the owner of the ad account concluded that “Ad Set 1” was better than “Ad Set 2” because it got clicks for half the cost. But neither of them got a sale, so neither is better than the other. Or I’ve audited campaigns where the store owner says “this ad did well, it got over 1,000 clicks” but it got zero sales. Typically this was done with an improper campaign setup anyway so none of those clicks were going to convert either way.

9. Not testing ads/audiences long enough

One campaign that I audited turned off an ad after just a few hours of letting it run because Facebook was spending the money too fast. I recommend letting a test run for at least 5 days. If the ad is setup properly then you will have some good days, some bad days, and some okay days. I’ve seen many times where the best day ever is right after a very bad day. Know that a bad day is still data for Facebook because it is learning what NOT to do.

10. Hanging on to an audience that stopped working

Audiences, ads, and campaigns can eventually stop working after a certain amount of time, regardless of how well they worked at one time. There are many reasons for this to happen which would be a whole post on its own, but if you’re struggling to get an audience to work then just move on and try again in the future. I audited a campaign that was running ads to a specific lookalike audience that was setup very odd and it wasn’t producing them very good results recently anyway, so I obviously recommended that they turn it off and try setting it up a different way that would be more likely to work. The user did not take the advice because that was their best performing audience many months ago. This is why you want to be diverse with your targeting so that when an audience stops working, you don’t cling onto it like overly attached girlfriend meme.

11. Setting up a funnel that is filled with low quality data

Running traffic campaigns is just going to get you a ton of traffic that is most likely not going to turn into a purchase. You are more likely to get a purchase from 100 high quality clicks than you would 1,000 low-quality clicks. Traffic campaigns give you the absolute bottom of the barrel traffic that Facebook has to offer. What I see people do is setup a funnel with traffic campaigns at the top, and retargeting at the bottom with a campaign optimized for conversions. This makes sense in theory, but in practice you are just continuing to retarget the low-quality traffic. And it just costs too much money to spend going after those low-quality clicks over and over again when you could just go straight for the purchase conversions campaign traffic. Those are the ones that are more likely to purchase without needing to see the ads 5 times. There are a lot of impulse buyers within those campaigns. Do this even if your store has zero purchases.

12. Worrying about 4 steps ahead when they are still on step 1

“I’m spending $50/day but what should I expect when I am scaling and spending $1,000/day?” That is going to be different for everybody but this is one of those situations where they are trying to solve a problem that hasn’t even happened yet and you’re essentially taking focus away from the step you are at right now and projecting it into a future scenario that may or may not happen.

13. Thinking the cost per purchase that they got on their own is what they’ll continue to see

If you are doing things incorrectly with Facebook ads, then you should expect to see results that are not very good. It’s one thing to have a frame of mind like “I’m not getting good results on my own but I think they could be better” as compared to “I’ve been running ads for two weeks with little to no experience and I’m paying too much to get a customer so Facebook isn’t worth it”.

3 Lessons After Spending $350K Since iOS 14.5 Hit

1. Account Structure

For me, it feels as if Facebook likes to have the account even more structured than previously. I rarely ever now use Cost Caps because of the delayed sales coming in and generally tend to have an account structure like this:

1 – TOF Scaling Campaign

2 – TOF Testing Campaign

3 – MOF/BOF Campaign (Try combining MOF/BOF in 1 Campaign if possible)

All in all, I try to consolidate my spend into as few campaigns as possible, and I still leverage Broad Targeting (No targeting at all). It has been working quite well for me on most accounts.

If you’re spending less than $500/d, I’d say Look a likes also are impacted. They are not getting as many data points as they were getting before, and therefore generally now have a lower value than before.

If you’re at the sub $500/d range, try Big Interests or just Broad Targeting if your look a like audiences are struggling.

2. Retargeting

Retargeting has changed a lot for me.

Especially at lower budget accounts, I broadened that retargeting window. Where I previously had 14D ATC, it is now 60 days. I also often combine multiple retargeting audiences, such as Add to Cart and View Content.

All in all, I try to have as few exclusions as possible since even if you e.g., exclude purchasers, those people see the ads. I’ve noticed this because a lot of new TOF Ads are getting comments from people who bought within the last 1-2 weeks from the brand.

So, with exclusions not being as effective, you want to prevent overlaps in retargeting audiences, which is why I consolidate.

3. Patience

Overall, tracking purchases has never been more challenging, and it feels to me as if Facebook is only tracking 40%-60% of all purchases from Facebook. This is why it is now super essential to look at your overall ROAS (Revenue / Ad Spend)

If your revenue increases when you scale up, but your ads manager is not showing up any purchases, they most likely come from your ads (Unless you’re running a big email promotion, got featured on a big magazine, or something like that, of course)

Purchases tend to show up in bulk for me in the ads manager after a few days, so don’t freak out if you see a low ROAS on your side, as long as the revenue is there. Make fewer day-to-day changes and keep an eye on results for a longer time.

Insights From Doing $150K+ a Day in Revenue on Facebook Ads

March 2022 Update on this: For those just seeing this now, Facebook has become significantly harder, but the general strategy here still works. And that’s testing LOTS of creatives, not fancy hacks. We’ve since started spending over $10K+ per day on Tik Tok as well and it’s doing WAY better than facebook for us.

What’s up everyone! Just wanted to drop in and share some insights into what it takes to manage $20K-60K+ a day in spend on facebook in DTC ecom. (I’ve done $150K-250K revenue days on facebook, personal best in terms of ROAS was a bit over $200K in revenue at about $60K in spend on a single one of our brands, not including black friday which was insane)

Just a caveat here, how I run ads might not work for you, especially if you’re super low in spend. Different brands require different strategies, and most importantly, my own strategies are constantly developing. How I test and scale on facebook now is completely different than how it was 6 months ago for example. Also another caveat, some of the tactics we use are really only necessary at a super high level as you’ll see here, if you’re a mom and pop shop they won’t be necessary (for example running multiple facebook pages which I’ll get into).

When I first got started in online advertising, I was always searching for the ‘perfect’ way to run ads through shitty gurus, and honestly there is NO perfect way. I recommend learning the basics and devising your own strategy, which is what I ended up doing. Another thing, at lowish spend (less than $5K-10K+ a day I would say, you’re usually going to get decent fluctuations in performance day to day on facebook. Consistency on facebook comes from high spend and feeding the algo as many data points as possible.

I’m fortunate enough to be in a network of the most elite DTC brand owners so I’ve accumulated a ton of knowledge about what works at this level of scale, but this game still requires constant learning! This isn’t set in stone but its just what I’ve found works for me, so here it goes.

Naming Conventions

Consistent naming conventions are super important for analyzing data in ad reporting at a glance. You can figure out your own but here are mine if you’re looking for a quick idea:

Campaign Names:

TOF: Prospecting (Top of Funnel)

BOF: Retargeting

T: Testing

S: Scaling

SS: Super Scaling (these campaigns are typically $2K-10K daily budget)

X.XX numbers at the end of campaign names or ad sets names: date of launch, i.e. 5.15 is May 15

Campaign name example: SS – TOF – CBO – Beast – 6.05

Ad set names:

Targeting – Countries – Age – Placement – Attribution – Date of launch

E.g. Broad – US + CA – 18+ – Auto – 7dc1dv – 3.15

e.g. INT – Theme parks – US – 18+ – Auto – 7dc – 3.24

E.g. LLA – Lookalike (US, 10%) – 2+ Purchase 180 Days – US – 18+ – Auto – 7dc – 2.16

Ad Names:

Brand – FB Page – video/image number – ad copy number – lander/advertorial number – post ID – date of launch


PP – vv100 – adc49 – lp3 – 123434341834813 – 8.08

PP – p3 – vv100 – adc72 – lp53 – 123434341834813 – 8.08

Account Structure – Testing (Post ID’s)
Testing Campaigns (always running):
T – TOF – ABO – Interest Testing – 5.15
  • Testing random interests found in facebook audience insights, similar interests to winning interests, etc using best 2-4 post ID’s to “feed” the pixel data

  • Audience insights is phasing out so this might not be useful in the future

  • Small budget ad sets of $30-50

  • Can dupe winners out 2x in same campaign at slightly higher budget of $50-60

I do this with lookalikes too but I do not run interests or lookalikes with any real budget whatsoever nowadays. I literally run all creative testing and scaling with completely wide open targeting

T – 1 – Creative – TOF – ABO – Broad – 2.18
  • Phase 1 testing campaign

  • All new videos/images get launched here

  • I like to do them in batches of 3-4 new videos/images at a time in a single broad ad set with the budget set to 1.5-2x AOV

  • Broad targeting (US + CA, 18+ so we determine how effective the creatives truly are without being skewed by very good lookalikes/interests etc. In the case of more niche products, can try broad interest targeting, like interest ‘fitness’ if selling fitness apparel or ‘coffee’ if selling coffee product, with detailed targeting expansion checked ON)

  • Using best copy variation, best offer, best lander/advertorial

  • Winners graduate to testing phase 2

T – 2 – Ad Copy – TOF – ABO – Broad – 2.19
  • Phase 2 testing campaign

  • Take each winning winning creative from phase 1 and put it into its own broad ad set in this second campaign, testing 4-5 different ad copy angles (separate ad), still using best lander

  • E.g. ad set naming convention:

    • img192 – Broad – US + CA – 18+ – Auto – 7dc – 3.02

      • Means img192 is the constant image across the 4 ads, with 4 different copy

  • Winning ad copy variants graduates to step 3

T – 3 – Lander – TOF – ABO – Broad – 2.19
  • Phase 3 testing campaign

  • Here’s what differentiates us from most ecom brands. We test a TON of advertorials, like 3-5 new advertorials a month focused on different angles. Seriously at scale this is what separates winners from losers. In this campaign I’ll also test running direct to our top sales lander as well as one of the ads. We NEVER run direct to a shopify store, we have a subdomain with dedicated landing pages/advertorials that we run to with custom checkout that converts MUCH higher and has a much higher AOV with it’s upsells.

  • Take winning video/images + copy combo and test 3-5 different landers/advertorials as mentioned

  • E.g. ad set naming convention:

    • vv65 – adc220 – Broad – US + CA – 18+ – Auto – 7dc – 3.21

      • Denotes that vv5 and adc220 were the winning variables from previous test, now testing 3-4 different landers/adverts with these two winning combos

  • By now the creative has run through 3 different testing campaigns/phases. If still performing, it can be moved to bigger budget testing to see its scaling potential

  • Can also be moved to optional step 4 for generating more winning post ID’s

  • Also optional: Winner of this test can be moved back to step 2, testing more ad copy focused around the advertorial if a specific advertorial won during this test

T – 4 – Page – TOF – ABO – Broad – 2.19
  • Optional step 4

  • This is another tactic that I don’t see many bigger brands using. In this campaign I’ll take the winning ads from the previous steps, and re-create them on 3-4 different facebook pages that aren’t our main brand page. These are ‘blog’ style pages. For example the name of one of the pages if you own a furniture store might be “Home Decor Insider”. What you don’t want to do is create fake influencer pages like “Katie’s Home’s” or something like that as that’s not allowed.

  • Take the winning video/image + copy + lander/advert combo and test it on 3-4 different facebook pages to generate more winning post ID’s as mentioned.

  • The point of this is multi-fold:

    • Generate as many winning post id’s as possible because at scale you’ll need them

    • Distributes negative feedback score away from your main brand page (negative feedback can become an issue at scale, especially last year with covid shipping delays)

    • Different pages perform differently in the auction, some page names may resonate with people more and get cheaper cpc’s and cpm’s.

As you can see here the point in all this testing is generating as many winning post ID’s as possible.

BPA – TOF – ABO – Broad – 2.19
  • BPA meaning best performing ads

  • This campaign is for testing all the winning post ID’s from steps 1-4 at higher budgets.

  • Like to do them in ad sets with batches of 2-4 ads

  • Also broad ad sets, but can also try with different LLA’s or broad interests

  • Budget 1.5-3x AOV, and scale it but dupe. I.e. start the ad set at $300, if doing well over the course of 3 days or so, dupe out at double $600. From here you’ll get a sense of how it does at higher budgets. Sometimes it can do very well in the smaller 1-4 step testing, but falls flat here. If it was getting decent metrics in testing, but falls flat here, you can try duplicating the ad set and trying it again, or testing with a couple different audiences.

DCT Testing (if applicable)
  • DCT seems to work better with lower CPA products, or requires a very high budget for higher CPA products

  • I haven’t had much success with dynamic creatives for testing, and especially now with the ios update facebook doesn’t show in breakdowns which creative variables are getting the purchases so they seem essentially worthless.

  • If i were to do creative testing for DCT I would do something like:

    • One broad ad set for each new video/image

    • $100-300 budget

    • 1x new video/image, 2 best copy + 1 new copy, 1 best headline + 1 new headline

  • Pull winning post ID’s out, follow testing steps 3-4 above to test different landers/adverts/offers/fb pages

  • What i DO like dynamic creative for lately is time sensitive sales, like black friday where I don’t have a ton of time to test stuff. What I usually do is toss in a ton of my existing winning videos/images/copy/headlines (I might just add a black friday sale specific line to the top of the ad copy) running to my best advertorial/lander and let it rip at about $1000 a day budget. If it does good after 1 day I’ll duplicate it out into a cost cap/bid cap at $5K-10K a day or whatever

CBO Angle testing:

This is a CBO with 5-7 ad sets, each ad set is a separate angle containing winning ads from the above campaigns, that get added to their respective angle ad set. Budget is about $1K per day for me. All ad sets wide open broad targeting


Here’s the fun part. My methods of scaling nowadays have evolved with what works on facebook. The good thing is with this level of spend I learn quickly what is or what does not work on facebook anymore so it keeps me current. I have a few different scaling campaign structures that I’m currently running simultaneously. This is what I’m finding works right now:

Scaling Campaign 1

Lowest cost CBO -> 1 ad set (completely Broad) -> Best 6-10 post ID’s from testing campaigns. I’ll add new post ID’s/turn off ads if performance is on a decline over a week period. I will increase the budget by 20-30% a day if performance has been consistently good over a 2-3 day period.

Scaling Campaign 2

Same as above, except this campaign is made up entirely of non-brand page post ID’s from the page testing campaigns

^ These campaigns are both often running at $2-5K+ a day

Scaling Campaign 3 – Bid Cap ABO

I duplicate the best ad sets 3x from the CBO angle testing campaign into a separate ABO campaign, each running at a different bid. Ad set one’s bid cap is set to target CPA + 25%. So if my target cpa for example is $50, the bid cap would be set to $62.5. Ad set two is set to +50% ($75) and ad set 3 is set to +100% ($99.99, I round down in this case as my theory is if i set the bid to $100, I’ll be put into a higher tiered auction pool and may get outbid, dont quote me on this lol)

I set budgets at about $1K-5K per ad set here. And because you can have one of these campaigns for each angle, you can see how quickly scale can build up here.

Scaling Campaign 4 – Cost Cap ABO
  • Same as above, but the cost caps for this campaign will be +15%, +25% and +50%

Scaling Campaign 5 – Cost Cap CBO
  • 4 completely broad ad sets duplicate of each other, all with the same cost cap. This campaign contains the best 6-12 post ID’s overall from all testing campaigns. You’ll have to play with the cost cap here to get it to spend properly. This campaign is generally a big one for me usually with a $10K daily budget. I’ll also have a minimum ad set spend of about 3-5x the CPA set for each ad set

The point in having so many scaling campaigns is multi-fold:

  • Prevents reliance on a single scaling campaign on poor days. For example one or two of these campaigns might do mediocre one day, but the rest are crushing and make up for it

  • Optimizes differently and hits different points in the auction by utilizing both CBO and ABO

If you want to go crazy you can also take these exact scaling campaigns and scale them across multiple accounts as well. For that $200K day I had $10K+ cost cap campaigns scaled across like 4 different accounts.

And that’s it! Like I said this is not end all be all of running ads, just what I’ve evolved to do after spending high budget day in and day out for single brands

The most important thing about scaling with this level of spend and what separates the brands who do great online and those who don’t is content. We’re testing about 10-15 NEW video ads per WEEK + variations of winning videos on top of that (different hooks for example)

Audience “hacking” is no longer really a thing and hasn’t been for a while. I don’t run any interests at scale for the most part and lookalikes I barely use nowadays either (they worked great last year up until Q3-Q4). literally just wide open 18+ targeting. broad targeting might not work as well if you have a super niche brand

It’s true that nowadays facebook has certainly become a lot more difficult. We aren’t spending as much on it compared to last year (though still a lot and it’s our primary DTC revenue driver still), we’re trying to crack other traffic sources to diversify for cold traffic, especially with Tik Tok, Youtube, GDN and Snapchat. Snap is spending about $3K-5K a day at so-so ROAS.

How to structure your entire Facebook ad campaign (From prospecting to retargeting)

Having a defined structure and strategy is essential to a successful Facebook ad campaign.

I run an ads agency and one of the biggest mistakes I see with Facebook ads is a complete lack of structure. Many business owners and advertisers treat Facebook ads like darts, throwing hail Mary’s at the board and hoping for a favorable outcome. This is especially apparent when it comes to scaling, I think this is what people struggle with most.

In this post I will give a complete overview of how to structure your Facebook ads, from TOF prospecting to BOF retargeting.

Quick disclaimer, this is just a general overview of strategy and structure. Every ad account should be approached differently and it’s important to tailor your strategy to your brand.

This is what it should look like from a birds-eye view:

TOF – 1 Testing Campaign & 1 Scaling Campaign

MOF- Retargeting Campaign for Soft Interest (Landing page view, video views etc)

BOF – Retargeting Campaign for Heavy Interest (ATC, IC etc)

BOF Post Purchase (Optional) – This is brand dependent and isn’t applicable for all. This is post-purchase retargeting.

TOF – Testing and Scaling

This stage of the funnel should ideally be split into two campaigns, it may require more with bigger accounts.

This entire stage of the funnel only involves cold audiences, a majority of your budget should be allocated to TOF.

  • Testing

The first campaign is the testing campaign. It’s important to test EVERYTHING. This campaign should be ABO and every ad set should be allocated an equal daily spend. Test audiences and creatives for 1 week, kill ad sets that aren’t performing, winning ad sets and and creatives will be moved to the scaling campaign.

It’s also possible to scale ad sets vertically in the testing campaign. However, be careful to not get overzealous as you risk sending the ad set back into learning. To scale vertically, slowly increase the ad set budget by 10%-20% every couple of days.

  • Scaling

All your winning ad sets from the testing campaign must be duplicated into the scaling campaign. Sometimes ad sets will perform vastly different when duplicated so this is why we also scale vertically in the testing campaign. Sometimes it may just be a matter of duplicating the ad set twice before it performs. This is a result of Facebook’s learning phase always being different.

Now, this campaign should ideally be CBO as your goal is to maximise results. You should still be introducing new ad sets from your testing campaign, some people even introduce new ad sets directly to the scaling campaign. At this stage of the funnel, keep an eye on frequency as you don’t want to risk audience fatigue. It’s important to keep introducing new creatives to combat audience fatigue.

The TOF campaign should include both cold interest audiences and cold LLA audiences. As I said, test everything. It’s also important to start with logical audiences. Once you start getting traction you can begin introducing some more obscure interests.

Your copy at this stage should also be problem/solution focused, you are selling your product at this stage.

MOF – Retargeting Soft Interest

This stage of the funnel will only be effective if your cold campaigns were optimised for purchases, otherwise, you will be wasting money retargeting low-quality audiences.

The targeting for this stage is simple. It’s important that you exclude audiences that you will be targeting later down the funnel, such as ATCs, ICs, and Purchases.

The copy is really important at this stage of the funnel. You have already somewhat sold them on the product, hence why they clicked. I’ve found that trust-building copy and creatives are effective. Customer reviews/testimonials can be leveraged to build trust with your audience and convince them that your product delivers on what it promises, or at least, has a real customer base. People like to follow the herd, convince them that the herd buys your product.

Some advertisers skip this stage of the funnel completely, or combine it with the bottom of funnel retargeting. This is ok, but I like structure and separating the campaigns is much more orderly. It also allows you to ensure copy and creative is consistent with the funnel stage.

BOF – Retargeting Heavy Interest

This is the campaign that should provide you with the best results in terms of ROAS and CPA. However, as the audience will be much smaller, the daily ad spend will be relatively low.

It’s important that you exclude the MOF audiences, as well as purchasers.

Creative and copy should involve a strong CTA. This audience has already been involved in the purchase process and thus, have shown strong interest in your product. We often use discount codes at this stage as a CTA.

You can also get creative with your copy. Remember, this audience already knows your brand and product.

BOF Post Purchase – Optional

This is only applicable for brands with multiple products for sale. Only a very small budget should be allocated to this campaign.

Again, this audience is already very familiar with your brand so use this to your advantage.

As mentioned in the beginning, this is just a basic structure and there are many variations. It’s important that you take your own situation into account when setting up your Facebook ads.

I hope this post has been helpful, it’s not as granular as my previous posts but I think it’s important that people understand how to structure an entire Facebook ad strategy.

Top 10 CPM’s most expensive/cheapest Facebook

Here are the top 10 most expensive CPM’s for February-March 2022:

Australia – $19.57

Denmark – $18.98

Norway – $18.19

United States – $17.26

Singapore – $15.43

Israel – $14.68

New Zealand – $14.23

United Kingdom – $12.40

Canada – $11.86

Sweden – $11.71

Here are the top 10 cheapest CPM’s for February-March 2022:

Uzbekistan – $0.06

Belarus – $0.09

Kyrgyzstan – $0.16

Tajikistan – $0.16

Turkmenistan – $0.21

Kazakhstan – $0.22

Guinea-Bissau – $0.41

India – $0.41

Azerbaijan – $0.42

Wallis and Futuna – $0.43

Your poor performing Facebook Ads is not as simple to fix as you probably think it is…

If you are experiencing poor results with your Facebook Ads and have a “quick fix” in mind, please read this post before you attempt to fix it.

When you create Facebook ad campaigns, you know that there are just so many different ways that it can be set up.

Like a dozen different campaign objectives… Many conversion optimization options… Hundreds (maybe thousands, idk) of interest you can target… Lookalike audiences… The different platforms you can place your ad on… Video vs. image… Square vs. rectangle… Long copy vs. short copy…

And the list goes on and on.

So whenever you launch a campaign on Facebook and it isn’t working after 5-7 days, you can see how many different things can be adjusted in an attempt to fix it.

I’ve worked on hundreds of ad campaigns on Facebook and have had thousands of conversations about Facebook ads with either my clients or with people who are needing help running their ads and they come to me for consulting or to have me personally launch and scale their ads properly. Sometimes they will tell me what they think is causing their issues and what they say ALWAYS falls into two categories. They either say “I have no idea” or they say that they think the fix is just one thing like “I just need better targeting” or “my ads don’t get enough likes” or “I’m just not sure how much my daily budget is, that’s my main problem”

And I’ve made the mistake of taking their word for it so when I dive into their ad account, I go in with the expectation of just making that easy fix and everything else in the ad account being setup properly. Just fix their targeting or budgeting and it’ll all be smooth sailing from here. Nope. There are always many more problems I see as I go in their ad strategy and setup.

I’m going to go a bit deep here… people often emulate this type of thinking with a lot of things in life that are big problems but think the solution is super simple. When people need to lose weight, they’ll say “If I could afford healthy food and a gym membership, I would be in great shape” but there are so many other problems like their consistency or workout routine… their opinion of what “healthy food” is could be inaccurate. Get them free unlimited healthy food and free gym membership and they’ll still be out of shape. And people think “if I had a million dollars, I would be happy with my life” but then they win the lottery and are still miserable.

Maybe there is some sort of psychological pattern that people do to themselves to feel less overwhelmed with their problems? I’m not an expert in that area!

Here’s the point I’m trying to make: the fix for your low performing ads is MUCH more than just one single small little fix. It’s either a lot more little fixes or one big fix.

If I dive into your Facebook ad account and I see horrible campaign structure, improper budgeting, confusing ads, and terrible targeting… turning on “target people connected to Wi-Fi” is NOT going to fix your campaign. Find the “perfect interest” to target won’t fix it either. But this is the type of thinking that people have that I talk to with broken ads.

When it comes to fixing broken Facebook campaigns, all of the solutions fall into two main categories, each having their own criteria that MUST be met.

The categories

  1. Campaign structure

  2. Product (or offer)

The criteria that both must be met for a winning ad campaign

  1. The campaign structure must cater to what Facebook prefers

  2. The product must cater to what your target demographic prefers

Some things do overlap a little bit into both categories. For example, the ad design needs to be social media friendly so that Facebook doesn’t throttle your reach with high CPM and your ad must cater to your target demographic by being easy for them to understand what you are selling. So that’s a little bit of both Facebook and target demographic in that situation. And then in the scenario where your product can’t go against Facebook’s ad policy is clearly something that must cater to Facebook’s preferences.

I could write a book going over all of the things that fall into these categories that will fix a failing ad campaign, but here are a few real examples I’ve seen inside of ad campaigns over the last few weeks.

1. Budget spread too thin among ad sets and/or ads

An ad account I started working on last week was using dynamic ads with as many ad variations as possible. Maxed out number of creatives, maxed out number of ad copy, and headlines. The amount that they were spending on this dynamic ad was about $100 per day, however because they had so many dynamic options, they basically had like 200+ ads in one ad set. Put $100/day into that and you’ve got 50 cents per day per ad. That’s not nearly enough budget to give Facebook with any ad. If you are going to use dynamic ads or multiple ads in one ad set, try to give each ad a range of $5-15 per day.

2. Ad talks more about the business or brand instead of the product

This one broke the rule of having the ad and product cater to the target demographic. Especially for newly established brands, your best target demographic are impulse buyers. They don’t typically care about how long you’ve been in business or how your product is made. Now I’m not saying you should never put that into an ad, but I would recommend talking about the product or special offer at the top of the text in the ad and in the headline which is the first thing that a viewer will read.

3. Targeting is far too restricted and narrowed down

A rule of thumb when it comes to Facebook’s targeting is you want to make it easy for Facebook to find who it is you are looking for. When you add too many constraints on your targeting, it requires Facebook to work extra hard on figuring out who to put your ad in front of and Facebook makes you pay for that extra work it has to do by raising your CPM substantially. The ad account I worked on had 5 interests in the first level that were entertainment based, then narrowed down to 3 more interests that were hobby based that must match, and then finally was narrowed down again towards engaged shoppers. So when Facebook finds someone in that first level of audience, it needs to check if they match the second level, and then the third as well. For best results, just test out one or two interests in each ad set starting out.

4. Creative is not social media friendly

Your ad doesn’t need to be “good” as much as it needs to be designed in a way that Facebook prefers so that it shows the ad to a lot of people. This is the first warning sign that I encounter when I look at an ad in the ads library for a Facebook page. I was on the phone with someone consulting them on their Facebook strategy and they said “My biggest problem is the targeting. I have no idea what interest is the right one,” but then I look at their ads in the ad library and it doesn’t matter who they target with that ad, Facebook doesn’t like the ad. Too much text on the ad and low quality image is the common one I see for this one. The 20% text rule is no longer in effect, however if you put too much text on an ad it will throttle the reach and increase the CPMs (usually by a TON to where it is nearly impossible to counter) If you have some big bold text you want to put on the creative, just put that in the headline of the ad instead.

And there are many more errors that I have witnessed but I’m sure that a lot of people who read this post are making similar errors to just the few examples I’ve mentioned and I hope this can help them fix their ad account at least a little bit.

How to leave less money on the table with your FB ads

I’ve audited hundreds of ad campaigns, from huge organization like Greenpeace to startup drop shippers.

There are 9 areas I pay attention to when doing these audits:

  1. Structure

  2. Objectives

  3. Targeting

  4. Placements

  5. Customer Avatar / Personas

  6. Copywriting

  7. Visuals

  8. Landing Pages

  9. Funnel / Strategy

Here are the most common mistakes I see businesses make with each of those Pillars, that hold them back from the ROI they need if they are to grow.

Pillar 1 – Structure

Biggest Mistake: Not using clear naming protocols.

Explanation: This is possibly the least sexy area of FB ads, but if you don’t name your campaigns, ad sets and ads consistently, you end up with unclear names for things and everything takes longer when trying to find your way around your account, look back at results, or compare performance of two campaigns/ad sets. Look at this example…How to avoid making the same mistake: The naming convention I recommend is as follows:Campaign:Objective | description | date i.e. “Guide download | Overwhelm | Jun 2019”
Ad Set:Description | date | testing variable i.e.ad set 1: “Overwhelm | Jun 2019 | email lookalike” ad set 2: “Overwhelm | Jun 2019 | Interest: Moz”
Ads:Description | date | testing variable | creative variable i.e.ad 1: “Overwhelm | Jun 2019 | email LLA | H1C1V1“ ad 1: “Overwhelm | Jun 2019 | email LLA | H1C1V2“ (H= headline, C= ad copy, V= visual)

Pillar 2 – Objectives

Biggest Mistake: Not using the conversion objective

Explanation: I think this comes down to people not quite understanding how Facebook’s targeting and objectives work.

Here’s an (over-simplified for the sake of clarity) overview:

There are two main factors that affect who sees your ads, your targeting and your objective. By choosing targeting options, you narrow down your potential audience from ‘Everyone who uses Facebook’ down to (for example) ‘people who like pages related to surfing’ or ‘women over 40 within 10 miles of my business’.

Then Facebook takes that group of people, and ranks them in order of ‘most likely to complete the objective you’ve chosen’ based on the huge amount of historical data they have on everyone. This means that if you’ve selected an audience of 100’000 people, and chosen the ‘traffic’ objective, then Facebook will decide who of those 100’000 people are most likely to click your ad (based on things like how relevant they think this ad is to them, and how often they’ve historically clicked on things like this), and show it to them in rough order, from person 1 to person 100’000.If you chose the ‘video views’ objective, then Facebook will decide who of those 100’000 people are most likely to watch your video (based on things like how often they watch videos like yours), and show it to them in rough order, from person 1 to person 100’000.So…

By choosing different objectives – your ads will show to different groups of people within your audience. This isn’t a big deal if you have an audience of 30’000 because your ad will likely show to all of them in a short timeframe, but if you’ve got an audience of 2 million people, then you want to show it to the people most likely to do the thing you want. And typically, when you’re sending someone to your website, it’s because you want them to do something when they’re there – i.e. download a guide, or buy a product, or book an appointment. So by not choosing the ‘conversion’ you are likely getting worse results than you could be.

How to avoid making the same mistake:

Read through the following paragraphs to learn when to use the most common objectives:

Traffic – Use this when you’re sending people to your website but don’t have an action for them to do when they get there, or can’t track what they do when they get there – I.e. a blog post/ press release/ new thing you’re doing, or when promoting third party content (where you don’t have access to a tracking pixel on the end site).

Conversions – Use this when you want to send someone to your website AND have them do an action – i.e. getting them to buy something, sign up for an event, or download your awesome guide.

  • Within conversions – you can set up different objectives. Best practice is to start with the end goal you want, i.e. purchases, and then move back along the customer journey (purchase > initiate checkout > add to basket > view content > view landing page) if you don’t get results.

Page Post Engagement (PPE) (This is the same as boosting a post) – Use this when you want to get comments/likes/shares on a post – i.e. content that doesn’t require an action/ for a competition/ getting people to tag their friends. These are also great when you have a messenger bot setup, triggered by a comment.

Video views – If you’re building an audience of people to retarget, then video is likely to be the cheapest route, because you can track anyone who watches 3 seconds or more of your video. Also if you want to get cheap awareness of something that doesn’t include a direct action you want someone to take.

Lead Generation (Lead Forms) – These seem undervalued by many advertisers, probably because getting the leads from the form into anywhere useful like your CRM, isn’t as easy as it should be* – but if you want to get people to sign up for something, or give you their details, and you they are already qualified, then Lead forms can work great. For local businesses who want leads (i.e. gyms or cleaners), lead forms consistently get me the best results. * Use Zapier to easily get the info people fill in sent to your email/phone instantly.

Reach – Using the reach objective is telling Facebook to not worry about any end objective, but rather to just show your ads to everyone in your chosen audience. This is useful when you’re targeting a small number of people (e.g. retargeting the 2000 people who’ve watched a specific video of yours), or if targeting a small geographical area (e.g the 5km radius around your business) 

Brand Awareness – An underused objective – presumably because it doesn’t produce a very measurable end ‘result’ but brand awareness ads are actually very powerful. Facebook will choose who to show your ads to based on who is likely to remember your brand in a couple of days time. This means it can be very useful for ads going out to a broad cold audience, with a view to retargeting them. HOWEVER – I’ve also found it to be one of the most profitable objectives to use for retargeting in multi-tiered campaigns (i.e people who’ve visited your website but not signed up for your course yet)

Pillar 3 – Targeting

Biggest Mistake (Non-Local): Ignoring custom audiences. Explanation: The following order of targeting options are (broadly speaking) the preferred, because they go from warmest to coldest:

  1. Custom audiences

  2. Lookalike Audiences (LLA’s)

  3. Interest targeting

  4. Location

  5. Age & Gender

And obviously, the warmer the audience, the more likely they are to buy from you.

Yet I see a lot of businesses just constantly pumping out ads to a cold audience, and ignoring the people who have already watched their videos / been to their website / added a product to their cart. In – businesses, a retargeting campaign, going out to people who have added something to cart but not bought is the highest ROI campaign 9 times out of 10, and it’s the same no matter what you sell.

How to avoid making the same mistake: Plan out a proper customer journey. What are all the different steps that someone goes through between first coming across your business and becoming a long-term customer?

  • Downloading a guide and getting on your email list?

  • Watch a video of you explaining how your process is ideal for them?

  • Browsing your website?

  • Scheduling a call with you personally?

And then create ads for each relevant stage to help guide them along that path. Remember, as they become more familiar with you, you will also speak to them differently.

Pillar 4 – Placements

Biggest mistake: Wasting money on the audience network.

Explanation: There are over a dozen different places where your ads can show. But not all of them tend to be equally effective, and Facebook will often push a high amount of traffic to the audience network because it is less saturated. The audience network is a huge number of websites and apps where Facebook also show ads. There are times and places when the audience network is great – I’ve seen it work well for link clicks to blog posts, and as part of a retargeting campaign, allowing you to ‘be everywhere’, but too often it’s not the right choice.

In recent times (since sometime in 2019) Facebook’s ability to choose the right placement has seemed to massively improve, to the point where I often leave placements on ‘automatic’ because I end up with a better end ROAS, but the audience network is the most common culprit for wasted spend, especially if you’re looking to get video views from a cold audience.

How to avoid making the same mistake:

Go to the ‘Performance and Clicks’ pulldown menu in ads manager, and then use ‘Placements’ in the ‘Breakdown’ pulldown menu to see if there are any Placements which are performing above or below the average.

If you see that you’re spending lots on the audience network and not getting results, then you might want to turn it off in future.

You do this at the ad set level, select the ‘Edit placements’ radio button instead of ‘Automatic’ and untick the placements you don’t want. Caveat – As mentioned, this is an area that I am encouraging people to play around with a bit less recently – it’s worth testing, but I’ve seen many examples of CPM’s increasing significantly when you remove too many placements.

Pillar 5 – Customer Avatar/Personas

When it comes to defining their customer clearly (if you don’t know who you’re selling to, it’s hard to speak to them in an appealing way) there are two related/intertwined mistakes I see made most often.

Biggest Mistake: They don’t define their target customer at all in the first place, and just use generic language that (sort of) appeals to everyone.

  1. If they have defined an avatar, they’ve lumped everyone in together, to some amalgamation of all their customers.

Explanation: Generic language speaks to (and disqualifies) nobody. Buying is first and foremost an emotional decision, and if we don’t trust the person selling to us, we’re not going to buy, so you need to show that you UNDERSTAND THEM, and UNDERSTAND THEIR PROBLEMS.

How to avoid making the same mistake: First, define all the different groups of people that buy from you, there should be at least 3, but if you’ve got loads, then just identify the biggest few. Each of these personas will have different opinions/goals/pains etc, so once you’ve done that, ask yourself the following questions for each one:

  1. For each one we want to know the basic demographics that define them: 

    1. age,

    2. gender,

    3. location,

    4. income…

  2. Then the psychographics that relate to what you’re selling:

    1. What do they want?

    2. What do they care about?

    3. Who are their enemies?

    4. What are their dreams?

    5. What do they believe?

    6. What are their suspicions?

    7. How have they failed before?

    8. What are they afraid of?

Then when you create an ad campaign, create it for just one persona at a time, and craft your message and your offer to match them.

Pillar 6 – Copy/Offer

Biggest Mistake: Copywriting is a huge topic, but you don’t have to be a world-class copywriter to get results from Facebook ads – the biggest mistake I see being made is talking about you, not about your clients.

Explanation: This follows on from the above customer persona section – because if you don’t have a clear picture of who your ad is for, then you can’t write for them. But you need to write for them, because talking about yourself is NOT going to appeal to them. “We are the biggest supplier of…”“I am a skilled teacher and can do…”This isn’t interesting to the reader, and will not get them to click.

How to avoid making the same mistake: WIIFM – Every time you write a sentence, read it back and ask yourself (from your reader’s POV) “What’s In It For Me?” If you have a clearly defined picture of who you’re writing for, then you can go through everything you write and make sure that it’s relevant to them, their hopes, dreams, goals, objections, fears…

Pillar 7 – Visuals

Biggest Mistake: Not testing them.

Explanation: The PRIMARY job of the image/video that you use is to get enough attention to stop someone scrolling for a split second, so that they can scan the ad copy to see if it’s relevant/interesting.

If you just chuck up one photo and never try anything else, who knows how much money you’re leaving on the table.

How to avoid making the same mistake: Effective attention-getting-visuals tend to fit into one of 3 categories:

  1. The target market Show an image/video of the type of person you’re speaking to – they will pay attention because it’s relevant to them. For example – if you run a food truck, then a photo of your customers eating an awesome looking burger in front of a recognizable place/landmark in your town.

  2. The problem/solution/aspirations Demonstrate either the issue at hand, or your product/service solving that issue – again, people will pay attention because it’s relevant. For example – If you sell waterproof hiking shoes, you could show someone with wet socks looking miserable.

  3. A pattern interrupt. Something that just seems out of place will get attention (read Purple Cow by Seth Godin), but beware using ‘wacky’ but irrelevant images/videos for the sake of it. these might get people to stop/click, but it’s likely doing nothing to qualify the right people. For example – I saw a FB ad a while back that was just a picture of a cute dog, with a headline along the line of “Instead of you seeing a boring advert, I’m paying to show you this pup” – it got my attention, but that was that.”

So find (or create) a bunch of images and video that fit those categories and see which gets the best Click-Through-Rates and the most conversions.

Caveat- you can of course, also use the video in your ads to teach/inspire/sell directly, but remember that without getting initial attention, your efforts will be passed over, and you still need to be testing different variations.

Pillar 8 – Landing pages

Biggest Mistake: S L O W loading times.

Explanation: Your landing page is the page that you send people to if they click on your ad. It could be a simple blog post, a product page on an e-commerce store, a booking page for a cafe, or an opt-in page where someone can give their info in exchange for a download/course/freebie.

Landing pages are consistently given less attention than they need especially compared to the ads sending people there, which is crazy because it can easily increase/decrease the ROI on your ads by 100-500% or more. and the biggest culprit is loading speed – how long it takes for your website to load for the viewer. According to Neil Patel “Nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds.” 

How to avoid making the same mistake: Google ‘pagespeed insights’ and click the top link, then enter your website/page. All those things that appear, they are all costing you money. ‘Eliminate render-blocking resources’ ‘Defer unused CSS’ ‘Properly size images’ – it’s all geeky stuff, and it all counts – so find a website developer and pay them to fix it. The great thing about speeding up your site is that it’s going to pay for itself over and over and over. If you’re paying money every month to run ads, then it’s worth paying a one-off fee to increase your conversion rate overnight.

Pillar 9 – Funnel/Strategy

Biggest Mistake: Randomness

Explanation: To put it bluntly – most businesses don’t have a plan when it comes to FB ads. They tried a couple of ads that worked, but now they aren’t working so well, and they just keep throwing things up without much of a clue.

How to avoid making the same mistake: It’s not complicated, not groundbreaking. but it is effective. You find an established business like yours, that’s already running ads, and you ‘model’ what they’re doing.

And the great thing that came from Facebook’s privacy stuff is that all this info is publicly available. Here’s how to you find it:

– Find known successful companies on FB – OR search keywords for your niche – Look for the ‘Page Transparency’ box on the right.

– And if they’re running ads, Facebook will tell you.

– You click on ‘Go to Ad Library’

– And there you go, all the ads that they’re currently running.

– You can click on them, follow their funnel, see what they’re doing.

– And model it for your business.

This isn’t perfect, and you can’t just copy/paste a funnel from another business, but it gives you a starting point, and if you model what a similar business is doing, adapt it to your own products & clients, then test from there, you’re likely going in the right direction, rather than driving around without a map.

There you go – avoid these 9 mistakes and you’re probably halfway there.

  1. The hardest part of working on Facebook is working with Facebook.

  2. Set your conversion objective for business goal, even if you can’t exit “Learning Limited”. Cheaper results.

  3. You can get incredible results if you go “Broad” targeting. This means no targeting parameters. But first you have to groom your Pixel Metadata with Lookalikes, retargeting, etc.

  4. Videos are gold.

  5. Play it white hat. The “gurus” who teach you “scaling tactics” with duping and running small ad sets either haven’t advertised in 3 years or they are just saying what someone else told them.

These 5 rules will help any budding FB Advertiser. 

What’s your favorite FB hack?

Before running an ad for my target country, I run the same ad for low-cost countries like African and Asian countries to gather insane amount of Likes, Shares, and Comments.

Then I use the same ad to run for my target country. The likes and shares serve as a social proof that the ad is worth watching.

This is a common strategy 🙂 But you don’t have to run the ad to third world countries – you can simply run it optimized for Engagement in the US (or wherever your target market is). Engagement-optimized campaign CPMs go as low as under $1.

It’s always better to accumulate social proof (especially comments) from your native country’s users.

How I Scaled An Ecom Brand From $45K To $120K In 30 Days

Your Landing Page/Purchase Flow and your offer.

I rarely see people testing landing pages, and even rarer, I see people talking about offers.

But changing these 2 things allowed me to scale an ecom brand from $45K/m to $120K/m within 30 days.


Improving both Landing Page and Offer resulted in a conversion rate increase from 1.38% to 3.35%.

Let’s dive right into it, and hopefully, you can get something valuable out of this post:

Landing Page/Purchase Flow:

What is the purchase flow?

The purchase flow is each step that a customer has to take to buy the product.

A standard purchase flow usually looks like this:

Product Page – Add to Cart – Cart Page – Checkout – Purchase.


In the brand I’m using in this example, the purchase flow looked like this:

Homepage – Offer $120 AOV Product Bundle (they have the option to add to cart here) – Product Page – Add to Cart – Cart Page – Checkout – Purchase


Which in itself is a rather long flow with a high AOV. Generally speaking, you want to keep your purchase flow as short as possible to prevent drop-offs.

How a short purchase flow may look like:

Product Page – Add to Cart Button – Checkout (Skip cart page) – Purchase

Note: You might want to add upsells on the cart page, so this flow is not always ideal. It could also very well be that you need to explain your product to convince people to buy it, which is why e.g., sending people to a homepage or specific landing page can also be better than sending them straight to the product page. You need to test here.

So, the landing page from people who came from Facebook was the homepage combined with a relatively high AOV product bundle (2 products) for $120.

This did a decent job at selling the product, and the conversion rate was 1.38%, with an AOV of $120.

So our revenue from 100 visitors looked like this:

(100*0.0138)*120 = $165

So, our RPV (Revenue per visitor) was $1.65 ($165/100)

This offer was not profitable for the client. The overall ROAS was way below the ROAS Targets, and I knew I needed to change something. However, on the ads side of things, everything looked great.

So, here’s what I changed:

  1. Landing Page

First of all, I started by redirecting the traffic to the product page to see if this affects the conversion rate.

This, however, wasn’t a success because the conversion rate didn’t increase significantly. In addition, the Facebook Ads were still unprofitable, and I knew a greater change needed to come. So, I built my specific landing page for that product bundle.

Since I’m not the greatest at building landing pages or writing landing page copy, here are two excellent guides where I learned a lot:

Landing Page example1

How My Landing Page Structure Looked Like In Order:

Hero Banner (With a button that automatically scrolls to buy section)

“Featured In” Part

Why “Product” Part

Reviews Part


Product Buy Section


How The Purchase Flow Looked Like:

Landing Page – Scroll Down – Add to Cart – Cart Page /w new Upsell – Checkout

I follow the structure from the 2 guides above, so if you’re interested in building your own landing page, I highly suggest you check them out!

Note: I always use GemPages for landing pages, so if you’re a Shopify store owner, I’d suggest you use GemPages to build your Landing pages. ShoGun is also pretty good, but I prefer GemPages.

While the new landing page did a slightly better job selling (Conversion Rate increased from 1.38% to 1.7%) than either the product page or homepage, this still meant the Facebook Ads were just barely even profitable. So a more significant change needed to be made.

I changed the offer.

2. The Offer

Before, we were selling a product bundle upfront for a $120 AOV with now a 1.7% CV Rate, which meant we were getting a $2.04 RPV (Revenue per visitor)

Here’s what I changed:

I advertised a lower-priced AOV product with a discount on the landing page (core product) and instead created an in-cart upsell with the old 2nd bundle product. So if customers bought these 2 products, it was basically the same bundle as before.

How the numbers changed:

AOV: Decreased by 10% (which was to be expected) from $120 to $108.

CV Rate: Increased from 1.7% to 3.15%

RPV: Increased from $2.04 to $3.78, which is a huge change.

So from the start ($1.65 per visitor) to the end ($3.78 per visitor), I was able to increase the revenue per visitor by $2.13, which is an increase of 129% just by changing the landing page and offer.

TL;DR: By changing the Landing Page and offer from a brand I was able to increase their revenue per visitor by 129%.

I hope I could show you with this post that it’s not only your Facebook Ads you need to work on. In the end, your ads + homepage are connected, and even something as simple as the offer can have a significant impact on your conversion rate.

Facebook Ads: How iOS 14 will affect your campaigns

Campaigns will be affected in a variety of ways including:

  1. Delayed Reporting: Real-time reporting for iOS devices will not be supported, and data may be delayed up to 3 days.

  2. No support for breakdowns: For both app and web conversions, delivery and action breakdowns, such as age, gender, region, and placement will not be supported.

  3. Attribution Changes: The attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. Additionally, going forward, 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported for active campaigns.

  4. Targeting Limitations: As more people opt out of tracking on iOS 14 devices, the size of your app connections, app activity Custom Audiences, and website Custom Audiences may decrease.

  5. Dynamic Ads Limitations: As more devices update to iOS 14, the size of your retargeting audiences may decrease.

  6. Limited to 8 conversion events per domain: You’ll be restricted to configuring up to 8 unique conversion events per website domain, and ad sets optimizing for a conversion event that’s no longer available will be paused when Facebook implements Apple’s AppTrackingTransparency framework. Businesses that use more than 8 conversion events per domain for optimization or reporting should create an action plan for how to operate with 8 events maximum. (Note: Facebook will automatically configure the events most relevant based on our activity)

  7. (There’s more, especially for mobile campaigns, but you can read about it at the link at the bottom of my post)

Action Items:

  1. We’ll want to preemptively verify our domain ownership in Business Manager. This will allow us to have authority over which conversion events are eligible for our domain should we choose to do so:  Apple dev verification

  2. We’ll have to be vigilant in terms of keeping these changes in mind when assessing campaign performance. For example, our FB ROAS will likely appear to be lower in the coming days and we may not be able to simply look at yesterday’s data when assessing performance. Instead, we may need a 3-day window.

  3. This will likely affect Google Ads as well, but I have not seen Google release a document outlining the specific impacts this will have. For now, we can assume that what’s happening to Facebook will be the same for Google.

Details here

How to Make a Good Landing Page: The PPC Advertiser’s Guide

Knowing how to make a good landing page makes a massive difference to your pay-per-click (PPC) advertising campaigns. When you design a landing page that offers a better user experience, you’ll see marked improvements in key metrics, including your Ad Rank (Quality Score & CPC), bounce rate, and conversion rate. As these factors improve, your costs will fall, ultimately helping you earn a higher return on investment (ROI).

In this guide, we’ll show you how to make a good landing page, covering each vital step to make it easy for you to deliver an experience people won’t forget.

What are the most critical aspects when designing a landing page?

When you’re learning how to make a good landing page, you should focus on the following:

  1. Relevancy of landing page

  2. Define your unique selling point (USP)

  3. Show your product/service in action

  4. Tell people what they need to know

  5. Make your landing page mobile-friendly

  6. Simplicity

  7. Make your call to action clear

  8. Remove distractions

  9. Provide transparent policies

  10. Leverage social proof

  11. Minimize loading times

  12. Build engagement

  13. Optimize for voice search

  14. Social Sharing & Feeds.

  15. Test and update

Let’s look at each one in more detail.

1. Relevancy of landing page

Here’s a common mistake in PPC advertising:

You promise one thing in your ad, but when people click it, your landing page fails to deliver that promise. For example, your ad may offer a 10% discount on brake pads, but when people arrive on the landing page, it offers a 5% discount on brake discs.

This inconsistency will deter users, and your business will lose out on possible leads and conversions. You must create relevant landing pages that align with your ads — and with user intent.

2. Define your USP (unique selling point)

Is your ad and landing page closely aligned now?

Good. Now, it’s time to define your unique selling proposition, which is how you differentiate your offer from your competition.

Your ad may address a problem that your target audience needs to solve. With a strong USP, you can show prospects that your product or service is the best solution available.

For example, if you are a quality pizza delivering company and you are best at coping with your delivery time you must emphasize your quality and your delivery time on the landing page.

3. Show your product or service in action

Humans are visual creatures. If they see products or services in action, their appreciation and desire to have it will increase.

You can experiment with these ideas to improve engagement on your landing page:

  • Still photos

  • Animated explainer video

  • User tutorial video

  • Carousel shots that highlight specific features

  • Infographic

Also, it gives you a chance to explain the product or service in more detail, answering any common queries, and dispelling doubts before they arise. For example: if your landing page is having steps to complete by the user, escort them in a way that keeps the interest active for the user. Like:

Step 1: Fill the form

Step 2: Get the offer

Step 3: Get Paid

4. Tell people what they need to know

Nowadays, there is zero room for fluffy content, especially in paid advertising. Your ads and landing pages must get to the point – fast!

Use your landing page to explain only vital information that prospects need to know, such as:

  • Benefits of your product or service

  • Pricing and purchasing options

  • Business contact details including physical location and phone number

  • Social media channels and email address

Focus on the essential information to maintain interest and build credibility with your landing pages.

5. Make your landing page mobile-friendly

In the mobile age, nobody wants to deal with confusing websites. Therefore, you must create landing pages that offer smooth and straightforward navigation, right to the point of sign-up.

Make your landing pages mobile-responsive, so users on smartphones and tablets can quickly scan through the page, and complete any action that’s required.

Here are a few pointers:

  • Compact images – Make your images small (in dimensions and file size). This will speed up your loading times and make pages easier to view.

  • Reduce typing demands – Keep things simple for users.

  • Avoid auto-downloads – This annoys users by taking up space in their device.

  • Avoid auto-play videos – Intrusive audio can embarrass or annoy users, especially if they are watching videos in a public place.

  • Minimize animations – Use color effects and GIFs sparingly to speed up loading times. Provide animation if it is really required to show some demo otherwise don’t use it.

6. Simplicity

Learning how to make a good landing page may seem scary, but here’s the best tip of them all:

Keep it simple.

Here’s how:

  • Simple and direct copy

  • Clear, direct headlines

  • Minimalist design with plenty of white space to enhance the information rather than hiding it.

  • A clear call-to-action (CTA) that tells users what you want.

  • Fewer colors

  • High-readability

Here is the example of clutter vs. simple and clean landing pages.

Keeping it simple will lead to better results in terms of engagement, clicks, and conversions.

7. Make your call to action clear

No landing page is complete without a strong CTA.

Whatever your product or service is, and however you make your offer, you need CTAs at decision points on the page to drive action.

Consider these strategies for better CTAs:

Less is more

It’s a good idea to avoid having too many CTAs. It may be best to use just one at the very bottom of the page. That being said, having another CTA above-the-fold is a popular choice.

If you decide on that, make sure you also include vital information above-the-fold, so users have those details to guide their decision.

Make it count

Have you ever seen an action button with the word “submit” on it?

This is a common choice, but not a great one because it lacks strength and inspiration. Instead, you want to incite action.

Create a stronger CTA that gets people to react. For example, “Don’t miss out on your FREE download” is better than “download now.”

Step-by-step structures

Outline how easy your visitors will find your product or service to use. With clear, easy-to-follow directions, the value of your offer becomes undeniable — and often, irresistible.

8. Remove Distractions

Here’s something you should keep in mind when you want to know how to make a good landing page:

You must focus on a single conversion goal. Just one.

Therefore, anything else that distracts from your goal is surplus. Get rid of all distractions, external links, and unnecessary CTAs, images, or information that dilutes your message or invites users away from your landing page.

Ideally, you want to streamline the journey on your landing page to funnel leads to your final CTA.

9. Provide transparent policies

As we move into 2020, consumer privacy matters are at an all-time high. The data breach scandals of Facebook, Yahoo, and Quora caused panic, and the General Data Protection (GDPR) regulations have taken effect across the globe.

Now, you must be transparent with the processes and practices you use for collecting, storing, and sharing consumer data. If people can’t trust your brand, you’ll never make a sale.

Follow these tips to nurture trust with people:

  • Use cookies toolbar to notify people that you track on-site behavioral data.

  • Use terms and conditions page to outline what your business is responsible for, and what it’s not.

  • Share your privacy policy, so people understand how you use consumer data.

  • Publish an FAQ page that answers common questions people may have about your brand, and your products and services.

10. Leverage social proof

Imagine your company provides analytics services to major corporations. Once you have one or two big clients in your portfolio, you can leverage those relationships to convince others to convert.

By getting positive reviews, you’ll have strong social proof from happy customers — that pay well. That can be enough to sway other top-tier clients.

To maximize this strategy, try to get video testimonials. Video content is much more engaging, and it will be a high-impact addition to your landing page.

11. Minimize loading times

Speed is crucial in the customer journey. Nobody wants to wait around for a slow website to load, especially on mobile.

Here are some tips to slash your loading times:

  • Use Accelerated Mobile Pages (AMP), as this is an important ranking factor of Google’s Mobile and Desktop Indexes.

  • Use compact-sized images and files.

  • Minify your HTML, CSS, and JavaScript files.

  • Opt for client-side scripting rather than server-side.

  • Use CDNs (content delivery networks)

  • Reduce redirects

  • Enable compressions

12. Build engagement

Shoppers have a lot to choose from online. You need to work hard to convert prospective new customers, tailoring your marketing tools and techniques to engage your site visitors in ways that they appreciate.

For instance, you can harness data insights with a live chatbot feature, or utilize pop-up discounts that cater to each visitor’s interests.

These techniques keep people on your page and make them consider your offer or brand as an option.

13. Optimize for voice search

In 2019, voice search enjoyed significant growth, primarily driven by the improvements in voice-enabled technology. Alexa, Siri, Cortana, and Google Assistant are battling it out to be king in voice-enabled devices, and with it, they are changing search engine optimization.


Well, people who use voice search tend to do things a little differently than those who do a regular text-based search.

So, when you’re thinking of how to make a good landing page in 2020 and beyond, you should think about the following:

Focus on user intent

When people use voice search, they usually have a particular need, such as:

  • The address or opening hours of a store.

  • The price of a specific product.

  • Whether a business offers a specific type of service etc.

Keep user intent in mind to create content that answers specific questions, providing answers to things people want to know.

Google may be a smart search engine, but it needs all the help it can get. The better you optimize your content, the easier it will be for Google to analyze it — and promote it.

Use schema markup

Schema markup makes it easier for search engines to comprehend the content of a webpage. Consider your website, your audience, and the CRM editing capabilities to use the right schema markup that will help you get noticed by voice searchers.

Use long-tail keywords

Voice search queries are typically conversational in style, often framed as questions or full, grammatically-correct sentences.

You can incorporate these long-tail, conversational keyword phrases into your landing page content to attract targeted traffic. As a bonus, this defined traffic is often cheaper.

14. Social Sharing & Feeds

Show your social feeds and tweets on your landing page to show your presence on social media. Once visitor purchase or do some conversion, make it easy for them to brag about their purchase and share their experiences by adding links to all types of social media. It will increase your credibility and presence on social platforms.

15. Test and update

Like everything else in PPC advertising, your landing pages are not a set-and-forget task. Once you publish your landing pages, you must keep an eye on the analytics to gauge their performance.

Try A/B testing several ideas to determine the most effective version of your landing page. For example, you could test out two versions with different:

  • Headlines

  • Benefits

  • Images

  • CTAs

  • CTA positions

Run variants for a while, gather the data, and then analyze it to identify which version generates more clicks, leads, and conversions.

This process of testing and monitoring should be ongoing, helping you continually update and improve your landing pages, eliminating flaws, and optimizing strong points to create the best possible user experience.

Remember only to change and test one aspect at a time. This makes it easier to determine the impact of the change. For example, test images one week, then pick the best image. Next week, test headlines, then select the best headline. The following week, test CTAs, etc.

Wrap Up

So, now you know how to make a good landing page. By analyzing these areas and putting in the time and effort to optimize each one, you’re sure to see dramatic improvements.

PPC advertising requires patience and strategy, more so than a big budget. Learning how to optimize your landing pages is crucial to maximizing your ROI.

Is Organic Search Traffic from Blog Posts superior to Google Ads?

From my experience Google ads cost me $0.80 per click. Of course it depends on the niche. So it might vary.

Now for $10 I can find someone on Upwork who writes me a 1000 word blog post. Again it depends on the niche. But that’s been my experience.

So $10 spent on Google ads will give me 12 clicks. Wouldn’t a $10 blog post give me much more traffic than 12 clicks over the years? Assuming it has a good headline and maybe some tags.

If I had to bet, I would bet that the blog post over time would far outperform the Google ads. But I don’t yet have the data. So I’m curious what you think about that?


The blog probably would get more unique visitors, yeah. But are they qualified, are you selling them in the blog post, does your $10/article writer understand their needs and have experience on writing copy that converts?

With ads you can filter your keywords to find customers who are warm and are actively looking for a solution, it’s a little harder for articles on that front. E.g. a search for ‘welders in hackney’ would be a solid term to target with ads, but an article written on that topic probably wouldn’t rank well enough without a lot of research on the companies, finding out their pricing, services offered and enough unique and smart content to rank above those services own websites.

If your plan is to replace every advert keyword you’re targeting with a $10 blog post, you’ll end up with hundreds of really low quality articles that Google will recognize as low-effort and out of sync with the searcher’s intent and you won’t rank for anything.

Blog post with SEO included that ranks for specific keywords will have a good roi. But just make sure it is quality content as $10 content is likely to be worth exactly that.

What advice would you give someone wanting to learn google ads in 2022?

  • Working on an actual account will teach you more thing s than a course

  • Take a course only to cover the basics for developing strategies work on an actual account

  • Always look out for new features in ads manager, as Google is often biased towards new features and provides results at cheaper costs

  • Courses are a great start but nothing beats just running ads. Personally I think there is more than enough free info on YouTube to last a lifetime…..and good info too.

    Learn the basics. Understand each feature in the dashboard. You’re general marketing experience with FB will help you.

    I would recommend taking a client up on the offer or running ads for yourself to learn.

  • The best way to learn google ads is by doing so. Do not buy a course! Google has some beginner courses (skillshop) take some of these and than ask an ngo if you can work for them. For ngo‘s google ads is free so it is a nice why to get to know the interface and everything around. And after than maybe you are able to go to an agency, there you could learn a lot.

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  • Early Exit Strategy - Nice win, but do I keep it rolling?
    by /u/JohnGaltTX (Entrepreneur) on May 25, 2024 at 1:27 am

    I am a minority owner in a business that is in a 6 month market recession. I have a 20% membership interest that is now fully vested that I can put my units to the other principals. The way we calculate the share value peaked 6 months ago but was not vested. Now, I can cash out at +400% my cap contribution and the value is steadily decreasing. If I divest I have the following capabilities. 1. I can pay off a large note I carry 2. pay off my mortgage 3. Pay off car and boat 4. Renovate my home 5. Put a good chunk in my children’s college fund accounts. 6. Have around $500k cash at the end. Or I can mix and match and not fully divest and continue to run and build the smaller interest stake to grab another good windfall. I am 41, married with 3 small kids. I run the business and my partners are absolutely amazing to work with. I think they would be okay with any route I went, a put now would probably be the cheapest they would get those shares back for. Lastly, do I not change anything and shoot for +800-1000% growth? submitted by /u/JohnGaltTX [link] [comments]

  • Driving customers
    by /u/chiphazard92 (Entrepreneur) on May 25, 2024 at 1:26 am

    My wife has started a business focusing on photography and graphic design. She is struggling to understand what the best way is to market her business and drive new customers. Any suggestions? submitted by /u/chiphazard92 [link] [comments]

  • How to start entrepreneurship early as a highschooler
    by /u/amayamatama (Entrepreneur) on May 25, 2024 at 1:06 am

    I am a freshman in high school and my dream is to get my own animation studio. It's a lofty goal but it's better to aim for the stars then go into space than not shoot at all. I have put my resolve in this but I am open to change. This is just my current goal What systems should I put in place in order to: -financially secure myself -gain industry connections early -as well as brush up on my entrepreneurship and business skills in the form of books and resources I am referring to entrepreneurship side of things as opposed to the "art" related topics. Any advice would be helpful, regardless of what industry sector you're in. If you think this is a bad idea to follow, feel free to tell me. I am open to all suggestions submitted by /u/amayamatama [link] [comments]

  • How to unlock elite marketing skills for small teams. Drop your company description in comments and I'll show you how it's done.
    by /u/guidum80 (Entrepreneur) on May 25, 2024 at 1:05 am

    I've built a way for startups and small businesses to gain advanced marketing strength to punch above their weight. One that delivers laser-focused, creative campaigns tailored to your exact customers, instantaneously and at a tiny fraction of agency prices. It taps into advanced AI to automate and accelerate the entire marketing mastery process. But first, you need to understand the methodology behind this transformative approach. There's a precise system that I follow to predictably captivate audiences and drive sustainable growth through actionable and systematic marketing practices. The core of this approach, I named Growth/Marketing-Fit, integrates elements like bias for action, data-driven decisions, and structured experimentation. This methodology aims to optimize marketing tactics and channels that effectively drive growth, removing guesswork and enhancing learning through continuous testing and adaptation.- here are the mission-critical steps... It starts with deep market research and analysis. You need to intimately understand the market landscape - who the key players are, who offers what, and most importantly, the unmet needs and gaps that exist. Study your competitors in-depth to pinpoint your sustainable differentiation and unique value drivers. Next is customer journey mapping. You must meticulously map out your customer's buying journey end-to-end before they ever interact with your brand. What are the sequential steps they take? The content/channels they consume? The external factors and influences? Knowing their entire path to purchase allows you to strategically insert your brand and nurture them along. Develop robust customer personas and pain insight studies. You can't fake empathy for your customers' core challenges, motivations and hesitations. This deep emotional knowledge of their fears, aspirations and triggers is marketing gold. It directly informs your positioning, messaging and creative approach. With that foundation, you craft an omni-channel content strategy tailored to each stage of the buying journey and every persona: SEO-optimized content that educates, nurtures and sells. Provocative thought leadership pieces to challenge paradigms, not just keyword fluff. And sales-driving artefacts like landing pages meticulously designed to convert. You unify it all into an integrated, full-funnel content engine continuity nurturing customers along the entire journey. It's a perpetual lead generation machine designed for maximum conversion. And you could use an AI marketing intelligence tool like Maestrix.ai to instantly generate and implement these strategies at scale with precision and speed. But you needed to intimately understand the methodology first 🙂 Bottom line - the small businesses that forge the deepest, man-to-machine customer understandings and translate it into seamless experiences own the future. Half-assing it is a deadly game. submitted by /u/guidum80 [link] [comments]

  • How did Trevor Milton get investment in the first place?
    by /u/leapingfro9 (Entrepreneur) on May 25, 2024 at 12:57 am

    I have a businese idea that requires investment but am not sure where to start. My trouble makes me wonder how did someone like Trevor Milton got billions of dollars in investment in the first place. Like, heck, Elizabeth Holmes had an "idea" and connections and pretended she was building something, but Milton had none of them. He just said he will build hydrogen powered trucks and that's it. In fact, this man had no will to build anything to begin with. Not that I want to be a fraudster like Milton, but I feel like if I do learn what he has done, as a man with some sort of businese plan, I would be able to get some investment that I need. submitted by /u/leapingfro9 [link] [comments]

  • Rent POWERFUL Agency Ad Accounts for Google Ads ✅, META ads ✅ & Tik Tok Ads ✅ & More. Can Run Any Blackhat Campaign. LOW TOP-UP RATE of ONLY 5%
    by /u/732pizza (Ads on Google, Meta, Microsoft, etc.) on May 25, 2024 at 12:47 am

    DO YOU NEED incredibly strong agency advertising accounts that can run blackhat offers? If you are in need of running casino traffic, IPTV traffic, crypto, ecommerce, nutra or any other blackhat offers, this will work very very well for you. Our agency runs massive volume with these platforms, allowing us to have super strong, vetted agency accounts that we pass on to you. We are a one stop shop for all Agency Ad Accounts. HYPER-STRONG AGENCY AD ACCOUNTS WE PROVIDE: Google Ads Agency Facebook Ads Agency Tiktok Ads Agency. Snapchat Ads Agency Pintrest Ads Agency Outbrain Ads Agency Taboola Ads Agency These accounts come with a 5% recharge fee plus a reoccurring monthly rental fee depending on which platform you are looking to advertise to. Contact Details : DM me directly in Reddit FAQ 1. Are these actually agency accounts? - Yes these are created with our Agency that is partnered with Google/META/TikTok and more. We have direct access to some of the strongest ad accounts (Super fast ad approval rates, same day approval) with high spending power. 2. How do we recharge the account? - You can recharge via Crypto or Wise and we can get it in your account within 2-3 business days. 3. Can I run blackhat/greyhat offers on these agency accounts? - YES, we cater to this market specifically, we are looking for high volume blackhat advertisers who need to spend big and need strong agency ad accounts. 4. How do I get started? - Just send me a message on reddit DM and I will get you an Agency Ad account ASAP. Everything you need to access the accounts will be provided. 5. What makes these accounts strong? - Our advertisers spend millions per year on these platforms with our agency, we have direct connection with each platforms, allowing us to have high quality agency ad accounts for you. 6. What niches work with these agency accounts? - We see great success with casino, crypto, ecommerce, nutra and affiliate marketing niches but all niches work! 7. Who are these accounts for? - If you are looking to spend on ad platforms but have been getting stuck in the past, these accounts will spend your money fast with quick ad approval time (usually under a few hours to get ad approved). 8. How do we add funds to the advertising agency account? - You will send us a Wise transfer or crypto and we will begin the process of depositing the funds in your agency account asap, minus our 5% top up fee. Funds usually arrive in the agency account 2-3 business days after you send it, enabling you to start your ads quickly. 9. Do you offer refunds? - In the case your account does not get any clicks or impressions (rare) we will give you a full refund on the monthly rental fee. How to Purchase : DM me on Reddit & tell me which agency account platform you need and my team and I will set everything up for you ASAP. Let's get your ads running FAST. submitted by /u/732pizza [link] [comments]

  • Starting a new startup with founder of similar one
    by /u/Nilloc8 (Entrepreneur) on May 25, 2024 at 12:25 am

    Looking for advice on a sticky opportunity I'm weighing, and looking for possible legal / ethical / otherwise concerns to be wary of. Essentially, I was given the opportunity to "take over" a startup that had been stagnant for a few years, (still in operation, making the occasional small sale) but with what I believe to be a brilliant idea. While the original founders weren't even close to a good execution or finding p/m fit, I believe that I could. I have a partner who is willing to come on and help code for the project, and I believe we could build a successful business with a few key business model changes and much more effort than the original founders were willing to put into it. The pitfalls of "taking over" the original company, though, are as follows. The co has already raised money and burned through it and more, accumulating around half a million in debt on top of the original ~2mil in convertible notes. In addition, we cant do the much necessary revamp of it's existing codebase because the unpaid devs understandably won't give up the code without being paid the significant amount they're owed. Finally, the original founders plus investors riddle the cap table, making it hard to raise folow-on capital and giving my partner and I a smaller incentive to work on the project. For these reasons, I want to steer clear from the overall dumpster fire of the business. However, I am still interested in making the idea my own and building from the ground up. Upon discussion, though, my partner and I concluded that we aren't comfortable ripping the OG team off and stealing the idea they introduced us to, and really want to make them comfortable with a fresh start on a very similar idea. Thus, we proposed a new iteration, taking the original team along as "consultants" with some equity points, and seeing what we can do. However, they are afraid of legal ramifications of this, including potential investor lawsuits for working on a similar company. How distinct must a new spin-off's BP be to avoid these sorts of repercussions, would this be permitted if the original company simply went bankrupt instead of limping along and accumulating more debt, and do you believe it worth it to try at all? submitted by /u/Nilloc8 [link] [comments]

  • Is there a common denominator between entrepreneurs that becomes millionaires?
    by /u/dannuntio (Entrepreneur) on May 25, 2024 at 12:07 am

    . submitted by /u/dannuntio [link] [comments]

  • Let's achieve wealth together...
    by /u/desai123456 (Entrepreneur) on May 24, 2024 at 11:47 pm

    Let me start with a proper introduction. Hello everyone, I just read a post that sparked an idea, and I thought, why not dive right in? I, like many of us, aspire to be rich, but currently, I lack in-depth knowledge about any specific industry. However, I am eager to learn whatever I can. Here's the main idea We all have different strengths. Some people make millions in crypto, while others succeed in business or other fields. Why not come together and share our ways of making money, learning from each other in the process? I once read a post that said, "If you want to be rich, you have to surround yourself with rich people." I now understand the importance of connections and contacts in achieving wealth. This will be a give-and-take system where we learn together and help each other make good money. If anyone here is already making sufficient money and is open to teaching, I would greatly appreciate your mentorship. I'm thinking of creating a Discord channel or a Telegram group where we can all discuss this further. If you're interested, hit me with a DM and share your thoughts on how we can improve this idea to make it more effective. Let's make this happen together! submitted by /u/desai123456 [link] [comments]

  • Good Entrepreneur YouTubers that actually own businesses? no courses.. etc
    by /u/yatookmyname (Entrepreneur) on May 24, 2024 at 11:09 pm

    Anyone have good YouTuber suggestions that don't just sell courses but talk about their business? whatever that might be (Leatherworking, food, merch, art etc etc) submitted by /u/yatookmyname [link] [comments]

  • Can Google Ads track Google Analytics conversion events if there is no GCLID in the URL *and* no cookie in the browser?
    by /u/What_The_Hex (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 9:37 pm

    I know you can link Google Ads with Google Analytics, and import conversions from Google Analytics. My question is this: Will Google Ads still be able to detect and utilize those conversion events if the Google Analytics event is disconnected from the original Google Ad (ie, if there's no GCLID in the URL *and* there's no cookie stored in the user's browser that stores the GCLID?) Here is my situation: My goal is to add Google Analytics code directly into my software product. The software is a Photoshop plugin -- so it doesn't run inside of a conventional web browser (ie, no cookies or GCLIDs). I also have no control over the Adobe Listing Page / no ability to integrate conversion tracking into there -- so I'm really just limited to setting something up inside of the plugin itself. I COULD send users to a "thank you" landing page via a web browser post-install -- however I'd prefer to just fire a Google Analytics event inside of the plugin code and have that be our "plugin has been installed" event. If there's no GCLID, would Google Ads be able to utilize such conversion events and still understand "that's the person who clicked on this specific ad earlier", so the conversions would be tracked under the appropriate campaigns? You'd think the answer would be yes, since Google Analytics and Google Ads are linked. And... it's the same company, with access to the same pool of info. I'm genuinely not sure however. If the GCLID/cookie *is* how they detect what ads a person has interacted with, then my planned approach may not work. Thanks! submitted by /u/What_The_Hex [link] [comments]

  • After finishing university degree: pursue corporate career or work on own business ideas?
    by /u/Different_Scholar548 (Entrepreneur) on May 24, 2024 at 9:11 pm

    Dear fellow entrepreneurs! I hope you are all well. I currently have a bit of a personal dilemma, maybe some of you went through a similar thought process or situation and are able to provide some insights? I'm about to finish my business bachelor degree in December and now find myself at a crossroads. I started my first business venture 4 years ago (lets call it business 1) and it has developed pretty nicely in the last few year. Made over 1 million in sales and I was able to pay for my tuition that way. The income (commission based) however is heavily sales dependant and fluctuating, therefore it remains more a "side hustle" than a main income source. I'm currently pursuing business idea 2 and business idea 3 (all ideas I had during my time at university and are still very very early stage currently). I also have trustworthy co-founders for these two projects that I know for multiple years. But now my father keeps mentioning that I should focus on applying for real jobs and put my focus on that rather than the new ideas. My self-doubt agrees with his train of thought but then again, now would probably be the ideal time to try out some ideas, before I have more responsibility (finance, family, etc.). Have any of you decided to go the "own business route" without fully promising results yet, rather than choosing the safety of a corporate job? What was your reasoning for that decision? Thank you guys so much for your insights and advice! submitted by /u/Different_Scholar548 [link] [comments]

  • Sudden Impression/Spend Drop
    by /u/Maximum_Success4325 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 8:34 pm

    We spend a solid amount on ads a month (typically around 30k). However, we have only spent about 15k so far this month, and are losing no impression share to budget. Our impression share lost to rank, however, has shot up to over 90% on two key campaigns we are looking to maximize spend on. Last month, our impression share lost to rank was between 30 and 60% on these campaigns. The ad strengths range from average-excellent, with 4 of the 5 in these campaigns being "good" or better. We are currently using a Target CPA bid strategy, and I am thinking we are potentially losing at auction because our bids are too low. Do we think switching the bid strategy over to maximize conversions makes sense? submitted by /u/Maximum_Success4325 [link] [comments]

  • Agencies Using External Landing Pages for Ads.
    by /u/ccm-scott (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 8:04 pm

    I'm curious if others are seeing agencies that run marketing efforts for companies outside of their normal website. Instead, they either make a subdomain or buy another domain and run it all down with a series of paid services such as Instapage for metrics and conversions as it's easier for them to set up as creating conversions on a website is possibly to time-consuming. I'm wondering is familiar with these new types of agencies. Are there any pros or cons with these types of marketing strategies? I've lost 2 of my biggest contacts 2. They are in the middle of a year contract so who knows how effective it is. Any thoughts or feedback would be awesome. Cheers. submitted by /u/ccm-scott [link] [comments]

  • Where To look for warm referrals?
    by /u/EasyReview5718 (Entrepreneur) on May 24, 2024 at 7:09 pm

    I have several online gigs or businesses but I’m struggling with one side hustle. Ironically the one I’m struggling with is Free. It’s harder than I expected. It’s helping people with no healthcare in 19 states sign up for no cost health insurance if they can’t get Medicaid. I am really into this because we don’t have this program in Colorado and I know so many self employed friends that can’t afford crazy high Health insurance. My husband is one and he has to self pay for a dr visit and self pay for lab work everything etc. Is buying a leads list the only way to find these people? Would my own website help? If I used social media should I buy ads? Which social platform might work best? I want to succeed at this and help people too. submitted by /u/EasyReview5718 [link] [comments]

  • Search lost IS (budget) - underspending
    by /u/Embarrassed_Device67 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 7:07 pm

    I've been running a manual CPC campaign. The daily cap for spend is $600 per day, but google doesnt even come close (It maybe hits $40 of spend a day IF that). Top of page bid for my keyword is $5. My max CPC is $10, and google will consistently (up to the approx $40 of daily spend) find me clicks in the $8-$9 range. What I dont understand here is I am seeing a limited budget warning, and my Search Lost IS (budget) is over 65%. I can't for the life of me fathom why I'm losing bids due to budget when I'm way over the top of page bid, and am not even hitting my daily spend limits? Anything obvious I might be missing here? submitted by /u/Embarrassed_Device67 [link] [comments]

  • My Startup Nightmare with a Reddit Stranger
    by /u/troutrucker (Entrepreneur) on May 24, 2024 at 6:58 pm

    tl;dr Don't get into a startup with a random Redditor with a half-baked idea and no real technical skills. Also, yeah, I'm dumb for doing so. So, a few months ago I was browsing r/boardgames and came across a post where a guy was trying to get feedback on an idea for chatting with boardgame and TTRPG rulebooks. At first, I simply let him know that boardgames would probably work since the creators aren't really seeking the rules, they are selling the games. We had a bit of back and forth in Reddit DMs and I liked where he was going so I invited him to one of my Discord servers. He was a mobile Android dev who worked as a freelancer, so he didn't really know a ton outside of Kotlin and that world. That was fine, he seemed eager to learn and I'm an accomplished full stack engineer with more than a decade of experience and I like mentoring people. I'm also a huge tabletop gaming nerd, so this was right up my alley. After probably a week or so of chatting and fleshing out his idea more, at some point we decided to go into business together under Level151 LLC, which was a business he had established for a slightly different idea but targeting video games. The first red flag was I found out that he actually started it with several people he had known for years and they abandoned him. At first, I thought it was because they realized there isn't much monetization you can get out of video game players since video game companies have bleeding players dry down to a science. You might be thinking "but the tabletop industry is magnitudes smaller though!" And you're definitely right. However, tabletop players do buy a lot of games, upgrades, replacements, and other things that enhance the experience. But there still isn't a ton of money to be made in that sector. It's just something we were both passionate about and the idea was a good fit for. Red flag number two was when I tried to explain how we could take this idea and use it to refine the technology so that we could use it to directly target a number of other industries with considerably more money. Industries like Medical, Law, Insurance, or general B2B where they have tons of manuals to wade through. I'm not sure how many times I had to explain this or how many different ways, but he didn't really get it until one day he sort of logged on and thought he had come up with the idea. Cool, whatever at least he's on board now. But, he started to get distracted a little bit and wanted to shift focus to that immediately which I talked him out of. But still, red flag number three. The cool thing about boardgamers is that, like any nerd subculture... and I say this with love as one of them, they are pedantic as shit. If they used our tool and received bad answers due to flaws in our search or hallucinations from the LLM, we'd hear about it pretty much immediately and probably non-stop too. For a company that consisted of two people that doesn't have the credentials that a lot of other similar ideas have, like Perplexity or even a lot of the features OpenAI is adding, this was something that was incredibly valuable to what we were building. Plus, it was serving a market that may not be the largest in terms of money spent, but it is definitely a market that spends enough to basically keep the lights on in terms of paying for infrastructure. At this point, with four red flags before we really started building something, I just kept chugging along because he seemed like a good dude who was just figuring out things in his own way. But then we started 'building' things... or at least I did. Within a week or two working in just my free time after work, I had a Remix site deployed on Cloudflare Pages, as well as a few workers boilerplated so they would be ready, a CDN through Digital Ocean (since it's the most cost-effective), the Neo4j database set up on a Droplet, and a dockerized API. Plus, a deployment pipeline set up for all the above with GitHub actions and DO 'apps.' We were pretty much ready to rock. I wasn't a big fan of the Neo4j choice, but he didn't budge on that for 'reasons' he was never actually able to articulate. Whatever, GraphDBs are cool and I didn't see it being a bottleneck, plus we could use it for unobtrusive targeted direct affiliate marketing. Once I had this set up to where it was working and stable, I started building a lot of the fundamentals of the site. Optimizing heavily for SEO, speed, and accessibility. The fourth red flag was when I realized that after him already doing this for 3-4 months at this point. His injection pipeline was still nothing more than unreadable, ChatGPT-written, random-ass Python scripts that only he knew how to use and barely knew how they worked himself. He was supposed to be taking this and either putting it into the API or at least refining the Python scripts to something that was professional in a way that at least other people could work with it or use it. I have enough experience to know a lot of people reading this may be like "But it's a startup and they sort of worked right? What's the problem? Get the data and ship" And if that were the case, you'd be right. But what I mean by 'something in a way at least other people could work with it,' I am talking about a several-thousand-line set of scripts that needed parts of it to be toggled on and off by commenting out specific function calls or changing parameters. ...yeah. On top of that, it only worked as a proof of concept. What he had could not take in content and spit out consistent results. That was part of the effort to move it to the API he was supposed to be working on. Our goal was to get documents, mostly PDFs, into Markdown syntax with a few extra syntax features we needed. This was mostly for ease of use and so that we could have a solid base to build a very accessible (as in web a11y) site. So, I started jumping in and playing with the injection pipeline and trying to get something working. Let me tell you, PDFs are the worst fucking tech we still use daily. They are digital documents designed for print media and the people who make them (usually) are designing them FOR print media, so standards and content flow in the digital format is not something that is high priority for a lot of designers. I went through about half a dozen methods and got something pretty good by combining a PDF-to-HTML formatter with a post-script that turned that into more semantic HTML, then running it through an LLM to make sure the flow was correct. It didn't fully work, but it was a good starting place and the best and most cost-effective method I could come up with. I showed it to him and he didn't understand. Like... at all. I don't know where the disconnect was, but in hindsight, I don't even think he was paying attention, he was just focused on playing around with Python scripts and LangChain. Not really focused on actually producing something useful, just playing around with the technology. At this point, you might be thinking we are kids or college students or something like that. But no, we are both mid to late 30s. Where are we now? Five? Five red flags? I have no idea why I didn't jump ship at this point. I guess it was because he was still enthused and more or less bankrolling the little expenses we did have (less than $100/mo). I kept going like this until I had a very solid foundation for the part users were going to be hitting. I had alleviated most of the burden that the database was doing through aggressive edge caching and made sure all the little database and object storage duckies were in a row to receive a shit ton of content from an ingestion pipeline. This realistically only took me about another week or so of just piddling around. So I spun up a place for us to put private docs, a blog, and other stuff too. I could have jumped into the data side of things, but he just kept insisting that he had it and was almost there, and I have a full-time job that can be pretty demanding at times, so I mostly focused on that. At some point during this time frame, he shifted focus because we were accepted into a small incubator local to him that helps startups get off the ground. It didn't have any investment money, but it gave a lot of pretty good guidance from the virtual meetings I saw. I forget exactly how long this lasted, but I want to say two months or so? But, he kept reassuring me he was working on the ingestion pipeline and I was seeing small improvements and commits sometimes, so kinda just let him do his thing. But then we got to the final red flag, lucky number six. This whole time, from pretty much the start of everything, we had had a weekly meeting at minimum. While this program was going on, every week the scope and direction of the project changed. They were small changes at first, but then eventually came to the point of him basically wanting to replicate Perplexity. But even before that ultimate direction shift, I was at my limit and more or less just in my "fuck it" stage and waiting him out to do whatever the fuck it was he was supposed to have been doing. Honestly, after months of not receiving something that was a level of effort I've seen accomplished during a hackathon, I just quit keeping up with the things he was doing. Then when he started going into our project board on GitHub and creating HUNDREDS of conflicting issues that were not fleshed out at all and very reminiscent of that original Python script I mentioned at the beginning. I stopped keeping up with that, too. Now we get to the last month or so. My grandparents are the reason I am where I am today, and they are old. I live 1,300 miles from them, and my Grandpa (91) had a heart attack but survived with a 40% chance survival rate from the surgery. But before he went into surgery, my grandma had a stroke and was also hospitalized. My Grandpa is tough old fart and he survived and only spent a week or so in rehab and my Grandma recovered as well. They live in a very rural area, so I flew down to help them when they got out of the hospital. I was there for about 3 weeks before coming home. Shortly before I came home, the incubator program wrapped up. Great right? We can start producing shit! Finally! Let's get it done! I was also informed that he had brought a designer buddy of his back on board because that guy had kind of just flaked out somewhere in the very beginning, but this time he had a full stake in the company instead of just feeling it out. Fucking awesome, I specialize in frontend and I can get by, but I am no designer. We had our normal weekly meeting where I was introduced to "Stash" which was obviously the B2B version of the application. Which I was actually cool with because with what we were working on, this could have easily been done in parallel even with a minimal team. The tech is the same. Well, this is where the story ends. The other night, he sent me a message on Discord more or less saying that he had lied about giving him the stake in the Level151 LLC company and that they were doing a different business with just the two of them. But he was going to be such a nice guy and raise my stake in Level151 to 50% and that he would be going down to part-time on it in favor of STAAAASH :jazz-hands: and that I wasn't going to be part of it. Isn't that great? I get 50% of nothing functional other than what I had built, so I can keep building the tech to validate the tech for a business I'm not even part of! Here's the fun part: I own the domain of the product we were building. This was never in the contract and never formally moved to Level151 LLC. So, if you'd like, you can read our conversation on: Tabili Their main goal, above all else, is seeking VC money. That's what the gener8tor incubator program was mostly about. So, if by some off chance, some VC sees this and wants to invest in these guys, do yourself a favor and pick up the phone instead, call InfoSys, invest a fraction of the money, and you may actually get a product someday. I have worked with InfoSys in the past, a nightmare to work with, and they produce the most shit products I've ever seen. BUT, they are actually capable of shipping products. submitted by /u/troutrucker [link] [comments]

  • Make Money Shopping on Amazon (NO BS GUIDE)
    by /u/Sammy-Ecom (Entrepreneur) on May 24, 2024 at 6:55 pm

    I have been making money by shopping on Amazon for 7 years. You can make anywhere between 500-1k/month semi-passive if you do it part time. Here’s how you can do it too. Whenever you're browsing on Amazon and find something that catches your interest, copy that listing and post it for sale at a higher price on eBay. If you're seriously considering buying that item, there’s probably a good reason for it—maybe it's the title, the picture, or the item itself. Who knows? But remember, human beings are not unique. There are others like you. Use that insight to your advantage. Whenever you make a sale, use the eBay shopper’s address to ship the item directly from Amazon and profit from the price difference. I’ve been successfully doing this for 7 years. submitted by /u/Sammy-Ecom [link] [comments]

  • Duplicate GBraids From Different IPs/Users
    by /u/IntelligentSpeaker (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 6:17 pm

    I thoroughly searched before posting this question, but I cannot find 100% confirmation of whether or not the GBraid value from Google ADS is always 100% unique to each click/user? I know that GLCID is unique but I am getting many clicks from completely different users/IPs that are sharing the same GBraid value. Investigating the IP's of these clicks show that most of them are completely clean looking and different locations. Normally I would assume some type of bot network but I read that GBraid may not be user-specific so I don't want to block these clicks if they are valid... any info/suggestions are appreciated! submitted by /u/IntelligentSpeaker [link] [comments]

  • SPAGs vs Pmax feed only
    by /u/powerpoint_warlord (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 6:01 pm

    Thoughts on the pros and cons of each. Use cases. e.g., X is more useful for high/low ticket products because Y. submitted by /u/powerpoint_warlord [link] [comments]

  • Do landing page builders make it easier to do conversion tracking and ad optimization? How much time would you say they save you in a month? Is there one in particular you'd recommend?
    by /u/gtboy1994 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 5:56 pm

    I am finding setting up google ads conversion tracking to be a huge pain in the butt... Would using a landing page builder like unbounce make it easier? Would I not have to set up and configure GA4 and GTM manually anymore? If I'm misunderstanding please explain. How does a landing page builder help save you time? submitted by /u/gtboy1994 [link] [comments]

  • How would you advertise an e-commerce site? [ProductHero VS GoogleAds]
    by /u/Prestigious-Love5164 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 5:33 pm

    Hi there, we own an aftermarket vehicle parts company and we'd like to get infront of more people to increase our sales. We already posted some of our products on Ebay and have found success with sales, mostly carbon fiber products. However Ebay takes a 12% cut now as you all know (including shipping) which doesn't allow us to sell some of our products on this platform due to certain profit margins, we want to broaden our search. So we have a category in mind, carbon fiber products. And we have a brand, BMW just to name at random. The question is, how do services like producthero benefit you in regards to searchability. Does anyone use product hero, if so have you found any success with it yourself? I would be curious to know if it's beneficial for you. They currently charge £32 a month and claim 20% cheaper than google ads. Here is an example: Type: E-commerce website Niche: Aftermarket Vehicle Parts & Tuning Number of products: 300+ Number of categories: 5+ Channels: Instagram + TikTok + Youtube + Google What type of strategy would you take? submitted by /u/Prestigious-Love5164 [link] [comments]

  • Google reporting conversions from Landing Page but no leads to be found.
    by /u/Master_Cantaloupe_37 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 5:18 pm

    I setup a maximize clicks auto detailing campaign at $30/day to a landing page from leadpages. I got 8 clicks yesterday and 0 leads but google is reporting that I got 3 form submissions. Anyone know why this is? Today I got a lead so I know the form is working properly. Tia submitted by /u/Master_Cantaloupe_37 [link] [comments]

  • Amazon founder's (Jeff Bezos) advice If you're feeling stressed
    by /u/FewWillingness1081 (Entrepreneur) on May 24, 2024 at 4:38 pm

    Jeff bezos says it best (no rick roll) Have a good weekend. submitted by /u/FewWillingness1081 [link] [comments]

  • Is Google enforcing cookie tools?
    by /u/Madismas (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 4:30 pm

    Got an email about cookie privacy and was wondering if google is forcing this compliance even on domestic U.S. campaigns excluding California. I ask because a cookie tool my client uses blocks the call now button on mobile bottom of page. Most the time people just leave it up and neither decline or accept. The call button on another client site without a cookie took accounts for the majority of clicks. submitted by /u/Madismas [link] [comments]

  • If you had $1000 to start something, what would you do with it?
    by /u/NoGlutenIsNotFree (Entrepreneur) on May 24, 2024 at 4:04 pm

    I'm looking for ideas on different revenues I can take to start new sources of income. If you had a starting budget with about $1000, what would you do? Ecommerce? Invest in something? Or what, and why? submitted by /u/NoGlutenIsNotFree [link] [comments]

  • Clicks in Adwords compared to clicks in Google Analytics
    by /u/TomatilloRoutine6025 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 3:55 pm

    Hi I just looked at our company Adwords and Analytics (we have an agency running our paid adds, so I have not put that much focus in this area). But one thing struck me: Last 7 days we had ~27.000 clicks in Adwords, but on cross-network in Analytics (which is where all the Adword clicks are counted I was told), there was only around 10.000 "users" registered in Analytics. Where are the other 17.000? My agency told me, that it is probably because some people clicks instantly on 2-3 shopping-results, and therefor it counts as 2-3 clicks in Adwords, but only 1 in Analytics. But 2-3 clicks on average? It seems a bit to high. I would assume most people clicked once, and then browsed the website, instead of going back and clicking on the next shopping add for our website. Can anyone help me out here? Is that why the numbers doesnt add up? 🙂 / thanks. submitted by /u/TomatilloRoutine6025 [link] [comments]

  • Stop ads from taking turns converting
    by /u/Kaos-Industries (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 3:11 pm

    I have a Google Ads campaign for my business where each product has its own ad group and its own ad within that. The schedule is default so ads should always be showing, and the keywords for each are 99% unique. The ads are mostly successful but what I've noticed is that they tend to take turns converting - on one day most of the leads will come from Product A and the next day most will come from Product B. This seems to indicate the ads are rotating rather than always showing to customers, which means the ones that aren't showing are missing out on impression share and conversions. Is there any way to ensure all or even a few ad groups in a campaign actually show at all times? submitted by /u/Kaos-Industries [link] [comments]

  • Disable Product Rating in Shopping Ads
    by /u/DexterDam (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 2:59 pm

    Some of my Products have 3 Star Ratings, is it possible to not show the Rating in Shopping Ads? submitted by /u/DexterDam [link] [comments]

  • Display campaigns have such bad leads/conversions
    by /u/jdanes52 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 2:51 pm

    Does everyone else just find display is absolutely rubbish? We register so many phone calls and some form submissions but it just seems to much more 'spammy' than search. With some campaigns we're using remarketing as well, even that seems poor. submitted by /u/jdanes52 [link] [comments]

  • No capital, no skills, no education, need to get rich quick
    by /u/nmfc1987 (Entrepreneur) on May 24, 2024 at 2:32 pm

    Anyone else notice the increase in the number of children posting asking for advice on how to get rich with no investment, no skills, and no effort? Can we get some mod action on this? Make this a space where people can seek advice on their businesses, and not a place for entitled children to look for get rich quick schemes? They can YouTube growth hacking for that. submitted by /u/nmfc1987 [link] [comments]

  • Made my first ever product sale , how to do cold emails right
    by /u/sky-builder (Entrepreneur) on May 24, 2024 at 2:24 pm

    So happy right now 🥹🥹🥹, it's been a tough past 4 months building pitchdeck design , This is my first ever earning as an indie hacker, someone bought our highest plan to help them make a pitch deck. For context Pitchdeck design is a place to find pitch deck design examples from 1K+ companies , make a pitch deck and purchase pitch deck templates How did it happen the person signed up on our platform, we do collect everyone's email address and their signup details with Google or Gmail address They used their company account to sign up, so we got their details along with their mail, i just went to our user's database to copy their email address and their name along with their company to research them out. Last week i sent them a cold email with a captivating subject and in the email i wrote about what they do and referenced the person’s name who signed up and boom, he replied to the email for us to jump on a call in 15 minutes. I attended the call and he told me what he wanted to do , we had to circle back on Monday for him to get back to me about the details i asked for, he reached out back today and paid for the highest plan. He told me that he was just browsing around and signup the last 2 weeks, it turned out that he wanted to raise too and i came at the right time. I also sent the same email to those who had their company link with it, but i researched first and made the email personal Lesson on this: Reach out back to your users after signing up especially those signing up with their company email , don't just leave them there, especially if you run B2B, get more quality emails and send personal emails to them to gauge their interests While we were building , some people even told me to remove the signup flows, if i had removed it, How will i have reached out to the client , Trust your guts always what worked Use a captivating header for your email subject , you have to think about this a lot Research the company first and write what they do in the email , the link after the @ , research about it and write their company scope in the mail Write the person’s name out , eg if the email they used in signing up is markgoldridge@example.com Your starting mail should be ( hi mark goldridge ) Then talk about what you do If you find this helpful, and you are looking to connect , let’s connect here I hope it helps submitted by /u/sky-builder [link] [comments]

  • How to set up a Google Ads campaign that optimizes for *maximum length-of-subscription* for an Saas product? (This actually seems pretty complicated to accurately + effectively do.)
    by /u/What_The_Hex (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 1:36 pm

    I'm trying to set up a Google Ads campaign that allows me to optimize the campaign not just for "install" events for our software product; I am instead trying to play the long game with this campaign and optimize for length of subscription (ie, LTV of the users.) Based upon your experience, what do you think is the most effective way to do this? Here is the approach that I THINK will probably work for this: Set up our software product so that it's integrated with Google Analytics. This should allow us to track various events like, number of page visits, session time, and basically everything else that Google Analytics allows you to track. Set up a specific goal inside of Google Analytics that basically measures: length of subscription. There's probably a number of ways you could do this. Since ours is a software product where to use it, you need to be a subscriber, it's likely just a matter of measuring ANY event that indicates active usage -- and somehow mapping that onto time-duration. Off the top of my head, I actually don't know what specific measurement I'd set up in Google Analytics for this -- so this is the part I need the most help with. Getting this right is also vital for ensuring that I'm actually optimizing for the right thing, over the long run. Once the appropriate goals are set up in Google Analytics, I should be able to link my Google Analytics account to my Google Ads account, import the goals, and then set the campaign up to optimize for those goals. Here it's tricky as well, because this kind of depends upon how the Google Analytics goal is set up. Will I create different goals for the different subscription lengths? "6 months subscribed", "10 months subscribed", etc? Is there some way I can rank-order these in order of importance -- to say, the "12 months subscribed goal" is more important than the "11 months subscribed" goal, and so forth down the list? The simplest framework would be, similar to how you can set up an ecommerce campaign to optimize for largest purchase size -- could I just set up one singular Google Analytics goal that just measures "length of subscription", and I can just import that "number of months subscribed" metric into Google Ads, and optimize the campaign so we try to maximize THAT specific metric? The fallback option might be: Go way less granular than this, just set up one single "person has been subscribed for 6 months" goal, and optimize for that. Ideally though, I'd like to be able to stratify this and optimize the campaign for the absolute maximum LTV of the customers. Any insights as to the optimal way to go about setting such tracking and optimization via Google Analytics and Google Ads would be HIGHLY appreciated. Thank you! submitted by /u/What_The_Hex [link] [comments]

  • Pmax campaign starts lowering ROAS after increaing the budget
    by /u/IcyKey4855 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 1:24 pm

    I have been running multiple Pmax campaigns for 3 months and generating 5x Roas. I was testing the Pmax to see if it would work or not, and it was performing well, so I started increasing the budget every week by 15-20%. I increased the budget four times in total till now in a month, but from the last increase, the My Pmax started generating low Roas to 3x, and some campaigns came in below 3. It's been 10 days since the last increase, but the performance is not improving... What should I do now? When I started, the budget for all Pmax was Rs 6k per day. Now, after a total increase, it is at Rs 10k per day. Is anyone there who would help me out will be appreciated. submitted by /u/IcyKey4855 [link] [comments]

  • What idea could I copy from you?
    by /u/Rossl9623 (Entrepreneur) on May 24, 2024 at 11:44 am

    I have no job, no capital, what entrepreneurial idea did any one of you come up with that later flourished albeit with no starting nest egg of finance and that you worked by yourself? Cheers submitted by /u/Rossl9623 [link] [comments]

  • Facebook Ads - Scaling One Winning Creative
    by /u/capodiluka (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 10:40 am

    Hey guys, i am wondering if i can scale only one winning creative or do i need to have multiple creatives so i can scale, i have one winning creative with 10 profitable adsets ( all different interests) So 10 adsets with one creative, can i put them all into scaling CBO campaign or do i need to find more winning creatives, can i scale them and then test more creatives? Thanks in advance submitted by /u/capodiluka [link] [comments]

  • Help me please i cant fix Google merchant center misrepresentation and website needs improvement
    by /u/Key_Carrot_3844 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 10:20 am

    I'm so lost I have no clue what i can do to fix. This is my 2nd or third gmc account and recently I paid a guy fronm fiver in bangladesh to resolve issue and all he kept doing was reverse my actual policies for example change to say I offer returns when I actually don't. And change other policies and what not he said oh once you get approved well change it back Anyways obviously I told him get lost that makes no sense. So I've made a lot of improvements on my site alone now but still not getting approved Does anything stand out to you guys? I'd be so grateful if you could take a glance gallery by flo submitted by /u/Key_Carrot_3844 [link] [comments]

  • Conversions not firing in google ads, but they are in GTM
    by /u/james18205 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 10:14 am

    Hey everyone, I just started a new ads account about a week ago. I set up GTM, tested all the tags on the website and they are firing correctly. Set up GA4 and Google ad linkers as well within GTM. Then set up GA4… all of the events were flowing into GA4 that I set up in GTM and were being recorded fine in GA4 as well. Set up my campaigns in Google Ads, however the conversions aren’t firing and it’s giving me an error that the conversion tracking isn’t set up, yet it is… Within Google ads, GA4 is connected and I imported all conversion events from GA4 into Google ads (that I set up in GTM) just fine. I’m so confused here. Anyone have guidance? submitted by /u/james18205 [link] [comments]

  • Number of keywords when all keywords have very low search volume due to niche business?
    by /u/Additional-Mouse-620 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 9:43 am

    I am working in a B2B segment, targeting a VERY niche topic. I have a few general keywords around 6600 monthly search volume, but the most relevant ones are beween 10-100 monthly search volume. I collected around 100 keywords, altogether adding up to 50k monthly search volume. Is it too many keywords? Should I try to lower it down? submitted by /u/Additional-Mouse-620 [link] [comments]

  • Roast My Landing Page: Financial Planning/Inheritance Planning
    by /u/FileRevolutionary950 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 9:38 am

    PPC Landing Page: https://www.matthewdouglas.co.uk/inheritance-planning-simple/ (The URL will be changed shortly.) Wondering if I can field some wider opinions on this new landing page designed for PPC traffic? I have been trying to place a higher degree of focus on landing pages recently, and have undertaken some new training. So I'd be interested to hear how I've done. submitted by /u/FileRevolutionary950 [link] [comments]

  • Am I partnered up with the wrong guy?
    by /u/DirectEntrance24 (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 9:16 am

    Hey guys, I run a marketing agency. I handle sales and have a white-label fulfilment agency that does our fulfilment. The deal is, he does the PPC advertising, and I land clients in his lap. Through hard work and a great team around me, we’ve built a steady sales engine that brings us 5-6 new clients every month. I’m now going to be scaling this 10-12 clients/month. However I’m worried about retention. Our fulfilment partner who does the client’s advertising seems to be a bit slow with the work. He generally takes up to 10 days to come up with a “build” and almost no client has seen any results in the 1st month. And results don’t have to mean sales. It can can just be major steps in the right direction demonstrated through qualified leadflow, more leads, better engagement, something, anything! As long as it’s better than what they’ve tinkering with themselves. Cause the client’s logic is simple. “If I’m paying someone they should be able to get me better results than I’m getting myself.” The bar here is usually VERY LOW. We have a month to prove ourselves, and if we can’t they leave. With these 10-12 new clients we’re going to be closing every month, I need someone who can retain them. And I’m wondering am I partnered up with the right guy to do it? submitted by /u/DirectEntrance24 [link] [comments]

  • Selling websites? How do you do it?
    by /u/pi_forex (Entrepreneur) on May 24, 2024 at 8:27 am

    Hello, I'm a 25-year-old male from Europe with experience in running various businesses, primarily focusing on B2B dropshipping from both local and international suppliers. I have successfully built and managed my own websites using WordPress, Elementor, and, when necessary, WooCommerce. For some time now, I have aspired to offer website development services as an consultant to clients but have struggled to understand the most effective approach. I am aware that many local marketing businesses rely heavily on cold calling and substantial marketing budgets to acquire customers. Additionally, I am concerned about how to competitively price my services in comparison to platforms like Fiverr. I would greatly appreciate any advice or insights you could provide on entering the website development market and attracting clients without the need for excessive marketing expenditure. Best regards submitted by /u/pi_forex [link] [comments]

  • Customer Match - Matchrate not accurate?
    by /u/willemzeitzen (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 8:25 am

    Google Ads: we've created a customer match (in the Netherlands) for an account. This list had over 27k e-mailadresses and the match rate for this list is 96% (very high). You would expect to see this audience to be filled with around 25k people. In reality, we see this audience to have only 9k people in this list. How is this possible? *note I tried to add a screenshot to this post, but i'm new to reddit and a complete noob. submitted by /u/willemzeitzen [link] [comments]

  • Anyone sick and tired of these "Guru's, Mentors, Advisors"?
    by /u/089ten (Entrepreneur) on May 24, 2024 at 5:49 am

    I work in Fortune 100 so I get a LOT of messages but I'm getting really sick and tired of these.. weirdo's that are really ruining the real profession of consultant related jobs. On my Linkedin I get so many people claiming themselves as Guru who can "hack" the market and help me. Then there is MENTORS who offers me mentorship to allow me to grow successful business. AND there are advisors who want to become my advisor and help me get through tough situations. And I'm pretty sure they are copy pasting this to every single person they see. I have no issue with legit professional individuals doing this. But what pisses me off is that 99.9% of their linkedin resume consists of unreliable history. Something like, Car salesman suddenly becoming expert industry leading marketing guru. Barista in Starbucks is now somehow ecommerce guru Retail store clerk becomes mind bending advisor Recent Uni grad becomes financial mentor after 2 years of graduating Just had to rant. Sorry. So frustrating to see these type of people putting bad name on the real ones out there. submitted by /u/089ten [link] [comments]

  • PMax Campaign taking all the credit...What do I do?
    by /u/Midnightattheoa (Ads on Google, Meta, Microsoft, etc.) on May 24, 2024 at 2:49 am

    I have a branded search campaign with my brand's name spelled and misspelled every which way but I still always see my brand name pop-up in the PMax insights. For months, Pmax has been taking the credit for the branded searches and attributing sales to itself. Call it cannibalizing, whatever. I really want that campaign to be for discovery purposes. Is there any way to get around this besides doing Brand Negative? I know if I set my brand up as brand negative for the campaign it removes the shopping campaign and I would then have to create a new separate shopping campaign, so what's the point? Or should I just not even worry about it and let Google do its thing? Ive relied heavily on Instagram ads over the years but really want to jump ship but a little scared to go all in on Google. I sell jewelry and my brand is very visual. submitted by /u/Midnightattheoa [link] [comments]

  • I've taken dozens of startups from launch through their first millions in sales. Recently I helped an ecommerce client grow on a bootstrapped budget to a 9-figure M&A exit. Here's some of my top advice / lessons learned for founders aiming to scale a brand BIG
    by /u/ecomdav3 (Entrepreneur) on May 23, 2024 at 11:53 pm

    For confidentiality's sake, I won't mention any company names or exact dollar amounts in this post (but if mods need me to verify myself I can via DM). Here's my brief story: After working with various startups and a stint launching companies with a small Private Equity firm early in my career, around 2015, I transitioned full-time to a freelance startup and marketing strategy consultant. I call my specialties eCommerce, consumer brand strategy, digital marketing, and business development. But essentially, I've amassed a broad set of skills to help founders fight through the weeds of early growth. In 2017, one of my clients, a budding startup in the consumer electronics space, started taking off in a big way. Eventually, I joined them full-time and built a team under me. Over six years, we were able to build the company from initially just myself and the founder, into a globally recognized brand with 150+ employees and high 8-figure annual revenue. Last year, we were successfully acquired by a large PE firm. I'm currently transitioning back to full-time consulting, so I'll probably write a series of these with more specific topics (with the goal of eventually turning them into a blog). Not every entrepreneur has dreams of growing their business into a major global brand. But here is some of my top general advice and hard lessons learned for those hoping to achieve rapid growth: (In order of importance, IMO) 1. Focus on building a business, not being a "Startup" This is #1 because I think many entrepreneurs in 2024 need to hear it before even considering scaling The tales of the Silicon Valley VC-funded tech unicorns (with $0 profit and multi-billion $ valuations) dominate the media, entrepreneur spaces, and business education. Young founders especially think the sexy path of venture capital, angel investor pitches, media interviews, personal brand building, swanky networking events, and podcasts tours is the best way to success & big valuations. They spend as much time worrying about Pre-seeds and A-Rounds and their '30 Under 30' resume as they do on product development & marketing. If you're determined to take that traditional startup path, go for it - if you're well connected (and lucky) it could make you a billionaire. But I assure you the VAST majority of successful companies don't follow this route. The founders I've seen make it big are almost universally those who focus 99% of their core energy on building a robust business, great product & attracting customers. Most were self-funded through their own savings, with just enough outside investment to get the ball rolling (often through friends/family/co-founders). In fact, one of the biggest mistakes a founder can make is seeking major funding (and valuation) too soon. The whole game changes once big money comes in. OTOH, my previous company was able to grow to 8-figure revenue without taking a single dollar of outside investment until the big acquisition (9 years after launch). By that time, the big-money was lined up at our door. Not every entrepreneur can succeed without significant funding - do what you need to do to get enough cash to get started. But remember, investor dollars flow much easier after you've already proven success. 2. Master the art of asking for help In the same vein as #1, a lot of founders today feel pressure to fit the stereotype of being superhuman know-it-all masters of business savvy. Especially as they see the daily articles & social media posts about some 20-year-old superstar bragging about their multi-million $ launch; or Mark Zuckerberg-esque college dropouts miraculously knowing how to scale to IPO. 99% of the time, that 20-year-old completely downplays how much outside help they actually received The founders I've worked with who've achieved great success have had various levels of business acumen. In fact, in many cases, they were almost completely clueless about anything other than their product itself. But, they all had one skill in common - they're excellent at seeking out subject matter experts and leaning on their experience. Even if they're highly skilled, intelligent people, these founders aren't afraid to humble themselves by constantly asking for advice from colleagues, consultants, friends, family, attorneys, customers...anyone with experience willing to offer insight. And they don't just ask for advice - they also follow it. Decisiveness & competence are no doubt important qualities (you don't want to let outside influence potentially lead you astray). But knowing what you don't know is equally as important. 3. Stop keeping secrets. Validate ideas early & often! How many times have you had a conversation like this? "I've been working on my business." "Great, what is it?" "It's kind of like insert general thing here, but I can't tell you exactly until it's ready." If this is you, reassess. Ideas are cheap. Feedback is invaluable. I get it, you're protective of your $10 billion idea that will 100% get copied as soon as someone hears how amazing it is. But I assure you, the risks of not validating your business model & product concepts before getting too deep, are far higher than the risks of someone stealing it. I can't tell you how many times I've worked with founders that got months or years into a project, only for me to point out a major oversight they could've probably easily fixed from the beginning if they'd spoken up sooner. Like #2, you should be talking about your business with anyone willing to listen...friends, family, experts, future customers. And genuinely listen to their feedback, including negative ones. Not only might they see things you can't, they could also become first customers, referrers, or even investors. Obviously, use common sense. You don't want to lay out your entire master plan or reveal intricate details of IP to your top competitor. But I assure you 99% of the time competing brands are buried way too deep in their own roadmap to care about you at all until you start taking significant market share. And if your idea would be that easy for someone to "steal" after one conversation, then you're probably going to get copied very quickly anyway. 4. MVP is the way to be. Just start selling! I frequently see founders spend months or even years delaying launches while trying to fit every feature & iron every detail before their first launch. For a startup, this is almost always seen as a waste of time, energy, & money in hindsight. No matter how much you try to perfect it, you're going to find a laundry list of issues and things you wish to have after you launch anyway. Develop your first product enough to keep first customers happy, and launch with an MVP (Minimum Viable Product). Limit the initial quantity, treat your early adopters like royalty, get as much feedback from them as possible, and fix everything you can on the next production run or next version. Yes it might be missing some features that would be great to have. But anything you cant fit into V1 will just make V2 even more exciting for customers. Mastering the process of planning & marketing iterative improvement is key for scaling rapidly. 5. When you reach hypergrowth, prepare to run headfirst into a cashflow brick wall You're a year out from launch. Your marketing funnel is pumping. Sales are flooding in. Maybe you've even made your first hires. The cover of Forbes magazine is in your future. But now suddenly you're sold out of inventory. Your first B2B customers want to place bigger quantity POs. You need to pay for a large order with your manufacturer ASAP to meet demand, but then you won't have enough cash to meet payroll...let alone take enough out to pay your own rent next month. Maybe if you scale back on the marketing spend you'll be okay...but then your sales will decline. And how will you handle all this growth without hiring a new logistics guy? Suddenly you went from flying high to slamming the brakes. I've seen versions of this play out time and again. Running out of cash is the biggest killer of rapid growth companies. Pre-orders. Reservations. Kickstarters. Inventory factoring loans. Tap early investors. Do whatever you need to do to get cash in the bank ASAP and build a big war chest. Needing money because you're growing fast is generally a good problem to have, and a much easier situation to fix in a pinch than when you're pre-revenue. But you better make sure you're ready when you hit the wall 6. Your marketing budget is probably too small "If I build it they will come" is rarely reality. While aiming for initial grassroots growth is achievable (and encouraged), nothing is free today, especially getting the attention of potential customers. Almost every initial budget I see underestimates the marketing spend needed to hit rapid growth sales targets. Marketing needs to be a sustained, significant percentage of your revenue, not just the dregs of your budget or 'one-and-done' outflows. The exact % will vary on your business model, but in my experience, if you want fast growth...it'll often be double or more what many online startup resources suggest. Its often a good idea that a marketing expert to help you properly forecast, strategize, and execute is one of your first hires. They can be either outsourced or in house - just avoid agencies (i'll explain this later) 7. Prepare to be a managing executive...or not I don't meet many entrepreneurs who are naturally drawn to areas of business like management hierarchy charts, OKRs, daily standups, employment laws, and performance reviews. In fact, most chose the startup life specifically because they're repelled by traditional corporate structure. But if you're growing fast, eventually you'll need to hire. In many cases, a bootstrapped startup will not (and likely should not) have the excess cash to hire dedicated managers early on. This means it's up to the founding team. I can tell you this was probably one of the biggest reality checks when my previous company took off. We went from a bunch of scrappy entrepreneurs in the trenches, to suddenly being thrown into the deep end of being corporate executives who had to hire and manage large teams under us. People management is a skill not one everyone is innately good at (or wants to be good at). So, well before you go down the path of scaling, you should strongly consider if you're OK with managing a team at all. Not just being generally fine with it, but will you be happy and able to do it well? If not, consider how you'll handle this early on (perhaps bringing on co-founders better suited to this role or shifting courses entirely). 8. Don't get ransacked by agencies Outsourcing early on to control payroll expense is smart. You may be tempted to head for the big-name agencies (marketing, branding, web development, SEO, etc.) with a laundry list of impressive clients vs. a freelancer/contractor/consultant. In some cases, agencies make sense. But >90% of the time when I work with a client who's been spending a big chunk of their initial budget on agencies, inevitably I have a conversation with them how they've been getting ripped off. When you use an agency, you're paying for two things: A fraction of their attention. They may have dozens of other clients, some potentially much bigger and more important to them than you. This often leads to cutting corners, generic strategies, and disappointing results. All of their agency overhead. Your monthly payment isn't just going to your project...it's also paying for all of the middle managers and executive salaries, the corporate retreats, and that expensive downtown office with brand new Herman Miller furniture. Don't get me wrong, there's certainly plenty of agencies doing great work with highly talented employees out there. But fast-growing, agile startups are almost always better off hiring dedicated contractors who can give you the focus you need. In many cases hiring in-house can even make more financial sense than an agency. 9. Don't Hire too soon. Don't hire too late. Don't hire the wrong people. I could probably write an entire mini-book on hiring practices for startups at this point, so I won't get too in the weeds here. But I'll give this general advice: try to get it right. Your specific growth goals should determine your hiring schedule. Hiring early on can help you speed to market, but it could also completely kneecap your budgets and potentially get you into some very tough situations. OTOH waiting too long to hire can also severely limit your growth potential. You don't want to get into a situation where you need to let go your first employee after a few months due to sales fluctuations. But I've also seen founders wait way too long, giving up years working at max capacity as a solopreneur - when they could've been growing twice as fast if they had an extra hand. In most cases, you should be able to get to the point of launch with just the founders and a handful of outsourced consultants/freelancers helping. But don't wait until you're totally maxed out before you start the hiring process. Keep in mind, it can often take months. to hire & onboard. In most cases, your first hires should be multi-talented generalists you can plug into multiple areas of the business, not specialists. If are hiring specialists (say a Developer with a specific skill you need), make sure they're also someone willing to jump into the weeds when needed (like answering customer support tickets at 3 am the first time SHTF) 10. Reviews Matter, don't screw it up It can take just a single review to completely change the trajectory of your company - both positive and negative. Your first launches will not be perfect. Especially if you're putting out an MVP you have a high chance for bad reviews out of the gate that can totally kill your launch. For young companies, it's almost always better off having no reviews than potentially bad ones. It's OK to wait to gather reviews from customers & social media influencers until you've market tested the product, gone through a few production rounds and made some improvements. When you do solicit reviews early on, make sure they're from people who will give you good ones. And if you do get negative ones, jump through whatever hoops you need to fix it. 11. Branding can always evolve later I won't downplay the importance of good, consistent branding - it's crucial for success. However, I've seen founders delay launch for months or even years while trying to perfect their logo, colors, voice, packaging, etc. The MVP (Minimum Viable Product) approach applies to branding as well. Get "good enough" branding solidified, get your product out there, and refine as you go. Your brand identity will naturally evolve itself as you grow and better understand your market and customers. But keep in mind, brand development projects can take many months to complete...so even a v1 should be started early. 12. Sometimes it's OK NOT to grow Maybe ironic me saying this as a growth consultant, but it's something to consider early on in your journey. Rapidly scaling a major brand is intense, draining, and high-stress. I can't even begin to describe the number of sleepless nights and constant challenges we went through (and I see with ALL successful founders) The pressure to scale can be overwhelming, but it's not right for everyone. It's perfectly fine to reach a point where your business sustains your lifestyle, personal goals, and well-being...then pump the brakes. It's important to define what success means to you and work to keep your business within those lines. I could keep going, but will cut it off before I write a novel. Hope this is helpful to some of you If you have any questions feel free to shoot. Also, let me know if you'd like to see me expand on any of the points above in its own post. submitted by /u/ecomdav3 [link] [comments]

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