Optimize Your Marketing [EXITED]

Kiss, Marry, Punch with Google Ads 💋 👩❤️👨 👊 Here's my take: Kiss: ECPC (Enhanced Cost Per Click) - Early on bid strategy that isn't going to be used much after we find the best bid strategy Marry: Max Conversion Value - In B2B we can tie deal sizes to conversions (AKA form submissions in Google Ads) so we want to optimize the campaigns around the highest deal sizes. Punch: Basically everything else - In B2B there isn't much more room for bidding strategies for accounts spending less than $10K a month on ads. I had an hour long conversation with another Google Ads GENIUS that specializes in B2B SaaS (James Gregg) and we riffed on some cool topics that you might find interesting. Links is in my headline button to my podcast :) Have a good one! 🏁 #digitalmarketing #googleads #growthmarketing #podcast #ppc

Soooo after a much needed 2 week hiatus I have returned 👻 Yes I am still on the job hunt- however I have decided that Optimize will continue to make content. So moving forward, the company is just a content company - a creative outlet to demonstrate my expertise while also keeping my followers up to date with all things Growth Marketing 👽 So expect weekly content, podcasts and perhaps even YouTubes moving forward! Hope you all are having a wonderful week. Cheers 🍻 #growthmarketing #digitalmarketing #googleads #marketing

No one ever finds the needle in the haystack... Google Ads are saturated af with all your competitors and their competitors' competitors bidding on terms that are... Category specific and bottom of marketing funnel (BOF) Yet, perhaps those competitors aren't even your "true" competitors... So what can you do to overcome being the figurative "needle" in the haystack? Well, check out the 4 campaigns we run to build an evergreen presence. And there are conditions in place for each... Because some of these campaign strategies only make sense with certain industries and budgets. Hope you enjoy :) comment below your hot takes 😎 #googleads #digitalmarketing #b2bmarketing #marketing

I feel like a broken record at this point 💔 but someone has got to fight the good fight If you're competitors are bidding aggressively on your category terms Then don't fight them there. You'll end up... 1. Wasting a lot of spend 2. Having super high CPCs 3. Competing with not "true" competitors Instead, consider bidding on your product's features and capabilities. These have: 1. Little competition 2. They prime your BOF with users 3. Have cheaper CPCs and result in more MQLs later Just a thought :) I like to do this with all my 90 day sprint clients, especially if they are in a hyper competitive category environment #googleads #digitalmarketing #paidads #b2bsaas

Everyone talks about BOF content nowadays - but where's the love for MOF? For my marketing virgins out there - let me help you out. BOF = Bottom of Funnel (High Intent Prospects) MOF = Middle of Funnel (Information Gathering Prospects) I had a SUPER in depth convo with Ryan Yackel, CMO of Databand, talking about MOF content and everything you need to prime your marketing funnel for more high quality opportunities. In this clip, Ryan highlights exactly why a narrative design highlighting your differentiators & story in the MOF is absolutely crucial... Otherwise, you are kinda just wasting 💸 The full episode is now live on YouTube, Spotify, and Apple podcasts :) Link will be in the comments soon! #b2bmarketing #podcast #marketingcontent #mof

The ONLY ✌️ reasons to bid on competitor terms... otherwise you will be 🔥🔥🔥 advertising budget I talked about this in my newsletter last week but here's the rundown if you aren't a subscriber ... btw you should consider subbing ;) Why you shouldn't bid on competitor 👇 1. They will begin bidding on their branded term - thus driving your CPC up (meaning you will need to spend more money to get the same # of clicks) 2. They will both bid on their branded term AND bid on your branded terms (meaning you will spend more money to get the same # of clicks AND you will need to spend money to stop your competitor from stealing away some clicks). The only person that wins in this situation is Google :) So when should you bid on competitor terms? 1. You competitor has forced your hand and is already bidding on your terms - tough, you gotta fight 2. You are a disruptor in an old, super niche market - stir things up. You have everything to gain and your competitors have everything to lose. That's it! So if you are bidding on competitor terms and your competitors have been kind enough to not notice (yet) then I'd definitely consider turning those off... at least for now. #googleads #b2bmarketing #comeptitiveresearch

Most people aren’t searching for “customer retention loyalty marketing software” in Google and finding you… There is a stigma in the Google Ads world right now about how people only want to focus on bottom of funnel (category) terms But you see, for most people I wouldn't recommend it… Here’s why: 1. These terms are super niche which will drive low traffic and expensive clicks 2. Companies that aren’t your competitors but have gobs of ad budget may sneak into the search results 3. You’ll end up getting eatin’ up in the search and falling in the bottom 3 ad spots if you don’t bid aggressively (thus becoming irrelevant) This is problematic because for most accounts - people want to turn ads on and start to see qualified leads come through… But a very small # of people are searching for your category terms - and with the crazy amount of competition out there now - you'll likely see poor results while spending everything you have allocated for the day/week/month. So what can be done to consistently get new interested prospects in your pipeline? Bid on capability & feature terms… Why? 1. They are cheaper and have way less competition 2. Most companies don’t bid on these and generally speaking you will only be competing with organic listings 3. You can capture your prospect’s attention earlier on in the marketing funnel so that selling to them later becomes easier So how do you find these terms? Conduct interviews with you product marketers, sales leaders, account executives, and customer success managers. Learn what people like about your product or what they generally ask questions about in calls. Crafting campaigns with these insights is how I construct evergreen Google Ads that consistently prime company's pipelines with qualified and interested buyers every quarter. Questions? I have answers :) #googleads #digitalmarketing #b2bmarketing #marketingfunnel

𝗖𝗿𝗮𝗽 𝗶𝗻... 𝗖𝗿𝗮𝗽 𝗼𝘂𝘁... 𝘞𝘪𝘵𝘩𝘰𝘶𝘵 𝘵𝘩𝘪𝘴, 𝘺𝘰𝘶𝘳 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯𝘴 𝘢𝘳𝘦 𝘨𝘰𝘪𝘯𝘨 𝘵𝘰 𝘚𝘜𝘊𝘒 So how do you prevent you campaigns from falling flat? It starts with strategy: 1. Competitive Research 2. Campaign & Keyword Bucketing 3. Realistic Revenue Projections Without these, you are quite literally flying blind. My primary service offering nowadays is a comprehensive Google Ads blueprint that covers each of these 3 ^ plus more. 💸 Whether you are a marketing agency owner or an in house marketing professional - 𝘁𝗵𝗶𝘀 𝗱𝗮𝘁𝗮𝗯𝗮𝘀𝗲 𝗶𝘀 𝗦𝗨𝗣𝗘𝗥 𝗵𝗲𝗹𝗽𝗳𝘂𝗹 𝗮𝘁: 💸 1. Impressing your clients / stakeholders 2. Organizing key documents in a centralized place 3. Actually gives you an outline for crafting successful Google Ads 𝗪𝗮𝗻𝘁 𝗺𝗲 𝘁𝗼 𝘀𝗲𝗻𝗱 𝗶𝘁 𝘆𝗼𝘂𝗿 𝘄𝗮𝘆? ⭐️ Comment "𝘀𝗲𝗻𝗱" and I will DM you a live example database you can use as inspiration :) 🧡 𝘑𝘶𝘴𝘵 𝘮𝘢𝘬𝘦 𝘴𝘶𝘳𝘦 𝘸𝘦 𝘢𝘳𝘦 𝘢𝘭𝘳𝘦𝘢𝘥𝘺 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘦𝘥 - otherwise I won't be able to DM you! Let me know if you have any questions 😎 Ian "Cool Google Ads Guy" Binek *𝘴𝘪𝘨𝘯𝘪𝘯𝘨 𝘰𝘧𝘧* for now lol #b2bmarketing #googleads #marketingstrategy #digitalmarketing

AI will probably take your job in the next 5 years (i am not 🧢'ing) SOOOOO I probably come off as super bullish about AI in this recent podcast episode - but I can explain... I say this a lot - but strategy is the reason your campaigns & initiatives drive pipeline... Optimizations and ad management are great - and definitely help save money - but no matter how good they are - if the strategy is 💩💩💩 Then there is absolutely nothing that will drive results. In Episode 23 of the Optimize Your Marketing Podcast, Maggie (linked in comments) and I discussed AI's impact on demand generation initiatives. We went in deep about our projections on how ad manager's role will change in the next couple years - as well as how to stay ahead of trends if you think AI could take your job soon 💀😬 What are your thoughts? Is AI going to take your role? You may not think it will... but unless you have a sick amount of experience - I think it will in the next 5 years... ^ obviously a hot take... but I think I am right... P.S. you can listen to the full episode on Spotify, Apple, or YouTube (or read the transcript on our website). Link in comments :) #b2bmarketing #marketingpodcast #ai #googleads #demandgen

Want more quality leads from your Google Ads campaigns? ✅ Well, there is only two major things you need to do ✅ 𝟭. 𝗙𝗶𝗿𝘀𝘁, 𝗺𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝗹𝗼𝘁 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗮𝗻𝗱 𝗶𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗹𝗲 𝗼𝗻 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 This means you need everything that someone would have questions about before buying. Some particular things are… 1. Pricing - exacts or ranges 2. Social proof with testimonials 3. Use cases that match your ICPs 4. Case Studies of successful clients 5. Comparison charts and how you’re better/different 6. What to expect before, during, and after your engagement ^ THIS is cannot be ignored - you can’t optimize your way out of this stuff. If you need help with this - talk to my good friend Tas. She is the queen of landing pages for Google Ads. (@’ed her in the the comments - ifykyk 🤣) 𝗢𝗸𝗮𝘆 𝘀𝗼 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗿𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 #𝟮? You need a strategy to iteratively improve your campaigns. Believe it or not, the only thing holding your campaigns back - outside of what I described above - is 3 things… 1. Optimal Match Types 2. Optimal Bid Strategies 3. Optimal Offer/Ad Headlines So what can you do? Test your bidding strategies, match types, and ad headlines iteratively… For the next 6 months… And yes, it takes 6 months to do each of these well. UNLESS you are spending more than $5-10k per month on Google Ads already… In which case, you ideally will have already figured these things out… But I wouldn’t be all that surprised if you hadn’t lol I see a lot of companies burn money before working with an expert like my friend James (in comments) or me (yes shameless plug) If you do this, then you will be in a great spot. It quite literally is virtually impossible to not see results if… 1. You give your buyers all the info they need to make a decision 2. You test which strategies and match types give you the highest number of qualified website visitors 3. You have an offer that is ACTUALLY valuable/new/different than the market So… Make sense? Have questions? I gotchu ;) Until next time. Ian “Simple Thinking Google Ads” Binek #googleads #digitalmarketing #b2bmarketing