Sebastian Wengryn

I've owned a Google Ads agency for 15+ years and grown it to 7-figures and over $300 mil in total managed ad spend. Here's why the traditional agency model no longer works. 1. A lot of people strike out on their own as freelancers but get stuck at the $100k/year mark because they don't have the entrepreneurial streak necessary to break through. Stuff like not being able to stomach the risk or being willing to give up a portion of their earnings to hire someone. Which is fair enough - but it's a big reason people stagnate. 2. Ad platforms want us gone. As you read this, they're actively building new capabilities designed to squeeze out what is currently the role of the ad account manager. Google, Facebook, Microsoft - they're all trying to do this and will succeed to some extent (already have, to be fair). Between the entrepreneurial gap and the need to be something more than a campaign button-pusher, what worked even 5-7 years ago will not work in 2025. How do I know this? Why can you trust what I'm saying? How do you know I'm not a guru after your money for some nebulous "coaching" service? Well, my agency was an example of this done wrong: • Ecommerce + lead gen • Servicing many different industries • Focussed on fiddling with ad accounts I sorted some of that out and we now do a lot more than just campaign tweaks. But there's nothing "specialist" about being a Google Ads agency for everyone vs. having a dialled in and drilled down process that deals with the very specific needs of a single line of business, like beauticians or insurance providers - or anything else that sells well on search engines. And this is where I want budding and growing Google Ads agencies to right themselves when they're still fresh and nimble i.e. capable of changing without a painful restructuring. https://lnkd.in/e_m5pkXM ----- It sounds hyperbolic, but traditional agencies and old school freelancers really are dying. Learn how to future-proof your PPC agency with my Perfect Agency Framework: - Get new agency leads in 24 hours - Close 80% of qualified leads - Hire realistically, not based on lies you've been fed about unicorns - Get consistent results for your clients - Deliver exceptional Google Ads results 👉🏻 edleake.tv/forge-framework

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3 critical CRO strategies for BFCM And how to implement them: Ever wondered how to optimize your e-commerce site for BFCM? The strategies might be different than you think. It's easy to stick to your regular CRO plan. But during BFCM, shoppers are: - More impulsive - Highly price-sensitive - Motivated by urgency Your strategy needs to adapt. Boost your BFCM conversions By focusing on these key areas: 1. Optimize Your Offer ↳ Test different bundles across your site ↳ Experiment with upsells and cross-sells ↳ Try various subscription incentives 2. Avoid Certain Tests ↳ Don't run tests on value propositions ↳ Skip major headline or layout changes ↳ Pause audience demographic targeting tests 3. Address Low-Hanging Fruits ↳ Conduct a full conversion walkthrough ↳ Test on various devices and browser. ↳ Fix usability issues and friction points - - - - Which strategy do you think is most crucial for BFCM success? ♻️ Repost to help others prepare for BFCM.

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3 critical CRO strategies for BFCM And how to implement them: Ever wondered how to optimize your e-commerce site for BFCM? The strategies might be different than you think. It's easy to stick to your regular CRO plan. But during BFCM, shoppers are: - More impulsive - Highly price-sensitive - Motivated by urgency Your strategy needs to adapt. Boost your BFCM conversions By focusing on these key areas: 1. Optimize Your Offer ↳ Test different bundles across your site ↳ Experiment with upsells and cross-sells ↳ Try various subscription incentives 2. Avoid Certain Tests ↳ Don't run tests on value propositions ↳ Skip major headline or layout changes ↳ Pause audience demographic targeting tests 3. Address Low-Hanging Fruits ↳ Conduct a full conversion walkthrough ↳ Test on various devices and browsers ↳ Fix usability issues and friction points - - - - Which strategy do you think is most crucial for BFCM success? ♻️ Repost to help others prepare for BFCM.

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Every ambitious, high-growth brand wanting to scale Meta profitably should do this asap. I call it The Creative Power Law: - Graph analyzes 500+ ads - Every ad = a bar - Bars = share of spend per ad - Line = cumulative distribution function (CDF) CDF is just a fancy name to calc your Creative Power Law. In this case: - 5% of ads drove 50% of spend - 10% of ads drove 67% of spend - 17% of ads drove 80% of spend ➡️ Almost a perfect 80/20 rule ✅ 📈 👊 5-steps to win: 1. Theme all ads part of your Power Law 2a. What’s working? 2b. E.g., Comparisons, reviews, benefits, etc. 3. Double down building new versions 4. Balance iterative ads + bigger swings 5. Test w/an A+ structure for testing + scaling Math * Creative = a superpower for profitable growth. Left brain * right brain FTW 🙌

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Want to learn the conversion secrets Fortune 500 companies use? Check out our conversion cheatsheet here! https://lnkd.in/e7eGDRMk The ultimate step-by-step playbook to skyrocketing your conversions and avoiding the biggest mistakes we see companies make today. In less time than it takes you to make a coffee, learn: -The pesky landmines that demolish conversions -Actionable steps to avoid these common pitfalls -Key tools every conversion master needs in their arsenal #conversion #digitalmarketing #sales

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CAC is a useless ad metric unless you do this.   Most conversations around why CAC is up or down aren't helpful.   Too many brands & agencies see it's up or down and start guessing.   That's a bad use of time.   A way better way is to focus on the inputs:   CAC = Spend / (Impr * CTR * CVR)   If you want to understand CAC, analyze what's happening with CPMs, CTRs, & CVRs.   This is how you find the highest ROI areas to improve. E.g., Media buying, creative, landing pages, etc.   So stop focusing on the output (CAC).   It makes for a much longer path to profitable growth.

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💎 How to make good ROI from shows like Money20/20? 💎 How (and why) should a B2B Fintech invest in LinkedIn? 💎 Why PR matters for Fintechs, and how to structure it? and a lot more... Last week, I recorded probably the best podcast episode I've done to date, with In Growth We Trust and its two absolutely brilliant hosts, Yoann Pavy and Jake Mayell. Even though I was severely sleep deprived, the conversation turned out great - Yoann and Jake made sure that we covered a variety of topics and I’m sure you’ll find some interesting insights. Listen up if you want to get some tips from my personal Marketing playbook! 🎧 Spotify: https://lnkd.in/eJ8yijMg 🍏 Apple podcasts: https://lnkd.in/eBze9mE5

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10-point checklist to know if LinkedIn ads are the right channel for your SaaS. 👇 LinkedIn ads are a great channel, but not for every SaaS company. Together with Christoph Schachner we worked on a LinkedIn Ad Guide for SaaS startups. Here are 10 things you need to consider: ✅ You have product-market fit using LinkedIn ads as a research channel is very expensive if you have not nailed your target audience, core offer, price point, or value proposition yet ✅ Your target audience is active on LinkedIn active is important since just because you can target them, does not mean they actively use the network - and thus see your ads ✅ ACV > $8.000 LinkedIn ads can be quite expensive and sales cycles quite long, so it is important that your pricing can support this investment ✅ A decent website/ landing page that already converts ✅ Budget of $3.000 over 3 months CPCs are high and exposing your audience to different messages and impacting the buyer journey takes time ✅ Other performing marketing channels SEA, SEO, Email, Affiliates, Organic Social and you use LinkedIn ads as part of your overall marketing strategy - not as the sole driver ✅ LinkedIn company page is well set up posts, information, 1.000+ followers ✅ You have a CRM Once you have established that you fit the minimum requirements, you can check if you fulfill the bonus points which improves the chance of success for your campaigns. Bonus points: ✅ One or more people at your company are already actively posting on LinkedIn ✅ You have a highly visual product 👉 If you are interested in a step-by-step guide on how to run LinkedIn ads for your early-stage SaaS startup, sign up to my newsletter and get the full guide delivered to your inbox on Sunday.

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This is how we scaled the organic traffic of a food ecommerce brand to 400k a year with content. No fancy technical stuff. No link building. Challenges before the collaboration — No SEO strategy and few top 10 rankings — Lots of competition from established domains — English-speaking team in the German market — No internal SEO capacities What we did — Built a content plan with clear priorities — Checked product-fit, volume and chances to rank — Used structured data to get more visibility (“Recipe”) — Reliably executed the content plan (so many fail on this one) — Built ~40 pages for recipes and ingredients — Used SurferSEO to semantically optimize — Always went above competitor’s content score — Advised on improving the content design — Built in social proof and contextual information — Advised on conversion optimization — Directed people from the recipe to the product The results — From ~2k monthly organic traffic to ~45k — 22x based on GSC data (no Semrush projection!) — Almost 10k ranking keywords (13x to Sep. 2021) — 756 in top 3 and 1,338 on position 4-10 — 1,239 SERP features — Basically everything Non-Branded (99.1%) Found this post useful? Please share it, like it and leave a comment below. Have a great day! #seo #content #ecommerce

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The 5 cardinal sins of CRO (And how to fix them) 1. Weak Call to Action (CTA) ❌ ↳ Many brands rely on vague, small CTAs that don’t drive action. ↳ Fix: Make your CTA bold, full-width, and crystal clear about the next step. 2. Lack of Social Proof 📉 ↳ Thinking that people will trust your brand without reviews is a major mistake. ↳ Fix: Add testimonials, customer reviews, or even numbers like “10,000+ Happy Customers.” 3. Features > Benefits 📋 ↳ Focusing too much on features without telling customers how it helps them is a lost opportunity. ↳ Fix: Speak to the benefits—how does your product make their lives better? 4. Poor Visual Layout 🎨 ↳ A cluttered, disorganized page doesn’t give your product the spotlight it deserves. ↳ Fix: A clean, visual-first layout that makes the product and its benefits pop. 5. Bad Cart Experience 🛒 ↳ Making it difficult for customers to checkout leads to abandoned carts. ↳ Fix: Remove distractions, add dynamic shipping prompts, and offer cross-sells to boost AOV. - - - Brands like Graze are leaving millions on the table because of these mistakes. But by optimizing these five areas, you can dramatically increase conversions and profit per visitor. What other CRO mistakes have you seen? Drop them in the comments ⬇️ ♻️ Repost to help others avoid these costly mistakes. And follow me for more conversion tips!

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Most agencies would go out of business if you made them measure this: How much Net Profit (NP) has ad spend driven? - NP = Gross Profit - Marketing – Fixed - It’s the full picture - The most brutally honest view Example: - We launched ads for a new DTC in June - In 6M, we added $50K to the founder’s pocket - Next year, it’ll be multiples more... - with 6M of reps honing the playbook If ads aren’t driving Net Profit, why run them? I dare your agency to measure this.

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The master of the landing page Michael Aagaard is turning his focus to Ecom/DTC together with myself and Rand Owens of Nostra (Edge performance for Shopify) My big question - How can you effectively implement CMAB testing to optimize complex landing page elements simultaneously? The costs of shipping and returns are going up, so: - How can you design landing pages to set realistic expectations and potentially reduce return rates? - What strategies can you use to present shipping costs in a way that doesn’t lower conversions? Join us for a casual, quick prez by Michael then panel-style Q&A about UX designs for maximum conversions and AI in eCommerce. Happening on Wednesday, Oct 23, 2024, 10 am - 11 am (CDT). Link in the comments.

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The Silent Budget Killer in B2B Marketing. ⚡️Focusing only on big revenue gains (the good side)⚡️ ⚡️Overlooking necessary costs, commitment, and investment (the hidden side)⚡️ You (or your CEO) are spreading yourself too thin by doing it all. But you neglect costs and investment. Many people get hyped over DemandGen or ABM but forget two key aspects: ❶ Analyze how your buyers buy ⭛ ⭐️Build a smart GTM plan by asking: ➞ Complexity of the buying process → How long and difficult is their buying process? ➞ Sales cycle → How do your customers make their purchases? ❷ Consider the investment required to nail down that GTM ⭛ ⭐️Build a smart GTM plan by asking: ➞ How many resources do I need to nail down that GTM strategy? ➞ How long do I need to commit to that strategy? ➞ Do I need extra resources (headcount/budget)? ➞ Do I need a skill-up program for my teams, or should I turn to external experts? Example: LeadGen & PLG will require fewer resources (headcount, money) 1:1 ABM will require more resources (headcount, money) 👇What is the top 1 budget killer? How do avoid spreading yourself too thin while testing and iterating new initiatives?

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Scaling 2.5x on Google Ads without increasing your CPL is not easy. But possible. End of last year a startup reached out to us. They were already using Google Ads but felt like they need a strong partner to scale further. What was the initial situation? – Weak landing page (UX & CRO) – 3 campaigns with strong overlap – Already heavy use of Broad Match – No use of advanced conversion tracking At the beginning, we focused on three key areas: Conversion tracking – Adding Enhanced Conversions – Setting up GCLID capture to Pipedrive – Connecting Pipedrive to Google Ads (OCT) Account structure – Quick wins with negatives – Consolidating the campaigns – Optimizing all ads and assets Landing page – Click funnel approach – Leveraging sales psychology – 100% focus on mobile optimization Later we added our Local Search Strategy and Demand Gen. Then things really took off. The results? – 2,3x Leads at the same CPL in 4 months – 58 Deals and ~€26k deal value* Check out the full case study here: https://lnkd.in/eXCX33E3 *Note on deal value: As this is a membership model, the final customer value is expected to be at least 3x the first transaction. 😁 PS: Want to see if we can pull off something like this for you too? DMs are open. 📬 #googleads #google #ads #landingpage #conversion

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An underrated growth tactic: 𝗟𝗮𝗻𝗱 𝗮𝗻𝗱 𝗲𝘅𝗽𝗮𝗻𝗱. Most SaaS startups start from the get-go with self-serve. But if you want to scale faster, combine it with inside sales and optimized ads. The most successful SaaS companies we’ve seen all employ an effective land and expand strategy. For example, Notion and Miro captured bigger accounts and improved team activation via Voyantis.ai Start by launching self-serve features to invite team members. Collect data on users that are most likely to convert teams. Develop an AI model to predict your highest-value users. Feed this into ad platforms to target more of them. Continuously improve the quality of your data. Notion achieved: ✅ 21% increase in team activations ✅ 35% rise in accounts with 3+ users. Miro achieved: ✅ 30% more corporate plan upgrades ✅ 14% increase in avg. seat count per customer at renewal In the long term, this tactic gets you higher paid conversion, improved retention, increased expansion, and profitability. This is how you can build a predictable and profitable growth model. Meme by Elena Verna 🔥 She shared 9 self-serve ways to improve team expansion rate here: https://lnkd.in/gR5WKTri #startups #growth #strategy #artificialintelligence #VBB

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My Favourite Fake News in Native Advertising (Taboola & Outbrain) 👉 Brands Need External Third-Party Tools to Attain Profitability at Scale. Disclaimer - Arbitrage Marketers (Publishers + Search): this post is not for you! 😉 In 2012-15, Outbrain for Performance & Taboola Dashboards were notably rudimentary in contrast to their current advanced iterations. A pivotal moment emerged when they unleashed their APIs, sparking a revolution in how Brands approached their Campaign Management & Reporting. From 2015 to 2019, Third-Party Tools became indispensable companions for Brands. These tools filled crucial gaps in functionality and provided invaluable support for scaling campaigns across Native Ads' Networks. They weren't just optional; they were essential. However, the landscape shifted as Outbrain and Taboola poured significant resources into enhancing their Dashboards & Features. The question arises: Are external Third-Party Tools still a necessity for Brands? 🤔 In our experience, the answer leans toward the negative. We've successfully scaled numerous campaigns across various verticals without relying on external tools. While acknowledging the excellence of these tools in the market, we've found them to be more of a bonus than a must-have. That being said, the utility of external tools persists in certain scenarios ✔️ Brands with specific needs beyond the current capabilities of Outbrain and Taboola may find them invaluable. Yet, it's crucial to keep in mind that Native Advertising Networks continue to evolve, with new features rolling out regularly 🧐 As the industry progresses, the importance of adaptability and innovation cannot be overstated. Brands must remain agile, leveraging both internal and external resources to stay ahead of the curve in the dynamic world of Native Advertising. Not sure how to take your Native Ads campaigns to the next level? Get in touch with us 😉 -------- Every week, we select a “Fake News” that we heard/read in the Native Advertising Industry and share our views according to our 12 years of experience. At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain & Taboola. If you enjoyed the post, simply like ❤️ #outbrain #taboola #nativeads #nativeadvertising

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The difference is 𝟯𝟬% 𝗺𝗼𝗿𝗲 𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗽𝗹𝗮𝗻 𝘂𝗽𝗴𝗿𝗮𝗱𝗲𝘀. With no extra budget. On its own: - Miro’s funnel begins with a free trial. - After 7 days (or more), conversions take place. - Miro used corporate sign-up to optimize its Google campaigns. The result: Not optimal because it didn’t directly reflect the likelihood of converting to paid users. With Voyantis.ai: - Conversion forecasts were made based on Miro's anonymized data. - User-level predictions were fed to Google via Server API. - Ad campaigns moved from tCPA to value-based bidding. The result: A 30% uptick in paying customers, a 35% boost in annual plan subscription share, and a 14% increase in average seat count per customer. That’s what I call substantial gains through optimization. But don’t take it from me. Here’s what Miro said: “Not only have we brought more paying accounts with the same media spend, we brought accounts with higher value. We brought more annual plans (compared to monthly plans). We also acquired teams with a higher number of members for each account.” - Robbert Smit, Head of Paid Marketing at Miro 𝗠𝗶𝗿𝗼’𝘀 𝗙𝘂𝗹𝗹 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆: https://t2m.io/yhtfdotY #startups #growth #strategy #artificialintelligence #VBB

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𝐔𝐧𝐥𝐨𝐜𝐤 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐑𝐞𝐯𝐢𝐞𝐰𝐬 𝐚𝐭 𝐃𝐈𝐘 𝐄𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐃𝐚𝐲! 𝐌𝐚𝐫𝐤 𝐲𝐨𝐮𝐫 𝐜𝐚𝐥𝐞𝐧𝐝𝐚𝐫𝐬 𝐟𝐨𝐫 𝐒𝐞𝐩𝐭𝐞𝐦𝐛𝐞𝐫 10, 2024. 𝐃𝐈𝐘 𝐄𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐃𝐚𝐲 𝐢𝐧 𝐂𝐨𝐥𝐨𝐠𝐧𝐞 𝐢𝐬 𝐬𝐞𝐭 𝐭𝐨 𝐫𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐢𝐳𝐞 𝐡𝐨𝐰 𝐨𝐧𝐥𝐢𝐧𝐞 𝐯𝐞𝐧𝐝𝐨𝐫𝐬 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤. Our gominga keynote on review management will reveal game-changing strategies to transform customer opinions into tangible ecommerce growth. Here are 10 reasons why review management is important for you as a DIY brand: 1️⃣ Builds trust with potential customers 2️⃣ Provides social proof of product quality 3️⃣ Influences purchase decisions 4️⃣ Improves search engine rankings 5️⃣ Offers valuable customer feedback 6️⃣ Helps identify and address product issues 7️⃣ Increases brand visibility and awareness 8️⃣ Encourages customer engagement 9️⃣ Differentiates from competitors 1️⃣0️⃣ Boosts conversion rates and sales This hybrid event offers both in-person and remote attendance options, ensuring accessibility for all. Join industry leaders and innovators for a day of insights, networking, and actionable takeaways. Thanks for organizing this event Oliver Lucas, Colin Czeloth, Johanna Münch and Norbert Lindemann. Ping me or Frederik Alexander Buecker and Cem Yakar to schedule a meeting! #diy #ecommerce #customerexperience #reviews #ratings

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𝗜𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆 𝗘𝗻𝗴𝗮𝗴𝗲 𝗬𝗼𝘂𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗩𝗶𝗱𝗲𝗼 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗠𝗮𝗴𝗶𝗰𝗮𝗹 𝟯-𝗦𝗲𝗰𝗼𝗻𝗱 𝗛𝗼𝗼𝗸 🪝 Struggling to capture your LinkedIn audience's attention with video content? The "three-second hook" might be your missing ingredient. 🎣 Iunderstand your pain. You invest time and resources into crafting videos, only for them to fall flat with low engagement rates. 😕 Ignoring the "three-second hook" could cost you valuable leads, brand visibility, and crucial opportunities for growth. Don't let your hard work go to waste! To engage your audience within the first three seconds, implement these quick tips: ✅ 1. Start with a powerful question or statement 2. Showcase an impactful visual 3. Deliver a "value bomb" right away 4. Tease an exclusive or limited offer 5. Be authentic By mastering the "three-second hook," you can transform your LinkedIn video strategy, driving more engagement, connections, and ultimately, business success. 🤔 What strategy have you used to hook your audience in record time? Share your experience below! #ThreeSecondHook #LinkedInVideoStrategy #EngageYourAudience #PowerfulQuestions #ImpactfulVisuals #EmojisAndCaptions #ValueBomb #ExclusiveOffer #AuthenticityMatters #BusinessSuccess

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