Deivis Rupslaukis

The ONLY thing you need to start a business? > One audience > One problem > One solution Connect them with: - One Big Idea - One Unique Mechanism - One Unique Selling Proposition Then? • One optimized funnel • One strong marketing message • One Unique way of delivering promises Now… Show it to thousands of people and you'll gain: ▪︎ More attention ▪︎ More conversion ▪︎ More (and much more) sales With this you'll: > Make 6 to 7-figure > Build your dream business > Enjoy the life of being a business owner Do with this information what you want.

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Product Page Redesign 47/100 - Copenhagen Shrooms Here's how I would redesign their product page for better conversion. If you want a redesign for your DTC brand, drop the URL in the comments 👇 Here's a full breakdown: Before Version: -> No top bar or unique brand offers -> Carousel looks basic, only 3 previews showing -> Star ratings are blank - zeros only -> Bullet points look great, no change needed -> Price blends in and isn't clearly visible -> Upsell for the subscription can be optimized After Version (our redesign): -> Added a top bar with four brand USPs -> Added a 'notification bar' to the main image -> Made previews show 7 images instead of 3 -> Filled in reviews from happy customers -> Kept the bullet points the same -> Improved, optimized the subscription box -> Risk-reversal under the CTA What do you think about this? Comment your thoughts.

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How we helped OS get $200K added revenue in 30 Days with a landing page - and how you can do it too “We did $200k in revenue with $100k cash collected from $15k in ad spend in the first 30 days of running traffic to the page they made” - Maksim Polupanov, CEO @ Outbound Specialist Here’s how: 👉 The Challenge: OS needed a high-converting landing page for their new product. They didn’t want to take any risks with their landing page 👉 Our Approach: → Audit and Strategy ↳Reviewed and refined their copy to ensure clarity and impact ↳Aligned messaging with proven landing page structures to deliver high conversion rates → Design Approach ↳Created mood boards and benchmarked successful landing pages ↳Developed multiple design drafts in Figma, iterating until we found the perfect fit → Webflow Build ↳Built a fast, responsive landing page in Webflow with smooth animations and seamless funnel integration ↳Customized visuals and infographics to enhance engagement → QA ↳Conducted extensive QA ↳Monitored the page closely during the first 24 hours post-launch to address any issues immediately 👉 The Outcome: → $200K in revenue within the first 30 days → $100K cash collected from just $15K in ad spend → Overflowing CRM with high-quality leads → Established an ongoing partnership for future projects Key Takeaways: ✅ Clear Messaging: ↳Avoiding vagueness to ensure visitors understand the value instantly ✅ Conscious Design: ↳User-friendly and ICP-targeted aesthetics

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1st party data can improve LinkedIn ads ROI 3-5x (but for real for real) LinkedIn Insight tag tracks ALL website traffic This means that you don't have to launch LinkedIn ads as a new channel in a silo by itself. You can (and should) start with warm 1st party data whenever possible. Not sure where to start? Let's see what you got. 1. Website visitors from organic blog traffic -Do you publish a blog? -Chances are you have warm prospects waiting to be activated here 2. Call booking data from your sales team -Have call bookers that haven't converted yet? This is a great warm audience to stay in front of as they make their buying decisions 3. Organic social traffic -Are you posting content from personal LinkedIn profiles that send traffic to either your Linkedin company page or website? There could be many warm prospects worth activating here. 4. LinkedIn company page visitors -Doing anything in the world that might be causing prospects to look you up on LinkedIn? (yea..you are..and whether you realize it or not, this is often part of the modern buying journey where prospects visit your LinkedIn company page to evaluate you and check out your staff. ) This is a great warm audience to tap into and make your case to. 5. Identified website visitor traffic -Many great solutions to resolve the personal and business identities of your website traffic (for US-based traffic). This can uncover actual leads that haven't declared intent yet and are worth pursuing. 6. Current CRM data -Often CRMs are a goldmine of data that could be leveraged to launch a warm campaign that can start off with faster traction than traditional cold campaigns. There are many other options for warm audiences and these examples are 1st party datasets that most organizations have but dont' often realize the value. The challenge then is how to sort through all that data.... And sift out all the bad fit, low-quality traffic from the actual ideal prospects you'd actually like to retarget? dun dun dun,....LinkedIn ads This is my opinion is the whole superpower of LinkedIn ads You can load all of that data into Linkedin ads account and have the tag pull in all website traffic... And then layer on actual filters such as And company size 50-500 Industry: X, Y, Z and C Seniority: Director, VP , CXO Layer on exclusions and refine even more in other areas. And then yes... retarget only the good-fit prospects with your ads. This allows LinkedIn ads to actually improve the ROI of almost any other ads channel when added into the mix. And that's it...that's why it's amazing. #data #linkedinads #entreprenuership #startup

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True Classic launched in 2019 and has done half $1,000,000,000 in sales (half a billion) Turns out, it’s all about one simple KPI: 𝗳𝗶𝗿𝘀𝘁-𝗼𝗿𝗱𝗲𝗿 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 Let’s break down how this works and why it matters for your Meta ads. 1. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗙𝗶𝗿𝘀𝘁-𝗢𝗿𝗱𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 True Classic’s top goal is to be profitable on the first purchase. Every time they get a new customer, they aim to break even or make a profit right away. Why? Because this means they can keep spending on ads without worrying about cash flow. They don’t need future sales to cover their ad costs. That’s the key to scaling fast and safely. 2. 𝗪𝗵𝗮𝘁 𝗜𝘀 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗣𝗿𝗼𝗳𝗶𝘁? It’s the money left after paying for direct costs like: - Making the product - Shipping - Ad spend It doesn’t include overhead costs like salaries or rent. The formula is simple: Sales - Variable Costs = Contribution Profit 3. 𝗪𝗵𝘆 𝗧𝗿𝘂𝗲 𝗖𝗹𝗮𝘀𝘀𝗶𝗰 𝗙𝗼𝗰𝘂𝘀𝗲𝘀 𝗼𝗻 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗣𝗿𝗼𝗳𝗶𝘁 Here’s how it helps them grow: → Shows Real Profit Sales are good for the ego. Contribution profit tells you how much money you really earn. → Spends Smarter True Classic uses contribution profit to decide how much to spend on ads. If an ad doesn’t make money on the first sale, they stop or fix it. They only keep ads that work. → Grows Safely By making money on the first sale, they don't have to wait for more sales to cover costs. They make money right away, so they can spend more and grow faster. 4. 𝗛𝗼𝘄 𝗧𝗿𝘂𝗲 𝗖𝗹𝗮𝘀𝘀𝗶𝗰 𝗪𝗶𝗻𝘀 𝗔𝗰𝗿𝗼𝘀𝘀 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 The CEO shared this in a podcast: - They track cumulative contribution profit for each customer. It’s not just about the first sale, but how much profit each customer brings over time. - They analyze behavior across online, retail, and Amazon to see how different buying paths impact profit. This helps them decide where to invest more or pull back. - They use smart strategies like bundles and upsells to boost profit per order. The Bottom Line: The best DTC brands don’t just chase clicks or revenue. They chase profitability. Contribution profit shows how well your ads and overall strategy are working. It’s the difference between a brand that just spends and one that scales. Keep moving forward!

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𝐓𝐢𝐤 𝐓𝐨𝐤 𝐒𝐡𝐨𝐩 𝐏𝐋 𝐕𝐒 𝐀𝐦𝐚𝐳𝐨𝐧 𝐏𝐋 𝐖𝐡𝐢𝐜𝐡 𝐨𝐧𝐞 𝐢𝐬 𝐛𝐞𝐬𝐭 𝐢𝐧 𝟐𝟎𝟐𝟒 ? I will Cover these Elements in the Comparison 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐓𝐲𝐩𝐞 𝐏𝐫𝐢𝐦𝐚𝐫𝐲 𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧 𝐋𝐚𝐮𝐧𝐜𝐡 𝐘𝐞𝐚𝐫  𝐔𝐬𝐞𝐫 𝐁𝐚𝐬𝐞  𝐒𝐞𝐭𝐮𝐩 𝐂𝐨𝐦𝐩𝐥𝐞𝐱𝐢𝐭𝐲  𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲  𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭  𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥   𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲  𝐏𝐚𝐲𝐦𝐞𝐧𝐭 𝐏𝐫𝐨𝐜𝐞𝐬𝐬𝐢𝐧𝐠   𝐁𝐫𝐚𝐧𝐝 𝐂𝐨𝐧𝐭𝐫𝐨𝐥 𝐓𝐢𝐤 𝐓𝐨𝐤 Platform Type - Social commerce integration Primary Function - Selling products directly within the TikTok app Launch Year - 2021 Primarily Gen Z and millennials User Base Setup Complexity - Simple setup within the TikTok app Marketing Strategy - Influencer marketing, short-form videos Customer Engagement - Interactive videos, live streams, comments Revenue Model - Direct product sales through TikTok Product Discovery - Algorithm-driven feed, trending content Payment Processing - Handled by TikTok, integrated with the platform Brand Control - Full control over branding and marketing 𝐀𝐦𝐚𝐳𝐨𝐧 Platform Type - E-commerce marketplace Primary Function - Selling own branded products on Amazon Launch Year - Early 2000s (Amazon launched in 1994) User Base Setup Complexity - Wide-ranging, global audience Marketing Strategy - Requires brand registration and compliance with Amazon policies Customer Engagement - Amazon SEO, PPC ads, brand building Revenue Model - Product reviews, Q&A, customer feedback Product Discovery -Search-based, sponsored listings, Amazon recommendations Payment Processing - Handled by Amazon, integrated with Seller Central Brand Control - Full control over product branding and pricing 𝐈𝐟 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐬𝐨𝐦𝐞 𝐨𝐭𝐡𝐞𝐫 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐏𝐥𝐞𝐚𝐬𝐞 𝐬𝐡𝐚𝐫𝐞 𝐬𝐨 𝐢𝐭 𝐡𝐞𝐥𝐩𝐬 𝐨𝐭𝐡𝐞𝐫 𝐚𝐬 𝐰𝐞𝐥𝐥.

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Pssssst… you know that extra £5,000-£10,000 you want to spend on ads? 🤫 Spend it on improving your post-click experience instead: - Load speeds - Feature banners - Sticky ATC buttons - Competitor comparisons - Video-based testimonials - High quality lifestyle imagery - Filtering & navigation optimisation - Adding UGC to product carousels - Adding multiple payment options - Specifying estimated delivery dates - Matching your landing page copy to your ad copy - Suggesting complementary products and creating bundles to improve AOV Congrats- you just increased your profit on exactly the same ad spend, not just for the next month, but every month moving forwards until the end of time. It’s wild to me in 2024 that people still think the best way to fill a bucket with a hole in it is to pour more water in. The average cost of ad distribution will continue to rise in line with increased competition, and there’s very little you can do about that. Yes, you can invest in epic creative and create irresistible offers. But long term, you’re not going to outspend or outsmart a fundamentally poor conversion rate. Always start at the destination and then reverse engineer it from there. P.S- you’re not dreaming. This is an advertiser telling you not to spend more on ads. The end of days is nigh ☄️ #Marketing #Advertising #ECommerce

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Why does CRO matter? CRO turns casual visitors into loyal customers. At Backlinko, we've seen how powerful CRO can be. Imagine doubling your conversions without spending a dime on extra traffic. That’s the magic of CRO. Follow these 8 steps to master CRO: ☑ Set Clear Goals & Benchmarks ↳ Start with clear goals. Whether it’s boosting revenue by 30% in 90 days or cutting CAC by 20%, specific targets guide your efforts and make success measurable. ☑ Perform a CRO Audit ↳ A CRO audit is a health check-up for your website. Find and fix issues that disrupt the user experience. Tools like Microsoft Clarity and GA4 show where visitors drop off and why, so you can make impactful changes. ☑ Know Your Customers Inside Out ↳ Dive into your customers' world. Surveys, interviews, and heatmaps reveal why visitors convert—or don’t. Understand their pain points and needs to tailor your strategy and make your site irresistible. ☑ Design with Conversions in Mind ↳ Great design isn’t just pretty; it’s persuasive. Stick to the Rule of One: one audience, one message, one solution, one call to action. Align your design with compelling copy to create offers that your audience can’t refuse. ☑ Craft Irresistible Landing Pages ↳ Your landing page is your first impression. Make it unforgettable. Optimize the hero section, craft clear CTAs, and showcase social proof. A/B test different elements to find what truly resonates with your audience. ☑ Boost Credibility with Social Proof ↳ Customer reviews, testimonials, and trust badges build instant credibility. Position these elements strategically to reassure visitors and drive conversions. ☑ Test, Learn, and Iterate ↳ A/B testing is your path to data-driven decisions. Start with your high-traffic or lowest-performing pages. Develop a hypothesis, test significant changes, and use the results to refine your approach for continuous improvement. ☑ The Future of CRO: AI ↳ AI is transforming CRO. Use AI-driven insights for predictive analytics and customer research. Tools like Unbounce’s Smart Traffic dynamically optimize your site based on real-time user interactions. CRO is more than quick fixes. It’s a journey of constant learning and optimization. It's not just about numbers; it's about truly knowing your audience and making their experience better every step of the way. Lower your Customer Acquisition Cost (CAC) and boost your ROI. It’s a win-win: more conversions, more revenue, less spend. 🔎 Search for “Backlinko CRO guide” for a detailed explanation of each step.

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How much you should pay for linkbuilding?. 🌐🔗 People often ask, "What's the right price?" Here are a few things to think about: 1️⃣ Good Links Cost More: If you want links from popular and trustworthy sites, it might cost a bit more. But it's usually worth it for better results. 2️⃣ Different Links, Different Prices: There are all kinds of links out there. Some, like guest post links, might be cheaper than others. 3️⃣ What's Your Business About?: Depending on what your business is, prices can change. If your field is super competitive, it might cost more to get noticed. 4️⃣ How They Get the Links: If the service has to work hard to get you good links (like reaching out to people), it might cost more, but it can be worth it. 5️⃣ One-Time or Ongoing: Some services charge once, while others want a monthly fee. Think about what works best for you. Remember, it's not just about the cost. Make sure the service is doing things the right way. Cheaper isn't always better! What's your experience with link-building costs? Drop your thoughts below! Let's share what we know. #LinkBuilding #SEO #DigitalMarketing #letslearntogether

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The 10 most important email flows in my opinion (for eCom brands): In no particular order we have... 1. Welcome Flow 2. Last interaction 3. Cart Abandonment 4. Browse Abandonment 5. Checkout Abandonment 6. Bounce Back Offer (0-7 Days) 7. Customer Winback (180 Days) 8. Cross Sell / Up Sell (15-30 Days) 9. Welcome Series First Time Buyers 10 Back in Stock & birthday Which of these do you think eCom brands ignore the most?

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Even though I do evangelize CRO for DTC brands. 🙌 But it is not the only tool in your brand's arsenal. 🛠️ There are other tools you can use for better conversion rates, AOV and LTV (stickiness). Some of these are: 1. brand identity - much more than logo & font 2. brand story - much more than "about us" 3. tone of voice - much more than copy 4. style of language used in the messaging 5. aesthetics - much more than design ----------------------------------------------------------------------------- Yes, even aesthetics are important. Why? Because a Gen-Z girl won't drop 20% of her salary on a jewellery. Unless the jewellery brand's store & social aesthetics are on point. And, the messaging is in-line with her personal values. Now you can do CRO & tweak elements of your store such as CTAs, photos, pricing, product titles etc & call it a day's hard work. Or you can go the extra mile and work on other 5 points as well. I will any day recommend going above and beyond. That's where magic happens 🌈 #CRO #ecommerce #OptimizeYourBrand #OptimizeYourLife

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Breakdown of clients (B2B SaaS company) campaign that booked 3 calls in 4 hours Instead of getting disappointed by 000’s replies, I focused on these 6 things: >60 mins of market research (struggles, pain points, desires & terminology) >Targeted Life Insurance companies instead of financial companies  >Changed the benefit statement to what they care about >Added timeframe & guarantee >Used 6th grader language >Offered a free trial Relevance > Personalization

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Running Ads in Q4 is essential to hitting and outperforming your previous years. It’s like the Olympics for e-commerce - think Katie Ledecky but with your Shopify store. You have to start preparing WELL in advance! You are competing against the best of the best out there. You cannot get drowned out in the noise. Being forgotten in Q4 is a near death sentence for many Shopify stores so the key is, to keep competing, to stay in the race and be prepared for it WELL in advance. Last year I was working with an ecommerce store since May of 2023. We had done really well with nearly all their launches. As we prepared for Q4 we had 3 or 4 campaigns that we knew 🔥Exactly what messaging to bring to the table. 🔥Exactly what creatives worked best per campaign. 🔥Exactly how to price spend based on past results 🔥When and how fast to scale each one during that season. This company went to make over 👀$500,000+ in November alone due to our preparation and sales. This was nearly $200,000 MORE than they had seen in previous November launches and sales. 🤯 You want to know the other crazy part? They only spend $15,000 in ads that month. 😏🤩🎉 Being prepared and not scared was the key to their success. This was the key to unlocking almost DOUBLE their November sales in our first year working together all with a very modest budget for the return we were expecting. 🤩 Feeling set, settled, and ready to reap the rewards in Q4 is the aim of running ads now. You cannot reap what you do not sow. You will reap in the measure in which you have prepared and I truly believe that. The shops that have allowed a professional agency to come in, work with them and help them scale to new heights, even when it seems scary, will outperform the shops who play it safe Every. Single. Time. Because in reality, ❌ they are not playing safe. 😬They are undeserving themselves. 😬Under serving their audience. 😬Undeserving their customers and not allowing their shops to reach its full potential. No one ever got ahead by playing the sidelines. 👌 Right now I have 2 spots open for some Olympic clients ready to work hard, play hard and push the gas pedal for Q4. ❌This isn’t for the new shopify store. ❌This isn’t for the shop unsure of their best sellers. ❌This isn’t for the shop scared of ads. 📈This is for the Shopify store that wants expert help now to lay the foundation for an explosive Q4 without any ceiling. I’m not holding back. Are you? Send me a DM saying 👉 “Done playing small” and let’s get the conversation rolling. Let’s outperform and beat your highest months yet. That starts now🔥

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📈 Why is a 1% Conversion Lift is a BIG Deal in eCommerce? A small gain like a 1% boost in conversion can mean up to 20% more revenue. Here’s how we do it: • Funnel Analysis: We reduce friction in the buying process, which recently increased conversions by 12% and lifted AOV by 10% for one client. Use your data! • Checkout A/B Testing: Strategic tweaks— simplifying checkout, building trust, and adding convenient upsells — drove significant improvements in conversion rates, AOV, and units per transaction. • Mobile UX Optimization: By simplifying mobile UX, we’ve reduced bounce rates by 30% and increased mobile conversions by 18%. A small improvement to CVR can add *a lot* of incremental revenue. Feel confident about your website’s conversion rate optimization strategy and don’t leave $$ on the table! We can help. 💪🏽 #CRO #eCommerceOptimization #DTC #Ecommerce #Growth #GrowthMarketing #93INGENUITY #shopify #shopifyexperts

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A/B testing is a cornerstone of conversion rate optimization (CRO). Here are some practical examples commonly used to enhance conversion rates: 🔸Service Page Layouts: On a WordPress site, clone a service page to test different messaging or layouts. Measure the results by analyzing bounce rates, session durations, and conversion rates. 🔸Ad Campaigns: Use A/B testing tools in Google Ads to set up side-by-side campaigns. Test different ad copies, images, or landing pages to see which combination performs better. 🔸Product Detail Pages: In eCommerce, test different product detail page designs. For example, vary the product descriptions, images, or call-to-action buttons. Use analytics to compare metrics like time on page, add-to-cart rates, and conversion rates. 🔸Category Pages: Experiment with different layouts and content for category pages. Test variations like filter options, sorting methods, or featured products to see which version drives more engagement and sales. 🔸Email Campaigns: Split test email subject lines, body content, or calls to action. Analyze open rates, click-through rates, and conversion rates to determine the most effective approach. 🔸Heatmaps and Session Recordings: Utilize heatmaps and session recording tools to understand user behavior. Identify areas of friction and test different solutions to improve user experience and conversion rates. By systematically implementing these A/B tests, you can gather valuable insights and optimize your eCommerce site for better performance. 👉https://buff.ly/4cmPBrn #ABTesting #ConversionRateOptimization #CRO #DigitalMarketing #eCommerce #GoogleAds #UserExperience #DataDrivenMarketing #Analytics #MarketingStrategy

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Can SaaS start-ups & scale-ups do their demand generation by themselves, relying primarily on MarTech? Yes! Here is how: 1️⃣ Keep up with the most recent development in the fast moving MarTech scene 2️⃣ Continuously try out new tools 3️⃣ Build a network of reliable experts in SEO, copywriting, link building, videography, analytics, etc 4️⃣ Have a subscription to various MarTech tools and discover how to link & use them effectively 5️⃣ Analyse data and know how to optimise your campaigns 6️⃣ Attend Marketing events to keep up with the news 7️⃣ Keep yourself away from yourself and not pull the plug on "marketing stuff that does not work" 8️⃣ Have an outside-in view of your business to come up with a truly customer-centric marketing strategy 9️⃣ Do the actual marketing work The pic is from yesterday's #foundersmesh event in Amsterdam. Plenty of amazing start-ups and so heartwarming to see that many are impact-focused. The future is bright (especially if they all manage to get their much-needed marketing in order 😅 ) _____ 💡 _____ Enjoying these daily doses of #marketingstrategy? Your interactions fuel my passion for #marketingwithimpact. React, follow & let's grow together!

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Performance Max is the most used campaign type in eCommerce today. But what scenarios is it best for? That’s a question most don’t ask, so I thought we would. The advantages of P-max are generally agreed to be: 📊 Supposedly a stronger bidding algorithm 📴 You don’t tinker as much ⭐ Potential preference in the ad auctions (not verified) 🙏 A single campaign for ROAS targets & budgets ↗️ Expansion to Search Ads 📺 Expansion to Display Ads & Video Ads Now, let’s take these advantages and convert to scenarios of when Performance Max is better than Standard Shopping. Link in 💬

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Need to cut wasted ad spend this week to improve efficiency? Try these optimizations: - Exclude all apps - Remove bad products - Exclude kids channels - Exclude poor locations - Exclude poor placements - Set up a landing page test - Decrease your CPA targets - Increase your ROAS targets - Add more negative keywords - Consolidate some campaigns - Consider Shopping over pMax - Pause underperforming keywords - Pause low-profit keywords/products - Use Mike Rhodes' spend allocation script - Add negative dynamic ad targets to DSA - Use a portfolio bid strategy with max CPC Not all of them are sexy or advanced. And I've mentioned most of them before... But it’s the boring fundamental stuff that’s often most impactful. Good luck improving your efficiency this week! (What are you doing this week to cut wasted ad spend?)

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The real reason most Google Ads campaigns fail to drive pipeline. And it's not the channel. It could be because you're focused on top of funnel keywords with little to no commercial intent. When people search on Google, you have two broad cohorts of users: - People looking to learn - People looking to evaluate software The group looking to learn is the largest group, commonly referred to as the 95%. The group looking to evaluate software is the smallest group, commonly referred to as the 5%. Google Ads should primarily be used as a capture channel vs. a broader brand marketing effort. Here is an example using RevenueHero. 1.Break out the campaign by keyword theme, geo, and/or product. Don't over-segment, but you want to control the budget across these different splits based on performance. If everything is grouped together, it's harder to control where your dollars are getting spent. 2.) Focus on high-intent keywords first High-intent terms are words that are added to keywords like "app," "platform," "tool," etc., and imply a higher level of intent from the searcher. Then you get keywords like "calendar scheduling tool", "appointment software", etc. However, don't forgot capability keywords as they don't always follow this rule. 3.) Use the landing page that best aligns with the keyword Before you start bidding on a keyword, you need a page that aligns with what they searcher is looking for. It doesn't mean it needs to be a non-indexed landing page "jail cell", but it needs to fulfill what the searcher was looking for. High-intent terms will be more expensive and more competitive so plan to spend a bit more per conversion. However, you should typically see much higher conversion rates from lead to opportunity as the searcher expressed some intent to evaluate a product. Vikash Koushik per our convo last week. P.S. If you have invested in broader brand awareness initiatives on channels like paid social, you'll have a better chance of driving a higher ROI. Why? People already know who you are and what you do. You'll be familiar in their mind. P.P.S I don't have all the context, but just a perspective from someone looking outside in. :)

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