Kasper Bengtson

𝐖𝐡𝐲 𝐬𝐡𝐨𝐮𝐥𝐝 𝐲𝐨𝐮𝐧𝐠 𝐩𝐞𝐨𝐩𝐥𝐞 𝐡𝐚𝐯𝐞 𝐚𝐥𝐥 𝐭𝐡𝐞 𝐟𝐮𝐧? We've been in advertising from the time type was still set by hand. And when esoteric stuff like blocks and mats were sent to publications to publish the ads. Google does not even understand the term anymore and will take you to advertising mats, where logos of companies become mats for people to wipe their feet on. We've sat through long briefing sessions as well as hurried ones. We've met our share of duds and brilliant minds. We've created work that worked and didn't. But we both loved doing it. As Narayan said on the My First Job podcast - People actually pay you for doing this? It's not a career our parents understood. The ads that came in newspapers were created by people from a different world - to us middle-class blokes anyway. And in India, it wasn't like being in the Mad Men series. Except possibly in some agencies in Bombay. You had the Alyque Padamsees and the Piyush Pandeys but they were well-known within the fraternity, rather than the mainstream Yes, we had our share of parties and launches. And then, the internet happened. It threw out well established business models where the media paid agencies a nice fat commission. Google, Facebook and Amazon happened. They made the kind of money that the biggest advertising agencies of the time did not dare to dream about. They took spades, shovels and scythes to slice through well-oiled media machines leaving them gasping for breath. Data became the new God, consumers the data points. They began to get investigated like bacteria under a microscope. The volume of advertising and the cacophony increased. There's hardly a place left on earth where consumers are not being targeted, tracked and tempted. Both Narayan and I have been lucky to see the 'Before' and After' of advertising in India. Or unlucky, given that today's generation thinks they know everything, even before they know anything. We don't think we're oracles. Far from it. But if advertising has taught us anything, it's that people love their egos and want it massaged all the time. Individually or collectively. We'll take one little strand of advertising in every episode and discuss or debate it. In the process, if you get to learn a little, so be it. Advertising paid our bills and kept the lights on for us. And for that, we'd like to leave a bit of history of how things came to be this way. Subscribe, share and join us every week for a new episode of Old Bandicoots on Thursdays at 7 PM, starting with the Premiere of the first episode today #branding #advertising #campaigns #media #consumers #choice #TV #digital #marketing #newspapers #outdoor

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1️⃣ Is Page #1 Really #1 Anymore? Google Search Gets a Makeover 💻 Perhaps you remember endlessly scrolling and "page 1 rankings" that weren't quite what they seemed ? Google's desktop search is now revamping its format, switching back to a familiar page-by-page view (with mobile versions imminent). 🚀 The upside for businesses is as follows; 🔍 Clarity & Focus: Top results are front and center, making it easier for potential customers to find your brand. 📣 SEO Strategies can evolve; so the team here at Digital Next, UK can really focus upon landing you the spot on the first page, maximising impact. This is a potential game-changer for visibility within Google search. What are your thoughts on the update, have you noticed it as yet ? #googlesearch #seo #digitalmarketing #searchengineland #marketingstrategy #searchfirstcreative

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More leads, more problems? Sounds counterintuitive, right? Yet, when it comes to B2B strategies, an obsession with lead quantity over quality might just be the silent killer of your business growth. Imagine this: Your funnel is overflowing, but your conversion rate is dwindling. Your sales team is overwhelmed, chasing down leads that barely convert. The cost? Time, resources, and morale. Here's the kicker: Not all leads are created equal. A smaller pool of high-intent, well-qualified leads can dramatically outperform a sea of lukewarm prospects. It's about targeting the right people, at the right time, with the right offer. The shift from quantity to quality isn't just a strategy change; it's a mindset revolution. It's about deep diving into what truly drives your ideal customers, understanding their pain points, and crafting solutions that speak directly to them. So, how do you make the pivot? Start with your data. Analyze your highest converting leads and look for patterns. Invest in targeted content that speaks to those needs. Empower your sales team with insights, not just contacts. Remember, in the realm of B2B, less can indeed be more. Focus on building meaningful relationships with fewer, but more qualified leads, and watch your conversion rates—and morale—soar. Ready to transform your approach and prioritize lead quality? Let's discuss strategies that have worked for you and explore new ways to enhance your B2B strategy together.

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LinkedIn Ads Hack Customer Research Hack Create a saved Audience of a company / segment & you can also see what kind of content they are interested in P.S if you like these kind of things you'll enjoy our newsletter 42slash(.)com we're publishing our full youtube playbook for B2B

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I'm convinced that linkbuilding may not be a sustainable business choice with the increase in pricing of Ahrefs + the reduction of sites that are available. What's the solution? I suppose to increase your prices, however there is also a lot of competition in linkbuilding so you have a limit to how much you can increase your prices. You can also pivot to digital PR, but it seems that like everything in SEO, as soon as something is working SEOs go ahead and exploit it until that tactic no longer works. You can get around the Ahrefs pricing increase by re-using sites that you used in the past, but you can't do that ALL the time for all of your clients or you'll risk creating a footprint. The higher DR your client, the less likely you'll be able to profit from the Ahrefs credit system. One of my clients has 78DR, and honestly I don't think that you can build 2 links out of 500 credits even with the amount of sites they already have. Linkbuilding already depends a lot on luck, and the truth is sometimes campaigns don't work out. So that's $130 minimum (just for the base plan, you can't even look at linked domains with this plan, the next step up is $250) that you're out of pocket, + you need to spend more on credits and even then you can have multiple campaigns not work out in a row. Not only that, ahrefs also charges you more per seat the higher the tier plan you're on! Ahrefs is not the only thing required either, you also need to pay for hunter credits, email domains, + any other tools you need to run a proper campaign. Fuck em at this point. 1 link is starting to look to be worth about $6-700 each, and I'm not sure how sustainable this business is going to be for the long term. Now imagine you need to pay this, for a team, to do their work, + paying the team + having to stay with competitive prices. You can't really do the job any longer with these limitations in place. When I was doing linkbuilding myself on the old ahrefs plan, I would use around 3000 credits a month for 3-4 clients. That would be around $400 just for one person, now imagine having to pay this for each team member you have, just to do the job properly. I did have a client that I worked with recently that did 0 linkbuilding and for that client, it was super easy work, but that's a rare exception. As time goes on, the pool of links available is less and less and it takes more and more time to find quality sites. And now with a lot of sites recently having been removed from the pool, there is a significant amount of sites that you can no longer in good conscience build for your clients. So what's the solution here? I think I'm pivoting to another industry. I see the writing on the walls and with the price creep getting too drastic, I think that linkbuilding is going to change a lot in the next few years. It sucks being tied to the monopoly that is ahrefs. They're going to keep raising the prices until the lemon is squeezed completely.

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Don't trust your Google Search Console data! I just looked at GSC data for a website with 100 % Finnish content. Yet, 93 % of search impressions are from all over the world, from countries like the USA, South Korea, or Vietnam. For some queries, it is even worse. For example, 100 % of search impressions for "verkkokaupan SEO" (e-commerce SEO) are generated outside Finland. This simply does not make sense. The only possible reason is that SEO tools crawling Google's search results destroy the data quality for most digital marketing and SEO-related search queries. So, in this case, collecting the data with scrapers destroys the data quality for all users. 💗 Follow me for more posts about #digitalanalytics in the #realworld!

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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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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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#13:  𝟯-𝗠𝗶𝗻𝘂𝘁𝗲 𝗦𝗘𝗢 𝗥𝗲𝗽𝗼𝗿𝘁 𝗖𝗮𝗿𝗱: 𝗦𝗘𝗢 & 𝗪𝗲𝗯 𝗔𝗰𝗰𝗲𝘀𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗿𝗼𝗺 Nordic Living by Biehl 💎🤓 Are you making these website mistakes? 1. Could your color palette be hurting your SEO? 2. Is your website title optimized for search engines? 3. Are you using header tags effectively on your homepage? Find out now in today's must-watch video! Apply these actionable insights to up your site's SEO performance game. 🚀 -------------------------------------------------- The "𝟯-𝗠𝗶𝗻𝘂𝘁𝗲 𝗦𝗘𝗢 𝗥𝗲𝗽𝗼𝗿𝘁 𝗖𝗮𝗿𝗱" is your 𝗧𝘂𝗲𝘀𝗱𝗮𝘆 𝗺𝗼𝗿𝗻𝗶𝗻𝗴 (𝟭𝟬 𝗔𝗠, 𝗨𝗞 𝘁𝗶𝗺𝗲) dose of actionable 𝗦𝗘𝗢 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗼𝗻 𝗩𝗶𝗱𝗲𝗼 to boost Google rankings, attract relevant traffic, and create a better user experience. - Hi, I'm Medha 👋🏽 - I'm the Founder of Digital Chakra and an SEO Growth Consultant, helping retail ecommerce businesses 𝗚𝗼 𝗙𝗿𝗼𝗺 𝗣𝗮𝗴𝗲 𝗡𝗼𝗻𝗲 𝗧𝗼 𝗣𝗮𝗴𝗲 𝗢𝗻𝗲® on Google, for relevant niche keywords - Engage, Follow or say "Hello" if my content resonates with you. #seo #seotips #seoaudit #ecommerceseo

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Running ads in META is not that complicated. But there are still questions. Focusing on creatives is the right point. It is 80% of your success. But the thing is that creatives are just a package for marketing angles. There are three simple steps to create the right ads for your product: 1. ICP research. Describe at least three of your Ideal Customer Personas. 2. Find a marketing angle for each. 3. Write copies for each marketing angle. At this point, you are ready for creative work! Each creative set = Marketing Angle + Copies. This flow is used by all senior-level media buyers worldwide. And it brings them testing time reduction and more efficient scalability opportunities. Join the community with StrategiQ AI at www.quam.cc

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One of the easiest tests to run to boost email signup rate is pop up vs full page In this example, we ran an extremely successful popup form AB test boosting signup rate by +31%!

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I was wrong about the future of the Google Ads Specialist. I thought that pMax was the last step of automation that would make PPC experts obsolete. But turns out: I was wrong. Our role is significantly different from before... But Google Ads Specialists are needed now more than ever. - Who steps in when the machine breaks? - Who is the gatekeeper between Google’s incentives and your client’s goals? - Who determines the account strategy (e.g. should you even run pMax at and when)? - Who creates unique, high-quality, CONVERSION-OPTIMIZED assets to feed into the machine? - Who ensures you optimize for real business results (aka qualified leads, sales and actual profit)? AI certainly won't. I can go on and on, but I think you get it: The answer to all questions is: you, the Google Ads Specialist. It’s easier than ever for Google to waste your budget. Up to you to remain sharp and find ways to let the system optimize for real business results. Not just more spend. True experts are needed now more than ever. What’s your take on this?

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Huge budgets kill your eCommerce growth! Use microtargeting magic! Forget dumping loads of money. With the right data and analytics, even small shops can play big. Microtargeting lets you zoom in on specific customer groups with laser focus. It’s like fishing with a spear instead of a net. Here’s how you can do it: 1️⃣ 𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 - Dive into your customer data. - Figure out their interests. - Find out where they hang out online. 2️⃣ 𝗦𝗲𝗴𝗺𝗲𝗻𝘁 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 - Break your audience into smaller groups. - Use things like demographics, behaviours, and interests. 3️⃣ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲 𝗬𝗼𝘂𝗿 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - Tailor your ads for each group. - Speak to their unique needs. 4️⃣ 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗟𝗼𝗼𝗸𝗮𝗹𝗶𝗸𝗲 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 - Use platforms like Facebook and Google. 5️⃣ 𝗨𝘁𝗶𝗹𝗶𝘀𝗲 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 - Reach out to those who left your site. - Bring them back. 6️⃣ 𝗔𝗻𝗮𝗹𝘆𝘀𝗲 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗲 - Keep an eye on your campaigns. - Make tweaks as needed. ❤️ 𝗪𝗵𝘆 𝗠𝗶𝗰𝗿𝗼𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗥𝗼𝗰𝗸𝘀: - Cost-effective: More bang for your buck. - Higher conversion rates: Personalised messages. - Better ROI: Smarter spending. It’s all about smart spending, not big budgets. 💡 Have you tried microtargeting in your eCommerce? Drop your stories in the comments! #MarketingStrategy #DigitalStrategy #Marketing #DigitalMarketing   ----------- 👍 Like this post? 👀Want to see more? Ring the 🔔 on my Profile ⬆️ Connect with me

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A/B testing is important...but where should I start? (Jamie Pagan and I have started to post "building in public" style content on a regular basis) In the coming weeks my plan is to double down on landing page testing for Google Ads. I did several tests already in the past, but there was never a real "system" or plan in place to do it. And we all know what happens, when there is no system or plan behind something! In most cases it's not being done. For a few weeks already I had this urge to do something about it. So I kept asking myself...what first step will I have to take to get me started? My initial thought was: "Ok, let's make sure my Google Ads Account structure is optimised, so I have enough data once I do really start setting up tests regularly." - and BOOM! - I managed to re-structure my campaigns to make exactly that happen ✅ But even after taking this step, the task "Test landing pages regularly to improve conversion rates" was too large for me to just go ahead and start. So I kept asking, how can I break this down so it's more manageable and a clear "action plan" emerges? Well, last week I came up with the solution - why not just start with 1) a workshop session to write down all the components a landing page contains 2) ranking them by potential impact on the conversion rate Once all the components are listed and ranked, I simply have to work through the list and start testing! Lesson learnt from this one? If there's a huge task before you, break it down into it's most simple form and start executing! 🚀 Happy Monday ☀

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The best marketing channel is where people spend the least amount of time. Just look at how much time people spend on each channel per day. Emails – 2 hours and 52 minutes (Statista) Streaming – 2 hours and 37 minutes (Statista & Nielson) Social media – 2 hours and 27 minutes (Data Reportal) Search engines – 15.4 minutes a day (Statista) You would think that where the attention is, that is where the most ROI is. Well with email, people spend almost 3 hours a day, mainly communicating with others. With streaming, people may see ads, but most of us are using streaming to watch TV shows and movies. With social media, people are spending more than 2.5 hours a day consuming content. They’re just scrolling on the social sites… On the flip side, people spend the least amount of time on search engines. Although it is only 15.4 minutes a day on average, the number of searches is large. A whopping 8.5 billion searches take place on Google each day. Now the main reason people don’t spend much time on search engines is because people are clicking over to your website. Just think about that… the goal of a search engine isn’t to keep you on their platform (although for some queries it may be), the goal is to help you find resources. It’s like a portal. That’s why search converts so well from a marketing perspective. People type something in like “credit cards” and you are presented with a list of websites that offer “credit cards”. It’s that simple. Definitely not sexy, but it makes a lot of money for search engines and businesses. To give you an idea Google generated 224.47 billion dollars in ad revenue in 2022 while Meta generated 113 billion during the same period. That’s the power of search.

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New school SaaS solutions offer so much flexibility and variety in features. Old school tracking platforms should take note. Today we look at: Everflow - Partner Marketing Platform They have a built in cookie freeze feature without needing extra code. 𝗪𝗵𝗮𝘁 𝗶𝘀 𝗮 𝗰𝗼𝗼𝗸𝗶𝗲 𝗳𝗿𝗲𝗲𝘇𝗲? ↳ A technique used to prevent new cookies from being saved within a certain time frame. 𝗧𝘆𝗽𝗶𝗰𝗮𝗹𝗹𝘆 𝗮𝗽𝗽𝗹𝗶𝗲𝗱 𝘁𝗼: ↳ Prevent last click coupon sites from dropping cookies while a visitor is in the cart. Everflow's option doesn't block cookies within a specified time frame. But it will not record conversions if the click to conversion times fall within your given range. 𝗜𝘁 𝗵𝗲𝗹𝗽𝘀 𝗽𝗿𝗲𝘃𝗲𝗻𝘁: ↳ Coupon sites hijacking the conversion in the final stages of the customer journey ↳ Fraudulent activity like click injections, etc. This is pretty dope if you ask me. Every affiliate tracking platform should have this option. Which features do you want to see more in your current platform? PS: I'll highlight more features like this once in a while. PPS: the time frame in the image is purely theoretical and you should apply what is relevant for your specific brand's affiliate program. <><> Looking to level up your affiliate game? Sign up for the Sunday Tips: bit.ly/3tgBX7n

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3 X 3 Months GIVE AWAY ProfitMetrics.io I can give away 3 times a 3 month membership from ProfitMetrics. To celebrate the new Shopping Booster tool from ProfitMetrics.io, which lets advertisers run more profitably, prioritize certain products on Shopping Ads, and control how their ad spend is spent React with 𝐏𝐫𝐨𝐟𝐢𝐭𝐦𝐞𝐭𝐫𝐢𝐜𝐬 and I will register your name on the random name picker. Next Friday we will announce the winners. #PPC #SEA #Ads #GoogleAds

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Last week I booked 11 sales meetings for my agency. You can too. Even if starting from scratch. You don't need a flashy tech stack of 10 AI tools. You just gotta stick to the basics: 1. Send the right message 2. To the right decision-maker 3. At a high volume (500-1000 per day) I use Instantly.ai as my all-in-one platform for this. If you're getting started, it's all you need. It allows you to: - Scrape leads. - Set up your email accounts. - Monitor your deliverability like a pro. - Craft hyper-personalized campaigns at scale. - Send emails, reply to leads, and manage everything. It's a simple system that gets results. This week, I launched 3 targeted campaigns: - Content agencies. - Growth consultants. - Demand gen agencies. Within 5 days I booked 11 meetings. And already closed 2 deals. So the lesson here is: Stop overcomplicating. Stick to the basics. And your calendar will fill up. P.S. What's your favorite outbound tool?

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