Lena Sasse

The PPC game is changing. Most of the work nowadays is done off-platform. If we want results we need to get out of our comfort zone. Which often means doing work outside of Meta, Google Ads or your platform of choice. Watch the full episode on YouTube where Tomasz Sledz talks about his experience doing media buying for multi-million dollar businesses. Link in the comments. #ppc #facebookads #googleads #digitalmarketing

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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 would you add so I can include that in a future list?) ↓ If you enjoy these small pieces of advice, consider subscribing to my weekly newsletter. I share practical Google Ads tips to help you scale your accounts. → Join 18.500+ PPC experts here: https://bit.ly/ppcedge2

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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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💡 Interesting thoughts on #PPC, #GoogleAds, and #PaidSearch shared by Louisa Wade, one of our finest in the field. Whether you are new to paid search or an Ads veteran, there's something useful in this guide for you. If you'd like to discuss how to get started with #PaidAdvertising or how a professional can optimise and manage it for you, please let us know, and we can arrange a #FreeAppraisal. 📩 [email protected].

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If you listen to Google's tips on how best to spend you money, you might find yourself with none left! This is a classic example here, where the bid simulator is suggesting we increase the target by 900% to get 1 extra conversion... 🤯 🤯 🤯 In the wrong hands this stuff is very dangerous - always read the label, and if in doubt speak to an expert! #ppc #googleads #oopsie

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Some great tips here! Some of the best SEO tools are the ones you've never heard of...

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Using pMax for remarketing? You're killing your results (let me explain). I don't like to rely on Performance Max for remarketing, because I have: ❌ No control over audiences to retarget ❌ No control over ads per audience ❌ No control over remarketing spend I prefer dedicated remarketing campaigns, because I decide: ✅ Which audiences to retarget ✅ What ads you're showing them ✅ How much you spend on remarketing Much better! Take back control with this full-funnel remarketing strategy: 1: Pick the right campaign types 2: Set up your campaigns for success 3: Begin with high-intent audiences 4: Create ads for every stage of the funnel 5: Exclude recent converters to reduce wasted ad spend Stop relying on pMax to do your remarketing and take back control. p.s. want a step-by-step guide to implement this strategy? Check this out: https://lnkd.in/eexTm4Bq Do you use pMax specifically for remarketing or not?

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The #1 B2B SEO mistake: No strategy (or a very misguided one) I’ve analysed my fair share of B2B sites in recent years. And while there’s often many common surface level problems: - Keyword cannibalisation - Poor internal linking - Thin content - etc etc The deeper root cause is often a misguided strategy. A misguided strategy is usually a misalignment & misunderstanding of what successful SEO looks like and what it's trying to achieve. If you’re SEO strategy involves the following, you’re probably setting yourself up for failure: - Chasing high volume keywords for the sake of it - Treating & comparing SEO exactly like Google Ads - Not customising your strategy & positioning (with ICP in mind) - Not holding every piece of content accountable to a rational for existing What’s the biggest B2B SEO mistakes you see? P.S Thanks Taylor Scher for the recent podcast appearance.

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Real quick: running Google Ads for Ecom with Black Friday Deals this week? Don't forget to set up Promotions in Merchant Center Next. You'll unlock extra links or (clickable) badges on your Shopping Ads. This instantly boosts both your click-through-rates AND conversion rates. Here's how to set it up in less than 5 minutes: https://lnkd.in/e6fXu6AZ

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Stop Google Ads Editor from opting new search campaigns into Search Partners and the Display network by default… • Preferences (Mac) or Tools (PC) > • ‘Default campaign settings’ tab > • Default networks to ‘disabled’

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Using pMax for remarketing? You're killing your results (let me explain). I don't like to rely on Performance Max for remarketing, because I have: ❌ No control over audiences to retarget ❌ No control over ads per audience ❌ No control over remarketing spend I prefer dedicated remarketing campaigns, because I decide: ✅ Which audiences to retarget ✅ What ads you're showing them ✅ How much you spend on remarketing Much better! Take back control with this full-funnel remarketing strategy: 1: Pick the right campaign types 2: Set up your campaigns for success 3: Begin with high-intent audiences 4: Create ads for every stage of the funnel 5: Exclude recent converters to reduce wasted ad spend Stop relying on pMax to do your remarketing and take back control. p.s. want a step-by-step guide to implement this strategy? Check this out: https://lnkd.in/eexTm4Bq Do you use pMax specifically for remarketing or not?

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Google's latest updates around remarketing and conversion tracking are significant, especially concerning the EU User Consent Policy. Ignoring these changes could seriously impact your advertising success. Let's ensure we're all compliant and proactive about resolving any issues within the given timeframe. Repost this further to spread awareness and protect your advertising efforts! #googleads #sem #SEA #googleadstips #googleadsupdates

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Time for another PPC hard truth… Google Ads’ actual customers are shareholders, not advertisers. Yes, you read that right. I know, we think that as advertisers (or those of us who work on behalf of advertisers) are Google Ads’ customers. And we are. But we are not their primary customers. I have found that since I adopted this attitude, Google Ads’ decisions make more sense to me and fire me up less. Do I wish that advertisers who are not massive brands were considered true customers by Google Ads? YES. But I also accept reality. I often joke that I get better customer service from Xfinity than I do from Google Ads and I am only partly kidding. US cable companies have a reputation for having abysmal customer service. And yet, I get answers and issues resolved much more quickly with Xfinity than I typically do with Google Ads. So if you want less stress (and really who doesn’t?) try this perspective shift and see what happens! 

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🚀💡 Maximizing Impact with Small Budgets in Google Ads 💡🚀 Having worked with clients with every budget range over the last ten years I understand the challenges of working with limited Google Ads budgets. When every euro counts, there's no room for error. You need to know how to help your agency optimise and make the most of every cent: Perfect Your Product Feed: Ensure your product data is accurate and up-to-date. This enhances your visibility and relevance in searches. 1️⃣ Craft Compelling Copy: Your ad copy must be sharp, engaging, and tailored to your audience's needs. Stand out with strong, clear messaging. 2️⃣ Optimise Landing Pages: Ensure a seamless experience from ad click to conversion. Your landing page should be relevant, fast, and user-friendly. 3️⃣ Refine Your Messaging: Consistency is key. Align your ads, landing pages, and overall brand messaging to create a cohesive and persuasive narrative. One common trait we often see in ad accounts we inherit is inefficiency due to unoptimised elements. Every mistake you make burns money, so it's crucial to optimise every aspect of your campaigns. By focusing on these elements, you can drive better results, even with a smaller budget. Many of the accounts we take over have been plagued by poor product feeds, weak ad copy, subpar landing pages, and inconsistent messaging. These issues not only waste precious budget but also hinder overall performance. By addressing these pain points, we've helped our clients transform their campaigns and achieve remarkable results. Let’s turn these challenges into opportunities. With meticulous optimisation, we can make your marketing money work harder and smarter! 💪📈 #DigitalMarketing #GoogleAds #ClientSuccess #MarketingTips #Optimise #SmallBudgetBigImpact

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Growing an eCom store in Europe is not easy ❌🇪🇺 ↳ 𝐡𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐈 𝐭𝐫𝐲 𝐭𝐨 𝐟𝐢𝐱 𝐭𝐡𝐞𝐬𝐞 𝐆𝐃𝐏𝐑 𝐢𝐬𝐬𝐮𝐞𝐬 (because platforms do a bad job at collaborating properly) If you’re running ads in Europe (or get enough traffic), you know GDPR makes it more difficult to capture data Which basically hurts your ROAS Here are 3 common issues I've seen EU brands face: ❌ 𝐋𝐢𝐦𝐢𝐭𝐞𝐝 𝐝𝐚𝐭𝐚 𝐜𝐚𝐩𝐭𝐮𝐫𝐞 ↳ Native integrations like Shopify and Facebook Pixel often miss key customer activities like manual orders, subscriptions, and delayed purchases ❌ 𝐂𝐨𝐨𝐤𝐢𝐞 𝐥𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧𝐬 ↳ With Safari’s 7-day cookie deprecation, tracking consistency drops, leaving you with fragmented customer profiles ❌ 𝐈𝐧𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐣𝐨𝐮𝐫𝐧𝐞𝐲𝐬 ↳ Returning customers are often treated as new visitors after the 7-day window, leading to skewed data and wasted ad spend These gaps make it nearly impossible to optimize your ads effectively And every day you lose this data, your ROAS takes a hit - which compounds Here’s how you can solve some of these problems, and get your data and ROAS back on track All while staying GDPR-compliant: 1️⃣ 𝐈𝐧𝐬𝐭𝐚𝐥𝐥 𝐚 𝐆𝐃𝐏𝐑-𝐜𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐭 𝐟𝐢𝐫𝐬𝐭-𝐩𝐚𝐫𝐭𝐲 𝐝𝐚𝐭𝐚 𝐚𝐩𝐩 ↳ You need to use GDPR-compliant tools to capture customer interactions beyond the standard Facebook Pixel, Shopify, and Klaviyo events, covering all touchpoints 2️⃣ 𝐄𝐧𝐬𝐮𝐫𝐞 𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐛𝐞𝐲𝐨𝐧𝐝 𝐜𝐨𝐨𝐤𝐢𝐞 𝐥𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧𝐬 ↳ Don’t let cookie expiration kill your data. Set up tracking systems that go beyond the 7-day cookie window to capture complete customer behavior across longer timeframes 3️⃣ 𝐓𝐮𝐫𝐧 𝐝𝐚𝐭𝐚 𝐢𝐧𝐭𝐨 𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐛𝐥𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 ↳ Leverage that enhanced customer data to optimize your Meta Ads, Klaviyo campaigns, and other channels, making the most out of your data 🚨 GDPR compliance doesn’t have to mean lower ROAS Right now I use www.aimerce.ai and I'm seeing an average of 20% increase in revenue in Klaviyo flows I recommend it for some quick wins before the spike in traffic in Q4 ♻️ If you found this helpful, share it with your European friends 🇪🇺

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It is Monday morning during our annual 'Superbowl'→ Black Week 2024. What are the non-negotiables for an e-com advertiser this morning? → Check your account balance / back-up payment method → Check your sale components (promotion extension) → Check your high frequency remarketing campaigns → Check your Google Merchant Center promotions → Check your segmentation scripts/tools for errors → Check your productfeed diagnostics (GMC) → Check if your sale-themed assets went live. → Check your landing pages / checkout → Check your impression/market share → Check your seasonal bidadjustments → Check your targets/bidding strategy → Check your competitor's offers → Check your supply / inventory → Check your spend allocation → Check your conversion path → Check your conversionrates → Check your Ad customizers Make sure you don't miss the basics this week! Stay cool and hydrated and we'll see you on the flip side! ✌ -- Ruben Runneboom co-founder at Taskforce™ Cheers!

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Inside of The Google Ads Ecom Academy, we do weekly Q&A calls In our recent call, I covered, in detail ⤵️ → Auditing a Struggling Ecom Brand → Why You Shouldn’t Use PMAX Yet → Fixing Costly Google Ads Mistakes → Improve Sales with Better Product Titles → Should You Be Advertising Bundles? → Leveraging Meta Ads in YouTube Shorts → Unlocking the Power of Remarketing → Setting Realistic ROAS Goals → How to Maximize Your Google Ads Budget → Should You Raise Your Budget to Get Faster Results? → Is A Two-Tier Google Shopping Worth It? → Optimizing Your Campaign for High Conversion We host calls like this every Sunday 3 PM UK BST These calls are reserved for paying members of the academy, but it's still valuable for my members if I answer questions from outside of the academy If you have a question, you'd like me to cover in this weeks Q&A: DM me your question And I'll answer live on our upcoming Q&A call #googleads #ppc #mentorship #academy

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💰 Channel Planning: Making Your Marketing Budget Work Backwards We've covered bottom-up planning and conversion rates. Now let's talk money. Once you know your lead target, use Channel CPL to build your budget: Example: For 1,000 MQLs needed, and using average CPLs from Sopro: • LinkedIn Ads: CPL $65 × 400 leads = $26K • Content/SEO: CPL $95 × 400 leads = $38K • Events: CPL $1,000 × 100 leads = $100K • Referral: CPL $25 × 100 leads = $2.5K 𝗧𝗼𝘁𝗮𝗹 𝗯𝘂𝗱𝗴𝗲𝘁 𝗻𝗲𝗲𝗱𝗲𝗱: $𝟏𝟔𝟔.𝟓𝐊 𝙒𝙖𝙣𝙩 𝙩𝙤 𝙨𝙘𝙤𝙧𝙚 𝙖 𝙛𝙚𝙬 𝙗𝙤𝙣𝙪𝙨 𝙥𝙤𝙞𝙣𝙩𝙨? 💰 Track both CPL and MQL:SQL conversion rates monthly by channel and move budget into the best performing channels 💰 Include costs for nurture and retargeting to increase conversions after they have engaged 💰 Factor in seasonality and buying cycles as most markets go quiet over the summer 💰 Build in 15% testing budget to test new channels 𝙍𝙚𝙖𝙡𝙞𝙩𝙮 𝙘𝙝𝙚𝙘𝙠 If your budget doesn't align with your lead goals based on your CPL maths, you need to either: A) Get more budget B) Find cheaper channels C) Improve conversion rates Don't let your CEO give you a lead goal without the budget to match 😉 Series complete! Which topic resonated most? Comment below 👇 ------------------- 𝙉𝙚𝙚𝙙 𝙝𝙚𝙡𝙥 𝙥𝙡𝙖𝙣𝙣𝙞𝙣𝙜 𝙮𝙤𝙪𝙧 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 𝙗𝙪𝙙𝙜𝙚𝙩 𝙛𝙤𝙧 2025? 📈 DM me or hit the 'book an appointment' link above in my profile to book a slot and we'll review your marketing plans and budgets 📅 #MarketingBudget #B2BMarketing #MarketingROI

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Big news for ecommerce businesses! Standard Shopping is no longer automatically taking a back seat to Performance Max campaigns. From now on, both will compete on a level playing field, with Ad Rank deciding the winner. What does this mean for your setup? You can now effectively combine Standard Shopping and Performance Max campaigns. Previously, Performance Max always had the edge, even when Standard Shopping had a stronger ad or a better bid. As someone who has leaned on Standard Shopping since day one, I'm excited about this shift. While I've grown to appreciate Performance Max because I truly believe it is the future of Google Ads, I cannot emphasize enough how important this new focus on Standard Shopping is. It offers more control over ad spend and means you don’t have to just lean on the classic marketing remark: “Trust the algorithm.” And beyond the update itself, it is amazing to have a team that is always on top of the latest changes. Big thanks to my colleague Sami Sanullari for spotting this the moment it dropped! 🚀 You can read more here: https://lnkd.in/dkEG7cqz

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