Will Blears

Having reserve email accounts & ESP diversification will be a MUST moving forward. You could be doing absolutely everything “correct” in terms of deliverability But still have accounts get nuked out of nowhere with no understanding of why. Having accounts across different ESPs and in reserve in case of a rainy day will solve both a throttle in volume (from setting up new accounts from scratch + warm up) And can help you identify which providers are under/outperforming others. Deliverability tests are just as important as copy split-tests now.

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Some end-of-the-week results showcase - 📉 Cost Per Conversion reduced by 99.1% 📈 Conversion Rate increased by 12,512% 📈Conversions increased by 31,950% 📈New Contacts increased in CRM by 97.1% 📈MQLs increased by 35.7% Key Insights 💡 1️⃣ Before we took over the account, ad money was being spent but without proper conversion tracking. Can't emphasize enough how important that is. 2️⃣ A focus on middle and lower-funnel conversions, considering people who click on Book a Demo as a conversion, Meeting Bookings, and Form Fill ups as conversions. This helped the Ads algorithm collect data and also push for lower funnel conversions simultaneously. 3️⃣ Previously the account was running Dynamic search ads which didn't make much business sense and CPA was astronomical. Switched the structure to Search, Pmax, and now display for retargeting. What are your Lead Gen Strategies for Google Ads? #googleads #leadgeneration

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Last week at Substrakt we launched our first Cultural Website Performance Benchmark Report (which you can download via the link in the comments). We looked at the 2023 website traffic data for 76 cultural websites (encompassing over 110 million user sessions). I am doing a couple of webinars over the next two Wednesdays (tomorrow - Weds 8th May at 2pm BST, and next week - Weds 15th May at 11.30am ET / 8.30am PT) to walk through the background to the report, and some of our main findings. Book your place here: https://lnkd.in/eeaHnrun For example, our analysis found that: - On average, mobile devices are now responsible for more than 69% of traffic to cultural websites. However mobile conversion rates are on average 68% lower than desktop traffic. - Cultural homepages are the entry point for just 16% of traffic to cultural websites. - Traffic from email converts at a higher rate than any other source. - Basket abandonment rates on cultural websites are 52% better than other ecommerce sites. - The average value of mobile donations increased by over 70% in 2023. - 'Engagement rates' for cultural websites are 40% lower than other sectors.

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Monday Update (7/1) for Lore 🛰️ Wins 🚀 - My co-founder is finally out of his job to focus on this brand full time - We confirmed a great placement for a URL link on a 24/7 stream with hundreds of our ICP watching Losses 😴 - Not necessarily a loss, but the last week we didn’t gain or lose anything - We were a bit in limbo and could have been more productive Things We Learned 🧠 - Watching some other apparel brands we noticed we need much better systems in place to put out creative - Today we’re templating a few scripts/ formats that we can always run for each product Action Items 💯 - Confirm if we are changing the blank we are using to a new one we found that has a nicer fit and heavier feel - Drop a new product every week, new collection every 3-4 weeks (finalizing calendar) Final thoughts: we don’t want to put all of our hopes and dreams on one design. We need to move faster and put out more content and more shirts to find what sticks organically. I got the inspiration from watching music artists and how new singles released prior to the album historically perform better than the unreleased songs revealed on the album. Taking the same approach, we want to supercharge our content engine and post more teasers and product intros prior to launch days.

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Apple's making money transfer as easy as a handshake. 🤝💰 This isn't just a cool feature – it's a seismic shift in how we interact with money. 🌊🔗 📱With iOS 18's 'Tap to Cash', your iPhone becomes a instant payment portal. No apps, no account numbers – just tap and go. 🤳🏻✨ We're witnessing the dawn of truly frictionless transactions. I believe it's not just about convenience; it's about redefining the very concept of economic value exchange.⚖️ 💡The definition of Ownership is Changing. Think about it: 1. When does ownership transfer in a world of instant transactions? 🤔 2. What new possibilities emerge when money moves at the speed of data? 🧿 3. What happens to financial intermediaries when every phone is a potential bank? 🏦📱 This is more than a new iOS feature. It's a glimpse into a future where the lines between physical and digital value blur, where economic interactions are as seamless as conversation. 🗣️💸 #FutureOfMoney #FinTech #AppleTapToCash #FrictionlessEconomy

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The financial services verification alert could be limiting your Google Ads visibility... A few months ago, we audited an ad account for a high street bank that had just launched its first Google Ads campaign (yes really!). The financial services verification alert was visible in the account so we submitted the advertiser's FCA details. 𝗧𝗵𝗲 𝘄𝗲𝗲𝗸 𝗯𝗲𝗳𝗼𝗿𝗲 𝗮𝗽𝗽𝗿𝗼𝘃𝗮𝗹: 𝟭.𝟮𝗸 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 𝗧𝗵𝗲 𝘄𝗲𝗲𝗸 𝗮𝗳𝘁𝗲𝗿 𝗮𝗽𝗽𝗿𝗼𝘃𝗮𝗹: 𝟰𝟵𝟵𝗸 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 An immediate uplift in daily Impressions of 34,900% and investment of 400%. FCA-regulated advertisers promoting financial products - complete the verification and submit your FCA details asap. Non-FCA-regulated advertisers that are not promoting financial products - if the alert appears in your account, apply for an exemption. Either approach should help increase your visibility and improve campaign performance.

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My client’s CPL reduced from £226 → £40. In 2 months of working together. Here's the process we took: 1. Strategy - defined the ideal client (wine investors) 2. Marketing - decided what platforms to use to get leads 3. Ads setup - set up ads on Google and Meta 4. Optimise - consistently improved the ads That's a very simplified version of what we ACTUALLY did. If you want to reduce your cost per lead, you can: Look at my content, a lot of it’s there. OR If you want to speed up the whole process and get more leads, Click ‘Book an Appointment’ at the top of this post. ⬆

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So here it is the official brochure For defiant SEO if you or someone you know wants to be NO1 on Google for your business then send me a message today to get started

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New update to TikTok? Interesting to see in FYP a direct push now make sure you view following accounts stories from feed. Personally I don’t really use stories or view them on TikTok. Why? The algorithm of TikTok is so good I rarely use the followers page. The new content I’m after tends to appear. However this is interesting. Gives some credibility to the stories and a purpose. Btw if you are not following Mary-Anne Da'Marzo aka CEO of Firebelly Media, 110% reccomend a follow, her content is great for educating and her delivery is top notch #tiktok #socialmedia #socialmediaupdate

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NEW! Do you know if PMax is cannibalising search activity? Answering this question lets you understand whether you’re driving more relevant coverage. So, we’ve built technology to help do this at scale and visualise the impact via our Search Space Report 🌍 What have we found? Unsurprisingly, the cannibalisation impact of PMax on search campaigns varies drastically depending on a few factors, but as a summary, this is what we see:   1. Some accounts see an incredible amount of cannibalisation, with a high degree of cross-over and, in some cases, no incremental upside.  2. Others overlap, but the differences in format mean there is still incremental uplift (e.g., shopping campaigns alongside search, vehicle ads & search, etc.).  3. In some cases we see some overlap, but without clear signs that search campaigns are losing out. The screenshot below shows the Search Space Report for an account running Performance Max and Search simultaneously. The blue dots represent Performance Max terms, and the black dots represent Search campaigns. You can clearly see there is a high degree of overlap; in almost all instances of Search activity, we have Performance Max representation. Does this mean that there is a high degree of cannibalisation? Actually, in this case, no, we don’t think there was. The Search campaigns did not lose impression visibility, and Performance Max was able to access incremental visibility. As the old adage goes: if you can measure it, you can manage it. And with this technology, our clients and accounts get access to insights that will help them generate more incremental conversions over time. Send me a DM to learn more about your Performance Max campaigns or how to get the best setup for your account 📧

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AI isn't good for everything. Case in point incoming... I've avoided Suno so far, but fell down a rabbit hole last night messing about asking it to write songs about PPC, SEO and digital marketing (for jokes, obvs) At one point I got it into my head that it could have a go at doing a version of Robert Wyatt's classic 'Shipbuilding' but an SEO-influenced version called 'Link Building' (I know, and I am sorry, but it's done now) This was the result - it was nowhere near what I wanted (or expected) but it was charming and funny enough to share the result here. Let's see if you end up humming it all weekend. Thankfully AI ain't taking over individual creativity just yet https://lnkd.in/e-bqJQz7 #seo #backlinks #webmasters #linkfarms #seoaudit

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Reddit is great for brand exposure, but one wrong move can get your subreddit clapped. With Skool, brands own their community and have the following benefits: ✉️ Collect email addresses (and API into beehiiv) 🔽 Attract your ICP and funnel them into discovery calls 🛒 Convert existing content into paid classes 🚀 Your posts index quickly on Google, helping you rank for what's important Now selling done for you Skool communities at Community Operators, link in comments.

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Out there in a dark corner of the internet are many Facebook Ad "agencies" who are secretly going to Facebook Groups and asking questions about how to run your campaigns. Really simple questions too. That's fine and all - we've all got to learn from somewhere and do something for the first time - but do you really want to risk your ad spend on a newbie who doesn't understand the difference between objectives? You need to make sure you are asking questions of your agencies that show they can handle your account with ease. Show you case studies and examples of work they have done before and get them to talk about it to your verbatim first before you sign. Don't risk it because you want to hire cheap and if you need advice on hiring a an agency, you know where Aunty Vicki is.

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These are the 6 things I always look at when reviewing a piece of performance UGC 👇 ✅ Hook ✅ Product to frame ✅ Benefits/USPs ✅ Reviews/Credibility ✅ Outro ✅ Length If you are ticking all of these boxes and regularly working on iterations of the top performers, you're already ahead of the curve 👏 #paidmedia #meta #tiktok #ugc

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Why would a potential client choose your agency over others? I figured it out: - you specialise in their industry - you specialise in the “thing” (SEO, PPC, design etc) - you have case studies for companies similar to theirs - you clearly demonstrate your processes - you are outcome focused - you are transparent with pricing upfront - you don’t lock people in - you make it as risk free as possible Don’t focus on a pretty website and logo. Focus on a no brainer offer.

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Great use of our mobile/social location budget optimisation platform, 🔴HOTSPOT. Not only are Meta, TikTok & search ads triggered based on pollen count - localised budgets are also set dynamically based on the severity too. So a very high count in one area would be automatically upweighted vs a high count in another area 🌼 🤧 Planned with our friends at JKO for Fusion Allergy - An effective and more natural approach to hayfever relief #socialmedia #geotargeting

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🚨 Google’s August 2024 Core Update is here, and it could impact sites with content written mainly for search engines. If your content relies on keyword stuffing or over-optimisation, it might be time for a refresh. This update is all about valuing genuinely useful, people-first content. If you're concerned about how this might affect your site, I’d love to help. I’m offering a free video audit to take a look at your content strategy and provide some friendly advice on staying ahead. Let’s make sure your content is as valuable to your audience as it is to search engines. 😊 #SEO #GoogleUpdate #ContentStrategy #DigitalMarketing #BrandBuilding

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If Boxbollen partnering with top-tier celebs/creators & using smartphone-quality video isn't a sign to start testing UGC I don't know what is!? → Tyson Fury → Conor McGregor → Jessica Simpson → Khloe Kardashian → Bill Gates → Tom Brady The list goes on! 200M+ TikTok views later, this 'unpolished' content style is clearly a hit. Can you imagine how much these celebs have been paid? And the content is being shot on (what looks like) a smartphone!? I'm sure filmmakers will be horrified. But there is clearly a place for UGC-style content like this. What do you think? In our latest Business Anchors episode, we delve into 4 more cutting-edge marketing trends & examples in more detail. Full episode: https://lnkd.in/enSMTQfE

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