Bryan Coe

Google may be charging you a premium. You could be paying $100+ per click without knowing it. We are seeing an increase in these very high click prices, even in profitable campaigns. Want to see if this is happening in your account? Look at your overall search terms and filter by price. Luckily, there is a way to prevent those excessively expensive clicks that Google is trying to sneak into your account. However, it's a hidden setting, only available with Portfolio Bid Strategies. So, we made this video on how to implement it.

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I just reviewed 50+ lead scoring systems. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸𝘀: Track buying intent signals, not just activity. Score the account's pain points, not just the contact. Let behavior predict readiness, not just titles. Weight recent activity more than historical. Align scoring with your actual closed-won patterns. If this gets good engagement, I’ll post a new ready-to-use playbook from the research 🤙🎁

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If you’re running an agency and want to hit $2M+ fast, here’s the play: automate, leverage AI, and keep your margins high. Most agencies waste time and money on bloated teams and outdated processes. But the ones scaling fast? They’re using tools like Make and Zapier to replace traditional roles with seamless automation. Profit margins of 40%+ aren’t a dream—they’re a result of smart operations. Add AI into the mix, and you’ve got a powerhouse. AI can ideate, design, and even build—whether it’s content, apps, or websites—at a fraction of the cost. It’s not about replacing talent, but enhancing it. The takeaway? Scale smarter, not harder. We’re running an accelerator for agency owners who want to multiply their valuation by 2x in 3-6 months. Sign up here: agenciesx.com #AgencyGrowth #Automation #AIForBusiness #Entrepreneurship #BusinessScaling

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Newsletters are just blogs... Newsletters are usually a bunch of short posts and thoughts listed out. This is what most blogs were. The thing that newsletters solved versus blogs: DISTRIBUTION. When you publish a blog post it enters the void. When you publish a newsletter it gets read by 30%+ of your list.

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May 5 will be like March 5, with a flurry of manual actions + algorithmic demotions. It's approaching quickly. Should be very interesting to analyze :) -> "Site reputation abuse is when third-party pages are published with little or no first-party oversight or involvement, where the purpose is to manipulate Search rankings by taking advantage of the first-party site's ranking signals." -> Google Will Fight Site Reputation Abuse Spam Via Both Manual Actions & Algorithmic Changes via Barry Schwartz #google #seo

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A plug for an important workshop: Thesis: Competent landing pages drop your acquisition costs. This makes you a more competitive advertiser. Corollary: A well-designed landing page is not enough. It's the message that makes the difference. Find out how to become a more competitive advertiser by taking control of the only thing you can control: your conversion rate. The link is in the comments because we have to play games with the algorithm. #conversionsciences #cro #smx

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I like to use performance segments with Google Ads, you probably too. Not only did we got a ton of nice segmenting options from scripts or 3rd party tools, but this also emerged to one of the better shopping strategies in the last couple of years. BUT have you ever wondered if the way we categorize products in Google Ads might be influencing their performance? Let's talk about the potential for self-fulfilling prophecies when using product labels like "top sellers," "low volume push," or "money burners." and so on. 🏷️ Labels shape expectations: Once we categorize a product, we subconsciously form expectations about its performance. 🎯 Resource allocation follows labels: "Top sellers" might get prime ad placements and bigger budgets, while "money burners" get less attention. 📊 Performance aligns with expectations: With more resources, "top sellers" continue to perform well, while neglected products struggle. 🧠 Confirmation bias kicks in: We notice information that confirms our initial categorization, reinforcing our beliefs. 🔄 The cycle perpetuates: As performance aligns with labels, we feel justified in our initial categorization, strengthening the cycle. But what if we're limiting potential winners by how we label them? Always CHALLENGE your setup Consider this alternative approach: - Regularly rotate focus across all products - Implement A/B testing for ad placements and budgets - Use data-driven attribution to understand the full customer journey - Avoid rigid categorizations; instead, focus on specific metrics and trends - Foster a "challenger" mindset: periodically give underperforming products a chance to shine - Remember, today's "money burner" could be tomorrow's star performer if given the right opportunity and optimization. #ppc #googleads #pmax

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The Messaging Events API is going away. In Meta’s latest Graph and Marketing API announcement, there was an important note about the Messaging Events API under deprecations. You can find the announcement here: https://lnkd.in/ggDC_9Et In it, Meta says that the Messaging Events API will be deprecated in September 2025. If you are passing conversion events to Meta from Messenger conversations, this applies to you. This is consistent with what we’re also seeing with the Offline Events API, which is expected to be deprecated in May of 2025. The main takeaway here is that you’ll still be able to send Messaging and Offline events. But instead of having three different APIs, we’ll need to send all events via the main Conversions API. It makes a lot of sense. But if you’re using these secondary APIs, you’ll need to make changes sooner rather than later. Otherwise, there will come a day when your events stop sending. Are you passing events using the Messaging Events API?

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PSA: accrue returns and use estimates for daily tracking. And Shopify please stop presenting Total Sales as the default revenue definition in the dashboard. If we can't have contribution margin can we at least get order revenue?

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🎯 Genius Content Strategy Alert: The Volume Model Here’s how some of the smartest agencies maximize content: 1️⃣ Start with pillar content (podcast, webinar, or video). 2️⃣ Use analytics to identify high-impact segments and turn them into bite-sized clips. 3️⃣ Test the waters with the first batch. Use performance data to tweak new clips and angles for a second round. The Volume Model lets you create 100+ pieces from a single piece of content, ensuring you focus on what resonates most with your audience. 💡 Pro Tip: Repurposing isn't just efficient—it's strategic! #ContentStrategy #DigitalMarketing #RepurposeContent #MarketingTips #SocialMediaMarketing #MarketingStrategy #Podcasting

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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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SEM insight re E-comm vs Lead Gen accounts... esp. E-Comm on tROAS. Note: all E-Comm examples were on tROAS w/accurate Rev. data in Google. The biggest pattern I've recognized is: performance improvements to RSAs take a LOT longer to "mature" and prove out in E-Comm accounts. Possibly bc they have to compete against traffic ("inventory") allocations across Pmax, Search, Display AND Shopping. Regardless, the takeaway from the data I've seen is two-fold (and you'll need to hear my explanation): First - when testing anything on tROAS, but esp. in E-Comm accounts, ONLY look at COST (stay with me!). Second - be patient and allow for enough time for Conv. Value (Revenue) to mature. I know this sounds crazy at first, but here's why. In a tROAS system, the algorithm is maximizing Revenue (ideally at an efficiency target, or targetROAS). Your ROAS target is literally just Conv Value / Cost (Revenue / Cost = ROAS). When Cost spikes, Google owes you money. If Google CONTINUES spending more, it KNOWS it can get you that money! Your Return on Ad Spend (ROAS) is achievable, predictably, so long as a) you operate at enough scale, and b) you give the system enough time to achieve your target. Let me repeat: when Google spends more, it's "exploring" new audiences. When Google CONTINUES spending more, based on your improvements and optimizations, it's because Google KNOWS it can find incremental revenue at your target. Below is the past 10 weeks for a mid-sized E-Comm partner of ours. (And we are SO grateful they were smart enough to understand all of this!!!) After 2 weeks, our bucket was DOWN 62.5% in Revenue (relative to Control) but UP ~8% in Spend (or Cost). Client was patient and understood this meant Google OWED our Test bucket 8% more Revenue (at its target)! After 5 weeks, we were DOWN just 14% in Revenue but UP 33% in Cost. After 10 weeks, we're UP 50% in Revenue AND UP 70% in Cost. In a tROAS system, ESPECIALLY for E-Comm accounts, look at Cost only and trust that (continued) increased spend means Google OWES YOU Revenue--and knows it can get it! (Note: this ALL assumes your revenue (or projected revenue) are imported accurately and without too much delay in Google/Bing.) For those who understand algorithms enough to be patient and trust the science behind them, the rewards = improved performance results, are truly incredible at scale. 😊 Contact Traffic by Intent at [email protected] to geek out & learn more! #googleads #googleadwords #googleadvertising #bingads #bingadvertising #microsoftbing #microsoftads #microsoftadvertising #sem #ppc #paidsearch #payperclick #ppcadvertising

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Hit by Helpful Content Update?: "Google has clearly stated that HCU includes a sitewide signal. That is a big signal to suggest that removing low-value content is probably worth accelerating… but what really counts as low-value content?" 👇 Read this analysis by ✅ Dixon Jones (URL in comments)

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Is Google ripping us all off? i have been diving deep into figuring out how incremental Pmax traffic really is, especially when you leave brand keywords in there. Came across this interesting research from Haus , the incrementality testing platform: *50% of tests showed excluding brand terms led to higher incremental revenue, outperforming brand-inclusion campaigns by 24% on average. *100% of tests showed excluding brand terms resulted in lower customer acquisition costs (CAC), ranging from 19% to 60% more efficient. *High-AOV brands (over $238) performed better with brand terms included, seeing 27% more incremental revenue. These insights suggest excluding brand terms helps attract new customers more efficiently but might not always be optimal for high-AOV brands with limited data. They don't state how many brands were in the test and we don't know how good the organic search profile was for each of these brands - but we can trust that the data is robust and statistically significant. Has anyone else run hold-out test of branded PMAX to see the impact on overall efficiency?

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A new attribution setting? Meta made some big announcements related to optimization improvements, and Incremental Conversions was one of them. Here's a link to the full announcement: https://lnkd.in/gqeZwqRT Incremental Conversions are those that Meta believes would not have happened without seeing your ad. Meta says that when this was tested, advertisers saw an average improvement of more than 20% in Incremental Conversions. This could help cut out the fluff, though it’s not clear how it would be much different or better than optimizing for click attribution. But, I'm very likely missing some details that will make more sense later. I’m also confused by how Meta calls this an attribution setting, but they explain how this is in contrast to optimizing for volume. So, is this a new attribution setting to go along with click and view attribution? Or is it a performance goal option in addition to maximize number or value of conversions? It was a short description, so I won't hold it against Meta that I'm confused. I'm easily confused, especially without access to a new feature -- or at least some screenshots. I'm not too worried about it. We’ll see soon enough. Meta says that Incremental Conversions will start rolling out in the second half of the year.

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SEO Updates - July 1-Reddit has restricted access for almost all search engines except Google. Rumors suggest a $60M deal between Reddit and Google. 2-OpenAI has introduced its own search engine, "SearchGPT," with a new user-agent called 'OAI-searchBot.' 3-Google Gemini has rolled out several behavioral updates aimed at mitigating real-world harms. Stay tuned for more updates and how they might impact your SEO strategy!

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If you're investing in #PPC and not in #SEO, you're leaving yourself open to these kinds of pricing games that negatively impact your bottom line. Sure, there are strategies you can employ (like this post mentions - targeting the #2 position instead of the top position) - but it's ultimately a monetization channel for Google and they're going to ensure that the Golden Goose keeps laying golden eggs for as long as they possibly can. If you're looking to get back control of some of your marketing dollars and have been hesitant to invest in SEO, it's time we talk. New Media Advisors can help.

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