Over the past two weeks, I've been sharing the three biggest issues I found in high-stakes audits for B2B companies spending six and seven figures on ads. First, I talked about overreliance on Google reps. Then, I covered obsessing over keywords instead of customers. Today, I'm sharing the final …Read More
Last week, I shared the first issue I saw in three high-stakes audits: companies relying too heavily on Google reps to manage their accounts. Today, I'm diving into the second issue — keywords. Specifically, obsessing over them. Issue #2: Obsessing Over Keywords One audit revealed an account stuffed with keywords. …Read More
This past year, in addition to new client onboarding audits, I conducted three high-stakes audits for B2B companies spending six and seven figures per month on ads. Different industries and products. Different marketing teams. Different organizational structures. But all three had the same underlying problem: overreliance on the …Read More
When we think of creative people, we tend to think of artists and innovators—not necessarily PPC pros. (Sorry!) But sometimes, a shot of creativity is exactly what we need to find new ways to optimize our campaigns and reduce wasted PPC ad spend. For example, most PPC pros and …Read More
The most common question I get from new clients (after “How much should I spend on my PPC campaign?”) is “Where should I spend it?” Over the years, we’ve found most clients adopt one of four strategies when divvying up their PPC campaign budgets (with some overlap between …Read More
Once in a while, I get this request from a client. “Let’s spend more.” Ah, music to my ears! There are so many different scenarios to this situation. If the client had a limited budget to begin with, spending more can be quite easy. A few tactics to spend …Read More
