Alessandra asks, “I am running a Google Ads campaign for a customer, but results are not showing (yet). The conversions are few, thought CTR is over 7%. Besides analyzing ads, keywords and landing pages, what “business” considerations can I make to the client to convince him that it’s worthwhile to continue to invest in ads?…
Summary In today's episode, I walk through diagnosing why a Google Ads campaign delivers strong click-through rates yet fails to produce conversions. Here's what this means for you. You gain a clear framework for separating advertising problems from on-site customer experience failures so you can advise clients with confidence. You'll also learn these concepts: how…
Christopher asks, “What are you doing to adjust your digital ad spend when so many people are working from home?” It depends on your business. If you’re classified as a non-essential business and you’re closed, obviously turn off all ad spend and preserve budget. If you’re virtual and open for business, consider adjusting your spend…
Dominique asks, “What type of remarketing are you using / on which platforms have you been the most successful?” Remarketing, the art of showing ads to people who haven’t converted, on the surface seems like a pretty simple tactic – show ads to people who haven’t converted. The question is, which kinds of conversions, and…
Summary In today's episode, I walk through how to build a remarketing strategy by breaking it into three strategic dimensions rather than chasing platforms. Here's what this means for you. You'll gain a framework for spending remarketing dollars where they actually convert instead of wasting budget on cold audiences. You'll also learn these concepts: how…
