Optimize Your Marketing

Name: Optimize Your Marketing
Address: Atlanta, GA, US
Telephone: +17247095634
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Optimize Your Marketing

🔶 Optimized B2B PPC Campaigns 🔶 | 30+ Testimonials | 10+ ⭐️⭐️⭐️⭐️⭐️ Clutch Reviews | Optimization Experts

We OPTIMIZE and GROW Your Inbound Marketing Strategy With Cutting Edge Tactics No One Else Is Offering

09/02/2024

Nobody talks to customer success anymore 😬

What's crazy is that these people know why your customers keep paying you.

Something I try to do in the first 30 days of my engagements is to interview the CSM's and understand what your customers are using the most...

I call these your stickiness factors 🕸

Nailing these and bidding on these terms in Google is such an untapped opportunity for high intent, middle of funnel clicks :)

08/30/2024

No one ever finds the needle in the haystack...

Google Ads are saturated af with all your competitors and their competitors' competitors bidding on terms that are...

Category specific and bottom of marketing funnel (BOF)

Yet, perhaps those competitors aren't even your "true" competitors...

So what can you do to overcome being the figurative "needle" in the haystack?

Well, check out the 4 campaigns we run to build an evergreen presence.

And there are conditions in place for each...

Because some of these campaign strategies only make sense with certain industries and budgets.

Hope you enjoy :) comment below your hot takes 😎

08/29/2024

a message to my haters

thank you for tuning into this week's episode of Ian's standing desk blog

this is why my desk is the best desk on the planet

i can take it anywhere

just thought my friends would like to see the endless applications of this desk setup lol

hope you have a great day everyone :)

p.s. in all seriousness, this isn't the best desk, but I play to it's strengths - just like how you should with your Google Ads ;) see you all tomorrow 🤓

08/28/2024

I feel like a broken record at this point 💔

but someone has got to fight the good fight

If you're competitors are bidding aggressively on your category terms

Then don't fight them there.

You'll end up...

1. Wasting a lot of spend

2. Having super high CPCs

3. Competing with not "true" competitors

Instead, consider bidding on your product's features and capabilities.

These have:

1. Little competition

2. They prime your BOF with users

3. Have cheaper CPCs and result in more MQLs later

Just a thought :) I like to do this with all my 90 day sprint clients, especially if they are in a hyper competitive category environment

08/27/2024

Everyone talks about BOF content nowadays - but where's the love for M*F?

For my marketing virgins out there - let me help you out.

BOF = Bottom of Funnel (High Intent Prospects)

M*F = Middle of Funnel (Information Gathering Prospects)

I had a SUPER in depth convo with Ryan Yackel, CMO of Databand, talking about M*F content and everything you need to prime your marketing funnel for more high quality opportunities.

In this clip, Ryan highlights exactly why a narrative design highlighting your differentiators & story in the M*F is absolutely crucial...

Otherwise, you are kinda just wasting 💸

The full episode is now live on YouTube, Spotify, and Apple podcasts :) Link here: https://buff.ly/4fwxLnK

*f

08/26/2024

The ONLY ✌️ reasons to bid on competitor terms... otherwise you will be 🔥🔥🔥 advertising budget

I talked about this in my newsletter last week but here's the rundown if you aren't a subscriber ... btw you should consider subbing ;)

Why you shouldn't bid on competitor 👇

1. They will begin bidding on their branded term - thus driving your CPC up (meaning you will need to spend more money to get the same # of clicks)

2. They will both bid on their branded term AND bid on your branded terms (meaning you will spend more money to get the same # of clicks AND you will need to spend money to stop your competitor from stealing away some clicks).

The only person that wins in this situation is Google :)

So when should you bid on competitor terms?

1. You competitor has forced your hand and is already bidding on your terms - tough, you gotta fight

2. You are a disruptor in an old, super niche market - stir things up. You have everything to gain and your competitors have everything to lose.

That's it!

So if you are bidding on competitor terms and your competitors have been kind enough to not notice (yet) then I'd definitely consider turning those off... at least for now.

08/23/2024

Most people aren’t searching for “customer retention loyalty marketing software” in Google and finding you…

There is a stigma in the Google Ads world right now about how people only want to focus on bottom of funnel (category) terms

But you see, for most people I wouldn't recommend it…

Here’s why:

1. These terms are super niche which will drive low traffic and expensive clicks

2. Companies that aren’t your competitors but have gobs of ad budget may sneak into the search results

3. You’ll end up getting eatin’ up in the search and falling in the bottom 3 ad spots if you don’t bid aggressively (thus becoming irrelevant)

This is problematic because for most accounts - people want to turn ads on and start to see qualified leads come through…

But a very small # of people are searching for your category terms - and with the crazy amount of competition out there now - you'll likely see poor results while spending everything you have allocated for the day/week/month.

So what can be done to consistently get new interested prospects in your pipeline?

Bid on capability & feature terms…

Why?

1. They are cheaper and have way less competition

2. Most companies don’t bid on these and generally speaking you will only be competing with organic listings

3. You can capture your prospect’s attention earlier on in the marketing funnel so that selling to them later becomes easier

So how do you find these terms?

Conduct interviews with you product marketers, sales leaders, account executives, and customer success managers.

Learn what people like about your product or what they generally ask questions about in calls.

Crafting campaigns with these insights is how I construct evergreen Google Ads that consistently prime company's pipelines with qualified and interested buyers every quarter.

Questions? I have answers :)

08/22/2024

if you saw my post last week, then you saw iteration 1 of my work station

but what do you think of it now? 𝗶𝘁'𝘀 𝗮𝗯𝘀𝗼𝗹𝘂𝘁𝗲𝗹𝘆 𝗶𝗻𝘀𝗮𝗻𝗲

Let me break it down for you...

1. Standing setup good for me ole back
2. Natural light with the window to shine my ole geaser
3. Optimal microphone placement with moveable objects that don't get in the way

'nuff said, 𝗱𝗲𝗳𝗶𝗻𝗶𝘁𝗲𝗹𝘆 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝘀𝗲𝘁𝘂𝗽

can't be beat

thought you guys would like to stay updated with it

08/20/2024

AI will probably take your job in the next 5 years (i am not 🧢'ing)

SOOOOO I probably come off as super bullish about AI in this recent podcast episode - but I can explain...

I say this a lot - but strategy is the reason your campaigns & initiatives drive pipeline...

Optimizations and ad management are great - and definitely help save money - but no matter how good they are - if the strategy is 💩💩💩

Then there is absolutely nothing that will drive results.

In Episode 23 of the Optimize Your Marketing Podcast, Maggie (linked in comments) and I discussed AI's impact on demand generation initiatives.

We went in deep about our projections on how ad manager's role will change in the next couple years - as well as how to stay ahead of trends if you think AI could take your job soon 💀😬

What are your thoughts? Is AI going to take your role? You may not think it will... but unless you have a sick amount of experience - I think it will in the next 5 years...

^ obviously a hot take... but I think I am right...

P.S. you can listen to the full episode on Spotify, Apple, or YouTube (or read the transcript on our website). Link here: https://buff.ly/4fwxLnK

08/19/2024

Want more quality leads from your Google Ads campaigns?

✅ Well, there is only two major things you need to do ✅

𝟭. 𝗙𝗶𝗿𝘀𝘁, 𝗺𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝗹𝗼𝘁 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗮𝗻𝗱 𝗶𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗹𝗲 𝗼𝗻 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲

This means you need everything that someone would have questions about before buying.

Some particular things are…

1. Pricing - exacts or ranges
2. Social proof with testimonials
3. Use cases that match your ICPs
4. Case Studies of successful clients
5. Comparison charts and how you’re better/different
6. What to expect before, during, and after your engagement

^ THIS is cannot be ignored - you can’t optimize your way out of this stuff.

If you need help with this - talk to my good friend Tas. She is the queen of landing pages for Google Ads. (@’ed her in the the comments - ifykyk 🤣)

𝗢𝗸𝗮𝘆 𝘀𝗼 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗿𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 #𝟮?

You need a strategy to iteratively improve your campaigns.

Believe it or not, the only thing holding your campaigns back - outside of what I described above - is 3 things…

1. Optimal Match Types
2. Optimal Bid Strategies
3. Optimal Offer/Ad Headlines

So what can you do?

Test your bidding strategies, match types, and ad headlines iteratively…

For the next 6 months…

And yes, it takes 6 months to do each of these well.

UNLESS you are spending more than $5-10k per month on Google Ads already…

In which case, you ideally will have already figured these things out…

But I wouldn’t be all that surprised if you hadn’t lol

I see a lot of companies burn money before working with an expert like my friend James (in comments) or me (yes shameless plug)

If you do this, then you will be in a great spot.

It quite literally is virtually impossible to not see results if…

1. You give your buyers all the info they need to make a decision
2. You test which strategies and match types give you the highest number of qualified website visitors
3. You have an offer that is ACTUALLY valuable/new/different than the market

So…

Make sense? Have questions?

I gotchu ;)

Until next time.

Ian “Simple Thinking Google Ads” Binek

08/16/2024

How I structure B2B startup Google Ad campaigns

Every campaign you launch should address your customer's objections

𝚁̲𝚊̲𝚗̲𝚔̲𝚒̲𝚗̲𝚐̲ ̲𝚌̲𝚊̲𝚖̲𝚙̲𝚊̲𝚒̲𝚐̲𝚗̲𝚜̲ ̲𝚒̲𝚗̲ ̲𝚘̲𝚛̲𝚍̲𝚎̲𝚛̲ ̲𝚘̲𝚏̲ ̲𝚒̲𝚖̲𝚙̲𝚘̲𝚛̲𝚝̲𝚊̲𝚗̲𝚌̲𝚎̲:̲

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝟭: 𝗕𝗢𝗙

• The king of all Google Ads is a good ole bottom of funnel campaign.
• This campaign’s purpose is simple.
• Capture highly educated buyers before they choose a vendor to work with.
• Generally speaking, this kind of campaign needs to be running at all times to capture the 3% of the market that’s raising their hand saying “please sell to me”
• This campaign runs at 50-100% of your ad budget.

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝟮: 𝗠𝗢𝗙

• Commonly paired with BOF is a retargeting campaign.
• This campaign can come in the form of Display or YouTube ads.
• I don’t mess with PMAX or Gmail campaigns - I mean let’s be honest - when’s the last time you clicked a Gmail promotion?
• This campaign runs at a lower daily spend (20-40% of your monthly ad budget)

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝟯: 𝗧𝗢𝗙

• Oh, you got cash?
• Maybe you have proven out that your BOF Google Ads are driving a 3x ROAS?
• Great. Time to spend some money higher up in the marketing funnel.
• You see, by investing in ad spots earlier on in your ICPs buying journey - you will be capitalizing on establishing yourself as a thought leader earlier.

This way, when your market is ready, they are already “warmed up” to your name in the search and are more likely to click your BOF campaign’s ad if they had a good experience in the TOF campaign.

This campaign usually only runs for startups that have a lot of monthly budget - think $25k+ per month and usually shouldn’t comprise more than 25% of the ad budget.

Think this is cool? Well there’s soooo much more than can be said about each of these.

Follow me for weekday posts about B2B Google Ads strategy ;)

hashtag hashtag hashtag

08/13/2024

I've lost count of my episodes (I think this is 22 but could be 23) 😂

But I had the pleasure of having the one and the only Julia Winn on the pod :)

We talked a lot about CONTENT....

That's right 🤓 Things like:

1. How to create content that answers your prospects questions

2. How to secure MIND REAL estate

3. And ultimately how this real estate leads to sales/referrals

Was a cool episode, and one of the last ones we will have talking about something other than Google Ads 😬

I know I promised only Google Ads content moving forward but this one was too good to not post :)

Give it a listen by clicking this link: https://buff.ly/3YIdZPT

Follow my show on Spotify, Apple or YT for weekly Tuesday morning uploads!

Some say it may just make your commute to work more enjoyable 😉

^ that's not a promise though 👻

Address

Atlanta, GA

Telephone

+17247095634

Website

https://www.optimize.marketing/, https://beacons.ai/optimizeyourmarketing

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