I’m currently living in an Airbnb in Seville. There are four books on the bookshelf. There’s a Stieg Larssen novel… A biography of Jackie O… A Chinese erotic novel set during the Brexit referendum… …and a copy of Jordan Peterson’s 12 Rules for Life…in German. …
Read MoreHow to play the game of PPC on easy mode
As I keep saying, Google Ads comes down to: Money out v money in. i.e. Earning more per click (money in) than you pay for that click (money out). Most PPC managers play that game by saying “OK, we can afford to spend £2/click, so …
Read MoreThis PPC scam is a hoot
I’m in Milan at the moment and am reminded of this story… In Italy, a civil servant buys a suit. He tells his tailor, “I want one pair of trousers and two jackets.” When he goes to his job the next morning, he hangs the …
Read MoreIt’s this 5% that’ll kill you
He’s not what you’d call one of life’s winners. In April – in only his second start of the season – Inter Milan backup goalie, Radu, kicked the ball into his own net. It’s been described as the worst goalkeeping error in Serie A history. …
Read MoreSaaS founders and VCs are getting their faces ripped off
‘”The fuckin’ frogs are getting their faces ripped off.” That line — uttered by someone called “The Human Piranha” — is from Michael Lewis’ book, Liar’s Poker — about his time working for Salomon Brothers. (I once met someone who worked for Salomon. It turns …
Read More“It’s all fun and games till someone loses an eye” – Elon Musk
OK…no more Mr Nice Guy. From now on, if you want to hire me to manage – or consult on – your Google Ads, the price is €x. If you want to hire me because you’ve got serious PPC problems – and your current PPC …
Read MoreHow SaaS companies lose PPC competitiveness
There’s a joke: Q: How did you go bankrupt? A: Slowly at first, then all at once. And that’s a good analogy of how companies go from success to failure with Google Ads. It’s a gradual process…followed by falling off a cliff. And, in this …
Read More“My big secret for Google Ads success”
I saw this on social media the other day: “My big secret for Google Ads success? It’s not audience bid modifiers, it’s not smart bidding, it’s not ad copy. It’s SCRUBBING YOUR DANG SEARCH TERMS! That’s the meat of what you should be doing on …
Read MoreHow losing your sense of smell could be costing you conversions
There’s an idea in online marketing called “ad scent.” Let me explain… Let’s say you’re using Google Ads. Someone does a search for one of your keywords, sees your ad, and clicks on it. That’s the start of a conversation. When he reaches your landing …
Read MoreCan you really double your business in 60 days?
I saw an interesting post on LinkedIn recently. It said: “Had a conversation yesterday with the CEO of a 30 million dollar company. He wants to grow from $30 to $60 million in 60 days. What do you think?” Here was my reply: “It depends …
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