Crap in. Crap out.

As my old boss used to say…

If you’ve been on a call or podcast with me in the past 2 weeks - I feel like I have been saying this phrase literally

NONSTOP

So I decided that this week’s newsletter would cover the top 3 BIGGEST mistakes I see in Google Ads accounts.

Alright, I am going to go out on a limb here…

Most of you don’t know a lick about proper Google Ads Strategy.

You just want marketing qualified leads flowing into your Hubspot every day/week/month.

Sounds like you? Well…

If you want this ^ then you have to…

❌ STOP DOING THESE 3 THINGS ❌ 

1. Just setting up the campaign…

And asking questions later.

WAYYYY to many people enter an engagement with an agency and expect ads up and running instantly.

This is the thing - yes, you can get your ads up and running in literally minutes…

BUT

You have done literally ZERO competitive research…

Before running ads, run a competitive crawl inside of Google to identify all the people that are…

1. Currently bidding on YOUR brand name

2. Currently dominating and bidding on terms YOU want to show up #1 for

With this, you can reverse engineer their campaigns and capitalize on any weakpoints.

This makes a world of difference - yet most marketers (and agencies) skip this step because they want to start spending immediately to reduce the chance of their stakeholders growing impatient and getting bi***ed out or churning.

2. Not thinking about the buying journey…

Say it with me…

B2B is not the same as B2C

The buying process in B2B is like this…

Confusing, long, and convoluted…

On my podcast recently I chatted with a guest that cited a Hockeystack report mentioning that there are on average 30+ touchpoints before someone becomes

AN MQL

Not an opportunity or sale…

Just an MQL.

So you must take this into consideration when setting up your campaigns.

Meaning… if you are bidding on your competitor’s keywords - you better have a custom experience that showcases your competitor’s weakpoints & your strengths!

If you aren’t then you will not only be…

1. Wasting money

2. Losing out on a potential buyer because they will be PI**ED that you didn’t help them

We have keyword bucketing as step 2 in our process BEFORE launching a campaign.

Remember - Crap in, Crap out '

3. Setting expectations & projections…

Okay okay - I’ve beat the he** out of this horse, but let me be clear…

You CANNOT setup your ads in the first day of your engagement and expect wins weeks or even months later.

Without the comp research and the keyword bucketing, you will surely end up wasting your money…

SoRrY. nOt SoRrY

You have to do those.

But once you do - you then need to PROJECT

IDK if you ever took speech lessons or just chorus - but you have to project

What does this mean?

You have to set benchmarks and timelines to hit certain performance metrics.

Most importantly - you need to develop a clear timeline to…

• MQLs

• Opportunities

• Revenue

• ROAS

Without those ^ you are just flying blind and relying on Google’s dumb conv value stats or their false conversion rate stats.

Okay… Questions?

It’s pretty simple stuff - but you’d be shocked at how few people actually do this before starting.

What if you’re like…

“oh shit… I don’t have comp research?”

Don’t worry.

I actually do a “lite” version of comp research completely free.

If you want one done in your own custom portal - let me know by responding to this email ;)

Until next week.

To Your Success,

Ian “Cool Google Ads Guy” Binek

P.S. I posted some funny, personal posts this week on my linkedin and you guys seemed to like them. I’ll try my best to stay my authentic self and keep posting stuff like that 🙂 have a great weekend