How to drive 2-3x lower CPAs

Happy Friday 🙂 

I recently met with a prospective client and they had such a unique use case for paid ads.

You see before I jumped on the call with them, I did a bit of research.

I use chrome extensions & software to analyze their tech stack, site traffic, and keywords that they are ranking for so I can piece together their strategy on my own.

This is super nice because…

1. It saves them time from having to explain it all on the call

2. We can spend the majority of time discussing strategy

When I did my research…

I discovered something strange…

Their brand was driving thousands of organic clicks each month.

And for those of you that don’t know - that’s super rare…

Especially for a company their size.

I couldn’t really tell from my normal analysis as to why this was happening -

but I was intrigued.

And what was more interesting was that…

So I knew going into the meeting that they instantly had a use case for paid ads.

The twist…

Pretty soon into the call, I learned that they send over a million

PHYSICAL POSTCARDS / month.

And that’s the reason their brand drives so much “organic” traffic.

That outbound tactic was causing thousands of people to search for them on Google.

There are two big things I want to say here:

1. It’s really unfortunate that these postcards don’t have QR codes that allow them to correctly attribute those website visits back to the postcard sends.

2. The fact that the company didn’t connect the dots as to how these people were making it back to the site demonstrates that all companies always need a dedicated marketing partner.

The Result

As soon as he mentioned that they send the million postcards, I knew what to say.

1. I showed him the organic traffic (mind it that I didn’t have access to their platforms - I just used my tools to uncover all this data)

2. I shared with him a custom PPC market analysis to show the 70+ other brands showing up for his brand over the course of a week (again using my market research tool)

3. And I let him know that he needed to set up branded search ads immediately and he would recognize an unreal drop in his CPA.

If this sounds like something you’re experiencing, maybe check out your cold outbound sequences or perhaps your physical mailers 😉

Cold Outbound get’s a bad rep

I’ve started learning a ton about cold email and I am convinced that when paired with an inbound strategy - it absolutely lowers your CPA & upgrades ROI.

You see, in most cold email sequences, there shouldn’t be any links.

The only thing that is referencing your brand is your signature - which should not be hyperlinked.

So the only way for a curious email user to figure out who you are is to type in your email’s domain (which should redirect to your domain) or to search for your company’s name.

This is what was happening with the client above.

Cold email is just targeted, 1 on 1 demand gen

The message you send in an email to a prospect is kinda similar to the message you send in a LinkedIn or Meta ads campaign.

Just one format is email (which is in a 1 to 1 context) and the other is through a post (1 to many context).

Yes, there are intricacies across the 2, but at the end of the day - I have learned this.

Cold email is more than just a way to hit your ICP who by happenstance is ready to buy your solution.

It is a touchpoint - and a possible organic search - that can be retargeted later in your marketing funnel.

Thus, automated cold email is increasingly becoming more of a demand gen center in the inbound sense than a demand capture center in the outbound sense.

What do you think?

Are you running automated & personalized email campaigns to 1,000 prospects a day?

We just started implementing the system to do just this and can’t wait to see the results.

Both from an outbound and inbound sense 😎

If you would like to learn how I am doing this - I’d love to chat.

Feel free to respond to this email and we can organize time to chat then.

Until next time…

To Your Success,

Ian “The Paid Media Guy” Binek

P.S. We are developing a new offer that is absolutely exceptional - and one of a kind for our strategic markets of B2B SaaS & Cybersecurity companies. If you want access to it first - respond to this email or DM me on LinkedIn. This new offer will develop a completely automatic inbound marketing machine in 30 days or we pay you. We will be rolling it out soon 😉 Get on the waitlist before it fills up 🥲