Conquering Google Ads - Marketing Max

Read Time: 2 mins, 58 secs

Marketing Max is the founder of Growth Daily, a newsletter read by 70,000 marketers every day.

The dude also has 2 exits under his belt and he’s younger than me:

• He built a 7 figure marketing agency for 5 years and sold that in 2021

• A few weeks ago, he sold another newsletter he built to over 10,000 subscribers

Max has incredible experience in the marketing world and he shared all of it during an episode of Frame Breakers.

You can find the full conversation with MarketingMax on Spotify, Apple and YouTube.

THE BREAKDOWN

Google Ads Hack: Low Volume but Hyper Relevant keywords

Max’s agency, Hell’s Creative, found a lot of early success. But after 18 months, they were struggling to get new leads.

To get unstuck, Max used one of my favorite ways to reframe anything:

He went through every marketing strategy that could be applied to a marketing agency. Flipping through the mental files, he remembered an ads strategy named “conquesting.”

The concept is to target customers while they are searching for a competitor’s product. Like if McDonald’s had a billboard of their crispy chicken sandwich, just up the street from Chick-fil-a.

Conquesting is simple: Serve your ads to someone who is already interested in what you offer. BUT the catch is that your ad needs to by hyper relevant.

Here’s how it worked for Max:

He saw a bunch of Facebook ads for Hawke Media, another marketing agency.

People don’t typically click on FB ads. However, they do Google the products they see in FB ads.

Max searched for Hawke Media on Google and noticed they didn’t have any Google Ads running, but they were getting 3,000 searches per month!

He immediately created a Google Ad that said “Hawke Media = Expensive. Hell’s Creative = 4x ROI.”

That ad was served to people who were Googling “Hawke Media.”

Within 24 hours, leads started coming in. They doubled their own ad spend as were generating 20-30 leads every single week.

How to Evaluate a Marketing Agency

Most companies are bad at evaluating marketing agencies. But marketing agencies are good at selling themselves.

So how do you figure out who can actually deliver for you?

💻 Ask them to share their screen and show proof of their work and returns on ad spend.

If they’re actually as good as they say the are, they should be able to show it.

🧐 Pay attention to their customer service.

• Do they follow-up?

• Are they proactively looking for ways to improve their services for you

• Are they hitting their own deadlines?

You want an agency that acts like a co-founder, not a contractor. If they don’t handle everything with care, your customers will get hurt.

How B2B Companies Should Use Newsletters

Most B2B companies use newsletters to show off new features or regurgitate news 🤮

They’re missing the opportunity to share unique insights. The exact type of insights that potential customers want to learn!

An easy way to extract these insights? Interview your customers and share their use cases in your newsletter.

The ROI you’re giving them will probably resonate with another prospect. But it’s much more authentic in your customer’s words vs. your own.

And write in a tone that sounds like a conversation with a customer. Otherwise, your target readers are going to have a hard time relating to what you’re saying.

Bonus tip: Interview your execs to get their insights for your customers.

The key is to speak with the execs from your team who are in the same roles as your buyers.

Selling to engineers? Interview your CTO about the problems that other engineering teams are struggling with.

Selling to marketers? Interview your VP of Marketing to see how they’re using your product in a way that other marketing teams should consider.

🎙️Full Podcast Episode w/MarketingMax

Spotify
Apple
YouTube

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