Rob Drummond

Author Archives: Rob Drummond

August 8, 2019

Facebook & Instagram Insights (feat. Paul Fairbrother – AdEspresso)

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Paul Fairbrother is the Head of Education at AdEspresso, and an Instagram and Facebook Ads specialist.

Paul used to be a social media manager, and noticed that all the paid channels are now pay to play. Paul used AdEspresso’s tools to create and manage ads at scale, before he before an employee. He realised looking back that he had interacted with 70+ content pieces before becoming an AdEspresso customer.

Things we discuss on this call:

  • The myth of the funnel – why one ebook or one blog post isn’t enough
  • Why there shouldn’t be a divide between organic and paid search teams
  • How PPC automation tools can save you hours each week
  • How to split test in Facebook and Instagram (and how this could half your advertising costs)
  • How to run paid ads successfully if you don’t have hours each day to learn the different platforms
  • Why Instagram should be a part of your advertising strategy
  • Key differences between Facebook and Instagram
  • What sort of images work best on Instagram
  • What works on Instagram, and what doesn’t!
  • Why Instagram can work well for shopping
  • The interrelationship between Google and Facebook ads
  • Why Instagram Stories are under-used
  • Best format for videos (not landscape!)
  • Why use lookalike audiences with your cold Facebook ads
  • Important audience considerations for remarketing

Links:

For more free resources go to https://adespresso.com, and select ‘Academy’ from the top menu.

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July 25, 2019

Email Marketing Systems Uncovered

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Most online conversations about email marketing focus on tools. Everybody wants to know: which email provider is best?
 
In this episode, Rob and Jonathan discuss the right questions you should be asking and what features to look for when searching for an email marketing system.
 
They discuss..
 
  • The difference between Infusionsoft and MailChimp? (hint: there’s a big difference)
  • Why there are so many different price points
  • Why you absolutely should not send emails directly through your domain or with a service like Gmail, Yahoo, or Hotmail
  • The problem with entry-level tools
  • The difference between list-based and contact-record-based tools
  • The power you can add with correctly used tags and custom fields
  • Why you need to consider what your core system is before you even look at which email marketing system to use
Links
 
If you’re interested in seeing how to send an email in 1984, check out this video.

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July 1, 2019

Holistic Marketing feat. Ben Hunt

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In this episode, Rob and Jonathan are talking to Ben Hunt, marketer, former web designer and author of several books including, “Save the pixel” and “Web design is dead”.
 
Ben shares a sneak peek at a new concept he’s developing, called Holistic Marketing. If you sell based on expertise and are tired of the marketing funnel analogy, holistic marketing may be a more robust, ethical way to build your business.
 
In their discussion of Holistic Marketing, they cover…
 
  • Why web design is more marketing than creative design
  • How you ‘find your space’ and ‘find your place in time’
  • How to create different ways for people to access what you’re offering and why this is important
  • Why you should be as generous as you can with your content
  • Why you shouldn’t simply choose a niche. You must be that niche.
  • Getting paid for who you are not what you do
  • The power of interviews for generating content
  • Looking to the past and the future for content ideas, but inhabiting the present
Links
All Ben’s books are available for free on his website, http://benhunt.com/books/.

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June 21, 2019

Google Remarketing Shenanigans

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You only want to show your remarketing ads to people that have been on your website. But, did you know Google will show your remarketing ads to people that have never been on your site and those that have no idea who you are!
 
Well, it could be the reason why your remarketing ad campaigns get loads of impressions but few conversions.
 
In this episode, Rob and Jonathan talk about why, when you’re starting to run remarketing ads you should never have this setting active. They’ll show you how to turn this default feature off.
 
And, the right time to turn it back on.
 
NB: Rob mentions ‘conservative optimisation’. Google is in the process of renaming this ‘targeting expansion’.
 
 

Select ‘No automated targeting’

 

‘Targeting expansion’ replaces ‘Conservative optimisation’.

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