Rob Drummond

Author Archives: Rob Drummond

Remarketing Lists for Search Ads

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In this episode Rob and Jonathan discuss Remarketing Lists for Search Ads (RLSA). Most of us are familiar with remarketing on Facebook or Google Display, but remarketing for search is generally under-used. Listen now to learn:
  • What RLSA is, how it works,
  • How RLSA is different to Google Display and Facebook remarketing
  • How RLSA can let you safely bid on broad match keywords
  • Why very detailed keyword research won’t give you the same insights
  • How to use a RLSA Discovery campaign to sharpen your keyword research
  • Traffic minimums needed for RLSA
  • Why remarketing clicks are no longer cheaper (and why this doesn’t matter)

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May 17, 2019

How to Hire a Google Ads Agency Without Losing Your Shirt

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We all need help with Google Ads from time to time. It’s a big system, and nobody can specialise in all of it.
 
The problem is, getting help from a consultant or agency is fraught with risk. It’s a Wild West industry, that seems to be getting more wild as time passes.
 
So the question is: how should you protect yourself as a business owner? What do you need to know before hiring help?
 
This conversation provides an insight into how an agency really works, and how to approach one in a way that negates your risk. 

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May 3, 2019

Levels of Buyer Awareness

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Building a remarketing maze isn’t right for everyone. So what is the use case? And should you begin on Google, Facebook… or somewhere else?
 
The answer comes down to your buyer’s level of awareness. In other words, how much do they know about the problem they have, and about your solution?
 
On this episode we talk about how to audit your audience by awareness, in order to make sensible investments in your marketing systems.
 
The book mentioned at the start is Breakthrough Advertising, by Eugene Schwartz (highly recommended if you can find it). Ben Hunt’s ladder of awareness (based on Schwartz’s work) is detailed here.

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April 25, 2019

Automated Webinars (feat. Damian Qualter)

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Webinars are a viable sales strategy in any marketing maze, and automated webinars are often positioned as the ultimate ‘quick fix’. Supposedly all you need to do is record a webinar, automate it, and watch the money roll in…
 
What would possibly go wrong?
 
Quite a lot, actually. On this episode, webinar expert Damian Qualter explains:
  • Why run a webinar instead of sending people to a video
  • How to run automated webinars ethically
  • Why you should always run a live webinar first
  • How long your webinar should be – and where to place your pitch
  • How to decide on your webinar topic
  • What to offer on your webinar, and at what price
  • Webinar metrics to look at
  • Whether to run webinars for warm or cold audiences
  • How to deal with no-shows
  • Why email alone isn’t enough as a webinar follow-up strategy
Damian’s webinar resource guide (mentioned at the end) is available at http://utm.io/ueTC. Damian’s website is www.damianqualter.com.

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