Rob Drummond

Author Archives: Rob Drummond

Paradigm Shift Ad Writing, with Chad Prince

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I (Rob) met Chad Prince in late 2018 at Perry Marshall’s Paradigm Shift ad writing workshop. At the workshop we spent two days working on Perry’s Swiss Army Knife ad writing method. We wanted to know: with enough creative minds in the room, could we quickly write 50 or 100 very different ads?
Listen now to learn:
  • The big hole people get stuck in when writing ads
  • How to apply the 80/20 principle to your ad testing
  • How to test a wide variety of ads without spending a fortune
  • How to kill ineffective ads quickly
  • How to accelerate the ads learning curve
  • How the Swiss Army Knife works
  • How to employ accelerated human creativity
  • Why to test both positive AND negative emotions
  • How to avoid getting emotionally attached to your ads
  • How to convert high-performing email subject lines into Google or Facebook ads
  • How to create banner ads on Google without a graphic designer
  • Why you’re ‘farming’ your ads, not setting and forgetting

Links

Perry Marshall’s Swiss Army Knife tool training is available here. Perry’s 80/20 Sales and Marketing book (mentioned by Chad) is here. The Swiss Army Knife tool (also mentioned by Chad) is here.
Chad’s email address is cp@chadprince.com.  

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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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