PPC Strategy

Are you a marketing fox or a marketing hedgehog?

A while back, I heard a Russian say: “The fox knows many little things but the hedgehog knows the one big thing.” Now, if you’re wondering what that means, you’re not the only one. I’ve googled it and I’m none the wiser. But that isn’t going to stop me writing about it… You see, there are many marketers who know…

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vc

What VCs need to know about PPC

Maybe we should start with the question: Why do VCs need to know about PPC? Well, if you’re trying to evaluate the potential of a SaaS company, it’s useful to know how much money that company could make from Google Ads… and what headwinds will restrict that earning potential. So, in this article, I’m going to cover a few key…

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business strategy

My personal experience of the Coronavirus

I didn’t know what to expect. Would everyone be walking around in facemasks? Or would the city be a ghost town? What about the supermarkets? Would the shelves be empty? I had no idea until I arrived in Turin on Monday. And what did I find? Everything was normal. Sure, you’d occasionally see someone in a mask. But most people…

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data analysis

4 Questions to ask before buying a SaaS Company

About 10 years ago, I saw something I thought was weird. Here’s what happened… A SaaS client of mine was bought by a company in a related vertical. No big deal. Nothing unusual about that. Happens all the time. Unsurprisingly, the purchasers said that, before the deal was finalised, they’d do their due diligence. Good idea. After all, they were…

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PPC Strategy

Does CPA bidding work for SaaS companies?

I was doing some PPC consulting for a SaaS company recently. And one of the questions they had was about CPA bidding in Google Ads. They’d recently switched from CPC to CPA, but weren’t sure if that worked with their SAAS model. They knew it was producing more conversions and a lower cost/conversion. But, because their product had 3 very…

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