I thought it would be an interesting experiment to see how Hubspot’s homepage has changed over the last 12 months. After all, this is a hugely successful SaaS company – and has been for a long time. So how much better can they get? So, …Read More
When is it ok to run PPC ads that lose money?
Many SaaS companies seem happy to run PPC campaigns that lose money. And I don’t mean “Take a few years to recoup the ad cost.” I mean they never recoup that cost and the company knows that. So is this just bad business, or is …Read More
Do you suffer from “position envy”?
“I want my ad to show at the top of the page on Google.” That statement can be either a good goal…or a red flag. It’s a good goal if the client sees this as a process – and is willing to do what it …Read More
“Who the hell still does this?”
There are some professions where the more experience you have, the more confident you are. Conversion rate optimisation is not one of them. In fact, a few days ago, I told a client, “I’ve run too many split-tests to ever predict what will or won’t …Read More
CPA bidding v ROAS
I saw a question on a SaaS forum recently. It was: “I’ve been advised by a google rep to test Target ROAS. I don’t want to mess up my current Target CPA campaign. What should I do?” Here’s what I replied: “#1: Google ‘reps’ aren’t …Read More
Should you bid on your brand name in PPC?
Over the years, I’ve had a lot of PPC clients ask, “Should we bid on our own brand name? Or is it a waste of money?” Here’s my take on it – the good and the bad: #1: Bidding on your own name WILL mean …Read More
How to get the greatest gains in your SaaS PPC marketing
Kevin Kelly, the founder of Wired magazine, recently wrote: “All the greatest gains in life — in wealth, relationships, or knowledge —come from the magic of compounding interest — amplifying small steady gains. All you need for abundance is to keep adding 1% more than …Read More
Is your CMO secretly sabotaging your business?
Let me tell you a story. (This has happened to me twice.) A SaaS company hires me to manage their PPC and I discover that a large chunk of their ad spend is generating low-value trialists that rarely convert to paid users. So I go …Read More
Why SaaS Marketing is like eating hot dogs
In 2001, a skinny kid called Takeru Kobayashi transformed the world of competitive hot dog eating. Takeru ate 50 hot dogs in 12 minutes, smashing the previous record of 25.5. When asked how he was able to beat the record by such a margin, he …Read More
Are you selling SaaS to hermaphrodites?
In my statistician days, I used to say, “The average person is half man, half woman… but you don’t get a lot of hermaphrodites.” Now, these days that would probably get me cancelled for being hermaphrodite-phobic, so I guess I need to find a new …Read More