Wouter Twisk

Hidden costs of leads: how to calculate and reduce expenses Imagine you have 100 euros per day for advertising on Google. You pay 3 euros for each new contact (lead). Additionally, you spend 100 euros on managing the advertising campaign (for example, on employee salaries, tools, etc.). The final cost per lead (CPL) will be as follows: - Advertising budget: 100 euros - Cost per lead (CPA): 3 euros - Campaign management costs: 100 euros Thus, one lead will cost you 6 euros. CPL = (100 euros for advertising + 100 euros for management) / 33 leads = 6 euros Second scenario: reducing the advertising budget Now imagine that you decide to reduce the advertising budget and spend only 50 euros per day. The average cost per lead remains 3 euros, but the management costs are still 100 euros per day. What happens? You attract fewer leads, but the management costs remain the same. Now the final cost per lead becomes 12.50 euros. CPL = (50 euros for advertising + 100 euros for management) / 12 leads = 12.50 euros This is a clear example of when the advertising budget becomes insufficient to maintain a profitable cost per lead. If you are a small company with a limited budget, this problem is easy to notice. You need to ensure that the advertising and other marketing expenses are not disproportionate to the results. However, if you are a large business with a bigger budget, it might be harder to determine how much you need to spend in order to: 1. Not overpay for leads. 2. Increase market share. What is SOV and why is it important? To understand how much to invest in marketing calculate the SOV (Share of Voice) — a metric that compares your advertising spend to your competitors. In simple terms, it’s your "share of voice" in the overall advertising activity in the market. SOV = (Your brand's advertising spend / Total market advertising spend) * 100% Knowing your SOV helps answer an important question: How much do you need to invest to maintain or increase your market share? This will help you not only reduce the cost per lead but also strengthen your position in your niche. Market-wide advertising spend data is usually difficult to obtain directly, but there are special tools for competitor analysis and market research. These services can help estimate how much your competitors are spending and forecast how much you need to spend to remain competitive. Many business owners don’t consider all the expenses involved in attracting customers: not just the advertising costs, but also employee salaries, tools, agency fees, and other expenses. The cost per lead is more than just the cost per click on Google. Have you calculated the full cost per lead for your business?

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Marketplace founders! If you are looking for the most up to date SEO advice for your Marketplace - check out Mike van der Heijden upcoming chat with Mike Williams at Everything Marketplaces - you'll thank me later ;P

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🚀 New Script Update Alert! 🚀 The latest version of 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐏𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭 𝐄𝐱𝐜𝐥𝐮𝐬𝐢𝐨𝐧 𝐒𝐮𝐠𝐠𝐞𝐬𝐭𝐢𝐨𝐧𝐬 (𝐕1.2.2) is here! What’s new? The script now flags 𝐜𝐥𝐢𝐜𝐤𝐛𝐚𝐢𝐭 𝐯𝐢𝐝𝐞𝐨 𝐩𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭𝐬 for exclusion. Think titles like: "𝘛𝘳𝘶𝘮𝘱 𝘎𝘌𝘛𝘚 𝘋𝘌𝘚𝘗𝘌𝘙𝘈𝘛𝘌 𝘢𝘴 𝘔𝘦𝘭𝘢𝘯𝘪𝘢’𝘴 𝘚𝘌𝘊𝘙𝘌𝘛𝘚 𝘎𝘦𝘵 𝘙𝘦𝘷𝘦𝘢𝘭𝘦𝘥" "𝘗𝘢𝘳𝘦𝘯𝘵𝘴 𝘋𝘪𝘴𝘤𝘰𝘷𝘦𝘳 𝘛𝘦𝘦𝘯 𝘚𝘰𝘯'𝘴 𝘏𝘰𝘳𝘳𝘪𝘧𝘺𝘪𝘯𝘨 𝘚𝘦𝘤𝘳𝘦𝘵" "𝘛𝘩𝘦 𝘈𝘮𝘪𝘴𝘩 𝘛𝘪𝘬𝘛𝘰𝘬 𝘋𝘳𝘢𝘮𝘢 𝘑𝘶𝘴𝘵 𝘙𝘦𝘷𝘦𝘢𝘭𝘦𝘥 𝘔𝘰𝘳𝘦 𝘓𝘪𝘦𝘴" Because, let’s be real—do you want your ads showing up next to _that_ content? Grab the latest version here: https://lnkd.in/dbRhte4X Got questions or suggestions? Hit that 👍 button and drop your questions/suggestions in the comments! Let's make this script even better together. 👇 #googleads #script #pmax

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Hey marketing mavens! 🕶️ Did you notice a pop-up in Meta about connecting GA4 directly from the platform? If so, you’re part of a very limited beta roll-out! 🎉 𝐌𝐞𝐭𝐚 & 𝐆𝐀4 Native Integration: Now in Beta! Big shoutout to Tika Spijkerman for spotting this gem. Haven’t seen it live yet, but here’s the gist: Meta claims you can now link your GA4 account in just 5-10 minutes. Just log in, set your preferences, and boom—done. Sounds too good to be true? Let’s break it down. For those of us who live and breathe data, here’s what this integration promises: 1. Speedy Setup - No more wrestling with UTMs. Connect GA4 to Meta in minutes. 2. Seamless Syncing - Pick and choose which properties to connect. More control, better insights. 3. Privacy in Control - Define what Meta can access. But let’s not forget Meta’s colorful privacy history. 🤨 4. Conversion Simplicity - Easier cross-platform conversion tracking. Map Meta conversions to GA4 without pulling your hair out. If you’re using Meta Ads and GA4, this integration could save you time, improve data accuracy, and help optimize your campaigns. But remember, both platforms have their quirks with attribution. Stay Tuned! Access is limited for now, but watch for updates. Feeling overwhelmed? Check out our GA4 UP subscription. We audit your setup, implement new features, and keep you up-to-date on privacy laws like GDPR and CCPA. Let us handle the nitty-gritty so you can focus on the big picture. Keep crushing it, data warriors! 🚀

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𝙐𝙣𝙡𝙤𝙘𝙠 𝙔𝙤𝙪𝙧 𝘼𝙜𝙚𝙣𝙘𝙮'𝙨 𝙎𝙖𝙡𝙚𝙨 𝙋𝙤𝙩𝙚𝙣𝙩𝙞𝙖𝙡: 𝘾𝙪𝙨𝙩𝙤𝙢 𝙎𝙘𝙧𝙞𝙥𝙩𝙨 𝙏𝙝𝙖𝙩 𝙃𝙞𝙩 𝙩𝙝𝙚 𝙈𝙖𝙧𝙠 𝙀𝙫𝙚𝙧𝙮 𝙏𝙞𝙢𝙚 Yesterday, Marieke and I, sent a 36-page Objections-Killer guide to an agency client looking to level up their sales game. This isn’t just any guide; it's custom-built for different types of clients and specific sales scenarios, thanks to some serious field testing. We’ve pinpointed what really works and what doesn’t, equipping our clients with the ultimate sales-enhancing toolkit. Our deep dive with agency owners into the nuts and bolts of building a powerful sales process shows that effective selling isn’t just about winging it—it's about having a solid structure. With these processes neatly documented, you’re all set to delegate and turn your business into a lean, mean, sales machine. It's a giant leap towards the freedom every agency owner dreams of. Interested in your personal sales script that's tailor-made for your agency’s unique challenges? Drop us a line!

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Hey PPC Pro, are you tired of clicking 140 categories to exclude Mobile App Placements? Here's the quicker way. If you are like me, you've probably been clicking like a rabbit on speed to get these Mobile Apps excluded from your PMax campaigns....you know, the Mobile App Categories you exclude at the account level to prevent PMax from showing your ads on kids games etc. Huge time sink and fuel for RSI complaints. Here's a quicker way: Simply copy this list with placement and add them under ‘Enter multiple placements’. Mobile App Placement Exclusions mobileappcategory::60001 mobileappcategory::60002 mobileappcategory::60003 mobileappcategory::60004 mobileappcategory::60005 mobileappcategory::60006 mobileappcategory::60007 mobileappcategory::60008 mobileappcategory::60009 mobileappcategory::60010 mobileappcategory::60011 mobileappcategory::60013 mobileappcategory::60014 mobileappcategory::60015 mobileappcategory::60016 mobileappcategory::60017 mobileappcategory::60018 mobileappcategory::60019 mobileappcategory::60020 (more) NB: LinkedIn won't let me post all exclusions. You can find the complete version of the list here, https://lnkd.in/e-U5qYk3. This list is constantly updated by a script that pulls all Mobile App Categories from the Google API so that we can use them to exclude all of them easily!

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Follow eCom Ads for more Google Ads Strategies

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Entering the German market as a B2B SaaS company from The Netherlands may seem simple, but it's not. Here’s how most Dutch companies approach it: 1. Build a list of companies similar to their Dutch ICP 2. Connect with the same DMU members on LinkedIn 3. Run Google Ads targeting the same keywords 4. Run 'aircover' social ads to build a brand 5. Reach out and hope for the best While this approach might yield some results, it often isn’t enough to build momentum and compete with local players in the long run. Your message probably won’t resonate with the market like it does in your home country. There are differences to consider, like the level of trust, regulatory nuances, decision-making processes, cultural differences, and much more. You need to surround yourself with the people you’re going to sell to in order to bring your product to market effectively. So when Bas Ploeg, one of the co-founders of our client Neople, told me he was moving to Berlin, I was immediately impressed 👏👏 I’m sitting in their office as I write this. And you might think this is just a ‘sales office’ — but it’s not. They have an AI Engineer, Data Scientist, RevOps Expert, and multiple sales reps working together in the same space. And more team members will be joining their Berlin office soon. This is how you build an international SaaS organization. And I’m truly excited to observe their growth in the coming months 🚀 -- For those interested in my POV on international growth: I recently recorded a podcast with Dave Gerhardt about this very topic. There’s a link on my profile to the episode. #b2bsaasmarketing #internationalexpansion

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How the smart bidding algorithm learns… and what that means for our choice of match types. Extract from the upcoming course unit How to Use Match Types Well. Coming next week in Google Ads Level Up https://lnkd.in/eQ5Ne67K

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Don’t use an axe 🪓 with SEO, use a scalpel 😷 I’ve just added my comment to the post linked below about content pruning and I thought it was worth share more widely. Here’s my take; Content pruning (removing low quality/low value pages from your website) can be effective, however, this largely depends on the types of pages, the scale of content on your site and the ability or inability you have to improve your content. It’s not just clicks and impressions to look at for target pages to prune, also gather data around; ✨Backlinks to these pages ✨Internal links to these pages ✨Direct/typed/bookmarked visits ✨Other traffic sources to the pages Well linked to or visited pages (beyond organic search) may be worth preserving or redirecting to a ‘like’ page. Further, low clicks and impressions might just be because the page is orphaned, or perhaps has few or weak internal links. Pages can be improved with internal links and revisiting on-page copy. It’s normally better to use a scalpel rather than an axe unless you’ve got large scale, procedurally generated pages and this is a big issue.

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Leverage your Search Console data with Marc Cornelius his Goldmine script!

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Hey PPC Pro. Ever had someone, or some𝒕𝒉𝒊𝒏𝒈 make changes to your Google Ads account without you knowing it? (auto-applied recs maybe?) Yep. We've all been there. That's why I am sharing one of my favorite scripts: 🚩 Google Ads Script for 𝐂𝐡𝐚𝐧𝐠𝐞 𝐇𝐢𝐬𝐭𝐨𝐫𝐲 𝐀𝐥𝐞𝐫𝐭𝐬 𝐔𝐑𝐋: (link in comments) 👉 𝐖𝐡𝐚𝐭 𝐢𝐭 𝐝𝐨𝐞𝐬: The script checks all the entries in the Google Ads change history of your account, and if there is a change by a user outside of your list of 'recognized' users, you will get an alert via email. The alert mail contains the number of changes and a link to the Google Sheet that lists all changes by unrecognized users. 👉 𝐖𝐡𝐲 𝐲𝐨𝐮 𝐜𝐚𝐫𝐞: It is all too often people outside your team make changes to the Google Ads accounts you manage. You want to make sure these changes are in line with your strategy ASAP. This script ensures you do. Happy scripting! #googleads #ppc #googleadsscript

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If you read my newsletter, you probably know that we purchased the SEO keyword research tool, Answer Socrates, a few months back. Here's the complete story of how it almost never happened: 6 months ago, I got a message from Sacha Fournier in the Bali SEO whatsapp group chat: “Does anyone want to buy this?” Attached was a screenshot from a Telegram chat he was in: “I have this tool. It gets a lot of traffic but we’ve never monetized it. Can we sell it? Is it worth anything?” To my surprise, I recognised the tool’s name! “Yes! I want it! How much do they want for it mate???”... I wrote. We set up a Google Meet. It went really well. Then came the first of two times where the deal died. The first reason the deal died, was because… Answer Socrates was broken. It hadn’t worked for two months. Traffic had plummeted 70%, from 300,000 page views per month to just over 100,000. Obviously… we refused to buy it until they fixed it… But this presented another issue: The two creators are extremely talented engineers, and a lot of the infrastructure was mixed up with other projects. Because of this, they proposed a deal to continue managing this for a monthly fee. But we could not accept this. We’d have zero leverage if they decided to cut us off and break the tool… …OR demand a massive increase down the line… The deal died. We thought that was it. A month passed. One day, they reached out. They'd fixed the issues, and separated the infra to be easier to transfer. But we were still $10,000 away on the price. Answer Socrates had never earned a penny in revenue. It wasn’t even collecting emails. But, we could NOT get them to come down on the price. For the second time, the deal was dead in the water. But, a few weeks later, we ran some projections. The traffic was a lot more valuable than we had originally estimated. Eventually we caved, and paid almost the full asking price, of just under $25,000. We closed on the acquisition at the end of September. And later in October I met Tobias, one of Answer Socrates’ founders, for sushi in Bangkok! (photo attached!) It’s one of my favorite things when online business dealings turn into real-life meetings and connections. You might think we’re crazy for spending $25,000 on a tool making $0 in revenue, with $400/mo in monthly running costs. ...Especially when it had been broken for months, and lost 70% traffic. But the thing is - thousands of marketers and SEOs LOVE it. And, we knew it could be EVEN better. So we fixed it. AND have been silently adding a bunch of new features 👀 Here’s what it can do now: ✅ Keyword clustering: upload a CSV and get a full topical cluster map for your site. ✅ Search volume, CPC, and competition data ✅ Social media content ideas: go viral in your niche You can search 5 keywords per day completely free, and you also get several thousand keyword clustering credits for free every month, too

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Google may be charging you a premium. You could be paying $100+ per click without knowing it. We are seeing an increase in these very high click prices, even in profitable campaigns. Want to see if this is happening in your account? Look at your overall search terms and filter by price. Luckily, there is a way to prevent those excessively expensive clicks that Google is trying to sneak into your account. However, it's a hidden setting, only available with Portfolio Bid Strategies. So, we made this video on how to implement it.

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Did you know that with Google Ads you can do radius targeting around third-party locations? For example, within a 5-kilometer radius of Albert Heijn or Jumbo Supermarkten? If your product is sold at one of these supermarkets, you can target people around that supermarket. And if you use an "affiliate location extension," people who see your ad can find out where the nearest Albert Heijn is and can directly buy your product 🤯. Cool, right? #Googleads #youtube

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🚀 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗣𝗮𝗶𝗱 & 𝗢𝗿𝗴𝗮𝗻𝗶𝗰 𝗧𝗿𝗮𝗳𝗳𝗶𝗰: 𝗪𝗵𝗶𝗰𝗵 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝘀 𝗕𝗲𝘀𝘁 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀? 🚀 Curious about how to drive more traffic to your website? 🌐 My latest blog post dives into the pros and cons of paid ads 💸 vs. organic traffic 🌱 and shows how you can use both to grow your business. 👉 Check it out here: https://lnkd.in/gvUwPY_k #TrafficStrategy #PaidTraffic #OrganicTraffic #SEO #BusinessGrowth

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🤯 HubSpot x LinkedIn Sales Nav x LinkedIn ads 👈 The ultimate ABM setup Sjors de Kleijn and I recently teamed up to deliver the ultimate sync setup between HubSpot and LinkedIn Sales Nav Adv Plus + Ad campaigns 💪 This is for you if you: • Have or consider Account-Based Marketing (ABM) as a strategy • Are on the HubSpot CRM platform • Have LinkedIn Sales Navigator Advanced Plus - necessary for the LI <> HubSpot integration • Run LinkedIn ad campaigns • Have 13 minutes to spare to see the ultimate setup in action - bookmark to watch later! 🔖 ▶️ What's next: • Within 2-4 weeks: 𝗮 𝗹𝗶𝘃𝗲 𝘄𝗲𝗯𝗶𝗻𝗮𝗿 detailing the setup with Q&A at the end to pick Sjors' brain 🧠 • Q1 2025: live & virtual 𝗛𝘂𝗯𝗦𝗽𝗼𝘁 𝗔𝗕𝗠 𝗺𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀 where we cover the process step-by-step If you're not on LI Sales Nav Advanced Plus, you can sync between HubSpot and LinkedIn Sales Nav with Surfe or Hublead - find the link to that video in the 1st comment #HubSpot #ABM #SalesNav

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