I’m not “good” at sales. In fact, the idea of even trying to sell people things repels me. For those of you like me: Here’s the single greatest sales strategy of all time. 

#thread 🧵 Salespeople call it “negative selling”, I call it telling the truth. In my experience, negative selling yields the fastest results with the least amount of effort and the strongest outcomes.

Here’s a #thread on the #1 most important skillset you can learn when it comes to creating advertising copy (along with step-by-step instructions and a FREE downloadable guide). #thread 🧵 Features tell. Benefits sell. Learning to take features and articulate their benefits is the most impactful skill a marketer can have. It sounds simple enough, but in practice can be exceedingly difficult (as evidenced by how many people fail at it).

True story: University professor reached out and asked me to come speak to his class about marketing. I asked what he was willing to pay. He said I should do it for free for the sake of the kids.

In this week's video, I'll be breaking down the Quick and Dirty Truth About Every Campaign Type Inside of Google Ads.

#thread🧵 Different campaigns yield different results. Some of them give you high visibility so you can immediately drive conversions and capture additional traffic. Others can reduce your competition and lower your costs.

Google just announced an AI-driven, conversational chat experience within Google Ads meant to help advertisers build campaigns. Here’s what we know so far. 

#thread 🧵 The process starts with your landing page. Once provided, Google crawls the page, summarizes the content and intent, and then “will generate relevant and effective keywords, headlines, descriptions, images, and other assets for your campaign.”

The location of your ads matter (obviously). Here’s how you can measure and optimize your ad location in Google Ads.

#thread 🧵 Search top impression rate = Impr. (Top) % = the % of your ad impressions shown anywhere above the organic search results

Search absolute top impression rate = Impr. (Abs. Top) % = the % of your ad impressions shown as the very first ad above the organic search results

Everyone hates bidding on their brand traffic. 

#thread🧵 Why pay for traffic you may have (organically) gotten otherwise? 

Because your competitor can always steal your traffic. Which means, you could have gotten MORE.

Google just announced its new 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝘃𝗲 𝗔𝗜 𝗦𝗲𝗮𝗿𝗰𝗵. Here’s what it is and how it’s going to change search forever. 
#thread🧵 In the announcement, Google states: “𝘖𝘶𝘳 𝘱𝘰𝘸𝘦𝘳𝘧𝘶𝘭 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘷𝘦 𝘈𝘐 𝘵𝘦𝘤𝘩𝘯𝘰𝘭𝘰𝘨𝘺 𝘸𝘪𝘭𝘭 𝘢𝘭𝘭𝘰𝘸 𝘺𝘰𝘶 𝘵𝘰 𝘢𝘴𝘬 𝘲𝘶𝘦𝘴𝘵𝘪𝘰𝘯𝘴 𝘺𝘰𝘶 𝘯𝘦𝘷𝘦𝘳 𝘵𝘩𝘰𝘶𝘨𝘩𝘵 𝘚𝘦𝘢𝘳𝘤𝘩 𝘤𝘰𝘶𝘭𝘥 𝘢𝘯𝘴𝘸𝘦𝘳....

I’ve built three multi-million dollar agencies. From my experience, the single most important skill set required to be successful in the agency space has nothing to do with the actual work. It’s a subset of client management and it will absolutely make or break your business. 🧵 Communication is THE skill for building and scaling a successful agency. It is critical to build proper communication into your systems, training, evaluations, and culture. This is easier said than done which is why we created The 3 Cs of Communication.

If you're measuring #PerformanceMax by the ROAS in your #GoogleAds account, you're missing half of the story. PMax gives you more than what you're seeing. Remember that it runs heavy on YouTube, GSP (Gmail Sponsored Promotions), Display, and Discover.
There are non-click conversions that happen but never interacted on a click basis with Google Ads.

Storytime thread 👉
When I was about eight years old, I was really good at chess. I would go to school, and during breaks, I’d play with my classmates and beat them all.
Until Julius. Turned out Julius was good. So good, in fact, he destroyed me. Four times. Consecutively.
The funny thing is Julius rarely played chess! So, I asked him how he was so good. He said, “My dad taught me why and when to move each piece.”