Francesca Pavan

This screenshot explains why, if you're sending cold emails, you shouldn't worry about the reply rates reported by others. 🌟Your reply rate will vary greatly based on your use case.🌟 This specific campaign is one of dozens of link-building campaigns Antonio Gabrić runs for Hunter. 53.6% reply rate. Antonio is a superstar, but let's be honest—these stats are unachievable if you're using cold email to sell a SaaS product, for example. And even within the same use case, no two campaigns are the same. There will be different dynamics depending on your pricing, whether or not you have a free trial, timing, brand, etc. All this will influence your reply rate tremendously. Instead of looking at what others are sending: 1. Understand that cold email is a process. You won't get far sending one campaign per year. 2. Make sure you understand the key metrics and track them relentlessly. 3. Continuously hone your approach and messaging.

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Once SGE / AI Overviews are rolled out to the public, SaaS pricing pages will change forever. Why? 👇🏽 Using SEO software companies as examples (OnCrawl, Lumar & Botify). All three companies do not display pricing - but using SGE you can get an idea of what each costs. (No shade this is common practice in SaaS due to the many different needs of potential clients, and i'm only using these companies as an example). As there is no pricing information on the respective companies websites, AI pulls data from other sources on the web. This leads to the potential for disinformation > giving potential prospects incorrect or inaccurate pricing. Potential prospects might also be turned away by AI overviews for queries like "is X software expensive", etc etc. So what's the solution? Pricing pages with at least basic pricing listed. #seo #sge #ai #digitalmarketing

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📆 A new Consent Mode deadline for your calendar... As of the 1st of May, Google will start manually auditing Google Ads accounts to ensure they are compliant with the EU user consent policy. If accounts are audited and found not to be compliant, then they could risk removal of audience lists, disabling of conversion tracking, or even account suspension. ----- Earlier in the year, Google had set a deadline of the 6th of March to get your website to be compliant with the EU user consent policy through the use of Consent Mode. There has then been some leeway for those that didn't quite make the deadline, or had implementation issues. (Much like the gap between the need to set up GA4, and the deletion of all UA data a year later). As of 1st of May, Google will be starting to enforce the agreement that they have in place in relation to the EU user consent policy. If you're not properly set up, and compliant, then you could risk having your Google Ads account suspended! (The fact that this is happening on "Mayday" is not lost on me 😂). #google #googleads #ppc #ppcchat

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Google Ads vs. Facebook Ads: A Quick Take from a New York Taxi Driver Targeting Capabilities: Google Ads: Keyword Targeting:  It’s like pickin' up a fare at the airport. Folks already know where they wanna go, you just get 'em there. Demographic and Location Targeting:  Google knows a bit about who and where folks are, but not as much as Facebook. Facebook Ads: Audience Targeting: Cruisin' through Times Square. You can spot exactly who might need a ride based on their looks and what they're doin'. Custom Audiences: You can even recognize familiar faces—those who've seen your cab before or called you for a ride. Ad Formats: Google Ads: Search Ads: These are like your cabbie ads you see on the search page—straightforward, tellin' folks you’re available. Display Ads: Think of these as billboards and posters around town, but online. Shopping Ads: Like store windows, showcasing products right on Google Shopping. Video Ads: Ads you catch on YouTube, kinda like the TV screens in the back of my cab. Facebook Ads: Image and Video Ads: These pop up right in folks' feeds on Facebook and Instagram, like seein' ads on bus stops or while walkin' down the street. Carousel Ads: It’s like flippin' through a photo album—multiple pics or videos in one ad. Collection Ads: Picture this: a storefront right there in your social feed. Lead Ads: Like a clipboard ready to grab your info without you havin' to step outta the cab. Cost and ROI: Google Ads: Cost-Per-Click (CPC): These clicks can cost ya more 'cause there’s a lotta competition out there. Return on Investment (ROI): If you're lookin' for riders ready to hop in, Google Ads are your best bet. They’re searchin' for you, and you’re ready to pick ‘em up. Facebook Ads: Cost-Per-Impression (CPM) and Cost-Per-Click (CPC): Usually cheaper than Google. It's like cruisin’ around lookin’ for fares. Return on Investment (ROI): Great for gettin’ folks to know your name and remember you. Perfect for remindin' folks to hop in your cab next time they need a ride. Audience Intent: Google Ads: High Intent: These riders are ready to go. They got a destination in mind, and you’re just the cab to get ‘em there. Facebook Ads: Passive Engagement: Folks are just browsin' around. You gotta grab their attention and make ‘em wanna take a ride with you. Analytics and Reporting: Google Ads: Detailed Analytics:  Google tells you everything—how many folks flagged you down, how many actually hopped in, and how much each ride cost ya. Google Analytics Integration: Syncs up with Google Analytics to give ya the full picture. Facebook Ads: Robust Insights: Facebook shows ya who’s checkin' out your ads, how they’re interactin', and who’s ridin' with ya. Customizable Reports: You can make custom reports to see whatever details you need. #marketing. #google

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If you're not making $2k - $5k monthly you're lazy or not serious. I often hear many coaches in the money-making niche use that sentence most of the time in their ad campaigns. This can be misleading and make many people cut corners. In as much as you're trying to help people upgrade their financial status, desist from making people feel they are not making enough effort. One thing you must note is our journey is not the same, you might be faster than me, but that does not mean I'm lazy. Some people have leverage while others have to build from scratch before they get there. E.g. - Tolani and Grace finished at the same Uni with 2nd class upper. Tolani has an appointment waiting for him at his uncle's firm and gets a job, whereas Grace doesn't. Looking at both scenarios, Tolani's growth will be faster. . Some people have the money to learn a skill while others have to borrow or do some menial jobs before getting that money or have to leverage freebies. . So don't be fast in condemning your growth because you're not seeing the results yet, instead, celebrate your efforts too not just the results. You're trying my dear. Run from comparison, and encourage others to grow. This post was inspired by Apostle Femi Lazarus. P.S. I'm your go-to non-fiction editor. I transform raw manuscripts into influential books for global impact. DM let's create a masterpiece. I wish you a happy Thursday © Adoor - the manuscript queen #linkedinleadershipacademy #linkedincreators #lifecoach #bookeditor

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Probably you’ve read about the 20% CPC discount that many CSS, including Cobiro, offer but how do you measure the impact of the CPC discount on your shopping campaigns? The easiest way to conduct an A/B test on your Shopping/P.Max campaigns is the following one: - When starting the test choose a 15-30 days period that is not influenced by seasonality or other major external variables. - Switch your Google Shopping Merchant Center to Cobiro. This is the day you start the A/B test. Your campaigns will keep running with no downtime. Do not make any changes to the feed or the campaigns. Ideally, you should have not made any major changes in the 15-30 days prior to the start of the test (such as budget or bid adjustments). - After 15-30 days from the switch, it is time to evaluate the effects of the switch. Compare the last 15-30 days with the 15-30 days before the switch from Google Shopping to Cobiro. In the last period (when you started using Cobiro), you should notice an increase in volume – more clicks and impressions while the cost remains the same. Have you ever tried this kind of test? Let's talk in the comments! #googleads #googleshopping

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HubSpot has changed their pricing structure as of March 5th. Here's the benefits: 1. Lower barrier to entry = it will easier for smaller companies to access the Professional products. Starting out, it will be around 1000 Euro per month for all HubSpot products. 2. HubSpot scales better with you = To add to the first point, you can start out with just a few seats and add more as your company grows and hires more people. 3. One pricing model = HubSpot's pricing was always confusing, but with seats it will be much easier to understand the cost of the license.

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This is a lemming 🐁 They follow each other and jump off cliffs. (a misconception but humour me!) The Google Ads recommendations are like your PPC Lemming. Follow them and watch your ad performance potentially plummet. There is a misguided belief that applying Google Ads campaign recommendations will improve performance. That a high Google Ads optimisation score means a successful campaign. This isn’t always true. I’ve run campaigns with an optimisation score of 100% which have performed poorly. And I’ve run campaigns with a score of 70% which have run extremely well. The optimisation score is not a measure of success. It is a measure of how many of Google’s best practices you have implemented. And Google’s best practices may not be the best practices for your particular campaign. So does this mean you should ignore the recommendations? Not necessarily. Some best practices, such as adding site link extensions or adding images to your ad can improve performance. However, apply your due diligence with other recommendations - especially those that suggest increasing your budget. (I’ve never seen a recommendation to decrease budget - Google is a business after all!). If Google is telling you to increase your budget, check out your Search lost impression share (budget). This is an estimate of how often your ad didn’t show on the search network due to low budget. This is a better indication of whether or not to increase the budget. And personally, I would never increase the budget by more than 20% at a time. Otherwise you risk upsetting the algorithm. Google Ads recommendations reflect their best practices, not your potential for success. Do your due diligence and don’t follow the PPC Lemming! 🐁 #ppc

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Some content types are way more helpful than others. For example... 🗾 Deep-Dive Guides: When writing something like a guide to planning your Europe trip, really pack it with value and don't just scan the top ranking articles and copy/pasta the same restaurants to eat in Naples 🙄... that you've never been to. Instead, include checklists, budget tips, off-the-beaten-path spots, and cultural etiquette in your blog post. The more comprehensive your guide, the better it performs. Think about what questions you had when you first started planning, and answer those thoroughly. #travelbloggers <-- this one is for you! 🔬 Interactive Tools Interactive elements are game changers and a lot easier for any brand to create than you may think. For instance, if you’re in finance, a simple savings calculator can transform a generic article into a useful resource (that get's loads of traffic). Akvile DeFazio did an amazing job at this by creating an advertising budget tool for her agency, AKvertise, Inc. (screenshot below). Think about tools that can help answer your demographic's most popular questions. This is a great way to drive traffic AND keep a user engaged with your content. 😎 Real Expert Insights (SME!) Don't just share knowledge on your personal LI — show how it applies in real life. If you're discussing SEO strategies, share actual results from recent projects, talk about real challenges you faced, and how you tweaked your tactics. By being vulnerable and dropping a GA screenshot or openly talking about a whoopsie moment you had and what you learned from it is a great way to build trust while flexing your expertise. Instead of just writing a 1,500 word blog, try incorpoating one or two of these content strategies. They not only make the big algo goddess happy by providing helpful content, but WAY more importantly... it makes your content more useful and engaging for your audience. #SEO #HCU #ContentMarketing #DigitalMarketing

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Everyone on Notion's SEO team deserves a raise. Their strategy is a brilliant example of content-led growth. Check it out: (I have no affiliation with Notion. I'm just an impressed customer) 🌍 5.7M/mo visits worldwide (semRush) 😎 86 Domain Authority (Moz) 🔗 118K Linking domains 📄 15K unique pages with search traffic 🏒 +97% year over year growth on average since 2020! But let's drill in on 🇺🇸 US traffic for a second.  (mainly because its easier in semRush 😜 ) A whopping 892K visits/month. How? - homepage: 514K (57%) - templates: 145K (16%) - help: 63K (7%) - guides: 29K (3%) - blog: 17K (2%) - other landing pages (download/pricing/etc): (15%) Notion's a great B2B SaaS product and its grown exponentially through a ton of growth product initiatives outside of marketing. So, that explains the interest in the brand and the share of traffic the homepage gets. But at some point, their SEO team must have realized that over 100K people search for "notion templates" each month in the US. And that's just the tip of the iceberg. The beauty of their strategy is in the longtail. They've created a template marketplace where anyone can make a Notion template and sell it on their site. They all end up in the templates subfolder. Then, they installed a keyword driven taxonomy structure (translation: they categorized, tagged, and linked everything together) to capture all the potential variations on "notion templates." - notion templates for college students: 2,000 searches - notion calendar template: 720 - notion school template: 880 - journal template: 480 - project management templates: 390  - habit tracker templates: 320 - cute templates: 320 - reality shifting templates: 320 (wtf?) - you get the idea The head term is big and branded. But the longtail is infinite and solves all kinds of problems for people. UGC that people actually search for? 🤯 So, they roll out this marketplace and then what do they do? Launch Notion AI when ChatGPT rolls out. A brilliant product move, for sure.  Gotta get in on that trending AI story like any good SaaS. But it's also a brilliant Content-led PR move. They didn't just integrate AI into the product. They built a page where you can chat with Notion AI just like ChatGPT. That thing is a super magnet for links and earned media: - 3,854 linking domains - 26,721 links - 66 page authority And that's just 1 page on the site. They've got all kinds of resources like this that are equally link worthy. Remember all those templates? The best ones soak up backlinks like a sponge! Everyone and their mother shares them. This is what's possible when you break down the silos between SEO, Product, and PR. Search data drives product decisions that reap massive rewards. Content is not just blog posts. It's templates, tools, and community. They put the pieces in place, hit publish, and now they're sitting pretty on +6M visits/month... for ZERO additional spend. More of that, please.

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Even though I do evangelize CRO for DTC brands. 🙌 But it is not the only tool in your brand's arsenal. 🛠️ There are other tools you can use for better conversion rates, AOV and LTV (stickiness). Some of these are: 1. brand identity - much more than logo & font 2. brand story - much more than "about us" 3. tone of voice - much more than copy 4. style of language used in the messaging 5. aesthetics - much more than design ----------------------------------------------------------------------------- Yes, even aesthetics are important. Why? Because a Gen-Z girl won't drop 20% of her salary on a jewellery. Unless the jewellery brand's store & social aesthetics are on point. And, the messaging is in-line with her personal values. Now you can do CRO & tweak elements of your store such as CTAs, photos, pricing, product titles etc & call it a day's hard work. Or you can go the extra mile and work on other 5 points as well. I will any day recommend going above and beyond. That's where magic happens 🌈 #CRO #ecommerce #OptimizeYourBrand #OptimizeYourLife

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Prime Day is here. "Ow! My ads!" Amazon is already incredibly dominant in Google Ads, but on Prime day they really turn up the heat, especially Day 1: 𝗟��𝗼𝗸𝗯𝗮𝗰𝗸: 𝗣𝗿𝗶𝗺𝗲 𝗗𝗮𝘆 𝟮𝟬𝟮𝟯 • +9% impression share compared to baseline (higher CPMs for you) • higher overlap: +8% more head-to-head auctions • outranking you an extra 6% of those auctions (bad for clicks) These numbers describe the 48-hour Prime Day hurt-a-thon for a fictional median advertiser. The median data is based on over 500 Google Ads accounts courtesy of Smarter Ecommerce (smec). So it's not just you – it's everybody. In fact, 86% of advertisers will face serious account-level competition from Amazon today and tomorrow. 𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗱𝗼? Alright I should've written this post last month. Crap. Well... let's take it with us for next year. The first and most important thing is to move past benchmarks like this – which are only a starting point – and look at *your* historical data. How did this event impact you last year. The year before? Maybe look at the fall Prime event for extra clues? Amazon sells on price, convenience, and trust. Check which products were more or less affected: • should you run counter-promos? • is your shipping competitive? • are your reviews highlighted? 𝗧𝗶𝗽: check the "retail category" dimension in Auction Insights to see at a deeper level where Amazon was strongest 𝗧𝗶𝗽: sense-check your pricing strategy in the Price Competitiveness report in Merchant Center (use the custom date range to explore Prime Day specifically) 𝗧𝗶𝗽: check your volume opportunities with the historical Best Seller report in Merchant Center (you can view the week of Prime Day, not the individual dates) 𝗧𝗶𝗽: check your search term data – remember, it's even available for PMax campaigns under Insights >> Consumer Spotlight 𝗧𝗶𝗽: use Seasonality Adjustments if you expect your conversion rate to change during Prime Day Hope this helps and sorry I'm, like, a month late.

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Still thing TikTok ads in Europe are not converting? I set up a few test campaigns (took me 20min) for a Slovenian brand before I went to bed yesterday for testing! ...and today I woke up to this: - 13 new orders in 10 hours (140EUR spend) - average CPM 1.44 EUR - Average ROAS 8.1! And yes I know this are rookie numbers but a 12 hour old TikTok add account without any optimisation or creative testing I say they are pretty impressive. Cant wait to scale this brand to a few 100 or even 1000 orders daily in the next weeks. Can you imagine what an opportunity TikTok will be for Slovenian brands when ads come to the balkans in august? And another benefit for all of you who are still not sure if you want to try TikTok ads: Temu is not advertising on TikTok in Europe! If you need any help with TikTok advertising or creative production for TikTok and meta, hit me up and lets scale.

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Create your funnels like you create your ads. Go deeper than just a landing page by customizing and experimenting across the full funnel: landing pages, PDPs, offers, and in cart upsells. The best part? You're building it all outside of the main site. No existing app conflicts, no approvals, no dev queues. With FERMÀT's latest product releases your growth marketers can own the outcome from ad to checkout. 🔗 to the full release notes in the comments.

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I’ve tested 100s of ways to unlock SaaS growth. Some focus more on building a brand: - SEO - Podcasts - OOH Ads - Twitter Ads - Twitter Organic - Meme Marketing - LinkedIn Organic - Meta In-feed Ads - Unconventional PR - LinkedIn Video Ads - Google Display Ads - On-demand Webinars - Community Sponsorships - Instagram Stories Ads - LinkedIn In-feed Ads - Community Building - Live Online Events - Executive Dinners - In-person Events - Public Relations - Free Mini Tools - Newsletters - Affiliates Others focus more on building pipeline: - Review Sites PPC - Product Referrals - Network Outreach - Programmatic SEO - Google Search Ads - Customer Referrals - Investor Introductions - Scraping Competitors Review - LinkedIn Connection Outbound - Review Sites Profile Optimization - LinkedIn Conversation Ads - Dialer-Powered Cold Calls - AI-automated Cold Email - Ecosystem Partnerships - Personalized Cold Email - Channel Partnerships THE TRUTH is they're all crucial for: 1. Building an amazing brand 2. Building your GTM moat for defensibility 3. Getting users at each stage of the funnel So, I've ranked each channel type in the chart below. - From Brand-Building to Pipeline-Generation - From Difficult to Easy Use this chart to unlock new growth channels:

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How I deal with leads saying: ”Let’s re-open this in Q3” (+2 frameworks I use)👇 FRAMEWORK NUMBER 1: 🤓 Prospect: “We are already planning budgets for Q3, let’s re-discuss it in after the summer holidays” 🤠 You: “I'd imagine your Q2 budget is already full and you won't bring on new services/tools until 'Q3” ”Can I make a suggestion...what if we give you a sneak peek of how we can help you with [TOPIC]? That way if it makes sense for your team, we can plan accordingly to kick start the new quarter strong If not, we stop now and won't waste each others time." -- FRAMEWORK NUMBER 2: 🤓 Prospect: “We want your services/products, budget for Q2 are close, it needs to wait until Q3 or Q4” 🤠 You: “I'd imagine your 'Q2 budget is already full and you won't bring on new services/tools until 'Q3 or Q4” ”Can I make a suggestion... What if we agree on everything in the next 5 days (Q2 2024), but we start right after the Summer holidays and we delay the payment until then.” -- Proactively addressing objections Make a low friction ask to constantly move the ball forward and know when to cut losses. Objections are inevitable in sales. Address them head on.

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I’ve seen marketers gain as much as a 50% ROAS boost when they… 1. Don’t waste ad dollars on sign-ups and clicks. 2. Don’t assign the same CAC for all campaigns. 3. Identify their most profitable audiences. 4. Calculate the value of each user. 5. Use value-based bidding. Notion did this and achieved a 38% increase in pROAS. Miro did this and achieved a 33% increase in pROAS. Want the same? Understand the importance of… Timely optimizations + right signals = enhanced marketing effectiveness How? Drop by our webinar tomorrow at 1PM EST. 👉 https://lnkd.in/g6KzXH6A #growth #strategy #artificialintelligence #digitalmarketing #VBB

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Valuable info in this Backlinko piece on #CRO. Loved the diagram of the #stagesofawareness showing how to talk to users at each stage. Now, the big question: how do we get CRO + Content + Design teams in one room to build that #userfocued consistent messaging us #marketers are always talking about? 😜 https://lnkd.in/e_52D8tz

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My Favourite Fake News in Native Advertising (Taboola & Outbrain) 👉 Brands Need External Third-Party Tools to Attain Profitability at Scale. Disclaimer - Arbitrage Marketers (Publishers + Search): this post is not for you! 😉 In 2012-15, Outbrain for Performance & Taboola Dashboards were notably rudimentary in contrast to their current advanced iterations. A pivotal moment emerged when they unleashed their APIs, sparking a revolution in how Brands approached their Campaign Management & Reporting. From 2015 to 2019, Third-Party Tools became indispensable companions for Brands. These tools filled crucial gaps in functionality and provided invaluable support for scaling campaigns across Native Ads' Networks. They weren't just optional; they were essential. However, the landscape shifted as Outbrain and Taboola poured significant resources into enhancing their Dashboards & Features. The question arises: Are external Third-Party Tools still a necessity for Brands? 🤔 In our experience, the answer leans toward the negative. We've successfully scaled numerous campaigns across various verticals without relying on external tools. While acknowledging the excellence of these tools in the market, we've found them to be more of a bonus than a must-have. That being said, the utility of external tools persists in certain scenarios ✔️ Brands with specific needs beyond the current capabilities of Outbrain and Taboola may find them invaluable. Yet, it's crucial to keep in mind that Native Advertising Networks continue to evolve, with new features rolling out regularly 🧐 As the industry progresses, the importance of adaptability and innovation cannot be overstated. Brands must remain agile, leveraging both internal and external resources to stay ahead of the curve in the dynamic world of Native Advertising. Not sure how to take your Native Ads campaigns to the next level? Get in touch with us 😉 -------- Every week, we select a “Fake News” that we heard/read in the Native Advertising Industry and share our views according to our 12 years of experience. At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain & Taboola. If you enjoyed the post, simply like ❤️ #outbrain #taboola #nativeads #nativeadvertising

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