The article has some helpful points. But as a programmer-SAAS-founder-who-took-over-ads operation, I have some tips on some insights we gleaned doing paid ads (and getting it to be profitable for us):
1. Most important tip: is your product ready for ads?
- Do not do paid ads too early.
- Do it once you know that your product is compelling to your target audience.
- Ads are likely an expensive way of putting your product in front of an audience.
- No matter how good the ad operation, unless your product can convince a user to stay and explore it further, you've just gifted money to Google/X/Meta whoever.
- If you haven't already, sometimes when you think you want ads, what you more likely and more urgently need is better SEO optimization
- Most of the time, when we debugged why an ad wasn't showing conversions, rather than anything inherent to the ad, we found that it was the flows the user encountered _AFTER_ landing on the platform that made the performance suffer.
- In some cases, it's quite trivial: eg. one of our ads were performing poorly because the conversion criterion was a user login. And the login button ended up _slightly_ below the first 'fold' or view that a user saw. That tiny scroll we took for granted killed performance.
- This is not rocket science, no matter how complex an agency/ad expert may make it look.
- There are some basic jargon that will be thrown around ('Target CPA', 'CPC', 'CTR', 'Impression share'); don't be intimidated
- Take the time to dig into the details
- They are not complicated and are worth your time especially as an early stage startup
- Don't assume that your 'Ad expert' or 'Ad agency' has 'got this'.
- At least early on, monitor the vital stats closely on weekly reviews
- Ad agencies especially struggle with understanding nuances of your business. So make sure to help them in early days.
- Here I have to politely disagree with the article
- Focus on conversion keywords exclusively to begin with!
- These will give you low volume traffic, but the quality will likely be much higher
- Conversion keywords are also a great way to lock down the basics of your ad operation before blowing money on broad match 'awareness' keywords
- Most importantly, unless your competition is play dirty and advertising on your branded keywords, don't do it.
- Do NOT advertise on your own branded keywords, at least to begin with.
- Most of the audience that used your brand keywords to get to your site are essentially just repeat users using your ad as the quickest navigation link. Yikes!
- You'll find that while your running ads, you are in a somewhat adversarial dance with the ads platform
- Some caveats (also mentioned in the article)
- Ad reps (mostly) give poor advice, sometimes on borderline bad faith. We quickly learnt to disregard most of what they say. (But be polite, they're trying to make a living and they don't work for you.)
- (Also mentioned in the article) Do not accept any 'auto optimization' options from the ads platform. They mostly don't work.
- Set tight limits on spends for EVERYTHING in the beginning. I cannot emphasize this enough. Start small and slowly and incrementally crank up numbers, whether it be spend limits per ad group, target CPA values, CPC values - whatever. Patience is a big virtue here
- If you're running display ads, there are many more leaks to be plugged: disallow apps if you can (article mentions why), and disallow scammy sites that place ads strategically to get stray clicks.
- For display ads, controlling 'placement' also helps a lot
- Especially the old, well rated posts here.
- They're a gold mine of war stories from other people who got burnt doing PPC, whose mistakes you can avoid.