39 episodes

Run paid ads profitably, and build marketing follow-up systems that really work.

Maze Marketing Podcast Rob Drummond

    • Business

Run paid ads profitably, and build marketing follow-up systems that really work.

    39: Conversion Rate Optimisation - Part 2 (feat. Chris Dayley)

    39: Conversion Rate Optimisation - Part 2 (feat. Chris Dayley)

    In our last conversation with Chris (episode 37) we only scratched the surface of Conversion Rate Optimisation (CRO). Chris helps people improve their conversion rates as part of their paid advertising strategy. We continue that conversation in this episode by digging a little deeper and discovering how to run A/B tests.

    Rob, Jonathan and Chris talk about...


    The best times of the year to run A/B tests
    What the home page on your website should not be trying to do
    The type of A/B test to run to discover what matters to your page/website visitors
    The trouble in making assumptions without testing
    The questions to ask in helping create AB tests
    Three things you can do with the simplest of A/B tests
    Why you probably don't need a big fat website redesign
    What a failed A/B test can tell you
    Whether to use a landing page builder or create a website
    The minimum threshold of traffic and conversions you need to run A/B tests
    The advantages and disadvantages of hiring an agency to handle your CRO
    And if you decide to use an agency, how do you select a good one.
    The free tool you can use for running as many A/B tests as you like
    The tools to use when you're ready to scale up
    And the tool not to use when you're getting started with CRO
    The biggest mistake that people make when A/B testing

    To find out more about Chris, visit smart-cro.com or on LinkedIn @chrisdayley.

    • 56 min
    38: Managing Google Ads for Lead Generation (feat. George Krahn)

    38: Managing Google Ads for Lead Generation (feat. George Krahn)

    There are more PPC agencies around than ever before. You'll find PPC experts at every networking meeting. But if you generate leads to feed an offline (or these days online!) sales process, it's hard to find an agency who can deliver GOOD affordable leads to your sales team.

    In this episode, Rob and Jonathan talk with George Krahn, who runs an agency helping people create transparent end-to-end online lead generation systems that deliver on a good ROI. 

    Whether you work for an agency, hire an agency or do the work yourself, you'll get a lot from this wide-ranging, holistic conversation. 

    They discuss...


    An 80/20 holistic approach to improve your systems and generate more leads
    The importance of retargeting
    Why you absolutely should be following up with your leads
    The elements that all good CRMs must have
    What an audit of your marketing systems will look like and what you'll get as a result of one
    Why there's so much wastage in marketing systems
    A clear example of where data and a simple tweak saved a client tens of thousands of $s
    Why you must have conversion tracking in place
    Why you should know the source of your leads and their most recent activity

    To find out more about George Krahn and his agency, Proven Results Marketing, visit https://provenresultsagency.com/.

    For the 80/20 Marketing Analysis mentioned in the conversation, visit https://provenresultsagency.com/8020-marketing-analysis/

    • 1 hr 6 min
    37: Conversion Rate Optimisation - Part 1 (feat. Chris Dayley)

    37: Conversion Rate Optimisation - Part 1 (feat. Chris Dayley)

    In this episode, Rob and Jonathan are talking to Chris Dayley, who specialises in Conversion Rate Optimisation (CRO). Chris helps people improve their conversion rates as part of their paid advertising strategy. They discuss two techniques that you can apply immediately to your paid advertising strategy. And even if you're not running ads, there's a technique you can use to improve conversion rates on your website. Listen now to learn:


    Why improving your conversion rates is a big win
    What makes a good A/B test (if you haven't heard of A/B testing then you really should listen to this podcast!)
    Where most people get stuck when running an A/B test
    Why it's essential to begin with a good business question
    Why you don't need super design skills to run A/B tests
    The first two A/B tests you can run with any new landing page or advert to get started.
    Why you don't want to be making assumptions until you have data
    How to run an Existence Test on your homepage
    How much traffic do you need before you can run A/B tests

    To find out more about Chris, visit smart-cro.com or on LinkedIn @chrisdayley.

    • 49 min
    036 The True Impact of Page Load Speed on Paid Ads (feat. Dan Wilkinson)

    036 The True Impact of Page Load Speed on Paid Ads (feat. Dan Wilkinson)

    Page speed has been a big thing in SEO for a long time. But many people don’t realise that page speed is very important for paid advertising too.

    Dan Wilkinson started work as an AdWords consultant, but was always deeply interested in Google Analytics. He noticed a few years ago that Google and Facebook were penalising certain advertisers without notice or reason. He started spotting patterns: the things that looked like ad fatigue in Facebook or low impression share in Google were in fact indicators of poor page load speed.

    Listen now to learn:


    The typical difference in conversion rate between 2 and 3 seconds
    Why most web developers are ill-equipped to improve site speed
    The difference between a ‘web developer’ and a ‘web optimiser’
    Where the tipping point in performance now lies
    How improving your paid speed can improve ad profitability, without changing your ads
    Why Google has introduced ‘Core Web Vitals’, and why it matters
    The points deduction on page speed for each incremental second in load time
    What Google is measuring in terms of page speed and user experience
    The three measurements Google really cares about
    How to improve performance with lazy loading
    Page speed advice for Shopify users
    Page speed comments on all the main ecommerce platforms
    Page speed challenges with WordPress
    The fastest Shopify and WordPress themes
    The fastest non-WordPress page builder
    A myth surrounding Google Analytics page load time
    Why blindly pasting tracking codes into the head of the page can slow page load time by 10-15 seconds
    How to achieve a 98-100 page speed score
    The page speed problems caused by video
    What fonts improve page speed (and which ones harm it!)

    Dan’s website is https://pagespeedoptimized.com/ (notice also how fast it loads!)

    • 1 hr 14 min
    35: The Professional Approach To LinkedIn Ads (feat. AJ Wilcox)

    35: The Professional Approach To LinkedIn Ads (feat. AJ Wilcox)

    When we talk to people about LinkedIn ads, we usually hear objections such as:

    “Do they really work?” (Yes)

    “Aren’t they expensive?” (Cost per qualified lead can be low)

    It is time to debunk these myths. LinkedIn have put a lot of work recently into their advertising platform. On this episode, we interview LinkedIn Ads expert AJ Wilcox. On the call AJ explained:


    What ad format to run with 95% of the time
    Whether to use single image or single video ads
    Whether to write long or short copy ads
    Why people go to LinkedIn, and how they respond to ads
    How we now have engagement retargeting on LinkedIn :-) :-) :-)
    Why the targeting options on LinkedIn are essential for B2B marketing
    What customer lifetime value you need to run LinkedIn ads profitably
    What kinds of offers work on LinkedIn (i.e. what to say in your LinkedIn ads)
    How to get very senior people to respond to your ads
    How long to run an offer before changing it
    What is a reasonable testing budget for new LinkedIn advertisers
    What’s the lowest budget you can spend to still see results
    How to complement your paid LinkedIn efforts with organic networking
    The breakdown between mobile and desktop impressions
    The two biggest mistakes people make (i.e. how to avoid the ‘LinkedIn Stupidity Tax’)
    How many ads to test at any time

    AJ’s website: www.b2linked.com

    AJ’s free LinkedIn ads checklist: www.b2linked.com/checklist

    AJ’s course: The LinkedIn learning course on LinkedIn Advertising (free for LinkedIn premium members)

    AJ’s podcast: The LinkedIn Ads Show Podcast

    • 53 min
    34: Behavioural Engagement Nurture Sequences (feat. Roland Eva)

    34: Behavioural Engagement Nurture Sequences (feat. Roland Eva)

    We're all familiar with the concept of nurturing potential customers over the buying cycle. But how should you prioritise your efforts?

    One approach is to use something called a 'Behavioural Engagement Nurture Sequence'... where the marketing people receive from you is driven my the recency of their engagement.

    Listen now to learn:


    Why a long-form sales page can easily out-perform webinars and sales teams
    How people really read (and re-read) sales pages
    Whether to use a video sales letter or a long copy sales page (and the one exception)
    How a behavioural engagement nurture sequence differs from a conventional nurture sequence
    Why you need content in multiple formats
    How many emails you really need to write
    What to do with unengaged contacts
    How to organise all your marketing nurture efforts around the principle RFM (recency, frequency and money)
    What a Fibonacci sequence is, and how to incorporate it into your efforts

    Roland's website is www.rolandeva.co.uk. The book Roland mentions is No B.S. Direct Marketing by Dan Kennedy.

    • 58 min

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