I Spent $6 Million on Google Ads Last Year - Better Marketing - Medium

Nick Lafferty

I had an unlimited budget. I could spend as much money as I wanted on whatever ads I wanted.
But I had to be profitable.

Here’s what I learned.

1. The Creative Is Everything

2. The House Always Wins
I’ve sat through countless demos for all the major bid management platforms. Marin, Kenshoo, Quantic Mind, and more.
They’ll all try and convince you how they’re better at bidding than Google. But they all have one thing in common: they have really good marketing and sales teams who come up with all kinds of slogans, testimonials, and case studies. Their entire job is convincing marketers their systems can outperform Google.

3. YouTube Is Still a Hidden Gem

4. Gmail Ads Can Scale
If you’re having trouble succeeding with Gmail ads, your creative is busted.

Wrapping Up
Succeeding in digital marketing is all about iteration. No strategy works forever and failing to consistently test is a recipe for failure.
Creative is king. Embrace machine learning and automated bid strategies, especially Google’s Target CPA.

Read more here: I Spent $6 Million on Google Ads Last Year - Better Marketing - Medium.