2024

When I started my journey in Digital Marketing, I was assigned a client in the SaaS business sector. Upon initial discussions, the client expressed a requirement: they demanded a minimum of 5 leads per day, or they would consider parting ways. Despite their efforts and investment in paid search advertising, the client was seeing negligible returns in terms of leads from their website. Feeling somewhat lost, I thought to get some guidance from my mentor, who suggested creating a dedicated landing page. “Create a landing, what?” I was puzzled. He then taught me the aesthetics of an effective landing page. I was given the task of researching and generating copy for the landing page. I started working on that till late in the evening. When I presented my initial draft to him, I received feedback for refinement. And after several iterations, the landing page was finalized and sent for design and development. The following afternoon, the landing page was ready. Filled with anticipation, I updated it on Google Ads before stepping out for a break. Returning from the break, I eagerly refreshed Google Ads. In between a sea of zeroes in the conversion column, there it was: a solitary ‘1’. First landing page. First lead. First Day of the launch. My eyes were constant on that digit. The feeling was surreal. Even today, after working on thousands of landing pages, that feeling persists. Seeing a well-crafted landing page getting its first lead remains a source of happiness for me. It serves as a reminder: a little self-motivation and perseverance can get us the right start.

When meeting potential clients interested in starting paid advertising, I often ask about their budget. Usually, they are uncertain and ask me for guidance on the ideal budget. In handling such situations, I’ve learned not to throw out random figures, especially if they’re new to paid campaigns and have flexibility in their budget. Instead, I adopt a more informed approach: “Let me do some research within your industry and provide you with a minimal spending recommendation.” For those clients who already have the campaigns running, use their existing campaign data to justify costs based on specific Key Performance Indicators. However, when clients lack historical data or previous campaign experience, a structured approach is recommended: 1) Industry Research: Ad platforms these days estimate traction based on different expenditure levels, giving us a minimum spending limit. 2) Test and Analyze: Suggest client for an initial testing phase with the minimum spend suggested from the research. This allows for data collection to make informed decisions on scaling budget over time. For instance, I might say to a client: “Based on my research, I recommend an initial spend of X amount to understand audience response. This testing phase will provide data-driven insights to guide our future decisions related to paid advertising budget.” Make sure you involve client at every stage of the process. Clients appreciate this approach as it shows diligence, thoughtful consideration, and a commitment to data-driven decision-making. An ethos essential to successful digital marketing campaigns.

Celebrated my mother’s birthday in the most heartwarming way. My mother, a lover of simplicity, prefers a more intimate and low-key celebration. Instead of dining out at a fancy restaurant, we chose to savor some homely, divine food together. Less stress, more connection. Celebrating with simplicity strips away the distractions, allowing us to focus on what truly matters: the people we love. Spent time visiting family, making the day even more special. A day filled with genuine connections and love, and while wrapping up the day, it was clear that she was happy, we were happy, and everyone was content.  

Recently, I was sipping tea at a restaurant on a highway. As I sat down and ordered my tea, I couldn’t help but admire the cup it was served in. The restaurant’s branding was elegantly displayed, along with the logos of social media platforms. It was clear that the restaurant was active online and wanted to connect with its customers through these channels. However, as I looked closer, I realized something was missing. There were no handles provided for their social media accounts. No Instagram handle, no Twitter username, and not even a Facebook page mentioned. I found myself wondering how to find them online to stay updated on their latest offers and events. This event left me wondering about the importance of attention to detail in business. It may seem like a minor issue, but it reflects poorly on the team responsible for managing the restaurant’s branding and marketing. The lesson here is clear: attention to detail is important in every aspect of business, whether you’re in the hospitality industry or any other field. It’s what sets you apart from your competitors and ensures success in the long run. Think about it. In a world where customers have countless options at their fingertips, it’s the little things that make them choose one business over another. From the cleanliness of your establishment to the responsiveness of your website, every detail matters.

The debate always heats up within the paid search industry: should brands advertise on their own brand keywords? Even experienced paid traffic experts clash over the most effective strategy. Here’s my perspective: Always maintain a brand campaign, separate from others. 1) Manage CPC bids manually for better control. 2) Keep an eye on negative keywords, such as brand searches associated with job queries or portal logins. 3) Utilize brand keywords during promotional periods and when offering special discounts. There has to be more, but these three are my top picks. You just can’t afford to skip advertising on your brand’s keywords.

That is the theory I believe in. Courses worth thousands of dollars, check boxes, and readymade templates are crowding the Internet. Agree that they are of worth but not compulsive. Any layman convincing an individual to take action with mere words is a winner. Of course, grammar and substantial command over the language are necessary. That’s it. Write, analyze repercussions, and repeat.

Bosses and leaders play different but equally important roles at work. Good bosses aren’t just about telling people what to do. They’re also leaders who guide the team and help them get better at their jobs. Bosses make sure things run smoothly, while leaders focus on where the team is headed and make tough decisions. Now, here’s a key point: helping people grow isn’t just about making the company bigger or hiring more people. It’s about making each person better at what they do. One way to do this is by spending time with each team member, listening to their concerns, and helping them see how their work fits into their career goals. When bosses and leaders invest in their people like this, it boosts morale and makes everyone happier and more productive. For example, think about a manager who took time to understand each team member’s goals and challenges. By doing this, they made the team feel valued and motivated, which led to better results for everyone involved. In the end, success at work isn’t just about making the company grow fast. It’s about helping each person on the team grow too. By combining good management and strong leadership, companies can create a supportive environment where everyone can thrive.

Sending generic and vague greetings like “Hi” when sliding into DMs can come across as unwelcoming, particularly on a professional platform such as LinkedIn. It is not the most effective approach to initiate meaningful conversations. Instead, consider adding some context or purpose to your message. If you are reaching out to someone you have never interacted with before, take a moment to personalize your approach. Here are a few examples that have proven effective: 1. “Hello Tom, I noticed that we both work in a similar industry. I would appreciate the opportunity to connect and exchange insights with like-minded professionals.” 2. “Hi Tom, I recently came across your post on Xyz and found it very insightful. I would love to engage further with your content and learn from your expertise. Would you be open to connecting?” 3. “Hey Tom, I have been actively investing in my skills as a Digital Marketer, and your profile consistently stands out as a valuable resource in the field. I would like to connect with you to learn from your experiences and expertise.” By giving a personal touch and demonstrating your intentions, you are more likely to engage the recipient in a meaningful conversation. Avoid relying only on a generic greeting and instead showcase your soft skills by conveying your purpose upfront.

Most of the Google Ads campaigns that I ran did well mainly because of having a good quality score. Some advertisers are saying that quality scores do not matter anymore, however, I disagree. I think Quality Score will always be important for search ads. Why? Simple. Quality > Quantity With current advertisers scaling and new advertisers penetrating the ecosystem, it will always be about quality. Imagine the level of chaos in the search ads ecosystem if money is the only medium to get auctioned for that first position. Getting a high Quality Score might be tough, but I am okay with that. It helps keep things fair by filtering out the bad competition. In this game, it’s just you and other sensible advertisers trying to get to the top of the search ads results by giving the best user experience.

The post explains why Ideas are worthless. If you search this term on the Internet, “The Journey of an Idea,” you will get a lot of articles explaining one simple thing in different ways. “Ideas are easy to get. Execution is the only thing that matters.” 90% of us fail with the execution. (That includes myself and some intelligent CEOs, entrepreneurs, and other human beings full of wisdom that came across in my life.) But also, what I learned from them is to move on and continue the journey of execution. I just got an idea today to share this thought with you. I picked up my cell phone, initiated the blog editor, and executed the words. This required a bit of effort, but the idea traveled from my brain to yours. The journey of an idea is now well executed and completed. Did you get an idea today?