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We Wasted $50K on Google Ads So You Don't Have To (2019)

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11–20 of 211 posts

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#11
post #3

Interesting... > "...a customer acquisition cost way above one-third of customer lifetime value" Is this really so terrible? As I understand it a lot of mobile games pay more for acquisition than they'll make from the user in e.g. IAP's to scale up their player base and climb the charts. What is a normal CPA vs LTV in the SaaS space? Also, if you pay less to acquire these customers than you will make from them over t…

In addition this is potentially a good sign for optimisation of both CAC (better quality marketing) and LTV (better quality product).

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#12

This is such impressive blather that I’m now convinced I know nothing at all about modern sales and marketing. It may as well have been written by an ancient alien civilization for all I understood. Probably we’ll hear something very like this when SETI receives a signal from another star system.

Hear here!

Now, where are the statistical metrics and causal inference assessments?

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#14

This is such impressive blather that I’m now convinced I know nothing at all about modern sales and marketing. It may as well have been written by an ancient alien civilization for all I understood. Probably we’ll hear something very like this when SETI receives a signal from another star system.

>>> Thanks to developers’ trust in our core infrastructure and their recommendations, we’re fortunate to have a constant and growing inbound flow of leads and net negative churn, meaning the value of usage-driven upgrades outweighs the loss in revenue from subscription cancellations.

I’m glad they clarified what “net negative churn” means, that really cleared things up.

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#15
post #5

"Lesson #3: Stick to keywords that you have landing pages and content for" This sounds self-evident but we all know sales people who sell a fiction and then engineering has to scramble to (try to) turn it into reality.

A product could already have the engineering bits in place but without a landing page calling out that very feature or usecase, sending traffic to a mismatched page is a diservice.

People click an ad to learn more, if they are presented with a specific use-case but land on a generic marketing page they will click the back button.

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#16

This is such impressive blather that I’m now convinced I know nothing at all about modern sales and marketing. It may as well have been written by an ancient alien civilization for all I understood. Probably we’ll hear something very like this when SETI receives a signal from another star system.

>>> Thanks to developers’ trust in our core infrastructure and their recommendations, we’re fortunate to have a constant and growing inbound flow of leads and net negative churn, meaning the value of usage-driven upgrades outweighs the loss in revenue from subscription cancellations. I’m glad they clarified what “net negative churn” means, that really cleared things up.

I am laughing harder than I should really

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#17
post #3

Interesting... > "...a customer acquisition cost way above one-third of customer lifetime value" Is this really so terrible? As I understand it a lot of mobile games pay more for acquisition than they'll make from the user in e.g. IAP's to scale up their player base and climb the charts. What is a normal CPA vs LTV in the SaaS space? Also, if you pay less to acquire these customers than you will make from them over t…

It depends on the industry. In retail, for instance, a customer acquisition cost of more than 10% their expected lifetime value is unsustainably expensive. Is suspect retail having only 5-8% profit margin is part of that though.

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#18
post #15
post #5

"Lesson #3: Stick to keywords that you have landing pages and content for" This sounds self-evident but we all know sales people who sell a fiction and then engineering has to scramble to (try to) turn it into reality.

A product could already have the engineering bits in place but without a landing page calling out that very feature or usecase, sending traffic to a mismatched page is a diservice. People click an ad to learn more, if they are presented with a specific use-case but land on a generic marketing page they will click the back button.

And yet the company is paying for all those pointless clicks. Hopefully they’ll consider “misleading ads” as a possible reason for a low conversion rate.

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#19

This is such impressive blather that I’m now convinced I know nothing at all about modern sales and marketing. It may as well have been written by an ancient alien civilization for all I understood. Probably we’ll hear something very like this when SETI receives a signal from another star system.

When doing my own writing, I try to remember a quotation from Kenneth Hudson's The Jargon of the Professions:

> The best minds in any profession are never guilty of jargon, expect when they are very tired. Pedestrian minds are drawn towards it automatically and to the most frightening extent. Jargon, one could suggest, is the natural weapon of highly paid people with very little of any value to say. It is a sad and ironical comment on our society that many people feel released from the pressure to use jargon only when they have reached the top of their profession, by which time it may be too late to change one's habits. , however one might wish to. Ambitious people, still busy climbing the ladder, may well consider it professional dangerous to use straightforward language. One therefore has the paradox that only the person who has finally arrived, with [their] reputation secure, can afford to be simple and jargon-free. Lesser mortals appear to need their jargon, as a membership-badge of their profession. They do not have the confidence to face the world without it.

Do I escape the tendency towards jargon? No, not by a long shot, but pieces like this are a good reminder as to why it is worth the effort to keep trying.

Re: We Wasted $50K on Google Ads So You Don't Have To (2019)

#20

This is such impressive blather that I’m now convinced I know nothing at all about modern sales and marketing. It may as well have been written by an ancient alien civilization for all I understood. Probably we’ll hear something very like this when SETI receives a signal from another star system.

>>> Thanks to developers’ trust in our core infrastructure and their recommendations, we’re fortunate to have a constant and growing inbound flow of leads and net negative churn, meaning the value of usage-driven upgrades outweighs the loss in revenue from subscription cancellations. I’m glad they clarified what “net negative churn” means, that really cleared things up.

It reads like a Markov chain autocomplete. Let's see what my phone produces if prompted with the first bit:

Thanks to developers’ trust in our core infrastructure and their recommendations, we are looking for ways to improve the quality of our products by providing a service to our clients with the highest level of service for the remainder of the year.

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