Stop Wasting Money On Bad Clicks (Local Ads Series)

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Find your customers on Roku this Black Friday

As with any digital ad campaign, the important thing is to reach streaming audiences who will convert. To that end, Roku’s self-service Ads Manager stands ready with powerful segmentation and targeting options. After all, you know your customers, and we know our streaming audience.

Worried it’s too late to spin up new Black Friday creative? With Roku Ads Manager, you can easily import and augment existing creative assets from your social channels. We also have AI-assisted upscaling, so every ad is primed for CTV.

Once you’ve done this, then you can easily set up A/B tests to flight different creative variants and Black Friday offers. If you’re a Shopify brand, you can even run shoppable ads directly on-screen so viewers can purchase with just a click of their Roku remote.

Bonus: we’re gifting you $5K in ad credits when you spend your first $5K on Roku Ads Manager. Just sign up and use code GET5K. Terms apply.

Use code GET5K now

Welcome, welcome, it’s MONDAYYYY!

(And welcome back to our Google Ads series!)

We’ve spent the last two weeks discussing the basics of ads and writing our amaze-balls ad copy.

Now we want your ads to show up at the right place (and to the right person).

Content Targeting

There’s three types of content targeting:

• By topic

• By placement

• By content keywords

Topic targeting helps Google display your ads on websites related to your ad's content. 

Let’s say you want your ads on animal-themed sites. Google finds those sites by reading their pages for that type of content and shows your ads to those interested audiences.

Imagine you want to show your ads on specific websites your customers like to visit. 

Instead of using keywords, you pick the exact websites (or even parts of websites) where you want your ad to appear.

(Think about how your products would look next to a review blog!)

Imagine you're searching online for new sneakers (don’t come after my sneaks). The words you type, like “shoes that make me look 20,” or "cool basketball shoes," or "cheap running sneakers," are keywords. 

You’ll use these keywords so your ads pop up when customers are looking for something you sell. 

You can even change your keywords to match what people are searching for during different times of the year, like for summer sports (or back-to-school sales)!

Geo-Targeting

In addition to…all those options.

You have the option to geofence in your ads.

To be the most effective with geotargeting you’re going to want to use the by radius feature.

(Be so real, someone from Boulder City isn’t going to visit your North Las Vegas location unless they’re visiting town.)

So whatever radius you have set, only devices in that area are going to be shown your ad when they’re searching for (or researching) something you’ve set.

(See the power?)

Once targeting is set, it’s time to move onto budgeting (and launching, obviously) your Google Ads.

For Those New To Sales Metrics

If you’re just starting to measure things like your margin, win rate (conversion rate) and costs in general, it’s ok!

A simple way is to pull the number of contacts in your CRM with at least one touchpoint and see how many of those are closed sales.

Won Sales ➗ Total Contacts = Conversion Rate

(If you don’t have any yet, it’s not time to run ads!)

Google Ads Launch Checklist

1. Calculate your budget maximums.

2. Assemble your copy.

3. Download your creative assets (if you’re using display ads).

4. Landing pages (with UTM tracker links).

5. Upload to Google Ads Manager.

6. Set targeting, CPC, and display options.

7. Set to live.

If you’re having trouble with your ads, hit reply and we’ll show you what’s up on a quick video call.

We’ll see you next Monday!

LJ & Fahad

This Week’s Campaigns

Retail/E-Commerce

• Concept: Create a reel that gives a behind-the-scenes look at the packing and shipping process, but with a personal touch. Show yourself carefully wrapping an item, (maybe writing a note) and getting the order ready to send out, emphasizing the care and personal attention you put into each package.

• Why it works: You're humanizing the often-impersonal e-commerce experience. By showing that a real person is handling each order, you build a stronger connection with customers and make them feel seen and valued.

Consultants/Coaches

• Concept: Share a personal story or a powerful belief that serves as the foundation for your coaching. This is your guiding principle—whether it's about resilience, innovation, or authentic leadership—and how it has led you to success and fuels your passion for helping others.

• Why it works: You're articulating your unique value proposition in a personal and inspiring way. Clients connect with a coach's core beliefs and values, and by sharing yours, you attract people who are a great fit for your guidance.

Realtors

• Concept: Share a brief story about your very first real estate transaction in Las Vegas. Focus on the personal emotions you felt, the challenges you overcame, and the deep satisfaction of helping those first clients. This is about your journey and the passion that has fueled your career from the beginning. You feel it, and your clients will too!

• Why it works: You're inviting your audience to celebrate your personal history, building a brand based on authenticity and dedication. This emotional connection helps potential clients see you as a committed professional who is passionate about their work. This is also a way to flex your expertise and level of experience!

Therapists

• Concept: Share a personal moment of realization or a core insight you gained that profoundly shaped your philosophy as a therapist. It could be about a book, a mentor, or a personal experience (without oversharing) that taught you a powerful lesson about healing and growth.

• Why it works: You're showing your ongoing journey of learning and self-reflection, which builds immense trust. By revealing a piece of your personal and professional evolution, you demonstrate your commitment to continuous growth and expertise.

Photo by NEOM on Unsplash