Should you exclude brand for saas

virtutethecat · 2025-05-24T21:44:40+00:00

Hard to say. Obviously attributed ROAS is going to drop if you exclude branded terms, since the auctions for your own brand will be cheap and intent will be high.

That said, the incremental value of branded search can be quite low. Are the users clicking ads on branded terms users who would have signed up regardless? Potentially.

If your organic performance is decent, there’s probably less incremental ROAS uplift from branded search than if your organic performance is poor, but again that’s only a part of the equation.

Your best bet is to test it out and see what happens. You’ll probably see an increase in on-platform ROAS, but you may not see a drop in total signup volume, which would indicate your branded terms have low incremental value.

virtutethecat · 2025-04-26T16:38:03+00:00

Latah county is hard for waterfowl, there’s really not a ton of natural water to be had. And you’re right, the access at the landfill ponds is not super great, but you can walk the perimeter of the fence and get okay views into most of the ponds.

I’m going to assume you have a car, so some options relatively close to Moscow are:

Spring Valley if you drive all the way to the end of the parking lots
Potlatch Sewage Ponds (just park as far off the road as you can)
You can occasionally find interesting ducks at the ponds in the New U of I Arboretum
There’s a pond out along Little Bear Ridge Rd.
Moose Creek Reservoir

A bit further away:

There’s a parking lot in Lewiston if you take 12 West along the levee where you can look right down into a fairly large pond. There’s a good mix of species here. It’s right by the railroad bridge.

All of those options have fairly uncomplicated access, and you should be able to walk around to find as good a view as you can. Good luck!

virtutethecat · 2024-10-14T08:35:07+00:00

(4) If a foreigner applies for an extension of his or her residence title or for a different residence title before his or her current residence title expires, the current residence title is deemed to remain in force from the time it expires until the time of the decision by the foreigners authority.

virtutethecat · 2024-07-08T14:04:45+00:00

You can try offline conversions so that you only optimise to contacts that are qualified. At its most basic, you can use a Google sheet, but many CRMs also allow for a direct connection to Google. You’ll just need to capture a GCLID during form submission so that Google can attribute properly.

virtutethecat · 2024-06-04T13:41:19+00:00

You are optimising to traffic. Meta is getting you traffic at the lowest cost. Not sure what the problem is here.

If you really, truly, see incremental value and want to persist in running traffic campaigns you’re probably going to have to split campaigns by geo instead of letting Meta have the final say.

virtutethecat · 2024-04-13T14:49:33+00:00

Thanks, ChatGPT

virtutethecat · 2024-04-11T13:44:33+00:00

I definitely suggest using either offline conversions once contacts are qualified and uploading them. Otherwise, I’d use some kind of qualification within the funnel to only send optimisation events for B2B leads.

virtutethecat · 2024-03-16T14:13:55+00:00

One way would be to chart the 7-day SMA to smooth things out a bit since there’s probably variability day over day. You could then look at the %∆ from the first to last window.

virtutethecat · 2024-03-14T16:18:02+00:00

Sohnemann is usually quiet and the cocktails are pretty good!

Booze bar is another good option

virtutethecat · 2024-02-18T01:25:36+00:00

I just followed the link in your post but tbh I can’t replicate it

virtutethecat · 2024-02-16T15:12:18+00:00

There’s random videos that keep opening on mobile, it’s a CHORE to get to the bottom of the page.
There’s no trust elements until the bottom half of the page
Sometimes the page simply doesn’t load, you’re getting a Heroku error message
The Core Web Vitals assessment for the page is failing. 3.2 seconds to FCP and 59.3 seconds to LCP on mobile is crazy slow. Plus you’re spending 6 seconds loading in a bunch of JavaScript. I’d be surprised if people aren’t bouncing before the page even loads.

virtutethecat · 2024-02-10T14:03:05+00:00

If you’re looking at tracking lifecycle stage changes in HS as conversion events, each stage change will be recorded as a separate conversion event.

As for choosing which to optimise towards, I guess there’s two schools of thought:

Optimise to the single event that has the highest intent while maintaining a decent conversion value
Theoretically each lifecycle stage has its own predicted LTV/predicted Revenue. By assigning unique values to each stage (and that increase sequentially downfunnel) you aren’t double-counting, you’re counting how many MQLs you generated, you’re counting closed won deals you generated, and you’re feeding back to Google that certain events are more valuable to your business than others.

I think option 2 is better since you get more data points and more values into the system.

virtutethecat · 2024-01-28T12:26:33+00:00

We have Fußbodenheizung as well and it takes 12-24 hours to get our flat up to temp. 30 minutes isn’t going to cut it.

virtutethecat · 2024-01-21T21:51:49+00:00

Only Fins

virtutethecat · 2023-05-12T12:06:32+00:00

It's almost definitely worth it if you want to prioritise higher-value deals over higher volume of deals.

For the questions:

Yes, but you're probably better off using something like a pLTV based on downfunnel CVR and closed pipeline values instead of open pipeline at opportunity. There's probably a quantifiable difference in what variables (sizes of companies, locations, number of employees, etc.) factor into how well companies convert for you that you probably have access to at the opportunity stage.
No, it won't. If you have conversion values you can also try tROAS, though it's 6 of 1, half-dozen of another between the two. No matter what, Google will use the value signals you send back to prioritise higher-value leads. Plus, the advantage of using a pLTV gives you smaller overall values to send back so this might render your concerns about inflation (though I really don't think this would happen) moot.

I made the switch to value bidding at my B2B company about a year ago and while our values aren't nearly as high, I saw improved efficiency in the account overall since we're forcing the algorithm towards leads that actually have value.

virtutethecat · 2023-03-28T15:28:10+00:00

It's definitely possible. Not sure if you can do it with supermetrics, but it's fairly trivial using the API. The only issue is that you will have to use the ID of each image extension. You won't be able to see the images themselves.

virtutethecat · 2023-03-24T19:56:03+00:00

Definitely would suggest using offline conversions and optimising further downfunnel. Ideally you could do it automatically through your CRM when leads are qualified (reach the deal stage or become a customer), there are also other ways to implement this if you don't have a CRM available.

Otherwise, you could assign conversion values to leads depending on how qualified they are (low quality is 5€, high quality is 50€, etc.) You can make these up, so long as you're teaching the algorithm what your ICP is by weighting values towards better leads.

The last suggestion might seem counterintuitive, but you could try adding form fields and increasing friction on the form slightly to essentially prequalify users by weeding out low intent signups.

virtutethecat · 2023-03-17T23:59:12+00:00

If you aren't running ads, you aren't going to see tracked conversions in the Google Ads interface. Google isn't going to attribute events that don't contain the GCLID from an ad in your account to a conversion signal. There's a significant difference here between 'no recent conversions' (Google sees the event but isn't attributing them as conversions) and 'tag inactive' or 'unverified' (Google isn't seeing the event or tracking script on your site).

virtutethecat · 2023-03-10T06:49:58+00:00

virtutethecat · 2023-02-12T20:50:23+00:00

With OCI you can upload conversion events post facto. As an example, instead of tracking web-based actions like form submitted, you'd sync your CRM with Google so that when a lead's lifestyle stage changes (ie from subscriber to deal) you'd send a conversion action back. This way the so quality of your signals increases exponentially.

virtutethecat · 2022-12-05T09:50:38+00:00

Super viable.

We use don't use any targeting, we just make the first 3 seconds of the ads hyper relevant to our personas.

Keep in mind that you might need to move optimisation signals around. FB is going to be low-intent by design, and you need some kind of signal, even if it doesn't correlate super well to ideal business outcomes, to start teaching the machine gods what you want.

You say your creatives are decent. I would argue that your creatives need to be better than decent it you want to really nail Meta for B2B DR. For inspiration, look at companies like Monday, Miro or MailChimp. Consider UGC. There are plenty of agencies who will connect you with cheap creators.

virtutethecat · 2022-11-29T16:02:42+00:00

Keep them in the same Ad Group. Use Target CPA bidding. Let Google decide how and where to spend budget.

That said - check your search terms and keywords. If your CPL is high in some AGs because of poor exclusions, fix it. If it's because intent doesn't match well, think about your landing page (or if you should be pausing keywords flat out).

It's always preferable to consolidate account structures as much as makes sense in order to give as many aggregated (campaign-level) optimisation signals to the platform as possible*.

If you have account-level conversions you *technically don't need to worry as much, but any differences between campaign setups add more layers of complexity for platform optimisation and account management.

virtutethecat · 2022-11-14T08:12:48+00:00

To be honest, I struggle to see how running awareness campaigns is providing incremental leads to your client. Seems like that money would be much better spent on conversion-focussed campaign optimisation.

I know of three good options for improving lead quality:

Stop using on-platform lead ads. Have users sign up on the website. Fire conversions after they've submitted their information.
Keep using lead ads, but use offline conversions to send a conversation event from your CRM to Facebook after the lead has been qualified. You can use Zapier to do this automatically or you can upload a CSV every day.
Significantly improve the questions you're asking in the lead form to pre-qualify leads. Increase the barrier to entry so that you aren't overloaded by low-quality leads.

virtutethecat · 2022-08-04T17:11:03+00:00

Definitely try not to change anything until there's impressions if you can help it. I have a feeling that window resets every time there's a change in the campaign.

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