Jessica B.'s Linkedin Analytics

How to set up a Google Ads experiment in 10 easy steps. Always start a test with an objective. Understand what you want to achieve from running an experiment. → Go to the campaign section and click the drop down menu where you will find experiments. → In the ‘All experiment’ section select the plus button to create a new custom experiment. → Choose the type of experiment you want to run. I usually run custom experiments to customise multiple campaigns. I then select display/search. → Give the experiment a name and select the base campaign. The base campaign is the control campaign. The control campaign helps to determine the success of an experiment. → Add a suffix to the experiment campaigns to make it easier to differentiate from the base campaign. → Adjust the experiment’s campaign based on your objective ie: keywords, headlines, etc... → Go to the goals section and select your KPIs for the experiment ie: clicks, impressions. → Choose how you want to split the budget between the 2 campaigns. I recommend a 50/50 budget split between the experiment and control campaign. → Choose when the experiment should go live and how long you want to run it, then hit save. → Select on/off to enable sync before hitting ‘create experiment’ Are you ready to learn more about your audience through experimentation? — ♻️ Repost to help others create audience focused marketing strategies. 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

Your leads look great on paper. But no one is buying. Here are 5 reasons why: - You’re wasting money on poor performing campaigns - CAC is high and above the target due to high CPCs - Landing page isn't optimised for the target keyword - Audience targeting is outside your target audience - Sales team and marketing aren't communicating The worst part? It’s not getting better. Imagine if your marketing only attracted people ready to buy. - Revenue from new customers would increase - CAC would decrease below the target - More budget to spend on paid marketing - Sales team would close more leads and share data Are you ready to improve your lead quality with paid ads? — 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

I have reviewed 30 Google Ads accounts with this problem. Here is why they have a high CAC: You are wasting the marketing budget and increasing CAC. This is due to your Google Ads bid strategy. Choosing the wrong Google Ads bid strategy attracts the wrong audience. Attracting the right audience begins with setting up the right foundation. You can start by selecting the right bid strategy. Google Ads has different bid strategies based on your goals. You can choose from any of the following bid strategies: → Maximise clicks: if your goal is traffic use maximise clicks to drive traffic within your budget → Manual CPC: You have more control over your budget with this bid strategy. Bids are manually adjusted at ad group, keyword or placement level. → tCPA: automatically sets your bid to achieve the most conversions at your desired cost per action. → tROAS: automatically sets your bid to achieve the highest conversion value. It also tries to achieve an average ROAS close to your target. → Maximise conversion: automatically optimises for conversions based on your budget. → Maximise conversion value: automatically optimise for conversion value based on your budget. Choosing the right bid strategy against your goals can be challenging. This is why I help MarTech businesses choose the best goals for their audience. — ♻️ Repost to help others get high quality leads with paid ads. 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

I studied psychology at university for 3 years. In 2025, I still use those 3 concepts in marketing: 1/Cognitive dissonance This theory is when people experience discomfort when they have conflicting beliefs with their actions. This discomfort motivates people to change their behaviour towards a feeling of comfort. 2/Maslow’s hierarchy of needs Human beings have different levels of needs, ranging from physiological needs to self-actualisation. This theory focuses on people's motivation based on internal or external factors. 3/Reciprocity principles This principle is one of Robert Cialdini’s six principles of persuasion. It is when people feel obligated to return the favour when you give them something. The human brain sees it as a positive gesture. And psychology has concrete applications in marketing. For example: I use the reciprocity principle by offering something free to encourage users to take action ie: a free guide. What psychology concepts do you like most? 💙 Follow me Jessica B. for audience marketing tips.

I failed my first business. But it helped me to launch this: I discovered an ingredient that solved my skin problem. This sparked the idea of starting an online skincare business. A chemist helped me to formulate a product. I built a beautiful website. But on launch day nothing happened. No website visitors. No customers. No revenue. I felt stressed and embarrassed. This business was supposed to change my life. Instead, I had unsold products and a nice website. This led me to digital marketing. I spent 8 years learning from peers and courses online. Now I use my expertise to help clients get customers. I am building an agency I once needed. Are you working with marketing experts to grow your business? - 💙 Follow me Jessica B. to learn about audience focused marketing for MarTech businesses.

MarTech businesses need to move away from outdated marketing strategies. Start by discovering and learning about your audience. When you understand your audience and their buying journey, you can better serve them. If you don’t build your strategy to serve your audience, then you will target everyone. This will cast your net wide and result in targeting a broad audience. You will end up with low quality leads and inefficiencies. Discovering and learning about your audience can be challenging. This is why I help MarTech businesses set up systems to learn about their audience. Get in touch if you are ready to set up your system and learn about your audience. — ♻️ Repost to help others create audience focused marketing strategies. 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

I am building a digital marketing agency whilst travelling the world. For the past 8+ years, I’ve been helping businesses scale with paid advertisement. But I’ve always had bigger dreams of building something of my own. Something that gave me the freedom to work from anywhere in the world. There has always been something stopping me—family events, personal commitments and life in general. I have finally decided—it's now or never. I am building an agency to help MarTech businesses increase lead volume with audience focused marketing strategies. However, this journey isn’t just about remote working. It’s also about growing a results—driven agency without being tied to a single location. I will be documenting the journey. Highlighting the challenges, wins, and the lessons learned along the way. If you want to keep up to date with my journey, hit the follow button. — ♻️ Repost to inspire others who want to build a business whilst travelling. 💙 Audience focused marketing is the best way to build and scale your business. Follow me Jessica B. for audience marketing tips.

5 types of target audiences MarTech businesses need to consider. Choosing your target audience can be a struggle. But if you don’t choose your target audience, you will market to the masses. Mass marketing increases click volume but delivers low quality leads. Choosing your target audience will give your marketing some direction. Allowing you to control how you show up to your target audience. Here are 5 audience types that MarTech businesses need to consider: → Demographics: who is your audience ie: gender, marital status, age, nationality? If you target businesses, think about the employee number, market share, and volume of sales. → Geographic: where is your target audience located? If you sell online, consider where they are located online ie: social networks, forums. →Interest: what are your audience’s hobbies and interests ie: sports, shopping, and travel? This helps you to understand their values, passion, making it easier to create messaging. → Psychology: what emotions drive your audience to buy, is it connected to their life habits, principles, goals? Knowing this will help you understand when to target them. → Behaviour: what are their buying habits, when do they buy? When does their business operate? Using a target audience will narrow down your traffic and result in higher quality leads. Audience focused marketing is the best way to build and scale your business. Stop marketing to the masses and start marketing to your target audience today. If you need help building your target audience, drop me a message. — ♻️ Repost to help others create audience focused marketing strategies. 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

7 marketing rules for success ⤵️ 1. Google’s market share decreased to under 90% for the first time since 2015. They are still the strongest players in the market, so you have to adapt your marketing strategy because they won’t be going anywhere any time soon. 2. Documenting what you learn can become great learning for others who are starting in marketing. Use these learnings to build content that informs and educates others. 3. Tracking the steps of your audience is the best way to understand the process that they take before taking action. If you aren’t sure where to start, begin with Google Analytics 4’s behaviour flow report. This report will show you where prospects drop off and more. 4. Understand and target your marketing towards your audience. It is the best way to improve your performance. Find out your audience's pain points and address them. 5. I enjoy reading content that tells me a story that is relatable to my business journey. It helps me push through on days that I feel defeated. 6. Many business owners focus on creating ads that look nice rather than ads that serve their audience's needs. Sometimes your preference may not be your audience's preference. 7. What you may think is basic marketing knowledge is high value to someone a few steps behind you in their marketing journey. Share your knowledge with pride. — ♻️ Repost to help others learn the 7 rules of success for marketing. 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

I’ve been doing keyword research for 8 years. Here’s my 5-step process: 1. Type your target keyword in Google search to discover popular keyword searches. 2. Navigate to the keyword section and keyword ideas section. 3. Input the target keyword and LP of choice. 4. Review Google’s keyword suggestions and create common themes based on the keyword similarities 5. Ensure that the selected keywords are optimised on the landing page. — 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

Everyone tells you to analyse your "clients buying journey". Here's how to do it exactly with a simple tool: 1. Log In and Select Property - Go to Google Analytics 4 and log in with your Google account. - Select the GA4 property you want to analyse 2. Access Path Exploration - Navigate to the Explore tab in the left-hand menu. - Click on Path exploration to create a new report 3. Customise the Report - Use variables, and settings to customise the report based on segments and dimensions. - Analyse User Behaviour 4. Choose the ‘page path and screen class’ to drill down further 5. Identify key learnings - Review where the user drops off and use this insight to improve the user experience — ♻️ Repost to help others create audience focused marketing strategies. 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.

Founder: “Paid ads don’t generate high-quality leads for MarTech businesses” Me: “Have you tried any of these 3 strategies?” 1. Audience Targeting 2. Automated Bid Strategies 3. Sales Cycle Alignment The answer is usually “no”. Running paid ads alone won’t generate high-quality leads. Here are 3 strategies I use to get high-quality leads using paid ads — 💙 Follow me Jessica B. for more audience focused marketing for MarTech businesses.