Ad and Mobile Performance

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

Most teams pick metrics that sound smart… But under the hood, they’re just noisy, slow, misleading, or biased. But today, I'm giving you a framework to avoid that trap. It’s called STEDII and it’s how to choose metrics you can actually trust: — ONE: S — Sensitivity Your metric should be able to detect small but meaningful changes Most good features don’t move numbers by 50%. They move them by 2–5%. If your metric can’t pick up those subtle shifts , you’ll miss real wins. Rule of thumb: - Basic metrics detect 10% changes - Good ones detect 5% - Great ones? 2% The better your metric, the smaller the lift it can detect. But that also means needing more users and better experimental design. — TWO: T — Trustworthiness Ever launch a clearly better feature… but the metric goes down? Happens all the time. Users find what they need faster → Time on site drops Checkout becomes smoother → Session length declines A good metric should reflect actual product value, not just surface-level activity. If metrics move in the opposite direction of user experience, they’re not trustworthy. — THREE: E — Efficiency In experimentation, speed of learning = speed of shipping. Some metrics take months to show signal (LTV, retention curves). Others like Day 2 retention or funnel completion give you insight within days. If your team is waiting weeks to know whether something worked, you're already behind. Use CUPED or proxy metrics to speed up testing windows without sacrificing signal. — FOUR: D — Debuggability A number that moves is nice. A number you can explain why something worked? That’s gold. Break down conversion into funnel steps. Segment by user type, device, geography. A 5% drop means nothing if you don’t know whether it’s: → A mobile bug → A pricing issue → Or just one country behaving differently Debuggability turns your metrics into actual insight. — FIVE: I — Interpretability Your whole team should know what your metric means... And what to do when it changes. If your metric looks like this: Engagement Score = (0.3×PageViews + 0.2×Clicks - 0.1×Bounces + 0.25×ReturnRate)^0.5 You’re not driving action. You’re driving confusion. Keep it simple: Conversion drops → Check checkout flow Bounce rate spikes → Review messaging or speed Retention dips → Fix the week-one experience — SIX: I — Inclusivity Averages lie. Segments tell the truth. A metric that’s “up 5%” could still be hiding this: → Power users: +30% → New users (60% of base): -5% → Mobile users: -10% Look for Simpson’s Paradox. Make sure your “win” isn’t actually a loss for the majority. — To learn all the details, check out my deep dive with Ronny Kohavi, the legend himself: https://lnkd.in/eDWT5bDN

Using Meta Ads to Drive eCommerce Sales Understanding Your Audience: Begin by analyzing your target audience's demographics, interests, and behavior to create personalized ad campaigns on Meta platforms that resonate with potential customers and drive sales. Compelling Visuals & Copy: Utilize high-quality images or videos along with engaging ad copy that highlights your products' unique selling points, benefits, and offers to capture users' attention and encourage them to make a purchase. Retargeting Strategies: Implement dynamic product ads to retarget users who have previously visited your eCommerce website or shown interest in your products, reminding them of their potential purchase and increasing conversion rates. Leveraging Carousel Ads: Showcase a variety of products, styles, or features through carousel ads to provide a more interactive and engaging experience for users, ultimately leading to higher click-through rates and conversions. Utilizing Lookalike Audiences: Expand your reach by targeting users who share similarities with your existing customer base through lookalike audience targeting, increasing the likelihood of driving sales from a new pool of potential customers. Optimizing for Mobile: Ensure that your Meta ads are optimized for mobile devices, considering the increasing trend of mobile shopping, and providing a seamless user experience that encourages quick and convenient purchases. Implementing A/B Testing: Continuously test different ad creatives, formats, and targeting options to identify the most effective strategies that drive eCommerce sales on Meta platforms and maximize your return on investment. Monitoring & Analyzing Performance: Regularly monitor key metrics such as click-through rates, conversion rates, and return on ad spend to assess the effectiveness of your Meta ad campaigns and make data-driven adjustments for improved results. Scaling Successful Campaigns: Identify top-performing ad campaigns and scale them by increasing budgets, expanding targeting, or exploring new ad formats to further boost eCommerce sales through Meta ads. Summary: By understanding your audience, creating compelling visuals and copy, utilizing retargeting strategies, carousel ads, lookalike audiences, mobile optimization, A/B testing, performance monitoring, and scaling successful campaigns, eCommerce brands can effectively drive sales through Meta ads and achieve significant growth in their online sales performance. #MetaAds, #eCommerceMarketing, #OnlineSales, #SocialMediaAds, #DigitalAdvertising, #AdCampaigns, #SalesBoost, #CustomerEngagement, #AdTargeting, #MarketingStrategy

More Ad Spend ≠ More Sales Scaling is a trap that no one talks about. Most marketers think scaling is simple: Increase ad spend → Get more customers → Grow revenue. But that’s not how it works. In fact, blindly increasing budget is one of the fastest ways to kill your ad performance. Here’s why: 1. Rising CAC (Customer Acquisition Cost) – More budget means entering higher-cost auctions and reaching less-qualified audiences. If your targeting, creatives, and funnel aren’t optimized, you’re just paying more for worse results. 2. Creative Fatigue – Scaling too fast with the same ad creatives leads to audience burnout. People stop engaging, CTR drops, and suddenly, your winning ad becomes a money pit. 3. Lack of Offer Optimization – If your offer doesn’t convert at a small scale, spending more won’t fix it. It's the classic problem of a poor product/service cannot be fixed with great performance marketing strategy. 4. Misleading ROAS Metrics – A campaign might look profitable at ₹ 10000/day but break down at ₹50000/day due to diminishing returns. If you’re not tracking LTV and profitability, you could be scaling unprofitably. So what should you do instead? 1. Test Before You Scale – Validate your offer, audience, and creatives before increasing spend. 2. Scale in Stages – Increase budget incrementally while monitoring CAC and conversion rates. 3. Optimize Your Funnel First – If your website, checkout process, or backend conversion flow isn’t solid, no amount of ad spend will save you. Scaling isn’t just about spending more. It’s about spending smarter. Have you seen this happen before?

Stop throwing money at random SEO "hacks". The hard truth? 92% of web pages get ZERO organic traffic. Most "SEO experts" sell complexity. But success leaves clues. After auditing 100+ small business sites, here's what actually works: Technical Must-Haves: ✅ Mobile-first design (70% of searches are mobile)  ✅ Site loads under 3 seconds  ✅ SSL certificate  ✅ XML sitemap submitted  ✅ Robots.txt optimized  ✅ No broken links or 404s  ✅ Proper URL structure (/services/web-design vs /p=123) On-Page Optimization: ✅ Strategic keyword in first 100 words  ✅ Semantic keywords throughout  ✅ Meta descriptions under 155 characters  ✅ Image alt text + compression  ✅ Header tags (H1, H2, H3) hierarchy  ✅ Internal linking structure  ✅ Schema markup for your industry Local SEO Domination: ✅ Google Business Profile 100% complete  ✅ NAP consistency everywhere  ✅ Local keywords in meta data  ✅ Geo-tagged images  ✅ Location-specific testimonials  ✅ Local business schema  ✅ Citation building on key directories Authority Building: ✅ Guest post on industry sites  ✅ Get mentioned in local news  ✅ Create linkable assets (studies/tools)  ✅ Reclaim unlinked brand mentions  ✅ Partner with complementary businesses  ✅ Fix broken backlinks Pro Tip: Start with technical fixes, then move to content. SEO compounds - do it right once, benefit forever. Bonus: Monitor these 3 metrics: →Core Web Vitals →Click-through rates →Dwell time Save this post. Implement one section at a time. I help 6-7 figure businesses scale their organic traffic sustainably. If you'd like to explore working together: → Book a free 15-min strategy call from the comment section → We'll look at your biggest growth opportunities  → And discuss how my team can help execute this roadmap Only 3 spots available this month for new clients.

Pro tip from a PPC expert: 🎯 ❌ No clear account structure = wasted budget ❌ No winning strategy = clicks don’t convert ❌ No optimization & tracking = flying blind Master these 3 pillars and turn campaigns into cash. 💸🚀 ✅ Structure your account for clarity ✅ Define a focused strategy for growth ✅ Optimize & track every click for insights Here’s a quick deep-dive into those three pillars—with a mini case to bring it to life: 1. Crystal-Clear Account Structure✅ What it is: Organizing campaigns → ad-groups → keywords so your ads serve the right message to the right audience. 👉 Why it matters: Keeps budgets separate, makes performance easy to diagnose, and prevents irrelevant traffic. 👉Example: A footwear brand splits its “Running Shoes” campaign into two ad-groups—“Men’s Running Shoes” and “Women’s Running Shoes”—each with tailored headlines and keywords. This way, female shoppers only see “Women’s Running Shoes” ads, boosting relevancy and Quality Score. 2. Focused Strategy✅ What it is: Defining clear goals (e.g., maximize ROAS, boost sign-ups) and matching bids, placements, and ad copy to those goals. 👉Why it matters: Stops you from spending on low-value clicks and aligns every dollar with your business objective. 👉Example: If your goal is to drive trial sign-ups, you bid aggressively on “free trial + [your product]” keywords and use ad copy like “Start Your Free 14-Day Trial Today,” rather than generic “buy now” language. 3. Continuous Optimization & Tracking ✅ What it is: Installing conversion tracking, monitoring key metrics (CTR, CPC, CPA, ROAS), and iterating—testing new headlines, adjusting bids, pausing under-performers. 👉Why it matters: Without data, you’re flying blind; with it, you can cut wasted spend and double down on winners. 👉 Example: After 2 weeks, the brand notices “Women’s Running Shoes” ads have a 3% CTR vs. “Men’s” at 1.2%. They shift more budget to the higher-CTR group and test a new headline (“Shop Top Women’s Running Styles”)—CTR jumps to 4%. ✅Bottom Line: Structure → Strategy → Optimization: nail these in order, and you turn random clicks into reliable revenue. Follow Kautilya Roshan for more insight 😊 #GoogleAds #PPC #DigitalMarketing #GrowthHacking

In a world where mobile devices are ubiquitous, it's surprising how many B2B marketers are still struggling to harness their power. 🤔 Reflect on this: 1️⃣ Are you treating mobile as an afterthought, or as a strategic channel for reaching your B2B customers? 2️⃣ How are you using mobile to add value to your customers' lives, rather than just interrupting them? 3️⃣ Are you measuring the effectiveness of your mobile marketing efforts, or just assuming they're working? 💡 Tips for Turbocharging Your Mobile B2B Marketing: 👉 Use mobile to simplify complex sales processes: Break down lengthy sales cycles into bite-sized, mobile-friendly interactions. 👉 Leverage mobile video to tell compelling stories_: Use the intimacy and immediacy of mobile video to bring your brand's story to life. 👉 Harness the power of mobile-exclusive content: Create content that's optimized for mobile devices, and that rewards customers for engaging with you on-the-go. 👉 Integrate mobile with your broader marketing strategy: Don't treat mobile as a silo – use it to amplify and extend your existing marketing efforts. 🚀 Try These Mindset Shifts: ✅ From "Mobile is just for consumers" to "Mobile is a powerful channel for B2B marketing." ✅ From "We need to interrupt our customers" to "We need to add value to their lives." ✅ From "Mobile is just a tactical tool" to "Mobile is a strategic opportunity to transform our marketing." #B2Bmarketing #contentmarketingtips #thoughtleadership #thethoughtleaderway

62% of LinkedIn users scroll on mobile. Yet most creators still design posts like everyone's on a 27-inch monitor. (I have made these mistakes too.) The result? Your content gets skipped. Not because it's bad, but because it's unreadable. Here are the 5 mobile design mistakes killing your engagement: 1. Tiny text on images • If your audience needs to pinch and zoom, they won't. • Keep text at least 40pt and limit it to 6 words per line. 2. Heavy images that load slowly • Anything over 1MB will frustrate mobile users. • Compress your visuals before uploading. 3. Carousels crammed with information • Mobile screens are small. • Fitting 8 bullet points on one slide? You've already lost people. • Aim for 3 lines max per slide. 4. Poor color contrast • That light gray text on white background? • Invisible in sunlight. • Use high contrast combinations. • Test your designs in bright light. 5. CTAs hidden below the fold • If your CTA is buried at the bottom of a long post, mobile users will never see it. • Put your ask in the first 3 lines or repeat it at the end. The fix is simple: design on mobile first, then check desktop. ✓ What's the biggest mobile design mistake you see on LinkedIn? PS: I am not a designer. But I always cross-check my posts on the mobile to ensure they are reader-friendly.

(Day 15) - How to measure LinkedIn ads performance (channel view). ↓ An important reminder for all LinkedIn Advertisers: → CTR is just a metric of how quickly your budget is spent → CPL is just a metric of how expensive your form fills are They offer no real insight into how your account is REALLY performing. For true LinkedIn Ads impact, you honestly have to look beyond CPL and very often, beyond Campaign Manager to see the metrics that matter. Metrics such as: → Lead:SQL rate → Cost-per-Opp → Branded Search → Self-reporting attribution → Marketing-sourced pipeline And once you get beyond 3-6 months in most B2B cases, you can start to get an idea of things like: → CAC → ROAS Ad platforms contain a lot of data points, the majority of which are completely meaningless if you're not moving the right metrics. - High CTR ≠ High lead volume - Low CPL ≠ Low cost-per-Opp - Large reach ≠ Big pipeline numbers - Dwell time ≠ Buying intent LinkedIn does not make tracking easy, and part of the challenge of LinkedIn Ads is finding the correlations that actually matter. Don't default to CTR and CPL as the source of truth, look to other sources of truth such as your web analyics/CRM/attribution tools. Most of your real answers will come from outside Campaign Manager. — We measure LinkedIn Ads effectiveness in two ways: 1. Direct-attribution through lead:CRM 2. Influenced-attribution through companies' engagement report matching and/or tools like Fibbler, Dreamdata, Factors.ai, HockeyStack (if budget allowing) The reporting we deliver to clients aims to be a blend of the two. -- Direct-attribution is straightforward and linear, LG form or UTM tracking on a lead that converts directly through LinkedIn. Progression of quality here is easy to track, Lead:MQL, Lead:SQL, Lead:Opp, CAC, LTV etc. It's nice and simple when your tracking is set up correctly, but very linear and ignores LinkedIn's impact beyond direct response. -- Influenced, on the other hand, is not straightforward or linear but WAY more impactful. We generally have a blend of tools/features in place to figure that out: 1. CAPI: to understand ad-level conversions and deal stage impact 2. 3rd party tools: to match impression and engagement coverage to deals 3. Self-reported Attribution (SRA) When we combine the three, we can see: → Which ads are playing a part in generating leads elsewhere → Which campaigns (or audiences) are contributing most to overall pipeline. LinkedIn has introduced incredible products in Thought leader Ads but made them painfully hard to track (You can edit to add a link, but even that is not perfect for tracking impact) However... Using CAPI combined with 3rd party platforms, we can get around these gaps and show how LinkedIn truly works. -- Want to make sure you don't miss any of the next 16? Follow me and/or join 1,190 LinkedIn Ads folks who will get it directly to their inbox → https://lnkd.in/dVxtm6JC #31LinkedInAdsLearnings

Every metric can be a vanity metric Here's why: A metric is only meaningful when viewed in context. Otherwise, it’s just another vanity number. Here are 19 examples of crucial metrics turning into vanity metrics when you ignore what’s happening behind the scenes: [1] AOV is up? ↳ But if order volume is dropping, you’re making more per order but losing customers. [2] ROAS looks great? ↳ But if LTV is shrinking, you’re attracting one-time buyers. [3] LTV is growing? ↳ But if your active customer base is shrinking, you're just squeezing more from the same people. [4] Conversion Rate jumped? ↳ Maybe because you cut all but the warmest traffic. [5] Cart Abandonment Rate dropped? ↳ But if return rates shot up, people are buying impulsively and regretting it later. [6] CAC is lower? ↳ But if Retention Rate is dropping, you’re attracting the wrong customers. [7] Ad CTR is higher? ↳ Maybe because your creative is pure clickbait, and conversions are flat. [8] More people are adding to cart? ↳ But is Checkout Initiation Rate keeping up? If not, they’re hesitating before buying. [9] Cross-sells boosted AOV? ↳ Check if drop-off at checkout increased—maybe you’re pushing too hard. [10] Time on site is up? ↳ But if conversion rate dropped, maybe visitors are just lost. [11] More product reviews? ↳ But if average ratings went down, not all feedback is good feedback. [12] Organic traffic is up? ↳ But if it’s not converting, who cares? [13] Website loads faster? ↳ But if conversion rate stayed the same, speed wasn’t the real issue. [14] Revenue increased? ↳ But if profit margin is shrinking, is it really worth celebrating? [15] Cut discounts to improve margins? ↳ But if sales tanked, did you actually make more money? [16] Retention is improving? ↳ But if ARPPU dropped, are you just keeping the lowest spenders? [17] Email open rates are up? ↳ But if CTR is flat, your subject line worked, but the content flopped. [18] Subscriber list is growing? ↳ But if unsubscribes and spam rates are rising, are they really engaged? [19] More payment options added? ↳ But if AOV dropped, maybe you attracted lower-value buyers. The lesson? Every metric is a vanity metric if you don’t look at what’s happening underneath. Which item resonated with you the most?