Hamlet Azarian

Don't just send people to your main website. Make dedicated landing pages that match your ad's message. Make sure it loads fast, is easy to understand, and has clear trust symbols. Whether for search or social media ads, the page should flow smoothly for the user and clearly show what makes you special.

Absolutely, continuous testing is at the heart of what we do. We're always experimenting, ensuring our choices have strong evidence backing them up. Instead of making tiny tweaks here and there, we go for big changes. This way, we get clearer results about what works and what doesn’t. In the early stages, our main focus is on understanding what makes a business stand out. It's more than just playing around with headlines or images; it's about finding the unique message that really clicks with people.

The magic lies in this internal ecosystem where learnings are shared, accelerating our optimization processes. Moreover, our team's composition—a collective of growth-focused marketers—acts as a catalyst. Their creative energy, collaborative spirit, and drive to constantly innovate give us an inherent edge. While we're always receptive to external market dynamics and insights, our internal environment provides a distinct competitive advantage.

Drawing from others' experiences in SEM testing is undeniably a savvy approach, particularly when budget constraints come into play. However, our approach delves deeper. Our successes aren't solely based on external learnings; they're equally rooted in our internal cross-collaborative methodology. We've created a vibrant lab by running experiments across multiple clients simultaneously. This enables rapid adaptation—taking strategies that flourish with client A and retooling them for B, C, and D.

Our competitive edge is sharpened using SEMrush and Ahrefs to understand competitor activities, and Meta Ad Library provides insight into the ads they run. Embracing these tools ensures that we maintain a balance between cost efficiency and optimal performance.

In our operations, we've integrated a suite of tools that provide efficient and cost-effective results. GA4 is our choice for tracking, complemented by Google Optimize for A/B testing on landing pages. We've found great value in Smartlook's freemium plan for video and click tracking. For call recordings and tracking, CallRail has been indispensable, and Klaviyo has been our go-to for email automation. Managing pixels and tracking codes is streamlined through Google Tag Manager, initially set up client-side. Additionally, for content creation, such as headlines and customer personas, we use ChatGPT.