#12 [Interview] Dev tool Google search ads with Matt Nguyen

When people ask about Google Ads, Matt Nguyen is probably the most recommended consultant in our marketingto.dev community. Ex GitLab, ex env0 he know consults dev tools (like Clerk, Novu) on demand generation and ads. Matt knows ads cold.

Links:

• Matt Nguyen https://www.linkedin.com/in/mattnguyen/

• Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
• Demand Hive (Matts agency) https://www.demandhive.io/
• Clerk ads examples https://adstransparency.google.com/advertiser/AR15250637116644786177?region=anywhere&platform=SEARCH
• Posthog ads examples https://adstransparency.google.com/advertiser/AR09373539710024024065?region=anywhere
• Aikido Security ads examples https://adstransparency.google.com/?region=anywhere&platform=SEARCH

Chapters

• 00:00 Introduction and Building Trust through Education
• 02:52 Understanding Google Ads and Developer Marketing
• 05:48 Foundational Elements for Running Ads
• 08:38 Tracking and Measuring Success in Ads
• 11:21 The Importance of Brand Recognition
• 14:07 Navigating Early Stage Startups and Google Ads
• 17:03 Optimizing Google Ads for Better Conversions
• 19:32 Identifying When Not to Use Google Ads
• 22:45 Creating Demand and Thought Leadership
• 25:17 Structuring Campaigns for Success
• 28:35 Navigating Incomplete Data for Startups
• 32:36 Understanding Activation and Adoption
• 36:28 Budgeting for Effective Campaigns
• 39:40 Branding and Its Impact on Advertising
• 46:55 Structuring Campaigns for Success
• 53:57 Understanding Intent in Ad Targeting
• 56:42 Navigating Low Intent Traffic
• 01:01:34 The Importance of Matching Ads to User Intent
• 01:06:23 Campaign Structuring and Thematic Targeting
• 01:09:52 Ad Copy Differences in B2B vs DevTools
• 01:15:43 Targeting Strategies in Competitive Markets
• 01:21:29 Leveraging Market Education Against Competitors
• 01:24:36 Crafting Effective Ad Copy for Developers
• 01:39:49 Key Principles for Google Ads Success

Takeaways

• Education builds trust with clients.
• Google Ads requires a structured approach.
• Brand recognition enhances ad effectiveness.
• Understanding customer journey is crucial for ads.
• Tracking conversions is essential for success.
• Pre-signup engagement can signal readiness.
• Ads should amplify existing traction.
• Budgeting is key to effective ad campaigns.
• Campaign structure should align with customer intent.
• Success metrics should focus on business outcomes. Understanding search intent is crucial for effective marketing.
• Segmenting audiences can lead to better ad targeting.
• Low intent searches can still provide valuable traffic.
• Landing pages should match the user's intent.
• Organizing campaigns around themes can simplify strategy.
• Product releases should be tied to campaign themes.
• Ad copy must resonate with developers' language.
• Gated content may deter developers from engaging.
• Targeting niche markets requires strategic keyword use.
• Competitor insights can inform keyword strategy.

Keywords

Google Ads, marketing, B2B, SaaS, education, brand recognition, conversion tracking, customer journey, campaign structure, advertising strategy, AI coding tools, search intent, ad targeting, low intent searches, landing pages, campaign themes, product releases, ad copy mistakes, gated content, niche markets, competitor insights, user switching behavior, ad copy for developers