In this episode, Eitan Koter sits down with Dan Chorlton, CEO and co-founder of Goa Marketing. Goa Marketing is a SaaS platform that helps enterprise advertisers get more from their Google Ads budgets. Dan and his team have managed and optimized over a billion pounds in paid search, partnering with brands like MoneySupermarket to improve returns and reduce wasted spend.

They start with the story behind Goa, including why the name stands for Governance, Opportunity, and Accountability. Dan explains how these three pillars guide their approach to managing campaigns at scale, from keeping track of errors to spotting new opportunities and showing leadership clear results.

Eitan asks about the biggest gaps in Google Ads today, and Dan shares how automation and the right processes can make a major difference. They talk about where money often leaks out of campaigns, why testing matters, and how to set up experiments that lead to real improvements.

They also discuss Google’s latest ad formats, the impact of Performance Max, and how to balance automation with control. Dan offers his perspective on why ad copy testing still matters, the importance of a strong value proposition, and how small changes can have a large impact.

If you run Google Ads, whether you are spending millions a year or just getting started, you will hear clear ideas for making your budget work harder and your results stronger.

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Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

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Guest: Dan Chorlton, CEO (interim) & Founding Director at GOA Marketing

Dan Chorlton’s LinkedIn | GOA Marketing

Takeaways:

Adaptability is crucial in the ever-changing digital marketing landscape.
Testing and analyzing results rigorously is essential for success.
Maximizing advertising spend efficiency can lead to significant cost savings.
Understanding consumer needs is key to effective marketing strategies.
AI is transforming the way digital marketing is approached.
Brand safety must be prioritized in automated advertising processes.
Companies often overlook the importance of customer feedback in their campaigns.
Effective ad copy and creative elements are vital for attracting consumers.
It's important to focus on relevant keywords and exact match for lead generation.
Continuous learning and adaptation are necessary to stay competitive in digital marketing.

Chapters:

00:00 Introduction to Dan Charlton and Goa Marketing

02:53 The Importance of Adaptability in Digital Marketing

05:41 Identifying Gaps in Google Ads

08:49 Maximizing Spend Efficiency in Advertising

11:26 Common Mistakes in Google Ads Campaigns

14:20 The Role of AI in Digital Marketing

17:12 Automation and Brand Safety in Advertising

19:45 Navigating Changes in Google Ads

22:42 Understanding Client Needs and Niche Markets

25:34 Tips for Companies Starting with Google Ads

28:36 Conclusion and Final Thoughts

179. Google Ads Tips That Really Work with Dan Chorlton