We’ve said it before and we’ll say it again: Adwords are….not our favorite thing (you should have seen what it said before we edited this). Navigating the small character space while trying to get readers to click is a reeeeeeal blast — not to mention getting that copy to match your landing page, too…

So of course we love some good tricks and tips on the topic, especially when they’re from the masters, Neil and Eric. They’re here to tell you the value of site links, knowing where your audience is, sending curated offers, and consistently optimizing your landing page with the right keywords.

Here’s a brief summary of the 7 tips in today’s Listen:

• (00:34) Tip #1: Add site links so you can take up more real estate in search results.
• (01:06) Tip #2: Leverage dayparting (Adword ads scheduling), which is super cost effective, especially in B2B. Here’s a nice step-by-step article on how to do it.
• (01:49) Tip #3: Use single keyword ad groups, so you can focus on one keyword, keep your ads tailored, and improve your quality score.
• (02:16) Tip #4: Geo-target your campaign even if it’s just nationwide. This way, you can give people specific offers (like free shipping in a 100-mile radius) based on their location.
• (03:25) Tip #5: Hook your Adwords in Google Analytics so you have a specific retargeting list.
• (04:01) Tip #6: Optimize your landing pages for conversion by integrating the keywords that users search for into your LP.
• (04:32) Tip #7: Use CPA bidding and let Google do the work, but keep an eye on it. This works really well after about 20 conversions or so.

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Just like how you shouldn’t stalk your ex on Facebook, you probably shouldn’t stalk your competitors on social media. But, sometimes you just gotta check in to make sure that your competitors (and your ex) aren’t doing anything way cooler than you.

Today’s Read has the scoop on how to do an in-depth competitive social media analysis. This is more than just creeping, though. Once you’re done with this, you’ll know how to improve your own social media strategy.

Before you go any further, download the competitive analysis template from CoSchedule (don’t worry—it’s ungated).

• Step 1: Build your toolbox. You’ve gotta have the right tools in place to help with this analysis. Tools like Mention, FanPage Karma, Rival IQ, and platform-specific analytics will help.
• Step 2: Choose your top 5 competitors. You should base this off of competitors that have a similar audience size as you, offer the same services, and are generally the same size company.
• Step 3: Set Competitive Analysis Goals. What are you actually hoping to accomplish with this analysis? Are you trying to find gaps your competitors are leaving open that you can fill? Or do you want to see what kind of content their audience is responding to?
• Step 4: Break down their content strategy. In the “Content Strategy” tab on the template, you’re going to fill out a number of things. You’re going to have to analyze the post type, media type, voice, and audience engagement (1-5 scale).
• Step 5: Track follower growth.

There are a few more things we couldn’t fit in here, you’ll have to check this one out for yourself.

You happen to catch those cheeky Netflix billboards that popped up in a few cities around the country? We didn’t. But, we heard about them. It was pretty poorly kept secret that Netflix was behind them, even though they tried their hardest to deny it. 

During an Emmy’s commercial on Sunday night, Netflix delivered the punchline. They did it in a 90-second spot that dropped Jerry Seinfeld into House of Cards, Ellen DeGeneres into The Crown, and Dave Chappelle into Stranger Things. A brilliant way of advertising their original stand-up comedy specials (and reminding people they’ve got more than just the hit dramas).

Gotta say, Jerry Seinfeld and Frank Underwood probably wouldn’t make a good sitcom, but we’d still watch it.