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“Good artists copy…great artists steal”

by on October 28, 2019 in Business, Digital Marketing, Ecommerce, Lead Article, London & South East, Mobile/Tablet, News you can use, Nuggets, Small Business, Social Media, Startups

“Good artists copy…great artists steal”

It’s a cliche quote and many people use it, but when Steve Jobs said:

“Good artists copy…great artists steal.”

We had to think about our own work here at The Good Marketer and where our ideas have come from – other people and businesses.


And not just that, but an accumulation of ideas where we’ve been able to link two ideas that we copied together to create our own spin on something.

Let’s be frank here – everyone is copying each other and it’s never been easier with the internet.

You only have to do a quick search on Google before you get access to an agencies case studies, blogs and articles.

This type of content is gold!

Use it.

Here is a brief outline of what we have stolen from other businesses:

  • SKAG Google Ads

  • Google Search Console Queries

  • Using CRFC method to analyse Facebook Ads

SKAG Google Ads  


Doesn’t sound like the most appealing Google ad method, does it?

But it works an absolute treat!

What does SKAG stand for?

Single keyword ad groups.

Benefits of using SKAG Google Ads:

  • Potential for higher earnings

  • Higher click-through rates

  • Better quality scores

They are also useful if you want to make your account structure a little neater because the ads will be filed away in their most broken-down forms.

What is an example of SKAG Google ad?

Let’s say you’re selling tent hire, you could use the SKAG method by:

  • “tent hire”

  • +tent +hire

  • [tent hire]

That’s it!

You’ve covered phrase match, exact match and broad match modifier.

Sure, you will have a few keywords that slip through the net but if you can minimise the number of keywords that you don’t want to show up for by planning your negative keyword list beforehand then you’re minimising your losses before you’ve event started.

Once you have included your keywords then you can set up the copy for the ad and you want to remember to include the keywords you’ve included.

This way you’re making your ad highly-specific.

And then the next step is your landing page.

Don’t make your keywords and ads specific and then send people to a generic landing page.

With your landing page, you want to include your keyword in your headline, URL, alt-text and copy.

Google Search Console Queries

This little trick that should be well-known but isn’t.

When you click on performance it will take you to queries page where you will see the queries people have typed in to find you.

This is important because these search terms are specific to your business and tailored to exactly what you are offering on your website.

You will probably find search terms in this section that you hadn’t even considered yourself and you will be scratching your head for a few minutes trying to figure out why people searched that.

Not all search terms are directly related to your business either because people find search terms in other industries for example that are completely unrelated to your business.

Again, this is something that many people are unaware of…

Make use of it.


This one we got from Charlie Lawrance and it stands for:

  • Cost Per Result

  • Relevance

  • Frequency

  • CPM

We had been using our own form of Facebook analysis but when we came across Charlie’s article online, we decided to implement it alongside our existing strategy to get the best of both worlds.

Cost Per Result – keep a track of this metric as it will provide you with a good overview of what is costing you the least and most. You want to see this metric decreasing as you optimise your campaigns.

Relevance – This has been replaced recently with quality ranking, engagement rate ranking and conversion rate ranking but it’s important that all 3 of your scores are above average. If your scores are above average then your campaign is going to cost less and you’re going to get more for your money.

Frequency – This metric tells you how many times people have seen your ad and it’s important to keep it below 3 and ideally between 1.1 – 1.5. If your frequency goes above this then you’re risking the chance of your costs going up and your ad experiencing ad fatigue.

CPM – This is your cost per 1,000 impressions. When your CPM goes up or down, so does your cost per result and when your frequency is going up, your CPM will go up with it.

Charlie also suggests that you use the compare feature in Facebook ads manager to compare each week so that you’re keeping on top of things.



We refuse to follow the trend of calling these tips “hacks”.

They’re not.

But they’re not common sense either.

As a top Marketing Agency in London, these are just some of the ways we have found to get more juice out of our marketing.

Remember to keep an eye out and read up on the latest techniques used by other people and companies because it’s a win-win scenario where the person who comes up with the new strategy gets exposure for their brand so don’t be shy in testing it yourself!

Bio – The Good Marketer is a Marketing Agency in London which drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses.


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