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Rich Quarles
Highly Targeted Advertising and Content for Complex B2B Sales
Rich Quarles is a seasoned professional with a strong background in marketing particularly focused on hard-to-describe products targeted at niche audiences. He is associated with glassCanopy, a company specializing in advertising and content creation for complex B2B sales in sectors like healthcare, cybersecurity, and enterprise software.
Rich Quarles obtained a BA in History from The Johns Hopkins University and further pursued an MBA with a dual focus on Marketing and Finance from Columbia Business School. He also completed his Master of Business Administration in Marketing & Finance from Columbia University in the City of New York.
Throughout his career, Rich Quarles has held key positions in various organizations including Lead Researcher at the Academy of Healthcare Research, President at glassCanopy Marketing, Partner at Etheria Web Presence, and Regional Manager at Guardsmark.
Highlights
This story is emblematic of much of what's wrong with Google Ads these days. They make it entirely too easy. Too easy to spend money on ads that aren't relevant to your brand that is.
- Don't want your ads showing up on Twitter or other 3rd-party sites? You gotta opt-out.
- Don't want your ads to show for irrelevant keywords? Exact-match will show them anyway even if they aren't an "Exact Match".
- Got a niche product for a very specific use-case? Too bad. Your volume is too low and Google will no longer let you advertise against those keywords.
I get that the money is in being a volume play but Adwords used to be really useful for smaller audiences too. Now it's an slog of constantly monitoring what keywords are triggering your ads, creating literally endless lists of negative keywords, being vigilant that Google hasn't automatically opted you in to a new "feature" that crashes your conversion ratios, etc.
Frankly the ROI on Google Paid Search for many of our clients has plummeted in recent years and is only getting worse. Luckily, there are many other platforms out there. Anyone else feeling this way?
If you've been at this #B2B game for awhile, you've probably seen your share of mistakes.. over and over again. We put together a collection of greatest (worst?) hits that looks at the biggest issues we see when marketing to highly specific B2B audiences...
- Focusing on the Wrong Metrics.
- Poorly Executed Search Strategy.
- Relying on Look-Alike Audiences.
- Using Your CRM as a Garbage Can.
- Neglecting the Middle of the Funnel.
- Going Too Niche Within Your Persona.
- Not Getting Your Campaigns in Market.
Let me know in the comments if you want a copy for you or your team...with a "Yes, please" or similar...
