FREQUENTLY ASKED QUESTIONS ABOUT SMALLYESSES
What is messaging and how important is it for Google Ads?
With Google Ads, you ultimately only have three levers to pull.
- Targeting: who do you show ads to and when?
- The bidding: how much are you willing to pay?
- And the messaging: what do you say in the ads and afterwards – on the landing pages, on the website?
These levers mutually reinforce or weaken each other.For example, if you show ads to the right people at the right time, but the ads say the wrong thing and the clicks are far too expensive, then it won't work. You only get the maximum results from Google Ads if all three levers are used correctly: you say the right thing to the right people at the right time, at the right price.
All three levers are important. However, messaging is by far the most neglected. The reason: It is more difficult to manage than the other two levers, which are more clearly defined and quantifiable.
In short, one could say: Messaging isn't everything in Google Ads, but without good messaging, everything is nothing.
Was ist SmallYesses und was leistet die Methode für das Messaging?
SmallYesses ist eine Methode zur Optimierung von Messaging – developed since 2004 by Google Ads copywriter Aurel Gergey and tested in hundreds of campaigns.
SmallYesses beruht auf dem Prinzip der unausgesprochenen Fragen. Psychology shows that when faced with a decision, people ask themselves internal questions. Small Yesses helps to identify these questions, prioritize them, and answer them convincingly.
Mit SmallYesses legst Du ein sauberes Fundament für Dein gesamtes Messaging – und damit für Massnahmen unterschiedlicher Art. Von Anzeigen über Landingpages bis hin zu Nurturing-E-Mails und Sales Decks. SmallYesses kann so dazu beitragen, die Klick- und Conversionraten zu steigern – und die CACs (Customer Akquisition Costs) zu senken.
Insgesamt ersetzt SmallYesses das übliche Rätselraten darüber, was man sagen soll, durch einen systematischen und nachvollziehbaren Prozess.
Wie findet SmallYesses die richtigen Fragen und Antworten?
Small Yesses relies heavily on market research. In two respects:
On the one hand, desk research: This section examines what other companies in the same market are communicating. From this, unspoken questions can be derived. Further sources include Google and other reviews, industry publications, and studies.
On the other hand, field research: It generates new data, for example by surveying customers, near-customers and former customers, as well as questions from contact forms or information from sales representatives of the respective companies.
We overlay the results of these market research methods and look for patterns: Which questions appear how often, and which answers are repeated? This process is called "triangulation".
SmallYesses has analyzed thousands of questions over the years – and identified six question categories., which keep reappearing. More on this later. hereFurthermore, it has become clear that there is a core set of questions that potential customers repeatedly ask. And there are questions that are product-specific – meaning they differ from industry to industry and product to product.
SmallYesses stores all found questions and answers in a database. This serves as the basis for subsequent steps. The database is dynamic – questions and answers can change, for example, when new competitors enter the market or geopolitical situations change.
Für wen eignet sich SmallSesses?
The majority of users are companies dependent on Google Ads. For those for whom a constant influx of leads is essential – and for whom Google Ads as a lead generation channel is vital for survival. We regularly hear statements like: "Google Ads is the lung that breathes us."
These companies are constantly looking for ways to reduce their cost per customer acquisition – and get more out of the advertising budget. Usually, the first step is optimizing the technical aspects: bidding, targeting, UX. Eventually, these areas reach their limits. Anyone wanting to get even more out of it then has to turn to messaging.
An diesem Punkt kommt SmallYesses ins Spiel. Small Yesses works directly with these companies – or with the performance marketing agencies that manage them.
Die Praxis zeigt: Was im Haifischbecken von Google Ads funktioniert, funktioniert auch andernorts. SmallYesses ist auch anwendbar für andere Leadkanäle und für den persönlichen Verkauf.
Can't AI already do all that?
No. For two reasons:
First. Useful messaging insights emerge from interaction with real people. – for example, with customers, potential customers, and former customers. Only a human being can accomplish this to a high standard.
Secondly, AI can process data, but it cannot properly assess which questions really matter and which answers are important. This still requires human sensitivity and the guiding hand of many years of experience. "The human touch," one might say.
Small Yesses is by no means closed off to AI. We have developed our own agents that effectively support us and which we use intensively.
Worauf stützt sich SmallYesses?
Self-posed questions play a central role in decision-making. For example, psychologist Lev Vygotsky writes:
"People make decisions by asking themselves self-directed questions – in the form of a silent, fast and automatic internal dialogue. These questions help to evaluate options, weigh up outcomes and simulate possible futures before decisions are made."
This leads to the conclusion: The better you know these questions, the more convincingly you can answer them. and the more you sell.
That is also the principle behind SmallYesses. The stated goal: to collect many small "yeses" – "Yes, this answer convinces me, and so does this one." – in order to arrive at the big "yes" of ordering or booking.
Small Yesses offers a structured process to make these insights effective for performance marketing.
Does SmallYesses actually work?
This method has been used successfully by companies and agencies for many years. You can find a selection of customer testimonials on our WebsiteUpon request, we will gladly establish direct contact with previous customers.
What are the costs associated with using SmallYesses?
The costs for using SmallYesses depend on individual circumstances and goals. We would be happy to provide you with a non-binding offer.
Who is behind SmallYesses?
SmallYesses is an offering and a brand by Aurel Gergey, Google Ads copywriter.
He is supported by a team of long-standing collaborators.
SmallYesses is based in Sofia, Bulgaria and primarily serves clients in Europe and Switzerland.
Mehr über SmallYesses here.