Podcasts about google ads editor

Christoph beleuchtet vier bedeutende Updates, die dein digitales Marketing und E-Commerce verbessern könnten. Vom neuen Merchant Center Next über die neuesten Funktionen im Google Ads Editor bis hin zu spannenden Möglichkeiten für WhatsApp-Interaktionen und der endgültigen Abschaltung der Smart Kampagnen. Erfahre, wie diese Veränderungen deinen Online-Auftritt beeinflussen können und welche Schritte du jetzt unternehmen solltest, um vorbereitet zu sein.

In dieser Episode untersucht Christoph, ob es sinnvoller ist, auf bestehenden Google Ads Konten und Kampagnen aufzubauen oder ob ein Neustart die bessere Wahl ist. Er teilt Einsichten und Erfahrungen aus zwei Jahrzehnten in der Branche.

Show Resources Here were the resources we covered in the episode: Jonloomer.com Jon's TikTok Jon's Podcast Jon Loomer on LinkedIn NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Youtube Channel Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover. A great no-cost way to support us: Rate/Review!   Show Transcript Today we're diving heavily into Facebook Ads. Have I gone crazy? No, but I have Jon Loomer, and that's 1000 times better on this week's episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there LinkedIn Ads fanatics! Very early days when I was starting B2Linked, I came across Jon Loomer, who was the first Facebook Aads expert that I ever found. He provided the model and inspiration around a lot of what I built B2Linked into. Since then, he's built a veritable empire. Podcast, coaching, courses, joint venture partnerships, and he did it all with a focus on being able to spend time with his family. If it feels like I'm fanboying a little bit, it's definitely because I am. I've talked to a lot of you listeners who are also responsible for Facebook Ads. And so I invited John on the show. Generally, whatever we see as being successful in Facebook Ads eventually makes its way into LinkedIn Ads within about fourish years, so I thought the info he shares could be precious for us. He also shares strategies on how we can combine efforts between LinkedIn and Facebook, as well as shares valuable info for us on TikTok Ads. I'm very pleased to share this interview with you with Jon Loomer. Let's hit it. AJ Wilcox Everyone, I'm so excited to have Jon Loomer here with us. Jon, thanks so much for coming. Jon's a Facebook Ads educator, business owner, and just generally a great guy. Jon, welcome to the show. So excited to have you here. Jon Loomer Oh, man, I'm excited to be here, AJ. Thanks so much. AJ Wilcox Oh, you bet. Let's start right into the questions because I know we're gonna have a lot. First, tell me about your story. Tell me where you came from. business wise, I'm really interested in what you've done with your personal brand, how you decided, like, where and how to focus on Facebook Ads in digital marketing, tell us all that stuff. Jon Loomer There's really a long story and not quite as long story. It's difficult not to be long either way. But I've had this this business for 11 years now. And prior to that I had no experience starting a business. I didn't really even consider myself a marketer, even though the last job I was laid off from was VP of strategic marketing. It's a whole other story of like, I didn't think I was even qualified when I applied, but I worked for the NBA originally back 2005-2008. And that's a whole other episode, we could talk about that probably because there's a lot of fun stories from that. I mean, I oversaw fantasy games, which is the most ridiculous job ever. It was the greatest. But we lived in New Jersey, we had to move from Colorado to New Jersey. So I did make some concessions with my wife, they're like, okay, this will be a temporary thing. Back then you couldn't really work remotely. And I begged and begged and begged. And then that was it. So after that I was laid off a couple of times. Lots of nice things about the NBA job, one of the things was I was exposed to Facebook for the first time in 2007. That's when there are 50 million people on the platform, they were just opening it up to the older folks. So anyone who was in high school and college. We partnered with Facebook to create an app before you could create your own app. And that was a first admin of the official NBA Facebook group before there were pages. That's just how long ago that was. But I fell in love with the platform at the time. As a kid I moved around a lot, so to be able to reconnect with people that I thought I would never see hear from again was like so amazing. But I was also using it from a business perspective very, very early. I got laid off for a second time in 2011. One thing I knew was I couldn't move my family again, because we just went through that whole madness. I was also very spoiled in terms of the jobs I had just had. It's funny because I think everyone should do something that they do not enjoy as well. So I was an insurance underwriter for five years prior to the NBA job, and it provided some really good perspective. If you're an underwriter, I'm sure you love it. It's great. I didn't enjoy it. But that's part of why I got into the whole fantasy game stuff in the first place. And why ended up working for the NBA. Anyway. So the experience I had though, specifically around Facebook was really important. I started using that when I was at American Cancer Society after the NBA job. So once I was laid off, okay, one of the first things I did was I started a website. And again, one of the tools I kind of learned at really American Cancer Society during that time, was to create a WordPress website. And I just started writing because I had nothing better to do besides look for jobs, and I use the website basically as a way to show what I could do with the stuff I knew, hoping it would help me find a job. And every once in a while something would really hit and the topics were kind of broad, but they're all social media-ish. Eventually social media marketing specific and then probably six months after that started, I started to see the Facebook marketing is where I needed to focus. When that's really started to take off consistently, and I started to run ads. Now I had no money because we were just bleeding through cash at this point, bleed through savings because I didn't have a job. I was making a little bit of money from like affiliate marketing, and like ads on the site stuff because I started to get some traffic and that started to improve. But I started to run ads, and even in the very beginning, I was running like $1 a day and back then you can make an impact at $1 a day. And my main goal back then was just like building my audience, too. So as I was running ads, you know, that gave me something to write about. So I started reading more and more about Facebook Ads and start getting more confident. And power editor was the big thing for if you want it to be advanced, but no one knew how it worked. It was really complicated and buggy and confusing, which is perfect if you want to get attention for something. So I started writing about that. And my first course was on Power Editor. And that just exploded since 2012ish that I've focused almost entirely on Facebook advertising. That's been my niche. But again, I no background is starting a business, I didn't even realize I was a marketer until I applied for that VP of strategic marketing job. And it's been quite a journey, because with over 11 years, there's a lot of ups and downs and everything in between. AJ Wilcox But I have to tell you, the first exposure I had to you was I was using Power Editor. I came from the world of Google AdWords, Google Ads now. And I love the Google Ads Editor functionality of using spreadsheets to upload things. Of course, Power Editor was the first thing I jumped into when I got into Facebook. And I went and read a bunch of your stuff. So anyway, thank you many, many years ago for helping me through the Power Editor stuff. It was a cool first focus. So focusing on more of the recent, what are some of the most exciting developments in Facebook Ads? Jon Loomer Well, first of all, it's become a much bigger challenge, right? So you have the good old days when, if you're advertising, you were one of the few. And if you knew what you're doing, you're one of the exclusive group. And you could have a ton of success for not a lot of money. And then more and more advertisers joined in, and it got more and more expensive just to reach people. And I think the biggest change, though, over the last couple of years was iOS 14 opt outs and everything that happened there. And the result of that was more than anything drop in conversion results. So whether or not your advertising actually was less less effective. What's funny is it may have been fine. But Facebook was not connecting conversions to your ads, which clients really want to see, typically. They're not gonna say, oh, yeah, we trust that that was actually working. It's funny because it went from the complaint that Facebook's Ad reporting was inflated to now there's a scramble, like, I gotta find these conversions and get credit for these conversions. Where are they? So that was just a really difficult, you know, year and a half or so. But the biggest developments over the last, you know, month or two months in it, not everybody has these things yet, but Facebook is starting to bring some of these things back. And so one of the biggest things is, and I still contend that opt outs, end of the day probably didn't really impact our results much. I think the biggest impact was losing 28 Day click attribution. So that's where, you know, a lot of people would claim that the reporting was inflated, because it's like, oh, well, why is it I get credit for this. If someone clicked on an ad and then converted 28 days later, right? Sure, you can make the argument that one day click is more relevant than 28 Day click, but the truth is, they still originally clicked on your ad and then ended up converting so getting that credit was good, especially if you had a more expensive product, anything that took more of a commitment. And it's not just that oh yet, that's a nice shirt, I'm gonna buy that losing 28 Day click and going just a seven day click one day view hurt a lot of advertisers and brands because they lost that reporting that is coming back. Now it's not the default reporting. So that's still seven day click one day view. But if you have this, you would cut the go into your columns drop down. And there's an option to compare attribution, which is another thing that went away since the iOS and then came back, which is really important for other reasons too. You can then add columns to your report to break down your conversions that are within one day view, one day click, seven day click, and now on 28 day click. It's really interesting because even though your default reporting may show you've got 20 conversions, if you add those columns, you may see another three or five conversions to happen outside of that seven day click attribution window. And that's really helpful with showing Yes, I made an impact that completely changed the perspective of your advertising. Those two things that compare attribution, 28 day click attribution being available, and also the ability to break down conversions by things like placement, and geography was something that went away with iOS. That's coming back as well. AJ Wilcox Wow. So what do you think the overall impact from the iOS 14 update is going to be for Facebook? It sounds like they had to get rid of some things. And then now they're bringing them back. Do you see we just have less data? Is it coming back in full force? Jon Loomer I only have theories on this, because I haven't heard anything official from Facebook. But it seems to me first of all, they got rid of those things out of abundance of caution. Yeah. Because because they were caught flat footed. This is one of the few times they were not in control, they were reacting to something that Apple was forcing them to do. And I don't think they knew what the full impact of it would be. Because reality is like looking back, I don't really understand why they got rid of those things. Let's just say that any of the iOS opt out conversion data, if that became less reliable, fine. But not all conversions happen on an iOS device, and maybe the people opted in. So the point is, like, they threw away all this stuff, just because of iOS. Because yeah, I get it that if you opt out of tracking, anything beyond seven day click is probably not reliable for those people, right. So we throw away all those conversions that came from Android device, that came from desktop, you know, like, that just doesn't even make sense. So even if that's incomplete data now, I think that's data that advertisers would be very happy to have it back. So yeah, I think they probably overreacted. I don't know the full background of why did it. But I know that things like modeling improved, because originally, when the changes were made, it was just seven day click attribution, or seven day click optimization, by default, they got rid of even the view through, which was big. And then eventually even they said, the modeling improves, they change the seven day click one day view, My bet is part of this just has to do with the modeling improving, that they brought it back, because the question has to be asked, right? It's like, the issues facing advertisers, for the future aren't just about iOS. It's about you know, browsers, it's about other devices. It's about any of these companies deciding we're going to prevent you from tracking going forward, they could decide to do that. So why would Facebook put in the effort of bringing these things back, unless they were confident that they'd be able to continue to go that direction? So my bet is because of the modeling, or whatever it is, they've got to make that data reliable. We're heading in that direction. And maybe this is just a guess no one's ever said this. But maybe 28 Day click one day view optimization is coming back. I mean, it would only make sense if they've got that data, and they're gonna show it to us, right? I think that would be pretty awesome. AJ Wilcox When they've had enough time now to check their models, they can check their models against reality and fine tune them. I think, once they have high confidence, they bring them back, and then adjust the optimizations for them. That makes perfect sense. Jon Loomer Right. So it's getting better, it's getting better. AJ Wilcox What about modelled conversions?Does Facebook do this? I know Google did eight years ago or something where they had the standard conversions column be one that was based off of models, and it wasn't the actual conversions that occurred. People had a little uproar about that, then I think it's still available. But I've been honestly, I've been out of Google Ads for a long time. Does Facebook have that same sort of thing? Like, do they have a modeled conversion? Do they try to push it on advertisers? Or is it very much like it does the conversion pixel and conversion API kind of rule there? Jon Loomer The data includes model conversions. So there's not broken out, there's indication when metrics are in exact, based on modeling based on, you know, having other factors contributing. But beyond that, I think the closest that that Facebook attribution tool that used to allow for different modeling and different windows, they got rid of that. Again, went away with all the iOS stuff, I assume, because became less confident in that type of data. But I don't recall there ever really been an uproar over that maybe we were about to create that AJ. AJ Wilcox And I know LinkedIn has talked about modeling conversion data. If their conversion data becomes less accurate. I would be personally offended if I ever reported to a client Oh, you got seven conversions and then they looked in there CRM and said we only see three here, like, what are you talking about? I look like a liar, like model of conversions is feels like an affront to me it feels dishonest to report to a client. Jon Loomer Understood. Just generally, that's a battle for advertisers overall like getting data to match up. And oftentimes it's a misunderstanding of the data, or they've set up the pixel wrong or something. I don't think that typically the issue is actually with modelled data that it's off. We could go down a whole rabbit hole on this, but like, for example, you could have a results column for conversions, right. And you're optimizing for conversion promoting the sale of a specific product. Facebook reports 200 conversions, you're showing 100 sales of that product. The reality is those conversions include other conversions too that happen while they're on your site during that time. And if you hover over there, you can actually see the breakdown of all those conversions. But things like that create confusion. It goes years back that why does this not match up to Google Analytics? And the reality is Facebook has data too that Google Analytics does not, like views through especially like Google is never going to get the views through stuff. Obviously, if Facebook says you've got 10 purchases, and on the back end, you know that you've only sold eight. And you're not talking about oh, what has came from Facebook or not? Because that's a whole other story, too, is like you can't rely on data that says referred from Facebook. But if you know, eight total sales compared to 10, report it, that's a problem. Usually, though, where I start with that is less blaming it on Facebook and did we set this up? I'd ook at that first? AJ Wilcox Yeah, that makes a lot of sense. All right, well spend some time there. But boy, I just don't like the idea of modeled conversions. Like, show me exactly what I actually had don't predict what I should have had given. Obviously, the majority of our listeners are in B2B. I'm really curious, like, what are some of the most effective things in B2B advertising on Facebook, especially now, Jon Loomer It really depends on that service that you're offering. But more than anything, whether it's advertising or not, video. You know, having some sort of video strategy to raise awareness for your brand, raise authority, whatever it is that you need to build for that B2B relationship, depending on what kind of product you have for them. We can't just rely on the links these days, and then clicking on those links and go into your website. And this has been a big adjustment for me too, because for the longest time, I am a data guy. I'm a stats guy. And like, I know that business happens on my website, and my website, my email list are central to everything working. So I've long contended that, like, I can promote blog posts, that's fine, right? I can track that goes to my website, even though that doesn't sell anything I can then see okay, what do people do on my website, once they've been referred on blog posts, the problem becomes like getting marketers, I think this is definitely the case for B2B too. To using video is like you don't always have something to sell, you shouldn't always be selling something with video. And you shouldn't always have a link to go to your website. And that sounds crazy. And I know, to some old school marketers, because I was that guy, probably just a few months ago said, Why would you do that? First of all, it's playing the game. I've never been big on playing the game. But I haven't played the game and so long and my business suffered from it. So fewer and fewer people were seeing in a news feed because I was not using video. Now suddenly, I'm using video. And once you know it, everybody, I'm getting so many comments every day. Jon, I haven't seen you in years. Where have you been? You know, so video with the right frame of mind when you create these like creating video for value, to provide value and be seen as someone you should go to or a brand you should go to for assistance, because that's often the B2B relationship, right? Where you may not need them at that moment. But they're seen as an authority, and you trust them and you consume their content once you need them, you will go to them. And that's kind of the importance of video. AJ Wilcox So what do you think the reason for this is? Do you feel like Facebook has gone all in, like doubling down on promoting the video inventory? Or do you feel like users consume it more? And so Facebook feeds it more to their users? What do you see driving this trend? Jon Loomer This has long been the question on Facebook, because we can go back to other formats as well. Like when we talked about the algorithm and you know what benefits and what doesn't? Is it Facebook, favoring a certain format because people are engaging with it more, or people engaging with it more because the algorithm is favoring it, showing them that content? I think it's a combination of those things. But obviously, it's it'd be foolish to push video if people didn't want to see video. You know, the funny thing, I'm going to go on a tangent here just for a second. Remember the days when an auto play video came out? And the uproar, like, how do I turn this off? This is gonna be a huge failure. What is Facebook doing? That's pretty much every app right now is autoplay video. So point being that was pushed, was it because Facebook knew it would be successful? Because man, there was a lot of negative pushback to that. My bet is though they saw regardless of what people said, how they consumed it, that's often like as a marketer, I think that's an important lesson, generally. I don't listen to polls, when they ask what apps do you use the most? Facebook or not? And then oh, look, that this group of people is no longer using Facebook, they're abandoning and Facebook. And then you look at data and it shows something completely different. So anyway, I think this is kind of an example of that. But anyway, I do think there's something to video being so incredibly engaging. I mean, like Facebook is also reacting to TikTok, obviously. Instagram, they kind of went that direction, first with Instagram, trying to mimic TikTok. And now we're carrying that those rules over to Facebook as well, I can tell you firsthand, if you're just promoting links, if you're just sharing links, you're not gonna get the distribution that other companies other brands get from using video. And again, I understand you want to drive traffic to your websites or like, if that's the only metric you're looking at is traffic, then you might not see the benefit of this. But if you're playing the long game on this, if you want to create a connection with your potential customer, Video is just as the way to go right now. AJ Wilcox Oh, I love this. I've seen something similar on LinkedIn, where if you would have asked me a year ago about LinkedIn's, video ads, I would have told you avoid them, they are on average, about 20% more expensive per click than single image ads. Just don't do it, like people don't go to LinkedIn to be entertained, so they're not gonna stick around for your video. But in just the last six months, we've seen some video ads now starting to outperform a single image. And that doesn't tell me that LinkedIn changed their algorithm or anything like that. It tells me that user behavior is changing. People are actually coming back to LinkedIn to spend time and consume rather than just come because they had a connection request, check it, answer a message or two. Jon Loomer Yeah, and I think it's challenging. And it's not that you can't drive traffic with video. It's just always gonna be a secondary thing, especially at TikTok, I mean, anyone who's used TikTok clicks to a website from the TiKTok app, or it's such a roundabout thing. Like if you put a link in there, in like comments or anything, it's not even clickable. So they always say, oh, click the link in my profile kind of thing. That's like, the most roundabout way, because they want to keep you on the app. So like, as marketers, I understand that that's like, you have this block that says, this is wrong? Why would we want to do that? But I have some stories here. So I've been doing this for a couple of months. And beyond just having people say, oh, John, I haven't seen you my newsfeed forever, you helped me back in 2014, which makes me feel old. But at the same time, beyond seeing that a lot, all of a sudden, I had one on ones, two one on ones on Monday and Tuesday, but all four of them told me that they were there, because they started seeing my videos. And there are people who signed up for my membership, same thing, and I started telling the stories, like, yes, I am here because of those videos. I was not able to connect that in any way, with metrics, anything to show me that that was the truth. My traffic's not even like, crazy, like anything spiked or anything because of this. It's just because of that connection, that emotional connection you can create. But these people are human, I trust this person. It's not even like there's a specific video or anything that you can point to. It's like, it's the collection of the effort that led to it. And as you can see, it's kind of changed my business. And I just want to screen it so people understand it. AJ Wilcox And that's so funny for data guys like you and I because if you look in your analytics platforms, you're not going to see this. And so totally difficult to say because I think we expect sequence, we expect a funnel to show us that something's working. And in your case, like you've shared with us very specifically like the end of the funnel grew, and you see nothing in between to tell you that it's working. That's pretty crazy. Jon Loomer And it has to be the word of mouth. It has to be the people who tell me that if they don't tell me that, I'm just guessing. I have no idea if that actually contributed. So that's the hard part about what we do. AJ Wilcox Yeah, it's true. What we started doing we started asking in a free form field in Our forms when people apply, how did you hear about us? And of course, we're capturing UTM parameters. So we know what platform sent them. But it's really interesting to compare when someone says, Oh, I saw you on YouTube, but their link came from a LinkedIn Ad. And we're like, going, okay, like we're seeing where other platforms are contributing kind of cool. Alright, so I'm imagining the majority of our listeners there are responsible for LinkedIn, obviously, like, why would you listen to LinkedIn Ads Show if you weren't responsible for LinkedIn, but you're probably also responsible for Facebook as well? What would you suggest to advertisers who are responsible for both LinkedIn and Facebook? How do you make the platforms be synergistic, add to each other, work together in harmony? Like, do you have any tips, tricks, strategies? Jon Loomer I think in all cases, every platform has strength. And every platform has its weakness. I think the biggest weakness for Facebook, especially B2B is sorting out your targeting audience. Particularly if you're not optimizing for a purchase or conversion at the time, if you're like, if you're trying to build awareness about your brand, you're going to be reaching all kinds of people in every field whatsoever, like, you could try using their interest targeting and whatnot, especially if you're optimizing for something like engagement, video views, traffic, anything like that, it's usually a mess. Whereas LinkedIn, you can use that specifically to reach people, especially in the B2B situation, who are there for business. Right? So whether it's by their job title or their industry, I think I would consider and look, I'm not a big LinkedIn Ads guy, but I will consider you can correct me on this, that from an awareness perspective, reaching the right people has to be much easier on LinkedIn, than on Facebook for that B2B situation. Right. And then if you're able to drive them to your website at some point, with something, that's where Facebook becomes a little bit better. Piggybacking off of LinkedIn, like off using the comparison with with Google Ads, right? For whatever reason, Facebook's never come up with a reliable search ad, they've experimented a couple of times with different types of search ads. But if you are a business that is only needed when someone needs you, alright, so I don't know why I was using the plumber, but like a plumber. You're not going to follow a plumber on social media, right? And just blanketly targeting everybody. I mean, you can build your brand, but you're probably spent a ton of money just telling people, you're a plumber. So those types of ads on Facebook are difficult. Whereas on Google, you can attract people who are looking for that solution. And then on Facebook, you can remarket to those people who were driven by the Google Ad. So Facebook is ideal, first of all, for Ecom, I would say. So if you're selling product, and you've got a category of product that Facebook knows well, you can optimize for that and do great going broad what not, you don't even really need to actually just put out a blog post on it. That's really where Facebook thrives. And the remarketing, good as well. But the weaknesses in Facebook would be, especially in a B2B situation, attracting the right people at the surface level, top of the funnel, but also the whole reach people before they need you situation. AJ Wilcox I love that. We talked about in our news section a couple episodes ago about how Facebook released the newer B2B targeting and there's five segments. It's interesting, because when I'm used to going into LinkedIn and typing, here are the job titles I want to target, for instance, Facebook used to offer that then took it away. Now we have like, oh, here's this one segment that is we think this is business decision. This is everyone probably manager and above whose job is anything from accounting to sales? It's kind of interesting that they would put it into buckets. Do you see Facebook doing much more? Is this just a foray into it? And then they'll give us more specific targeting later? Jon Loomer It's funny, you mentioned that example. Because it's one of those things was like, oh, yeah, they did this. And I completely forgot. I don't see it as being very valuable. And maybe it is valuable to some of the people who have used it, I've seen value in it. But it's also kind of going against the direction Facebook's heading with targeting. And that direction is like, just go broad. And let the algorithm work. So unless you have something specific, like I need to reach people with this certain job title, a lot of that kind of broad business decision maker stuff, I don't know how effective that's really going to be. Yeah, if someone's had crazy success with it, feel free to correct me on that. AJ Wilcox Cool. Well, I'm excited to try it out. We're certainly exploring anything. I love LinkedIn Ads, but not because the platform is something magic. It's because of access to the right audience. So If there's any other platform out there, that's going to give me control over B2B. I'm going to adopt it, I'm going to accept it. AJ Wilcox So here's a quick sponsor break, and then we'll dive into advanced Facebook Ads strategy, as well as the new hotness of TikTok. The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts. AJ Wilcox If you're a B2B company and care about getting more sales opportunities with your ideal prospects, then chances are LinkedIn Ads are for you. But the platform isn't easy to use, and can be painfully expensive on the front end. At B2Linked, we've cracked the code to maximizing ROI, while minimizing costs. Our methodology includes building and executing LinkedIn Ad strategies, customized to your unique needs, and tailored to the way B2B consumers buy today. Over the last 11 years, we've worked with some of the largest LinkedIn advertisers in the world, we've spent over $150 million on the platform, and we're official LinkedIn partners. If you want to generate more sales opportunities with your ideal prospects, book a discovery call today at B2Linked.com/apply. We'd absolutely love the chance to get to work with you. All right, let's jump back into the interview with Jon Loomer. AJ Wilcox Alright, so I've got to ask, are there any no brainer things that we should be doing with Facebook Ads? Obviously, the platform changes a lot and is constantly adding new stuff. Is there anything no brainer that we might have missed? Jon Loomer I feel like we've talked about the latest developments. For me like the biggest thing, if you've got 28 Day click, you have to dig in search and find it and uncover it. And that's a no brainer, like, show me that more conversions happen, that's really important. The other thing is, if you're running an ad for purchases, I strongly advise that you experiment with going completely broad. Which sounds crazy, I am someone who for years, I just loved a micro targeting. Like target the most relevant people, it could be the smallest audiences, people are most engaged with my stuff. And it's not that you shouldn't ever do that anymore. But I think what we've seen is Facebook's really, really good when it comes to sales. We kind of mentioned that before the algorithm doing things in real time that you can't, or it takes too long to do, to figure it out, and you're going to waste money. So not even bothering with lookalike audiences and interests just going completely broad for Ecom. And when you're when you're selling a product, beyond that, like Facebook ads, I think any advertising platform is so much of an experimental thing, right? I have never had to tell you always do this, this is one thing, because it's it always works. Should you use broad targeting? Should you use narrow? Should you use these certain optimizations? It all depends. So many factors impact the success or lack thereof of your ads. The fact that I'm even telling you consider broad targeting is because I've eventually gotten over my objections to it. Unless you try things you'll never know what actually does, it doesn't work. So I would experiment like crazy if you can. AJ Wilcox I'm with you. I think that would be really uncomfortable for me if LinkedIn ever said just go all broad, we'll find your right people be. It would be really hard for me to trust. I would also wonder like, what is the learning period? Like how long do I give a test before I give up and go? Nope, it had its chance. I mean, I pulled my budget back? Jon Loomer Well, so a couple things with the concept of broad targeting, and then the learning, right? So the truth is that no matter what we do right now, that's the direction Facebook's going. Because if you target an interest, a group of interests, and you're optimizing for any type of conversion, advantage detailed targeting is automatically turned on. That's their expansion product for detailed targeting. So that gives Facebook the ability to go as broad as they want to go beyond what you said you wanted to target to get you the results that they think they can get you. So same thing with look alike audiences, advantage look alike audiences, which is look like expansion, is automatically on for conversions. So if you say, oh, I only target this 1%, they can go to 10% if they want to get you more conversions. So I don't know if everybody knows that. That's the direction it's going anyway. But in terms of the learning period, that's also where we should be careful because that first seven days is Facebook's learning phase. And that's when you'll even see in that delivery column that learning your results are going to be less stable during that time. Additionally, I would be wary of making any changes or drastic changes like stopping anything based on the most recent three days, especially if you've got a lot of people in your audience who are on iOS devices, because there can be a delay in some of that reporting for privacy reasons. So you can't connect the dots or Facebook can't, I don't even know who abuses this so why this is necessary? That reporting can be delayed, which is also why we go back and look at reporting, like, wow, that went up, how'd that change, it's because of that delayed reporting. So don't make any drastic decisions within the most recent three days. But also, if you can let it get through the learning phase. So that's where the algorithm is learning about what works and what doesn't work and trying to get you the best results, the most efficient results. Once you get through the learning phase, that's pretty much when, okay, this is the best rate you're gonna get probably it might fluctuate a little bit over time. But if it's still not working, once you get through the learning phase, yeah, shut it off. AJ Wilcox Okay. So seven day learning phase, if you turn something on, like ultra broad targeting, I have seen some ads reach saturation, before seven days. What do you do about that? Like, if you want to make sure you have seven days, but your ads are reaching high frequency in that time, which would normally tell me to trigger a refresh? How do you balance that? Jon Loomer So it's all about what is my cost per desired action? Right? So audience saturation is something that I don't think most people even realize how to access that data. So you'd select your ad set and on the right hand, part of ads manager, there's an icon, it's like a magnifying glass, the Inspect tool. You click on that, and within there, there's a bunch of charts and graphs, and one of them is for audience saturation. And there are four different metrics related to audience saturation. So I'm going to remember all unfortunately. One is frequency, one is reach, one of them is first time impression ratio. And there's one more. So basically, you can compare it to your cost per conversion. So essentially, yeah, you might see that the frequency is going up, the reach is flattening out. The first time impression ratio went from up top to way down at the bottom. You might see all those things. But if that is not coinciding with an increase in cost per conversion, then who cares? Right? If those two things are connected, that's when you make that decision. So that's why you know, when people often ask, you know, what's that saturation rate or that frequency when you shut it off? That misses the point, if you're getting good results? Who cares what that is? AJ Wilcox Yeah. And it's at the point that you see those results stop that you go and measure that up with against saturation. That makes perfect sense. So since Facebook is kind of old news, Now, tell me what you think might be the most interesting right now in the world of digital marketing? Jon Loomer Oh, well, I'm suddenly dipping into TikTok. So not just from a organic point of view, but I'm using it for advertising as well. So if you've run any Facebook ads before, the first thing you'll notice if you've ever jumped into Tiktok Ads is it looks exactly like Facebook Ads. I haven't heard this specifically mentioned, but I'd be shocked if it's not true that TikTok's engineering team is made up of former Facebook engineers. I'm sure they are. Yeah, because not only is it just set up the same, it's called TikTok Ads manager. Like any of the terminology you're used to is all used there. Custom audiences and look alike audiences and breakdowns and they just came out with an audience Insights tool that is just like the old Facebook audience insights tool, which was really valuable before they scrapped it because of privacy concerns. But everything just works the same. Now, obviously, the platform and the format's different. So your results and kind of your overall strategy could be different. But that's the biggest thing for me is like jumping into that it kind of opened up a new world of wow, I feel really comfortable here. Our marketing world is that's just scratching the surface of like, the kind of as we're talking, you need to get involved in short form video in some way. If you're not comfortable with TikTok, that's fine. The nice thing and really the primary reason I got into TikTok, even though I like laughed about it in a joke probably three months ago, was if it was a unique format that you couldn't apply anywhere else, I'd probably never would have gotten into it. But you could take that and take that same file. Like you probably don't want to take the TikTok version with a TikTok watermark. I mean, I do all my recording and editing off of TikTok, which may or may not be the wrong way to go. But by doing that I can upload to TikTokand add TikTok music. Again, upload two reels and add reels music on Facebook and Instagram. I can upload to YouTube shorts and then you've probably know this, I've created a square version, I just throw it on a square Canvas for LinkedIn. And so the benefit of that is like, you know, even if your TikTok efforts are flat or just not leading to huge results, it's like you've got all these other platforms you can apply that to. And this isn't just like a matter of cross posting, because the way I kind of manage each of those is different. Like ever seen any of my LinkedIn videos, like I provide a lot of long form thoughts, in addition to the video that I wouldn't provide those other places. It's led to all these people on Facebook and Instagram ike I didn't really didn't use Instagram before doing this. I use it as a placement to reach people with my Facebook Ads. And that was about it. It took me a long time to even get into sharing photos. Like, I just didn't even want to do that. And again, that kind of goes back to the whole my objections to photo sharing, I need to drive people to my website, which is why I wouldn't even use Instagram. But anyway, applying that to these different platforms. And then all of a sudden, you can get that aggregate lift, which I think I'm seeing right now. I mean, that's the biggest change right now in marketing is, if you're not getting involved in this, I worry for you. I think it's important. AJ Wilcox That's good advice. By the way, LinkedIn now accepts a native square video for their posts. So you may use the same canvases you're already using for others. Jon Loomer So if I use the nine by 16, what will happen? AJ Wilcox Is it vertical? Jon Loomer So I'm using the vertical, I use that for TikTok and reels and shorts. I throw it on a square canvas, I don't have to change the video in any way and I don't have to crop anything out or anything. So then I have my colors or whatever in the background and the sides. So then it's square. I don't think that uploading the tall works on LinkedIn does it? AJ Wilcox So it does now in the ad platform, I just don't know about organically. Okay. All right. What's interesting is they tell us that if we upload vertical video, it will serve but it will only serve to mobile devices. But that's one of the only controls we have for what devices LinkedIn Ads show up on. I sure would like it the other way around, I'd love to be able to say this format only shows on desktop, but whatever. Yeah, I don't know about organic. We've had some questions about that and I haven't had a chance to test it out. Maybe test it out and let us know, Jon Loomer When I started doing this was square is the ideal on LinkedIn for organic, which is why I did it. And I tried to do in a way that's not going to create a bunch of extra work by just okay, I've got this created video with all the captioning on it, just throw it on a square canvas. And it looks I think, fine. As opposed to trying to recreate the square dimensions, AJ Wilcox We do find over and over that square outperforms every other format for both image and video. So yeah, cool. I think you're on the right path. What are some of the things that marketers should be using TikTok for? Jon Loomer First of all, in your brand, right, so and what your goals are, at minimum, t's just about creating connection with a potential customer, right. So if you have a service, where you are an expert is supposed to be an expert in where they can hire you to do something, you should be mostly about educating them on that thing. And I know for years, the argument against doing something like that was like, oh, but then they'll just do it themselves. I think it's the complete opposite of that, like, yes, they might take bits and pieces of that. But eventually, they need an expert. And because you establish that expertise over and over and over and over again, they'll go to you when they need that help to hire you or recommend you or whatever it be. So I think if you're a service, just sharing your expertise on a regular basis, no strings attached. Like, again, I know this is an obstacle for a lot of brands of constantly pushing selling this this product product product, I would avoid that as much as you can, or you still get mostly ignored. So there's that. But you can also do things like you know, product specific how people use your product. If you're like more of a like a retail, or then it's less about establishing any kind of expertise, it could be more lifestyle, how people are using it, just fun, entertaining videos related to your product. There's just a lot of different angles you can take. The ultimate bottom line though, is you can't be 100% buy my stuff. It's gonna stand out in a bad way. You gotta be thinking, first of all, how do I grab their attention? How do I provide value? How do I you know, make their thumb stop? That's the goal. AJ Wilcox Oh, that's perfect.What about for B2B? Have you found anyone who's done a good job in B2B on TikTok? Any tips for us who are in B2B? Jon Loomer So the stuff I've been following, unfortunately, I can't even think of names. They're just like faces that show up in that tic tac feed. But a lot of that stuff that I follow is B2B. It's people who are experts in a field and I apply a lot of what I learned there to what I do, it's just a lot of educating. So this is how you do something in this field, and this my expertise, and do it quickly. Right. That's the other difficult adjustment for me and I'm sure a lot of old school marketers is like, get to the freaking point, fast. So not only get their attention, but also get to the point fast, they're ready to move that next video. So you've got to provide some value, solve a problem. So think about what are the problems that your target audience have focused on something very specific, wrap that up in a minute or less, I mean, it could be 10 seconds. There could be something so specific that you can get out in 10 seconds. And man, I wish I could give you some specific names. There's several of them who are just really good at the how to. So it's list the top three things you should be doing blah, blah, blah, or why this one thing is so important. It's those types of things. But I encourage anyone who's on TikTok or reels, start following people based on these keywords, engage with the stuff that you like, oh, that's really useful, follow them. And you will start seeing your feed catered to that. There's this there for you section of TikTok, for example, we're constantly seeing more B2B type of content there that I find really useful and t's based on my own engagement. AJ Wilcox Very cool, great tips. Thanks for sharing that. What about you, either professionally, or personally? Or both? What are you most excited about right now? Jon Loomer Man, I tell you, this is a different part of my life. So personally, I have three sons, my business I built around being able to spend as much time with them as possible. And we shared a common love for baseball. So everything I've done really over the first 10, 11 years is about making sure, first of all that I had a business I had an income, I also had freedom of time to dedicate to coaching. Well, my two oldest boys are now in college. It's crazy. And my youngest is now in high school. So my coaching days are over, which is probably good timing. Because after a while, when you take that approach of like, I just want to be as free as possible and work less in this industry, you start getting left behind and that it was I think my business needed a reboot. So I'm spending way more time on my business right now. Because I have more free time that used to be taken up with coaching, building the business. And I think that's really why I'm doing all this video right now. I'm so energized in that. I said no to all podcast guest invitations for years. Because that's just one more thing that takes up my time that I didn't have time for. So it's these kinds of things like, you know, building these relationships and having these experiences I'm really excited about. AJ Wilcox I'm so grateful that you accepted this one. This is awesome. Like I will have mentioned in the intro, you've been a huge inspiration to me so thanks so much for coming on. Jon Loomer Thanks so much. AJ Wilcox I'm curious because you've dedicated so much time to coaching in baseball. Yeah, you've got some sons in college. Do you have any future MLB players? Or are they on scholarship? Or have they kind of left it behind? Jon Loomer No. So I feel really lucky for this. I mean, first of all, my oldest, he'll agree with this, the least skilled of the three. He played through varsity, which is no easy feat. 2500 kids in the school to play all the way through senior year. But he had a specific goal, like he's, he's a senior at Texas Tech right now. He's gonna go to med school next year. He's going to be an orthopedic surgeon is what he's planning on. And then my middle son, it's funny because like, he's one we're like, we kind of wanted him to keep playing. Because he's got that ability. I'm not gonna go MLB be or anything. But he's got that ability to play. But actually, it's probably a good thing that he's decided that's it, I'm ready to focus on school. Because that's what they are worried about with these kids, like in this environment that I'm in with baseball, it's so crazy, and so much pressure. It's constantly about getting to that next level. Like when you have that focus, are they prepared for when that's not an option anymore? Like, what are you going to do? And so he's actually planning on doing something in sports, he's looking to go into sports journalism, and he's super busy and active in college and I'm really proud of them. And our youngest son not gonna make any predictions on him. He's still living the dream play baseball in high school, but I think just as a parent, it's just a reminder that there's always something after and to make sure they're ready for that. That baseball sports really, unless, maybe not even unless, you can't make it the number one priority because eventually you're not going to have it. So yeah, that's one of those tough parenting lessons. AJ Wilcox Well, that is nice, because you see Olympians who go and get a gold medal and retire from their sport, and then they have a crash. They have a hard time figuring out what do I do with my life? I'm really glad that the sport takes them so far, but then they're willing to become well rounded and jump into school. I think that's a nod to your parenting that you're probably doing things right. Jon Loomer Really thinking largely my wife, Lisa, too. She's so deeply involved in your school and on top of what are you doing? Are you doing your homework? And whatnot, it's a lot of credit to her. AJ Wilcox Oh, it's fantastic. Shout out to Lisa. Well, John, anything else you want to share with us about anything you're working on? Or anything you feel like it'd be helpful to us as LinkedIn marketers? Jon Loomer No, I think just to stick with a theme, you know, be re to constantly evolve. And whether this is about LinkedIn marketing, or about your brand and your business. I think I have a unique perspective of having been in this was my business for 11 years and was at a very high point. And then I stopped evolving, thinking I could just keep going with these same approaches forever. It'll always work for me. And you have to understand that the way people consume the way people buy, the needs people have, how you do things on what platforms and what for, like, all those things have to constantly be evaluated. There is no new universal, this is always going to work. So be open to change, I think is my best advice for any marketer or any business owner. AJ Wilcox That's fantastic advice. Jonn, thanks again for accepting the invitation to come on here, sharing all this value. Where do you want people to follow you, find you, any of that? Jon Loomer I guess that depends on where you consume content, but jonloomer.com is my home base. So if you still use websites, go there. Otherwise, you can easily find me on TikTok at Jon Loomer Instagram at Jon Loomer. Listen to a podcast now. I mean, The Podcast with Jon Loomer as well. Actually a lot of those episodes these days are repurposed TikTok videos. They're nice, short, quick and to the point. Oh, that's cool. We could have a whole other topic about that too sometime! AJ Wilcox We can and we and we probably awesome. Thanks so much, John. Jon Loomer Awesome. Thanks so much, AJ. AJ Wilcox All right, I've got the episode resources for you coming right up, so stick around. Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. AJ Wilcox If you look down in the shownotes, you'll see links to jonloomer.com, his TikTok, his podcast, and the link to follow him on LinkedIn. So definitely check those out. Also, if you or anyone else is looking to learn more about LinkedIn Ads, check out the link in the show notes for the course that I did on LinkedIn Learning all about LinkedIn Ads. It's by far the highest quality and the lowest cost course out there. If this is your first time listening, welcome, we're excited to have you here. Hit that subscribe button. We'd absolutely love to have you around next episode. But if this is not your first time listening, a terrific zero cost way that you can support us is to look down, hit the rate and leave us a review in whatever podcast player you listen on. You probably hear this from a lot of podcasters, but it really makes a big difference to leave us reviews. So please help us get the word out. Also with any questions, suggestions, feedback, corrections, anything you want to give us around the show, email us at podcast@B2Linked.com. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn ads initiatives.

NEW: Get The Top Story each day on LinkedIn!A new version of Google Ads Editor is out. A huge trademark case being decided could affect your advertising. Buy Now Pay Later looms large this holiday. LinkedIn finally lets you schedule posts. And Twitter's brand safety goes from bad to worse.✅ Follow Tod on Social Media      (LinkedIn, Mastodon, TikTok, etc.)If you like us, you'll love Stacked Marketer — the free daily newsletter. It covers breaking news, tips and tricks, and insights for all major marketing channels like Google, Facebook, TikTok, SEO and more.

Du hast 100 Filialen, ein großes Netzwerk oder viele verschiedene Artikel oder Content Pieces auf deiner Website, für die du jeweils individuelle Google Ads schalten möchtest? Wenn du dieses Problem händisch angehen willst, bedeutet das jede Menge Zeit und Ressourcen - vor allem, wenn du den Anspruch hast, deine Anzeigen aktuell zu halten. Lässt sich das nicht besser lösen? Google hat dafür keine Lösung, aber unser Experte Carlo Siebert hat die Antwort und sie lautet JA! Carlo kennt Google wie seine Westentasche. Selbstverständlich hat er auch für dieses Mammutproblem eine handfeste Strategie und ein paar smarte Hacks parat, die dir das Leben deutlich einfacher machen werden. Wie automatisiert man eine Vielzahl an Kampagnen? Wie komplex ist es so etwas zu bauen? Welche Art von Personal kann das umsetzen und welches Budget sollte man einplanen? Carlo liefert dir nicht nur die Lösung auf dem Silbertablett, sondern zeigt dir gleichzeitig auch die größten Stolpersteine und die beste Umsetzung im Team auf. Carlo erklärt dir, warum Local Ads nicht der Schlüssel zum Erfolg sein können, wieso die Exportfunktion im Google Ads Editor dein bester Freund sein sollte und warum die interne Weitergabe von Daten die größte Herausforderung ist. Carlo liefert anschauliche Beispiele, die unterschiedliche Problemstellungen aufzeigen und lösen. Du musst kein Filialist sein, um aus dieser Folge spannende Learnings mitzunehmen. Carlos Methode lässt sich auf viele verschiedene Bereiche anwenden und wird dein Verständnis von Google Ads allgemein weiter schärften. Google Ads werden immer komplizierter, aber durch Carlos Expertise wird zumindest ein Rätsel nachhaltig für dich gelöst werden. Jetzt reinhören und lernen! Carlo bei LinkedIn: https://www.linkedin.com/in/carlosiebert/ Rolf bei LinkedIn: https://www.linkedin.com/in/rolf-hermann/ OMR Education bei LinkedIn: https://www.linkedin.com/showcase/omr-education-/ OMR Reports: https://education.omr.com/pages/report (Mit dem Code “Warenkorb” bekommt ihr 10% Rabatt auf euren Report) OMR Academy: https://omr-academy.de (Mit dem Gutscheincode „Academy10" bekommst du 10% auf euer Ticket) OMR Deep Dives: https://education.omr.com/pages/deep-dive (Mit dem Code „DeepDive10" bekommt ihr 10% Rabatt auf euren Deep Dive Platz)

Mit dem Google Ads Editor kannst du deine Kampagnen unabhängig von deinem Internetzugang bearbeiten und kannst deine Effizienz ins Unermessliche steigern. Dennis zeigt dir seine Lieblingsfeatures und wie du sie für dein Unternehmen verwenden kannst. Du möchtest dich mit mir über Google Ads für dein Unternehmen unterhalten? Dann buche dir jetzt hier direkt einen Termin in meinem Kalender: https://calendly.com/adrock-marketing/20min-kennenlern-telefonat Du hast Fragen, die du im Podcast beantwortet haben möchtest? Dann sende uns deine Frage gerne zu: https://adrock-marketing.de/der-google-ads-podcast/ Deine Bewerbung sende gerne an: bewerbung@adrock-marketing.de

1. LinkedIn Launches ‘LinkedIn Collective' For B2B Marketers - LinkedIn has launched LinkedIn Collective, a community designed for and by B2B marketers to inspire excellence and success for all of us. Per LinkedIn:“The Collective will offer groundbreaking thought leadership and content resources informed by LinkedIn data and insights, our team of experts, and leaders across the B2B marketing industry. Some see LinkedIn purely as a distribution or promotional channel but we're here to challenge this assumption. Our platform is more than that – it's a thriving community of 850 million members that turn to us to help build their brands, foster connections and grow their communities.With the Collective, we want to showcase what it looks like to build a content brand on LinkedIn, proper. Though we will continue to provide the excellent and resourceful content that you've come to expect on this blog, our new content brand is platform-first and will live and grow on LinkedIn.”2. YouTube Update: New Metrics, Copyrighted Music.. - For creators, YouTube has added a number of new capabilities, including more data on their subscriber growth. Creators can now see how many subscribers they gain from community posts. This new metric can be accessed in YouTube Analytics' subscription source report. YouTube plans to introduce per-post subscriber analytics in the future. To provide creators more music choices for their videos, YouTube is broadening its partnerships with music labels and publishers so that they have the ability to access more copyrighted content while being able to earn revenue on their videos. Before this update, including copyrighted music would disqualify a video from monetization. If you've enabled the option to allow other creators to remix your content, you can now get more information about those remixes in YouTube Analytics. The three metrics you can see are: Total remix views  Top 15 remixes on mobile  Top 15 remixes on desktop 3. Google Added Structured Data For Product Pros And Cons - Google has added structured data support to read and potentially use pros and cons for product review snippet in the Google Search results. Google said you can now “tell Google about your pros and cons by supplying pros and cons structured data on editorial review pages.”  Even if you don't use this markup, Google may still show pros and cons in the product search result snippets. So take actions and do not rely on Google.4. Google Changed Search Result For Queries With Quotes - Now if you do a search such as [“google search”], the search results page will show the snippet where the quoted text appears.According to Google, prior to this update, the quoted search term was not always displayed in the Google Search result snippet because sometimes the quoted text exists in portions of a document that don't lend itself to making helpful snippets. For instance, a word or phrase might be present as a menu item on a page where you can access the site's many sections. Such portions might not result in a snippet that produces a readily accessible description. And now Google says that they made this change due to user feedback - “We've heard feedback that people doing quoted searches value seeing where the quoted material occurs on a page, rather than an overall description of the page. Our improvement is designed to help address this.”P.S: This is not a ranking change but rather a user interface change on how Google Search will show some searches, searches that use quotes. This may impact your click-through rate from the Google search results but will have no impact on how you rank for those types of queries.5. Google Launched A New Version Of Google Tag - The Google tag (gtag.js) is a single tag you can add to your website to use a variety of Google products and services. Instead of managing multiple tags for different Google product accounts, it lets you send data from your website to linked Google product destinations to help you measure the effectiveness of your website and ads.The new Google tag (currently only accessible and configurable from Google Ads and Google Analytics 4), which was shared at Google Marketing Live, is rolling out. The aim is to make tagging easier to ensure reliable measurement for the long-term. If you're already using the global site tag (gtag.js), you don't need to take any action, but here are some things to know: The new Google tag is a single, reusable tag built on top of your existing gtag.js implementations so no need to add new code There are also new codeless capabilities so you can set up & track on-page events right from the UI – no developer resources needed. You can easily combine & manage your Google tag settings from the new Google tag screen in both Google Ads & Google Analytics. The one code works across both products. Soon, you'll be able to use your existing Google tag installation when creating new Google products, accounts, conversion actions – no extra code needed. Plus, more updates to come, including for those using Google Tag Manager. For more information, you can read the Google announcement here. To see all the tags you have access to, go to Google Tag Manager and click the “Google tags” tab on the Accounts table.6. Google Keyword Planner Now Allows You To Organize Keyword InTo Ad Groups - This “Organize keywords into ad groups”  feature was released in 2021, only to a small number of users. And now Google is slowly rolling out this feature to global user base . Here is what Google had to say:"You could always manually choose to add keywords to ad groups (manually picking which ones to add where). This feature adds the ability to use an automated machine learning system where we suggest which ad groups are the best ones for the keywords, instead of you manually doing the placement. This should hopefully save advertisers time and effort if they have thousands of keywords/ad groups to sift through. The ability to manually add keywords still exists."FYI: Just like with most automation, use with caution. Test, analyze, and adjust as necessary.7. New Features In Google Discovery Ad - The new features are: The onboarding flow for creating Discovery ads has been rebuilt. Advertisers will be asked to add different aspect ratios, distinct headlines, and text overlays over images when they create their ads. Additionally, users will get real-time feedback on how effective their ads are, with scores ranging from "Poor" to "Excellent," as well as an optimization score with useful advice. Discovery advertisers can now use the insights page to see which audience segments may deliver the biggest impact. Advertisers can also use asset reporting to view performance across the Discovery ads. Users can compare the performance between assets and decide which ones to turn off, switch, or edit. Advertisers can also use optimized targeting to assess information about keywords and landing pages to find audiences that can meet your campaign goals. There is a new audience builder advertisers can use to create and reuse audiences across campaigns. Users can also use the Google Ads Editor as well as API to manage campaigns at scale. You can read the full announcement from Google in their help guide.8. Facebook Shutting Down Live Commerce On October 1, 2022 - Over the past few years, Facebook has been experimenting with live shopping implementations as part of a larger effort to capitalize on growing eCommerce trends.  And now the company has announced that it's shutting down its experiments with live shopping in the app, as of October 1st this year.However, it is not completely abandoning live shopping; Instagram will continue to host it and expand it. Mark just did not see a future for it on Facebook, which is understandable. And it also reflects the generally unfavorable reception to live shopping in western markets. Plus e-commerce is slowing down in the US. Remember in episode#119, we covered the 10% headcount reduction at Shopify. 9. Twitter ‘Location Spotlight' Is Now Available To All Businesses - Initially launched to selected businesses earlier in the year, now, all businesses that have switched to a Professional Profile can add the module, which displays your physical business location on a map within your Twitter profile presence.You can read more about how to convert your Twitter account to a Professional Profile at this link.10. New Workshops Added To Twitter Flight School - Twitter's Flight School is a free education element, which provides you with a Twitter accreditation, and covers all the basics of tweeting and tweet strategy - which is worth taking to ensure that you're across all the various opportunities of the app.Now, Twitter is launching a new ‘Taking Care of Business' workshop series, which is designed to help professionals starting out on Twitter gain a better understanding of its latest products and offerings.“The workshops will cover how to set up your Professional Account, how to activate an appropriate spotlight for your business and how to tweet confidently and engage with your audience.”You can register for the workshops, run via Twitter Flight School, here.Twitter is also launching additional business courses in its Flight School education platform. Here is what Twitter said:“We'll be rolling out 10 a la carte courses on Twitter Flight School that will cover several topics that are top of mind for professionals on how to leverage Twitter to drive customers to buy. Our #TweetLikeAPro coursework will be designed specifically for small to medium businesses and will cover topics like how to Up Your Tweet Game, Creating a Community of Engaged Followers and Keeping it Simple: The 4 Cs of Content Strategy.”You can find more about the latest Flight School courses here. 11. Pinterest Reports 9% Revenue Increase In Q2'22 With Errors In Their Quarterly Report - Pinterest published its Q2 2022 results with some mistakes. In their quarterly results they state that they have 433 million DAU - same as Q1.) However when I sum up the breakdown, I see the number at 432 million in Q2 and they lost 2 million actives in US. Meanwhile they had 434 million actives in Q1 while they reported 433 million. Also they had lower than expected revenue though they earned $665.9 million (a 9% year-over-year). Also their revenue per user is off since you divide the total revenue by active users. So I will not cover it here and I plan to blog + tweet about it to Pinterest later this week.FYI: Elliott Management has a track record of buying up assets in companies that it believes could be performing better has recently purchased a 9% stake in Pinterest.

This week on Marketing O'Clock, all things Musk come to an end…and we're hoping the Twitter takeover drama comes to an end soon. Plus, we are overjoyed at the new accounts overview page in Google Ads Editor and New performance Max features still give you minimal control. ------------------------- Intro - 00:00

1. Instagram Rolls Out Limits Feature to Prevent Abuse - Instagram announces 3  new features to help protect people from abuse : The ability for people to limit comments and DM requests during spikes of increased attention Stronger warnings when people try to post potentially offensive comments The global rollout of our Hidden Words feature, which allows people to filter abusive DM requests  2. Facebook Announces First-Ever #BuyBlack Summit - As part of its expanded effort to support Black business owners as they deal with the ongoing impacts of the pandemic, Facebook has announced a new #BuyBlack Summit, an all-day event that will provide advice and guidance for Black-owned businesses, to be held on August 24th. Sign up for the event and learn more https://buyblacksummit.splashthat.com/ 3. Facebook Shares New, Privacy-Focused Approach to Advertising - The spin from Facebook is that they are helping to provide more insight within the data limitations in place after Apple's ATT. And now they are developing a set of privacy-enhancing technologies (PETs) for ads, which will minimize the amount of data gathered and processed, in order to help protect personal information, while still facilitating insight into campaign performance. They are:Secure Multi-Party Computation (MPC) - allows two or more organizations to work together while limiting the information that either party can learn. MPC is useful for enhancing privacy while calculating outcomes from more than one party, such as reporting the results of an ad campaign or training a machine-learning model where the data is held by two or more parties.  Today, this type of reporting requires at least one party to learn which specific people made a purchase after seeing a specific ad. With MPC, say one party has the information about who saw an ad and another party has information on who makes a purchase. MPC and encryption make it possible for both parties to learn insights about how an ad is performing, without the need to entrust a single party with both data sets. Last year, they began testing a solution called Private Lift Measurement, which uses MPC to help advertisers understand performance.On-Device Learning - trains an algorithm from insights processed right on your device without sending individual data such as an item purchased or your email address to a remote server or cloud. For example, if lots of people who click on ads for exercise equipment also tend to buy protein shakes, on-device learning could help identify that pattern without sending individual data to a Facebook server or cloud. Then, Facebook can use this pattern to find an audience for protein shakes using ads. Similar to a feature like autocorrect or text prediction, on-device learning improves over time. As millions of devices each make small improvements and start to identify new patterns, these patterns can train an algorithm to get smarter so you may see more ads that are relevant to you and less that aren't. On-device learning data can be further protected by combining it with differential privacy.Differential Privacy - is a technique that can be used on its own or applied to other privacy-enhancing technologies to protect data from being re-identified. Differential privacy works by including carefully calculated “noise” to a dataset. For example, if 118 people bought a product after clicking on an ad, a differentially private system would add or subtract a random amount from that number. So instead of 118, someone using that system would see a number like 120 or 114. Adding that small random bit of incorrect information makes it harder to know who actually bought the product after clicking the ad, even if you have a lot of other data.4. Video Calling on LinkedIn Is Now a Reality - After adding support for various third-party video providers over the last year in order to facilitate video meetings in the app, last week, LinkedIn quietly rolled out a new, native video option within its messaging platform, which provides another way to connect with users, without the need to download a separate video app.As explained by LinkedIn:"From an initial job search to a 1:1 conversation, we wanted to drive the productivity of our members end to end while keeping them safe. By adding video conferencing as a part of the messaging experience, members can connect virtually while maintaining the context of their existing conversation. Now, members can easily schedule free video meetings with their network without the need to download a client or sign up to any service."5. Google Search Console May Contain Bot Traffic Data - Google's John Mueller confirmed that Google Search Console does not filter out all bot traffic. John said on Twitter in response to someone suspecting seeing bot traffic in the Performance report, "sometimes it can be from bots - we don't necessarily filter all of that out in Search Console."6. Google Ads attribution models now support YouTube and Display - Attribution is a common issue for search marketers and continues to be muddied as more of the web focuses on privacy. The ability to model your attribution journeys through YouTube and Display will help marketers determine which channels to invest in and which channels could use a different strategy. As of August 9, Google Ads has upgraded all non-last click models, including data-driven attribution, to support YouTube and Display ads. In addition to clicks, the data-driven attribution model also measures engaged views from YouTube. Along with knowing which channels are contributing along the buyer journey toward a final conversion (whatever that looks like for your business), the new inclusions mean that “when used along with automated bidding strategies or updates to your manual bidding, data-driven attribution helps to drive additional conversions at the same CPA compared to last click.”7. YouTube Updates Default Settings on Kids Content, Implements New Restrictions on Promotions - YouTube has announced some new measures to assist in protecting young users from questionable content and unwanted exposure on the platform, with new default privacy settings for uploads by young people, and new reminders and prompts to help avoid overuse. First off on the new upload settings - in the coming weeks, YouTube says that it will upgrade the default privacy settings for uploads from users ages 13-17 to 'the most private option available'.So kids can still mitigate the defaults, but by using this as a starting point, YouTube's hoping to ensure that younger users gain more awareness of the risks involved in such, potentially limiting unwanted exposure in the app.YouTube's also looking to tackle overuse, with the addition of 'take a break' and bedtime reminders, also by default, for all users ages 13-17. So, again, savvy youngsters can just switch these settings off if they choose - and most of them are far more savvy and attuned to such than their parents. But by implementing new defaults, YouTube's looking to increase awareness of its various options in this respect, with a view to improving safety.And finally, in what may be a big blow for kidfluencers, YouTube's also removing more commercial content from YouTube Kids.8. Google Ads Editor Rolls Out New Features: Lead Form Extensions, Hotel Ads & More - Google Ads Editor is a tool that allows advertisers to make changes in bulk, making it easy to make optimizations and edits across multiple keywords, ads, ad groups and/or campaigns, easily and seamlessly. With Google Ads Editor, changes are made offline before being pushed live. Making adjustments offline allows advertisers better control and visibility into changes before pushing them live. This week, Google Ads released a new version of Google Ads Editor with a slew of new features. Here's what you need to know! Lead Form Extensions - Previously only accessible through the UI, lead form extensions were released in 2019 allowing users to append a lead form to their ads so that prospects could complete the form without ever leaving the SERP.  Since their initial release, users could only create or edit lead form extensions within the UI. Users can now download, edit, and create lead form extensions within Google Ads Editor. Lead Form Extensions.YouTube Audio Ads - Similarly, YouTube Audio Ads, which were released in 2020, were previously only available to set up directly within the UI. Now audio ads can be set up through Google Ads Editor. Hotel Ads - Users can now use Google Ads Editor to manage Hotel Ads, which are feed-based ads that help hotel advertisers promote prices and availabilities of their properties on any given day. Since 2018, Hotel Ads have been available but only accessible to work on through the Google Ads UI.9. Google Provides More Transparency Over Custom Bidding Process - Custom Bidding is Google's automated bidding strategy for Google Ads 360, which enables advertisers to assign a value to a conversion or purchase, which Google's system can then optimize for within its process. It can be a good way to maximize campaign performance, based on Google's ever-evolving machine learning processes - but up till now, Custom Bidding has required a degree of technical expertise to implement, due to coding elements.To mitigate this, and lower the barrier to entry, Google's now adding 'Floodlight activities', which are pre-created HTML code snippets that can be used to track conversions, or other information about transactions.Through this new process, you'll be able to choose pre-determined goals for your Custom Bid approach, then export the code for insertion on your site. So there is still a level of technical expertise involved - but you won't have to understand all the code parameters and build the relevant HTML yourself.In addition to this, Google's also adding 'pay per viewable' impressions for display and video campaigns, providing more customizable campaign elements, while it's also adding a new 'Bidding Insights' report, which will provide more transparency over its automated bidding processes.10. New Requirements for Google Podcasts Recommendations - Beginning on September 21, Google will enforce new requirements for podcasts to show in recommendations on the Google Podcasts platform, the company told podcast owners via email on Thursday. Podcasts that do not provide the required information can still appear in Google and Google Podcasts search results and users can still subscribe to them, they just won't be eligible to be featured as a recommendation.The new requirements. Starting on September 21, to be eligible to show as a recommendation, podcast RSS feeds must include: A valid, crawlable image: This image must be accessible to Google (not blocked to Google's crawler or require a login). A show description: Include a user-friendly show description that accurately describes the show. A valid owner email address: This email address is used to verify show ownership. You must have access to email sent to this address. A link to a homepage for the show: Linking your podcast to a homepage will help the discovery and presentation of your podcast on Google surfaces. The podcast author's name: A name to show in Google Podcasts as the author of the podcast. This does not need to be the same as the owner.

News der letzten Woche: Instagram testet neue Commerce-Funktionen Neue Version des Google Ads Editor wird ausgerollt Facebook plant personalisierte Ads ohne personenbezogene Daten von Nutzern Facebook führt Filmpremiere durch und mehr

This week on Marketing O' Clock, Microsoft Ads announces a ton of new features, including Target Impression Share bidding, Dynamic Location extensions, and automated Multimedia extensions. Then, Mark breaks down why digital advertising costs are going up across the board due to unexpected second quarter gains. Plus, Google Ads Editor v1.7 adds support for Hotel ads and lead form extensions.

Erin Sparks chats with a stateside Mordy Oberstein, co-hosting from his hotel room. From Google Ads Editor, LinkedIn's new acquisition to Wordpress and Universal Search, this week's episode touches topics that affect all marketers—not just SEOs. [00:08:05] New version of Google Ads Editor brings Hotel ads and lead form extensions [00:10:36] LinkedIn expanding their creator tools and Learning platform with new acquisition [00:17:10] Wordpress is still a behemoth in market share [00:28:40] Gary Illyes expands on how Universal Search works

This month on Marketing O' Talk, digital marketing experts share essential tools for Google Ads, Microsoft Advertising, & more! Christine Zirnheld and Greg Finn are joined by Andrea Cruz and PPGreg to talk about Google tools like keyword planner, Google Ads Editor, and Data Studio. Plus, the bunch discusses some standout third-party tools you'll go bananas over, from research tools like Scrapebox and Semrush, to landing page tools like Microsoft Clarity and Hotjar. Listen to learn all the tools you need to move your accounts in the ripe direction.

In 2006, Carlos's fiancée (now his wife) was approached by a client to do SEO (Search Engine Optimization) and PPC (Pay Per Click). Carlos got into the agency in 2008 when the economy “tanked” and the funding for the startup where he worked dried up. From 2008 forward, the agency has been “tapped” on a regular basis by traditional (radio, print, TV) agencies needing digital services for their clients. Bloom works with a variety of different industries – retail, B2B, government agencies, and some non-profits. Hospitality, which is big in British Columbia, is currently challenged because of the pandemic. Over the years, the focus of needs has become more complex – from a “We need to be on FaceBook” to “We need to be on Facebook, on LinkedIn, on Twitter, on Instagram.” When asked why these traditional agencies did not develop their own digital services in-house, Carlos explained that many digital marketers who started in the mid-2000s were self-taught. They learned the craft by “reading blogs, by attending conferences, by networking with other marketers.” He says, “It takes time to build expertise and a skillset where you're able to run big-enough campaigns.” Partnerships with Bloom meet larger agencies' needs for solid, experience-based digital expertise and have given Bloom the opportunity to work with larger clients than they might otherwise have had.  Carlos gave a nod to Converge's marketing performance reports by relating that the number one complaint that he hears from clients coming from other agencies is, “We get an invoice every month, we don't know what our agency is doing, we don't know what they've been working on, we don't know what the next steps are.” Carlos notes, “You can save so much time and deliver so much better quality and end results using the proper tools.” Communication with clients is critical. Carlos commented on the problem that good digital marketing people are hard to come by and even harder to retain. He says, “Once somebody becomes skilled at running campaigns with six-digit budgets every month, they get poached.”  In this interview, Carlos discusses how Covid has changed his business and how the marketing industry has “always been on the leading edge of change.” He is looking forward to a disrupter in the digital marketing industry because there are no barriers to becoming an expert, no licensing, and the service is becoming commoditized. What that new model will look like . . . and who will do it . . . who knows? Carlos can be reached on his agency's website at bloommarketing.ca – (.ca for Canada), or on LinkedIn, Facebook, or Twitter. Transcript Follows: ROB: Welcome to the Marketing Agency Leadership Podcast. I'm your host, Rob Kischuk, and I'm joined today by Carlos Obregon, Co-founder at Bloom Marketing based in Vancouver, British Columbia. Welcome to the podcast, Carlos. CARLOS: Thank you very much, Rob. It's great to be here. ROB: I'm pleased to have you here. Why don't you start off by telling us about Bloom Marketing and what focus areas the firm excels in? CARLOS: We started Bloom Marketing back in 2006. Initially it started as a result of my then-fiancée, now wife. She was approached by a former client, and she was invited to become a contractor doing SEO, doing PPC. That was the first client. I joined the company two years later as a result of the 2008 financial problems. I was working for a startup, and at the time all their funding dried up as a result of it, so the staff was laid off. We were then expecting our first child. There is nothing to light up your entrepreneurial fire like having a mortgage and a baby arriving soon. [laughs] ROB: [laughs] Yeah. So, you started off in that SEO, pay-per-click; where has that path taken you in terms of the specialties of the firm now? What does a typical client engagement look like? CARLOS: We started our agency and organically, we started getting approached by traditional media agencies wanting to build up their digital marketing expertise because invariably – we're talking about 2008-2009. This is when they were doing radio, print, TV. They were asked by their clients, “We now need to be on Google, we need to be on Facebook, we need to rank better on organic searches.” That led to us developing several partnerships with traditional media agencies. That became our social growth. By having access to larger clients than what we would have had otherwise, we were able to nourish and develop these partnerships. That happens still today. We still maintain most of these partnerships. That has allowed us to tap clients that we probably wouldn't have access to because we don't have a radio department, we don't have a print advertising department. So more or less, that's been our path. We didn't really plan it that way, but that's how it's been working out. ROB: That's an excellent path. I've definitely seen a lot of these traditional media purveyors – they're used to selling TV ads, they're used to selling radio ads. Actually, some friends of mine were involved in a company that was acquired by Gannett, who was one of these big old school media companies. They tried to equip the sales folks to go out and sell digital, and it didn't go very well. What do you think it is in these organizations – by now they certainly could have built an in-house practice and an in-house capability. What do you think has made it hard for them to turn that corner? They really do need these partnerships. They need you. CARLOS: I think in part it's because those of us who started mid-2000s with digital marketing, we're all self-taught. There were no programs in universities or colleges for digital marketing. So, we just learned as we went by reading blogs, by attending conferences, by networking with other marketers. It takes time. It takes time to build expertise and a skillset where you're able to run big enough campaigns, where you're able to communicate with the client. That's a crucial part of the business, communication. I know you're involved in the reporting side of the tools. That's probably the number one complaint that we hear from people coming from other agencies, from past experiences. Communication. So many times we've heard, “We get an invoice every month, we don't know what our agency is doing, we don't know what they've been working on, we don't know what the next steps are.”  I think it takes time to build the marketing expertise. Once somebody becomes skilled at say running campaigns with six-digit budgets every month, they get poached. We're all trying to make a living, so understandably. ROB: Right. That training effect is challenging I think also, especially where you started out in some of that SEO and PPC world. I had some friends who ran an online marketplace for building products, essentially, and these two guys are running this $20-30 million a year business, and the founders are still doing a lot of the PPC because every time they get somebody up to speed, they get poached. CARLOS: Yeah. I've seen it over and over again. At one point I remember one of the biggest agencies here in Vancouver, a traditional agency, their entire digital marketing team was two people. They were both entry level, and here they were running gigantic companies. [laughs] ROB: Yeah. So, you had those beginnings in certain areas, and the marketing world has changed quite a bit since you started the firm. What are some of the more services you offer now? What different expertises are you working with clients on? You mentioned where the clients are coming from; what does a typical client look like?  CARLOS: We're actually involved in several different industries. Hospitality is pretty big here in British Columbia. At the moment it's going through challenges because of the pandemic. We're also involved in retail, B2B, and we have also done some nonprofits as well as government agencies. One key difference now is before, we would be approached and they'd say, “I need to do SEO because I need better rankings.” What I think now is the needs of the customers encompass more. Right now we get approached and they say, “I need to be on Facebook, I need to be on Instagram, I need to be on Google, Microsoft ads, on LinkedIn, on Twitter.” There's a lot more of a whole vision of what the needs are and all these different channels the business needs to be visible on. I think that would be the main change. More than one channel, now it's multichannel. ROB: When someone comes to you and they want to order everything on the menu, how do you help them in that decision process? They still have to choose where they're going to allocate more of their effort and budget, and also maybe some channels aren't quite appropriate for them. How do you think about that guidance?  CARLOS: Again, we go back to the communication. We have an onboarding process where we meet with the prospective client or client and first we try to understand, what are the goals? Usually you get an answer like, “I want more business.” Well, yeah, but what does that look like? Do you mean more subscribers initially? Do you want more people signing up for a trial?  Do you want more people ordering a sample? Do you want to get appointments? Do you want to get viewings for real estate? When we start narrowing down the goal, we say, “You're a business-to-business company, so perhaps Facebook is not the ideal channel if you're selling industrial equipment. Why don't we explore LinkedIn first, where you can target people based on which companies they work for and their job titles?” For the most part, it's a back and forth. We agree on what the goals are, we agree on how we're going to measure, what kind of timelines we have – because as you know, some products have a really long sell cycle, so it makes it tricky to measure sometimes. But again, it goes back to making sure you align and you understand what the client wants and they understand what you can deliver and how long it will be. That would be more or less how we approach it. ROB: That certainly makes sense. On this journey, you already gave us a little bit of a picture of the origin of the firm and how it sounded like your wife started the firm and then a couple years later she let you into the business. CARLOS: [laughs] Pretty much. ROB: How many people were on the team? Were you Employee #2, or were there some other people that had come in between the two events? CARLOS: We had contractors from the start. I was not Employee #2 per se. I was “Person on the Payroll #2.” Up until today, we continue to work mostly with freelancers and contractors who are part of our team, but they're not under contract. They're not just working for us. So I was #2 on the payroll but not necessarily #2 in the company. ROB: That's an interesting thing. I'm going to pull on that a little bit. When you talk about contractors, what percent of your team would you say is full time versus contract? CARLOS: I would say full time is about 40% and contract about 60%. ROB: That's a strategic choice, right? I know people who say that their target is 30% contract, but at the end of the day they can't help themselves and they end up being much more towards 100% of it being full time, or maybe 10% on contract. How have you reached that decision strategically? What led you there? CARLOS: We didn't really choose it; it just kind of happened. People we found that were really good at what they do usually wouldn't want to commit to working full time for any one firm. I think it comes down to quality and reliability. The contractors we work with, we know they're never going to come and work exclusively for us just because they've achieved a certain level of success and they want flexibility. They want to be able to turn down work occasionally. So it just happened that way. Now, looking back, I think it was a good thing that we learned how to work with contractors early on and how we maintained those relationships, given the changes that we're undergoing right now. A lot of people are working remotely. Those who already have practice in working remotely, it was an easier transition. Some other ones were more abrupt. But I feel like the days of huge agencies and huge offices are probably behind us. ROB: Is your team in any office right now or is everybody completely remote still? CARLOS: We're a hybrid. We do have an office, and I go about three times a week or so. But we have contractors who live 2,000 miles away from here, just as an example. We're never going to have them in the office, and that's fine. ROB: In that sort of environment, how are you thinking about people knowing each other, working together, team-building? What do you think that looks like right now, number one, and then number two – suppose we're in full regathering and getting together mode, but you're still distributed. How are you thinking about team? CARLOS: I'm a really social guy. I miss being able to hang out with groups of people. I really, really miss it. In some instances it's possible to have most of our team in any one place, especially at certain times of the year or if there is something happening in Vancouver like a big conference or some reason for everyone to be together. But I think moving forward, we're going to have to do a hybrid where those of us who are close by might be able to meet up and be physically in the same boardroom, but I think from now on we're always going to have people remote conferencing. ROB: It's definitely something I've been trying to sort my way through. Before, we had an office. I liked having an office. I wanted people who wanted to be in an office. And then I just kind of changed my mind. In February, we made a hire who's an American, but in Santiago, Chile. We just hired someone in Sacramento. We're looking at people in Chicago and Tucson, Arizona. I'm thinking a lot about how we get together, whether we have some sort of annual team event or what it looks like. I don't quite know yet. So I'm asking a little bit for myself as well. CARLOS: Yeah, we're definitely in – none of us were planning for this to happen, for these drastic changes. Who knows? Perhaps next year we'll be somewhat back to some normal, but I think especially in our industry, we're always at the leading edge of change. Things were changing rapidly in our industry to begin with, and now with the work from home revolution, perhaps we're going to have team members that we never meet in person. But I don't know if it happens to you – to me, I have people that I work with remotely and have for years, and even though I don't see them physically very often, I feel like I know them really well. It's like we're buddies. So, I don't think we're giving up that much by not meeting everyone in person frequently. ROB: Really interesting. It's good to have thoughts on that. It's good to talk to each other about that. Carlos, as you reflect on the path of the business so far, what are some lessons you have learned along the way that, if you were starting over today, you might do things a little bit differently? CARLOS: Definitely. You know what the number one is? ROB: What's that? CARLOS: I wouldn't accept every client that comes through the door. I learned that initially because I started working in the firm in 2008, and there was a lot of uncertainty. Huge banks were going under. Huge insurance companies were going under. Everybody was kind of in panic mode. So, I started getting customers and I would say yes to everything and everyone because I didn't know when the next one was going to be. I had bills to pay, I had a mortgage, I had a kid on the way. Looking back, I could've been pickier because with some of those projects, I had no alignment. I didn't really connect with the client. Perhaps I didn't understand their goals, they didn't understand me and how I wanted to deliver. Although we never really had any frictions or difficult breakups with clients, there were a lot of projects that I did not enjoy. We're in a free market and we obviously need to make a living and grow and prosper, but we also need to enjoy what we do as much as possible. So that would be my number one learning. Don't accept every gig. I put it down on paper here in front of me for our chat today. That would be my key takeaway. ROB: It's draining on your energy, those things that you take on that maybe don't align. There comes a point – and you probably have realized this at different times – there comes times when you're at capacity and you end up almost having to say no to something you'd rather do, or at least scramble to figure out how you're going to do it. It can be hard to keep the quality level high when you're scrambling for a solution. CARLOS: That, and obviously the contracts and the projects that you enjoy, we all do better. We're more creative. We come up with better ideas on projects we enjoy rather than something like, “I don't even know how to sell this product. What does the end customer want? Do I really want to be promoting this? I don't believe in this product or this service.” So yeah, definitely a learning. ROB: I think we all need reminders of this. It's so easy to get off track so quickly, and then you get into the mode where you're just handling the decision that you've made. Are there any tools you have found that have helped you think ahead and think about working on the business? Because you have a lot going on and a lot of people involved. CARLOS: Yeah. I love finding new tools and experimenting, whether it be marketing automation, reporting, or analytics. You're an expert in this industry. You can save so much time and deliver so much better quality and end results using the proper tools. Now, as you're fully aware, it's a highly competitive industry. There are so many new tools. It's hard to keep on top of it. You have to do a lot of reading, which I happen to enjoy. But we definitely love using and finding and testing new tools. I remember when I first started working in-house, running a huge technical company, I was doing the SEO for this company, for this startup here in Vancouver. It was comparison shopping. I was doing the SEO, and from one day to the next, the person who was running the Google Ads left. The CEO approached me and said, “Can you take care of this, at least on an intern basis, while we find somebody else?” I was like, “Okay, yeah, sure.” It was a six-digit budget in Google Ads. And this was in 2005. The days of Google Ads Editor were not around yet. [laughs] We had to download all the data to spreadsheets. The campaigns were so gigantic – we were bidding on over 100,000 keywords at the time – that Excel kept crashing. Whenever we tried to do any analysis of bids and conversions, it would always freeze up. Thinking back, if I had the tools we have now back in the day, oh my God, I would've done a full day of work in one hour. ROB: [laughs] Wow. If only you could travel back in time with tools, you could take over the world. One thing I think that's interesting that you have uncovered in your story – we've had guests before whose spouse is involved in the business, but they were very vague. They wouldn't really admit it on the audio. It's really interesting that you brought it to the forefront. What have you found makes it work well to work on a business, on an entrepreneurial venture, with your spouse? CARLOS: We can go back even further than that. I'll give you a little bit of background. I actually met my now wife at a marketing conference here in Vancouver. She was working for an agency at the time; I was working as in-house SEO at another company. So, we met, and that's how it started. We actually met because of digital marketing. Then we got engaged, and that's when she started working freelance. Then I joined in 2008. It's been 14 years and we're still happily married. I can't deny that there have been difficult times where we don't agree and I want to do things one way and she wants to do things different or vice versa, but for the most part I think we complement each other really well. There are areas of the business – a lot of guys will agree with this – I don't get involved in the finance. She's the treasurer. [laughs] I like to socialize and meet people. I do a lot of the business development. It's something that she doesn't enjoy. We've made it work that way. I keep my hands off the money and the checkbook, and then whenever she gets a new lead or someone that needs more information, I usually do the communication. We've made it work. Just for mental health, we work with different clients. She looks after some clients, I look after different clients. Occasionally we work on the same project, but we keep some things separate. ROB: That sounds like a good tip in general. That's good for division of work, I think, in any company. You want people who work on some clients and not others. You want some people to work in their area of strength in finance, and others in business development. We do that, but I think there can be maybe this pull as co-owners to have your hand in a little bit of everything. It sounds like being able to split that up a little bit has served you well just to not be all in each other's business literally every day. CARLOS: Yeah. When we're at home, we have a rule of no business discussion. We talk about the kids, we talk about dinner, and we talk about vacations. We try to stay away from work because otherwise you end up working 16 hours a day, one way or another. ROB: That makes sense. Carlos, when you look ahead at what's coming up in the marketing world, what's coming up for Bloom Marketing, what are you excited about? CARLOS: I think the digital marketing agency world is ripe for disruption. I don't know who's going to do it, but if you recall, real estate was revolutionized by Re/Max. They completely put the business model on its head by giving realtors a lot more control of their commissions and how they split costs. I think this industry is ripe for disruption somewhere along those lines where perhaps rather than having an owner, a founder, and account managers and strategists and business development, I wonder if it could be pooling a partnership of frontend developers, backend developers, usability experts, web designers, SEO experts, PPC experts, and put them all in one company, split the costs, and somehow share revenue. I don't know what that would look like, but I'm hoping there's disruption because we're becoming commoditized. Every week I run a search on Google for “digital marketing agency Vancouver,” and every week I see new names coming up. There is no barrier of entry in this industry. You just put up your website and you say, “Okay, I'm a digital marketing expert,” and you are. It's unregulated. It's not like you have a license. ROB: Huh. That's interesting. It's interesting to think about the different ways that we get clients and the different ways that realtors get clients. The real estate industry is set up to equip the realtor to focus on a few things and other people in the process – different people are – let's say most real estate firms, for instance, don't have handypeople on staff to fix up the house before listing it. They just don't. It's all parceled out. CARLOS: Yes. ROB: So, it's interesting. What's possible, what's not possible? I wonder, what are the next couple steps that would prove that to be more possible and more true? CARLOS: I'm sure there's going to be a better way of creating a digital marketing agency business model, different than what we have right now. But if you come up with it, remember me. Call me, okay? [laughs] ROB: [laughs] Yeah. One thing I have seen – I'll share this; it's been a little while since we talked about it on the podcast, but it's come up a couple of times here and there. There is one firm that we've spoken with that was a co-op. They were structured as a co-op, where they were owned by their employees, and when the employees left, they gave up their ownership in the company. Soze was the agency there, out of Brooklyn. It sounds like a very Brooklyn kind of thing. But I just swapped emails with Michael Skolnik, who's their – I don't know what you say – he's the founder, I guess, but I don't know what his official title is within that mix since everybody owns the business. But he's going to look at open sourcing the local documents once they've got all that ready. I've got him on commitment to check in with in the new year. That may not be exactly where things go, but it is an interesting model because it does feel strange. I guess as a founder, you take the risk. Some people would look at it and say, “Fine, you take the risk, you get the reward.” But there's other times, I think, where you have a business that's doing well, but its service is revenue, so there's only so much of it you're going to reinvest in the business. And when it's going well, maybe it feels like it flows a little bit too much to the owners. CARLOS: Yeah. You're saying the co-op models – yeah, that's one way. I'm sure some smart guy will come up with a really good business model for the 21st century. ROB: [laughs] Perfect. We'll keep our eyes out and we'll keep talking about that here. Carlos, when people want to find you and when they want to connect with Bloom Marketing, where should they look to connect? CARLOS: Our website is bloommarketing.ca – .ca because we're in Canada I'm also active on LinkedIn, Facebook, Twitter. That'll be the easiest way to find us. ROB: Excellent. Carlos, thank you for coming on the podcast. Best wishes to you and to Bloom Marketing going forward. CARLOS: Thank you. All the best, and thank you very much for the invite. ROB: Thank you. Be well. CARLOS: Thanks. Bye. ROB: Thank you for listening. The Marketing Agency Leadership Podcast is presented by Converge. Converge helps digital marketing agencies and brands automate their reporting so they can be more profitable, accurate, and responsive. To learn more about how Converge can automate your marketing reporting, email info@convergehq.com, or visit us on the web at convergehq.com.

Now that 2021 is here, how can you improve your business going forward and start the year on the right foot? Jason shares the things he'll be focusing on in Google Ads this year, including dual management with the Google Ads Editor, account quality scores, clickthrough rates, and applying the 80/20 principle to his Google Ads management. What new strategies are you applying to your business this year? Let us know in the comments!Do you need help growing your business? We can help! https://rothmanppc.com/Can't get enough? Listen to more podcast episodes: https://rothmanppc.com/podcasts/Want to connect? Contact us: https://rothmanppc.com/contact/

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2 Show Notes:Google Ads Editor is an amazing tool, and it’s free! This amazing tool helps speed up so many aspects of setting up and managing a Google Ads account. In this episode, the guys share their favorite parts of Google Ads Editor, tips on how to use Editor to do things faster in Google Ads, and they share some unique tools that you can only do on Editor. Google Ads Editor is a must have skill set for a serious Google Ads professional, and there’s so much that it can do! Enjoy and thanks for listening! Don't miss the weekly After Show:Don't miss the after show! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:Please leave us a rating and review on Apple Podcasts and share the show with friends because it helps us grow the show and create more content.Send us your questions here - https://paidsearchpodcast.com/contact-us/First 100 Episodes - https://paidsearchpodcast.com/archive/Support the show (https://www.patreon.com/paidsearchpodcast)

Carlo Siebert ist Google Ads-Experte und zählt auf seinem YouTube-Kanal bereits über 25.000 Abonnenten. Im Gespräch mit HubSpotter Ben Harmanus teilt Carlo seine Meinung zu einem Google Ads-Update, das für Aufregung sorgt. Zudem bringt er 5 praktische Hinweise mit, die jeder Google Ads-Anzeigenkunde unbedingt beachten sollte.  Themen: [02:23] Warum Google in Google Ads-Konten den Bericht zu Suchbegriffen einschränkt. [09:45] In den meisten Google Ads-Konten ist das Tracking unzureichend eingestellt. [15:55] Targeting auf die explizit kaufbereite Zielgruppe. [19:28] Discovery Ads: bisher unausgeschöpftes Werbepotenzial. [24:08] Remarketing mit YouTube Video-Zuschauern. [28:28] Bonus Hack: Remarketing Listen aus Influencer-Kampagnen generieren. [36:20] Warum du dich mich dem herunterladbaren Google Ads Editor anfreunden solltest. [40:08] 3 Quick-Wins beim Optimieren von Google Ads-Kampagnen.   In der Show erwähnt: Website: https://carlosiebert.de/ YouTube Kanal von Carlo Siebert: https://www.youtube.com/channel/UCcFrQUeHbFJyLkZHXCL7CbA Google Ads Editor:  https://ads.google.com/intl/de_de/home/tools/ads-editor/   Feedback zu unserem Digital Business Podcast:  Gerne an podcast-dach@hubspot.com Mehr über uns unter: https://www.hubspot.de/podcasts/the-digital-helpdesk  Wenn dir unser Podcast hilft, digital erfolgreicher zu sein, unterstütze uns gerne mit einer 5-Sterne-Bewertung, einer Rezension und einem Abonnement. Apple Podcasts: https://podcasts.apple.com/us/podcast/the-digital-helpdesk/id1508217453

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2 Show Notes:This week the guys explain what their Lazy Man Google Ads build strategy is, why they do it, and why it’s effective. They walk through an example build, building out a Lazy Man build for a dermatologist. And next week we’ll be talking about the next steps that come with launching a Lazy Man build and how to optimize it after your initial results. Thanks for listening and enjoy!Don't miss the weekly After Show:Don't miss the after show! Join hundreds of other Paid Search Podcast fans for our exclusive weekly after show at Patreon. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:Please leave us a rating and review on Apple Podcasts and share the show with friends because it helps us grow the show and create more content.Send us your questions here - https://paidsearchpodcast.com/contact-us/First 100 Episodes - https://paidsearchpodcast.com/archive/Send us mail at:Paid Search Podcast5380 Old Bullard RoadSte 600-238Tyler, TX 75703Support the show (https://www.patreon.com/paidsearchpodcast)

This week's digital marketing news: I stream, you stream, we all stream for Hulu's new self-serve ad platform and Spotify video podcasts. Plus, Google Search console now allows marketers to analyze traffic from Google News, Google Ads Editor version 1.4 launched, and Bing's new plugin will immediately index your site.

Please support our sponsors because they make the show possible!Check out Elite Local Ads - http://elitelocalads.com/ Show Notes:Today the guys answer questions about how to use Google Ads editor to scale an account build, to what extent we track monthly budget, and if Google Analytics goal importing is as accurate as Google Ads conversion code.Thanks for listening and sharing the show, and we hope you enjoy the episode!Weekly After Show:And we invite you join hundreds of other Paid Search Podcast fans for our weekly Patreon After Show. Sign up here - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:Please leave us a rating and review on Apple Podcasts and share the show with friends because it helps us grow the show and create more content.Send us your questions here - https://paidsearchpodcast.com/contact-us/Check out PSP News - https://paidsearchpodcast.com/news/First 100 Episodes - https://paidsearchpodcast.com/archive/Support the show - https://www.patreon.com/paidsearchpodcastSend us mail at:Paid Search Podcast5380 Old Bullard RoadSte 600-238Tyler, TX 75703Support the show (https://www.patreon.com/paidsearchpodcast)Support the show (https://www.patreon.com/paidsearchpodcast)

Som digital marknadsförare så har Google Ads en självklar roll i verktygslådan. Det gäller dock att ha koll arbetsprocessen för att få ut maximalt av sin annonsering. Därför bjöd jag in dagens gäst som är ett riktigt proffs och som till och med har jobbat på Google med just Google Ads, eller Adwords som det hette då. Det är ett bra avsnitt för dig som vill lära dig hur ett proffs strukturerar sitt arbete. För vem vill inte lyckas bättre med sin annonsering? Om Maria Maria Eckerwall är ett riktigt Google Ads-proffs och har lång erfarenhet av digital marknadsföring. Efter studierna arbetade hon på Googles Dublin-kontor i tre år med Adwords-teamet vilket gör henne till en perfekt gäst att ha med i podden. Hon flyttade sedan hem till Sverige och arbetade på iProspect och Euroflorist. Sedan 2012 driver hon TopVisible i Malmö som hon grundade tillsammans med Magnus Äng och Magnus Nord. Byrån har idag 12 anställda och arbetar med digital marknadsföring med fokus på framförallt sök. Utöver kunduppdrag så håller man utbildningar och arrangerar även Search Stars, Nordens största konferens med fokus på sök. Om avsnittet Vi djupdyker i det här avsnittet i arbetsprocessen kring Google Ads och annonser i söknätverket. Vi pratar bland annat om vikten av att ha en tydlig strategi för sin annonsering, hur Marias process ser ut och hur man organiserar sitt konto på rätt sätt. Du får även höra om olika kampanjtyper i Google Ads och vi pratar också om: Vikten av en bra sökordsanalys Hur Google Ads kan användas i olika steg i kundresan Och hur du skapar riktigt bra annonser Bland länksamlingen nedan hittar du som vanligt länkar till allt som nämndes i avsnittet. Du hittar även länkar till TopVisible, deras sociala profiler och ett antal blogginlägg från deras blogg. Längre ner hittar du även ett antal tidsstämplar till olika sektioner i intervjun. Ladda ner Marias lathund för textannonser Passa även på att ladda ner mallen som Maria använder för att enkelt skapa bättre annonser i Google Ads. Länkar Maria Eckerwall på LinkedIn TopVisibles blogg TopVisible på Facebook TopVisible på LinkedIn Search Stars Blogginlägg från TopVisible En guide till Sökordsplaneraren i Google Ads Guide: Lär dig allt om Responsive Search Ads Enhetsbudjusteringar i Google Ads – Så funkar det! Andra resurser och länkar Google Ads Editor Think with Google Marketing Land Google lanserar Gallery ads i Google Ads Tidsstämplar [3:05] Maria inleder med att berätta om de olika sätten man kan annonsera på Google Ads. Och vi pratar sedan om hur viktigt det är med en tydlig strategi för sin Google Ads-annonsering och hur den kan användas i olika delar av kundresan. [10:56] Vi pratar om vilka typer av mål Maria anser att man bör sätta upp för sin annonsering. Sedan går Maria igenom sin process från research och sökordsanalys till att strukturera upp sökorden i olika kampanjer. [18:26] Maria berättar om hur man bör tänka kring sin budget i början. Efter det pratar vi om att skapa bra textannonser och Maria delar med sig av en mall hon använder. [22:30] Vi pratar om hur man ska tänka kring antal annonser och lyfter vikten av att börja använda sig av RSA som ett tredje alternativ. Maria berättar även om tillägg och vilka hon vanligtvis använder. [27:16] Maria berättar om vad hon sedan tittar på under den första tiden och varför hon främst tittar på kvalitetsresultat och klickfrekvens. Hon berättar även hur hon tänker kring matchningstyper och landningssidor. [35:29] Vi pratar om hur ofta man behöver kolla in sitt konto efter den första månaden, vad man bör titta på samt smarta tips för att prioritera. Maria berättar även om vanliga misstag och vad ett ostrukturerat konto kan leda till. [46:34] Maria berättar om vilka verktyg hon använder och framförallt Google Ads Editor som gör det möjligt att arbeta offline. Vi pratar sedan om DSA och RLSA samt hur man använder de i sin strategi på rätt sätt.

Dans cet épisode, nous discutons des modifications récentes apportées par Google qui pourraient vous aider à optimiser la performance de vos campagnes lorsque vous utilisez les enchères automatisées. Nous parlons ensuite de notre expérience d'utilisation de Google Ads Editor par rapport à l'interface web!

In this episode, we discuss nine marketing tools that we think you should pay attention to. If you're confused about which marketing tools to use, we'll help you get started. Listen now to learn: Why you're probably asking the wrong marketing questions Nine marketing tools we prefer Why pen and paper can be your best marketing tool Google Ads Editor vs' Google Adwords. Which is better? Why you should learn some basic design skills Find a tool to easily document the ads that you set up The URL shortening tool that can track sources The essential tool that connects all other tools Why you should spend some time to get to know your CRM system The importance of using a landing page builder Why you should get friendly with Messenger bots Here's the link to our conversation about Messenger Marketing and Bot Building.

Try Opteo free for 6 weeks - https://opteo.com/psp Get a custom proposal from Directive Consulting - https://directiveconsulting.com/ Have you heard about our new Patreon show? We put out a new episode every week and membership is only $2 a month! - https://www.patreon.com/paidsearchpodcastYes! Hello everyone and welcome back to the Paid Search Podcast. This week we're focusing on ways you can save time in Google Ads. Whether you're a busy business owner who wants to save time on Google Ads, or if you're a freelancer or agency employee who wants to be more efficient and manage more accounts, this is the episode for you! Time saving tips we share include the following topics:Using filters and find and replace in Google Ads Editor.Editing ad copy in Google Ads Editor.Copying and pasting negative keywords and negative locations in Google Ads Editor.Using Excel or Google Sheets to upload builds into Google Ads Editor.The fastest way to manage keyword bids.Keyboard shortcuts.The Excel formula Jason uses to make phrase and exact match keywords.And we finish out the episode with a Paid Search Trivia question.On YouTube please like and subscribe, on iTunes please leave us a rating or review, and please share the show with your friends and colleagues on social media. Thank you!BMM keyword tool - https://adresults.com/tools/broad-match-modifier/Send us your PPC questions here - https://paidsearchpodcast.com/contact-us/Washington Post article on digital marketing - https://www.washingtonpost.com/technology/2019/02/20/digital-advertising-surpass-print-tv-first-time-report-says/Support the show (https://www.patreon.com/paidsearchpodcast)

This week: Google has a new toy, your pages blocked by robots.txt can still get indexed, and a new survey has lots of stats about online shoppers.

This week the gang covers the deathknell of Google AdWords (thanks to a shiny new & bright Google Ads Editor), some new custom Audiences in Bing, a Google blunder with pagination and so much more digital marketing news. In addition to an awesome resource for finding royalty free photos, Greg and Jess talk about an amazing source for Data Studio reports, rad new dynamic Gmail elements that keep you up-to-date in real time, and humans are becoming more of a luxury than technology - YEEEEE! Plus the normal hilarity ensues including the discovery of a slew of professions that Greg didn't even know he had! Read the full show notes down below. FULL SHOW NOTES: https://marketingoclock.com/google-ads-editor-ep-63/ Show notes: Must Read Marketing Article of the Week: 41 Places to Find Free Images Online That You Will Actually Want to Use This Week’s Digital Marketing News: Custom Audiences: Target customers with your own data Editor gets the Google Ads treatment: Google Ads Editor 1.0 out now SEOs frustrated by Google’s belated pagination announcement

AdWords Editor has historically been one of Google's most popular advertising products. Contributor and Googler Matt Lawson lists what makes him most excited about its relaunch as Google Ads Editor. Ahrefs CEO Dmitry Gerasimenko announced a plan to create a search engine that supports content creators and protects users privacy. Dmitry laid out his proposal for a more free and open web, one that rewards content creators directly from search revenue with a 90/10 split in favor of publishers. Google Maps is letting users create public events associated with specific locations–a feature that could compete with Facebook events. This feature hasn't been officially announced, although it has been confirmed in the sense that there's a dedicated help center article. People have also reported seeing it in search results already. Events can be added to a Google Maps listing from the Contribute tab in the Android app.There are a number of competing theories about what the March 2019 Update was about. This article evaluates each theory and proposes an idea of how to diagnose a ranking drop and how to fix it.

AdWords Editor has historically been one of Google’s most popular advertising products. Contributor and Googler Matt Lawson lists what makes him most excited about its relaunch as Google Ads Editor. Ahrefs CEO Dmitry Gerasimenko announced a plan to create a search engine that supports content creators and protects users privacy. Dmitry laid out his proposal for a more free and open web, one that rewards content creators directly from search revenue with a 90/10 split in favor of publishers. Google Maps is letting users create public events associated with specific locations–a feature that could compete with Facebook events. This feature hasn’t been officially announced, although it has been confirmed in the sense that there’s a dedicated help center article. People have also reported seeing it in search results already. Events can be added to a Google Maps listing from the Contribute tab in the Android app.There are a number of competing theories about what the March 2019 Update was about. This article evaluates each theory and proposes an idea of how to diagnose a ranking drop and how to fix it.

Check Out Directive Consulting For PPC and SEO! - https://directiveconsulting.com/ We are asked all the time about the Google AdWords Editor! It's a great tool and helps out Google Ads campaign managers a ton. On today's show, learn how two Google Ads professionals use the AdWords Editor and what can you do with AdWords Editor. Thanks for watching, and enjoy the show! AdWords Editor - https://ads.google.com/home/tools/ads-editor/ Show notes - https://paidsearchpodcast.com/adwords-editor/ On YouTube, please click that LIKE button and subscribe for new episodes every Monday! AND PLEASE leave us a review on iTunes, thanks! And please share the show with your friends and colleagues! Rothman PPC - https://rothmanppc.com/ Chris Schaeffer - http://www.chrisschaeffer.com/ Ask us a Google Ads question on our other podcast - https://paidsearchpodcast.com/ppc-questions-and-answers/Support the show (https://www.patreon.com/paidsearchpodcast)