Podcasts about google display network

Welcome to Start the Week, our Monday scene-setter for the week ahead. In today's audio-led edition: The government clear the decks on its policy logjam, with privacy reforms dumped until after the election; new AI rules, and heavy fines on scam ads. Plus, the boss of Disrupt Radio - where staff have gone unpaid for nearly two months - claims: “Start-ups are not for the salaried and superannuated”.We've upgraded Unmade's membership. Annual members now get a free ticket to all of our events. That includes REmade - Retail Media Unmade on October 1; Unlock on October 31; our Compass series in November; and HumAIn next year.If you've been thinking about upgrading to an Unmade membership, this is the perfect time. Your membership also includes members-only content, access to our paywalled archives and your own copy of Media Unmade. Upgrade today.Privacy reforms move to the ‘too-hard' basket; Don't expect salaries and super, Disrupt Radio founder tells staffIt's a frenetic day for government policy announcements with major consequences for the marketing industry.Most notably, The Guardian has broken the news that the most consequential reforms to the Privacy Act have been moved to “the too-hard basket”, and are likely to be dumped to the other side of the election.Also today, the government is announcing a crackdown on scam ads with fines for the digital platforms that carry them. What's unclear is whether this will extend to media brands (most local news outlets) who carry Google Display Network content.And the government has also kicked off a fortnight long consultation period around a new set of voluntary rules on AI usage.Sticking with AI, Unmade's Tim Burrowes, Cat McGinn and Abe Udy also examine the launch of Seven's The AI Factory - is it substance or spin?And the team discusses the latest on the ailing Disrupt Radio. Founder Ben Roberts told The Australian today that the real problem for unpaid staff isn't their empty bank accounts, but that they're not used to what he sees as the realities of life in a startup.“Start-ups are not for the salaried and superannuated, and I made it very clear to people I personally hired that it might be a bit of a rollercoaster."It's been particularly difficult for those who haven't been through the rough and tumble of a start-up before,” he told The Oz.Further reading:* The Guardian: Get a VPN and delete your cookies, Australia's privacy laws are still lagging behind“Are we the baddies?”* Brisbane Times: Up to $50m fine for banks, telcos, social media firms in war on scams* Australian Government: Voluntary AI Safety Standard* Seven West Media: Seven opens the AI Factory* Unmade: Disrupt Radio goes off air* The Australian: Disrupt Radio hits turbulence: unable to pay staff and the station is taken off DAB+Today's episode features Tim Burrowes, Abe Udy and Cat McGinnEditing was courtesy of Abe's Audio, the people to talk to about voiceovers, sound design and podcast production.Time to leave you to start your week. We'll be back with more tomorrow.Toodlepip…Tim BurrowesPublisher - Unmadetim@unmade.media This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.unmade.media/subscribe

Timothy Davis has led performance marketing for all of Shopify for the past 2.5 years, and as a consultant has helped companies like Pinterest, LinkedIn, Redfin, and Eventbrite kickstart and scale their performance marketing teams. In every one of those cases, he got them so performant at paid growth that they significantly scale spend and investment in these channels. In our conversation, we cover:• When and how to start investing in performance marketing• Common mistakes companies make with paid ads• How to build and structure a performance marketing team• How to get your creatives performing better• Strategies for optimizing workflows and team efficiency• How AI will change performance marketing• Much more—Brought to you by:• BuildBetter—AI for product teams• OneSchema—Import CSV data 10x faster• Eppo—Run reliable, impactful experiments—Find the transcript and references at: https://www.lennysnewsletter.com/p/performance-marketing-timothy-davis—Where to find Timothy Davis:• LinkedIn: https://www.linkedin.com/in/timothypatrickdavis/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Timothy's background (02:31) Understanding performance marketing (06:31) The importance of paid search (08:39) Identifying growth potential (09:54) Case studies: Hairstory and Ipsy (12:22) Experimenting with new platforms (18:57) Choosing the right platforms (20:23) LinkedIn for B2B marketing (27:56) When to start investing in paid growth (33:33) Common mistakes in performance marketing (37:41) Working with agencies and consultants (40:36) Hiring for performance marketing (47:33) Metrics that matter (54:43) Competitor analysis and CPC insights (56:15) Custom reports and data visualization(56:38) Understanding impression and click share (59:10) True competition metrics (01:02:14) Attribution and incrementality (01:08:52) Building a performance marketing team (01:10:53) Creative and ad copy collaboration (01:15:48) Managing workload and hiring strategy (01:20:52) Training and onboarding new hires (01:24:41) Impact of ATT on performance marketing (01:25:56) The power of creative in ads (01:29:47) Using AI in performance marketing (01:37:16) Lightning round —Referenced:• Shopify: https://www.shopify.com/• What Is Performance Marketing?: https://www.shopify.com/blog/performance-marketing• Google AI: https://ai.google/• Pinterest: https://www.pinterest.com/• Eventbrite: https://www.eventbrite.com/• Booking.com: https://www.booking.com/• Credit Karma: https://www.creditkarma.com/• Hairstory: https://hairstory.com/• Google Display Network: https://www.semrush.com/blog/google-display-network/• SoftLayer Becomes Part of IBM's SmartCloud: https://www.datacenterknowledge.com/deals/softlayer-becomes-part-of-ibm-s-smartcloud• Coca-Cola Freestyle: https://www.coca-colafreestyle.com/• Monday.com: https://monday.com/• How to sell your ideas and rise within your company | Casey Winters, Eventbrite: https://www.lennysnewsletter.com/p/how-to-sell-your-ideas-and-rise-within• Thinking beyond frameworks | Casey Winters (Pinterest, Eventbrite, Airbnb, Tinder, Canva, Reddit, Grubhub): https://www.lennysnewsletter.com/p/thinking-beyond-frameworks-casey• The Signal and the Noise: Why So Many Predictions Fail—But Some Don't: https://www.amazon.com/Signal-Noise-Many-Predictions-Fail-but/dp/0143125087• Courtney Wenneborg on LinkedIn: https://www.linkedin.com/in/cwenneborg/• PPC Hero: https://www.ppchero.com/• Another Deep Dive into Auction Insights, by Jacob Brown: https://www.ppchero.com/another-deep-dive-into-auction-insights/•Multitouch: https://multitouch.app/• What is time decay attribution?: https://growthmethod.com/what-is-time-decay-attribution/• Linear: https://linear.app/• Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment: https://faculty.haas.berkeley.edu/stadelis/BNT_ECMA_rev.pdf• ADT: https://www.adt.com/• Shopify Bursts: https://focus.business/blog/shopify-bursts/• The First 90 Days: Proven Strategies for Getting Up to Speed Faster and Smarter: https://www.amazon.com/First-90-Days-Strategies-Expanded/dp/1422188612• Kat Nguyen on Shopify: https://www.linkedin.com/in/katngy/• Dollar Shave Club ad: https://www.youtube.com/watch?v=ZUG9qYTJMsI• The Daily Stoic: 366 Meditations on Wisdom, Perseverance, and the Art of Living: https://www.amazon.com/Daily-Stoic-Meditations-Wisdom-Perseverance/dp/0735211736• Great by Choice: Uncertainty, Chaos, and Luck—Why Some Thrive Despite Them All: https://www.amazon.com/Great-Choice-Uncertainty-Luck-Why-Despite/dp/0062120999• X-Men '97 on Disney+: https://www.disneyplus.com/series/x-men-97/vc1XIz90ZNH5• RRR on Netflix: https://www.netflix.com/title/81476453• The Playlist on Netflix: https://www.netflix.com/title/81186296• Welcome to Wrexham on Hulu: https://www.hulu.com/series/welcome-to-wrexham-c6906d50-d06c-40d1-a57c-1885d9dc2fef• The Billion Dollar Code on Netflix: https://www.netflix.com/title/81074012• Magic Mind: https://magicmind.com/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Get ready for an eye-opening episode of Marketing Versus the World! Join Abbie as she chats with Barney Durrant, the mastermind behind Bluebell Marketing and a former Google insider.Barney shares his invaluable experience from the heart of Google, revealing the secrets of Google Ads for tech brands. But that's not all – they also dive into a topic close to Barney's heart: digital poverty and the crucial role of mentoring in today's world. Whether you're a tech enthusiast or a marketing professional, this episode is packed with insights you won't want to miss!In this episode, Abbie and Barney discuss:Barney's JourneyBarney's BackgroundOver 20 years in the internet industry.His experience working at Google and witnessing its growth.Founding Bluebell Marketing and its focus on Google Ads and SEO.Insights on Google AdsGoogle Ads vs SEO:Barney's role at Google in sales and product management.The distinction between Google Ads and organic search rankings.Weekly product updates and the ever-evolving landscape of Google advertising.Working at Google:Barney shares what it was like to work at Google in its early days.Insights into the separation between Google Ads and organic search.The misconception about advertising spend influencing organic search rankings.Basics of Google Ads:Explanation of Google Ads, PPC, and how the auction system works.The importance of click-through rate (CTR) and quality score in ad placements.Strategies for creating effective Google Ads campaigns.Opportunities with Google Ads:Immediate results and control over ad messaging.Benefits of combining Google Ads with a strong SEO strategy.Importance of measuring ROI and tracking conversions for e-commerce and B2B businesses.Challenges of Google Ads:Importance of having a well-designed and conversion-focused website.Ensuring your objectives align with the nature of Google Ads.Technical readiness, including proper CRM setup and goal tracking.Tailored Advice for Tech Brands:Researching competitor advertising and keyword demand.Utilising the Google Display Network and YouTube for awareness campaigns.Creating a sophisticated strategy that addresses different stages of the customer journey.Advice for Big Tech Brands:Avoid overwhelming landing pages by simplifying user experience.Coordinating across teams for cohesive digital strategies.Implementing a test budget to explore new advertising tactics.Barney's Mentorship and Digital Poverty:Addressing digital poverty and the lack of access to technology and the internet.Importance of providing opportunities and support for underprivileged youth.Barney's involvement with Brightside mentoring, helping young people navigate their educational and career paths.Key Takeaways From This Episode:Customer Centricity: Understand your audience and avoid biases in your marketing strategies.Strategic Budgeting: Make informed decisions about where to allocate marketing budgets based on data, customer insights, and market conditions.Holistic Marketing: Balance long-term brand-building efforts with short-term sales tactics for sustainable growth.Digital Inclusion: Recognise and address the digital divide to ensure broader access to technology and opportunities.What you'll get from this episode:Barney offers invaluable insights into creating effective Google Ads campaigns for tech brands, understanding...

John Horn, CEO of Stub Group, discusses revenue growth strategies for e-commerce brands using audience testing and Google Ads. He emphasizes the importance of understanding the different places and ways to reach potential customers through Google's advertising ecosystem, including Google search, YouTube, the Google Display Network, Gmail, and Google's Discover app. Horn explains the process of testing different audiences and campaigns to optimize conversion rates and cost per click. He also highlights the need for brands to focus on their website experience and continually test and optimize for different browsers and devices. Horn concludes by discussing the integration of offline and online sales strategies and the importance of being present in multiple channels while maintaining efficiency. Key Episode Takeaways: Utilize the various platforms within Google's advertising ecosystem, such as Google search, YouTube, the Google Display Network, Gmail, and Google's Discover app, to reach potential customers. Test different audiences and campaigns to optimize conversion rates and cost per click. Focus on the website experience and continually test and optimize for different browsers and devices. Integrate offline and online sales strategies by being present in multiple channels while maintaining efficiency. If you feel John and his team at StubGroup can help you, you may visit: https://www.stubgroup.com  For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com Or on YouTube at: https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ  Follow Arlen: Twitter: https://twitter.com/askarlen   Facebook: https://www.facebook.com/arlen.robinson.7   Instagram: https://www.instagram.com/arlenyohance/   LinkedIn: https://www.linkedin.com/in/arlenrobinson/   Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more. Thanks for listening. Be sure to subscribe and leave a review.

Ralph and Kasim dig deep into the evolving landscape of marketing, emphasizing the importance of confidence in core assumptions, messaging, and targeting. With references to iconic figures like Don Draper, the discussion revolves around the paradigm shift from performance-based marketing to brand building, especially in platforms like Meta. They also touch upon personal productivity habits, highlighting the significance of routines like the 4 AM wake-up and the invigorating cold plunge. Throughout, the conversation remains rooted in the real-world challenges and opportunities that modern marketers face.Chapters:00:00:00 Navigating Meta: Modern Marketing Tactics and Insights00:04:29 The Power of Routine: Cold Plunges and Reflecting on Gratitude00:05:48 Night Owls' Secret: Productivity Hacks with IHOP, Coffee, and Creativity00:09:58 Boosting Productivity: Embracing Cold Plunges and Early Mornings00:16:16 Behind the Scenes: Decoding Meta's Advertising Strategies00:20:50 Leveraging the Giants: Tapping into Google Display Network's Full Potential00:23:31 The Brand Building Era: How Awareness Amplifies ROI in Modern Marketing00:29:03 Pioneering Marketing Moves: Transitioning from Competitive Spaces to Brand Awareness Campaigns00:32:42 Navigating the Ad Spend: Challenges for Small Businesses in the Rising Cost Era00:36:25 The Next Frontier: Digital Marketing Beyond Traditional Website ConversionsLINKS AND RESOURCES:Episode 498: What's Working Now With Meta Ads: AI UGC, Big Text, Before/After & Post-It Notes?Episode 422: What's Working Now In Facebook Advertising (Part 2) With Kobi And Ralph Professor Byron SharpHow Brands Grow by Byron SharpEpisode 526: The #1 Biggest Mistake You Are Making When Running Meta Ads (And Don't Even Know It) Part 1Episode 530: 5 Takeaways From The Meta Agency Performance SummitCreator MarketplaceTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comSolutions 8 Perpetual Traffic Survey

Episode 181 contains the important Digital Marketing News and Updates from the week of Oct 2-6, 2023.1. New Courses to Unlock the Power of Reddit Ads - If you're a business owner looking to diversify your online advertising, Reddit has some exciting news for you. The platform has updated its "Reddit Ads Formula" marketing education program, adding a new "Boost 2.0 Certification" to its existing courses. What does this mean for you? It's a golden opportunity to understand Reddit's advertising tools better and use them to your advantage.Originally launched last June, Reddit Ads Formula offers a straightforward guide to Reddit's advertising options. The new Boost 2.0 Certification takes it a step further by providing in-depth knowledge and insights. The course covers essential topics like selecting the right bid and budget strategy, identifying performance opportunities, and effectively engaging Reddit communities. Completing the course earns you a certification badge, which can add credibility to your business. Plus, you'll have the option to make a Reddit-funded donation to charity.Why is this important? Reddit is a growing platform with a diverse user base, making it a fertile ground for advertising. The new courses aim to help you optimize your ad campaigns, thereby increasing your reach and ROI. With over 5,800 participants from 26+ countries already benefiting from the program, it's time you consider hopping on the Reddit advertising bandwagon.2. LinkedIn Testing Fully Automated Accelerate Ad Campaigns - LinkedIn is stepping up its advertising game with a new feature called "Accelerate," designed to automate your entire ad campaign process. If you're a business owner, this is big news. Why? Because advertising on platforms like LinkedIn can be complex and time-consuming. Accelerate aims to simplify this by recommending a complete campaign in as little as five minutes.Here's how it works: You provide a URL for the product you want to promote, and LinkedIn's AI systems take care of the rest. The AI analyzes your company's LinkedIn page, past ads, and the website you shared to create a tailored campaign. You can then fine-tune the campaign's copy, images, and targeting parameters. The AI also adjusts your campaign bids and budget in real-time to maximize results.Why should you care? LinkedIn claims that its AI tools have led to a 47% improvement in cost-per-conversion and a 21% improvement in average cost-per-lead. Essentially, you're letting LinkedIn's AI manage your ad budget in the most efficient way possible, which could save you both time and money.The Accelerate feature is currently available to a limited number of customers in North America. It's a hands-off approach to LinkedIn ads that could make your life a lot easier. So, is it time to let AI take the wheel in your LinkedIn advertising? It might be worth a try.3. Meta Expands Roll Out of Generative AI Features for Ad Creation - Meta, the company behind Facebook, has recently expanded its Generative AI features for ad creation. These features include text variations, background generation, and image expansion tools. What does this mean for you as a business owner? It means you can now create more dynamic and personalized ads with just a few clicks, saving you both time and money.In early tests, advertisers found that these AI tools saved them an estimated five or more hours a week. That's almost a month's worth of time saved per year! These tools not only speed up the ad creation process but also help in maximizing the effectiveness of your campaigns. For instance, you can quickly develop multiple variations of ad creatives, which allows for more strategic work and better performance.But that's not all. Meta is also developing AI tools for business messaging on platforms like Messenger and WhatsApp. These tools will help you engage with customers more effectively, offering instant conversational responses.In summary, Meta's new AI features are designed to make your life easier by automating tedious tasks, allowing you to focus on strategy and creativity. These tools are rolling out globally and are expected to be fully available by next year. Don't miss out on this opportunity to take your advertising to the next level.4. Meta's New Subscription Model Could Change Your Business Advertising Strategy - Meta, the parent company of Facebook and Instagram, is planning to introduce a subscription-based model that offers an ad-free experience for $14 a month. This move is in response to the European Union's Digital Services Act, which will take effect on January 1, 2024. The act requires platforms to seek user consent for serving personalized ads, impacting businesses that rely heavily on ad revenue.Why is this important for you as a business owner? Well, if users opt for this subscription, they won't see ads, which could significantly reduce the reach of your advertising campaigns on these platforms. This means you might need to rethink your advertising strategies and possibly invest in alternative platforms for better visibility.Meta has not yet made an official statement about this new model, but it's crucial to stay ahead of the curve. The cost of the subscription could be a determining factor for user adoption. If fewer people see your ads because they've opted for the ad-free subscription, you'll need to adapt quickly to maintain your online presence and customer engagement.Stay tuned for more updates on this developing story, as it could have a significant impact on how you approach advertising on social media platforms.5. TikTok Testing Subscription Plan - TikTok is exploring a new avenue to enhance user experience: an ad-free subscription plan. This move comes as social media platforms are grappling with changes in digital privacy regulations, particularly in the European Union. The new plan would cost users around $4.99 per month to enjoy an ad-free TikTok experience.Why is this important for you as a business owner? Ads are the lifeblood of social media platforms, helping businesses like yours reach potential customers. However, with increasing regulations and user demands for a cleaner interface, platforms are considering alternative revenue streams. TikTok's ad-free subscription is not just a user-centric move; it's a signal of changing tides in the digital advertising landscape.This shift could impact how you allocate your advertising budget and engage with your audience on TikTok. It's also worth noting that while this feature is currently in the testing phase and targeted at a single English-speaking market outside the U.S., it could potentially be rolled out more broadly in the future.6. New Google Rules for Email Marketing: What You Need to Know to Keep Your Business in the Clear! - Google is tightening its rules for businesses that send bulk emails to Gmail users. If your business sends more than 5,000 emails per day to Gmail addresses, you'll need to pay attention to these new guidelines, which will take effect in February 2024. The changes aim to reduce spam and improve email security, making it crucial for business owners to adapt. Strong Email Authentication: Google will require you to authenticate your emails using established protocols like SPF, DKIM, or DMARC. This ensures that your emails are genuine and not spam. Easy Unsubscribe: You'll need to provide an easy, one-click unsubscribe option in your emails. All unsubscribe requests must be processed within two days. Clear Spam Rate Threshold: Google will enforce a specific spam rate that you must not exceed. This will help keep your emails out of the spam folder. These new rules are not just about compliance; they're about maintaining a healthy relationship with your customers and ensuring your emails actually reach them. Even if your email list has fewer than 5,000 recipients, following these best practices is still recommended.By adhering to these new guidelines, you'll not only avoid potential penalties but also improve the effectiveness of your email marketing campaigns. Make sure to update your email practices before the February deadline to stay compliant.7. Google's new GA4 feature!

This week: X may turn a profit next year, TikTok looks at an ad-free option for subscribers, and wait until you hear about how much money we're all losing due to ad fraud.

What is Google? If your answer is "a search engine," you are so wrong. And you're missing what makes Google so powerful (and dangerous). I'll explain this episode.Google is an entire ecosystem! It's not just Search; it's also YouTube, Gmail, Google Apps, Google Maps, Android OS, Chrome, Google Display Network, and Google Analytics.Scared? You probably should be. All of this data collection puts Google in a position to understand human intent more than any entity that's ever existed. In fact, in April of 2015, Google told a woman she was pregnant BEFORE SHE KNEW SHE WAS PREGNANT! (Source: Moz). That was 8 years ago...While Google started as a search engine, it's really an entire ecosystem. In fact, if you combine all of Google's properties, they make up the vast majority of how people spend their time online.Everything you do within that ecosystem is appended to your user profile within Google to begin understanding who you are demographically and psychographically. This allows Google to begin understanding how you behave. In fact, I posit that Google's unstated intent is to predict human behavior.0:00 What Google Knows About You Is Absolutely Terrifying3:25 Google knows where you work, live, and play, whether or not you overspeed4:47 Google Told Me I'm Pregnant: From Strings to Diagnosis7:15 Advertisers need to know how Google works to rely on the machine learningNeed help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, possessing a deep understanding of blitz scaling companies. Having owned and operated several businesses that experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer that he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada. Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc., a payment solutions provider that went public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006. Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, resulting in highly positive returns. He speaks and travels the world with his wife, Sonya, and their two boys. Tech Entrepreneur and Best-Selling Author Mark Lachance: Unlocking the Secrets of Success in Business & Life. Episode Summary Tony Taylor welcomes Mark Lachance to the Leaders Lead Podcast, a show about leadership. Mark, the CEO of Maxi Media, the number one TikTok agency, joins Tony for an interview to share his success story. Tony encourages listeners to grab a pen and paper and take notes as he dives into Mark's journey. Mark credits his success to making mistakes, being coachable, and learning from people who are smarter than him. Tony then asks Mark to elaborate on his path to success. The conversation centers around failure, perfection, and procrastination. Mark explains how perfection and procrastination are essentially the same thing and emphasizes the importance of aiming for 80% and launching. He also highlights the value of having a mentor, whether it's a person or a platform like YouTube or a book. Mark encourages the audience to take the next step without fear of failure, as taking action is the key to success and growth. The discussion further delves into mentors and mentorships. Mark stresses the significance of having a mentor who is smarter than oneself and advises against surrounding oneself with "yes-people" who lack creativity or drive. Mark also shares his own experience with failure resulting from an abundance of "yes-people" and a lack of constructive criticism. Lastly, Mark discusses his own reading habits and recommends learning from the books of those who have achieved success. Connect with Mark! Website: www.theluckyformula.com Social Media: Instagram - @misterluckyofficial This episode was mixed and edited by our amazing intern: Jacob Brusseau

In this special episode UPGRADE 100 is addressing the concerns regarding security and privacy publicly expressed by the US officials and more recently by the European Union's regarding the use of the TikTok application. Our guest is: Jakub OLEK - Head of Public Policy and Government Relations, TikTok Central and Eastern Europe Jakub is a government relations and market access expert with a law degree and international experience gained in Europe, Africa, Asia and Middle East. Previously he was working for Lime and Santander. ____________ IMPORTANT: The discussion you are watching was conducted before the TikTok CEO's hearing in the US Congress. So treat this podcast as such. ____________ TALKING POINTS: ___ In the advertising platform we can target between 7 and 8 million accounts in Romania. What other official figures and data can give us an idea of how big TikTok actually is? How strong is TikTok today in Romania, and how is Romania on the EU map from the perspective of TikTok - without any unnecessary formality? ___ A former TikTok employee recently testified before the US Congress that the app is connected to another ByteDance app, Toutiao, and that this leads to the transfer of data from US and EU citizens to China. What is the company's official defense on this subject? ___ TikTok employees have used data they had internal access to in order to find details about BuzzFeed and Financial Times journalists. The story has been amplified in the media and eventually we found out that TikTok itself was also a victim, as those employees had infiltrated the company - at least that's the official story. How safe can a platform like TikTok be under these conditions? It is possible? ___Probably few people know that besides TikTok, ByteDance operates many other products, especially in China and Asia, and it's somewhat normal to use common technology - however, your official discourse seems to support the opposite. How independent is TikTok from Douyin and your other applications, actually? ___ One of the systemic problems of global players is that they do not allow us to verify the data through independent, third-party tools. Local industry is not believed by any agency or client when it claims that a site has a certain level of traffic. This is measured independently, as done by the BRAT organization, of which I happen to be the president in Romania. Why does TikTok not do this? Why should we believe you when you report on views, clicks, etc.? ___ Facebook has done a terrible job in the fight against fake news, rather amplifying the algorithmic lie than limiting it, and Google hasn't had too much to comment as a good portion of the traffic that came out of Facebook also helped increase Google's revenue through tools like the Google Display Network. How is TikTok preventing itself from being the next propagator of fake news? ___ How does TikTok protect users' personal information and prevent it from being accessed by unauthorized parties? How can we know that the Chinese government or other governments are not asking for – and receiving – data from you? ___ How does TikTok handle reports of cyberbullying or harassment on the platform, and what steps are taken to ensure the safety of its users? What should people know about this? How much is AI how much is done by actual people? ___ How does TikTok ensure compliance with GDPR regulations, especially given its large user base in Europe? Is this feasible? By the way, how many users does TikTok have in EU countries? ___ Can you explain how TikTok's algorithm works and how it ensures fairness and transparency for all users? ___ Can you explain how TikTok's data collection practices differ from those of other social media platforms, if at all? What data do you collect? ___ What is the key message you would like to reach the authorities in Romania and EU and what is the message that needs to reach the public? #Upgrade100 #Podcast #TikTok #EuropeanUnion

Get up to speed with the Digital Marketing News and Updates from the week of Feb 13-17, 2023.1. Pinterest Has Refreshed ‘Pinterest Academy' - Pinterest has launched its refreshed Pinterest Academy (originally launched in 2019) learning resource, which includes a range of courses and insights designed to help you become a Pin marketing expert. Here is what Pinterest wrote in the announcement:“Whether you're new to Pinterest ads or looking to boost your expertise, Pinterest Academy has it covered. From basics like ‘Why Pinterest?' to modules like “Measurement solutions,” you'll find instructions and tips for every step of the campaign process.”To enroll, visit http://www.pinterestacademy.com/ 2. Google Business Profile Strength Widget Now Live - Last June, Google began testing a "profile strength" widget or status icon that shows you if you need to do more with your Google Business Profile. Well, that just went live on Friday and seemed to be fully rolled out. A lot of experts are unhappy with this rollout because Google will give you lower score if you do not sign up for Google Ads. Another soft nudge from Google to sign up for Google Ads and pushing you to spend $$.3. Google's John Muller Dislikes Keyword Rich Domains - Keyword-rich domain are domain names that have the keywords in them. For example, cheapiphonerepair.com. In the early days of SEO, Keyword-rich domain names were once thought to be an effective way to increase a website's visibility and improve search engine rankings. But that has changed at least since 2014.  Now John Muller is repeating his old message that keyword-rich domains might be detrimental to a website's long-term success for a few reasons. They are: Generally people will think you are a spammer. This is because spammers often use keyword-rich domain names to manipulate search rankings and attract unsuspecting website visitors. As a result, a website with a keyword-rich domain name may be viewed as untrustworthy and unprofessional, which can drive away potential customers. Changing business focus, or even expanding is harder. For example, if a company with a domain name like “best-running-shoes.com” decides to start selling other athletic gear, it can be challenging to convince customers that the website is a trustworthy source for those products. You will have no brand name, there is nothing that people can search for which “obviously” should show your site. You're always competing, you're not building value with long-term users. Despite all these cons, if you search for the term “keyword-rich domains” you'll get a ton of results (including tools) that will suggest you to use keyword-rich domain. If you were to ask me, I prefer to listen to John Muller vs reading blog posts some random guy claiming to be a SEO expert. YMMV.4. Google's Advice On Which Structured Data To Use For A Services Business - During a recent Google SEO office hours, an user who is an owner of a service based business  asked how to fix the invalid item error when they use product structured data on their webpages? This is because the service price vary. John Mueller made an assumption that the business is a local service provider and recommended to use the local business structured data because it allows you to specify a price range for your services. One thing to keep in mind is that while Schema.org Product structured data supports service based business, Google's Product structured data documentation clearly focuses on product content and has no provision for service businesses. Their Search Central page for structured data makes it clear that for enhanced SERPs listings, use this structured data type for products.So if you are wondering who you should listen to, my recommendation is that you listen to Google. By the way, if all this talk about structured data is making you dizzy then it is high-time you seek the services of a reputable search marketing agency or expert.5. Google Simplifies Policy Circumvention Spam Policy - ast November Google introduced a new catchall search spam policy named policy circumvention.It was covered in Episode#136. That spam policy was listed to be able to take action on sites that bypass the other Google spam policies through other means. Now after receiving feedback, Google has updated that spam policy with simplified language. The policy circumentation document now reads:If you continue to engage in actions intended to bypass our spam policies or content policies for Google Search, we may take appropriate action which may include restricting or removing eligibility for some of our search features (for example, Top Stories, Discover). Circumvention includes but is not limited to: Creating or using multiple sites with the intention of continuing to violate our policies Using other methods intended to continue distributing content or engaging in a behavior that aims to violate our policies 6. Google Updates SEO Link Best Practices Document - Google has published an updated document on SEO link best practices. The previous document was just on how to make your links crawlable but the new one adds tips on anchor text placements, how to write good anchor text, internal links within your content and external links from other sites. Here are the seven things you should be cognizant of when using links on your website: To make your links crawlable, it is recommended to use full URL over relative URL.  Anchor text (also known as link text) is the visible text of a link. This text tells people and Google something about the page you're linking to. So place anchor text between elements. If you do not use anchor text then Google will attempt to use “title” attribute. For images that are links, Google uses the “alt” attribute of the “img” element an anchor text. So be sure to add “alt” text to your images.  Write good anchor text that is descriptive, concise, and relevant to the page that it's on and to the page it link to. It provides context for the link, and sets the expectation for your readers.  You should cross-reference or cross-link your own content when possible. However, do not over do it. Use the “nofollow” attribute when linking to an external site and you are unsure about the reliability of that site. For example, you're a cheese enthusiast and someone published a story bad mouthing your favorite cheese, so you want to write an article in response; however, you don't want to give the site some of your reputation from your link. This would be a good time to use “nofollow” If you were paid in some way for the link, qualify these links with “sponsored” or “nofollow”.  If users can insert links on your site (for example, you have a forum section or Q&A site), add “ugc” or “nofollow” to these links P.S: As a reminder, last November Google said external links will be less important as a ranking factor in the future.7. Googlebot Will Ignore The “noindex” During 301 Redirects If You Do Not Do This - William Sear asked Gary Illyes "Will directives (noindex, nofollow) from a URL that redirects (301, 302) be respected or ignored?" "This particular use case the noindex, nofollow directives are in the HTTP header, so crawling the HTML would not be required to see the directive," he added for clarification.His response was, "I think we shouldn't forward the noindex with redirects unless we can be exceptionally certain that the target also wants the noindex. I imagine that on same site the noindex would forward in some cases, but across sites it would not. This is a pretty bad hijack vector, hence being vague."8. Google: CDN's “Checking if the site connection is secure” Is Not Search Engine Friendly - Gary Illyes from Google said that those "Checking if the site connection is secure" interstitials you see on some sites, some of the time, is the "last search-friendly things you can do."This is a feature that CloudFlare, and other CDNs have, to help prevent spam bots from accessing your website. In CloudFlare you can configure how strict you want this prompt to be and I keep it at the lowest level. But some sites do not and I guess for Google, it can cause issues.So what should you do here? Listen to the show recording for my thoughts on this topic.9. Google Ads Is Testing Disabling Opt Out Of Search Partners & Display Network -A week or so back, Google Ads users were posting on twitter how Google disabled the ability in campaign settings to easily opt out of your campaigns being also shown in the Google Search Partner network and the Google Display Network.Although it's still possible to opt out of the GDN and Google Search Partners through the "Choose Networks" dropdown. I bet that some marketers and small business owners may feel pressured to include the GDN in their search campaigns, or they may don't even notice the hidden option.I'm against opting-in to either of these options because you usually end up spending a lot of $$ without any insights and results.I wish I was making this up but I'm not since Ginny Marvin, the Google Ads Liaison, confirmed this test. Here is what she had to say:“1. Yes, this experiment is aimed at encouraging users to remain opted-in to the recommended setting – more on why below – while also providing opt-outs.2. The team did multiple user studies over nearly 6 months to ensure the design balanced advertiser choice w/ a clear recommendation.3. Why opt-in is recommended: Typically advertisers see more conversions at a similar ROI because Display Expansion (& Search Partners) serves ONLY when there's unspent Search budget AND we believe we can match or beat your Search CPA. More on how it works here: https://support.google.com/google-ads/answer/7193800?hl=en.I get the initial reaction to this experiment, particularly if you've long reflexively opted out or haven't tested Display Expansion in a while or ever, but hope this helps explain the why behind this test. Happy to answer any questions.“10. Instagram Launches ‘Channels' Broadcast Chat Feature - Instagram is rolling out a new feature called ‘Instagram Channels', which is essentially a group messaging function within the app where you can stay up to date on specific topics, brands, people, etc. Instagram Channels is a ‘broadcast chat', which will support text, images and polls, all within IG Direct. After you join a channel, it will be added to your IG Direct chat list. You can then read and react to messages posted in the chat – though you can't post yourself to the chat feed.Hmm. To me Instagram is building a quasi-whatsapp within IG.Hey, they are welcome to try different things to keep creators on the platform and and increase engagement. I'll expand on this in the show.Creators who are interested in Channels can sign up to be considered for early access here.11. No More Live Shopping On Instagram - If you have been a regular listener to my show, you know that I was not a fan of live shopping even though it is a huge thing in Asian markets. To me live shopping in North America never made sense because of the cultural differences. Looks like I was not so wrong and Techcrunch wrote that “as of March 16, 2023 Instagram users will no longer be able to tag products while livestreaming - a capability that has been broadly available to U.S. businesses and creators since 2020.”Lesson for Instagram and other business owners : Don't just blindly copy. Make sure it is relevant in your market.12. Meta Announces ‘Meta Verified' Paid Verification Scheme For Facebook & IG - Gandhi once said, “First they ignore you, then they laugh at you, then they fight you, then you win.” Looks like this is true when it comes to charging a fee for verification. Everyone was up in arms or ridiculed Twitter owner Elon Mush for charging a fee for verification. Now, Meta's CEO Mark Zuckerberg has announced that that Meta's launching a test of a paid verification program, much like Twitter's $8 verification scheme. Here is what Meta wrote:“To help up-and-coming creators grow their presence and build community faster, we'll begin testing a new offering called Meta Verified, a subscription bundle on Instagram and Facebook that includes a verified badge, which authenticates your account with government ID, proactive account protection, access to account support, and increased visibility and reach. We're starting with a gradual test in Australia and New Zealand later this week to learn what's most valuable, and we hope to bring Meta Verified to the rest of the world soon.”

Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I'm Manuela Bedoya. Shreya: And I'm Shreya Sharma.This week: Podcasting a ‘bright spot' at SXM Media, Amplifi Media CEO counters ‘jarring headlines,' new Black Podcast Listener Report from SXM and Mindshare, and the state of Google in podcasting.Let's get started.Podcasting remains ‘a bright spot' at SXM MediaManuela: ‘Tis the season of quarterly earnings calls. It seems like we get a batch of these every three months! SiriusXM has published their Q4 and full-year results for 2022. Overall the company saw a 4% year over year increase in revenue, hitting 9 billion dollars. The company shouted out its agreements with, as the official copy puts it, “podcast powerhouses” like Crooked Media, Freakonomics, and a 24/7 original comedy channel captained by Conan O'Brien's Team Coco. Podcasting is on the mind at SXM. CEO Jennifer Witz spoke highly of the company's podcasting arm during the call. To quote from the transcript: “In a challenging ad market, podcasts continue to be a growth opportunity for us. This past quarter, we expanded our podcast offerings while doubling down on the shows that have proven most successful with five of the top 20 shows in Edison Research's top 50 podcast rankings, the most of any network.” Witz went on to say podcasting was a bright spot for the industry overall and SXM in particular, driving their 34% increase in off-platform business in 2022. We've said it before and will say it again: it's a good day to hear good news in podcasting. Podcasting is doing fine; thank youShreya: Last week an opinion piece from Amplifi Media CEO Steve Goldstein was published on RainNews, built to assuage fears over recent doom-and-gloom media coverage. A quote from Goldstein's opening: “If you are reading the headlines about podcasting, you might be a little nervous. There has been a lot of confusing and contradictory chatter about what the drop in new podcasts in 2022 means. Has the podcast bubble burst? Are podcasts on the way out? Not likely.”The piece puts to bed the air of uncertainty as recent reports show a decrease in active podcasts. Goldstein points to the marked increase in podcast production at the beginning of the pandemic, along with air fryer sales, used car sales, and views for cooking videos on YouTube. Now the Field of Dreams era of podcasting is over. Companies can no longer invest with the philosophy of “if you build it, they will come.” Which leads to Goldstein's conclusion. Quote: “Just like all media, the podcast space is dynamic, exciting and rapidly evolving. It's full of possibility and wonder. We just need a little more rigor and a little less throwing spaghetti against the wall. The next generation of podcasts will likely have greater research, focus and muscle behind them. Companies that produce and promote fewer high-quality podcasts will be better positioned for optimal growth. So, let's get past the jarring headlines.“SXM Media and Mindshare publish Black Podcast Listener Report 2.0Manuela: SXM Media is back with the second edition of their Black Podcast Listener Report. The study is the result of over 2,500 online interviews with Black and/or African American adults in the United States during September of last year. According to SXM's footnotes, the data was weighted for age, sex, census region of the US, and the Edison's Infinite Dial 2022 podcasting listening statistics. Among the findings are some promising results for advertisers. From the SXM blog post: “The best way to win over Black podcast listeners is to run ads on shows that represent their voice, culture, and point of view. Black audiences who have listened to a podcast with a Black host in the last month are more likely to take action than those who've never listened to a podcast hosted by Black talent.”82% of respondents would consider a brand if they heard their ad on a podcast with a Black host, as well as 78% saying they would purchase said brand. The recap article ends by encouraging brands who set aside ad budget to target Black audiences during February for Black History month to continue that spend throughout the year. From the article: “Like so much of the population, Black audiences are listening to podcasts—and, as you've learned, they're leaned-in and here for ads that support the shows they love.” The State of Google and PodcastingShreya: Continuing the trend of earnings calls, let's talk Google. It was a mixed bag in this year's Q4 earnings report. Parent company Alphabet reported a 0.7 billion increase year over year in total revenue for Q4 2022. According to Insider Intelligence writer Daniel Konstantinovic, this 1% increase falls short of the anticipated revenue by nearly half a billion dollars. James Hercher, writing for AdExchanger, breaks down the more Google-relevant numbers: “YouTube advertising was down from $8.6 billion to $7.9 billion, while the Google Display Network decreased by almost $1 billion YoY. Net income (which is to say, profit) dropped even more steeply, from $20.6 billion in Q4 2021 to $13.6 billion.” Alongside the earnings, there has been discussion of Google and YouTube's investment into podcasting as the search engine giant retools podcast searching. Since 2018 Google has displayed individual podcast episodes and a play button whenever searching for a specific podcast. As of mid-January the feature was removed. James Cridland's coverage in Podnews at the time also noted the Google Podcasts app had not received any feature updates in eighteen months.Now even the carousel of Google Podcast links in searches for podcasts is going away, but will be replaced with a new feature called What to Podcast. In a YouTube Short by Transistor Podcasting, the new feature appears to add a new section to the top of search results that shows podcasts relating to the search term. While not as easy as a play button and episode list, it does serve as a funnel to direct foot traffic into podcast apps. Meanwhile, earlier this month, YouTube launched ad monetization for YouTube Shorts. Previously, the program had operated on a TikTok-esque fund divvied between creators who met certain engagement goals. Now any account with over 1,000 subscribers and 10 million Shorts views in the previous 90 days can earn ad revenue at a split of 45% to them and 55% to Google. Digiday's Krystal Scanlon notes this is not as attractive a revenue split as similar programs at Facebook and TikTok, but the YouTube Shorts equivalent has a lower barrier to entry for newer accounts. In this week's earnings call, Google Chief Business Officer Philipp Schindler spoke on CTV, YouTube being at the top of Nielsen's measurement of US streaming watch time, and content integration. Tuesday's issue of Ben Thompson's Stratechery points out it's clear YouTube is dreaming of becoming a media streaming aggregate with the implementation of Primetime Channels on top of existing offerings like YouTube Music and NFL Sunday Ticket. From Stratechery: “The idealized future is one where YouTube is the front-door of all video period, whether that be streaming, linear, or user-generated.” With all their investments in YouTube and gentle downgrade of podcast presentation in the search engine, it feels like Google is becoming gently insistent podcasting's round peg will be expected to conform to the square hole of their media platform. Podcasting likely isn't going to come to YouTube as we know it, podcasters are simply incentivized to become YouTubers.Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention by Kayleigh Barber for Digiday. An excellent breakdown of the current debate between annual vs. monthly subscriptions, how they affect churn, and detailed pros and cons for both options. Edison Research's Weekly Insight: Of all people aged 13-34 in the US, one third listen to podcasts every day. Manuela: And that was The Download, brought to you by Sounds Profitable! Today's episode was built using Spooler and hosted on Triton Digital's Omny Studio. Find out more at Spooler.fm and Art19.comI know we went through today's stories fast, so be sure to check out the links to every article mentioned, right in your podcast listening app, or on SoundsProfitable.com/TheDownload. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Manuela Bedoya.Shreya : And I'm Shreya Sharma. Our producers are Bryan Barletta, Gavin Gaddis, and Tom Webster. Our editors are Reece Carman and Ron Tendick. Special thanks to Art19 for hosting The Download. And thanks to you for joining us.

Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I'm Manuela Bedoya. Shreya: And I'm Shreya Sharma.This week: Podcasting a ‘bright spot' at SXM Media, Amplifi Media CEO counters ‘jarring headlines,' new Black Podcast Listener Report from SXM and Mindshare, and the state of Google in podcasting.Let's get started.Podcasting remains ‘a bright spot' at SXM MediaManuela: ‘Tis the season of quarterly earnings calls. It seems like we get a batch of these every three months! SiriusXM has published their Q4 and full-year results for 2022. Overall the company saw a 4% year over year increase in revenue, hitting 9 billion dollars. The company shouted out its agreements with, as the official copy puts it, “podcast powerhouses” like Crooked Media, Freakonomics, and a 24/7 original comedy channel captained by Conan O'Brien's Team Coco. Podcasting is on the mind at SXM. CEO Jennifer Witz spoke highly of the company's podcasting arm during the call. To quote from the transcript: “In a challenging ad market, podcasts continue to be a growth opportunity for us. This past quarter, we expanded our podcast offerings while doubling down on the shows that have proven most successful with five of the top 20 shows in Edison Research's top 50 podcast rankings, the most of any network.” Witz went on to say podcasting was a bright spot for the industry overall and SXM in particular, driving their 34% increase in off-platform business in 2022. We've said it before and will say it again: it's a good day to hear good news in podcasting. Podcasting is doing fine; thank youShreya: Last week an opinion piece from Amplifi Media CEO Steve Goldstein was published on RainNews, built to assuage fears over recent doom-and-gloom media coverage. A quote from Goldstein's opening: “If you are reading the headlines about podcasting, you might be a little nervous. There has been a lot of confusing and contradictory chatter about what the drop in new podcasts in 2022 means. Has the podcast bubble burst? Are podcasts on the way out? Not likely.”The piece puts to bed the air of uncertainty as recent reports show a decrease in active podcasts. Goldstein points to the marked increase in podcast production at the beginning of the pandemic, along with air fryer sales, used car sales, and views for cooking videos on YouTube. Now the Field of Dreams era of podcasting is over. Companies can no longer invest with the philosophy of “if you build it, they will come.” Which leads to Goldstein's conclusion. Quote: “Just like all media, the podcast space is dynamic, exciting and rapidly evolving. It's full of possibility and wonder. We just need a little more rigor and a little less throwing spaghetti against the wall. The next generation of podcasts will likely have greater research, focus and muscle behind them. Companies that produce and promote fewer high-quality podcasts will be better positioned for optimal growth. So, let's get past the jarring headlines.“SXM Media and Mindshare publish Black Podcast Listener Report 2.0Manuela: SXM Media is back with the second edition of their Black Podcast Listener Report. The study is the result of over 2,500 online interviews with Black and/or African American adults in the United States during September of last year. According to SXM's footnotes, the data was weighted for age, sex, census region of the US, and the Edison's Infinite Dial 2022 podcasting listening statistics. Among the findings are some promising results for advertisers. From the SXM blog post: “The best way to win over Black podcast listeners is to run ads on shows that represent their voice, culture, and point of view. Black audiences who have listened to a podcast with a Black host in the last month are more likely to take action than those who've never listened to a podcast hosted by Black talent.”82% of respondents would consider a brand if they heard their ad on a podcast with a Black host, as well as 78% saying they would purchase said brand. The recap article ends by encouraging brands who set aside ad budget to target Black audiences during February for Black History month to continue that spend throughout the year. From the article: “Like so much of the population, Black audiences are listening to podcasts—and, as you've learned, they're leaned-in and here for ads that support the shows they love.” The State of Google and PodcastingShreya: Continuing the trend of earnings calls, let's talk Google. It was a mixed bag in this year's Q4 earnings report. Parent company Alphabet reported a 0.7 billion increase year over year in total revenue for Q4 2022. According to Insider Intelligence writer Daniel Konstantinovic, this 1% increase falls short of the anticipated revenue by nearly half a billion dollars. James Hercher, writing for AdExchanger, breaks down the more Google-relevant numbers: “YouTube advertising was down from $8.6 billion to $7.9 billion, while the Google Display Network decreased by almost $1 billion YoY. Net income (which is to say, profit) dropped even more steeply, from $20.6 billion in Q4 2021 to $13.6 billion.” Alongside the earnings, there has been discussion of Google and YouTube's investment into podcasting as the search engine giant retools podcast searching. Since 2018 Google has displayed individual podcast episodes and a play button whenever searching for a specific podcast. As of mid-January the feature was removed. James Cridland's coverage in Podnews at the time also noted the Google Podcasts app had not received any feature updates in eighteen months.Now even the carousel of Google Podcast links in searches for podcasts is going away, but will be replaced with a new feature called What to Podcast. In a YouTube Short by Transistor Podcasting, the new feature appears to add a new section to the top of search results that shows podcasts relating to the search term. While not as easy as a play button and episode list, it does serve as a funnel to direct foot traffic into podcast apps. Meanwhile, earlier this month, YouTube launched ad monetization for YouTube Shorts. Previously, the program had operated on a TikTok-esque fund divvied between creators who met certain engagement goals. Now any account with over 1,000 subscribers and 10 million Shorts views in the previous 90 days can earn ad revenue at a split of 45% to them and 55% to Google. Digiday's Krystal Scanlon notes this is not as attractive a revenue split as similar programs at Facebook and TikTok, but the YouTube Shorts equivalent has a lower barrier to entry for newer accounts. In this week's earnings call, Google Chief Business Officer Philipp Schindler spoke on CTV, YouTube being at the top of Nielsen's measurement of US streaming watch time, and content integration. Tuesday's issue of Ben Thompson's Stratechery points out it's clear YouTube is dreaming of becoming a media streaming aggregate with the implementation of Primetime Channels on top of existing offerings like YouTube Music and NFL Sunday Ticket. From Stratechery: “The idealized future is one where YouTube is the front-door of all video period, whether that be streaming, linear, or user-generated.” With all their investments in YouTube and gentle downgrade of podcast presentation in the search engine, it feels like Google is becoming gently insistent podcasting's round peg will be expected to conform to the square hole of their media platform. Podcasting likely isn't going to come to YouTube as we know it, podcasters are simply incentivized to become YouTubers.Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention by Kayleigh Barber for Digiday. An excellent breakdown of the current debate between annual vs. monthly subscriptions, how they affect churn, and detailed pros and cons for both options. Edison Research's Weekly Insight: Of all people aged 13-34 in the US, one third listen to podcasts every day. Manuela: And that was The Download, brought to you by Sounds Profitable! Today's episode was built using Spooler and hosted on Triton Digital's Omny Studio. Find out more at Spooler.fm and Art19.comI know we went through today's stories fast, so be sure to check out the links to every article mentioned, right in your podcast listening app, or on SoundsProfitable.com/TheDownload. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Manuela Bedoya.Shreya : And I'm Shreya Sharma. Our producers are Bryan Barletta, Gavin Gaddis, and Tom Webster. Our editors are Reece Carman and Ron Tendick. Special thanks to Art19 for hosting The Download. And thanks to you for joining us.

Show Resources Here were the resources we covered in the episode: 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 AJ Wilcox Have you thoroughly tested the LinkedIn Audience Network yet? Some big changes have been made to it recently. And there's a lot to appreciate. Today on the LinkedIn Ads Show, we're diving into the LinkedIn Audience Network. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. AJ Wilcox Hey there LinkedIn Ads fanatics. If you're like me, you've seen the option for enabling LinkedIn Audience Network and sponsored content campaigns for years. Maybe it's something that you've occasionally used, or in some cases, maybe you've always excluded it. Well, LinkedIn recently made big changes to the audience network. And I wanted to bring LinkedIn's product team in to come and talk to us about it. Now we as marketers, we seem to always be shortening things to acronyms. I've called the LinkedIn Audience Network LAN for lots of years. And in this episode, we mostly refer to it by its full name, but don't be confused. It's the same option that I've talked about in the past. Now, Peter Turner was one of the product people at LinkedIn for lots of years. And I've gotten to interface with him for a long time, as he's worked on many different projects. And as I wanted to have an episode all about the LinkedIn Audience Network, of course, I knew he was all over it. And I wanted to make sure we brought him on. And he introduced me to Lipika Gimmler, who's also over it. And so we're trying to kind of dual interview approach. So I hope you like hearing from both Peter and Lipika. AJ Wilcox I wanted to give a shout out to Rob Baijens from the Netherlands. And Rob I'm sorry if I butchered your last name. But he left a review on the podcast and he said, "100% the LinkedIn go to podcast five stars love AJs podcast, he gives so much insights, updates, and inspiration when it comes to LinkedIn advertising and more. What I especially like is not only his guru level expertise, although he is a LinkedIn guru, but the AJ also tells the audience when he simply doesn't know yet asking the audience to share their thoughts. This makes his podcast 100% authentic. I want to apologize to AJ for not taking the time until now to give him the five star review he deserves", with a little smiley face. "AJ, please keep up the good work as you bring so much value to the LinkedIn community. All the best Rob Baijens, the Netherlands." Rob, I don't care how long you waited. I'm so grateful that you left this review. I do try really hard to be truthful when there is something I just don't know or don't have enough data on. So I'm glad you picked up on that. I do have an ego. I don't like to admit when I don't know something, but I try really hard for you guys. Thanks so much for heeding the call when I asked for reviews. So thank you. And of course everyone else, please do follow Rob's lead here and go and leave a review as well. As a reminder, make sure you go back and listen to episode 83. It was the holiday ad Performance Report. We've had about 35 man hours go into producing that episode and the report. If you skip that episode, do go back and listen to it. Okay, without further ado, let's go ahead and jump into the interview. AJ Wilcox All right, Lipika and Peter, I'm so excited to have you guys here. Lipika, let's start with you. Tell us about yourself and what you do at LinkedIn. Lipika Gimmler Hey, AJ, my name is Lipika. And I'm a product marketing manager at LinkedIn. And I work on the LinkedIn Audience Network. And I typically sit at the intersection of our product build and our go to market teams, really helping in the formulation of product value propositions as well as partnering with our product teams in continuing to build meaningful solutions for our customers. AJ Wilcox Fantastic. And, Peter, same question to you. Peter Turner Hey AJ, great to be here. I've been at LinkedIn for a little over six years now. I've had a variety of roles focused on different partnership programs. Throughout this time, one of those programs has been the LinkedIn Audience Network. And I've been a part of the growth of LinkedIn Audience Network from its founding. And now my team looks after the partnerships and ecosystem strategy necessary to keep growing the value we create for marketers. AJ Wilcox That's awesome, Peter, as long as I can remember you and I've been talking about the LinkedIn Audience Network. The impetus for this whole interview was I haven't had an episode about the LinkedIn Audience Network. And I've always been telling myself as soon as I can have Peter on that's when we're going to have an episode. So this is the culmination of that. Really excited to have both you and Lipika here. Well, I think we need to start out with just a general definition here. What is the LinkedIn Audience Network? I'd love for you to tell us even more about how it works, what it's used for? How we see it within campaign manager. Lipika Gimmler Yeah, absolutely. So in a nutshell, the way we describe the LinkedIn Audience Network is that it's a placement available within LinkedIn suite of advertising products. So it essentially enables our advertisers to reach their targeted professional audiences at scale across a network of vetted publishers really to maximize their advertising outcomes. So by leveraging the LinkedIn Audience Network, what advertisers can do is number one, they can extend the reach of their sponsored content campaigns, to LinkedIn professionals who happen to be active on trusted third party apps and sites and advertisers are also able to boost campaign performance across full funnel objectives. So by leveraging the LinkedIn Audience Network, they can achieve better return on adspend and improve their marketing outcomes by really activating their campaigns across both the LinkedIn feed and the LinkedIn Audience Network. So it really is a powerful, powerful tool that should be considered by advertisers who want to really expand the scale of their B2B campaigns. AJ Wilcox And I love the audience network for the exact reason. When we're just advertising on LinkedIn, it almost feels like we're bidding on someone and we're waiting for them to come back to LinkedIn. But through the LinkedIn Audience Network, we're able to reach those exact right professionals, with the right targeting pretty much all the way across the web. So I'm a big fan. Lipika Gimmler Yep, absolutely. And that's exactly what the product was designed to do is to really work in partnership with a LinkedIn feed to help our advertisers ultimately reach their intended audiences across the touchpoints that matter whether that's on the platform, or whether that's off the platform. So it really is a fantastic tool to consider experimenting with. AJ Wilcox Perfect. And Peter, tell us about how LinkedIn decided who would be a great publisher to partner with on the audience now? Peter Turner Well, first, we couldn't have an audience network without publishers. And so we're deeply grateful for our publishers and the role they play. Our publisher partners strategy is one that is deeply rooted in our principles provide value to our B2B marketers. And we do this by extending campaign scale and reach while helping ensure that their brand messages appear in safe environments. We look at both quantitative data like the relative level of invalid traffic on a publisher as well as more qualitative reviews of their ad experience and ad load. We prioritize publishers that we know to be spaces where our professional audiences are present and engaged, and we have checks and balances in place to bid on quality inventory. Because brand safety is incredibly important to our advertisers and to us, we work with leading partners like DoubleVerify, Integral Ad Science, and Pixelate to help protect marketer campaigns. AJ Wilcox And what I love about this is it seems like every ad platform who has an audience network, the general feel is it's going to be a lower quality network. But I've never felt that with LinkedIn, it always feels like there's premium placements. And I would imagine that you're probably to thank for that. Peter Turner Just like with LinkedIn, we take brand safety very seriously and want to make sure that marketers can trust coming off LinkedIn as much as they trust running from their campaigns on LinkedIn. AJ Wilcox Most of us know that the various display networks out there for digital marketers are commonly regarded as being low quality. So how is the LinkedIn Audience Network different from the Google Display Network? And Facebook's Audience Network? Lipika Gimmler Yeah, that's a great question. And to really summarize it succinctly, the LinkedIn Audience Network is truly designed and built differently from other audience networks, as it's ultimately rooted in enabling our advertisers to reach highly coveted professional audiences and engage b2b decision makers across the touchpoints that matter, and do so at scale. So we consider our audience network to actually be a core part of our ad placement offering. So it's considered to be a truly vetted product from both a performance standpoint and from a brand safety standpoint, as Peter alluded to, so advertisers who are looking for ways to further scale their campaign and engage with their target professional audience across the surfaces that matter, find a lot of value in leveraging our audience network, as we've had studies show that marketers can achieve up to nine times more monthly touch points to reaching LinkedIn members who tend to be more active on our audience network. This is definitely something that really does set us apart from other audience networks. And we've also invested a lot in making sure that we reach and target the right audience through integrations to third party supply sources, and bolstering our audience graph. And of course, doing so safely with leading brand safety and suitability solutions through the partners that Peter mentioned as well. DoubleVerify being one of the most recent partnerships that we've forged in the past quarter, Peter Turner AJ, we found that advertisers achieve better return on adspend improve marketing outcomes by by asking their campaigns both on LinkedIn on instant work, and alongside the LinkedIn feed. Advertisers see an estimated cost per 1000 impressions reduced by 47%. And 63%, lower cost per conversions when leveraging the Audience Network. AJ Wilcox And that makes perfect sense to me. This is the right people seeing your message more often. in more places. I like to use this thought idea of like, what makes you cool in high school? Is it one friend who tells 1000 people that you're cool, or is it 1000 different people saying that you're cool. We know what drives popularity, and its multiple sources. I really see that as being one of the the big ways that the LinkedIn Audience Network helps our campaigns. Peter Turner We help LinkedIn marketers be cool. I like that. AJ Wilcox Yeah, exactly. So speaking of cool, what are some of the ways that marketers are using the LinkedIn Audience Network? If you want to share any like cool case studies or what people are doing? That has been really exciting? Lipika Gimmler Yeah, absolutely. So we've actually seen some remarkable case studies of customers leveraging LinkedIn Audience Network for very various use cases such as brand awareness being one that comes top of mind. So an example is a leading technology company that works with LinkedIn primarily because of our zero party and our first party data. So just double clicking into what those terms mean specifically. So zero party data is anything that our members willingly provide us via their LinkedIn profile information. So this is publicly available information that they have on their LinkedIn profile and updated continuously. Whereas first party data is what we can then derive from user behavior on the platform. So an example of this would be engagement data. So this customer in question that leveraged LinkedIn Audience Network for brand awareness, actually leveraged it for a very specific use case, which was Account Based Marketing. So they leveraged our audience network to really reach hard to find strategic members of the buying committee, and were ultimately able to see a 58% decline in CPM or cost per 1000 impressions, and saw 151% increase in their ability to reach CXOs, which was a core audience segment that they were looking to target. Similarly, we've also seen advertisers leverage the LinkedIn Audience Network for consideration campaigns. So here, an example that comes to mind is a client who leveraged the LinkedIn Audience Network to lower cost per clicks by about 65%. And saw an uptick in click through rates by about 90%. And we have another client who saw 2.2 times higher video view through rate, and 2.5 times higher video completion rate and 64%, lower cost per view. So as you can tell from a lot of these examples, the LinkedIn Audience Network is really great for full funnel objectives. So well, brand awareness is sort of an obvious use case for advertisers to use our audience network for we've also seen a lot of our clients use it for consideration and bottom of funnel campaigns as well. Lipika Gimmler We also as a team recently figured out that the LinkedIn Audience Network, if you're using the single image ad placement, you can build your single image ad retargeting audience very quickly. So those are some of the great things I hear you loud and clear for the results that you've seen across these other clients. Peter, what about you? Peter Turner Yeah, you know, it's not just for branding. As Lipika talked about, AJ, we've all seen customers leveraging LinkedIn Audience Network for bottom funnel objectives as well. I didn't get to work with our customers as much. But these examples are so impressive, this one sticks out to me. There was a client who's a leading provider of business cloud communications, who use the audience can work as a way to help their team connect the brand initiatives to business outcomes and saw 65% Lower CPMs while driving 93 times more conversions from CTOs the audience that mattered most to them. And another interesting use case we've seen recently is one in APAC, where an agency client enabled LinkedIn Audience Network for their branding campaign and then built a retargeting campaign afterwards, to retarget audience reach via LinkedIn on instant work enabled campaigns via Legion forms. And they saw a 2x increase in Legion form converts as a result. It's kind of like that example you were talking about AJ building that retargeting audience from a LinkedIn Audience Network campaign. AJ Wilcox We were so excited when we found out that the audience network could build your retargeting audience. I mean, anytime we're going after an audience on LinkedIn, you have to have a minimum of 300 people. It can take a while to build a retargeting audience and 300 people, but it built very quickly on the audience. So I think that's way cool. Here's a quick sponsor break and then we'll dive into the rest of the interview. 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 Ads strategies customized to your unique needs and tailored to the way that B2B consumers buy today. Over the last 11 years, we've worked with some of the largest LinkedIn Ad spenders 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 opportunity to get to work with you. Alright, let's go ahead and jump back into the interview. AJ Wilcox So what some of the work that goes behind the scenes and ensuring that LinkedIn's Audience Network is brand safe, and that advertisers have the controls that they need. Peter Turner AJ, this is one of my favorite questions and one that you know, we spend a lot of time at LinkedIn, a lot of work goes on behind the scenes. So at its core, we want to make sure that marketers feel really confident running off LinkedIn just as much as they do on LinkedIn. And we continuously work to uphold LinkedIn brand safety standards, across both the feed and the Audience Network. There's both manual and automated brand safety checks that we perform as a team. And we partner with industry leaders, such as iOS, DoubleVerify and Pixelate to filter out low quality inventory across the network. And we also have an in house team that manually invests and audits publishers regularly, to make sure that we're prioritizing publishers based on performance and audience engagement to maintain the quality of a network. This is core to what we deliver for our marketers, and really important for my team to get right. Lipika Gimmler Yeah, and in addition to all of the fantastic under the hood protections that Peter mentioned that essentially come out of the box with a LinkedIn Audience Network, something that we're really, really excited to announce, the launch of this quarter is a brand new brand safety hub, where an advertiser can actually design their own brand safety guardrails to reach their desired professional audiences across third party apps and sites, while still remaining aligned with their brand safety needs. So with this new brand safety hub that we've launched, what people can essentially do is number one, they can download and review the entire list of publishers that make up the LinkedIn Audience Network. So as to, you know, take a look at them and ensure there's transparency into what makes up our audience network. In addition to this, they can also create an upload, custom allow lists and custom block lists to be very specific in identifying the publishers that they want their brand messages to appear on. And finally, we also have introduced a new feature where advertisers can now import and apply their own DoubleVerify powered authentic brand suitability and custom contextual targeting profiles to the LinkedIn Audience Network campaigns. So this is a brand new partnership that we've forged with an industry leader like DoubleVerify. So it's a pretty fantastic new feature that can be leveraged by advertisers who use DV in their campaigns. So in addition to all of these new features, we also have category blocking, which essentially leverages tech lab content taxonomy categories, at the campaign level. So a ton of customization, a ton of manual controls that our advertisers can apply in setting up their brand safety guardrails is what they can look forward to, in addition to the automated checks that are already in place within the product. AJ Wilcox Lipika, I have to say, I'm a huge fan of the new brand safety hub. Some of the initial exploration that we did, as soon as we found out that we could upload our own targeting and block lists, we thought, well, hey, what if we started showing ads just to apps, maybe for something like a mobile app? Or what if we blocked apps and just showed to publishers, and we wouldn't have had that level of control without the brand safety hub. So props to you guys for releasing that. That was a really cool release. Lipika Gimmler Yeah, absolutely. It was something that was a top asked by a lot of our customers. And we're really, really excited to be able to bring them to life and encourage anybody and everybody who is sort of on the edge of wanting to test out the LinkedIn Audience Network to kind of give it a go and see how it works out for them from a brand safety perspective, specifically, and obviously, feedback is always welcome. AJ Wilcox So Lipika, I know this is kind of your wheelhouse. I'm curious to ask about what the future of the LinkedIn Audience Network looks like. Lipika Gimmler Yeah, absolutely. So the future for the LinkedIn Audience Network is absolutely bright. And our teams are consistently working to introduce new ad formats and ad placements that are exclusive to the LinkedIn Audience Network. As I mentioned, prior LinkedIn Audience Network is considered to be a core part of our advertising solution. So there's a lot of investment from an r&d perspective, and a lot of investment in terms of really soliciting what our customers are looking for, in terms of what's going to bring them value. So we really are looking to further fortify LinkedIn as a whole as the B2B marketing partner of choice for brands and agencies and the LinkedIn Audience Network is a key component to how we're going to get there. So we're really excited to what's in development. But at this point, there's a lot of under the hood work that's being done. But we're happy to share more about it in the coming months, hopefully, on a future episode that we might be able to guest on again with yourself, AJ, AJ Wilcox Perfect. Well, we'd sure love to have you back for any new developments. That'd be fantastic. Always. So excited to see how fast LinkedIn is moving at coming out with new features, and especially around the LinkedIn Audience Network, I've noticed, I'll be inside of campaign manager and just see something new and go, wow, I didn't even know they were working on that, especially like the brand safety hub, those awesome. We had an episode several back about the cookieapocalypse that's happening. I'm curious how the cookieapocalypse is affecting the LinkedIn Audience Network, especially after chrome stops respecting third party cookies. What can we expect? Lipika Gimmler Yeah, that's really great and a very timely question, because it's definitely top of mind for a lot of folks in our industry. And this is one that our team has really been focused on for the past few quarters to address and to find meaningful solutions for. Ultimately, it boils down to the fact that the LinkedIn Audience Network, again, is truly an extension of LinkedIn, with the anchoring feature being LinkedIn's zero and first party data, our targeting data, that is really second to none when it comes to professional audience targeting. So along with these deterministic data assets, we rely on our proprietary privacy enhancing group identity solution, which essentially leverages LinkedIn first party data to group members based on shared professional attributes. So examples of this could be title or seniority. And this essentially enables us to reach professionals at scale through our first party data and not individual trackers. So we've truly think that B2B can be better served by using group level, and other privacy enhancing solutions that are rooted in this proprietary first party professional data. And with our audience network, advertisers can harness the power of LinkedIn's targeting to really accelerate their marketing outcomes across a network of vetted publishers where their audience is engaging the most. And they're able to do so while enhancing member privacy in an evolving identity landscape. So the investments we're making across LinkedIn within this particular space is definitely being bolstered within the LinkedIn Audience Network as well. AJ Wilcox Perfect. So it doesn't sound like we should be afraid of cookieapocalypse happening, it's not going to shut the LinkedIn Audience Network down. Lipika Gimmler Not at all it is in fact being thought of at the forefront of all of this innovation. So you know, we'd recommend we encourage our advertisers to leverage the Audience Network to really reach their audiences at scale, because it's not something we're necessarily afraid of at this point, but we're actually thriving in the current environment. AJ Wilcox Beautiful to hear. So as we are turning on LinkedIn Audience Network campaigns, and we've been testing them quite a bit, we've noticed that when you turn something on, it's going to react in the auction slightly differently. So I love to ask, like, how does the LinkedIn Audience Network interact within the auction for LinkedIn traffic? How might you scope the right balance of ensuring that you have as much traffic going towards on network as LinkedIn Audience Network? Peter Turner So at LinkedIn, we work to maximize marketing outcomes for all of our customers across all the available placements we have. It's really based on what they're trying to achieve a scale. So our platform algorithms work to show brand messages across both feed and LinkedIn Audience Network that match an average professional target audience first, and then based on the campaigns objective second, and, and at the same time, while considering their budget in bid type. And again, the priority is to drive you know maximum key results, as per their objectives at the lowest cost. And this ultimately decides how impressions are split across the LinkedIn Audience Network and our feed, as our ad platform behaves in a placement agnostic matter, and considers all available placements at par with each other. This also helps ensure that advertising on LinkedIn is seamless and data driven, while being anchored in our robust and proprietary professional audience graph for member interactions with LinkedIn. One suggestion for advertisers, as I'm thinking about the problem presented, you know, prefer testing and monitoring a campaign or forums across, you know, the LinkedIn Audience Network and their feed distinctly would be to run parallel AB campaigns, one with LinkedIn audience network enabled and one without while mimicking the exact same campaign parameters. This way we can assume that 90% of LinkedIn Audience Network enabled campaigns will deliver on LinkedIn Audience Network, while the other would be pure feed campaigns, and better the chance of reaching professionals across both the feed and LinkedIn Audience Network semi-equally. AJ Wilcox And that's exactly what I'd recommend to because you can't run just a LinkedIn Audience Network campaign. So duplicating both campaigns having one set to do the LinkedIn Audience Network, the other set to be LinkedIn only. That's a great way of AB testing the campaigns, so I'm a fan of that approach. All right, so final question for both of you. What are you both professionally and personally most excited for right now or this year. Lipika Gimmler Yeah, I'm personally really excited to see more B2B marketers leveraging the LinkedIn Audience Network and finding interesting use cases for it in their marketing campaigns. A ton of times we connect, when we connect with our advertisers, we find use cases that we hadn't even thought about in the first place. So it's really, really engaging for us to connect with our clients and learn about how they're utilizing the audience network within their toolkit. And there are so many learnings that are to be had by experimenting with the LinkedIn Audience Network and unlocking test budgets for it. So I'd really encourage all of the marketers who are tuning into this episode to connect with your LinkedIn account team, and explore ways by which you can expand the possibilities of what can be accomplished by tapping into, you know, LinkedIn and the LinkedIn Audience Network to achieve your B2B marketing dreams and ambitions. AJ Wilcox Love that. And, Peter, same question to you. Peter Turner This is a fun one for me. So I've got two young boys at home, one and three. And so I'm getting a ton of energy and excitement, watching them learn and grow. And as much as I think about my work at LinkedIn, and specifically on the Audience Network, I spent a lot of time reading about parenting, and how to raise kind kids, and connect it back. That multi dimensional sense of who we all are, is really the key to LinkedIn Audience Network, I spend a lot of time on LinkedIn, but I also spend time elsewhere. And the value that the audience member creates is for marketers to reach me in multiple ways. And I'm very excited about that. AJ Wilcox I'm excited to hear congratulations on being an amazing parent who cares, and is trying to raise kind of children. That's awesome. This kind of concludes the questions I had, do either of you have anything else that you want to add? Lipika Gimmler At this point? Not really, I think this was a fantastic opportunity to really connect with your audience and to chat with you, AJ about, you know, what the foundational concepts are that the LinkedIn Audience Network was founded upon, and just all of the excitement that we have for what's to come. So we're really grateful for the opportunity and the time here, and we hope to come back and share more about, you know, the product roadmap, and maybe talk with customers and learn more about some of the use cases that are using the audience network for so again, appreciate the chance to chat today. Peter Turner And AJ, from mindset, you know, like the open to it, we've known each other for six or so years now working across, you know, various solutions at LinkedIn. And it's great to be on the podcast, and thank you for all you do to champion you know, and and support that LinkedIn marketer. It's not unusual for me to have a question about how to run a LinkedIn ad campaign and think to ask you first, and so I really think of you as an expert on what you do. And so thank you for the time today. AJ Wilcox Well, thank you, Peter. Thank you Lipika! Grateful that you would come and share so deeply with us and answer all my terrible questions. So much appreciate it! And have a great rest of your day. Lipika Gimmler Thank you. Thank you. AJ Wilcox 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 Alright! I hope you enjoyed the interview. I wanted to walk you through some great resources we've got for you. If you're looking to learn more about LinkedIn Ads, look no further than the course that I did on LinkedIn Learning all about LinkedIn Ads. You'll find the link in the show notes below. It is by far the most detailed, the least expensive, and the highest production value course out there, so check it out. If this is the first episode you've heard, congratulations, we're excited that you found us. Make sure to hit that subscribe button on whatever podcast player you're listening to. We'd love to have you back next week. But if this is not your first time listening, I would ask you please do leave us a review. Most of these reviews are done in the Apple podcasts section, but if you have anywhere else that will let you leave a review, please do. It truly means a lot to me. With any questions, suggestions, or corrections, reach out to us at Podcast@B2Linked.com. And with that being said, we'll see you back here next week. We're cheering you on in your LinkedIn Ads initiatives.

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies.  Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. https://maxy.media/en/

Meet Mark LaChance: Mark, also known as (Mr. Lucky), his last name literally means “lucky” in french,  is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. He has had many successful exits, 4 which have resulted in public offerings.  Decades of business experience and great success does not come without some failure - Mark made a poor real estate investment in 2006 which led him to depression and near bankruptcy. He has suffered crushing defeats only to rise up again and win! Now, Mark is the CEO of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world.  He is the author of the Amazon Best Seller, The Lucky Formula, which helps entrepreneurs to stack the odds in their favor and cash in on success.  What I love about Mark is that he is a powerful example of living full out. A true testament that life IS what you make of it, that opportunities ARE all around if you're open to seeing them and perhaps most of all, that luck is not a fluke, but in fact, a step-by-step formula. ... If you're interested in learning more about challenges and how you can use them to maximize your reach, increase your impact and grow your coaching business just click here: http://mychallengecreator.com/ ... https://www.linkedin.com/in/mark-lachance-74902615/  https://twitter.com/mlachance?lang=en  www.theluckyformula.com  https://www.instagram.com/misterluckyofficial/?hl=en  

1. Facebook Retires ‘Instant Articles' - Originally launched in 2015, Instant Articles were designed to provide publishers with a more engaging, fast-loading way to present their articles on Facebook, helping to maximize reader engagement within the app. As reported by Axios, Meta's ending support for Instant Articles as it works to better align with user preferences, which, increasingly, see video being its most engaging content format.2. TikTok Adds Photo Mode - Now TikTok has copied Instagram (perhaps in retaliation for IG copying all of its stuff) and launched  a new ‘Photo Mode' for still images in the app. Photo Mode looks exactly like Instagram, with users able to post carousels of still images that users can scroll through in the app. Per TikTok:“Photo Mode allows you to share carousel posts of still images that automatically display one after another. You can add music to soundtrack the images, which viewers can swipe through at their own pace.”3. YouTube Launches @handles For Channels - YouTube's moving more into line with other social networks with the addition of @handles for channels, which will make it easier to drive traffic to your profile, and promote your channel in the app.“Handles are a new unique identifier (example @youtubecreators) & ALL YouTube channels will have one. Your unique @handle will help people find & interact with you & your YouTube channel. And because handles are unique (unlike channel names), it's easy to confirm if you're engaging with the right person or not.”Your @handle, which will be unique to your channel (unlike Channel names), will directly connect people to your content, like it does on Twitter, TikTok, Instagram, etc. @handles will also function as a unique channel URL, providing another branding opportunity. Up till now, custom channel URLs have only been available to creators with 100 subscriptions, but now, YouTube's making the option available to all users in the app. @handles will also make it easier and faster to mention channels in comments, community posts and video descriptions.“For example, creators can be shouted out in a mention in comments or tagged in the title of a recent collab, helping them increase visibility and reach with new audiences.”Part of the idea here is to better promote channels, in alignment with habitual trends, with a key consideration likely being Shorts and helping to maximize Shorts channel growth by making it easier to follow creators. Another element that YouTube's looking to tackle is the rise of copycat channels, where scammers create channels that look similar to popular YouTubers', often by using the same channel name. By ensuring that each channel has a unique @handle, which they can promote direct, that will make it harder to create replica channels, and trick users with uploads and scams.4. Google Data Studio Is Now Looker Studio - Google launched Data Studio in March 2016 as part of the enterprise Google Analytics 360 suite, with a free version that lets you turn your data into informative, easy-to-read, easy-to-share, and fully customizable dashboards and reports. There are easy-to-use drag-and-drop features to customize reports from various data sources, including Search Console, Google Analytics, Google Ads, and much more. Now Google has renamed the popular analytics and data platform from Google Data Studio to Looker Studio. Google wrote “starting today, Data Studio is now Looker Studio.” “With this complete enterprise business intelligence suite, we will help you go beyond dashboards and infuse your workflows and applications with the intelligence needed to help make data-driven decisions,” Google added.Google also announced a Pro, paid, version of Looker Studio named Looker Studio Pro. Google said that the Pro version will get new enterprise management features, team collaboration capabilities, and SLAs. Google said that is just the first release and the company has “developed a roadmap of capabilities, starting with Dataplex integration for data lineage and metadata visibility, that our enterprise customers have been asking for.”You can learn more about this change on the Google blog.5. Google Swaps Title Tags With Site Names For Mobile Homepage Results - Google is now only showing the generic site name in mobile search results that are for the entire website, such as for the home page. Google is using site names in order to make it easier for users to identify the specific website in the search results. Here is what Google published in the official announcement:  “Today, Search is introducing site names on mobile search results to make it easier to identify the website that's associated with each result…”This new feature is available in the English, French, Japanese, and German languages and will begin showing up in other languages over the next few months. Google is recommending the use of the WebSite structured data type because Google is using the WebSite structured data type, specifically the “name” property, to understand what the site name of a website is. So it is best that your site has the following: WebSite structured data Title tag Headings (H1, H2, etc.) Open Graph Protocol meta data, specifically the og:site_name You can read the official announcement here and the Search Central Documentation here. 6. Google Renames Webmaster Guidelines To Search Essentials & Some Changes - Google has renamed the Google Webmaster Guidelines to Google Search Essentials. The name change is Google's ongoing efforts to remove the term "webmaster" so that these tools and documentation do not narrow the focus to just "webmasters," but expands it to publishers, site owners, developers, creators, and so on. Google also changed the overall format, added clearer terms and examples and also tried to simplify them for easier consumption. Google explained they updated the: Technical requirements: It is a new section to help people understand how to publish content in a format that Google can index and access.  Spam policies: Google updated its guidance for its policies against spam, to help site owners avoid creating content that isn't helpful for people using Google Search. Google explained that most of the content in these spam policies has already existed on Google Search Central in the "Quality Guidelines", Google did make a few additions to provide clearer guidance and concrete examples for issues like deceptive behavior, link spam, online harassment, and scam and fraud.  Key best practices: Google published new guidance with key best practices that people can consider when creating sites, to create content that serves people and will help a site be more easily found through Google Search. 7. Google Announces Search Central Live Conference - Google announced live conference series called Search Central Live previously known as Webmaster Conference. The conference is scheduled for November 24, 2022 in Singapore. Registration for a limited amount of seats is currently open until November 15th, with ticket confirmation set to begin on November 17. Admission to the event is free. Per Google:“Before you buy your transcontinental plane ticket, keep in mind that we do plan to have more of these events in the future, and some might be closer to your base. Stay tuned for these updates on the Search Central Live event page or on Twitter.”Here is the official announcement.8. Microsoft Bing Launches Image Creator - An AI Image Generator - Microsoft has launched Image Creator - an AI image generator to its Bing search engine, which enables users to create digital art from text input. Let's say a picture of a Shiba Inu as an astronaut would go perfectly with a blog post you're writing. You turn to the search engines for a free-to-use image, but you can't find one that matches your criteria. With the new Image Creator tool coming to Microsoft Bing, you can generate the exact image you need by inputting descriptive text.Image Creator is powered by DALL-E 2 image generator technology developed by OpenAI. Microsoft says Image Creator can assist searchers with creating images that don't exist yet.9. Google's Stance On The Use Of AI Images - Google's John Mueller and Lizzi Sassman discussed the topic of using AI Images on your site in Episode 48 of the Search Off The Record podcast. Although autogenerated text content is prohibited/limited for ranking in Google Search, surprisingly there was no similar prohibition or caveat discussed about AI generated images and ranking in Google Images.10. Google Updates Image Structured Data - Google has added three new structured data properties to be used with the ImageObject type in order to add support for credit, copyright and image creator information via structured data. Google's developer support changelog states:“Added support for image credits to the Image Metadata structured data documentation. Previously, you could only provide image credit information with IPTC photo metadata. When you specify image metadata, Google Images can show more details about the image, such as who the creator is, how people can use an image, and credit information. ”This is what the new structured data types are for, according to Schema.org: creditText - Text that can be used to credit person(s) and/or organization(s) associated with a published Creative Work. creator - The creator/author of this CreativeWork. This is the same as the Author property for CreativeWork. copyrightNotice - Text of a notice appropriate for describing the copyright aspects of this Creative Work, ideally indicating the owner of the copyright for the Work.” 11. Google's Advice On How to Write Good Alt Text - The purpose of alternative text (alt text) in images is to provide audiences with screen readers a way to understand the images. In Episode 48 of the Search Off The Record podcast, John Muller and Lizzi Sassman gave the following advice on how to write Good Alt text:“Imagine that you're reading the web page aloud over the phone to someone who needs to understand the page. This should help you decide what (if any) information or function the images have. If they appear to have no informative value and aren't links or buttons, it's probably safe to treat them as decorative.From an SEO point of view, my recommendation is always to provide context for the image as well in the alt text. So if you have a picture of a beach, don't just be like, ‘Oh, this is a photo of a beach.' But rather like, ‘This is the beach before the chemical spill happened.' And… Because it's very different context if someone is searching for a beach for a holiday, it's like, ‘Oh, I want to see a beautiful beach. I'll go there on vacation.' And if you notice, well actually, this is before the chemical spill happened, then it's like, ‘Well, maybe like that would lend itself to different kinds of Search queries.'Because ultimately, when you're talking about Image Search, it's not that people want an image, but rather they want information which is attached to that image. They want kind of to understand a specific topic to find some information. And that additional context is something that you can provide in the alt text. And that's something that they might be searching for. And if they're searching for it, then make it easy for them to find that.”12. 3 New Examples From Google On How To Write Product Reviews - There has been a lot of confusion about the types of sites that may be impacted by the product reviews algorithm updates. This algorithm was designed to look at sites that offer product reviews, not necessarily e-commerce sites that have reviews on the product listing pages. So Google has added three new examples to the top of the “how to write product reviews” help document, clarifying more types of sites that may be impacted by the product reviews algorithm updates. The 3 example are: An expert staff member of a merchant that guides shoppers between competing products. A blogger that provides independent opinions of products. An editorial staff member at a news or other publishing site. These examples provide additional guidance on what types of sites may be impacted by this set of algorithm updates. In short, it is about content where someone is doing a review of a product, either as a comparison or a deeper dive into a specific product. This can include merchant sites, shopper guides, bloggers that share their opinion, news or publishing sites doing reviews, and more.As Alan Kent of Google recently said on Twitter “a merchant's product page with user reviews is not considered a “product review page” in this context.”Google also recently clarified that structured data may help Google identify product review-type content, but it is one of many ways Google identifies such content. Danny Sullivan wrote, “as for structured data, it might help us better identify if something is a product review, but we do not solely depend on it.”13. Google Still Does Not Use HTML Lang Attribute - Google's John Mueller https://twitter.com/JohnMu/status/1577945097693532166re-confirmed that Google Search does not use the HTML lang attribute. He said many screen readers do and Microsoft Bing might use it as well, but Google Search still does not.This is a similar statement to what he said several years ago in a video response - “We don't use that at all. So we use the hreflang links if you have that if you have different language versions. But the language attribute within the HTML markup is something we don't use at all. We've found that this language markup is something that is almost always wrong. So we tend to ignore that.”14. Google: SEO Is A Long Game - We all know that ranking well for competitive terms in Google Search is not as easy, or even a fraction as easy, as it was two decades ago. This is because of many variables including but not limited to Google's algorithms getting better and there being a lot more competition.John Mueller of Google responded to a complaint about SEO being too hard for news businesses to even bother trying. The question was "is SEO dead? I mean, starting with a new website these days it is basically impossible to outrank high authority websites. So many high DA showing up in the SERP. What can we do with a new website?"John's response was solid, he said "If you mean it should be trivial to out-rank long-existing, legitimate businesses with some SEO tricks, then yes, that kind of SEO is long dead. It's not enough to throw some keywords on a page to make it useful to users."But that does not mean SEO is dead or you should give up and not try to start a competing business with others. You just need to take the time and effort to compete. The same logic applies to offline success as it does with online success. You can't just start a new brand of soda and expect to compete with Pepsi or Cola overnight, it takes time, resources, marketing and a good product.15. Google: Do This To Get New Content Indexed Quickly - Google's John Mueller said that pinging Google that your sitemap file has been updated can help Google index your new content quickly. He said it is simply Google practice to ping Google with when your sitemap file is updated.Of course, this does not guarantee indexing. Google still does not index everything, so just because you might ping Google about a new URL, it does not mean Google will index it.John Mueller wrote on Twitter "Pinging a sitemap is a bit different than just providing it in the robots.txt -- by pinging, you're actively flagging a change in the sitemap file. If you're keen on having new content indexed quickly, that's a good practice."According to Google developers guide "Google doesn't check a sitemap every time a site is crawled; a sitemap is checked only the first time that we notice it, and thereafter only when you ping us to let us know that it's changed. Alert Google about a sitemap only when it's new or updated; don't submit or ping unchanged sitemaps multiple times."To use the ping tool, send a GET request in your browser or the command line to google.com, specifying the full URL of the sitemap. Make sure that the sitemap file is accessible. E.g: https://www.google.com/ping?sitemap=FULL_URL_OF_SITEMAP16. Google Ads Launches Content Suitability Center - Google has launched a new content suitability center in Google Ads where you can manage your suitability settings for all campaigns on YouTube and the Google Display Network.Google wrote, “previously, managing suitability settings was done in multiple, segregated sections of Google Ads and the experience differed across Google platforms.” “This led to a time-consuming and cumbersome implementation process, along with misconceptions and misuse of the controls. While exclusions can be helpful tools, brands also want to be mindful of the types of content they choose to exclude. Over-exclusion can negatively impact your cost and reach. It can also unintentionally exclude great, brand-safe content or content relevant to diverse communities,” Google added.When you enter the new suitability center in Google Ads, you can now select one of the three inventory modes. Inventory modes “cater to your preferences for various sensitive themes, such as profanity, sexual suggestiveness and violence,” Google explained. You can fine-tune additional exclusions from that point. Once you have designated your preferences at the account level, Google Ads will now automatically apply these settings to your future campaigns.17. Google Ads Will Remove Some Content Targeting In YouTube Conversion Campaigns In 2023 - A major benefit of YouTube ads has been the powerful targeting options, many of which will now be removed early next year according to a Google Ads help article. The help article, “Optimize your Video campaign for more conversions” contains a content targeting section that recommends avoiding the addition of content targeting (by keywords, topics or placements) in campaigns.These content targeting options are beloved by many advertisers due to the granularity they provide. Placements could target YouTube Channels, specific videos, video lineups, URLs, Apps, or collections.With the current targeting, advertisers could match ads to channels/videos to deliver more customized messages to audiences. This change will effectively put an end to the hyper-targeting that made YouTube so appealing for ad dollars.Another major blow is the loss of keyword targeting on the self-proclaimed 2nd largest search engine in the world. The removal of query targeting on a (video) search engine hurts.While keywords on YouTube haven't historically been as powerful as traditional search, it has been a way for advertisers to help answer queries with their video content. There is no doubt that advertisers will need to get more creative in order to hit their target audience.Advertisers running YouTube content targeting campaigns that leverage keywords, topics or placements will have the targeting removed.If you are running ads using content targeting options, you should stay tuned to updates as those targeting settings will be automatically removed from your campaigns. With less targeting, you'll reach a larger audience and may spend more on less qualified users.

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is currently the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer which he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada. Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006. Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. Social Media Links: Instagram: @misterluckyofficial

What is luck really? Can we define it, apply a formula to it and create it for ourselves? That's what this week's guest Mark Lachance thinks and he would know: his name is luck! Welcome to this episode of the Beyond Success Podcast. This series of conversations with business experts and captains of industry, is here to serve you in your growth as an entrepreneur. No matter what level of success you are at, there are always areas of growth open to us. So please join us in the collective uplift by listening, learning, enjoying and sharing this podcast! Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Connect with Mark here: Website: max.media Personal Website: https://marklachance.com/ To subscribe to my YouTube channel, please go here: https://www.youtube.com/channel/UCMdAvGk6xa5fptmdULliJrg Want to manifest money now? Play the 'Money Game' to harness the power of micro-shifting to attract abundance immediately. Get your Ebook for $1. Buy NOW. Do you want inevitable & sustainable financial abundance, based on your own unique 'Money DNA'? Watch our brand new webinar Interested in working with Dan 1-2-1? In collaboration with other highly successful experts, he will help you reach financial freedom in 6 months or less: Apply Here *PLEASE RATE US AND SHARE* Join me on: Facebook Instagram Twitter Music Credit: "Freeling", Lauren Duski Timestamps of interest: 01:35 - Hey Mark, who are ya and what do you do? 02:45 - What is ‘luck'? 05:20 - Meeting Richard Branson on Necker Island…luck or design? 08:29 - Mastery 14:00 - The biggest setup to success 18:00 - More about this luck formula 23:29 - How Mark is helping people succeed on TikTok 26:43 - How to connect with Mark #entrepreneur #business #motivation #success #entrepreneurship #love #inspiration #mindset #goals #smallbusiness #lifestyle #entrepreneurlife #motivationalquotes #marketing #money #life #quotes #bhfyp #businessowner #instagood #believe #instagram #startup #positivevibes #motivational #inspire #selflove #happiness #hustle #bhfyp

What is luck really? Can we define it, apply a formula to it and create it for ourselves? That's what this week's guest Mark Lachance thinks and he would know: his name is luck! Welcome to this episode of the Beyond Success Podcast. This series of conversations with business experts and captains of industry, is here to serve you in your growth as an entrepreneur. No matter what level of success you are at, there are always areas of growth open to us. So please join us in the collective uplift by listening, learning, enjoying and sharing this podcast! Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Connect with Mark here: Website: max.media Personal Website: https://marklachance.com/ To subscribe to my YouTube channel, please go here: https://www.youtube.com/channel/UCMdAvGk6xa5fptmdULliJrg Want to manifest money now? Play the 'Money Game' to harness the power of micro-shifting to attract abundance immediately. Get your Ebook for $1. Buy NOW. Do you want inevitable & sustainable financial abundance, based on your own unique 'Money DNA'? Watch our brand new webinar Interested in working with Dan 1-2-1? In collaboration with other highly successful experts, he will help you reach financial freedom in 6 months or less: Apply Here *PLEASE RATE US AND SHARE* Join me on: Facebook Instagram Twitter Music Credit: "Freeling", Lauren Duski Timestamps of interest: 01:35 - Hey Mark, who are ya and what do you do? 02:45 - What is ‘luck'? 05:20 - Meeting Richard Branson on Necker Island…luck or design? 08:29 - Mastery 14:00 - The biggest setup to success 18:00 - More about this luck formula 23:29 - How Mark is helping people succeed on TikTok 26:43 - How to connect with Mark #entrepreneur #business #motivation #success #entrepreneurship #love #inspiration #mindset #goals #smallbusiness #lifestyle #entrepreneurlife #motivationalquotes #marketing #money #life #quotes #bhfyp #businessowner #instagood #believe #instagram #startup #positivevibes #motivational #inspire #selflove #happiness #hustle #bhfyp

In this episode of the Road to Growth podcast, we are pleased to introduce you to Mark Lachance. Mark is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects.    Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America.    In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer which he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada.    Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006.   Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. He speaks and travels the world with his wife, Sonya, and their two boys.    Learn more and connect with Mark Lachance by visiting him on Instagram : https://www.instagram.com/misterluckyofficial/ Website: www.theluckyformula.com       Be sure to follow us on Twitter: Twitter.com/to_growth on Facebook: facebook.com/Road2Growth   Subscribe to our podcast across the web: https://www.theenriquezgroup.com/blog Spotify: https://spoti.fi/2Cdmacc iTunes: https://apple.co/2F4zAcn Castbox: http://bit.ly/2F4NfQq Google Play: http://bit.ly/2TxUYQ2 Youtube: https://www.youtube.com/channel/UCKnzMRkl-PurAb32mCLCMeA?view_as=subscriber   If you are looking to be a Guest on Podcasts please click below  https://kitcaster.com/rtg/  For any San Diego Real Estate Questions Please Follow Us at web: www.TheEnriquezGroup.com Youtube: https://www.youtube.com/channel/UCKnzMRkl-PurAb32mCLCMeA or Call : 858 -345 - 7829 Recently reduced properties in San Diego County * Click **** bit.ly/3cbT65C **** Here* ****************************************************************************

Jenn Foster and Melanie Johnson co-owners of Elite Online Publishing, interview Mark Lachance about his book "The Lucky Formula" and how it has effected his business Maxy Media.  What You'll Learn in this Episode: How becoming a best selling author is important. How to apply the lucky formula to everyday life. How to increase your leadership skills. Quotes: "So if you master your internal self, you master your external self, and you sprinkle action on top of that, you're gonna get success or luck." (6:41) "I think that one of the key things to having a successful company is the leader's mindset, and the second key, is the people that leader puts around them." (9:55) "If you wanna really scale a business, get outta your way. Drop your ego and don't try to be the best in everything because you can't be, it's impossible." (15:46) About Mark Lachance: Mark is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Learn More Here Take The Lucky Formula Quiz Here Leave a Rating & Review: If you found value from this podcast, please support us by leaving a rating and review on iTunes! Each review is read personally, and we would love your feedback! Thank you in advance. Click here to view the podcast! Click “Listen on Apple Podcasts," then "ratings and reviews," and you will see the button to "write a review." Don't forget to SUBSCRIBE on iTunes and YouTube, so you never miss an episode. Video URL: https://youtu.be/yVVbbR1BxPg Website: https://EliteOnlinePublishing.com

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. To View This Episode- https://youtu.be/rKGsZwVreCA #whoknewinthemoment #Author #TheLuckyFormula

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. He is also the author of The Lucky Formula: How to Stack the Odds in Your Favor and Cash in on Success. Click here to take the Lucky Formula quiz. Click here to purchase The Lucky Formula. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you're not in the long game, you're in the wrong game! Today's guest is Mark Lachance, Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Mark, also known as Mister Lucky, is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, Mark is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark and Travis discuss how the business model of a performance agency is different from a marketing agency, how Maxy Media generates traffic and leads in such a competitive industry and how Mark connected with high value individuals at live events. The dive deep into the importance of mentors and leveraging other people's experience and knowledge when building a business and why the right room is the one that challenges you and gets you fired up. Mark also explains why you can't do everything as an entrepreneur and how he looks to hire smarter people than him.Mark also gives a brief rundown of his new book The Lucky Formula: How to stack the odds in your favor and cash in on success.This is an episode you can't miss!Key Highlights:  [00:01 - 05:28]  Continuously Reinventing HimselfMark's experience in the sports industry as an agent.The importance of recurring income with payment businessesThe different ventures Mark has tried out [5:28:47 - 10:19] Maxy Media: Performance MarketingThe difference between a marketing agency and a performance agencyHow Mark's company generates traffic and leads for his clientsWhy the best leads are not always in the same place [10:20 -23:07] The Right Room to Level UpThe Business Mastery Event with Tony Robbins that changed everythingConnecting with high value entrepreneurs and mentorsMark's mentors that help him achieve success in different aspects of lifeRelationships take long to build but they will pay off [23:08 -23:07] The Who Not HowWhy as an entrepreneur you can't know and do everythingHiring smarter and faster people than youThe Lucky Formula Tweetable Quotes: “The marketing game is about testing, trying new things and failure that eventually leads to success” -  Mark Lachance“If you want to be successful,  you are not going to do it alone” -  Mark Lachance“Get out of your own way, drop your ego and hire people that are smarter, better and faster than you ” - Mark LachanceTAKE THE QUIZ AND FIND OUT HOW LUCKY YOU ARE, VISIT: https://quiz.theluckyformula.com/theluckyformulaConnect with Mark:LinkedIn Order Mark's book:https://marklachance.com/the-lucky-formula-mark-lachance/  Follow Mark on:  Instagram: @misterluckyofficial Did you love the value that we are putting out in the show? LEAVE A REVIEW and tell us what you think about the episode so we can continue putting out great content just for you! Share this episode and help someone who wants to connect with world-class people. Jump on over to travischappell.com/makemypodcast and let my team make you your very own show!If you want to learn how to build YOUR network, check out my website travischappell.com. You can connect with me on Facebook, Instagram, and Twitter.Advertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

In this episode of Championship Leadership, we had a fun interview with Mark Lachance, a distinguished entrepreneur, renowned author, and CEO of Maxy Media Inc.- a performance-based digital marketing company and one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Mark grew up in a family of hockey players, with two of his brothers who played professionally. However, Mark chose a different path and found success as a sports agent. Being a natural entrepreneur, Mark also embarked on different business ventures but experienced failures and bankruptcy during the recession back in 2008 which made him suffer from depression and anxiety. After his realization, Mark eventually decided to get back on his feet and start again. Today, Mark is eager to share his stories and life lessons and tell us the formula to success through his book  The Lucky Formula. Know more about the book! Tune in to his episode!

One of the keys to successfully building a successful Social Media Campaign for a Car Dealership is the Content.Take this challenge: How many ads are you currently running in social media? How often are they updated?How many different Ad Sizes are you using?Are you using Video? (What Size?)What platforms are you Advertising on?The intice® Content Creator will generate Hundreds of different Ad Variations of content in multiple ad sizes for multiple ad platforms such as Google Display Network, Facebook, Instagram, Twitter, YouTube and TikTok.You can choose to utilize the intice® Agency to place and manage your Advertising or choose do this on your own.#digitalretailer #Facebook, #Instagram, #Twitter, #YouTube, #Google Display.

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. He is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Top 3 Value Bombs: 1. The way to avoid entrepreneur dilemma is to drop your ego and swallow your pride. Hire people that's a lot smarter than you to do the jobs you're not good at. 2. The formula is Internal Mastery (I) + External Mastery (E) + Action (A) = Luck. 3. What you don't measure, you can't fix. What you measure, you can fix. Measure where you're at and get better as you go through life. Determine your Lucky Score© and discover your likelihood of attracting luck. Don't wait! This quiz will help you take your business and life to the next level! - The Lucky Formula Quiz. Sponsors: HubSpot: A platform that's easy for your entire team to use! Learn how HubSpot can make it easier for your business to grow better at Hubspot.com! Lending America: Fund your business with 0% interest with the help of Lending America! Visit eofire.com/lending for more details and for service disclaimers. Roll by ADP: Roll is the first chat- based payroll app designed for small businesses. Ready to Roll? Check out RollByADP.com/fire to download the Roll by ADP app and get your first 3 months free!

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. He is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Top 3 Value Bombs: 1. The way to avoid entrepreneur dilemma is to drop your ego and swallow your pride. Hire people that's a lot smarter than you to do the jobs you're not good at. 2. The formula is Internal Mastery (I) + External Mastery (E) + Action (A) = Luck. 3. What you don't measure, you can't fix. What you measure, you can fix. Measure where you're at and get better as you go through life. Determine your Lucky Score© and discover your likelihood of attracting luck. Don't wait! This quiz will help you take your business and life to the next level! - The Lucky Formula Quiz. Sponsors: HubSpot: A platform that's easy for your entire team to use! Learn how HubSpot can make it easier for your business to grow better at Hubspot.com! Lending America: Fund your business with 0% interest with the help of Lending America! Visit eofire.com/lending for more details and for service disclaimers. Roll by ADP: Roll is the first chat- based payroll app designed for small businesses. Ready to Roll? Check out RollByADP.com/fire to download the Roll by ADP app and get your first 3 months free!

Welcome to the show everybody, Thanks for joining in This show is split into 2 parts, 1st is me documenting my journey, Failing my way, in public to success, the other part is me interviewing people who we can learn from on what it takes to become who you want to be. Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer which he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada. Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006. Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns.  He speaks and travels the world with his wife, Sonya, and their two boys. Talking Points Blitzscaling:  How to Overcome & Conquer the Entrepreneur's Dilemma The Lucky Formula: How to Stack the Odds in Your Favor to Cash in on Your Success How to Build Highly Profitable Companies From the Ground-up Attraction Leadership:  How to Use Positivity to Create Great Teams! ORDER THE BOOK!!  https://marklachance.com/the-lucky-formula-mark-lachance/ Social Media: Instagram - @misterluckyofficial Book:  The Lucky Formula  Special Audience Giveaway:  https://quiz.theluckyformula.com/theluckyformula Take the quiz to see how lucky you are. Connect with me:  Instagram: https://www.instagram.com/marksclairetraining/  LinkedIn: MarkSclaire https://www.linkedin.com/in/mark-sclaire-97202045/  Website: www.marksclaire.com  Email:  mark@marksclaire.com  Phone: +971566556093  =======================  Please support this channel by giving me a like, subscribing or leaving a comment.

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, one who possesses a deep understanding of blitz scaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer which he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada. Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006. Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns.  He speaks and travels the world with his wife, Sonya, and their two boys. In addition to listening to the episode, you can watch a video of their discussion on our YouTube Channel.  And be sure to subscribe to support the podcast! For general information about the podcast, send an email to info@beinhakerlaw.com To follow Mitch and the podcast, go to linktr.ee/beinhakerlaw. You can subscribe and listen to episodes on Apple Podcasts, Google Podcasts, Amazon Music, Spotify and most other directories. Please review us whenever possible and thanks for your continued support! Sponsorships and paid guest appearances are available. Connect with us by email or on social media. The Accidental Entrepreneur is brought to you by Beinhaker Law, a boutique business & estates legal practice in Clark, NJ. To learn about shared outside general counsel services and how to better protect your business, visit https://beinhakerlaw.com/fractional-gen-counsel/ Please support our affiliate sponsors (https://beinhakerlaw.com/podcast-affiliates/). Also, support the show and get your own podcast merch! (https://beinhakerlaw.com/podcast-store/) One of One Productions - a New Jersey-based studio, just over the George Washington bridge, that caters to the booming business of podcasting. Be sure to check out the guesting kit that they've created exclusively for our listeners! https://one-of-one-productions.myshopify.com/products/mitchell-beinhakers-guesting-kit North Authentic - NorthAuthentic.com is a conscious hair care marketplace offering the cleanest brands from around the world. Their pro stylists curate only the most fabulous non-toxic hair products. Use our affiliate link for all your purchases! https://shrsl.com/38heu The Healthy Place - Findyourhealthyplace.com has thousands of supplements to help you live a better quality of life; as well as natural solutions for chronic pain, stress, anxiety, depression, sleep and much, much more. Need guidance? Use their Live Chat feature and talk to a Wellness Consultant right on their website. The Accidental Entrepreneur is a trademark of Mitchell C. Beinhaker. Copyright 2018-2022. All rights reserved.

If you want more sales on Etsy then the Offsite Ads program might just be the best solution for that. To be a part of this program your revenue in the past 12 month period should be more than $10,000 However, you can still opt to be a part of it even when you don't meet the threshold, you will just pay a slightly larger fee for the Ads. Offsite Ads are the way in which Etsy promotes your products on some of the most visited websites globally like Google, Facebook, Instagram, Pinterest etc. Etsy also promotes your products on the Google Display Network and its own Publishing Partner Sites. This means that your products are getting in front of highly relevant people that are most likely to make a purchase. In this episode, you'll get to know some important things about Offsite Ads and discover answers to some of the most popular questions that keep popping up all the time amongst Etsy Sellers. So tune into the episode and find out what Offsite Ads are all about.

Elle Russ chats with Mark Lachance - a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is currently the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spending on the TikTok platform in Canada and the top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer that he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada.  Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006.  Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. He speaks and travels the world with his wife, Sonya, and their two boys. Learn more at MarkLachance.com.   SELECTED LINKS: MarkLachance.com Instagram @MisterLuckyOfficial ElleRuss.com  

Show Resources Here were the resources we covered in the episode: NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.   Show Transcript Account Based Marketing with LinkedIn ads. Exactly what to do for the best results. Coming right up 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. So Account Based Marketing is hot in the B2B sphere. There are so many different companies with ABM offerings, and it's literally become a buzzword in the B2B community. It's really interesting to me because LinkedIn Ads has had the ability to target specific companies with ads since it debuted in 2008. It continues to be, in my opinion, by far the best way to do Account Based Marketing. So on this episode, we're going to go over exactly what ABM is, and how to do it effectively with LinkedIn. We'll also cover what sort of content and offers work well, and the basics of how to segment your campaigns. Make sure to listen all the way to the end, as I'm going to be sharing my top five favorite ABM tactics. Okay, jumping into the news here, you may have noticed that banner at the top of account manager letting you know that there's going to be a new left hand navigation for campaign manager. Well, we got it on some of our accounts and I was pleased to report, since we talked about this in last week's news, that is actually pretty cool. A new addition here is under assets, there's asset history. And that's kind of cool. We haven't had any sort of historical record keeping of anything in the accounts up to this point. So I'm excited to see that. Something else that I really liked about it is it removed the extra step of switching between accounts, which we obviously as an ad agency, who is running LinkedIn Ads, and we're running a lot of them, it's quite a pain to back out of an account and then go back into another one. Well, now it's a very quick click to stay right within campaign manager and just switch accounts. Alright, let's jump into ABM. Let's hit it. 2:00 So first off, I think we have to define what ABM or Account Based Marketing is, because it really has become a buzzword and it's something that CMOs and other marketing professionals throw around, and may not actually know what it means or how it applies to their own marketing efforts. So by my own definition, Account Based Marketing, or Account Based Targeting, or Account Based Sales, it all revolves around the same idea that we are targeting specific companies by name. The way you can think about this is a company can go out and try to acquire as many customers as they want., but Account Based Marketing is all about saying, well, actually, we know a handful or more than a handful of the companies who would be perfect for us, they would be our ideal customers. In that case, you could have a separate effort where you're going after those handful of excellent ideal customers, while still trying to attract the majority of the other accounts, while still trying to attract other business from the rest of the industry. In our case, we specialize in the largest and most involved in highest spending accounts on the LinkedIn Ads platform. And so we know who a handful of those larger players are that we would love to get to work on their accounts. So of course, we want to show ads specifically to them, because any one of those would be a fantastic partnership for us. So my question to you is, who should be doing Account Based Marketing? For me, for a long time I've been telling people, not everyone should advertise on LinkedIn. For some companies, the costs are just too high to make it profitable for them. For instance, if you're a SaaS software that selling for, you know, $100 a month and you don't have contracts, it's likely going to take a long time to recoup any sort of investment. And it may not be possible to show a return on your investment on LinkedIn. But as Account Based Marketing is concerned, I actually do think that every B2B company should be doing it. Because no matter what you do, chances are there are a handful or, like I said more than a handful of companies who would make perfect customers for you. And even if everyone is paying exactly the same amount for your software, you can imagine that there are some brands that would be so worthwhile to have as customers. You could show their logo, you could do case studies about them and leverage their logo, their brand presence, to help elevate your own brand. So you might be willing to take a loss on your advertising, just to bring a brand like that in because it brings all of that credibility, and additional social proof that will help you get a lot more deals in the future. Chances are though, if you're listening, you've already been using LinkedIn Ads and so adding on an ABM element to your campaigns isn't going to be that huge of an addition. And in fact, you're probably already doing it. So let's dive in a little bit deeper. So like I mentioned, back in 2008, LinkedIn let us target specific companies by name. This is back when they had 1000 audience minimum for any sort of advertising. Thank goodness since been lowered down to 300. But even then, as we're talking about ABM, you'll see this is still pretty restrictive. And the way this has always worked is when you go down to select your different audience attributes, you'll see company name is one of the ways that you can target and it's always been this way. In fact, it still is, if you go look for it. And this is great. We still use this quite regularly. The challenge, though, is that, when you use this targeting feature, you're only able to target up to 200 accounts at a time. So let's say that you had an account list of maybe it's the fortune 500. Well, because you can only target 200 companies at a time through this, you'd have to have three separate campaigns. Campaign one targeting the fortune 200, campaign two targeting 201 through 400, and then the third campaign that's targeting just the last 100. You could see how this would be a little bit of a pain to manage and in fact, we've done this for a long time. But luckily for us, back in 2017 LinkedIn released what they called matched audiences. What this allowed us to do is actually upload a list of either individuals that we want to be able to target on LinkedIn or we can upload company names as a list. With this list upload, now we can upload up to 300,000 rows. So you might ask me, AJ, why would you ever want to manually input those company names into a campaign? Well, there are a couple benefits. And this is, of course, if you want to target fewer than 200 companies at a time, then I would still recommend this. And there are two reasons for this. The first is when you manually input them, any suggestion that LinkedIn gives you, it already has a 100% match rate. So if you start typing the name of a company, and it pops up, you are targeting that company, no ifs, ands, or buts about it. Whereas with the list upload, you always have to worry a little bit about your match rate and did you put it in the way that LinkedIn wanted to see it, and you won't know until you upload it. The second benefit here is that you'll be able to start targeting that company immediately. Whereas if you upload a list, chances are you won't be able to start using that for about 72 hours. And trust me, I know LinkedIn says it will take a maximum of 48 hours. But in our experience, it is 72 hours. Please fix that. So if I'm ever targeting a list of fewer than 200 companies, I'm probably going to want to input them manually and that's a huge pain. So you might be thinking, AJ, you're crazy, don't do that. Well, I really only have to do it once. Because once you've ever entered 200 of anything, you can always save that audience for later. And then you can go and apply that in any other campaign that you want to. So yeah, it's a pain to put it in once, but once it's in there, you can reuse it again in the future. The other thing is, once you've uploaded a list, you have like 30 to 90 days basically to use that list in your advertising, otherwise, LinkedIn forgets the list. It's a bit of a pain, you have to go back and reupload the list, wait another 72 hours for it to finish processing, and only then can you use it. So working with lists on LinkedIn is really frustrating. But of course, if you're doing a lot of Account Based Marketing, it really is nice to have these lists uploaded and ready to go. 8:29 So if you want to upload your first list, what you do is if you're on the old UI, you'll go to Account Assets, and then Matched Audiences. If you're under the new UI, the new left hand navigation, it'll be under Plan Matched Audiences, you then select Create Audience and then you decide whether you want to do a Company List or a Contact List. Both of them will have a template that you can download into Excel. So because we're talking about ABM here, we're going to talk just about company lists. But of course, contact lists are also great, very much deserving of their own episode. After you download that template, open it in Excel and you'll get to see all of the different headings of the columns that LinkedIn will accept. And so right now, at the time of recording, we have company name, we have domain name like the website URL, we have the email domain, we have company page URL - the URL for how to find this company on LinkedIn, we have stock symbol if they're a public company, industry, city, state, country and zip code. And of course, if you have company page URL, that's probably going to match it 100%. I can't imagine how LinkedIn would not match that, but if you don't just magically have that information from your data source, we found that company name and domain tends to work pretty well here. Then you can upload that CSV file and then wait for like I said, 72 hours until it finishes processing, and then all of a sudden, it will be ready to use in your account and you can start actually advertising to these people. So now that you have this list, you have to go in and create a campaign, or edit a campaign to start using this list. So what you do is when you're in the campaign settings, you scroll down to the targeting criteria. And you'll notice that the first one says, audiences. When you click audiences, there will be list upload and then you'll see company or contact list. Click on the one of your choice and you should see the list that you've uploaded in this list. Alright, so a quick pro tip, you actually don't have to wait until your audience is totally done processing to associate it to a campaign. We know until that list has finished processing, the campaign won't run. But you could still build the campaign and get it associated here so that as soon as it finishes processing, like the second, all of a sudden the campaign will be running. It could save you some time. I will mention here that it's really important to understand that there are two different things you can do with these lists. You can associate a list as either an inclusion or an exclusion on a campaign. And we'll talk a little bit later about why this is important, but it is my firm belief that because of LinkedIns great targeting capabilities, Account Based Marketing is just as much about exclusion as it is about inclusion. Okay, so you've uploaded this company list into your match audiences section. If you go back to your matched audiences section, and you click on the name of that list, once it's done processing, you now have a very powerful dashboard. But we'll get into that a little bit later. What I want to call your attention to is right there at the top, you will see two tabs, one says Matched and it will show a number, the other ones will say Unmatched and show you a number. So I'm looking at a list right now in my account where it says Matched 274, Unmatched 1. So if I click that unmatched tab, it'll now show me the companies that I uploaded as a row in my list that LinkedIn didn't know who they were. So if that's a really important company to me, I can go and recreate a new list and make sure I get it right this time. I could even go to LinkedIn search for that company, get the URL for the company page, and then upload it again. I'm sure that's going to clear and get me 100% match rate. Okay, so now that you know how to do this, we get to start talking about the actual theory here, that strategy about what you're going to do with these lists and how to structure your Account Based Marketing effort or campaigns. First off, you really need to decide how you're going to segment these companies. I mentioned before that you have to have at least 300 people in an audience for LinkedIn to let you run that campaign. So let's say that there's one company that you want to specify, you may even want to call out to that company in the ads, like, hey, IBM, we have a solution for you. Well, as long as there are at least 300 people at that company that you want to see your ads, then you're good to go. You could create an entire campaign focused just on the company IBM and layer your targeting on top. But let's say you're just targeting marketers who are VP and above, well, I know IBM, and this example is a large company, but I don't think that they have more than 300 VPS or above of marketing and so you may have to combine this campaign with other company names. Maybe it's a handful, maybe it's a 1000 other companies, who knows, but you do need to make sure that you get at least 300 people in an audience in order to advertise. So depending on the size of the company, and the number of potential prospects at each of those companies, you can do the math and figure out if you can do this one to one where it's a whole company per campaign, or if you have to include multiple companies in your campaign. If you can do that one to one, it is amazing, because like I mentioned, you could call out to that company in the ad copy and we know that if you call out to accompany in the ad copy, it's going to perform well. Everyone likes to see their company mentioned in their newsfeed. And of course, you'll want to segment your audiences, usually by something. I mean, if you have to combine multiple company names per campaign, you'll probably want to have some sort of a logical grouping there. So for instance, you might have a group of large companies versus full enterprise size, or you might have a list of local companies, you might have a list of companies that are warm, versus a list of companies that are cold. However you decide to organize your lists. You'll want to upload those lists separately and keep track of and because you're likely already advertising on LinkedIn, you have a bunch of other campaigns. What I would do is I would put the term ABM or list or something like that, in all of the campaign names here. And what this does is if you ever want to check the performance of your Account Based Marketing campaigns, you can just go into the search box inside of campaign manager, and type ABM, or type list. And immediately, it'll show you all of your results. Pretty cool. I get asked a lot about, hey, how large should my audiences be when I'm using ABM. You know, if I'm telling you how to run an evergreen campaign on LinkedIn, I'm going to tell you that my preferred audience sizes are between about 20,000 - 80,000. And really, the only risk to having a small audience is it's probably just not going to spend very much. But if it's worth your effort to create it, it's probably worth running. This definitely applies to ABM campaigns. If I have a whole bunch of campaigns that are targeting 300 people, I'm okay with that. I know it's a lot to manage., if you had an account with like 1,000 campaigns, all targeting, let's say the fortune 1,000, that would be a lot to manage. That's a lot of campaigns for sure. But of course, we're talking about small audiences, which aren't going to spend very much, and it's probably never going to get out of control and be impossible to manage. So the moral of the story here is don't worry too much about having too small of an audience size. When you're doing Account Based Marketing, it's kind of the point to have a very focused audience that you can show to. I've noticed a lot of advertisers will go and upload a list and then they'll try to target job titles at that list of companies. And what you need to understand is that job titles are way, way too exclusive to use for ABM, usually. And that's because LinkedIn only understands about 30% of job titles out there. So it means you're probably going to be ignoring the 70% of your audience that's at each one of those companies, which is not in your favor. I mentioned, don't worry about your audiences being too small, well, it's still a good thing to make sure you're hitting as many people at your target company that are a good fit for your message as possible. So my favorite way to do this, if I can, if this makes sense, is on top of the company list, I'm going to layer on job function and seniority. And this is the most broad way of targeting a persona. But of course, if job function is too broad, you can always narrow in by skill. Skill is the next most broad, and I found that to work quite well. So you could do skill with seniority to get the highest number of your target audience at that company to be included in your targeting. I also get asked a lot about, hey, I'm doing Account Based Marketing, but it doesn't seem to be working, what could be going on? And what I want you to understand is that just because you're doing Account Based Marketing and going after specific accounts, doesn't mean that your performance is actually going to improve. In fact, if your ABM audience is a cold audience to begin with, they don't know you exist, they've never heard of your tool or your company or anything like that, they're still going to be a cold audience, which means they're going to act cold. And on top of that, usually an ABM list is full of larger companies, these big fish or whales, and I know many of our listeners represent these companies. When you're at a giant company, you just have people trying to solicit you trying to sell you all the time. It's so so annoying when I've been in that position. So that means that when you're going after these large companies specifically, you might see your performance drop just because a) they're cold and b) they're tired of being sold to. But this could work in your favor, because it would be exactly the same thing for your competitor. So it leaves a wide opening for you to go in being creative and being strategic. So once you've segmented your companies by list, let's say we're doing something like public companies versus non public, or early stage startups versus medium to large, however you're doing this, you need to decide what sort of offers and what sort of ads you want to show to them. You could decide to do like, hey, we don't have a contact at this company yet so we're gonna show gated content to them and try to find at least one contact per one of these companies to then be able to reach out to. Or you might say, this list of accounts that we're going after, our sales team is actively trying to get in with them, so maybe we're going to show them ungated content, maybe it's a blog post, maybe it's a case study, maybe it's a guide or something that's just purely ungated because you want as many people from that company to consume your content and keep your company top of mind. You get to decide what your priority is there. One way that we've done this in the past is you have different lists for different stages of the funnel. So for instance, you might have a list of company names, who were leads, let's say last quarter, and never closed. You might have a different list who were leads that were generated from this quarter who haven't closed yet. So you could upload these lists into two different campaigns, and give them nurture in whichever way that you would find most beneficial. Of course, that can be a lot of work to manage the lists you have by what stage of the funnel they're in. Then you end up having to compare these Excel sheets between quarters and figure out who dropped off of that list or who's been added to it so that you can re upload those lists to LinkedIn and start using them again. 20:33 So if that sounds like way too much work for you, what I would suggest doing is using a flighting strategy. And the way flighting works is you have an entire audience that you're going to show a specific offer or specific ads for a certain amount of time. And then once you feel like you've probably saturated that audience enough, you can turn those ads and offers off and launch something new. So this is kind of like time based retargeting. But we're not relying on LinkedIn to put people into an audience to target them with ads later, we're showing a unified message to our prospects for a certain amount of time and then we move on and tell them a different story, or update them, take them a little bit further down the funnel. But of course, this isn't nearly as precise. And the reason why is because you could theoretically flight ads for let's say three weeks and maybe there's a big chunk of your audience, let's say 10%, who never even logged in during those three weeks. And so chances are some will come in and log in for the first time during your flighting on your second or your third flight. Flighting is the strategy that TV advertisers and radio advertisers have been using for years and years. It definitely works. It's less precise. But hey, maybe that's okay. 21:52 Your other option is actually to create an automated funnel by using LinkedIn retargeting. Well, we know that your minimum audience size is 300, to even start showing a campaign and so that means in order to even have a second step to your funnel, you've got to get at least 300 people to take an action. With an ABM campaign where your audience sizes are small to begin with, it could take a lot of time to actually build out that audience. I like the idea of using flighting strategy to begin with while you're building those retargeting audiences, and then once those are built significantly, then you could switch your strategy over and use an automated funnel, where you're targeting the group of your audience and then any of those who have taken some sort of an action, then they're removed from that audience and instead, they're targeted in a separate campaign where you're just targeting people who have taken that action. I hope that's clear. Alright, here's a quick sponsor break. And then we'll actually dive into the bidding the budgeting and limitations of Account Based Marketing on LinkedIn. 22:55 The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Aads experts. 23:05 If the performance of your LinkedIn Ads is important to you B2Linked is the agency you'll want to work with. We've spent over $150 million on LinkedIn Ads, and no one outperforms us on getting you the lowest cost per lead and the most scale. We're official LinkedIn partners and you'll only deal with LinkedIn Ads experts from day one. So fill out the contact form on any page of B2Linked.com o chat about your campaigns, We'd absolutely love to get to work with you. 23:32 Alright, let's jump into the nitty gritty here. So first off with bidding and budgeting on ABM campaigns, you don't really have to worry too much about a budget, assuming that these are a small audience size. Remember any audience on LinkedIn that you choose, let's say the number looks big, let's say has 20,000 people in it. Well, we know that not every one of those people is going to be logged on to LinkedIn on any given day. And then if you're running sponsored content, you'd be lucky if 1% of those people clicked on your ad. So most of your ABM campaigns, assuming a small audience size, probably aren't going to spend very much, but it's probably a good idea to give them a little bit of wiggle room, set your budgets kind of high just in case. So that's your budgeting, and you just kind of want it out of the way so it doesn't stop your efforts in the midday. But with bidding, you have two different options here. You can either use LinkedIn automated bidding, or maximum delivery, or you can do manual CPC bidding. Both of them can work well. I would just suggest if you are doing manual bidding, you'll want to bid pretty high, like pretty aggressively, because if you can imagine you've got a list of very high value companies here. But of course, the people at those companies are also part of a whole bunch of other marketers lists. Some of them probably have really high performing ads, really good offers. And so in order to win out and have your select few people get shown the ad over one of your competitors. you'll need to make it worth LinkedIn's while. And if you've been listening to me for a while, you probably know that I usually recommend bidding either at the low end of the recommended range, or even significantly below it. But with ABM campaigns, I kind of flip the script and I'll start out by bidding on the high end of the suggested range. Like I mentioned, with the limitations of building any audience on LinkedIn, you have to have at least 300 audience members in order for the campaign to run. So that does make it pretty hard to customize messaging right to an individual company. But if you do want to do that, sponsored messaging ads will let you insert what LinkedIn calls macros. It's dynamic messaging, where you can insert the person's company name, right into the content of the ad. So if sponsored messaging is a good ad format for you, then it can work really well for ABM because you could have a list that you're targeting of 1,000 different companies, but the ad will still show up and say, Hey, we love marketers at IBM, and whatever company they represent, they'll see it in the ad, could be very cool. One of the biggest limitations, though, to using LinkedIn for your ABM efforts, is of course, that you're probably not going to reach these folks outside of when they're on LinkedIn. So if you want to get in front of them around the whole web, yeah, you'll probably have to use one of the many ABM vendors out there, and they can work well. But if you're okay, just hitting them while they're on LinkedIn, you're in luck. Because of that, I also do recommend using LinkedIn Audience Network on any of your ABM campaigns because at least then you'll have a chance at showing them on other sites other than just LinkedIn. You'll reach them a little bit more often, which is cool. And I mentioned that there are quite a few ABM specific vendors out there. And they have a lot of limitations compared to LinkedIn. Of course, the cool part is that they can reach your audience on other ad inventory outside of just waiting for them to come to LinkedIn, which obviously people don't spend a ton of time on LinkedIn on average, but they do have quite a few limitations. Like for instance, they're trying to identify companies by the IP address that they're visiting from. So you could imagine, yeah, for large companies, where if an IP address is communicating, it's coming from one building on a Microsoft campus somewhere. And yeah, you could say, chances are that's coming from Microsoft. But what about all those users who still work for the company, but they're using their mobile phone on the subway, or walking around the city, and they're not on Wi Fi, you lose them there. And then quite a few of these companies also rely on cookies. And we've had this conversation before in previous episodes, where cookies are just really scary right now, because they're going away. So if you're relying on a cookie, tying someone's identity together, you're going to lose that data eventually. I'm going to read off a few of these Account Based Marketing Tools, or platforms. I'm sure these will sound familiar to a lot of you. Across all of our accounts, we've managed, we've gotten a chance to use the vast majority of these platforms. We've used Terminus, we've used Metadata, we've used 6sense, Demandbase, Engagio and they all have their own technology, their own pros and cons so it's definitely worth checking them out. And obviously, I'm a little bit of a LinkedIn nut. So you can take anything I say with a grain of salt here, but I just haven't found any of these ABM vendors that can beat native LinkedIn advertising. Of course, the downside is you're always waiting for them to come back to the platform. If they're not spending a whole lot of time there, you may need to reach them on other platforms. So more often than not, this is a combined strategy of run this on LinkedIn, as well as on one of these other ABM vendors. When you're using one of these ABM vendors, though, you probably want to make sure you have a pretty significant size of lists of companies in order to really make it make sense because they're going to charge you a minimum fee just to work with them. Then of course, the ad inventory itself, because they're showing across like the Google Display Network, for instance, it's not all that expensive. In order to make it worthwhile, you do want to a pretty large list. So before I mentioned that when you click on the name of the company upload list, that there's a dashboard, and this dashboard, I don't know what to call it other than I call it like an ABM Performance Dashboard. What it does is it shows you all of the companies that you've uploaded, along with their performance from your ads, and it's going to always show this to you for your last 90 days combined. There are two different ways that you can break this down. The first is Engagement and the second is Details. So if you click on the Details break down, it's just going to show you all of the details about that company that you uploaded. It'll show you things like company name, industry, company size date added, domain, etc. This isn't a source of information where LinkedIn gives you a readout. They're only going to give you something here if that's what you uploaded. So if you didn't upload stock symbols or the company's domains, it's not going to give it to you back. Probably, what you're going to find the most interesting here is engagement. Under the engagement drop down, it's going to show you the company name, it's going to show you an engagement level by how engaged LinkedIn thinks this company is with your ads, the number of members from that company targeted, the number of campaigns they're targeting that company, the number of impressions that that company was served, and ad engagement, like a click through rate combined from that company. There's even organic engagement, because LinkedIn obviously knows how many people from that company are engaging with your company page, or even your ads, because they've been shared by one of their coworkers. And finally, there's website visits, which website visits is only going to show if you have the insight tag installed on your website. And of course, your users have a cookie on their browser that's identifying them as who they are on LinkedIn, to LinkedIn. That's obviously going away with cookies, going to death. So this is a very cool dashboard. It's something that LinkedIn hasn't made a whole lot of noise about, but I absolutely love this. If you're using company name lists in your match audiences, go check this out now and take a look. See if you can see which companies are really loving your ads, which just haven't been reached by them, and you've got to find them a different way. 31:36 Okay, I mentioned at the beginning that I was going to share with you my five favorite strategies for running ABM campaigns. I'm actually going to throw in a sixth, a little bonus strategy here. So number one, I love to go to the sales teams of our clients, and ask them to give us a list of their sales dream accounts. The companies that they would absolutely love to work with. And of course, it's really not hard to combine all of these lists from a whole bunch of different sales reps, combine them into one list and then you can upload that. Now all of a sudden, sales feels like, hey, marketing is trying to get us what we're asking for. And now sales and marketing, they used to butt heads, but now they're holding hands and singing Kumbaya. It's a great thing. Strategy number two, I actually like to upload a list of competitors names, and then exclude that across all of my campaigns. And what that does, is even if I'm not specifically doing ABM targeting, I'm taking my competitors out of the running here using the company name exclusions. And now my competitors have no idea what it is I'm doing. They're not being shown my ads, they can't click on them to charge me money, etc. My third strategy here is actually along the same vein, instead of your competitors, it's taking your list of customers, and excluding them because your customers are already paying you money. You don't need to pay to show them ads anymore. That'll save you some money, because your customers probably will click. Strategy number four is actually taking that same customer list and showing ads to them intentionally. Here's an idea of when that would be appropriate. So let's say you have a list of customers who their contract is going to be up in the next three months and they're going to be reevaluating if they want to be still signed up, still subscribing to whatever your SaaS software is. Well, now you can target them with product updates and information about the roadmap, what's coming out for your tool, what it's going to be able to do, what new functionality you'll have, all of that. Because they're seeing that, chances are they're going to get excited, or at least a lot more energized about being a customer of yours and when it comes time for renewal, you should see a much lower churn rate. Strategy number five, we actually touched a little bit on, you take a list of all of your leads for a certain amount of time who have been generated as a lead, but haven't yet moved to the next stage in the funnel, or haven't yet closed as a deal. So you could take that list of companies and show ads to them. What I like about this is you don't have to just show ads to the people who were leads of yours, you know that that person is part of a larger buyer committee usually. So now you can broaden your targeting quite a bit and you can try to reach everyone in that company who could be part of that buyers committee. So for instance, if you're trying to sell a tool to a marketer, well, you know, they probably have other coworkers who might be lending a hand or helping in that decision. You might have someone in finance, this deal is going to cross their desk and they've got to sign off on it. If it's small companies, the CEO probably needs to sign off on it or be convinced. So if you can show ads and keep top of mind for everyone in the buyers committee, when it comes time to actually sign you'll get a lot more oh, I've heard of these guys before, they must be legit and signing off versus "Wait, what tool are you trying to buy?" and getting added scrutiny. You don't want that. And here's my bonus strategy, strategy number six. You probably have a list of leads that you've generated. And let's say that you have all of their company email addresses. Well, you want to take my advice here, like when I talked about how you want to target the whole set of decision makers. But if these are a list of individuals, you're not going to be able to do that very well. Well, what we do is we'll take that contact list, and inside of Excel will extract a column for just their company email domain and then we can go and upload that to LinkedIn as a company matched audience list, Voila!, you just took a contact list and turned it into a company list and now you can apply all of those targeting filters on top to make sure you're hitting the rest of the buyers committee, or at least their co workers, other people who could help make this decision. All right, I've got the episode resources for you coming right up. So stick around. 36:07 Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. 36:18 All right, here are the resources from this episode. So if you are looking to advertise better on LinkedIn, or you have, let's say, a coworker, or someone else who's trying to learn and get up to speed, make sure you refer them to the LinkedIn Learning course that I did with LinkedIn on LinkedIn Ads. The link is right down below in the show notes. It's really easy. It is by far the least expensive and the best course out there. Also, if this is your first time listening, look down at your podcast player and hit that subscribe button on whatever player you're listening on. And please do rate and review the podcast. If you rate, of course, we love to see five stars. It helps other people who are also ad managers on LinkedIn get to hear about the podcast. Anything you have to say please leave it in a review and we'd love to shout you out here on air as well. With any questions you have or topic suggestions, anything like that, you can reach out to 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.

Marks shares his story of going from nothing to riches, back to nothing, and then with a little hard work and "luck" he's back on top. He shares tons of lessons learned along the way in his entrepreneur career building companies, talks about blitzscaling, how to keep the money you make from your business and... Tips on the best approaches to paid ads on Tik Tok and other social media platforms that will help you increase your sales and ROI on marketing spend. Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is currently the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. Mark is also a Wall Street Journal, USA Today and Amazon Best Selling Author of... The Lucky Formula: How to Stack the Odds in Your Favor and Cash In on Success Please Support this Podcast by checking out our Sponsors: Mad River Botanticals 100% certified organic CBD products. The product is controlled from seed to end product by it's owners. Use code: EDGE22 to get 10% off all your orders. Shop here>>> EPISODE LINKS: Maxy Media The Lucky Formula: How to Stack the Odds in Your Favor and Cash In on Success Instagram: @MisterLuckyOfficial PODCAST INFO: Apple Podcasts: EDGE on Apple Podcasts  Spotify: EDGE on Spotify  RSS Feed: EDGE's RSS Feed SUPPORT & CONNECT Sign up for the EDGE's Weekly Newsletter and get all the BONUS material. It's FREE! EDGE Weekly Newsletter >>> Twitter: Follow Brandon on Twitter Instagram: Follow Brandon on Instagram LinkedIn: Follow Brandon on LinkedIn *We respect your privacy and hate spam. We will not sell your information to others.

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is currently the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Mark has also mapped out "The Lucky Formula" on how to stack the odds in your favor and cash in on success. He shares all of this with Lou Diamond AND provides the Thrive LOUD listeners with a special free gift! Learn how "LUCKY YOU ARE" by taking The LUCKY QUIZ - (theluckyformula.com/quiz) and get your Lucky Score!!  

Ever feel like some business owners “just get lucky?” Somehow they’re in the right position to receive a windfall or somehow get ahead of the next big thing, though their operations don’t seem to differ much from your own. Why don’t you see any lucky breaks? This amazing episode with Mister Lucky himself, Mark Lachance, will show you exactly how to get lucky—on purpose—using the methods he developed through bringing multiple platforms into billion-dollar earners. Mark was one of the founding members of both VersaPay Inc and Pivotal Payments, helping set the course for these financial heavy-hitters. In 2016, Mark successfully sold his last endeavor, EVO Payments International Canada—an end-to-end payment solutions provider and merchant acquirer which he founded in 2009 with only one employee. Currently, he is CEO of Maxy Media, a marketing agency that specializes in paid media on social platforms like Tik Tok, Instagram and Facebook. His ability to calculate and analyze risk, see the market for what it truly is and develop multiple platforms to capitalize on multiple markets makes him an excellent source of knowledge about marketing, blitzscaling and “getting lucky” in business. This episode is a story about how one entrepreneur kept taking strategic risks and the advice he has for other entrepreneurs ready to do the same. What You Will Learn Why Mark chose the Blitzscaling model in his marketing agency and how it paid off What the “Entrepreneur's Dilemma” is and how to overcome it Why it’s important to drop the entrepreneur ego Some breakthrough questions to ask yourself when it comes to dropping your ego and growing the business What it means to stack the odds in your favor Why just meeting people at conferences can open so many opportunities How Mark took one guy highly skilled in paid ads and created a marketing agency with over 300 employees Why Mark pivoted his marketing agency from a service business to a performance business Some strategies a service-based business can use to create a partial recurring revenue model Why Mark believed he should go from 30 employees to 100 in less than three months // USE YOUR FINANCIALS TO CLARIFY A PATH TOWARDS A MORE VALUABLE BUSINESS: Intentional Growth Financial Assessment Bio: Mark Lachance (Mister Lucky) is the CEO and Lead Investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Mark is also the author of The Lucky Formula, a book that talks about what it means to stack the odds in your favor and reap the rewards from the success. Growing up in a hockey family, Mark started his career as a Hockey Sports Agent and quickly learned he needed a business that was simple to scale and had recurring revenue. Now Mark lives in Florida and has a goal to own the Florida Panthers Hockey Team. Quotes: 05:02 - “We spoke about having a ‘why.’ My ‘why’ is to never have to work in construction, ever again.” - Mark Lachance 09:40 - “Never literally go all in.” - Mark Lachance 15:40 - “The first thing you learn when you walk in here (if you haven’t gone to one of these events, I highly recommend it) you learn that you’re the problem. You get hit in the face with a shovel, pretty much. The first thing Tony says is, ‘If your business is stuck, you’re the problem.’”

Ever feel like some business owners “just get lucky?” Somehow they’re in the right position to receive a windfall or somehow get ahead of the next big thing, though their operations don’t seem to differ much from your own. Why don’t you see any lucky breaks? This amazing episode with Mister Lucky himself, Mark Lachance, will show you exactly how to get lucky—on purpose—using the methods he developed through bringing multiple platforms into billion-dollar earners. Mark was one of the founding members of both VersaPay Inc and Pivotal Payments, helping set the course for these financial heavy-hitters. In 2016, Mark successfully sold his last endeavor, EVO Payments International Canada—an end-to-end payment solutions provider and merchant acquirer which he founded in 2009 with only one employee. Currently, he is CEO of Maxy Media, a marketing agency that specializes in paid media on social platforms like Tik Tok, Instagram and Facebook. His ability to calculate and analyze risk, see the market for what it truly is and develop multiple platforms to capitalize on multiple markets makes him an excellent source of knowledge about marketing, blitzscaling and “getting lucky” in business. This episode is a story about how one entrepreneur kept taking strategic risks and the advice he has for other entrepreneurs ready to do the same. What You Will Learn Why Mark chose the Blitzscaling model in his marketing agency and how it paid off What the “Entrepreneur's Dilemma” is and how to overcome it Why it’s important to drop the entrepreneur ego Some breakthrough questions to ask yourself when it comes to dropping your ego and growing the business What it means to stack the odds in your favor Why just meeting people at conferences can open so many opportunities How Mark took one guy highly skilled in paid ads and created a marketing agency with over 300 employees Why Mark pivoted his marketing agency from a service business to a performance business Some strategies a service-based business can use to create a partial recurring revenue model Why Mark believed he should go from 30 employees to 100 in less than three months Bio: Mark Lachance (Mister Lucky) is the CEO and Lead Investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Mark is also the author of The Lucky Formula, a book that talks about what it means to stack the odds in your favor and reap the rewards from the success. Growing up in a hockey family, Mark started his career as a Hockey Sports Agent and quickly learned he needed a business that was simple to scale and had recurring revenue. Now Mark lives in Florida and has a goal to own the Florida Panthers Hockey Team. Quotes: 05:02 - “We spoke about having a ‘why.’ My ‘why’ is to never have to work in construction, ever again.” - Mark Lachance 09:40 - “Never literally go all in.” - Mark Lachance 15:40 - “The first thing you learn when you walk in here (if you haven’t gone to one of these events, I highly recommend it) you learn that you’re the problem. You get hit in the face with a shovel, pretty much. The first thing Tony says is, ‘If your business is stuck, you’re the problem.’” - Mark Lachance 16:09 - “I can hire people that are smarter than me and not lose my CEO position and I can actually grow a business quickly and be happy growing the business. Beca

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is currently the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer which he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada.  Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006.  Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. Mark speaks and travels the world with his wife, Sonya, and their two boys.   Most passionate about I've just launched a book called The Lucky Formula. I also run a digital media agency. Mark's career and story I went to a university in Boston. Right after school, there weren't a lot of great opportunities. So, I had to go to work with my father in construction. I absolutely hated that. I got into sports and was a sports agent for about seven or eight years. It was a lot of fun. I represented professional ice hockey players. I started a company in Boston. Then, I was able to get clientele all across Canada. I had four successful exits in the payment space. Sandwiched in between there was an unsuccessful venture in real estate, a colossal failure. From there, I got into the digital media space. We've grown from two employees – myself and my business partner – to over 350. We're going to hit this year. We're targeting 50 million in revenue. We want to grow this to a billion-dollar valuation in the next two to three years. Best advice for entrepreneurs If you want to scale your business, my biggest advice is, and I learned this myself the hard way, is “don't fall into the trap.” You don't need to be the smartest person in every department and everywhere. You should hire the smartest people to do what you're not the best at. Stay in your lane. The biggest, most critical failure with customers Back in 2006, I was fresh off an exit from one of the companies that I was a founder of and that I was able to sell. I was able to sit on millions of dollars. I mistakenly took those millions and plowed them into real estate. I remember exactly where I was in 2008, with the financial collapse. You remember the real estate marketplace. I intelligently, at that time, rolled all of my money. I basically put all my chips on red. It went into a real estate venture in 2007, at the height of the market. The great financial crisis was upon us in 2008. Everything I had was basically out the door. I was on the verge of bankruptcy. I had a colossal failure and depression, anxiety, all that. Biggest success with customers We had a mega issue with Facebook. In the summer of 2019, Facebook literally shut our...

TubeMatic - https://www.marketingsharks.com/tubematic/This is Best Youtube Marketing Tool for affiliate marketers or advertisers, who are always looking for ways to increase their return on investment, but this can be hard to do if you don't know how to effectively target your audience.TubeMatic is a new tool that allows advertisers and marketing professionals to quickly find relevant ads on Youtube, related to the products they want to promote. From Banners, to Ad copy and Landers, while also finding the videos you can actually advertise on without creating your own videos. Be infront of your targeted potential buyers easily without doing any guesswork!By far this is the easiest and most affordable way for businesses, affiliates, or ecom store owners, of all sizes and budgets to reach more customers with greater precision than ever before.Solution: We've made it easy for anyone running YouTube video ads or Google Display Network campaigns by providing access to hundreds of highly relevant & popular monetized YouTube videos in one convenient place.With our tool you'll spend less time searching through irrelevant content and more time creating targeted ad campaigns that deliver real results! And together with out easy step by step training on maximizing results as an affiliate marketer promoting other people's offers for high return on investments easily, while building a targeted list easily.TubeMatic - https://www.marketingsharks.com/tubematic/

Advertising across multiple platforms (Facebook, Google, YouTube) is a brilliant idea, as long as you understand the key differences between them.     In today's episode, Nick Miller, head of Tier 11's Google division, shares the key tactics and strategies that have gotten great results for their customers. There are definitely synergies and crossovers between platforms, but you also have to know what works on one platform but not another. Marketers who can expertly differentiate have an edge over those who can't.   Listen in for some helpful marketing advice for Facebook, YouTube, and Google Display Network.   IN THIS EPISODE YOU'LL LEARN: The three most powerful ways of targeting on Google Why the first three seconds of a YouTube ad are still really important The key difference between Facebook targeting and Google targeting Which images work best on Google Display Network   LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Tier 11 Perpetual Traffic podcast OUR PARTNERS: No Limit Creatives gives you unlimited graphics/videos for one low monthly rate.  Clients Online, the go-to Facebook Advertising agency for businesses Keap, an easier way to manage every stage of the customer journey Endless reports and actionable insights from Oribi Get Zero Down (Roland Frasier's new book) FREE. Find out your Leadership Trust Score at Ready to Lead. Register for our free Founders Board workshop   Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you'd like to share? Connect with us on iTunes and leave us a review!

Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America.He is the author of the soon to be released book, The Lucky Formula, where he helps other entrepreneurs to stack the odds in their favor and cash in on success.www.theluckyformula.comwww.livelifedriven.com

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He possesses a deep understanding of blitzscaling companies. Having owned and operated several businesses that have experienced hypergrowth through creative business development and lead generation, he is a master of sales, marketing and finance and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. In 2016, Mark successfully sold EVO Payments International Canada, an end-to-end payment solutions provider and merchant acquirer which he founded in 2009. He guided the company from its inception with one employee to over 200 employees across Canada.  Prior to founding EVO, Mark was one of the founding members and president of VersaPay Inc, a payments solutions provider, which was taken public in 2010. Before joining VersaPay, Mark was a founding member of Pivotal Payments, which is now a multi-billion-dollar public company. He helped set the foundation and drive the company's sales and revenues before his successful exit from the company in 2006.  Mark has made several other highly successful investments in various industries such as payments, cryptocurrencies, marketing, nutrition, fitness, and sports. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. 03:59 >> So what had happened was after I sold my company in 26 years, 06:12 >> So Blitz scaling is the ability to take a business from zero 16:09 >> What are your goals for the book? 17:26 >> So the goal is teach people 19:05 >> What are the key points? 21:07 >> what is the biggest challenge you Where to find Mark Website: https://www.maxy.media (https://www.maxy.media) Twitter: https://twitter.com/mlachance (Mister Lucky) Instagram: https://www.instagram.com/misterluckyofficial/ (@misterluckyofficial ) Facebook: https://www.facebook.com/mark.lachance.50 (Mark Lachance) LinkedIn: https://www.linkedin.com/in/mark-lachance-74902615/ (Mark Lachance) SPONSOR This episode is sponsored by http://www.entireproductions.com/ (Entire Productions)- Creating events (both in-person and virtual) that don't suck! and http://www.entireproductionsmarketing.com/ (Entire Productions Marketing)- carefully curated premium gifting and branded promo items.  PLEASE RATE, REVIEW, & SUBSCRIBE on APPLE PODCASTS “I love Natasha and the Fascinating Entrepreneurs Podcast!”

Mark Lachance is a serial entrepreneur, strategic thinker, and investor. He is a renowned figure in the business world, having owned and operated several businesses that have experienced hyper growth through creative business development and lead generation. He is a master of sales and marketing and continues to apply and grow his expertise through current projects. Mark is the CEO and lead investor of Maxy Media Inc., one of the largest TikTok, Facebook, Snapchat, and Google Display Network performance marketing agencies in the world. Currently, Maxy Media is the number one advertiser in terms of monthly spend on the TikTok platform in Canada and top ten in North America. Over the past twenty-five years, he has invested in and consulted for dozens of other ventures, which have resulted in highly positive returns. He speaks and travels the world with his wife, Sonya, and their two boys.  Connect at TheLuckyFormula.com. Tune in to this week's BrainTap Business Journal Podcast as Mark sits down with Dr. Porter to discuss his latest book – The Lucky Formula releasing on November 18th. What You'll Learn: • What the Lucky Formula is • How to apply it in your life • How to use positivity to create change • Action steps you can do each day to create your own Lucky Formula • How negativity can steal your good luck Connect at TheLuckyFormula.com.

How to optimize your landing page headlines for PPC ads from Google Ads podcast from SEO.co! Have you ever tried to use a PPC ad and visited the site? If so, you might've noticed how little information the landing page provides that's relevant to the ad. And because of this, your hands might be itching on click to close it out as quickly as possible. That's exactly what we want to avoid with our landing pages. Great landing pages engage visitors by answering all their questions about the product in the headline of the landing page, thanking them for their interest and encouraging them to stay on your page longer. Are you wondering why your PPC landing pages are not converting? It is very likely that the headline copy is not well optimized. When creating an ad, you are asked to include a headline. This is an important decision as this text will be used as the title of the link that leads potential customers back to your website. Chances are you've already written a headline for your Google Ads PPC campaign. If you haven't, please note that Google's Quality Score takes your headline into consideration during the Ad Rank Algorithm. So it's important to write the best headlines for your landing pages to get top click through rates. It is very important to do a bit of testing with your PPC ads. While you will be testing for different things, on the landing page side you will want to see which headlines convert best. This article talks about things you need to do when creating landing pages for PPC ads.  Landing page headlines should entice searchers to click through to your website and provide context about what the searcher will find on your landing page. Optimizing for AdWords is all about understanding searcher intent, a crucial component of which is the headline that appears in Google Search Results and above your ad text in the Google Display Network. Such headlines should be designed to answer key questions that searchers may have about your product/service and relevant offers, while also motivating them to click through to your website's landing page. More info about landing page headline optimization for PPC: https://ppc.co/ppc-landing-page-headlines/  Connect with us:  https://seo.co/ // https://ppc.co/ // https://link.build/ // https://dev.co/ 

One big challenge facing marketing leaders is knowing when to make key investments, like advertising on the Google Display Network. On this episode, Mary Davin joins the show to talk about her experience running responsive display ads (RDAs). In this conversation we talk about: the difference between traditional and responsive display ads when a company should consider RDAs examples of responsive display ads that performed well reporting capabilities of RDAs what elements are needed to fuel RDAs

In this episode of The Marketing Slice podcast, Dominique will be discussing how you can get started with remarketing ads. We will look at what remarketing is, its relationship with retargeting and how you can use two of the most popular platforms to see results.What is Remarketing?Remarketing is a promotional technique that aims to re-engage users who have shown an interest in your products or services. With remarketing you can serve highly personalised content to users through external channels, driving them back to your platform and toward the point of conversion.We like to think of remarketing as a form of market segmentation; segment your traffic into lists of users who have taken specific actions, such as cart-abandonment, then, you can focus on re-engaging them by offering the right content, in the right place, and at the right time.Is remarketing the same as retargeting? These terms are often used interchangeably, and there's a reason for that. Remarketing and retargeting are fundamentally the same thing. Remarketing is the umbrella term for a practice that includes several key tactics; retargeting refers to one of the tactics within the remarketing umbrella, specifically, paid digital ads.Take a look at the handy diagram in our blog to visualise this concept fully. How do remarketing ads work?List-based remarketing: A collection of contact data that has been voluntarily relinquished by your customer. Pixel-based remarketing: Pixel-based remarketing is an unobtrusive method of collecting user data. Installing a pixel on your website allows you to subtly collect user data.  If you liked this podcast then you can subscribe for free via any podcast app or on Spotify. Feel free to share with a friend if you feel they might enjoy it! And don't forget, you can find other resources like guides, videos, blogs and infographics over on our website at www.hurree.co. Thanks for listening! 

This week on The PPC Show podcast, JD is joined by Justin Brooke, Founder of AdSkills, to discuss his tactics for scaling Google Display Network campaigns that eventually got 14,000 customers. Tune in to the podcast as we dive into: - Justin's story of how got started out as intern running ads back in 2007 - His 5X3 method for starting out on the GDN and tactics for scaling performance - How you can set up GDN campaigns to be as targeted as Facebook ad campaigns --- Send in a voice message: https://anchor.fm/the-ppc-show-podcast/message

When you talk to eCommerce merchants about the Google Display Network (GDN) or display ads, in general, they usually fall into one of 3 camps: 1. They feel it's only effective as a remarketing vehicle. 2. They feel like people are more likely to get struck by lightening than click a display ad (had a guy say that to me once). 3. They're intrigued but apprehensive because they've heard so many display campaign horror stories.   I've always been in camp 3.  Very intrigued and knowing it could work, but also knowing that the road to success with display ads (outside of remarketing) is more than a little bit tricky.     I first met Mike when we both spoke at Traffic & Conversion Summit in San Diego this March.  Mike has officially cracked the code for creating profitable GDN campaigns.  He is the co-author of The Ultimate Guide to AdWords and the owner of AgencySavvy.com.  He's been actively managing AdWords campaigns since 2004.  Mike is the real deal as you will soon witness.  This podcast reveals the method behind the madness that produces GDN campaigns that work and scale.  

Google Display Network a bit intimidating? No problem, Chris and Chuck have your back! Tune in to learn all about remarketing campaigns, targeting, and how (not) to advertise on mobile games.Source: https://www.searchenginejournal.com/ppc-101-6-tips-supercharge-google-display-network-performance/183751/Presented by BestSEOPodcast.com (The Unknown Secrets of Internet Marketing Podcast)Having first aired in 2009, with 3.6 million downloads in 100+ counties, “SEO Podcast, Unknown Secrets of Internet Marketing” has become one of the longest running and most authoritative podcasts for staying ahead of the perpetually changing digital marketing landscape.Great for marketers, business owners and agencies from the novice to experienced in using the internet to market and grow a brand!