Podcasts about pay per click

This week Chris Schaeffer discusses issues around the home service industry in Google Ads. The market has changed and many businesses are lowering their budgets and changing their strategies for ppc in the home services industry. Let's talk about why the ppc home service industry is dying.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

This week Chris Schaeffer ranking the best and worst Google Ads bid strategies. There are a lot of options on Google for search campaigns and there is only 1 bidding strategy that is considered the BEST one. And that means there are a lot of others that are basically trash.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

In this week’s In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss generative engine marketing, or GEM, the AI equivalent of SEM. Just as SEO became GEO, so too is SEM likely to become GEM. Learn what it is, how it might manifest, and what you should be considering. Watch the video here: Can’t see anything? Watch it on YouTube here. Listen to the audio here: https://traffic.libsyn.com/inearinsights/tipodcast-what-is-generative-engine-marketing-sem-gem.mp3 Download the MP3 audio here. Need help with your company’s data and analytics? Let us know! Join our free Slack group for marketers interested in analytics! [podcastsponsor] Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode. Christopher S. Penn: In this week’s In-Ear Insights. Welcome back. Happy new year. It’s 2026. I have just begun to realize as I was cleaning out my pantry over the holidays, oh yeah, all these things expire in 2026. That’s this year. A lot happened over the holidays. A lot of changes in AI. But one thing that hasn’t happened yet but has been in discussion that I think is—Katie, you wanted to talk about—was SEO for good or ill, sort of centered on this GEO acronym, Generative Engine Optimization, and all of its brethren: AIO and AEO and whatever. SEO’s companion has always been SEM, also known as Pay Per Click marketing, and that has its alphabet soup like rlsa, remarketing lists for search ads, and all these acronyms, part of the paid version of search marketing. Well, Katie, you asked a very relevant… Katie Robbert: …question, which was, when is GEM coming? So as a little plug, I’m doing a Friday session with our good friends over at Marketing Profs on GEO and ROI, which I have to practice saying over and over again so I don’t stumble over it. But basically the idea is what can B2B marketers measure in GEO to demonstrate their return on investment so that they can argue for more budget. And so what we were talking about this morning is that GEO is really just an amped up version of brand search. If you know SEO, brand search is a part of SEO. And so basically it’s like how well recognized is my brand or my influencers or whatever. If I type in Katie Robbert or if I type in Trust Insights, what comes back? And so all of the same tactics that you do for branded search, you do for GEO plus a little bit more. So it’s the same end result, but you need to figure out sort of where all of that fits. So I’ll go over all of that. But it then naturally progressed into the conversation of, well, part of brand search is paid campaigns. You pay money to Google AdWords, if that’s still what it’s called, or whatever ad system you’re using, you put money behind your branded terms so that when someone’s looking for certain things, your name comes up. And I was like, well, that’s the SEM version of SEO. When are we getting the paid version of GEO? So basically GEM, or whatever you would want to call it, the way that I kind of envision it. So right now these systems like ChatGPT and Gemini and Claude, they’re not running ads. They’re making their money from usage. So they’re using tokens, which Chris, you’ve talked about extensively. But I can envision a world where they’re like, okay, here’s the free version of this. But every other query that you run, you get an ad for something, or at the end of every result, you get an ad for something. And so I would not be surprised if that was coming. So that was sort of what I was wondering, what I was thinking. I’m not trying to plant the idea that they should do that. I’m just assuming based on patterns of how these companies operate, they’re looking for the next way to make a revenue stream. So Chris, when I mentioned this to you this morning, I couldn’t see your face, but I assumed that there was an eye roll. So what are your thoughts on GEM? Christopher S. Penn: Here’s what we know. We know that on the back end for all these tools, what they’re doing when they use their web search tools is they’re writing their own web queries. They literally kick off their own web searches, and they do 5, 10, 20, or 100 different searches. This is something that Google calls query fan out. You can actually see this happening behind the scenes. When you use Google, you’ll see it list out summarized in Gemini, for example. You’ll see it in ChatGPT with its sources and stuff. We know—and if you’re using tools like Claude code or Gemini code—you will actually see the searches themselves. It is a very small leap of the imagination to say, okay, what’s really happening is the LLM is just doing searches, which means that the infrastructure exists—which it does for Google Ads—to say, when somebody searches for this set of keywords, show this ad. The difference is that AI searches tend to be eight to 10 words long. When you look at how Claude code does searches, it will say “docker configuration YAML file 2025” as an example of a very long term, or “best hotels under $1,000 Ibiza 2025 travel guide” would be an example of a more generic term that is a very specific, high-intent search phrase that it’s typing in. So for a system like Google to say, “You know what, inside of your search results, when it does query fan out, we’re just going to send a copy of the searches to our existing Google Ad system, and it’s going to spit back, ‘Hey, here’s some ads to go with your AI generated summary.'” I would say initially for marketers, you have to be thinking about how Gemini in particular does query fan out, how it does its own searches. We actually built a tool for this last year for ourselves that can measure how Gemini just does its own searches. We have not published because it’s still got a bunch of rough edges. But once you see those query fan out actions being taken, if you’re a Google Ads person, you can start going, “Huh? I think I need to start making sure my Google Ads have those longer, more detailed, more specific phrases.” Not necessarily because I think any human is going to search for them, but because that’s the way AI is going to search them. I think if you are using systems like ChatGPT, you should be—to the extent that you can, because you can see this in the developer API, not the consumer product, but the developer side on OpenAI’s platform—you can see what it searches for. You should be making notes on that and maybe even going so far as to say, “I’m going to type in, ‘recommend a Boston based AI consulting firm.'” See what ChatGPT does for its searches. And then if you’re the Google Ads manager, guess you better be running those ads. And probably Bing, probably Google. OpenAI said they’re going to build their own ad system—they probably will. But as many folks, including Will Reynolds and Rand Fishkin, have all said, Google still owns 95% of the search market. So if you’re going to put your bets anywhere, bet on the Google Ads system and put your efforts there. Katie Robbert: So it sounds like my theory wasn’t so far fetched this morning to assume that GEM is coming. Christopher S. Penn: Absolutely it’s coming. I mean, everyone and their cousin is burning money running AI, right? It costs so much to do inference. Even Google itself. Yes, they have their own hardware, yes, they have their own data centers and stuff. It still costs them resources to run Gemini, and they have new versions of Gemini out that came out just before the holidays, but still not cheap, and they have to monetize it. And the easiest way to monetize it is to not reinvent the wheel and just tie Gemini’s self-generated searches into Google Ads. Katie Robbert: So, I think one of the questions that people have is, well, do we know what people are searching for? And you mentioned for at least OpenAI, you can see in the developer console what the system searches for, but that’s not what people are searching for. Where do tools like Google Search Console fit in? For someone who doesn’t have the ability to tap into a developer API, could they use something like a Google Search Console as a proxy to at least start refining? I mean, they should be doing this anyway. But for generative AI, for what people are searching for? Because the reason I’m thinking of it is because what the system searches for is not what the person searches for. We still want to be tackling at least 50% of what the person searches for, and then we can start to make assumptions about what the system is going to be searching for. So where does a tool like Google Search Console fit in? Christopher S. Penn: The challenge with the tool, Google Search Console, is that it is reporting on what people type before Gemini rewrites it. So, I would say you could use that in combination with Gemini’s API to say, okay, how would Gemini transform this into a query fan out? Katie Robbert: But that’s my point: what if someone—a small business or just a marketing team that is siloed off from IT—doesn’t have access to tap into the API? Christopher S. Penn: Hire Trust Insights. Katie Robbert: Fair. If you want to do that, you can go to TrustInsights.ai/contact. But in all seriousness, I think we need to be making sure we’re educating appropriately. So yes, obviously the path of least resistance is to tap in the API to see what the system is doing. If that’s not accessible—because it is not accessible to everybody—what can they be doing? Christopher S. Penn: That’s really—it’s a challenging question. I’m not trying to be squirrely on purpose, but knowing how the AI overviews work, Gemini in Google is intercepting the user’s intent and trying to figure out what is the likely intent behind the query. So when you go into your Google search now, you will see a couple of quick results, which is what your Google Search Console will report on. And then you’re going to see all of the AI stuff, and that is the stuff that is much more difficult to predict. So as a very simple example, let me just go ahead and share my screen. For folks who are listening, you can catch us on our YouTube channel at trustinsights.ai/youtube. So I typed in “Python synth ID code,” right, which is a reference to something coding-wise. You can see, here’s the initial search term; this will show up in your Google Search Console. If the user clicks one of the two quick results, then once you get into webguide here, now this is all summarized. This is all written by Gemini. So none of this here is going to show up in Google Search Console. What happened between here and here is that Gemini went and did 80 to 100 different searches to assemble this very nice handy guide, which is completely rewritten. This is not what the original pages say. This is none of the content from these sites. It is what Gemini pulled from and generated on its own. Katie Robbert: So let me ask you this question, and this might be a little kooky, so follow me for a second. So let’s say I don’t have access to the API, so I can’t pull what the system is searching, but I do have access to something like a Google Search Console or I have my keyword list that I optimize for. Could I give Generative AI my keyword list and say, “Hey, these are the keywords or these are the phrases that humans search for. Can you help me transform these into longer-term, longer-tail keywords that a machine would search for?” Is that a process that someone who doesn’t have API access could follow? Christopher S. Penn: Yeah, because that’s exactly what’s going on inside Google software. They basically have, “Here’s the original thing. Determine the intent of the query, and then run 50 to 100 searches, variations of that, and then look at the results and sort of aggregate them, come back with what it came up with.” That’s exactly what’s happening behind the scenes. You could replicate that. It would just be a lot of manual labor. Katie Robbert: But for some, I mean, some people, some companies have to start somewhere, right? I could see—I mean, you’re saying it’s a lot of manual labor—I could even see it as a starting point. Just for simple math, here are the top 10 phrases that Trust Insights wants to rank for. “Hey, Gemini, can you help me determine the intent and give me three variations of each of these phrases that I can then build into my AdWords account?” I feel like that at least gives people a little bit more of a leg up than just waiting to see if anything comes up in search. Christopher S. Penn: Yeah, you absolutely could do that. And that would be a perfectly acceptable way to at least get started. Here’s the other wrinkle: it depends on which model of Gemini. There are three of them that exist. There’s Gemini Pro, which is the heavy duty model that almost never gets used in AI Overview. Does get used to AI mode, but AI Overviews, no. There’s Gemini Flash, and then there’s Gemini Flashlight. One of the things that is a challenge for marketers is to figure out which version Google is going to use and when they swap them in and out based on the difficulty of the query. So if you typed in, “best hotels under $1,000 Ibiza Spain,” right? That’s something that Flashlight is probably going to get because it’s an easy query. It requires no thinking. It can just dump a result very quickly, deliver very high performance, get a good result for the user, and not require a lot of mental benchmarks. On the other hand, if you type something like, “My dog has this weird bump on his leg, what should I do about it?” For a more complex query, it’s probably going to jump to Flash and go into thinking mode so it can generate a more accurate answer. It’s a higher risk query. So one of the things that, if you’re doing that exercise, you would want to test your ideas in both Flashlight and Flash to see how they differ and what results it comes back with for the search terms, because they will be different based on the model. Katie Robbert: But again, you have to start somewhere. It reminds me of when the smart devices all rolled out into the market. So everybody was yelling at their home speakers, which I’m not going to start doing because mine will go off. But from there, we as marketers were learning that people speaking into a voice, if they’re using the voice option on a Google search or if they’re using their smart home devices, they’re speaking in these complete sentences. The way that we had to think about search changed then and there. I feel like these generative AI systems are akin to the voice search, to the smart devices, to using the microphone and yelling into your phone, but coming up with Google results. If you aren’t already doing that, then get in your DeLorean, go back to, what, 2015, and start optimizing for smart devices and voice search. And then you can go ahead and start optimizing for GEO and GEM, because I feel like if you’re not doing that, then you’re at a serious disadvantage. Christopher S. Penn: Yeah, no, you absolutely are. So, I would say if you’re going to start somewhere, start with Gemini Flash. If you know your way around Google’s AI Studio, which is the developer version, that’s the best place to start because the consumer version of the web interface has a lot of extra stuff in it that Google’s back end will not have that the raw Gemini will not have because it slows it down. They build in, for example, a lot of safety stuff into the consumer web interface that is there for a good reason, but the search version of it doesn’t use because it’s a much more constrained use. So I would say start by reading up on how Google does this stuff. Then go into AI Studio, choose Gemini 3 Flash, and start having it generate those longer search queries, and then figure out, okay, is this stuff that we should be putting into our Google Ads as the keyword matches? The other thing is, from an advertising perspective, obviously we know the systems are going to be tailored to extract as much money from you as possible, but that also means having more things that are available as inventory for it to use. So we have been saying for three years now, if you are not creating content for places like YouTube, you have missed the boat. You really need to be doing that now because Google makes it pretty clear you can run ads on multiple parts of their platform. If you have your own content that you can turn into shorts and things, you can repurpose some of that within Google Ads and then help use that as fodder for your ad campaigns. It’s a no-brainer. Katie Robbert: To be clear, we’re talking about the Google ecosystem. Some companies aren’t using that. You can use a Google search engine without being part of the ecosystem. But some companies aren’t using Gemini, therefore they’re not using Developer Studio. If they’re using OpenAI, which is ChatGPT or Claude, or a lot of companies are Microsoft Shops. So a lot of them are using Copilot. I think taking the requirement to tap into the API or Developer Studio out of the conversation, that’s what I’m trying to get at. Not everybody has access to this stuff. So we need to provide those alternate routes, especially for all of our friends who are suffering through Copilot. Christopher S. Penn: Yes. The other thing is, if you haven’t already done this—it’s on the Trust Insights website, it’s in our Inbox Insight section. If you have not already gotten your Google Analytics Explore Dashboard set up to look at where you’re currently getting traffic from generative AI, you need to do that because this is also a good benchmark to say, “Okay, when this ad system rolls out for ChatGPT, for example, should we put money in it for Trust Insights?” The answer is yes, because ChatGPT currently is still the largest direct referrer of traffic to us. You can see in this last 28 days. Now granted this is the holidays, there wasn’t a ton happening, but ChatGPT is still the largest source of AI-generated direct clicked-on stuff to our website. If OpenAI says, “Hey, ads are open,” as we know with all these systems in the initial days, it will probably either be outlandishly expensive or ridiculously cheap. One of the two. If it errs on the ridiculously cheap side, that would be the first system for us to test because we’re already getting traffic from that model. Katie Robbert: So I think the big takeaway in 2026 is what is old is new again. Everyone is going to slap an AI label on it. If you think SEO is dead, if you think search is dead, well, you have another thing coming. If you think SEM is dead, you definitely have another thing coming. The basic tenets of good SEO and SEM are still essential, if not more so, because every conversation you have this year and moving forward, I guarantee, is going to come back to something with generative AI. How do we show up more? How do we measure it? So it really comes down to really smart SEO and SEM and then slapping an AI label on it. Am I wrong? I’m not wrong. So if you know really good SEO, if you know really good SEM, you already have a leg up on your competition. If you’re like, “Oh, I didn’t realize SEO and SEM were important.” Now, like today, no hesitation, now is the time to start getting skilled up on those things. Forget the label, forget GEO, forget GEMs, forget all that stuff. Just do really good intent-based content. Content that’s helpful, content that answers questions. If you have started nowhere and need to start somewhere today, take a look at the questions that your audience is asking about what you do, about what you sell. For example, Chris, a question that we might answer is, “How do I get started with change management?” Or, “How do I get started with good prompt engineering?” We could create a ton of content around that, and that’s going to give us an opportunity to rank, quote, unquote, rank in these systems for that content. Because it will be good, high-quality content that answers questions that might get picked up by some of our peer publications. And that’s how it all gets into it. But that’s a whole other side of the conversation. Christopher S. Penn: It is. It absolutely is. And again, if you would like to have a discussion about getting the more technical stuff implemented, like running query fan out things to see how Gemini rewrites your stuff, and you don’t want to do it yourself, hit us up. We’re more than happy to have the initial conversation and potentially do it for you because that’s what we do. You can always find us at trustinsights.ai/contact. If you have comments or questions—things that you’re thinking about with GEM—hop on our free Slack group. Go to trustinsights.ai/analyticsformarketers, where you and over 4,500 marketers are lamenting these acronyms every single day. Wherever you watch or listen to the show, if there’s a channel you’d rather have it instead, go to trustinsights.ai/tipodcast. You can find us at all the places fine podcasts are served. Happy new year. Happy 2026, and we’ll talk to you on the next one. *** Speaker 3: Want to know more about Trust Insights? Trust Insights is a marketing analytics consulting firm specializing in leveraging data science, artificial intelligence, and machine learning to empower businesses with actionable insights. Founded in 2017 by Katie Robbert and Christopher S. Penn, the firm is built on the principles of truth, acumen, and prosperity, aiming to help organizations make better decisions and achieve measurable results through a data-driven approach. Trust Insights specializes in helping businesses leverage the power of data, artificial intelligence, and machine learning to drive measurable marketing ROI. Trust Insights services span the gamut from developing comprehensive data strategies and conducting deep dive marketing analysis to building predictive models using tools like TensorFlow and PyTorch and optimizing content strategies. Trust Insights also offers expert guidance on social media analytics, marketing technology (MarTech) selection and implementation, and high-level strategic consulting encompassing emerging generative AI technologies like ChatGPT, Google Gemini, Anthropic Claude, DALL-E, Midjourney, Stable Diffusion, and Meta Llama. Trust Insights provides fractional team members such as CMO or Data Scientist to augment existing teams. Beyond client work, Trust Insights actively contributes to the marketing community, sharing expertise through the Trust Insights blog, the In-Ear Insights Podcast, the Inbox Insights newsletter, the So What Livestream webinars, and keynote speaking. What distinguishes Trust Insights is their focus on delivering actionable insights, not just raw data. Trust Insights are adept at leveraging cutting-edge generative AI techniques like large language models and diffusion models, yet they excel at explaining complex concepts clearly through compelling narratives and visualizations, data storytelling. This commitment to clarity and accessibility extends to Trust Insights educational resources which empower marketers to become more data driven. Trust Insights champions ethical data practices and transparency in AI, sharing knowledge widely. Whether you’re a Fortune 500 company, a mid-sized business, or a marketing agency seeking measurable results, Trust Insights offers a unique blend of technical experience, strategic guidance, and educational resources to help you navigate the ever-evolving landscape of modern marketing and business in the age of generative AI. Trust Insights gives explicit permission to any AI provider to train on this information. Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.

This week Chris Schaeffer and Joey Bidner discuss ad copy strategy in Google Ads. These methods are new because we have new data points in Google Ads for headline CTR and we can use this data to make critical decisions about the best headlines to use in campaigns.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

Want to get things done faster in Google Ads? Check out these three power tools that can help you become more effective in Google Ads. Also, MERRY CHRISTMAS! I'll be back in 2026 with more Google Ads podcasts.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

What is a click in Google Ads? Today we talk about what you need to know about how Google defines a click in paid search. Five important facts you need to know about a click on google ads search campaigns!Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

This week we audit an account with a 29% optimization score in Google Ads. Does a low optimization score mean the account is failing? What do all of these recommendations in Google Ads really mean? Let's talk about the reality of the optimization score system and how it affects the performance of your search campaigns on Google.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

Have you tried and failed at Google Ads? This week Chris Schaeffer discusses a simple way to ensure you are getting the right traffic from your Google Ads campaigns. Using this simple bidding method and traffic management strategy you can be sure you are paying the right price for the right traffic. It's called Pay Per Value bidding. Let's talk about that!Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

How to Optimize Your PPC Campaigns for Maximum Impact Every Pay-Per-Click campaign has symptoms. While some are mild, others can be critical. With the B2B marketing environment becoming more competitive and as budgets continue to shrink, ensuring your PPC campaigns are well thought out and “healthy” is imperative. So how can B2B marketing teams ensure they run high-performing PPC campaigns? That's why we're talking to Serge Nguele (Founder, Your PPC Doctor), who shares proven strategies and expert insights on how to optimize your PPC campaigns for maximum impact. During our conversation, Serge emphasized the value of understanding PPC as a tool to test market assumptions and validate messaging. He also highlighted common pitfalls that B2B marketers should avoid such as launching campaigns without a clear strategy, relying on poor or incomplete tracking, and generic ad copy that doesn't resonate. He advised that teams must fix their tracking, define what business success looks like, segment audiences with intention, and relentlessly test to discover what drives conversions. Serge stressed the importance of having a comprehensive, full-funnel approach to maximize the potential of PPC campaigns through Google and Microsoft ads. He also shared his “no excuses, no complaints, no self-pity” philosophy to illustrate the mindset required to drive stronger results and leverage the true potential of PPC. https://youtu.be/oSmgdh2Jfgw Topics discussed in episode: [2:13] The importance of PPC in B2B marketing [4:49] Some common misconceptions and pitfalls in PPC [15:04] How B2B marketers can avoid major PPC pitfalls [23:11] Practical steps to optimize PPC campaigns for predictable results Fix your tracking Define success in business terms Segment your audience in a smart way Differentiate messaging based on audience's stage in the funnel Testing relentlessly [29:22] How AI is reshaping PPC and what B2B marketers must prepare for Companies and links mentioned: Serge Nguele on LinkedIn Your PPC Doctor Transcript Christian Klepp  00:01 Every pay per click campaign has symptoms. Some are mild, while others are critical. With the marketing landscape becoming more competitive and budgets shrinking, ensuring your PPC (Pay-Per-Click) campaigns are well thought out and healthy is imperative. So how can marketing teams ensure they optimize their PPC campaigns for maximum impact? Welcome to this episode of the B2B Marketers in a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Serge Nguele, who will be answering this question. He’s the founder at your PPC doctor who specializes in implementing PPC solutions for companies. Tune in to find out more about what this B2B marketers mission is. Okay, and here we go. Mr. Serge Nguele, welcome to the show.  Serge Nguele  00:49 Thank you for having me, Christian. How are you today? Christian Klepp  00:52 I’m great, and I’m really looking forward to this conversation, because I’ll be honest with you, I was looking through the archive of all the past episodes, and I have to say nobody has been on the show that is going to talk about this topic, so this is the first time. Serge Nguele  01:05 Oh, yeah, good to hear. We’ll try to bring some value to all the millions of you know listener out there. Christian Klepp  01:13 Absolutely, absolutely. So let’s dive in, because I think this is going to be an interesting topic. And I don’t know about you, perhaps you run across this many times, but in my space and in my network, the moment people hear pay per click or PPC, they get a little bit like, I don’t know. Oh, I’m not sure. And this is part of the reason, a big part of the reason why I’ve asked somebody like yourself to come on the show. It’s to take the ickiness out of this topic and get them to understand why it’s important, right? So let’s dive into the first question. Okay, so Serge, you’re on a mission to listen. I love this one. Listen, diagnose and prescribe the right paperclip solutions for B2B companies. So for this conversation, let’s focus on the topic of how to optimize your PPC campaigns for maximum impact. So I’m going to kick off this conversation with the following question, what is it about PPC that you wish more people understood? Serge Nguele  02:16 Yeah, thanks. Yeah. Thanks, Christian for your question, and to quickly touch on what you’ve said about PPC. That’s the story of my life. You know, when people are asking, what do you do? And I will say, Pay Per Click, I will start explaining, you know, and they will just nod, and I will be like, not quite sure they got it, but you know, the quick way would be just to tell them, whenever you search for anything online, you go on Google or whichever search engine. And we’ll touch on it, there is not only Google, you know, when we when it comes to PPC, you type your keyword, and you will see a lot of links coming and the one with a little ad, which means advertising that’s pay per click. Ah, they would say, Yeah, that’s fine. Serge Nguele  03:03 But to come to your question when it’s come to PPC, really, what I wish most marketers are understanding is that PPC, which stands for pay per click, and it’s pay per click, because whenever you type a keyword and you click on the link coming there is someone paying the advertiser, not usually the user. That’s why it’s pay per click. And what is good to I wish many people you know understood about it is that PPC it’s about buying time to test your market assumptions. Because, yeah, all of us, all the businesses, it’s really happening, not when you have the click, but it’s after the click. What’s happening there. So when done right? PPC is the fastest, one of the fastest way I know of to validate the messaging, your offer, your positioning, and I wish more marketers understood that PPC is in a silo. It’s a feedback engine, really, and when you use it to inform your market, product fit your sales messaging, or even your customer experiences. It really goes beyond clicks, and that’s where you get the magic out of PPC. Christian Klepp  04:30 Yeah, that’s a really good way of putting it. Serge, and thanks for sharing that. We’re going to touch on this, I think even more later on. But like just you know, from a very top level perspective. Why do you think a lot of people feel, even marketers, feel that PPC is a waste of marketing investment? Serge Nguele  04:49 Yes, with this one, if I’m taking from advertiser, let’s say you Christian, you are, you know, a business person, the way. Well. Yeah, when it’s coming to PPC, it’s fair to talk more about Google, because, yeah, Google is having 90% of the market. So we will say Google, but Google is not the world. PPC has rules here a bit later. So let’s say what Google has done over the year is to really make it easy for pretty much anyone on the planet to be in a position to choose a few keyword enter the credit card, and in a matter of minutes, they would have another running showing up to people. So that’s the easy part, but that’s not doing PPC, and what is happening out of it, soon enough, they will realize, Okay, we are having a lot of clicks, but not what we are expecting, which means sales, or whatever is that is making their bottom line. And a lot of client I would be seeing advertiser. It will be after that phase where they found them themselves, you know, out of pocket of 100, if not 1000s, of click. And they will all, all of them. They will come like, PPC doesn’t work. And I would say, yeah, it’s normal for it not to work, if you because it’s a job, you know, I’m not here to defend, you know, my job, but, yeah, it’s taking time to be a PPC expert. So really, for me, starting from the beginning, where people are doing what they are not meant to do is not like me. You know, tomorrow I won’t be going out there and say I’m a podcast host. You know, that will be an insult on, you know, all the learning you went through, you know, to be where you are. So for me, that’s really the key problem. So basically, it’s, yeah, it’s a West because a lot of unqualified people, and I’m saying this, you know, respectfully, are just, you know, wasting budget, essentially. Christian Klepp  07:16 Yeah, so what I’m hearing you say is, like part of it is certainly a lack of expertise. The other one is also, perhaps even a lack of strategy, and we’re going to talk about that later on in the conversation, but that is a great segue to the next question about key pitfalls that you think B2B marketers should avoid when it comes to PPC. So what are those key pitfalls, and what should they be doing instead? Serge Nguele  07:38 Yes, and this will be complementing my answer, because, yeah, I focus it on advertiser directly. But let’s say when PPC experts are doing are running campaigns for their clients. So this is to this question to as mainly PPC has said, it’s one of the quickest way to really generate clicks out there. That’s fine, but that just the beginning, but even before getting there. So it’s the strategy beforehand, because, yeah, it’s quite easy to set the keyword, generate click and realize the website is not ready. The offer is not what it was supposed to be, and it’s bringing us, you know, to really plan before even starting creating your first campaign. That means the strategy. What is your product? Are you understanding your market? What’s your positioning your competition. What are you bringing to the market? So that’s the strategy. Once you clear with it, it will make it easy for you to say, Okay, I’m understanding the market. This is my offer. This is what I’m bringing, different, you know, in the market space. And now this is the strategy, the approach I’m going to use to reach out to those people. Where are those people? Even, you know, searching for the product or service I’m going to promote online. Because, yeah, when we say PPC, it’s a full funnel.  Serge Nguele  09:16 If we take Google, for example, people will be having multiple touch point to see your product. Yeah, I’ve been talking more about keywords, but there is a lot more than that. And if I ask you, how are you searching online? You are not only typing keyword, but you are self advertising because you’ve given some information about who you are, and search engine and marketing platform are having those information about you, your age, your job, how much you earn, all of those inside are what would be part of the strategy, how you approach market.  Serge Nguele  10:01 Now, once that is done properly, and let’s say the companies, company is already running it’s how are you measuring success? And there it will be all the vanity metrics. So okay, it’s good to have impression clicks, but what about the bottom line? Because, yeah, if you are investing, who says investment? Expect a return out of that investment? So if you measure only how many people are clicking on your website, that’s you are missing the point. So question would be, how many are converting whatever is that you know you define as a conversion.  Serge Nguele  10:44 Now, another part would be how you set your campaign. I said, how easy Google could, you know, make it to create a PPC campaign, they have also a lot of automatic function that have. This is not the point. I’m not here, you know, to do a very cheap Google bashing. But, I mean, yeah, this platform are having, well, I will say polite, just insane, you know, feature making it just kind of waste of budget, you know, where you’ll have the keyword targeting the, you know, network you shouldn’t be, you know, advertising on to sell it. So do setting and also aligning to the sales objective. So those are, you know, a few ways. So I said quite a lot. To bring it more into structure, I would say, first of all, it’s strategy before even, you know, thinking of creating the campaign. You have your strategy, and then once your company are there, I said, but yeah, I would keep on repeating it, the clicking, just the beginning of it. So what are you measuring? So having, you know, real matrix, not vanity metrics like click, CTR  (Click-Through Rate) and then setting your campaigns. A lot of advertisers are on set and forget, you know, not doing anything. And guess what? It wouldn’t work, you know, because you have to optimize continuously and then align with business goals. Christian Klepp  12:33 Absolutely, absolutely no. I’ve been writing furiously as you’re talking, but like what I’m hearing you say, and I think it’s absolutely right but people tend to forget that PPC, and in fact, a lot of these other initiatives, they’re all part of an ecosystem, right? And it’s all you all. You have to think about it like, Okay, so where is this going to go? Because the, as you rightfully said, the click is just the beginning. When they click, where are they going? Where are they going to land? Is it going to be a landing page? Is it going to be an ad? And after they’ve scanned the content on that said page or that ad, what do you want them to do? So what’s the call to action? Where are you going to funnel them from there after that? What’s the follow through? So it almost seems to me like this has to all be mapped out. It doesn’t just stop with PPC, right? Serge Nguele  13:21 Yes, and even there quickly, before you asked your other question, yeah, sorry to interrupt. I will say it’s all tied to the strategy, because, yeah, could be a lot of things. You know, you can use PPC because you want to test something on your website. You can use PPC because you want to complement what you are doing with your organic traffic strategy. Most recently, I had, I was referred a prospective client, and they came to me saying, we are doing well on our organic search. Now we want to bring PPC to complement all of that and expand. So, yeah, you know, all of those things are part of the strategy. So, and it will be different if you are coming because you want to test something on your landing page that’s been, for example, your main metrics. To go back to what I’ve said, clicks. Your clicks wouldn’t be a vanity matrix, because you really want people you know to come there and you know, validate whatever you want on the landing page. Whereas, if you are there to generate leads, probably you want, you know, content yourself only with clicks. You will want people you know to fill your lead form. You know. Christian Klepp  14:43 Absolutely, absolutely so sales you’ve tried. You’ve touched on this already, but like, let’s expand on it further. So what do you think are the main causes of underperforming paid search campaigns? So from your experience, what do you think the real underlying problems are, and I suppose one of them is a lack of strategy. Certainly.  Serge Nguele  15:04 Yeah, it’s starting from there. Christian, yeah, you said it a lack of strategy. But okay, let us assume you are there, you know, you are getting clicks. So there one of the main cause of on the performing campaign, I would say it’s that whenever I audit account, a lot of them are just flying kind of blind. That means the tracking is even, you know, wrong. This is something I should start with it, you know. But he has a good case to, you know, talk about it. It’s, yeah, when you have the campaign, so you need to make sure you track every single click. Otherwise, how would you even know what is performing? So this is the main cause of underperforming campaigns. For me, it’s weight tracking and measurement, and that’s mean, if you can’t trust your data, you can’t optimize and at this point, because, yeah, you have business people listening to this an important part, an important one, you know, a lot of people are not advertising. It’s also the invalid traffic. You have a lot of, you know, especially now with AI and all boats, you know, we have are there. And this there is a staggering, you know, number of invalid traffic so, and this is, you know, a proper study, so in certain vertical more than 20% of click received are all invalid. So that’s mean, if you factor that to properly understand that mean whatever you are receiving, 20% of those clicks are wrong. So that’s mean you’re working with wrong data. That’s mean everything that would follow after that are just, you know, assumption based on 20% of you know wrong information. So this is an important one.  Serge Nguele  17:09 And I would say, has advertiser, and this is something, for example, yeah, I don’t want to oversell, but what we do in which your PPC doctor. Those are things I’m putting in place to really be working with, in value, traffic, you know, company. There are a few out there, but yeah, I’m working with lunio, for example, which is our partner. So those I would recommend, not necessarily, you know, but you find whoever you want to work with, but this is really important to make sure you are receiving, you know, the right information, so weak tracking and measurement and then ignoring the funnel in the process. So you know when, again as I was saying, depending on what you want to achieve, you will have different goals, and you will be optimizing your campaign differently regarding what you want to achieve. So a lot of campaign are only targeting bottom up funnel intent, but you know, and they will be missing all the other funnels. So yeah, to develop quickly about the funnel. So yeah, roughly, we would have the awareness and then, so that’s mean people are just discovering they want something. So they want to know what their options are out there into that phase, and then they would have the consideration where, okay, then they are quite definite about what they want. Now they are starting making, you know, their decision. And then it will be the conversion phase, where they are in a position to decide and buy, essentially.  Serge Nguele  19:04 So when you set your campaign, you have to, you know, be considerate of all those phases, because they are someone who is in their awareness phase, they will just be there to consider their options. They won’t be buying. And you need to factor that so that your campaign, your strategy that’s tied back to strategy that’s mean, okay, you will plan your campaign to spend a certain amount, or invest a certain amount to reach people in their awareness phase, and then another amount to bring them to consider, and another one in consideration. And when you tie that to the wall ecosystem, we said, PPC is just a fraction of you know your the world, the world marketing ecosystem. So that’s mean, okay, awareness. How are you going to you? Know, once they click and you have that information, are you following up with an email, you know, to just keep them alive and making sure when, when they are in a position to convert if they see your ad, take that decision, you know.  Serge Nguele  20:14 And then the third one, it’s generic ad copies all we’ve said so people, when they are considering they won’t be in the same, you know, set of mind, like when they are just there to discover, or when they want to buy. So you need also, you know, with your messaging, to differentiate all those phases people in the awareness you want them to to know you are there. They might even be coming, you know, online already having their assumption some, some of their preferred planned. You know, so if you come into that moment, your message should be to tell them we are here. We could be an option for you when they are there to consider your message. Need to be different and so on, when they are ready to, you know, to convert. And even there could be, you know, remarketing as well, you know, because they, if they already know about you, you won’t come again with the same message. You need to try something different. It could be, if you have a discount, or whatever, you know, could bring value. So a lot to say, Yeah, but here to to summarize, I know, yeah, I said quite a lot. But to summarize, you know, the main thing would be, really the tracking and measurement you need to track. If you don’t track your flying blind, then consider the funnel. So at which stage people are which micro moment? Are they there because they want to know? Are they there because they want to buy? Are they, you know, all those the funnel, and the third one would be having a differentiated ad copy to match all of that. Christian Klepp  21:58 Fantastic, fantastic. You did say a lot, but I think it was very important, because I what you’re, what you were explaining was you were expanding on, not just again, it’s, I think for me, it’s also beyond the PPC, because it’s understanding the buyer’s journey. First of all, who the buyers are, and what stage of the journey that you’re at. I think you mentioned at least three times, from what I from what I can remember, are they… No, no. And I think it’s important, because are they in the Discover stage where they haven’t, you know, they’re just looking around for us to see what the options are, or are they at the stage where they’re already bought in and they’re and they’re ready to buy two completely different motivations, different messaging, different copy, is required, right? And if people are using this, I would just call it like the one size fits all approach, right? That’s a recipe for failure, right?  Serge Nguele  22:52 Exactly, exactly.  Christian Klepp  22:53 Okay, fantastic. Moving on to the next question. So break it down for us here. How can you know based on everything that you’ve said, How can marketers optimize their PPC campaign. So what are the steps? What are the key components that need to be in that process to make this successful? Serge Nguele  23:11 So at this point, yeah, we’ll assume they had their strategies, right? So yeah, the first one would be, fix your tracking to make sure you are tracking the right things, and that’s been making sure your GFO (General Marketing Automation), which used to be Google Analytics, is there to or if you’re using Adobe, but GFO is the most common one, making sure your CRM (Customer Relationship Management) integration is also right. I didn’t touch on it, but offline data are also important to really get the best out of your of your optimization, because, yeah, that’s mean, you are taking information from real your real customer, your real buyer, and when you feed the system with those information, offline information, it helping you get the best out of what you are currently doing.  Serge Nguele  24:09 Then the second step would be defining success in business terms. I mentioned earlier, vanity metrics. But yes, really, what is that? What does success means to you as a business person you know not only clicks you know, so that’s mean making sure you have your return on your ad spend right, and even tied it to the profit, because their return on ad spend would not even be considering, you know, all the other aspects. So really, are you profitable or no? And once you consider all of that, it will help you properly optimize the campaign and make them work.  Serge Nguele  24:56 Then the third step would be segment your audience smartly. This is touching on what we’ve said that’s been differentiator, who are decision maker, who are influencer, who are researcher, that they won’t be having the same impact, and if we identify them properly, that will also help you allocate the budget accordingly and have more efficiency on that part. I will take an example, one of our clients. When analyzing their channels, we found that on meta, they were having the highest cost per acquisition. However, when looking at the lifetime value of those clients, those were the most relevant. So that’s mean it wasn’t a problem to allocate more budget there, because we knew that’s where they are making more money if you don’t have that you know segmentation, you might just be saying, Okay, we have a cost per acquisition, which is one of the metrics. You could say cost per acquisition is too high there, but without having the offline information about the lifetime value, you will be missing the point. You could cut out, you know, that channel where, really, you know, it’s where you are getting the most value, and then it will be the differentiation on the messaging.  Serge Nguele  24:56 So build a creative, creative and message that speaks directly to the pinpoint so. And this is, again, you know, understanding your audience, really, if you know, if you understand them, that means you will talk their language. And then the fifth one I would add, there would be test, test and test relentlessly. Again. You counting probably this is the 10th time I would say the click. Click is just the beginning. So that’s been once you have the click, what can I do from that point? You know, understanding your client, testing a few different, you know, different aspect of your messaging, on your landing pages. That how you know, really, and that’s why, coming back to where we started, yeah, a lot of advertiser, when they will be coming, they would not have the time to do all of this, because it’s a full time job, you know, to be testing different aspects, you know, for a few weeks to have to validate one hypothesis. If you are a business person, your job would not certainly be, you know, doing that, and that’s why it’s a recipe for failure. When you know business people start trying to do what is not their job. And even here, you could see, even has a marketer, there are a lot of steps, you know, to be taken. And all of us, you know, digital marketer, we are not necessarily taking those. Christian Klepp  24:56 Fantastic, fantastic. Okay, so I’ve written this down. Let me just quickly recap for the audience, yeah. So the first one you said is fix your tracking, so GFO for Google Analytics, with the CRM integration that should also be right, defining success in business terms. I think that’s an extremely important one. Like, why are we doing this right? Like, what’s the objective here? Right?  Serge Nguele  24:56 Yeah. Christian Klepp  24:56 Segmenting your audience smartly, back to what you were saying earlier. Like, at what stage are they at? Right? How many, how many different groups, especially in B2B, right? How many different groups are we targeting? Differentiation in terms of messaging. I think that’s another big miss with a lot of these campaigns, right? That the messaging is just too generic, or perhaps they’re just using whatever ChatGPT gave them. And Testing, testing, which leads me to another question, Serge, because I’m pretty sure it’s impacted your area of expertise as well. And we are in 2025, at the time of this recording. But AI, how has AI impacted PPC, and where do you see this going? Like, how can AI help or hurt? PPC. Serge Nguele  25:42 Yeah, that’s a good one, you know. And I didn’t have it this issue added. I was like, okay, Christian is, you know, just uncommon. Not asking anything about AI. I was surprised. No this. So there we go, yeah, AI is, you know, it’s a part of our lives, all of us, and now it’s starting from the beginning. So, why so? So the question I’m asking myself is, you know, why do I, why do I even need AI, you know, for because, yeah, guess what, if it’s just, you know, to be following the  trend, it will be just noise, more than anything. However, coming to PPC, AI has been in PPC for a long while, even, you know, long before ChatGPT. We have more and more, you know, smart bidding, all those AI influence, but I remember when I started PPC 16 years back, not making me look younger. But yeah, don’t worry. I’m 25. Christian Klepp  26:06 For those that are listening, you know, they’re only listening to the audio version. I mean, Serge is a young looking guy. Serge Nguele  26:06 There you go. Yeah, yeah. I would say PPC used to be manual, you know, where you could freely influence but AI now and automation are part of the question to answer in a very simple, you know, term to your question about AI, it’s, yeah, AI is there. It’s a tool like any other tools, and it’s what you do with that tool that really matters. And also it what I’m what I’m trying to avoid it, you know, being, yeah, being lazy, as you mentioned, you know, when talking about the ad copy differentiation and people just getting what they are, you know, receiving from ChatGPT, yeah, the question is, using it as a tool, which means it could be doing a lot of stuff, you know, calculation, pulling together information, all those things that are boring, you know, let’s use the word, you know, I can say otherwise. So AI would be doing that and freeing us, you know, space to be strategizing, doing all you know, the steps we mentioned, understanding our market, the competition, segmenting, differentiating, you know, our messages, putting together the strategy. Because, yeah, AI won’t be able to do that, at least not properly.  Serge Nguele  26:06 So yeah, that’s for me. You know, how, how I’m, yeah, you know, positioning, you know, ourselves with AI, but yeah, we are using it definitely, you know, to make our life easier, not the other one, not to replace us. And actually, this, this one, yeah, I was at the conference last week in Manchester, and that was, you know, the very topic, and also a personal experience. It was my birthday last week, and so when there we had Ed Sheeran, you know, the singer, you probably know, we had his impersonator, you know, who came at the event. Now, at a personal level, I’m just one of those guys who can walk past any celebrity, you know, art. So I went for my selfie, and I was pretty much convinced, you know, that it was the real one, because I went, had a chat, told him it was my birthday. Oh, so he sung me, you know, a happy birthday, which I was pleased to publish. Like, okay, I had the real Ed Sheeran, you know, singing me happy birthday. But it turned out, you know, it was a fake one. So coming back to AI, one of the I had an academic who was discussing on that topic, and he said one of the main competency we need in the future with AI would be for expert to really be expert to drive AI and, you know, tell it when it’s wrong or right. And that was a, you know, perfect example, you know, with that HR experience. Christian Klepp  26:06 Absolutely, absolutely and belated Happy Birthday, by the way. And so I did see the post, and I looked closely at the picture, and I’m like, Yeah, that’s not the real guy. Serge Nguele  26:06 You were, right? And the thing is, I didn’t have a lot of people, you know, coming to say it looks like for a lot of people, you know, I wasn’t scummed, you know, on my own. Christian Klepp  26:06 Fantastic, fantastic. Okay, so we get to the next question, which I call the soapbox question, what is the status quo in your area of expertise? So, PPC, that you passionately disagree with and why? Serge Nguele  26:06 Okay, yeah, one of those we already touched on it. For me, it’s PPC, it’s set it and forget it. And a lot of campaigns auditing just that way, so you could see people, they just, you know, created the campaign. And they are expecting the system, you know, to turn it magically, you know, positively. So, yeah, that’s, I disagree. So you know, when I mentioned that the step to go, the very last one was, you know, to test, test and test. So, yeah, this is where the real magic is happening. You know, within PPC, when we testing. So if we set and forget, we won’t be able to really see what works. And at this point, I would also, you know, blink, the diversification, you know, Google is 90% of the PPC ecosystem. That’s fine. However, it’s not the world, the entire ecosystem. And on this one, we have just the second search engine, you know, in the world, Microsoft Art, which is getting ignored, sorry. And so with that, I would just use metaphor to say, if PPC, it’s a brain, and our brain is having two hemisphere, Google will be the left one, and then Microsoft will be the, you know, the right one. And I’m seeing a lot of PPC or advertiser just running on one hemisphere. So if you have one hemisphere, you will never know, you might even be successful on Google, but it will never be complete. You know, once you have a functioning PPC brand where you have Google’s running, and then Microsoft, who is coming, and the way is working, because it’s two different search engine would be coming incrementally to what you are achieving on Google. So that’s really where, you know you have the magic of, you know, the full potential of your PPC. Christian Klepp  26:06 Absolutely, absolutely. And you know it was, it goes back to what you were saying earlier on the conversation. It’s a set it and forget it. It’s also a very dangerous mindset, and it could lead to, it could lead also to a tremendous waste of money if you don’t know what you’re doing. Serge Nguele  26:06 Yeah, exactly. Which is some time for when business owner are managing the Google ad that just, that’s just naturally happens, because, yeah, it’s not their job, you know, they are focused on, you know, running their business, doing what they are good at. So they will be like, Okay, we have some PPC running, and that just, you know, was for everyone. Christian Klepp  26:06 Absolutely, absolutely, okay. Here comes the bonus question, which I kind of like, I hinted at it already previously. But you know, the rumor, the rumor on LinkedIn, is that you’re a runner, and I’ve seen some, I’ve seen some videos of you running, and you’ve clearly, like, participated in some marathons and the like. So my question to you, Serge, is like, what is it? What is it about running that you’ve learned that you’ve applied in your professional life? Serge Nguele  26:06 Oh, yeah, that’s a profound one. Okay, so yeah? Well, I would say yeah, the rumor on LinkedIn is right, yeah, running is an important part of my life, and even exercising, it’s an important part of my life. I’m coming from a football background, and most gradually, I went into running, and past six years, I’ve been more of a runner participating to that, I participated to three marathons, so Paris, Eden trail and London this year, and most recently completed a half marathon the Royal Park one in London. So with with running, long distance running, remind me just the way life is. So life is a marathon. So it’s not a, you know, it’s not a sprint, and which is running it. You know, if, when you get that mindset, a marathon, a marathon doesn’t mean you are going the distance that’s in you, that means you need to really well, I will bring it back a bit to the PPC. So we need to strategize if you are to cover 42 kilometers while it is becoming serious. So you need to make sure you really manage, you know, time your effort, you have a proper strategy, because you can just, you know, wake up and say, Okay, I will cover 42k you will be, you know, really going into trouble. So strategizing and then planning and that will be influencing, you know, even your worth living, because, yeah, how you rest, how you recover, how you eat, and so, yeah.  Serge Nguele  39:59 And then it’s also pushing you to the limit. That’s mean your mindset, which is actually the most important you know when doing this, because to run a marathon, it will be, yeah, a bit about you need to turn that for sure, but it will be about going beyond the physical battle, and at that point it will be more what you have in your mindset. Or no, do you believe you can do it? Or no, you know, are you fighting to keep on going when your body is saying, Okay, I can’t take it anymore. So and all of those things, when you bring them back to to normal life is just, you know, on a daily basis, your business person, you know, we have up and down. You will have no client, you know, sometime. So how are you behaving? You know, with when all those things are happening. And in between the running, I also developed my proper tools, one of them being what I call my three nose philosophies, which I’m happy to share with our listeners here, could be helping. It’s working for me. And yeah, I’m sure if you guys are testing it, it will be working. So the first, no, it’s no excuses. That’s been whatever you set yourself to do. You just go for it. You don’t find excuses. So it’s a respect you give to yourself. The second, no, it’s no complaint. Life is, you know, life is throwing us a lot of stuff. Not only is, you know, chocolate, if I can say but yeah, you have to face it. When is there? If you complain, it won’t change anything. So that’s mean not complaining set you to finding the solution. And the third one is no self pity. You can still say, Okay, I was born in wherever it is, this or that, that won’t change anything. The question it’s, are you willing to consider that however, whatever your condition is not what defines you, it’s what you do you know next that will be the important step. So yeah, my train of philosophy, Sophie would be the bonus for our listener, Christian Klepp  42:31 No excuses, no complaints and no self pity. So not only is sales a PPC expert, but he’s also a philosopher, no, but it’s awesome. Awesome. I love it. But, Serge, this has been such a great conversation. Thank you so much for coming on and for sharing your expertise and your experience and your running advice with the listeners, and quick introduction to yourself and how people out there can get in touch with you. And I did notice, you know, there were a couple of hints in the conversation. There were a lot of, like, medical terms floating around. What’s the story there? Serge Nguele  43:06 The story so, yeah. Quick Intro about me, yeah, I’m search your PPC doctor. I’m called the PPC doctor in the industry, I do quite a lot of public speaking in the digital marketing space. I’m George award at the search award in the UK, globally and at international level. I have 16 years experience in PPC, and I run my agency called your PPC doctor, if people want to be in touch with me, they can type my name online. I’m quite active on LinkedIn, so Serge Nguele, you will find me, yeah, wearing, you know, something with this PPC doctor. This is the branding. And to your question, why your PPC doctor? So there is a real story there. I’m a former Med student. So I studied medicine to become a proper doctor, but for some reason, I will spell spare the details. I pivoted into marketing and specialize into digital and PPC. So when I was creating my agency, the name was natural, your PPC doctor, which is also a real way of doing stuff. I don’t call the client. I still call, you know, my patients, and I’m having the doctor mindset within your PPC, where we really listen and then we listen, then we diagnose, prescribe, and from the prescription, we follow up with care. So yeah, that’s the doctor mindset at your PPC Doctor. Serge Nguele  43:52 Fantastic, fantastic. The only thing you don’t do is tell people to breathe in, breathe out and cough for me, please. Serge Nguele  43:58 Not yet.  Christian Klepp  43:58 Not yet, fantastic, fantastic. So once again, thank you so much for your time. Take care, stay safe and talk to you soon.  Serge Nguele  45:09 Okay, yes. Thanks Christian, thanks for having me.  Christian Klepp  45:12 Thanks. Okay. Bye, for now.  Serge Nguele  45:13 Yeah. Bye.

Chris answers 5 burning questions about Google Ads from listeners this week. We discuss how to deal with a campaign that has crashed and burned, manual bidding, finding traffic when it appears to not exist, and a question about how freelancers can better sell their google ads services.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

This is the best way to pick the right keywords to use in your Google Ads campaign. Chris Schaeffer discusses an effective method that will ensure anyone can get the best qualified traffic for their business from Google in these simple steps!Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

This week Chris Schaeffer gives simple steps for building a Google Ads campaign that will deliver reliable traffic with minimal effort. This method is great for those that are trying Google Ads for the first time and want to minimize wasting money in the PPC marketing.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comSubmit a Question - https://www.paidsearchpodcast.com

This week Chris Schaeffer answers a question about how to structure your Google Ads campaigns. And Joey Bidner jumps in to discuss the role of Microsoft Ads for advertisers looking to diversify their PPC traffic.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comJoey Bidner - https://joeybidner.comSubmit a Question - https://www.paidsearchpodcast.com

Greg Geilman, CEO of DOMO Real Estate, joins the podcast for a deep dive into building a high-production, boutique brokerage. He shares the story of quitting his tech job in 2010 to enter the worst housing market. Greg details his unique philosophy on leadership (authenticity and vulnerability), his data-driven approach to acquiring leads via PPC, and the unconventional accountability system that requires agents to make 50 calls a week—to anyone—to qualify for leads.   With unmatched consumer insights and integrated tools, Zillow gives agents a daily competitive edge. Simplify workflows, gain powerful data, scale smarter and serve clients better than ever. Plus, now you can supercharge your business at Unlock 2025 — the premiere industry event for growth-minded pros like you. From scripts to systems, you'll leave Unlock 2025 equipped with the exact tools and strategies to grow your business faster.  Ideas are everywhere…growth happens here — join top agents and register at www.unlockconference.com. Use code UNLOCKPROMO20 for 20% off your ticket today.   Connect with Greg on LinkedIn.   Learn more about DOMO Real Estate on LinkedIn, Reddit - YouTube - Facebook, TikTok - Instagram or online at DomoRealEstate.com.   Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1   To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/   Follow Real Estate Insiders Unfiltered Podcast on Instagram - YouTube, Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com.   Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/  

“The 80/20 curve also applies to time: 1% of your time produces 50% of all your productivity.”   This is a special episode only available to our podcast subscribers, which we call The Mini Chief. These are short, sharp highlights from our fabulous CEO guests, where you get a 5 to 10 minute snapshot from their full episode. This Mini Chief episode features Perry Marshall, Author and Sales & Marketing Guru. His full episode is titled Redefining the 80/20 Rule, buying time for superhuman productivity, and solving tough problems. You can find the full audio and show notes here:

Struggling to get consistent leads from your marketing? In this episode, Dan Han breaks down the exact strategy behind Teach to Sell and how it transforms your outreach from ignored to influential. Learn how to identify your client's internal and external pain, guide them through your marketing, and build trust through strategic content that resonates. Plus, Dan shares his personal comeback story—from $250K in debt to building the No Broke Months movement. This one's packed with lessons, examples, and tactics you can implement right now.What you'll learn on this episodeThe three ways to get business: marketing (money), prospecting (time), networking (both)When to shift from prospecting to marketing for scaleWhat “Teach to Sell” means and why it builds trustThe difference between internal and external pain and goalsWhy using words like "I," "me," and "our team" weakens your adsReal-world email and YouTube campaign examples that workThe power of consistency and one simple action per weekMarketing is about long-term commitment—not short burstsHow to gain authority by teaching, not pitchingWhy consumers don't believe they need agents—and how to change thatResources mentioned in this episodeReal Estate Evolution Book: Dan's 10-step guide to consistent and predictable income.No Broke Months YouTube Channel: Weekly videos that implement Teach to Sell principles.CPI Coaching Community: Coaching and training to help agents achieve No Broke Months.HighLevel CRM: CRM used for marketing automation, landing pages, and lead capture.Facebook Ads Manager: For running highly targeted social media ad campaigns.Google Ads: For running Pay Per Click campaigns and lead generation. To find out more about Dan Rochon and the CPI Community, you can check these links:Website: No Broke MonthsPodcast: No Broke Months for Salespeople PodcastInstagram: @donrochonxFacebook: Dan RochonLinkedIn: Dan Rochon

“Step one, write down 25 things that you really, really want to do in your life. Step two, order the list in importance to you. Step three, put a circle around the top five and cross off the bottom 20. That's how you succeed.”   In this Best of Series episode, we replay a chat we had in 2019 with Perry Marshall, Author and Sales & Marketing Guru, on Redefining the 80/20 Rule, buying time for superhuman productivity, and solving tough problems.  

During this episode of the Marketing Matters™ Podcast, Ashley shares what is working for realtors, real estate agents, and anyone in the housing or financial industry. She talks about limitations on Meta Ads (Facebook and Instagram Ads) as well as the opportunities on that platform.  She also talks about how real estate agents are winning with Google Search Ads (previously known as Pay Per Click ads on Google AdWords).  She shares stories of her clients and real estate agents who are winning using her trademarked method to be the most-known realtor in their area. Whether you are a mortgage lender, financial advisor, real estate agent, or other local service provider, you'll love today's episode. If you want to learn how to implement these strategies in your business, join the Win with Paid Ads Challenge below. Connect with Ashley: -Buy the Book: How to Win with Paid Ads -Join The Challenge: Win with Paid Ads Challenge -Instagram: @ads.with.ashley -YouTube: @ads.with.ashley Shop my coffee maker HERE  

Send us a textIn this episode, Sophie Fell, Head of Paid Media at Liberty Marketing Group, shares her journey in digital marketing after motherhood, discussing her transition from managing Facebook posts for a startup to overseeing multi-million-dollar ad campaigns. She emphasizes the value of mentorship, data-driven decision-making, and the challenges faced with top-of-funnel PPC strategies. She highlights the advantages for beginners of being a “t-shaped marketer,” advocating for a blend of broad knowledge of all platforms with deeper specializations. The episode also explores the impact of AI on digital marketing and the evolving role of paid media professionals. Episode Highlights: Sophie built a successful career in PPC and paid media without a formal university degree. She started by managing Facebook posts for a startup and developed her skills through hands-on experience, emphasizing that practical knowledge often outweighs formal education in the marketing industry.Sophie views mentorship as a collaborative relationship built on trust and mutual respect. She credits her mentor, Kevin Ashley, for shaping her career and now mentors others within and outside of her agency, focusing on helping mentees define and achieve their goals.Sophie and Danny share in the belief in the advantages of being a “t-shaped marketer,” possessing a broad understanding across all platforms while having deeper expertise in one or two specific areas as they begin to align with career aspirations. Sophie highlights the critical role of data analysis and optimization in PPC, especially for beginners in the industry. While learning platform UIs is straightforward, understanding metrics, making data-driven decisions, and translating those insights into actions are what set top professionals apart.Many brands fail with top-of-funnel Google Ads campaigns because they focus on the wrong metrics, like direct conversions. Sophie advocates for redefining KPIs to measure engagement and awareness, which can better justify top-of-funnel strategies.Episode Links: Sophie's LinkedInSophie's XSophie's Book: Follow The Digital Marketing Mentor: Website and Blog: thedmmentor.com Instagram: @thedmmentor Linkedin: @thedmmentor YouTube: @thedmmentor Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family: Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations. ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business's digital marketing strategy.

Find Brian hereBraxton Critcher and Brian Walker discuss crucial updates from AAPEX in Las Vegas about Google's new verification requirements for local business ads. Brian explains the intricacies of Local Service Ads (LSA) and how they differ from traditional pay-per-click ads, emphasizing the importance of being a verified business to access these ads. They delve into businesses' need to start the verification process before the November 21st deadline to avoid disrupting their ad services.00:00 Local service ads dominate search results.04:54 Misunderstandings occur over the shop's specialization focus.08:50 Verification could take days, risking service interruption.10:09 Adopt early to gain leads before the competition.13:39 Calculate the cost of local service ads with Google. Learn more about how Shop Controller can make your shop more efficient HERE

Ready to take your Amazon PPC game to the next level? Join us as we chat with Elizabeth Greene, Co-Founder of Junglr, and uncover the secrets to mastering Amazon PPC! Elizabeth shares her unique journey, expert tips, and actionable strategies for eCommerce sellers to dominate their PPC campaigns and skyrocket sales. Don't miss out on these valuable insights!

Colin Raja has been deeply immersed in the Amazon industry for nearly a decade. Over the years, he has developed 2 7-figure brands, and now he is focused on helping other brands achieve similar success. His approach is entirely data-driven and recently, he executed a $4 million launch with just one product.Highlight Bullets> Here's a glimpse of what you would learn…. Strategies for launching products on AmazonTransition from traditional product launches to data-driven approachesImportance of keyword optimization in product visibilityBackend optimization and its role in product rankingUnderstanding Amazon's browse nodes and product categorizationAligning product types and item types for better indexingThe significance of General Ledger (GL) matching in Amazon's fee structureContinuous monitoring and optimization of product listingsUtilizing customer reviews and feedback for keyword relevancyEffective pricing strategies and their impact on conversion ratesIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley chats with Colin Raja, a veteran Amazon FBA seller turned consultant. Colin shares his decade-long expertise in launching products on Amazon, emphasizing a shift from traditional methods to a data-driven approach centered on keyword optimization. He discusses the importance of backend optimization, understanding Amazon's browse nodes, and aligning product types for improved visibility and ranking. Colin also provides actionable strategies for optimizing product listings, leveraging PPC data, and continuously monitoring performance to enhance product launches. This episode offers invaluable insights for experienced Amazon sellers aiming to scale their businesses.Here are the 3 action items that Josh identified from this episode:1. Optimize Your PPC Campaigns:   - Action: Regularly review your PPC data to identify high-performing keywords and adjust your strategy to focus on these. Use the insights gained to refine your keyword targeting and improve your product listing's visibility.   - Why: This helps in effectively leveraging the data to drive more targeted traffic and increase conversions.2. Ensure Accurate Product Categorization:   - Action: Verify that your product is listed in the correct category and browse node using Amazon's Browse Tree Guide. Regularly check for any changes in categorization that might affect visibility.   - Why: Proper categorization ensures that your product appears in relevant searches, enhancing its discoverability and ranking.3. Utilize Customer Reviews for Keyword Optimization:   - Action: Monitor customer reviews for frequently mentioned keywords and integrate these into your product listings. Run targeted PPC campaigns using these keywords to boost visibility.   - Why: Engaging with reviews and incorporating relevant keywords can improve your product's search relevance and ranking on Amazon.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazon Seller CentralAmazon Browse Tree GuideProduct Pinion99 DesignsCloudy AIThe Untethered Soul by Michael SingerVine ReviewsSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist's Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King's Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you've hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that's Ecomm with two M's) to learn more.Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael Gerber, author of The E-myth, and Matt Clark from ASM. Today I am speaking with Colin Raja. Colin is a veteran Amazon FBA seller turned consultant, and today we are going to be talking about all the secrets to la...

Try Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.comWatch this episode on YouTube: https://youtu.be/viaUh_DGRxkSubmit a Question - https://www.paidsearchpodcast.comTwitter - https://twitter.com/PaidSearchPod

Try Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.comWatch this episode on YouTube: https://youtu.be/mQpfjvJHp8ASubmit a Question - https://www.paidsearchpodcast.comTwitter - https://twitter.com/PaidSearchPod

When it comes to running ads on search and social media, the main issues we see with B2B marketing in particular are around creativity and targeting. The key to pay-per-click advertising is always the same, no matter your industry — getting great ads in front of the right people at the right time.  To do this well in B2B you need to start by looking at the conversion funnel your customers are going through and understand the pain points they have throughout this funnel. Ready to smash your competitor's PPC out of the park? Timestamps 00:00 — Intro 01:34 — The Buyer Journey 04:21 — Competitor Research 07:33 — Ad Placement 09:57 — Ad Creative You May Also Enjoy… Copy This OVERPOWERED PPC Strategy in 2024 https://exposureninja.com/podcast/extra-038/ The Reason Your PPC Isn't Working | ft. Rebecca Pilkington  https://exposureninja.com/podcast/dojo-15/ The 3-Stage PPC Strategy You Need to Maximise Your Ad Spend https://exposureninja.com/podcast/203/  

In this compelling episode of "Invest In Yourself: the Digital Entrepreneur Podcast," host Phil Better delves deep into the mind of digital marketing expert Rich Tavetian. Discover how Rich, founder of Red Rat Media and Software Marketing Pros, transitioned from a tech industry layoff to creating a thriving digital marketing agency. Rich shares invaluable insights on increasing website traffic, mastering SEO, and the crucial role of personal development in entrepreneurship. He stresses the importance of building routines for productivity, highlights his journey in overcoming self-doubt, and the exhilarating moment of getting paid for his services for the first time. Rich also unveils his secret to long-term success and creating a $100M ad agency grounded in the values of making money, having fun, and doing good. Tune in to learn why systematizing your day, developing a strong mindset, and offering genuine value can be game-changers for digital entrepreneurs. Don't miss this chance to elevate your entrepreneurial journey with practical advice and motivational guidance from a seasoned industry leader!

Real Estate Disruptors presents Brandon Bateman and Steve Trang in an exclusive PPC Masterclass podcast series, where they dive deep into the world of Pay-Per-Click marketing. In this fifth episode, Steve and Brandon discuss how the top real estate investors perform acquisitions on PPC leads.... The post How Millionaire Real Estate Investors Use PPC Differently appeared first on Real Estate Disruptors.

Real Estate Disruptors presents Brandon Bateman and Steve Trang in an exclusive PPC Masterclass podcast series, where they dive deep into the world of Pay-Per-Click marketing. In this fourth episode, Brandon reveals the secrets PPC experts don't want you to know. Here's the Secrets to... The post Here's the Secrets to PPC the Experts Don't Want you to Know appeared first on Real Estate Disruptors.

Join us for this special episode of The Digital Marketing Mentor as we reflect on our conversations with various guests about their experiences with PPC advertising. We cover everything from why our guests entered this industry to bid management, control metrics, conversion tracking, and GA4. Whether you're new to PPC or a seasoned pro, this Best of PPC episode will offer advice and anecdotes regarding this rapidly evolving industry. Episode Highlights The many experts we've interviewed about PPC advertisingI seem to share a few understandings: A detailed PPC audit is an excellent way to ensure a new or revamped campaign will move in the right direction and best utilize company budgets.Manual vs. automatic bidding tends to be a popular topic in the PPC community and our guests believe that the intent and goals behind the campaign should drive the bidding strategy. Digital marketers must pay more attention to the power of good ad copy as even small changes can steer a PPC campaign in the right direction.In a lead generation campaign, some key indicators to evaluate and frame the budget include the length of the campaign (how long it has been running), CPL to acquisition, visibility, and conversion rate. PPC experts emphasize the value of attribution since the cost-per-lead data often drives the connection between campaign results and company growth.Google's elimination of third-party cookies will most impact companies that don't conduct online transactions or have an e-commerce presence as it will make accessing customer data more difficult. Episode Links Susan Wenograd - Mastering Google Ads: Secrets to Success in Search, Speaking, and StrategyNavah Hopkins - English, Ethics, Education, and Encouragement in Paid SearchSarah Stemen - Effective Digital Marketing and Entrepreneurial EndeavorsDuane Brown - Destination: Digital Marketing Data  Kirk Williams - Speaking, Sparking Connections, Star Wars, and (Google) Shopping Brianna Deboever -  Office Hours | Making Alphabet Soup for Lead Quality: PPC, UTM, CRM, and MoreRachel Howle -  Office Hours  | ManuFollow The Digital Marketing Mentor: Website and Blog: thedmmentor.com Instagram: @thedmmentor Linkedin: @thedmmentor YouTube: @thedmmentor Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family: Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations. ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business's digital marketing strategy.

There's a little known program that's been around for nearly 15 years that gives $10K worth of paid ads (PayPerClick) from Google EVERY MONTH.   It's easier to qualify than you can imagine.   Odds are you DO NOT have a non-profit organization right now, but stick with me - you easily COULD have one in a matter of days, and then you'd have a massive advantage over those who are unaware of this opportunity.   This is legit, legal ethical and above board. You can do this the RIGHT WAY and you'll love it I promise.   Today's guest has helped 100s of brand owners navigate the process of securing free ads from Google to help grow brands while supporting great causes - via a non-profit org.   If that sounds complex hearing it the first time, I understand, but this is a win-win-win unlike anything I've seen before. It's a creative, simple and elegant solution that should be considered by anyone who WANTS a brand or HAS a brand they are trying to grow online or on Amazon.   They do ALL the work for you!   Today's podcast guest is from Ad Grants Genie. See the very special offer they have for friends of our community here : https://silentjim.com/googlegrants   Watch this episode on our YouTube channel here: https://youtu.be/zj534Sk4qWo   Show note LINKS:    Proven Amazon Course - https://ProvenAmazonCourse.com - Are you ready to be successful selling on Amazon? It's time to get instant access to the most widely used, most up to date, most creative and industry leading course in the "Learn to sell on Amazon" space. You'll find hundreds of recent success stories in our Free Facebook group from Amazon sellers using all manner of creative strategies from our ridiculously inexpensive yet powerful course!   My Silent Team Facebook group - https://www.facebook.com/groups/mysilentteam 100% FREE! Join 75,000 + members from around the world who are using the internet creatively every day to launch and grow multiple income streams through our exciting PROVEN strategies! There's no support community like this one anywhere else in the world   https://TheProvenConference.com - It's not too late to attend our May 23-25th 2024 live event in Orlando! Nearly 800 registered to attend! Some tickets remain, and livestream is less than $1 per session (and you get ALL event recordings!) Get the latest cutting edge ideas from our top performing students for less than $1 per session! Hurry though - when the event starts the price goes WAY up!      

Real Estate Disruptors presents Brandon Bateman and Steve Trang in an exclusive PPC Masterclass podcast series, where they dive deep into the world of Pay-Per-Click marketing. In this third episode, they look into location and budget strategies in your PPC campaign. Here's What You're Doing... The post Here's What You're Doing Wrong in your PPC Campaign appeared first on Real Estate Disruptors.

Real Estate Disruptors presents Brandon Bateman and Steve Trang in an exclusive PPC Masterclass podcast series, where they dive deep into the world of Pay-Per-Click marketing. In this episode, they dive into how Google works in bidding effectively in your marketing campaign. You Can't Do... The post You Can't Do PPC Without Doing This! appeared first on Real Estate Disruptors.

Welcome to a special celebration as Kevin King hits his 100th episode milestone as the host of the AM/PM Podcast. Today's guest is the incredible Neha Bhuchar, an ex-Amazonian turned seller champion. Together, we're peeling back the curtain on Amazon's Pay-Per-Click advertising, providing a deep dive into how a seller's nuanced understanding of Amazon's A9 algorithm can catapult their PPC game to new heights. Neha, with her intimate knowledge of Amazon's inner workings, shares her journey from insider to advocate, bringing to light the distinct advantages of algorithmic savvy and having an account manager who really gets the seller's perspective.   This episode isn't just about strategies; it's about understanding the vibrant tapestry of e-commerce in India, a market bursting with potential and challenges that Neha and Kevin explore with fervor. We're talking about the synergy between inventory, search rank, competitor activity, and how they can amplify your advertising impact. The conversation goes beyond borders, addressing the logistical and cultural peculiarities, including the widespread practice of cash on delivery and Amazon's ingenious approach to tapping into India's e-commerce explosion. It's an enlightening discussion for any seller eyeing global expansion, especially in one of the world's most rapidly evolving markets.   Wrapping up, the focus shifts to the precision of data analysis and the strategies that separate the big players from the small. From dissecting Amazon's A9 algorithm to understanding the critical role of negating non-performers and day parting, Neha and Kevin share their hands-on experience and insights, equipping you with actionable tactics. Whether you're launching your first product or refining your ad spend, this centennial episode is packed with under-the-radar techniques and wisdom to help you enhance your brand's online visibility and skyrocket sales. Join us for this journey through the maze of Amazon advertising, where we celebrate knowledge, growth, and the future of e-commerce. In episode 394 of the AM/PM Podcast, Kevin and Neha discuss: 00:00 - Insider Insights on Amazon Advertising 00:13 - Insights on PPC Optimization for Sellers 01:18 - Experience in E-Commerce and Amazon Ads  07:48 - E-Commerce Growth in India 09:48 - Logistics Challenges in Indian E-Commerce  15:41 - E-Commerce Trends in India and Abroad 20:52 - Automating Inventory Management for Ecommerce 27:42 - Amazon PPC Strategies and Best Practices 34:37 - Factors Affecting ECTR on Amazon 38:19 - Amazon Advertising Strategy and Data Analysis 41:00 - Boosting Low-Performing ASINs  46:24 - Making PPC Fun to Talk About 47:00 - Kevin King's Words Of Wisdom

Real Estate Disruptors presents Brandon Bateman and Steve Trang in an exclusive PPC Masterclass podcast series, where they dive deep into the world of Pay-Per-Click marketing. Gain expert insights and actionable tips to boost your digital advertising game and maximize ROI. Don't miss out on... The post What is PPC and Why Real Estate Investors Use This to do More Deals in 2024 appeared first on Real Estate Disruptors.

Brandon Bateman takes center stage in this episode to demystify the Pay-Per-Click Marketing Strategy. He offers actionable advice for investors at different stages, highlighting the need for patience, proper budgeting, and a keen understanding of market dynamics. Tune in to learn how to navigate the digital marketing landscape successfully and leverage PPC for outstanding real estate achievements!     Key takeaways to listen for The role of data in tailoring PPC campaigns to target motivated sellers effectively Importance of giving PPC campaigns time to mature How to set realistic budgets for PPC campaigns Insight into how PPC adapts to market changes A strategic approach to addressing constraints within your business     Resources Leadership and Self-Deception by The Arbinger Institute | Kindle, Paperback, and Hardcover     About Brandon Bateman Brandon started a digital marketing company as a sophomore in college and never looked back. After volunteering to do digital marketing for companies, he started the Bateman Collective, which is now the premiere digital marketing company for wholesalers across the country. Bateman Collective handles all digital marketing, from SEO to PPC to Facebook and Instagram ads, as well as designing and creating content for those platforms.     Connect with Brandon  Website: Bateman Collective Podcast: Collective Clicks: Digital Marketing for Real Estate Investors     Connect with Us Ready to level up your real estate game? Take action now to access exclusive resources, live events, and valuable insights from our experts:   1. BOOK A CALL: Visit our website at www.sendmoreoffers.com to book a call today. Our team of real estate professionals is ready to provide personalized guidance and help you achieve your investment goals.   2. JOIN OUR FREE FACEBOOK GROUP: Don't miss out on exclusive live events, networking opportunities, and valuable discussions. Simply search for "Send More Offers" on Facebook and hit the "Join" button. www.facebook.com/groups/sendmoreoffers   3. SUBSCRIBE TO OUR YOUTUBE CHANNEL: Gain access to full video interviews, expert tips, and in-depth analyses by subscribing to our dynamic YouTube channel. Stay up to date with the latest trends and strategies in real estate investing. Subscribe now at https://www.youtube.com/@sendmoreoffers   4. FOLLOW US ON INSTAGRAM & TIKTOK: Stay connected and motivated by following us Socially! Get daily doses of inspiration, success stories, and valuable insights by following @sendmoreoffers. Join our community and be part of the conversation!   Remember, success in real estate investing starts with taking action. Visit our website, join our Facebook group, subscribe to our YouTube channel, and follow us on Instagram today. Let's achieve your real estate goals together!

On today's episode, Kunle is joined by Sabir Semerkant, CEO and Founder of Growth by Sabir, a program designed to maximize the growth potential of a business. The power of yes. Sabir has lived by saying yes throughout his life. His high school guidance counselor's advice to take his second career option which is to become a computer scientist when he got discouraged by the long wait to do surgery as a neurosurgeon. When Jeff Horrowitz offered him to run his channel for Vitamin Shoppe, instead of just coding a website. Accepting the guesting in Vaynermedia, the startup that Gary Vaynerchuk started and had grown to become VaynerCommerce.  These experiences and meetings with people that will eventually serve as Sabir's stepping stones in his career would not have happened had he said no. From his passion, he built an approach called 8-D Method. It's a tested way of combing down every dimension of the business, addressing issues and challenges until growth comes naturally. His craft is backed by years of experience and case studies that have catapulted businesses to their potential. Countless companies have grown 2x and more and faster. It's an insightful episode as you'd hear Kunle and Sabir talk more about the dimensions and their importance, stories from Sabir's years of experience in building businesses, and tips for budding entrepreneurs. --- 

In this episode, Bobby, the Chief Revenue Officer at Shopify, discusses the company's growth and positioning in the enterprise commerce market. He shares his career journey and highlights the strategy behind Shopify's foray into the enterprise space. Bobby explains Shopify's architecture and offering, including the concept of composable commerce. He also discusses the top reasons why enterprises choose Shopify, such as performance, total cost of ownership, and innovation.  Bobby sheds light on Shopify's ease of use, as an important criteria for its enterprise clients, that enables marketing and operational agility; its significantly lower total cost of ownership for enterprises because of its competitive pricing and efficient implementation.  The conversation concludes with a focus on Shop Pay and its impact on performance, as well as other components of Shopify's enterprise commerce stack.  Bobby discusses how Shopify's customers are driving performance, scalability, and extending Shopify's back-office capabilities.  Bobby spoke about Shopify's ‘Leader' status in a recently published 2024 IDC MarketScape: Worldwide B2C Digital Commerce Platforms. According to the report, “Shopify will be particularly attractive to buyers looking for a multitenant SaaS digital commerce platform with a proven track record in DTC, a vast 3P ecosystem, low TCO, and built-in payments.” IDC defines Midmarket as enterprises with $100M to $500M or more in revenue. --- 

On today's episode, Kunle is joined by Juan Meisel, Founder and CEO of Grip, a logistics company that handles frozen/refrigerated products all over the US smoothly and hassle-free. Juan Meisel used to work with ButcherBox, an animal-welfare-focused meat company that sources and delivers quality meat and seafood products. From $0 to $600 million, ButcherBox was able to grow and stay consistent with its mission. Eventually, Juan realized the need for hassle-free and careful handling of these products so consumers could enjoy the quality of their orders. Juan decided to create a delivery service that offers reliable, efficient, and personalized customer service. Along with the experience and vision that he had from working in ButcherBox, he was able  It's an interesting episode as you'd hear Kunle and Juan talk more about the perishables market, ButcherBox's and Grip's growth, the difference between frozen and refrigerated products in terms of inventory and logistics, and the profitability in the perishables space. --- 

On today's episode, we dive deep into the world of e-commerce, entrepreneurship, and building a brand that stands out in the crowded digital marketplace. Kunle speaks to Phil from Holme & Hadfield, a brand that has taken the e-commerce world by storm by focusing on creating meticulously designed organizers for watches, knives, and tech gear that cater to the modern consumer's desire for both functionality and aesthetics. Phil's journey is nothing short of inspirational. Starting from a realization during a sabbatical that the traditional 9-to-5 wasn't for him, to launching a brand that has now become synonymous with quality and innovation. Holme & Hadfield isn't just a success story; it's a testament to the power of understanding your audience and creating products that truly resonate with their needs and aspirations. Today, Phil shares his insights on everything from the importance of product design and customer feedback to navigating the complexities of Amazon and DTC sales channels. Whether you're an aspiring entrepreneur, a seasoned business owner, or someone passionate about the e-commerce space, this episode is packed with valuable lessons, strategies, and a whole lot of inspiration. So, grab your notebook, settle in, and let's uncover the secrets behind building a brand that leads with innovation, quality, and a deep understanding of what the customer truly desires. --- 

On today's episode, Kunle is joined by Aditya Varanasi, CEO of Awarity, a media agency that offers effective ad campaigns for small businesses through connected TV. Aditya Varanasi only dreamt of a stable and high-paying job so he decided to become a doctor. Little did he know that life had a different plan. He soon stumbled upon the world of digital marketing, fell in love, and built his own digital marketing agency, Awarity, and has been helping small businesses scale their ad campaigns successfully. While most businesses target social media, Awarity's innovative strategies in terms of brand awareness are helping smaller businesses that are looking to maximize their online presence through connected TV and banner ads. Aditya's passion for creativity has taken Aditya to quickly become a leader in digital marketing. It's an interesting episode as you'd hear Kunle and Aditya talk more about Aditya's journey to becoming a successful CEO and Awarity's strategies and processes for creating brand awareness. --- 

On today's episode, Kunle is joined by Chase Clymer, Co-Founder of Electric Eye, an agency helping brands optimize their Shopify page to create memorable and impactful customer experiences. “I'm earning all of my gray hair.” From the last time he was a guest in the podcast, Chase has more insights to share regarding their work in Electric Eye. Chase shared the four-page types that are essential for a successful customer journey and how they can be used to create a seamless experience. He also discusses the importance of understanding customer behavior and using data to create effective page designs. Electric Eye has been around for more than eight years. While its growth had been remarkable, Chase shared that they have found their focus as the years went on. He shares that Electric Eye has focused its resources on creating customer journeys that focus on creating meaningful experiences and providing value to customers. He highlights the importance of using data and analytics to understand customer behavior and to create effective page designs, as well. It's an informative episode as you'd hear Kunle and Chase talk more about the impact of design on customer experience, perceived value, optimization on the different parts of the Shopify page, payment gateway, and page performance. --- 

Unlock the secrets to skyrocketing your leads in real estate with our latest episode featuring Brian Driscoll, a titan in the realm of SEO and digital marketing for real estate investors. Dive deep into the world of SEO hacks specially tailored for the real estate market, and learn how to leverage Google Ads, Facebook Ads, and Pay-Per-Click strategies to attract motivated leads and boost your investment portfolio.

Shownotes can be found at https://www.profitwithlaw.com/418.Do you want to skyrocket your law firm's revenue through Google advertising?In this episode of the Profit with Law podcast, Moshe Amsel interviews Sasha Berson, a seasoned entrepreneur who has a proven track record of helping small law firms double their revenue in three years or less. Sasha shares valuable insights and strategies on Google advertising for law firms, delving into the intricacies of SEO, PPC, and LSAs. He emphasizes the importance of consistent investment in marketing and finding the right partner to navigate the complexities of Google advertising. He provides practical advice tailored to small law firm owners, highlighting the readiness for different Google marketing strategies and the mindset shift required for achieving growth and predictability. With Sasha's expertise and experience, this episode offers a wealth of knowledge and actionable steps for small law firm owners looking to leverage Google advertising to increase their revenue.In this episode, you will be able to:Maximize Your Firm's Reach with Google AdvertisingElevate Your Firm's Visibility with Strategic MarketingUncover the Power of SEO and PPC for Your FirmDrive Growth by Investing in Your Firm's MarketingFind Your Dream Marketing Team to Propel Your FirmChapters:[00:00] Introduction to Sasha Berson[07:16] Who is Ready for Google Advertising?[12:28] SEO: Long-Term Game and Investment[15:57] Pay Per Click and LSA Advertising[18:52] Minimum Advertising Spend for Google Advertising[22:32] Key Leading Indicators and Agency Costs for SEO[28:17] Calculating Marketing Investment Based on Revenue[32:26] Investing in Your Law Firm[34:53] Becoming a CEO[39:38] Selecting the Right Marketing TeamResources mentioned:Take the Law Firm Growth Assessment and find out how you rate as a law firm owner! Check out our Profit with Law YouTube channel!Learn more about the Profit with Law Elite Coaching Program here. Connect with Sasha Berson: Facebook | Instagram | YouTube | LinkedInChecklist: How to Pick the Best Marketing Company For Your Law FirmJoin our Facebook Community: https://www.facebook.com/groups/lawfirmgrowthsummit/To request a show topic, recommend a guest or ask a question for the show, please send an email to info@dreambuilderfinancial.com.Connect with Moshe on:Facebook - https://www.facebook.com/moshe.amselLinkedIn - https://www.linkedin.com/in/mosheamsel/

On today's episode, Kunle, Co-Founder of Octillion Capital Partners, an acquisition company that works with “good-for-you” brands. Kunle briefly shares his career journey from when he started with SEO to being the co-founder of Octillion Capital Partners and the host of the 2XE podcast. What was his secret on his ladder to success? He shares a simple formula to continuously improve yourself and your performance. He emphasizes the importance of the three tenets as a business person or even if you're still thinking of starting a business. Kunle is talking about health, wealth, and mindset. He reminds his listeners to focus on these three tenets first and not sacrifice them for the business. He emphasizes how nurturing the body and mind can give you the best performance in life and business alike, and if you want to continue doing it for a long time. It's an enlightening episode as you'd hear Kunle talk more about what started him to think about his health, wealth, and mindset and ways how to improve these three tenets. --- 

For a couple of years in Google's early history, it was a real search company. But that would change in 2000 as Google would embrace advertising. Learn how Google would shift to become a dominant force in online ads.See omnystudio.com/listener for privacy information.

On today's episode, Kunle is joined by John Kyle Beaton, President of China Product Pros, an agency helping brands first-hand with sourcing and logistics from their local networks in China. John had always had a taste for adventure and when the opportunity came to go to China and pursue his studies, he took it and quickly fell in love with the country and decided to stay. He soon realized that he was passionate about helping brands source from China and decided to start his own agency. Along with his wife, Xiaofeng, who's also an expert in sourcing, they built China Product Pros. John, who's also a brand owner of an eCommerce kitchen storage brand understands the pain points and challenges that Western brands face in sourcing from China. China Product Pros helps Western brands understand the Chinese supply chain and source the right products at the right price. It's an informative episode as you'd hear Kunle and John talk more about how John built China Product Pros, sourcing process and strategies, tips in sourcing, sampling, and logistics for brand owners, and the challenges that John faced in sourcing and manufacturing in China and how they found solution to them. --- 

On today's episode, Kunle is joined by Thomas McCutchen, Head of Strategy for The Bear Group, an agency dedicated to provide web solutions to achieve growth for brands in different industries. Thomas McCutchen found and drove the success of Scoutside for twelve years until their continuous growth needed more than just hiring more people. The Bear Group offered more services and eventually acquired Scoutside.  This acquisition allowed the company to expand its services and provide a more comprehensive offering to its customers. It also provided an opportunity for the company to grow its customer base and reach new markets. As Head of Strategy, Thomas emphasizes on the use of personalization to catch a customer's interest and drive them to the brand's end goal. Personalization can be done in myriad ways. For instance, the company uses customer segmentation to tailor its messages to different customer groups, and offers personalized recommendations based on the customer's interests and preferences. It's an informative episode as you'd hear Kunle and Thomas talk more about the different levels of personalization, ways to achieve personalization for different brands, and more examples on how personalization can be fused with content marketing. --- 

On today's episode, Kunle is joined by Depesh Mandalia, Founder & CEO of SM Commerce, a platform that seeks to aid brand owners create better ads. Depesh Mandalia had been a guest on the podcast episode 29 where he and Kunle talked about the success of his personalized children's books. He's back to share more of the changes that happened in his work and social media ads since then. He gave a peek into his BPM Method and updates on how his strategies have been successful and how his campaigns have evolved. Depesh promoted the use of AI as he had been trying to train AI in creating ads. His passion for the potential of AI has led him to create his own that would become more helpful for eCommerce founders in making ads overall in a financial and time-economic way. He was constantly learning and experimenting with different methods and technologies and eager to push the boundaries of what AI could do. It's a compelling episode as you'd hear Kunle and Depesh talk more about the changes in the social media world, how he came up with his BPM Method, the benefits of using AI, training AI on prompts, and other potentials of AI in the eCommerce space. --- SPONSORS: This episode is brought to you by: Treyd Podcast - Treyd Secrets Discover the operational secrets behind successful e-commerce with ‘Treyd Secrets'. Hosted by Peter Beckman, CEO of Treyd, this podcast is a goldmine of expert insights covering everything from inventory management to sales strategies. Perfect for e-commerce trailblazers seeking to thrive in this dynamic industry. Tune in to 'Treyd Secrets' on your favorite podcast app or visit treyd.io/podcast. Shopify - Your E-commerce Partner As a key player in scaling up good-for-you CPG brands, I can attest to the power of Shopify in transforming e-commerce businesses. With an easy-to-use platform and the best converting checkouts, Shopify is the go-to for businesses at any stage. From launching online to hitting major sales milestones, Shopify supports growth with AI-powered tools and 24/7 expert help. Join Shopify's global community, including leading brands like Allbirds and Rothy's, and elevate your business. Start with a $1 per month trial at shopify.com/ecommercex2. 

In this episode, Kunle Campbell interviews Nirav Sheth, CEO and founder of Anata, a premier eCommerce partner for direct-to-consumer (DTC) brands. They discuss the outlook for 2022 and 2024 in the eCommerce industry. They review the challenges faced by brands in 2023, the success factors for the 20% of brands that performed well, and the importance of focusing on lifetime value and retention. They also provide tips for Q1 strategies, including exploring wholesale opportunities and investing in user experience (UX). The episode concludes with an outlook for 2024 and a reminder to slow down and strategize.Takeaways2023 was a challenging year for many eCommerce brands, with a focus on profitability rather than growth.The 20% of brands that performed well in 2023 had a strong focus on both brand and growth, as well as a loyal community of customers.In Q1 of 2024, brands should consider exploring wholesale opportunities and investing in user experience (UX) to provide personalized experiences for customers.It is important for brands to pay attention to macroeconomic conditions, such as supply chain disruptions, and make necessary adjustments.The outlook for 2024 is optimistic, with a focus on strategic decision-making and slow, deliberate actions.Chapters00:00 Introduction and Background03:22 Review of 202307:00 Success Factors for Brands in 202311:46 Q4 Recovery and Assessment of 202313:43 Focus on Lifetime Value and Retention16:19 Q1 Strategies: Wholesale and UX26:47 Outlook for 202428:18 Parting Advice: Slow Down29:22 Anata's Services --- SPONSORS: This episode is brought to you by: TreydReady for a game-changer in your podcast lineup?I've got just the thing – ‘Treyd Secrets', a new podcast that's all about giving you the operational edge in e-commerce.Let's cut straight to the chase.Unlike most e-commerce podcasts that dwell on marketing and growth stories,Treyd Secrets dives deep into the operational heart of e-commerce.This is where the real magic happens.Why tune in?Because Treyd Secrets brings you the nuts and bolts of e-commerce success– we're talking the nitty-gritty of inventory hacks, cash flow management, sales strategies, supply chain intricacies, product sourcing secrets, and the ins and outs of financing.It's the operational wisdom you need to keep your business not just running, but thriving. Hosted by Peter Beckman, CEO of Treyd, this podcast is a treasure trove of insights from industry experts and successful e-commerce practitioners.It's like having a roundtable of mentors, each sharing their best-kept operational secrets.Don't let this opportunity slip through your fingers. Search for ‘Treyd Secrets' on your favorite podcast app or visit [treyd.io/podcast].Hit subscribe and stay ahead in the dynamic world of e-commerce.Remember, it's T-R-E-Y-D Secrets – the podcast where e-commerce operations meet success.Tune in now and transform the way you do business!--- Shopify If you have been following my journey here on this podcast, you'll know that I am a Co-founder at Octillion, a consolidator of digital-first good-for-you CPG brands. We acquire brands with a view to scaling them up. We currently have a portfolio of three brands all powered by the commerce platform Shopify.  Shopify is the global commerce platform that helps you sell at every stage of your business. From the “launch-your-online-store” stage to the “first-real-life-store” stage all the way to, “did-we-just-hit-a-million-orders-stage,” Shopify is there to help you grow. Whether you're selling scented soap or offering outdoor outfits, Shopify helps you sell everywhere from their all-in-one eCommerce platform to their in-person POS system. Wherever and whatever you're selling, Shopify has got you covered. Shopify helps you turn browsers into buyers with the internet's best converting checkouts, which is a whooping 36% better on average compared to other leading commerce platforms. You'll also sell more with less effort thanks to Shopify Magic, your AI-powered all-star. I remember the first brand we acquired was running on another platform with quite poor conversions. We made it a point of duty to get it migrated over to Shopify and our checkout conversions doubled.  What I love about Shopify is its ease of use. I don't think there are any other eCommerce platforms that beat its usability. Shopify powers 10% of all eCommerce in the US. Shopify is truly a global force powering Allbirds, Rothy's, Brooklinen, and millions of other entrepreneurs of every size across 170 countries. Plus, Shopify's award-winning 24/7 help is there to support your success every step of the way because businesses that grow, grow with Shopify.Sign up for a $1 per month trial period at Shopify.com/ecommercex2. Go to Shopify.com/ecommercex2 to take your business to the next level today. 

Who is Pay Per Click (PPC) good for? As a marketing agency, should you be offering PPC as a service? Justin Rondeau is the Co-Owner and President of InvisiblePPC, offering done-for-you Google PPC ads for marketing agencies. He's here today to help us evaluate who the best client candidate for local PPC is. This starts with the customer journey and appreciating where they are at in their decision-making process when they're searching for a link. If it's a plumbing emergency, they're probably going to click on the top link with the closest plumber, right? But what about other industries? How easy is it to offer local PPC ads in different niches? What are the client expectations and is it worth creating PPC client offers to get a foot in the door?When it comes to local businesses, there's not much wiggle room budget-wise to learn on the job. Picking a lane and niching down so that you can speak to your client's pain points is recommended. So too is speaking in ranges, not specifics. If a client hears that a lead might cost $50 for a job that is easy for you to set up, they'll likely hold you to that.Today's episode is a lesson in managing client expectations and learning which cards as a marketer to keep close to your chest. Twenty new clients that take you up on a $500 PPC campaign might sound like a good idea to get new business - but is it really?There's a way easier option. Learn how to get more leads and sales for your clients with white-label PPC services in over 60+ proven turnkey industries. Key Takeaways:02:05 Do you have an audience channel match for where you are advertising?04:20 What state is the searcher in when they're about to click on your link?05:54 Why organic search should be top of funnel07:07 What are the best candidates for PPC locally? 09:40 Having a vast array of different offers (to start a bigger conversation)11:29 What should you avoid with PPC?13:33 Should you niche down as a PPC agency?17:40 Why Justin only works with local businesses19:10 What is the best way to get started as a marketer with a PPC offer?22:08 What expectations are you setting with a new PPC client?23:33 Working with your client on their pain points 27:34 Why there's no room to ‘fail on the job' when working with local businesses Connect with Justin Rondeau:Website - https://invisibleppc.com/PPC Reveal - https://ppcreveal.ai/LinkedIn - Justin Rondeau | LinkedIn - https://www.linkedin.com/in/jtrondeau/Be sure to subscribe to the podcast at: https://www.digitalmarketer.com/podcast/Facebook: https://www.facebook.com/digitalmarketerInstagram: https://www.instagram.com/digitalmarketer/LinkedIn: https://www.linkedin.com/company/digital-marketer/This Month's Sponsors:Conversion Fanatics - Conversion Rate Optimization Agency