Podcasts about ppc hero

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Play Episode Listen Later Mar 13, 2024 47:54

In numerous companies, the approach to content strategy appears to be nonexistent, marked by haphazard content creation and dissemination. A notable absence of a cohesive plan to align content with overarching marketing objectives is evident, leading to a disjointed and less effective approach. In light of these challenges, it becomes imperative for companies to recognize the critical significance of implementing a robust content strategy. The upcoming discussion will delve into a methodology that not only addresses these shortcomings but also promises to elevate content creation to a level where flawlessness becomes a tangible outcome. As we navigate through the intricacies of this approach, you will discover how a well-crafted content strategy can serve as the linchpin for achieving marketing goals and fostering a more impactful and cohesive online presence. Purna Virji is a globally recognized content strategist. She grew up in India, when her family came to the US they settled in Philadelphia. She did her masters at Cardiff University, but returned to Philadelphia where she was a journalist and then a producer at the local TV affiliate for PBS. That experience is where She picked up expertise in creating content. She ported this communications flair into designing Pay Per Click ad campaigns for ecommerce companies and then when Microsoft's own ads platform needed a trainer, she transitioned to working there, training both internal Microsoft teams and external groups on Microsoft ads. She went on to speak at conferences like MozCon and SMX Advanced and was ranked as the #1 Most Influential Expert in the world by PPC Hero. She is currently the Principal Consultant for Content Solutions at LinkedIn. In 2023 she came out with the book “High Impact Content Marketing” which we'll talk about today. Timestamps/Chapters: 0:00:00 - Intro 00:02:42 - Welcome Purna 00:10:32 - the AGES model 00:20:38 - PSA 00:21:46 - Practical tips for high Impact content 00:35:26 - Identifying what your audience's needs are 00:46:41 - Where to get book; contact Purna For all the people, products and concepts mentioned, go to Episode 187's page on the Funnel Reboot site.

Ep 115 : Purna Virji on High-Impact Content Marketing - Make Your Content Intentional, Engaging and Effective

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

Play Episode Listen Later Jan 16, 2024 42:01

Content is like apparel. In context of this analogy, why do you say content should be treated like Chanel, as an enduring asset? Please explain for my audience how high impact comes from identifying big ideas? What are the common misconceptions here? Same concept, different angles. Could you share some examples to explain this ? How should one identify big ideas? What are the 4 objections? How can content overcome these proactively? Purna answers the above questions and more as she takes a masterclass in content marketing. Purna Virji is the author of High-Impact Content Marketing and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero. Please connect on Linkedin - https://www.linkedin.com/in/purnavirji/ Her Book on Amazon - https://www.amazon.in/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com The discussion covers the Purna focuses on the importance of repurposing content, understanding the audience, and aligning marketing and sales efforts to achieve business goals. The Key Highlights

457 High Impact Content Marketing by Purna Virji

The Marketing Book Podcast

Play Episode Listen Later Oct 13, 2023 82:18

High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective by Purna Virji About the Book: Create meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy. In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs. High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media, and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way. It also shows how to master content distribution across channels such as websites, blogs, email, and social media networks to maximize reach, engagement, and impact. What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify, and Google plus interviews with top industry experts from across the globe. Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships, and boost conversions. About the Author: Purna Virji is a globally renowned content strategist whose current title is Principal Consultant, Content Solutions at LinkedIn. She previously led Microsoft's global learning and thought leadership programs and is an award-winning former journalist. Virji is a top-rated international keynote speaker featured in The Drum, The Next Web, Search Engine Journal, and AdWeek. She has also been recognized as an AdWeek Young Influential, was crowned the Search Personality of the Year by the US Search Awards, and was named "The Most Influential PPC Expert in the World" by PPC Hero. And, interesting fact - she speaks six languages and has never seen a Star Wars movie! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/high-impact-content-marketing-purna-virji

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How to Align Your Content and Business Goals (Purna Virji and Jason Barnard)

With Jason Barnard...

Play Episode Listen Later Aug 14, 2023

Purna Virji talks with Jason Barnard about how to align your content and business goals. Purna Virji is the author of High-Impact Content Marketing and Principal Content Solutions Evangelist at LinkedIn. Prior to joining LinkedIn, she led global learning and thought leadership programmes for Microsoft. Purna has been named to the Young Influentials List by Adweek, Search Personality of the Year at the US Search Awards, and World's Most Influential Expert by PPC Hero. She is a columnist and a highly regarded international keynote speaker who has been featured in The Drum, TNW, Marketing Land and Adweek. She is an award-winning former journalist, an avid traveller, an aspiring top chef and an avid tennis player in her spare time. We put all our heart and soul into creating great content, only to find that it doesn't work? Hmmm… Well, it's not just about creating beautiful words and delightful images, it's about channelling that creative energy into achieving business goals. The difference between content that just looks good and content that actually gets results can often be boiled down to how well it aligns with your business goals. This is a crucial factor that transforms your content from a mere presentation into a strategic tool for business growth. Understanding the intersection between content and business goals is a game-changer for content marketers. In this episode, the lovely Purna Virji shares brilliant tips on how to align content with your business goals. Purna reveals amazing nuggets about the three-step approach to content marketing: identifying and defining your business goals, determining the actions you want your audience to take, establishing relevant metrics and KPIs, and creating content that directly aligns with those goals. As always, the show ends with passing the baton… Purna passes the virtual baton to next week's brilliant and fantastic duo, Tonya Eberhart and Michael Carr. What you'll learn from Purna Virji 00:00 Purna Virji and Jason Barnard 02:35 Purna Viriji's Brand SERP 05:47 What Comes First, Business Goals or Content? 07:11 What is Backward Design? 09:00 The Three Steps Approach to Content Marketing 09:04 First Step: Business Goals 11:26 Second Step: Audience Behaviour 14:55 Third Step: Content Goals 15:19 Measuring Content Success 16:59 The Five Stages of Awareness 17:22 Unaware Stage 17:43 Problem Awareness Stage 18:05 Solution Awareness Stage 18:12 Product or Service Awareness Stage 18:59 Most Aware Stage 21:06 Creating Content for Existing Customers 21:27 Harnessing Customer Feedback and Fostering Loyalty for Business Growth 22:47 Creating Content for Bottom of Funnel 23:16 How Important are Community Building and Customer Engagement 24:34 The Importance of Mental Preparation and Acknowledging Positive Feedback in Conversations 27:25 How Does Aligning Your Content with Your Business Goals Help with Branded Search 28:43 Passing the Baton: Purna Virji to Tonya Eberhart and Michael Carr This episode was recorded live on video July 11th 2023

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How to Align Your Content and Business Goals (Purna Virji and Jason Barnard)

With Jason Barnard...

Play Episode Listen Later Aug 14, 2023 29:23

Purna Virji talks with Jason Barnard about how to align your content and business goals. Purna Virji is the author of High-Impact Content Marketing and Principal Content Solutions Evangelist at LinkedIn. Prior to joining LinkedIn, she led global learning and thought leadership programmes for Microsoft. Purna has been named to the Young Influentials List by Adweek, Search Personality of the Year at the US Search Awards, and World's Most Influential Expert by PPC Hero. She is a columnist and a highly regarded international keynote speaker who has been featured in The Drum, TNW, Marketing Land and Adweek. She is an award-winning former journalist, an avid traveller, an aspiring top chef and an avid tennis player in her spare time. We put all our heart and soul into creating great content, only to find that it doesn't work? Hmmm… Well, it's not just about creating beautiful words and delightful images, it's about channelling that creative energy into achieving business goals. The difference between content that just looks good and content that actually gets results can often be boiled down to how well it aligns with your business goals. This is a crucial factor that transforms your content from a mere presentation into a strategic tool for business growth. Understanding the intersection between content and business goals is a game-changer for content marketers. In this episode, the lovely Purna Virji shares brilliant tips on how to align content with your business goals. Purna reveals amazing nuggets about the three-step approach to content marketing: identifying and defining your business goals, determining the actions you want your audience to take, establishing relevant metrics and KPIs, and creating content that directly aligns with those goals. As always, the show ends with passing the baton… Purna passes the virtual baton to next week's brilliant and fantastic duo, Tonya Eberhart and Michael Carr. What you'll learn from Purna Virji 00:00 Purna Virji and Jason Barnard 02:35 Purna Viriji's Brand SERP 05:47 What Comes First, Business Goals or Content? 07:11 What is Backward Design? 09:00 The Three Steps Approach to Content Marketing 09:04 First Step: Business Goals 11:26 Second Step: Audience Behaviour 14:55 Third Step: Content Goals 15:19 Measuring Content Success 16:59 The Five Stages of Awareness 17:22 Unaware Stage 17:43 Problem Awareness Stage 18:05 Solution Awareness Stage 18:12 Product or Service Awareness Stage 18:59 Most Aware Stage 21:06 Creating Content for Existing Customers 21:27 Harnessing Customer Feedback and Fostering Loyalty for Business Growth 22:47 Creating Content for Bottom of Funnel 23:16 How Important are Community Building and Customer Engagement 24:34 The Importance of Mental Preparation and Acknowledging Positive Feedback in Conversations 27:25 How Does Aligning Your Content with Your Business Goals Help with Branded Search 28:43 Passing the Baton: Purna Virji to Tonya Eberhart and Michael Carr This episode was recorded live on video July 11th 2023

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When Science and Art Combine: Daniel Gilbert's Brainwaves

Inflection Points

Play Episode Listen Later Jun 21, 2023 40:11

Daniel Gilbert, CEO of Brainlabs, a data-led marketing agency that has taken the industry by storm since its founding in 2012. Dan founded Brainlabs with a vision to help businesses build experimentation-led marketing operations, and since then, the company has grown exponentially. It's now a global player in the media market, with a team of over 240 people and a top ranking on Deloitte's Tech Track Fast 50.A pioneering figure in introducing mathematicians and engineers into the world of marketing Dan was named #1 in PPC Hero's Most Influential PPC Experts in the World list (2018), one of the most influential people in digital by Econsultancy (2018), and was a finalist for the Ernst & Young Entrepreneur of the Year Award (London, 2018).We discuss:1:20 Intro: Steady, continuous progress vs ‘hockey stick' success3:07 IP1: Daniel's experience working with Google right after university and the early stages of Brainlabs12:34 IP2: Creating a cohesive company culture to sustain growth - The Brainlabs Handbook21:05 IP3: What made Daniel take the leap towards Private Equity investment27:12 IP4: The huge advantages of a financial buyer38:23 Outro What is exciting Dan about the next 12 months

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PPC Health Check, with Amalia Fowler

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Play Episode Listen Later Dec 15, 2022 61:56

My guest, after receiving a degree in psychology, worked as a barista at Starbucks and a local high-end hotel. In a conversation about career paths with the hotel's HR manager, she heard about the British Columbia Institute of Technology's two-year co-op and classroom-based marketing communications programme. She enrolled. Her first co-op internship was with a start-up automotive marketing company, where she was supposed to shadow their Pay-Per-Click campaign manager. After her first week, the supervisor resigned, and an executive asked her to take over, and right after getting her marcomm certificate she worked there full-time, growing out their PPC team. That led to working as a PPC expert at an agency, and within three and a half years she rose to a director-level position there. In 2021 she went on her own, founding Good AF Consulting which focuses on helping find and fix issues within a brand's PPC and SEO efforts. Wanting to exercise her passion for sharing time and knowledge with new marketers, she has also gone back to BCIT but as an instructor in the very marketing programme she graduated from. In addition to teaching, she mentors new marketers, writes and works hard to leave the industry in a better state than the way she found it. Please welcome someone who's been named to PPC Hero's list of the Top 25 people in PPC, Amalia Fowler. People/Products/Concepts Mentioned in Show Amalia on Twitter Amalia on Linkedin Her series of LinkedIn articles on Audits: https://www.linkedin.com/feed/update/urn:li:activity:6988649570272452608/ and https://www.linkedin.com/posts/amaliafowler_googleads-activity-6990785436600201217-kKsB Her newsletter for empathetic managers, The Wholehearted Manager For more details, please visit https://funnelreboot.com/episode-123-ppc-health-check-with-amalia-fowler/

Why Most SEOs Are Choking Your Websites Performance with Jeff Ferguson

Buying Online Businesses Podcast

Play Episode Listen Later Nov 16, 2022 49:47

Most SEOs are selling snake oil. And it could be affecting a site's performance. You might not agree with this but should check this episode to know why. For today's podcast, I have invited Jeff Ferguson who is a passionate growth marketer and digital educator who has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, and Napster. He is honoured as one of PPC Hero's “Top 25 Most Influential PPC Experts” for three years in a row, Jeff Ferguson is a regular presenter at Ad:tech, AllFacebook Expo, Conversion Conference, eMetrics, Search Marketing Expo (SMX), Digital Hollywood, Online Marketing Summit (OMS) and Consumer Electronics Show (CES). He has been both a speaker and board member at Search Engine Strategies (SES). We have discussed intriguing topics which include why SEOs are just guessing and how SEOs get caught up in data and tech and strategy? And coming back to basics, what comes before SEO? Why many SEOs are selling snake oil? Jeff and I also talked about the SEO philosophies that you should be following with your online business. What are the paid marketing philosophies that have nothing to do with tweaking PPC campaigns? And how Jeff sees marketing going full circle and coming back to the old-school ways marketers used to make money? Last but not the least, we both shared our take on the buyer's journey being so critical for growing your online business. Discover more about SEO by tuning in to this episode! Episode Highlights 04:00 Key things that SEOs do get wrong about Google 09:00 Is SEO just a guessing game? 15:55 How tools can help you rank on top of the SERP? 29:03 Jeff's best SEO advice 35:15 How do writers create content that out-phases the old SEO techniques? 37:39 PPC philosophies that you should follow to grow your business 49:10 Where can you find Jeff? About The Guest Jeff Ferguson is a passionate growth marketer and digital educator who has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, and Napster. In his current role as Head of Production at Amplitude Digital, he has worked with renowned brands such as Belkin, Billabong, CBS, eHarmony, JustFab, Manchester United, Paychex, PetSmart, Popcornopolis, The Smithsonian, Stila Cosmetics, ThriveMarket, Sony and many more. Honoured as one of PPC Hero's “Top 25 Most Influential PPC Experts” for three years in a row, Jeff Ferguson is a regular presenter at Ad:tech, AllFacebook Expo, Conversion Conference, eMetrics, Search Marketing Expo (SMX), Digital Hollywood, Online Marketing Summit (OMS) and Consumer Electronics Show (CES). He has been both a speaker and board member at Search Engine Strategies (SES). Jeff is a columnist for Search Engine Journal, where his legendary data research projects have tipped many sacred cows of SEO and paid media advertising malpractice. Resource Links ➥ Buying Online Businesses Website (https://buyingonlinebusinesses.com) ➥ Download the Due Diligence Framework (https://buyingonlinebusinesses.com/freeresources/) ➥ Visit Niche Website Builders and get EXCLUSIVE OFFERS here as a BOB listener (https://bit.ly/3BusZE3) Connect with Jeff Ferguson: ➥ https://amplitudedigital.com/ ➥ https://www.linkedin.com/in/jefftferguson/ ➥ https://twitter.com/countxero See omnystudio.com/listener for privacy information.

Modern PPC Opportunities & Challenges With Kirk Williams EP 282

Search Engine Nerds

Play Episode Listen Later Aug 22, 2022 61:23

PPC is one of the most potent ways to reach your target market. However, knowing which approach is best can be challenging with so many changes in how people consume information. From opportunities in Google Shopping + Google Local to the challenges with ecommerce supply chain issues & customer expectations, Kirk Williams joins me for a PPC discussion on ecommerce and beyond. The show provides you with some invaluable insights into PPC, regardless of whether you are just starting or looking for new ideas. I think we're looking at another unprecedented season. I say that somewhat sarcastically because, you know, okay, we had the covid, we had like the covid rebound, we had, you know, just everything that's been upset in the last few years. Now, all of a sudden, we are increasingly looking at a potential consumer buying hesitancy period. As a result, we could be in for some consumer credit card debt that has been highest since the 90s or early 2000s. So we're walking into the holiday season where people are already very much in credit card debt and, I think, probably with inflation and stuff. –Kirk Williams, 15:07 It's a great time to test your feed right now. The best way to optimize it would be to identify the terms people search for and land on products. Now might be a good time to update your product types if you've been putting off updating them for a while, especially if you have to migrate things. –Kirk Williams, 27:34 I don't think Apple played fair with how they started the conversation with that prompt since they weren't communicating accurately how the digital ecosystem works and the benefit of personalized ads. –Kirk Williams, 34:20 [00:00] - Introduction to Kirk [03:58] - How important is video in PPC? [07:09] - What Kirk focuses on with Zeto. [10:06] - Benefits of working with a micro agency. [14:06] - Holiday season PPC in ecommerce: exciting things to watch. [19:34] - What should your goal be this holiday season? Sell now or go for LTV? [27:05] - What can you do now to boost shopping and local integration? [30:48] - How privacy changes are affecting ad strategies. [44:52] - How will you target ads if cookies go away? [46:27] - What is the privacy sandbox? [53:02] - Kirk's recommendations for platforms other than Google to prepare for the holidays. Resources mentioned: https://zatomarketing.com/ https://zatomarketing.com/ppc-marketing-book https://zatomarketing.com/blog/stop-the-scale-book As part of their strategy, brands need to figure out how to invest in video, so even those of us who normally do more like Google ads, which used to be more search and shopping, are becoming increasingly aware of the importance of video when it comes to ad placement as well. –Kirk Williams, 6:39 Privacy changes do impact ads. However, there is a difference between digital privacy and digital security. –Kirk Williams, 32:46 First of all, Google flocks sound very, very scary. It sounds especially compared to cookies, right? Whoever invented the word cookies or called these things a cookie is a genius because no one is scared of a cookie. –Loren Baker, 50:15 For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer. Connect with Kirk Williams: Kirk is the PPC expert everyone should know. He runs ZATO, a micro-agency specializing in paid search, and has worked in this industry since 2009. In his podcast and book "Ponderings Of A PC Professional" and"Stop The Scale," Kirk will walk alongside readers on their way towards success as marketers, both online and off. PPC Hero has recognized him for six years, and he's been featured on podcasts and webinars across multiple industries to talk about his experience as an entrepreneur. Speaking about paid search advertising at conferences worldwide is one of his favorite ways to share his knowledge. Connect with Kirk on LinkedIn: https://www.linkedin.com/in/ppckirk/ Follow him on Twitter: https://twitter.com/PPCKirk Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Feb 17, 2022 24:52

My guest on this week's episode of Suds & Search is Aaron Levy, Vice President of Paid Search at Tinuiti. Aaron is one of the most popular and influential PPC experts in the world. He is a mainstay on PPC Hero's list of the top 25 PPC experts in the world. He's a talented presenter who has spoken at numerous conferences including HeroConf, SMX, the Utah DMC Conference, and the Paid Search Association conference. Aaron's also a terrific blogger who's been published in Search Engine Journal and Search Engine Land. He frequently appears on podcasts and webinars. I caught up with Aaron after a really interesting year for PPC. There were changes to keyword match types and default ad types and changes at Google and Facebook that impacted audience targeting. Frankly, it was a good time to catch up with someone with Aaron's breadth of knowledge to talk about it all. Aaron manages a huge team at Tinuiti. They work with some of the biggest brands in the world on some of the most complex PPC campaigns anyone can imagine. I'm going to ask Aaron about how to manage a large team. Grab something cold to drink and join me for a conversation with Aaron Levy. We'll talk about why you should pay for your brand terms, we'll talk about where PPC is headed, and I'll chat a little bit about how advertiser behavior will change coming out of COVID. Catch SearchLab on these platforms: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegASubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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Suds and Search 100 | Aaron Levy, VP of Paid Search at Tinuiti

Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Feb 17, 2022 24:52

My guest on this week's episode of Suds & Search is Aaron Levy, Vice President of Paid Search at Tinuiti. Aaron is one of the most popular and influential PPC experts in the world. He is a mainstay on PPC Hero's list of the top 25 PPC experts in the world. He's a talented presenter who has spoken at numerous conferences including HeroConf, SMX, the Utah DMC Conference, and the Paid Search Association conference. Aaron's also a terrific blogger who's been published in Search Engine Journal and Search Engine Land. He frequently appears on podcasts and webinars. I caught up with Aaron after a really interesting year for PPC. There were changes to keyword match types and default ad types and changes at Google and Facebook that impacted audience targeting. Frankly, it was a good time to catch up with someone with Aaron's breadth of knowledge to talk about it all. Aaron manages a huge team at Tinuiti. They work with some of the biggest brands in the world on some of the most complex PPC campaigns anyone can imagine. I'm going to ask Aaron about how to manage a large team. Grab something cold to drink and join me for a conversation with Aaron Levy. We'll talk about why you should pay for your brand terms, we'll talk about where PPC is headed, and I'll chat a little bit about how advertiser behavior will change coming out of COVID. Catch SearchLab on these platforms: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegASubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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Marketing Mentors with Anu Adegbola

Play Episode Listen Later Feb 3, 2022 34:12

If you have been a marketer for a while, odds are you have been helped by a mentor. The use of the word Mentor to mean someone who shares knowledge with a less-experienced colleague is relatively new in English. But the concept of a mentor can be found in cultures all over the world, Going back millennia. If you have been helped by a mentor, a good question to ask yourself is, "should I start mentoring others?" There are great benefits to doing this, provided you're well-matched with the person you're mentoring. One person who's been at both ends of the mentoring spectrum is Anu Adegbola, Director of Paid Search at Marin Software. Originally from Nigeria, Anu moved to the UK and got a bachelor's of computer science, with a master's in marketing. She is also one of PPC Hero's 25 Top Influencers for 2021. Listen to her as she describes what internal traits to look for in a mentee you're considering working with, how senior marketers should balance advice on technical expertise with general professional advice, how to balance managing others and getting your job done, and how much you should open up about your own personal struggles to your mentee. Enjoy the episode. People/Products/Concepts Mentioned in Show How the archetype of Mentor began with a story in Homer's Odyssey Anu's profile on Twitter and LinkedIn Anu's #PPCChat Roundup Podcast Episode Reboot. When you're asked to mentor someone, know that what you are saying yes to is primarily asking them questions. That's the best way you can help them. For more details, please visit https://funnelreboot.com/episode-73-marketing-mentors-with-anu-adegbola/

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Contracts: the foundation of great relationships, with Julie Bacchini

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Play Episode Listen Later Jan 27, 2022 51:39

There's a counter-intuitive saying that goes: good fences make good neighbours. Nobody does marketing today completely by themselves. Whether we are in-house or are on the vendor-side, we always have partners in the mix, and most of us approach them in a neighbourly way. But there's one task in the relationship-forming process that makes most of us squirm - contracting They contain what's important to both sides, so instead of springing them on the other party at the last minute, their contents should be shared early on, to help everyone get a feel for what they are getting into. Our guest, Julie Bacchini, is a professional speaker, has been in the PPC space for over a decade and has been helping businesses grow online in one way shape or form for two decades, through her own consultancy, Neptune Moon. Julie has been named on “top influencer” lists, including PPC Hero's Top 25 list perennially, making the list again this year, 2021. She is also the Managing Director of PPC Chat, where paid search professionals gather weekly on Twitter to talk shop. She's known for her practical, rubber-meets-the-road outlook so who better to talk to about contracts. She says contracts lay the foundation for good Vendor-Client relationships and argues that we shouldn't shy away from talking about them. So let's go hear how to make contracts that are a win-win, with Julie Bacchini. People/Products/Concepts Mentioned in Show According to Kirk Williams "contracts define and preserve the intent of the relationship. Agreement subtopics covered: Service levels and days/times for communications responses, including timezones Upfront work such as discovery, setup of marketing creative/content/campaigns Expectations of both the vendor and the client Price structure, extra charges, frequency of invoicing and payment terms Legal protections for Intellectual property and force majeure interruptions. Termination and dispute resolution clauses For more details, please visit https://funnelreboot.com/episode-72-contracts-the-foundation-of-great-relationships-with-julie-bacchini/

How to Maximize Your PPC Performance in 2022 with Jeff Ferguson

Search Engine Nerds

Play Episode Listen Later Nov 21, 2021 69:34

Are you getting the most out of your PPC campaigns? Want to know what you should focus on in 2022? Jeff Ferguson, honored as one of PPC Hero's "Top 25 Most Influential PPC Experts" for three years in a row, joins Loren Baker to talk about the biggest PPC trends that can help improve your strategy. In the coming year, businesses will no longer be able to rely on third-party tracking, which has become an industry standard over the years, requiring them to rely on first-party data. For those of you looking for guidance on how to manage this massive change, this podcast is for you. In 2022, things are going to be very different. It's one thing where I really think people are not fully grasping how dramatically different this is going to be when Google pulls the plug. –Jeff Ferguson, 15:14 We've been telling people already to do whatever they can on that first-party side, like start yesterday. –Jeff Ferguson, 20:09 That's really the beauty of what we do, it changes from day to day. –Loren Baker, 09:24 [00:00] - A little about Jeff. [11:40] - What interesting changes happened in PPC this year and where is PPC going in 2022. [17:50] - What is first-party data? How do you switch from using third-party data to first-party data? [23:13] - Why are classic media planning styles returning? [24:19] - How programmatic advertising gets obtrusive. [25:10] - What can you do instead of programmatic advertising? [28:59] - An example of disconnected retargeting. [32:01] - Where you can use your first-party data for retargeting. [32:45] - What PPC opportunities are there instead of Google, Microsoft & Facebook? [39:53] - Does PPC really help with branding? [49:26] - Do you need to be on every platform? [56:09] - Jeff's room, his stand-up bass, and becoming a UCLA professor. Resources Mentioned: PPC Trends 2022 - https://www.searchenginejournal.com/ppc-trends-2022/ The problem is we get all these new tools that are fun and they're effective and they have a place for them. We think they're doing the work but we really have to go back to old-school marketing. –Jeff Ferguson, 48:41 I'm really trying to teach people not to become digital marketers but to become marketers that use digital. –Jeff Ferguson, 63:07 I don't think that a PPC campaign started chicken sandwich wars. I think there are people on social media talking about how long the line is, and that there are pickles, and it just exploded - and now in Santa Clarita, there are three Popeyes being built. –Loren Baker, 47:51 For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal Looking to keep up with what's current and effective in digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer. Connect with Jeff Ferguson: Search Engine Journal columnist Jeff Ferguson has uncovered many sacred cows of SEO and paid media ad mismanagement through his legendary data research. Besides being a partner at Amplitude Digital, a digital media advertising agency based in Los Angeles, he also leads classes at UCLA Extension on Advanced Digital Marketing and Search Engine Optimization. Visit: https://amplitudedigital.com/ Follow him on Twitter: https://twitter.com/CountXero Follow him on Quora: https://www.quora.com/profile/Jeff-Ferguson-1 Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jefftferguson/ Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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73. The Power of Metrics in your Marketing & Growing as an Entrepreneur with Ana Raynes

Resilient by Design with Rebecca Hay

Play Episode Listen Later Aug 26, 2021 43:55

Interview with Ana Raynes In this episode, I had the chance to sit down and speak with a digital marketing expert, Ana Raynes, and we chatted about the importance of social media metrics and growing as entrepreneurs. Ana Maria Raynes is an entrepreneur, digital marketing expert, and owner of the marketing agency, Simplified Impact. She studied at the London College of Fashion, and credits her previous life in fashion for her creativity and high energy. She was a co-founder of the Internet fashion startup Smart Is Cool, where she was responsible for social media and information technology. Following her position with Smart Is Cool, she pursued a career in e-marketing. Ana has since worked in social media and content marketing with agencies in the New York and Boston areas. She has led digital marketing campaigns for clients such as HSN, Wendy Williams, Football Legend Carl Banks, iHip for Snooki, Eastbay, Aer Lingus, SkyMall, and more. Prior to the launch of her own business, she was Vice President, Content Marketing at Didit. As a thought leader in her field, she has been invited to speak at conferences such as PPC HERO, NY Small Business Expo, NYXPO, Philanthropy Day, CORE, and Vistage. One of my favourite things about speaking with entrepreneurs is seeing how multi-passionate people are and the incredible journeys people take typically going from industry to industry until they find what lights them up. Ana and I spoke in-depth about her origins as a fashion designer in New York, and how she morphed into an entrepreneur of a completely different industry after moving to Rhode Island! Ana talks about the importance of reviewing and knowing your social media metrics in growing your business - whether you are a B2C or B2B business. We also go into depth about how valuable having a niche is especially when you're starting out and wanting to grow your business rapidly. Ever heard of the saying "The riches are in the niches"! Lastly, Ana and I chatted about morning routines. I've always heard that really successful entrepreneurs have really consistent mourning routines to get themselves ready to take on the day. Ana shared how she wakes up around 4 am, meditates, journals, reads and catches up on industry news, all before breakfast and doing the mom thing around 6:30 am and then heading onto work. For the last few years, I've been doing my best to develop a morning routine that works for me and makes me feel energized - I have yet to find my jam. Most importantly Ana and I talked about how it doesn't matter what others do if it doesn't work for you. Having a standard morning routine that you follow each day is about feeling good, energized, and starting out your day strong. With this in mind, I'm ready to switch things up a little and do it my way - I'll report back ;) You can connect with Ana and her team at www.simplifiedimpact.com. Momentum Marketing is returning this fall, click here to add yourself to the waitlist and get more details in your inbox! -- Join our Design Community on Facebook - Click here!

How to succeed in modern digital advertising: Unlock growth potential by fully embracing automation

Growing Ecommerce – The Retail Growth Podcast

Play Episode Listen Later Aug 3, 2021 85:27

Patrick Gilbert, Chief Operating Officer at AdVenture Media and author of the book "Join or Die: Digital Advertising in the Age of Automation", explains how you can harness the power of machine learning and automation to drive healthy growth.With a background in retail, the digital marketing and data science, Patrick gained invaluable insights into the evolution of ecommerce and is now a renowned thought leader, keynote speaker at Google Partner events and listed among the “Top 50 Most Influential PPC Experts of 2020” by PPC Hero.

embracing modern succeed unlock automation chief operating officer digital advertising growth potential google partners ppc hero

CRO Toolkit: Maximizing cart value & minimizing abandonment with Navah Hopkins

Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Jul 15, 2021 32:42

Is your site optimized to ensure the highest number of visitors end up buying something? This week, we talk to Navah Hopkins a PPC and CRO expert on what eCommerce businesses can do to ensure they make the most of their website real-estate.Navah Hopkins, who goes by @Navahf on Twitter, is the Director of Paid Media at Justuno, a company that uses AI to optimize websites for high conversions. She's been in the digital marketing field since 2008 and she loves sharing her experience at various public speaking engagements. She's also a regular contributor to Search Engine Journal, SEMrush, WordStream, and PPC Chats on Twitter. Navah's also been named among PPC Hero's Top 25 Most Influential PPC Experts.Helen Grimes is Optily's User Experience Designer and has years of experience in UX. She's currently working on our big redesign project for the Optily app. Prior to joining our team, she interned as a User Experience Designer at Agilent Technologies in Germany. She is also a graduate of TUD, where she received a Master's in Creative Digital Media and UX with a specialization in Interaction Design.Resources:CRO ToolsLogrocket: User journey, site errors, and rage clicksAdobe XD: WireframingInVision: Usability testingFullStory: User journey and reactionsGoogle Analytics: Free option HotJar: Heatmaps

Play Episode Listen Later Jul 15, 2021 29:13

My guest on this week's episode of Suds and Search is Purna Virji, Senior Content Marketing Evangelist for LinkedIn. Purna is one of the most popular and recognizable personalities in paid media. In 2019, Purna was awarded the U.S. Search Personality of the year. She is a mainstay on PPCHero's list of the top 25 PPC influencers in the world. In 2016, PPC Hero named Purna the most influential PPC marketer in the world. For many years, Purna served as Microsoft's brand ambassador to the PPC community. She left that role in the fall of 2020 but stayed in the Microsoft family by joining LinkedIn. I'm going to start our conversation asking her about the transition. Purna is a leading conference presenter and frequent keynoter. It's hard to think of a digital marketing conference she hasn't spoken at. A very, very short list of the conferences you might have heard Purna present includes Pubcon, Brighton, Mozcon, and many of the different SMX events. I'm going to ask her about a recent presentation she did at inOrbit titled, “Building Breakthrough Content for LinkedIn.” In the talk Purna describes what differentiates a LInkedIn user from users on other platforms and she gives a lot of actionable tips for how to reach this audience. Purna is also a leading blogger and educator. During her time at Microsoft, she helped prepare a white paper on inclusive marketing titled “Your Get-Started Guide to Inclusive Marketing.” I'm going to ask Purna about the ebook which was truly excellent. After you're done listening to this interview, there's a link to the ebook in the show notes. Grab something cold to drink and join me for a conversation with Purna Virji, one of the leading voices in paid media today. We'll chat about how to make your content stand out on LinkedIn, a concept called inattentional amnesia, and I'll also ask Purna about how breaking both her arms changed the way she does searches. Listen to Suds & Search Podcasts: Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9teXNvdW5kd2lzZS5jb20vcnNzLzE1OTUzNTQ3MjgwNTZz Apple Podcast: https://podcasts.apple.com/us/podcast/suds-search-interviews-todays-search-marketing-experts/id1526688363 Spotify Podcast: https://open.spotify.com/show/5ALxRpeDgIvg63bK6eoUTe Catch SearchLab on these platforms: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

search microsoft brighton ppc suds smx soundwise pubcon purna inclusive marketing mozcon ppc hero purna virji search personality

Beyond the Keyword: Automation, audiences, and localization with Jon Kagan

marketing search microsoft forbes negative audience b2b automation ding b2c audiences ppc keyword localization kagan mediacom search engine journal digitas ppc hero

Play Episode Listen Later Jul 1, 2021 34:00

"Audience is the new keyword." A pretty bold statement for those who have lived and breathed keywords in digital marketing. In this week's episode, Jon Kagan takes us through how search has changed over the years and where he sees it going in the years to come.Jon Kagan, on Twitter under the handle @JonKagan, has been working in the digital marketing field since 2005 and is currently the VP of Search and Biddable Media at 9rooftops. Prior to this, he ran search marketing teams at Mediacom, Forbes, and Digitas. In 2013, Jon received the Google Search Excellence Award and more recently he's been named among PPC Hero's Top 25 Most Influential PPC Experts. Jon is a regular contributor to Search Engine Journal and PPC Chats on Twitter.Kevin Stagg is our Marketing and Customer Director here at Optily. He's got nearly 20 years of experience working with both B2C and B2B brands, big and small, including international companies like Microsoft and Ding.Resources:How Paid Search Incrementality Impacts SEO (Does 1+1=3?) (Jon Kagan)Remember When Keywords Mattered Most in PPC? Well, That's Changing (Jon Kagan)Analyzing the Relationship Between Organic andSponsored Search Advertising: Positive, Negative,or Zero Interdependence? (Sha Yang and Anindya Ghose) University Study on 1+1=3)Competitor Bidding Strategy in SEM: Waking Up and Choosing Chaos (Jon Kagan)

Beyond Facebook and Google: Selling on YouTube, Reddit, and Quora with Joe Martinez

ceo google selling reddit ecommerce quora search engine land wordstream joe martinez marketing land ppc hero

Play Episode Listen Later Jun 17, 2021 37:21

Are you advertising beyond just Facebook and Google? If not, you could be missing out on really valuable audiences that can be found on Quora, Reddit, or YouTube. This week we chat with Joe Martinez and Brendan Hughes about how going beyond the major channels can pay off big for your eCommerce marketing.Joe Martinez (@MilwaukeePPC) is a veteran of the pay-per-click world and was named among the Top 25 Most Influential PPC Experts by PPC Hero three years in a row. He's a regular columnist on Search Engine Land, Marketing Land, and WordStream, along with being a frequent contributor to many other digital marketing online publications. He's also spoken at some of the industry's largest conferences and co-founded the Paid Media Pros Youtube channel.Brendan Hughes is the CEO here at Optily and has decades of experience creating and implementing digital marketing and eCommerce strategies. He's led teams across many high-growth consumer-facing organizations, so he's very familiar with both the challenges and opportunities digital marketers face every day. Resources:Quora for BusinessAdvertising on RedditHulu Ads

#38 Lars Maat - How Messengerbots will make you more money

Time for Marketing

Play Episode Listen Later May 30, 2021 17:08

This time with Lars, the CEO of the advertising agency Maatwerk Online about how you should be using Chat or Messenger Bots to get more traffic and more sales on your website, or even more leads if this is what you aim for. You can find Lars on Twitter. Don't forget to subscribe and rate this podcast on your favorite podcast app. Here is the transcript of the podcast: My name is Peter, and this is podcast episode number 38. If you can, go and comment, go and rate this podcast on the podcast app wherever you listen to us, and tell your friends that this is the place where they can get the best info on what is going on in marketing conferences, even if people are not able to go to the conference, every presentation in five minutes. Today, we are going to the Netherlands, where I'm very glad to welcome Lars. Lars: Hi, thank you. Thanks for having me. Peter: Lars Maat, thank you for being here. You are the rising star in PPC. At least a PPC Hero said that. You are the owner of the Maatwerk agency. What do you do in the agency, and what are your things? What's your favorite thing on the internet? Lars: To be honest, the rising star was back in 2020. It already feels like a light year ago. [laughter] Lars: Yes, that's true. PPC Hero made me a rising star in the PPC business. I think mainly because that year I spoke at PPC Hero Conf in London. I was announced best speaker of the conference. I think that gave it a boost, but, yes, my name is Lars. I'm currently owning online marketing AC. My background is really purely PPC. Google ads, Facebook ads, LinkedIn ads, Microsoft ads, stuff like that. At the moment, at the AC we are with 30 people. We are doing online marketing from A to Z. Basically, the only thing we don't do is build apps. We build websites, webshops, we do SEO and PPC, of course. I'm focusing on developing the business at the moment, try to implement new things. Innovations in our industry are a weekly thing as you might know. [chuckles] We try to keep up and then make sure that everything is set in place for our clients. Peter: You are one of those people who likes a lot of stress every day because advertising campaigns fail all the time and the algorithms change, and the number is going the wrong way. Do you enjoy that? Lars: Let's just say there's never a dull moment in an online marketing agency. Peter: [chuckles] See, this is why I like to do SEO. It's everything a bit more-- We have a couple of months to do stuff. In advertising, it's hours. Lars: To be honest, sometimes I'm really jealous of my SEO colleagues because, let's say, we are having a call with a client and a client is a little bit stressed about something, for example. We know if something goes wrong in a PPC account, you have to fix it right away. If something goes wrong on the SEO stuff, you just pick it up in one week or two weeks. It doesn't matter because you got the time. Yes, sometimes I'm a little bit jealous about the fact that I started to learn the wrong business. Peter: [chuckles] I know, but on the other hand, your business is the sexy thing in marketing, I think, for the last 10 years. SEO is somewhere not really the public favorite. Lars: Yes. I can understand. To be honest, we went to New York, we went to San Jose, California, on an invitation from Google, and my SEO colleagues are all jealous of me, so-- Peter: [chuckles] My wife is actually an advertiser. We've met in an agency where I was the SEO. She was the advertiser. It's very obvious in our personalities and things, how we see the world and everything, how we are very different. Lars, I've invited you to the podcast because you spoke at BrightonSEO. It was a bit different Brighton as we know it from the past, how did you enjoy the online version of Brighton this year? Lars: To be honest, this was my first BrightonSEO conference. I've spoken to a lot of speakers and colleagues who went to previous versions. I was invited for this one. I was really excited because, from what I've heard,Brighton is really a nice environment to be at, let's just say to go to the tops. Yes, it was an online version, of course. My presentation was about Messenger bots, so not really an SEO thing. I was really curious about how that presentation would be received by the audience, but yes, it was pretty nice, actually. It was a good first experience with BrightonSEO. Peter: Brighton, a couple of years ago, started to move away from- it still has, from my opinion, the best technical in-depth SEO presentations, but the other advertising and other tracks are also being very developed, better and better, and BrightonSEO is now a Brighton conference, not an SEO conference, but yes, departs from the pier, the best. Lars: Yes, so I've heard. [chuckles] Peter: All right. Let's not beat around the bush. Let's go and check out your five minutes with your presentation on how Messenger bots will make you more money. Lars: Yes. I'm going to try to do this in five minutes. [chuckling] The presentation in Brighton was in 20 minutes and I had to rush that as well, but let me just start with telling you how Messenger bots work, what they are, and stuff like that. Messenger bots are basically a way to automate your Facebook Messenger chats. Normally, when you are advertising on Facebook, people will see an ad. They can click on it and then a lead form will pop up, or you will be redirected to the website, to a landing page, where you can leave your telephone number and stuff like that, in order to get some information from the advertiser. With Facebook Messenger, it's possible to send people to the business page and to start chatting with those people. Of course, that's fully automated. You can use it to generate leads or you can make appointments right away in a Messenger chat, and the beauty of this is that it works really well. It's fast. People have the feeling that they are texting with somebody, or a company, but because of the fact that it's texting, it sounds like texting, people feel the need to react immediately. It's a really quick way to get in touch with your audience. The reason why I started to use Messenger is because of the fact that I think it's a really good platform, but also Facebook is really pushing Messenger. They are integrating Messenger with WhatsApp and Instagram as we speak. I really think that Messenger bots will be bigger and bigger. At the moment, they are releasing it as well on WhatsApp and Instagram. Yes, it's a pretty good thing at the moment. At BrightonSEO, I talked about small step-by-step guides for building Messenger bots. I think it's a good idea to name that here as well. The first step is, obviously, you decide what you want to accomplish with your Messenger bot. You don't need to make a bot just because I'm telling you. [chuckles] You really need a good idea or you need a problem that you think you can solve with Messenger bots. The second step is to draw your, let's say, dream conversation on a paper. We called it a flow. Let's say you have to write down, "Okay. What do I want the bot to say to the audience, and what are the answers that I need from the audience in order to get all the information that you need?" As soon you have drawn that on a paper, you can start building that flow in a Messenger bot tool. There are numerous tools you could use. I'm a fan of ManyChat. ManyChat is one of the biggest tools out there for Messenger bots. MobileMonkey, Chatfuel are also some big names. Then I think the most important step. Once you have decided what you want to use in your flow, and you've built a flow, you really need to test it. I see a lot of Messenger bots not working very well. I think mainly because people forget to test it. Testing the bot is really important. Once you've tested, you can start to promote your Messenger bot and start getting those results. Two ways in order to promote the bot. There are more ways obviously, but the two I think are the most popular. Advertise with it. Let the audience see an ad, and once they click on it, the chat will open. Another one, and this is also one of my favorites, it's keyword-based. You can put a post on your Facebook page, it could be an ad. It could be an organic post. As soon as somebody reacts to that, so with the Facebook comment, a chat will open and you can continue to conversate with those people in the chat. That's also a really good way to promote your Messenger bots. I think that is what Messenger bots are in a nutshell. Of course, I talked a lot about some rules which apply to Messenger bot, like the 24-hour messaging rule. I really advise to look into that. I gave some tips how to be successful with Messenger bots. I could name them pretty quick right now. You need to be conversational. You need to make sure to interact with the audience. You need to automate as much as possible. I really love the tool- how to pronounce it right, still not sure whether it's Zapier or Zapier or Zapier, but I think the majority of the marketing audience will note it too. It's a really nice tool to automate. Feed your CRM system. Get those telephone numbers. Get those email addresses from your target audience. Get those sales, basically. Was that in five minutes or--? Peter: Tell us a bit less, but that's great. I have questions. Can you give us an example of what is the best thing that you can set up if you have e-commerce shop? People should be able to check out where their packages, so tracking, or should that be selling, or--? Lars: It could be both. There are some possibilities in which you, let's say, do the track and trace for your package. There's also a thing called "one-time notification." For example, you visit a website and you see a product that you like, but it's out of stock at the moment. You could tell the Facebook Messenger page, "Hey, send me a notification once this product gets online again." As soon as that's the case the, the page could send a message to you saying, "Hey, Peter, as requested, the product you were looking for is back online. Do you want to purchase it right away with a call to action, to go through website and a product page right away? There are some possibilities. You could also work with abandoned carts. I know that, for example, we work with ManyChat, and I know that ManyChat has an integration with Shopify, for example. There are some numerous possibilities. The only thing that's really bugging me at the moment and a lot of Messenger bot builders are the rules on Facebook. Peter: Yes, that you are only able to send a message if, in the last 24 hours, the person gave you the okay to send messages. Lars: Yes, that's correct. Also, I think it was in December, 2020, yes, December, 2020, they announced some new rules. According to Facebook, it was about privacy rules, but it really didn't make much sense. We had to rebuild all our bots, and then, I think it was in the end of January or February 2021, they pushed back the rules, so we could rebuild, rebuilding our bots again. That's the power of the big company. Peter: When talking about selling on the Facebook Messenger, how important is it that you have your webshop connected with the Messenger bot? You already mentioned that ManyChat connects to Shopify, but if I have my own CMS, I know that's generally not the best idea, but should I look into Messenger bots if I know that I cannot able to connect my webshop with them or not? Lars: I think it's tricky. If you have your own CMS system, it's really difficult to degenerate sales in an automated way with Messenger bots. I think Messenger bots could work as well for you, but probably in a different way. Let's say, use it to get some traffic to your shop, use it to generate email addresses, which you could use for email automation, stuff like that. Otherwise, I think it's really difficult to connect a Messenger bot with your own CMS system. Peter: Okay. On the other hand, when we talk about bots, there are others next to the Facebook Messenger. For example, HubSpot is very big with pushing their own. Do you have any experience with them, and comparing them with Facebook Messenger, which one's better? Why? Lars: Yes, there are a lot of chat possibilities, of course. The big e-commerce sites are building their own chatbots as well. I think it's not new, but it's not that embraced by the audience at the moment. I think there will be a lot of developments ongoing for the next months and even years on chatbots. I haven't had some experience with the HubSpot bots, for example. The reason that we are purely focusing on Messenger bots at the moment is because of the integration with Facebook. When we are using the Messenger bots on Facebook, we could get all the name, the profile location, and stuff like that, the telephone number, email address, through the Facebook API, which basically means that, as soon as you send a message to my page, my page could reply with, "Hi, Peter. Is it true that this is your email address?" You basically just have to tap the email address that the Messenger bot is showing because it pulled it out of your Facebook profile in the Facebook API. That's really good benefit for using Facebook Messenger, but it makes sense. Let's say that the popularity of Facebook will decline even more, I could say. That would have some impact on Messenger bots, of course. Peter: We'll see that in the future what happens with that. I think that's it. We're on our 15-minute mark. Lars, where can people find you if they would like to talk about Facebook Messengers or any other marketing on the internet? Lars: I think Twitter is the best way to go forward. My Twitter [unintelligible 00:16:25] my name, Lars Maat. I think it will be also available in the comments and stuff like that on [unintelligible 00:16:33] will be shown. Peter: True. Lars, thank you very much for being on the podcast and talking about Facebook Messenger. Lars: Yes, thanks for having me. Peter: Have a great day and go enjoy- Lars: The bad weather? [laughs] Peter: -the bad weather. Thank you. Bye-bye. Lars: Thank you for your time. Bye-bye.

How Wise Content Avoids Content Overload

Wise Content Creates Wealth

Play Episode Listen Later May 28, 2021 47:19

Today's guest on Wise Content Creates Wealth Podcasts is Danielle Strouther, she is a Product Marketer at digital marketing Adzooma, with years of experience copywriting and creating content for Search Engine Journal, PPC Hero, Techopedia & more. Away from a screen, you'll find her working on crafty projects or dancing around a pole.Tune in for this intelligent conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.Show NotesSegment 1Joseph introduces today's episode topic, “how wise content avoids content overload”, and brings up and discusses recent news in digital marketing and search engine optimization (SEO). Joseph introduces the guest for today's episode Danielle Strouther, a product marketer at digital marketing Adzooma. Joseph and Danielle discuss both of their creative sides, and how they both find themselves trying many different types of mediums for art, with Danielle focusing on dressmaking currently, and Joseph focusing on mixology and cocktail making. The two discuss Danielle's formal schooling where she received a Film studies degree, and Danielle explains the meaning behind her thesis of contemporary American television, in the form of Game of Thrones, Sopranos, House of Cards, and other shows in the same vein, as well as the risks these television programs took, and what was considered an “acceptable risk” to their audiences. Danielle explains how she ended up where she currently is in her career, at Adzooma, when she started out with video production. She also explains her favorite blog post she has created for her job, which was a piece on working from home, which was featured in Forbes.Segment 2 Danielle explains what content overload is, the idea that everyone is surrounded by content almost all of the time, and that the amount of data we interact with becomes overwhelming. She continues to explain how it is an almost immeasurable amount of data and content that is created every day. Joseph and Danielle discuss whether or not content overload is bad for business, and Danielle explains how it is both good and bad for business, as it is difficult to get people to pay attention to one's business, especially if they are a small business, but it also provides more avenues for people to pay attention to you and your business. She uses TikTok as a perfect example of content overload, and how there is so much content available on the platform, but it isn't a constant stream of people looking at your content as it is difficult to break through the barrier of content overload. The two discuss the differences between wise and good content, with wise content causing people to take action because of the content itself. Good content will provide entertainment for people but after they're done with the content, that's it. But, with wise content, people will interact with the content, and will either share the content, share the creator, among many other actions. Joseph brings up timeliness, and how that is important in creating wise content, bringing up the example of the success of his recent article his company created on SEO for Tourism. The two continue to talk about blogging, and how even though the blog is oversaturated, it is not dead and still holds potential for digital marketing.Segment 3 Joseph and Danielle discuss how to battle against content overload as a marketer, specifically to find your niche and find your value. She brings up the example of successfully finding one's niche and value, through an art supply box she subscribes to, and how they use very limited social media platforms, but continuously use a call to action with each post they create. They were able to create a community around this ideal, always providing a call to action in their posts, and are incredibly successful with their content. The two continue to discuss wise content, and Danielle brings up the point that stretching your business thin through every social media platform possible is not as helpful to your business as creating valuable content on only a couple of social media platforms that caters to your desired audience. Joseph discusses keywords, and keyword research, and the two agree that keyword research is still important in SEO and digital marketing. The two discuss that the mindset of building your content around SEO is not as helpful to the value of your content as using SEO to add to your already completed content. Danielle explains that good content goes hand in hand with SEO, and that SEO should only be used to add to the value of the content, and more add to the backlinks and organic reach, rather than basing the content around SEO only.Segment 4 Danielle explains how she uses wise content in her role as a product marketer, that she focuses on existing customers, to have them use and interact with the content, specifically bringing people back to continue to use Adzooma. The two continue to discuss wise content, Joseph bringing up the example of a company that made lab utensils, that started producing zombie videos as content for them, as through research they found that their customers loved zombie videos. Danielle explains how creativity shouldn't stop after a company gains a customer, and that one should continue to create content for customers they already have as well as customers they haven't had yet. She gives advice to companies that instead of creating a large amount of content to throw at the wall and see what sticks, they should take a step back, and evaluate their audience to be able to create wise content. Joseph and Danielle discuss AI and how Adzooma makes use of AI in its programming, and how Adzooma continually develops the AI they use.

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GYDA Talks - Byron Marr - Aira

GYDA Initiative

Play Episode Listen Later May 10, 2021 12:53

In this GYDA Talks, Robert interviews Byron Marr. Byron is head of paid search at Aira. A self-taught digital media specialist, Byron has worked in paid media for eight years and in 2020 was ranked in the Top 50 Most Influential PPC Experts by PPC Hero. In 2017 he joined Aira, a Google Premier Partner and Facebook Marketing Partner who work with medium to large businesses across a range of industries and sectors.Robert and Byron discuss:Agencies rising to the challengeWhat is the challenge?How to add valueBecoming more strategicChanges as a result of COVIDChanging the propositionWhat is the real problem?Hard to compete on the whatWhat does the client really need and not just wantThe irritating 4-year oldLevitt, differentiation and segmentationChanges in the marketHow to create differentiationDangerous being too nicheAnd YouTube/video?Think about the core problem, don’t assume the answer. What is the highest purpose?Are you able to change quickly?What’s next for Byron? This is a bitesize version of the hour-long video. To watch the rest please visit www.GYDAmemberhub.com

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Next Level Google Shopping: Smart Shopping, data, and resurrected funnels with Kirk Williams

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Play Episode Listen Later Apr 22, 2021 34:30

It's hard to get around Google Shopping when you're in eCommerce, but do you know when to use Google Smart Shopping instead? Kirk Williams, known by his Twitter handle @PPCKirk, joins Brendan Hughes, Optily's CEO, in this episode to talk about the data black hole you get with Smart campaigns, tips on structuring your Google Shopping campaigns, and his new book "Ponderings of a PPC Professional."Kirk Williams is the Owner of ZATO Marketing, a small agency that specializes in paid search on Google and Microsoft and caters especially to eCommerce businesses. He's been named among the Top 25 Most Influential PPCers in the world by PPC Hero for the past 5 years. Brendan Hughes is the CEO here at Optily and has decades of experience creating and implementing digital marketing and eCommerce strategies. He's led teams across many high-growth consumer-facing organizations, so he's very familiar with both the challenges and opportunities digital marketers face every day. Resources:Ponderings of a PPC Professional, Kirk WilliamsSmart Shopping Campaigns with PPCKirk (Udemy)

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How to Use Data to Get More Leads, with Adam Lundquist

Grow Your Law Firm

Play Episode Listen Later Apr 16, 2021 47:31

How to Use Data to Get More Leads, with Adam Lundquist When former Santa Barbara radio shock jock, Adam Lundquist, published one of his radio interviews on a newly-formed internet platform called YouTube, he became one of the first ever viral video creators. This sparked his initial interest in the power of the internet, as well as leveraging the internet as a marketing platform. Adam has been featured on traditional media like MTV, VH1, and the Best Damn Sports Show. He’s taken his knowledge of traditional media and translated it successfully into new media as a featured author in Search Engine Journal, PPC Hero, and WordStream, amongst others. Today, Adam is the founder of digital marketing agency Nerds Do It Better, where he takes his media knowledge to even greater heights, delivering consistent and cost-effective paid search campaigns for companies around the world. He and his team excel at putting their clients’ brands in front of the right eyes at the right time, with the right message, on the right device. Utilizing an advanced ROI-driven statistical analysis methodology developed at Harvard (Adam’s alma mater), Nerds Do It Better develops elegant strategies for their clients to leverage every available channel in interacting with potential customers. Adam collaborates with each of his clients to design a customized strategy aligned with their unique business goals, removing inefficiencies in their marketing efforts. What you’ll learn about in this episode: The elements of data that you should be tracking with any digital marketing campaign Why the cost-per-click for lawyers is more expensive than most other professions The difference between keywords and search queries Small variations in landing pages that can make a big difference in the success of your digital marketing Click-to-call on Google vs. top-slot ranking Google quality score: what is it and how can it affect your cost-per-click How to get granular with your data Resources: Website: https://nerdsdoitbetter.com/ LinkedIn: https://www.linkedin.com/company/nerds-do-it-better/ Facebook: https://www.facebook.com/nerdsdoitbettermarketing/ Twitter: https://twitter.com/ndibmarketing Additional Resources: The Mastermind Effect: https://www.pilmma.org/the-mastermind-effect/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Internet Domination Bootcamp: https://www.pilmma.org/idb2021 PILMMA Join Page: https://pilmma.kartra.com/page/join-pilmma

GYDA Initiative Talks - Patrick Gilbert - AdVenture Media Group

GYDA Initiative

Play Episode Listen Later Feb 10, 2021 14:24

In this GYDA Talks, Robert talks to Patrick Gilbert. Patrick grew up in Long Island, NY. He studied marketing and economics at the Pennsylvania State University and currently serves as the Executive Director at AdVenture Media Group. He is internationally recognised by Google for his expertise with automation, having been asked to deliver presentations at Google conferences held in NYC, London, and Dublin.Goodfirms.co recognised Patrick as a Top 10 Thought Leader for PPC Machine Learning, and PPC Hero listed Patrick among the Top 50 Most Influential PPC Experts of 2020. If the Buffalo Bills ever win the Super Bowl, Patrick hopes you think of him and say, “Good for him. He never gave up on that miserable franchise.”In his latest book ‘Join or Die’, Patrick shares how he transformed AdVenture Media into a modern, automation-driven advertising powerhouse. From the failures and mistakes that nearly lost the agency multiple clients and millions in revenue, to the exaltation of successful breakthroughs, Join Or Die is brutally transparent, honest and best of all, practical. Gilbert’s writing is replete with specific strategies you’ll be able to implement in your own campaigns right away.Robert and Patrick discuss:“AI is here” (again)Join or Die – why did you write it?Google etc want us to succeed, of course…“They” are large and have their own agendaMany agencies blame things they can’t control, eg the platformsOften it is not real machine-learningEveryone claims to be part of the new futureWe need to be hybrid – automation + humansWhat is the one-liner from the book?What does automation-driven mean?What are the big takeaways?Patrick’s rookie errors…What would a ‘fit’ agency look like in 12 months?Patrick’s recommendations, top tips and advice for other agency owners To watch the rest of the video and hear Patrick talking more about Google, visit: www.GYDAmemberhub.com

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Jan 7, 2021 25:26

My guest on this episode of Suds & Search is AJ Wilcox, Founder of B2Linked, a LinkedIn Ads Agency. AJ is an in-demand speaker, podcaster, course instructor, and author. He is considered one of the world's leading experts on LinkedIn ads. PPC Hero included him in their list of the top 25 influencers in the world for the past four years. He's presented at SMX, Social Media Marketing World, Inbound, Heroconf, Pubcon, and many other industry conferences. He hosts his own podcast called The LinkedIn Ads Show. If you like this conversation, I highly recommend you check out his show. In my opinion, it is the best podcast for people looking to level up their knowledge of LinkedIn ads. LinkedIn has a compelling value proposition for B2B advertisers. No platform knows as much about its user's work-life as LinkedIn. This gives advertisers a huge advantage in targeting ads at a specific audience. Despite the obvious benefits, there aren't as many tools being created or conference presenters talking about LinkedIn as there are about Google, Facebook, or even less mature social media sites like Tik Tok. I start our conversation by asking him why that ratio seems off. The other obvious benefit of LinkedIn is for businesses that experience challenges hiring. I ask AJ about how to use LinkedIn to make finding your next hire less costly and less of a headache. Join me for a conversation with AJ Wilcox, a LinkedIn ads expert and a really fun person to have a beer with. We talk about how to get started with LinkedIn ads, what industries perform best on LinkedIn, what ad formats are available, and how to make your LinkedIn ads stand out from the spammers. Listen to Suds & Search Podcasts: Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9teXNvdW5kd2lzZS5jb20vcnNzLzE1OTUzNTQ3MjgwNTZz Apple Podcast: https://podcasts.apple.com/us/podcast/suds-search-interviews-todays-search-marketing-experts/id1526688363 Spotify Podcast: https://open.spotify.com/show/5ALxRpeDgIvg63bK6eoUTe SearchLab 1801 W Belle Plaine Suite 107 Chicago, IL 60613 (312) 256-1574 Catch SearchLab on these platforms: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesdays Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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22 - Kirk Williams on the future of Google Ads, and his PPC book

Azeem Digital Asks - The All-Round Digital Marketing Podcast

Play Episode Listen Later Dec 9, 2020 39:39

On this episode of the show, I'm joined by my good friend Kirk Williams, aka PPCKirk - widely renowned PPC Expert, Conference Speaker, and more recently - book author! We talk all about his journey into the industry, successes and failures, useful marketing tips, and he gives us the lowdown on his recently published book: "Ponderings of a PPC Professional: A Collection of Philosophical, Yet Practical, Observations to Help You Win at Pay-Per-Click Marketing." Kirk also provides his thoughts on which area of Google Ads he would gladly give up, in order to get full search term visibility back - this is definitely an episode you do not want to miss! Kirk is the owner of ZATO, his micro-agency focused solely on Paid Search Advertising, and has been working in Digital Marketing since 2009. He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero the past 5 years, and is known for his Ecommerce PPC articles across various industry publications. Pre-COVID, he was an international conference speaker presenting on all things Paid Search (especially Shopping Ads) around the world but now sticks to podcasts and online conferences to share his latest tips on Google Shopping Ads. Kirk currently resides in Billings, MT with his wife, 5 children (+1 on the way), Trek bikes, Taylor guitar, books, and little sleep. As always, please tell a friend to tell a friend, like, rate, and subscribe to the podcast! Kirk's Twitter: https://twitter.com/PPCKirk ZATO Marketing: https://zatomarketing.com/ More about the book: https://zatomarketing.com/ppc-marketing-book/ Podcast Anchor Page: https://anchor.fm/azeemdigitalasks My Twitter page: https://twitter.com/AzeemDigital My website: https://www.iamazeemdigital.com/

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Dec 3, 2020 35:13

Anders Hjorth, Founder of Innovell innovell.com @soanders My guest on this episode of Suds and Search is Anders Hjorth. Anders is a veteran digital marketer and the founder of Innovell, a company that provides Digital Marketing Insights based on in-depth research. Anders is a serial entrepreneur who has founded multiple digital marketing agencies. In 2016, his agency BDBL was acquired by Accenture. Anders appears on PPC Hero's list of the top 25 influencers in the world. He is a regular presenter at conferences all over the world including HeroConf London, inOrbit, SMX Advanced Europe, and the International Search Summit in Barcelona. He's served as a judge at numerous industry award shows including the UK Social Media Awards, European Content Awards, and the Grand Prix du Search. Nowadays, Anders along with a few collaborators create research papers which are far more rigorous and require far more research than the typical content you see in our industry. I'm going to be speaking to Anders about a recent study he's done titled, “Digital Marketing in a VUCA World.” To prepare the study, Anders interviewed the top experts in search. Full disclosure, SearchLab's Director of Paid Media, Mark Irvine was a contributor. Ordinarily, these reports would cost 250 euros but as of this publication, there is a sponsor giving away free copies. Move quickly to get yours before time runs out. Grab something cold to drink and join me for a conversation about data with Anders Hjorth. We'll discuss a concept he refers to as data bubbles, a new approach to evaluating data that he calls data realism, and why savvy marketers aren't fighting automation. Listen to Suds & Search Podcasts: Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9teXNvdW5kd2lzZS5jb20vcnNzLzE1OTUzNTQ3MjgwNTZz Apple Podcast: https://podcasts.apple.com/us/podcast/suds-search-interviews-todays-search-marketing-experts/id1526688363 Spotify Podcast: https://open.spotify.com/show/5ALxRpeDgIvg63bK6eoUTe SearchLab 1801 W Belle Plaine Suite 107 Chicago, IL 60613 (312) 256-1574 Catch SearchLab on these platforms: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesdays Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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12 - Andrea Cruz on keeping up to date with the PPC industry

Azeem Digital Asks - The All-Round Digital Marketing Podcast

Play Episode Listen Later Oct 7, 2020 27:44

My guest this week is the incredible Andrea Cruz. She's the Digital Marketing Manager at KoMarketing, a conference speaker, corgi mom, and most importantly - listed TWICE as one of the top 50 most influential PPC experts to follow by PPC Hero. In this episode, we discuss which of her previous and current colleagues are a big source of inspiration for her, what she really values and enjoys about the digital marketing industry, which publications and podcasts she uses to stay on top of the industry daily, and much, much more. It's a real pleasure for me to have someone I look up to in the PPC industry join me on the show. As always, please like, rate, share and subscribe - tell a friend to tell a friend about the podcast! Andrea's Twitter: https://twitter.com/andreacruz92 Podcast Anchor Page: https://anchor.fm/azeemdigitalasks My Twitter page: https://twitter.com/AzeemDigital My website: https://www.iamazeemdigital.com/

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Melissa Mackey With Gyro

Play Episode Listen Later Aug 6, 2020 32:20

Melissa Mackey is Search Supervisor at gyro, Dentsu Aegis Network's Global B2B Flagship Agency. A veteran PPC marketer, she helps clients achieve maximum ROI from paid search. Mackey contributes regularly to several industry publications, including Search Engine Journal, MediaPost, and AdWeek, writing on PPC strategy. She also hosts a blog, www.beyondthepaid.com, where she writes on the topics of pay-per-click and search marketing. Mackey has spoken at industry conferences such as SMX Advanced and PPC Hero's HeroConf. Throughout her career, her achievements include the evaluation and implementation of paid search and paid social campaigns for all types of advertisers, as well as execution and analysis of ad copy and landing page strategy.

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Melissa Mackey With Gyro

The Digital Agency Hacker Podcast

Play Episode Listen Later Aug 6, 2020 32:20

Melissa Mackey is Search Supervisor at gyro, Dentsu Aegis Network's Global B2B Flagship Agency. A veteran PPC marketer, she helps clients achieve maximum ROI from paid search. Mackey contributes regularly to several industry publications, including Search Engine Journal, MediaPost, and AdWeek, writing on PPC strategy. She also hosts a blog, www.beyondthepaid.com, where she writes on the topics of pay-per-click and search marketing. Mackey has spoken at industry conferences such as SMX Advanced and PPC Hero's HeroConf. Throughout her career, her achievements include the evaluation and implementation of paid search and paid social campaigns for all types of advertisers, as well as execution and analysis of ad copy and landing page strategy.

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EP17 - Top 10 Stupid Things People Do On PPC with Amy Hebdon

Play Episode Listen Later Aug 3, 2020 33:17

Welcome to a whole new episode of the Digital Agency Hacker! Everything you need to know to grow your Digital Marketing Agency. On this episode, we will learn about the top 10 stupid things people do on PPC from one of the greatest experts, Amy Hebdon. She is the founder of Paid Search Magic and she was also named #14 at Most Influential PPC Experts by PPC Hero. Let's listen about some of the top mistakes people are doing.

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Jul 23, 2020 19:13

Michelle Morgan, Director of Client Services at Clix Marketing http://www.clixmarketing.com/ Twitter: @michellemsem Each year, PPC Hero publishes a list of the top PPC influencers in the world. I've been fortunate to interview many of the PPC experts who appear on that list. My guest on this episode of Suds & Search is Michelle Morgan. When PPC Hero published their list for 2020, Michelle was #1. If you've seen one of her videos, heard her present or read a blog post she authored you know that that honor is well-deserved. Michelle is the Director of Client Services at Clix. She co-hosts a video series called Paid Media Pros with her colleague Joe Martinez. Joe has also been on Suds & Search and he's also a mainstay on the PPC Hero list. Michelle and Joe produce so much valuable content on their video series that it makes the rest of us look bad. I highly suggest you out Paid Media Pros channel. Michelle is deeply knowledgeable on a wide range of subjects. One week she'll give you a rundown on targeting options for snapchat ads and the next she talking about the Facebook Audience Overlap Tool then the next she's covering sitelink ad extensions in Google. One of the reasons I was so excited to talk with her was to find out how one person knows so much about so many different ad platforms. At the same time she produces all this incredible video content, Michelle is also an in demand speaker at conferences like Engage, Pubcon, Heroconf, the Utah DMC, SMX and many, many others. Michelle and I drank cider and talked about why your CTAs might suck, how she'd design an ad campaign if budget wasn't a concern and how to collaborate with stakeholders. Grab something cold to drink and tune into a conversation with the top PPC influencer in the world. SearchLab 1801 W Belle Plaine Suite 107 Chicago, IL 60613 (312) 256-1574 Same As: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Jul 16, 2020 20:54

Akvile DeFazio, Founder and President of Akvertise, Inc. https://www.akvertise.com/ Twitter: @AKvertise Akvile DeFazio is the remarkably impressive founder and president of Akvertise, a social media advertising agency in California. She's been on PPC Hero's list of the top ppc influencers for the past three years. She's a regular presenter on topics related to paid social. She's spoken at numerous industry conferences including Pubcon, Paid Traffic Conference, Engage, and the Utah DMC Conference. Akvile had a really interesting journey to business ownership. She served in many manager and senior level positions including a stint at Third Door Media as Digital Marketing Manager. How she decided to start her own agency was a topic I definitely wanted to ask her about. It's common to find Akvile mentioned in roundups and on webinars about social media marketing. Early this year, the state of California passed the California Consumer Privacy Act or CCPA for short. The CCPA regulates how social media platforms are allowed collect user data. Akvile is a leading voice on the ramifications of this law for social media marketers. Grab a beer and join Akvile and me for a conversation all about social media marketing, entrepreneurship, and what savvy marketers are doing during the COVID-19 pandemic. Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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How attribution reporting helped iCIMS improve its Google ads performance ft. Joel Maldonado of Path Interactive (Inbound Success, Ep. 150)

Inbound Success Podcast

Play Episode Listen Later Jul 6, 2020 28:32

How would you change your digital marketing spend if you knew with 100% certainty what was driving results? This week on The Inbound Success Podcast, Joel Maldonado of Path Interactive talks about the attribution modeling work that won Path Interactive the first ever Google Display Innovation Award. Joel and the team at Path Interactive were working with their client iCIMS to improve the company's ability to understand the performance of its marketing channels, and as part of the project, they built a custom attribution model that tied various software programs iCIMS was using to Google. Using the model, they were able to determine that Google display advertising was actually driving 7x more results than they originally thought. Based on this data, the company increased its spend on Google ads and in conjunction with that, its marketing results. In this episode, Joel breaks down exactly how Path Interactive was able to construct an attribution model that gave iCIMS complete clarity ab out what was driving its marketing results, and showcases why it's so important to get attribution right. Check out the full episode to learn more. Resources from this episode: Check out the Path Interactive website Connect with Joel on LinkedIn Transcript Kathleen (00:01): Welcome back to the Inbound Success Podcast. I'm your host, Kathleen Booth. And this week, my guest is Joel Maldonado, who is the Acquisition and Growth Lead for Digital Media at Path Interactive. Welcome Joel, how are you? Joel (00:25): Doing well? How are you? Kathleen (00:26): I'm great. I'm really excited to chat with you. And before we get started, could you tell my listeners a little bit about yourself? What's your background? What do you do at Path and what does the company do? Joel (00:41): Sure. So I'm Joel. My background is I, I I've, I've been in the industry since 2011. So nearly a decade, which makes me feel old. But I went to school at Villanova University. So out of Philly, and kind of moved to New York immediately after, and I've been in the marketing industry ever since. I started working my career in a couple, a couple of startups, Target Spot and My Supermarket. And since 2013, I've been lucky enough to be at Path Interactive for the past seven years. And really, what we do is we're a full service digital agency. So we manage paid media campaigns. We have an SEO service channel. We also have an analytics team that does a lot of like pixel implementation, reporting infrastructure, custom integrations, which we might get into some of that today, as well as conversion rate optimizations. Joel (01:38): We have a creative team that kind of does a couple of functions. They design and build websites, and they also really work as our in house creative to support any media campaigns or social engagements that we have going on. So its really just kind of across the board, a full service digital agency. We also do video production. So kind of covering all of our bases there at Path Interactive. I kind of wear a couple hats. So I am on the paid media team or service channel at Path. So I kind of lead my own team and have my own book of business and clients that I manage and those relationships and those budgets on a monthly basis. But I'm also, I also sit on the leadership team at Path, which really for us, that's more about really guiding the strategic vision of the company over the next couple of years, as well as trying to make sure that we continue to make Path Interactive a better place to work for our employees. So that's something that we do on an ongoing basis every two weeks to really hammer home those two goals. Kathleen (02:49): That's great. And, and I got connected with you because you were doing paid media work for a friend of mine who's head of marketing for a company down in Florida, and she was just so impressed by the work you had done. So immediately I thought, I've got to talk to this guy. That's how I find a lot of my guests, is just hearing about the great work that they're doing, you know, and it's interesting. So you're on the paid media side and within paid media, there's obviously so many different channels. But then the company also does, as you said, all kinds of different things like websites and video and lead generation campaigns, et cetera. You know, one of the, I feel like one of the holy grails for marketers is attribution. At the end of the day, being able to report to the rest of the company, you know, how the dollars they're spending and how the activities they're engaged in are translating into revenue, but it's such a hard problem to solve, especially when you've got activities in all these different areas. And so I know you've done some work around figuring out attribution and you guys have actually won some awards for the work you've done in that area. Is that right? Joel (03:59): Yeah, absolutely. So, and I think it was back 2017 or 2018, we won the very first Google Display Innovation Award for work we've done with iCIMS which is basically, they're a talent acquisition SaaS software company based out of New Jersey. And it's been a company that's grown a lot over the years. And they, they, they handle kind of a few different things within the talent acquisition space. Most of what they do is recruiting, but they also do what's called kind of recruitment marketing. And they, they had some acquisitions along the way. So, so now they have kind of extensions of, of some of their recruiting and talent acquisition products and services. So it's, it's definitely an interesting company that's, you know, they're based in technology. So they kind of understand the need for using technology to not just grow your company, but also improve your products. So I think it was, it made sense that we're able to work closely with them to kind of grow their, their customer base and their marketing budgets. Kathleen (05:04): So can you tell me a little bit about kind of the challenge they came to you with and, and what was the work that you did for them? Joel (05:12): Yeah, so the challenge with iCIMS, what we've been working with them for, I want to say six to seven years now. So they have been a long time client. When we started with them, they, they wanted to kind of grow their overall customer base but they were very focused in, on kind of last click attribution and, and really judging everything that they do based on last click attribution. And at the time they did have a sizeable display budget and based on kind of the current metrics that they were dealing with they, they kind of saw that display was, was almost this kind of wasteful spend. It didn't really lead to opportunities, which is really the way they grow their businesses is through opportunities. And based on their technology and their measurement capabilities at the time, what their numbers were, what they were telling them was that their display spend was, was unprofitable or, or was. So the challenge for us was to, to really understand what was happening with their display spend and, and understand if any of it was impactful and, and how it was impacting some of their search budget or some of their other marketing channels. Joel (06:32): So we knew that we needed to really get better measurement tools in place and better attribution in place to understand how to tweak their display budgets and tactics to really grow their business. Does that make sense? Kathleen (06:46): How did you go about doing that? And, and I mean, what, I guess, if you could get into also the tech stack behind it and let's get into all the gory details. Joel (06:56): Absolutely. Yeah. So we started by building out our own custom integrations. So we have a few tools that we use depending on kind of what our client's needs are. So one of those is Marin software, which is a bid management tool. So we were able to build an integration from the client's CRM, which is Salesforce in this case, to Marin software, which was our bid management tool. So what we did there, was we essentially created a framework where anyone that gets to the client's website is given sort of this unique identifier. It's something that's not PII or personal information, its just, you know, an alpha numeric code or a number that's on there. And what we do with that is, when someone is assigned that number, as soon as they get to the site, when they fill out a lead capture form, we have some hidden fields and some technology behind the lead capture form that will essentially record that number. Joel (08:01): And what that does is, you know, let's say they have Pardot or a HubSpot which, which is what powers their forms, that number will kind of follow them along the sales cycle at all of the different stages. And when it gets to any particular milestone that's important to us, such as opportunity stage, that information is sent from Salesforce back to our Marin software so that we can see from, you know, whether it's a channel level all the way down to the creative and keyword level, what types of creatives, keywords or tactics are really driving opportunities. And that, that was kind of like a phase one of, of how we really started to, to fine tune and grow their customer base. Now, the challenges with this piece was that you know, at, at that time, everything was still a click based model, right? Joel (08:57): So you know, Marin's pixels and things like that, they, they really record all activity on the website, but it's all click based activity. So from there, once we were able to really fine tune their, their search budgets and their display budgets a little bit better from a last click standpoint, but more so less on what drives front end leads or lead captures and really emphasize on what drives opportunities. Then we really start to get an understanding of, of kind of what works on a last click basis. But we knew that, you know, display was still something that, that we needed to tackle and get underneath. And we knew that display is not just going to have an impact on your advertising from a click based standpoint. It's also going to have value from an impression based standpoint where people are seeing those ads and, you know, they visit the website you have through paid search, organic search or even direct. Joel (09:53): And so display really wasn't getting credit for, for some of that. So we still had to find a way to, to understand more of the display side. And, and, you know, the limitations of that first integration weren't gonna allow us to do that. So we started looking elsewhere and we landed on using Google analytics to be able to, to try to tie back impressions to all of that, all that performance. So we kind of use the same methodology in terms of assigning this alphanumeric number to anyone that visits the website and, and using Salesforce to communicate that back to another system. And when we integrated that process with Google analytics, with Google Analytics 360, you are able to see not just click based interactions, but also impression based interactions and how that influences other channels throughout the entire conversion funnel. So, you know, we, we basically essentially created a second custom integration where we upload a, what we call offline data, which is just data that comes from Salesforce, and what happens to someone who reaches a critical milestone or, or stage such as opportunity. And we would load that back into Google analytics, again, marrying the marketing data with the CRM data. And that's when we really started to understand how our displacement was influencing our search span and even organic channels, email, and all the other channels. Yeah. Kathleen (11:28): I have so many questions. I guess the first one is, all of this starts with this unique identifier, from what I understand. So I get the concept of, like, for example, I use HubSpot, and if somebody comes to the site, they fill out a form. I understand the concept of having a hidden field that they don't see, but that you've prepopulated if you will. So when they submit the form, that goes into their contact record. But how are you generating that random number for that field? Joel (12:03): Yeah. So in the past, you know, we kind of just created our own using some, some code and logic. Most recently we've found it's been more efficient to use, what's called a GA Client ID or Client ID. So Google analytics essentially does the same, same thing. You know, when someone gets to the website, they actually try to assign an alpha numeric number so that they can you know, tie back all of these sessions and user behavior through analytics. So we just started to take you back off of, off of that and really use that as a form of tying everything back together. Kathleen (12:40): So is, is the only way to connect those two things like let's say HubSpot and that Google Analytics unique identifier, the only way to do that through a custom integration, or are there any out of the box tools? Joel (12:53): I did, I don't believe there's any out of the box tools that, that I know of. You know, if you think about Google ads that Google ads has like auto tagging, which they use a what's called a GCLID or a Google Click ID, and essentially the very similar alphanumeric number that Google Analytics knows how to kind of decode that and translate that into campaign creatives and keywords and things like that. But our integrations don't just work in the Google universe. They, they work outside of that which, which I think is very beneficial. Kathleen (13:29): So basically anybody coming through from Safari or Firefox or any of any of the different browsers would, you'd be able to accomplish this. Joel (13:42): Yeah, so we, we have the same information for Google as we do Bing, which, most of what we do for iCIMS is, is in Google and Microsoft ads interfaces. But essentially, you can adapt this to Facebook or LinkedIn and other things. And we also get data on their organic search behavior and what they're doing with email and things like that. Kathleen (14:05): So you assign the unique identifier, which basically tells you from the first conversion you're able to identify, okay, this is, this is that particular unique visitor. And then that identifier, if you have a good Google Analytics set up and marketing automation set up that can carry through to all their different activities on the site. So you mentioned click and impression, and I want to make sure I'm understanding this correctly, because this is not my area of expertise. So I may ask some dumb questions. Like, as a HubSpot user, I know that HubSpot will cookie, as soon as they fill out the form, they're going to get cookied. And so HubSpot will, will follow everything they do on the site. But when you say you're tracking impressions, does that mean you're, you're tracking impressions of the ads and marrying that with impression data from the website? Joel (14:59): So it's not more, it's that impression data, well, I guess more so you're talking about like the visit visitation data from the website. So what with the Google Analytics 360, if you're running Google Display Network and, you know, your display budget through that interface, because the Google ecosystem that will communicate to Google Analytics, if those products are linked together. So if Google ads is linked up with Google Analytics and so even before someone visits the website, you're getting that, that impression data right now, when someone actually visit the website, we're getting that client ID and passing it through. And then marrying that back into Marin in Google Analytics so that we can see okay, this, these opportunities began within with a display impression. They may have converted somewhere else, like direct or paid search, even branded paid search. But it all started with a display impression. Kathleen (16:02): Wow. And so is the only reason that you're able to tie this together in a completely holistic way that is, is it because you're using that Google Analytics identifier and carrying that through all the way, and that's why you can marry everything they do before they get to the site with what they do on the site, as well as what they do after they leave the site. Joel (16:25): Yeah. The, the identifier is definitely the key piece. And even if it's not, you know, within the Google interface you should you'll with that identifier, you'll be able to tie back probably the extra piece where if you're running your display advertising through Google, then you'll also get the impression data, which is going to be helpful. Kathleen (16:49): Wow. So this is like crazy amazing for marketers, because it sounds like you're able to really see every single touch that you have with this person. But I imagine for somebody who's listening, it would might be kind of creepy for a customer to know that a company can see all of that. Joel (17:15): Yeah, definitely the, the kind of the age that we're living in. But it's, it's critical for marketers to, to and advertisers to understand particularly around their, their display budgets and how that is influencing other things. I forget, I think it was Brad Wanamaker who said, you know, like 50% of my ad budget is wasted. I just don't know which half. So this is something that really allows us to understand what half or whatever the percentage is, is wasteful, so that we can really move that budget and reallocate to things that we know are working and driving opportunity value. Kathleen (17:56): So you set this all up, you have all the data coming in. I'm really curious to know what you learned. Like, were there any big surprises that came out of the data? Joel (18:07): Hmm. Yeah, absolutely. So if you look at only a click based model about only 4% of opportunities are given credit to display but with, with this revamped attribution model, we actually saw that about a third, a third, really 33% of opportunities contained display impression, somewhere along that conversion path. And, and at least a quarter of those, 25% actually began with a display impression. So we understood that display has incredible value, and that's kind of how we were able to, to grow their budgets and bring in more leads, bring in more opportunities and essentially help them grow their business. Kathleen (18:56): So am I right? That, that display actually accounted for somewhere between four and six times, the opportunities that you were originally thinking it accounted for based on the initial dataset? Joel (19:11): Right? It's like seven and a half. Kathleen (19:14): Wow. Joel (19:14): A five X increase from what we thought and sort of a, a good cycle. And you get some momentum from that because once you understand the parts of display that are driving those opportunities, you can continue to reinvest and re funnel, kind of hitting on all gears there. Kathleen (19:39): So did that cause them to change their budgets? I would. I mean, if it were me, I would think I'd want to increase my budgets Joel (19:50): Kathleen, we'll see increases of anywhere from 25 to 35% year over year in terms of, you know, from where we started to three, four years later. Kathleen (20:03): Wow. That's amazing. So that, that's the project correct? That you won the award from Google for? Joel (20:13): Yeah, absolutely. Kathleen (20:17): So is that, that obviously required a certain amount of custom coding in order to put in place. And, and somebody who has the, either the internal resources to be able to do that, or, you know, can work with an agency, could replicate that kind of of a setup. But do you have any advice for somebody that maybe doesn't have access to that, like as, are there other ways of improving attribution that are, that maybe are a little bit simpler or more DIY? Joel (20:49): Yeah. So with iCIMS, we actually use three different integrations. Two are custom built. One was the first one that I talked about, which was Marin. So Google ads has had a Salesforce integration for probably maybe two to three years now. And, and it's definitely evolved over that time period. So it is a lot easier nowadays to integrate your, your Google ads in a way that doesn't take a ton of development work. Probably just, you know, five to 10 new hours of, of development work as far as like coding and things like that, to take your Google click ID and make sure that gets assigned in a hidden field to all the contacts and things like that. And to be communicated back to Google ads. And so, you know, if your main, if your main, a driver of performance or your main source of budget is Google ads that's kind of a no brainer to do well. If you're, if you know, CRM, Salesforce is your CRM and you want to get some milestone data based on kind of what you're seeing now, that is still a last click model or, or I should say a click based model. So you're not necessarily going to get the impression value, but at least you'll, you'll understand pretty easily what the opportunity value is of whatever you're, you're managing and Google ads Kathleen (22:39): That is so fascinating. You know, and how, if somebody was to come to you guys and say, I want to set this up for myself for my own marketing, is that, you know, how long does that take to get set up? Is it, I, and I, I won't say how much does it cost, but like, can you give me an order of magnitude? Is this something that's accessible to most companies or is it crazy expensive to do? Joel (23:02): Yeah, I think it is accessible to most companies. What we typically do is a lot of these integrations have just so many different factors based on what your tech stack is and your sales cycle and how everything works. So we typically start with, you know, what kind of technology do you use? How does your sales process work? We want to find out as much information as possible about sort of, you know, how your business operates and what your, your, your sales funnel looks like. And then we start to put the pieces together of, all right, you know, maybe you don't need this level of sophistication. You just need something that's a little bit more standard and XYZ is going to work for you. So there's going to be things that, that you don't need. There's going to be things that, that you might need, or maybe you, you kind of build it into a three year plan of our, I need this level of sophisticated laid out. So that in year three, I have you know, more insight into what could be more innovative tactics that we'll be able to do. But I just can't tackle that right now. So it definitely you want to understand kind of what your situation is and plan around that. Kathleen (24:28): That's so interesting. All right, switching gears. I have two questions I always ask my audience or my guests. And I'm curious to know what you have to say. The first one is, we're all about inbound marketing on this podcast. Is there a particular company or individual that you have seen, that's really killing it with inbound marketing right now? Joel (24:54): Yeah actually, I mean, to me, the first one when that comes to mind is iCIMs. I think they, they've been a great client and partner for us and in terms of the things that we've wanted to, to implement it and integrate and kind of what our vision was. So they've always, they've always been kind of willing to, to innovate and even outside of what we do, they have a good sales process and having good measurement and things like that. Mmm. And their, their level of sophistication has definitely evolved over the years. So with these integrations, we actually get down to some of the different company size segments that are important to them. So they have kind of company or sometimes different industries. And with all this technology, we've been able to not just look at this one big bucket and say, all right we're driving X amount of overall opportunities, but now we're to the level of looking at opportunities based on company size and industry and all these different factors that impact the growth of their business. So for, for them to kind of really understand that and, and work with us to, to implement those mechanisms, to be able to see that on all of that information on such a granular level to really plan out, you know, what their growth, that's kind of why I would think iCIMS is pretty much the first company that comes to mind. Kathleen (26:29): I'll definitely have to check them out. And then the second question is, digital marketing is changing so quickly. And marketers, whenever I talk to them, they're always saying I can't keep up. There's so much new stuff. So how do you personally keep yourself educated and kind of on the cutting edge of all of this? Joel (26:48): Yeah. I mean, there's a few publications that I read such as like Search Engine Land, PPC Hero, things like that. I'm also interested in SEO, you know, which is not my expertise, but I'm curious. So just learning about it in general. So at Path, we have a pretty great SEO lead, her name is Lily Ray. She's always out there speaking. She's very active on Twitter, speaks at a lot of conferences and things like that. So I kind of look to her for, for a lot of SEO specific information. But I think at the end of the day you know, we best learn by, by doing so if, if you're in the platforms every day and really trying to understand how they work, I think over time you get a better understanding of how, how you can innovate from what you have available to you. Joel (27:49): And I always think it's important, especially in today's world, like 2020 has been the craziest time. If you're a company that is innovating and, and testing new things they're, they're, they're not going to be wasted and that will soften the impact of, of something like a pandemic or you know, all of the, the sort of like the racial justice protests and things that are going on in the world. Like, there's, there's going to be ways that like no one, no one can plan or prepare for something this crazy to happen. But I think if you always are testing and innovating you'll be able to, to find these, these little trinkets of, of areas that are gonna work well for you, because what we've found as marketers is things are always going to change what you've relied on as your bread and butter in the past, historically, who knows if that's going to be available next year. So why not test now and, and really future-proof and build that infrastructure for something that you might need to pivot to before you actually need to do it. Kathleen (29:00): Yeah, that's a great point. And it has been just an insane year, from wildfires in Australia to pandemics all over the world, to racial you know, protesting, to murder hornets. It's just crazy. So you can't plan for any of that. Joel (29:19): Right. And even now, you know, it was this July, Facebook boycott, that's going to impact potentially a lot of businesses, especially if the majority of your, your marketing spend is on Facebook. So it's going to be really tough, challenging if, if you know, a lot of advertisers boycott, where do you put budget and how do you continue to grow your business without a source of, of inventory that potentially was one of your biggest sources? Kathleen (29:52): Yeah, absolutely. Well, this is so fascinating. If somebody wants to learn more about what you're talking about, or check out some information on the campaign that led you to the award, or connect with you and ask a question, what's the best way for them to connect with you online? Joel (30:09): Yeah. So I'm on LinkedIn. The Path Interactive website does have a case study kind of detailing and really streamlining the conversation that we had today about iCIMS. So that's kind of on our website you know, but feel free to visit pathinteractive.com and go fill out a lead form and get in touch with one of our salespeople. So we can talk about how to partner and improve your business. Kathleen (30:37): Awesome. Well, I will put all those links in the show notes, and if you're listening and you learned something new, or like what you heard, I would love it if you would head to Apple Podcasts and leave the podcast a five star review so that other people can find us and hear great content, like the stuff that Joel is sharing. And of course, if you know somebody else doing kick ass inbound marketing work, tweet me at @workmommywork because I would love to interview them. That's it for this week. Thank you so much, Joel. Joel (31:07): Absolutely. Appreciate it.

Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Jul 2, 2020 21:15

Mark Irvine, #1 Most Influential PPC Expert https://www.linkedin.com/in/markirvine89/ Twitter: @MarkIrvine89 Today's guest is Mark Irvine. PPC Hero named Mark the #1 Most Influential PPC Expert of 2019. Microsoft Advertising named him the Influencer of the Year in 2019. I'm not sure if there's a list of PPC experts he isn't on. Until very recently, Mark served as the Director of Strategic Partnerships at Wordstream. At the time this episode is airing, Mark is pursuing new opportunities. If you're hiring, reach out to him on Twitter before it's too late. He's a well known presenter and frequent keynote speaker at conferences all over the world. He presented at 17 conferences in 2019 alone including Pubcon, SMX Advanced, Hero Conf, and Wordstream Live. Mark's background is in data science and his writing is packed with data-driven research. During the Covid-19 pandemic, Mark as well as the rest of the team at Wordstream, have done some amazing work. I'm going to ask him about the myriad ways that our traditional understanding of paid search is changing. Mark joined me to drink some summer ales and talk about PPC research he recently completed. Plus we talk a bit about how to navigate the craziest year of our lives. SearchLab 1801 W Belle Plaine Suite 107 Chicago, IL 60613 (312) 256-1574 Same As: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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Learning Strategist John Lee

Play Episode Listen Later Jun 19, 2020 32:22

John Lee is a digital advertising professional with experience in PPC, display advertising, social advertising, SEO, and analytics. At Microsoft, John is a Learning Strategist creating training experiences for Bing Ads employees and customers. He has been in the digital advertising industry since 2006 working with Hanapin Marketing, Wordstream, and co-owner of Clix Marketing.John is a regular contributor to Search Engine Journal, The SEM Post, Acquisio Blog, Clix Marketing Blog, Search Engine Watch and was instrumental in the creation and launch of popular paid search advertising blog PPC Hero. In addition to his writing, John has been a speaker at SMX, PubCon, SocialPro, SES, ClickZ Live, HeroConf, Acquisio User Summit, State of Search, MN Search Summit, Ticket Summit, and Zenith Conference.

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Learning Strategist John Lee

Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Jun 19, 2020 32:22

John Lee is a digital advertising professional with experience in PPC, display advertising, social advertising, SEO, and analytics. At Microsoft, John is a Learning Strategist creating training experiences for Bing Ads employees and customers. He has been in the digital advertising industry since 2006 working with Hanapin Marketing, Wordstream, and co-owner of Clix Marketing.John is a regular contributor to Search Engine Journal, The SEM Post, Acquisio Blog, Clix Marketing Blog, Search Engine Watch and was instrumental in the creation and launch of popular paid search advertising blog PPC Hero. In addition to his writing, John has been a speaker at SMX, PubCon, SocialPro, SES, ClickZ Live, HeroConf, Acquisio User Summit, State of Search, MN Search Summit, Ticket Summit, and Zenith Conference.

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Play Episode Listen Later Jun 11, 2020 35:28

Navah Hopkins is my guest on this episode of Suds & Search. She is the Director of Paid Media at Hennessey Digital. She's a regular on PPC Hero's list of The Top 25 Most Influential Experts. Her writing is really exceptional. After this video, check out her column at Search Engine Journal. She's also a dynamic and in-demand speaker who presents all over the world. A short list of the conferences she's presented at include SMX, PubCon, HeroConf, Advanced Search Summit, and State of Search. For a limited time, she's offering free office hours. There's a link in the intro to schedule a time to speak with her. A self-described “PPC scythe,” Navah loves nothing more than guiding people on a path to profit and victory. During her appearance on Suds & Search, we tasted some local beers and talked about a range of ppc topics. She's has a wealth of knowledge about quality score and the myriad ways Quality score is misunderstood. We talked about ad copy (the good and the bad). We talked a little bit about a new course on SEMrush about competitive analysis that I encourage everyone to check out. Selfishly, I wanted to know more about message mapping, a topic Navah knows really well. Navah Hopkins Office Hours: (Sat 10 AM ET - 11 AM ET): https://zoom.us/j/323433308 Negative Keyword Post: https://www.searchenginejournal.com/negative-keywords-paid-search-campaigns/365834/ Message Mapping Webinar: https://www.semrush.com/webinars/increase-roi-with-intelligent-message-mapping/ QS April Fools Post: https://www.searchenginejournal.com/how-to-get-perfect-quality-scores/356496/ Twitter: @navahf Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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712: Get Attention From Viral Videos with Adam Lundquist

Marketer of the Day with Robert Plank: Get Daily Insights from the Top Internet Marketers & Entrepreneurs Around the World

Play Episode Listen Later May 28, 2020 24:19

Adam Lundquist is a Harvard-educated agency owner and former radio shock jock from Santa Barbara radio. When Adam published one of his interviews on a newly-formed platform called YouTube, it became one of the first viral videos, sparking his initial interest in the power of the internet, as well as internet marketing. Adam has been featured on traditional media like MTV, VH1, and the Best Damn Sports Show. He’s taken his knowledge of traditional media translated it successfully into new media as a featured author in Search Engine Journal, PPC Hero, and WordStream, amongst others. His company Nerds Do it Better consistently delivers paid search campaigns utilizing advanced statistical analysis developed at Harvard. With this method, Adam and his team are able to remove inefficiencies in marketing and generate more customers on a consistent basis in a cost-effective way. Visit his website at www.nerdsdoitbetter.com

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later May 21, 2020 21:50

Joe Martinez of Clix Marketing http://www.clixmarketing.com/joe.html @MilwaukeePPC SearchLab Digital https://searchlabdigital.com My guest today is Joe Martinez, Director of Client Strategy at Clix Marketing. We met at SMX West where he gave a killer presentation on one his favorite topics, Youtube Ads. Joe has been on PPC Hero's list of the top 25 most influencial PPC experts for the past three years. He has a deep understanding of paid media but he's really become a go-to resource for everything related to YouTube and Quora Ads. He co-hosts his own video series Paid Media Pros which covers topics related to YouTube Advertising, paid placements, paid social, and Quora ads. He's a rockstar presenter. In addition to SMX, Joe has brought his high-energy style to Heroconf, Pubcon, Confluence Conference and many more. He is also a contributor at Search Engine Land, Wordstream, SEMrush, PPC Hero. Joe is a perfect guest for Suds & Search. Not only is he an industry expert, he's a big fan of craft beer, especially from breweries in his hometown of Milwaukee. Joe joined me on Suds and Search to talk all about YouTube ads, Quora ads, the Midwest beer scene and his Star Wars fandom. SearchLab 1801 W Belle Plaine Suite 107 Chicago, IL 60613 (312) 256-1574 Same As: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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Suds & Search | Interviews With Today's Search Marketing Experts

Play Episode Listen Later Apr 30, 2020 30:28

Kirk Williams of Zato https://zatomarketing.com/ @ppckirk SearchLab Digital https://searchlabdigital.com My guest is Kirk Williams. He's the owner of Zato, a really cool paid search micro-agency that focuses exclusively on PPC for eCommerce companies. Kirk is a go-to resource on industry publications for all topics related to Shopping Ads on Google and Bing. PPC Hero named him one of the top 25 PPCers in the world for 4 years running. He's regularly featured on Moz, Search Engine Journal, Search Engine Watch, Wordstream, Optimyzr and many more. He speaks all over the world including SMX, Inbound, Hero Conference, Brighton, Pubcon, and Search Marketing Summit. The timing of his appearance coincided with the Coronavirus pandemic. The day before we filmed, Google had a major announcement on Shopping Ads and I'll be asking Kirk some questions about a post he just wrote covering the topic. Also, Shopping Ads are kind of a weak point of mine. We talk about the fundamentals of running shopping ads, the role of automation, and voice search on shopping ads. SearchLab 1801 W Belle Plaine Suite 107 Chicago, IL 60613 (312) 256-1574 Same As: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Other Video Series: Local Search Tuesdays https://www.youtube.com/watch?v=yNah6yQUH10&list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

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Episode 11 - Small Business Marketing During COVID-19: Tips and Insights

Goal Talk Podcast

Play Episode Listen Later Apr 21, 2020 46:06

The COVID-19 pandemic has caused so much uncertainty, and the digital marketing landscape is no different. As search and buying behavior changes in the wake of public health concerns, our marketing tactics must follow. And in this week’s episode, I have a very special guest to the podcast! Drumroll, please… Welcome to the podcast, Mark Irvine! WordStream’s Director of Strategic Partnerships Mark Irvine was voted #1 most influential PPC expert by PPC Hero and Microsoft Advertising. He has been with WordStream for over 7 years and travels across the globe to speak and engage with marketers about PPC.One of Mark’s responsibilities at WordStream is to analyze and help produce our industry research, data trends, and benchmarks for the search marketing industry. In this very special episode, Mark and I discuss the current digital marketing landscape, and how it has changed in response to social distancing and government mandates around the COVID-19 pandemic. Throughout the episode, you’ll get: - How COVID-19 has changed the state of digital marketing. - How COVID-19 has shifted the way that people are searching online. - Some of the most notable changes to the 2020 PPC benchmarks. - What marketers should focus on updating within their accounts. - Industry winners and losers in response to the changes. - Updates businesses should make to their local listings.We’ll cover all this and more. Make sure to check out this episode to get important industry updates in response to the COVID-19 pandemic.

Rethinking B2B Branding in Turbulent Times with Ana Raynes

On Brand with Nick Westergaard

Play Episode Listen Later Apr 6, 2020 27:44

It’s a different time for marketers and brand builders across the board. But what about B2B marketers? What’s different for them in the face of COVID-19? I couldn’t wait to ask our guest this week just that. Ana Raynes is the CEO and founder of Simplified Impact, a B2B growth marketing agency. We discussed what B2B marketers can do during these strange times and the various stages of business that will follow. About Ana Raynes Ana Maria Raynes is an entrepreneur, digital marketing expert, and CEO and Founder of Simplified Impact, a growth marketing agency for B2B niche companies. She was a co-founder of the Internet fashion startup Smart Is Cool, where she was responsible for social media and information technology. While working at Smart Is Cool, she was featured in Glamour Magazine and had multiple appearances on FOX Strategy Room. Following her position with Smart Is Cool, she pursued a career that focused on digital marketing. Ana Maria worked for agencies in the New York and Boston areas where She has led digital marketing campaigns for clients such as HSN, Wendy Williams, Football Legend Carl Banks, iHip for Snooki, Eastbay, Aer Lingus, SkyMall, and more. Before the launch of her own business, she was Vice President, Content Marketing at Didit, a digital marketing agency for enterprise eCommerce clients. As a thought leader in her field, she has been invited to speak at conferences such as PPC Hero, NY Small Business Expo, NYXPO, Philanthropy Day, CORE and Vistage. Episode Highlights What’s different for B2B brands as we deal with COVID-19? As a B2B marketer, I couldn’t wait to ask Ana this. And, as a smart guest, she noted, “It depends on your industry.” For example, she works with a lot of medical product and tech companies who are experiencing an uptick. But it’s not the usual cause for celebration given the circumstances … Do brands celebrate growth in the face of a pandemic? “It’s somber growth. It’s very different than it usually is.” This growth also brings a new level of busyness as well. Speaking of routines … Question all of your usual B2B assumptions. B2B marketing has a set of rules that are usually strictly followed. However, many of those best practices deserve a second look in these strange times. For example, B2B buyers typically follow a more traditional workday, which means B2B marketers are timing campaigns to the 9 to 5, Monday through Friday window. Now, with everyone working from home and getting things done at odd hours, a weekend email might not be out of the question. What brand has made Ana smile recently? “There’s a brand called Love Powered Co. that does IM affirmations that are bringing light to so much of what’s going on lately. They always make me smile.” She also pointed to Working Mom Kind for smiles as well. To learn more, go to the Simplified Impact website and follow her on Instagram. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

Ep #153 From Radio Shock Jock to Digital Marketing Agency Founder Interview With Adam Lundquist Founder of Nerds Do it Better

Roman Prokopchuk's Digital Savage Experience

Play Episode Listen Later Mar 6, 2020 21:33

I got to interview Adam Lundquist. Adam Lundquist is a Harvard-educated agency owner and former radio shock jock from Santa Barbara radio. When Adam published one of his interviews on a newly-formed platform called YouTube, it became one of the first viral videos, sparking his initial interest in the power of the internet, as well as internet marketing. Adam has been featured on traditional media like MTV, VH1, and the Best Damn Sports Show. He’s taken his knowledge of traditional media translated it successfully into new media as a featured author in Search Engine Journal, PPC Hero, and WordStream, amongst others. His company Nerds Do it Better consistently delivers paid search campaigns utilizing advanced statistical analysis developed at Harvard. With this method, Adam and his team are able to remove inefficiencies in marketing and generate more customers on a consistent basis in a cost-effective way. We spoke about: 1:00 His journey growing up in Boston knew he wanted to be in radio, going to the Army out of high school, after Army moved to California and became a radio host, started experimenting promoting the interviews through YouTube and got him interested in digital. He got let go and got a job with a competitor to run their digital presence, then went to a fast growing company and then make the decision to work for himself. 4:45 Focus on your strengths. Practice what you preach. 7:00 Motivations in success by the work ethic of his parents and grandparents. And providing for his family. 11:24 One of his weaknesses was writing that he improved over time. 13:50 The internet is amazing that is scales, but you have to be strategic. Things aren't just going to happen because you're online. 18:00 Not quitting and outlasting. Applied to radio dj position 8 times and walked in person to get jobs. And much more. This interview is sponsored by Nova Zora Digital experts in digital marketing. *Disclaimer: The views and opinions on Roman Prokopchuk's Digital Savage Experience are those of the guest's alone as their own, and the host's alone as his own. Information provided by the guest is fact checked to the best of our abilities. By providing background information to the show, the guest acknowledges that it is as accurate as possible. The show does not endorse, promote, or is in association with the guest's business interests.* --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app

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Ep 83: Attribution Analysis with Kirk Williams

Market Proof Marketing: New Home Builder Marketing Insights

Play Episode Listen Later Jan 16, 2020 67:53

This week we go deep into marketingland for a discussion about lead attribution with one of the foremost PPC experts in the world, Kirk Williams. Kirk is the author of numerous articles on the subject, including one of Kevin's favorites from 2019. On this episode he shares insight around why attribution is NOT the holy grail of marketing analysis, and the circumstances in which it actually works well. Also, the Builders' Show is next week! You can check out all of Do You Convert's IBS education sessions here. In the News (4:12) Facebook will let users hide ads targeted via Custom Audience lists (Marletingland.com)> California Consumer Privacy Act – What You Need to Know (DoYouConvert.com) New law that protects CA residents against their data being collected and sold without their knowledge What it means for homebuilders Matterport Adds Measurement Mode for 3D Environments (BuilderOnline.com) Users can now accurately measure rooms, windows, doors, or furniture in a Matterport 3D digital space, and share those measurements with anyone. How this function can potentially fit into the new home sales process 360 Topic of the Week – Attribution Analysis with Kirk Williams (13:00) Kirk Williams Kirk Williams was named one of the Top 25 Most Influential PPC experts in the world by PPC Hero. He is the owner of ZATO Marketing, a paid search micro-agency specializing in eCommerce PPC on Google and Bing. Kirk has spoken at conferences all over the world, and is the author of “Digital Advertising is not the dot com bubble, improper attribution is,” which we discussed extensively on episode 77. Find a comfortable place where you can focus for the next 50 minutes, because this interview is packed with information, insight, and marketing things that make you go hmm… We dive into: What is marketing and brand building beyond tracked profit, attribution and reporting? Why conversion tracking can be dangerous What is attribution, exactly? No perfect attribution model Why paid search can't make a business grow Why privacy technology will make perfect attribution impossible When attribution does work when it comes to overall marketing strategy Why we should NOT be risk-adverse as marketers How last click attribution strangles the top of the funnel Can you use paid search to build a brand? (the difference between demand creation and demand capture) Non-Marketing Doom (doom caused by forces outside of marketing) is a result of two things: Failure in Process and Failure in Understanding More articles you'll want to read from Kirk Williams: When Good PPC Goes Bad with Kirk Williams [DMC Recap] Stop Bidding on These Brand Keywords in PPC Question of the Week (1:03:00) Last QOTW: What part of your company's business will have the biggest opportunity for improvement in 2020? Sales, marketing, product, land, etc./what will be your breakout department in 2020 to have positive impacts on results? See the answers here. New QOTW: Are you going to the Builders' Show? If so, what are you most looking forward to? Answer in the the Market Proof Marketing group on Facebook or LinkedIn. Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Listen on Stitcher —> https://now.doyouconvert.com/mpm-stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We're here to help you – not to sell you! The post Ep 83: Attribution Analysis with Kirk Williams appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 83: Attribution Analysis with Kirk Williams appeared first on Online Sales and Marketing for Home Builders - DYC.

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Ep. 125: How statistical analysis improves PPC ROI Ft. Adam Lundquist of Nerds Do It Better

Inbound Success Podcast

Play Episode Listen Later Jan 13, 2020 43:21

How does a Harvard-trained digital marketer use statistical analysis to improve the results he's getting from pay-per-click advertising? This week on The Inbound Success Podcast, Nerds Do It Better (how great is that company name?!) founder Adam Lundquist pulls back the curtain on the process he uses to build, execute and test high-performing PPC campaigns. Adam started his career as a shock jock and when he saw the business of radio giving way to digital, he embarked on a new career path that had him attending Harvard to study digital media and teaching himself how to do everything from social media to digital advertising. In this episode, Adam shares the exact process he uses to create high performing ads. He covers everything from his tech stack to the frequency with which he reviews and adjust ad performance. It's a replicable process that any business can copy, so check out the full episode or the transcript below for details. Highlights from my conversation with Adam include: Adam says that the key to success with digital marketing is to understand statistics and human psychology. The work he does is inspired by the story behind the movie Moneyball and he believes that most marketers don't use data correctly so those who are able to do it right have a competitive advantage. Marketers need to understand the difference between digital marketing-based goals and profit-based business goals. Marketing goals are leading indicators - things like the number of clicks or the conversion rate, whereas profit-based goals have to do with sales and revenue. Adam focuses on profit-based goals. When developing an ad strategy, Adam suggest starting by going to the Google Ads search query report to look at what you're actually showing for. If there are search queries there that are not relevant, add them to your negative keyword list. When you have your list of desired search terms, put them each in their own ad group. Adam uses a combination of Zapier and Unbounce to do attribution reporting on his ads, but says you can use other tools like Click Funnels as well. Because he sets his ad campaigns up as single keyword ad groups in Google Ads, Adam is able to pull the keyword that drove a visit or conversion into Unbounce using a hidden form field. He then uses Google sheets to track and report on ad performance, and automatically pulls data in to Google sheets in real time using Supermetrics. This system allows Adam to track the return on ad spend (ROAS) of individual keywords. When he finds a keyword that is yield a 3x or 4x ROAS, he puts that keyword into its own campaign and sets the budget to unlimited (because he knows, with confidence, he'll see a positive return on that investment). Adam uses Unbounce's dynamic keyword insertion functionality to create multiple, customized landing pages from a single template. Adam reviews and adjusts the performance of his ads on a weekly basis. He recommends starting your ads with a top of funnel offer such as an ebook that people will be more likely to convert on. This leverages the principles of compliance psychology which dictate that once someone says a small "yes," they are more likely to say a bigger "yes" after that. All of Adam's ad groups are single keyword and set to exact match. Resources from this episode: Visit the Nerds Do It Better website Follow Adam on Twitter Read Adam's article in Search Engine Journal Listen to the podcast to learn how to create high performing Google Ads. Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm your host, Kathleen Booth and my guest today is Adam Lundquist who is the founder of, and I love this agency name, Nerds Do It Better. I just have to take a moment and tip my hat to you Adam for the best company name I've had on this podcast to date. It's awesome. Adam Lundquist (Guest): I mean, we do. You know, you got to be a nerd to be in this business. Adam and Kathleen recording this episode. Kathleen: I love it so much. So much. I kind of wish I had thought of it myself. But you're interesting to me and I'm excited to chat with you about some of the things that you guys are working on, specifically with pay-per-click advertising and leveraging, like, statistical analysis and, you know, all that nerdy stuff because nerds do it better. About Adam and Nerds Do It Better Kathleen: But before we get into that, can you do me a favor and just tell my audience a little bit about yourself and who you are and how you wound up where you are and what exactly Nerds Do It Better does? Adam: Sure. So, hi, my name is Adam. I recently moved to London, England but I grew up in Boston, Massachusetts. Pretty average childhood, but in Boston, it's a little bit of a different area. Have you ever been to Boston? Kathleen: I have, I grew up in southern New Hampshire, so. Adam: Okay, so you know. Oh, by Salem? That's where I got my first car, I don't know if you knew that. Beautiful, tax-free Salem. But so it's not like in California where I ended up moving to, and Boston, really, the two big things were sports and radio. Like, when I was growing up either you wanted to be on the Patriots or the Bruins, which definitely was not going to happen for me. Or you could be on radio, were like kind of the two big dreams. So, I wanted to be on radio. I kind of wanted to be the next Howard Stern, was a person that I really idolized growing up. And kind of I was going to school in the mountains of Massachusetts in a place called North Adams and I just basically got tired of the cold and I moved to Santa Barbara and I kind of applied six or seven times to be an intern at the local rock station. Got the internship, worked my way up there and eventually got my own radio show. My morning show, just like I thought, would be awesome, and it was awesome. We became number one rated and things were going really well, but around 2006 or 7ish I started to see that our advertising revenue was going down despite the fact that we were the number one rated show. So, I kind of knew that there was a death knell of radio because radio was supported by ads. Public radio, terrestrial radio, whatever, it's all ad supported. I started to see that the ads were actually going towards more of the internet and this was still very early on. I think YouTube came out like 2006. So, I thought well, I better get involved in this internet thing and I wanted to have a viral video. I thought that would be a cool thing to do and I thought it would be easy and it was not easy at all. So, I tried my hand in it. I had an interview with this guy called Sam Cassell on the Clippers and like, just to let you know where I was at, like, I know eventually I learned all this stuff, but at the time, like, I knew nothing about the internet or really marketing. I had no money at all because the pay was terrible. I couldn't pay to promote it. And I was in like pretty much the most expensive place I've ever lived and keep in mind, I'm living in London, but Santa Barbara is incredibly expensive. I mean, I did have my successful radio show but, so I did this interview, I put it on YouTube and nothing happened. Literally, two, three views maybe. So, I started to learn how to work the internet basically. I learned about email marketing, finding the right blogs, getting in front of the right audience, compliance psychology. So, at first I was saying, "Hey, would you put this video on your website?" Which was way too big an ask. I had to kind of go down and use an easier thing saying, "Hey, would you watch this video?" And when people start watching it, they would then post it on their site. Eventually, the video got picked up. Its number seven on Sports Illustrated's Viral Videos of All Time. It's on VH1s Best Week Ever. It really blew up, which was great. I needed to use the internet. I then got picked up to run six radio stations on the Central Coast internet presence. Wasn't even on the air for much, just running their internet presence. And I just basically got tired of radio. They were asking for stuff that could definitely happen in the 70s but could not happen in the 00s/10s, like a country station asked me to get them a team of horses which is just not going to happen in this day and age. So, I went back to school. I got accepted into Harvard. I got a master's degree from it and then went to a start up and from there, it was a very small start up. I was maybe the fourth employee or fifth. We became the second fastest growing start up in San Diego. Our biggest client was a water proof cell phone case company. We took them from about 20,000 in monthly revenue to over a million. But at some point I realized I needed to start my own company because basically I'm just a control freak and I kind of have an independent streak. But my company has grown quite a bit. You'll see us run at PPC Hero, Search Engine Journal. I spoke at Philly Tech Week maybe a year or two ago and Hero Conf, whatever. And you know, things are pretty good. I mean, I live in South Kensington, England. Kind of travel wherever I want. My wife and I were just in Bali and it's just a very comfortable way to live. As long as you can understand statistics and human psychology, you can pretty much run your part of the internet. Kathleen: Yeah. Your story is so interesting to me for a number of reasons. I mean, when I read your bio and it talked about you being a shock jock, I was like, "Oh I want to talk to him so much about that." But I feel like we won't have time. That's like a whole other podcast. But now I'm curious because I have a theory and I want to see if it turns out to be true. What did you major in at Harvard? Adam: What was it? Digital Media Arts and Instructional Design. I thought that I was going to be part of those massive online open courses. And I actually did, one of my teaching fellows pulled me aside and wanted to do something with it, but the pay for those is pretty bad. You'd be surprised. So, they're prestigious like it's definitely prestigious, but it was not the pay that I was looking for. Kathleen: Yeah. No, I've had this theory that many of the best marketers are not actually trained marketers. You know what I mean? I have a graduate degree in marketing so maybe I'm taking myself out of the running for this, being one of the best marketers, but a lot of the greatest marketers I've talked to, they didn't study marketing. They came from other backgrounds but they are super driven learners. Like, they have this sensational curiosity and so they wind up in marketing because there's a challenge they're trying to figure out like you with your viral videos. And they kind of like sink their teeth into that challenge, they figure it out and then they kind of like follow the thread and that takes them into marketing. And it sort of sounds like that's what happened to you with like trying to figure out the video, leveraging the statistical analysis, trying to figure out pay-per-click and solve for this changing landscape of radio and such and such. It's just interesting to me that that's what your background is. And just how you kind of rolled your sleeves up and figured it out. I love that. Adam: Yeah, I mean, I kind of had to. I saw the writing on the wall. So, at the point I was doing radio, I was teaching a course at a city college and working the newspaper like, might as well have been working the silent film era. Like, I was like, "I am in some really bad industries. I need to get in some really good industries real quickly." You know, a lot of my radio friends have wanted to transition into this, but at this point it's a little bit late and they don't really, the background doesn't move as much as it used to, right? So, if someone comes to you and they say, "Hey, I'm in the radio. I can make you have a great internet presence," you know, maybe they can do good on the radio. They're probably good at podcasting but yeah, for me it was the challenge and then seeing how it could scale. Like, just taking that first company from like 20,000 to over a million and it probably took me two months. Like, I could not even believe how this stuff scales. It's worldwide, it's incredible. Kathleen: Yeah. Now, shifting gears for a minute. You're doing some interesting work at Nerds Do It Better with pay-per-click and again, when I read your bio, it talked about leveraging statistical techniques developed at Harvard to get better results with pay-per-click marketing. Can you just start by kind of giving an overview of that and then maybe we can dig a little deeper into exactly what you're doing? Using statistical analysis to get better marketing results Adam: Sure. So, a little bit of this comes from that movie and book, did you ever see Moneyball by Michael Lewis? Kathleen: Oh yeah. Yeah. Adam: One of my favorite authors, but also a really good book. So, the book was about how the Oakland A's -- they're like a major league baseball team -- how their front office hired this big nerd status statistician who kind of noticed market inefficiencies and how players were value based. I mean I won't get too, too into it but it was basically like batting average versus on base percentage. What you do need to know is that they took people who are undervalued and using that, were able to make the, I think it was like the ALCS, and they were able to basically, like, win way more games than the Yankees. That's the basic premise of it. Kathleen: And now all of baseball uses those same techniques, is my understanding. Like, that's not only baseball, but like, many sports have essentially adopted that approach of like, looking at the data and using more data-driven decision making because of that situation, that case. And it was so successful. Adam: Yeah. That's exactly right. They ended up hiring the guy for the Red Sox and he won the 2004 World Series. Football does it. I mean, Amazon does it. A lot of my friends who are stock brokers or financial people do it. Like, data is kind of like the new oil. Like, if you can really look at it and look at it correctly, which is what I want to talk a bit about, you can do amazing things because so many people are looking at it incorrectly. So, I kind of want to talk about the difference between a digital marketing-based goal and a profit-based business goal. So, a lot of times I'll have a sales call and people will be like, "Well, how many clicks can you get me?" Like, you really can't pay your workers in clicks or Facebook likes. So, what I try to look at and optimize towards is towards profit-based business goals rather than digital and marketing-based conversion goals. So, what I mean by that is a couple of things. So, a lot of what I do is lead generation for lawyers, hormonal therapy doctors, just a lot of lead generation. But every lead isn't created equal, right? So, I might have say a search query in Google which gets me 10 leads at a cost per acquisition of say 10 bucks a lead versus another one that will get me a CPA of 30 buck a lead, however if we're optimizing towards profit-based business goals, which is really what we want to be optimizing towards, you can handle the higher cost per acquisition because you're actually optimizing towards your return on ads then return on investment, whatever you want to call it. So, I really try to look at the gap between digital and the real world because well, for one, my clients wouldn't be around all that long if I wasn't actually tying it to real world profit. But also, people need to realize that the internet is amazing but it's not magic. Like, you still have to have good solid business principals and look at the statistics that way. Does that make sense? Kathleen: Yeah. Absolutely. I mean, and I love when you talk about shifting your focus with pay-per-click to having that more profit-driven approach because one of the questions I get all the time, all the time, and I come from many years in the agency world. I owned an agency for 11 years, I then worked in another one for two. And I can't tell you how many times people have said, "What should my budget be for pay-per-click?" And they think that there's some magic like aggregate number like oh, you should spend $3,000 a month, right? And you're right, it's exactly the opposite approach that you should be taking. It should really be how much are you willing to spend to get a new customer, and if it's working, and you're getting new customers, then your budget should really be limitless because there's that return baked in. So, I don't know, I've always thought that was really interesting that people think in terms of budgets instead of cost per acquisition and return on ad spend. Adam: Yeah. I do, too. And with some of the bigger companies I work for, like, it has to be because people have to sign off on it. But I did want to say, because I promised you when I came on I'd tell you how to make this actionable, so, let's talk about this in AdWords because there's a whole, obviously, variety of networks, Facebook, AdWords. But I want to at least give people something to walk away with. Getting better results from Google ads Adam: So, in AdWords, your keywords aren't actually like what you think they are. So, your keyword that you tell Google that you want to search for might be "DUI lawyer." That's an example, I have a lot of lawyers. But if you don't have the match type, that could match for things like "cool movies about DUI lawyers." So, the first thing you want to do is in AdWords, go to the search query report to look at what you're actually showing for. So, that's the first step and if you do that alone, you're probably going to save yourself a lot of money. Now, what you want to do is you want to take the search queries, which again are not keywords, and if they're bad, make them what's called a negative so they don't show. So, say you're a DUI lawyer and your keyword is matching for "cool shows about DUI lawyers." That is not going to be a profitable keyword ever. That's just not going to work. So, you want to negative out shows, you might want to keep cool, like, that's fine. Usually for my lawyers they want "cheap" removed or "free" removed. And then you want to put it in its own ad group. So, if it's a good one, say "best DUI lawyer," now you can show up for that. Of course you can't put that in your ads. Anyone who is a lawyer knows that any claim has to be verifiable. That's a tip for you. Don't put "best" in there. Kathleen: Don't lie. Adam: Don't get disbarred. Yeah. I mean you can say "best plumber" but you can't say that for a lawyer because lawyers will get disbarred. Kathleen: Right. Adam: Okay but so then you do that and what you can actually do, which is really cool, and a bit more advanced, but I know you have more of an advanced audience, is if you use something called Zapier, and I use Unbounce but I believe you can just use Click Funnels as well. You can pull the actual name with the actual search query and then follow it through. Now this works really well for, one, seeing the quality of the leads. But if you have a client who you can track to the end, which you can't do with the DUI lawyer or really any of my lawyers, but you can do that with other types of clients. you can see the return on ad spend on an individual word. So, what I do then, is what's called alphabeta. If you have a keyword that's, say, delivering you like a three or four times return on ad spend, I make its own campaign, which is where you allocate budget and basically set it on unlimited. You know, you obviously want to talk to your clients about it, but if it's coming in at four times, and you have the individual search query and you know that that's the case, I say that's a great series of steps to do to look at statistical analysis to then increase your actual real world profit. How to track attribution for your PPC campaigns Kathleen: So, I want to back up for a second. You talked about using Zapier and following the keyword all the way through to profit. Can you just get, like dig a little bit deeper in there and explain exactly how you do that? Adam: Sure. So, Zapier is a way to connect different apps. And anything I recommend on this program, I don't get a cut of any of it because- Kathleen: And Zapier is great by the way. I will second that. I've used it a lot. Adam: Yeah. I want people to know that if I recommend something, I don't think I get a cut of any of these. It'd be cool if I did. I once got a free Unbounce t-shirt. Zapier connects different apps. So, the way that I do it is I use Unbounce, which you can pull in the keyword from a hidden form field. And, if you have your single keyword ad groups, which is what I recommended from the search query report when it's good versus bad, it'll pull it into a hidden form field in Unbounce. Now, I do all my reporting in Google Sheets. I love Google Sheets. Again, don't get a cut of it but I just think it's the most amazing program. I use a program called Supermetrics to pull in data in real time. Clients love that. I guess not exactly real time, it pulls it hourly because that's the max Google's API will let you and Facebook. But that way you're not filling out things all the time. Now, Supermetrics or Zapier can pull in the keyword, the name which will typically be an email, which you want to use as the unique identifier into Google Sheets. Now, what I- Kathleen: And this is assuming so they've converted on the form. So, you said you have a hidden form field which, I've done that before with some things but I want to make sure I'm understanding directly and that listeners are understanding correctly. So, you have an ad that's associated with a single keyword. Adam: Right. Kathleen: Are you directing them back from that ad to a landing page that has a form and that form is specific to that keyword and that's why you're able to have that hidden form field that says, "this is the keyword"? Or is it somehow using the referral URL to populate that? Adam: Yeah. So, in AdWords when you have, well, really any ads, and they're auto-tagged, which it's set to by default, it has something called a GC, I think it's LID. Or GCID, I can't remember off the top of my head. But that pulls in the keyword. It's actually how Google does it with analytics. You might wonder how where do they get these keywords from. That's how. And then in Unbouce, I have that just pull in. Now, one of the cool things in Unbounce you can do is called dynamic keyword insertion. So, if I don't know, like, I have a long distance medical transportation company as an example, as a client. If someone types in "Alzheimer long distance medical transportation", that will show up in the headline just because it pulls in from the keyword which is a really cool trick to do. That way you don't have to make a million different landing pages. Also makes it easier to split test. But the keyword itself, you can pull in variables from the URL into your form field. SO, I mean, if you've ever filled out a form like on the, say, the first page like, "Hey what's your name?" And I put Adam. The next page is like, "Hey Adam. We'd like to know whatever, x, y, z." That's how it does that. Kathleen: Cool. So, they convert on the form, there's a hidden field that's the keyword that associates their conversion with the keyword that first brought them in. So, sort of that first touch attribution modeling. And you're then dumping that data into Google Sheets, from there you're automatically pulling it into Supermetrics which by the way, if you're listening and you want to learn more about it, I did just interview Anna Shutko from Supermetrics. I think that's my last episode actually. So, check that out if you want to learn more about Supermetrics. We're bringing it all full circle. So, you pull it into Supermetrics and then where does it go from there? What happens next? Adam: Well, actually, so Supermetrics pulls into Google Sheets. Kind of think of it like a database. So, everything I do is a hub-and-spoke model which, I don't know how much you want to get into that but that's a business model where these hubs and then little spokes that come out of it for a reporting basically. So, as far as Supermetrics, that's just really going to tell you your ad spend. It can also tell you how much that actual cost per click is if that's something you're needing to know. With lawyers it is, you know it can be 40, 60 buck a click. So, you would see, all right, so this single keyword ad group which is what we started with, let say it spends, I don't know, you want to look at things in a two week period generally, $40 just as an example and you see you got three leads and two of them signed up or a $3,000 product. Probably a pretty good keyword. And you're probably not going to be blasting through Google's entire search inventory with whatever it was, 10 clicks, whatever the example was. So, what you would do then is looking at that, and what you again want to do is use the email as the unique identifier because people use different first names, you know, Mike, Michael, whatever. If it's the kind of, say, software as a service, you can track lifetime value of that. So, if someone is on for a long period of time, you can track lifetime value to a keyword. And you really just want to stay on top of the value versus just the digital part. And the digital part matters, right? Like it's not coming into your funnel otherwise. But you just, from the point where it's in a Google Sheet, you just look at the data. It's simple but hard to do if that makes sense. Like, kind of like doing a bunch of pushups. Like, you know you could do this but you have to stay on top of it. How often should you adjust your ad strategy? Kathleen: So, what does that look like? When you say "stay on top of it," is there a certain cadence that you maintain as far as, like, how frequently you're watching the data? How long do you let an ad run before you make a decision to, like, keep or cut? And based on whether it's working or not and how often are you making changes? Adam: We usually make changes weekly. Depends a little bit on the size of the account and the size of the keyword. So, what I try to do is have multi ad group testing so that there'll be two ads but they'll be variations. So it will be just two variations but the headline will be dynamic based on the keyword. And generally two landing pages as well. Now one thing to think about is a local maximum verses a, I forget what the other one is called. But local maximum is like, I could change the font, I could change the color, whatever, I can do these little minor changes. The other one is I can change the actual offer. Now, where you're going to see the biggest change is when you change the offer. So, if you're looking at someone coming in through the display network versus the search network, you're going to want a very different offer, right? So, the search network you can go right for a consultation, it's not problem at all. For the display network, I typically recommend you start off at least your funnel with an e-book or something directly of value that's a low threat. Because while you think, and I like to think as well that my sales calls are full of value, and they kind of are, realistically the person seeing is like, "Oh, I don't want to like stop what I'm doing to get on a stupid sales call." But they may want to do it for an e-book and again, this is a bit of compliance psychology. I don't know if you have show notes but I wrote an article in Search Engine Journal for this a couple of weeks ago. Click here to read Adam's article in Search Engine Journal Kathleen: Yeah, I do, so I'll put the link in for sure. Adam: Perfect. And that article did really well because it makes a lot of sense. So, again we're talking about compliance psychology. So, if someone takes a small step, they're much more likely to take a bigger step. It's like, BJ Fogg out of Stanford is doing this really interesting study on tiny habits. If you floss one tooth, you're much more likely to floss all your teeth. Intuitively that makes sense. I don't know if, intuitively, it makes sense to have someone downloads an e-book they're much more likely to sign up for a consultation, but they are. So, I mean I don't know how else to say it. Like, that's the basic gist of what I do. So, I would look at if I was going to be changing, which I do change. I tend to change the offer much more readily than I would change say something small like the copy of an ad. Kathleen: It makes sense. It makes a lot of sense. There's a great book called Influence and if people are listening and they want to learn more about compliance psychology, like that book is fascinating. It's not really about marketing, it's about how to get people to do the things you want them to do and all the different ways you can approach it. And they talk about that kind of like the little yes before the big yes. They also talk about the principal of reciprocity. It's a fascinating story in there about the Hare Krishnas and how they were struggling to get donations and when they started giving out, I think it was flowers, all of a sudden their donations sky rocketed because people felt obligated. They got a flower they felt then obligated to donate. Even if they then threw the flower in the trash right after getting it, they would still donate. So, you're absolutely right. There's concrete scientific evidence that these strategies work. We just don't always apply them in marketing. Adam: They're like timeless strategies. So, that's what certain people ask me. They're like, "What network should I use?" They can all work if you look at the strategies. I actually noticed this, so I was in Santa Barbara for my wife's 40th and there are people on the streets with clipboards, you know? And they say, "Hey, do you have a second just to sign something that says you care about the environment?" And I watched this and people would sign it and then once they signed it, which is the small commitment step, the next step is well, will you donate money? So, at that point they can't say no they don't care about the environment because they've already signed it and taken the small steps. If you start to learn this stuff, you start to see it all around you. And it's like seeing the matrix, it's really cool. And you're right, that book is like when I'm not doing good in marketing and I need to really think things through, I almost always come back to that book and I say all right. He had like six principals. I'm like what is it? Is there not enough authority? Is there not enough reciprocity? And that's usually what the issue is, or it's too big a step which is an internet thing. But is it too big a step is usually the other problem. But I mean those are the ones I look out for. Adam's results Kathleen: Yeah. That's so interesting. Yeah, I could talk for hours about that book and just, you hope people are using it for good, right? And not evil because it is so persuasive, some of those tactics. So, let's talk a little bit about this in practice. You've discussed, kind of, how you do this and how often you watch it and make changes. Can you give me some examples of how you've used this strategy with pay-per-click to improve results and how quickly those results maybe happen? Adam: Yeah. So I'll give you actually an example with that last client I was talking about. So, they do long distance medical transportation. So there's a lot of ways to phrase that. So, the first thing I did is I asked, "What is your definition of long distance?" Right? Because for me it might belike whatever, Massachusetts to New Hampshire or even within Massachusetts because I don't like driving all that much. But for them it was 300 miles, right? So, that's the first thing we did is define. And then we started looking at the keywords. So, for them, there's two different options for a lead because we're only running the AdWords search network. So again, Google has a whole bunch of networks, but this is the one that you type in and it will say, you know, your ad will show up based on what you type in. So, they can either have a phone call which they would prefer because we're talking about business metrics again. And phone calls are statistically much more valuable. That's because someone's right there ready to answer, right? So, sometimes if you write back to someone they'll be like, "I don't even remember filling this out." And I don't know what to tell you. Tough luck, that happens. So, try to get back to people as quick as you can. Or you can also do chat. But in their case, it is not a chat thing. It is either a form fill or a call. So, what we did is we ran this for about two months as it was. I cleaned up their pages and we looked at it coming in. So, because it's in Google Sheets, and essentially everyone knows Google Sheets, right? So, this isn't like when it comes into Salesforce and you have to show someone Salesforce which is such a pain. I just have them put was it a good lead, was it a bad lead and why? This is good for me for a couple reasons. One, it keeps them honest about their follow up. I say if you don't follow up with someone four times before they're a dead lead then we need to talk because leads aren't magic. But it also lets me know, right? So, if somebody types in say "long distance ambulance transportation," is it a better or worse lead? If someone types in "state to state medical transportation," is it a better or worse lead? So, we did that for about two months and then we took the search queries that were the most valuable and by that we decided which ones produce the most good leads. We took those, we added them as negatives to one campaign and we created a separate campaign called an alpha campaign and that alpha campaign essentially had an unlimited budget. And we had very specific single keyword ad groups in them that went to very specific landing pages and basically all of those leads are good leads. Now, we ran into search inventory issues because I believe the top one was in fact "long distance medical transportation" kind of like you'd expect. But that's fine. Like, if we cap out in Google, then there's really not too much we can do about that. We can move to Bing possible. But we're still getting them all sorts of really good leads with that. And then we just repeat the cycle. So, we continue looking and mining. Getting granular is really important with this. So, we wouldn't do a multi keyword ad group, it's all single keyword ad groups in what's called exact match. When it's an exact match it has to be that, it has to be in that order. The ads are very specific, they'll say in the headline, it'll say in the display link, the display URL which people don't always know is actually, I guess I would call like a vanity URL but you can put in "long distance medical transportation" actually send it somewhere else. And then for the actual landing page, that also says "long distance medical transportation" in the title tag as well as the headline. Kathleen: So, okay, so you did these ads, you looked to see what was working, you implemented, you refined the campaigns to really focus on the things that worked the best. What kind of results did they see from that? Adam: The return on ad spend has been very nice and I mean, I guess I don't really know off the top of my head. I mean, I could tell you- Kathleen: Like what would be a good return on ad spend? Benchmark that for me. Adam: That's tough to say. So, I guess like kind of anything else, it's tough to say. So, my job stops once they get a good lead, right? So, I do help people with sales training sometimes but if you can't close the leads that we both agreed are good qualified leads, then you need sales training or something along those lines. So, there have been cases, I think I have the quotes on my website where I've gotten people like six times the amount of leads within the first month, triple the amount of leads within the first month just by cleaning it up. But those ones who were definitely quotes up on my website were really good at closing. Like, they're lawyers who are just, they know how to do it. So, I guess my answer is, I would want to define that with a client. For me, anything over what your getting, like what you pay is a fine return on ad spend but you know, people do see two, three, four. In the case of contested divorce lawyers, it's much more than that because contested divorce, not that I am, but I know this from doing this for so much, is incredibly expensive. So, I try to find niches for me where the return is very good for the client because then they stick around for a while. Like, my first client sold cookies online. So, basically every click had to be sale and that was just, it was untenable. I couldn't do that. So, that's why I work with lawyers, long distance medical transportation, hormonal therapy doctors. The return for them can be very, very high, in the thousands. Kathleen: So, you're focused on how you can increase lead flow. Can you give me an idea of like how quickly lead flow increases and by what volume? Is it like 2x, 3x, 10x? Adam: Kind of depends on what I'm inheriting. So, typically I take over accounts. People come to me because their accounts aren't doing well. They either read something I wrote or of course I run my own ads, too. But typically they've already tried it. Like, it's very rare, when I started this people would be like, "I've never tried it before." But that's just not the case with most businesses now. So, it can be definitely two or three, sometimes even six or seven times if I can see immediately, look, your offer is just we use a letter F, and if we simply just change your offer, then you're going to do much better. Like, that's a slam dunk. If it's something more along the lines of like, "Hey, look, we need to dig in and we need to see is it the ads? What's going on here?" It can be a bit murkier because often times when people come to me they say, "Look, I feel like this isn't working." It's a red flag. It's probably not because they're not tracking it appropriately. I mean, and this stuff can be a pain to track, right? Tracking phone calls, how do you do that? Kathleen: Right. Adam: How do you track your leads? I mean, we're essentially doing the whole show on that. And it is, it's hard. It's really hard and I'm not taking anything away from anyone, like it is really hard to do. But it's really necessary to do. Kathleen: Yeah. It's so funny, listening to you talk about like how you deliver the leads and it's up to the client to close it. I have a funny kind of anecdote around that. As I said, I owned an agency for 11 years and I actually had a second start up for a little while that was an online sales training business. And I started it because it was all inspired by this one client who I worked with for six months and he was early stage. And in a very short amount of time were able to deliver a very large volume of marketing qualified leads, his definition. And he didn't close a single one of them and he called me really angry and fired us. And I was like, "Wait, I delivered the leads you asked for. Like you still have to close them." And he was like, "I didn't get any customers." Like I can't deliver customers. I'm just your marketer. And so, I actually had this other company that I started that was to train people on how to follow up on those kinds of leads. So, I just want to say amen that that is totally true, that marketing is not a magic bullet for revenue, you still have to understand how to sell. Adam: And I tell people, and this is really important. Like, I sucked at sales calls, too at first. Like, my first couple sales calls were like George Costanza level awkward. Like, I got off and I was like "oh, that was bad for everyone." I took courses and courses and courses and courses and now they typically close but I think a lot of times people are used to hot leads coming in. So, say as an example, like I have dentists, you know, it's very easy to close someone when their friend is like, "Hey, you should check out my dentist," right? And that's what they're used to. But that's a really small, like you're' not going to get that many clients. Whereas cold leads which are what essentially paid search is, you have to do it differently and you have to really kind of see where the problem is and get them talking. And it's just like you said, like yeah, when that client cans you, it sucks, right? That's definitely happened to me. And that's kind of why I'm so paranoid. Not paranoid, what's the better word? So upfront about it where I say, "Hey, look, I'll get you the leads," I won't take on anyone I don't really think I can do it. And at this point I've done it so many times. But if you can't close them then like what's the point of even doing this? Kathleen: Yeah. Adam: You know, you need to follow up. And I found that in the bigger companies, maybe the person I'm interacting with isn't the person who follows up. Like, as an example with the lawyers, a lot of them are, what are they called? Paralegals at the front desk and they're not incentivized. Like, they don't want to call back people. So, it's a matter of really tracking it and having people fill in, like literally fill in, like I call them back at 1pm. Because I found if I didn't do that, well once I did do that rather, all of a sudden the leads got a lot better. Kathleen: Right. Adam: Which means they were calling them back. Kathleen: Yeah. I have a friend who is in the sales training world and he always talked about, like, you referred to them as hot leads. He always called those layups. He was like, "That's a layup, not a lead." Like, you have to work your leads. Adam: That's exactly right. Kathleen: Layups come to you and they want to buy from you and if you don't close them, shame on you because it's really easy. But yeah. Adam: I mean that's exactly what I talk about with the internet not being magic. Like, people think that look, we're going to post this, it always starts with, "Hey, I'm going to make a web page and everyone is going to come." Then everyone doesn't come. "Well, I'm going to spend money on Facebook." And then nothing happens. And then you know, I get them the leads and then if they don't know how to close them, or if no one warns them ahead of time, it kind of does them a disservice. Like, you know, that's why I'd rather work with a good business that wants to be great than like a business that's essentially bombing and I'm like their only hope. So, yeah, that's exactly it. If they're used to layups, you kind of got to get used to a jump shot from my sporty analogy. Kathleen's two questions Kathleen: Yeah. Yeah. Fascinating. Well, I love this whole approach and I appreciate you sharing a lot of these details. Shifting gears for a minute, there's two questions I always ask my guests and I'm really curious what you're going to say about them. The first is, we talk a ton about inbound marketing on this podcast. Is there a specific person or company that you think is really knocking it out of the park with inbound these days? Adam: Yeah, I think Drift is. And I will say, like, this is fair. I did just write an article for them, but I wrote an article for them because I found out about them and their book Conversational Marketing blew me away. So, I wrote to the head guy Dave, who actually just exited. I was like, "This is incredible. Like, I want to write an article about it." And again, they're a company I don't get a cut of, but the idea of it is that you should be hitting people basically as fast as you can. So, they're all about this chat bot which I actually have on my site. But their inbound marketing is just like mind blowing. It's just such good articles and such good content. Kathleen: They are the company that is named the most when I get answers to that question. And we actually had Dave Gerhardt as a guest on the podcast so I'll put a link to that interview in the show notes for anybody listening who wants to check it out. It's a really interesting story about leading with brand and some of the backstory on how Drift has used marketing to grow. Adam: Yeah, he's the guy I was referencing who actually just left. Kathleen: Yeah. Adam: I don't know what he's doing but he left. Kathleen: He hasn't said yet. He's starting somewhere new in January. Keeping it on the DL. I know. Second question is the world of digital marketing is changing so, so quickly. How do you personally stay up to date on everything? Adam: I'm kind of obsessed with education so I get here at five in the morning everyday and my first hour and a half is education always. And that's what I think is something really important just like, Adam piece of advice, right? I don't have any kids but if I did, I would tell them this. You know, you might have all the advantages and disadvantages in the world, right? But you can always show up on time and you can always learn stuff. Like, the only difference between me and everyone else is that I got obsessed with learning this stuff and I just do it. Like, you know, people are like, "It's so hard." I don't see anyone else here at five in the morning. So, it's like, you know, you're going to have as many advantages or disadvantages as you want, but like you can always learn the stuff. And I've spent more money on education than I would ever recommend anyone else to do actually. Kathleen: Same here. Adam: But it's worth it. Kathleen: Yeah. And the good thing actually in the world of marketing is that there are so many free educational resources. Like, so many that I don't think it's possible to exhaust them all. So, I don't think budget is ever a deterrent as far as staying up to date. There's so much you can do with no money if you just put the time in. Adam: Yeah. You got to put your excuses aside and just think of them as a challenge. So, you might say, "Look, I don't know how to make a landing page." Well guess what? I didn't either at one point. So, I went to the Unbounce Academy or whatever they called it years ago and learned how to make a marketing page. Like, I didn't know how to do things on any of the networks at one point. Like, I wasn't born on Facebook. When I was born I don't even know if the internet existed. I'm 37 so like it probably didn't. Adam: So, yeah, I would say to anyone who's interested, like, first read that book by Cialdini, we were talking about Principals of Influence to learn marketing. Like, that's basically a marketing degree. And then just do it. Be willing to lose some money, be willing to look stupid, and do it. Like, that's the only way to do it is to do it. Kathleen: Yeah. I love it. Just do it. It's like the Nike slogan but for marketing. Adam: Exactly. Exactly. How to connect with Adam Kathleen: Well, Adam, if somebody wants to learn more or connect with you and ask a question about this, what's the best way for them to get in touch with you? Adam: You can always go to NerdsDoItBetter.com. Like I said, we got that little Drift bot there. Or you can reach out to me on Twitter, it's definitely where I'm most active is @AdamLundquist. I also got a bunch of articles coming out to look out for in Search Engine Journal, PPC Hero, Drift. Kathleen: You're a busy guy. Adam: One more but I can't remember. There are more. You know what to do next... Kathleen: That's awesome. Well, I will put links to all of that in the show notes. So, definitely head there to check it out and connect with Adam. And if you're listening and you liked what you heard or you learned something new please head to Apple Podcasts and leave the podcast a five star review because that's how more people discover us. And I would be grateful for that. Kathleen: And if you know somebody else who's doing kick ass inbound marketing work, as always, tweet me @workmommywork because I would love to interview them. Thank you so much Adam. This was really fun. Adam: Yeah. Thanks for having me.

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DIGITAL MARKETING TACTICS THAT ATTRACT MORE CUSTOMERS

Real Marketing Real Fast

Play Episode Listen Later Dec 17, 2019 45:05

Digital marketing tactics that attract more customers with Adam Lundquist When it comes to digital marketing tactics clarity will beat cleverness every time. I like to start with something like an Ebook. Or lately, I've been seeing interactive content perform a lot better. We do a lot of quizzes to start off. What the principle of influence is saying is if your potential customer takes a small step, they are much more likely to then take the next bigger step. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS EPISODE: DIGITAL MARKETING TACTICS THAT ATTRACT MORE CUSTOMERS [just click to tweet] DIGITAL MARKETING TACTICS THAT ATTRACT MORE CUSTOMERS When it comes to digital marketing tactics clarity will beat cleverness every time. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about all things lead and sales generation. So, our conversation is heavily focused on leads and conversions, and you're going to hear our guest talk about how clarity beats being clever, and we're going to talk about that in the realm of pay-per-click advertising on Google and Facebook and on LinkedIn. Our guest today in studio is Adam Lundquist. He is a Harvard-educated agency owner. He's also a former radio jock from Santa Barbara Radio. When Adam published one of his interviews on a then newly formed called YouTube, it became one of the first viral videos sparking his interest in the power of the internet as well as internet marketing. Adam has been featured on traditional media like MTV, VH1, and The Best Damn Sports Show. He's taken his knowledge of traditional media and translated it into a successful new media as a featured author in Search Engine Journal, PPC Hero and Wordstream, amongst others. His company, Nerds Do It Better, consistently delivers paid search campaigns, utilizing advanced statistical analysis, developed at Harvard. With this method, Adam and his team are able to remove inefficiencies in marketing and generate more customers on a constant basis in a cost-effective way. Now, I don't want this description to scare you off. The conversation was very easy to understand. I think you're going to enjoy this conversation, so join me in welcoming Adam Lundquist to the Real Marketing Real Fast podcast today. Hey, Adam. I'm super excited to have you in the Real Marketing Real Fast podcast today, so welcome to the show. Adam Lundquist: Thanks for having me. Doug Morneau: At the beginning, before we started recording, we had a brief discussion, and I like your attitude in terms of digital media. So, do you just want to share with our audience what you do? Adam Lundquist: Sure. So, what we do is we try and get people real-world business results from the internet, and this might seem obvious, right? But a lot of times, I'll have sales calls, and people will be like, "Can you beat a thousand clicks last month?" I'm like, "Yeah, with one sale." It's like rock, paper, scissors. Doug Morneau: It's sales trump clicks. Adam Lundquist: Yeah, like a lot of the times, people come and say, "Oh, look at how many likes this person has or how many retweets," and those are all things that... Yeah, they make you feel good, but this is salesy, but I always say, it's like, "You can't pay the rent in likes. You can't pay your staff in likes. There has to be some sort of business to it, or it doesn't even make sense to do." Doug Morneau: Yeah, absolutely. So, what are the big challenges that you see with people that come to you with that attitude? I mean, everybody's got this microwave mentality, so, "Hey, I'm going to set up a Facebook ad campaign, or I'm going to hire an agency. I'm going to set up a PPC campaign." By the end of the week, I'm going to be just flooded with leads. So, what challenges do you typically see when you first start talking to people? Adam Lundquist: So,

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#101 - I 3 errori che fanno fallire anche le campagne ad alto budget

COPY PERSUASIVO™ di Andrea Lisi

Play Episode Listen Later Dec 10, 2019 42:13

«Il vero problema è che gli imprenditori non capiscono che una campagna PPC rappresenta solo il 20% di una strategia di marketing».Cominciamo così, con un’amara realtà che ti arriva dritta in testa come una scarpata... mentre stai dormendo.Perdona il paragone un po’ forte, ma le parole di Giuseppe Scollo, esperto di campagne Pay Per Click e ospite della puntata #101 del podcast, arriveranno alle tue orecchie con questa intensità.Ma presentiamo in breve questo nuovo ospite...Giuseppe è un veterano e specialista del web marketing, in special modo nel settore immobiliare, in cui ha lavorato per 12 anni presso il più grande franchising immobiliare d’Europa.Si è poi specializzato nella nicchia delle campagne PPC ed è, ad oggi, uno dei collaboratori essenziali del team di Copy Persuasivo®.Nella puntata #101 del podcast gli abbiamo chiesto di estrapolare dalla sua expertise gli elementi determinanti di una campagna PPC che sfuggono più facilmente all’attenzione degli imprenditori.Questo perché se non sai come costruire una campagna PPC, quel “20%” diventa uno spreco di denaro del tutto inutile.(Probabilmente sono sfuggiti anche a te, e stai investendo soldi in una campagna che è destinata a fallire).***Ecco un piccolo anticipo di quello che troverai in questa puntata:[01:23] Come il 'vecchio' e 'terrone' Giuseppe Scollo è riuscito - dopo 12 anni da specialista di web marketing per il più grande franchising immobiliare a Milano - a mollare la sua mansione per ritornare nella sua amata Sicilia (dove il mercato del lavoro ancora non esplode).[05:45] I 3 criteri d'analisi per osservare con occhio critico le nuove frontiere del social media marketing ed evitare di investire in quelle che NON POSSONO portarti alcun ritorno. [12:15] Hai un e-commerce in Italia? È arrivato il momento di tenere d'occhio le Amazon ADS. Ecco una piccola lezione di persuasione dal colosso della vendita che passa inosservata al 99% dei venditori per e-commerce.[15:01] Se le campagne pay-per-click sono il 20% - la parte più esterna di una campagna marketing -, da che cosa è formato il restante 80%? Ecco quali sono i 3 errori che minano alla base il tuo marketing e che possono portare al fallimento anche la campagna pay-per-click più figa del mondo. [26:10] Le 3 Campagne PPC fondamentali per una piccola agenzia immobiliare che può permettersi di investire meno di 10 euro al giorno in Ads, in modo da raggiungere il 90% dei suoi potenziali venditori e acquirenti nel giro di 3 mesi. [31:17] Come trasferire tutta l'attività di un agente immobiliare dall'offline all'online per 'conquistare' la mente di un potenziale cliente che non è mai entrato in ufficio e fargli dire "WOW!" [36:51] Il libro che ha cambiato la vita di Giuseppe: «un classicone della persuasione che se non hai mai letto e ti occupi di marketing, probabilmente hai un grosso problema». (+ 5 siti gratuiti strabordanti di informazioni utili che nel tuo piccolo non potresti mai scoprire)***RISORSE MENZIONATE:►►Il profilo LinkedIn di Giuseppe Scollo: https://www.linkedin.com/in/giuseppe-scollo/►► Corso PPC (Bonus riservato agli ascoltatori del Podcast di Copy Persuasivo®): https://performance-ppc.com/copybonus/ ►► Come persuadere in maniera deliziosamente ETICA: https://www.copypersuasivo.com/cialdini-persuasione-etica►►Search Engine Land: https://searchengineland.com/ ►►Search Engine Journal: https://www.searchenginejournal.com/ ►►PPC Hero: https://www.ppchero.com/ ►►Clix Marketing: http://www.clixmarketing.com/blog/ ►►AdEspresso: https://adespresso.com/blog/ ►► Il sistema completo per lanciare la tua attività con il copy persuasivo®: http://copypersuasivo.com/programma-sfornaclienti►► Il canale YouTube di Copy Persuasivo®: https://www.youtube.com/channel/UCegsLbL8Szw8K2ONnAeI0oQ►► Il Piccolo Libro della Scrittura Persuasiva (NUOVA EDIZIONE): https://amzn.to/2LuUepi

#101 - I 3 errori che fanno fallire anche le campagne ad alto budget

COPY PERSUASIVO™ di Andrea Lisi

Play Episode Listen Later Dec 10, 2019 42:13

«Il vero problema è che gli imprenditori non capiscono che una campagna PPC rappresenta solo il 20% di una strategia di marketing».Cominciamo così, con un’amara realtà che ti arriva dritta in testa come una scarpata... mentre stai dormendo.Perdona il paragone un po’ forte, ma le parole di Giuseppe Scollo, esperto di campagne Pay Per Click e ospite della puntata #101 del podcast, arriveranno alle tue orecchie con questa intensità.Ma presentiamo in breve questo nuovo ospite...Giuseppe è un veterano e specialista del web marketing, in special modo nel settore immobiliare, in cui ha lavorato per 12 anni presso il più grande franchising immobiliare d’Europa.Si è poi specializzato nella nicchia delle campagne PPC ed è, ad oggi, uno dei collaboratori essenziali del team di Copy Persuasivo®.Nella puntata #101 del podcast gli abbiamo chiesto di estrapolare dalla sua expertise gli elementi determinanti di una campagna PPC che sfuggono più facilmente all’attenzione degli imprenditori.Questo perché se non sai come costruire una campagna PPC, quel “20%” diventa uno spreco di denaro del tutto inutile.(Probabilmente sono sfuggiti anche a te, e stai investendo soldi in una campagna che è destinata a fallire).***Ecco un piccolo anticipo di quello che troverai in questa puntata:[01:23] Come il 'vecchio' e 'terrone' Giuseppe Scollo è riuscito - dopo 12 anni da specialista di web marketing per il più grande franchising immobiliare a Milano - a mollare la sua mansione per ritornare nella sua amata Sicilia (dove il mercato del lavoro ancora non esplode).[05:45] I 3 criteri d'analisi per osservare con occhio critico le nuove frontiere del social media marketing ed evitare di investire in quelle che NON POSSONO portarti alcun ritorno. [12:15] Hai un e-commerce in Italia? È arrivato il momento di tenere d'occhio le Amazon ADS. Ecco una piccola lezione di persuasione dal colosso della vendita che passa inosservata al 99% dei venditori per e-commerce.[15:01] Se le campagne pay-per-click sono il 20% - la parte più esterna di una campagna marketing -, da che cosa è formato il restante 80%? Ecco quali sono i 3 errori che minano alla base il tuo marketing e che possono portare al fallimento anche la campagna pay-per-click più figa del mondo. [26:10] Le 3 Campagne PPC fondamentali per una piccola agenzia immobiliare che può permettersi di investire meno di 10 euro al giorno in Ads, in modo da raggiungere il 90% dei suoi potenziali venditori e acquirenti nel giro di 3 mesi. [31:17] Come trasferire tutta l'attività di un agente immobiliare dall'offline all'online per 'conquistare' la mente di un potenziale cliente che non è mai entrato in ufficio e fargli dire "WOW!" [36:51] Il libro che ha cambiato la vita di Giuseppe: «un classicone della persuasione che se non hai mai letto e ti occupi di marketing, probabilmente hai un grosso problema». (+ 5 siti gratuiti strabordanti di informazioni utili che nel tuo piccolo non potresti mai scoprire)***RISORSE MENZIONATE:►►Il profilo LinkedIn di Giuseppe Scollo: https://www.linkedin.com/in/giuseppe-scollo/►► Corso PPC (Bonus riservato agli ascoltatori del Podcast di Copy Persuasivo®): https://performance-ppc.com/copybonus/ ►► Come persuadere in maniera deliziosamente ETICA: https://www.copypersuasivo.com/cialdini-persuasione-etica►►Search Engine Land: https://searchengineland.com/ ►►Search Engine Journal: https://www.searchenginejournal.com/ ►►PPC Hero: https://www.ppchero.com/ ►►Clix Marketing: http://www.clixmarketing.com/blog/ ►►AdEspresso: https://adespresso.com/blog/ ►► Il sistema completo per lanciare la tua attività con il copy persuasivo®: http://copypersuasivo.com/programma-sfornaclienti►► Il canale YouTube di Copy Persuasivo®: https://www.youtube.com/channel/UCegsLbL8Szw8K2ONnAeI0oQ►► Il Piccolo Libro della Scrittura Persuasiva (NUOVA EDIZIONE): https://amzn.to/2LuUepi

Episode 19 - Larry Kim (MobileMonkey, WordStream)

Real Life Superpowers

Play Episode Listen Later Oct 1, 2019 40:43

In this episode we speak with Larry Kim. Larry is the CEO of MobileMonkey, the world's fastest growing Facebook Messenger marketing platform, used by millions of users. He’s also the Founder of WordStream, the World's largest PPC Marketing software platform, managing over a Billion dollars of ad spend for tens of thousands of customers (acquired by USA Today in July 2018 for $150 Million). He’s a top contributor to Medium Magazine and CNBC. He’s received ‘Marketer of the Year’ awards from Search Engine Land, US Search Awards and PPC Hero. It takes seconds into the interview to sense just how humble Larry is. He’s super down-to-earth and despite building a very successful unicorn he tells us “I would argue that I did everything wrong, so this time around I’d do the opposite to what I did the first time around”. His mindset is one of “if you can dream it, you can do it”. It’s clear he’s not in it for the money, for him it’s about the challenge. “I want to see if I can do something twice as big in half the time, or take the company public”. Despite massive success turning WordStream into a unicorn, Larry feels in retrospect there are many things that he would have done differently and, in fact, plans on doing differently this time around. Some examples: A total addressable market - creating a software that every business could use. He explained that there are about 100M small businesses on Facebook but only about 5M do online advertising. Those businesses were the potential WordStream customers. This time around he wants his product to have a wider pool of potential customers. Be crazy. You get the people and the investors you deserve. Be more aggressive and take bigger risks “I like to project big bald visions and I wonder if one of the problems was if I wasn’t bold enough”. His big dream was to be a 100M USD business, he then thought it was crazy and hilarious but they actually surpassed those numbers significantly. That made him wonder what might have been if they had bigger and more strategic goals. Larry attributes his entrepreneurial success to his mom. She was a piano teacher and as a small kid growing up in Canada he learned everything about marketing sales and product differentiation by observing how she managed her small business. He went to grad school to study engineering. Being the free spirit that he is it’s probably not surprising that he had a hard time being part of the system, needing to “jump through hoops, dealing with assignments and finals and labs”. After graduating he immigrated to the US and worked at a software-related job for a few years. He then quit and started his own marketing consultancy business, his first client being the company he had quit, and from then, on one client referred another. “As a 20 year old I was making between 150-200K USD a month, it was pretty crazy I was buying houses and cars”. When he got to about 10 customers he realised this wasn’t scalable, so instead of hiring more people he wrote software to automate his “stupid repetitive tasks”. He then figured that instead of trying to build a scalable business he can sell the software instead. He cold emailed hundreds of VCs and through that got tens of meetings and eventually 2 offers. “Anyone who says cold-mailing is useless, just tell them Larry Kim raised 20 million from that”. Larry shared with us that his friends and family compare him to Forrest Gump. The reason being that as we’ve learned - he’s autistic. He says that’s his superpower as well as his kryptonite. We find this so very impactful and inspiring. It comes to show that everything comes down to mindset. And wow does Larry have the “right” mindset if there’s such a thing. He’s wired for success and nothing will stop him. He envisions and he executes overcoming whatever is required. One of Larry’s current goals is to take a company public. We’re placing our bets on him to do just that. Check out the full episode - you’ll thank yourself.

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Unicorn Marketing and Hacks with Larry Kim | Bob Low Show #017

Bob Low Show

Play Episode Listen Later Aug 23, 2019 52:14

I talk to Larry Kim about Unicorn Marketing and Unicorn Hacks! Follow Bob on LinkedIn: https://www.linkedin.com/in/bobthinks/ Larry Kim is the founder and CEO of MobileMonkey, the world’s best Facebook Messenger marketing platform. He’s been named Search Marketer of the Year from PPC Hero (2013, 2014, 2015, and 2017), Search Engine Land, and the US Search Awards. Larry is ranked the #8 most popular author on Medium. He’s a contributor to CNBC and Inc. Magazine.He’s a notable expert on Facebook Messenger chatbot marketing, AdWords, Facebook Ads, entrepreneurship and start-ups.Larry founded MobileMonkey to give marketers the opportunity to connect with customers on the most popular mobile chat application, Facebook Messenger, used by over a billion people every day. Get Mobile Monkey today: https://mobilemonkey.com/Follow Larry on Medium: https://medium.com/@larrykimFollow Larry on Twitter: https://twitter.com/larrykimFollow Larry on LinkedIn: https://www.linkedin.com/in/larrykim/ Bio: The host, Bob Low is one of the top LinkedIn influencers in Malaysia. He is also the host of the Bob Low Show, aspiring to be the no. 1 marketing podcast in Asia, he has interviewed distinguished guests like Nathan Latka, Rand Fishkin, Larry Kim and many more others. He is also a sought after marketing consultant with clients around South East Asia & Hong Kong. Bob is also the Head of Growth at NEXT Academy, South East Asia's no. 1 Coding & Digital Marketing Academy.

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321 | Smart Shopping with Google Ads - Interview with Kirk Williams

Edge of the Web - An SEO Podcast for Today's Digital Marketer

Play Episode Listen Later Aug 6, 2019 52:21

Smart Shopping Ads and Campaigns are on the rise. Are you ready to leverage them into business success? PPC Hero says he’s among the Top 25 Most Influential PPCers in the world (and has been for 3 years running). Search Engine Journal says he’s one of the 23 Top PPC Experts You Should Follow in 2019. Who are we talking about? Kirk Williams of ZATO Marketing, and he’s going to join us for episode 321 of the EDGE of the Web podcast to talk about smart shopping ads and campaigns. Sponsor EDGE of the Web is brought to you by Site Strategics and they are offering to help you find out your digital marketing ROI. The Digital Marketing ROI Report will examine your existing SEO, content, social media, and PPC to help you discover your TRUE ROI. Visit https://edgeofthewebradio.com/roi/ to get 30% off your comprehensive review of your digital assets!

web seo roi campaigns google ads ppc search engine journal smart shopping ppc hero kirk williams zato marketing site strategics

#9 Come definire una Strategia Pay Per Click (con Gianluca Binelli)

Performance Pay Per Click Podcast

Play Episode Listen Later Jun 12, 2019 44:20

In questa puntata parliamo di come definire una Strategia Pay Per Click. Ne parliamo con Gianluca Binelli di Boosterbox Digital, indicato tra i primi 25 più influenti esperti di Pay Per Click a livello mondiale dall'autorevole blog PPC Hero. Toccheremo diversi punti molto interessanti sia per gli imprenditori italiani che vogliono investire in campagne di advertising online, sia per i consulenti già esperti.Parleremo, tra l'altro, di:- Differenza di consapevolezza delle potenzialità del digitiale tra Italia ed estero- Come definire i canali in cui investire in una Strategia Pay Per Click- Piattaforme di advertising online alternative oltre alle "classiche"- Stratiegia flessibile: come e quando modificare la strategia in base ai risultati?- Cosa fare nella situazione in cui si gestisce solo un canale di advertising per un cliente- Attribuzione delle conversioni multi-canale

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#163 - Larry Kim

The Project EGG Show: Entrepreneurs Gathering for Growth | Conversations That Change The World

Play Episode Listen Later Jun 8, 2019 61:41

Larry Kim: Founder of MobileMonkey & WordStream Larry Kim is the founder and CEO of MobileMonkey, the world's best Facebook Messenger marketing platform. He's been named Search Marketer of the Year from PPC Hero (2013, 2014, 2015, and 2017), Search Engine Land, and the US Search Awards. Larry is ranked the #8 most popular author on Medium. He's a contributor to CNBC and Inc. Magazine. He's a notable expert on Facebook Messenger chatbot marketing, Google Ads, Facebook Ads, entrepreneurship and start-ups. Larry founded MobileMonkey to give marketers the opportunity to connect with customers on the most popular mobile chat application, Facebook Messenger, used by over a billion people every day. MobileMonkey is an easy to use and free platform for building powerful Facebook Messenger marketing chatbots, no coding required. Larry is also the founder and former CTO of WordStream, Inc., the leading provider of AdWords, Facebook and keyword tools used by over a million marketers worldwide. The company employs more than three hundred people and manages billions of dollars of ad spend on behalf of tens of thousands of customers. WordStream was acquired by Gannett, parent company of USA TODAY, for $150 million in July, 2018. Larry believes in active participation in the digital marketing community, which is why he speaks at conferences across the country and internationally each year, including Dreamforce, INBOUND, PubCon, SMX, SearchLove, Social Media Marketing World, and hundreds of others. He also shares his knowledge as a prolific author for widely read marketing publications including the WordStream Blog, Search Engine Land, Search Engine Journal, Social Media Today, Social Media Examiner, Moz Blog, @Search Engine Watch, Business Insider, and many others. He frequently publishes his research, findings and experience in the areas of chatbot marketing, PPC marketing, AdWords, Facebook Ads, and SEO, as well as entrepreneurship and start-ups. Larry holds a degree in Electrical Engineering from the University of Waterloo. Watch the full episode here: https://projectegg.co/larry-kim About The Project EGG Show: The Project EGG Show is a video talk show that introduces you to entrepreneurs from around the world. It is broadcast from studios in Metairie, Louisiana to online platforms including YouTube, iTunes, Google Play, Spotify and Stitcher, and hosted by Ben Gothard. Our goal is to give you a fresh, unscripted and unedited look into the lives of real entrepreneurs from around the globe. From billionaires to New York Times best selling authors to Emmy Award winners to Forbes 30 Under 30 recipients to TEDx speakers – we present their real stories – uncensored and uncut. Subscribe To The Show: https://projectegg.co/podcast/ Get Access To: 1. Resources: https://projectegg.co/resources/ 2. Financing Solutions: https://projectegg.co/epoch/ 3. Payment Solutions: https://projectegg.co/sempr/ 4. Services: https://projectegg.co/resources#services 5. Courses: https://projectegg.co/resources#courses 6. Software: https://projectegg.co/resources#software 7. Book: https://projectegg.co/resources#books --- Support this podcast: https://anchor.fm/projectegg/support

29: Insight Brokers with Jeff Allen

Tech Demand Weekly!

Play Episode Listen Later May 8, 2019 34:32

Insight Brokers, what are they? On this week's episode of Tech Demand Weekly! Charles learns about the new trend in marketing that is Insight Brokers. While it may be something that you think you already do within your marketing department, our guest today suggests that there is a lot more on offer. Jeff Allen has 20 years of digital marketing experience which started at an email platform company before moving to the agency side. Aside from running the day-to-day at Hanapin, a digital marketing agency, he oversees the popular industry blog, PPC Hero, and conference series, Hero Conf.

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Off The Clock: Kirk Williams

Marketing O'Clock

Play Episode Listen Later May 7, 2019 37:01

Kirk Williams is best known for his work in the paid search space. He's made the Top 25 influential PPC (3 years in a row) and Top 13 PPC Experts according to Search Engine Journal. From working maintenance on his college campus to owning his own marketing agency, Kirk has come a long way. Today, Kirk runs his own marketing agency called Zato Marketing, regularly writes for Search Engine Land, PPC Hero, and Bing, and is an international PPC speaker at numerous digital marketing conferences. Join Greg Finn for this special episode of Off The Clock where we break down Kirk's digital marketing journey. Listen in to learn how Kirk got started, what he has learned along the way, what he hates in digital marketing, and how he manages to run two companies while managing a family of five. Read the full show notes here: https://marketingoclock.com/off-the-clock-kirk-williams/

bing ppc search engine land search engine journal off the clock ppc hero kirk williams zato marketing ppc experts

How To Become Influential In Your Industry With Kirk Williams Of Zato Marketing

Hack Your Online Business

Play Episode Listen Later Apr 11, 2019 32:30

Want some killer tips on how to be recognized by your industry as a rising star and an influential entrepreneur? Check out how one online PPC agency owner jumped from an ordinary online PPC agency owner to rising star in the PPC world to being named one of the Top 25 Most Influential PPCers in the world by PPC Hero. Today I talked with Kirk Williams, founder of Zato Marketing. Kirk went from running his PPC agency in the basement of his mother-in-law's house to now speaking at top PPC conferences and getting a regular stream of clients.

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Off the Clock: Joe Martinez

Marketing O'Clock

Play Episode Listen Later Mar 5, 2019 38:10

Joe Martinez’s digital marketing story began with him working his dream job as a professional radio DJ. Today, Joe is the Director of Client Strategy at Clix Marketing, a thought leader in the paid search space and a PPC innovator. Joe also writes and speaks for publications like Search Engine Land, Marketing Land, Word Stream, SMX, PPC Hero, Hero Conference, Quora, SEM Rush, Pubcon, and Unbounce. Listen now to the full story behind the drastic career changes that shaped Joe Martinez’s digital marketing journey.

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2.11 [Special] What were the top digital marketing stories in 2018?

Marketing Scoop Podcast

Play Episode Listen Later Dec 12, 2018 53:28

On this end-of year special we asked our guests (Aleyda Solis, Purna Virji, Larry Kim and Barry Schwartz) to think about what their number 1 digital marketing news story of 2018 was! Here's what we discussed... 2:00 What were the top digital marketing stories in 2018? 2:30 Story 1 – Google's Mobile First Index roll-out 8:40 Story 2 - The Cambridge Analytica story and resultant changes to Facebook's News Feed 17:30 Story 3 - Microsoft launches a new audience network, ‘Audience Ads’ 31:09 Story 4 - The "Zero results" SERP 41:30 General discussion about what story is the top story of the year 48:00 Is the Cambridge Analytica story or is the new audience network story having the biggest impact? 49:00 What common subject brings all the stories together? 50:00 What is the biggest impact that mobile-first indexing is having on marketers? 50:30 What kind of actionable takeaway can marketers apply from the zero-listing search result? 51:10 What can marketers learn from the Cambridge Analytics story? 51:45 What’s one lesson that marketers can learn from Purna’s “new audience network” story About this episode's guests Larry Kim, the CEO of MobileMonkey, Inc. – a Facebook Messenger Marketing Platform for marketers at companies of all sizes, helping users create powerful chatbots without coding. Aleyda Solis, an International SEO Consultant and founder of Orainti -a highly specialized, boutique SEO consultancy-, blogger (Search Engine Land, Search Engine Journal), speaker (with more than 100 conferences in 20 countries in English and Spanish). Purna Virji, named by Adweek on their 2018 Young Influentials List, Purna specializes in digital marketing, AI, and the future of search. In 2016, she was named by PPC Hero as the #1 Most Influential Expert in the world. Barry Schwartz, Editor of Search Engine Roundtable, News Editor at Search Engine Land and Speaker at Search Engine Strategies & WebmasterWorld Pub Conferences.

2.5 [Advertising] How is AI Changing Paid Search Advertising?

Marketing Scoop Podcast

Play Episode Listen Later Oct 31, 2018 30:02

In this episode we're largely talking about how AI is changing paid search advertising. Initially we touch on a couple of news stories: - 2:00 How Amazon advertising is on the increase - 6:25 Google Ads have launched a new click-to-message feature. Main section: - 11:54 How AI is changing paid search advertising About this episode's guests: Purna Virji is a Keynote Speaker and was ranked by PPC Hero in 2016 as the #1 Most Influential PPC expert in the world. Senior Manager of Global Engagement at Microsoft. Columnist for Search Engine Land and Moz. International keynote speaker at conferences such as The Next Web, AdWeek, and INBOUND. Matthew Macchia is the CEO of AdFury, a company focused on simplifying the dazzlingly complex world of Pay-Per-Click Marketing. The pay-per-click world continues to struggle to compete in an arena where the cards are stacked against them. AdFury is a way to level the playing field and give your business a competitive advantage in your online marketing.

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Jeff Ferguson: Fang Marketing

The Authors Unite Show

Play Episode Listen Later Jul 26, 2018 7:22

Jeff Ferguson is the CEO/Founder of Fang Marketing, a boutique digital advertising media agency, specializing in search and social media marketing, and much more. With over 20 years of online marketing experience, Jeff has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, and Napster. Jeff's clients have also included renowned brands such as Belkin, CBS, eHarmony, JustFab, Paychex, PetSmart, Popcornopolis, The Smithsonian, Stila Cosmetics, ThriveMarket, and Sony. Honored as one of PPC Hero's “Top 25 Most Influential PPC Experts” for the three years in a row, Jeff Ferguson is no stranger to the industry speaking circuits throughout the US, Europe, and Asia. You can learn more about Jeff here: https://fangdigital.com/about-us/ This episode is brought to you by Authors Unite. You can learn more about Authors Unite and join the free community at http://authorsunite.com/ --- Support this podcast: https://anchor.fm/authorsunite/support

Pay Per Click: How to Optimize (and How to Get Started) PPC Marketing

Chat and Grow MasterMinds

Play Episode Listen Later Apr 12, 2018 60:45

Try to get maximum attention online without paying for it. It's tough to do - and getting more difficult every day. I am very excited to share a conversation I had with international speaker, Kirk Williams, of ZATO about pay per click marketing - both on Google and Social Media. Kirk is the owner of ZATO, his Search & Social Marketing agency, and has been working in Paid Search since 2010. In 2017, he was named the #4 Most Influential PPCer by PPC Hero and has written articles for many industry publications. He is also an avid conference speaker, having traveled across the US and UK to talk about Paid Search. Kirk currently resides in Billings, MT with his wife, four children, and little sleep.

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Analyzing Data And Spotting Trends Within AdWords, Google Analytics, Bing Ads, and Facebook

Play Episode Listen Later Jan 25, 2018 32:35

Today on PPC Rockstars David is joined by Mark Irvine. Mark is chiefly responsible for creating WordStream’s data-driven industry research, analyzing data and spotting trends within AdWords, Google Analytics, Bing Ads, and Facebook. Mark regularly publishes on the Wordstream blog whenever a new ad format, feature, or major change to the SERP is announced. He regularly presents his research on trends in the SEM industry on webinars and at conferences around the country, such as SMX and Pubcon. His work has also been featured on CNET and CNN. In 2016, Mark was named one of the 15 most influential PPC Experts in 2016 by PPC Hero.

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Analyzing Data And Spotting Trends Within AdWords, Google Analytics, Bing Ads, and Facebook

Play Episode Listen Later Jan 25, 2018 32:35

Today on PPC Rockstars David is joined by Mark Irvine. Mark is chiefly responsible for creating WordStream's data-driven industry research, analyzing data and spotting trends within AdWords, Google Analytics, Bing Ads, and Facebook. Mark regularly publishes on the Wordstream blog whenever a new ad format, feature, or major change to the SERP is announced. He regularly presents his research on trends in the SEM industry on webinars and at conferences around the country, such as SMX and Pubcon. His work has also been featured on CNET and CNN. In 2016, Mark was named one of the 15 most influential PPC Experts in 2016 by PPC Hero.

data cnn analyzing sem google analytics spotting adwords cnet serps smx bing ads wordstream pubcon ppc hero mark irvine ppc experts

Analyzing Data And Spotting Trends Within AdWords, Google Analytics, Bing Ads, and Facebook

Play Episode Listen Later Jan 25, 2018 32:35

Today on PPC Rockstars David is joined by Mark Irvine. Mark is chiefly responsible for creating WordStream's data-driven industry research, analyzing data and spotting trends within AdWords, Google Analytics, Bing Ads, and Facebook. Mark regularly publishes on the Wordstream blog whenever a new ad format, feature, or major change to the SERP is announced. He regularly presents his research on trends in the SEM industry on webinars and at conferences around the country, such as SMX and Pubcon. His work has also been featured on CNET and CNN. In 2016, Mark was named one of the 15 most influential PPC Experts in 2016 by PPC Hero.

data cnn analyzing sem google analytics spotting adwords cnet serps smx bing ads wordstream pubcon ppc hero mark irvine ppc experts

Analyzing Data And Spotting Trends Within AdWords, Google Analytics, Bing Ads, and Facebook

Business Marketing Podcast

Play Episode Listen Later Jan 25, 2018 32:35

Today on PPC Rockstars David is joined by Mark Irvine. Mark is chiefly responsible for creating WordStream’s data-driven industry research, analyzing data and spotting trends within AdWords, Google Analytics, Bing Ads, and Facebook. Mark regularly publishes on the Wordstream blog whenever a new ad format, feature, or major change to the SERP is announced. He regularly presents his research on trends in the SEM industry on webinars and at conferences around the country, such as SMX and Pubcon. His work has also been featured on CNET and CNN. In 2016, Mark was named one of the 15 most influential PPC Experts in 2016 by PPC Hero.

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Fang Digital Marketing CEO Jeff Ferguson

Play Episode Listen Later Nov 27, 2017 23:39

Jeff Ferguson is the CEO and Founder of Fang Digital Marketing. With over 20 years of online marketing experience, Jeff has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, and Napster. Jeff’s clients have also included renowned brands such as Belkin, CBS, eHarmony, JustFab, Paychex, PetSmart, Popcornopolis, The Smithsonian, Stila Cosmetics, ThriveMarket, and Sony. Honored as one of PPC Hero’s “Top 25 Most Influential PPC Experts” for the three years in a row, Jeff Ferguson is no stranger to the industry speaking circuits throughout the US, Europe, and Asia. Jeff is a regular presenter at Ad:tech, AllFacebook Expo, Conversion Conference, eMetrics, Search Marketing Expo (SMX), Digital Hollywood, Online Marketing Summit (OMS), Consumer Electronics Show (CES), and Search Engine Strategies (SES), where he also served as a member of the advisory board. Additionally, Jeff has volunteered his time for the Search Engine Marketing Professional Organization (SEMPO) and Digital Analytics Associations (DAA) on both the national and regional levels, where he serves as a board member of the Los Angeles chapter. Learn more about Fang Digital here: https://fangdigital.com/

Waarom kiest de klant voor jou? De belangrijkste usability vraag – Karl Gilis

de Erno Hannink Show | Betere Beslissingen, Beter Bedrijf

Play Episode Listen Later Nov 2, 2017 50:59

Vandaag het gesprek met Karl Gilis. PPC Hero zet Karl op de 3de plaats in hun wereldwijde rangschikking van meest invloedrijke usability en conversie optimalisatie specialisten. Karl is de G in AGConsult, een Belgisch bedrijf gespecialiseerd in gebruikersonderzoek, informatie-architectuur, conversie optimalisatie en digitale groei. Sinds 2001 maakt hij websites succesvoller op basis van onderzoek en feiten. Tot de klanten van AGConsult behoren 10 van de 100 grootste bedrijven ter wereld. Bedrijven als Coolblue, Carglass, AXA, Tui, Suzuki en Corendon bellen AGConsult als ze hun online omzet een duw willen geven. Karl geeft les aan verschillende universiteiten en spreekt jaarlijks op zo'n 50 conferenties overal ter wereld. We hebben het over zijn eerste bedrijf dat hij kocht en weer verkocht. De eerste grote usability ontdekking op zijn eigen website De belangrijkste growth hacks voor zijn bedrijf 50% van je tijd investeren in zichtbaarheid Meest absurde sollicitatiegesprek alle tijden en zij werd mede eigenaar De fotoreizen naar Namibie. Veel plezier met de inzichten van Karl . Episode 136 Show Notes Je hier met Karl verbinden: Twitter Linkedin www.agconsult.com Facebook https://www.youtube.com/watch?v=yO_q3Jm9N5Y https://www.youtube.com/watch?v=sh2O4EMrk6g https://www.youtube.com/watch?v=F5x6ilNpfDo Transcriptie Erno: Je bent nu zo'n 15 jaar bezig met usability, hoe ben je daar in beland? Karl: Eigenlijk per toeval. Ik ben begonnen met werken bij een web agency en heb dat daarna overgenomen. Het probleem was dat er weinig klanten waren op websites, het was 1996. Ik ben toen begonnen met een hobbywebsite over computers. Ik verdiende toen wat geld via advertenties en heb toen geleerd dat wanneer je dingen eenvoudig maakt, dan blijven mensen langer op je website en lezen ze je artikelen meer. Ik kende toen het woord usability nog niet. Ik zag dat veel websites slecht waren en op die manier ben ik in de business beland. Erno: Daar zitten veel aanknopingspunten in. Je werkte bij een web agency en dat heb je overgenomen? Karl: Ja, dat was tijdens het begin van het internet in België, volgens mij was ik internet abonnee 142 in België. Het probleem was dat er weinig klanten waren op websites, maar ik heb het wel overgenomen. Zij maakten websites, alleen vooral wat de designers mooi vonden. Ik stond daar niet echt achter. Ik had toen het eerste Flash intro gemaakt en dat vond iedereen erg mooi alleen leek het wel alsof de website alleen daarom draaide. Toen ik dat weg haalde, hadden we ineens veel meer bezoekers. Het gaat om wat de bezoeker fijn vindt. Erno: Daar kan ik me in vinden, hoe kwam je erbij om het bedrijf over te nemen? Karl: Ik had er erg veel werk in gestoken, het was maar een klein bedrijfje, en ik dacht kom! Ik heb toen de aandelen overgenomen. Erno: Heb je dat toen ook weer verkocht? Karl: Ja, ik deed het werk graag maar was liever ondernemer dan bedrijfsleider. Toen we 20 mensen in dienst hadden, vond ik dat nogal veel tijd innemen, dingen zoals administratie. Het maakte mij niet meer gelukkig. Erno: Je hebt nu een bedrijf, AG consult en je hebt bijna 10 mensen in dienst. Je doet dat samen met Els Aerts Karl: Ja, Els was in mijn vorige bedrijf werknemer en we zijn samen dit bedrijf begonnen, met de intentie om geen werknemers te hebben. Alleen werden we wat ouder en de materie complexer. We konden het niet meer alleen omdat er erg veel vraag was. 10 mensen is perfect, of we verder willen uitbreiden weten we nog niet. Erno: Je bent erg bekend en de vraag zal alleen maar toenemen. Karl: Ja, dat klopt. Ik heb echter de ambitie niet meer om een groot bedrijf met veel werknemers te hebben. Ik vind het erg leuk om te spreken en de juist klanten te helpen, niet het grootste bedrijf te worden. Erno: Wat zijn voor jou de beste klanten? Karl: Een goede vraag,

Waarom kiest de klant voor jou? De belangrijkste usability vraag – Karl Gilis

de Erno Hannink Show | Betere Beslissingen, Beter Bedrijf

Play Episode Listen Later Nov 2, 2017 50:59

Vandaag het gesprek met Karl Gilis. PPC Hero zet Karl op de 3de plaats in hun wereldwijde rangschikking van meest invloedrijke usability en conversie optimalisatie specialisten. Karl is de G in AGConsult, een Belgisch bedrijf gespecialiseerd in gebruikersonderzoek, informatie-architectuur, conversie optimalisatie en digitale groei. Sinds 2001 maakt hij websites succesvoller op basis van onderzoek en feiten. Tot de klanten van AGConsult behoren 10 van de 100 grootste bedrijven ter wereld. Bedrijven als Coolblue, Carglass, AXA, Tui, Suzuki en Corendon bellen AGConsult als ze hun online omzet een duw willen geven. Karl geeft les aan verschillende universiteiten en spreekt jaarlijks op zo'n 50 conferenties overal ter wereld. We hebben het over zijn eerste bedrijf dat hij kocht en weer verkocht. De eerste grote usability ontdekking op zijn eigen website De belangrijkste growth hacks voor zijn bedrijf 50% van je tijd investeren in zichtbaarheid Meest absurde sollicitatiegesprek alle tijden en zij werd mede eigenaar De fotoreizen naar Namibie. Veel plezier met de inzichten van Karl . Episode 136 Show Notes Je hier met Karl verbinden: Twitter Linkedin www.agconsult.com Facebook https://www.youtube.com/watch?v=yO_q3Jm9N5Y https://www.youtube.com/watch?v=sh2O4EMrk6g https://www.youtube.com/watch?v=F5x6ilNpfDo Transcriptie Erno: Je bent nu zo'n 15 jaar bezig met usability, hoe ben je daar in beland? Karl: Eigenlijk per toeval. Ik ben begonnen met werken bij een web agency en heb dat daarna overgenomen. Het probleem was dat er weinig klanten waren op websites, het was 1996. Ik ben toen begonnen met een hobbywebsite over computers. Ik verdiende toen wat geld via advertenties en heb toen geleerd dat wanneer je dingen eenvoudig maakt, dan blijven mensen langer op je website en lezen ze je artikelen meer. Ik kende toen het woord usability nog niet. Ik zag dat veel websites slecht waren en op die manier ben ik in de business beland. Erno: Daar zitten veel aanknopingspunten in. Je werkte bij een web agency en dat heb je overgenomen? Karl: Ja, dat was tijdens het begin van het internet in België, volgens mij was ik internet abonnee 142 in België. Het probleem was dat er weinig klanten waren op websites, maar ik heb het wel overgenomen. Zij maakten websites, alleen vooral wat de designers mooi vonden. Ik stond daar niet echt achter. Ik had toen het eerste Flash intro gemaakt en dat vond iedereen erg mooi alleen leek het wel alsof de website alleen daarom draaide. Toen ik dat weg haalde, hadden we ineens veel meer bezoekers. Het gaat om wat de bezoeker fijn vindt. Erno: Daar kan ik me in vinden, hoe kwam je erbij om het bedrijf over te nemen? Karl: Ik had er erg veel werk in gestoken, het was maar een klein bedrijfje, en ik dacht kom! Ik heb toen de aandelen overgenomen. Erno: Heb je dat toen ook weer verkocht? Karl: Ja, ik deed het werk graag maar was liever ondernemer dan bedrijfsleider. Toen we 20 mensen in dienst hadden, vond ik dat nogal veel tijd innemen, dingen zoals administratie. Het maakte mij niet meer gelukkig. Erno: Je hebt nu een bedrijf, AG consult en je hebt bijna 10 mensen in dienst. Je doet dat samen met Els Aerts Karl: Ja, Els was in mijn vorige bedrijf werknemer en we zijn samen dit bedrijf begonnen, met de intentie om geen werknemers te hebben. Alleen werden we wat ouder en de materie complexer. We konden het niet meer alleen omdat er erg veel vraag was. 10 mensen is perfect, of we verder willen uitbreiden weten we nog niet. Erno: Je bent erg bekend en de vraag zal alleen maar toenemen. Karl: Ja, dat klopt. Ik heb echter de ambitie niet meer om een groot bedrijf met veel werknemers te hebben. Ik vind het erg leuk om te spreken en de juist klanten te helpen, niet het grootste bedrijf te worden. Erno: Wat zijn voor jou de beste klanten? Karl: Een goede vraag,

Your First Google Adwords Campaign: a Step-by-Step Guide

Digital Disruptors

Play Episode Listen Later Apr 2, 2017 28:07

This episode we're joined by Ubrik's Digital Marketing Manager, Azhad Ali. He usually spearheads our performance marketing campaigns. He's been in digital marketing since 2008, when he was employee #3 at Ubrik. Now, Ubrik has handled over 100 accounts and AED 30 million in digital media spend. Time-Stamped Show Notes [02:30] Today's topic - a practical breakdown of how to execute your first Google Adwords campaign. [03:15] Specifically, we will focus on the Search Marketing Cycle (SMC.) [04:00] The SMC is a 4-step process of research and planning, execution, measurement, and optimization. [04:45] At the planning stage you figure out what your objectives are and develop keywords you want to associate with your brand, using the information you have about your business. [05:55] The difference between "search term" and "keyword." A search term is what the user types into Google Search, while a keyword is what the digital marketer configures in an Adwords account. [06:25] For example, "where can i get a part-time MBA in Dubai?" is a search term. [06:50] Using data from search engines, the marketer might select "MBA in Dubai" as the keyword. [07:00] If there is a lot of competition for that keyword, they might refine it further and choose to target "Canadian MBA in Dubai." This is known as a "long-tail keyword." [07:30] Which keywords you choose to target will depend on how competitive they are and on their price. [08:00] How does the marketer go about doing the research to identify the right keywords? Using the Canadian University example (one of Ubrik's clients,) the marketer will review Google Search Console, Google Analytics, and Google Keyword Planner. [09:15] He will also use websites like Alexa, Similar Web and SEM Rush to get data about competitors. [09:41] Keywords can be categorized into brand keywords, product keywords, and competitor keywords. [09:55] For Canadian University, the brand keyword is Canadian University in Dubai. The Brand offering keywords could be "Canadian University Dubai degree," "Canadian University Dubai courses," "CUD," "Canadian University location," "Canadian University of Dubai," etc. [11:20] Arabic search data is also essential in this region. You would review Arabic search terms and come up with Arabic keywords. [12:20] How do you select your offering/product/service keywords? Look at your website structure. In our university example, they could be broken down by undergraduate and graduate, by academic departments, by major etc. [13:26] In this example Azhad would go with one campaign for brand keywords, one for undergraduate and graduate keywords, and one for competition keywords. [13:36] The product/offering campaign would be broken down further by degree typ, major, etc. [14:00] You need to build your brand and increase brand awareness, as well as target your brand keyword, so you don't get beaten by your competitors. [15:41] When executing a campaign, you need to segment your campaign into ad groups, figure out your budget (i.e. how much you will spend daily on each ad group.) [16:41] We'll be providing a document that illustrates this so you can understand it better. [17:15] Adwords works on a daily budget basis. You would divide your total budget by the duration of your campaign. You would also assign a maximum Cost Per Click (CPC) for each ad groups. [18:10] Along with the keyword you would have your ad copy, and companies will need to optimize the ad copy as part of their iterative process. [19:35] The final piece of the puzzle is the landing page that each ad is linked to. The keyword, ad copy and landing page together make one ad set. [19:50] You also want to specify your negative keywords, which are those that you don't want your ad to show up for. E.g. if Canadian University in Dubai is running a campaign to advertise for its 'fall intake, "Canadian University in Dubai jobs" would be a negative keyword. [20:30] After lauching your Adwords campaign you will be able to collect data and this is the measurement phase. [20:40] Important metrics to track are impressions, Click-through Rate (CTR,) CPC and conversions.) [21:40] Based on those numbers you will understand which areas of the campaign need to be optimized. E.g. if CTR is low, you need to work on your ad copy. [22:30] This process of measuring and optimizing continues until you are satisfied with how the campaign is performing. [23:00] You can learn how to implement Google Adwords campaigns via online courses like Google's own "Essential Adwords" courses, Wordstream's "PPC University," Udemy's "Google Adwords for Beginners" and Lynda's "Ultimate Guide to Google Adwords." [23:50] These courses are regularly updated as new features are added. Marketers need to keep themselves sharp. [24:20] Other resources for news and trends are websites Search Engine Journal, Search Engine Land, SEM Rush, PPC Hero, etc. [25:40] While there are some best-practices to follow, getting good at Google Adwords is a constant process of experimentation. [27:22] We plan on doing more episodes to cover SEM in more detail. This was just an introduction. Enjoy the episode? Please leave us a rating and review on iTunes.

Relationship Marketing, Customer Nurturing and PPC

PPC 101

Play Episode Listen Later Jan 14, 2017 54:43

David and Amber welcome Jeffrey Baum, the ‎Director of Services at Hanapin Marketing, an industry veteran who educates us on relationship marketing, customer nurturing and PPC. Jeff is a seasoned PPC advertising professional with Hanapin Marketing. He has a nine year track record of success in digital advertising. He has developed and implemented strategies to substantially grow revenue and profits for a variety of lead generation and e-commerce businesses. He has also been responsible and accountable for managing hundreds of thousands of dollars in PPC advertising spend per month. Jeff is a reacurring writer for Hanapin's blog, PPC Hero, and also manages Hanapin's RWE (Remote Work Environment) program.

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Bing's #1 Most Influential PPC Expert, Purna Virji

Search Talk Live Search Engine Marketing & SEO Podcast

Play Episode Listen Later Oct 18, 2016 60:15

The #1 Most Influential PPC expert in the world ranked by PPC Hero will be live to share her paid advertising knowledge with you. Need I say more? That’s right Purna Virji, Senior Bing Ads PPC Training Manager at Microsoft will be on Search Talk Live with hosts Robert O’Haver and Caleb McElveen to talk the latest in paid advertising strategies. Purna’s expertise covers a long list of areas including PPC, Voice Search, Direct Response Marketing and much more. She shares her knowledge through several speaking opportunities, as well as being a contributor to one of the industry's top publications, Search Engine Watch.

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Bing's #1 Most Influential PPC Expert, Purna Virji

Search Talk Live Search Engine Marketing & SEO Podcast

Play Episode Listen Later Oct 18, 2016 60:15

The #1 Most Influential PPC expert in the world ranked by PPC Hero will be live to share her paid advertising knowledge with you. Need I say more?That’s right Purna Virji, Senior Bing Ads PPC Training Manager at Microsoft will be on Search Talk Live with hosts Robert O’Haver and Caleb McElveen to talk the latest in paid advertising strategies.Purna’s expertise covers a long list of areas including PPC, Voice Search, Direct Response Marketing and much more. She shares her knowledge through several speaking opportunities, as well as being a contributor to one of the industry's top publications, Search Engine Watch.

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Catching Up With Our Heroes: Most Impactful 2015 PPC Updates & 2016 Predictions

PPC Hero Podcast

Play Episode Listen Later Jan 15, 2016 23:08

In this new episode, Hanapin's Director of Marketing, Zack Schroll catches up with 5 of our PPC Hero bloggers, for their take on what they thought what was the most impactful 2015 PPC updates for their accounts and what predictions they think will come true (or hope to come true!) in 2016.

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92: Web Marketing Pioneer Optimizes with Podcasting

Discover Your Talentâ€“Do What You Love

Play Episode Listen Later Sep 8, 2015 34:11

Alex Harris is an award winning web designer, best-selling author and founder of AlexDesigns.com. He hosts the top ranked podcast, MarketingOptimization.tv. PPC Hero named him the "#4 Top Influential Conversion Rate Optimization Expert of 2014.” His latest book, Small Business Big Money Online, became an Amazon #1 Best Seller. Alex got online in 2000, designing web pages. He quickly learned about internet marketing, developing landing pages to drive email traffic to websites. Freelancing, he soon was #1 in Google for keyword "landing page design." “I got a lot of work from that.”

Blogging and Inheriting Shaky Campaigns

Play Episode Listen Later Jul 7, 2008 30:07

Hanapin Marketing president and CEO Pat East discusses Blogging and Inheriting Shaky Campaigns. Hanapin Marketing is an Internet marketing firm specializing in pay per click management, search engine optimization, and web design and development. Hanapin is best known within the SEM industry for their blog on pay per click management, PPC Hero.

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Blogging and Inheriting Shaky Campaigns