Testing is a fundamental principle of digital marketing, crucial for optimizing ad performance and driving continuous improvement. Proper testing allows business owners to systematically evaluate different variables, such as ad copy, headlines, images, and audience segments, to determine what resonates best with their target audience. Testing allows you to identify what works and maximize your efforts, thus making data-driven decisions that enhance campaign effectiveness. Continuous testing not only helps in uncovering what’s working but also in adapting to the rapidly changing digital landscape, ensuring that your marketing strategies remain relevant and effective.

In this episode, we discuss the principles of testing, its importance in digital marketing, and key strategies for effective testing with Dan, a co-founder here at PPC Geeks. Drawing from his background, Dan shares insights from over two decades of experience in testing.

Tune in!

Key Highlights from the Show

[00:01] Intro and what in for you in today’s show with Dan

[01:03] What testing mean in a digital ads context

[02:16] Why you should test no matter the size of your account

[05:23] What you need to start tracking and testing

[07:01] How much budget to allocate to testing

[09:23] What's A /B testing, and how and when to set it up

[12:48] How to test descriptions, headlines, and other different elements,

[16:49] Conversion per impression and why it’s important

[23:22] Accurate conversion tracking

[24:20] Tips to take away from the show on testing

[27:22] Wrap-up and end of the show

• The main reason you want to do testing is to continually get better, and there are a lot of different aspects you can test. - (07:43)
• Digital marketing moves so fast, so testing is a key pillar of what we do, and anyone doing digital marketing should do it.- (04:50)
• One mistake people make is ending the test too early and starting biasing towards one that is just beginning to tip without running it through its full cycle .- (16:35)
• If you don’t have accurate conversion tracking and don’t know your numbers, that’s a recipe for disaster.- (20:26)
• The whole reason to have a test is that you're trying to do something, so know what you're testing and why you're testing it.- (21:42)

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

A Client Manager in a PPC (Pay-Per-Click) agency plays a pivotal role in bridging the gap between clients and the agency's technical team. They are responsible for understanding the clients' business goals, developing strategic PPC campaigns to meet these objectives, and ensuring seamless communication throughout the process. This role involves not only managing client expectations and delivering regular performance reports but also providing insightful recommendations to optimize ad spend and maximize ROI. The Client Manager must stay current with industry trends, platform updates, and competitor activities to offer proactive solutions and maintain a competitive edge. Their success lies on strong interpersonal skills, a deep understanding of digital marketing, and the ability to translate complex data into actionable strategies for clients.

In this episode, we discuss the role of a Client Manager in a PPC agency with Mark, one of our senior Client Managers. Drawing from his experience, Mark shares insights into the responsibilities of a Client Manager and how he balances client meetings, campaign analysis, and strategy development, ensuring that each client's needs are met promptly while keeping a keen eye on optimizing campaign performance.

Tune in!

Key Highlights from the Show

[00:01] Intro and what in for you in today’s show with Mark

[01:08] Mark’s background and experience in client management

[02:55] What onboarding entails and how it works

[06:52] How to balance business objectives and client advocacy

[10:26] How to structure and reframe your profitability

[12:21] What a client manager’s typical work day looks like

[16:04] How to effectevely manage different business tools

[20:44] How to use ASANA and how it works

[23:54] Client managers work for market leaders

[27:42] The quarterly business review (QBR) and why it’s important

[29:42] 3 challenges that come with client management

[32:31] 3 things Mike love about client management

[34:50] Wrap-up and end of the show

• The clients managers role is to advocate for the client. - (06:00)
• Client manager is an invaluable role because you get so much out of that day-to-day communication with clients around the business. - (07:43)
• It's always good to look over the last 90 days and see what you've done; QBR is a time to take a step back see what you've done and what you'd like to do.- (27:42)

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

The 5 Ws of marketing for PPC campaigns are crucial for structuring and optimizing your efforts effectively. These Ws—Why, Who, What, Where, and When—serve as a comprehensive framework. "Why" focuses on the campaign's objectives and the reasons behind it, ensuring a clear purpose. "Who" identifies the target audience, helping tailor the campaign to the right market. "What" pertains to the messaging and offers, ensuring they resonate with the audience's needs and interests. "Where" determines the channels and platforms where the ads will be displayed, maximizing reach and engagement. Finally, "When" considers the timing and scheduling of the campaign to align with peak engagement periods. Together, these elements create a solid foundation for successful PPC campaigns, enhancing focus, relevance, and effectiveness.

In this episode, we talk about the 5 Ws of marketing for PPC campaigns with Dan, a co-founder here at PPC Geeks. Listen and learn how you can leverage this framework and set yourself up for better results.

Tune in!

Key Highlights from the Show

[00:01] Intro and what’s in for you in today's episode

[01:18] Why having a framework is useful for PPC

[02:12] Questions to ask when setting up a campaign and defining a Why for it

[04:11] How to communicate the OKRs and define your Why fully

[06:47] What to look for when you are identifying a target audience

[09:17] How identifying your target audience can enhance your campaign strategy

[13:26] What to consider when you are crafting your messaging

[17:35] How to create a call to action for your campaign

[21:04] Where to put your advertising spending

[26:08] How to get your tracking right and maximize your outcome

[29:19] What to think about when looking to do campaigns

[32:51] A quick recap

[34:06] Dan’s parting words for the listeners on the 5 Ws

• Defining your Why allows you to focus, and if you're focusing, that drives results. - (02:18)
• Understanding your Why is the foundation of your building; if you don’t get the foundation right, nothing else will be able to thrive. - (04:40)
• If you're not tracking and analyzing how your channel is doing and where it’s working, you can't have the feedback loop to constantly improve things. - (25:23)
• Tracking is the number one thing that you need to get right. [26:09]

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

Performance Max is an advanced, goal-based campaign type in Google Ads that allows you to access all of Google's ad inventory from a single campaign. It leverages Google's machine learning to optimize performance in real-time, automating ad placements and bids across various channels, including YouTube, Display, Search, Discover, Gmail, and Maps. Performance Max is designed to drive better results by using a combination of creative assets, audience signals, and automated targeting to reach potential customers at different touchpoints in their journey. This campaign type is particularly beneficial for you as an advertiser seeking to maximize your conversion rates and expand your reach with minimal manual effort, as it continuously learns and adapts to deliver the best possible outcomes based on the specified goals.

In this episode, we talk about Performance Max as a type of campaign, how it has evolved, and the misconceptions around it with Max, one of our senior account managers and key experts in our company. Whether you're looking to optimize your Google Ads account or curious about the latest in digital advertising strategies, this episode is packed with valuable insights and practical advice.

Tune in to learn how to maximize Performance Max and drive your campaigns to new heights.

Tune in!

Key Highlights from the Show

[00:01] Intro and what’s in for you in today's episode

[01:02] Performance Max and why it’s important in Google Ads account management

[02:01] What performance Max is best used for and how that’s evolving

[04:20] The biggest concerns users have with Perfomance Max

[06:01] How Perfromance Max features have evolved

[07:36] What to consider when using Performance Max for campaigns

[11:39] The options Performance Max has as a growth tool

[14:44] Set and forget Perfomance Max campaigns

[19:22] Product duplicate problem and how to counteract it

[21:26] How to improve performance if the budget isn't being spent

[23:03] How to use Performance Max for brand awareness

[25:12] How to maintain and expand your outcome with Performance Max

[27:43] Max parting words on Performance Max

[28:50] End of the show

• Cutting back on duplicate products is a good way of allowing singular products in individual situations to perform better over a long period. - (20:14)
• You really need those first few months of just spending to grow; if you can't maintain that, then it's never going to work. [28:00]
• If you keep pausing Perfromance Max because you're not seeing the results and then you turn it on again, that's going to affect the algorithms.- (28:13)

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

Effective PPC strategy and planning form the bedrock of successful digital advertising campaigns. It involves a comprehensive approach with clear objectives and a deep understanding of the target audience. It is through strategic PPC campaigns, accurate conversion tracking, and data analysis, that businesses can lay a solid foundation for growth, maximize ROI, and drive success. Effective PPC strategy and planning are not static but dynamic processes requiring agility and adaptation to evolving market trends and consumer behaviors. By prioritizing strategy, planning, and data-driven decision-making, you can achieve your marketing goals and outperform competitors in the ever-changing digital landscape.

In this episode, we talk about strategy and planning when it comes to PPC with Siobhan, a Senior Client Manager. We explore techniques for crafting effective PPC campaigns that yield maximum results, from planning and setting clear objectives to strategic foresight, conversion tracking, continuous monitoring, and optimization.

Tune in!

Key Highlights from the Show

[00:01] Intro and what’s in for you in today's episode with Siobhan, Senior Client Manager

[00:43] What strategy and planning mean when working with clients

[02:01] Questions to ask to get to what you’re trying to achieve and what works

[04:18] The analysis to do before starting a PPC campaign

[06:16] Steps to creating an effective PPC strategy

[09:23] Review points to put in place to reassess the strategy and KPIs

[13:30] How to lay a good foundation for expansion and growth

[16:32] Examples of how to put strategy and planning principles into action

[20:22] Why accurate conversion tracking is crucial for effective PPC campaigns

[22:30] Examples where PPC strategy is overlaid with marketing strategy

[29:23] Wrap-up and end of the show

• Just because you have an objective and a strategy in place doesn't mean they need to be rigid; it's important to be adaptable. - (08:23)
• Failing to plan is planning to fail. - (08:35)
• If you don’t have the data, you don't know what works and what doesn't. - (19:46)
• You can have all the strategy and planning in the world, but you still need to be cognizant of what's going on in the market and be reactive. [28:43]

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

A shopping campaign is an advertising strategy businesses use to promote and sell products online. These campaigns typically involve creating and managing ads showcasing products from an online store. The ads are displayed on various platforms such as search engines like Google or social media platforms like Facebook and Instagram. Shopping campaigns allow businesses to target potential customers actively searching for or interested in similar products, making it easier for them to discover and purchase items from the online store. A shopping campaign aims to drive traffic to the store and increase sales by showcasing products to the right audience at the right time.

In this episode, we discuss the timeless best way to set up and optimize shopping campaigns. Many people believe that simply dumping all their products into a campaign, especially with performance max, will work like magic, but that is not the case. You might throw in 1000 products, but most will not lead to conversions. Google needs to understand your product well enough to promote it effectively. Additionally, putting one product into multiple campaigns can actually work against you. You'll understand why as you delve deeper into campaign optimization.

Tune in!

Key Highlights from the Show

[00:01] Intro and what in for you in today’s show with Rory

[01:08] First things before setting up a shopping campaign

[02:55] Top-level analysis of the performance gains & wastages before working with a client

[04:28] What to start looking for if your products are not showing in the search results

[06:32] Structural setups to go for in a typical account when doing product campaigns

[09:34] How to push the products forward that aren't getting traction in a campaign

[12:29] The impact of having multiple campaigns with the same product

[16:25] Common frustrations with shopping campaigns

[18:02] Issues Rory sees in Google Merchant Center when checking client accounts

[21:15] Key things to keep watch continuously on shopping campaigns

[26:41] Some of the nice things about shopping campaigns that are useful

[29:30] Wrap-up and end of the show

• If Google can't understand your product enough to sell it, it will not show it very often in the search results. - (04:37)
• Advertising the product in different campaigns might raise your cost per click. - (14:01)
• Like everything we do, the better the quality of the data we get, the better the quality of the results.- (19:44)

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

Timeless core pillars of effective PPC campaigns transcend flashy tactics, focusing instead on strategic foundations that meet your consumer needs, value proposition, and brand positioning and drive results. At their essence, these pillars are about aligning your efforts with your marketing objectives. Harnessing the power of PPC campaigns is becoming a fundamental strategy for success in the digital landscape, offering unparalleled reach and targeting precision. By mastering the art of search advertising, businesses can navigate digital marketing with confidence, ensuring their messages resonate with their target audience at the right time, ultimately propelling them toward success in the online arena.

In this episode, we discuss the timeless core pillars of PPC, drawing from our collective experiences and insights gained through years of navigating the digital marketing landscape. Joining us is, Paul, a seasoned digital marketer with a wealth of knowledge and expertise in the field. Together, we explore the foundational principles that underpin effective PPC campaigns and the strategies and tactics that stand the test of time amidst the ever-evolving online advertising ecosystem.

Tune in!

Key Highlights from the Show

[00:01] Intro and what in for you in today’s show

[00:55] Why comprehensive tracking is crucial for business success

[02:36] What Budget control offers to someone doing PPC

[07:14] How to be smart with Google ads tax, spending, and gains

[10:10] Why planning is essential when it comes to online advertising

[12:46] How to use conversion rate optimization (CRO) to get better results

[17:02] Constantly testing even when the campaigns seem to be effective

[20:10] The 80/20 rule and being analytical

[22:42] Why prioritize long-term gain and sustainability in PPC

[30:33] How holistic marketing and platform expansion enhance PPC effectiveness

[27:58] Why strong copywriting is a critical element in PPC

[30:38] Reporting and KPI role in driving a successful PPC campaign

[32:49] How to foster the culture of continuous learning and adaptation

[34:38] Wrap-up and end of the show

• By having tracking in place, you can identify whether you're driving leads or sales; if you are not tracking, you don’t know what is working. - (01:26)
• By tracking everything and having that budget control, you can squeezing as much value for your own business out of every marketing pound that you spend. - (09:13)
• People are lazy, so make use of the traffic you already got by ensuring the user journey is as good and easy as it can be. - (16:07)
• It’s the small few things that make the biggest impact. [20:55]

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/

Expanding your marketing platforms and achieving holistic marketing go hand-in-hand. This means understanding how to navigate different platforms like Google Ads, Meta, and TikTok for your digital marketing campaigns. While many marketers spread themselves thin by trying to use every platform, it's important to ask: Does this lead to more sales? Are there downsides to skipping platform diversification?

The marketing world constantly changes, and marketers feel pressure to keep up (FOMO). This might make them want to jump on every new marketing channel, but care must be taken! Spreading yourself too thin can be counterproductive. The key is to expand strategically, at the right time, and on the right channels for your brand.

This episode is all about holistic marketing and platform diversification. We will discuss what a marketing funnel is and provide examples of when you might want to expand your marketing platforms. It will also explore the evergreen principles of strategy, testing, and measurement that PPC Geeks use and show how the funnel fits into the bigger picture of marketing metrics and resource allocation.

Tune in!

Key Highlights from the Show

[00:01] Intro and what’s in for you in today's episode with Mark, Senior Client Manager

[00:47] What platform expansion and holistic marketing means in PPC marketing

[03:27] Meaning of full funnel in the context of PPC

[08:07] How marketers need to approach metrics when they expand to more platforms

[11:58] A case study of a client Mark has recently worked with

[15:26] Common challenges Mark has witnessed in working with clients in the food industry

[16:58] Methods that they’re currently talking about with clients to expand to more platforms

[22:53] The recent conversation on Google as a channel for more demand generation

[26:39] Quick recap and key takeaways

[28:18] Wrap-up and end of the show

• Not all marketing tools lead to a sale. - (02:10)
• The problem with digital marketing is that you can be on so many channels that you feel missing out. - (02:39)
• You simply lead potential clients through a journey in a sales funnel. They probably don't know you or your product/ brand. So, at the very beginning, you want to catch their eye, using an asset-driven funnel that might follow them around a little bit. - (03:29)
• To do anything well, not just PPC, you need to focus on the right things, do it to the right quality, and do it for the right time. [26:28]
• If you want to grow, you need to evolve, and that includes your marketing, too. [28:09]

Let’s Connect

PPC Geeks

Website: https://ppcgeeks.co.uk/

Facebook: https://www.facebook.com/PPCGeeks/

Twitter: https://twitter.com/PPC_Geeks

Instagram: https://www.instagram.com/ppc_geeks/