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.

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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)

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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.

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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/