Getting Granular

• The basics of CTV and OTT (01:25)
• Real-world examples of CTV and OTT (03:12)
  • How cost and placements help drive your video advertisement marketing plans (04:13)
  • Gauging performance and KPI’s (06:30)
  • Placement Strategy (08:14)
  • Direct vs Trade Desk (9:30)
• What are the pros of CTV & OTT (10:30)
• Potential downsides to CTV & OTT (15:55)
• How does Traditional TV advertisement work within Programmatic (19:58)
• TL;DL - closing thoughts and the main takeaway (21:58)

New to Programmatic? Check out our primer episode

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So you wanna be like Mike? Cool. Lucky for you we are here to show ya how in an easy 10-step process. 

• Step 1 - Meet Mike (01:13)
• Step 2 - Explore how to travel from journalism to a paid search career (04:13)
• Step 3 - View the paid search landscape through Mike's eyes (09:31)
• Step 4 - Allow someone named “Chris” to validate your views (12:32)
• Step 5 - Accept the Ch, ch, ch, ch, chan-ges (13:41)
• Step 6 - Start to focus your skills and area of interest (15:18)
• Step 7 - Learn Mike’s personal approach to account management and client relations (20:26)
• Step 8 - Find your way to Granular! (24:27)
• Step 9 - Look into the eyes of the future of PPC (30:32)
• Step 10 - Like, subscribe, and follow the Getting Granular podcast

• The ABCs of landing pages (00:43)
• Examples of where having a landing page strategy would be a great idea (01:21)
• The benefits of building a landing page for you and the user (06:12)
  • Higher quality score
  • Drive focus to specific information 
  • Flexibility to optimize & test the page(s)
• Finding the perfect balance when creating lead form fill (13:40)
• Rounding out the pro’s of having a custom landing page strategy (17:29)
• The flip-side of the coin: What may be some of the downsides to a custom landing page strategy (21:10)
• The final take with MacKenzie (25:04)

• How Aislinn went from the ballet barre to becoming a PPC expert (02:39)
• So why did PPC catch Aislinn’s eye as a career path  (05:47)
• Flashback! What the PPC landscape was like when Aislinn started her career, what’s changed over the last few years (07:51)
• Aislinn’s specialties, and the skills that help her succeed (12:50)
• Tik Tok! (18:30)
• Aislinn touches on her approach to client relationships and strategy (19:10)
• Circling back to the start, what brought Aislinn to Granular (22:13)
• The dog that offended Chris. And yes, she is a cutie. (25:40)
• What Aislinn thinks THE FUTURE holds for PPC (26:15)
• Closing thoughts (30:19)

• The big question - is your business a good fit for advertising on Facebook? (03:00)
• Prospective on the B2B marketing funnel (06:04)
• Don’t forget the creative (08:49)
• What does using Facebook correctly look like? (10:44)
  • Audience retargeting (12:44)
  • Lookalike audiences (15:20)
  • Website visitors retargeting (17:00)
  • The LinkedIn hack (18:11)
  • Interest-based targeting (20:30)
• The Pros & Cons (22:34)

• How Mark got started on his PPC path (02:19)
• HubSpot's utilization within the paid search world (06:21)
• Hear how a one-off work opportunity becomes a legitimate career path (10:55)
• Mark touches on his quarantine hobby, makes a plug for his Instagram, and draws a connection between paid search and those hobbies (13:13)
• Chris is that guy (17:30)
• What the PPC landscape was like when Mark started (17:59)
• Marks take on the evolution of paid media and privacy changes happening (20:58)
• Chris & Mark talk about the principle of tracking (22:58)
• Mark’s specialties (25:00)
• Mark touches on his personal approach to client relationships and strategy (29:41)
• How Mark went from flying solo at networking events to working at Granular and what he likes about working here (32:09)
• What the future of PPC looks like through Mark’s eyes (44:05)

• How Meagan got started in the industry (1:27)
• Why she is interested in paid search (2:57)
• What the PPC landscape was like when she started (4:00)
• Her take on the future of PPC(6:57)
• Her personal approach to client relationships and strategy (9:36)
• Meagan’s specialties (14:00)
• What brought her to Granular and what she likes about working here (17:50)

• What is programmatic advertising (1:30)
• What is OTT & CTV and what are the differences (2:05)
• Geofencing and iOS updates (4:09)
• Who should use programmatic (6:10)
• Examples of how to target effectively (7:49)
• 3rd party data providers (12:22)
• How to use data to meet goals (15:14)

• How Jordon started Granular (1:11)
• Why he got interested in PPC (12:58)
• What the landscape was when he started (17:28)
• Thoughts on automation (20:05)
• Changes to the landscape since he started (22:22)
• Prediction on future changes in PPC (25:51)
• Is the end of the keyword near? (30:34)
• His personal approach to account management (35:05)
• Success with new platforms and rolling them out to clients (38:20)
• Inspiration for the culture at Granular  (42:56)

• Phasing out broad match modified (BMM) keywords (1:17)
• Google’s example of how things will change(2:24)
• The origination of BMM (4:12)
• Why they are phasing it out (8:21)
• What it means for advertisers (9:49)
• What you should do about it (12:35)
• Is Google being evil? (15:35)