• Emily’s role at Granular (:54)
• How the show Friends shaped her career path (5:04)
• What the PPC landscape was when she started (8:06)
• What has changed since she started in the field (12:20)
• Attempt to predict the future of paid search (13:08)
• Discuss her approach to client strategy and communication (15:59)
• Importance of data-driven decisions (19:54)
• Her specialization in social media (22:22)
• What brought her to Granular (24:57)
• What she likes most about working here (26:56)

• Why is tagging and analytics so important? (2:24)
• What you are missing if you are not tagging and tracking (4:44)
• How and when to optimize based on the data  (8:29)
• How it can affect your bottom line (11:52)
• Three reasons businesses are not using tracking (21:46)
• How to educate yourself on GTM & GA (24:15)
• Actionable items that businesses can and should be tracking (38:27)
• Ways to set up Google Analytics (46:04)
• Importance of learning to use the data once implemented (50:52)
• Recap main takeaways (53:51)

Helpful GTM/GA Resources:

• Google Analytics Academy
• Measure School
• ConversionXL
• AnalyticsMania
• Simo Ahava
• Loves Data

• Specific types of call tracking (1:40)
• Main benefits to using call tracking (3:38)
• How it works and how to set it up (4:40)
• Options for free call recording (7:12)
• Advanced use of call tracking (9:09)
• Discuss CallRail as a great platform (10:00)
• Touch on other services for tracking calls (16:06)

• Steve’s tenure at Granular search (:59)
• What his role as VP entails (1:44)
• How Steve started working at Granular (3:15)
• How he got into the PPC industry (6:40)
• What got him hooked on PPC (11:10)
• His interest in search at a young shaping his career (16:34)
• Shares his approach to bringing on new clients (21:08)
• Approach to educating clients (25:54)
• What keeps him at Granular (32:40)

• Retargeting vs. remarketing  (0:42)
• What exactly is retargeting (2:00)
• What is going on behind the scenes to allow it to happen (2:30)
• How the retargeting audience list is created (4:23)
• What is frequency capping and why you shouldn’t ignore it (7:20)
• Granular’s retargeting best practices (9:37)
• What are the types of retargeting ads we use (14:19)
• Compare and contrast third-party platforms vs. setting up natively (19:16)
• How Granular incorporates retargeting w/ Google Search (25:29)
• Share some advanced tactics YouTube (29:19)
• How to use engagement retargeting on social platforms (28:52)
• How to utilize landing page customizations with retargeting (35:23)
• Myths of retargeting (39:40)

• Mike shares how he got started with PPC ( 2:44)
• Gives a little advice on self teaching PPC (6:08)
• How being able to use both sides of his brain is key to success with paid media (10:18)
• He reminisces on what PPC was like 10 years (13:57)
• Hypothesizes on the future of paid media (16:51)
• Talks about how devoting yourself to gaining knowledge is top priority for client strategy (21:40)
• He shares some wisdom he has gained over the last 10 years on what clients really want from a PPC Manager (25:47)
• He talks about his interest in marketing psychology and how it can improve your ad copy (33:23)
• What brought Mike to Granular and what he loves about the culture here even as a remote employee (34:59)

• Granular’s approach to team communication and staying connected (1:51)
• Tools the team uses (5:15)
• How Granular was already set up for a remote environment (8:52)
• Onboarding a new employee during the Safer at Home order (10:35)
• Understanding COVID-19 impact on our clients and how we can take care of them (21:35)
• Maintaining the normal perks for employees (30:00)

• Discuss Justin’s path to paid search (1:31)
• How his career journey impacted his PPC approach (7:47)
• What the PPC landscape looked like at the beginning of his career (10:24)
• His opinion on the future of the paid media (14:42)
• His personal approach to client relationship (19:36)
• The importance of using relevant data to make informed decisions (21:12)
• Insights on franchise level business and their unique challenges (26:52)

• Anna’s background and introduction to PPC (1:13)
• What keeps her interested (2:55)
• How audience-based targeting will evolve in the industry (4:24)
• Her personal approach to paid media (6:44)
• Setting expectations with clients on ROI (8:13)
• Some insights based on her expertise in eCommerce and social media (9:19)
• Her favorite channels to work with (11:23)
• Her favorite aspect of Granular culture(12:53)

What you’ll learn in this episode of Getting Granular:

• Brittany’s background in digital and how she landed at Pabst Theater Group (PTG)
• The marketing mix at PTG and why digital is a major focus for them
• How they approach marketing for each specific show and their process
• Brittany shares insight on search marketing and what they have learned running digital ads
• The different strategies to target local and out of town audiences
• Brittany’s thought on paid social media and how they use different platforms for each marketing goal