Paid Search Magic

By Amy Hebdon: Paid Search Magician

What's Paid Search Magic about?

Welcome to Paid Search Magic – A podcast delivering weekly magic lessons from your favorite PPC professionals and Subject Matter Experts. Get inspired, grow your powers, enchant your clients and customers.

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Paid Search Magic episodes:

03.16.2019
061: March 2019 News Current Events & Controversy
This is episode #61, and it’s also the first Thursday of the month, and also it was my birthday yesterday. So today we answer listener questions and talk about recent news, trends and controversy related to paid search, and we’re...
03.08.2019
060: Keeping up with Google Grants with Eddie Laing
This is episode #60 and it’s our 2nd installment of SuperPower Spotlight, where we interview paid search marketers with deep experience in a particular topic, or industry. Today’s topic is Google Grants, which is a program that gives eligible non-profits...
02.27.2019
059: Conversational Marketing with Dave Gerhardt
This is episode #59 and today we’re talking about Conversational Marketing with Drift’s VP of Marketing Dave Gerhardt. Dave is a passionate advocate of building brands around compelling stories that connect with customers. Since joining Drift in 2015 as employee...
02.14.2019
058: How to Speak Your Client’s Love Language
This is episode #58, and it’s valentines day. So in keeping with that theme, we’re talking about how to speak your client’s love language. We’ll reveal tips and overlooked ways to build rapport and trust in working relationships, and the hidden...
02.05.2019
056: Superpower Spotlight: Evan Sanchez – Exploring the Home Goods Vertical
This is episode #56 and we’re introducing a new format for the podcast. We’re calling it the Superpower Spotlight, and on these episodes we’ll be interviewing paid search marketers who have deep experience in a particular topic, niche, or industry....
01.25.2019
055: Take Over Google Ads Accounts like a Pro (And Bing Ads, too!)
This is episode #55 and today we’re switching gears a bit to talk about the source of a lot of anxiety and confusion for paid search managers: taking over an existing paid search account. The takeover process can be intimidating,...
01.20.2019
054: The D.R.E.A.M Framework for Pitching & Winning Dream Clients
Welcome to the Paid Search Magic Podcast. After polling users, colleagues and members of our group, it's pretty clear what most people are interested in: finding and winning the business of dream clients. We do this following simple, repeatable, and learnable...
01.11.2019
053: Setting the Right Client Expectations
You're listening to the Paid Search Magic Podcast. It's your weekly deep dive into Search Engine Marketing, Google Ads, client management, and so much more. This is episode #53, and today we’re talking about a topic that is really capable of...
01.07.2019
052 January 2019 News Current Events & Controversy
Welcome to the Paid Search Magic Podcast. It's your weekly deep dive into Search Engine Marketing, Google Ads, client management, and so much more. Welcome back everyone! James and I took some time off for the holidays, but it’s time to...
12.07.2018
051: Quality Score: The Art, the Science, the Mystery
This is episode #51, and today we’re talking about “Quality Score”. If you’re brand new to Google Ads you may not have heard of QS, and if that’s you… welcome. In all other cases, you HAVE heard of quality score,...
11.28.2018
050: The 50th Episode Spectacular! or “what have we learned, Charlie Brown?”
Welcome to the Paid Search Magic Podcast. This is episode #50, which is something of a milestone, so join James & Amy Hebdon from Paid Search Magic as they walk down memory lane with some of their favorite, most useful...
11.19.2018
049: Machine Learning & Marketing with Matthew Kirk
Welcome to the Paid Search Magic Podcast. This is episode #49. Today we're talking about Machine Learning in Marketing with Matthew Kirk, a specialist in applying AI & Machine Learning to everyday problems.
11.03.2018
048: Questions, Current Events & Controversies – Bing’s Killing it, Google’s Killing Budgets & Your Questions
This is episode #48, and it’s the first Thursday of the month, which means we’ll answer questions from our listeners and go over recent news, trends and controversy. Bing has been killing it with new offerings, James talks about Budget...
11.01.2018
047: Profitable Keyword Planning in 30 Minutes or Less – Part 2
This is episode #47 - Part 2 of Profitable PPC Keyword Planning in 30 Minutes or Less. We’re going to review what you need to know about keyword research to be faster, more efficient, and drive better results in less...
10.30.2018
046: Profitable Keyword Planning in 30 Minutes or Less – Part 1
This is episode #46. Profitable PPC Keyword Planning in 30 Minutes or Less. We’re going to review what you need to know about keyword research to be faster, more efficient, and drive better results in less time. Part 1
10.11.2018
045: Path to Paid Search Evangelism with Christi Olson
This is episode #45, and today we’re talking to our friend Christi Olson, Bing Ad’s product evangelist. Christi has been involved with paid search for a long time and is known by pretty much everyone in the industry. She regularly...
10.05.2018
044: September Questions, Current Events & Controversies
You're listening to the Paid Search Magic Podcast. It's your weekly deep dive into Search Engine Marketing, Google Ads, client management, and so much more. I'm James Hebdon and I'm joined by my co-host and wife, Amy Hebdon. Together we...
09.19.2018
Building a Premium Brand the Right Way with Sorcha MacKenzie
Welcome to the Paid Search Magic Podcast where we talk about google ads, digital marketing, and so much more. This is episode #43. Today we’re talking to Sorcha MacKenzie about brand positioning, which is super important for paid search. Sorcha is...
09.06.2018
Questions, Current Events and Controversy
You're listening to the Paid Search Magic Podcast. It's your weekly deep dive into Search Engine Marketing, Google Ads, client management, and so much more. Today we’re kicking off our very first Questions, Current Events and Controversy episode, which is going...
08.30.2018
How to Set Win-Win Paid Searching Pricing
You're listening to the Paid Search Magic Podcast. It's your weekly deep dive into Search Engine Marketing, Google Ads, client management, and so much more. I'm James Hebdon and I'm joined by my co-host and wife, Amy Hebdon. Together we run Paid...
08.16.2018
Match Type Questions You Didn’t Know You Had
You're listening to the Paid Search Magic Podcast. It's your weekly deep dive into Search Engine Marketing, Google Ads, client management, and so much more. I'm James Hebdon and I'm joined by my co-host and wife, Amy Hebdon. Together we run...
07.08.2018
The Myth of the 20 Minute Workweek
Welcome to the Paid Search Magic Podcast - Your weekly deep dive into Search Engine Marketing, AdWords, client management, and so much more. I’m your host, James Hebdon. You can find show notes and a complete transcript of this episode at...
06.29.2018
Impression Share Mania: The Use and Abuse of AdWords Most Misleading Metric
Hi everyone, welcome to the Paid Search Magic Podcast. This week Amy and I are talking about a single metric: Impression Share. We bumped it up to the front of the queue because of how misunderstood and misused a metric it...
06.22.2018
PPC White Labeling: Insider’s Crash Course
Hi everyone, welcome to the Paid Search Magic Podcast. White labeling. A lot of people don’t know what it is. A lot of people who HAVE heard of it think of it as a low quality, shady offshore solution. Today...
06.05.2018
034: Lessons in Value from Weird Al (Yes, that Weird Al)
Hi everyone, welcome to the Paid Search Magic Podcast. This week we're talking about Weird Al Yankovic, beloved satirist and pop star. We'll discuss some of the methods he used to promote his most recent podcast, "Mandatory Fun" - and the...
05.16.2018
A Quick Freaking Podcast about SKAGs…
Hi everyone, welcome to the Paid Search Magic Podcast. This week we're doing an actual mini podcast about the tide of pro-SKAG evangelism. While SKAGs have a lot to offer, there are a few things to keep in mind about them...
05.04.2018
Master of Landing Pages
Hi everyone, welcome to the Paid Search Magic Podcast. Nicholas is a growth marketing consultant who helps brands turn more website visitors into customers, by specializing in landing page design, A/B testing, and conversion optimization. He’s been working in the marketing industry...
04.27.2018
How we choose & work with clients (for the good of everyone)
Hi everyone, welcome to this bonus episode of the PSM podcast, 31B On episode 31, we talked about how you can choose an agency for paid search. In this episode we just wanted to flip the script, and share how we’d...
04.09.2018
How to choose a paid search agency (even if this really is your 1st rodeo)
Finding the right Paid Search manager (agency, freelancer, etc) can be intimidating! Maybe you don't know what questions to ask. And the questions asked of you are tough, too ("How many campaigns do I need? I thought you'd tell *me* that!"). Don't...
03.19.2018
Should my Business Start Using AdWords?
AdWords is not right for every business. We hear from a lot of people who want help growing their business with paid search, but sometimes it's just not the right time Our latest podcast episode is dedicated to teasing out whether or...
03.03.2018
Click Fraud is a much, much bigger problem than you think
Most people have heard of click fraud, but few people understand just how big a problem it is. If you run on-line advertising, the chances are you're already a victim of click fraud. It impacts both search and display networks -...
02.08.2018
How to Audit your AdWords Strategy & Performance
Most people have heard of click fraud, but few people understand just how big a problem it is. If you run on-line advertising, the chances are you're already a victim of click fraud. It impacts both search and display networks -...
01.25.2018
How to Audit Your AdWords Targeting
Welcome to Week 4 of Audit Month! It’s time to review Settings and Targeting, and good thing because all eyes are on these areas of an AdWords account! We’ve gone from big concepts (like goal setting and business growth) to...
01.22.2018
How to Audit your AdWords Account Structure
Welcome to Week 3 of Audit Month! Structure and relevancy are the unsung heroes of Paid Search management. It’s not exciting or glamorous… until you 10x account performance and have the best month, quarter, and year ever… and then beat...
01.15.2018
How to Audit Your AdWords Conversions
Welcome to Week 2 of Audit Month! This week, we’re rolling up our sleeves and taking a deep dive into the most important (and arguably most confusing) part of paid search marketing: Goals and Conversions. Having a process to audit...
01.03.2018
How to Audit Your Own AdWords Account
Welcome to Week 1 of Audit Month! It’s 2018 folks! Time to get your AdWords accounts in shape for the new year. Today, we’re covering the essentials of auditing your own AdWords account. Having a process to audit your account...
12.27.2017
The Most Important Paid Search Change of 2017
You’re listening to the Paid Search Magic Podcast – your weekly deep-dive into Search Engine Marketing, AdWords, client management, and so much more. This is episode #23, and I’m your host Amy Hebdon. This week’s episode is an epic...
12.14.2017
The Unlimited Reporting Powers of Supermetrics with Zhao Hanbo
You’re listening to the Paid Search Magic podcast, your weekly deep-dive into search engine marketing, AdWords, client management and so much more. This is episode number 22, and I’m your host, Amy Hebdon. In this week’s episode, we’re talking about...
12.07.2017
How to use Auction Insights to Get Answers
In this week’s podcast, we’re talking about Auction Insights. (Google AdWords | Bing Ads)This is a free tool within the AdWords interface that plenty of people have never even heard of. We’ve even got an awesome content upgrade for anyone...
11.30.2017
Are you missing out on the YouTube Ads Gold Rush?
The time has never been better to run video ads. You’re listening to the Paid Search Magic Podcast. Your weekly deep dive into Search Engine Marketing, AdWords, client management, and so much more. This is episode #20, and I...
11.23.2017
Things You’ve Heard About Gmail Ads That Are 100% Wrong
You’re listening to the Paid Search Magic Podcast. Your weekly deep dive into Search Engine Marketing, AdWords, client management, and so much more. This is episode #19, and I am your host, Amy Hebdon. Today James and I are talking...
11.16.2017
The Future of Digital Advertising with Matt Maroon
You’re listening to the Paid Search Magic Podcast! Your weekly deep dive into Search Engine Marketing, AdWords, client management, and so much more. This is episode #18, and I am your host, Amy Hebdon. Today I’m very excited to be...
11.09.2017
Blindsided by Black Friday
In this week’s mini-episode, Amy & James are discussing how to adjust your ads and spend to during Black Friday. They’ll also get into some tips on taking advantage of the increased traffic, and changes you may need to make...
11.02.2017
From Paid Search to Paid Social with Melissa Farage
In today’s episode, Amy is chatting with Melissa Farage. Melissa started her own marketing agency just one year ago, but hit the ground running with former clients hiring her immediately. She’s discussing her history in paid search, and how and...
10.12.2017
Aggressive AdWords Ads & The New World of Conquesting
In today’s Mini episode, Amy & James are talking about the current landscape of businesses using aggressive AdWords tactics, using competitor’s names, and finding creative solutions for targeting other brands. What does conquesting look like today, and how has it...
10.05.2017
Variance Testing & Conversion Rate Optimization with Emily Emmer
Today, Amy is challenging Emily Emmer to break down some preconceived notions around conversion rate optimization. Emily is talking about achieving organizational goals, understanding and using your data, and much more. Highlights & Takeaways: Conversion rate optimization often goes...
09.28.2017
Podcast 2.0 – How NOT To Launch A Marketing Podcast
In this podcast, James is interviewing Amy about the history of their podcast. They’re talking about their successes, failures, what’s to come, and why you should keep listening. Paid Search Magic 2.0 has officially been launched!
09.21.2017
PPC, CRO & Mobile – with Bryant Garvin
Today, we’re talking with Bryant Garvin about all things CRO. With over a decade worth of experience, he’s got a ton of insight to share. Highlights & Takeaways True CRO is about optimizing the user experience and user interface throughout...
09.14.2017
Intro to Paid Search Automation with James Hebdon
Welcome to our first mini episode! Today, I'm speaking with the one and only James Hebdon about paid search automation. James is discussing what automation actually is and why it's beneficial for businesses.
09.08.2017
Research-Driven A/B Testing with Nick Disabato
Today Amy is talking with Nick Disabato about research-driven A/B testing for PPC marketers. Nick runs a CRO agency that specializes in A/B testing for growing businesses, and he’s authored a book about interaction design. He’s got a unique approach...

What's Paid Search Magic about?

Download our free app to listen on your phone

Paid Search Magic episodes:

061: March 2019 News Current Events & Controversy

060: Keeping up with Google Grants with Eddie Laing

059: Conversational Marketing with Dave Gerhardt

058: How to Speak Your Client’s Love Language

056: Superpower Spotlight: Evan Sanchez – Exploring the Home Goods Vertical

055: Take Over Google Ads Accounts like a Pro (And Bing Ads, too!)

054: The D.R.E.A.M Framework for Pitching & Winning Dream Clients

053: Setting the Right Client Expectations

052 January 2019 News Current Events & Controversy

051: Quality Score: The Art, the Science, the Mystery

050: The 50th Episode Spectacular! or “what have we learned, Charlie Brown?”

049: Machine Learning & Marketing with Matthew Kirk

048: Questions, Current Events & Controversies – Bing’s Killing it, Google’s Killing Budgets & Your Questions

047: Profitable Keyword Planning in 30 Minutes or Less – Part 2

046: Profitable Keyword Planning in 30 Minutes or Less – Part 1

045: Path to Paid Search Evangelism with Christi Olson

044: September Questions, Current Events & Controversies

Building a Premium Brand the Right Way with Sorcha MacKenzie

Questions, Current Events and Controversy

How to Set Win-Win Paid Searching Pricing

Match Type Questions You Didn’t Know You Had

The Myth of the 20 Minute Workweek

Impression Share Mania: The Use and Abuse of AdWords Most Misleading Metric

PPC White Labeling: Insider’s Crash Course

034: Lessons in Value from Weird Al (Yes, that Weird Al)

A Quick Freaking Podcast about SKAGs…

Master of Landing Pages

How we choose & work with clients (for the good of everyone)

How to choose a paid search agency (even if this really is your 1st rodeo)

Should my Business Start Using AdWords?

Click Fraud is a much, much bigger problem than you think

How to Audit your AdWords Strategy & Performance

How to Audit Your AdWords Targeting

How to Audit your AdWords Account Structure

How to Audit Your AdWords Conversions

How to Audit Your Own AdWords Account

The Most Important Paid Search Change of 2017

The Unlimited Reporting Powers of Supermetrics with Zhao Hanbo

How to use Auction Insights to Get Answers

Are you missing out on the YouTube Ads Gold Rush?

Things You’ve Heard About Gmail Ads That Are 100% Wrong

The Future of Digital Advertising with Matt Maroon

Blindsided by Black Friday

From Paid Search to Paid Social with Melissa Farage

Aggressive AdWords Ads & The New World of Conquesting

Variance Testing & Conversion Rate Optimization with Emily Emmer

Podcast 2.0 – How NOT To Launch A Marketing Podcast

PPC, CRO & Mobile – with Bryant Garvin

Intro to Paid Search Automation with James Hebdon

Research-Driven A/B Testing with Nick Disabato