Paying for Attention

You got two locations in the same zip code - how do you split the budget? How do you generate volume to both locations equally? The healthcare industry has been going through wild changes over the last two years, forcing marketing teams to adapt and evolve. Listen to the 21st Paying for Attention episode to hear how the experts are running hyper local campaigns for multi-location healthcare facilities. 

As a marketer, when was the last time your team met with the sales team to align strategies? If you are meeting with your sales team, are they sharing what they are seeing from leads? The good and the bad? It's crucial to have strategies and data shared between teams on a regular basis. Tune in to our 20th episode to find out how the Paying For Attention team aligns teams!

As Megethos has reached its 4.5-year mark in helping organizations with paid media, we have seen tons of successful campaigns. Unfortunately, we have also seen many that failed before we took over. One of the most common reasons for lack of success is not understanding all the components of paid media and that there are experts for each element of marketing. All too often marketing leaders look for a unicorn that says they can do all of it themselves. In our experience, that almost always leads to a disaster. For this episode, the Paying for Attention hosts go through the priorities of building out a paid media team to put your campaigns in the best position to be successful. 

We got away with not saying "unprecedented" once (I think), but we all know that's exactly what the last 2 years have been. The Paying For Attention team goes through how consumer behavior has changed for digital marketers like the obvious ecommerce explosion but also how education, healthcare, and others have been impacted. Dive into changing consumer behaviors and how the experts have been navigating them for what seems to be a lifetime long 2 years. 

Have you ever launched a search campaign through Google Ads editor and forgotten to uncheck "Include Google Display Network"? Or ever pulled a "Matched Locations" report and found your campaigns were spending in states or countries you weren't meaning to target? The Paying For Attention team goes over the top settings you should always check when you are launching a new campaign (and every once in awhile just to make sure!). 

Every organization has a similar goal: increase the efficiency and effectiveness of your marketing efforts. For colleges and universities, it is always about getting qualified applicants to their schools. The more exclusive that school is, the more difficult this gets. Sure, we could target every graduating business student in California for an MBA program, but will they meet the qualifications? Or will your admissions team get overloaded and waste time with poor-quality applicants? This episode of Paying For Attention will cover 5 ways to generate more qualified applicants while cutting wasted ad spend from your paid campaigns. 

Quality Score: Google's metric for ranking in the auction (along with your bids). Seems important, and it is, but does that mean all of your focus should be optimizing for a 7+ QS? Listen to Andrew and Keegan and learn all about the myths of Quality Score and how to best use the metric.

Could 2021 bring any more changes to paid media? Announcement of forced Responsive Search Ads, taking away Broad Match Modified keywords, more search query data (maybe?) and so much more (and that's just Google)! Listen to our first episode of 2022 to hear our take on all the Google Ads changes in 2021. 

Have you ever reviewed a search query report in your paid search campaigns and found a keyword you would never want your brand to show up for? Us too, sadly. That's why when we set up a new campaign we always make sure we have a thorough negative keyword strategy in place. In this episode the PFA team goes into the why and the how to for negative keywords. 

Have you ever wondered what your competitors were spending on paid search? Or what channels they are running ads on? Listen to episode 12 for the most actionable episode yet! The Paying for Attention hosts give 5 simple steps to do competitor research like an expert. It's easier than you think!