Have you been in the position to need to engage with a new agency for your organization and not sure how to approach it the right way? Whether it's your first time choosing an agency or you're being extra diligent so you don't get burned again, this episode is for you. The Paying for Attention team provides the right questions to ask, how to make sure you know the right fit, and what you can do to provide potential agencies they information they need about you to help make the perfect agency/client match!

The Paying for Attention team goes through the most common mistakes and money wasters that they see in Google Ads and goes gives 3 steps on how to avoid them.

But why is my impression share so low? Does that mean we are not performing? <- Has your client or boss said this to you when your impression share is low? The Paying for Attention team reviews why impression share is not so much of a performance metric, but an opportunity metric. Specifically the team goes over how to approach those opportunities to scale efficiently. Don't fall into the trap of blowing through budgets or increasing keyword bids just to capture more impression share - if you do, you probably won't be working on those campaigns for long.

It's 2021 - if you're still only tracking your paid media performance with conversion tags for form fills, you're tracking leads all wrong. Does your organization have a system in place to capture lead source(s) along with additional targeting and behavioral data all the way through to the contract? To effectively manage and scale paid media, you should. This is the case for all lead generation industries: higher education, healthcare, finance, home services, SaaS, etc. 

If you don't know how, not sure of the benefits, or what you would be able to do with that data, this episode is for you. The Paying for Attention hosts walk through the why, the how, and what to do next to generate a constant feedback loop between marketing and sales to optimize for revenue, not just leads.

One of the most common questions we get asked: "should I/we be bidding on our own brand terms?". The answer is almost always yes. Bidding on your brand terms in paid search can be extremely valuable, listen to the 3rd episode of Paying for Attention to find out why and what to look out for. 

Are you an ecommerce advertiser using Google's automated bidding strategies? If yes, you're going to want to listen to this episode. The Paying for Attention team goes through several reasons why this could lead to trouble, and potentially a ton of wasted ad spend in your campaigns. 

Single Keyword Ad Groups (SKAGs) have been a controversial topic in the PPC industry over the last few years. But why? The Paying for Attention hosts explain exactly why you should still use SKAGs and why it's still the best structure for most PPC campaigns.