Paying for Attention

Need to forecast the opportunity within your campaigns with precise performance metrics? The Paying for Attention hosts cover how to cost effectively target non-brand keywords and scale your search campaigns using a proven ppc strategy: using an intent-driven structure. Using an intent-driven structure allows you to focus your first $xx on the keywords with the most intent AND forecast performance and opportunity of each intent level.

The importance of a landing page should never be overlooked. In this episode of Paying for Attention, we discuss the struggles you may be having with your landing page and go in depth with the importance of a low attention ratio, design language, ad relevance, form field quality, A/B testing and more.

In this episode, the Paying For Attention team will be going over one of the most important factors in growing your ecommerce brand: Lifetime value. How to do it. Why it’s important. And how to grow your revenue once you have it.

There has been a growing panic about paid media in a cookie-less world. The worry? Less targeting + less tracking = Lower ROI. Fortunately, the Paying for Attention is confident about the future in the industry and explain the why. Hint: Google + Facebook still need to make their money. 

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.