PPC Town Hall

PPC Town Hall

By Frederick VallaeysBusinessMarketing
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PPC Town Hall episodes

  • Avoid These Costly Mistakes to Create a High-Converting Landing Page | PPC Town Hall 88

    Watch the video version: https://www.youtube.com/watch?v=MAt6TI6XFeA

    A bad landing page is one of the biggest reasons for poorly performing Google Ads. Not only will Google be less likely to show your ads, but you’ll probably miss out on valuable conversions too.
    It also negatively affects your Quality Score, which means you end up paying more for each click.
    In this episode of PPC Town Hall, you’ll hear from Talia Wolf, Founder of GetUplift to learn how to improve your post-ad-click experience.
    Talia is one of the best landing page optimization experts in the industry. And in this episode, she dives deep into the trenches, revealing the most costly mistakes marketers make while creating a landing page and how to create one that actually converts.
    Tune into this episode to learn:
    - Why dry facts hold your conversions back
    - How to add emotion to your copy
    - What common mistakes you should avoid
    - If you should create a longer or a shorter landing page
    - How to use generative AI for landing pages
    and more
    Your speaker:
    Talia Wolf, Founder of GetUplift
    Check out GetUplift.co: https://getuplift.co/
    Follow Talia on LinkedIn: https://www.linkedin.com/in/taliagw/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye

    37 min
  • How to Run PPC Account Audits That Can Save You THOUSANDS of $$$ in Ad Spend | PPC Town Hall 87

    Watch the video version here: https://www.youtube.com/watch?v=XbLdtamNdZE


    Just like how your car needs a regular tune-up, your PPC accounts need regular checkups or audits.


    And neglecting them can hit you with some costly mistakes.


    In this episode of PPC Town Hall, you’ll hear from Melissa Mackey, Director of Paid Search at Compound Growth Marketing.


    Melissa brings over a decade of experience in paid search. And in this episode, she dives deep into the trenches, revealing the most costly mistakes she's encountered during audits and how to steer clear of these pitfalls.


    Tune into this episode to learn:

    - How to properly audit your PPC accounts

    - How often you should conduct these audits

    - What mistakes to avoid while conducting audits

    - What default settings you should avoid when working on your accounts

    - How to protect your accounts from glitches

    and more


    Your speaker:

    Melissa Mackey, Director of Paid Search at Compound Growth Marketing


    Follow Melissa on LinkedIn: https://www.linkedin.com/in/melissamackey

    Follow Melissa on Twitter: https://twitter.com/beyondthepaid

    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys


    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay


    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye

    47 min
  • Ex-Googler Reveals How to ACTUALLY Work With First-Party Data | PPC Town Hall 86

    Watch the video version here: https://youtube.com/live/NrcpbnHouPk

    2024 is the year when the cookie finally crumbles.
    Google says by the end of the year, it expects to fully remove third-party cookies for all of its Chrome users.
    Of course, the real advertisers know that the solution to all this is to invest in your own first-party data.
    And that’s what I discussed with Ronan Carrein in this episode of PPC Town Hall.
    Ronan is a former Googler who worked in the product strategy, sales operations, and data solutions teams. Right now, he’s the COO at Better & Stronger, a digital marketing agency based in Lyon, France.
    Tune into this episode to learn:
    - Why most marketers misunderstand first-party data
    - Why actively collecting first-party data is great for your business
    - How to improve your ad performance using first-party data
    - How to maintain data hygiene and
    - What's the future of data privacy regulation in the U.S.
    Our speaker:
    - Ronan Carrein - COO at Better & Stronger
    Check out Better & Stronger: https://www.better-stronger.com/
    Follow Ronan on LinkedIn: https://www.linkedin.com/in/ronancarrein/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye

    47 min
  • AI, Third-Party Cookies, CPCs, Attribution & More: How to Prepare for 2024 | PPC Town Hall 85

    Watch the video version: https://youtu.be/wD1J6A6Sctw

    When you think back on 2023 in PPC, how will you remember it?
    For me, this is the year we’ve seen incredible advancements in AI.
    While there is so much excitement in that field, there are also areas that didn’t look quite as good. Revenues are down for several agencies this year. CPCs are rising, and hence costs of advertising are high.
    And looking ahead, third-party cookies are going away next year which can leave out attribution to a guessing game.
    With a lot of uncertainty up in the air, how can you be better prepared?
    In this episode, you’ll hear from 6 experts in the field who’ll share what they’ve seen in 2023 and what to look forward to in 2024.
    Our speakers:
    - Kasim Aslam, Solutions 8
    - Andrew Lolk, SavvyRevenue
    - Andrea Cruz, Tinuiti,
    - Duane Brown, TakeSomeRisk
    - Kirk Williams, ZATO
    - Navah Hopkins, Optmyzr
    Follow Kasim on LinkedIn: https://www.linkedin.com/in/kasimaslam
    Follow Andrew on LinkedIn: https://www.linkedin.com/in/andrewlolk
    Follow Andrea on LinkedIn: https://www.linkedin.com/in/acruzlopez
    Follow Duane on LinkedIn: https://ca.linkedin.com/in/duanebrown
    Follow Kirk on LinkedIn: https://www.linkedin.com/in/ppckirk
    Follow Navah on LinkedIn: https://www.linkedin.com/in/navahhopkins
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys
    7 Ways to Stop Google Ads From Wasting Your PPC Budget: https://www.optmyzr.com/blog/prevent-google-ads-wasted-budget/
    How ChatGPT can make you a PPC automation wizard (with Nils Rooijmans): https://youtu.be/8x-GT43-45w
    Chapters:
    0:00 Fred's intro
    0:26 Kasim: State of agencies in 2024
    2:34 Kirk: State of agencies in 2024
    5:13 Andrew: State of agencies in 2024
    7:23 Duane: State of agencies in 2024
    7:43 Fred: State of agencies in 2024
    12:05 Kasim: How to deal with rising CPCs
    13:07 Kirk: How to deal with rising CPCs
    16:30 Andrea: How to deal with rising CPCs
    17:09 Andrew: How to deal with rising CPCs
    20:26 Duane: How to deal with rising CPCs
    21:17 Navah: How to deal with rising CPCs
    22:09 Fred: How to deal with rising CPCs
    25:26 Kasim: Attribution and measurement
    26:47 Kirk: Attribution and measurement
    29:31 Andrea: Attribution and measurement
    30:15 Andrew: Attribution and measurement
    32:09 Duane: Attribution and measurement
    32:34 Navah: Attribution and measurement
    34:15 Fred: Attribution and measurement
    38:58 Kirk: Using AI tools for productivity
    42:12 Andrew: Using AI tools for productivity
    45:17 Navah: Using AI tools for productivity
    46:47 Fred: Using AI tools for productivity
    51:00 Kasim: Final takeaways
    51:42 Andrea: Final takeaways
    52:38 Navah: Final takeaways
    53:04 Fred's outro
    ► Get emails about future Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com

    54 min
  • Future-proof your brand: How to win at branded search through time & change | PPC Town Hall 84

    Watch the video version here: https://youtu.be/bhPJbkUKEcY

    Paid search is a great weapon to grow your brand. But you can never overlook the power of branded search.
    Branded search refers to when users search for your brand name or related terms. These users are already familiar with your brand, potentially interested in your products or services, and actively seeking you out. This makes them valuable leads with a higher conversion potential compared to generic search terms.
    - So how can your brand crack the code of branded search?
    - How can you continue winning even when your brand messaging evolves with time?
    - And with search generative experience on Google, how can your brand continue to stay on top?
    In this episode, I spoke to Jason Barnard, a top name in the world of branded search to discuss all that.
    Even though this episode isn’t directly about paid search, it’s still important for any marketer trying to grow their business through search.
    I hope you enjoy this conversation :)
    Our speaker:
    - Jason Barnard, Kalicube
    Connect with Jason on LinkedIn: https://www.linkedin.com/in/jasonmbarnard/
    Visit Jason's website: https://jasonbarnard.com/
    Visit Kalicube: https://kalicube.com/
    Connect with Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys
    ► Get emails about future Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com

    40 min
  • How ChatGPT can make you a PPC automation wizard | PPC Town Hall 83

    Watch the video episode here: https://youtu.be/8x-GT43-45w

    A few weeks ago, OpenAI, the company behind #ChatGPT, conducted an event called DevDay to reveal major announcements and advancements that opened up a new world of possibilities — Custom GPTs, Copyright Shield, and speech recognition, to name a few.

    After watching the event and playing around with some of the functionalities, I strongly believe that they’re incredibly useful to every #PPC marketer.
    So how can we apply these functionalities to PPC?
    To discuss that, I spoke to Nils Rooijmans once again, one of the premier names in the PPC scripts and automation space, in this episode of PPC Town Hall.
    Nils shared his Custom GPT that can create some really powerful PPC scripts. We also discussed the announcements from DevDay with a lot of examples.
    I hope you enjoy this discussion :)
    Our speaker:
    - Nils Rooijmans, Water Cooler Topics
    Connect with Nils on LinkedIn: https://nl.linkedin.com/in/nilsrooijmans
    Visit Nils's website: https://nilsrooijmans.com/
    Connect with Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys
    ► Get emails about future Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com

    41 min
  • [Replay] How WebMechanix Used Value-Based Bidding to Generate 30% Higher-Quality Leads | ALM 1

    Watch the video episode here: https://www.youtube.com/watch?v=wXpPhBkrZl8

    In this episode of Automation Layering Masterclass, Taylor Mathauer and Will Gray from WebMechanix share how they used Value-Based Bidding to generate higher-quality leads for their client.
    You will learn:
    - Why they decided to use value-based bidding
    - Success with value-based bidding
    - The state of smart bidding and limitations with value-based bidding
    - Where they've seen value-based bidding not work
    - Requirements for using value-based bidding
    - When is value-based bidding appropriate
    - How to track success with value-based bidding
    Chapters:
    0:00 Intro
    2:08 About Taylor
    2:38 About Will
    3:10 What was the client's challenge?
    5:15 Primary and secondary conversions
    7:49 How to steer Value-based Bidding in your favor?
    9:16 Results from Value-based Bidding
    11:48 Assigning values to calls and form-fills
    17:10 Executing Value-based Bidding effectively
    21:22 Setting up conversion actions in Google Ads
    22:25 Using last-click attribution
    23:35 Final Value-based Bidding report
    28:38 Automation Layering
    31:22 Tools that helped WebMechanix
    33:09 Final thoughts
    34:40 Connect with Will and Taylor
    ► Get emails about future Automation Layering Masterclass sessions

    https://hs.optmyzr.com/en-us/automation-layering-masterclass

    ► Get emails about future PPC Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com

    36 min
  • Generative AI tips for high-performing Meta Ads for Black Friday & Cyber Monday | PPC Town Hall 82

    Watch the video episode here: https://www.youtube.com/watch?v=aF-QYf2n9Nk

    We spoke a great deal about getting your Google search and shopping campaigns ready for Black Friday & Cyber Monday in the past few episodes. This time, we want to put the focus on paid social, primarily Meta Ads.
    Compared to last year, we’ve seen a big shift in how advertisers are approaching campaign strategy. For starters, there were changes in consumer behavior — more people are shopping earlier than ever before. Then, there is the global economic situation. And, last but not least, there was an explosion of readily available, powerful AI tools.
    In this episode of PPC Town Hall, I spoke to two of the top paid social experts in the industry, Akvile Defazio and Susan Wenograd about all of those things. They shared many examples of how they use generative AI tools to create high-performing campaigns and a lot more.
    Tune in to learn how to:
    - Create more engaging ads with generative AI
    - Build social proof for more impactful advertising
    - Build a good campaign structure
    Our speakers:
    - Akvile Defazio, AKvertise
    - Susan Wenograd, PPC expert
    Work with Akvile: https://www.akvertise.com/
    Work with Susan: https://susanwenograd.com/
    ► Get emails about future Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com
    #ppc #metaads #generativeai #bfcm #optmyzr #digitalmarketing

    35 min
  • How to Sell Your Agency: Everything That Happens Before, During, and After | PPC Town Hall 81

    Watch the video episode here: https://www.youtube.com/watch?v=KjfeRj7hzJQ

    Most agency founders are focused on growing their agency, not selling it. Then it happens. The founder starts to get calls from suitors. A large agency that lost a big client to the founder’s agency suddenly wants to know if they’d consider selling their business.
    The agency founder is completely unprepared for these discussions. Should they even consider selling? Should they hire an investment banker? How much should the sales price be? How do they compare different offers? Should they get buy-in from the team? Will clients be OK with a sale?
    Founders who navigate these concerns properly might hit the jackpot—life-changing money, happy clients, happy team members, and peace of mind. And those who don't may end up regretting passing on a sale as the biggest mistake of their lives.
    In this episode of PPC Town Hall, I spoke to David Rodnitzky, Founder of Agentic Shift. David shared his story of selling his former agency, 3Q Digital during our conversation along with answers to all of the above questions.
    If you’re an agency founder, you do not want to miss this episode.
    Tune in to learn:
    - When to decide to sell your agency
    - The factors that drive value for your agency
    - How to generate interest from potential acquirers
    and more
    Our speaker:
    - David Rodnitzky, Agentic Shift
    Link to David's book: https://www.amazon.com/Selling-Your-Marketing-Agency-Important-ebook/dp/B0CFZ9JKYP

    Check out David's consulting firm: https://agenticshift.com/
    ► Get emails about future Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com
    #ppc #googleads #agency #optmyzr #digitalmarketing

    33 min
  • Here’s Why You Should Use Offline Conversion Imports | A Fireside Chat With Jon Diorio

    Sometimes, an ad doesn't lead directly to an online sale but instead starts a customer down a path that ultimately leads to a sale in the offline world, such as at your brick-and-mortar store or over the phone. By importing offline conversions, you can measure what happens in the offline world after your ad results in a click or call to your business.
    In this video, you'll hear from Jon Diorio, a former Product Manager at Google who was one of the creators of Offline Conversion Imports. Jon talks to Fred about all things OCI including:
    - Why most advertisers don't use OCI
    - Tips on setting up OCI properly
    - Enhanced conversions for leads
    Want to be a better media buyer? Subscribe to PPC Town Hall panel discussions: https://www.optmyzr.com/ppctownhall/
    Make your PPC management less complex. Sign up for a 14-day free trial today: https://tools.optmyzr.com/info/signup
    0:00 Fred's intro
    0:28 Meet Jon
    3:07 Why Jon built Offline Conversion Imports
    5:20 The junk leads problem
    8:48 Last-click attribution
    9:45 Why advertisers don't use OCI
    12:45 Importing conversions to your CRM
    14:20 Learning cycle for smart bidding
    17:45 Pitfalls of imprecise conversion value
    20:50 Geo bid adjustments
    22:35 Tips on using OCI
    24:44 Enhanced conversions for leads
    26:35 Connect with Jon

    28 min

About PPC Town Hall

From the publisher's feed

Host Fred Vallaeys, Co-founder of Optmyzr, is joined by PPC experts for a panel discussion on the latest hot topics in the search marketing world.