061: The Ins and Outs of Pay-Per-Click (PPC) Advertising - The Best of PPC

The Digital Marketing Mentor

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Join us for this special episode of The Digital Marketing Mentor as we reflect on our conversations with various guests about their experiences with PPC advertising. We cover everything from why our guests entered this industry to bid management, control metrics, conversion tracking, and GA4. Whether you’re new to PPC or a seasoned pro, this Best of PPC episode will offer advice and anecdotes regarding this rapidly evolving industry.

Episode Highlights
The many experts we’ve interviewed about PPC advertisingI seem to share a few understandings:

• A detailed PPC audit is an excellent way to ensure a new or revamped campaign will move in the right direction and best utilize company budgets.
• Manual vs. automatic bidding tends to be a popular topic in the PPC community and our guests believe that the intent and goals behind the campaign should drive the bidding strategy.
• Digital marketers must pay more attention to the power of good ad copy as even small changes can steer a PPC campaign in the right direction.
• In a lead generation campaign, some key indicators to evaluate and frame the budget include the length of the campaign (how long it has been running), CPL to acquisition, visibility, and conversion rate.
• PPC experts emphasize the value of attribution since the cost-per-lead data often drives the connection between campaign results and company growth.
• Google's elimination of third-party cookies will most impact companies that don’t conduct online transactions or have an e-commerce presence as it will make accessing customer data more difficult.

Episode Links

• Susan Wenograd - Mastering Google Ads: Secrets to Success in Search, Speaking, and Strategy
• Navah Hopkins - English, Ethics, Education, and Encouragement in Paid Search
• Sarah Stemen - Effective Digital Marketing and Entrepreneurial Endeavors
• Duane Brown - Destination: Digital Marketing Data
• Kirk Williams - Speaking, Sparking Connections, Star Wars, and (Google) Shopping
• Brianna Deboever - Office Hours | Making Alphabet Soup for Lead Quality: PPC, UTM, CRM, and More

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• Website and Blog: thedmmentor.com
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Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

Chapters

1. 061: The Ins and Outs of Pay-Per-Click (PPC) Advertising - The Best of PPC (00:00:00)

2. PPC Mentorship in Digital Marketing (00:00:05)

3. Optimizing Google Ads for Cost Efficiency (00:07:35)

4. Google's Automated Advertising Strategies (00:18:42)

5. Performance Max Strategy and Concerns (00:26:37)

6. Optimize Campaigns and Ad Copy (00:34:52)

7. Budget Increase Strategy and Optimization (00:46:07)

8. Tracking Goals and Metrics in Marketing (00:53:45)

9. Navigating Marketing Data and Analytics (00:59:13)

10. Leveraging Data for Marketing Success (01:05:15)