August 28, 2025 • 32 mins
Three Marketing Campaigns You Should Steal
We’re breaking down three real campaigns that drove results and how you can “steal” the strategies for yourself. You’ll walk away with practical, ready-to-use ideas you can plug into your own marketing.
Cocktail: Hello Sun
Aloe isn’t just for sunburns or houseplants; it’s also a surprisingly versatile cocktail ingredient. Bartenders love it for the softness, florality and aromatics it brings to a drink.
For the Hello Sun, Eden Laurin of The Violet Hour crafted her aloe liqueur by reducing aloe water and blending it with rhum agricole and honey, then paired it with mezcal, lime, cucumber and mint. The result is light, refreshing and the perfect cool-down on a hot day.
Ingredients:
3 fresh mint leaves
2 slices of cucumber
3/4 oz. lime juice, freshly squeezed
2 oz. Banhez mezcal
1 1/2 oz. aloe liqueur
Garnish: cucumber slices
Directions:
1. Add the cucumber, mint and lime juice into a shaker, and gently muddle to extract the flavors.
2. Add the mezcal and aloe liqueur, fill with ice and shake until well-chilled.
3. Strain into a rocks glass over fresh ice.
4. Garnish with a cucumber slice.
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Hosts: Rich Mackey & Catelin Drey
Producer: Zac Hazen
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:07):
Hey Zach, what do we want people to do right after
this episode?
Speaker 2 (00:10):
Steal these campaign ideas.
Speaker 1 (00:12):
Yes, so we're going to give shortcuts to three great
campaign ideas that drove realresults and they are super,
super easy to implement andsteal immediately after this,
like you could get them set upin like an hour or two, so
that's going to be pretty cool.
I think this is a great idea.
I love the steal thesecampaigns, like we're giving you
shit for free, cause usuallyyou have to pay for our brains.
Speaker 2 (00:35):
Yeah, and everybody loves a freebie, especially if
it's easy to set up.
Speaker 1 (00:38):
They do so.
Before we get to that, though,let's jump into our cocktail.
This one's called the Hello Sun, which I have never, ever heard
of, so I'm curious about therecipe when we get there, zach,
oh, go ahead.
Speaker 2 (00:53):
I was just going to say have you ever had aloe in a
cocktail before Rich?
Speaker 1 (00:58):
Maybe I feel like I have, but it's been a long time.
If I have, I was going to say Ifeel like I have too.
Speaker 2 (01:03):
it's been a long time if I have, but that's a little
wild.
I feel like I have too, andthis drink is like a total aloe
feature.
So the Hello Sun was created byLauren Eden Lauren, very cool
name of the Violet Hour, which Idon't know where that is, but
basically she crafted her.
Speaker 1 (01:20):
I'm looking at why you're doing this.
Speaker 2 (01:25):
Basically, she crafted her own aloe liqueur by
reducing aloe water and blendingit with rum, agricole and honey
and then paired it with mezcallime, cucumber and mint and is
supposed to be very light,refreshing and great on a hot
day.
And, uh, I think that's whereI've had it is kind of in like
those margarita, like mezcalkind of cocktails.
Speaker 1 (01:43):
Yeah, I could see that I feel like there was
something at the Berry and Ryewhere they had aloe in a
cocktail, because that's thetotal place that would do aloe
in a cocktail.
They're very herbaceous downthere.
So just before I get to it, theViolet Hour is in Chicago.
It opened in 2007.
It's on Damon Avenue, Lookslike.
I'm not going to guess whereit's at.
(02:05):
It might be Wicker Park, but Imight be wrong about that.
It's been a while since I'vebeen wandering the streets of
Chicago and it was like apioneer in Chicago's craft
cocktail movement but openedsince 2007.
Speaker 2 (02:18):
Still open today.
So what I also wonder is Eden,Lauren, since she's using
houseplants basically in hercocktails.
Do you think they call herGarden of Eden?
Speaker 1 (02:34):
Lauren, that, honestly, would be a super cool
nickname to have.
It would be.
Speaker 2 (02:37):
They'd just call her Garden or G-E-L.
There's a section of thecocktail menu that's just called
the Garden of Eden.
That'd be interesting.
Speaker 1 (02:41):
That'd be perfect.
If the people at the VioletHour are listening, you should
do that If she's still there.
She might not still be there,who knows.
Speaker 2 (02:48):
Her legacy lives on, though.
Speaker 1 (02:50):
Three fresh mint leaves.
I have those Two slices ofcucumber.
I do not have those Threequarters of an ounce of lime
juice freshly squeezed.
Two ounces of Banas Mezcal.
I'm guessing B-A-N-H-E-Z, yeah,and then, okay, I read this.
I thought it was 11 1⁄2 ouncesof aloe liqueur, but it is 1 1⁄2
ounces of aloe liqueur.
(03:11):
So you're not actually puttinglike aloe juice into this from
the house plant, you're using analoe liqueur, sort of like.
We found that lychee liqueur.
I just got one called LycheeLee, which was fun.
I found it and then you'llgarnish this with a cucumber
slice.
So this is a fresh, like veryfresh, bright cocktail for
summer.
Speaker 2 (03:32):
So how do you do it?
I think this is right up myalley, honestly.
Speaker 1 (03:34):
It looks like it Cucumber, mint and lime juice in
the shaker, gently muddle themto extract their flavors, add
the mezcal and aloe liqueur,fill it with ice, shake until
your hand freezes off and thenstrain it into a rocks glass
over fresh ice and garnish withthat cucumber slice.
So for the aloe liqueur, if youcan't find it I don't know if
(03:55):
this exists in a bottle, it maynot it's one ounce of martini
rum agricole and one cup ofreduced aloe water and three
ounces of honey.
So you can Google all of thatand it will tell you how to do
it.
This is probably one of themore complicated liqueur
combinations that we've had in arecipe.
(04:17):
But yeah, it sounds good.
I'm sure somebody has aloeliqueur out there, I'm guessing.
Speaker 2 (04:22):
There's a liqueur for almost anything, I feel like,
like it always surprises me howmuch, how many different
variations and flavors there areof that stuff yes, this is one
called chereau c-h-a-r-e-a-u somaybe just get that, but it's
pretty.
This is definitely, like I saidearlier, one of my like
favorite kinds of cocktails todrink, something that's like
(04:44):
herbaceous light, uh, green.
I tend to like stuff like that,so yeah, what's interesting?
Speaker 1 (04:52):
so the churro aloe liqueur is clear, but there's
one called sabona aloe e liqueur.
I don't know why they have thedash e.
It's al aloe dash E.
That one is a little bitgreenish yellow, so that might
be even more fun in this, togive you a little color.
Speaker 2 (05:09):
I think the honey will give it some color too.
Speaker 1 (05:12):
Yeah, you'll have this like yellowy green, almost
chartreuse-y color, which youalso love chartreuse there you
go, all right, so that is how tomake that.
If you're in LA, beverly HillsLiquor has the Churro a la
liqueur.
According to the Google, that'sone of the only stores that
came up.
So I'm like, okay, maybe likethis is a little bit weird, all
(05:33):
right, so shall we jump intosome campaigns that people can
steal after the break?
All right, we are back, and Ihear, zach, that you have an
interesting stat for us, as I doas well, so let's hear yours
(05:56):
first.
Speaker 2 (05:57):
All right.
So one of the campaigns wherewe are going to share in a month
span showed a hundred percentincrease in conversions wow so
that's a big deal.
Speaker 1 (06:09):
If dad doesn't get you hooked to these ideas, I
don't know what well I'm curiouswhich one that is because it's
got to be number one, or numberthree, because number two is
mine.
Um, so what I have is what I'mmine, that I'm going to show,
which is our second uh stealthis campaign.
Um, we have a client andactually this is fairly common.
So they're running aretargeting campaign with a high
(06:29):
repeat purchase instance.
It actually has a 7x conversionrate, so each click is
converting seven times becausethose people are coming back
within that 30, I think it's a30 day period.
We've got the pixel firing andso that's great.
Like they're elated, like theyeven asked us like how did you
(06:49):
do that?
And so one tip there is theycrossed a thousand conversions
and that's a magic number for alot of platforms, with Google,
with Facebook, with a wholebunch of them.
Sometimes a hundred conversionsis helpful, but a thousand
conversions.
That algorithm is solid and itunderstands who's converting.
And so we were able to actuallyswitch it to optimize for
(07:11):
conversion value versusoptimizing for anything else
clicks or whatever else yourimpressions that you're
optimizing for.
And that switch it took.
It was almost instant andwithin a week the conversion
number shot through the roof onthat.
They have some other campaignsthat haven't quite hit that
threshold yet and we're likethey're close, like one is like
(07:32):
700 conversions or 800conversions.
We're like, oh, just get to1,000.
Like we just want to turn thison.
So it's probably like a secondthing is watching and not just
being like per click on anyplatform.
And a prototype is once you,when you set up a campaign, you
can set it up as a conversioncampaign.
The algorithm won't know anyconversions in the beginning.
(07:53):
It's going to treat it like avolume campaign get as many
clicks, get as many people overas possible, until it hits a
conversion threshold where thealgorithm feels like it can
switch it, which is usually like100.
Like I said, sometimes it's1000, but 1000, you're really in
there solid, so you don't evenhave to go in and switch it.
In the platform we're in, welike some manual control, so we
(08:14):
did switch it manually, but butthat's a great one.
So 7X conversions, you've got ahundred percent increase in
conversions.
I've got a 700% conversion ratefor every click and they're
both different campaigns, allright.
So we're going to talk aboutthree campaigns.
We're going to talk about whatmade them effective, what
strategy you can apply and,literally step-by-step, what you
(08:36):
can do to do these and thenwhat pitfalls to avoid.
And of course, you can alwayscall us and we'll just build
them for you.
In about 30 minutes.
Speaker 2 (08:42):
There you go.
Speaker 1 (08:45):
All right, what's number one?
Speaker 2 (08:46):
All right, so campaign one.
Just a note I leaned on ourdigital specialists a lot for
these, so a lot of what they'retelling me is kind of what this
is.
Speaker 1 (08:58):
So the campaign one.
I'm going to tell you I don'tknow if Riley told you this, but
this one's controversial.
Some people hate these and feellike you should never do it
because you're wasting yourmoney, and others like you see a
lot of success.
So we can talk a little moreabout that.
But what is it?
What are we talking about?
Speaker 2 (09:15):
So we're going to be talking about branded search
campaigns.
Apparently, it's verycontroversial now that I've just
learned that, but in terms ofbranded search campaigns, we've
had two clients that have seenpretty good success for them.
Just getting into some of thenumbers before we explain what
it is uh, over a 20click-through rate, which is uh
(09:38):
I'm told very strongclick-through rate, holy cow
cost per acquisition uh 13,which is pretty efficient I
would say conversion rate ofeight percent.
Five to ten percent range for abrand of search campaign is
considered pretty good.
But, um yeah, and that's forone of the clients, the other
client who is more of a like.
(09:58):
If they convert and create likea client, they're making a lot
of money from that one client.
So their cost per acquisitionwas $40.
And their click-through ratewas 13% and they had a
conversion rate of 3%.
So some pretty good numbersthere and I didn't realize I
mean, I've definitely seen thisbefore before, like learning
(10:20):
what a branded search campaignwas.
I knew what it was, I didn'tknow like the name of it or like
how it kind of worked, but it'sbasically correct me if I'm
wrong.
Just fighting for your ownkeywords and ensuring that
you're getting an extra,basically result on the page Yep
, so that you're showing upfirst.
Speaker 1 (10:36):
Yep, your own brand name.
So a lot of times it's yourbrand name.
It's your brand name pluscountry, your brand name plus
city.
It's your product names Ifyou've got those, it's your name
.
With a service you offer, youknow, like antidote 71, seo, seo
, marketing or something likethat, or social media Like it's,
but it's having your name inthere and buying your own brand.
(10:56):
So the reason people say it'scontroversial is if you've done
a good job with SEO, you shouldbe showing up toward the top of
that page anyway.
But the reason that I kind oflike it is one you don't have to
spend a lot of money.
Your conversion rates aregenerally going to be.
Your cost per conversion isgoing to be pretty low and your
cost per click is going to bevery low.
Like you said, a 20%click-through rate.
Well, yeah, they searched formy brand name, so they clicked
(11:19):
the ad.
Two things that make it great.
One it blocks your competitorsor can block your competitors.
So if you're seeing number onething I say is search your brand
.
If you see other people's adsup there, do a branded campaign.
100% you need to do it.
The other one is research hasshown time and again that seeing
your ad at the top of the pagewill increase the number of
(11:42):
people who click your organicresult further down the page, so
that 20% click-through rate isonly people who click that ad.
But a lot of people will clickdown the page in your organic
search result and you don't payfor that.
You're paying for clicks,you're not paying for
impressions.
So those are two reasons to doit Block competitors and you'll
(12:03):
get better results and betterclicks on your organic search
that shows up on the same page.
Speaker 2 (12:09):
Yeah, that extra result too is nice, just like
boom.
It's right there.
Speaker 1 (12:15):
Yep, 100%.
So that's a really simple one.
You just create a searchcampaign and you put in your
brand's keywords.
You can also, if you've got akeyword research tool like
SEMrush or SE Ranking, you canactually search those keywords
and see how many people arelooking for your brand and
typing that into the search bar.
In some tools, you can also seewho else is bidding on your
(12:38):
brand, which is interesting aswell.
Speaker 2 (12:42):
Would this also like.
Could you bid on othercompetitors' keywords too, as a
part of this?
Speaker 1 (12:48):
Yeah, you can't use a competitor's name in your ad,
but you can absolutely havecompetitor names and keywords.
Choose a competitor's name inyour ad, but you can absolutely
have competitor names andkeywords.
So two of the most common aredoing a branded search campaign
and doing a competitor searchcampaign.
Because, yeah, you can reversethis tactic and try to show up
on your competitor.
So that's another one.
If you search a competitor andthere are no ads at the top of
(13:13):
the page, buy their name andyour keywords, but they need to
be two separate campaignsbecause your ads will need for
relevance.
Your ads about you should haveyour brand name in them.
They should talk very muchabout you and what you do and
why.
You have a good solution.
If you're doing a competitorcampaign, that one should.
It can't mention yourcompetitor by name, but it can
talk about their products orservices or why you're better
than of name, but it can talkabout their products or services
(13:34):
or why you're better than.
I just coached somebody throughone of these the other day and
they were like, oh, that makessense.
It's like, yeah, find yourcompetitor's weakness and just
point out you know we're betterat X than our competition.
That ad is perfectly fine.
So yeah, so that was really two.
Speaker 2 (13:50):
We just gave people two free campaigns to steal that
are like you can set those upin like 10 minutes two for one
and, honestly, if you're alreadyrunning search campaigns, this
is just another easy thing toadd on top of it, that doesn't
cost you very much, andespecially for us.
Speaker 1 (14:04):
It's shown good results for our clients, so yep
all right, so I'm up next, rightnumber two I'm interested to
hear about this one oh yeah,because Zach doesn't know what
this is, I put it on the sheetafter he had saved it and opened
it, so it's just on my sheet.
Retargeting campaigns Imentioned them kind of at the
(14:25):
top, where we've got, you know,a client who's seeing that huge
results.
So retargeting is just takingpeople who visited your website
and putting your ads in front ofthem to remind them that you're
there.
So I'm sure you've seen thiswhere you go to a website and
you're looking for like shoes orwhatever, and then you leave
there and you don't buy, but yougo to Facebook or you go to
(14:47):
another website or you're onGoogle and you're just seeing
ads for those exact shoes allover the place.
Speaker 2 (14:54):
Basically, it's saying that just happened to me,
did it.
I continue Sorry.
Speaker 1 (14:57):
Yeah, they're saying like hey, you were interested in
these, are you still interested?
Speaker 2 (15:01):
I was looking at loafers, in case you were
curious.
Oh wow.
Speaker 1 (15:05):
Are you looking at loafers for our San Francisco
trip so you can go to a cigarlounge?
Speaker 2 (15:08):
Yeah, I'm doing a little bit of a wardrobe update.
It's, it's time.
Speaker 1 (15:13):
Oh, are you gonna like hipster it up?
I'd love it.
Speaker 2 (15:15):
That's gonna be fun we'll keep it a surprise.
I don't know how to describewhat I'm getting, but all right
we'll figure it out.
Speaker 1 (15:20):
Caitlin will have comments on it.
I'm sure she's going with uspositive comments, but yeah yeah
, it's a small drop like uh, ifthis is this dropping before
inbound or after?
yes okay, so we're gonna be atinbound.
If you're going to inbound andwant to talk to us, find us
there, okay.
So retargeting the nice thingabout this is it's super easy to
build and grow.
So you can start with just alltraffic to your main URL.
(15:44):
So we would just doantidote71.com slash star
anything coming to there.
Or, if we want to hit ourlanding pages, staranidot71.com
slash star would be our URL thatwe're targeting.
What that's going to do is graball traffic coming to our site,
regardless of who it is, andserve an ad to them.
So you keep that one top offunnel should be your core value
(16:05):
prop and that's kind of yourfirst step.
The beauty of this is you canretarget depending on your
platform, with banner ads, whichused to be the only way to do
it, native ads, which are.
They look like articles, soit's an image, a headline and a
quote.
Those are really easy to buildbecause you don't have to design
anything.
(16:25):
You just need a good image, aheadline and a description and
then your URL.
But you can also do CTV.
You can do audio ads on Spotifyas retargeting.
So somebody visited yourwebsite and they hear an ad on
Spotify for what they saw onyour website.
Speaker 2 (16:44):
And it's not just like you said, it's not just a
one-off thing, it's anintegrated approach.
So wherever they go, they'regetting something that's
reminding them about yourproduct or your service, and
this has gotten me several times.
Those loafers are lookingpretty cool.
Every time I go to a new pageon Google.
Speaker 1 (17:02):
I've decided I hate our kitchen table.
It's rectangle, it's big,you've seen it.
It doesn't really fit the spaceand our space that it's in is
sort of a rounded space becauseit's got windows around the
outside, almost like a hexagonkind of a look, and I just want
a round table.
And so I've been on Wayfair andon Amazon looking at round
tables because I don't want topay a ton for it but I want it
to look nice and I'm sure thatall night I'm going to have
(17:25):
table ads in everything that Ilook at, definitely will.
The nice thing about this is oneyou can get those native ads
going really quickly.
While you work on banner ads,audio, ctv, whatever you want to
, we put these with our tool ina campaign group so the group
gets a budget for retargetingand then whatever's working the
(17:45):
best will get most of the budget, whether it's banners, native
CTV, digital, out of home,whatever's in there.
You can also put multipleproducts in that same, multiple
campaigns in that same campaigngroup.
So that's getting a little bitmore advanced.
But as you work through this,then, once you've got your core
brand ready to go, then youstart working on categories.
(18:06):
So think about your top levelpages on your web nav or, if
you've got a products page, thecategories of your products, or
a services page, the categoriesof those services.
So, like we might do digitalmarketing, web design you know
HubSpot strategy might be ads.
That we do and we basicallytake everything.
If you've done your URLstructure right and it's a
(18:28):
nested structure, ours would belike antidote71.com slash
digital marketing, slash star.
So anything under that pagethen would be what we're
retargeting there.
So that's the next one and thenyou can.
So then you take those layersand you make them a negative
target for your main campaign,right, because you don't need to
(18:49):
target them twice, and thenthose ads are relevant to that
category.
So now we're increasing therelevance and we're actually
starting to creep toward themiddle of that funnel.
And then the one we talked aboutwith your loafers.
That's more of a bottom offunnel and that's where you can
do this quite literally withevery single product you have.
There are tools to do thatdynamically.
(19:12):
But if you're like us and likeso, we've got like maybe four or
five service areas and maybefive or six underneath each one
of those.
Start with your top ones.
Where are you getting the mosttraffic on your website?
That's going to be your numberone.
Start with those and just buildit out and you can have, like
these really detailed targetedcampaigns that speak to people
(19:34):
directly.
But you don't have to haveeverything to get it started.
Start with the brand at the topand then you're actually
building a top, middle andbottom of funnel as people go
around your website and navigateyour website.
Speaker 2 (19:45):
Yeah, it's kind of just naturally nurturing people
because it's following themaround and serving them in
places where they're always at.
Speaker 1 (19:53):
Yep, you can also retarget on Google, because you
can create lists from yourwebsite through your Google
Analytics, push those to GoogleAds and then use them in
campaigns to target.
Awesome Retargeting is thebiggest miss people have.
They just don't think about itand you're just taking people
who were interested once andtrying to get them interested
(20:15):
again.
Speaker 2 (20:17):
It's common sense.
Speaker 1 (20:19):
Yeah, it's kind of like going back to that blind
date you had two years ago andbeing like do you want to go out
again?
Not us, we're both taken so youknow from.
But kind of the same idea.
I I mean advertising is a lotlike dating, it's.
You know, get to know me andthen let's seal the deal yeah,
hopefully you don't end up beingthe creepy stalker, though yeah
(20:41):
, okay, so that's a good one.
you can set your retargetingwindow to be 30 days, 60 days,
whatever.
You can also set yourretargeting window to be 30 days
, 60 days, whatever.
You can also set your frequency.
The good thing about it is alot of companies do retargeting
and it's only going to be likethere's only so much ad space
out there, so the most relevantthings people have gone to is
what they're going to see mostoften.
So, like you, the longer thetime decays, the less you're
(21:03):
going to see that loafer ad.
And then, even without that,the more you go shop other stuff
, the less you're going to seethe loafer ad, because it was a
while ago and you looked at youknow new glasses today.
So now you're seeing glassesand the loafers are only in
there every once in a while.
Speaker 2 (21:19):
So I like how much we're talking about the loafers.
It's helping you visualizeeverything really well.
Speaker 1 (21:24):
We'll have to post a zach loafer and outfit um I
guess that gets to be a is thata fit check?
Yep, you can.
Speaker 2 (21:32):
You can do a fit check every morning from uh,
from inbound there you go makeit, we're going to do like a day
in the life or like a day atinbound, and I'm the one that's
tasked with doing it, so maybeI'll have to throw a fit check
in there.
So stay tuned to that for thatbut do you have?
Any like, uh like big statsfrom like retargeting campaigns
(21:53):
that we've run um, I mean I kindof shared those earlier, so
like that 700.
Speaker 1 (21:58):
So when I get into the actual campaigns, we've got
some that are very relevant forum, for things.
So there is one that has a 26xconversion rate.
So every click is converting 26times and that one is for
something that you would buyoften and a lot of potentially,
and this is B2B.
Speaker 2 (22:18):
This is not B2C, just to be clear this is a B2B,
because some people probablythink it's just B2C and don't
really think about the B2B sideof retargeting.
Speaker 1 (22:29):
No, the worst one that I'm seeing is a 227%, so a
2.2X, and that's actually thetop line.
All site visitors campaign haskind of the worst conversion,
which you would guess right,because it's less relevant.
It's just about the brand.
The other ones are all aboutspecific products, but it tends
to be the cheapest on a cost perthousand and the cheapest on a
(22:51):
cost per click campaign that youcan do, and the average
business can put hundreds ofdollars into it.
The minimums on this is usuallylike $30 a month, like a dollar
a day, and it's generally likea I don't know, it's like a
three cents a click or somethingis what it comes in at.
It's super, super low, um, soyeah yeah, that's.
Speaker 2 (23:14):
Wow, there's a lot of .
Speaker 1 (23:15):
That was a lot of information and I like, yeah, it
was I like just dominated, sotechnically we've given three,
we don't even have to do thislast one, but it's, it's
actually my favorite because I'mglad that it came in here.
Speaker 2 (23:26):
So let me set the scene a little bit here for this
specific client right.
So I lean on Jamie for this one, but conversions were
plateauing a little bit for thisclient, even with keyword
expansion.
We decided to shift some of thebudget to a PMAX campaign,
which PMAX leverages all ofGoogle inventory, so search,
display, youtube, gmail, maps,discover with automation.
(23:49):
It uses a first party audiencelist and customer match for
targeting and then we feed itdifferent creative assets like
video, images, headlines, intodifferent asset groups and just
in a month's time from doingthis, as said earlier,
conversions are up over 100,which is big.
Cpa has this.
(24:10):
The cost per acquisition hasdecreased by 85 and impressions
and clicks are increasingoverall as well, which is
awesome, like yeah, it's alwaysgreat to see we had, um, I don't
know which clients she'stalking about.
Speaker 1 (24:23):
We had one that had, um, they were actually seeing
negative, they were backslidingon their Google ads just the
search ads, and we had.
So we were like, let's try aPerformance Max for a specific
product.
And we did, and it was.
So we actually did aPerformance Max in a regular
search campaign, side by side.
So Performance Max useskeywords as guidance, but it
(24:44):
does not.
Oh, that's what PMAX stands for.
By the way, performance Max, itdoesn't use keywords, only
keywords, like you said.
So the keywords give itguidance.
You can give it a web page fromyour site to give it guidance.
Your assets give it guidance,both visual and written assets,
and then you can use audiences.
(25:06):
So Google has audiences inthere.
They go pretty deep.
You can also connect yourthird-party audiences, your own
audiences from your own CRM,depending on how you use that.
So Performance Max uses a wholebunch more data to try to hone
in on your target and you canchoose your audiences.
Either you target that audienceor you use that audience as a
(25:28):
guide for targeting.
So, like people like this,which is very, very helpful.
So the best there is if you canfind your industry which we
were able to do for one client.
We got actually two clients.
We got right in there and youput your own list in.
Google can like look at thoseand see what's similar between
the people on your list in thatindustry and try to find the
(25:49):
right place.
So these are amazing, but yeah.
So a regular search is sort of acampaign, an ad group and then
ads and a performance max isyou've got the campaign and then
you have asset groups andassets.
So you don't ever write an ad.
(26:09):
You give it like 12 headlinesand five descriptions and four
long descriptions and it's like20 images, five videos, vertical
and horizontal, ideally atleast one vertical if you want a
hundred percent score on youroptimization, and then you can
give it callouts, you can giveit site links.
So one thing to note is thesite links.
(26:31):
I believe it is, yeah, pullthrough for the entire campaign.
Everything else is by ad group,so you can have different
products as each product is anasset group under one larger
campaign.
Which we've done for thesefolks for like their kind of
always available stuff campaign.
Which we've done for thesefolks for, like, they're kind of
always available stuff.
Um, the one thing that I willtell you.
(26:52):
Sorry, I'm just like talkingall the time.
Speaker 2 (26:53):
No, you're good, I was just only.
The only thing I was going tosay is the description you just
gave gave me a really good ideafor an infographic, so oh nice.
Speaker 1 (27:01):
Yeah, definitely, let's make that happen comparing
the two.
Speaker 2 (27:04):
So again.
Speaker 1 (27:05):
We need an infographic.
Um, actually, she's going to beout for a while soon, you're
going to have to put that on.
Speaker 2 (27:11):
Get her on it.
That'll be good for our dripcampaign.
Speaker 1 (27:16):
So one of the things we did note and Google confirmed
this, and I think we've talkedabout it before is it does use
AI to help do these things anduses their algorithm and whatnot
and automations.
You can turn on AI assetgeneration, where it will create
assets for you from itsknowledge of your, you put in
(27:38):
your website or you give itwhatever and your other assets.
Those assets were actuallystarting to tank campaigns
because there was an error inthe code on the back end and
that's where we had actually hada campaign that just fell off
super fast.
We turned off the AI generationand it recovered within like
three weeks, and so they justtold us for now, like, don't
turn on AI asset generation.
(27:58):
Also, if you use dynamic URLs,or as people click on things,
the URL changes dynamically.
The asset generation isn'tgoing to work because the AI is
only going to see whatever yourdefault URL is.
It won't understand how itchanges for different people who
come to your site.
So sometimes it's helpful ifyou can just have a static URL
(28:19):
for those things as well as thedynamic.
That can help, and we have aclient who's doing that.
They can give us a static URLnow, but also some people don't
want to give up that assetcreation control, like I don't
know where they're going to getthis image.
That's not my thing, likethat's crazy.
Speaker 2 (28:36):
So yeah, how easy is it to set up compared to a
regular search campaign?
Speaker 1 (28:41):
Is it a little more of an ask?
Speaker 2 (28:43):
It's much easier Okay .
Speaker 1 (28:44):
Much easier because you're just doing pieces You're
not actually trying to puttogether an ad that makes sense
or write an ad and you get amuch broader.
Speaker 2 (28:54):
You're leaning on the automation.
Speaker 1 (28:57):
You're leaning on the automation to pull together
headlines and what it's doing isyour headlines will contain
some of your keywords that youwant to hit right and I think
you put in.
Well, it depends on the client.
So we've got some clients whereyou can put in 20 keywords to
guide it and somewhere you canput in 50 now to guide it.
But you really I mean, if youhave 10, you're in good shape.
But yeah, you just needheadlines.
(29:19):
Also, google's AI will suggestheadlines for you and you can
tweak them.
It'll suggest descriptions foryou and you can tweak them.
It'll suggest descriptions foryou and you can tweak them.
It's been pretty good,especially if you've got like 10
headlines in and you need threemore.
Just ask it to suggest threeheadlines.
You can always take them andthen tweak them a little bit,
but it's going to look at howyou set up your targeting.
(29:39):
But it's super fast, super easy.
It's also easy to add anotherasset group at any time and it's
going to take whatever'sperforming the best and you know
, push that forward.
So most of ours perform on aROAS return on ad spend, and so
one particular client wants aminimum like 400%.
So for every dollar they spend.
(30:00):
They make $4.
And they want it to be as highas possible.
But you balance that with youknow number of clicks, number of
sales, volume of performance,right.
So it's like a balancing act.
So we generally start fairlylow but you can.
Also the algorithm will suggestto you like you could increase
your ROAS and not sacrifice any.
(30:21):
You know your volume or thingslike that.
Or sometimes it'll be like, hey, like your ROAS has gotten out
of control, you need to decreaseit because we're not sharing
Nobody's seeing this, becauseyou want a 2300% ROAS or
something so.
But easy, they're easy to setup and the guide walks you
through it.
Speaker 2 (30:39):
Yeah, I think those are three really easy campaigns
that almost anyone can set up.
We can definitely help you.
Speaker 1 (30:50):
So, branded search campaigns, campaigns retargeting
and then, uh, pmax those arethe three that we and competitor
search campaigns we had in theroom yep, the bonus one, our
bonus campaign steal them now,please.
All right, so, uh, we've gotanother episode coming.
This one I am terrified of, um,because I feel like it could
(31:13):
hit home, because I've been heremultiple times at different
companies burnout in marketing.
How do you stay creative whenyou're tapped out?
Um, it can be very difficultyeah, definitely.
Speaker 2 (31:25):
Um, as always, you can find our agency at
antidote71.com, with all of oursocials there as well.
If you have a question you'dlike to send our way, head to
ctapodcastlive.
To shoot us an email or, evenbetter, leave us a voice message
on our hotline at 402-718-9971.
Your question will be stolenand used on an episode of this
(31:46):
podcast so please give us someideas to steal, now that we've
given you some.
I think that's only fair.
But yeah, I think that wraps itup.
Speaker 1 (31:55):
Yeah, we'll see you next week.
Hey Zach, what do we want people to do right after
this episode?
Speaker 2 (00:10):
Steal these campaign ideas.
Speaker 1 (00:12):
Yes, so we're going to give shortcuts to three great
campaign ideas that drove realresults and they are super,
super easy to implement andsteal immediately after this,
like you could get them set upin like an hour or two, so
that's going to be pretty cool.
I think this is a great idea.
I love the steal thesecampaigns, like we're giving you
shit for free, cause usuallyyou have to pay for our brains.
Speaker 2 (00:35):
Yeah, and everybody loves a freebie, especially if
it's easy to set up.
Speaker 1 (00:38):
They do so.
Before we get to that, though,let's jump into our cocktail.
This one's called the Hello Sun, which I have never, ever heard
of, so I'm curious about therecipe when we get there, zach,
oh, go ahead.
Speaker 2 (00:53):
I was just going to say have you ever had aloe in a
cocktail before Rich?
Speaker 1 (00:58):
Maybe I feel like I have, but it's been a long time.
If I have, I was going to say Ifeel like I have too.
Speaker 2 (01:03):
it's been a long time if I have, but that's a little
wild.
I feel like I have too, andthis drink is like a total aloe
feature.
So the Hello Sun was created byLauren Eden Lauren, very cool
name of the Violet Hour, which Idon't know where that is, but
basically she crafted her.
Speaker 1 (01:20):
I'm looking at why you're doing this.
Speaker 2 (01:25):
Basically, she crafted her own aloe liqueur by
reducing aloe water and blendingit with rum, agricole and honey
and then paired it with mezcallime, cucumber and mint and is
supposed to be very light,refreshing and great on a hot
day.
And, uh, I think that's whereI've had it is kind of in like
those margarita, like mezcalkind of cocktails.
Speaker 1 (01:43):
Yeah, I could see that I feel like there was
something at the Berry and Ryewhere they had aloe in a
cocktail, because that's thetotal place that would do aloe
in a cocktail.
They're very herbaceous downthere.
So just before I get to it, theViolet Hour is in Chicago.
It opened in 2007.
It's on Damon Avenue, Lookslike.
I'm not going to guess whereit's at.
(02:05):
It might be Wicker Park, but Imight be wrong about that.
It's been a while since I'vebeen wandering the streets of
Chicago and it was like apioneer in Chicago's craft
cocktail movement but openedsince 2007.
Speaker 2 (02:18):
Still open today.
So what I also wonder is Eden,Lauren, since she's using
houseplants basically in hercocktails.
Do you think they call herGarden of Eden?
Speaker 1 (02:34):
Lauren, that, honestly, would be a super cool
nickname to have.
It would be.
Speaker 2 (02:37):
They'd just call her Garden or G-E-L.
There's a section of thecocktail menu that's just called
the Garden of Eden.
That'd be interesting.
Speaker 1 (02:41):
That'd be perfect.
If the people at the VioletHour are listening, you should
do that If she's still there.
She might not still be there,who knows.
Speaker 2 (02:48):
Her legacy lives on, though.
Speaker 1 (02:50):
Three fresh mint leaves.
I have those Two slices ofcucumber.
I do not have those Threequarters of an ounce of lime
juice freshly squeezed.
Two ounces of Banas Mezcal.
I'm guessing B-A-N-H-E-Z, yeah,and then, okay, I read this.
I thought it was 11 1⁄2 ouncesof aloe liqueur, but it is 1 1⁄2
ounces of aloe liqueur.
(03:11):
So you're not actually puttinglike aloe juice into this from
the house plant, you're using analoe liqueur, sort of like.
We found that lychee liqueur.
I just got one called LycheeLee, which was fun.
I found it and then you'llgarnish this with a cucumber
slice.
So this is a fresh, like veryfresh, bright cocktail for
summer.
Speaker 2 (03:32):
So how do you do it?
I think this is right up myalley, honestly.
Speaker 1 (03:34):
It looks like it Cucumber, mint and lime juice in
the shaker, gently muddle themto extract their flavors, add
the mezcal and aloe liqueur,fill it with ice, shake until
your hand freezes off and thenstrain it into a rocks glass
over fresh ice and garnish withthat cucumber slice.
So for the aloe liqueur, if youcan't find it I don't know if
(03:55):
this exists in a bottle, it maynot it's one ounce of martini
rum agricole and one cup ofreduced aloe water and three
ounces of honey.
So you can Google all of thatand it will tell you how to do
it.
This is probably one of themore complicated liqueur
combinations that we've had in arecipe.
(04:17):
But yeah, it sounds good.
I'm sure somebody has aloeliqueur out there, I'm guessing.
Speaker 2 (04:22):
There's a liqueur for almost anything, I feel like,
like it always surprises me howmuch, how many different
variations and flavors there areof that stuff yes, this is one
called chereau c-h-a-r-e-a-u somaybe just get that, but it's
pretty.
This is definitely, like I saidearlier, one of my like
favorite kinds of cocktails todrink, something that's like
(04:44):
herbaceous light, uh, green.
I tend to like stuff like that,so yeah, what's interesting?
Speaker 1 (04:52):
so the churro aloe liqueur is clear, but there's
one called sabona aloe e liqueur.
I don't know why they have thedash e.
It's al aloe dash E.
That one is a little bitgreenish yellow, so that might
be even more fun in this, togive you a little color.
Speaker 2 (05:09):
I think the honey will give it some color too.
Speaker 1 (05:12):
Yeah, you'll have this like yellowy green, almost
chartreuse-y color, which youalso love chartreuse there you
go, all right, so that is how tomake that.
If you're in LA, beverly HillsLiquor has the Churro a la
liqueur.
According to the Google, that'sone of the only stores that
came up.
So I'm like, okay, maybe likethis is a little bit weird, all
(05:33):
right, so shall we jump intosome campaigns that people can
steal after the break?
All right, we are back, and Ihear, zach, that you have an
interesting stat for us, as I doas well, so let's hear yours
(05:56):
first.
Speaker 2 (05:57):
All right.
So one of the campaigns wherewe are going to share in a month
span showed a hundred percentincrease in conversions wow so
that's a big deal.
Speaker 1 (06:09):
If dad doesn't get you hooked to these ideas, I
don't know what well I'm curiouswhich one that is because it's
got to be number one, or numberthree, because number two is
mine.
Um, so what I have is what I'mmine, that I'm going to show,
which is our second uh stealthis campaign.
Um, we have a client andactually this is fairly common.
So they're running aretargeting campaign with a high
(06:29):
repeat purchase instance.
It actually has a 7x conversionrate, so each click is
converting seven times becausethose people are coming back
within that 30, I think it's a30 day period.
We've got the pixel firing andso that's great.
Like they're elated, like theyeven asked us like how did you
(06:49):
do that?
And so one tip there is theycrossed a thousand conversions
and that's a magic number for alot of platforms, with Google,
with Facebook, with a wholebunch of them.
Sometimes a hundred conversionsis helpful, but a thousand
conversions.
That algorithm is solid and itunderstands who's converting.
And so we were able to actuallyswitch it to optimize for
(07:11):
conversion value versusoptimizing for anything else
clicks or whatever else yourimpressions that you're
optimizing for.
And that switch it took.
It was almost instant andwithin a week the conversion
number shot through the roof onthat.
They have some other campaignsthat haven't quite hit that
threshold yet and we're likethey're close, like one is like
(07:32):
700 conversions or 800conversions.
We're like, oh, just get to1,000.
Like we just want to turn thison.
So it's probably like a secondthing is watching and not just
being like per click on anyplatform.
And a prototype is once you,when you set up a campaign, you
can set it up as a conversioncampaign.
The algorithm won't know anyconversions in the beginning.
(07:53):
It's going to treat it like avolume campaign get as many
clicks, get as many people overas possible, until it hits a
conversion threshold where thealgorithm feels like it can
switch it, which is usually like100.
Like I said, sometimes it's1000, but 1000, you're really in
there solid, so you don't evenhave to go in and switch it.
In the platform we're in, welike some manual control, so we
(08:14):
did switch it manually, but butthat's a great one.
So 7X conversions, you've got ahundred percent increase in
conversions.
I've got a 700% conversion ratefor every click and they're
both different campaigns, allright.
So we're going to talk aboutthree campaigns.
We're going to talk about whatmade them effective, what
strategy you can apply and,literally step-by-step, what you
(08:36):
can do to do these and thenwhat pitfalls to avoid.
And of course, you can alwayscall us and we'll just build
them for you.
In about 30 minutes.
Speaker 2 (08:42):
There you go.
Speaker 1 (08:45):
All right, what's number one?
Speaker 2 (08:46):
All right, so campaign one.
Just a note I leaned on ourdigital specialists a lot for
these, so a lot of what they'retelling me is kind of what this
is.
Speaker 1 (08:58):
So the campaign one.
I'm going to tell you I don'tknow if Riley told you this, but
this one's controversial.
Some people hate these and feellike you should never do it
because you're wasting yourmoney, and others like you see a
lot of success.
So we can talk a little moreabout that.
But what is it?
What are we talking about?
Speaker 2 (09:15):
So we're going to be talking about branded search
campaigns.
Apparently, it's verycontroversial now that I've just
learned that, but in terms ofbranded search campaigns, we've
had two clients that have seenpretty good success for them.
Just getting into some of thenumbers before we explain what
it is uh, over a 20click-through rate, which is uh
(09:38):
I'm told very strongclick-through rate, holy cow
cost per acquisition uh 13,which is pretty efficient I
would say conversion rate ofeight percent.
Five to ten percent range for abrand of search campaign is
considered pretty good.
But, um yeah, and that's forone of the clients, the other
client who is more of a like.
(09:58):
If they convert and create likea client, they're making a lot
of money from that one client.
So their cost per acquisitionwas $40.
And their click-through ratewas 13% and they had a
conversion rate of 3%.
So some pretty good numbersthere and I didn't realize I
mean, I've definitely seen thisbefore before, like learning
(10:20):
what a branded search campaignwas.
I knew what it was, I didn'tknow like the name of it or like
how it kind of worked, but it'sbasically correct me if I'm
wrong.
Just fighting for your ownkeywords and ensuring that
you're getting an extra,basically result on the page Yep
, so that you're showing upfirst.
Speaker 1 (10:36):
Yep, your own brand name.
So a lot of times it's yourbrand name.
It's your brand name pluscountry, your brand name plus
city.
It's your product names Ifyou've got those, it's your name
.
With a service you offer, youknow, like antidote 71, seo, seo
, marketing or something likethat, or social media Like it's,
but it's having your name inthere and buying your own brand.
(10:56):
So the reason people say it'scontroversial is if you've done
a good job with SEO, you shouldbe showing up toward the top of
that page anyway.
But the reason that I kind oflike it is one you don't have to
spend a lot of money.
Your conversion rates aregenerally going to be.
Your cost per conversion isgoing to be pretty low and your
cost per click is going to bevery low.
Like you said, a 20%click-through rate.
Well, yeah, they searched formy brand name, so they clicked
(11:19):
the ad.
Two things that make it great.
One it blocks your competitorsor can block your competitors.
So if you're seeing number onething I say is search your brand
.
If you see other people's adsup there, do a branded campaign.
100% you need to do it.
The other one is research hasshown time and again that seeing
your ad at the top of the pagewill increase the number of
(11:42):
people who click your organicresult further down the page, so
that 20% click-through rate isonly people who click that ad.
But a lot of people will clickdown the page in your organic
search result and you don't payfor that.
You're paying for clicks,you're not paying for
impressions.
So those are two reasons to doit Block competitors and you'll
(12:03):
get better results and betterclicks on your organic search
that shows up on the same page.
Speaker 2 (12:09):
Yeah, that extra result too is nice, just like
boom.
It's right there.
Speaker 1 (12:15):
Yep, 100%.
So that's a really simple one.
You just create a searchcampaign and you put in your
brand's keywords.
You can also, if you've got akeyword research tool like
SEMrush or SE Ranking, you canactually search those keywords
and see how many people arelooking for your brand and
typing that into the search bar.
In some tools, you can also seewho else is bidding on your
(12:38):
brand, which is interesting aswell.
Speaker 2 (12:42):
Would this also like.
Could you bid on othercompetitors' keywords too, as a
part of this?
Speaker 1 (12:48):
Yeah, you can't use a competitor's name in your ad,
but you can absolutely havecompetitor names and keywords.
Choose a competitor's name inyour ad, but you can absolutely
have competitor names andkeywords.
So two of the most common aredoing a branded search campaign
and doing a competitor searchcampaign.
Because, yeah, you can reversethis tactic and try to show up
on your competitor.
So that's another one.
If you search a competitor andthere are no ads at the top of
(13:13):
the page, buy their name andyour keywords, but they need to
be two separate campaignsbecause your ads will need for
relevance.
Your ads about you should haveyour brand name in them.
They should talk very muchabout you and what you do and
why.
You have a good solution.
If you're doing a competitorcampaign, that one should.
It can't mention yourcompetitor by name, but it can
talk about their products orservices or why you're better
than of name, but it can talkabout their products or services
(13:34):
or why you're better than.
I just coached somebody throughone of these the other day and
they were like, oh, that makessense.
It's like, yeah, find yourcompetitor's weakness and just
point out you know we're betterat X than our competition.
That ad is perfectly fine.
So yeah, so that was really two.
Speaker 2 (13:50):
We just gave people two free campaigns to steal that
are like you can set those upin like 10 minutes two for one
and, honestly, if you're alreadyrunning search campaigns, this
is just another easy thing toadd on top of it, that doesn't
cost you very much, andespecially for us.
Speaker 1 (14:04):
It's shown good results for our clients, so yep
all right, so I'm up next, rightnumber two I'm interested to
hear about this one oh yeah,because Zach doesn't know what
this is, I put it on the sheetafter he had saved it and opened
it, so it's just on my sheet.
Retargeting campaigns Imentioned them kind of at the
(14:25):
top, where we've got, you know,a client who's seeing that huge
results.
So retargeting is just takingpeople who visited your website
and putting your ads in front ofthem to remind them that you're
there.
So I'm sure you've seen thiswhere you go to a website and
you're looking for like shoes orwhatever, and then you leave
there and you don't buy, but yougo to Facebook or you go to
(14:47):
another website or you're onGoogle and you're just seeing
ads for those exact shoes allover the place.
Speaker 2 (14:54):
Basically, it's saying that just happened to me,
did it.
I continue Sorry.
Speaker 1 (14:57):
Yeah, they're saying like hey, you were interested in
these, are you still interested?
Speaker 2 (15:01):
I was looking at loafers, in case you were
curious.
Oh wow.
Speaker 1 (15:05):
Are you looking at loafers for our San Francisco
trip so you can go to a cigarlounge?
Speaker 2 (15:08):
Yeah, I'm doing a little bit of a wardrobe update.
It's, it's time.
Speaker 1 (15:13):
Oh, are you gonna like hipster it up?
I'd love it.
Speaker 2 (15:15):
That's gonna be fun we'll keep it a surprise.
I don't know how to describewhat I'm getting, but all right
we'll figure it out.
Speaker 1 (15:20):
Caitlin will have comments on it.
I'm sure she's going with uspositive comments, but yeah yeah
, it's a small drop like uh, ifthis is this dropping before
inbound or after?
yes okay, so we're gonna be atinbound.
If you're going to inbound andwant to talk to us, find us
there, okay.
So retargeting the nice thingabout this is it's super easy to
build and grow.
So you can start with just alltraffic to your main URL.
(15:44):
So we would just doantidote71.com slash star
anything coming to there.
Or, if we want to hit ourlanding pages, staranidot71.com
slash star would be our URL thatwe're targeting.
What that's going to do is graball traffic coming to our site,
regardless of who it is, andserve an ad to them.
So you keep that one top offunnel should be your core value
(16:05):
prop and that's kind of yourfirst step.
The beauty of this is you canretarget depending on your
platform, with banner ads, whichused to be the only way to do
it, native ads, which are.
They look like articles, soit's an image, a headline and a
quote.
Those are really easy to buildbecause you don't have to design
anything.
(16:25):
You just need a good image, aheadline and a description and
then your URL.
But you can also do CTV.
You can do audio ads on Spotifyas retargeting.
So somebody visited yourwebsite and they hear an ad on
Spotify for what they saw onyour website.
Speaker 2 (16:44):
And it's not just like you said, it's not just a
one-off thing, it's anintegrated approach.
So wherever they go, they'regetting something that's
reminding them about yourproduct or your service, and
this has gotten me several times.
Those loafers are lookingpretty cool.
Every time I go to a new pageon Google.
Speaker 1 (17:02):
I've decided I hate our kitchen table.
It's rectangle, it's big,you've seen it.
It doesn't really fit the spaceand our space that it's in is
sort of a rounded space becauseit's got windows around the
outside, almost like a hexagonkind of a look, and I just want
a round table.
And so I've been on Wayfair andon Amazon looking at round
tables because I don't want topay a ton for it but I want it
to look nice and I'm sure thatall night I'm going to have
(17:25):
table ads in everything that Ilook at, definitely will.
The nice thing about this is oneyou can get those native ads
going really quickly.
While you work on banner ads,audio, ctv, whatever you want to
, we put these with our tool ina campaign group so the group
gets a budget for retargetingand then whatever's working the
(17:45):
best will get most of the budget, whether it's banners, native
CTV, digital, out of home,whatever's in there.
You can also put multipleproducts in that same, multiple
campaigns in that same campaigngroup.
So that's getting a little bitmore advanced.
But as you work through this,then, once you've got your core
brand ready to go, then youstart working on categories.
(18:06):
So think about your top levelpages on your web nav or, if
you've got a products page, thecategories of your products, or
a services page, the categoriesof those services.
So, like we might do digitalmarketing, web design you know
HubSpot strategy might be ads.
That we do and we basicallytake everything.
If you've done your URLstructure right and it's a
(18:28):
nested structure, ours would belike antidote71.com slash
digital marketing, slash star.
So anything under that pagethen would be what we're
retargeting there.
So that's the next one and thenyou can.
So then you take those layersand you make them a negative
target for your main campaign,right, because you don't need to
(18:49):
target them twice, and thenthose ads are relevant to that
category.
So now we're increasing therelevance and we're actually
starting to creep toward themiddle of that funnel.
And then the one we talked aboutwith your loafers.
That's more of a bottom offunnel and that's where you can
do this quite literally withevery single product you have.
There are tools to do thatdynamically.
(19:12):
But if you're like us and likeso, we've got like maybe four or
five service areas and maybefive or six underneath each one
of those.
Start with your top ones.
Where are you getting the mosttraffic on your website?
That's going to be your numberone.
Start with those and just buildit out and you can have, like
these really detailed targetedcampaigns that speak to people
(19:34):
directly.
But you don't have to haveeverything to get it started.
Start with the brand at the topand then you're actually
building a top, middle andbottom of funnel as people go
around your website and navigateyour website.
Speaker 2 (19:45):
Yeah, it's kind of just naturally nurturing people
because it's following themaround and serving them in
places where they're always at.
Speaker 1 (19:53):
Yep, you can also retarget on Google, because you
can create lists from yourwebsite through your Google
Analytics, push those to GoogleAds and then use them in
campaigns to target.
Awesome Retargeting is thebiggest miss people have.
They just don't think about itand you're just taking people
who were interested once andtrying to get them interested
(20:15):
again.
Speaker 2 (20:17):
It's common sense.
Speaker 1 (20:19):
Yeah, it's kind of like going back to that blind
date you had two years ago andbeing like do you want to go out
again?
Not us, we're both taken so youknow from.
But kind of the same idea.
I I mean advertising is a lotlike dating, it's.
You know, get to know me andthen let's seal the deal yeah,
hopefully you don't end up beingthe creepy stalker, though yeah
(20:41):
, okay, so that's a good one.
you can set your retargetingwindow to be 30 days, 60 days,
whatever.
You can also set yourretargeting window to be 30 days
, 60 days, whatever.
You can also set your frequency.
The good thing about it is alot of companies do retargeting
and it's only going to be likethere's only so much ad space
out there, so the most relevantthings people have gone to is
what they're going to see mostoften.
So, like you, the longer thetime decays, the less you're
(21:03):
going to see that loafer ad.
And then, even without that,the more you go shop other stuff
, the less you're going to seethe loafer ad, because it was a
while ago and you looked at youknow new glasses today.
So now you're seeing glassesand the loafers are only in
there every once in a while.
Speaker 2 (21:19):
So I like how much we're talking about the loafers.
It's helping you visualizeeverything really well.
Speaker 1 (21:24):
We'll have to post a zach loafer and outfit um I
guess that gets to be a is thata fit check?
Yep, you can.
Speaker 2 (21:32):
You can do a fit check every morning from uh,
from inbound there you go makeit, we're going to do like a day
in the life or like a day atinbound, and I'm the one that's
tasked with doing it, so maybeI'll have to throw a fit check
in there.
So stay tuned to that for thatbut do you have?
Any like, uh like big statsfrom like retargeting campaigns
(21:53):
that we've run um, I mean I kindof shared those earlier, so
like that 700.
Speaker 1 (21:58):
So when I get into the actual campaigns, we've got
some that are very relevant forum, for things.
So there is one that has a 26xconversion rate.
So every click is converting 26times and that one is for
something that you would buyoften and a lot of potentially,
and this is B2B.
Speaker 2 (22:18):
This is not B2C, just to be clear this is a B2B,
because some people probablythink it's just B2C and don't
really think about the B2B sideof retargeting.
Speaker 1 (22:29):
No, the worst one that I'm seeing is a 227%, so a
2.2X, and that's actually thetop line.
All site visitors campaign haskind of the worst conversion,
which you would guess right,because it's less relevant.
It's just about the brand.
The other ones are all aboutspecific products, but it tends
to be the cheapest on a cost perthousand and the cheapest on a
(22:51):
cost per click campaign that youcan do, and the average
business can put hundreds ofdollars into it.
The minimums on this is usuallylike $30 a month, like a dollar
a day, and it's generally likea I don't know, it's like a
three cents a click or somethingis what it comes in at.
It's super, super low, um, soyeah yeah, that's.
Speaker 2 (23:14):
Wow, there's a lot of .
Speaker 1 (23:15):
That was a lot of information and I like, yeah, it
was I like just dominated, sotechnically we've given three,
we don't even have to do thislast one, but it's, it's
actually my favorite because I'mglad that it came in here.
Speaker 2 (23:26):
So let me set the scene a little bit here for this
specific client right.
So I lean on Jamie for this one, but conversions were
plateauing a little bit for thisclient, even with keyword
expansion.
We decided to shift some of thebudget to a PMAX campaign,
which PMAX leverages all ofGoogle inventory, so search,
display, youtube, gmail, maps,discover with automation.
(23:49):
It uses a first party audiencelist and customer match for
targeting and then we feed itdifferent creative assets like
video, images, headlines, intodifferent asset groups and just
in a month's time from doingthis, as said earlier,
conversions are up over 100,which is big.
Cpa has this.
(24:10):
The cost per acquisition hasdecreased by 85 and impressions
and clicks are increasingoverall as well, which is
awesome, like yeah, it's alwaysgreat to see we had, um, I don't
know which clients she'stalking about.
Speaker 1 (24:23):
We had one that had, um, they were actually seeing
negative, they were backslidingon their Google ads just the
search ads, and we had.
So we were like, let's try aPerformance Max for a specific
product.
And we did, and it was.
So we actually did aPerformance Max in a regular
search campaign, side by side.
So Performance Max useskeywords as guidance, but it
(24:44):
does not.
Oh, that's what PMAX stands for.
By the way, performance Max, itdoesn't use keywords, only
keywords, like you said.
So the keywords give itguidance.
You can give it a web page fromyour site to give it guidance.
Your assets give it guidance,both visual and written assets,
and then you can use audiences.
(25:06):
So Google has audiences inthere.
They go pretty deep.
You can also connect yourthird-party audiences, your own
audiences from your own CRM,depending on how you use that.
So Performance Max uses a wholebunch more data to try to hone
in on your target and you canchoose your audiences.
Either you target that audienceor you use that audience as a
(25:28):
guide for targeting.
So, like people like this,which is very, very helpful.
So the best there is if you canfind your industry which we
were able to do for one client.
We got actually two clients.
We got right in there and youput your own list in.
Google can like look at thoseand see what's similar between
the people on your list in thatindustry and try to find the
(25:49):
right place.
So these are amazing, but yeah.
So a regular search is sort of acampaign, an ad group and then
ads and a performance max isyou've got the campaign and then
you have asset groups andassets.
So you don't ever write an ad.
(26:09):
You give it like 12 headlinesand five descriptions and four
long descriptions and it's like20 images, five videos, vertical
and horizontal, ideally atleast one vertical if you want a
hundred percent score on youroptimization, and then you can
give it callouts, you can giveit site links.
So one thing to note is thesite links.
(26:31):
I believe it is, yeah, pullthrough for the entire campaign.
Everything else is by ad group,so you can have different
products as each product is anasset group under one larger
campaign.
Which we've done for thesefolks for like their kind of
always available stuff campaign.
Which we've done for thesefolks for, like, they're kind of
always available stuff.
Um, the one thing that I willtell you.
(26:52):
Sorry, I'm just like talkingall the time.
Speaker 2 (26:53):
No, you're good, I was just only.
The only thing I was going tosay is the description you just
gave gave me a really good ideafor an infographic, so oh nice.
Speaker 1 (27:01):
Yeah, definitely, let's make that happen comparing
the two.
Speaker 2 (27:04):
So again.
Speaker 1 (27:05):
We need an infographic.
Um, actually, she's going to beout for a while soon, you're
going to have to put that on.
Speaker 2 (27:11):
Get her on it.
That'll be good for our dripcampaign.
Speaker 1 (27:16):
So one of the things we did note and Google confirmed
this, and I think we've talkedabout it before is it does use
AI to help do these things anduses their algorithm and whatnot
and automations.
You can turn on AI assetgeneration, where it will create
assets for you from itsknowledge of your, you put in
(27:38):
your website or you give itwhatever and your other assets.
Those assets were actuallystarting to tank campaigns
because there was an error inthe code on the back end and
that's where we had actually hada campaign that just fell off
super fast.
We turned off the AI generationand it recovered within like
three weeks, and so they justtold us for now, like, don't
turn on AI asset generation.
(27:58):
Also, if you use dynamic URLs,or as people click on things,
the URL changes dynamically.
The asset generation isn'tgoing to work because the AI is
only going to see whatever yourdefault URL is.
It won't understand how itchanges for different people who
come to your site.
So sometimes it's helpful ifyou can just have a static URL
(28:19):
for those things as well as thedynamic.
That can help, and we have aclient who's doing that.
They can give us a static URLnow, but also some people don't
want to give up that assetcreation control, like I don't
know where they're going to getthis image.
That's not my thing, likethat's crazy.
Speaker 2 (28:36):
So yeah, how easy is it to set up compared to a
regular search campaign?
Speaker 1 (28:41):
Is it a little more of an ask?
Speaker 2 (28:43):
It's much easier Okay .
Speaker 1 (28:44):
Much easier because you're just doing pieces You're
not actually trying to puttogether an ad that makes sense
or write an ad and you get amuch broader.
Speaker 2 (28:54):
You're leaning on the automation.
Speaker 1 (28:57):
You're leaning on the automation to pull together
headlines and what it's doing isyour headlines will contain
some of your keywords that youwant to hit right and I think
you put in.
Well, it depends on the client.
So we've got some clients whereyou can put in 20 keywords to
guide it and somewhere you canput in 50 now to guide it.
But you really I mean, if youhave 10, you're in good shape.
But yeah, you just needheadlines.
(29:19):
Also, google's AI will suggestheadlines for you and you can
tweak them.
It'll suggest descriptions foryou and you can tweak them.
It'll suggest descriptions foryou and you can tweak them.
It's been pretty good,especially if you've got like 10
headlines in and you need threemore.
Just ask it to suggest threeheadlines.
You can always take them andthen tweak them a little bit,
but it's going to look at howyou set up your targeting.
(29:39):
But it's super fast, super easy.
It's also easy to add anotherasset group at any time and it's
going to take whatever'sperforming the best and you know
, push that forward.
So most of ours perform on aROAS return on ad spend, and so
one particular client wants aminimum like 400%.
So for every dollar they spend.
(30:00):
They make $4.
And they want it to be as highas possible.
But you balance that with youknow number of clicks, number of
sales, volume of performance,right.
So it's like a balancing act.
So we generally start fairlylow but you can.
Also the algorithm will suggestto you like you could increase
your ROAS and not sacrifice any.
(30:21):
You know your volume or thingslike that.
Or sometimes it'll be like, hey, like your ROAS has gotten out
of control, you need to decreaseit because we're not sharing
Nobody's seeing this, becauseyou want a 2300% ROAS or
something so.
But easy, they're easy to setup and the guide walks you
through it.
Speaker 2 (30:39):
Yeah, I think those are three really easy campaigns
that almost anyone can set up.
We can definitely help you.
Speaker 1 (30:50):
So, branded search campaigns, campaigns retargeting
and then, uh, pmax those arethe three that we and competitor
search campaigns we had in theroom yep, the bonus one, our
bonus campaign steal them now,please.
All right, so, uh, we've gotanother episode coming.
This one I am terrified of, um,because I feel like it could
(31:13):
hit home, because I've been heremultiple times at different
companies burnout in marketing.
How do you stay creative whenyou're tapped out?
Um, it can be very difficultyeah, definitely.
Speaker 2 (31:25):
Um, as always, you can find our agency at
antidote71.com, with all of oursocials there as well.
If you have a question you'dlike to send our way, head to
ctapodcastlive.
To shoot us an email or, evenbetter, leave us a voice message
on our hotline at 402-718-9971.
Your question will be stolenand used on an episode of this
(31:46):
podcast so please give us someideas to steal, now that we've
given you some.
I think that's only fair.
But yeah, I think that wraps itup.
Speaker 1 (31:55):
Yeah, we'll see you next week.
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