Too many start-ups and small businesses waste their precious resources running Pay Per Click (PPC) campaigns without linking them to activity that drives new business. It’s easy to get dazzled by vanity metrics, instead of targeting prospects who are ready to make a decision.
So on this episode, we’re talking about the best way to approach Google Ads and PPC advertising, with Katie Kingsbery, Senior Account Manager at RevKey.
Katie discusses the mechanics of Google Ads, the importance of keyword selection and ad copy, and the value of tracking conversions that are valuable to the business. Making sure that your campaigns are optimized to reach people further down the funnel, who are ready to buy. Katie also shares tips for finding the right agency to manage Google Ads campaigns.
Katie has seen this business from all angles - starting out on the media side with Tribune and The Wall Street Journal; then in the "belly of the beast" as an account manager at Google, and now with an agency, helping small businesses win in the PPC game.
Key Takeaways:
Where Katie keeps up with the latest in media and marketing:
Media Post
AdAge
Search Engine Land
Rand Fishkin, CEO at SparkToro
Kara Swisher / Formerly of All Things Digital (WSJ)
Timestamps
00:02:20 How Google Ads work and the auction system
00:05:00 Using Google Ads for a small businesses
00:08:00 Importance of keyword selection and ad copy in Google Ads
00:13:40 Counting revenue, not clicks
00:23:50 Taking a campaign from good to great
00:29:30 Finding the right agency to help you succeed
00:31:40 Pricing models for PPC and SEO agencies
00:33:30 Recommended resources
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