August 12, 2025 • 32 mins
In this episode, we dive into a topic that may be scary for some brands - Google and other online advertising. To help us make sense of this complex, ever-changing part of your marketing strategy, we’ve brought in a true expert.
Claire Jarrett literally wrote the book on the subject, and she shares insights and stories with host Jimmy Moreland and MHW’s Brigid McCabe.
Check out the book Rapid Google Ads Success on Amazon or Audible
More about the Claire Jarrett Agency
Also mentioned in the show: SpyFu, an online marketing research tool
More info about MHW at https://www.mhwltd.com/
Follow us! LinkedIn | Instagram
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
Welcome to the MHW Mark podcast, where we take deep
dives into various aspects ofthe alcohol industry.
My name is Jimmy Moreland.
Mhw is a US and EU beveragealcohol importer, distributor
and service provider With metoday we're happy to welcome
back Bridget McCabe.
Welcome back.
Speaker 2 (00:22):
Thank you, jimmy, good to be here.
Speaker 1 (00:24):
It's good to have you back.
We took a couple weeks awayfrom the Bridget show, but we're
happy to have you back.
Can you talk about what's beengoing on and what's coming up
for MHW and the industry atlarge?
Speaker 2 (00:36):
Absolutely so.
We just finished InternationalBulk Wine and Spirit Show and
again BrandArc.
I'm really marketing them hardlately.
If you could tell, ian Perezwas the keynote speaker for
IBWSS so he just spoke yesterdayabout brand creation and how to
come to market with your brandand then coming up here in
(00:56):
August we have ECRM Beverage,which will be in the Palm Beach
Gardens area, so we will haveMisha Montecholo there meeting
with lots of brands.
She is on the buyer side, soinvestigating what new brands
are coming to market and lookingfor importation and
distribution.
Speaker 1 (01:14):
Sounds like maybe we need to get both of those folks
back on the podcast soon.
Speaker 2 (01:18):
I agree.
Speaker 1 (01:19):
They're shaking in their boots right now.
Well, we've got a really goodconversation today with an
author and with someone whorepresents an agency that
doesn't work only with thebeverage alcohol industry.
We sort of got into a mode forthe last few episodes with
vendors or service providers whoare really, really focused just
(01:41):
on beverage alcohol.
But this is an interestingguest because they service sort
of cross industries, alldifferent kinds of clients in
their portfolio.
Can you talk a little bit abouttheir experience and how that
multi-industry and multinationalsort of reach is impactful for
our listeners and for you at MHW?
Speaker 2 (02:02):
That's a great question.
Most of our brands areinternational.
If they're imported, so manytimes, when a brand comes to us,
they've already been exportingto four or five other countries,
whether that's within theEuropean Union, maybe it's to
the UK.
If we have a South Africanbrand or an Australian brand,
for example, they might haveopened up even another continent
(02:24):
prior to North America.
So it's really critical forthem to be able to look into
what they have in their toolkitfor marketing and specify
everything that they're doing toeach specific market.
So for MHW, for instance, weare looking for brands all
across the world, and how thatresonates with a brand searching
(02:47):
in Germany is going to bedifferent from a brand searching
in New Zealand, for example.
So we need to ensure that weare targeting them with the
correct keyword, targeting copyand oftentimes too, because we
are an all-inclusive platform,there are people that might
specifically be looking forcompliance or for logistics, and
(03:07):
then they get opened up to thisworld of possibility, of all
the other things that they cando with MHW.
But for us to target them atthe moment of impact, looking
for specifically the one thingthat they're searching for, it
gives us an opportunity to workwith the Claire Jarrett Agency,
who is international and canreally tailor that for us and
(03:28):
understand.
Here are the regulations ineach specific country.
Here's what's working andwhat's not.
You know, there areenvironmental challenges that
pop up in the day-to-day, likewith tariffs and things like
that, where we can provideadditional education as to
what's going on with ratescoming into the US.
We are a trusted resourcearound that.
So there are opportunities forus to go live even same day with
(03:52):
new Google ads that might betargeted to some folks that are
looking for information fortheir brands.
So just the ability to be ableto work with an agency like
Claire Jarrett that understandsthe international landscape is
important and I think forlistening beverage alcohol
brands, it's really critical tounderstand what are all the
audiences that you're looking at.
(04:13):
Maybe all the service offerings.
If you have a portfolio of manydifferent SKUs, if you are a
Bevalk brand and you'reconnected to e-commerce many
times the e-commerce platforms Imean there's so many products
listed on there so you can dospecial campaigns with them and
we recommend that.
But you also need to be drivingyour own consumers for the
(04:35):
point of purchase.
So there is a lot ofopportunities.
Of course, legal drinking agewe'll get into that a little bit
later in the podcast is reallycritical to think about, and
what platforms enable you to dothat.
There's some that don't allowbeverage alcohol marketing, so
these are times in which paidsearch and online search it's
really critical to work with anexpert, like our upcoming guest
(04:57):
here.
Speaker 1 (04:58):
And for listeners who are already feeling overwhelmed
by this discussion.
Hopefully this will eitherassuage those fears or will at
least give your brain aframework for how to move
forward and offload some ofthese responsibilities
responsibly and in a way thatmakes sense for your business.
But it's a good conversationand I think it will answer a lot
(05:21):
of those questions that you mayhave, or at least get you
thinking about things in a waythat's useful and valuable for
you.
So we'll jump right into it.
Our guest today is the authorof the book Rapid Google Ads
Success, and she is the founderof the Claire Jarrett Agency.
Welcome to the show, ClaireJarrett.
Speaker 3 (05:41):
Thank you very much.
Yeah, it's a pleasure to behere.
Speaker 1 (05:43):
Thank you for joining us, even working through the
time zone differences, I'm surethat's a constant challenge, so
we appreciate that.
Can you tell us a little bitabout yourself, about the book
and about the agency?
Just give us a little bit morebackground high school teacher
(06:08):
back in 2007.
Speaker 3 (06:09):
So actually I have a strong background in teaching
and coaching and from there Ilaunched a training company.
So I used to teach IT to kidsand it was a very natural next
step to then start teaching ITto adults.
I learned marketing using ITskills in terms of like.
I learned SEO and GoogleAdWords, as it was then known,
but very rapidly realized thatthere were many business owners
(06:32):
out there that needed to learnGoogle AdWords because they
didn't really know what theywere doing and they didn't
realize the power of it fortheir businesses.
And that's where the idea forthe book came from.
I was actually on a flight toSan Diego.
I was actually about to flightto San Diego.
I was actually about to attenda social media conference.
I came up with the idea tocreate the book and spent the
(06:52):
whole of the conference, hardlyattended any of the conference.
I just got so passionate aboutthe idea of writing this really
amazing book, and now it's inits fourth edition.
We've had some really greatreviews.
People say it's really helpedthem, so I'd like to believe
that I set out to achieve theobjective that I set for it.
That is very cool.
Speaker 2 (07:12):
I love the story that you didn't attend the
conference because you were sobusy writing it.
Absolutely yeah, and I like tosay so.
Mhw utilizes the Claire JarrettAgency and we found Claire
through her skilled paid mediaand her team's paid media, so
that was how it came to be.
We've had really wonderfulresults working with the team,
(07:34):
so I just want to thank you forbeing a fantastic guide to us
and kick it off with a why?
Question.
Why exactly do beverage alcoholbrands need to be utilizing
paid media to stand out to theirconsumers in search, and what
are a few things they canachieve if they allocate
resources and time andinvestment to Google AdWords?
Speaker 3 (07:53):
Yes, to begin with, thank you, bridget, for you know
it has been a delight to workwith you, so to begin with, let
me just preface with that.
Then, secondly, in terms of thealcohol brands, how it would
make sense to be using GoogleAds is.
Google is very much used forintent.
People are searching activelyright now for, like, a Scottish
(08:17):
whiskey or a 14-year-old whiskey, for example.
I was researching some keywordsthat might make sense to drop
in here and I came across akeyword that a number of
different people wereadvertising on, that, woodford
Bourbon, for example.
I also found lots of advertisersbidding on things like whiskey
glasses, even if they actuallywanted to sell the whiskey and
(08:39):
cocktail recipes, even if theywanted to sell the content
within it.
So there is very much.
That is where I would suggestthat advertising would start for
alcohol brands is start tothink about where would, what
type of keywords would youraudience use?
And remember that google'swhere they're going to go when
(09:01):
they're actively looking to buya product right now, but then,
of course, also if they'rethinking about drinking, as in
you know, they're building out a, they're looking for a cocktail
recipe or they're buyingglasses for their whiskey, for
example.
Speaker 2 (09:14):
That's a great point, and do you find that most of
your clients are aware of paidmedia and Google advertising, or
do you find that there is someinitial upfront education that
has to happen there?
Speaker 3 (09:26):
It depends on the type of client, so we do tend to
come across all types,typically.
I do love it when people cometo me that have already read my
book.
I will be honest, because theywill have done lots of the
initial work.
They will already know mymethodology, they will
understand the I don't want tosay damage that Google's own
(09:49):
consultants do, but they areactually quite damaging if you
follow their recommendations,which many new advertisers will
do.
Then my book talks about theimportance of making sure you
don't follow Google's ownrecommendations or those of its
sales advisors, for example.
So those are key, andpurchasing a book or getting
(10:10):
familiar with Google Ads isabsolutely essential.
I'm a firm believer that themore qualified or the more you
know about Google or the purposeof it, you don't have to
understand how to do it.
You absolutely don't have tounderstand how to do it, but you
will then know how to pick aqualified Google Ads consultant
(10:31):
to actually manage it for you,because you understand the
objectives, you understand theultimate aim and you also
understand what they're going toneed access to and you also
know the right questions to askas well.
That's very important.
Speaker 1 (10:46):
When I got my MBA, there was lots of accounting
classes and it wasn't designedto turn us into accountants.
It was designed to make us ableto communicate with accountants
, so that we could all be on thesame page, absolutely.
There's the old saying whatgets measured gets improved, so
I guess, what metrics shouldbrand marketers have in mind?
(11:07):
Hopefully they've been trackingthese things for a long time,
or what should they be trackingfrom the get-go before they
start this journey of AdWordsand other online advertising?
Speaker 3 (11:17):
It's essential to know your numbers.
You're absolutely right, and soto begin with, you would
establish which numbers youactually need to record.
So, in terms of Google Ads,they will be like how many leads
, how many sales?
It might be that you're askingpeople to sign up to a
newsletter, or it might be thatyou're asking people to actually
submit a contact form.
(11:38):
It might be any type of leadrequest where they're actually
going to become a lead.
You might also want to thentrack other things as well.
So tracking click-through rate,which ideally should be going up
(11:58):
over time, even if onlyincrementally, by small amounts,
for example, and of course, thereturn on ad spend, is very
important.
So ideally and this happens alot when I initially interview a
client a lot of the time whenthey come and book a call with
me, they don't realise I'minterviewing them as much as
they're interviewing me, becauseI'm actually checking what is
their level of knowledge,because I do like it when people
have a certain level ofknowledge to begin with.
(12:20):
They don't have to have all theanswers.
But the type of questions thatI like to ask are how much are
you currently spending per leadat the moment?
So, if you're spending $3,000 amonth.
Are you spending $100 per leadand what is your aim in hiring a
new consultant?
Are you aiming to get it downfrom $100 per lead, down to $50
(12:41):
per lead, for example?
I really like to check thatthey know the numbers.
And at this point it'sabsolutely okay if people say to
me I don't have the best ofideas and I can then talk
through with them.
Okay, could you just go look atyour CRM, how many inquiries
did you have?
And so we can at least have abaseline figure.
(13:02):
But you do need a startingpoint and then you need to
monitor that month by month andthen, ideally, the return on ad
spend.
Need to monitor that month bymonth and then, ideally, the
return on ad spend.
It's surprising how manybusinesses aren't comfortable
giving or allowing you, helpingyou to understand a return on ad
spend.
But at the end of the day, manyadvertisers give this full
(13:25):
information to Google and itsoptimisation is using it.
This is an element of theautomation that you can use.
So, for example, if you tellGoogle that a lead is worth $100
and typically, because like onein a hundred of those converts
to a lead which is worth like ahundred times a hundred, for
example, something like that andor you basically give Google
(13:48):
some estimates, so somee-commerce sites you might
actually be able to establish areal return on ad spend.
So for every $2 spent, youreturn $10, for example.
The key that I'm saying here isthe fact that if you can give
Google this information whichmany of your competitors will be
giving them, then Google willbe able to help you achieve
(14:12):
those metrics.
So if you tell Google I want toachieve a target return on ad
spend of 10 to 1, then it willset out to achieve that for you
and that's what you can do withGoogle's optimisation.
But if you're not happy or youdon't have which is probably the
more common, to be honest, is,people don't have that
(14:34):
information.
There's quite often an issuewith joined up marketing and
sales teams, for example.
Quite often the informationisn't being shared between the
different departments People youdo need to know.
So, of the five great leads,two closed and we now have a
client with a lifetime value of$50,000 and you can put that
back in and you know the figures.
(14:54):
So I appreciate I'm checking alot of numbers around here, but
you can start to see these arethe type of numbers that people
need to start having a handle onor thinking about to be able to
run a successful campaign.
Speaker 2 (15:06):
Absolutely.
I resonate with that so muchbecause in our business, the
ultimate goal is to have theclosed wins, as we call them,
and so tracking along the funnelis so important and I would
imagine some of our beveragealcohol brands listening to this
podcast as well resonate interms of consumer purchases and
(15:28):
everything is so deeply pluggedin now with e-commerce and the
ability to order and get itwithin a couple of hours to your
home or when to do shippingbusiness days if it's not an
on-demand platform.
So I think that's critical forpeople to know their cost per
action, their cost per lead andtheir cost per conversion Very
(15:48):
important.
Speaker 1 (15:49):
So you like folks to read the book.
I will note for especiallypeople who enjoy listening to
podcasts.
You might also be an audio booklistener.
I'll note that the book isavailable on audio book.
You've got a lovely Scottishnarrator.
I checked out the little samplethere.
It sounds great.
So for folks who are audioprimary book readers, that's
(16:10):
available.
So once they've read that andmaybe they've started applying
the principles in your book totheir business strategy, at what
point is there a size ofbusiness?
Is there a total dollar adspend per month?
What is the sort of tippingpoint where one of these
businesses should go?
I need to stop doing this formyself and I need to hire Claire
(16:33):
or someone else, or just Claire.
Speaker 3 (16:38):
Well, claire and her team, of course.
Yeah, okay, that's a reallygood question and we have worked
with people that straight awayknow.
Okay, I've got a really goodunderstanding of it.
Now I want somebody that'sgoing to do this right from the
beginning, because I don't wantto spend my time learning it.
That's absolutely fine.
(17:00):
We more often take on peopleonce they've got a proof of
concept, as in.
The website has been makingsales or inquiries at least a
number of them, and it might bethat they've proved the concept,
whether via.
It might be through instagramor meta ads, or it might, as in
(17:21):
you know, might not necessarilybe google ads, but ideally the
website should already be proventhat the website itself can
actually handle the sales as inis there a need for the product?
Can people figure out how topurchase it?
Is the landing page optimizedenough that people can actually
make a purchase?
(17:41):
Our specialism isn't in gettingyou to market right with the
very beginning, helping with thewebsite landing page.
You ideally do need some salesto begin with, whether from that
through or another, buttypically we work best for those
that have got a marketingbudget to invest with the google
ads.
A minimum of three thousand permonth is ideal.
Speaker 2 (18:03):
That makes sense and it takes some time, when you
first kick off a Google Adscampaign or flight, to
understand and A-B test whatkeywords are working and you
know what maybe geographictargeting is resonating with
audiences and really start tohone it.
So that's been my experiencewith Claire's team is, you know,
(18:25):
every month we get together andwe go through performance and
really narrow it down and startto understand what's working and
what's not, and it's allowed usto get a very low cost per
conversion rate and get to aspot where we feel really happy
with the quality of the leadscoming in, and so I think it's
sort of a good transition tothis question.
(18:45):
But how do you recommendbalancing Google Ads with the
rest of the marketing ecosystem?
Recommend balancing Google Adswith the rest of the marketing
ecosystem, understanding a lotof times marketing and sales
teams can have other priorities,whether it be events or
traditional marketing thingsthat they're looking to bake
paid media and paid search intothe larger plan.
But they're trying tounderstand what to put against
(19:08):
it.
And so I think the 3,000 is areally great start, but how
would you recommend, as peoplestart to scale up with that, to
think about allocation of budgetand funds?
Speaker 3 (19:18):
So I suppose it would be through testing to see what
is delivering the cheapest costper conversion, the best
conversion type as well.
So if you've got access to thereturn on ad spend and that's
what we would use to adjust thebudget so, for example, if
you're running meta ads orTikTok ads, then looking to see
and whether that's through GA4reports, something like that, so
(19:42):
that you can see where are yougetting the most conversions,
where is the cheapest cost perconversion, and just checking
through there.
Really, it would only bethrough testing.
There's probably no other waythat I can think of to do it.
Speaker 2 (19:55):
Yeah, that makes a lot of sense, I mean, and
speaking to the point of peoplecoming to you maybe sometimes
not knowing what their cost perconversions are at that point in
time.
I think I find that applies alot of times to other areas of
marketing, Like sometimes peopleput a lot of budget into events
, particularly in the beveragealcohol space.
I think the listener here canreally relate to that.
(20:17):
But being able to hone thatdown to what are the actual
results coming out of this?
But being able to hone thatdown to what are the actual
results coming out of this andit's a lot more challenging when
it comes to a more traditionalform than it is for something
like getting a GA report orbeing able to look at paid media
results so that is definitely arecommendation too is to look
and see what are your otheravenues resulting in, Because a
(20:39):
lot of times paid searchactually has like a really great
return on investment.
You know, sometimes people hear$50 per conversion or $100 and
that can be a little jolting.
But, if you think about what youmight invest into a tasting,
for example, you might spend$6,000, $7,000 on a booth.
How many retail orders are yougetting out of that?
(20:59):
And then, once the retailerorders, it is the end consumer.
Really even you knowunderstanding the brand
resonance and placing an orderfrom there.
So it's such a long tail gamewith some of the traditional
modes.
So that's why I think you'dagree Google Ads is definitely a
really great way to go to getsome immediate results right
away, Absolutely.
Speaker 3 (21:21):
Yeah, for sure.
Speaker 1 (21:22):
Claire, we've heard you mention several times
specific platforms.
You know Meta, which coversFacebook and Instagram, tiktok.
Is this something that?
Do you need to have separatesort of parallel processes in
order to get your ads to show upon Facebook, instagram, tiktok,
et cetera?
Or is this something wherethere's like a one mega
(21:43):
dashboard where you can fire offand set up campaigns on all of
these platforms?
How does that work?
Speaker 3 (21:49):
Yeah, it's very much.
You need people with differentspecialisms.
It's a completely differentskill set, completely different
type of advertising campaign.
There is no one place to go,unfortunately.
So, yes, they are much morecomplex to manage in terms of
the fact that Google is verymuch about instant.
(22:10):
People are looking for it rightnow in Google, tiktok, and Meta
is very much about interruptionmarketing.
You're trying to get theirattention when they're doing
something else.
You're actually almost likewaving a hand at them and saying
hello, come and look at this.
So it's very different thanGoogle search.
Speaker 1 (22:27):
So if there was one place to go, maybe it's someone
like you Offload the entire,offload everything I wanted to
ask, given the internationalnature of what so many of our
listeners are engaged in,whether they're importing to the
US or vice versa, and evenwithin the United States.
(22:48):
It's you know I'm an outsiderto this industry, but every time
I talk to a brand, they talkabout how it's like dealing with
50 different countries workingwithin the US.
What legal considerations comeinto play when it comes to
advertising?
I know that there are specialprotections in the United States
about how certain things can beadvertised, especially to
(23:09):
certain age groups, for example.
Does the EU have things likethat?
Like?
How does that work in a trulyinternational space like online
advertising?
Speaker 3 (23:18):
Well, I mean, it's essential to stay up to date
with Google's policy guidelines,because they change a lot.
They change constantly.
So, yeah, you need to be awareof whether's not seen to be
promoting alcohol usage, forexample.
The best advice is to eitherget very familiar with the
(23:48):
google ads policy center or, ofcourse, hire somebody that is
able to do that for you, becauseit is possible, if you do
repeatedly redo your ads and youget lots of disapprovals and
you can't figure out why, googlewill just close down your
account.
So it is safer a lot of thetime to just hire somebody that
(24:12):
knows.
So, yeah, we do get a lot ofpeople contact us who've had
their account completelysuspended by Google.
Speaker 1 (24:19):
This follow-up question.
Listeners shouldn't theyshouldn't view your response as
legal advice, but is itrelatively generally sort of
vibes-based safe to say that ifyou're complying with the Google
ads policy, that you'reprobably safe within your
individual territories, likelegally, with whatever ads that
(24:41):
you're putting together.
Speaker 3 (24:43):
Yes, yes, yes, you should be Okay.
Speaker 1 (24:45):
You can hide behind the like.
Oh, Google said it was okay, soI'm probably okay.
That's kind of okay.
Speaker 2 (24:50):
Yeah, even even MHW has come and run into times
where all of a sudden they sayyou cannot advertise beverage
alcohol and so we have to tweakour copy or our you know our
subhead to it, and so it seemssomewhat random at times, I'll
be honest with you.
But I think Claire's right, Ithink they update their policy
quite a bit and I think the teamhas been very helpful in
(25:13):
appeals as well to just, youknow, try and understand what we
can and cannot say.
So definitely, within the worldof beverage alcohol, I think
that that's critical to havesomeone that understands sort of
all of the working elementsthat go into it and what's
approved and what's not.
Absolutely yes.
(25:34):
And one question out ofcuriosity that I've always had
is is there ever one or twothings that every person whom
you've consulted with or whohave read your book, one thing
that you find that they'reconsistently surprised by or
that sticks out to them in anyway?
Speaker 3 (25:51):
So it definitely is how fast it can work once you
get things right.
Right, because so many peoplehave been told that google ads
takes months to work, andsometimes that can be the belief
with.
I think this perhaps comes fromthe fact that seo takes months
(26:13):
to work, so of course, you canbe waiting months or years for
your seo to work.
Google Ads absolutely is notthe same.
If you get it right, you can begetting leads, getting the
phone ringing that sameafternoon, and if you're not
getting leads within the firstweek, then there's something
wrong.
Really, it's such a fastplatform to test on.
(26:35):
So that is the number one thing.
That and when I used to teachface-to-face courses, there were
times when in the morning we'dset some ads up and then in the
afternoon I'd have people thathad inquiries already.
So when it was a full daycourse, that was very exciting
to get people to get live proofof concept then and there, by
the time they walked out of thecourse.
(26:55):
That is exciting, absolutely.
Speaker 1 (26:58):
I have to ask, perhaps only for the sake of
boosting our podcast in somealgorithm how does AI come into
play in all this?
Like for the listeners who arelooking to run their Google ads
and other campaigns, is theresome way that they should be
harnessing AI you know, any ofthe products that are available
out there for their own use ormaybe just to make themselves
(27:20):
look good to their bosses,Because everyone seems to want
to have an excuse to say like oh, we've used AI to make this
more efficient.
Is that all buzzwords, or isthere a genuine use case here?
Speaker 3 (27:31):
There is a genuine use case, especially when it
comes to writing ad copy orcoming up with keyword ideas,
for example.
Speaker 2 (27:39):
I've heard a marketing manager, claire
actually put in their brand deckso their brand guidelines, who
they are about.
Them just copied everythingfrom it and said create, within
the character limit, 10 sets ofad copy.
I'm not saying to do this, bythe way, dear listeners, it's
important to do it.
(28:00):
Please don't do this.
Yeah, I am not doing a thirdperson marketing manager
description.
I work with claire's team on onour ads very specifically.
But, uh, I mean, if you're goingto do it with ai content, I
think having a live personreally proof and go through and
tailor it even further to do asecond or third edit round, I
(28:22):
think is really really key.
But you know, there's also, Ithink, opportunities and tell me
how you feel if you come acrossfull deck kits, like we see
this sometimes when we speakwith a new brand.
If they have a long deck abouttheir brand, I mean there's
opportunity to kind of pull outthe four or five resonant things
and their largest brand valuesto understand that we're really
(28:43):
hitting the mark when we chatwith them.
So I think there's use caseslike that, but I think it can be
can be challenging to rely onthat solely.
Yes, absolutely Out ofcuriosity.
Has anyone ever come to youwith a scenario where they like
want to maybe bid against acompetitor and it ends up being
like a really high CPA whereyou're like this is not worth it
(29:04):
, like this is just an ego thingor something like that, where
you're like you can do this, butyou have to reframe the way
you're thinking about it?
Speaker 3 (29:12):
I am very much.
I tell people and I tell peoplethis in the book as well that
you need to go to Google andsearch for some keywords that
you think your perfect targetmarket will be using.
If you can't think of any, thenwe have a problem and you
shouldn't really be using GoogleAds.
And secondly, I tell people togo and use a competitor research
(29:36):
tool called SpyFu and see ifyou can find in there people
that are repeatedly bidding onyour keywords, and ideally you
should find a number of peoplethat are bidding on those
keywords.
There is no such thing as yousuddenly thinking you've come up
with this amazing idea thatnobody else has ever thought of.
(29:59):
If you can't find competitors,it's not worth advertising on
Google ads, and it's as simpleas that.
And so, to answer your question, if people came to me, what
would I advise them?
If I can't help them findcompetitors, then I'm not going
to be able to create the demand,and that's the difference
(30:19):
between Google and meta ads andTikTok ads, of course is Google
and meta can be used to createthe demand, and the influencer
marketing can be used to createthe demand and get people
searching for your brandparticularly.
That's the only way that thatwould work.
However, if you are selling forexample, I was very surprised
(30:42):
to find the keyword 14-year-oldwhiskey I was surprised that
there were a number ofadvertisers bidding on it, so
that would be a good keywordthat if you fell into and you
sold 14-year-old whiskey, thenthat would be a perfect one.
We can find competitors.
We can reverse engineer whatthey're doing and then add in a
number of other keywords as well.
That makes sense.
Speaker 1 (31:00):
And for listeners wanting to follow up and look up
that spy-fu, imagine the wordkung fu.
It's spy-fu, that's it.
Yes, you're being so cleverwith that.
Yeah, but that's how you findit there.
Finally, claire, this is thefun question that we like to ask
every new guest at the end ofthe show what is your favorite
(31:22):
adult beverage?
Speaker 3 (31:24):
So I am very much a fan of vodka, probably vodka,
lime and soda vodka, lemonadevodka and pretty much anything
Vodka, preferably incosmopolitans as well.
I do like cosmopolitans, so,yes, it's definitely vodka.
I'm a vodka gal myself.
Fantastic, a nice, simple,straightforward vodka.
Speaker 1 (31:43):
I'm a vodka gal myself.
Fantastic, a nice, simple,straightforward answer.
We love it.
Claire Jarrett, thank you somuch for joining us.
We will put links in the shownotes for listeners who want to
follow up with Claire or tocheck out the book or the audio
book.
Once again, the title is RapidGoogle Ads Success.
(32:03):
Claire Jarrett, thank you somuch again for stopping by and
chatting with us.
Speaker 3 (32:07):
It's been a pleasure.
Thank you so much for having me.
Speaker 1 (32:10):
And thank you listeners for joining us on the
MHW Mark podcast and thanksagain to Bridget McCabe for
joining me in hosting.
Speaker 2 (32:16):
Thank you.
Speaker 1 (32:16):
This podcast is produced by me, Jimmy Moreland,
with booking and planningsupport by Cassidy Poe and
Bridget McCabe.
It's presented by MHW.
Find out more at mhwltdcom orconnect with MHW on LinkedIn.
Lend us a hand by subscribing,rating and reviewing this
podcast wherever you listen.
We'll be back in your feed intwo weeks.
We'll see you then, Cheers.
Welcome to the MHW Mark podcast, where we take deep
dives into various aspects ofthe alcohol industry.
My name is Jimmy Moreland.
Mhw is a US and EU beveragealcohol importer, distributor
and service provider With metoday we're happy to welcome
back Bridget McCabe.
Welcome back.
Speaker 2 (00:22):
Thank you, jimmy, good to be here.
Speaker 1 (00:24):
It's good to have you back.
We took a couple weeks awayfrom the Bridget show, but we're
happy to have you back.
Can you talk about what's beengoing on and what's coming up
for MHW and the industry atlarge?
Speaker 2 (00:36):
Absolutely so.
We just finished InternationalBulk Wine and Spirit Show and
again BrandArc.
I'm really marketing them hardlately.
If you could tell, ian Perezwas the keynote speaker for
IBWSS so he just spoke yesterdayabout brand creation and how to
come to market with your brandand then coming up here in
(00:56):
August we have ECRM Beverage,which will be in the Palm Beach
Gardens area, so we will haveMisha Montecholo there meeting
with lots of brands.
She is on the buyer side, soinvestigating what new brands
are coming to market and lookingfor importation and
distribution.
Speaker 1 (01:14):
Sounds like maybe we need to get both of those folks
back on the podcast soon.
Speaker 2 (01:18):
I agree.
Speaker 1 (01:19):
They're shaking in their boots right now.
Well, we've got a really goodconversation today with an
author and with someone whorepresents an agency that
doesn't work only with thebeverage alcohol industry.
We sort of got into a mode forthe last few episodes with
vendors or service providers whoare really, really focused just
(01:41):
on beverage alcohol.
But this is an interestingguest because they service sort
of cross industries, alldifferent kinds of clients in
their portfolio.
Can you talk a little bit abouttheir experience and how that
multi-industry and multinationalsort of reach is impactful for
our listeners and for you at MHW?
Speaker 2 (02:02):
That's a great question.
Most of our brands areinternational.
If they're imported, so manytimes, when a brand comes to us,
they've already been exportingto four or five other countries,
whether that's within theEuropean Union, maybe it's to
the UK.
If we have a South Africanbrand or an Australian brand,
for example, they might haveopened up even another continent
(02:24):
prior to North America.
So it's really critical forthem to be able to look into
what they have in their toolkitfor marketing and specify
everything that they're doing toeach specific market.
So for MHW, for instance, weare looking for brands all
across the world, and how thatresonates with a brand searching
(02:47):
in Germany is going to bedifferent from a brand searching
in New Zealand, for example.
So we need to ensure that weare targeting them with the
correct keyword, targeting copyand oftentimes too, because we
are an all-inclusive platform,there are people that might
specifically be looking forcompliance or for logistics, and
(03:07):
then they get opened up to thisworld of possibility, of all
the other things that they cando with MHW.
But for us to target them atthe moment of impact, looking
for specifically the one thingthat they're searching for, it
gives us an opportunity to workwith the Claire Jarrett Agency,
who is international and canreally tailor that for us and
(03:28):
understand.
Here are the regulations ineach specific country.
Here's what's working andwhat's not.
You know, there areenvironmental challenges that
pop up in the day-to-day, likewith tariffs and things like
that, where we can provideadditional education as to
what's going on with ratescoming into the US.
We are a trusted resourcearound that.
So there are opportunities forus to go live even same day with
(03:52):
new Google ads that might betargeted to some folks that are
looking for information fortheir brands.
So just the ability to be ableto work with an agency like
Claire Jarrett that understandsthe international landscape is
important and I think forlistening beverage alcohol
brands, it's really critical tounderstand what are all the
audiences that you're looking at.
(04:13):
Maybe all the service offerings.
If you have a portfolio of manydifferent SKUs, if you are a
Bevalk brand and you'reconnected to e-commerce many
times the e-commerce platforms Imean there's so many products
listed on there so you can dospecial campaigns with them and
we recommend that.
But you also need to be drivingyour own consumers for the
(04:35):
point of purchase.
So there is a lot ofopportunities.
Of course, legal drinking agewe'll get into that a little bit
later in the podcast is reallycritical to think about, and
what platforms enable you to dothat.
There's some that don't allowbeverage alcohol marketing, so
these are times in which paidsearch and online search it's
really critical to work with anexpert, like our upcoming guest
(04:57):
here.
Speaker 1 (04:58):
And for listeners who are already feeling overwhelmed
by this discussion.
Hopefully this will eitherassuage those fears or will at
least give your brain aframework for how to move
forward and offload some ofthese responsibilities
responsibly and in a way thatmakes sense for your business.
But it's a good conversationand I think it will answer a lot
(05:21):
of those questions that you mayhave, or at least get you
thinking about things in a waythat's useful and valuable for
you.
So we'll jump right into it.
Our guest today is the authorof the book Rapid Google Ads
Success, and she is the founderof the Claire Jarrett Agency.
Welcome to the show, ClaireJarrett.
Speaker 3 (05:41):
Thank you very much.
Yeah, it's a pleasure to behere.
Speaker 1 (05:43):
Thank you for joining us, even working through the
time zone differences, I'm surethat's a constant challenge, so
we appreciate that.
Can you tell us a little bitabout yourself, about the book
and about the agency?
Just give us a little bit morebackground high school teacher
(06:08):
back in 2007.
Speaker 3 (06:09):
So actually I have a strong background in teaching
and coaching and from there Ilaunched a training company.
So I used to teach IT to kidsand it was a very natural next
step to then start teaching ITto adults.
I learned marketing using ITskills in terms of like.
I learned SEO and GoogleAdWords, as it was then known,
but very rapidly realized thatthere were many business owners
(06:32):
out there that needed to learnGoogle AdWords because they
didn't really know what theywere doing and they didn't
realize the power of it fortheir businesses.
And that's where the idea forthe book came from.
I was actually on a flight toSan Diego.
I was actually about to flightto San Diego.
I was actually about to attenda social media conference.
I came up with the idea tocreate the book and spent the
(06:52):
whole of the conference, hardlyattended any of the conference.
I just got so passionate aboutthe idea of writing this really
amazing book, and now it's inits fourth edition.
We've had some really greatreviews.
People say it's really helpedthem, so I'd like to believe
that I set out to achieve theobjective that I set for it.
That is very cool.
Speaker 2 (07:12):
I love the story that you didn't attend the
conference because you were sobusy writing it.
Absolutely yeah, and I like tosay so.
Mhw utilizes the Claire JarrettAgency and we found Claire
through her skilled paid mediaand her team's paid media, so
that was how it came to be.
We've had really wonderfulresults working with the team,
(07:34):
so I just want to thank you forbeing a fantastic guide to us
and kick it off with a why?
Question.
Why exactly do beverage alcoholbrands need to be utilizing
paid media to stand out to theirconsumers in search, and what
are a few things they canachieve if they allocate
resources and time andinvestment to Google AdWords?
Speaker 3 (07:53):
Yes, to begin with, thank you, bridget, for you know
it has been a delight to workwith you, so to begin with, let
me just preface with that.
Then, secondly, in terms of thealcohol brands, how it would
make sense to be using GoogleAds is.
Google is very much used forintent.
People are searching activelyright now for, like, a Scottish
(08:17):
whiskey or a 14-year-old whiskey, for example.
I was researching some keywordsthat might make sense to drop
in here and I came across akeyword that a number of
different people wereadvertising on, that, woodford
Bourbon, for example.
I also found lots of advertisersbidding on things like whiskey
glasses, even if they actuallywanted to sell the whiskey and
(08:39):
cocktail recipes, even if theywanted to sell the content
within it.
So there is very much.
That is where I would suggestthat advertising would start for
alcohol brands is start tothink about where would, what
type of keywords would youraudience use?
And remember that google'swhere they're going to go when
(09:01):
they're actively looking to buya product right now, but then,
of course, also if they'rethinking about drinking, as in
you know, they're building out a, they're looking for a cocktail
recipe or they're buyingglasses for their whiskey, for
example.
Speaker 2 (09:14):
That's a great point, and do you find that most of
your clients are aware of paidmedia and Google advertising, or
do you find that there is someinitial upfront education that
has to happen there?
Speaker 3 (09:26):
It depends on the type of client, so we do tend to
come across all types,typically.
I do love it when people cometo me that have already read my
book.
I will be honest, because theywill have done lots of the
initial work.
They will already know mymethodology, they will
understand the I don't want tosay damage that Google's own
(09:49):
consultants do, but they areactually quite damaging if you
follow their recommendations,which many new advertisers will
do.
Then my book talks about theimportance of making sure you
don't follow Google's ownrecommendations or those of its
sales advisors, for example.
So those are key, andpurchasing a book or getting
(10:10):
familiar with Google Ads isabsolutely essential.
I'm a firm believer that themore qualified or the more you
know about Google or the purposeof it, you don't have to
understand how to do it.
You absolutely don't have tounderstand how to do it, but you
will then know how to pick aqualified Google Ads consultant
(10:31):
to actually manage it for you,because you understand the
objectives, you understand theultimate aim and you also
understand what they're going toneed access to and you also
know the right questions to askas well.
That's very important.
Speaker 1 (10:46):
When I got my MBA, there was lots of accounting
classes and it wasn't designedto turn us into accountants.
It was designed to make us ableto communicate with accountants
, so that we could all be on thesame page, absolutely.
There's the old saying whatgets measured gets improved, so
I guess, what metrics shouldbrand marketers have in mind?
(11:07):
Hopefully they've been trackingthese things for a long time,
or what should they be trackingfrom the get-go before they
start this journey of AdWordsand other online advertising?
Speaker 3 (11:17):
It's essential to know your numbers.
You're absolutely right, and soto begin with, you would
establish which numbers youactually need to record.
So, in terms of Google Ads,they will be like how many leads
, how many sales?
It might be that you're askingpeople to sign up to a
newsletter, or it might be thatyou're asking people to actually
submit a contact form.
(11:38):
It might be any type of leadrequest where they're actually
going to become a lead.
You might also want to thentrack other things as well.
So tracking click-through rate,which ideally should be going up
(11:58):
over time, even if onlyincrementally, by small amounts,
for example, and of course, thereturn on ad spend, is very
important.
So ideally and this happens alot when I initially interview a
client a lot of the time whenthey come and book a call with
me, they don't realise I'minterviewing them as much as
they're interviewing me, becauseI'm actually checking what is
their level of knowledge,because I do like it when people
have a certain level ofknowledge to begin with.
(12:20):
They don't have to have all theanswers.
But the type of questions thatI like to ask are how much are
you currently spending per leadat the moment?
So, if you're spending $3,000 amonth.
Are you spending $100 per leadand what is your aim in hiring a
new consultant?
Are you aiming to get it downfrom $100 per lead, down to $50
(12:41):
per lead, for example?
I really like to check thatthey know the numbers.
And at this point it'sabsolutely okay if people say to
me I don't have the best ofideas and I can then talk
through with them.
Okay, could you just go look atyour CRM, how many inquiries
did you have?
And so we can at least have abaseline figure.
(13:02):
But you do need a startingpoint and then you need to
monitor that month by month andthen, ideally, the return on ad
spend.
Need to monitor that month bymonth and then, ideally, the
return on ad spend.
It's surprising how manybusinesses aren't comfortable
giving or allowing you, helpingyou to understand a return on ad
spend.
But at the end of the day, manyadvertisers give this full
(13:25):
information to Google and itsoptimisation is using it.
This is an element of theautomation that you can use.
So, for example, if you tellGoogle that a lead is worth $100
and typically, because like onein a hundred of those converts
to a lead which is worth like ahundred times a hundred, for
example, something like that andor you basically give Google
(13:48):
some estimates, so somee-commerce sites you might
actually be able to establish areal return on ad spend.
So for every $2 spent, youreturn $10, for example.
The key that I'm saying here isthe fact that if you can give
Google this information whichmany of your competitors will be
giving them, then Google willbe able to help you achieve
(14:12):
those metrics.
So if you tell Google I want toachieve a target return on ad
spend of 10 to 1, then it willset out to achieve that for you
and that's what you can do withGoogle's optimisation.
But if you're not happy or youdon't have which is probably the
more common, to be honest, is,people don't have that
(14:34):
information.
There's quite often an issuewith joined up marketing and
sales teams, for example.
Quite often the informationisn't being shared between the
different departments People youdo need to know.
So, of the five great leads,two closed and we now have a
client with a lifetime value of$50,000 and you can put that
back in and you know the figures.
(14:54):
So I appreciate I'm checking alot of numbers around here, but
you can start to see these arethe type of numbers that people
need to start having a handle onor thinking about to be able to
run a successful campaign.
Speaker 2 (15:06):
Absolutely.
I resonate with that so muchbecause in our business, the
ultimate goal is to have theclosed wins, as we call them,
and so tracking along the funnelis so important and I would
imagine some of our beveragealcohol brands listening to this
podcast as well resonate interms of consumer purchases and
(15:28):
everything is so deeply pluggedin now with e-commerce and the
ability to order and get itwithin a couple of hours to your
home or when to do shippingbusiness days if it's not an
on-demand platform.
So I think that's critical forpeople to know their cost per
action, their cost per lead andtheir cost per conversion Very
(15:48):
important.
Speaker 1 (15:49):
So you like folks to read the book.
I will note for especiallypeople who enjoy listening to
podcasts.
You might also be an audio booklistener.
I'll note that the book isavailable on audio book.
You've got a lovely Scottishnarrator.
I checked out the little samplethere.
It sounds great.
So for folks who are audioprimary book readers, that's
(16:10):
available.
So once they've read that andmaybe they've started applying
the principles in your book totheir business strategy, at what
point is there a size ofbusiness?
Is there a total dollar adspend per month?
What is the sort of tippingpoint where one of these
businesses should go?
I need to stop doing this formyself and I need to hire Claire
(16:33):
or someone else, or just Claire.
Speaker 3 (16:38):
Well, claire and her team, of course.
Yeah, okay, that's a reallygood question and we have worked
with people that straight awayknow.
Okay, I've got a really goodunderstanding of it.
Now I want somebody that'sgoing to do this right from the
beginning, because I don't wantto spend my time learning it.
That's absolutely fine.
(17:00):
We more often take on peopleonce they've got a proof of
concept, as in.
The website has been makingsales or inquiries at least a
number of them, and it might bethat they've proved the concept,
whether via.
It might be through instagramor meta ads, or it might, as in
(17:21):
you know, might not necessarilybe google ads, but ideally the
website should already be proventhat the website itself can
actually handle the sales as inis there a need for the product?
Can people figure out how topurchase it?
Is the landing page optimizedenough that people can actually
make a purchase?
(17:41):
Our specialism isn't in gettingyou to market right with the
very beginning, helping with thewebsite landing page.
You ideally do need some salesto begin with, whether from that
through or another, buttypically we work best for those
that have got a marketingbudget to invest with the google
ads.
A minimum of three thousand permonth is ideal.
Speaker 2 (18:03):
That makes sense and it takes some time, when you
first kick off a Google Adscampaign or flight, to
understand and A-B test whatkeywords are working and you
know what maybe geographictargeting is resonating with
audiences and really start tohone it.
So that's been my experiencewith Claire's team is, you know,
(18:25):
every month we get together andwe go through performance and
really narrow it down and startto understand what's working and
what's not, and it's allowed usto get a very low cost per
conversion rate and get to aspot where we feel really happy
with the quality of the leadscoming in, and so I think it's
sort of a good transition tothis question.
(18:45):
But how do you recommendbalancing Google Ads with the
rest of the marketing ecosystem?
Recommend balancing Google Adswith the rest of the marketing
ecosystem, understanding a lotof times marketing and sales
teams can have other priorities,whether it be events or
traditional marketing thingsthat they're looking to bake
paid media and paid search intothe larger plan.
But they're trying tounderstand what to put against
(19:08):
it.
And so I think the 3,000 is areally great start, but how
would you recommend, as peoplestart to scale up with that, to
think about allocation of budgetand funds?
Speaker 3 (19:18):
So I suppose it would be through testing to see what
is delivering the cheapest costper conversion, the best
conversion type as well.
So if you've got access to thereturn on ad spend and that's
what we would use to adjust thebudget so, for example, if
you're running meta ads orTikTok ads, then looking to see
and whether that's through GA4reports, something like that, so
(19:42):
that you can see where are yougetting the most conversions,
where is the cheapest cost perconversion, and just checking
through there.
Really, it would only bethrough testing.
There's probably no other waythat I can think of to do it.
Speaker 2 (19:55):
Yeah, that makes a lot of sense, I mean, and
speaking to the point of peoplecoming to you maybe sometimes
not knowing what their cost perconversions are at that point in
time.
I think I find that applies alot of times to other areas of
marketing, Like sometimes peopleput a lot of budget into events
, particularly in the beveragealcohol space.
I think the listener here canreally relate to that.
(20:17):
But being able to hone thatdown to what are the actual
results coming out of this?
But being able to hone thatdown to what are the actual
results coming out of this andit's a lot more challenging when
it comes to a more traditionalform than it is for something
like getting a GA report orbeing able to look at paid media
results so that is definitely arecommendation too is to look
and see what are your otheravenues resulting in, Because a
(20:39):
lot of times paid searchactually has like a really great
return on investment.
You know, sometimes people hear$50 per conversion or $100 and
that can be a little jolting.
But, if you think about what youmight invest into a tasting,
for example, you might spend$6,000, $7,000 on a booth.
How many retail orders are yougetting out of that?
(20:59):
And then, once the retailerorders, it is the end consumer.
Really even you knowunderstanding the brand
resonance and placing an orderfrom there.
So it's such a long tail gamewith some of the traditional
modes.
So that's why I think you'dagree Google Ads is definitely a
really great way to go to getsome immediate results right
away, Absolutely.
Speaker 3 (21:21):
Yeah, for sure.
Speaker 1 (21:22):
Claire, we've heard you mention several times
specific platforms.
You know Meta, which coversFacebook and Instagram, tiktok.
Is this something that?
Do you need to have separatesort of parallel processes in
order to get your ads to show upon Facebook, instagram, tiktok,
et cetera?
Or is this something wherethere's like a one mega
(21:43):
dashboard where you can fire offand set up campaigns on all of
these platforms?
How does that work?
Speaker 3 (21:49):
Yeah, it's very much.
You need people with differentspecialisms.
It's a completely differentskill set, completely different
type of advertising campaign.
There is no one place to go,unfortunately.
So, yes, they are much morecomplex to manage in terms of
the fact that Google is verymuch about instant.
(22:10):
People are looking for it rightnow in Google, tiktok, and Meta
is very much about interruptionmarketing.
You're trying to get theirattention when they're doing
something else.
You're actually almost likewaving a hand at them and saying
hello, come and look at this.
So it's very different thanGoogle search.
Speaker 1 (22:27):
So if there was one place to go, maybe it's someone
like you Offload the entire,offload everything I wanted to
ask, given the internationalnature of what so many of our
listeners are engaged in,whether they're importing to the
US or vice versa, and evenwithin the United States.
(22:48):
It's you know I'm an outsiderto this industry, but every time
I talk to a brand, they talkabout how it's like dealing with
50 different countries workingwithin the US.
What legal considerations comeinto play when it comes to
advertising?
I know that there are specialprotections in the United States
about how certain things can beadvertised, especially to
(23:09):
certain age groups, for example.
Does the EU have things likethat?
Like?
How does that work in a trulyinternational space like online
advertising?
Speaker 3 (23:18):
Well, I mean, it's essential to stay up to date
with Google's policy guidelines,because they change a lot.
They change constantly.
So, yeah, you need to be awareof whether's not seen to be
promoting alcohol usage, forexample.
The best advice is to eitherget very familiar with the
(23:48):
google ads policy center or, ofcourse, hire somebody that is
able to do that for you, becauseit is possible, if you do
repeatedly redo your ads and youget lots of disapprovals and
you can't figure out why, googlewill just close down your
account.
So it is safer a lot of thetime to just hire somebody that
(24:12):
knows.
So, yeah, we do get a lot ofpeople contact us who've had
their account completelysuspended by Google.
Speaker 1 (24:19):
This follow-up question.
Listeners shouldn't theyshouldn't view your response as
legal advice, but is itrelatively generally sort of
vibes-based safe to say that ifyou're complying with the Google
ads policy, that you'reprobably safe within your
individual territories, likelegally, with whatever ads that
(24:41):
you're putting together.
Speaker 3 (24:43):
Yes, yes, yes, you should be Okay.
Speaker 1 (24:45):
You can hide behind the like.
Oh, Google said it was okay, soI'm probably okay.
That's kind of okay.
Speaker 2 (24:50):
Yeah, even even MHW has come and run into times
where all of a sudden they sayyou cannot advertise beverage
alcohol and so we have to tweakour copy or our you know our
subhead to it, and so it seemssomewhat random at times, I'll
be honest with you.
But I think Claire's right, Ithink they update their policy
quite a bit and I think the teamhas been very helpful in
(25:13):
appeals as well to just, youknow, try and understand what we
can and cannot say.
So definitely, within the worldof beverage alcohol, I think
that that's critical to havesomeone that understands sort of
all of the working elementsthat go into it and what's
approved and what's not.
Absolutely yes.
(25:34):
And one question out ofcuriosity that I've always had
is is there ever one or twothings that every person whom
you've consulted with or whohave read your book, one thing
that you find that they'reconsistently surprised by or
that sticks out to them in anyway?
Speaker 3 (25:51):
So it definitely is how fast it can work once you
get things right.
Right, because so many peoplehave been told that google ads
takes months to work, andsometimes that can be the belief
with.
I think this perhaps comes fromthe fact that seo takes months
(26:13):
to work, so of course, you canbe waiting months or years for
your seo to work.
Google Ads absolutely is notthe same.
If you get it right, you can begetting leads, getting the
phone ringing that sameafternoon, and if you're not
getting leads within the firstweek, then there's something
wrong.
Really, it's such a fastplatform to test on.
(26:35):
So that is the number one thing.
That and when I used to teachface-to-face courses, there were
times when in the morning we'dset some ads up and then in the
afternoon I'd have people thathad inquiries already.
So when it was a full daycourse, that was very exciting
to get people to get live proofof concept then and there, by
the time they walked out of thecourse.
(26:55):
That is exciting, absolutely.
Speaker 1 (26:58):
I have to ask, perhaps only for the sake of
boosting our podcast in somealgorithm how does AI come into
play in all this?
Like for the listeners who arelooking to run their Google ads
and other campaigns, is theresome way that they should be
harnessing AI you know, any ofthe products that are available
out there for their own use ormaybe just to make themselves
(27:20):
look good to their bosses,Because everyone seems to want
to have an excuse to say like oh, we've used AI to make this
more efficient.
Is that all buzzwords, or isthere a genuine use case here?
Speaker 3 (27:31):
There is a genuine use case, especially when it
comes to writing ad copy orcoming up with keyword ideas,
for example.
Speaker 2 (27:39):
I've heard a marketing manager, claire
actually put in their brand deckso their brand guidelines, who
they are about.
Them just copied everythingfrom it and said create, within
the character limit, 10 sets ofad copy.
I'm not saying to do this, bythe way, dear listeners, it's
important to do it.
(28:00):
Please don't do this.
Yeah, I am not doing a thirdperson marketing manager
description.
I work with claire's team on onour ads very specifically.
But, uh, I mean, if you're goingto do it with ai content, I
think having a live personreally proof and go through and
tailor it even further to do asecond or third edit round, I
(28:22):
think is really really key.
But you know, there's also, Ithink, opportunities and tell me
how you feel if you come acrossfull deck kits, like we see
this sometimes when we speakwith a new brand.
If they have a long deck abouttheir brand, I mean there's
opportunity to kind of pull outthe four or five resonant things
and their largest brand valuesto understand that we're really
(28:43):
hitting the mark when we chatwith them.
So I think there's use caseslike that, but I think it can be
can be challenging to rely onthat solely.
Yes, absolutely Out ofcuriosity.
Has anyone ever come to youwith a scenario where they like
want to maybe bid against acompetitor and it ends up being
like a really high CPA whereyou're like this is not worth it
(29:04):
, like this is just an ego thingor something like that, where
you're like you can do this, butyou have to reframe the way
you're thinking about it?
Speaker 3 (29:12):
I am very much.
I tell people and I tell peoplethis in the book as well that
you need to go to Google andsearch for some keywords that
you think your perfect targetmarket will be using.
If you can't think of any, thenwe have a problem and you
shouldn't really be using GoogleAds.
And secondly, I tell people togo and use a competitor research
(29:36):
tool called SpyFu and see ifyou can find in there people
that are repeatedly bidding onyour keywords, and ideally you
should find a number of peoplethat are bidding on those
keywords.
There is no such thing as yousuddenly thinking you've come up
with this amazing idea thatnobody else has ever thought of.
(29:59):
If you can't find competitors,it's not worth advertising on
Google ads, and it's as simpleas that.
And so, to answer your question, if people came to me, what
would I advise them?
If I can't help them findcompetitors, then I'm not going
to be able to create the demand,and that's the difference
(30:19):
between Google and meta ads andTikTok ads, of course is Google
and meta can be used to createthe demand, and the influencer
marketing can be used to createthe demand and get people
searching for your brandparticularly.
That's the only way that thatwould work.
However, if you are selling forexample, I was very surprised
(30:42):
to find the keyword 14-year-oldwhiskey I was surprised that
there were a number ofadvertisers bidding on it, so
that would be a good keywordthat if you fell into and you
sold 14-year-old whiskey, thenthat would be a perfect one.
We can find competitors.
We can reverse engineer whatthey're doing and then add in a
number of other keywords as well.
That makes sense.
Speaker 1 (31:00):
And for listeners wanting to follow up and look up
that spy-fu, imagine the wordkung fu.
It's spy-fu, that's it.
Yes, you're being so cleverwith that.
Yeah, but that's how you findit there.
Finally, claire, this is thefun question that we like to ask
every new guest at the end ofthe show what is your favorite
(31:22):
adult beverage?
Speaker 3 (31:24):
So I am very much a fan of vodka, probably vodka,
lime and soda vodka, lemonadevodka and pretty much anything
Vodka, preferably incosmopolitans as well.
I do like cosmopolitans, so,yes, it's definitely vodka.
I'm a vodka gal myself.
Fantastic, a nice, simple,straightforward vodka.
Speaker 1 (31:43):
I'm a vodka gal myself.
Fantastic, a nice, simple,straightforward answer.
We love it.
Claire Jarrett, thank you somuch for joining us.
We will put links in the shownotes for listeners who want to
follow up with Claire or tocheck out the book or the audio
book.
Once again, the title is RapidGoogle Ads Success.
(32:03):
Claire Jarrett, thank you somuch again for stopping by and
chatting with us.
Speaker 3 (32:07):
It's been a pleasure.
Thank you so much for having me.
Speaker 1 (32:10):
And thank you listeners for joining us on the
MHW Mark podcast and thanksagain to Bridget McCabe for
joining me in hosting.
Speaker 2 (32:16):
Thank you.
Speaker 1 (32:16):
This podcast is produced by me, Jimmy Moreland,
with booking and planningsupport by Cassidy Poe and
Bridget McCabe.
It's presented by MHW.
Find out more at mhwltdcom orconnect with MHW on LinkedIn.
Lend us a hand by subscribing,rating and reviewing this
podcast wherever you listen.
We'll be back in your feed intwo weeks.
We'll see you then, Cheers.
Popular Podcasts
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
The Clay Travis and Buck Sexton Show
The Clay Travis and Buck Sexton Show. Clay Travis and Buck Sexton tackle the biggest stories in news, politics and current events with intelligence and humor. From the border crisis, to the madness of cancel culture and far-left missteps, Clay and Buck guide listeners through the latest headlines and hot topics with fun and entertaining conversations and opinions.