018: Johnathan Dane on PPC, Sardines vs Whales & Why CPC Doesn’t Matter

Johnathan breaks down PPC concepts in a clear, understandable way – better than almost anyone else I’ve heard. Maybe you’ve “tried” PPC in your business and though it “didn’t work”, or maybe you’ve been doing SEO and want to get into PPC, or maybe you’re looking for an additional source of high quality traffic.

You’ll learn about why Johnathan think CPC and quality score doesn’t really matter (not in the way you think they do). He’ll explain “Sardines vs Whales” in search marketing, caring about the details and lots more.

This episode is a must listen. MUST.

Listen Now!

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Links

• https://klientboost.com
• http://unbounce.com/ppc/why-adwords-works-for-everyone-but-you/
• https://klientboost.com/ppc/adwords-strategy/
• http://unbounce.com/author/johnathan-dane/
• https://www.upworthy.com/
• https://www.buzzfeed.com/
• http://unbounce.com/ppc/doing-adwords-wrong-make-it-right/
• https://www.entrepreneur.com/article/252816
• https://slack.com/
• https://klientboost.com/cro/landing-page-forms/
• https://www.searchenginejournal.com/adwords-competitors-making-money/160356/
• http://blog.ispionage.com/search-marketing-agency-interview-johnathan-dane.html

People

• Johnathan Dane
• Gary Vaynerchuk

Agenda

Company day-to-day

PPC Ad Misalignment

“PPC Didn’t Work”

• Attracting traffic, converting traffic, and closing a sale

Danger of Wasting Money

Starting the Process

• “How are you judging success?”

Ad Spend is Arbitrary Number

• Clients spend on average 5k per month

Metrics to Measure

• Cost per Click and Quality Scores don’t matter
• Cost per acquisition (so you can be more aggressive with bidding)
• Sales rate per keyword

Whales vs. Sardines

• Know which keywords (and platforms) invite the best opportunities

Data from AdWords

• Search term vs keyword
• Matched search query
• Tracking template

Use the Data to Optimize Sales vs Conversions

Creating Titles

• First started writing for Unbounce
• Evoking emotion
• “Attention is the ultimate courtesy”

Replying to Blog Comments

I Want All of the Pages on My Site to Kick Ass

• About Us page
• “Caring about the details is a trust builder”

Ask Clients Annoying Questions to Build Trust

Landing Pages

• Mistakes