Jamie and Jody chat with Zaid Ammari from PPC Masterminds to explore advanced marketing strategies. Zaid shares his journey from a bank job to founding his own agency, emphasizing the importance of data analytics and retargeting in paid advertising. He explains how retargeting works, its psychological impact, and common mistakes businesses make. The discussion also covers the value of quality leads, the pros and cons of hiring freelancers versus agencies, and the necessity of effective client communication. Zaid offers practical insights to enhance marketing efforts and drive business success.
“The good thing about retargeting is that most of the sales don't actually come from people clicking on the ad. They come from people seeing the ad and then either Googling the company or typing in the URL in the browser.” – Zaid Ammari
The finer details of this episode:
Episode resources:
https://lookerstudio.google.com/reporting/cc7472bf-0d0e-40d4-b275-22f1996ca339/page/VAzeB.
Timestamps:
Introduction to the Episode (00:00:00)
Overview of the Creative Agency Success Show and its purpose for agency owners.
Discussion of Different Mindsets (00:00:14)
Jamie and Jody reflect on their different perspectives during the episode with Zaid.
Topics Covered in the Episode (00:00:42)
Jody highlights the focus on retargeting and its common mistakes discussed with Zaid.
Guest Introduction (00:01:38)
Jamie introduces Zaid Ammari, a marketing expert from PPC Masterminds.
Zaid's Background (00:02:07)
Zaid shares his journey from banking to becoming a paid marketing specialist.
Client Targeting in Marketing (00:04:42)
Jody asks about Zaid's target clients and his focus on paid search.
Industries of Focus (00:05:28)
Zaid discusses his typical clients, primarily in e-commerce and service industries.
Introduction to Retargeting (00:06:24)
Zaid explains retargeting and its psychological impact on potential customers.
Cookies and Ad Competition (00:08:13)
Discussion on how cookies compete in ad placements and auction dynamics.
Dynamic Retargeting (00:09:10)
Zaid describes how dynamic retargeting can tailor ads based on user behavior.
Common Retargeting Mistakes (00:09:37)
Zaid identifies mistakes businesses make by using the same ads repeatedly.
Cost-Effectiveness of Retargeting (00:10:20)
Zaid explains how retargeting can be one of the cheapest marketing methods.
Tracking Conversions (00:11:04)
Discussion on how to track conversions from retargeting ads.
Using Data Analytics (00:12:02)
Zaid emphasizes the importance of segmenting traffic for better insights.
Variability Among Companies (00:14:03)
Zaid discusses the vast differences in performance metrics across companies.
Click-Through Rate Misconceptions (00:15:58)
Zaid clarifies how high click-through rates can mislead about lead quality.
Ad Copy Strategies (00:16:59)
Zaid advises on including pricing in ad copy to filter out unqualified leads.
Google's Role in Advertising (00:18:51)
Zaid discusses how Google Ads operates and their profit motives.
Outsourcing vs. In-House Marketing (00:19:47)
Zaid shares insights on when companies should consider outsourcing their marketing.
Agency vs. Freelancers (00:21:16)
Discussion on the differences between hiring agencies and freelancers for marketing services.
Onboarding Process (00:22:25)
Overview of the onboarding process and its impact on effective marketing strategies.
Revenue Tracking Audit (00:22:49)
Importance of auditing revenue tracking for e-commerce and service companies.
Estimating Costs (00:23:59)
Using PPC calculators to estimate costs and expected sales conversions.
Budget Planning (00:26:26)
Advice on budgeting for marketing campaigns and managing client expectations.
Communication with Clients (00:27:00)
The significance of proactive communication in maintaining client relationships.
Retargeting Ads (00:27:59)
Discussion on the underutilization of retargeting ads in marketing strategies.
Voice Recognition Marketing (00:28:38)
Exploration of how voice recognition may influence targeted ads.
Prime Day Product Searches (00:30:00)
Personal anecdotes about product searches during Prime Day promotions.
Final Thoughts and Resources (00:34:16)
Wrap-up of the conversation and sharing of additional resources for listeners.
Intro 00:00:00 Welcome to the Creative Agency Success Show, the go to resource for agency owners looking to scale their business. Join us every week to stay ahead of the curve and position your agency for future success.
Jaime 00:00:14 All right, Jody, I think this was this was a great episode. So, we had Zeta Marianne from PPC masterminds. I think it was great because you and I kind of came in with different mindsets, like, you were so involved in our marketing. You're so involved in the way we do things. So, you kind of came in with that expert mindset, and I kind of came in like the kid on the street who's hearing these things for the first time, like, holy cow, that's how that works. And so, I'm asking more questions about stuff like that. So, I thought, this is a really good show. And I think, like I said in the show, I think our listeners can really benefit from a lot of the strategies that Zaid was talking about here.
Jody 00:00:42 Did I hear you say expert mindset?
Jaime 00:00:44 Yes, that's what I said, I knew you, I knew you'd trigger on that word.
Jaime 00:00:50 No.
Jody 00:00:51 It was great. We talked about a lot of things. retargeting was the one of the things I really wanted to be wanted to hear a lot about. And he had definitely hit it on the head and really goes in depth and explains how it works and a mistake, common mistakes made and so forth. So, it was definitely a great conversation. And one of, one of the ones that you'll definitely get a lot of information out of. And if I say definitely again, you know, maybe.
Jaime 00:01:16 It's a drinking game. Now, Jodi is definitely drinking game. I agree. And I think what I like about this; this podcast is I think it will satisfy people on all levels. It will satisfy those that understand what retargeting is and have started it and want to learn more. And it will also satisfy those that have never even heard of it before. So, I think it'll really, you know, help all listeners involved. So, I'm excited for this one to get published.
Jaime 00:01:38 Hello everybody. Welcome to today's show. As always. It's Jamie now here joined with Jody Grondin. So, welcome to the show, Jody.
Jody 00:01:44 Hello, Jamie. Glad to be on the show with you again.
Jaime 00:01:47 Awesome. And we are joined by a marketing expert here. So, someone from PPC masterminds, his name is Zeta Mari. I'm very excited to have him come on the show. And we're going to talk about a lot of things. Marketing is as much as we can fit in to 30 minutes. So, it might be a whirlwind of topics, but I'm really excited to get this expert on the show. So welcome to the show, Zaid. And tell us a little bit about yourself.
Zaid 00:02:07 first of all, thanks for having me. I am a paid marketing specialist with a background in analytics. I run a paid search, driven marketing agency. So, we do everything from Google ads to Facebook ads to retargeting to tracking, conversion tracking, figuring out lead quality tracking and, pretty much run paid marketing for ecommerce or service-related businesses.
Jaime 00:02:37 Great. So why don't you tell us a little bit about your background, how you got into this and kind of where you were before PPC for sure.
Zaid 00:02:42 I started off, I started off working at a bank, minimum wage job at a bank. pretty much sucked. had to, like, finger print in, finger print out five minutes late. You know, your salary gets deducted. So that was that was not great. And then obviously, I just had a knack for website building. So maybe 15 years ago I built a website kind of selling cars, and, I had I had to go door to door to car salesmen, tell them to upload their course to the website and things like that. So I was, you know, doing a lot of sales, and it did good. I had a lot of people going to the website. Eventually I sold it. and during that process, I kind of spent my own money to push traffic to the website through Google Ads. And I realized that sending traffic, to the website was, was the hardest part, you know, like just getting people into the door or getting people to buy, check the, the cars and all that stuff was harder than, building the website itself, which I thought, you know, building the website was the hard part.
Zaid 00:03:48 So, I had a hard time finding an agency to help me out. So, I kind of spent my own money learned. And then when I sold the website, I decided to come to LA. And I worked at a big agency for, for years, kind of learned, everything from scratch again and how to do it. and after working at a big agency, kind of, you know, I saw how they treated clients as just another number. and so, I decided to kind of open up my own thing because I was the I was pretty much the door at the agency, and I had like, three project managers on top of me into account managers and things like that and that's how it is in agencies. You know, they just have a lot of managers and very few people doing stuff. So, that's how I ended up opening PPC masterminds, trying to actually help businesses, you know, not have them just be another number.
Jody 00:04:42 Yeah. Question for you on the, on the, on your target clients.
Jody 00:04:46 a lot of folks are generalists and then some are more, niche oriented, you know, which direction do you tend to be in NY.
Zaid 00:04:54 like, in marketing general or paid search.
Jody 00:04:58 paid search.
Zaid 00:04:59 I tend to, I mean, most of our business, Google Ads is obviously the most popular platform. So, I am very up to date with Google Ads and GA for Google Analytics. We do a lot of Facebook, and YouTube, but, you know, not a lot of Amazon. So, I would say I'm mostly focused on paid search and paid social.
Jody 00:05:25 Gotcha. And then which industries do you typically work in?
Zaid 00:05:28 E-commerce. mostly. And, and service. So, I usually get the hard clients, the ones that get leads. It's usually the hardest. commerce is kind of, I would I mean, it's a little easier because it's easier to track, you know, the, the leads is, you know, they get leads and they don't know if the leads Leeds actually a good quality and they don't know how to, get the value of the lead into the, into the paid search to figure out, you know, is it actually a good lead? How much did it actually pay for the, for the sale kind of thing.
Zaid 00:06:02 So, that that gets tricky.
Jody 00:06:05 So then another question would be, you know, as I was checking your website and talking a little bit pre showing or pre showing a little bit, retargeting is a big thing, especially with all the different ads. And I saw that you had a course on retargeting. Can you tell us a little bit about that and tell us about retargeting for those that don't, don't know it in the in the audience?
Zaid 00:06:24 Yeah, absolutely. retargeting is when someone comes to your website and for example, they look at a product or they look at your service and they don't end up signing up, signing up or purchasing. So, what happens is, we drop a cookie on their browser and that follows them around the web. and what that does is allow us to show ads, wherever they go. So, it's kind of creepy, actually. So, we follow we follow them around like Facebook or Amazon or any website that has a Google ads on it, and we can show them whatever, whatever banner ads we want.
Zaid 00:07:03 And what that does from a psychological standpoint is it makes you think that this company is really large, like it's a big company, you know, they have a big marketing spend. and that kind of, makes people trust them more, because imagine you go to, you know, you go to my website, you try to you go to my contact page, you don't end up signing up, and then you go to Facebook, you go to, I don't know, a news website. And you just see my ads everywhere. LinkedIn, like YouTube. and you're just like, okay, well, these guys are huge. They're everywhere. but actually, we're just retargeting you with a cookie, you know.
Jody 00:07:41 So, you don't have to file a contact form. You just have to be on the website in order to get the cookies, I'm sure.
Zaid 00:07:47 Yeah. I mean, you can tailor it. You can be as specific as you want. You can follow people. For example, for only 90 days, you can follow people that only went to a specific page and left.
Zaid 00:07:58 Not necessarily the entire website. but I would say the most underused part of retargeting is YouTube. A lot of people don't know that you can retarget on, on YouTube with a video which is super powerful.
Jaime 00:08:13 Yeah. So, you're popping in to watch a YouTube video, but the ad that comes up prior to you watching your video you want to watch is actually for the product you just looked at or the product you looked at ten days ago. So, I have a couple questions about this. And this is probably more curiosity than what will help our clients, but I'm just I'm really curious about this. So, my first question is like, how do the cookies compete against each other? Right? So, if I go to one website, then I go to another website and I have both cookies on my computer. Like how does how often would your cookies show versus your competitors?
Zaid 00:08:41 It depends how much how much you want to pay for it. So, it's basically like, if you bid higher, you're going to win.
Zaid 00:08:47 It's just a it's just an auction. You know, like the biggest bidder wins in the auction, and then, they show your ads.
Jaime 00:08:56 So, then my second question is can you tailor these ads? Right. So, if I go to your website and I'm looking at a certain product and, and then I leave, could you like say, oh, we're putting a, we'll give you a $10 coupon on that product that you just looked at. can you have that pop up on your Facebook as well?
Zaid 00:09:10 Yes, yes you could. There's, at this point, there's something called dynamic retargeting, which you could tell the program would be like, okay, well he left after seeing this specific product. So, I want to follow him with this specific product and give them a discount on, on this one, on this specific one. So, you can definitely do that. Yeah.
Jody 00:09:32 What are some of the mistakes you're seeing when people, do retargeting?
Zaid 00:09:37 When they do retargeting, they use the same ads, so they'll just upload like a one set of ads.
Zaid 00:09:45 I think a lot of a lot of their customers want to see a variation. you should be testing different, ad styles to, and not just testing. You want you want to show them different variety, right? You don't want to stick with like, just the same thing because. Because that follows them around for whatever time frame you put. Like if you follow people around for half a year with the same ad like this, you know what I mean? It's like, who's going to click on that? They're just going to be like, man, I don't want to see this anymore. Like, you're just wasting money at that point.
Jody 00:10:16 Because every time that ad pops up, it's a pay per click. for the most part.
Zaid 00:10:20 Yeah. well, the good thing about retargeting is, most of the traffic or most of the sales, they don't actually come from people clicking on the ad. interestingly enough, they come from people, like seeing the ad and then they either go and Google the company and they click on your organic result, or they type in the URL in the browser.
Zaid 00:10:45 So yeah. So, it's actually one of the cheapest methods of paid marketing there is right now.
Jody 00:10:52 Wow.
Jaime 00:10:53 And that and that's something you can track is that someone saw your ad on Facebook and then within like two minutes typed in your web address on Google. So that's something that you can track on in your data. Yes.
Zaid 00:11:04 So, there's a there's a metric called the view through conversions. For example in Google ads that will tell you how many conversions you got after someone saw your retargeting ad. But then in ga4 you could go to used to be called multichannel conversions or conversion path. And that would tell you the exact path that the user took before they converted on your website. So, we tell you, like, you know, they saw, they saw an ad and then they clicked on organic and then they went and they converted or whatever other path, you know, they take.
Jaime 00:11:43 So, let's take that chance to talk a little bit more about this data. I know you, when we talked in the pre-show, you're really into analyzing the data.
Jaime 00:11:51 So, obviously using the Google ads and using the type of links you're getting to your website is one part of the data. Do you want to expand on that a little bit, and how companies should be using it versus how they're actually using it?
Zaid 00:12:02 yeah, sure with the Ga4, a lot of people are still learning how to use it because of, you know, Google switching from universal to this new platform. So, it's a little tricky, but once you get used to it, it's actually pretty easy to use. There's a lot of, like, a lot of people just go and they check the reports to see, you know, where the traffic is coming from, what the traffic is doing on their website and things like that. but to use analytics, the most efficient way possible, you want to create, segments, so you want to segment the traffic by, by either traffic, but usually by traffic source. So, you want to look at your data separated by, you know, organic traffic versus paid traffic versus referral versus direct.
Zaid 00:12:51 And that would tell you much better. that will give you a much better story than if you're just looking at, okay, what's all the traffic doing on my website? because every channel is different, as you know. And, if you start understanding what people are doing when they come from a specific channel, you can kind of link a better picture of, of, you know, what you can do, what you can improve on, on your website. But also, the conversion path that I mentioned is really important because, for example, in paid marketing, a lot of my clients, when you look at your Google Ads, it says, for example, the cost per click is like $5. but then you look at the conversion path and you notice that most customers are clicking on an ad, you know, three times before they convert. So, the actual cost per click is not $5 is 15 rights.
Jody 00:13:41 Yeah.
Jaime 00:13:41 So, yeah.
Jaime 00:13:45 So, how much variety do you see from company to company.
Jaime 00:13:48 Like obviously you're seeing a lot of different companies and is the is the are the trends pretty consistent or do you see okay. Wow. One company gets a much higher referral rate than others. And how much how much do you see in variety and ten the companies you work with.
Zaid 00:14:03 It's massive. I mean, there's just there's too many factors. There's too many different things happening with each company. Like your landing page is a huge factor, you know, your ad copy is a huge factor. What you do is a huge factor. how you convert people is a huge factor. Like, if you have calls, if you're checking phone numbers, if you only have forms, if you're a lot of companies run the same ad copy across their entire account, so they're testing, like three ad copies across, you know, ten campaigns. you want to be testing different ad copies per ad group? and a lot of people just, you know, tend to be lazy. They don't want to be like, well, you know, I'm not going to write up like 30 ads then, you know, that's crazy.
Zaid 00:14:50 So, a lot of variety just depends on what they're doing, what the type of business is. You know, their landing page design, their campaign structure. If they're tracking correctly, are they looking at the data and optimizing how fast they optimizing? I mean, just so it's all over the place. So, every time I see like industry benchmark, I'm like, where did this you know what. Like where did this come from? Like what. How many companies did you compared to get the benchmark. So, I'm always skeptical with looking at like, you know, polls or like, you know, estimates, you know, a lot of companies would be like, you know, your CTR should be 10%. I'm like, dude, if your CTR is 10%, you're definitely not converting a lot of leads. Like those are probably like some bad leads. You know, like even if people click on your ad, it doesn't mean it's great. So, okay.
Jody 00:15:45 Can you go into that more detail? Because I think a lot of people get that confused.
Jody 00:15:49 They think they think, oh, we're doing really great. Look at look at us. The click through rates dramatically is great. You know, can you explain that in more detail?
Zaid 00:15:58 Yeah, absolutely. So, mostly for service companies that need to generate leads. It's harder to track the quality of the lead. So, they see, for example, you know, 10% or 20% click through rate and they'd be like, man, this ad is amazing. but if you actually look at the performance, the leads that they're getting or the leads that are clicking on the ad, they're either not converting or when they submit the form, they're actually like a they're not a good lead. Like they don't they don't close they don't close the lead. So, the, the, the seater could be kind of misconstrued in that way. What I like to do is, I like to put the, the pricing in the ad copy. if you're getting, like, a lot of, bad quality leads, like, you want to put as much detail in the ad copy, because if someone thinks you're expensive, they're not going to click on your ad because, I mean, because they're not, you know, they can't afford you.
Zaid 00:16:59 You're, you know, you already saved yourself the click. So, you're saving money by not having them click on that, on that ad. So as much information as you can, you should put in a copy, put pricing in the ad copy, like test that out. And Google in specific these days, they tell people to add to ad like, I think like ten headlines and up to four descriptions. You can add more than ten headlines and four descriptions. But you have to think Like, how long is it going to take? Like depending on your budget, how long is it going to take Google ads to test ten headlines and for descriptions? You know, if you do, you know, ten, ten to the power of four, you're talking about like thousands of of different ad copies. It's not really realistic. So I try to stick with like, I want to control my ads, I want to know what's happening. So I just stick with three headlines, two descriptions, and I just test two different ads, you know, per ad group, because I don't want to give Google also total control of, of the account.
Jaime 00:18:06 Yeah. Like, I mean, you're talking about like qualifying, you're qualifying your, your pay per clicks. Right. Which is really interesting to me is that like, you know, obviously you talk about that in like the sales game is like, I don't want a bunch of people calling me that work for banks. And I never work on banks. Right. Like as a, as a client. But it's interesting that you do that and paid for click as well. Is it like, okay, you don't want a bunch of people that aren't willing to pay $100 for your product clicking on your website, because then you're just paying for those clicks and having a lower conversion rate. So, it's interesting, something I haven't really thought about before, but it's definitely an interesting way to look at it.
Zaid 00:18:35 Yep. And, I mean, Google's Google Ads is how Google makes money, right? So, they're not really, you know, I wouldn't say they're your friends, you know, that they want you to advertise, but they also want to make money.
Zaid 00:18:51 So, another part is, they started being very lenient with, like, keyword match types. So back in the day, you could add like an exact match, which basically tells Google, like, I just want to bid on this exact keyword. Nowadays it's kind of lax. So, they'll show your ads for a variation of that keyword. kind of the same thing that I mentioned with ads. You know, they tell you to put so many variations, but in reality, it's just, you know, it's going to take forever to test all that. It's not it's not realistic.
Jody 00:19:27 Yeah. Kind of switching gears a little bit. You know a lot of companies try to do this themselves. Others try to, you know, to outsource it to a company like yours. You know, at what point do you think what point should companies look for a service like yours versus, bringing it in-house?
Zaid 00:19:47 that's a great question. I think if you don't have an expert running your paid ads and you need to run paid ads, agencies are, I would say, the most expensive route you could take.
Zaid 00:20:02 freelancers are probably the cheapest route you could take. I'm kind of in the middle because I personally do everything my clients. but like, if, if you work with a there's advantages and disadvantages to everything, right? If you work with a freelancer, you're going to have to trust that they know how to write ad copy, that they're good writers. You have to trust that they know how to optimize your landing page. So, they're good at, like, UX design and things like that. You have to trust that they know Google ads, and you have to trust that they know Google Analytics. And there's plenty of freelancers that, you know, know all that stuff. don't get me wrong, you know, but finding one that's cheap and quality never go together, right? Right. yeah. So, yeah, if you want to be super personal and, you know, work with a freelancer, I mean, that would be the way to go. Agencies, on the other hand, some agencies obviously are better than others, but they do have teams, and they usually, you know, have a specific person that does the ads, specific person that does the analytics.
Zaid 00:21:16 They have account managers, things like that. So, and they do charge a lot more than freelancers, obviously. The thing with agencies is you might not feel like you're special. You're not being treated, you know, a great, because there's account managers, project managers, and the person doing the job. And by the time the message gets to you, it has to go through like three different levels. So, it just really depends on your situation, right? Like, if you have a massive company, and, you know, you're spending, you know, more than 50,000, you want to go with a small agency or, or a big agency if you're running a small account, you either want to go with a small agency or a freelancer. Just depends on, you know, what you're trying to do. Obviously, the if you go with a freelancer, you're going to be more hands on, a smaller agency, a little bit less hands on, and a big agency.
Zaid 00:22:13 Supposedly you're supposed to be completely, you know, hands off. But you still have to. You still have to keep checking on their work and stuff because you just never know, you know?
Jody 00:22:23 Now it makes a lot of sense.
Jaime 00:22:25 Can you.
Jaime 00:22:25 Can you tell me a little bit about your onboarding process? And I mentioned this a little bit earlier. Is that like a lot of how effective clicks are and effective your services is depend on how things are set up. Like what does the landing page look like and what is the you know, where things are going and the different types of ads that there's. How much time do you normally have to spend with a customer to get them up to speed on those basic things before you can actually truly make effective an effective impact?
Zaid 00:22:49 For sure. I usually start off with an audit, and the first thing I check is revenue tracking. So, if you're an E-Commerce, it's pretty simple. You can tell you know how much money you're making from a sale of a product.
Zaid 00:23:02 If you're if you're a service company, then, I usually check, like, what kind of conversions they're tracking. I see a lot of people are tracking, like, time on site or just useless conversions that make no sense, right? You only you only want to be tracking, like, signup forms or calls. stuff that's super important. And then and then I look at, I ask him a lot of questions. I feel like that's, that's what you have to do. So, I ask him, like, for example, how much do they make from a sale? and then I do run, estimates. I have a, PPC calculator, like an estimator on my website. It's for free. I run estimates and kind of see. Okay. based on the average cost per click that I get from Google. So, Google has a has a free keyword planner tool. If you put in your keywords in it, they'll give you kind of a rough estimate of how much you're going to pay.
Zaid 00:23:59 So, I run some estimates. Okay. This is how much how much you're going to pay per click. This is how much you make per lead. Let's say you convert, you know, 10% of your leads to sale, to sales. And so, I run an estimator and, I can see exactly how much they should be spending to get the number of cells that they need and if it's even worth it for them, you know, like, I worked with a few universities, universities, depending on their size. some of them pay like $250 a click. Right? But these guys don't these guys don't care because, you know, like they're making hundreds of thousands. They don't care. But 250 a click, you know, the margins.
Jaime 00:24:45 Yeah. Higher margins.
Jaime 00:24:46 Are huge.
Zaid 00:24:47 But then but then you get to like a small company like a HVAC company. They're not going to pay like, 300, like, you know, a hundred bucks a click. You know, if you install a heater or whatever, you know, you're going to pay anywhere from five to like, 15.
Zaid 00:25:02 So, just you just have to figure out, is it worth it for me? Based on the, based on the based on the estimations and how much am I going to be spending and based on, you know, like if, if I'm an HVAC and I'm only want to spend two k and you run the estimator tool, you could you could potentially tell the client realistically, if at this budget is going to take us, you know, this many months to get you this many sales kind of thing. So, I feel like a lot of small businesses don't plan ahead by doing this stuff. And so, they're expecting like results next month. And when they don't get it, they're just disappointed. And they're disappointed in you. You know what I mean? They think they didn't you didn't provide a service like that. So as long as you're super transparent and I feel like giving them the most information possible, just makes them less anxious and, more hopeful, you know, to get the results.
Jody 00:25:59 How do you temper that? So, like, you tell them, hey, we're going to get 15 new clients by x x amount, you know, how do you temper that when they, when they see maybe a slower start than what they should. Because a lot of service-based companies it takes multiple hits before they for the, a person actually signs up. So how do you how do you temper that with the client? How do you make them feel, you know, comfortable so they don't leave the process too soon?
Zaid 00:26:26 Yeah. For sure. I tell them to, budget ahead at least, at least 3 to 6 months, and I don't you can't guarantee how many, how many sales they could get, obviously. but you would want to look at your improvement over time. So, you know, usually you start off slow. and then you should be saying improvement, in the account performance, like from the conversion rate standpoint, from the number of conversions that you're getting, to, to the cost per conversion, you want to see an improvement.
Zaid 00:27:00 but most importantly, like whoever you're working with, you want to see a communication and pro activeness. So, for example, I track all my clients landing pages and websites if they go down, you know, I get alerted and I pause their account immediately. You know what I mean? And I tell them, like, your website's down. You know, like, Google unfortunately, does not stop your account from running if, if your website goes down, takes them, like, a day or something, you know, so you might be getting, like, wasting a lot of money. I feel like communication is really underrated. When especially because we're in the service industry, you know, like, we're servicing clients. They should expect, you know, the best service and that's part of it. Communication. And, making sure their account is, is seeing a positive trend.
Jaime 00:27:53 Yeah. Okay. That's a great answer. And I think that obviously it's I think in the agency space, which is what a lot of our listeners are.
Jaime 00:27:59 I don't think a lot of companies may talk a little bit about the retargeting. I don't think a lot of companies are using that. Like I've, I visit agency websites all day long because we have, you know, target targets. Come in looking at my clients websites, very rarely do I go to their website. And then I'm on Facebook and Instagram and see an ad for it. So, I think this is definitely the right audience for that, because I don't think it's used very often. So, it's almost time to get to our fun question before we get to our fun question, I do have another fun question I have to ask. So, you seem like the expert in this area, so I need to know the answer to this. I'm sitting at dinner and I yelled at my wife, hey, we're out of ketchup, and all of a sudden I go to my website, my phone, and I'm looking at Instagram and I'm getting ads for ketchup and Facebook. I'm getting ads for ketchup.
Jaime 00:28:38 Like, how does the mobile voice part of this work where that like, it's almost what you're talking about, but instead of actually having to visit a site, I just say it and all of a sudden it's popping up on my phone. So how does that work?
Zaid 00:28:49 That is a fun question, I mean, honestly, that that part is, has always, is mind boggling. but it's pretty much the same kind of, cookie thing, you know, if I, I'm going to be 100%, real with you. I've never had this question asked for me before.
Jaime 00:29:11 So,
Zaid 00:29:14 I have not looked at the data or like, you know, voice recognition, thing, but, you know, I assume, it's because, you have either Alexa on or Google Voice on or you have like the voice, enabled on, on your phone. And they do, look for like, for example, for Alexa, they keep listening to you to say Alexa. Right? So, they're always listening to the words that you're saying.
Zaid 00:29:41 So, they could be listening to the words that you say. And then, that kind of triggers adds, for you, there's definitely a third party platform, that those large companies use that does this. I guarantee you there's like a I just don't know what it is.
Jaime 00:29:59 Possible.
Jaime 00:30:00 Yeah. Again, I thought you'd be the person to ask. I appreciate you, you're going around that answer a little bit, but it's always been fascinating to me, so. All right, now, time to get to our fun question and wrap this up. So, a lot of talk here about, about ads and, you know, searching the internet. And coincidentally, today is Prime Day. So, I'm curious, from both of you guys, is there any product you're looking for you're keeping an eye out for, or something that you really think is going to be your next big buy? from, from the, from the websites. And so, Jodie, I know you're always looking for the next big Hawaiian shirt or cool shoe trend, so I'm curious what I'll start.
Jaime 00:30:32 I'll start with you first. Like what? What are you looking for in these? on the internet right now.
Jody 00:30:36 Oh, geez. What we're looking for there. And it's just basically food.
Jaime 00:30:41 Right? Okay. Food inviting.
Jody 00:30:43 Us. Not really a ton. you know, it's, you know, usually eating it all the time, you know, obviously. And I place orders on there all the time, and I probably they're more than a grocery store, you know, anymore. You know, you know, the way that we utilize the internet, but it's mostly health products, you know? Hey, different vitamins, different things to improve health. or the primary searches I've been doing, you know, as of lately.
Jaime 00:31:09 Yeah. So, Jody came, visited. Jody came and visited me a couple months ago, and we were up at the mountains, and he pulls out his vitamin thing, and he pretty much needs a bucket for all the vitamins. He's, he's history he's traveling with now, so I that's a good answer, and I definitely can see that.
Jaime 00:31:25 So, Zaid, what about you? You know, all the insights. So, I'm curious how much time you spend looking for products on the internet and if there's any really big product you're looking for right now? Yeah.
Zaid 00:31:34 That's a cool. I actually use, a chrome extension honeypot. it kind of attracts like, the, the cost of products over time. So, you can see when the product was, like, the lowest price, whatever. So, I yeah. So, I go to Amazon and I always look at it, but I usually look for, like furniture. I try to get deals on furniture, but not like the super cheap, you know, like, put it together and, like, break the next day kind of thing.
Jaime 00:32:03 Yeah. Yeah. Yeah.
Zaid 00:32:05 So yeah, just like furniture stuff, like, desks and, you know, I like carpentry, like, I do some woodwork. I'm not an expert at that, like, whatsoever, but, you know, I just, I just like that stuff, so.
Zaid 00:32:19 Yeah.
Jaime 00:32:20 Great. That's both good answers. So, right now for me, my, my dog is deathly afraid of flies. And so, during the summer, she just turns into a completely different dog, like, she's out of control. And so lately, this summer, she decides that it's much safer outside than inside. I don't know why that is, because obviously there's more flies outside. But like, she has been, like, running away from us and never had that problem in the past. We have no fence. Usually, she just goes out there and she comes back in. So, I am looking for a wireless dog fence right now. And so that that's my Prime Day goal is to find a new fence for my dog where she's not running away from us all the time because of her fly phobia.
Jaime 00:32:57 Wireless not fence. Yeah.
Jaime 00:32:59 So, basically uses GPS. So, it uses GPS and you track it on, you build a fence on your phone and then like, you put a collar on your dog and the collar, like, beeps and tells a dog when it's getting close to that fence.
Jaime 00:33:09 So, you're not having to, like, bury wires around your house. So, you basically just use GPS and there's a, there's a couple products that are doing that right now that are getting pretty good reviews. And so, I've been looking at it for like a week, but I'm like, I'm going to see if they go on sale for Prime Day too. Or probably.
Jaime 00:33:24 Yeah.
Jaime 00:33:27 And employees. Right.
Jaime 00:33:31 Around the desk? Yeah. Around the desk.
Jody 00:33:35 They get it from the desk app.
Jaime 00:33:37 Exactly.
Jaime 00:33:39 Awesome. Well, Xana definitely appreciate you coming on the show. I know I learned a ton, and I obviously ask some questions where, like a more personal stuff than from work stuff. But like I said, I think our agencies would definitely benefit from this. Why don't you tell the listeners how they can find out about you and where they can go to learn more?
Zaid 00:33:54 yeah, you can. You can find me on, PPC masterminds.com. if anybody wants a, if anybody has a Google Ads account that needs a free audit.
Zaid 00:34:02 I'm happy to do a video. A free video audit walks you through what you need to fix and what needs to be fixed there. You can also find me on LinkedIn. Zeta more.
Jaime 00:34:13 Great. All right, Jodi, over to you. Any, I know final thoughts on the show?
Jody 00:34:16 No. Great, great. Great conversation. learned a ton. you know, definitely a lot about, you know, hey, the, you know, all the different ads chasing each other, you know, hopping on different things through the, you know, you know, basically through all the different ads and Google, Google and everything. So, I'm kind of rambling a little bit, but, you know, with that, you know, it was just a great conversation, reaffirmed a lot for what we're doing, a lot for what a lot of our clients are doing. And it really, I think I think Jamie hit on the head. I think a lot of the marketing agencies can definitely take a a note to what we talked about.
Jody 00:34:49 You know, with that and law firms, accounting firms, you name it, I think they can all, all, all definitely utilize your service. So, I'm looking forward to seeing where this ends up going.
Zaid 00:35:00 Well, thank you guys for having me. I appreciate it. And if there's anything else I can help with, you know. happy to, happy to. And I will send you a free, I do have a Google data studio, looker studio report. That's like a four-page report. All you have to do is just copy the link in your browser, and you could use it to look at your data and Google ads. and it's just basically like instead of logging into Google ads, it's like a huge dashboard that summarizes kind of everything that is happening in your account. So, it's a huge timesaver. I use it all the time.
Jody 00:35:34 It's awesome.
Jaime 00:35:35 I appreciate that.
Jaime 00:35:36 Yeah, I appreciate you coming on and taking the time. And like I said, educating me and our audience.
Jaime 00:35:40 I'm sorry. I was probably the most educated of anyone today. So, I definitely appreciate all that.
Zaid 00:35:44 Thank you guys for having me. It was fun.
Jaime 00:35:45 You bet. Yep. Thank you.
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