Navigating the Evolving World of Paid Advertising
Thanks for checking out the 13th installment of The Marketing Microscope. Things got a little crazy at the end of the year – you know how that goes – so we had to take a brief hiatus from podcasting.
We’re excited to announce we are up and running again with a fresh episode!
In this installment, I welcome Daniel Daines-Hutt, Founder of Inbound Ascension and AMP My Content to talk about paid promotion. Daniel has been working in marketing for the better part of the 2010s and primarily works on the retargeting/remarketing side.
Now, this one was a little bit out of our comfort zone at E2M – as we do not typically dabble in paid advertising. I learned a great deal from this episode and hope you do too!
We kick off the show discussing what paid promotion is and how it differs from organic – our bread and butter at E2M.
Daniel gives us a super in-depth rundown of the process involved in paid promotion, as well as the trends we’re seeing. We discuss how to conduct research for a campaign, the major channels, and some of the best-kept secrets – as well as common oversights in paid advertising.
As the show goes on, Daniel and I talk about how copywriting plays into paid ads, as well as the visual aspect. We end the first segment of the show by talking about viral triggers and how they impact consumer behavior.
Segment two picks up with a hypothetical situation. The purpose is for Daniel to walk us through how to plan out a paid promotion campaign from start to finish. He gives us some awesome insight on how to conduct research, set a budget, pinpoint the biggest factors early on in the strategy, as well as provides a solid list of do’s and don’ts.
We then shift gears to outsourcing and how to find a good firm. Spoiler: it’s all about finding firms that ask detailed questions about your target audience, goals, and challenges – similar to finding an SEO provider.
Daniel then talks about testing the campaign, understanding the big KPIs, and keeping tabs on the process. As the show comes to a close, Daniel gives us some good advice for adopting a healthy mindset in paid promotion, as well as provides some good career advice for those in the field.
If you’re interested in paid advertising, this episode is a must-listen! Daniel recently published an eBook on copywriting for direct response. Check it out!