Paying for Attention
A digital marketing podcast perfect for a quick listen on your commute, a jog on the treadmill, or as you take a break from checking your emails. Paying for Attention is focused on all things paid media and conversion rate optimization and is hosted by the team at Megethos, an industry leading PPC agency.
Pro-Tips to Increase Shopping Ads Click-Through Rates
You've been optimizing shopping ads for a while now, trying different structures, making bid adjustments, but now feel like you've done all you can. Is there more room to optimize? Megethos' e-commerce expert, Dillon Hake joins this episode of PFA with a resounding "YES!". There is plenty more to optimize in your shopping campaigns like adding negatives, updating product descriptions, seasonality bids, and more. Listen to Dillon's debut on the show and start getting a better CTR on your products!
July 14, 2022
5 Paid Media Updates to do After a Website Redesign
We've all been through it. Your company (or client) updates its website and now your ads are disapproved because they didn't think any URLs would change. Or even worse, everything looks fine for a few weeks until the conversion rate sees a dip and now you're to blame for a decline in performance. If this sounds familiar or you are trying to be as prepared as possible for an upcoming redesign, then this episode is for you. The Paying For Attention team goes through the top updates and items to be prepped for a site redesign to make sure your paid campaigns don't suffer!
June 30, 2022
Responsive Search Ads: Love Them, Hate Them, How to Deal With Them
Google's forcing another change by sunsetting expanded text ads in favor of responsive search ads. The Paying For Attention team covers the top tips on switching to RSA's and how to optimize them moving forward, despite the current limitations.
June 16, 2022
Hyper Local Strategy for Multi-Location Healthcare Facilities
You got two locations in the same zip code - how do you split the budget? How do you generate volume to both locations equally? The healthcare industry has been going through wild changes over the last two years, forcing marketing teams to adapt and evolve. Listen to the 21st Paying for Attention episode to hear how the experts are running hyper local campaigns for multi-location healthcare facilities.
June 01, 2022
How to Actually Align Sales & Marketing Teams For Growth
As a marketer, when was the last time your team met with the sales team to align strategies? If you are meeting with your sales team, are they sharing what they are seeing from leads? The good and the bad? It's crucial to have strategies and data shared between teams on a regular basis. Tune in to our 20th episode to find out how the Paying For Attention team aligns teams!
May 12, 2022
What You Need For a Successful Paid Media Campaign
As Megethos has reached its 4.5-year mark in helping organizations with paid media, we have seen tons of successful campaigns. Unfortunately, we have also seen many that failed before we took over. One of the most common reasons for lack of success is not understanding all the components of paid media and that there are experts for each element of marketing. All too often marketing leaders look for a unicorn that says they can do all of it themselves. In our experience, that almost always leads to a disaster. For this episode, the Paying for Attention hosts go through the priorities of building out a paid media team to put your campaigns in the best position to be successful.
April 28, 2022
2 Years Since COVID: How Has Consumer Behavior Changed?
We got away with not saying "unprecedented" once (I think), but we all know that's exactly what the last 2 years have been. The Paying For Attention team goes through how consumer behavior has changed for digital marketers like the obvious ecommerce explosion but also how education, healthcare, and others have been impacted. Dive into changing consumer behaviors and how the experts have been navigating them for what seems to be a lifetime long 2 years.
March 22, 2022
Google Ads Settings You Should Always Check
Have you ever launched a search campaign through Google Ads editor and forgotten to uncheck "Include Google Display Network"? Or ever pulled a "Matched Locations" report and found your campaigns were spending in states or countries you weren't meaning to target? The Paying For Attention team goes over the top settings you should always check when you are launching a new campaign (and every once in awhile just to make sure!).
March 04, 2022
5 Ways to Increase Qualified Applicants For Higher Education
Every organization has a similar goal: increase the efficiency and effectiveness of your marketing efforts. For colleges and universities, it is always about getting qualified applicants to their schools. The more exclusive that school is, the more difficult this gets. Sure, we could target every graduating business student in California for an MBA program, but will they meet the qualifications? Or will your admissions team get overloaded and waste time with poor-quality applicants? This episode of Paying For Attention will cover 5 ways to generate more qualified applicants while cutting wasted ad spend from your paid campaigns.
February 16, 2022
Top Myths About Quality Score
Quality Score: Google's metric for ranking in the auction (along with your bids). Seems important, and it is, but does that mean all of your focus should be optimizing for a 7+ QS? Listen to Andrew and Keegan and learn all about the myths of Quality Score and how to best use the metric.
January 27, 2022
Recap of All The Paid Media Changes in 2021 - Google Ads
Could 2021 bring any more changes to paid media? Announcement of forced Responsive Search Ads, taking away Broad Match Modified keywords, more search query data (maybe?) and so much more (and that's just Google)! Listen to our first episode of 2022 to hear our take on all the Google Ads changes in 2021.
January 11, 2022
Why a Negative Keyword Strategy Will Save Your Ass
Have you ever reviewed a search query report in your paid search campaigns and found a keyword you would never want your brand to show up for? Us too, sadly. That's why when we set up a new campaign we always make sure we have a thorough negative keyword strategy in place. In this episode the PFA team goes into the why and the how to for negative keywords.
September 28, 2021
How to do Paid Media Competitor Research Like an Expert
Have you ever wondered what your competitors were spending on paid search? Or what channels they are running ads on? Listen to episode 12 for the most actionable episode yet! The Paying for Attention hosts give 5 simple steps to do competitor research like an expert. It's easier than you think!
September 21, 2021
Proven PPC Strategy: Using an Intent-Driven Keyword Structure
Need to forecast the opportunity within your campaigns with precise performance metrics? The Paying for Attention hosts cover how to cost effectively target non-brand keywords and scale your search campaigns using a proven ppc strategy: using an intent-driven structure. Using an intent-driven structure allows you to focus your first $xx on the keywords with the most intent AND forecast performance and opportunity of each intent level.
September 14, 2021
12 Reasons Why Your Landing Page Sucks!
The importance of a landing page should never be overlooked. In this episode of Paying for Attention, we discuss the struggles you may be having with your landing page and go in depth with the importance of a low attention ratio, design language, ad relevance, form field quality, A/B testing and more.
August 31, 2021
The #1 Metric Ecommerce Companies Need to Scale
In this episode, the Paying For Attention team will be going over one of the most important factors in growing your ecommerce brand: Lifetime value. How to do it. Why it’s important. And how to grow your revenue once you have it.
August 24, 2021
Paid Media Isn't Going Anywhere
There has been a growing panic about paid media in a cookie-less world. The worry? Less targeting + less tracking = Lower ROI. Fortunately, the Paying for Attention is confident about the future in the industry and explain the why. Hint: Google + Facebook still need to make their money.
August 17, 2021
What to Consider When Engaging With a New Agency
Have you been in the position to need to engage with a new agency for your organization and not sure how to approach it the right way? Whether it's your first time choosing an agency or you're being extra diligent so you don't get burned again, this episode is for you. The Paying for Attention team provides the right questions to ask, how to make sure you know the right fit, and what you can do to provide potential agencies they information they need about you to help make the perfect agency/client match!
August 10, 2021
How to Avoid Wasting Money in PPC
The Paying for Attention team goes through the most common mistakes and money wasters that they see in Google Ads and goes gives 3 steps on how to avoid them.
August 04, 2021
PPC Myths: Needing High Impression Share to Win Google Ads
But why is my impression share so low? Does that mean we are not performing?
July 27, 2021
Why You Could Be Tracking Leads All Wrong
It's 2021 - if you're still only tracking your paid media performance with conversion tags for form fills, you're tracking leads all wrong. Does your organization have a system in place to capture lead source(s) along with additional targeting and behavioral data all the way through to the contract? To effectively manage and scale paid media, you should. This is the case for all lead generation industries: higher education, healthcare, finance, home services, SaaS, etc. If you don't know how, not sure of the benefits, or what you would be able to do with that data, this episode is for you. The Paying for Attention hosts walk through the why, the how, and what to do next to generate a constant feedback loop between marketing and sales to optimize for revenue, not just leads.
July 20, 2021
Should I be Bidding on Our Own Brand Terms?
One of the most common questions we get asked: "should I/we be bidding on our own brand terms?". The answer is almost always yes. Bidding on your brand terms in paid search can be extremely valuable, listen to the 3rd episode of Paying for Attention to find out why and what to look out for.
July 13, 2021
Why Automated Bidding Sucks for Ecommerce.
Are you an ecommerce advertiser using Google's automated bidding strategies? If yes, you're going to want to listen to this episode. The Paying for Attention team goes through several reasons why this could lead to trouble, and potentially a ton of wasted ad spend in your campaigns.
July 06, 2021
Why You Should Still be Using Single Keyword Ad Groups (SKAGs)
Single Keyword Ad Groups (SKAGs) have been a controversial topic in the PPC industry over the last few years. But why? The Paying for Attention hosts explain exactly why you should still use SKAGs and why it's still the best structure for most PPC campaigns.
June 22, 2021