The BEST Amazon PPC Advertising Strategy

it's been some time since i last spoke about amazon pay-per-click advertising, better known as amazon of ppc. this is a platform that amazon provides their professional seller, plan account types, the ability to sponsor and to market their products using amazon's platform. so today i want to share with you definitely my most efficient and my most effective advertising strategy that i use for all of my products, from start to the very, very end. so today, let's get into it. we are going to be using this test product here. if you've been on the channel for some time- for years now- you're well aware of this test product. now this product is currently unavailable because i do not have any stok at amazon, since it's just a test product. but for this scenario, let's just pretend that the sales price is 7.09. we'll come back to that when we uh go over our advertising budget and see how that all factors into it as well as being competitive against our competitors. we'll get into all that. the first thing that i want you to do is to copy your asin. if you have the jungle scout chrome extension, you'll see that up at the top of the page here. you can go ahead and just click copy asin and it immediately copies that to your clipboard. if you do not have jungle scout, don't worry, you can just scroll down to the very bottom where it says product information, and then there'll be a row which says asyn and copy that right there. okay, great. so at that point we can go to our amazon ppc campaign manager. to navigate to this, go to your seller central in the upper left hand corner. you can click the menu bar and it'll take you to advertising and then to amazon's campaign manager. you'll be met with this screen here and this is exactly what we need- to be able to create our campaign. so we'll go ahead down below here and click create campaign. we'll be met with three different options: sponsored products, sponsored brands, sponsored display. now i'm assuming that if you're watching this video, you're more than likely a beginner amazon seller and you don't have a product line of multiple brands or just one single brand with multiple products. so i would recommend continuing with the sponsored products. this is going to display your product at the top of the search results or at the top of an uh, a competitor, a sin, which we'll be getting into more detail here shortly. so click continue and then you'll be met with uh- the settings. so what is our campaign name? uh, you want to put something in here that is going to identify the product and then also your strategy. that's what i've always done, using this generic format as such, as the date and the time. you know it's not going to tell you a whole lot about what you're trying to do with that amazon advertising campaign. so we'll put iphone 11 cases and then i'll put product targeting, because that's going to be the campaign strategy that we're going to get into. make sure the start date is the date that you want this to actually start and amazon will start spending your advertising budget. we'll set this as today, of no end date, so you can actually- you know, say you just wanted this to run for two weeks. you can actually put that time frame in here. so if i wanted to go for two weeks, i can put april 19th. so you know we'll actually leave that, because that makes more sense here. next is the daily budget. this is a very common question that i receive is: you know how much should i set for my daily budget? and the honest answer is that it's ultimately up to you check how much you have for your overall budget for this product. what are you setting aside for marketing. that is really what you need to think about here now. if you do not have a set budget and you want to just go with what i recommend, i would recommend doing this. you're in the pulpit calculator, so pull that up here, and what i recommend doing is to calculate the total revenue that you expect to generate for the amount of products that you have in your first batch. so, for example, for this iphone 11 case, let's say that we have 200 products that we want to sell. that's how much. that's how many units that we purchased from our supplier. so put 200 units in here and then we'll multiply that by our sales price. again, this is just revenue. it's not your profit, it's you're not your net income. so i said before, 7.99 is our sales price, so i'll multiply those together to get about 1600 is my expected revenue for these 200 units. now what i recommend doing is to take 10 of your total revenue and allocate that to advertising. so what we'll do is we'll take that number of total revenue and multiply it by 10 and we'll end up getting our total advertising budget. so let's just call this 160. i rounded up 20 cents and this is the total amount that we want to spend for these 200 units of the iphone 11 product cases. now we want to take a look at our start and finish date. if you have no end day and you want this to run for months to months, at least pick an end date of when you want this advertising money to run out. for our example, here we have this advertising campaign going for 14 days, so i want to allocate this 160 evenly over those 14 days. so what? what are you going to do? you divide that by the number of days, 14.. and then we're left with 11.43 cents. that is our daily budget. now i usually round up or i round down, depending on the number. so let's just round down to 11 for our daily budget. now you do not have to be as mathematikal and tiknical as i usually am for my- uh, my business, but i recommend at least putting five dollars to ten dollars when starting out, and then you can set the duration of time. um, if you don't want that to run for a week, a month, two months, you know. whatever it is, that's entirely up to you. all right, and moving down, we have targeting. do you want to set up an automatik or a manual targeting campaign. now i do not recommend setting up an automatik targeting campaign because it's honestly like giving amazon a free blank check and saying, hey, go find the keywords for me and do all this stuff on me, my behalf, and i guarantee you that amazon is just going to spend your money and not really care about your. you know a metric like your, a cost, to see how efficiently you're advertising. they just want to spend your money so they can make money. you know, i hope it's not always like that, but that's what i've experienced with my own business. so i'll select manual targeting that gives us full control on the keywords or the a sins that we want to target. all right, so scroll down here. campaign bidding strategy: i am fine with the dynamic bids down. only this gives amazon honestly some leeway on what to set those bids at if they know that you're likely to convert a sale. now i only want them to go down. so if i set my bid at one dollar per click, you know they may come down to 80 cents if i'm way over spending. so it works in your advantage. i do not want to give amazon the ability to go up from that one dollars if that was the example for the bid. next, we'll go down to create an ad group. an ad group is just one layer beneath our campaign, so you can have multiple ad groups targeting different tactiks and different strategies all within one single campaign. if you're only going to have one ad group within your one campaign, i just recommend putting ad group or ad group one, just so you know what it is. moving down to the product section, this is where we actually select our products by just clicking search or we can enter our asin, which we're about to do, and you can actually advertise multiple products within the single ad group. for this example, we're just going to advertise that one single ace in that one single listing, which were the iphone 11 cases. so type in your- uh, your asin right there and click add, and then you should see your product listing on the right hand side here. just verify that all the information is correct. remember i said that it is out of stok, but our sales price is 7.99. i'm not gonna actually have this campaign running since it's for test purposes, but just.

Billboard Advertising

[Music]. welcome to sales funnel mastery. today we're toking about how to advertise on a billboard for your sales funnel. I'm Brandon Stiles, I'm a digital marketer out of Atlanta and a sales funnel expert, and today we're toking about billboard advertising. so there is a science and an art, as with everything with marketing, to advertising on a billboard, and I feel like when I'm cruising down the highway, cruising down the highway, whatever, a lot of companies get it wrong. so let's go over some simple strategies for advertising on a billboard that make it effective. so let's just use this whole whiteboard as a billboard, alright. so you're driving down the road and this is like 10 times bigger than it is right now and cars see this. so think about it. you've got a car going down the road, probably at 50 miles an hour, so they don't have a lot of time to a region billboard because of the speed and also because they're not just looking for billboards on the side of the road. also, you're dealing with kind of advertising blindness, so people see billboards every day and they kind of tune them out. so what can you do with your billboard to make it stand out? well, one strategy is to go down the stretch of highway or stretch of road where you plan on putting your billboard and seeing what they're doing right now- sofe, a lot of them are blue with pictures of smiling people and huge yellow letters- then you might want to get away from them, because if you can do all white with no pictures and maybe just simple black letters or whatever, yours will automatikally stik out because it doesn't look like everyone else. so think about that. but to get a little bit more nitty-gritty on your billboard, you're only going to want to use about seven words. seven words is right in the sweet spot where people will have time to read it and still drive and not crash into the person in front of them and die. so you're trying to get your billboard down to seven words. so it's a headline, basically. now I'm going to study the other day and when I was creating this video, what I was gonna say was: make sure you put a tracking link for your website on your billboard. however, I'm not convinced that's still the case. for example, let's say, long URL, all right, and it was like plastik surgeon man in Atlanta: dot-com, call us today. so, because that's specific, you could use it as a tracking link to check how effective your billboard is. but the thing is people aren't going to be like I'm gonna remember eyes that real quick, long driving and doing 100 other things- close today. they're probably just going to see your logo- maybe that's your logo right there and the company name and just google that. so they're probably not going to go to a specific action page. now that's a little unfortunate because it makes tracking your billboard a little hard, and I thought of a, an alternative, what you could do. you could set up a totally new splash page for this. so if your company is called plastik surgeons of Georgia, what you do, instead of directing people to that site, you could set up an alternate page so you could give this billboard and name. so if the Billboard was about getting a, let's say, rhinoplasty surgery, then you could say where you could write rhinoplasty idea- dot-com, and only put this website address on this billboard. so that way people will go to this and you can still test the effectiveness of your billboard without just being like, oh, we'll see how many, because you still need to know if people are going to your billboard. if you get a hundred thousand impressions a month and you get three clicks to this website, you'll probably want to mix that billboard. okay. second thing to do is test your billboard, and this is how you do that. my advice would be to create five variations of what you think your billboard is. so here's one variation, two, three, four, five and, if possible, put these out online, put these, with your synonym, to your friends or your colleagues, your co-workers, and run a visual eye inspector test. think of it like how crazy egg does or how hot jar does, so they can track mouse movements- and I've movements- and see what people look at first. this is a great way to see what people are looking at on your billboard, because if your logos here and your call-to-action is here now people are looking like all the way over here because maybe you've got like a laughing baby. then in those three to four seconds you've got for the people to pass by, they're not even seeing this stuff. so use eye tracking test. there's tons of stuff out there. just google eye tracking tests and you'll be able to upload your five or seven billboard variations and see which one's work best in terms of people looking at. you weren't logos. so if you get one where people look here first and then look there, that's your winner. that's the one that's going to convert best. so when you put billboards up on the highway- so there are a few tips for using a billboard to advertise. I think it's always good to you smiling faces. people connect to that. it's gonna be the first thing they look at, maybe have the eyes looking over your head- loud, something like that. that stuff is important when you're doing this because you only have like three to five seconds to make an impression with a billboard. so I think you can still get a lot out of it. I had a friend recently tell me that if a lawyer puts up a billboard, he's going to see a ton of boom in his business immediately. see, I thought billboards were kind of dead, but when I heard that and then did some research into effective billboard advertising, it changed my mind a little bit. you know, you learn something every day. so anyways, those are some tips on how to create a successful billboard that actually build your business. [Music]- you [Music].

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How to start a billboard advertising company if you only have $500

so i've been getting a lot of questions on how to get financing for billboards or how to get started within the billboard industry. if you don't have any money- let's say you only got 500 bucks, but you want to start a billboard advertising company- how do you get that done? so this is a video for you. i'm gonna show you exactly how i did it with this location right here. this was actually my first ever lease location- land lease location- so what i did was i only had 500 bucks. i was pretty much broke, didn't have any money. i was driving an old 19, like 96 ford festiva or something like that. if you don't know what that is, google it. it's a brutal car, but a little small, small, small car. but anyway, um didn't have any money, but i knew i wanted to try to start my own business. so what i did was i went and researched the code, figured out where i could build a billboard. if you haven't watched my other video on, uh, the first step to starting a billboard advertising company, watch that first, then come back here and then, once you've researched where you can build a billboard, then you- uh, you already know you. you can pull your permits. um, you can contact the landowner here. so let's see if i can get a good view here. so this is a four lane road. right out here it's a big gully that goes down. you can't really see it that well, but, um, it's probably 40- 50 feet below the surface of the road and i knew that the structure to build this structure right here is going to be extremely expensive, because not only is it, you know, 50 feet just to get to the surface of the roads, this is probably a 70-foot structure, but the ground, with it being a gully, it's a creek at the bottom, the ground is real soft, so you're not going to be able to do your typical drilled foundation. you're going to do a whole footer with rebar and all kinds of stuff in it, and that starts getting really, really expensive. so what i did was i went ahead and contacted the guy who owns this land. it's not a guy, actually it's a corporation and they have multiple businesses in multiple states. so they have a location here, where i'm at, in virginia, they have a location in tennessee and then their headquarters is actually in ohio. so i mailed a letter over to ohio and didn't hear anything back, waited a couple weeks, mailed them another letter. finally, they gave me a call and said: you know what? we actually have a billboard over in tennessee. we've got a statik billboard and uh, you know, i think we're getting 400 bucks a month for that statik billboard. so we're a little bit familiar with billboards and leasing land there. we'd consider leasing you property here if you're interested- 400 bucks a month. so, um, i said, okay, yeah, i'll tok to you about that. the the thing is 400 bucks a month for a statik board here in pretty much rural area where i'm at is a lot of money. you know we don't pay that much for statik boards here. the other thing is, if you build a statik here with the location being in a big dip and that foundation, you know you're gonna have a ton of money in the board itself. so it's really not gonna be worth it to pay 400 bucks a month and build a super expensive statik board there. so what i did was i put in the lease. i said, hey, we can build either a digital or a statik board here. this location, you know, is good for either one at the same rate amount. so it doesn't matter. if we've got a statik- a digital, one-sided digital side statik. we're gonna be paying the same amount, flat rate lease, each and every month. so basically, i'm sure you know in their mind they were probably thinking: you know, i'm sure they, they saw it on the lease, but then they were probably thinking that their other board in tennessee is a statik. so that's what we're going to be building here. but thankfully, with putting digital or statik in the lease, i had the option to do either. or. the downside is, um, i still had 500 bucks, so i didn't have enough money to build this big old sign out here. so, um, this is like a 10 by 36, which is a pretty standard size sun, you know. that's well over a hundred thousand dollars just for the digital part. and then you've got the super expensive structure. that could be another 60 or so, um, maybe even more than that, because you got a expensive foundation too. so you're toking pretty good pilot cash and that's just a one-sided. you do two sides. you're toking 250 grand. so, um, that's gonna be a lot of money and i only had 500 bucks. so what i did was i went ahead and got my permits. i knew already knew 100. sure, this was a legal location. there's actually a stop light on the other side. there's another stoplight here, so it's between two stoplights, right hand read. it's a good location. so i, um, i took the permits and the lease and everything and, uh, i contacted the other billboard companies in the area and besides, at this point, you know, i didn't have any billboards, i didn't have anything. i was just working as a, as a diesel mechanic somewhere, so no other billboard companies had ever heard of me. um, i reached out to them and i only got one response back. really, uh, i reached out to lamar, they weren't interested. i reached out to another local company: they weren't interested. and they reached out to another local company and they were extremely interested. so i was kind of hit and miss. but the one local company that was interested, we came out here, we checked out the site, yeah, everything looks cool. he checked out all my paperwork, met at his office and then he goes: well, how much do you want for the, the paperwork? how much do you want for the lease, the city permit, the state permit, how much do you want for all that? and somehow- i guess i researched it before i got there- i said: um, you know, i don't know if this is the going rate or not. but what i told them was one year gross revenue of what the sign would bring in is what i want for all the paperwork, the lease, the permits, everything. and he said, well, how much is that? so i uh, just did the math. i was like, well, at the time everybody was doing six ads. i think a lot of people are doing eight ads now i'm doing eight ads, but at the time, uh, if you do six ads, two-sided sign, um, you know, i just think i just went off the regular rate card. it came out to be like 100 grand. um was one year's gross revenue off off of the sign. so basically i told him, like i want 100 grand for direct, for the paperwork. and, uh, he goes. well, you know, you can want that all day long, but i ain't getting you nowhere near that. i said, all right, man, no worries. i said, well, how much is it worth? how much is it worth to you? and uh, he's like, uh, yeah, probably most i do is 40.. so as soon as he said that, i knew that i had a deal, because he didn't know this, but i knew that nobody else really showed any interest in it. um, so he was really the only one that was interested in it and i knew that i didn't have enough money to build the sun. so i knew that, regardless of what we ended up with, i was probably going to take it because i needed the money. so, um, anyway, we kept negotiating. i said, well, i could do 80.. he said, well, you know, i might could do 60. and then i said, well, i'll tell you what, i'll come down to 70.. so at this point we're ten thousand dollars away from the deal. and uh, actually, i got up and reached my hand across the table to shake his hand and said: hey, i'll tell you what i mean. i'm, you're at 60, i'm at 70.. i meet you halfway at 65.. reach my hand across the table and he goes: oh man, i just don't think i can do it. he leans back in his chair and, uh, felt like forever, but i'm sure it was 10 or 15 seconds. i'm still standing there with my hand out. i was going to shake him on 65. and uh, anyway, forever goes by, i'm still standing there and finally he gets up, shakes my hand: i'm 65.. so i sold the paperwork, the land lease, all the permits, everything. um, that was the only physical thing that i sold, sold that for 65 and that's how i got enough money to build my first location. of course, you could do that a few times if you wanted to and build up even more money, but i just took that and built my first location, the th.

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How To Advertise For A Small Business (Which Advertising Platform Is Best?)

hey, my friend adam, here and today i'm going to help you choose the absolute best advertising platform for your business. i'll give you my thoughts, my secrets and my strategies and what you actually need to know in order to create better and more effective ads that actually grow your business, and share with you what i've learned after over a decade now of running an advertising agency, having spent over 70 million dollars on ads on pretty much every single advertising platform out there- and there are a lot of different ad platforms out there- too many, actually- from facebook ads and instagram ads to youtube ads and tiktok ads. there's also google ads and twitter ads and pinterest ads, not to mention linkedin ads and snapchat ads, and the list goes on and on. it's a crazy and overwhelming list, and each one of those ad platforms has its own dashboard and policies and styles and types of content and ads that performs best. no wonder so many business owners and entrepreneurs and even full-time marketers have a hard time keeping up with everything. but allow me to let you in on a little secret: not all ad platforms are created equal, so while some of them are going to allow you to reach a whole new audience and tap into a market of new and potential customers. others are just going to leave you frustrated and overwhelmed, broke, and i'm not better for you. so i'm going to help you narrow down these choices to only the top one or two that are going to be the best fit for you and your business. you see, choosing the right advertising platform is one of the most important elements in making sure that your advertising actually works and gets results and makes you back more money than you have to put into it. after all, it's not going to do you any good to spend money trying to advertise your business on a platform that isn't just jam-packed with potential buyers and customers for whatever it is you're trying to sell. or, in other words, don't waste money on people who aren't there or don't care. that's a- it's actually kind of a catchy slogan. the goal of advertising is to generate a positive roi, or return on investment- more in the advertising world, a positive row as, or return on ad spend. so here's where i believe you should start, and you can always scale up later and tap into new platforms once you're more comfortable and getting that positive roi. the criteria i use to evaluate and to make these recommendations comes from not only my experience of over 10 years of running ads, but also looking at things from a beginner advertiser's perspective. these are the eight criteria that i used. number one: ease of use and the overall time to launch to get a new campaign going. so how easy is it to actually get that first ad going without getting lost or confused or overwhelmed and having to jump through a million different hoops? number two is the dashboard or user interface. what's it look like? is it clean and simple and easy enough to get the necessary and relevant information out of, or does it require complicated analysis and third-party software and maybe even exporting spreadsheets just to try to figure out what's even going on, not to mention what's working and what isn't? number three is all of the targeting and targeting options. how detailed and accurate are the targeting options inside the different ad platforms and how easy is it for you to select your ideal customer avatar and that one person that you actively want to target, including things like their demographic details, their age and gender and income, occupation, geographic details like what city, state, province and country they live in, and the all-important psychographic details like their values, their attitudes, their lifestyles and their beliefs? number four is the available audience, or the tam, in other words, how many people can you actually reach on these advertising platforms? in marketing, we call it a tam, which stands for total addressable market, and it's an important factor when trying to decide on a different advertising platform to make sure that you actually have the potential to reach the people that you want to. number five is placements, and this includes things like feeds or stories or reels- essentially all of the places that you can put your ad on the platform, and are they going to give you priority or allow you to put your ad directly in front of someone, or are they going to bury it in the back corner, never to be seen again? number six is the creative. so what are the text or the audio or the video options, and what styles or formats or lengths of each of those are you able to use? number seven is tracking. this has to do with pixels as well as in-app audiences. this is kind of the hot button issue of the day when it comes to advertising, as ever since apple came out with ios 14. well, it's made tracking and pixels and cookies and all of the stuff around privacy and user information that much more complicated. that said, tracking still works, just not as well as it used to. you need to be a little bit strategic and try a few different angles and ideas, one of which is using in-app audiences, or essentially targeting people and retargeting them based on how they've interacted and engaged with your content inside the advertising platform itself. and number eight is cost, which comes down to cpm and the overall competition. see, advertising is usually done on an auction basis, which means the cost that you're going to pay is going to be based on the overall amount of people on the app, as well as the other competitors that are bidding for the attention of the same audience you're trying to reach. now, this one is the hardest to try to quantify and assign a real, tangible number to. after all, it's based on your business and your market and your industry and the people you're trying to reach, not to mention the quality of the ad that you're creating, but still important, so we got to tok about it. the big thing we want to keep an eye on here is the cpm, or cost per mil, which is how much it costs you to get in front of people 1000 times or a thousand people one time. so, taking all of that into consideration, the best places to start for most businesses out there are facebook and instagram, and here's why facebook and instagram are both owned by meta, which means you can run ads for both platforms through the exact same ads dashboard, which, in my opinion, is the second easiest dashboard to navigate and use. i'll tell you my top dashboard in just a minute. creating an ad is as easy as hitting create ad and then choosing what you want it to do- like leads, sales, awareness, engagement- then walking through the settings, inputting your placements, targeting and add creative options, which is the same as most platforms out there now. both facebook and instagram do have boost, post and promote post options that allow you to get an ad up and running very quickly, but i'd recommend not using those and taking the time to set up an ad campaign properly from start to finish. i feel pretty strongly about this one, so i'll make sure to link up a video in the descriptions below that explains why you should never boost a post and what to do instead. the targeting options and available audiences are amazing with facebook and instagram, seeing as it's used by billions and billions of people, and you've got a ton of different placements and creative options available. though, if you're just getting started, i'd recommend stiking to the default option, which currently is all placements. this feature is found at the ad set level or targeting only the news feed for a standard ad, or the reels placements for a reals ad. now, when it comes to tracking and pixels and cookies, well, they've obviously taken quite a bit of a hit, just like most ad networks out there, but there's still some pretty powerful things you can do using in-app retargeting audiences based on how somebody has engaged or interacted with your content inside facebook or instagram. and as for cost, well, it's kind of right down the middle. it's not the most ex.

The Best Social Media Platforms For Advertising | Choosing the Right Ad Platform For Your Brand

- I'm getting super creative on how I do growth and I always have been. It's just the way my mind works. (gentle music). - Before we get started, make sure you subscribe to this channel And, if you're on YouTube, click the alert notification. - The typical strategies that you know. one of the mill expert marketer uses is: I'm an expert in Facebook, like that's the big one, I'm a Facebook advertising and Facebook/Instagram, And they know a little bit about Google sometimes, and even less so about YouTube. But what about these other platforms now, Like you have Tiktok and Snapchat and these other places that you can actually advertise And this thing I keep seeing, like Taboola or the Display Ads? What about all these other sources of traffic? Do you think that it makes sense nowadays to start putting some of your budget towards things like Tiktok, Snapchat? I know there certain things that convert well on those platforms and things that don't convert well. What do you think about that? - Sure, so if you have an app, like a product, most platforms convert really well for that. E-commerce works really well in Tiktok and Snapchat. Pinterest, Taboola and Outbrain work really well for lead generation courses. Reddit works well for a lot of different industries as well, other than e-commerce. So when you think about these platforms- and they work for B2B and B2C- And there's different platforms out there- Google and Facebook, of course, are the best because they're driving the most volume and they're the easiest to scale. And when I tok about Google, I also include YouTube within Google right, Just like Instagram is owned by Facebook. But there's an issue: they're expensive. Taboola and Outbrain may not scale as well, but they're fractions of the cost. You can literally spend sometimes 1/5, 1/6, sometimes 1/10 and get great conversions. Can you wrap it up to 100 grand a month on some of these top ones? No, but who cares if you can spend 2,, 3,, 5, $10,000 a month and you're getting a solid ROI, because if you do that on six, seven of these platforms, it adds up and then go tackle the big players later on. But I think they're actually a better opportunity, especially if you're starting off or if you're a small business. - So what would you of those alternatives like Taboola? what are the top three or four that you think are the best ones that people should experiment with? - I'll combined Taboola and Outbrain because they're very similar, So I'll put them as number one. Number two would be Snap. number three would be Tiktok. Number four would be Pinterest. number five- and this is B2B, it's expensive but it converts well- which would be LinkedIn. - LinkedIn, okay, And do you, in terms of that you mentioned that- like so with Tiktok, and it's more about it's good for e-commerce. there's certain offerings that are better on certain platforms you recommended, like, for instance, B2B is more about LinkedIn. What would you say in terms of the others? Is it equally good B2B, B2C Or any industry specific recommendations - Snapchat and Tiktok B2C. Pinterest, B2C. Taboola, Outbrain- they work for both B2C and B2B. Taboola, Outbrain work for pretty much any industry. - What do you think it is that separates a great marketer from an average marketer in the world of, like, the whole Facebook, Instagram? what we're toking about here? I don't mean at your level, I'm toking about the average person. you see, right now that's sort of like you know there's 1,000,001 agencies, right, And you'd probably laugh when you hear that word, right, Because you've just seen a lot of one man shops. but yeah, I respect the entrepreneurial effort. What do you think it is that separates the good ones from the bad ones? Is it some of them, the ones that are more into the testing side of things. is it about the creatives they create? What do you think it really is That makes a good marketer or a good marketing agency? - I think it's creativity. So not necessarily the creative that they're creating, but the creativity like the ideas and the concepts that they're coming up with. Because right now everything is saturated. We all have to go Omnichannel, leverage all the channels out there to do well. So your only way to win is thinking outside of the box. For example, when I tok about SEO, everyone's going to be creating content, doing cure research. Does it mean you shouldn't do it? No huge ROI, But if you want to really do well, you got to think outside the box. And here's the example of that In my industry. if I wanted to build on my traffic, it would cost me somewhere around one and a half to $2 million a month just on ads, just for Google. okay, That's a lot of money that I would be burning each month. I can't afford that. that's a lot of cash. It would eat away at my margins. my business wouldn't be profitable. On the flip side, I did things away, like create a free tool and just give it away, right, And I was just like: if I take what people are charging for and give it away. I can get a lot of people, Just like those assessment tests when you're toking about sales. Everyone knows about those assessment tests. If hey, would this be a good sales person to hire? Creating those for free on your website and releasing them out there can get a lot of links, It can get a lot of traffic, a lot of rankings, And then that way, when you create the content, you're already going to have more eyeballs, more social followings, and you're going to do well. That's an example of creativity, or like upsells, down sells, or creating better funnels: all examples of creativity, And I think that's what it takes to do really well in marketing these days - So let's slow down for a second here, because that's an interesting perspective. I think that most people nowadays overlook this whole idea of organic traffic, SEO right. So I think for me, I've been fortunate because I have a brand, so I get a lot of organic traffic where people will either maybe see something about me or read or watch the movie and then come. But what about the person that doesn't have that? How do you? the real methodology for getting yourself and you toking about getting ranked on the first page of Google. Is that really what you're toking about here? - Yup - Okay, right. So what is it really about? the fact that most people spend their days making video content? but video content isn't what gets you ranked high, because it's not. they can't crawl it. So then you saying: turn it into a blog where the computers could actually read it. Is that what you're saying? - That's correct. Now they are getting better at crawling video content, but it doesn't rank that well. like anytime you do a Google search, almost all the results are text-based And if you don't have a brand, see, when I started off, I didn't have a brand and my brand is nowhere near the size of yours. I get, right now, 10 million visits to my website each month without ads, And then what happened was all those visitors, through SEO, ended up helping to build my brand. So now, on any given month, I get around 180,000 visits just from Google of people typing in my name, Neil Patel, and clicking on over to my website. But it first started off where I was getting zero people looking for my name. I was creating all this content, and when you're creating all this content, eventually start getting traffic and then people start subscribing and eventually build your brand.

Outdoor advertising is growing steadily, is GDPR one of the reasons? | Marketing Media Money

out-of-home advertising has hit a bit of a purple patch recently. the move to digital has seen the sector outperform other traditional media over the last few years. companies like JCDecaux and Clear Channel have invested millions of dollars in the hope of attracting more and dollars. short lead times and the flexibility of digital sites have made them attractive for advertisers, which may explain the healthy growth. growth has been driven by digitization last ten years. so, as with many markets, if there wasn't its digitization effect as a traditional channel, that probably would have declined significantly. growth rates year on year have been up four or five percent, but growth rates of digital have been 30 percent plus at many of the main main markets. at this point in time, only about ten percent of the screens in the UK are digitized, but they're generating over 50% of the revenue in the market and that trend is that. is it the same across other markets, major markets around the world? so why is digital outdoor doing so well, I think, where other channels are seeing the fragmentation of audiences, so the audience is becoming harder to reach. actually, urbanization continues to drive audiences in outdoor. so if you want to reach 98% of the population on a weekly basis, the landscape is there in the outdoor markets do that. that's increasingly difficult in other channels, whether it is traditional press or TV advertising and obviously more more bottom of the funnel channels. but there might be another reason for outdoors performance: a significant reduction in programmatik advertising due to the e use data protection rules or GDP. our outdoor is gdpr compliant, so any other data that is used in determining how people buy outdoor is Atari, gdpr compliant and anonymous. we've actually seen a one of our customers who, previous to gdpr, was able to communicate my email to 60% of their customers, have suddenly, in one fell swoop, god, only be able to communicate 2.6 of those, those customers because of the operative in the quirements the GDP are imposed upon them. so I think it remains to be seen. but from an outdoor perspective we would see that it's a. it's a channel that doesn't have the same problems as elsewhere and there's mass reach and it's increasingly capable of of showing performance in the way that other channels have done in the past. so who should be thinking about beefing up their outdoor presence? a door is excellent for reach and frequency- Brown, big brown building campaigns. so really the comparable is is buying TV advertising, which is much more expensive. it's, you know it can be five to six times more expensive in terms of capacity just to buy TV and tends to be only used by the largest of advertisers in outdoor. smaller budgets can be deployed in in the market by smaller advertisers who need that brand reach building perspective that is only created by by TV. but what about analytiks? can advertisers easily maximize impact and minimize cost across the four hundred thousand digital screens in the UK? you've got mobile location data. you've got increasingly the capacity of advertisers themselves to take information that they have that is gdpr compliant, that has a location element to it, from databases like the crm systems where there has been an opt-in, and that data is increasingly being used in the process of defining locations that index highly in the real world for the audiences that those groups are trying to reach. so that that data sits there. it's growing, it's it's easier to keep in store, you know, and the data that is UDP are compliant. it's being used to power a significant part of the way in which people are buying in this space. at this point of time in the UK only around 10 percent of outdoor advertising sites are currently digital, so there's plenty of room for growth. it'll take 20 to 30 years for everything to become digitized, but I think that's the direction of travel. I think that the nature of how the screens we used will will still vary between different screen types, but in terms of operational cost to run a digital screen, we're now at a point where, even if you were putting the same content up for a two to four week period, it would be more operationally effective to have a digital screen and then have a poster network that requires somebody to go and poster a poster up. so I would say that we end up 100% digitization, but the nature of how the screens are used will not change where there's complete customization and personalization across those those networks. hello, I'm James Wright. thanks for watching marketing medium money. to check out more online videos, just click on the boxes and don't forget to subscribe to the CNBC life channel at the bottom of the screen.