105 - Steal These Three Campaign Ideas

Rich: Hey Zach, what do we want people to do right after this episode?

Zac: Steal these campaign ideas.

Rich: Yes. So we're gonna give shortcuts to three great campaign ideas that drove real results. And they are super, super easy to implement and steal immediately after this. Like you could get them set up in like an hour or two.

Um, so that's gonna be pretty cool. I think this is a great idea. I love the steal these campaigns like we're giving you shit for free. Um, 'cause usually you have to pay for our brains.

Zac: Yeah. And everybody loves a freebie, especially if it's easy to set up.

Rich: They do. So, uh, before we get to that though, let's, um, jump into our cocktail.

Um, this one's called the Hello Sun, which I have never, ever heard of, so I'm curious about the recipe when we get there. Zach, um, oh, go ahead. You wanna talk about that? I was just

Zac: gonna say, uh, have you ever had aloe in a cocktail before? Rich? Maybe I feel like I have,

Rich: but it's been a long

Zac: time. If I have gonna, but that's a little wild.

Rich: I was

Zac: gonna say, I feel like I have too. And this drink is like a total aloe feature, so, okay. Um, the Hello Sun was created by Lauren Eden. Lauren. Very cool name of the violet hour. Which, I don't know where that is, but basically she crafted her. Her I looked looking

Rich: at while you're doing this,

Zac: basically she crafted her own aloe liqueur by reducing aloe water and blending it with rum, agrico, and honey, and then paired it with mezcal, lime, cucumber, and mint.

And it is supposed to be very light, refreshing, and great on a hot day. And uh, I think that's where I've had it, is kind of in like those margarita, like mezcal kind of cocktails. Yeah, I

Rich: could see that. Um, I feel like there was something at, um. The berry and rye where they had aloe in a cocktail. 'cause that's a total place that would do aloe in a cocktail.

They're very herbaceous down there. Um, so just before I get to it, the Violet hour is in Chicago. It opened in 2007. It's on Damon Avenue. Um, it looks like I, I'm, I'm, I'm not gonna guess where it's at. It might be Wicker Park, but that, I might be wrong about that. Um, it's been a while since I've been wandering the streets of Chicago.

Um, and it was like. A pioneer in Chicago's craft cocktail movement been open since 2007. Still open today. Wow. So, um, what I also wonder is Eden Lauren, since she's using houseplant basically in her cocktails, do you think they call her Garden of Eden Lauren?

Zac: That honestly would be a super cool nickname to have.

Rich: It would be. Or they just call her garden or GEL or old section

Zac: of the cocktail menu that's just called the Garden of Eden. That'd be interesting.

Rich: That'd be perfect. Uh, if the people at the violet hour are listening, you should do that. If she's still there, she might not still be there. Who knows? Um, so her leg.

How do lives on though? Three fresh mint leaves. Um, I have those two slices of cucumber. I do not have those, uh, three quarters, an ounce of lime juice freshly squeezed, two ounces of bonnet, mezcal, I'm guessing B-A-N-H-E-Z. Um, yeah. And then, okay, I read this, I thought it was 11 and a half ounces of alo liqueur, but it is one and a half ounces of alo liqueur.

So you're not actually putting like aloe juice into this from the house plant. You're using an aloe liqueur. Sort of like we found that, that leche liqueur, um, I just got one called Leche Lee, which was fun. I found it. Um, and then you'll garnish this with a cucumber slice. So this is a fresh, like very fresh, bright cocktail for summer.

So. I think do it. This is right up my alley. Honestly. It looks like it. But, um, cucumber, mint, and lime juice in the shaker, uh, gently muddle them to extract their flavors. Add the mezcal and alo the core. Fill it with ice shake until your hand freezes off, and then strain it into a rocks glass over fresh ice and garnish with that cucumber slice.

Um. So for the aloe lur, if you can't find it, I don't know if this exists in a bottle, it may not. Um, it's one ounce of Martinique rum agrico, and one cup of reduced aloe water and three ounces of honey. So you can Google all of that and it will tell you how to do it. Like it's, this is probably one of the more complicated, like.

Liqueur combinations that we've had mm-hmm. In a recipe. Um, but yeah, it sounds good. And I'm sure somebody has aloe liqueur out there. I'm guessing

Zac: somebody makes, I'd be, this is liqueur for almost anything. I feel like it always surprises me how much there, how many different variations and flavors there are of that stuff.

Yes. This is, there's one called

Rich: Chareau, C-H-A-R-E-A-U,

Zac: so maybe just get that,

Rich: but it's pretty.

Zac: This is definitely, like I said earlier, one of my like favorite kinds of cocktails to drink. Something that's like herbaceous light, uh, green. I tend to like stuff like that. So

Rich: yeah. What's interesting, so the Shiro Alo Laur is clear.

But there's one called S AOE Lour. I don't know why they have the dash E. It's a LO dash E. Uh, that one is a little bit greenish yellow, so that might be even more fun in this to give you a little color. Um, I think the honey will

Zac: give it some color too. Mm-hmm.

Rich: Yeah, you'll have this like yellowy green almost charty color, which you also love chartreuse.

Zac: There you go.

Rich: All right. So that is how to make that, uh, if you're in la Beverly Hills Liquor has the Charo Alo Laur, according to the, uh, the Google. Um mm-hmm. That's one of the only stores that came up, so I'm like, okay, maybe like, this is a little bit weird. Alright, so, um, shall we jump into some, uh.

Campaigns that people can steal after the break.

All right, we are back and I hear, Zach, that you have an interesting stat for us, as I do as well. So let's hear yours first.

Zac: All right. So one of the campaigns we're we are going to share in a month span showed a hundred percent increase in conversions.

Rich: Wow. So that's a big deal.

Zac: If that doesn't get you hooked to these ideas, I don't know what will, but

Rich: Okay.

I'm curious which one that is. 'cause it's gotta be number one or number three. 'cause number two is mine. Um, so what I have is what a mine that I'm gonna show, which is our second, uh, steal this campaign. Um, we have a client, and actually this is fairly common, so they have, they're running a retargeting campaign with a high repeat purchase instance.

Um, it actually has a seven x conversion rate. Oh wow. So each. Each click is converting seven times because those people are coming back within that 30, I think it's a 30 day period. We've got the pixel firing. Um, and so that's great. Like they're elated. Like they even asked us like, how did you do that?

And so one tip there is they crossed a thousand conversions, and that's a magic number for a lot of platforms with Google, with Facebook, with a whole bunch of them. Sometimes a hundred conversions is helpful, but a thousand conversions, that algorithm is solid and it understands who's converting. And so we were able to actually switch it to optimize for conversion value, um, versus optimizing for, um, you know, anything else, clicks or whatever else your impressions that you're optimizing for.

And that switch, it took. It was almost instant. And within a week, the, the conversion number shot through the roof on that. Um, they have some other campaigns that haven't quite hit that threshold yet, and we're like, they're close, like one's like 700 conversions or 800 conversions. We're like, oh, just get to a thousand.

Like, we just wanna turn this on. Um, so it's probably like a second thing is. You know, watching and not just being like per click on any platform. And, um, a pro tip is once you, when you set up a campaign, you can set it up as a conversion campaign. The algorithm won't know any conversions in the beginning.

It's gonna treat it like a volume campaign, get as many clicks, get as many people over as possible. Until it hits a conversion threshold where the algorithm feels like it can switch it, which is usually like a hundred. Like I said, sometimes it's a thousand, but a thousand you're really in there solid. Um, so you don't even have to go in and switch it.

In the platform we are in, we like some manual control. So, um, we did switch it manually, but, but that's a great one. So seven X conversions, so you've got a hundred percent increase in conversions. I've got a 700% conversion rate for every click. Um, and they're both different campaigns. So very cool. Alright, so we're gonna talk about three campaigns.

We're gonna talk about what made them effective, what strategy you can apply, and literally step by step what you can do to do these. Um, and then what pitfalls to avoid. And of course you can always call us and we'll just build 'em for you like in about 30 minutes. There you go. Alright. What's number one?

Zac: All right, so campaign one. Uh, I, for just a note, I leaned on our digital specialists a lot for these. So, uh, a lot of what they're telling me is like, kind of what this is. So, uh, be one, this

Rich: first one I'm gonna tell you. I don't know if, if this, if, um, RI told you this, but this one's controversial. Some people controversial hate these and feel like you should never do it 'cause you're wasting your money and others, like you see a lot of success.

So we can talk a little more about that, but what is it, what are we talking about?

Zac: So we're gonna be talking about branded search campaigns. Apparently it's very controversial to it's now that I've just learned that. But, um, in terms of branded search campaigns, we've had two clients that have seen pretty good success for them.

Uh, just getting into some of the numbers before we explain what it is, uh, over a 20% click through rate, which is, uh, I'm totally very strong.

Rich: A great quick clickthrough rate. Holy cow.

Zac: Cost per acquisition, uh, $13, which is pretty efficient. I would say conversion rate of 8%, five to 10% range for a branded search campaign is considered pretty good.

But, um, yeah, and that's for one of the clients. And the other client who is more of a, uh, like if they convert and create and create like a client, they're making a lot of money from that one client. So their cost per acquisition was $40. And their click through rate was 13% and they had a conversion rate of 3%.

So Yep. Some pretty good numbers there. And, uh, I didn't realize, I mean, I've definitely seen this before, before like learning what a branded search campaign was. I, I knew what it was. I didn't know like the name of it or like how it kind of worked, but it's basically, correct me if I'm wrong, just fighting for your own keywords and ensuring that you're getting an extra, uh, basically result on the page.

Yep. So that, yeah, it's your own brand name.

Rich: Yep. Your own brand name. So a lot of times it's your brand name. It's your brand name, plus country, your brand name plus C. It's your product names. If you've got those, it's your name with a service you offer. You know, like Antidote 71 S-E-O-S-E-O Marketing or something like that.

Or search engine, engine organization. Mm-hmm. Like it's, but it's having your name in there and buying your own brand. So the reason people say it's controversial is if you've done a good job with SEO, you should be showing up toward the top of that page anyway. But the reason that I kinda like it is one, you don't have to spend a lot of money.

Your conversion rates are generally gonna be, your house per conversion's gonna be pretty low, and your cost per click's gonna be very low. Like you said, a 20% click through rate. Well, yeah, they searched for my brand name, so they click the ad. Um, two things that make it great. One, it blocks your competitors or can block your competitors.

So if you're seeing, number one thing I say is search your brand. If you see other people's ads up there. Do a branded campaign, a hundred percent you need to do it. Um, the other one is a research has shown time and again, that seeing your ad at the top of the page will increase the number of people who click your organic result further down the page.

So that 20% click through rate is only people who click that ad, but a lot of people will click down the page in your, in your. Your organic search result and you don't pay for that. You're paying for clicks, you're not paying for impressions. Um, so those are two reasons to do it. Block competitors and you'll get better results and better clicks on your organic search that shows up on the same page I.

Zac: Yeah, that extra result too is nice. Just like, boom, it's right there.

Rich: Yep, a hundred percent. Um, so that's a really simple one. You just create a search campaign and you put in your brand's keywords. Um, you can also, if you've got a keyword research tool like sem, SEMrush, or SE ranking. You can actually search those keywords and see how many people are looking for your brand and typing that into the search bar.

Um, in some tools you can also see who else is bidding on your brand, um, which is interesting as well.

Zac: Would this also, like, could you bid on other competitor's keywords too, as a part of this? Mm-hmm.

Rich: Yeah. You can't use a competitor's name in your ad, but you can absolutely have competitor names in keywords.

So it's two of the most common, um, are doing a branded search campaign and doing a competitor search campaign. Um, because yeah, you can reverse this tactic and try to show up on your competitor. So that's another one. If you search a competitor and there are no ads at the top of the page. That's another opportunity.

Put their name in your keywords, but they need to be two separate campaigns because your ads will need to for relevance, your ads about, you should have your brand name in them. They should talk very much about you and what you do and why you have a good solution. If you're doing a competitor campaign, that one should, um.

It can't mention your competitor by name, but it can talk about their products or services or why you're better than. I just coached somebody through one of these the other day, um, and they were like, oh, that makes sense. It's like, yeah, find your competitor's weakness and just point out, you know, we are better at X than our competition.

That ad is perfectly fine. Um, so yeah, so that was really two. We just gave people two. Yeah, free campaigns to steal that are like, you can set those up in like 10 minutes,

Zac: two for one. And honestly, if you're already running search campaigns, this is just another easy thing to add on top of it. Super easy.

That doesn't cost you very much, and especially for us, it's showing good results for our clients, so, yep.

Rich: Alright, so I'm up next, right? Number two. I'm interested

Zac: to hear what this, hear about this one. Oh

Rich: yeah. 'cause Zach doesn't know what this is. I put it on the, the sheet after he had, um, he had saved it and opened it.

So it's just on my sheet. Uh, retargeting campaigns. Um, I mentioned them kind of at the top, um, where we've got, you know, a client who's seeing that huge results. Um, so retargeting is just taking people who visited your website and putting your ads in front of them to remind you, remind them that you're there.

So. I'm sure you've seen this where you go to a website and you're looking for like shoes or whatever, and then you leave there and you don't buy, but you go to Facebook or you go to another website or you're on Google and you're just seeing ads for those exact shoes all over the place. Mm-hmm. Um, basically it's saying, that

Zac: just happened to me.

Did it that continue? Sorry.

Rich: Yeah. They're saying like, Hey, you were interested in these? Are you still interested? Do you wanna go? That? I was looking

Zac: at loafers. In case you're curious. Oh

Rich: wow. Are you looking at loafers for our San Francisco trip so you can Yeah, I'm doing a bit of a

Zac: wardrobe. A little bit of a wardrobe update.

It's it's time.

Rich: Ooh. Are you gonna like hipster it up? I'd love it. That's gonna be fun. We

Zac: will keep it a surprise. I don't know how to describe what I'm getting, but,

Rich: all right. We'll figure it out. Caitlyn will have comments on it. I'm sure she's going with us. I hope it positive

Zac: comments, but

Rich: yeah. Yeah. So small drop, like, uh, if this, is this dropping before inbound or after inbound?

Yes. Okay. So we're gonna be at inbound. If you're going to inbound and want to talk to us, find us there. Um, okay. So retargeting, um, the nice thing about this is it's super easy to build and grow. So you can start with just. All traffic to your main URL. So we would just do Anna 70 one.com/star. Anything coming to there, or if we wanna hit our landing pages, star anti 70 one.com/star would be our URL that we're targeting.

What that's gonna do is grab. All traffic coming to our site, regardless of who it is, uh, and serve an ad to them. So you keep that one top of funnel should be your core value prop. Um, and that's kind of your first step. The beauty of this is you could retarget depending on your platform with banner ads, which used to be the only way to do it.

Native ads, which are, they look like articles, so it's an image, a headline and, and a quote. Those are really easy to build because you don't have to design anything. You just need a good image, a headline, and a description, and then your URL. But you can also do CTV, you can do audio ads on Spotify as retargeting.

So somebody visited your website. And they hear an ad on Spotify for what they saw on your website. Um, it's apples, like you

Zac: said, it's not just a one off thing, it's an integrated approach, so mm-hmm. Wherever they go, they're getting something that's reminding them about your product or your service. Yep.

And this has gotten me several times. Like those loafers are looking pretty cool every time I go to a new page on Google. Yeah. So

Rich: I've decided, I hate our kitchen table. It's rectangle, it's big, you've seen it. It doesn't really fit the space. And our, our space that it's in is sort of a, a rounded space 'cause it's got windows around the outside, almost like a hexagon kind of a look.

Um, and I just want a round table. And so I've been on Wayfair and on Amazon looking at round tables because I don't wanna pay a ton for it, but I want it to look nice. Uh, and I'm sure that all night I'm going to have. Table ads in everything that I look at, um, definitely will. The nice thing about this is one, you can get those native ads going really quickly while you work on banner ads, audio, CTV, whatever you want to.

Okay, we put these with our tool in a campaign group. So the group gets a budget for retargeting and then whatever's working the best will get most of the budget, whether it's banners, native, CTV, digital, out-of-home, whatever's in there. Um, you can also put multiple products in that same multiple campaigns in that same campaign group.

So that's getting a little bit more advanced, but. As you work through this, then once you've got your core brand ready to go, then you start working on categories. So think about your top level pages on your web nav. Mm-hmm. Um, or if you've got a products page, the categories of your products or a services page, the categories of those services.

Um, so like we might do digital marketing, web design. You know, HubSpot strategy might be ads that we do and we basically take everything. If you've done your URL structure right and it's a nested structure, ours would be like anecdote 70 one.com/digital marketing slash star. So anything under that page then would be what we're retargeting there.

So that's the next one. Um, and then you can. Um, so that then you take those layers and you make them a negative target for your main campaign, right? Because you don't need to target 'em twice. And then those ads are relevant to that category. So now we're increasing the relevance and we're actually starting to creep toward the middle of that funnel.

Um, and then when we talked about with your loafers, um, that's more of a bottom funnel. And that's where you can do this quite literally with every single product you have. Mm-hmm. Um, there are, there are tools to do that dynamically, but if you're like us and like, so we've got like maybe four or five service areas and maybe five or six underneath each one of those, start with your top ones.

Where you getting the most traffic on your website? That's gonna be your number one. Like start with those and just build it out and. You can have like these really detailed targeted campaigns that speak to people directly, but you don't have to have everything to get it started. Start with the brand at the top, and then you're actually building a top, middle, and bottom of funnel as people go around your website and navigate your website.

Zac: Yeah, it's kind of just naturally nurturing people because it's following them around and serving them in places where they're always at. So, yep.

Rich: You can also retarget on Google because you can create lists from your website, through your Google Analytics, push those to Google Ads, and then use them in campaigns to Target.

So Awesome. Um, retargeting is the biggest miss people have. They, um, they just don't think about it. And you're just taking people who are interested once in trying to get them interested again. I guess it's kind of, it's pretty, it's common sense. Yeah. It's kinda like going back to that blind date you had two years ago and being like, do you want to go out again?

Um, not us. We're both taken. So, you know, from, um, but, um, kind of the same idea. I mean, advertising is a lot like dating. It's, you know, get to know me and then let's seal the deal.

Zac: Yeah, hopefully you don't end up being the creepy stalker though with targeting ad.

Rich: Yeah. Okay. So that's a good one. You can set your retargeting window to be 30 days, 60 days, whatever.

You can also set your frequency. Yeah. Um, the good thing about it is a lot of companies do retargeting and it's only gonna be like, there's only so much ad space out there. So the most relevant things people have gone to is what they're gonna see most often. So, like you, the longer the time de decays. The less you're gonna see that loafer ad.

And then even without that, the more you go shop other stuff, the less you're gonna see the loafer. A because it was a while ago. Mm-hmm. And you looked at, you know, new glasses today. So now you're seeing glasses and the loafers are only in there every once in a while. So.

Zac: I like how much we're talking about the loafers.

It's helping you visualize everything really well.

Rich: We'll have to post a, a z loafer and outfit, uh, I guess, I guess be a check. Is that fit? A fit check? Yep. You can, you can do a fit check every morning from, uh, from inbound.

Zac: There you go, Megan. We so happy going to do like a day in the life or like a day inbound, and I'm the one that's tasked with doing it, so maybe I'll have to throw a fit check in there.

So stay tuned to that for that fair. But, alright. Do you have any like, uh, like big stats from like, retargeting campaigns that we've run? Um,

Rich: I mean I kind of shared those earlier, so like that 700%. So when I get into the actual campaigns, we've got some that are very relevant for, um, for things. So there is one that has a 26 x conversion rate.

Wow. So every click is converting 26 times. And that one is for something that you would buy often and a lot of potentially, and it's, this is B2B, this is not B2C. Just to be clear, this is a B2B, um, because some

Zac: people probably think it's just B2C. Mm-hmm. Don't really think about the B2B side of retargeting.

Rich: Mm-hmm. No, the worst one that I'm seeing is a 227%. So a 2.2 x. Um, and that's actually the top line all site visitors campaign. Has kind of the worst conversion, which you would guess, right? 'cause it's less relevant. It's just about the brand. It's the other ones are all about specific products. Um, but it tends to be the cheapest on a cost per thousand and the cheapest on a cost per click campaign that you can do.

And you can, the average business can, can put hundreds of dollars into it. Um, the minimums of this is usually like $30 a month, like a dollar a day. Um, and it's generally like a. I don't know. It's like a 3 cents a click or something is what it comes in at. It's super, super low. Um, so yeah.

Zac: Yeah, that's, wow.

There's a lot of, that was a lot of information and I like all it. Yeah, it

Rich: was, I like just dominated. So technically we've given three, we don't even have to do this last one, but it's, it's actually my favorite because, oh yeah. I'm glad that it came in here. Um,

Zac: so let me set the scene a little bit here for this specific client, right.

So I lean on Jamie for this one, but conversions were plateauing a little bit for this client. Even with keyword expansion, uh, we decided to shift some of the budget to a P max campaign, which P max leverages all of Google inventory. So search, display, YouTube, gmail maps, discover with automation. It uses a first party, party, audience list, and customer match for targeting.

Mm-hmm. And then we feed it different creative assets like video images, headlines into different asset groups. And, uh, just in a month's time from doing this, as I said earlier, conversions are up over a hundred percent, which is big. Mm-hmm. CPA has dis, the cost per acquisition has decreased by 85%, and impressions and clicks are increasing overall as well, which is awesome.

Like, yeah. It's always great to see.

Rich: We had, um, I don't know which client she's talking about. We had one that had, um, they were actually seeing negative, they were backsliding on their Google ads, just the search ads. Um, and we had, um, so we were like, let's try a performance Max for a specific product. And we did, and it was, so we actually did a performance Max in a regular search campaign side by side.

So Performance Max uses keywords as guidance, but it does not, that's what, oh, that's what P max stands for, by the way, performance Max. Um. It doesn't use keywords, only keywords like you said. So the, the keywords give it guidance. You can give it a webpage from your site to give it guidance. Um, your assets give it guidance, um, both visual and um, written assets.

Uh, and then the, you can do use audiences. So Google has audiences in there. They go pretty deep. Um, you can also connect your third party audiences, uh, your own audiences from your own CRM depending on how you use that. So. Performance Max uses a whole bunch more data to try to hone in on your target, and you can choose your audiences.

Either you target that audience or you use that audience as a guide for targeting. So like people like this, um, which is very, very helpful. So the best there is if you can find your industry, um, which we were able to do for, for one client. We got actually two clients. We got right in there and you put your own list in.

Google can like look at those and see what's similar between the people on your list in that industry and try to find the right place. Um, so these are amazing. Um. But yeah, so a regular search is sort of a campaign, an ad group, and then ads. Mm-hmm. And a performance max is, you've got the campaign and then you have asset groups and assets.

So you don't ever write an ad, you give it like. 12 headlines and five descriptions and four long descriptions. And it's like 20 images, five videos, vertical and horizontal. Ideally at least one vertical. If you want a a hundred percent score on your optimization. Um, and then you can give it call outs. You can give it site links.

So one thing to note is the site links, I believe it is, yeah. Pull through for the entire campaign. Everything else is by ad group. So you can have different products. As each product is an asset group under one larger campaign, which we've done for these folks, for like their kind of always available stuff.

Um, the one thing that I will tell you, sorry, I'm just like talking all the

Zac: time. No, you're good. I was just only, the only thing I was gonna say is. The description you just gave gave me a really good idea for an infographic,

Rich: so. Oh, nice. Yeah, definitely. Let's make that happen. Call Megan, just comparing the two.

Hey Megan, we need an infographic. Um, actually she's gonna be out for a while soon, so, um, gotta get, gonna have to put that on,

Zac: get her on, it'll be

Rich: good for our drip campaign. Um, so one of the things we did note, and Google confirmed this, and I think we've talked about it before, is, um, it does use, um. AI to help do these things and uses, you know, their algorithm and whatnot, um, and automations.

Um, you can turn on AI asset generation where it will create assets for you from its, you know. Knowledge of your, you put in your website or you give it whatever in your other assets. Um, those assets were actually starting to tank campaigns because there was an error in the code on the backend. Um, and that's where we had actually had a campaign that just fell off super fast.

Uh, we turned off the AI generation and it, it recovered within like three weeks. Um, and so they just told us for now, like, don't turn on AI asset generation. Also, if you use dynamic URLs. Where as people click on things, the URL changes dynamically. The asset generation isn't gonna work because the, the AI is only gonna see whatever your default URL is.

It won't understand how it changes for different people who come to your site. So sometimes it's helpful you can, if you can just have a static URL for those things as well as the dynamic. That can help. Um, and we have a client who's doing that. They can give us a static URL now. Um, but also some people don't want to give up that asset creation control.

Like, I don't know where they're gonna get this image. That's not my thing. Like, that's crazy. Yeah.

Zac: How, how easy is it to set up compared to a regular search campaign? Is it easier, a little more of an ask?

Rich: It's much easier. Okay, cool. Much easier because you're just doing pieces. You're not actually trying to put together an ad that makes sense or write an ad and you get, you're a, you're leaning on automat.

Mm-hmm. You're leaning on the automation to pull together headlines, and what it's doing is your headlines will contain some of your keywords that you want to hit. Right? And I think you put in, well, it depends on the client. So we've got some clients where you can put in 20 keywords to guide it, and somewhere you can put in 50 now to guide it.

Um, but you really, I mean, if you have 10, you're in good shape. Um, but yeah, you just need headlines. Um, also Google's AI will suggest headlines for you, um, and you can tweak them. It'll suggest descriptions for you and you can tweak them. It's been pretty good. Um, especially if you've got like 10 headlines in and you need three more.

Just ask it to suggest three headlines. You can always take 'em and then tweak 'em a little bit. Um, but it's gonna look at how you set up your targeting, but it's super fast, super easy. It's also easy to add another, um, asset group at any time. And it's gonna take whatever's performing the best and, you know, push that forward.

So most of ours perform on a roas, return on ad spend. Um, and so one particular client wants a minimum, like 400%. So for every dollar they spend, they make $4. Um, and they want it to be as high as possible. But you balance that with, um. You know, number of clicks, number of sales, volume of performance, right?

So it's like a balancing act. So we generally start fairly low, but you can also, the algorithm will suggest to you like you could increase your ROAS and not sacrifice any, um. You know, your volume or things like that. Or sometimes it'll be like, Hey, like your ROAS has gotten outta control. You need to decrease it because we're not sharing like, nobody's seeing this because you want a 2300% ROAS or something.

So, but easy, they're easy to set up and the guide walks you through it.

Zac: Yeah, I think those are three really easy campaigns that almost anyone can set up. Uh, we can definitely help you. So, oh yeah. Branded search campaigns, retargeting. And then, uh, P max, those are the three that we

Rich: Yep. And, and competitor search campaigns we had in the room.

Yep.

Zac: The bonus one, our bonus

Rich: campaign. Steal them now. Steal 'em,

Zac: please.

Rich: All right. So, uh. We've got another episode coming. This one I am terrified of, um, because I feel like it could hit home. 'cause I've been here multiple times at different companies. Burnout in marketing. How do you stay creative when you're tapped out?

Um, it can be very difficult.

Zac: Yeah, definitely. Um, as always, you can find our agency@antidoteseventyone.com with all of our socials there as well. If you have a question you'd like to send our way, head to CTA podcast out live to shoot us an email. Or even better, leave us a voice message on our hotline at 4 0 2 7 1 8 9 9 7 1.

Your question will be stolen and used on an episode of this podcast a hundred percent. So please give us some ideas to steal now that we've given you some. I think that's only fair, but uh, yeah, I think that wraps it up.

Rich: Yeah, we'll see you next week.