Podcast - Pay Per Click and Social Media Advertising for B2B



In this episode, Dave Karr (VP of Marketing at Klyck.io) and Lewis Mudrich (Founder at KonvertLab) discuss the value of Pay Per Click (PPC) advertising and social media advertising. Topics include: Where to start and resources to help you get started, how analytics can help you glean actionable insights, how to nurture leads, and how to avoid common mistakes.

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Summary and Time Stamps

Introduction: Lewis Mudrich, Founder at KonvertLabs (Time stamp at 1:00)

KonvertLabs is a Google Ads and Facebook Ads team that specifically focuses on driving results (either sales or leads) for clients through Google Ads or Facebook Ads. Lewis started in SEO over a decade ago and then quickly transitioned into paid ads. He has experience in both B2C and B2B.

Where do you begin to put PPC into your advertising strategy? (Time stamp at 3:30)

Start by looking at what your competitors are doing. Looking at what keywords they use will help you define what yours should be. Tools like Google Ad Planner and Spyfu will get an idea of what keywords to use, too.

How do you start managing advertising? (Time stamp at 3:30)

Try to manage it internally first. Best practice is to get familiar with Google Ads and Keyword Planner. Try running a few ads to see how difficult it will be first. If you hit a wall, that’s when you should consider hiring an agency.

How do different platforms apply in terms of pipeline building strategy? (Time stamp at 5:15)

Don’t just jump right into to LinkedIn. It’s expensive and sometimes people just end up scrolling past your ad. Try using Google Ads first as it’s more straightforward and will help you get your “training wheels.”

Are there any good training resources or online content to help get started? (Time stamp at 7:15)

YouTube is a great resource. There is a ton of Google Ads for beginners content on the internet, too. Plus, Google offers its own Google Academy to help you learn about paid ads. Before you get started, it’s very important to understand the basics and fundamentals.

What kind of analytics can you expect from your paid activity and how can those analytics help glean insights to better manage your pipeline? (Time stamp at 10:30)

Make sure you have Google tracking set up. UTM parameters help nail down where your most quality leads are coming from. Getting many leads is important, but knowing where they’re coming from will show you what ads are working best.

How do you nurture leads to a close? (Time stamp at 14:15)

Having a single touchpoint like a thank-you page doesn’t work. It’s best to put a new lead into a nurture sequence with multiple touchpoints. Providing value before a call will help increase interest. Moreover, having them in a sequence that provides valuable and relevant information will help build trust.

What are common mistakes that people make and what advice would you give them? (Time stamp at 17:30)

Giving up too soon is one of the big mistakes. People expect Google ads to be a magical lever, but they’re not. If an ad doesn’t work, go back to the drawing board and try something different. Even if an ad is working, continue tweaking it and making it better. Think: how can I make this variation better than the last one?

How do you scale up? If someone is ready to go to Facebook ads or LinkedIn ads, how do they go about doing that? (Time stamp at 21:30)

If you aren’t sure what you’re doing, don’t start with Facebook or LinkedIn ads. Know what your targets want and provide information in your ads that make them interested in what you have to offer. You have to provide value and make people actually care.

How does the success of video ads compare to the success of non-video ads? (Time stamp at 24:35)

It flip-flops. But, more often than not, video does better. With video, you have a better chance of piquing interest and drawing people in with a lead magnet. If you aren’t sure about video, try with static images to find out what will work.

Lewis’ concluding thoughts (Time stamp at 27:05)

  • Advertising and paid search are probably the path of least resistance. Google ads are best if you’re just starting out.
  • Spy on your competitors and don’t reinvent the wheel. Use your competitor’s ad dollars against them. That way, you get the same insights do without the expense.
  • Make sure your analytics are air tight and make sure everything is set up properly. Focus on tracking upfront.

Resources and links form the episode:

Lewis Mudrich: https://www.linkedin.com/in/lewismudrich/

Dave Karr: https://www.linkedin.com/in/davekarr/

Klyck.io: https://www.klyck.io 

KonvertLabs: https://konvertlab.com/

Google Ad Planner: https://ads.google.com/intl/en_ca/home/tools/keyword-planner/

SpyFu: https://www.spyfu.com/