Heads In Beds Show - Why Branded Google Ads Is The Right Move 99.9% Of The Time

Episode Date: November 1, 2023

In this episode Conrad and Paul are back and chatting all things PPC + Google Ads and how to approach branded campaigns. Enjoy!⭐️ Links & Show NotesPaul Manzey Conrad O'ConnellConrad's Book: Mastering Vacation Rental Marketing🔗 Connect With BuildUp BookingsWebsiteFacebook PageInstagramTwitter🚀 About BuildUp BookingsBuildUp Bookings is a team of creative, problem solvers made to drive you more traffic, direct bookings and results for your accommodations brand. Reach out to us for help on search, social and email marketing for your vacation rental brand.

Welcome to the Heads and Beds show where we teach you how to get more properties, earn more revenue per property, and increase your occupancy. I'm your co-host Conrad. And I'm your co-host Paul. Hey there, Paul. How's it going? Oh, it's fantastic. We're recording this just before Halloween, Getting excited to go out and see your forecast tomorrow is a little under 30 degrees.

The sun goes down. Is he a parka for Halloween? They'll be wearing at least two or three layers. Fortunately, I have big enough costumes that I've got a Raphael Ninja Turtle and I've got Bumblebee Transformer. Big enough. We can put at least three sweatshirts, a jacket, probably sweatpants or something like that underneath. So yeah, it's going to be an interesting experience. But yeah, this is Minnesota. If you grew up in the early 90s, you get to tell the story about the great Halloween blizzard of 1991. So I can say when i was five i was walking through 14 inches of snow when i was trying to trick or treat so i think they got a buck up

we didn't often have snow growing up in western massachusetts i can't really ever recall a halloween snowstorm nothing rings to mind immediately maybe perhaps something very a dust one way very quickly but it would often be cool it would often be cold and what you would sometimes have is your parents with you and they would have like a little hot chocolate almost hater then you'd sip on the hot chocolate so the amount of sugar that i consumed on those days both via drink and via hard candies must have been obscene i trick-or-treated in downtown shelbert falls massachusetts which is a deep cut for anyone that's ever been to west massachusetts that is a small town of small towns but everyone was into it like it's a small town

but everyone would be like hey this is the downtown all the kids that live in like the woods like i did growing up would come and experience the bridge of flowers like our iconic landmark you'd come across there even the retail stores but even if they were typically closed they'd stay open so you look on the retail store like the local customers deli which is like a deli and they'd stay open till 11 10 o'clock or something like that and they'd give out candy and they'd be like oh we're not gonna sell you a sandwich but we'll give you some Reese's peanut butter cups which is the top Halloween candy in my mind by the way there you go yeah all good I've got some Mario slash Luigi costumes going out and then princess for the little one it should be good it might be

a little bit cooler but nothing too crazy and then the house has been decorated already for some time by my wife she's more into that than I am I don't I don't mind like giving away the candy and stuff but I don't really like to decorate the house she gets more into that than i am i don't i don't mind like giving away the candy and stuff but i don't really like to decorate the house she gets more into that kind of vibe than i am so there's like a skull out there and there's bones outside my window actually you can't see this in the recording but there's like tape across this window and it's like dad don't enter or something like that and it was i was doing a recording with brooke the other day and he was like what is that i was like oh there's a crime scene outside and it was very unexplainable so yeah it's time to listen to this halloween will have come and gone and what's your top candy i said reese's peanut

butter cups are mine what's your top halloween candy i'm a big snickers fan it's i do the reese's peanut butter cups too the big ones not the little ones that's the guy you gotta have to get the big ones but the right ratio peanut butter chocolate it's definitely more equal in those there's so many variations by the way now have you had one of those fast i think it's like fast five or five something these are like the bars those things are really good too those are pretty tasty it's anything peanut butter chocolate combination it's right that's yeah that's yeah it's good stuff that's probably worthy of its own episode to be completely fair top top candies there was a milky way slash snickers debate at vrma when we were there in person and people were saying like hey the milky way is obviously far below in terms of popularity but it is a little bit of a smoother experience to eat the milk to eat the milky way like it's

just that kind of creamy foamy almost but it's sweet but it's not overly sweet whereas the snickers is there's like nuts in there there's peanuts and various things and i'm like they're both good but yeah i just prefer the snickers like it's just a vastly superior i think candy bar i'm not gonna lie on the milky way note i definitely when i was still doing the trick-or-treating there were times i grabbed into the bag and said oh milk because i thought it was the three three musketeers same kind of coloring same kind of thing yeah it was incredibly disappointed when i got remembered oh this is not this no i messed I messed up. Yep. That's the problem. It's one of those products. And this ties into vacation rentals, I think as well,

by the way, when you have the property that's like good, but it's just not performing like the others. It's almost as good as, but there's not a viable reason to pick the Milky Way. Like if the Milky Way was significantly less expensive. Okay. Probably they would sell Milky Ways, right? Oh, like the Snickers is $3 at this gas station, right? And the Milky Way is $1. You may be like, oh, it's not that much different. But when the products are basically inferior, but priced similarly, like you struggle. It's like the whole, I don't know if we do diet soda. It's like every once in a while you go to a place and they have diet Pepsi, not like Coke Zero, which is like my preferred diet soda of choice.

And it's not just like a water. Like it's that much inferior of a product. And it's like a lesson to be learned there, I think with vacation rentals too, because you could have a property that's like almost there, but not quite there. Like the inside's not quite as nice. The photography is not quite as good. The location isn't quite ideal. It's, oh, it's 10 minutes further and stuff. And I think those things all add up till you have a Milky Way property, not a Snickers property. So maybe we can come back to that idea and flesh it out a little bit more. I like that. I like that. Yeah. But one idea that I fully fleshed out, Paul, and people disagree with me on this, hence the topic of today's episode is running branded PPC ads.

So I've been on this train for a while. I think we're in agreement here, but if not, maybe you can even steel man a little bit if you want to a little bit on today's episode and push against me a little bit. Just go through some of the points against it. So let's break it down for the listener. What is branded PPC? Maybe define it for us really quickly. What's that?

What does it actually do? And what are we talking about when we say do or don What is branded PPC? Maybe define it for us really quickly. What's the, what does it actually do? And what are we talking about when we say do or don't run branded PPC for your vacation rental business? Yeah. Branded PPC. Essentially you are bidding on your branded keywords. It's, it is, it's the same. It's when people are looking for your business name, you want to show up and you're paying

for it. It's not the organic searches. It's not anything like that. It's not your Google business listing. It is, you know, a Google ads campaign built around. Usually it's a search campaign. Some people have used smart campaigns or anything else. But yeah, it is.

Not even a brand campaign. Excuse me. When we were doing it at TravelNet, it was a brand protection campaign. It really is about protecting your brand because in our space where it is a little more aggressive, I would say in some areas where people do bid against, bid on your brand, it is, you're just trying to protect that brand. So that's always how I saw the branded campaign is you're protecting it. You're just backloading what you're doing on the organic side of things, what you're doing, the best practices you're taking place of for reputation management, more or less.

That's what you're doing. It's just another method within that strategy. But how do you look at the branded PPC side of things? And I know you look at it. Why have you come to the conclusion that it is such an important part of the overall digital strategy. One of the things you touched on is obvious, and we agree there completely, which is that Airbnb and your so-called OTA partners will bid on your brand name and quite literally steal the traffic out from underneath you, right? So that's like the obvious. Even if there was no other benefit, that alone seems like sufficient benefit to be exploiting and leveraging to your benefit on the occasional manager side of things.

So that's layer one. But there's some other benefits too. So one thing you didn't say that I'm curious your point of view on is that it gives your account a great quality campaign that was going to get a very high click through rate, a very low cost per click typically. And it's going to basically print money too from like a return on ad spend perspective. And in my experience, sometimes with accounts that are new in particular, but really any account, whether it's new or not, you need some campaign that you're giving Google that shows Google that your ad account is very relevant and that you're not one of these bad operators from, not from like a management perspective of the property, although that

may reveal itself in time, but rather you're a bad operator from a ads perspective. And I see this a lot, like you mentioned smart campaigns and I gave the joke and boo, that's terrible. But the problem with smart campaigns in my mind is that you just can't be specific enough is that you just had to bid it on stuff that you don't really want to show for.

And it sounds easy on the surface with Google. I wouldn't be nice if we could just give Google our website. Surely they understand that well and they can match keywords to our website and show the right thing. It sounds good in theory, but their success rate on that

from a smart campaign is pretty low. They do better on dynamic. We can come back to that maybe in a future episode. But on your typical smart campaign, it's not very good. So in my mind, it's the, no, I don't want to lose traffic

when people are searching for my company name. I don't want them to go to an OTA or to another company. That seems like layer one to that. Layer two, I like the fact that it's very low cost per click. I typically am going to pay

10, 20 cents or less, often in many cases for a click to this keyword. So my actual budget here that I'm leveraging or deploying in this scenario was typically very low. We have clients that spend $100 a month on branded PPC, which is like they would drop $100 on anything.

So to drop it on branded PPC seems like a very easy thing to be getting them to approve. And it gives your account a high quality campaign that's going to get you a lot of conversions right away and gives you a lot of benefits there. So I feel like those are some logical reasons why. What's another reason why you might want to do it beyond just those kind of core principles around brand production and stuff? I think the unknown moving forward is going to be what the SERPs look like, what the actual search engine result pages look like for,

I think we have a little better idea of what Bing's going to do as they're trying to build in ChatGPT more. But these new generative search experience pages, these results are just very different than what we're used to seeing. Whether it's the local pack, whether it's the card setup, whether it's sending people right back into their Google business listing. It's taking additional steps to get people to your website to make that ultimate conversion. And I think that it is going to be more and more important to have that real estate above the fold and high enough above the fold, because as the page just shifts downward, the actual organic results. And I've even seen some tests in the last couple of weeks here that paid ad placements are getting mixed in within the organic placements between three and five.

For sure. It is. And the other thing, real estate, just the plain real estate thing. You've got your Google business listing. You've got hopefully one of the top, I hope, number one placement for your own branded search. Maybe you don't. That's possible. But you've got the number one organic placement.

You've got your Google business listing. And you've got that ad placement. I'm sorry, but between those three, nobody else. There should be no other clicks going outside of your primary business area. So again, it's that protection. It's making sure that when people are doing the search for you, that is the most informed, highest intent. If someone already knows your business, knows your brand, you've done the branding, you've done the brand

awareness already. This is like the culmination of that full funnel strategy. If you've taken people from, maybe they're looking at just general long tail keywords, you've educated them, you've nurtured them. Now they're doing that search for the brand and they don't get to your website. Oh my gosh. That would be the absolute worst possible outcome, especially if they go to, I mean, you take the booking through an OTA. Okay. That's something.

But if they go to a competitor site or something like that, I, that's the ultimate kind of thumbing your nose up at someone after you've done so much to work them through a marketing process. And I think that is, you can still see in the Google Analytics attribution report, which ones are coming through, which bookings are coming through those specific campaigns. And it is interesting to see when you're looking at a multi-touch conversion or multi-touch booking. And it is usually they're coming in. That last one from a PPC campaign is going to come through that branded search. Maybe you might get a long tail or two, but usually they started that search with vacation rental, short term rentals in your area.

They've come to the site. Maybe they came back on that social ad or the retargeting ad keeping continuing to grow that brand awareness and then they search for you they wanted to look for dates and rates bring it home bring that booking home i think so wasn't there like a college player or an nfl player that like returns the punt for a touchdown and then drops the ball at the one if we can hunt down that club i'll have to put it in the links show notes but basically that's we should do text on the graphic. We should like, and it's like you, the vocational manager doing all the work that you just highlighted, Paul.

It's like branding, email marketing, this, and then you get to the one yard line and you just throw the ball behind you and yeah, drop the ball at the one yard line. That's for the non-football fans. It would be you're about to score, you're about to get the booking, and then you just intentionally by your own choosing decide to not do that and give it up. Yeah, it seems very foolish. It seems very foolish. Okay, so those are some arguments for one thing you touched on there that I wanted to highlight maybe before we get to the neutrals and then maybe

we get to the why is this that way? Or what's the downside? Thanks to keep in mind. You mentioned if the brand if they can find your brand, and we've worked with clients over the years where it's area name vacation rentals. So it is Minnesota vacation rentals.com. That's not a client we've worked with. But let's pretend that was the name. Back in the late 2000s, you might've thought that's a great domain name. Look, people are going to find me in search. There's going to be a lot of benefits there. Not necessarily not true today. Like I wouldn't be opposed to having domains like that if I was running a vacational business or advising on one from the beginning. But the trouble with it is that sometimes Google doesn't actually understand that you are that brand.

When you do that search in Google, I just did one while you were chatting there as an example of a market that we don't work in anymore. But one of the clients that we had worked with is that. It's like name of area plus vacationrentals.com. They rank well in Google. They're third in Google. Vrbo's ahead of them. And it looks like who else is ahead of them? Like a local site, like a local property kind of listing site in that market.

Okay, so they're ranked number three. That's not horrible. They're going to get some level of traffic. They're not running into PPC at the moment. It may just be where I'm at and targeting and stuff like that. So they may or may not be running PPC. It's not there. But I do see, here's the problematic piece.

I see the lodging block pop up from Google. So they don't think that's the brand. I don't see any Google My Business listings or a map pack. And then once you get a little bit lower, I don't see like their Facebook page. I don't see their Yelp page. I don't see anything that indicates that Google thinks that when I do that search, I'm looking for that brand. So that's the problematic part here in my mind there is that if you don't actually have a unique enough brand, people go to search for it. They can't really find you. You're back

at square one a little bit, at least from a branded search perspective. So it makes it a little bit more challenging. I will say this. You typically do get a really good click through rate on that campaign far ahead of if you were some other domain.com if you were like paul's cabins.com versus minnesota vacation rentals.com people were searching you're going to get a better click-through rate even if they weren't looking for your company specifically so there is some benefit there again that's why i'm not like saying don't do this but it makes it so much harder to build that brand like you have to do triple the work over just making something more unique sounding at a brand name. I don't know if you've experienced this as well. Oh, this is it's this was is a bit of a pain point in trying to create some of those brand campaigns or the brand protection campaigns. It's just like blank

vacations, blank vacation rentals, luxury blank rentals, stuff like that stuff where I get what you're saying and you are certainly describing your business. And if that's the name you want to go with and the brand you want to go with, that's fine. But it is, it's that branded campaign turns into more of a long tail campaign anyway, just by the intent, because you have so many people who are just looking for location vacation rentals, as opposed to you specifically. Yeah. I mean, metrics are probably going to look good there and hopefully your cost per click is relatively low and you're not seeing that tick up. But for the most part, this is, I mean, I know there is about,

I can think of about four seaside vacations that are out there and great operators in a lot of those particular businesses. We've worked with some of those, but how do you differentiate? What C? What C sign? It's just one of those things where- A lot of Cs out there. Oh my goodness. So it's something that I think we probably touched on when we talked about branding and doing stuff like that. Making your name unique, differentiated, making sure people are going to be able to identify that as your business. I feel like I am owed commission on this because I always do an Amazon affiliate link,

but I recommended Hello, My Name is Awesome. There's a book by Alexander Watkins that's just fantastic. So I'll point people in that direction if they're like, oh no, that's me. My name isn't unique enough or people can't find me when they search me online. That's the book to read. Hello, My Name is Awesome. All right. So that's some neutral things there. I guess the bad. So here, I guess here's some things to explore i'll try to steel man this in the best way that i can and we're best case against it it would be nice if you didn't have to do this it would be nice if google said why is google taking verbo money and airbnb money when even in some cases i did a search for a client that has a trademark they went through the whole trademark process and sure it is true that verbo and there's

a listing site here bidding on this particular company. And they aren't using that company name in the headline. So they're getting past that whole trademark issue. But here's the brand name on top, then Vrbo, then this other listing site, then they rank number one organically. So there's two out of the first four links are theirs. Two out of the first four links, if you mix paid and organic together here, are to people that aren't necessarily friendly to them. In fact, they don't list on one of these rental sites.

And yet they're bidding on that name, which might be a little bit sub optimal. So it's a philosophical question, right? Why should I be bidding on my brand name? People are going to click on my website anyways, or why should I do this? Why should I have to do this? It's not fair that Google is doing it this way. I guess I'm conflating two issues there, but your view on those two ideas that people will often say, why bother? Why should I have to? In a perfect world, you are going to get all the organic clicks where you get show up number one and you're going to, all that is perfect. And the other, I would say, argument against it is, of course, you're going to see ROI. Is that a bad thing? Is it bad to see a reach? Is this bad to

see bookings? Yeah. You got to pay a little extra for it. You're paying 20 cents. You're paying 15 cents. Now, if you're bringing it back over to the owner side and you're paying 15 bucks a click, and maybe at some point those economics don't work. Sure. I understand that. Holy cow though. Like in everything we're doing, we're trying to bring out, we're trying to get that attribution in place. We're trying to bring it back to getting bookings, getting direct bookings. So why wouldn't you make that small investment to have a good ROI? Yeah, you should have a 20 to 1 ROI, 30 to 1. If people are searching for your business, that's dates and rates. We've talked about it. So I hate it. I don't like that.

Oh, you're just focused on that. I think, and this is something that between the two of us, we're, we're detailed guys. We're going to go in and dig in and figure out, yeah, this metric is good. This metric is bad. This is not a vanity metric we're looking at right now. This is truly about making sure that you're securing all the possible direct bookings that you possibly can. And if you're devoting $100 in your budget to do that, it seems like a rather modest drop in the bucket.

But I don't know if I actually even talked about your two items. As soon as you were saying that, that placement and talking about that, I remember, again remember, and I remember, again, on the traveler side, when people said, why would I pay for it? Because someone else is. So that's the easiest way to do it. If you don't, someone else will. And they'll probably pay a premium to do it. They might pay two bucks a click or a buck 50 a click or whatever it is to do it. So again, give me a good reason as to why you don't want to see such a good ROI. Oh, the 40 to 1 ROI isn't good or 20 to 1 ROI isn't good? Okay, now am I going to run my, like again, what metric am I running my business on in a way that that is going to look good then, I guess.

Yeah, I like that. That frame, that's mine now. That little bit where it's like taking a ROI, which you don't want to see. No, I'm joking. I like that. That frame. That's mine now. That little bit where it's like, take it tomorrow.

Why would you not want to say? No, I'm joking. Yes. I guess my frame on this is that it would be nice if that were the case. It would be nice if, wouldn't it be nice if we were all older and we could do whatever we wanted? No, I'm kidding. But it would be ideal if we didn't have to do it. But it's, you don't make the rules in this game.

In the Google PPC game, Paul doesn't make the rules. Conrad doesn't make the rules. No one makes it. Airbnb doesn't make the rules. The rules are made by Google. And we have to decide how we're going to play the game, right? And whether it's fair or unfair, whether it's just or unjust, it is what it is, right? That's my frame on this. The other thing in the VMA recap episode, I talked to, I think, was it Andy, I think, was I talking to? I don't remember. I did so many. But anyways, the gist of what I was talking about

was that most decisions are not binary. Most decisions are actually not A or B. They're actually A, B, C, D, E, F, or G. And then you have to decide which path is optimal. And man, it would be easier if it was A or B, because then if you go down the wrong one, you can circle back and go down the right one. But unfortunately, it's not the way it works. This is an A or B. You're either going to, for the most part, you're either going to run it or not run it.

But let's discuss. If you run it, here's the benefits. We talked about benefits. If you don't run it, here's the possible drawbacks. And you will get some people who, yes, will skip over the ads and click on your organic site. That's pretty much indisputable. That's going to happen. And I know this because we've had clients where their PPC card has gone down recently. Excuse me. And when their card went down, we could see, okay, they're still getting traffic on their brand name, obviously.

In fact, there was a little lift in search console, maybe a five or 10% lift in search console of clicks on their branded term. And in some cases, our clients get away with it. To be honest with you, we have clients where we're bidding on brand for a long time. We're doing that for some, for months or years in some cases. And when I do the searches all the time, I never pretty much see anyone else in auction insights or the search impressions report. I rarely ever see it on the SERP when I'm looking for the client's brand name. So at that point, we pretty much are playing a pretty easy defense that, you know, it's like we're playing defense, but no one's trying to score on us. So it's a little bit reductive at that point. And maybe those clients,

it would be worth discussing, hey, do we really need to keep this on? But again, it's like that note you just had a minute ago, do we turn this off? And then here's the potential downsides. Here's the upside. If we're spending 150, 250 a month, something like that, in dollars, 150, $250, somewhere in that low price point level, and we're getting all these clicks. Yeah, it just seems I'm trying to steal me the argument. and I guess I'm just having a little bit of a challenging time because I just don't see where someone wouldn't want to do that. I could make a case for, hey, this is our slow booking season. Maybe we turn it off during that timeframe. Or like I said, no one else is bidding against us in Auction Insights. There's a reason to maybe turn it

off there. But I feel like there's probably other things that are more cuttable than branded. I feel like branded should be the last thing that you cut and branded should be something that you just run probably year round. Maybe the budget's going to fluctuate because of search demand, but that's generally my frame on it. And I think you're benchmarking it in the right way. I think auction insights is the best way to be able to see whether or not you need to push harder on a branded campaign or any campaign, but definitely on that branded campaign. Yeah. If you've got 99% or 90% or I would say north of 90, you're probably, you can at least evaluate whether or not you want

to continue that. Squeeze in all the juice out of that. Exactly. And that's, that's that magic numbers. 80% is when Google's really gonna, it's funny when that crosses that threshold immediately, like a 30% lift in your cost per click. I, it's stunning to see that, but Google knows. So it is. If that causes your cost per click to go up a little bit, and there are some factors that you can use to evaluate whether or not it is still part of the strategy that you want, but it's evaluation.

It's not like taking it out immediately. It should be in there. And it's something that, again, like with anything, let the data tell you how effective or ineffective the campaign is. And if the numbers say, Hey, I'm not getting the necessary return on it, like any other channel, shut it off or find a different way to, to work it or ID through something else, new ad content, whatever it is. But there's a lot of there's just there's way too much positive to be gained from running a campaign. You don't have to run a thousand bucks a month at it, but there's too much positive in putting a little bit, devoting a little bit of your marketing budget towards ensuring that people who are searching for your brand

are finding you, getting to your website, and then taking any action they want to, whether that's booking the stay, whether that's reading more about it. Ultimately, you've already built up some type of trust and awareness. You've built the trust. You've built the awareness. If people know the name, there's a relationship there they want to have. So nurture that. Make sure that you're getting them down to the funnel and continue to do what you need to after that too. I like that. Maybe we can end the brand of PPC considerations on that. This last piece is for the listeners that might tune in this far. And it's the salespeople because there's salespeople

out there in our industry who claim that running brand and PPC is a bad thing. And they'll say, oh, you shouldn't do this. All your returns are coming from this. They're not coming from anything else. And I guess we'll just end on this note. So if you were a salesperson and you were, your job was to sell marketing contracts to vacation managers. So there's people that have that job and they compete and they try to take our clients perfectly fine.

Capitalism, maybe I'm all for it. Believe me. But my frame on it is that they say it's bad. They don't really provide any context for why it's bad. They'll just say, this is bad. You shouldn't be doing this or you're doing this and it's misleading your actual performance numbers. As long as on our side, we're being honest about here's how we're approaching it.

Here's why we're approaching it this way. That's the recording of this episode. I feel like that's a legit approach, but is there a path where, you know, as a sales technique are people in our industry should be like aggressively saying, no, this is the wrong way to be doing this. And here's why. Because that I have a hard time squaring. There's nuanced discussion to be had about why you should do it. But once you've decided to do it and you're aware of the approach that you're having from

an ROI perspective, I just, I don't know what value is to be gained here from my point of view. Yeah. There's, if you really want it, if you really want, again, if you're evaluating and someone from sales is talking to you, I wouldn't listen to the salesperson. Yeah, because they're not digital marketing people. If you again, if you want, you want to have that conversation with someone and question the brand and PPC side of things, ask them to talk to a PPC expert because everybody's got a team or an individual who knows whether it should be a fit or whether it shouldn't be a fit there. The sales is going to give you what they're going to give you.

This is, we could do it better. We could do this. We could do that. That's fine. I get that. You're going to spend however you want to do it. But if you really want, if PPC is the main thing you want to talk about, you want to think about, is going to drive your business, that's what you've got the goals and dreams

and aspirations just written around. Talk to someone that's actually going to, or talk to an account manager who has worked with a lot of accounts, who has worked with a lot of those campaigns. But I would go right down to the lowest level you can. Someone who is in those accounts every day. Because I can tell you, Conrad and I are in those accounts very frequently. If not every day, I'm in every day. I know Conrad has a little more team there where he's got a lot of people that he's supporting. We're not saying this just because, yeah, maybe it sounds good or maybe it works. There's a lot of experience with a lot of campaigns, with a lot of accounts, with a lot of things. Talk to the people in the know. Don't just get a precursory. Our sales

team says they can do it better. So let's see how it goes. And certainly don't do this, Paul. Don't say that doing branded PPC is bad and then run branded PPC in your own account. Correct. That would be a bit of a two-faced distinction there. That's not even double-edged sword. That's a, oh, don't run it. Don't run it. it but we'll probably run it too just to make sure it works yeah yeah so there we go that's my sour crepes at the end hopefully not too sour of a finish on this particular shorter edition of the heads of bed show but we want to give a succinct thought process and topic on when to run your brandy ppc the pros the cons what to consider cost per click your quality score all these things make a difference but generally we are very pro running brandy ppc i think's so much upside to it. Your cost is going to be minimal,

you're going to get a great performing campaign in your account, that in my experience is going to lift your overall performance and the whole account is going to do better. Don't drop the ball to one yard line. Don't don't stop something when it's about to go the way you want it to go, right? There's that last little bit there that you can do if you got to go cut budget somewhere else and go cut budget somewhere else, I think to make this a reality. And I think you're going to your PPC account will perform better. And ultimately no matter who you're working with, whether it's yourself or another agency in our space,

you're going to get great results. I think if you run branded PPC the right way. So I think that's all we have. Any departing thoughts or should we put a bow on this one? Mr. Paul Manzi. I think we're good, sir.

Awesome. We'll get to go as this comes out. As Paul joked about earlier, it's post Halloween and the Kindle version of mastering vocational marketing book that I've been working for eight months is finally out. I mentioned at VRMA, we had little formatting issues and things like that. Do not worry. It is all settled and straightened out at this point. So I'll put a link in the show notes to the Mastering Vacational Marketing book. If you do purchase the book, I would super appreciate if you left a review, that would help more people see the book. And just like we beg for reviews in the podcast,

you can skip the podcast review this week if you've already done that, or if you've done that before, buy the book, even if you send me a screenshot of you leaving a review, maybe I can send you something as a thank you for doing that. We greatly appreciate it. But that's all we got. Thank you so much, Paul, for your time recording with me as always. We're going to be back here doing our little episodes. I know we had a little recap one last time, but we're back. We're in the saddle and we're ready to go talk marketing. So thank you so much for your time and attention. I appreciate you for listening and we will catch you on the next episode of The Handsome Med Show.