OuterBox, Inc.

Developed paid marketing strategies to drive ROI for clients. Managed digital advertising campaigns within Google, Microsoft, Facebook, Instagram, X (Twitter) and LinkedIn. Conducted research and analysis on client industries and developed recommendations for improvement. Adapted strategies as needed to enhance outcomes. Created monthly reporting and analysis for clients.

Senior Paid Media Strategist

Sonus Hearing Care Professionals

Responsible for marketing all 9 West Michigan offices. Drafted annual marketing plan and budget. Implemented several new marketing strategies to include: physician referral program, patient referral program, automated email marketing, Facebook lead generation and Google Ads to name a few. Negotiated contracts with large media outlets in television, radio, and newspaper. Regularly made presentations to large groups. Groups varied in size from 5 to 50 people. Coordinated marketing initiatives with all 27 Sonus employees.

Marketing Director

Grand Rapids Personal Training

Started a personal training business from scratch. Coded website by hand and achieved the top SEO ranking in market. Implemented Google Ads and social media campaigns to promote the business digitally. Used Adobe InDesign and Photoshop to create pamphlets and run direct mail campaigns. Worked with hundreds of clients over 6+ years.

Self Employed

MVP Sports Clubs

Member Services

I’m a senior digital marketing strategist with 15+ years experience managing paid ads. My passion and focus lie in the realm of eCommerce. In just the last year, I’ve managed $3.47M of eCommerce specific ad spend. This resulted in $22.06M of revenue for an average return on ad spend of 635%. I maximize returns by applying my deep technical and business knowledge to the following platforms: Google, Bing, Facebook, Instagram, X (Twitter), LinkedIn and YouTube.

What is the perfect #GoogleAds campaign balance?

40% search, 25% shopping, 5% retargeting and the rest to PMax / Demand Gen is just one option. 

Ultimately, the “correct” solution will depend on the business you’re working with and their objectives. 

The way you run each campaign will play a big role too. PMax, for example, can perform in a variety of ways depending on how you use each setting. 

Look at how all of your campaigns work together as opposed to how each one will do on its own. Find the right synergy between them. The whole will be greater than the sum of the parts.

Brian Albert

What is the perfect #GoogleAds campaign balance?

40% search, 25% shopping, 5% retargeting and the rest to PMax / Demand Gen is just one option. 

Ultimately, the “correct” solution will depend on the business you’re working with and their objectives. 

The way you run each campaign will play a big role too. PMax, for example, can perform in a variety of ways depending on how you use each setting. 

Look at how all of your campaigns work together as opposed to how each one will do on its own. Find the right synergy between them. The whole will be greater than the sum of the parts. 

Do you advertise 100% of your products on #GoogleAds ?

I advise against it. Here’s why:

Some products are just not profitable with ads. This is mainly due to the customer acquisition cost (ad spend) inherent to paid ads. 

If you had a basketball team with 15 players, would all 15 see playing time? Probably not. Most of the time would go to the starters and some players wouldn’t play at all. 

Don’t feel the need to “play” all your products if it’s not profitable to your business. Just because you don’t push a product with ads doesn’t mean that you can’t sell it on your website or have it show organically. 

Ultimately your data is going to help make these decisions for you. But chances are it’s not going to recommend showing everything.

If you run #GoogleAds on the shopping network, do these 3 things to improve your performance:

1) Include a GTIN. Google is looking to your feed to match your products to searches. If you include a GTIN, Google can go beyond your feed and reference all the other data it has on that particular product. 

2) Front load your title. Titles can be long but space is often limited. Make sure you put the most important information at the front of your title. 

3) Have competitive prices. Just like with search, expected CTR is considered when Google shows your shopping ad. If you are priced way higher than the competition, it can hurt your chances. Check price competitiveness with a Merchant Center report.

My 5 tips for #GoogleAds professionals to stay relevant in the age of A.I. 

(relax it will be okay)

1) Expand your role. Think of yourself as a business strategist who specializes in Google Ads instead of just someone who runs ads. Know how the other pieces of digital marketing fit together with paid media.

2) Don’t be average. Google can already run campaigns and create ads. It’s not very good at it and I don’t think it ever will be (due to alignment issues, not the technology). If you expect to get paid for your services, you have to be better than what Google offers for free.

3) Communicate value. Most of the value we create is done behind closed doors. If you don’t communicate this to clients, they won’t know. Show them how you are better than “out of the box” A.I. (sorry Gemini). 

4) Stay current. Google Ads is changing and changing fast. This will probably only accelerate going forward. Don’t under-perform because you’re running Google Ads like it’s 2023.

5) Use A.I. Even though this post seems anti-A.I. I’m actually very bullish on it. But it’s the human / machine partnership that will produce the best outcomes. Think of how spreadsheets made us all way more productive. A.I. is like spreadsheets on steroids. 

This week’s newsletter expands on each one of these points. It’s going out in a couple hours so there’s still time to join. Follow link in bio to subscribe.

As a #GoogleAds professional, it’s 110% my responsibility to explain Auto-Apply Recommendations to clients. 

Sometimes I use visual aids.

Over 50% of my #GoogleAds clients don’t know or care about what I do in platform.

They want to know how things are going. 

Being able to tailor a presentation to an individual is a massively underrated skill.

Do you have a #GoogleAds conversion rate over 100%?

How can this even happen?

It gets back to how Google Ads counts conversions. 

If your conversion count is set to “Every conversion” and you have a product where it’s logical for multiple purchases to occur within your conversion window, I’d be surprised if you didn’t come across this.

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