Sarah Stemen, LLC

Agency Clients:
I am currently collaborating with multiple marketing agencies, providing customized services based on their specific needs.  My services range from assisting with overflow work, contributing to the sales process, conducting account audits and providing oversight and strategic direction on PPC accounts.

Agency Training: 
I have gained 7 years of valuable experience working in-house before venturing into consultancy for agencies. Following my departure from corporate marketing, I had the opportunity to collaborate with prominent agencies on projects for enterprise clients. This unique perspective and strategic expertise paved the way for me to develop tailored training programs for agencies. Currently, I offer a comprehensive course to agencies and brands seeking to elevate their strategic and consultative approach in both internal operations and client engagements. My custom training program has a wait list and my next opening isn't until fall of 2024.

Paid Search Campaigns For Brands:
I am currently responsible for overseeing paid search campaigns for multiple brands. My approach to managing paid search for these brands is distinct and effective. I prioritize leveraging strategic partnerships to deliver fully integrated marketing solutions. This allows the brands I work with to have a team of world class experts executing as one team.

Business Owner

Paid Search Association

Vice President

Marcus Thomas LLC

Responsible for full ownership of client accounts from strategy to execution. Success of assigned accounts is determined by ensuring all KPIs are met or exceeded. Other responsibilities are: campaign management, serving as a subject matter expert, continuous testing, and collaborating with cross-functional teams to align to overall marketing goals of each client.
As a leader in the organization, other responsibilities include working with other departments, including account management, analytics, and creative. Leading and developing junior staff is a key part of this role.

Senior Paid Search Manager

PCG Digital

PCG Digital is a full service digital agency specializing in the automotive vertical.  Managed a full suite of automotive clients in Google Ads and Bing.  Used Search, Display and Video ads to drive conversions. Started the Vehicle Listing Ads service offering and program for the agency.
Responsible for full ownership of client accounts from Google Tag manager, building Google Analytics goals and in platform optimizations.

Paid Search Specialist

LuLaRoe

I was independent fashion consultant and business owner with Lularoe.  Sales are run primarily online thru my VIP shopping group as well as in my home and in customer's homes.  Ran my business in Facebook Groups and using live video selling on Periscope.

Fashion Consultant

Hanapin Marketing | PPCHero Blog

As a Digital Account Manager for Hanapin Marketing, I manage paid search and display advertising campaigns using a blend of open source and proprietary technology as well as old-school manual tools to optimize complex ad campaigns, create useful reports and perform insightful analysis.

Clients range from small and mid-size businesses to enterprise level spend accounts.

Hanapin Marketing after 10 years, continues to shape the future of the digital advertising industry with their world-leading blog (PPCHero.com) and PPC conference.

PPC Hero Blog Posts: http://www.ppchero.com/author/sarah-stemen/

Digital Account Manager

TeamBuilder Search

Worked as a consultant to marketing agencies and clients for PPC and SEO.  Responsibilities varied by client, and included assisting agencies building out SEO and PPC as a service, to augmenting staff when client load was heavy.

Undisclosed Client:
Augmented search staff for a small agency.  Performed SEO site audits and recommendations, built Google Adwords, and Bing Ad campaigns.  Provided insights on new initiatives, provided basic campaign ongoing support for both SEO and PPC clients.  Kept activities logged as part of a virtual team.  Provided high-level recommendations and presentations for the team.  Used Google Analytics to support any major campaign changes and updates. Worked on large and small websites with various content management systems including wordpress, Joomla, Drupal, and other custom solutions.

Undisclosed Client:
Performed the built out of a campaign for end client, including providing the keyword research, initial strategy, and search coverage recommendations.  Delivered the keyword list, initial bids, campaign set up, and ad copy.  The campaign included 2 DMAs with approximately 1M keywords, and coverage for long and short tail in both DMAs.  The campaign was broken down into 5 separate campaigns, with the largest campaign including over 2000 ad groups.  Each ad group included at least 3 ad copy variations.

Undisclosed Client:
Consulted with an agency on building out a more sophisticated SEO program.  Provided advice and crafted proposals for specific clients with unique technical needs.  Advised agency about what should be included in a phased SEO project.  Documented How-To’s around SEO tactics so the client can duplicate suggestions. Consulted on a SEO process in order to implement my suggestions.

Director of Search Marketing

Nationwide Insurance

•	Responsible for managing SEO and Paid Search for Nationwide Bank, Nationwide Insurance and Nationwide Brand campaigns; Achieved 80% visibility for Insurance keyword portfolios and 50% for the bank keyword portfolio.

•	Provided guidance and strategy for SEO and Paid Search national campaign and sponsorship support, which delivered over 600k online completed auto quotes. Developed and executed brand defense strategy for Nationwide Corporate saving over 300k for the year

•	Defined and planned roadmap for the Nationwide You Tube Strategy, worked with Google and agency to execute within the corporate guidelines. Managed the continual education of business lines to encourage SEO support, and expansion.

•	Managed ongoing keyword testing, multivariate testing, and purchase path optimization.

•	Leveraged paid search and SEO learning to drive change in the organization. Responsible for implementing DART/Doubleclick, Optimost, clearsaleing, and webtrends tags

•	Developed and Maintained database driven click-through rate report using Webtrends and Webtrends Smartview

•	Responsible for Foresee Results survey implementation, and analysis for 4 business units, provided insights and analytics and worked with the vendor on reporting to facilitate organizational improvements and projects.

Specialist, Internet Marketing

•	Analyzed Data Center metrics, developed frameworks, communicated and reported findings
•	Identified and analyzed trends in reported metrics and reported to executive council
•	Responsible for all department monthly reporting, including technical productivity measures and budget comparison report
•	Maintained business continuity plans for four data centers

Business Analyst

Nationwide

Sr. Analyst, SEM, SEO

StylishBabyBedding.com

I now own a upscale online baby boutique that sells crib bedding, bassinets, moses baskets, and more.

Former Owner - Sold

Senior Paid Search Manager, Marcus Thomas LLC

With over 15 years of experience as a Paid Search Manager, I am passionate about creating and executing effective online marketing campaigns that deliver results for clients. I have a strong background in Google Ads, Google Analytics, and SEO, and I am certified in Google Ads Search and Display.

As a leader at Marcus Thomas LLC, I manage the full ownership of client accounts from strategy to execution, ensuring all KPIs are met or exceeded. I also collaborate with cross-functional teams to align to the overall marketing goals of each client. Additionally, I mentor and develop junior staff and serve as a subject matter expert in paid search. One of my proudest achievements was starting the Vehicle Listing Ads service offering and program for PCG Digital, a previous employer, where I managed a full suite of automotive clients in Google Ads and Bing.

If you are tired of listening to #PPC Influencers who share their "perfect" account set ups then...

Get this...

😂 I have a client crushing goals and the account is set to MAXIMIZE CLICKS

Look at the data in your account and make optimizations from there.

Sarah Stemen, MBA

Agency Owner | ⭐ Paid Search Influencer ⭐ | Vice President @ Paid Search Association | I Work With Agencies & Brands | I Look At PPC Campaigns All Day So You Don't Have To

What is the significance of maximizing clicks in account optimization?

How can PPC Influencers impact account optimization strategies?

Why are data-driven optimizations crucial for account success?

I have my MBA, I have been working in PPC since 2007, and I have worked on more name brand accounts than I can count...

Yet I am still asked for guarantees that the marketing will work.

There are no guarantees.  If there were I would be a millionaire.

Shout out to all the paid search ad managers who...  
 
 
had to jack up spend at the end of the month and pray... 
 
but then checked their accounts today and didn't get eff'd. 
 
👀 I see you, I am holding space for you. 

I manage eComm paid search accounts & I do custom strategy training for agencies (waitlist) 〰️ in a toxic relationship with Google Ads

No alternative text description for this image

My 1 person business does not make $200,000,000 a year and here is how I do it.


🤣 I probably charge too little but I don’t mind because building a new business is hard and everyone starts somewhere.

😛 I refer business to other paid search experts. I could take a client out of my wheelhouse or a client that isn’t the best fit and make more money, but I hate failure so I only take on clients where I feel I can be successful.

🫤 I partner with larger agencies.  This reduces my revenue substantially, but it works out very well for clients because they get a highly skilled paid search expert who works seamlessly with other specialized agencies.

😭Bonus Tip: 

This is for anyone who really wants to stay small and make less than 2M. 

😉 Keep posting content.  Educational, funny, motivational…post for yourself and write for others, say yes to podcasts.

All this content is non-billable and reduces your revenue and the hours you can spend working.

If you are making less than $200,000,000 how do you stay small?

I have so many more tips follow along for more…

Let me know your tips. 😉

What are effective strategies for running a small business?

How important is content posting for small businesses?

How does engaging in non-billable activities impact revenue for small businesses?

I love writing as a SME for Search Engine Land and...

...today, I'm sharing my latest article along with an exclusive 👀 behind the scenes...

on getting this article out the door so to speak.

𝙏𝙝𝙞𝙨 𝘼𝙄 𝙥𝙞𝙚𝙘𝙚 𝙬𝙖𝙨 𝙢𝙮 𝙢𝙤𝙨𝙩 𝙘𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙞𝙣𝙜 𝙥𝙞𝙚𝙘𝙚 𝙩𝙤 𝙬𝙧𝙞𝙩𝙚 𝙩𝙤 𝙙𝙖𝙩𝙚. 𝙄 𝙥𝙪𝙨𝙝𝙚𝙙 𝙢𝙮𝙨𝙚𝙡𝙛 𝙩𝙤 𝙩𝙝𝙞𝙣𝙠 𝙙𝙪𝙧𝙞𝙣𝙜 𝙚𝙫𝙚𝙧𝙮 𝙩𝙖𝙨𝙠 𝙩𝙝𝙞𝙨 𝙢𝙤𝙣𝙩𝙝...

The inspiration for this post originated from two distinct experiences last month:

1. I inherited an account that contained over 2,000 keywords in a single ad group and needed to reorganize quickly.

2. Then during a discovery call, a client inquired about my use of AI in managing PPC campaigns.

The big ad group was the simplest task for me because AI is good at organizing lists of words by theme. 

Using AI for ad copy inspo is also widely discussed solution. 

But what about the other 4 concepts? 

I procrastinated all month, while doing my work...and considered AI how we define AI.

On the last day, when I had to finalize my writing, I reached out to Julie Friedman Bacchini who emphasized that paid search managers are exploring AI primarily because they don't want to be left behind and not because we believe AI to be the single answer or solution to all of our work.

Thanks Julie for being an amazing friend and challenging me everyday and not just in PPC but as a mom and a business owner too.  Our community wouldn't be what it is today without your hard work.

Open article: 6 ways to use AI for paid search account restructuring by searchengineland.com • 5 min read

6 ways to use AI for paid search account restructuring

She believed she could, but she rested and that is okay.

I love paid search and Google so much. I truly believe that my success in this industry comes from a combination of being a shy kid who would Google anything combined with an analytical & artistic brain. I am able to get in the mind 🧠 of the searcher...because many times that searcher is me :)

For anyone wondering, I still love Google despite all the negative news that comes out these days. 💔 

Also when I interviewed for my first paid search job I was asked my favorite search engine and I said YAHOO 😂😂😂😂

All that said, more and more I find myself wanting to post about the things I love...

👵  running my paid search business with 3 kids
💪  staying motivated, pushing myself to become less of a desk jockey and more of the mom that gets 🥘 dinner on the table while checking campaigns.

And addressing the 🐘  in the room which is agency burnout and life after...

I also make more money on the agency training side of my business now than running campaigns which I never talk about...

So my question this Sunday morning if you follow me is what do you like about my content? 

❓ Are there questions that you have?
❓ Are you interested in Google Ads tips and tricks?
❓ Should I share what I see happening inside agencies & talk about PPC training? 

How can I help you live your best life?

What impact does agency burnout have on professionals?

How can running a paid search business impact one's career?

Agencies often say one thing and mean another. 
 
But no worries, I am here to help. 
 
"𝗜 𝘄𝗶𝗹𝗹 𝗺𝗮𝘅𝗶𝗺𝗶𝘇𝗲 𝘆𝗼𝘂𝗿 𝗥𝗢𝗜 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗵𝗲 𝗵𝗮𝘀𝘀𝗹𝗲 𝗼𝗳 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀." 
 
👍 You will get 1 Pmax campaign. 
 
"𝗜 𝘄𝗶𝗹𝗹 𝗯𝗼𝗼𝘀𝘁 𝘆𝗼𝘂𝗿 𝗼𝗻𝗹𝗶𝗻𝗲 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗱𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗮𝗱 𝗯𝘂𝗱𝗴𝗲𝘁." 
 
😆 Full budget spent in the display network 
 
"𝗜 𝘄𝗶𝗹𝗹 𝘀𝘁𝗿𝗲𝗮𝗺𝗹𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝗽𝗮𝗶𝗱 𝘀𝗲𝗮𝗿𝗰𝗵 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗼𝘃𝗲𝗿𝘄𝗵𝗲𝗹𝗺𝗶𝗻𝗴 𝘁𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝗷𝗮𝗿𝗴𝗼𝗻." 
 
🙃 You can pay $250 a month for us to manage your campaigns, you will never hear from us, and we hope you forget you are paying us. 
 
"𝗜 𝘄𝗶𝗹𝗹 𝗱𝗿𝗶𝘃𝗲 𝘁𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗵𝗲 𝗵𝗲𝗮𝗱𝗮𝗰𝗵𝗲 𝗼𝗳 𝗶𝗻𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀." 
 
😂 More Pmax or maybe pure brand if you are lucky. 
 
"𝗜 𝘄𝗶𝗹𝗹 𝗲𝗻𝗵𝗮𝗻𝗰𝗲 𝘆𝗼𝘂𝗿 𝗼𝗻𝗹𝗶𝗻𝗲 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗵𝗲 𝘁𝘆𝗽𝗶𝗰𝗮𝗹 𝘁𝗿𝗶𝗮𝗹 𝗮𝗻𝗱 𝗲𝗿𝗿𝗼𝗿." 
 
😉 Your costs will be through the roof, we will automate absolutely everything under the sun, and we will tell you if you just increased your budget it would be better. 
 
"𝗜 𝘄𝗶𝗹𝗹 𝗲𝗹𝗲𝘃𝗮𝘁𝗲 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱'𝘀 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗱𝗿𝗼𝘄𝗻𝗶𝗻𝗴 𝗶𝗻 𝗱𝗮𝘁𝗮 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀." 
 
📊 No reporting. Reporting is silly.

Happy Friday to marketers who learned to search the internet to create Winamp playlists 📻 in dorm rooms... 
 
🤑 𝗔𝗿𝗲 𝘆𝗼𝘂 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝘁𝗼 𝘄𝗼𝗻𝗱𝗲𝗿 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗰𝘂𝗿𝗿𝗲𝗻𝘁 𝗽𝗮𝗶𝗱 𝘀𝗲𝗮𝗿𝗰𝗵 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗺𝗶𝗴𝗵𝘁 𝗯𝗲 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝘁𝗼𝗼 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲? 
 
🔪 𝘼𝙧𝙚 𝙮𝙤𝙪 𝙛𝙖𝙘𝙞𝙣𝙜 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 𝙗𝙪𝙙𝙜𝙚𝙩 𝙘𝙪𝙩𝙨 𝙖𝙣𝙙 𝙪𝙣𝙨𝙪𝙧𝙚 𝙤𝙛 𝙬𝙝𝙚𝙧𝙚 𝙩𝙤 𝙘𝙪𝙩 𝙗𝙪𝙙𝙜𝙚𝙩? 
 
Here are 2 easy places to start if I had to cut budget. 
 
1. N͟o͟n͟-͟B͟r͟a͟n͟d͟ ͟P͟a͟i͟d͟ ͟S͟e͟a͟r͟c͟h͟ ͟o͟n͟ ͟G͟o͟o͟g͟l͟e͟ ͟-  
 
Bidding on generic keywords like "kitchen remodel" to show ads at the top of search results is challenging.  
 
👀 You can't tell if the searcher is looking for cabinets or just inspiration.  
 
💳 Search campaigns are also the most expensive ad space online.  
 
Instead, I'd think about creating a YouTube campaign (CPMs are better than CTV).  
 
You could also shift funds into programmatic advertising or Meta.   
 
I d͟e͟f͟i͟n͟i͟t͟e͟l͟y͟ ͟w͟o͟u͟l͟d͟n͟'͟t͟ ͟u͟s͟e͟ ͟n͟o͟n͟-͟b͟r͟a͟n͟d͟ ͟s͟e͟a͟r͟c͟h͟ ͟f͟o͟r͟ ͟a͟w͟a͟r͟e͟n͟e͟s͟s͟ that is for sure!   
 
(at least not when facing budget cuts) 
 
2͟.͟ ͟N͟o͟n͟-͟B͟r͟a͟n͟d͟ ͟S͟e͟a͟r͟c͟h͟ ͟R͟e͟a͟c͟h͟ ͟-͟  
 
If the idea of eliminating non-brand search makes you uneasy, then consider narrowing the audience for your non-brand campaign.  
 
🥅 You can refine your audience targeting in Google by selecting specific audiences and bidding on generic keywords only for users identified as "in-market."  
 
👍 This approach means you would continue bidding on terms like "kitchen remodeling," but your ads would only be displayed to those actively shopping the category.  
 
🟢 By targeting in-market audiences, you can fine-tune your spending and avoid excessive costs on questionable non-brand searches.

What impact does non-brand search have on marketing strategies?

What do I need to know about programmatic advertising?

Welcome to the side of marketing where we make decisions based the profitability of your business and not just views and likes.

How can marketing decisions impact business profitability?

Why is profitability important in marketing strategies?

What role do views and likes play in marketing decisions?

As an avid user of AI, if you use the phrase, “Let’s delve into…” I know you used ChatGPT.

When you know, you know.

Inspo: Amalia Fowler

I have a secret 🤫 

If you are a business running paid ads it is YOU vs YOU.

I see so many brands and advertisers get sidetracked by what their competitors are doing.  Some are creepily obsessed in fact.

Look 👀 and react to the data in YOUR business and in YOUR account and work to incrementally improve those metrics.

Two businesses can sell the exact same product (common in many industries) yet one can be wildly successful and the other can fail to thrive.

Some of the many reasons why this can happen are perception, distribution, advertising footprint, partnerships, financials...you name it...
_________________________________

TGIF, I will be signing off at 2 PM today for Tortured Poets Department if anyone wants to know. 😝 

Julie is a 25 year veteran of PPC and running the largest industry community in Paid Search...so....

This post of hers is worth the read.  And I know I am going to take a LinkedIn Impression hit for this one so I won't paste the link but move on over to Search Engine Land and read the article about "How Google harms search advertisers" after reading Julie's post.

What impact does machine learning have on Google Ads?

How does Google Ads harm search advertisers?

What challenges do low conversion volume accounts face in paid search?

Lead Generation PPC & SEM Specialist (on all major digital ad platforms), Top 25 Most Influential PPC Expert & Professional Speaker

It’s time for another PPC Hard Truth. 

Low conversion volume accounts are struggling in paid search and they have been for some time now. Yup, I said it out loud.

Let’s start by defining a “low conversion volume” account. On Google Ads, a low conversion volume account is any account that records fewer than 50 conversions per month. And there are MANY accounts that fall into this category!

It is a bit baffling to see these accounts being left behind by Google Ads, but it is absolutely happening. So if your accounts are struggling, you are not alone! And it is not happening because you just suck at Google Ads.

How did we get here?

Well, over the past few years, Google Ads has leaned hard into machine learning (or what they like to call AI). This has manifested in the push to not only automated or smart bidding strategies (such as maximize conversions or target cost per acquisition) but also the rise of more fully automated campaign types (I’m looking at you Performance Max!). These technologies and campaigns work fabulously for lots of accounts. But for lots more, they just don’t. And all of the talk coming out of Google Ads never acknowledges it. 

The machines need a certain amount of data to find their footing. If your ad account is below those thresholds, even the most brilliant of PPC strategies can’t make up the difference. Now you may think “well, I will just use manual bidding - that is still an option.” And it is. BUT (and this is a gigantic but) when you use manual bidding, you lose access to a lot of the machine learning that gets applied in real time to campaigns using automated bidding. So you’re at a pretty significant disadvantage on that front when using manual bidding. Which is also frustrating when the automated bidding isn’t working great either.

Have you found a secret to low volume accounts on Google Ads lately? If so, please share with the community!

Stay tuned for my next post in this series where I will talk about what you can do if your account is in this performance limbo!

Last night my 8 year old cried until her head hurt. Her face looked like a tomato...

Meet Alex, my enormously talented daughter who is a competitive dancer. Tap is her specialty, and she's the youngest soloist at her studio. Alex has been receiving awards all season at competition, and her teachers have all told me she has a gift for remembering choreography. 

But last night, we learned that she isn't moving up to the next level - she is staying with her current team for another year. Needless to say, she was crushed and cried until she had a headache.

But here's the thing about dance - it's a strategy. It takes a team of dancers like Alex, and winning teams take years to build. 10+ years. Alex doesn't comprehend this; she wants validation and quick wins. However, she is learning to trust that her studio leadership has a long-term vision and that this is a long game with many moving pieces and data points.

This story may sound like marketing, and that's because it is. Day in and day out, the marketing team is working towards a vision and leveraging data the whole way. We understand that our clients can get distracted by quick wins and lose track of the end goal, but it's our job to keep the focus. Just like Alex's studio leadership, we have a long-term strategy, and we'll be there every step of the way to help our clients achieve their goals. 

How can a marketing team keep clients focused on the end goal?

How can dance teach us about long-term strategy?

Why is it that people who hate popular things love to tell you about it?  
 
Okay you hate Pmax, I think that is even less interesting than liking Pmax.

If you use it right, YouTube is an extremely powerful campaign type. 
 
But most paid search managers never get the chance to manage YouTube budgets large enough to understand the nuances of running YouTube. 
 
Here are some of my favorite ways to leverage YouTube. 
 
𝗩𝗶𝗱𝗲𝗼 𝗳𝗼𝗿 𝗔𝗰𝘁𝗶𝗼𝗻 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 
 
You can set a target CPA, max conversion, maximize conversion value and target ROAS with these campaigns.  
 
👍 I recommend unchecking TV screens because people watching on TVs are less likely to convert because its hard/impossible. 
 
𝗚𝗼𝗼𝗴𝗹𝗲'𝘀 𝗧𝗩 𝗡𝗲𝘁𝘄𝗼𝗿𝗸 
 
This is different than YouTube TV.   
 
You can use YouTube targeting.  
 
Google TV only allows non-skippable 15s and 6s ads and lets you target specific channels.  
 
The catch is that while you can target channels, you also must show ads on YouTube. 
 
𝗕𝗿𝗮𝗻𝗱 𝗹𝗶𝗳𝘁 𝘀𝘁𝘂𝗱𝗶𝗲𝘀 
 
I love running brand lift studies in YouTube.   
 
In fact, if you have the budget I would run an a study for all parts of the funnel.   
 
You can run lift studies for awareness, consideration, and purchase intent.  
 
Brand lift studies become powerful when run repeatedly, allowing you to gather metrics to identify effective messaging and creative with your audience. 
 
Do you run YouTube? Do you have any success stories to share?

What is the significance of running brand lift studies in YouTube advertising?

How can YouTube be leveraged for advertising campaigns?

What are the differences between YouTube TV and Google TV for advertising?

Question: When you open an ads account and it looks like total 💩 

What goes though your head 🤯 

I'll go first.

Hiking 20 miles under the Arizona sun left me less exhausted than contemplating the effort required to restore things to their normal state in this paid search account.

What is the significance of effort in professional tasks?

How can a paid search account impact business performance?

What are the weather conditions like under the Arizona sun?

What’s the biggest 🤢ick you have seen on the social platforms lately? 
 
 
 I’ll go first. 
 
Shaming people saying things like “it’s not the algorithm it’s you”. 
 
It takes courage to start posting. Give people credit.

📕 Story Time: 📕  

About 15 years ago I had a 'friend' who was on MySpace.  This 'friend' got a message from a millionaire in England who was so riveted by her MySpace that he decided to open up to her and start a relationship.

A few months later they were engaged, she sent out her wedding invites, purchased her dress. Her dream was coming true.

I think many of us can finish this story.

Wedding didn't happen...

Dude definitely wasn't a millionaire...

He also didn't live in England...

Some of you are as delusional as my friend was about your non-brand campaigns.  

I hate to tell you this - but a user searching - a non-brand term especially a expensive category term is pretty unlikely to be so riveted by your ad copy and amazing landing page to convert right away.

Users need time, they need to become aware, they need to compare, and evaluate...this is how it works.  

Stop the delusion.

👉  A .5x to a 1x return is ok for non-brand (so long as your can afford it and you understand the marketing funnel)
👉  Look at conversion windows (30, 60, 90)
👉  There is likely going to be some social and organic credit mixed in here too when looking at attribution.

What is the importance of conversion windows?

How much return is acceptable for non-brand campaigns?

What is the role of social and organic credit in attribution?

Today is Boris Beceric ✅ Birthday!

If you don't know Boris you really should.  Not only is he funny, really spectacular at PPC, but he works out and plays music.

He is also an avid supporter of women in the paid search community.  When women are left off lists Boris always comments about the 🍆  nature of the post.

I hope everyone reaches out and makes this day special for Boris. 🎉 🎉 🎉 

Happy Birthday. Boris Beceric ✅ #Kudos Thank you for setting a great example #InspirationalLeader 

How can inspirational leadership impact a team?

What is the importance of supporting women in the paid search community?

It’s doesn’t have to be this complicated.


1. logarithmic growth
2. 80/20 rule

are 2 frameworks to help you understand paid search accounts…

How does logarithmic growth impact paid search accounts?

Taplio

Sarah Stemen, MBA's Linkedin Analytics

Sarah Stemen, MBA

Sarah Stemen, MBA's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Sarah Stemen, MBA's Linkedin Analytics

Sarah Stemen, MBA

Sarah Stemen, MBA's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Sarah Stemen, MBA's Linkedin Analytics

Sarah Stemen, MBA's Best Posts (last 30 days)