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In this Office Hours episode on The Digital Marketing Mentor Podcast, Danny sits down with Optidge’s Head of Paid Search, Brianna Deboever, to dive deep into Google Ads. As our resident expert in paid search, she shares her insights on spotting red flags, optimizing campaign settings, and avoiding common pitfalls. Whether you’re a seasoned marketer or just getting started, this episode will guide you through building stronger, more efficient paid search campaigns.

Our Office Hours episodes are your go-to for details, how-to’s, and advice on specific marketing topics. Join our fellow Optidge team members, and sometimes even 1:1 teachings from Danny himself, in these shorter, marketing-focused episodes every few weeks. Get ready to get marketing!

Episode Highlights:

• When it comes to Google Ads campaign setup, a few best practices include limiting ad groups to 3-7 keywords, avoiding overuse of broad match keywords, and setting location settings to “presence only.”
• Once your campaigns are ready to go live, Brianna recommends beginning with manual bidding and regular monitoring of conversion tracking to ensure accuracy and alignment before transitioning to automated tracking tactics.
• Brianna suggests incorporating negative keywords to reduce wasted ad spend and reviewing search terms frequently to refine keyword lists, assign accurate values to conversions, and enhance targeting.
• It’s good practice to utilize tools like Clickcease, Google Tag Manager and GA4 in paid search to block spam traffic, streamline conversion tracking, and ensure alignment with campaign goals.

Episode Links:

• Brianna’s Linkedin
• Brianna’s previous The Digital Marketing Mentor podcast episode

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

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What if the lessons of a logical classroom and a father’s breakfast table could transform your approach to leadership and life? In this episode of The Digital Marketing Mentor, we talk with Bo Bothe, president and CEO of BrandExtract, a brand strategy firm in Houston, to discover insights gathered over the course of his career journey - from his education, leadership style, and the importance of mentorship. Bo highlights lessons from his father, his MBA experience, and the value of resilience, personal growth, and community. Bo also explores the challenges of hybrid work, detailing his company’s evolving approach to maintaining team connection and productivity in a remote environment.

Episode Highlights:

• Bo highlights the complexities of hybrid work, noting the challenges it poses for team connection and productivity. His company has experimented with various models over the years and has recently moved to a four-day in-office schedule to foster stronger collaboration.
• He considers his father as a pivotal mentor, whose resilience, positivity, and unconventional wisdom has dramatically shaped his outlook on life. He also mentors others, from employees to young people in sports, and believes in understanding individuals’ personal visions and challenges.
• Bo values mentorship and takes a personalized approach, tailoring his guidance to individual needs to promote positive personal and professional growth.

Episode Links:

• Bo’s LinkedIn
• Bo’s Instagram
• Recent Article on Mentorship and Hybrid Work by Bo

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

Send us a text

In this episode, Sophie Fell, Head of Paid Media at Liberty Marketing Group, shares her journey in digital marketing after motherhood, discussing her transition from managing Facebook posts for a startup to overseeing multi-million-dollar ad campaigns. She emphasizes the value of mentorship, data-driven decision-making, and the challenges faced with top-of-funnel PPC strategies. She highlights the advantages for beginners of being a “t-shaped marketer,” advocating for a blend of broad knowledge of all platforms with deeper specializations. The episode also explores the impact of AI on digital marketing and the evolving role of paid media professionals.

Episode Highlights:

• Sophie built a successful career in PPC and paid media without a formal university degree. She started by managing Facebook posts for a startup and developed her skills through hands-on experience, emphasizing that practical knowledge often outweighs formal education in the marketing industry.
• Sophie views mentorship as a collaborative relationship built on trust and mutual respect. She credits her mentor, Kevin Ashley, for shaping her career and now mentors others within and outside of her agency, focusing on helping mentees define and achieve their goals.
• Sophie and Danny share in the belief in the advantages of being a “t-shaped marketer,” possessing a broad understanding across all platforms while having deeper expertise in one or two specific areas as they begin to align with career aspirations.
• Sophie highlights the critical role of data analysis and optimization in PPC, especially for beginners in the industry. While learning platform UIs is straightforward, understanding metrics, making data-driven decisions, and translating those insights into actions are what set top professionals apart.
• Many brands fail with top-of-funnel Google Ads campaigns because they focus on the wrong metrics, like direct conversions. Sophie advocates for redefining KPIs to measure engagement and awareness, which can better justify top-of-funnel strategies.

Episode Links:

• Sophie’s LinkedIn
• Sophie’s X
• Sophie’s Book:

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.