Podcast Episode Details

1689 - Leveraging AI To Help Get Us Further with Level 28 Media's Michelle Kop

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Founder & Google Ads Lead Generation Expert of Level 28 Media, Michelle Kop. Michelle began by explaining the difference between SEO and PPC advertising. While SEO focuses on ranking a website organically on Google, PPC advertising helps clients appear at the top of organic listings through paid advertising. This strategy allows potential customers to find and contact the business, increasing sales easily. However, it's important to note that PPC advertising can be expensive and competitive, especially in the B2B industry. Michelle emphasized viewing PPC advertising as an investment rather than expecting immediate results. She explained that having a sufficient budget is crucial for success in PPC advertising, as it allows for testing and optimization. One of the critical advantages of PPC advertising over organic tactics like SEO is that it provides faster results. Michelle also highlighted the increasing automation in platforms like Google and Facebook. While automation can be beneficial, she emphasized needing a strategic advisor who understands the platforms and the target audience. Michelle shared valuable insights on running successful PPC campaigns. She emphasized the importance of understanding the target persona and conducting thorough keyword research to reach the desired audience effectively.  She advised against agencies that offer guarantees, as PPC results cannot be guaranteed. Another red flag is when an agency provides a flat price without researching the client's business upfront.

Key Points from the Episode:

• Explanation of how paid advertising helps businesses appear at the top of organic listings on Google
• Discussion on the importance of viewing paid advertising as an investment and having a sufficient budget for testing and optimization
• Mention of trends in the pay-per-click world, including increasing automation and the integration of artificial intelligence
• Emphasis on the importance of relevancy in paid search ads and providing users with the information they are looking for
• Insights on running successful PPC campaigns, including understanding the target persona and conducting thorough keyword research
• Mention of the platforms Michelle works with, including Google Search, YouTube, and Microsoft Ads (Bing)
• Explanation of Michelle's agency and their focus on strategy, optimization, account builds, landing page development, and lead generation marketing campaigns

About Michelle Kop: