Cocktails, Tangents and Answers
Cocktails, Tangents and Answers is a marketing podcast that takes you on a ride with our team. We'll kick off every episode with a little chat, a cocktail recipe (sometimes basic, sometimes craft, sometimes bougie) before we get into a conversation to tackle some of the pressing marketing questions of the day. And of course, our brains take us on some of the most wonderful tangents. Come along for the ride!
Cocktails, Tangents and Answers
Steal These Three Campaign Ideas
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Three Marketing Campaigns You Should Steal
We’re breaking down three real campaigns that drove results and how you can “steal” the strategies for yourself. You’ll walk away with practical, ready-to-use ideas you can plug into your own marketing.
Cocktail: Hello Sun
Aloe isn’t just for sunburns or houseplants; it’s also a surprisingly versatile cocktail ingredient. Bartenders love it for the softness, florality and aromatics it brings to a drink.
For the Hello Sun, Eden Laurin of The Violet Hour crafted her aloe liqueur by reducing aloe water and blending it with rhum agricole and honey, then paired it with mezcal, lime, cucumber and mint. The result is light, refreshing and the perfect cool-down on a hot day.
Ingredients:
3 fresh mint leaves
2 slices of cucumber
3/4 oz. lime juice, freshly squeezed
2 oz. Banhez mezcal
1 1/2 oz. aloe liqueur
Garnish: cucumber slices
Directions:
1. Add the cucumber, mint and lime juice into a shaker, and gently muddle to extract the flavors.
2. Add the mezcal and aloe liqueur, fill with ice and shake until well-chilled.
3. Strain into a rocks glass over fresh ice.
4. Garnish with a cucumber slice.
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Hosts: Rich Mackey & Catelin Drey
Producer: Zac Hazen
About Antidote 71:
Think of us as your very own offsite, highly effective team of local marketing growth experts, from digital marketing to traditional (who you’d also happily grab a beer with). Antidote 71 is equal parts skill and personality. We’re super fun to hang out with (in our opinion) and exceptionally good at what we do. We love our work and care about the people we work with.
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Introduction to Free Campaign Ideas
Speaker 1Hey Zach, what do we want people to do right after this episode?
Speaker 2Steal these campaign ideas.
Speaker 1Yes, so we're going to give shortcuts to three great campaign ideas that drove real results and they are super, super easy to implement and steal immediately after this, like you could get them set up in like an hour or two, so that's going to be pretty cool. I think this is a great idea. I love the steal these campaigns, like we're giving you shit for free, cause usually you have to pay for our brains.
Speaker 2Yeah, and everybody loves a freebie, especially if it's easy to set up.
Speaker 1They do so. Before we get to that, though, let's jump into our cocktail. This one's called the Hello Sun, which I have never, ever heard of, so I'm curious about the recipe when we get there, zach, oh, go ahead.
Speaker 2I was just going to say have you ever had aloe in a cocktail before Rich?
Speaker 1Maybe I feel like I have, but it's been a long time. If I have, I was going to say I feel like I have too.
Speaker 2it's been a long time if I have, but that's a little wild. I feel like I have too, and this drink is like a total aloe feature. So the Hello Sun was created by Lauren Eden Lauren, very cool name of the Violet Hour, which I don't know where that is, but basically she crafted her.
Speaker 1I'm looking at why you're doing this.
Speaker 2Basically, she crafted her own aloe liqueur by reducing aloe water and blending it with rum, agricole and honey and then paired it with mezcal lime, cucumber and mint and is supposed to be very light, refreshing and great on a hot day. And, uh, I think that's where I've had it is kind of in like those margarita, like mezcal kind of cocktails.
Speaker 1Yeah, I could see that I feel like there was something at the Berry and Rye where they had aloe in a cocktail, because that's the total place that would do aloe in a cocktail. They're very herbaceous down there. So just before I get to it, the Violet Hour is in Chicago. It opened in 2007. It's on Damon Avenue, Looks like. I'm not going to guess where it's at. It might be Wicker Park, but I might be wrong about that. It's been a while since I've been wandering the streets of Chicago and it was like a pioneer in Chicago's craft cocktail movement but opened since 2007.
Speaker 2Still open today. So what I also wonder is Eden, Lauren, since she's using houseplants basically in her cocktails. Do you think they call her Garden of Eden?
Speaker 1Lauren, that, honestly, would be a super cool nickname to have. It would be.
Speaker 2They'd just call her Garden or G-E-L. There's a section of the cocktail menu that's just called the Garden of Eden. That'd be interesting.
Speaker 1That'd be perfect. If the people at the Violet Hour are listening, you should do that If she's still there. She might not still be there, who knows.
Speaker 2Her legacy lives on, though.
Speaker 1Three fresh mint leaves. I have those Two slices of cucumber. I do not have those Three quarters of an ounce of lime juice freshly squeezed. Two ounces of Banas Mezcal. I'm guessing B-A-N-H-E-Z, yeah, and then, okay, I read this. I thought it was 11 1⁄2 ounces of aloe liqueur, but it is 1 1⁄2 ounces of aloe liqueur. So you're not actually putting like aloe juice into this from the house plant, you're using an aloe liqueur, sort of like. We found that lychee liqueur. I just got one called Lychee Lee, which was fun. I found it and then you'll garnish this with a cucumber slice. So this is a fresh, like very fresh, bright cocktail for summer.
Speaker 2So how do you do it? I think this is right up my alley, honestly.
Speaker 1It looks like it Cucumber, mint and lime juice in the shaker, gently muddle them to extract their flavors, add the mezcal and aloe liqueur, fill it with ice, shake until your hand freezes off and then strain it into a rocks glass over fresh ice and garnish with that cucumber slice. So for the aloe liqueur, if you can't find it I don't know if this exists in a bottle, it may not it's one ounce of martini rum agricole and one cup of reduced aloe water and three ounces of honey. So you can Google all of that and it will tell you how to do it. This is probably one of the more complicated liqueur combinations that we've had in a recipe.
Speaker 1But yeah, it sounds good. I'm sure somebody has aloe liqueur out there, I'm guessing.
Speaker 2There's a liqueur for almost anything, I feel like, like it always surprises me how much, how many different variations and flavors there are of that stuff yes, this is one called chereau c-h-a-r-e-a-u so maybe just get that, but it's pretty. This is definitely, like I said earlier, one of my like favorite kinds of cocktails to drink, something that's like herbaceous light, uh, green. I tend to like stuff like that, so yeah, what's interesting?
Speaker 1so the churro aloe liqueur is clear, but there's one called sabona aloe e liqueur. I don't know why they have the dash e. It's al aloe dash E. That one is a little bit greenish yellow, so that might be even more fun in this, to give you a little color.
Speaker 2I think the honey will give it some color too.
Hello Sun Cocktail Recipe
Speaker 1Yeah, you'll have this like yellowy green, almost chartreuse-y color, which you also love chartreuse there you go, all right, so that is how to make that. If you're in LA, beverly Hills Liquor has the Churro a la liqueur. According to the Google, that's one of the only stores that came up. So I'm like, okay, maybe like this is a little bit weird, all right, so shall we jump into some campaigns that people can steal after the break? All right, we are back, and I hear, zach, that you have an interesting stat for us, as I do as well, so let's hear yours first.
Speaker 2All right. So one of the campaigns where we are going to share in a month span showed a hundred percent increase in conversions wow so that's a big deal.
Speaker 1If dad doesn't get you hooked to these ideas, I don't know what well I'm curious which one that is because it's got to be number one, or number three, because number two is mine. Um, so what I have is what I'm mine, that I'm going to show, which is our second uh steal this campaign. Um, we have a client and actually this is fairly common. So they're running a retargeting campaign with a high repeat purchase instance. It actually has a 7x conversion rate, so each click is converting seven times because those people are coming back within that 30, I think it's a 30 day period. We've got the pixel firing and so that's great. Like they're elated, like they even asked us like how did you do that? And so one tip there is they crossed a thousand conversions and that's a magic number for a lot of platforms, with Google, with Facebook, with a whole bunch of them. Sometimes a hundred conversions is helpful, but a thousand conversions.
Speaker 1That algorithm is solid and it understands who's converting. And so we were able to actually switch it to optimize for conversion value versus optimizing for anything else clicks or whatever else your impressions that you're optimizing for. And that switch it took. It was almost instant and within a week the conversion number shot through the roof on that. They have some other campaigns that haven't quite hit that threshold yet and we're like they're close, like one is like 700 conversions or 800 conversions. We're like, oh, just get to 1,000. Like we just want to turn this on. So it's probably like a second thing is watching and not just being like per click on any platform.
Speaker 1And a prototype is once you, when you set up a campaign, you can set it up as a conversion campaign. The algorithm won't know any conversions in the beginning. It's going to treat it like a volume campaign get as many clicks, get as many people over as possible, until it hits a conversion threshold where the algorithm feels like it can switch it, which is usually like 100. Like I said, sometimes it's 1000, but 1000, you're really in there solid, so you don't even have to go in and switch it.
Campaign #1: Branded Search Results
Speaker 1In the platform we're in, we like some manual control, so we did switch it manually, but but that's a great one. So 7X conversions, you've got a hundred percent increase in conversions. I've got a 700% conversion rate for every click and they're both different campaigns, all right. So we're going to talk about three campaigns. We're going to talk about what made them effective, what strategy you can apply and, literally step-by-step, what you can do to do these and then what pitfalls to avoid. And of course, you can always call us and we'll just build them for you. In about 30 minutes.
Speaker 2There you go.
Speaker 1All right, what's number one?
Speaker 2All right, so campaign one. Just a note I leaned on our digital specialists a lot for these, so a lot of what they're telling me is kind of what this is.
Speaker 1So the campaign one. I'm going to tell you I don't know if Riley told you this, but this one's controversial. Some people hate these and feel like you should never do it because you're wasting your money, and others like you see a lot of success. So we can talk a little more about that. But what is it? What are we talking about?
Speaker 2So we're going to be talking about branded search campaigns. Apparently, it's very controversial now that I've just learned that, but in terms of branded search campaigns, we've had two clients that have seen pretty good success for them. Just getting into some of the numbers before we explain what it is uh, over a 20 click-through rate, which is uh I'm told very strong click-through rate, holy cow cost per acquisition uh 13, which is pretty efficient I would say conversion rate of eight percent.
Speaker 2Five to ten percent range for a brand of search campaign is considered pretty good. But, um yeah, and that's for one of the clients, the other client who is more of a like. If they convert and create like a client, they're making a lot of money from that one client. So their cost per acquisition was $40. And their click-through rate was 13% and they had a conversion rate of 3%. So some pretty good numbers there and I didn't realize I mean, I've definitely seen this before before, like learning what a branded search campaign was. I knew what it was, I didn't know like the name of it or like how it kind of worked, but it's basically correct me if I'm wrong. Just fighting for your own keywords and ensuring that you're getting an extra, basically result on the page Yep, so that you're showing up first.
Speaker 1Yep, your own brand name. So a lot of times it's your brand name. It's your brand name plus country, your brand name plus city. It's your product names If you've got those, it's your name. With a service you offer, you know, like antidote 71, seo, seo, marketing or something like that, or social media Like it's, but it's having your name in there and buying your own brand.
Speaker 1So the reason people say it's controversial is if you've done a good job with SEO, you should be showing up toward the top of that page anyway. But the reason that I kind of like it is one you don't have to spend a lot of money. Your conversion rates are generally going to be. Your cost per conversion is going to be pretty low and your cost per click is going to be very low. Like you said, a 20% click-through rate. Well, yeah, they searched for my brand name, so they clicked the ad.
Speaker 1Two things that make it great. One it blocks your competitors or can block your competitors. So if you're seeing number one thing I say is search your brand. If you see other people's ads up there, do a branded campaign. 100% you need to do it. The other one is research has shown time and again that seeing your ad at the top of the page will increase the number of people who click your organic result further down the page, so that 20% click-through rate is only people who click that ad. But a lot of people will click down the page in your organic search result and you don't pay for that. You're paying for clicks, you're not paying for impressions. So those are two reasons to do it Block competitors and you'll get better results and better clicks on your organic search that shows up on the same page.
Speaker 2Yeah, that extra result too is nice, just like boom. It's right there.
Speaker 1Yep, 100%. So that's a really simple one. You just create a search campaign and you put in your brand's keywords. You can also, if you've got a keyword research tool like SEMrush or SE Ranking, you can actually search those keywords and see how many people are looking for your brand and typing that into the search bar. In some tools, you can also see who else is bidding on your brand, which is interesting as well.
Speaker 2Would this also like. Could you bid on other competitors' keywords too, as a part of this?
Speaker 1Yeah, you can't use a competitor's name in your ad, but you can absolutely have competitor names and keywords. Choose a competitor's name in your ad, but you can absolutely have competitor names and keywords. So two of the most common are doing a branded search campaign and doing a competitor search campaign. Because, yeah, you can reverse this tactic and try to show up on your competitor. So that's another one. If you search a competitor and there are no ads at the top of the page, buy their name and your keywords, but they need to be two separate campaigns because your ads will need for relevance.
Speaker 1Your ads about you should have your brand name in them. They should talk very much about you and what you do and why. You have a good solution. If you're doing a competitor campaign, that one should. It can't mention your competitor by name, but it can talk about their products or services or why you're better than of name, but it can talk about their products or services or why you're better than. I just coached somebody through one of these the other day and they were like, oh, that makes sense. It's like, yeah, find your competitor's weakness and just point out you know we're better at X than our competition. That ad is perfectly fine. So yeah, so that was really two.
Speaker 2We just gave people two free campaigns to steal that are like you can set those up in like 10 minutes two for one and, honestly, if you're already running search campaigns, this is just another easy thing to add on top of it, that doesn't cost you very much, and especially for us.
Campaign #2: Powerful Retargeting Strategies
Speaker 1It's shown good results for our clients, so yep all right, so I'm up next, right number two I'm interested to hear about this one oh yeah, because Zach doesn't know what this is, I put it on the sheet after he had saved it and opened it, so it's just on my sheet. Retargeting campaigns I mentioned them kind of at the top, where we've got, you know, a client who's seeing that huge results. So retargeting is just taking people who visited your website and putting your ads in front of them to remind them that you're there. So I'm sure you've seen this where you go to a website and you're looking for like shoes or whatever, and then you leave there and you don't buy, but you go to Facebook or you go to another website or you're on Google and you're just seeing ads for those exact shoes all over the place.
Speaker 2Basically, it's saying that just happened to me, did it. I continue Sorry.
Speaker 1Yeah, they're saying like hey, you were interested in these, are you still interested?
Speaker 2I was looking at loafers, in case you were curious. Oh wow.
Speaker 1Are you looking at loafers for our San Francisco trip so you can go to a cigar lounge?
Speaker 2Yeah, I'm doing a little bit of a wardrobe update. It's, it's time.
Speaker 1Oh, are you gonna like hipster it up? I'd love it.
Speaker 2That's gonna be fun we'll keep it a surprise. I don't know how to describe what I'm getting, but all right we'll figure it out.
Speaker 1Caitlin will have comments on it. I'm sure she's going with us positive comments, but yeah yeah, it's a small drop like uh, if this is this dropping before inbound or after?
Speaker 1yes okay, so we're gonna be at inbound. If you're going to inbound and want to talk to us, find us there, okay. So retargeting the nice thing about this is it's super easy to build and grow. So you can start with just all traffic to your main URL. So we would just do antidote71.com slash star anything coming to there. Or, if we want to hit our landing pages, staranidot71.com slash star would be our URL that we're targeting. What that's going to do is grab all traffic coming to our site, regardless of who it is, and serve an ad to them. So you keep that one top of funnel should be your core value prop and that's kind of your first step.
Speaker 1The beauty of this is you can retarget depending on your platform, with banner ads, which used to be the only way to do it, native ads, which are. They look like articles, so it's an image, a headline and a quote. Those are really easy to build because you don't have to design anything. You just need a good image, a headline and a description and then your URL. But you can also do CTV. You can do audio ads on Spotify as retargeting. So somebody visited your website and they hear an ad on Spotify for what they saw on your website.
Speaker 2And it's not just like you said, it's not just a one-off thing, it's an integrated approach. So wherever they go, they're getting something that's reminding them about your product or your service, and this has gotten me several times. Those loafers are looking pretty cool. Every time I go to a new page on Google.
Speaker 1I've decided I hate our kitchen table. It's rectangle, it's big, you've seen it. It doesn't really fit the space and our space that it's in is sort of a rounded space because it's got windows around the outside, almost like a hexagon kind of a look, and I just want a round table. And so I've been on Wayfair and on Amazon looking at round tables because I don't want to pay a ton for it but I want it to look nice and I'm sure that all night I'm going to have table ads in everything that I look at, definitely will.
Speaker 1The nice thing about this is one you can get those native ads going really quickly. While you work on banner ads, audio, ctv, whatever you want to, we put these with our tool in a campaign group so the group gets a budget for retargeting and then whatever's working the best will get most of the budget, whether it's banners, native CTV, digital, out of home, whatever's in there. You can also put multiple products in that same, multiple campaigns in that same campaign group. So that's getting a little bit more advanced. But as you work through this, then, once you've got your core brand ready to go, then you start working on categories. So think about your top level pages on your web nav or, if you've got a products page, the categories of your products, or a services page, the categories of those services. So, like we might do digital marketing, web design you know HubSpot strategy might be ads. That we do and we basically take everything. If you've done your URL structure right and it's a nested structure, ours would be like antidote71.com slash digital marketing, slash star. So anything under that page then would be what we're retargeting there. So that's the next one and then you can. So then you take those layers and you make them a negative target for your main campaign, right, because you don't need to target them twice, and then those ads are relevant to that category. So now we're increasing the relevance and we're actually starting to creep toward the middle of that funnel.
Speaker 1And then the one we talked about with your loafers. That's more of a bottom of funnel and that's where you can do this quite literally with every single product you have. There are tools to do that dynamically. But if you're like us and like so, we've got like maybe four or five service areas and maybe five or six underneath each one of those. Start with your top ones. Where are you getting the most traffic on your website? That's going to be your number one. Start with those and just build it out and you can have, like these really detailed targeted campaigns that speak to people directly. But you don't have to have everything to get it started. Start with the brand at the top and then you're actually building a top, middle and bottom of funnel as people go around your website and navigate your website.
Speaker 2Yeah, it's kind of just naturally nurturing people because it's following them around and serving them in places where they're always at.
Speaker 1Yep, you can also retarget on Google, because you can create lists from your website through your Google Analytics, push those to Google Ads and then use them in campaigns to target. Awesome Retargeting is the biggest miss people have. They just don't think about it and you're just taking people who were interested once and trying to get them interested again.
Speaker 2It's common sense.
Speaker 1Yeah, it's kind of like going back to that blind date you had two years ago and being like do you want to go out again? Not us, we're both taken so you know from. But kind of the same idea. I I mean advertising is a lot like dating, it's. You know, get to know me and then let's seal the deal yeah, hopefully you don't end up being the creepy stalker, though yeah, okay, so that's a good one.
Speaker 1you can set your retargeting window to be 30 days, 60 days, whatever. You can also set your retargeting window to be 30 days, 60 days, whatever. You can also set your frequency. The good thing about it is a lot of companies do retargeting and it's only going to be like there's only so much ad space out there, so the most relevant things people have gone to is what they're going to see most often. So, like you, the longer the time decays, the less you're going to see that loafer ad. And then, even without that, the more you go shop other stuff, the less you're going to see the loafer ad, because it was a while ago and you looked at you know new glasses today. So now you're seeing glasses and the loafers are only in there every once in a while.
Speaker 2So I like how much we're talking about the loafers. It's helping you visualize everything really well.
Speaker 1We'll have to post a zach loafer and outfit um I guess that gets to be a is that a fit check? Yep, you can.
Speaker 2You can do a fit check every morning from uh, from inbound there you go make it, we're going to do like a day in the life or like a day at inbound, and I'm the one that's tasked with doing it, so maybe I'll have to throw a fit check in there. So stay tuned to that for that but do you have? Any like, uh like big stats from like retargeting campaigns that we've run um, I mean I kind of shared those earlier, so like that 700.
Speaker 1So when I get into the actual campaigns, we've got some that are very relevant for um, for things. So there is one that has a 26x conversion rate. So every click is converting 26 times and that one is for something that you would buy often and a lot of potentially, and this is B2B.
Speaker 2This is not B2C, just to be clear this is a B2B, because some people probably think it's just B2C and don't really think about the B2B side of retargeting.
Campaign #3: Performance Max Campaigns
Speaker 1No, the worst one that I'm seeing is a 227%, so a 2.2X, and that's actually the top line. All site visitors campaign has kind of the worst conversion, which you would guess right, because it's less relevant. It's just about the brand. The other ones are all about specific products, but it tends to be the cheapest on a cost per thousand and the cheapest on a cost per click campaign that you can do, and the average business can put hundreds of dollars into it. The minimums on this is usually like $30 a month, like a dollar a day, and it's generally like a I don't know, it's like a three cents a click or something is what it comes in at. It's super, super low, um, so yeah yeah, that's.
Speaker 2Wow, there's a lot of.
Speaker 1That was a lot of information and I like, yeah, it was I like just dominated, so technically we've given three, we don't even have to do this last one, but it's, it's actually my favorite because I'm glad that it came in here.
Speaker 2So let me set the scene a little bit here for this specific client right. So I lean on Jamie for this one, but conversions were plateauing a little bit for this client, even with keyword expansion. We decided to shift some of the budget to a PMAX campaign, which PMAX leverages all of Google inventory, so search, display, youtube, gmail, maps, discover with automation. It uses a first party audience list and customer match for targeting and then we feed it different creative assets like video, images, headlines, into different asset groups and just in a month's time from doing this, as said earlier, conversions are up over 100, which is big. Cpa has this. The cost per acquisition has decreased by 85 and impressions and clicks are increasing overall as well, which is awesome, like yeah, it's always great to see we had, um, I don't know which clients she's talking about.
Speaker 1We had one that had, um, they were actually seeing negative, they were backsliding on their Google ads just the search ads, and we had. So we were like, let's try a Performance Max for a specific product. And we did, and it was. So we actually did a Performance Max in a regular search campaign, side by side. So Performance Max uses keywords as guidance, but it does not. Oh, that's what PMAX stands for. By the way, performance Max, it doesn't use keywords, only keywords, like you said. So the keywords give it guidance. You can give it a web page from your site to give it guidance. Your assets give it guidance, both visual and written assets, and then you can use audiences. So Google has audiences in there. They go pretty deep. You can also connect your third-party audiences, your own audiences from your own CRM, depending on how you use that. So Performance Max uses a whole bunch more data to try to hone in on your target and you can choose your audiences. Either you target that audience or you use that audience as a guide for targeting. So, like people like this, which is very, very helpful. So the best there is if you can find your industry which we were able to do for one client. We got actually two clients. We got right in there and you put your own list in. Google can like look at those and see what's similar between the people on your list in that industry and try to find the right place. So these are amazing, but yeah.
Speaker 1So a regular search is sort of a campaign, an ad group and then ads and a performance max is you've got the campaign and then you have asset groups and assets. So you don't ever write an ad. You give it like 12 headlines and five descriptions and four long descriptions and it's like 20 images, five videos, vertical and horizontal, ideally at least one vertical if you want a hundred percent score on your optimization, and then you can give it callouts, you can give it site links. So one thing to note is the site links. I believe it is, yeah, pull through for the entire campaign. Everything else is by ad group, so you can have different products as each product is an asset group under one larger campaign. Which we've done for these folks for like their kind of always available stuff campaign. Which we've done for these folks for, like, they're kind of always available stuff. Um, the one thing that I will tell you. Sorry, I'm just like talking all the time.
Speaker 2No, you're good, I was just only. The only thing I was going to say is the description you just gave gave me a really good idea for an infographic, so oh nice.
Speaker 1Yeah, definitely, let's make that happen comparing the two.
Speaker 2So again.
Speaker 1We need an infographic. Um, actually, she's going to be out for a while soon, you're going to have to put that on.
Speaker 2Get her on it. That'll be good for our drip campaign.
Speaker 1So one of the things we did note and Google confirmed this, and I think we've talked about it before is it does use AI to help do these things and uses their algorithm and whatnot and automations. You can turn on AI asset generation, where it will create assets for you from its knowledge of your, you put in your website or you give it whatever and your other assets. Those assets were actually starting to tank campaigns because there was an error in the code on the back end and that's where we had actually had a campaign that just fell off super fast. We turned off the AI generation and it recovered within like three weeks, and so they just told us for now, like, don't turn on AI asset generation.
Speaker 1Also, if you use dynamic URLs, or as people click on things, the URL changes dynamically. The asset generation isn't going to work because the AI is only going to see whatever your default URL is. It won't understand how it changes for different people who come to your site. So sometimes it's helpful if you can just have a static URL for those things as well as the dynamic. That can help, and we have a client who's doing that. They can give us a static URL now, but also some people don't want to give up that asset creation control, like I don't know where they're going to get this image. That's not my thing, like that's crazy.
Speaker 2So yeah, how easy is it to set up compared to a regular search campaign?
Speaker 1Is it a little more of an ask?
Speaker 2It's much easier Okay.
Speaker 1Much easier because you're just doing pieces You're not actually trying to put together an ad that makes sense or write an ad and you get a much broader.
Speaker 2You're leaning on the automation.
Speaker 1You're leaning on the automation to pull together headlines and what it's doing is your headlines will contain some of your keywords that you want to hit right and I think you put in. Well, it depends on the client. So we've got some clients where you can put in 20 keywords to guide it and somewhere you can put in 50 now to guide it. But you really I mean, if you have 10, you're in good shape. But yeah, you just need headlines. Also, google's AI will suggest headlines for you and you can tweak them. It'll suggest descriptions for you and you can tweak them. It'll suggest descriptions for you and you can tweak them. It's been pretty good, especially if you've got like 10 headlines in and you need three more. Just ask it to suggest three headlines. You can always take them and then tweak them a little bit, but it's going to look at how you set up your targeting. But it's super fast, super easy. It's also easy to add another asset group at any time and it's going to take whatever's performing the best and you know, push that forward.
Speaker 1So most of ours perform on a ROAS return on ad spend, and so one particular client wants a minimum like 400%. So for every dollar they spend. They make $4. And they want it to be as high as possible. But you balance that with you know number of clicks, number of sales, volume of performance, right. So it's like a balancing act. So we generally start fairly low but you can. Also the algorithm will suggest to you like you could increase your ROAS and not sacrifice any. You know your volume or things like that. Or sometimes it'll be like, hey, like your ROAS has gotten out of control, you need to decrease it because we're not sharing Nobody's seeing this, because you want a 2300% ROAS or something so. But easy, they're easy to set up and the guide walks you through it.
Speaker 2Yeah, I think those are three really easy campaigns that almost anyone can set up. We can definitely help you.
Episode Wrap-Up
Speaker 1So, branded search campaigns, campaigns retargeting and then, uh, pmax those are the three that we and competitor search campaigns we had in the room yep, the bonus one, our bonus campaign steal them now, please. All right, so, uh, we've got another episode coming. This one I am terrified of, um, because I feel like it could hit home, because I've been here multiple times at different companies burnout in marketing. How do you stay creative when you're tapped out? Um, it can be very difficult yeah, definitely.
Speaker 2Um, as always, you can find our agency at antidote71.com, with all of our socials there as well. If you have a question you'd like to send our way, head to ctapodcastlive. To shoot us an email or, even better, leave us a voice message on our hotline at 402-718-9971. Your question will be stolen and used on an episode of this podcast so please give us some ideas to steal, now that we've given you some. I think that's only fair. But yeah, I think that wraps it up.
Speaker 1Yeah, we'll see you next week.
