2240 - Mastering PPC: Tips and Trends for Successful Digital Advertising with Big Click Co's Lisa Raehsler

0:05Hey there, thoughtful listener. Are you looking for introductions to partners, investors, influencers, influencers, influencers, and clients? Well, I've had private conversations with over 2 ,000 leaders asking them where their best business comes from. I've got a free video you can watch with no opt-in required where I'll share the exact steps necessary to be 100 % inbound in your industry over the next six to eight months with no spam, no ads, and no sales. What I teach has worked for me for over 15 years and has helped me create eight figures in revenue for my own companies. Just head to upmyinfluence.com and watch my free class on how to create endless high ticket sales appointments.

0:51Also, don't forget, the thoughtful entrepreneur is always looking for great guests. Go to upmyinfluence.com and click on podcast. I'd love to have you.

1:06With us right now, it's Lisa Ressler. Lisa, you are the founder and CEO of Big Click Co. And you're found on the web at bigclickco.com. Lisa, it's great to have you. Thank you for having me, Josh. Well, I am so excited. Yes, I'm so excited to learn and kind of get your view of where we are with all things social media, advertising, and YouTube. And so we're going to get into all that. And I'm so excited to have that conversation. But Lisa, before we do, you know, just for folks, you know, kind of want to know maybe what you're into when you're not at work, what's been keeping you busy or what are you geeking out on lately?

1:49Okay, there are two things that I geek out on. Yeah. One is for my relaxation and mental health. I'm really into yoga. Oh, yeah. Yeah. For some, can I ask you, so I'm not into yoga, but I'd like to be. I have an active mind and the monkey mind loves to, but this is what I've been hearing more of, right? If you force yourself to like, just cut out all the dopamine and you just get good at being in this non-dopamine farming, you know, for periods of time, it's so good for you. Can you give me any advice? I think that really fits in with meditation where you're learning. They train you to focus on your breath, focus in the present.

2:44I think that's the thing because you mentioned monkey mind. And I'm not an expert on that, but that's one of the things that they'll tell you in meditation and yoga. It's a focus on the present. Focus on the breathing. being focused on the movements and try not to think, you know, when you get pulled away, your mind pulls away from it to come back into focus on just the movement. And eventually I think it does take practice. I've been doing it for like seven years. Wow. So, but I think it does give you a lot more energy ultimately and a lot more focus ultimately because you can take a break. Yeah.

3:28I thank you for inspiring me. You mentioned that you had a second passion that you were into. The second passion is I collect Atari 2600 games. Oh my God, you and me both. Tell me about your collection. I have every Activision game ever made. Activision? Activision was my favorite publisher back in the day. Yeah, I read the subreddits on the Atari 2600, And that is actually one of the most fun things I read. It's just, I love to see people, people's treasures. They post them. I love it. It's fun. I'm like, that's so cool. So I've got about, I think I have about 60 cartridges right now. And I'm like, okay, where can I, what's the best place to get Atari 2600 cartridges?

4:18If you're building your collection. I think eBay, flea markets, any of those sort of, you know. and is there like can you set alerts or i i know on ebay sometimes they're kind of pricey yeah i think well it depends on i mean it seems like when you get so far in your collection you're actually looking for specific pieces or specific games um so i don't know it's one of those things that you just run into and if you're looking specifically you have to look you know look on eBay, but people find them at garage sales. That's what I love about this, that subreddit, as people will say, like, I bought this.

4:59Is it a good score? And people get really excited about it. The fun, the little games, it's just so much nostalgia. And it's not a very expensive hobby, collection hobby. Yeah. I had about 30 growing up that my parents were able to kind of pack up and send to me. So I kept those ones. And I think somewhere in the 90s, I remember I got nearly, I think maybe about 25 cartridges for$10. I was like, oh, what I wouldn't give for a deal like that again. Well, what's really, what's really fun about that, besides all the nostalgia is when you can pass on those good feelings and those good vibes to the younger generation.

5:39Yeah. And, you know, they think it, they think it's pretty cool. What are two or three of your favorite Atari games. River Raid, Pitfall. Yes. Donkey Kong. Yeah, yeah, yeah, yeah. I like it. I like adventure a lot. And then I get into, I have a MAME arcade that we built as well that has 20 ,000 games on it. This is the last thing I'll just share. We got to move on to your stuff. But But Atari released an original 2600 cartridge compatible console last year that I got for Christmas. And that has been so wonderful because my old system was just really buggy. And a lot of the cartridges weren't readable anymore.

6:25The joysticks, you know, the original joysticks, everything is all, you know, with the nine pin connector, you know, original connectors and stuff. But that is a really great unit. it. I'd highly recommend someone if they do have some old cartridges laying around, go get that console because it brings all those memories back. It's very authentic to the original console. Yes. I got the 2600 plus. Yeah, that's it. Thank you so much. 2600 plus. Yes. So yeah, we could geek out on this. Oh my gosh, Lisa. Thank you so much. That's fun. It's fun ways to clear your mind, right? From podcasting. For sure.

7:01For sure. All right. So let's talk about what you do with Big Click Co. Okay. I work with clients to basically on their Google ads, Microsoft ads, LinkedIn ads, anything that's a pay-per-click where they're running their ads. They pay when someone clicks on their ad to go to their website and hopefully generate the traffic they want, the lead, the sale. You know, obviously with e-commerce, there's a lot of revenue attached to it. So that I help them do the strategy and manage their campaigns. And yeah, just in a small nutshell, that's what I do for the clients. All right. Well, Lisa, for those of us who do not pay attention to the PPC world, please give us a state of the union.

7:54Where are we right now? Because I would imagine a lot of things have been evolving over the past year or so. Right. I would say things are evolving daily. So if you look at Google, a lot of people talk about Google because they're leading. You know, they are the biggest platform. But not to dismiss Microsoft because they have some really awesome features and products. But Google had a lot of announcements in the past couple of weeks about... Yeah, they did. Yeah, and everybody freaked out. Everybody got super excited. Everybody freaked out, was very opinionated. It was like a party. It was like a PPC party.

8:36Listen, I've been an Apple fanboy for so long, and Apple is getting lapped. It's embarrassing. So, no, it was very, very exciting. For those who weren't really paying attention, how does what Google announced at I.O. affect the PPC world? Well, the part of it that we were paying attention to is the Google Marketing Live, where they're talking about the features that they're going to be releasing. And people get really excited about it because it's ultimately directly tied to companies' revenue. You're paying for ads. You want to make money from those ads. And they're integrating more AI into the ads for everything, for bidding, how much you'll pay, for targeting who you'll reach for the ad copy, the creative that people see when they see the ads.

9:31So all of that, they'll be incorporating more AI into that. People have advertisers and then the SEO people, the organic search people, have been very concerned about those AI overviews. Oh, yeah. No kidding. You're searching in Google. You're seeing instead of the line item search results and then the ads, you're seeing these exciting descriptions that are answering your questions, which is pushing everything down. So that's caused a lot of chaos over the last six months. And so Google is saying that they're going to be increasing the number of results and ads in those and shopping ads in those AI.

10:20In the AI result. That's appropriate, right? At least source, my God, you know, at least source what you're sharing is my opinion on that. Lisa, all that said, you know, given, you know, all of the progression with AI and you shared one bright ray of hope, I think, for folks that have invested heavily in SEO. But that begs the question, is SEO dead? That's, you know, I'm not an SEO expert, but I don't think it's dead because there's always ways for you to be discoverable without ads. So search engine optimization or organic optimization, I don't think that will ever go away. And the SEO people right now are really focusing on how they're going to be visible in the chatbots.

11:11bots. So when you're in this chat bot using that as a search engine and saying, you know, I'm looking for vitamins or I'm looking for shoes that are good, hiking shoes, good for this upcoming trip. They're looking for ways to have their websites used as sources of information for the chatbots. Yeah. And when it comes to PPC, so we were talking about Google a little bit, you also manage a big click code, like you manage PPC on social. Is that right? Yeah. What's going on in social PPC, particularly meta? Meta. I don't work in that as much because I don't have as many consumer clients, but they do have, you know, very sophisticated targeting, which is more individual focus because they have all of the, you know, information contained on their social platform about what you're doing and who you're conversing with and the topics of your activity, what you're looking at.

12:23So they're using a lot of these AI targeting tactics, the same as Google, the same as Microsoft. And I heard that Zuckerberg said that he wanted to, you know, have ad agencies be obsolete at some point in the future because the ad process would be so automated. So obviously They're very dedicated. Are you more bullish on YouTube? Yeah, I love YouTube. And so, I mean, what did tell me about the work that you do? I mean, and again, I'm just asking kind of like what your strongest core competencies are. And we can talk about whatever you want to talk about. I'm kind of picking it from your website here.

13:13Oh, right. So, you know, it all depends on the client and what they are selling, what is the best mix for them. because for B2B, YouTube isn't as effective a channel, but it's good for them to do for their branding for sure.

13:34YouTube has so many visitors, so much volume, so much activity. I don't have the numbers at the top of my head, but it isn't the second largest search engine. And, you know, as we continue to gravitate towards video more and more, I mean, YouTube is very critical because it's also showing up in the search results and it's also showing up in those AI tools. All of these tools, right, as resources. But we can place ads with amazing accuracy on YouTube. YouTube also has this whole like CTV connected TV component where you can do basically, you know, take it up a notch and do these TV ads that are being served on YouTube when they're on TV screen.

14:31So there's so many different. Something on YouTube TV? Yes. Yeah. Not just YouTube TV, but YouTube when it's on the TV screen because Google knows the difference where you're watching it. Oh, cool. Right? so they can say okay we want to target you know this person or people in by this interest when they're on the tv screen when they're viewing from the tv screen so it's just yeah yeah right um well lisa who um particularly i we we know and work with a lot of b2b folks i would assume you sounds like you do B2B. And how might someone know that they really need to grab a call with you? Like you would be just so perfect for them.

15:18Like what might be those indicators that they might be a good intro for you? I think a good intro for me as someone who is really excited about doing this sort of advertising and that has a budget um from i would say lowest would be maybe two thousand dollars per month and up and who's really um who's open to uh ai and a comprehensive strategy for their B2B. It's, it's definite B2B is like definite, it can be really tricky, right? You know, when you're working with companies that are like manufacturers or, you know, just, there's just a lot of non-sexy sorts of businesses, but that, you know, I'm not, that's not what I'm really about.

16:16I love to solve problems and to help these companies get the word out about what they do. So you have to do that in a creative way through these various platforms. Yeah. Okay. Well, Lisa, your website, bigclickco.com, like how does someone figure out, I mean, if they've been listening to our conversation right here, like how would they know that they might be like, what do they do next? Right. They can go to the website and they can fill out a contact form and we can set up a meeting to talk about it. They can also find me on LinkedIn and we can connect and we can follow each other to read content so they can learn more about what I do.

17:05I have a newsletter and I write for Search Engine Journal. So there might be some topics that they're interested in digging into a little bit more before they reach out. And that's awesome. That's totally fine. Lisa Ressler, your website, bigclickco.com. Lisa, thank you so much for the conversation. Let's go play some River, what was it? River Raid? River Raid, yes. Yeah, that's a fun one. Awesome, thank you, Lisa. Okay, thank you.

17:39Thanks for listening to the Thoughtful Entrepreneur Show. If you are a thoughtful business owner or professional who would like to be on this daily program, please visit upmyinfluence.com and click on podcast. We believe that every person has a message that can positively impact the world. We love our community who listens and shares our program every day. Together, we are empowering one another as thoughtful leaders. And as I mentioned at the beginning of this program, if you're looking for introductions to partners, investors, influencers, and clients, I have had private conversations with over 2 ,000 leaders asking them where their best business comes from.

18:20I've got a free video that you can watch right now with no opt-in or email required where I'm going to share the exact steps necessary to be 100 % inbound in your industry over the next six to eight months with no spam, no ads, and no sales. What I teach has worked for me for more than 15 years and has helped me create eight figures in revenue for my own companies. Just head to upmyinfluence.com and watch my free class on how to create endless high-ticket sales appointments. Make sure to hit subscribe so that tomorrow morning, that's right, seven days a week, you are going to be inspired and motivated to succeed.

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