Spotlight on 99 Calls’ Google Ads PPC Specialists Kevin and Jake
Welcome to our Summer of Success Series, where we highlight experts in their respective fields. Today, we’re excited to introduce Kevin and Jake, two invaluable PPC specialists from 99 Calls, housing a combined 10 years of experience. Their combined expertise has helped numerous clients achieve their marketing goals through carefully crafted Google Ads campaigns. Let’s dive into their backgrounds, insights, and advice for anyone looking to navigate the Google Ads landscape.
Background
Jake’s journey into the world of digital advertising began during his senior year of high school, working with Facebook and Instagram ads. He was part of the trend of managing social media campaigns for small and local businesses about ten years ago. As a freelancer, he handled multiple accounts and even helped run a social media campaign for current students at the University of South Florida (USF). One of his most successful projects was managing Sponsored Instagram campaigns for a chain of local gift shops and a surf shop, helping them increase online sales. When Jake transitioned to his full-time professional career, he left these businesses with thousands of Instagram followers and a substantial online audience to market to.
On the other hand, Kevin’s marketing background began after his military service when he worked as a sales agent selling private jets. This experience taught him the power of marketing and the importance of targeting the right audience. He later worked for a flooring marketing company, setting up websites and ads for flooring businesses. His diverse experience has given him a unique perspective on the importance of targeted advertising and effective marketing strategies.
PPC Trends, Tools, and Techniques
One of the most notable trends that both Kevin and Jake have observed is rising cost-per-click rates across many industries. This has caused increases in lead costs and a decrease in lead volume, making it harder for small and medium-sized businesses to afford Google Ads. Jake also notes a noticeable shift in how AI is being used to manage, regulate, and optimize campaigns. This change is forcing businesses to adapt to a new landscape where they have less control over messaging and ad copy.
How are our experts tackling rising costs? Jake and Kevin have found that the updated tools for devices, targeted locations, and ad copy feedback are especially useful for customizing campaigns. Jake also notes the value he’s found in using the keyword planner tool for estimating lead costs and analyzing competitor keywords. Kevin agrees and mentions that he also frequently uses the keyword planner, location targeting, and ad preview tools in his campaigns.
Favorite Success Stories
Jake shares a success story from a campaign he recently started managing in Honolulu, Hawaii. One of their clients, new to Google Ads, landed a commercial cleaning lead for a large corporate office space and closed the deal immediately. This opportunity has significantly impacted the client’s business right from the start.
Kevin recounts managing one of their largest customers, who grew from just one Google Ads account to over 14 accounts nationwide, demonstrating the substantial impact their team can have on a company’s growth.
A Piece of Advice
Starting with a healthy budget is Kevin’s recommendation, noting that the Google ad system is a game of averages. He advises against monitoring ad performance daily, as it can be overwhelming and counterproductive. Instead, having a large pool of data month over month will help paint a clear picture of the adjustments and changes needed to improve an account.
Setting reasonable and clear goals, focusing on a few objectives within a reasonably large area and setting a budget that closely aligns with your goals is a key to success according to Jake. He emphasizes the importance of not trying to conquer the world with a single campaign.
In Closing
Thank you, Kevin and Jake, for sharing your insights and experiences with us. Your expertise and dedication to helping businesses succeed with Google Ads are truly inspiring. Stay tuned for more of our Summer of Success series!