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In Episode #392, Eric and Neil discuss the tools that make paid advertising easier. Tune in to learn why Eric and Neil recommend sticking with Google and Facebook’s native tools to track paid advertising on every channel.
Time Stamped Show Notes:
- 00:27 – Today’s topic: Tools That Make Paid Advertising Easier
- 00:39 – Neil suggests using Google and Facebook’s own tools
- 01:15 – Neil doesn’t’ believe using paid tools for paid advertising but you can use AdEspresso if you really want
- 01:30 – You can set different audiences with Facebook Insights
- 01:37 – Google has their Display Planner and Keyword Planner as well
- 01:48 – Neil likes Adhoc which lets him see what’s happening through his phone
- 01:59 – Adbeat looks at the trend in advertising spend
- 02:35 – Adstate gives you insights on all your paid advertising channels
- 02:46 – There are some Slack tools for paid advertising
- 03:15 – Marketing School is giving away a free 1 year subscription of Crazy Egg which is a visual analytics tool
- 03:57 – Go to SingleGrain.com/giveaway for multiple entries
- 04:00 – That’s it for today’s episode!
3 Key Points:
- Make use of Google and Facebook’s own tools because they have thousands of engineers who constantly update them.
- Leverage free tools to track all your paid advertising channels.
- Slack has its own tools that you can use for your paid advertisements, it’s not just for messaging anymore!
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Full Transcript of The Episode
Eric Sue: Welcome to another episode of Marketing School. I'm Eric Sue.
Neil Patell: And I'm Neil Patell.
Eric Sue: And today we are going to talk about tools that make paid advertising easier. Neil, what are your thoughts on the first one?
Neil Patell: Sure, so the first one is- I know this is gonna sound bad, but just go use google's tools, Facebook tools, linkedin tools. I know there's a ton of independent tools like ad expressor, and stuff like that that exist, but here's the thing. All of these guys make their money from ads. They have thousands of engineers, you don't think that they're going to continually modify their tool to be better? Why would you pay for an independent tool when google wants you to spend money with them, so if they see that someone like Marin Software is gonna do some amazing thing, they're gonna copy that shit and put it within their own user interface.
But yeah, if you want a tool, you can use things like Ad expressor, I'm not a big believer in using tools for paid advertising. A lot of times it creates issues in the long run, and in the short run there could be a tool that has a better feature, but I found that google, Facebook, their own tools are good enough.
Eric Sue: Yeah, and some of the tools around Facebook- you look at Facebook, in sites, you can plug different audiences in there. Google has some good stuff around [inaudible 00:01:38] and then also the display planner as well. They're pretty solid in general, and I mean- is there anything else that you use that's free around their stuff?
Neil Patell: I don't know if it's free, but I like adhoc, because my guy's manage my paperclip campaigns for me, and I'm always on the go, so adhoc let's me see what's happening on my mobile phone.
Eric Sue: Yeah, so for me there's a tool that I use that's called ad beat. Ad beat does a good job at looking at, kind of what the trends are for advertising spend over a period of time. So if I am looking at a competitor for example, I can see how their spend is trending over time, is it seasonal? And they'll show the range of what they're spending. It'll also show their display creative as well, through google or maybe like a network like outbrain, or zemanta, and they show different publishers too, and what their most successful campaign is, so obviously their spending the most dollars where you see the creative for the most amount of time, that means it's probably successful for them, or they don't know what they're doing in terms of marketing, so that's another one.
Neil Patell: Ad stage is another tool, it gives you insights on all of your paid advertising channels in one place. You can check it out as well.
Eric Sue: Yep, and then the other thing of the whole ad, there are some slack tools, I generally don't use them anymore, there's an ability to kind of shut down and pause ads, so if that's kind of your cup of tea, go ahead and check it out. I shut those down because with slack, it's fleeting conversations I don't use it to really manage much. You can definitely use that, and what Neil mentioned as well, adhoc, that's also a good tool. Anything else?
Neil Patell: Nope, nothing from my end.
Eric Sue: Great, so that's it for today, and we have a one year annual subscription of Crazy Egg that we want to tell you about, so Neil, what is Crazy Egg?
Neil Patell: If you're doing paid ads, you want to make sure that your site converts extremely well. Ads are expensive. Crazy Egg will help you make sure you're getting the most out of each and every single paid visitor. It'll help you optimize your lining pages, telling you if they're scrolling or if they're not, or where you're getting stuck to videos. You can even run AV tests and you can even make changes to your lining pages through the WIZI wig editor, so you don't need designers or developers, that way you're not waiting on other people to help you boost your conversions.
Eric Sue: Great, so if you want to get in on this giveaway, we're actually giving away multiple- so we're giving away one per week for the next year, and you can actually get multiple entries for each time that you enter. So just go to seagullbrain.com/giveaway to learn more about it, and we will see you tomorrow.
Speaker 1: This session of marketing school has come to a close. Be sure to subscribe for more daily marketing strategies and tactics, to help you find the success you've always dreamed of. And don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow, right here on marketing school.
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