Made With Love

Laugh all you want, but love is a vital ingredient in PPC marketing. Too many advertisers and ad agencies treat PPC marketing as a cold, clinical process. Just like the artisan baker, my promise is to build everything by hand, with love. Love is really a main ingredient. I am very proud of what I do, and I quit my cushy ad agency job to ensure that I only work on things that I feel good about.

I’m an artisan. I specialize in lovingly hand-crafting nuanced advertising campaigns to meet my clients’ objectives. Think of your supermarket’s bread aisle. Chances are there’s a wide variety of breads for sale, at a wide variety of price points. In general, the higher-quality breads are pricier, and the lower-quality breads are cheaper. The highest-quality bread was probably made by hand. The lowest-quality bread was probably made by some factory that makes tens of thousands of loaves per day. My goal with my 1-man PPC operation is to be like the bread artisan. Sure, you can get a cheaper loaf of bread. But it won’t taste like the bread that was hand-made by the artisan. So it is with PPC. Sure, you can find management fees that are lower than mine. But you get what you pay for.

Pay-Per-Click (PPC) marketing can be an excellent way to make or lose a bunch of money. The devil is very much in the details, and I specialize in those details. You’ll get a good feel for my PPC approach by perusing this website, but here’s a quick hit list:

It’s imperative that our incentives are aligned, not crossed.

Learn how to swim against the PPC tide.

Know what success looks like.

I take over *existing* ad accounts and make them better. The only exceptions I make are if you’re starting from scratch with a new ad account but still have access to your existing ad account. There are a lot of hard-earned learnings in that ad account, and I want to take advantage of them rather than reinvent the wheel.

If an account is simply too much for this guy to handle, I’ll tell you immediately. Time is all we have, and I won’t waste it if I can help it.

I have an innate drive to push forward and improve. We will never run out of things to improve. My approach is the opposite of ‘death by a thousand cuts’. Very few of my optimizations will have a large effect on their own; it’s the cumulative impact that makes the magic. The whole is greater than the sum of its parts.

I’m not sure how to teach this, but I know how to describe it: never stop striving to improve performance. Most of the time, digital marketing is an ongoing process, not an event. There will always be something that could be better. Complacency tends to lead to lower marketing ROI. It’s easy for digital marketing agencies to get complacent, just as it is easy for clients that are making money to get complacent. 

I do not specialize in shopping ads. While I can almost certainly improve on what you currently have, it’s just not my cup of tea.