Artwork for podcast The Google Ads Podcast
Why You Need To Advertise Even If The Economy Is Down
21st January 2024 • The Google Ads Podcast • Solutions 8
00:00:00 00:06:36

Share Episode

Shownotes

Dive deep into the world of advertising, especially in challenging economic times. Join Ralph Burns and Ryan Deiss as they explore the crucial topic of why advertising remains a necessity, even when the economy is in decline.

The episode opens with a candid look at the struggles agencies are currently facing. Discover the agency's two strategic choices in adapting to the evolving landscape: either take ownership of the entire customer journey, from awareness to conversion, or become a hyper-specialized expert in one aspect of the journey. Furthermore, learn why traditional agency models may not work anymore and discover the pitfalls of cutting marketing budgets during tough times. Listen to this episode now.

This clip is from The Perpetual Traffic Podcast, watch the entire episode here:

2024 Digital Marketing Predictions with Ryan Deiss | Perpetual Traffic EP 523:   

 • 2024 Digital Marketing Predictions wi...  

Connect with Perpetual Traffic:

Facebook - https://fb.me/perpetualtrafficpodcast

Instagram -  

 / perpetual_traffic  

TikTok -  

 / perpetual_traffic  

Linkedin -  

 / perpetual-traffic  

Twitter -  

 / ptraffic_pod  

Web: https://perpetualtraffic.com/


Subscribe to Perpetual Traffic on YouTube:   

 / @perpetual_traffic  



Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/


💣 The Ultimate Guide to Google Ads for 2023:   

 • The Ultimate Guide to Google Ads for ...  


🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads

on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN


This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!

Visit https://www.starterppc.com for more information. 🚀


We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!

Visit: https://sol8.com/free-stuff/


💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/


👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

--------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

--------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:   

 / @solutionseight  

--------------------------------------------------

👉 Want to become a Google Ads expert?

We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery

--------------------------------------------------

Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

--------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home


Connect with Kasim here: https://smartlink.metricool.com/publi...


⬇️️ You can find us here ⬇️️:

Website: https://sol8.com/

Twitter:  

 / solutions_8  

Instagram:  

 / solutions_8  

Facebook:  

 / solutions8llc  

LinkedIn:  

 / solutions-8  

#googleads #digitalmarketing #googleadsbestpractices #ppc

Transcripts

Ralph:

As an agency today, and we talked to lots of them You're absolutely right.

2

:

Agencies are hurting.

3

:

Just cause in many cases they knew

how to do one thing and that one

4

:

thing doesn't work anymore, right?

5

:

Really it's as simple as that.

6

:

Also there's, less budget.

7

:

I love the quote.

8

:

When times are good, you should advertise.

9

:

When times are bad, you must advertise.

10

:

That's reality.

11

:

We know that there's data to back

up that the companies that advertise

12

:

especially during times of retraction,

they do better than the ones that

13

:

stopped by many orders of magnitude.

14

:

And yet, what does everybody do?

15

:

The first thing they cut?

16

:

It's marketing.

17

:

It's a marketing budget.

18

:

It's the ad spend.

19

:

the exact wrong decision,

yet everybody does it.

20

:

So even though it's

wrong, does impact agency.

21

:

So now I've been saying for a

couple of years now, as an agency,

22

:

I think you have two choices.

23

:

Either you need to build an agency

or consultancy that takes ownership

24

:

of the entirety of the customer

journey your client, right?

25

:

So you need to own all aspects of it.

26

:

You need to own the awareness stage.

27

:

So that traffic component, you need to

own the funnel design component of that.

28

:

So what happens after the lead comes in,

you need to take some ownership, over that

29

:

and you need to own the overall messaging.

30

:

At each and every point along the way,

because if you don't, if you only own a

31

:

single component of it, there's too many

other places where it can and will almost

32

:

certainly fail, you'll get blamed for it.

33

:

Or just it'll stop working.

34

:

And so you'll lose that client anyway.

35

:

So I think either you need to build

an agency that takes ownership of

36

:

the entirety of the customer journey,

which doesn't mean you have to do

37

:

everything, but you need to take

ownership of it from a client perspective,

38

:

exactly what you described Ralph.

39

:

We're not just going to do traffic,

although we'll do that, but we're also

40

:

going to understand your funnel and

we're going to send the messaging.

41

:

You either need to make that decision.

42

:

Or you need to hyper specialize

in one piece of the customer

43

:

journey and align yourself with the

agencies that want to own all of it.

44

:

Because again, they're going to own

all of it from a client perspective,

45

:

but they can't do all of it.

46

:

So they're going to need people like you.

47

:

And so to me, this is the Hollywood model.

48

:

If you understand how movies get

made in Hollywood, is different

49

:

people coming together who are

experts in their own little areas.

50

:

there's a producer and director

that ultimately brings all of

51

:

these constituencies together,

actors and their agents.

52

:

going to have lighting people and

special effects and, all those things.

53

:

They're going to bring all these

people together to produce this movie.

54

:

I think you've got to decide, are you

the producer or are you a key grip?

55

:

And look, key grip is important.

56

:

We got to make sure the light's right

and cords aren't in the way, but know

57

:

your role and be really clear on that.

58

:

And don't get caught in the middle.

59

:

Cause if you're caught in the middle

claiming to be able to do it all,

60

:

but you're not, you're screwed.

61

:

If you're a specialist who has not

aligned yourself with people who do

62

:

own it and you're essentially don't

want to say contracting some of your

63

:

services out to them, but that kind

of is a lot of times what it winds up

64

:

looking maybe it's strategic partnership.

65

:

If you're not doing that, again, you're

going to lose clients really quickly.

66

:

So now's the time for agencies to

figure out which are you of those two.

67

:

And agencies need to be talking

and networking and hanging

68

:

out a lot more than they do.

69

:

Everybody's so scared and panicky

because they're like, they're holding

70

:

on to their clients so tight that

they don't want to connect with other,

71

:

because they might take my clients.

72

:

you should be doing the exact

opposite of your initial impulse.

73

:

You should be networking with more.

74

:

And you should be deciding,

am I going to go broad?

75

:

And be more consultative, or am

I going to go more narrow and be

76

:

more specialized one of the other?

77

:

There's no room in the middle

and I think you've got a

78

:

platform for that pretty well.

79

:

Not only Here you are on the show.

80

:

Obviously, we're going to

be talking about your stuff.

81

:

But I think the agency focus of digital

marketer is a smart one When agencies get

82

:

together that now there's a much different

vibe than it was four or five years ago,

83

:

it's like, Oh we're all competitors.

84

:

Now it's much more.

85

:

I just had, three people from MetaFly up

to Boston a couple of weeks ago and talk

86

:

about like 10 other agencies that are

looking For strategic partnerships that

87

:

never would have happened six months ago.

88

:

We've got private equity groups

that contact us every single week.

89

:

Say, Hey, plug into, this

larger platform organization.

90

:

There's a tremendous amount of

consolidation, especially in smaller

91

:

agencies that might be able to be.

92

:

Purchased for cash, not necessarily

for a debt because of the way the

93

:

debt is right now with interest rates.

94

:

I think there's going to be

a lot of consolidation here.

95

:

Not only are agencies looking

for just partnerships and ways

96

:

to work with other organizations.

97

:

We get hit up probably.

98

:

Five times a week for

white label arrangements.

99

:

So Hey, can we just plug your

stuff into what we're doing?

100

:

That has completely changed

from just a year ago.

101

:

And I think the market started

to feel this and act this way.

102

:

And they realize in order

to survive, either I figure

103

:

this out or I don't make it.

104

:

And I think some are probably not going

to make it if you still say, all right,

105

:

I'm going to be just this one stop shop.

106

:

And this one really good thing

you can continue to survive.

107

:

think solution say, it's actually

a really good example of this.

108

:

Like Google, that's the

only thing that they do.

109

:

And that's.

110

:

Scalable, but also, customs made a

very strategic decision to say, okay,

111

:

maybe it might not work in the long

haul because the models have changed.

112

:

So if you're an agency owner,

that's still stuck in that mindset

113

:

of I've got to go at a loan.

114

:

It's join a community like what you guys

have reach out to other agency owners.

115

:

It's plenty of business.

116

:

It's out there right now, but I

think together I think agencies are

117

:

stronger and with 42, 000 of them.

118

:

It's probably too fragmented to

stay that way too much longer.

119

:

Anyway, it's ripe for consolidation.

Links

Chapters

Video

More from YouTube