From Clicks to Conversions: The Power of Retargeting in Digital Marketing with Zaid Ammari

“The good thing about retargeting is that most of the sales don't actually come from people clicking on the ad. They come from people seeing the ad and then either Googling the company or typing in the URL in the browser.” – Zaid Ammari

The finer details of this episode:

• Marketing strategies focused on paid advertising and retargeting.
• The significance of understanding data analytics in marketing.
• Explanation of retargeting and its psychological impact on consumers.
• Common mistakes businesses make in retargeting campaigns.
• The importance of lead quality over quantity in marketing efforts.
• The role of Google Analytics 4 (GA4) in optimizing marketing strategies.
• Differences between hiring freelancers and agencies for marketing services.
• Effective communication and client management in marketing.
• The onboarding process for new clients and setting realistic expectations.
• Practical applications of retargeting across various platforms.

Episode resources:

• Summit Virtual CFO by Anders website: https://www.summitcpa.net/
• Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter
• Digital Dollars and Cents: A Virtual CFO’s Playbook to help Digital Companies Create a Financial Roadmap to Success, is now an audio book! Download it here: https://vcfo.summitcpa.net/ddc
• Connect with Zaid here: linkedin.com/in/zaidammari
• Check out PPC Masterminds here: ppcmasterminds.com
• Free audit:  https://ppcmasterminds.com/free-google-ads-audit/
• Studio report mentioned in the show:

https://lookerstudio.google.com/reporting/cc7472bf-0d0e-40d4-b275-22f1996ca339/page/VAzeB.

Timestamps:

Introduction to the Episode (00:00:00)

Overview of the Creative Agency Success Show and its purpose for agency owners.

Discussion of Different Mindsets (00:00:14)

Jamie and Jody reflect on their different perspectives during the episode with Zaid.

Topics Covered in the Episode (00:00:42)

Jody highlights the focus on retargeting and its common mistakes discussed with Zaid.

Guest Introduction (00:01:38)

Jamie introduces Zaid Ammari, a marketing expert from PPC Masterminds.

Zaid's Background (00:02:07)

Zaid shares his journey from banking to becoming a paid marketing specialist.

Client Targeting in Marketing (00:04:42)

Jody asks about Zaid's target clients and his focus on paid search.

Industries of Focus (00:05:28)

Zaid discusses his typical clients, primarily in e-commerce and service industries.

Introduction to Retargeting (00:06:24)

Zaid explains retargeting and its psychological impact on potential customers.

Cookies and Ad Competition (00:08:13)

Discussion on how cookies compete in ad placements and auction dynamics.

Dynamic Retargeting (00:09:10)

Zaid describes how dynamic retargeting can tailor ads based on user behavior.

Common Retargeting Mistakes (00:09:37)

Zaid identifies mistakes businesses make by using the same ads repeatedly.

Cost-Effectiveness of Retargeting (00:10:20)

Zaid explains how retargeting can be one of the cheapest marketing methods.

Tracking Conversions (00:11:04)

Discussion on how to track conversions from retargeting ads.

Using Data Analytics (00:12:02)

Zaid emphasizes the importance of segmenting traffic for better insights.

Variability Among Companies (00:14:03)

Zaid discusses the vast differences in performance metrics across companies.

Click-Through Rate Misconceptions (00:15:58)

Zaid clarifies how high click-through rates can mislead about lead quality.

Ad Copy Strategies (00:16:59)

Zaid advises on including pricing in ad copy to filter out unqualified leads.

Google's Role in Advertising (00:18:51)

Zaid discusses how Google Ads operates and their profit motives.

Outsourcing vs. In-House Marketing (00:19:47)

Zaid shares insights on when companies should consider outsourcing their marketing.

Agency vs. Freelancers (00:21:16)

Discussion on the differences between hiring agencies and freelancers for marketing services.

Onboarding Process (00:22:25)

Overview of the onboarding process and its impact on effective marketing strategies.

Revenue Tracking Audit (00:22:49)

Importance of auditing revenue tracking for e-commerce and service companies.

Estimating Costs (00:23:59)

Using PPC calculators to estimate costs and expected sales conversions.

Budget Planning (00:26:26)

Advice on budgeting for marketing campaigns and managing client expectations.

Communication with Clients (00:27:00)

The significance of proactive communication in maintaining client relationships.

Retargeting Ads (00:27:59)

Discussion on the underutilization of retargeting ads in marketing strategies.

Voice Recognition Marketing (00:28:38)

Exploration of how voice recognition may influence targeted ads.

Prime Day Product Searches (00:30:00)

Personal anecdotes about product searches during Prime Day promotions.

Final Thoughts and Resources (00:34:16)

Wrap-up of the conversation and sharing of additional resources for listeners.