Joe and his family fled Iran in 1983 and landed at San Francisco Airport with $700 and no idea how to speak english.
Flash forward to 2023 and Joe runs a digital marketing company that works with national brands like Plow and Hearth, Harnery & Sons, The Christian Monitor and others, specializing in Google pay per click (PCC) advertising.
Listen in to get actionable digital marketing tips as Joe shares how he applied what he's learned in Jujitsu to master the PPC Google game.
[00:00:52] - Learning Jiu Jitsu from Gracie
[00:04:06] - Absorb, Discard, Add, Uniquely Yours
[00:05:49] - Fled Iran with $700, 1983.
[00:16:17] - Research, pitch, educate, succeed.
[00:20:53] - Cut 40% cost per close lead.
[00:25:15] - "Pitch, listen, craft, succeed."
[00:25:50] - Intent over technique
[00:28:56] - "Desperate for sales, solve a problem."
[00:32:18] - Monitoring KPIs
[00:36:20] - Google's Paid Search Domination.
[00:38:51] - YouTube ecosystem with ads.
[00:39:21] - Google's Money-Making Motivation.
[00:41:26] - Target high-value search terms.
[00:42:31] - Deposit sales, not clicks.
[00:43:56] - Avoid the Google Vacuum.
[00:47:25] - Attribution: Tenacity Required.
[00:48:17] - "Measure profitable actions by DMA."
[00:48:50] - Over 200 DMA KPIs Automated.
[00:50:55] - "Marketing: Money Machine, Not Guessing"
[00:51:31] - Crushing it with Google Ads.
[00:53:37] - VC money wasted on expensive leads.
[00:54:59] - Data-driven marketing analysis.
[00:56:44] - Create custom field in HubSpot.
[00:59:19] - High CPC in legal industry.
[01:00:34] - Closing the loop: Google Facebook Ads, contribution margin.
[01:01:57] - Google's controllable factors identified.
[01:11:45] - Maximizing client value through math.
[01:12:18] - Cyber War for Leads
[01:15:07] - Testing complex campaigns correctly.
[01:15:45] - Facebook, Google, Bing Advertising
[01:16:23] - Google Ads, Bing Ads, YouTube Videos.
[01:16:53] - YouTube drives cheap direct clicks.
[01:18:45] - Convey value in first 5 seconds.
[01:19:30] - Copywriting, copy editing, testing.
[01:20:08] - Metrics to measure copy quality.
[01:20:51] - Google provides free AI automation.
[01:22:22] - Analyze p
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