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📚 What We Cover:
0:00 - Intro
1:22 - Discussion on Google's Pricing Model
2:01 - Introduction of John Moran
3:08 - Explanation of CPC Increase
4:19 - Impact of Cookie Loss on Google
5:22 - Understanding Google's Price Fixing
6:35 - CPC and Conversion Tracking
7:46 - Reverse Engineering the Algorithm
8:18 - Case Study: Bulk Gravel River Rocks
9:45 - Manual CPC Strategy
10:48 - Cost and Click Metrics Analysis
12:02 - Conversion Tracking Adjustment
13:30 - Campaign Algorithm Adjustment
15:09 - New Customer Acquisition Strategy
16:33 - Proving the Theory
18:12 - Analysis of Conversion Engine Metrics
19:43 - Case Study: Physical Goods
21:00 - Scaling and Cost Analysis
22:48 - Search Terms and Traffic Quality
24:38 - Impact of Enhanced Conversion Tracking
26:36 - Case Study: High-Quality CPC Keywords
27:47 - Manual CPC Adjustments
30:25 - Analyzing High-Value Keywords
32:04 - Impact of Brand and Non-Brand Campaigns
33:45 - Importance of Conversion Engine Metrics
35:06 - Benchmarking and Business Metrics
37:04 - Measuring Business Health
38:32 - Conclusion and Key Takeaways
40:44 - Summary and Final Thoughts
Resources:
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Welcome to the Perpetual Traffic podcast, your one-stop-shop for the most advanced strategies in acquiring leads and sales for your business. Hosted by Ralph Burns and Lauren Petrullo, and produced by Tier 11, we bring to you real stories, actionable strategies, and proven insights to help you navigate the digital marketing landscape. Whether you're a budding media buyer or a seasoned marketing executive, there's something valuable for everyone here.
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