The Thoughtful Entrepreneur

1689 – Leveraging AI To Help Get Us Further with Level 28 Media’s Michelle Kop

Oct 6, 2023

18:22

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Founder & Google Ads Lead Generation Expert of Level 28 Media, Michelle Kop.

Michelle began by explaining the difference between SEO and PPC advertising. While SEO focuses on ranking a website organically on Google, PPC advertising helps clients appear at the top of organic listings through paid advertising. This strategy allows potential customers to find and contact the business, increasing sales easily.

However, it's important to note that PPC advertising can be expensive and competitive, especially in the B2B industry. Michelle emphasized viewing PPC advertising as an investment rather than expecting immediate results. She explained that having a sufficient budget is crucial for success in PPC advertising, as it allows for testing and optimization.

One of the critical advantages of PPC advertising over organic tactics like SEO is that it provides faster results. Michelle also highlighted the increasing automation in platforms like Google and Facebook. While automation can be beneficial, she emphasized needing a strategic advisor who understands the platforms and the target audience.

Michelle shared valuable insights on running successful PPC campaigns. She emphasized the importance of understanding the target persona and conducting thorough keyword research to reach the desired audience effectively.

She advised against agencies that offer guarantees, as PPC results cannot be guaranteed. Another red flag is when an agency provides a flat price without researching the client's business upfront.

Key Points from the Episode:

Explanation of how paid advertising helps businesses appear at the top of organic listings on Google
Discussion on the importance of viewing paid advertising as an investment and having a sufficient budget for testing and optimization
Mention of trends in the pay-per-click world, including increasing automation and the integration of artificial intelligence
Emphasis on the importance of relevancy in paid search ads and providing users with the information they are looking for
Insights on running successful PPC campaigns, including understanding the target persona and conducting thorough keyword research
Mention of the platforms Michelle works with, including Google Search, YouTube, and Microsoft Ads (Bing)
Explanation of Michelle's agency and their focus on strategy, optimization, account builds, landing page development, and lead generation marketing campaigns

About Michelle Kop:

Michelle Kop is an accomplished marketing consultant renowned for her pay-per-click (PPC) strategies expertise. With an impressive eight-year background, she excels in Google and Microsoft Ads, focusing on B2B and B2C lead generation.

Michelle's career journey includes prominent roles within corporate marketing, where she contributed her skills to powerhouse brands such as Toyota and BP. Leveraging this extensive experience, she established Level 28 Media—an award-winning microagency specializing in lead generation for small to medium enterprises.

Michelle's profound understanding of PPC dynamics and her ability to tailor strategies for diverse business needs solidifies her reputation as a top-tier marketing strategist.

About Level 28 Media:

Level 28 Media is a distinguished choice for strategic digital marketing solutions, driven by a set of core principles defining their approach. Their commitment to transparency ensures clients' ownership and access to their accounts, establishing trust and clarity. Campaigns benefit from the expertise of certified professionals, setting them apart from outsourced teams or automated methods. Client empowerment is paramount, as the clients retain all intellectual property rights.

Level 28's dedication to accountability guarantees the fulfillment of promises and prioritizes clients' best interests. Their reporting approach prioritizes honesty, delivering accurate insights without embellishments. Notably, Level 28 Media offers flexibility through freedom from long-term contracts, recognizing and respecting clients' needs and decisions.

Tweetable Moments:

14:20 - "We want to make a difference, we want to help clients grow their business. That's really what it is, it's not just about being in business just to be in business. We want to really make an impact, so I think that's really what the purpose is and what drives us to do what we do."