Let's meet Dan Charles, who is the Owner of Be Fair Marketing who doesn’t believe in trying to blind his clients with the ‘dark arts’ of SEO or charging a customer for what is essentially an automated PPC report. Dan is of the opinion that being open and honest is just good business sense.   Takeaways- There are so many unethical practices out there, many leading to poor customer communications and service. Dan explained the following as things to watch out for: - Ryanair website UX patterns - Fake urgency - Upsells that are automatically added to a shopping cart - The false positives to get you to do something (i.e. click a button’) - Pop-ups that have negative or positive connotations - Dan highlighted how to create a great PPC strategy: - Create a customer persona (which you can hear more about in episode 30 with Tracey Tait) - Make sure you know a list of ‘negative’ keywords (one’s you don’t want to rank for) and you’ll find, this on top of a persona will make your PPC very targeted - TEST, always test, using A/B testing - Review the big things, then refine the smaller elements - Make sure you have clear and transparent reporting - And finally, re-marketing – which is targeting those consumers who already know about you. Those that are interested in what you have to offer due to their previous digital actions and using the likes of Facebook and Google to specifically target them with the appropriate creative. Which should in theory, cut down costs as you are targeting those that are already engaged. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License   LinksDan Charles – befairmarketing.co Instagram: https://www.instagram.com/befairmarketingco/ LinkedIn: https://www.linkedin.com/in/dancharles/ Twitter: https://twitter.com/befairmarketing Facebook: https://www.facebook.com/befairmarketingco/ Books:How to Win Friends and Influence People – Dale Carnegie: https://amzn.to/2Rd2kUc App:Clear Focus:https://play.google.com/store/apps/details?id=personal.andreabasso.clearfocus&hl=en_GB Method:(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ (P)RACE Episode: https://marketingstudylab.co.uk/episode-8-the-prace-to-digital-success-dave-chaffey-digital-marketing-guru/ Google Doodle: 20 Years: https://www.google.com/doodles/googles-20th-birthday