This week, Cassie and Erica chat with Andrew Harder, Senior Paid Media Manager at Cisco (Webex Suite), a SaaS marketer passionate about paid media programs that drive bottom line results.
This episode is sponsored by Magic Mind: visit ⁠MagicMind.co/MHH⁠ to get up to 50% off your first subscription in the next 10 days with our code MHH20
Here's a peek at what we cover in this episode:
[00:03:17] - Andrew shares his background and experience in B2B (business to business) and SaaS (Software-as-a-Service) marketing, learning how to navigate ad platforms and manage large budgets, and details his experience going through company acquisitions (most recently Cisco's acquisition of Webex).
[00:07:07] - Andrew explains how to get started with paid media and scale your ad programs, how to master Google search ads and ensure efficient search spend, and how to formulate your indicators of success based on your business needs.
[00:19:33] - Andrew dives into his thoughts on paid social to build long term demand and unique ways to increase ad value, including his top 3 tips for getting started in paid media for beginners: optimizing for in feed consumption, segmenting your audiences, and making your content as organic to each platform as possible.
[00:31:01] - Andrew unveils his best LinkedIn ad tips and his thoughts on demand creation vs demand capture. He also shares the importance of pairing a solid organic strategy with a well thought out paid strategy, and why personal touches in both can be the key to success.
[00:39:20] - Andrew shares his thoughts on boosted posts vs ads and predictions for the future of paid media/ads/search including the impact of AI.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Andrew's episode:
Your Guide to Social Media, Paid Media + Influencer Marketing | Halie Soprano of Traackr
Performance Marketing 101 | Alex Lewis of Later
Your Guide to B2B Marketing | Melissa Meredith of Content Creative
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