Empowering The Underdog With SEO and PPC: Charley Brennand

The Simple and Smart SEO Show

In this episode of the Simple and Smart SEO Show, host Crystal Waddell (that's me!) sits down with PPC strategist Charley Brennand to explore the role of storytelling and empathy in digital marketing.
Charley shares her journey of overcoming underestimation and the valuable lessons she’s learned about making paid advertising accessible, especially for those considered “underdogs.”
Listen as Charley dives into how she approaches PPC with a balance of technical acumen and creativity, why storytelling can be a game-changer in client communication, and essential steps to ensure a website is ready for PPC investment.

Key Takeaways:

1. The Power of Storytelling in PPC: Charley emphasizes that storytelling in marketing, especially in technical fields like PPC, can make a significant difference in client communication and results.
2. Recognizing and Overcoming Personal Limiting Beliefs: Charley discusses her own experiences of being underestimated and how she uses those lessons to inspire others to shoot for more in their careers and businesses.
3. Fundamentals of PPC Success: A good website is essential for PPC success. Charley advises fixing issues like slow loading times and poor user experiences before investing in paid ads.
4. Understanding Platform Audiences: Each social platform has unique user behaviors and buyer intent. Charley advises knowing these distinctions to maximize ad spend.
5. Budgeting for Ads with Realistic Expectations: She shares a simple approach to calculating PPC budgets, factoring in search demand, cost-per-click, and average click-through rates.

Episode Highlights:

• “Courage isn’t the absence of fear; it’s pursuing things despite being scared.”
• “If your website’s not user-friendly, don’t waste your money on paid ads—it’s setting yourself up for failure.”

Listener Action Items:

1. Evaluate Your Website for PPC Readiness: Before launching a paid campaign, ensure your website offers a seamless user experience.
2. Identify Your “Why” for Marketing: Clarify the purpose behind your campaigns—whether it’s brand visibility, lead generation, or another goal.
3. Explore Your Customer Journey: Map out the steps your customer typically takes before converting. Use this knowledge to create targeted content and ads across platforms.

Connect with Charle

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Kapitel

1. And a lot of the time it's people that mean well. (00:00:00)

2. They don't want you to fail. (00:00:02)

3. They don't want you to experience disappointment. (00:00:03)

4. Charley's Mission and Inspiration (00:01:33)

5. Overcoming Underestimation (00:02:19)

6. The Importance of Storytelling in PPC (00:03:41)

7. Personal Experiences with Underestimation (00:04:39)

8. Facing Fears and Embracing Courage (00:06:32)

9. Speaking at Brighton SEO (00:07:24)

10. The Role of Storytelling in SEO (00:07:49)

11. Creating a Successful PPC Campaign (00:12:58)

12. Understanding FTSE and Business Size (00:19:16)

13. The Role of Google Account Managers (00:19:53)

14. Challenges with Google Reps (00:20:18)

15. Decoding PPC and CPC (00:20:57)

16. Advertising Costs and Strategies (00:22:43)

17. Understanding Audience and Platforms (00:23:53)

18. Mapping Customer Journeys (00:25:02)

19. Organic vs. Paid Marketing (00:27:02)

20. Charley's Upcoming Projects and Final Thoughts (00:32:42)