We're back for a special episode! Big thanks to <a href="https://twitter.com/ppckirk">Kirk Williams</a> of <a href="https://zatomarketing.com/">Zato Marketing</a> for joining Nicole and Jon. In this episode of Shape the Conversation, Kirk provides his perspective as a PPC agency owner and we (Nicole and Jon) compare it to our experience running a SaaS company in the same space.Kirk talks through how he thinks about providing value for his customers in a world where the ad networks are seeking to create direct relationships with advertisers. Nicole and Jon talk about how although our industry is one where you can build a profitable SaaS company, there is much less venture capital appetite for PPC-focused technology then there was 5 years ago.Reach out to us with any ideas, questions, or feedback on the podcast!<ul><li>jon@shape.io</li><li>nicole@shape.io</li><li>max@shape.io</li></ul>

<description>
 &lt;p&gt;We're back for a special episode! &lt;/p&gt;&lt;p&gt;Big thanks to &lt;a href="https://twitter.com/ppckirk"&gt;Kirk Williams&lt;/a&gt; of &lt;a href="https://zatomarketing.com/"&gt;Zato Marketing&lt;/a&gt; for joining Nicole and Jon. &lt;/p&gt;&lt;p&gt;In this episode of Shape the Conversation, Kirk provides his perspective as a PPC agency owner and we (Nicole and Jon) compare it to our experience running a SaaS company in the same space.&lt;/p&gt;&lt;p&gt;Kirk talks through how he thinks about providing value for his customers in a world where the ad networks are seeking to create direct relationships with advertisers. &lt;/p&gt;&lt;p&gt;Nicole and Jon talk about how although our industry is one where you can build a profitable SaaS company, there is much less venture capital appetite for PPC-focused technology then there was 5 years ago.&lt;/p&gt;&lt;p&gt;Reach out to us with any ideas, questions, or feedback on the podcast!&lt;/p&gt;&lt;ul&gt;&lt;li&gt;jon@shape.io&lt;/li&gt;&lt;li&gt;nicole@shape.io&lt;/li&gt;&lt;li&gt;max@shape.io&lt;/li&gt;&lt;/ul&gt;
 </description>

Zato’s Kirk Williams joins Nicole and Jon to discuss deep thoughts about the PPC landscape and how changes have altered their business models. The group talks through Google’s strategies over the years especially given the sheer influence Google has on th

Zato’s Kirk Williams joins Nicole and Jon to discuss deep thoughts about the PPC landscape and how changes have altered their business models. The group talks through Google’s strategies over the years especially given the sheer influence Google has on the direction of PPC-centric businesses. They cover recent decisions by Google that seem to work against agencies and, in turn, affect the software solutions that agencies use.

The Evolving PPC Landscape for Agencies and Software with Kirk Williams

Nicole and Jon have been in the business of PPC Management Software for many years and know all of the in and outs, dos and don'ts associated with choosing the right platform for your PPC agency. Nicole and Jon cover topics like:<ul><li>What is and isn't PPC Management Software</li><li>The difference between reporting software and management software</li><li>All management platforms for PPCers</li><li>The importance of automation </li><li>How the world of management platforms for PPC has changed over time</li><li>"Point Solutions" versus platforms</li><li>The biggest competition to all PPC management platforms</li><li>And more...</li></ul>The biggest takeaway from this episode is to go look into PPC Management Softwares because it is not as overwhelming as you might think. Making the change to better manage your ads and budget could really put your team ahead your competition. There really aren't that many companies out there making management software for PPC agencies, but you will need to identify your needs and figure out which platform is best for you and your team.<a href="https://www.hanapinmarketing.com/best-platforms-for-digital-marketing/">Hanapin Marketing Product Link</a>Reach out to us with any ideas, questions, or feedback on the podcast!✉️ Nicole@shape.io ✉️ Jon@shape.io ✉️ Max@shape.io

<description>
 &lt;p&gt;Nicole and Jon have been in the business of PPC Management Software for many years and know all of the in and outs, dos and don'ts associated with choosing the right platform for your PPC agency. Nicole and Jon cover topics like:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;What is and isn't PPC Management Software&lt;/li&gt;&lt;li&gt;The difference between reporting software and management software&lt;/li&gt;&lt;li&gt;All management platforms for PPCers&lt;/li&gt;&lt;li&gt;The importance of automation &lt;/li&gt;&lt;li&gt;How the world of management platforms for PPC has changed over time&lt;/li&gt;&lt;li&gt;"Point Solutions" versus platforms&lt;/li&gt;&lt;li&gt;The biggest competition to all PPC management platforms&lt;/li&gt;&lt;li&gt;And more...&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;The biggest takeaway from this episode is to go look into PPC Management Softwares because it is not as overwhelming as you might think. Making the change to better manage your ads and budget could really put your team ahead your competition. There really aren't that many companies out there making management software for PPC agencies, but you will need to identify your needs and figure out which platform is best for you and your team.&lt;/p&gt;&lt;p&gt;&lt;a href="https://www.hanapinmarketing.com/best-platforms-for-digital-marketing/"&gt;Hanapin Marketing Product Link&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Reach out to us with any ideas, questions, or feedback on the podcast!&lt;/p&gt;&lt;p&gt;✉️ Nicole@shape.io&lt;br&gt;✉️ Jon@shape.io&lt;br&gt;✉️ Max@shape.io&lt;/p&gt;
 </description>

What is PPC Management Software and what can it do to help your company stand out against your competition? On this episode of 'Shape the Conversation', Nicole and Jon dig into the world of PPC Management Software from the perspective of both builders of 

What is PPC Management Software and what can it do to help your company stand out against your competition? On this episode of 'Shape the Conversation', Nicole and Jon dig into the world of PPC Management Software from the perspective of both builders of their own platform as well as the purchasers looking into platforms for use in a PPC agency.

PPC Management Software For Agencies

On this episode of Shape the Conversation we invited the great, Michael Mack, into our set to tell us all about his new LinkedIn post titled, "<a href="https://www.linkedin.com/pulse/accountability-freedom-michael-mack/">Accountability &amp; Freedom</a>". Michael and Jon cover topics like:<ul><li>What does it mean to be accountable</li><li>The will to wanting to make a change</li><li>How to own your own accountability</li><li>How to be happy with who you are</li><li>Goal VS Intention</li><li>Feeling "stuck: between choices you don't like</li><li>Practicing the constant smoothes you out</li></ul>Don't blame others, don't blame yourself. Mistakes happen in life and being accountable means finding a solution that solves the issue and works for everyone involved. Take the things that didn't work as a learning experience, not as a failure. Keep your attention on the outcome you want to create and let go of blame. "The primary outcomes of Accountability are improved results and an increased sense of choice and interestingly enough, freedom.  Try it yourself." -Michael MackReach out to us with any ideas, questions, or feedback on the podcast!✉️ Nicole@shape.io ✉️ Jon@shape.io ✉️ Max@shape.io

<description>
 &lt;p&gt;On this episode of Shape the Conversation we invited the great, Michael Mack, into our set to tell us all about his new LinkedIn post titled, "&lt;a href="https://www.linkedin.com/pulse/accountability-freedom-michael-mack/"&gt;Accountability &amp;amp; Freedom&lt;/a&gt;". Michael and Jon cover topics like:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;What does it mean to be accountable&lt;/li&gt;&lt;li&gt;The will to wanting to make a change&lt;/li&gt;&lt;li&gt;How to own your own accountability&lt;/li&gt;&lt;li&gt;How to be happy with who you are&lt;/li&gt;&lt;li&gt;Goal VS Intention&lt;/li&gt;&lt;li&gt;Feeling "stuck: between choices you don't like&lt;/li&gt;&lt;li&gt;Practicing the constant smoothes you out&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Don't blame others, don't blame yourself. Mistakes happen in life and being accountable means finding a solution that solves the issue and works for everyone involved. Take the things that didn't work as a learning experience, not as a failure. Keep your attention on the outcome you want to create and let go of blame.&lt;/p&gt;&lt;p&gt;&lt;br&gt;"The primary outcomes of Accountability are improved results and an increased sense of choice and interestingly enough, freedom.  Try it yourself." -Michael Mack&lt;/p&gt;&lt;p&gt;Reach out to us with any ideas, questions, or feedback on the podcast!&lt;/p&gt;&lt;p&gt;✉️ Nicole@shape.io&lt;br&gt;✉️ Jon@shape.io&lt;br&gt;✉️ Max@shape.io&lt;/p&gt;
 </description>

"Who wouldn’t want to experience a little more freedom in life? And what does that have to do with Accountability."

Michael Mack is back on this episode of Shape the Conversation. Discussing his new post regarding accountability and freedom in and out 

"Who wouldn’t want to experience a little more freedom in life? And what does that have to do with Accountability."

Michael Mack is back on this episode of Shape the Conversation. Discussing his new post regarding accountability and freedom in and out of the professional space with our host Jon Davis. Join us for a long conversation about what a life of accountability looks like and how it applies to your own life today. 

Accountability & Freedom with Michael Mack

Every day users are seeing hundreds of ads while they play apps. There is no saying how many of the ads that are seen are fake or real. <a href="https://www.buzzfeednews.com/amphtml/craigsilverman/ad-fraud-scheme-stole-millions-advertising-industry">A BuzzFeed article</a>, written by Craig Silverman, sheds some light on one major act of ad fraud that resulted in millions of dollars being stolen from advertisers.In this episode of 'Shape the Conversation' Nicole and Jon cover topics like:<ul><li>The details of the scheme</li><li>The amount of money that these ads have taken</li><li>Big companies impacted by fraudulent ads</li><li>Concerns with children on devices today</li><li>People starting to question advertising as a whole</li><li>Tips to avoid fraudulent ads</li><li>Tips to avoid being seen as a fraudulent ad</li><li>The poor quality of traffic on mobile ads</li><li>and more...</li></ul>Our biggest take away from this episode is, know where your ads are going and how to control the placement of your ads so they don't get mistaken as ad fraud. <a href="https://docs.google.com/spreadsheets/d/1vAkgHv7IOxMHklzEEnwjKSyWar2zbfOVBahpcQyVUmM/edit#gid=0">Companies That Worked With The Apps/Sites In Some Way</a>.<a href="https://www.wordstream.com/blog/ws/2018/08/02/google-ads-mobile-app-exclusions">Option 1 for controlling ad placement</a>. <a href="https://zatomarketing.com/blog/how-to-exclude-141-mobile-app-categories-in-google-ads-the-easy-way/">Option 2 for controlling ad placement</a>.Reach out to us with any ideas, questions, or feedback on the podcast!✉️ Nicole@shape.io ✉️ Jon@shape.io

<description>
 &lt;p&gt;Every day users are seeing hundreds of ads while they play apps. There is no saying how many of the ads that are seen are fake or real. &lt;a href="https://www.buzzfeednews.com/amphtml/craigsilverman/ad-fraud-scheme-stole-millions-advertising-industry"&gt;A BuzzFeed article&lt;/a&gt;, written by Craig Silverman, sheds some light on one major act of ad fraud that resulted in millions of dollars being stolen from advertisers.&lt;/p&gt;&lt;p&gt;In this episode of 'Shape the Conversation' Nicole and Jon cover topics like:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The details of the scheme&lt;/li&gt;&lt;li&gt;The amount of money that these ads have taken&lt;/li&gt;&lt;li&gt;Big companies impacted by fraudulent ads&lt;/li&gt;&lt;li&gt;Concerns with children on devices today&lt;/li&gt;&lt;li&gt;People starting to question advertising as a whole&lt;/li&gt;&lt;li&gt;Tips to avoid fraudulent ads&lt;/li&gt;&lt;li&gt;Tips to avoid being seen as a fraudulent ad&lt;/li&gt;&lt;li&gt;The poor quality of traffic on mobile ads&lt;/li&gt;&lt;li&gt;and more...&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Our biggest take away from this episode is, &lt;strong&gt;know where your ads are going&lt;/strong&gt; and how to control the placement of your ads so they don't get mistaken as ad fraud. &lt;/p&gt;&lt;p&gt;&lt;a href="https://docs.google.com/spreadsheets/d/1vAkgHv7IOxMHklzEEnwjKSyWar2zbfOVBahpcQyVUmM/edit#gid=0"&gt;Companies That Worked With The Apps/Sites In Some Way&lt;/a&gt;.&lt;/p&gt;&lt;p&gt;&lt;a href="https://www.wordstream.com/blog/ws/2018/08/02/google-ads-mobile-app-exclusions"&gt;Option 1 for controlling ad placement&lt;/a&gt;.&lt;br&gt;&lt;a href="https://zatomarketing.com/blog/how-to-exclude-141-mobile-app-categories-in-google-ads-the-easy-way/"&gt;Option 2 for controlling ad placement&lt;/a&gt;.&lt;/p&gt;&lt;p&gt;Reach out to us with any ideas, questions, or feedback on the podcast!&lt;/p&gt;&lt;p&gt;✉️ Nicole@shape.io&lt;br&gt;✉️ Jon@shape.io&lt;/p&gt;
 </description>

Ad fraud is an issue that plagues digital advertisers/marketers every day. Fake ads that utilize bots to gain incredible amounts of impressions and build up gross amounts of money have caused even users, who recognize it, to start questioning advertising 

Ad fraud is an issue that plagues digital advertisers/marketers every day. Fake ads that utilize bots to gain incredible amounts of impressions and build up gross amounts of money have caused even users, who recognize it, to start questioning advertising altogether. Nicole and Jon break down BuzzFeed's report on ad fraud in this episode of Shape the Conversation.

Breaking Down BuzzFeed's Report on Ad Fraud on Mobile Apps

You have an amazing new idea. No one has ever done anything like this before. But can you get it in front of anyone to get validation that it is that great of an idea? Is anyone searching Google for the solution you’ve created?Nicole and Jon have had to tackle this challenge before and have some advice for creating digital ad campaigns when search volume might be low or the search phrases you want to target are less obvious. In this episode of ‘Shape the Conversation’, Nicole and Jon cover topics like:<ul><li>How to find details on the ads of any potential “competitors”</li><li>Focusing on the questions your target market are asking Google to find search phrases to target. </li><li>How to leverage the Google Ads Keyword Planner to research what people may be searching for.</li><li>Ways to think about quickly explaining your new product/service to the market.</li></ul>Our biggest takeaway is that you can use this process as a way to prove to yourself and others that there is a market for your idea. Digital marketing is a great way to get your product out to the world and begin getting feedback, even before you build.Reach out to us with any ideas, questions, or feedback on the podcast!✉️ Nicole@shape.io ✉️ Jon@shape.io

<description>
 &lt;p&gt;You have an amazing new idea. No one has ever done anything like this before. But can you get it in front of anyone to get validation that it is that great of an idea? Is anyone searching Google for the solution you’ve created?&lt;/p&gt;&lt;p&gt;Nicole and Jon have had to tackle this challenge before and have some advice for creating digital ad campaigns when search volume might be low or the search phrases you want to target are less obvious. &lt;/p&gt;&lt;p&gt;In this episode of ‘&lt;strong&gt;Shape the Conversation&lt;/strong&gt;’, Nicole and Jon cover topics like:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;How to find details on the ads of any potential “competitors”&lt;p&gt;&lt;/p&gt;&lt;/li&gt;&lt;li&gt;Focusing on the questions your target market are asking Google to find search phrases to target. &lt;p&gt;&lt;/p&gt;&lt;/li&gt;&lt;li&gt;How to leverage the Google Ads Keyword Planner to research what people may be searching for.&lt;p&gt;&lt;/p&gt;&lt;/li&gt;&lt;li&gt;Ways to think about quickly explaining your new product/service to the market.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Our biggest takeaway is that you can &lt;strong&gt;use this process as a way to prove to yourself and others that there is a market for your idea.&lt;/strong&gt; Digital marketing is a great way to get your product out to the world and begin getting feedback, even before you build.&lt;/p&gt;&lt;p&gt;Reach out to us with any ideas, questions, or feedback on the podcast!&lt;/p&gt;&lt;p&gt;✉️ Nicole@shape.io&lt;br&gt;✉️ Jon@shape.io&lt;/p&gt;
 </description>

Making something new is no easy task, but it only steps one to genuinely getting off the ground. You have to make sure people know about it. Digital advertising is a powerful way to get eyeballs on your new product/service fast. Today on 'Shape the Conver

Making something new is no easy task, but it only steps one to genuinely getting off the ground. You have to make sure people know about it. Digital advertising is a powerful way to get eyeballs on your new product/service fast. Today on 'Shape the Conversation', Nicole and Jon dive into formulating a PPC strategy for emerging products or services that may have low search volume on Google.

Creating a PPC Strategy for a Brand New Product/Service

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