SummaryIn this episode of 'So I Fired My CMO', Duncan Potter delves into the world of paid advertising and PPC, explaining its mechanics, the importance of choosing the right platforms, and the key metrics that matter. He highlights common mistakes marketers make and shares real-world examples of successful campaigns. The episode concludes with actionable tips for running effective ad campaigns.TakeawaysPaid advertising can feel like gambling for many executives.With the right strategy, paid ads can be one of the most measurable ways to grow your business.PPC aligns your offer with user intent, making it powerful.Google Ads is ideal for high conversion traffic.Meta ads are great for visual storytelling and brand building.Not all metrics are created equal; focus on what matters.The conversion rate is the single most important metric.Sending traffic to a homepage instead of a landing page is a mistake.A-B testing is crucial for improving ad performance.Paid advertising is a powerful tool that provides real-time feedback.

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