Yousaf Yunes discusses the concept of 'skin in the game' in marketing, particularly in the context of Upwork. He highlights the challenges of attribution in marketing efforts, the risks associated with launching new products, and the importance of clear client expectations. Yousaf emphasizes the pitfalls of taking on too much responsibility without adequate compensation and the need for a balanced partnership between marketers and clients. takeaways Having skin in the game often leads to a lose-win situation Attribution issues can severely impact marketing effectiveness. New product launches come with significant risks and challenges. Clients often expect marketers to shoulder all responsibilities. Successful marketing requires a partnership, not a one-sided burden. Awareness in the marketplace is crucial for new products. Many clients do not understand the complexities of marketing. Marketers should be cautious of unrealistic client expectations. It's important to establish clear terms before starting a project. Experience in the field helps in recognizing red flags. Chapters 00:00 Understanding 'Skin in the Game' 02:43 The Pitfalls of Performance-Based Compensation 05:57 Navigating Client Expectations and Responsibilities 08:39 The Importance of Market Awareness

In this conversation, Yousaf discusses the intricacies of Google Ads, focusing on ad scheduling and bid adjustments. He explains how to set up ad schedules, make strategic bid adjustments based on staff availability and time zones, and analyze conversion data to optimize ad performance. The discussion emphasizes the importance of data-driven decisions in advertising strategies. takeaways Ad scheduling is crucial for optimizing Google Ads performance. Bid adjustments can be made based on competition and staff availability. Understanding time zones is essential for effective ad scheduling. Data analysis helps in making informed bidding decisions. Conversion data should ideally be analyzed over a longer period. Aggressive bidding should align with peak conversion times. Zombie clicks can be identified and mitigated through data analysis. Bid adjustments can be tailored to specific days of the week. Using historical data can improve future ad performance. Strategic scheduling can lead to better ROI in advertising. titles Mastering Google Ads: The Art of Ad Scheduling Unlocking the Secrets of Bid Adjustments Sound Bites "This can be very helpful if you do call ads" "You want to be aggressive with those bids" "You want to decrease the spend because you have people" Chapters 00:00 Introduction to Google Ads and Ad Scheduling 00:54 Setting Up Ad Schedules and Bid Adjustments 02:27 Advanced Strategies for Time Zone Management 04:17 Analyzing Data for Effective Bid Management   keywords: Google Ads, ad scheduling, bid adjustments, conversion data, time zones, marketing strategies summary

Yousaf discusses the importance of audience signals and segments in optimizing Google search campaigns. He explains how to identify in-market and affinity audiences, the significance of targeting versus observational strategies, and the impact of bid adjustments on campaign performance. Practical examples are provided, with a particular focus on targeting homeowners for roofing services, highlighting the importance of precise audience targeting to enhance conversion rates. -Audience signals help improve clicks and conversions. -Google identifies in-market audiences based on search behavior. -Affinity targeting categorizes users based on interests. -Bid adjustments can optimize ad spend for specific audiences. -Negative targeting helps filter out unqualified leads. -Observational audiences allow for broader data collection. -Remarketing campaigns can significantly increase CTR. -Adjust bids based on audience qualification levels. -Targeting homeowners is crucial for roofing services. -Regularly review and adjust audience segments for better performance. Chapters 00:00 Understanding Audience Signals in Google Ads 02:36 Types of Audience Targeting: In-Market vs Affinity 04:42 Optimizing Bids with Audience Segments 07:33 Leveraging Visitor Data for Remarketing 09:57 Targeting Homeowners for Roofing Services  

A federal judge has ruled on the next phase of the Google antitrust case. Big changes are coming for exclusivity deals, search data sharing, and ad auction transparency. But Chrome stays with Google — no forced sale. In this breakdown, I explain what this means for advertisers, platforms, and buyers. From exclusivity ending, to SEMrush’s future opportunities, to how AI and SEO fit into the picture. 🔔 Subscribe for more insights on Google Ads, AI Search, and PPC strategy. 00:00 – Intro: Part 2 of the Google antitrust ruling 01:05 –  Judge’s decision: Data sharing & exclusivity bans 02:20 – Chrome NOT being sold (why it’s a win for buyers) 03:45 – Exclusive deals with Apple & others ending 05:10 – Competitor data access: Search index & user data (not ads) 06:25 – What SEMrush & SEO platforms might do next 08:00 – AI Overview, AI Mode, & the future of answer engine optimization 09:30 – Ad auctions: Transparency vs smart bidding reality 11:20 – Small vs big advertisers: Who benefits in practice? 13:00 – Distribution payments: Why Mozilla relies on Google 14:25 – Potential new browsers (ChatGPT, Samsung, Apple) 15:40 – Google’s wins: No choice screens, no query data access, no new education program 17:10 – Final takeaways: Buyers win, exclusivity ends, no forced break-up

Yousaf discusses the significant updates in Google Ads related to AI, emphasizing the importance of adapting campaigns to leverage these changes. He highlights the impact of AI on search behavior, the decline of organic search, and the necessity for advertisers to optimize their strategies for AI integration. The discussion also covers the importance of targeting high-intent queries and utilizing specific audience strategies to enhance campaign performance. 2025 has seen major advancements in AI for Google Ads. AI overview provides a summary of search queries. Organic search visibility is declining due to AI integration. Advertisers must adapt to the rise of zero-click searches. Answer engine optimization is becoming crucial for SEO. AI Max is a new iteration of dynamic search ads. Using in-market and affinity audiences can improve targeting. Site links should be optimized for question and answer formats. High intent queries are essential for driving conversions. Future-proofing campaigns is vital for long-term success. Sound Bites "AI overview is more of a summary." "Use in-market and affinity audiences." "This dynamic and very cool." Chapters 00:00 AI Updates in Google Ads 02:10 Current State of AI in Search 04:45 AI Max and Dynamic Search Ads 06:54 Optimizing Campaigns for AI Queries 09:22 Future-Proofing Your Advertising Strategy   Keywords: Google Ads, AI updates, smart bidding, search campaigns, zero-click search, answer engine optimization, ad strategies, campaign performance, YRV Dynamics, Yousaf Yunes  

Yousaf Yunes discusses the competitive landscape of business management, emphasizing the need for constant improvement in client accounts. He explores the evolution of advertising, particularly the shift from traditional media to connected TV and social media platforms. Yousaf highlights the democratization of advertising, allowing smaller agencies and freelancers to compete with larger firms. He also addresses the changing dynamics of advertising budgets and the importance of in-house strategies for businesses. takeaways Every day, aim to strengthen client accounts. A good defense is essential in business strategy. The advertising landscape is shifting towards digital platforms. Connected TV offers new opportunities for advertisers. Budgets are moving from traditional TV to social media. Smaller agencies can now compete with larger firms. In-house media buying is becoming more feasible. Understanding audience targeting is crucial for success. Disruption in the industry creates new opportunities. The future of advertising lies in adaptability and innovation. Sound Bites "That's a huge amount of control." "You can even buy audio on Google as well." "Think about how powerful that is." Chapters 00:00 The Daily Battle in Business Management 02:33 The Evolution of Advertising and Media Buying 05:31 The Rise of Connected TV and Democratization of Advertising 07:47 The Shift in Advertising Budgets and Industry Dynamics 10:29 The Future of Media Buying and In-House Strategies   keywords: business management, advertising, media buying, connected TV, democratization, advertising budgets, industry dynamics, in-house strategies

Yousaf Yunes discusses the critical differences between consultants and PPC experts, emphasizing that while consultants may provide short-term fixes, they lack the ability to scale businesses effectively. He highlights the importance of long-term strategies, the role of experiments in driving revenue, and the pitfalls of relying on cheap solutions. Yousaf argues that a strategic direction is essential for success and that businesses must invest in proper campaign architecture and ongoing experiments to achieve significant results. takeaways Consultants provide short-term fixes, not long-term solutions. Revenue scaling requires a multi-month roadmap. Hiring cheap consultants can lead to wasted ad spend. Proper tracking setup is crucial for effective campaigns. Experiments are essential for understanding audience behavior. Senior consultants can significantly improve ROAS. Short-term thinking delays revenue growth. Investing in training for teams is necessary for success. Strategic direction is key to scaling effectively. Driving revenue should be the primary focus of marketing efforts. titles Consultants vs. PPC Experts: The Key Differences Why Short-Term Fixes Fail in Business Scaling Sound Bites "Revenue scaling is a long term thing." "You cannot scale a business of $100 a week." "Short-term thinking will cost you thousands." Chapters 00:00 Consultants vs. PPC Experts: Understanding the Difference 05:02 The Limitations of Short-Term Fixes 09:52 The Importance of Retainers for Business Scaling 14:29 The Cost of Short-Term Thinking 18:42 Driving Revenue Through Experiments   Keywords: consultants, PPC experts, business scaling, revenue strategies, digital marketing, ad campaigns, long-term planning, experiments, ROI, marketing consultants

Yousaf Yunes emphasizes the critical importance of conducting thorough audits when assessing a client's advertising performance. He discusses the various components that need to be checked, including the integration of e-commerce platforms like Shopify with Google Merchant, the optimization of ad content, and the necessity of ensuring that all conversion events are firing correctly. Yousaf argues that simply looking at the ads manager is insufficient; a comprehensive diagnostic approach is essential for identifying and resolving issues effectively. takeaways A full audit is essential for effective advertising. Integration between platforms like Shopify and Google Merchant is crucial. Ad content must be optimized for better performance. Conversion flows need to be tested thoroughly. Many clients overlook the importance of a complete diagnostic. It's not just about the ads manager; it's about the entire process. Proper setup of enhanced conversions is necessary. Regular audits can help identify red flags in campaigns. Understanding the client's entire system is key to success. Communication with clients about their setup is vital. titles The Essential Guide to Advertising Audits Unlocking Advertising Success: The Full Audit Approach Sound Bites "We need to do a full audit." "You need to look at everything." "Feel free to reach out to me." Chapters 00:00 Understanding the Importance of Full Audits 02:21 The Process for Success in Advertising 05:11 Diagnosing Advertising Issues Thoroughly   keywords: ads manager, e-commerce, Shopify, Google Merchant, conversion flow, digital marketing, audits, advertising success, campaign setup, enhanced conversions

Yousaf Yunes discusses the importance of being aware of business performance, sharing personal experiences in freelancing, and the dynamics of client relationships. He emphasizes the challenges of scaling advertising efforts and the critical role of email marketing in driving sales. Yousaf also highlights the need to prioritize business goals over teaching and training, advocating for a focus on revenue generation.   takeaways Be neurotic about checking sales daily. Sharing experiences can help others avoid pitfalls. Both freelancers and clients can learn from each other. Campaign setups differ significantly at various spending levels. Email marketing is crucial for e-commerce success. Building an email list is essential for long-term growth. Prioritize revenue generation over teaching. Understand the limitations of your team’s skills. Never undervalue your services as a scaler. Focus on one priority to drive business success. titles Navigating the Freelance Landscape The Art of Client Relationships Sound Bites "Both sides can learn." "Blood is email." "What's your priority here?" Chapters 00:00 The Importance of Business Awareness 01:57 Sharing Experiences to Prevent Exploitation 02:43 Client Engagement and Initial Impressions 06:32 Understanding Campaign Strategies 09:59 The Role of Email in Business Success 13:59 Prioritizing Revenue Over Teaching   keywords: business, freelancing, client relationships, advertising, scaling, email marketing, business goals, Upwork, Fiverr, agency

Yousaf Yunes discusses the critical importance of understanding client sales and the competitive landscape in freelance services. He emphasizes the need for quality over cost when hiring freelancers, particularly in managing PPC campaigns. The discussion delves into diagnosing common issues with ad campaigns and conversions, highlighting the difference between consulting and agency services. Yousaf advocates for a retainer model as the most effective way to scale a business, especially in competitive industries like restaurants. takeaways If you don't care about your client sales, someone else will. Sorting by the lowest bidder often leads to poor results. Insanity is doing the same thing repeatedly and expecting different results. Many freelancers lack the necessary skills for effective PPC management. Micro conversions are not the same as actual sales conversions. Consultations alone won't scale your business effectively. Quality agencies are essential for understanding and optimizing campaigns. You need to be responsible for your ad buys and conversions. A retainer model is crucial for business growth. Investing in quality services pays off in the long run. Sound Bites "How are your client sales?" "Your CRM is not linked." "You're paying for misfires, man." Chapters 00:00 Client Sales: The Foundation of Success 02:04 Understanding PPC Audits and Campaign Management 04:10 The Importance of Quality Over Cost in Freelancing 06:19Diagnosing Marketing Problems: A Deeper Look 08:37 Consultation vs. Retainer: The Key to Scaling Business   keywords: client sales, freelance services, PPC audits, Google ads, restaurant marketing, conversion optimization, consulting, agency services, business scaling, Upwork

Strategies for achieving success on Upwork, emphasizing the importance of client relationships, building a strong profile, and starting with small gigs. He shares personal experiences and insights on navigating the platform, the significance of goodwill, and the challenges freelancers face. The conversation highlights the need for patience and persistence in building a freelance career.   takeaways Always start with assessing client account performance. Goodwill can be beneficial but may lead to exploitation. A strong Upwork profile is essential for success. Include a video introduction on your profile. Showcase your work with screenshots and case studies. Long-term clients enhance your Upwork profile. Use Kinects wisely to promote your profile. Start with small gigs to build credibility. Networking is crucial for future opportunities. Be cautious of clients seeking free advice.   Sound Bites "Start off with small, easy gigs." "You have to start somewhere." "Helping is a great networking tool."   Chapters 00:00 Introduction to Client Success and Sales 02:59 Navigating Upwork for Freelance Success 05:54 Building a Strong Upwork Profile 08:51 The Importance of Goodwill and Networking 12:09 Starting Small: The Path to Long-Term Success 15:00 Learning from Experiences and Challenges 18:11 Conclusion and Final Though

Yousaf Yunes discusses the critical aspects of client sales, retainer structures, and the importance of experimentation in marketing. He emphasizes the need for agencies to provide value through effective strategies rather than engaging in lazy buying practices. The discussion highlights the challenges of pricing services appropriately and the necessity of understanding the workload involved in client relationships to ensure sustainable business growth. takeaways Always check on your clients' sales regularly. Low fee structures can lead to lazy buying. Experimentation is essential for scaling marketing efforts. Retainers should reflect the actual work involved. Lazy buying can rip clients off. Understanding the value of services is crucial. Effective communication with clients is key. Pricing should account for the workload. Scaling requires a minimum threshold of investment. Agencies must prioritize results over low-cost services. titles Maximizing Client Sales: Strategies for Success The Art of Retainer Structures in Marketing Sound Bites "How are your client sales doing?" "We do not buy, we experiment to scale." "How are you gonna scale that?" Chapters 00:00 Client Sales and Daily Check-ins 02:28 Fee Structures and Lazy Buying 05:39 The Importance of Experimentation 09:03 Scaling and Retainer Models     keywords: client sales, retainer structures, marketing experimentation, lazy buying, scaling strategies, agency pricing, value in services, client relationships, advertising costs, business growth

Yousaf Yunes discusses his recent experiences with Google Marketing, enhanced conversions, and the role of AI in learning. He reflects on how AI tools like ChatGPT can assist in skill development, particularly in digital marketing. Yousaf also explores the evolving landscape of online courses and mentorship, emphasizing the importance of hands-on experience and guidance in mastering complex topics like conversions and data analysis. takeaways Yousaf shares insights from his experience with Google Marketing and enhanced conversions. He emphasizes the importance of cleaning up data signals for better conversions. AI tools like ChatGPT can significantly aid in learning complex topics. Courses may be becoming less relevant as self-learning and mentorship rise. Hands-on experience is crucial for mastering digital marketing skills. Yousaf highlights the complexity of conversions and the need for foundational knowledge. He discusses the potential of AI in designing learning programs. Mentorship remains a key component in effective learning. The conversation touches on the future of digital marketing education. Yousaf reflects on the challenges of learning advanced conversions. Sound Bites "Courses are really going away." "AI can only teach you so much." Chapters 00:00 Exploring Google Marketing and Enhanced Conversions 03:05 The Role of AI in Learning and Skill Development 06:09 The Future of Courses and Mentorship in Digital Marketing 08:49 Understanding the Complexity of Conversions and Data Analysis   keywords: Google Marketing, Enhanced Conversions, AI Learning, Digital Marketing, Data Analysis, GTM, GA4, Conversion Linker, Mentorship, Online Courses

Yousaf discusses the importance of effective communication with clients regarding sales metrics and the need to translate data into actionable insights. He emphasizes the necessity of building a resource network to support clients' needs and highlights the value of networking with competitors to foster business growth. The dialogue provides practical advice for digital marketers and agency owners on how to navigate client relationships and enhance revenue generation.   takeaways Sales conversations should start with asking about leads and sales. Regular check-ins with clients are essential for accurate data assessment. Understanding the reality of sales performance is crucial for client retention. Data must be translated into meaningful insights for clients. Building a resource network is vital for providing comprehensive services. Being a 'Swiss army knife' means having diverse skills and resources. Networking with competitors can lead to mutual referrals and business opportunities. It's important to have reliable contacts for SEO, email marketing, and creative services. Always be prepared to recommend trusted professionals to clients. Maintaining good relationships with competitors can enhance business growth. Chapters 00:00  Understanding Client Communication and Sales Metrics 04:38  Translating Data into Actionable Insights 10:42  Building a Resource Network for Success 15:07 The Importance of Networking with Competitors   keywords: client communication, sales metrics, data insights, resource network, networking, digital marketing, SEO, email marketing, conversion tracking, advertising

Yousaf Yunes explains when to use Impression Share, its importance in lead generation, and how it relates to ad rank and budget. Yousaf emphasizes the need for a strategic approach to owning brand terms and optimizing campaigns for better performance. takeaways Impression Share is crucial for understanding ad visibility. Lead generation strategies differ from e-commerce strategies. Owning specific keywords in targeted areas is essential. Ad rank is influenced by cost per click and quality scores. A good impression share for brand terms is 75-80%. Conquering brand terms is a cost-effective strategy. High impression share without conversions indicates an issue. Campaign adjustments should focus on long-term goals. Absolute top of page positioning is vital for brand campaigns. Quality scores matter less when focusing on conversions. Click here to view the video from the YouTube channel   Sound Bites "Impression Share is the way to go." "This is definitely an exception." Chapters 00:00 Understanding Impression Share 02:55 Strategies for Lead Generation 05:45 Analyzing Ad Rank and Budget Impact 09:10 Optimizing Campaigns for Brand Terms

In this conversation, Yousaf Yunes discusses the critical nature of client relationships and the effectiveness of retainer agreements over traditional consulting models. He argues that consultants often provide limited value and emphasizes the importance of a comprehensive marketing approach that includes experimentation and creative strategies. Yousaf shares personal experiences and insights on achieving better business outcomes through effective client engagement and robust marketing practices. takeaways The best arrangement for client relationships is a retainer. Consultants often provide limited value compared to retainers. Charging low fees undermines the perceived value of services. Effective marketing requires understanding complex metrics like ROAS. Consultants often lack the ability to conduct meaningful experiments. Retainers should involve multiple ongoing experiments to optimize results. Creative capabilities are essential for effective marketing strategies. Businesses should not rely solely on paid advertising for success. A retainer should reflect the level of work and expertise provided. Understanding the client's business is crucial for delivering value.   Sound Bites "Consultants are just small time." "I just completely baffles me." Chapters 00:00 The Importance of Client Relationships 03:14 Consultants vs. Retainers: The Revenue Model Debate 06:03 The Impact of Consultants on Business Performance   keyword: sclient relationships, retainers, consultants, business growth, marketing strategies, revenue models, ROAS, experiments, agency work, consulting

Yousaf Yunes discusses insights from John Moran and Meta's Advantage Plus advertising strategy. He explores the implications of these changes on media buying, the importance of creative strategy, and the evolving role of AI in advertising. Yousaf emphasizes the need for expertise in navigating the complexities of digital advertising, despite the lowered barriers to entry. He concludes with thoughts on the future of advertising and the ongoing demand for professional assistance in managing ad campaigns. takeaways John Moran is a respected figure in the advertising industry. Meta's Advantage Plus will change how campaigns are run. Creative strategy is crucial for successful Meta ads. AI can assist but cannot replace expert knowledge. High converting creative is more important than audience targeting. Navigating the advertising platform requires skill and understanding. The barrier to entry for media buying is lowering. Clients often struggle with effective ad creative. There is still a strong demand for agency support in advertising. The conversation around advertising strategies is ongoing and evolving. titles Navigating the Future of Meta Advertising The Evolution of Media Buying Sound Bites "Meta has changed the game." "This is an evolving conversation." "Nobody wants to do those ads." Chapters 00:00 Introduction to John Moran and MetaAdvantage Plus 02:33 Meta's Advantage Plus Sales Campaigns 05:17 The Importance of Creative in Meta Ads 08:2 Navigating Meta Ads: The Role of Agencies 10:54 AI in Media Buying: Opportunities and Challenges 13:31 The Future of Meta Ads and Agency Support     keywords: MetaAdvantage Plus, advertising strategies, media buying, creative strategy, AI in advertising, PPC, digital marketing, social media ads, advertising trends

Yousaf Yunes discusses the recent announcement by Group M regarding the consolidation of agency brands into a single operating model. He explores the implications of this shift, including the centralization of buying processes, the evolving role of smaller agencies, and the future of digital marketing. Yousaf shares insights from his experience in the agency world, highlighting the challenges and opportunities that arise from these changes in the advertising industry. takeaways Group M is merging agency brands into a single P&L. The role of agency brands is evolving to house dedicated client teams. Centralizing buying can reduce operational costs. Larger clients are increasingly bringing marketing in-house. Smaller agencies are becoming more appealing to clients. Digital marketing strategies are shifting towards internal management. The need for traditional media buying remains strong. Agencies must adapt to the changing landscape of client needs. The consolidation of agencies may lead to job reductions. The future of advertising will see a blend of large and small agency roles. Sound Bites "A lot of clients are going internal." "TV buying will never go away." Chapters 00:00 The Shift in Agency Operations 03:05 Centralizing Buying and Its Implications 06:05 The Rise of Smaller Agencies 08:57 The Future of Digital Marketing and Agency Roles   keywords: agency world, GroupM, media buying, centralized buying, smaller agencies, digital marketing, client teams, agency structure, advertising industry, market trends  

Yousaf Yunes discusses strategies to accelerate the Google Ads learning process, focusing on maximizing conversions and effectively using conversion value. He shares insights on e-commerce and lead generation, emphasizing the need to consider data sources and conversion strategies carefully.   Takeaways: Speeding up the Google Ads learning process is crucial. Using max conversions helps attract high-quality traffic. Switching to max conversion value can enhance performance. Turn off max conversion value after achieving 30 conversions. Max conversions should always be the first strategy. PMAX effectively utilizes retargeting for abandoned carts. Be cautious with Google My Business leads due to potential spam. Identifying conversion value for each step is essential. Location assets can improve visibility on Google Maps. Always prioritize max conversions before switching to conversion value. Chapters 00:00 Accelerating Google Ads Learning 04:46 Maximizing Conversion Strategies 09:03 Lead Generation Insights   keywords: Google Ads, conversion strategies, e-commerce, lead generation, marketing techniques summary

Yousaf Yunes discusses the complexities of deal-making and the reasons why negotiations often fall through. He emphasizes the importance of transparency, setting clear expectations, and maintaining a strong position during negotiations. Yousaf shares personal anecdotes about his experiences with clients, highlighting the need for safeguards in business dealings to protect oneself from potential losses. He encourages listeners to reflect on their own experiences with failed deals and to learn from them. Think about why deals fall through and reflect on your role. Transparency in pricing can filter out unsuitable clients. Document your work even if a deal doesn't go through. It's important to maintain a strong negotiating position. Not all deal failures are your fault; external factors play a role. Establish safeguards to protect your business interests. Client expectations can be unrealistic, especially in tough economies. Learn to identify red flags in potential clients. Offering help to those who can't afford your services can build goodwill. Life isn't fair; focus on what you can control.   Sound Bites "I throw out my price." "You can't work like that." Chapters 00:00 Understanding Deal Failures 03:05 The Importance of Transparency in Negotiations 06:07 Navigating Client Relationships and Expectations 08:51 Establishing Safeguards in Business Deals   keywords deal failures, negotiation strategies, client relationships, transparency, business safeguards