PPC with YRV Dynamics

Agency Leadership: End of Year Reflections

Yousaf Yunes reflects on his journey from agency roles to founding YRV and shares valuable lessons on navigating agency life and entrepreneurship. He emphasizes that while large agencies often offer stability, they can be limiting and vulnerable to economic downturns, as he experienced with company layoffs. This inspired him to start his own agency, recognizing the importance of having multiple revenue streams and projects to maintain stability and growth.

Starting YRV was challenging, particularly in the first year, without resources like credit lines, tools, or a robust team. However, Yousaf credits his early clients, who transitioned with him from his previous agency, as essential in bridging the initial gap. Over time, YRV grew through persistent efforts, including leveraging platforms like Upwork and Fiverr, and a strong focus on content creation and social media presence.

He highlights the power of platforms like YouTube, podcasts, and social networks, which have become crucial for his agency’s visibility, client acquisition, and SEO. Regular posting, including three YouTube shorts daily, helped drive brand recognition, creating a network that brings in clients and referrals.

Yousaf’s advice for others is to prepare for job market volatility by building a side client base and diversifying income streams. He advocates for helping others along the way, as sharing knowledge can create lasting professional connections. Reflecting on the value of supporting the community and pursuing personal projects, he concludes with gratitude and a commitment to continue sharing agency leadership insights.

 

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Agency Leadership: Large Agencies and How Media Buying Has Changed

Yousaf reflects on a podcast episode about the shift away from traditional ad agencies as digital ad buying becomes more accessible for companies, especially on platforms like Google and Meta. Historically, ad agencies played a key role in navigating complex TV ad buys, but today’s PPC (pay-per-click) advertising allows even major brands to handle media in-house, reducing the need for agencies.

Yousaf highlights how digital platforms, from YouTube to podcasts, are increasingly influential, especially for younger audiences who bypass TV. This shift is also evident in political media, where digital channels offer diverse perspectives not always reflected in traditional broadcast media. Yousaf suggests that as audiences shift, digital platforms may need greater representation in political reporting, hinting at the broader evolution of the media landscape.

Manual CPC Sucks

Yousaf Yunes addresses a common concern about pay-per-click (PPC) advertising, particularly the differences between manual cost per click (CPC) and max clicks strategies, and their impact on conversion rates. He shares insights based on a subscriber question regarding poor conversion results when using manual CPC and explores whether switching to max clicks would be beneficial.

Yousaf explains that both manual CPC and max clicks approaches often lead to inefficient ad spending. While manual CPC allows for more control over bid prices, it still results in overspending, especially if set too low, as higher-value "gold" consumers are unlikely to engage at these lower rates. He introduces a framework of five consumer levels on Google, ranging from the high-converting "gold" and "silver" segments to lower-converting "bronze" consumers, "clickers," and spam/bots.

Yousaf emphasizes that the most effective way to target quality traffic is to use a max conversions strategy rather than focusing on click-based metrics. This approach optimizes for consumer actions such as add-to-carts and purchases, ultimately resulting in better ROI, despite higher initial costs per conversion. He argues that while max conversions might start with higher expenses, these can be optimized over time to improve cost-effectiveness, unlike the unreliable manual CPC method.

 

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Agency Leadership: Being Open to New POVs in Tech

In a recent podcast, Yousaf Yunes, CEO and Founder of YRV Dynamics, emphasized the importance of adaptability and a holistic approach in digital marketing. He advocates for the Single Themed Ad Group (STAG) strategy over the traditional Single Keyword Ad Group (SKAG) method, citing challenges like increased competition and exposure through tools like SEMrush. Yousaf advises marketers to leverage broad match keywords, smart bidding, and dynamic keyword insertion to optimize campaigns effectively.

He also highlights the limitations of relying solely on metrics like impression share, which only account for bids a campaign qualifies for, and stresses the need to focus on conversions rather than just traffic. Yousaf shares a case study involving a plumbing client where implementing Target CPA (TCPA) bidding led to a significant return on ad spend (ROAS), demonstrating the effectiveness of optimizing for high-value clicks.

Furthermore, Yousaf encourages marketers to explore diverse channels beyond paid ads, such as content creation, email marketing, and organic strategies like podcasts, to drive conversions. He underscores the importance of understanding a client's business comprehensively and being proactive in recommending multifaceted solutions to support revenue growth.

In summary, Yousaf advocates for a dynamic, client-centric approach in digital marketing, emphasizing continuous experimentation, strategic adaptability, and a focus on holistic revenue generation.

 

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Agency Leadership: Expanding Your Superpower

Yousaf Yunes, shares insights on scaling a PPC (Pay-Per-Click) business and expanding service offerings to enhance client retention and revenue. He emphasizes the importance of starting with a strong foundational skill—such as PPC, creative services, or email marketing—and mastering it before diversifying. The approach involves gradually incorporating complementary services, like creative strategy or email campaigns, which align with existing expertise and client needs.

Yousaf highlights the value of offering multiple services to prevent clients from seeking comprehensive solutions elsewhere. He stresses the importance of understanding the client’s perspective, where the final conversion is what matters most, not the specific channel driving it. To support this, he advises building a trustworthy team or network to handle specialized tasks, ensuring quality and reliability.

He also shares lessons learned from outsourcing challenges and underscores the necessity of trusted team members. The talk concludes with a strategic recommendation for proactively proposing expanded services, showcasing versatility, and positioning oneself as an indispensable part of the client's revenue-driving process.

 

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Agency Reflections: Building Community, Content, and Authentic Digital Presence

Yousaf Yunes shares an engaging monologue from Runyon Canyon Park in Los Angeles, emphasizing its natural beauty and serene atmosphere, particularly at night. He recounts how the park serves as a place of solace amidst the demanding nature of managing his own ad agency. Transitioning into broader insights, Yousaf discusses the recent election and highlights the Red Side's successful use of social media through captivating events that resonated widely, such as the "garbage truck" stunt and working briefly at McDonald's. These tactics, which generated significant online attention, stand in contrast to the Blue Side’s lack of dynamic content.

Drawing on personal experiences, Yousaf reflects on the importance of humble beginnings, mentioning his first job at Burger King at age 14, and how each step—from fast food to working at Staples and security during college—shaped his career in advertising. This life lesson reinforced his understanding of building authentic connections through relatable and genuine content.

He emphasizes the need for business owners, especially in advertising, to establish an online presence that is easily searchable and impactful. He talks about leveraging platforms like YouTube, podcasts, and blogs to enhance SEO and build authority. Yousaf illustrates this by recounting his success in creating content that drew client inquiries and built trust. He also mentions nurturing a community, exemplified by his own 85-member WhatsApp group, where people exchange knowledge and improve their skills in PPC (pay-per-click) marketing.

Yousaf urges listeners to be proactive in developing their digital footprints, sharing expertise through content, and prioritizing community-building without focusing solely on profit. He encourages giving back to the advertising community, similar to how doctors or lawyers contribute through teaching or pro bono work. This, he argues, elevates the overall quality of work in the field and helps maintain credibility.

Concluding, Yousaf challenges his audience to search their own names online and assess what content appears, stressing the importance of aligning that with what they want to project. He ends with a motivational call to action: build meaningful content, engage with others, and give back to foster genuine growth and trust within their industry.

00:00 - 03:00: Introduction at Runyon Canyon; importance of nature and stress relief.

03:01 - 06:00: Election tactics analyzed; Red Side's success with viral content.

06:01 - 09:00: Personal career journey; emphasis on creating impactful, searchable content.

09:01 - 12:00: Building an online presence; importance of community and engagement.

12:01 - 15:00: Encouragement to give back to the PPC community; reflections shared.

 

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Meta Blueprint Certification: 2015 to Today

Yousaf Yunes, CEO and Founder of YRV Dynamics discusses the journey of Meta's Blueprint certification program from its early days as Facebook Blueprint in 2015 to today's robust Meta Blueprint initiative. This comprehensive talk dives into key developments across the years, such as the introduction of the certification in 2016, the impact of iOS 14 on digital advertising, and the pivotal role of the Conversion API (CAPI) in maintaining ad tracking efficacy. Yousaf highlights the rise of conversion funnels, the effects of the 2020 pandemic on e-commerce behavior, and the 2021 rebranding to Meta Blueprint.

Looking ahead, Yousaf Yunes anticipates exciting advancements, including AI-driven ad copy, improved chatbot integrations for personalized customer engagement, and stronger educational tie-ins with colleges to equip students with in-demand digital marketing skills. Whether you're aiming for Meta Blueprint certification or seeking to understand its industry significance, this discussion is a valuable guide to mastering Meta's evolving advertising landscape.

0:00 - The Origins of Meta Blueprint Certification
2:25 - Certification and Curriculum Evolution
4:48 - The Impact of iOS 14 and Conversion API (CAPI)
6:40 - Future of Meta Blueprint and AI Integration

 

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Special Election Episode: Power of Podcasts in 2024

In this episode, Yousaf Yunes discusses the impact of media strategies in recent elections, focusing on how one side leaned heavily into mainstream podcasts, notably Joe Rogan’s, while the other relied on legacy media and niche podcasts. This approach reflects a shift in media consumption trends and offers insights for marketers and PPC strategists. Yousaf emphasizes the power of choosing impactful media platforms, noting how brands can leverage targeted advertising on popular channels.

He further encourages marketers to expand their professional footprint through content creation, such as blogs, vlogs, and podcasts. Beyond client work, he advocates for sharing predictions, insights, and case studies to build authority and community.

 

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The Behind the Scenes Story on PMAX's Creation

Yousaf Yunes, CEO and Founder or YRV Dynamics narrates the the story behind the creation of PMAX.  Performance Max (PMAX) was one of Google Ads' boldest undertakings. Aiming to revolutionize digital advertising through a single AI-driven campaign that spans Google's entire ecosystem—Search, Display, YouTube, Gmail, Discover, and Maps—it promised simplicity and seamless automation. However, the journey to create it was riddled with challenges, from internal skepticism to ethical concerns.

0:00 – Introduction to Performance Max (PMAX)
1:30 – Development Challenges and Internal Skepticism
3:00 – Ethical Concerns and Privacy Considerations

 

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