How to Create Ads that Actually Attract an Audience - with Silvio Perez

Are your ad dollars being spent wisely? thinking face 
Too many businesses fall prey to the idea that ad spending must be across multiple channels in multiple formats, but fail to see where their ad spending is actually getting them conversions. 
When you stop looking at ad spending as “jack of all trades” and realize your money can be better spent in specific and targeted locations, you’ll see an exponential change and return on your investment. chart increasing 
studio microphone Meet Silvio Perez, Head of AdOps at and author of Google Ads Profits”. books
Silvio’s experience as an ad spending wizard is sure to help any business leader direct their ad dollars in the right direction with the highest return. 
This episode of B2B Podcasting is for any marketer or business leader that wants to grow in their understanding of paid advertising and content pillars. light bulb 
Main Takeaways:
gem stone Learn how to maximize ad spending for your business
gem stone How you can identify your target audience and create ads for your ICP
gem stone Find out what the most effective ad formats are and how you can use them
gem stone Build your content pillar in a way that you can scale easily
gem stone See how you can apply the 80/20 principle to your ad spending
alarm clock 00:00-07:12 | Starting a career in B2B online ads 
alarm clock 07:12-11:08 | How to identify your ideal target for paid ads
alarm clock 11:08-15:08 | Creating ads that don’t look and feel like commercials
alarm clock 15:08-21:16 | Applying the 80/20 principle to your ad strategy
alarm clock 21:16-25:18 | What is the best and most effective ad format type to use?
alarm clock 25:18-34:53 | Learn to leverage a video podcast for your content pillar
alarm clock 34:53-37:35 | How the business leader can effectively create content
speech balloon The ability to get your message out on demand is one of the most important things you can do for your business.” - Silvio Perez
speech balloon If you want to sell a hamburger, start with the people who are hungry.” - Silvio Perez
speech balloon “When you take really great content, and you combine that with targeted advertising, you essentially have the ability to create influence at scale.” - Silvio Perez
speech balloon There’s no point in creating great content if nobody sees it.” - Silvio Perez
speech balloon “If you do paid media right, it's an acceleration and an amplification of getting your brand out there.” - Kap Chatfield
speech balloon “If you're a content creator and you have that belief of I want to create content that genuinely helps people, and you're not going to use every means at your disposal to get content in front of people that you can genuinely make an impact on them, I think that's selfish and you owe it to them and yourself to do so.” - Silvio Perez
speech balloon “The ultimate skill companies need to learn is to get their message in front of the right person, create a meaningful impact and get them to move forward in a relationship.” - Silvio Perez
speech balloon “The better you understand the person that you're trying to get your message in front of, the better you can relate to their pain points and desires to be able to get them from their desired state to their future state.” - Silvio Perez
speech balloon “The better you understand your audience, the better job you can do at creating ads that actually make an impact.” - Silvio Perez
speech balloon “Podcasting is content at scale.” - Kap Chatfield
Reach out to Rveal Media:
Connect with Silvio Perez
210501_RM_B2BP_Ep_How to create ads that actually attract an audience - with Silvio Perez_QG1

Full transcription: 

Kap Chatfield  00:20

Hey gang! Welcome back to B2B Podcasting. I'm your host, Kap Chatfield, CEO of Rveal Media. This show is meant to help B2B brand leaders, sales leaders, and marketing leaders better understand how to communicate their message as a show versus a commercial to help build their business. Today, our guest is Silvio Perez, he's the head of ad ops at You've probably seen them if you're on LinkedIn, they're all over the internet, and they're just crushing it. They also, by the time that you'll see this video, it'll be after the event. They have a really big virtual event this Friday called Demand. So that's super exciting.  But he's also an author. He's an author of the book called Google Ads Profits. He is he's just an ad, really an ad wizard. He's got a YouTube channel with insane content about AD operations that you need to check out, not just Google ads, he knows all sorts of different ad ops. So it's really a privilege to have you on the episode today Silvio, thanks for jumping on.


Silvio Perez  01:15

Yeah, Kap. Thanks so much for having me. Really excited to talk with you and share and talk about advertising.


Kap Chatfield  01:21

You bet. So let's just kind of set the stage, build some context for who you are. What got you first into the world of particularly b2b ad ops?


Silvio Perez  01:32

It was a not planned. It was 100% by luck, by chance. I had no intention at all to be in the b2b space, I actually came from the b2c world and kind of taking a step even further back, the way I actually got into advertising in general was with my own business. So when I was in college, I had a DJ business. And just like all businesses, I needed leads, I needed sales and customers. So I remember going to Google and searching "DJ near me". And like DJ services in Miami, that's where I'm based. And I remember seeing, like these little ads at the top of the page. And I was like, "Man, wait a second, that's an ad?" Like because it had "ad" on the bottom left of the, of the text ad. And then I realized that was Google ads. And I started to teach myself about Google ads, lost money, but started off spending like $10 a day in Google ads, because I was a broke college student, putting it on a credit card that you know, I had to pay off. And learn the hard way how to turn $10 into you know $100. And the I'll never forget it, the first lead I ever generated was for a kid's Halloween party. And I generated that lead. Yeah, I kid you not, it was a kid's Halloween party, and it cost me 89 cents to get that lead. And it converted into a $600 party. I will never forget that feeling of when I cashed in the check at the ATM. My life was forever changed. And I was hooked ever since. So that led me into freelancing and consulting. I worked with internally at a pretty big fitness chain here in the US and ran all their paid media. From there, I decided to go freelance and I did a lot of work on Upwork and contracting, consulting. And through Upwork, I just came across a job post that happened to be for a b2b SaaS startup. And I was like, "Oh, this is pretty cool". So I applied and I got the position. And then that is what led me into this world of like b2b advertising, from that one client that I got in the b2b space, you know, it is that led to another referral, and then another referral. And then before you know it, fast forward today, I'm the head of Ad  operations at Metadata. And me and my team are overseeing more than seven figures a month in ad spend across paid social, programmatic, a lot of great insights in terms of what companies are up to these days.


Kap Chatfield  03:52

Dude, that's hilarious. That's such a good story because you, it's funny how as an entrepreneur, you like, as an entrepreneur, myself, I'm, I didn't, I didn't think about like, what I would be interested in until I saw like, Hey, I did this and it worked. Yeah. And that's, and then that becomes interesting, because you're like, holy cow, this actually works. So you stumbled into a situation where, because you saw how lucrative an opportunity and particularly also how qualified you are, like you had an instinct for it, how to use ads to your favor, digital ads, particularly. You're like, man, this is a, doesn't really matter what I'm selling. I know that this, there's an opportunity here.


Silvio Perez  04:32

Totally, I think, in my opinion, the understanding and the ability to acquire customers on demand. I mean, to me, that's like, the ultimate skill. You know, if there's ever a skill worth learning, it's how do I get my message in front of the right person, create a meaningful impact and get them to move forward in a relationship with me? And you know, using ads to do that is, in my opinion, one of the most effective ways because you can essentially do it, you know, at scale.


Rveal Creative  05:02

Okay, so let's, let's kind of nerd out a little bit. So you started, you saw that this worked, you saw that there's an opportunity here. You mean, you saw, oh man like this, this could work for a lot of other industries besides DJing for kids halloween parties, birthday parties, or whatever it was. Yeah. And so, so what, how did you? How did you begin, like your own kind of thought leadership cultivation process? Like, did you go to YouTube? Did you read books? How did you start to understand this this thing better?


Silvio Perez  05:31

Yeah, absolutely. So a lot of it was YouTube, at first, just going to YouTube and searching, you know, how to grow a business. And then from there, going into Facebook groups and communities, even getting involved in in certain coaching programs to learn more about like audience building and creating, you know, a tribe and a business and being able to monetize that in different ways with an audience. So a lot of it was like self exploration. And the thing that I kind of came, the insight I ended up upon was, at the end of the day, doesn't really matter what you're selling, the most important thing is the audience. And once you have the audience and the people, then you can monetize that so many different ways, right? Like, if I know I'm servicing this specific ICP, you know, I can monetize that through a SAS software. I can monetize that through E-commerce, I can monetize it through digital products, I can monetize that through services and consulting. So that's like the the main thing that I've kind of realized. So once I realized the value of having an audience and creating, you know, results in advance, as they say, that's what led me to creating my YouTube channel. And predominantly at the time, I was more focused on Google Ads consulting. So just creating results in advance, teaching people, sharing, "hey, here's what I learned, here's how to do this". And then lo and behold, you know, it was a long process in terms of growing the YouTube channel, and it's still you know, it's still going but you know, one view, turn into 10, 10, turned into 100. And then before, you know it, you kind of have momentum going, and then people are reaching out to you for services and wanting to do business with you. And it just kind of snowballed from there.


Rveal Creative  07:12

I want, I want you to speak to a b2b brand leader, maybe even a sales leader. Marketing, I'm sure they've, they've figured it out, or they're outsourcing to somebody else on their team or another agency. But I'm really interested in sales leaders, and CEOs and founders who are thinking, you know what, I really want to understand this myself. Because this, this will help me, as you mentioned, it's like you're getting your message out at scale, on demand to the right audience. But it starts with the audience. So yeah, how do you how would you walk through the process of like, identifying, identifying who that audience is and how to reverse engineer that ad strategy from there?


Silvio Perez  07:54

Totally. Yeah, that's a big question. So starting at the beginning, in terms of identifying the audience, so this is the most simplest way, you know, go into Salesforce or whatever CRM you're using, and look at, of all the opportunities that have closed, you know, what is the titles of those individuals? Look at the industries they reflect, right? So essentially, look at what's working for you already. And then ask yourself, "How can we triple down on that?" So that's the first piece. From there, it's all about how do we get in front of those people? So this is where you have to start to think about the channels and the audiences and the capabilities of building audiences on certain channels, you know? Some are better than others. So for example, with Facebook, out of the box, Facebook isn't the best for b2b because they're very limited in targeting capabilities. So this is where you might need to use a, you know, third party tool to help you be able to deploy campaigns on that channel to reach your audience. So once you know, your ICP, you've locked down the targeting, from there, and I'm a big believer in terms of just like a paid strategy in general, from starting from the bottom up. So start by capturing you know, the existing demand in your market, lead generation focus campaigns, alright, like, I always say like, if you want to sell a hamburger, start with the people who are hungry, you know? Go after those people first. They're already in market, they know they want they have a problem. You want to solve it for them, capture that. And then once you do start to move up. So okay, we've captured you know, we're running Google search ads, we're showing up when people are looking for a solution. Maybe we're doing demo conversation ads to a re-targeting audience, or like close lost opportunities, trying to get them back into the fold. But the problem with most companies is they stay there in this bloodbath of bottom of the funnel, where they're just focused on last click attribution, and it's lead generation. And the problem with that is, prices will continue to rise. Like the average cost per click today will not be the same a year from now and so on and so forth. So it's a finite game. But as you start to move up and you start to focus on demand creation and then degeneration through paid advertising, it's a whole other game. Because now, just from a channel perspective, you're no longer having to use things like conversion based bidding, which is the most expensive. And you're also bidding on like the most expensive inventory. Now you can use things like reach, video views, engagement, which has much less lower CPM. So you can get in front of your audience for a fraction of the cost, and meet them much earlier in their buyers journey. So that when they are in market, you've already had that first touch point with them. And hopefully, they come to know, like, and trust you. I always say like, when you take really great content, and you combine that with targeted advertising, you're essentially have the ability to create influence at scale. And to get in front of your person before they're in market, before you know whatever ABM tool you're using says that this person's in market, you actually got to influence those triggers by getting in front of them, ideally, by actually making an impact and you know, adding and distributing that helpful content to them just using paid as well.

210501_RM_B2BP_Ep_How to create ads that actually attract an audience - with Silvio Perez_QG2

Rveal Creative  11:08

So smart, I'm going to make sure that we use, we create a quote graphic out of that line that's so powerful. One thing I'm curious about when it comes to ad ops, I don't know about you, but for me, when I'm consuming content, whether it's on LinkedIn, or Facebook, or Instagram, there's this thing in me, it's like this built in, like ad meter. And if I see something that feels too much like an ad, I just kind of swipe past it, I don't even pay attention to it, because it's disrupting the flow. It's interrupting the experience of what I'm what I was already, like, why I was actually there in the first place. So I want you to speak into that psychology a little bit. How does? How can you create, or how can another b2b brand leader create ad content that doesn't come off too, commercially, and actually feels like it fits the flow of what they're normally consuming? Do you have anything to say about that?


Silvio Perez  12:06

Definitely. Creative, specifically in paid social advertising, LinkedIn, Facebook is so important. It truly can be a competitive advantage, if you actually give it, you know, the time and attention it deserves. Most companies, what they do is they'll build their campaigns, they focus all of their attention and energy on the targeting piece. And then when it comes time to build creative, it's kind of like this last minute thing. And they just, you know, get some designer, whether it's internally or externally, to help them build it out and then they push it live. And then when they have a really low CTR, and no one converts, they're wondering, you know what's going on? And then they're moving on to the next strategy tactic, shiny object. So in terms of creating like, really get, great creative. Number one, it starts back with, who are you reaching out to? You know, that's, that's everything. And the better you understand the person that you're trying to get your message in front of, the better you can relate to their pain points and desires to be able to get them from their, you know, desired state to their future state. So I'll give you, I'll give you an example. With us and the Demand Conference that we have coming up soon, I'm promoting that conference, I'm running the ads behind the scenes. And we know our audience really well. And we understand that our audience loves Corporate Bro. So we partnered with Corporate Bro, and he actually recorded an ad for us. And we're using that video creative that he made talking about him going to the Demand Conference. And we're using that to promote and get in front of our ICP. And we're getting great reactions, people love him, they think it's really cool. So the better you understand your audience, the better job you can do at creating ads that actually make an impact. And there's not like, what I call, you know, a meet to add where they're the same, they're boring, there's nothing unique about them, you know? And something that's really helpful in terms of like a practical tip here is to create a persona document. So think through your personas, list out the pain points, and the benefits associated with those personas. And each one of those pain points and potential benefits you can use as inspiration to create images or carousel or video that reinforces those pain points or benefits. So essentially, it can become like your inspiration library. And then ideally, if you take it a step further, and you actually build a swipe file with examples of amazing ads that actually like didn't look like all the other ads and actually made an impact, you can start to build this portfolio. So when you do go to create creative, you're not only doing it based on other examples. And you're going to be surprised too, most of the examples you're going to put together or not even from your industry. You can find so much inspiration outside of just the b2b world. And that's where I think learning and leaning on the examples of b2c is really powerful. So the key thing is just know your audience, map out where they are right now, their pain points or benefits.  And start to think through different messaging, different creative that you can create and start to test those different variables as you go to market.


Kap Chatfield  15:08

Can you tell us if it's, if you gotta keep people anonymous and companies anonymous, that's totally fine. If you can be vague and like use code words and stuff, but can you tell the audience, an ad campaign that you either did recently, or in the past, that you're really proud of based off of, hey, this was like a major challenge that we had to overcome. Here's a really interesting audience we needed to speak to. And then lay out for us what exactly you guys did to get them a good return on their adspend?


Silvio Perez  15:37

Totally, yeah, I'll give you a really common example that I see. And that I feel the listeners most likely are suffering with it. I see this all the time, you know, across all the clients that that we we oversee. And we had this one account, not naming names. And essentially, they weren't happy with their, you know, the volume and the ROI they were getting from their campaigns, and primarily was because they were too spread out. They had a fixed budget, and they were just spreading themselves out too many different ways. There's a concept called the 80/20 rule and I think it's so relevant to advertising, where essentially, the 80/20 rule is where 80% of your outcomes will come from, you know, 20% of your inputs. So within any ad account, within any channel, I always find there's 20% of your campaigns that are responsible for 80% of your pipeline, 80% of your revenue, etc. So in this example, this client was like really frustrated, they weren't getting the volume they wanted. So after reviewing the account, identified, like a handful of campaigns that were responsible for generating all of their pipeline, and they were not scaling it to its full potential. They had like, very small daily budgets. So all I did very simply, was I took money from what wasn't working, and I put it out on what was working. And we scaled that campaign up. And long story short, within the first week of the following month, we generated 95% of the pipeline that they generated in the entire of last month. 


Rveal Creative  17:09


210501_RM_B2BP_Ep_How to create ads that actually attract an audience - with Silvio Perez_QG3

Silvio Perez  17:10

Just in from taking money on what's not working and putting it on what's working and truly scaling it. I can't tell you how many times Kap, I talk to people, they're like, "Oh, I scaled LinkedIn, there's no more, there's nothing more that I can do". Or I scaled Facebook or whatever the channel might be. And a lot of the times, that's just not the case, you know? They're, based on their audience size and their average daily spend, they usually have a lot more room to go. And even if you maximize a certain audience, and let's say you got single image ads on LinkedIn to do really well, and you've scaled that audience as much as it can go, you can scale horizontally. Hey, single image ads work, what if we tried carousel? What if we tried video? What if we tried conversation ads, right? Like if it's Google search ads, we got, you know, we got exact match to work. What if we tried phrase? What if we tried broad? Like, you know, there's so many different ways to scale your reach within any existing channel. And at the end of the day, it doesn't matter what channel it is. It's all about, you know, it's not about the channel, it's about what you do within the channel. You know what I mean? So like, people think of things in a very linear way where they think "search" and they only think like high intent keywords. What if you tried bidding on top of funnel keywords and use it as an awareness play? You know, if you're bidding in English, what if you tried Spanish if you have that advantage, and you get huge cost breaks? So within all these channels, just so many different ways to expand reach, but I'm definitely nerding out now.


Rveal Creative  18:36

No, that's, that's I want to nerd out. That's so it's so exciting. Because the the opportunity is, I mean, it's it's still there. There's still such, still such a need for, for I really believe in top of funnel organic. I mean, obviously with a podcasting 100% Like, like, like we're doing it's, uh, you know, you want to create content, that's you just put out there, build brand, all that stuff. But I think if you do paid media right, it's it's an acceleration and an amplification of getting your brand out there. And I think too many people will like it. The key though, is like you, you said it yourself, understanding the audience and understanding how to experiment correctly, knowing where to move the resource, if it's not working in certain areas.


Silvio Perez  19:24

Absolutely. And in terms of like being able to do that, because experimentation in itself is like this really complicated thing. And you know, it's tough, right? It's up and down. It's an emotional process. I break it down really simply into the three A's, audiences, ads, and assets. Number one, identify the audiences that are working for you. If your ad is not getting in front of the right person, your cost per lead will suffer, your cost per MQL will suffer, your cost per triggered opportunity will suffer, everything else will suffer. Right? So we have to make sure our ad is getting in front of the right person. This is where most b2b marketers spend like 99 percent of their their focus. They're hyper obsessed with the latest intent data, the latest technographic data, the latest firmographic data, and they're all hyper focused on the targeting piece. And they'll nail this down for the most part. And from there, they'll just put this like half baked ad into the mix. It's getting in front of the right person, but your ad sucks, no one likes it. So they're not clicking through, they're not converting, it's not making a real impact, ideally in the feed, so you're not getting the results you want. So essentially, once you figure out the audience's piece, you know, for sure you're getting in front of the right person, then you know, that audience is good. And then at that point, it's how do we maximize that audience? Right? So then you move on to the second piece, which is the ads. How can we create ads, to your earlier question, right, that actually makes a difference? That doesn't just look like, you know, these boring generic ads that everyone just has a banner blindness, and they just kind of tune out, right? Yep. And then once you figure that out, from there, you can think through the assets, right? Because you can have a really good audience, you can have the best creative in the world. But at the end of the day, if the asset, the offer, what you're offering in the ad isn't relevant to that person, they're not going to do it. So that's kind of the the three part framework that I think of with experimentation.


Rveal Creative  21:16

When you're doing, now we're going to get super technical. I'm going to talk specifically about LinkedIn. I've really been enjoying LinkedIn as a social media platform, because it's obviously a ton of people that are in business trying to grow their business. When you know how to follow the right people, I mean, the content is great. Like you're putting out some amazing content, by the way, we'll put a follow on LinkedIn link. So yeah, definitely want people to go check out what you have to put out there. Um, I think one thing that's so that's so powerful about LinkedIn is being able to create content that you know, establish the show yourself as a thought leader, things like that. On the organic side, I'm enjoying putting out some text content here and there, I really like focusing on video. I'm curious for you from an ad side, from a paid from a paid media side, what type of creative or ad format ad type would you recommend that our audience begin experimenting with?


Silvio Perez  22:14

Video is, video by far is one of the most effective that I've seen across the board. Other than that, I would say carousel is on the rise. I would just say the trap to avoid with carousel ads on LinkedIn is to make sure you use the same unique URL across all of your cards. If not, LinkedIn can charge you more money. So it's a little trap that people fall into. But video and carousel have been the two up and coming ones that I've seen on LinkedIn, video being the number one. And then as far as the video creative itself, this is the beautiful thing, too, is all of the best practice. This is this is the disconnect that people forget, the best practice of how you create content organically applies when you're distributing content, you're trying to get more people to consume it with paid. So when you chop up your video, ideally, you have it in that square format, you have a headline at the top, captions on the bottom, you can literally just take that same post that you already spent the time and effort to create and just boost it via LinkedIn ads using the video views objective. And you're going to get such a reduction in your average cost per click, your average CPM, and you're just total costs in general, because you're not using these conversion based bidding strategies that have the highest CPM and the highest cost associated with it. And that's the thing I really want to drive home here is like, I understand focus on lead generation first, you know, companies out there, you got to get to keep the lights on, right? But once and depending on your total addressable market, how soon you scale out on that bottom of the funnel will range dramatically. But once you've kind of checked that box, so to speak, you have to start to move up. And then now you really open up all of these bidding strategies within these platforms, such as video views, where you can get in front of that same person where you're spending $60 a click on Google, and you're spending five cents a view for 100% completion, right? The economics just don't you know, and now, this is my other theory in the nerding out theme. Right now everyone isn't like, I feel like we're moving people are starting to realize the importance of content and going more higher up in the funnel. And the reason why there's kind of a lag is because right now the unit economics still work out at the end of the day. You know, yes, it's expensive but at the end of the day, when you when you look back, it's still working for some companies, and that's why they're not so quick to adopt moving up higher in the funnel, especially when lead generation is predominantly focused on last click attribution. When you start to move higher up in the funnel, you'll lose that attribution, right? So from an executive buy in perspective, it can be really hard. So kind of tying this point home for companies that want to start to move higher up in the funnel, really focus on you know, demand generation versus just lead generation is, you can leverage, if you have a content strategy in place right now, you can leverage the assets you're already creating and just distribute it, push it with paid dollars, ideally using cheaper bidding strategies so that way you can get exponential reach for a fraction of the cost.


Rveal Creative  25:18

Okay, now we got something to talk about, because obviously, with this show B2B Podcasting, we believe, I mean, our whole company is about this is like creating shows for b2b brands that help develop and distribute thought leadership, help you network very strategically with people in your industry, even people that could be targeted accounts for you to do business with. There's like, it's also a content goldmine. I mean, you create this content, and as you mentioned, like you can have a content strategy, maybe it's not a show. But if you have a show, for example, you can repurpose that content into all sorts of different things, whether it's full articles, lead magnet PDFs, one off webinars from from an episode, micro content. So I'm curious for the audience that's in that place of maybe they're already doing a show, or they're trying to think about how can I leverage my show, and the content for my show, and attribute that last touch for revenue a lot more effectively, can you give us off the top of your dome, I'm sure you can do it, because you're a genius at this stuff. Right? From the top of your head, how could somebody leverage podcasts or video podcast content, particularly in in an ad strategy?

210501_RM_B2BP_Ep_How to create ads that actually attract an audience - with Silvio Perez_QG4

Silvio Perez  26:30

Oh, my God. Yes. So let's go. I love podcasts. I love content in general, by the way, for those that don't know it, YouTube integrates with Google ads. So all of your video viewers on YouTube, you can remarket to via the Google Ads interface. So a lot of people who have YouTube channels you can actually get in front of those people. In terms of podcast specifically, essentially, the way I'm thinking way, the way I think about it is, you want to get that first touch, that first impression for the lowest cost possible, right? So you you're creating that podcast you're promoting organically. Ideally, you're you're boosting it with video views. If you have video view clips of it, if you have like thumbnails, you're using post engagement to get it out there, maybe even try brand awareness. And you're just trying to get that first touch for the cheapest cost possible. Now all of those first touches that you're getting, and guess what, within LinkedIn ads, within Facebook ads, you're building your analytics, right? So you can start to retarget people. The very, if you're hosting your podcast on a website, the most simplest way to do it is just retargeting anyone who's been to your website. And now you can retarget those people, let's say with a LinkedIn conversation ad saying, you know, not in a creepy way, but like basically adding value, and trying to get them to book a meeting with you, right? Because now hopefully, they know, like and trust you, so when they receive a LinkedIn conversation ad from you, it will come across in a much better way. Another example is you can do search remarketing on Google or Bing Ads. So for example, anyone that has been to your website and the most simplest example, you know, when they go to Google, and they search your premium keywords that cost an arm and a frickin leg, you know what? I'm gonna pay that premium to get in front of this person searching this keyword, but only if they've already had a first touch with me somewhere else. And to take it a step further, you can use something called an "If statement" in your ad, where you can personalize the messaging within your text ad based on that audience. So you can even get to granularity of saying like, hey, you know, you check out the podcast, now check out the demo, you know? You can start to really personalize your your messaging.


Rveal Creative  28:35

Oh my gosh, oh, my gosh, dude, that's so insane. If anyone got lost in that, let me try to break down and you can correct me if I'm wrong, but basically, based off of like, you can create what's called like pixels for your website, which allows when people go to your website, then they can, you can basically follow the activity after you your your ad campaign management system, whether it's LinkedIn or Facebook or whatever, it knows who went to that website, you can retarget those very people with more content through these ads, so that you're just staying top of mind with them. I'm sure like even from what you're saying you can get really strategic and, and create creatives for your ad that are contextual to where they are in the buyers journey. If they've already watched a demo, you can say hey, if you watch the demo, here's a here's an e book or whatever. So you can, you can you can make it feel like a very seamless experience and really the ad part, the ad strategy is just about kind of cutting through the noise and just getting in front of them when the time's right.


Silvio Perez  29:42

Exactly. I call it your your paid infrastructure. I almost, and then this is why I'm a big believer in when you're building out a paid strategy start from the bottom of the funnel, those people who are in market, right? So you can capture that existing demand. But now start to move up, and since you started from the bottom up, now as you put people into your funnel, you have the retargeting infrastructure and those paid campaigns where you can actually nurture and move those people to the next subsequent stage. And they're not just spilling out and you're you're missing out on that, you know, traffic that you put time and energy to try to acquire.


Rveal Creative  30:17

Oh, my brother, I just want to pick your brain forever on this stuff. I might have to, I might have to do a follow up call just to get your get your mind on on what we're doing. Because this is this is gold. So not only that, like you're you're doing this for your clients. You're doing this for people that are doing podcast, by the way. Just curious. Not that you need to put a shameless plug into b2b podcasting. But it's sounds like if you're saying, if you have a lot of content, it probably makes it easier to do paid media because you have a lot of stuff to work with. Do you recommend then, or how would you recommend doing a b2b brands beginning doing some sort of video podcast or a show model to create all that content? And the reason why, just before you answer that question, a hesitancy that I think a lot of b2b brand leaders consider is, is is doing a podcast or doing a show, is it really going to be worth it? Or, man, it's gonna take a lot of time to create all of these little micro videos and all these quote graphics and to figure out what our messaging is. What would you say in regards to, to that and having a show be a vehicle or an engine to create all that content?


Silvio Perez  31:25

It's actually the opposite. It's so much easier. When you have that content pillar, that content pillar feeds everything else. So if you have a podcast, and that's your central content pillar, well guess what, that podcast becomes a YouTube video. That YouTube video becomes 60 second clips or video ads. That, you know, you can even get thumbnails from that that podcast. So essentially, it feeds everything else. And by having that central content pillar, whatever it is, you know, it could be a podcast, could be a YouTube channel, could be blog articles, whatever. Again, it's all about who are you trying to get in front of? How do they consume content? And where can you make the most impact and what medium? Alright? So the great thing about podcasting is you get audio, and you also get video, and you can even get image. So it's kind of like the trifecta, if you will. So that's so much easier. And then from there, you can build a content calendar, you know, how many shows you have to do every week, you have a content promotion schedule, where you know, every show, you cut it up four ways, you post it on this channel, that channel, you can use a content management tools to automate those posts for you. So it just kind of bleeds into everything else. And then even more so than that, if you create a content team, they have an infrastructure in place where they're not just haphazardly going from, you know, one content pillar to another. And that just doesn't make any sense. It doesn't really make a meaningful impact at the end of the day. Hmm.


Rveal Creative  32:50

Well, yeah, I mean, you took the words out of my mouth, I couldn't have said it any better than you. That's, that's why I really love this platform is that it's, you really, I mean, dude, it's content at scale. You get on the show, you start talking about your expertise and then you can just cut it up into all these different little pieces of micro content that you can leverage for paid. It's,


Silvio Perez  33:08

I think, for sure, and it's super, the one thing I want to say, cuz this is a big one, too, that from clients that I've talked to trying to get into content promotion and demand generation is they're afraid they're like, how much is this going to cost me? What's the barrier to entry? It's really cheap. I, you know, I invite everyone here to run a video views campaign on LinkedIn, and Facebook and compare the average cost per 100% completion to your average cost per click for a first touch where 60%, 70% of people bounce within, you know, one second, and compare those cost metrics and see for yourself. And you can literally just get started so simply, of just putting $10 a day against one of your top video assets, and you just have a promotion schedule where, you know, hey, we created this content, we're gonna promote it for two weeks. So this is, you know, $10 a day over 14 days, this is our budget, right? It can be as simple as that. And again, when you have, there's no point in creating like this amazing, awesome content, if no one sees it. So by using paid you can almost guarantee people will see that great content that you put so much time and energy in. And honestly Kap, I believe, if you're truly creating content for the right reasons, for me on my YouTube channel, I created it and I think some of my videos are horrible, like the lighting is bad, you know, the editing is bad, everything is bad, but the one thing I kept true is like I just want to add value. And if you take away one nugget from this, then it was worth it. And I believe if you're a content creator and you have that belief of I want to create content that genuinely helps people, and you're not going to use every means at your disposal to get content in front of people that you can genuinely make an impact on then I think that's selfish and you owe it to them and yourself to do so.


Rveal Creative  34:53

Well grow Oh, okay. Oh, fire fire fire. That was, that's so good man. I, I'm a firm believer in that too, and I'm not. I want to say that's a word particularly for people in the C suite level, the organization CEOs, founders. And because and I, I say this with a lot of empathy, because I know that these people, they have a lot on their plate, they have a big organization to run, but the I call the CEO, the CVO, they're the chief vision officer. They're the one that carries the vision for the organization for the industry. And if they're not putting in time to create that content, it's a, man like that content is is the fuel that gives the rest of the team not just the customers, but your own internal organization, it helps give them a map for where you're going. And if you're going to withhold that man, like you're withholding wind from your team sails and from the industry. And so I'm really glad you touched upon that. And, by the way, we didn't get to talk about it too much. But you have a book, we are coming to the end of the episode here and I, guys, I'm sure that as you're listening to Silvio, you're probably like, dude, this guy, he knows his stuff. Why don't you tell us a little bit about your book? And what if someone were to get that book, what they're going to get out of it?


Silvio Perez  36:11

Definitely. Yeah, it's called "Google Ads Profits", how to generate your first 1000 leads without blowing your budget. And I wrote this book to just distill the most important again, going back to the 80/20 rule, I'm a big believer in that. What is the 20% that actually matters so that you can get 80% of your results? So the whole book is from start to finish, how do you launch campaigns? How do you optimize campaigns? And then you how do you scale your Google ad campaigns to 1000 leads and beyond?


Kap Chatfield  36:38

Love it. Well, I'm gonna put the link for that in the show notes of this episode, so people can check that out. Also, I'm going to put a link in the show notes for people to follow you Silvio, and connect with you on LinkedIn, because your content is really good. I'm also gonna put a link for your YouTube channel. So is there anything else that we can add there just so that people can get a hold of ya?


Silvio Perez  36:59

No, that's that's, those are the best places to reach me. 


Rveal Creative  37:02

Okay, perfect. Well, we'll put those in the show notes, in the description of this episode for you guys to check out. Silvio, we could talk for so long about AD strategy, but I want to be sensitive to your time and I'm just so grateful for you just being so generous with your thought leadership on this episode. Thanks for joining us on B2B Podcasting.


Silvio Perez  37:20

Thanks for having me.

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