b'In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Founder & Google Ads Lead Generation Expert of Level 28 Media, Michelle Kop.\\n\\n\\n\\nMichelle began by explaining the difference between SEO and PPC advertising. While SEO focuses on ranking a website organically on Google, PPC advertising helps clients appear at the top of organic listings through paid advertising. This strategy allows potential customers to find and contact the business, increasing sales easily.\\n\\nHowever, it\'s important to note that PPC advertising can be expensive and competitive, especially in the B2B industry. Michelle emphasized viewing PPC advertising as an investment rather than expecting immediate results. She explained that having a sufficient budget is crucial for success in PPC advertising, as it allows for testing and optimization.\\n\\nOne of the critical advantages of PPC advertising over organic tactics like SEO is that it provides faster results. Michelle also highlighted the increasing automation in platforms like Google and Facebook. While automation can be beneficial, she emphasized needing a strategic advisor who understands the platforms and the target audience.\\n\\nMichelle shared valuable insights on running successful PPC campaigns. She emphasized the importance of understanding the target persona and conducting thorough keyword research to reach the desired audience effectively.\\xa0\\n\\nShe advised against agencies that offer guarantees, as PPC results cannot be guaranteed. Another red flag is when an agency provides a flat price without researching the client\'s business upfront.\\n