Derek Mollins

18 years in paid search. Writing about advertising, sports, and whatever else comes to mind.

[Barry Hott ☄️ @binghott]

How to understand incremental attribution in 7 seconds:

Standard attribution: this guy gets credit for the train leaving.

Incremental attribution: the driver gets credit for the train leaving.

Which would you rather optimize for more of?

[Derek Mollins @ppcClickShark]

Your boy is good.

Took an interview today with a big law firm. I interviewed with their head of marketing. He has just as much Google Ads experience and more legal marketing experience than me.

Rare combo. Made me nervous. Nailed it though.

Round 2 next week.

[Derek Mollins @ppcClickShark]

Low lead quality on Google Ads? Sometimes the solution to a problem is to do the reverse.

Everyone uploads conversions to tell Google what’s good. Try uploading them to tell it what’s bad.

[Derek Mollins @ppcClickShark]

@russellbrunson CF. Crazy to me the company let other brands catch up and surpass. Ya'all had first mover advantage.

[Derek Mollins @ppcClickShark]

Remember when “proficient in Excel” was a legitimate job requirement? There was no AI. Just you, Google, and a forum thread that ended with “nvm figured it out.”

[Derek Mollins @ppcClickShark]

POV: Pharma-style commercial:

"Side effects of scaling an ad campaign too quickly may include runny nose, achy back, and shortness of breath. Ask your account manager if scaling is right for you."

[Derek Mollins @ppcClickShark]

@batesbn 🤣i am not in seo or organic of any form. just do paid advertising. old dogs, new trick...

[Derek Mollins @ppcClickShark]

@batesbn Do you find that top content gets indexed in a place on the SERP or in AI without distribution/marketing? Genially asking because when posting on socials most folks barely get engagement. I imagine content on some random website...

[Derek Mollins @ppcClickShark]

@batesbn I do not know much about AEO/GEO/SEO or any of those acronyms. Just writing from a top level perspective.

[Derek Mollins @ppcClickShark]

@batesbn If a tree falls in the forest and nobody is around...

The goal is always more customers. At the end of the day means putting the right content in front of the right people as often as possible.

The best content in the world means little if hidden away on your website.

[Derek Mollins @ppcClickShark]

Google just charged me $225 for a click. No lead. No sale. WTF?

Was that a dumb bid? Not necessarily. Expected value in a nutshell:

[Derek Mollins @ppcClickShark]

@gildner Me too. And i need to live with myself.

[Derek Mollins @ppcClickShark]

Does anyone else feel like half of being a marketing professional is deleting junk mail, unsubscribing from newsletters you never signed up for, and being harassed with invites from platform reps?

[Derek Mollins @ppcClickShark]

@CEO_Vlad https://t.co/3ApSPPumWh

[Derek Mollins @ppcClickShark]

Does anyone else feel like half of being a marketing professional is deleting junk mail, unsubscribing from newsletters you never signed up for, and being harassed with invites from platform reps?

[Derek Mollins @ppcClickShark]

@AnthonyHigman Inbox management is the part of the job they don't tell you about

[Derek Mollins @ppcClickShark]

@BN_Wenner Maybe. In my opinion the skillset is transferable. A 15 year Ads professional knows media buying. Learning the buttons to push on a new platform doesn't have that steep lofva earning curve, in my opinion.

[Derek Mollins @ppcClickShark]

@AnthonyHigman

[Derek Mollins @ppcClickShark]

""We've spent $500 on Google Ads and haven't received a single sale. Should we stop?"

[Derek Mollins @ppcClickShark]

@AnthonyHigman @Mel66 I imagine you typing out your thought, posting on Twitter, and then using AI to "clean it up."

[Derek Mollins @ppcClickShark]

@Mel66 @AnthonyHigman Professional Anthony vs Twitter Anthony.