Paid Media For The Rest Of Us - Digital Marketing Demystified for Real-World Use

Likes Don’t Pay the Bills- Moving Away From Vanity Metrics

Have you ever celebrated a post’s hundreds of likes… only to realize it didn’t bring in a single sale? In this episode, April Borovskaya gets real about vanity metrics,  those numbers that look great on paper but don’t pay the bills. She breaks down the difference between micro and macro conversions, shares simple tips for tracking what really matters, and explains how to use those likes and shares to actually move people toward buying.  If you’re tired of guessing whether your campaigns are working, this episode will help you focus on results that actually grow your business. Tune in and  it might just change how you run ads forever.Let’s dive in! Key Takeaways    * Vanity metrics ≠ sales: Learn why likes, shares, and impressions aren’t enough to judge campaign success. * Micro vs. macro conversions: How to define and track both to see the full customer journey. * Conversion tracking is your GPS: Why proper setup is the cornerstone of your paid media strategy. * Tools for visibility: CallRail, WhatConverts, and other platforms that help you understand the quality of leads. * Leverage vanity metrics: Use them for retargeting and audience signals, don’t just throw them away. * Compare campaigns by goals, not just engagement: Why 15 conversions from a low-impression campaign might beat 200 likes with no sales. * Think in 90-day runway: Allow time for campaigns to transition from awareness to conversions. In This Episode * (00:00) Intro: Why likes and shares aren’t enough * (00:50) Defining vanity metrics and real conversions * (01:15) Micro vs. macro conversions explained * (01:45) Why conversion tracking is non-negotiable * (02:30) Transitioning from vanity metrics to real conversions * (03:54) Don’t throw away vanity metrics: use them for retargeting * (05:09) Case study: Campaign A (likes) vs. Campaign B (conversions) * (06:45) Building a 90-day runway and aligning expectations * (08:02) Turning engagement into actual sales Notable Quotes   * [00:38] "Vanity metrics are numbers that look good on the surface, but don't necessarily connect to real sales or conversions." — April Borovskaya * [01:25] "Macro conversions, on the other hand, are as tangible of a conversion as you can get. So that can be someone booking a consultation with you, purchasing your product or downloading an app." — April Borovskaya * [02:05] "Conversion tracking is the cornerstone of your success because it is giving your campaigns a GPS position to aim and track towards." — April Borovskaya * [04:55] "Do not throw out vanity metrics entirely. Use them as audience signals if people aren't clicking. Maybe your messaging needs tweaking." — April Borovskaya * [07:51] "Remember, vanity metrics are surface level applause. They are going to be the attention you get in the room when you're standing in it. But real conversions are real business impact." — April Borovskaya Resources and Links Paid Media for the Rest of Us * Podcast Link [https://podcasts.apple.com/us/podcast/paid-media-for-the-rest-of-us-digital/id1820482411] April Borovskaya * YouTube [https://www.youtube.com/channel/UCw6Ar2ZXp1ueypeuPpj5xuA] * Website [https://equinomics.com/]

Low Quality Search Terms, Bad App Placements & Bears, Oh My!

What if you could save hundreds or even thousands of dollars in ad spend just by clicking a few buttons inside Google Ads? In this episode of Paid Media for the Rest of Us, host April Borovskaya takes you behind the scenes with a practical screen-share walk-through of exactly how to cut the waste from your campaigns. She explains how to use Expert Mode to access search term reports, apply the right filters, and quickly spot keywords that are draining budget without conversions. April also reveals the shocking truth about Google Display app placements—the kind of hidden money pits most first-time advertisers overlook. From “free” and “cheap” searches that never convert, to game and quiz apps that quietly eat up spend, you’ll learn the exact steps to take them off your campaigns. If you’ve ever wondered why your ad dollars don’t seem to stretch far enough, this episode is your roadmap to plugging the leaks and making every click count. Key Takeaways    * Always switch to Expert Mode in Google Ads to gain full control * Use filters like “cost > $5” and “conversions < 1” to find wasted spend * Not all high CPC keywords are bad, but weigh cost against potential ROI * Add irrelevant or underperforming search terms as negative keywords * Google Display Network placements often look cheap but rarely convert * Exclude bad app placements regularly think of it like “cleaning house” * Consistent conversion tracking is essential for accurate decisions In This Episode * (00:02) Introduction and episode overview * (01:21) Accessing Google Ads expert mode & search term report * (02:27) Filtering and identifying low-quality search terms * (03:40) Analyzing and negating ineffective search terms * (04:54) Evaluating high-cost search terms and keywords * (07:24) Campaign maintenance and conversion tracking * (08:41) Identifying and excluding low-quality app placements * (09:53) Ongoing display campaign maintenance * (11:10) Episode wrap-up and next episode teaser Notable Quotes   * (01:30) "Make sure that you are logged in into what Google likes to call Expert mode. They say it as a way to scare you off from having control. It's the mode that you really should be working in." — April Borovskaya * (05:23) "Are we actually going to spend $235 on a click and run the risk that that won't even convert?" — April Borovskaya * (09:09) "I know this is the part where you're just going to be like oh my God, have I actually been spending this kind of money on Top Games.com or Masha Quiz and the answer is yes." — April Borovskaya * (09:56) "It's like having a bad boyfriend. You do not need those bad placements hanging around and just sucking the life out of you." — April Borovskaya * (10:03) "Removing these app placements is an immediate way to stop draining budget and stop wasting dollars." — April Borovskaya Resources and Links Paid Media for the Rest of Us * Podcast Link [https://podcasts.apple.com/us/podcast/paid-media-for-the-rest-of-us-digital/id1820482411] April Borovskaya * YouTube [https://www.youtube.com/channel/UCw6Ar2ZXp1ueypeuPpj5xuA]

Your Website Is Killing Your ROI (Here’s How to Fix It)

Is your website quietly draining your ad dollars? You might be running great campaigns, but if your website isn’t optimized, you’re leaving ROI on the table. In this episode of Paid Media for the Rest of Us, April Borovskaya breaks down the most common website mistakes that sabotage your marketing performance—and exactly how to fix them. From slow site speed to poor messaging, weak CTAs, and mobile-unfriendly layouts, she reveals the hidden issues that can derail your conversion rates. You’ll learn: * How to match your website setup to your budget and growth stage (DIY vs. custom builds) * Why speed and performance matter more than you think * The messaging and grammar tweaks that increase trust instantly * How to craft CTAs that actually drive action * The “above the fold” rule for mobile success * Why integrations with booking tools and forms are critical for tracking conversions Whether you’re running ads for a small business or managing campaigns at scale, your website can either multiply your ROI—or kill it. Tune in to learn how to make sure it’s working for you, not against you.

The #1 Way Most People Waste Money on Ads

Series: How to Not Waste Your Ad Budget Episode 6: The #1 Way Most People Waste Money on Ads If you’re spending money on ads without proper conversion tracking, you’re throwing dollars out the window. In this episode, April Borovskaya breaks down the single biggest culprit of wasted ad spend—and exactly how to fix it. Here’s what you’ll learn: * Why not tracking conversions properly sabotages your campaigns * How to set up conversion tracking through GA4 or Google Tag Manager (GTM) * The importance of conversion windows (last click vs. first click, wide vs. small windows) * Why data from tools like Shopify, Glew, or other platforms rarely line up 100% with GA—and what to do about it * Which conversions actually matter most (hint: it’s not website traffic) * Sales * Calendar bookings * Form submissions * Phone calls Why this matters: Without reliable conversion tracking, you can’t: * Accurately report results to clients or leadership * Train Google and Meta’s algorithms to find more of your best customers * Run advanced bid strategies like “maximize conversions” effectively This episode is your step-by-step guide to ensuring your ad budget isn’t silently hemorrhaging because of tracking errors.

Choosing The Right Agency Partner: When an Agency is the Right Fit for Your Paid Media Campaigns

What’s the ONE costly mistake nearly every business makes before hiring a paid media agency? The answer? Waiting until it’s too late. When is really the right time to hire an agency? In this episode of Paid Media for the Rest of Us, April Borovskaya breaks down the turning point where running ads yourself or even with a freelancer no longer cuts it. If your monthly ad spend has hit $3,000 or more, or you’re managing more than a single platform like Google Ads, you may be ready for the expertise of a full-scale agency. April explains how the right agency can transform your marketing with unified strategies, creative assets, and access to advanced tools like AI-driven SEO, CTV placements, and livestream integrations. But she also makes it clear: not every agency is created equal. She shares the red flags like poor transparency and vague reporting as well as the green flags, such as proactive optimization, flexibility, and treating your business like a true partnership. You’ll also get practical advice on what to ask before signing a contract, from Google Partner status to industry-specific experience. Whether you’re curious about AI SEO, CTV, or just tired of juggling campaigns solo, this episode arms you with the tools to make the right call. Key Takeaways * Why $3,000/month is the tipping point for hiring an agency * How agencies add value beyond freelancers (think creative, strategy, and analytics) * The risks of relying only on Google’s algorithm for small business ads * Red flags: vague reporting, cookie‑cutter strategies, and pressure to overspend * Green flags: transparency, proactive optimization, and industry‑specific expertise * How AI, CTV, and new tools are reshaping paid media * Must-ask questions when interviewing agencies (and why local expertise matters) In This Episode * [00] Introduction & episode overview * [01:24] When to hire an agency vs. freelancer or DIY * [02:47] Benefits of agency partnership * [03:57] Agencies help identify the right channels * [07:56] Red flags and agency evaluation * [09:17] What makes a good agency stand out * [10:41] Vetting agencies: strategy vs. execution * [12:07] The role of strategists and account managers * [14:50] Adapting to changing strategies and channels * [16:09] Understanding the marketing funnel * [18:29] Key questions to ask agencies * [21:18] Communication between strategist and executor * [22:36] Transparency in metrics and reporting * [23:59] Budgeting approaches and reporting metrics * [26:16] CPA, ROAS, and holding agencies accountable * [27:34] Agency innovation and use of AI * [32:07] Proactivity, optimization, and flexibility * [33:24] Seasonality and budget flexibility * [35:56] When to move on from an agency * [38:38] Episode wrap-up and final thoughts Notable Quotes   * [02:01] "A good point to go with a marketing agency is when you're spending about $3,000 in paid media and up. Businesses that are investing at least $3,000 are awesome candidates for agencies." — April Borovskaya * [15:52] "Find an agency that is looking for not only what's working now and really highlighting that and fixing and tweaking little things in your campaign that aren't working, but make sure that they are looking forward to new opportunities for you." — April Borovskaya * [30:55] "A good agency should always be transparent with you. You should feel good about not just a numbers game but about an experience game." — April Borovskaya * [33:59] "An agency is a true partner and not just a service provider. They should be responsive and engaging in your business overall growth." — April Borovskaya * [36:46] "If you're looking to move agency supported paid media channels in house, make sure it's because you have brought somebody on. And I don't mean chief marketing officer, I mean paid media strategist." — April Borovskaya Resources and Links Paid Media for the Rest of Us * Podcast Link [https://podcasts.apple.com/us/podcast/paid-media-for-the-rest-of-us-digital/id1820482411] April Borovskaya * YouTube [https://www.youtube.com/channel/UCw6Ar2ZXp1ueypeuPpj5xuA] * Website [https://equinomics.com/]