When Lillie Beiting of Stanley Black & Decker joined us early on in the show, she laid down a great outline of what pay-per-click is! Danny: Lead generation is a typical challenge for most, if not all manufacturing marketers. You have to constantly feed the beast. Now, one of the most often used digital tactics to help generate leads is utilizing a pay-per-click or "PPC" campaign. And when it first rolled out, it seemed almost magical. You just set up a list of keywords, and voila. Clicks to your website. Well, things have changed a little bit over the last few years, and it's not as easy as it was. It's way more competitive. You can spend a ton of money on it and get nominal results. And it's not a "Set It and Forget It" type of thing. Things can change every single day among many other variables. So for today's episode, we've got a very special guest. We have Lillie Beiting from Stanley who's going to share with us her process on PPC and some tips and tricks on how to get the results that you're after. Now there's a lot going on in this, so we are going to break this into two different episodes. And today we'll be focusing on, "What is PPC?" I'm Danny Gonzales. Judson: And I'm Judson Voss. Danny: And this is IndustrialSage. All right, so let's jump into this two-part series of PPC. On this first episode we're going to talk about "What is PPC?" What's going on there? So before we jump into all that, Lillie, I was hoping you can tell us a little about yourself, your history, your background. Lillie: All right, so I am Lillie Beiting. I am currently working for Stanley Black & Decker, but I worked for one of their products called CribMaster. We are industrial vending solutions. And previous to that, actually I was in automotive. So I was in a whole bunch of different tiers of automotive, but I gave it up. I'm now on the industrial side. So a lot of background in digital marketing with that. Danny: Cool. Excellent. Very cool. All right, so I kind of want to lay a little bit of a foundation for our viewers who may not be as familiar with PPC. There's a little bit of misinformation out there. Lillie: There's a ton of misinformation. Danny: So just kind of let's go basic. What is it? Lillie: So pay-per-click is just that. It's a click you pay for. Now I know people think that it's just AdWords or just what you see on a search engine. It's a lot broader than that. And when I discuss it, I kind of use it as a generalized term because so much of pay-per-click is on so many different platforms and mediums now. So just think of it as that, but something like Facebook could be pay-per-click. Display can be pay-per-click. LinkedIn can be pay-per-click. Arguably even boosted content could be that too. So again, just think of it kind of as the medium in which you purchase internet advertising now. Video can be pay-per-click. It all varies. Danny: Gotcha. Okay, so it's removing-- Because I know a big thing is with that-- You mentioned that you think, at least I know I did for a while, it was like PPC is just Google AdWords that that's it. So it's just anything else essentially, that could be-- Lillie: Correct. And it's actually important now to think about it in an abstract sense because people don't really recognize channels as much as they did anymore. For example, YouTube is a search engine. I don't think people think of YouTube as a search engine, but it is. And when people are, or clients are engaging with a business where they're engaging in search,