This interview with Johnathan Dane was amazing. We covered a ton of stuff in about 45 minutes and he brought a ton of value. I think I learned a few things listening to it again to take these notes. Here’s a highlight of the things we covered: How Johnathan Dane got his start in PPC (it starts with craigslist) Common mistakes with AdWords / Landing Pages Not focusing on the important metrics: close rate, conversion rate, revenue Not tracking revenue & sales [Iceberg Effect](https://klientboost.com/ppc/adwords-strategy/) (and why SKAGs are crucial) Why you need to balance lead volume vs lead cost for the highest amount of revenue Should beginners use Single Keyword Ad Groups (SKAGs)? Why higher consideration searches do better using the homepage as a landing page Why certifications are crap (see DMI article below) How to get started with AdWords Learn by doing if possible, if not, learn by reading Why you should focus on the macro things first Why you should use multi-step landing pages Why you need to match your offer to the traffic temperature Tips for dealing with slow clients Why KlientBoost doesn’t use bidding platforms Switzerland having a minimum income for humans (don’t ask) Robots taking over our jobs? Missing features in AdWords or Facebook Ads? Target individually (1 person) [Snapchat Ads](https://www.snapchat.com/ads) Estonia Notable Quotes: Be a problem solver first. What can I do to bring value in a progressive manner? Connect with Johnathan & KlientBoost: \* [KlientBoost.com](https://klientboost.com/) (that’s with a K) \* [@johnathandane](https://twitter.com/JohnathanDane) \* [@klientboost](https://twitter.com/KlientBoost) Links mentioned: [11 Things Everyone Gets Wrong In Their Digital Marketing Career](https://digitalmarketinginstitute.com/blog/17-06-16-11-things-everyone-gets-wrong-in-their-digital-marketing-career) – Digital Marketing Institute [Unbounce Conference Presentation By Johnathan](http://calltoactionconference.unbounce.com/speakers/2016-johnathan-dane/) [Keyword Search Intent](https://agencyanalytics.com/blog/keyword-search-intent) Tools Mentioned: \* [AdWords Editor](https://www.google.com/intl/en-US/adwordseditor/) \* [Unbounce](http://unbounce.com/) \* [Hotjar](https://www.paidinsights.com/hotjar) \* [VWO](https://vwo.com/)