In this powerful episode of The POMCAST by Premier Online Marketing, Mike Shaug, Founder and CEO of Premier Online Marketing, dives into the foundational and advanced strategies behind high-performance PPC (pay-per-click) advertising for Harley-Davidson dealerships. With years of hands-on experience driving digital success for powersports dealers, Mike breaks down what truly separates Harley PPC from generic motorcycle or automotive campaigns—and why Harley’s premium brand status demands a sharper, more strategic digital advertising approach.

Listeners will gain insight into:

• The five core keyword categories Harley dealers should prioritize, including brand, dealer terms, new and used inventory, and financing.
  
  
• The importance of model segmentation in campaigns and how buyer intent varies dramatically between categories like Touring, Cruiser, and Sportster.
  
  
• High-converting keywords versus research-phase terms—and how to budget accordingly.
  
  
• How to build smarter campaigns using pump-in/pump-out reports, CRM and historical sales data, and zip-code-level ROI insights.
  
  
• Tips for setting effective ad schedules that maximize lead volume during peak conversion hours while avoiding wasted spend overnight.
  
  
• Why audience demographics like age and income level matter more than you think—and how to apply bid adjustments with precision.
  
  
• Advanced tactics in remarketing and YouTube pre-roll, including the use of custom intent audiences, ride event targeting, and fresh creative strategies that put shoppers “on the bike” before they ever visit a showroom.
  
  

Whether you're a seasoned digital marketer or a Harley dealer looking to sharpen your ad performance, this episode is packed with actionable advice, campaign structure tips, and targeting wisdom to help drive stronger ROI from your paid search investment.

Tune in and fuel your dealership’s growth with insights that cut through the noise.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

Subscribe for more insights on SEO, PPC, and digital marketing.

Follow Us:

www.LinkedIn.com/company/itspremieronlinemarketing/

www.instagram.com/itspremieronlinemarketing/

Podcast Directed and Produced by: www.hiredgunsagency.com

In this powerhouse episode of The POMCAST, Mike Shaug, Founder and CEO of Premier Online Marketing, shares expert-level insights on how to build, manage, and scale national paid search campaigns with large budgets and wide target areas. Drawing from his years of experience running high-stakes digital advertising efforts for clients across automotive, legal, real estate, and beyond, Mike walks listeners through the strategies that separate successful enterprise PPC campaigns from costly disasters.

Mike emphasizes that the stakes are much higher when managing national campaigns, where inefficiencies can burn through tens or even hundreds of thousands of dollars in a short time. He explains why campaign setup must begin with control in mind—outlining how targeting the entire country requires treating each state or metro as its own performance unit. Instead of running one catch-all campaign, Mike encourages segmentation by geography, customer type, and keyword theme to allow for deeper control over performance, pacing, and budget allocation.

He details how to structure ad groups with tightly clustered, intent-driven keywords, and why broad match should be avoided in favor of exact and phrase match types—especially when quality score and CPCs can swing wildly at scale. Mike also digs into how to use ad copy strategically, including price gating and message testing, and discusses how to run intelligent A/B tests across bid models, campaign types, and creative to consistently improve results. His management sprint process—reviewing performance data at specific intervals during the month—helps prevent budget drift and ensures campaigns stay aligned with KPIs like cost per lead and search impression share.

In the conversation, Mike also pulls back the curtain on how to identify and combat wasted spend. He shares methods for spotting geographic leakage, blocking bot traffic, managing keyword gaps, and mitigating irrelevant clicks through exclusions and negative keyword lists. He cautions listeners about deceptive in-platform audience segments and how vague or overly broad interests can lead to massive inefficiencies, especially on awareness-focused campaigns.

Mike rounds out the episode by exploring ad networks and bid strategies, weighing the benefits of Google Search, Performance Max, and tools like Optimizer and Marin for different campaign types. He stresses that even non-converting keywords may have strategic value for brand awareness or upper-funnel activity—but warns that keyword decisions must always be balanced against performance data, CRM insights, and business goals.

Whether you're managing a $5,000 monthly budget or $500,000, this episode is packed with real-world advice and actionable tactics to help marketers dominate national paid search—intelligently, profitably, and with confidence.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

Subscribe for more insights on SEO, PPC, and digital marketing.

Follow Us:

www.LinkedIn.com/company/itspremieronlinemarketing/

www.instagram.com/itspremieronlinemarketing/

Podcast Directed and Produced by: www.hiredgunsagency.com

In this episode of The POMCAST, Premier Online Marketing, CEO, Mike Shaug, delivers a masterclass on digital advertising tailored specifically for Honda Powersports dealers. As a newly designated Honda Powersports preferred vendor, Mike draws on deep industry expertise to demystify paid search strategies that drive results.

Listeners will learn why Honda’s diverse product lineup—from youth ATVs to premium Gold Wings—requires a segmented, strategy-first approach to PPC (Pay-Per-Click) advertising. Mike outlines the critical importance of differentiating between Honda Powersports and Honda Automotive in keyword targeting and explains how improper exclusions can waste ad spend on unrelated car or marine traffic.

This episode covers a full spectrum of Google Ads best practices for Honda dealers, including:

• Structuring campaigns by product type (on-road vs. off-road)
  
  
• Prioritizing high-converting keywords and brand defense tactics
  
  
• Smart use of negative keywords to eliminate non-relevant traffic
  
  
• Leveraging CRM and pump-in/pump-out reports to optimize zip code targeting
  
  
• Implementing ad scheduling to capture intent-heavy traffic at the right times
  
  
• Making demographic bid adjustments based on real-time analytics
  
  
• Crafting effective remarketing strategies and the role of custom intent audiences
  
  
• Using YouTube ads to build awareness and reach potential buyers at multiple stages of the funnel
  
  

Whether you’re a Honda Powersports dealer or managing PPC for a brand with a diverse product mix, this episode offers practical, no-nonsense guidance to improve campaign performance.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

Subscribe for more insights on SEO, PPC, and digital marketing.

Follow Us:

www.LinkedIn.com/company/itspremieronlinemarketing/

www.instagram.com/itspremieronlinemarketing/

Podcast Directed and Produced by: www.hiredgunsagency.com

In this episode of The POMCAST, Andres Fernandez, Director of SEO at Premier Online Marketing, breaks down Google’s March 2025 Core Update and what it signals for the future of search—especially for small and mid-sized businesses.

Andres explains how AI Overviews are changing search behavior, pushing many small business websites further down the page or out of view entirely. He discusses the rise of zero-click searches, the increasing influence of large language models like ChatGPT and Grok, and how local businesses can adapt without blowing their budgets.

You’ll hear practical strategies for making your website more visible and resilient, including how to leverage structured data, create content that taps into conversational queries, and use tools like Google Search Console to stay competitive.

Key insights from this episode include:

• What Google’s latest core update really means for local SEO
  
  
• How AI-generated summaries are reshaping search results
  
  
• Why structured data is more important than ever
  
  
• The role of FAQ-style content in ranking for modern queries
  
  
• How to think about SEO in the age of AI and zero-click searches
  
  
• Tools and tactics every SMB should consider using now
  
  

Whether you're in automotive, multifamily, legal, or another local industry, this episode will give you clear direction for navigating the rapidly evolving search landscape.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

Subscribe for more insights on SEO, PPC, and digital marketing.

Follow Us:

www.LinkedIn.com/company/itspremieronlinemarketing/

www.instagram.com/itspremieronlinemarketing/

Podcast Directed and Produced by: www.hiredgunsagency.com

Google's Performance Max (PMAX) campaigns have been around for a while, but many advertisers still struggle to fully understand how they work and how to optimize them. In this episode of The POMCAST, Seth Peacock, Associate Director of Paid Media at Premier Online Marketing, breaks down everything marketers need to know about PMAX—what it is, how it differs from traditional Google search campaigns, and the latest updates shaping its effectiveness in 2025.

Seth shares expert insights on audience segmentation, bidding strategies, creative optimization, and overcoming data transparency challenges. He also discusses recent changes in brand safety guidelines, GA4 integration, and campaign-level negative keyword controls—all designed to give advertisers more control over their campaigns.

If you're looking to maximize performance, avoid common mistakes, and better understand how PMAX fits into your broader paid media strategy, this episode is packed with valuable takeaways. Whether you're in automotive, multifamily marketing, or lead generation, Seth provides actionable strategies to help you leverage PMAX effectively.

Key Takeaways:

• PMAX campaigns integrate multiple ad channels into one campaign.
• Understanding PMAX is crucial for effective digital marketing.
• Recent updates include GA4 integration and campaign-level negative keywords.
• Data transparency remains a concern for advertisers using PMAX.
• Building a robust keyword list is essential for campaign success.
• PMAX is designed to complement traditional search campaigns.
• Bidding strategies in PMAX are automated and require careful management.
• Brand safety can be enhanced by excluding branded terms in PMAX.
• Advertisers should leverage insights from PMAX to inform their strategies.
• Effective campaign management requires understanding the nuances of PMAX. Play around with TCPA and ROAS for better performance.
• Segment campaigns by levels of intent for effective targeting.
• Use audience signals and search signals to enhance Performance Max.
• Tailor creative assets to user needs for higher engagement.
• A/B test creative performance regularly to optimize results.
• Don't repeat old advertising strategies; innovate instead.
• Utilize first-party data for audience segmentation.
• Engage with online communities for insights and support.
• Understand client needs to build trust and improve outcomes.
• Embrace AI and automation to streamline workflows.

In this episode of The POMCAST, Claire Shaug, COO of Premier Online Marketing, joins the conversation to share expert insights on apartment SEM (Search Engine Marketing) and PPC (Pay-Per-Click) strategies. With years of experience in multifamily digital marketing, Claire breaks down how apartment communities can optimize paid search campaigns to generate high-quality leads, maximize ad spend, and drive more leases.

Claire discusses what truly defines a high-quality lead in the apartment industry and how different lead types—phone calls, form submissions, chat interactions, and completed applications—impact conversion rates. She emphasizes the importance of tracking renter behavior, understanding the apartment search journey, and leveraging first-party data to refine targeting and improve lead-to-lease conversion.

The conversation also dives into Google’s advertising restrictions on housing, including limitations on demographic and zip code targeting, and how multifamily marketers can navigate these challenges using audience segmentation, behavioral retargeting, and cross-platform strategies with YouTube, Gmail, and Display ads.

Additional key topics include:

• How to measure SEM success beyond clicks, focusing on lead engagement and lease conversions.
• Seasonality in apartment marketing and how to strategically adjust ad spend throughout the year.
• Aligning SEM and SEO strategies to improve search visibility, reduce CPCs, and maximize ROI.
• Why brand bidding is critical to prevent competitors and ILS platforms from poaching high-intent prospects.

Claire’s insights provide a practical, data-driven approach to apartment marketing, helping property managers, marketing directors, and agencies fine-tune their digital advertising efforts to reduce wasted spend and drive more qualified renters into leases.

If you’re looking to elevate your multifamily SEM strategy, this episode is packed with actionable takeaways that will help you optimize your campaigns and stay ahead in a competitive market.

Tune in now to hear Claire Shaug’s expert advice on apartment PPC and SEM success!

Get ready to master your digital marketing budget with insights from Mike Shaug, founder and CEO of Premier Online Marketing. Learn how to reverse engineer your traffic needs from lead generation goals and why too much traffic is never a problem. From understanding your sales targets to dissecting competitors' spending through Google Ads' auction insights, Mike provides a treasure trove of strategies to ensure informed budgeting decisions that drive growth and stability in an ever-competitive landscape.

Explore the untapped potential of organic traffic as we uncover why it's often more rewarding than paid options. Frequent Google algorithm changes might be daunting, but staying updated is crucial to maintaining those high conversion rates and avoiding revenue fluctuations. With new players like Gemini and ChatGPT entering the arena, flexibility in your digital marketing strategy is no longer optional. Learn how to leverage SEO and content updates to maintain a steady stream of organic traffic, while also preparing for when paid media needs to take the spotlight.

The digital landscape is shifting, and so should your approach. Discover the importance of diversifying beyond Google, with platforms like Bing and Microsoft gaining prominence. Learn how to mitigate risks associated with website migrations during mergers and acquisitions, and understand why a first-mover advantage on emerging platforms could be your secret weapon. Mike also shares why video marketing should be on your radar and how businesses can utilize it effectively without competing for viral fame. This episode is your guide to staying ahead in the dynamic world of digital marketing.

Ready to skyrocket your car dealership's visibility and outshine big players like Cargurus and Autotrader? Tune in to the latest POMCAST episode featuring Mike Shaug and Andres Fernandez from Premier Online Marketing. We'll unravel the secrets behind an effective SEO playbook tailored specifically for dealerships. Learn why a powerful organic presence isn't just nice to have but a necessity in today's competitive market. We promise actionable insights and practical steps to elevate your rankings and digital marketing efforts.

Our conversation with Mike & Andres is packed with vital strategies to optimize your Google Business Profile and boost local search results. We discuss the importance of consistent citations, NAP (Name, Address, Phone number), and regular updates to stay ahead. We uncover common misconceptions about SEO services and share tips on how to avoid low-cost traps that could cost you more in the long run. Expect to gain clarity on local SEO and organic search, including the critical elements like click-through rates, reviews, and map pack visibility.

Dive deep into the practical side of SEO with essential on-page optimization tactics. We break down the strategic use of keywords, geographic terms, and proper use of headings to boost your search engine rankings. Whether you're a seasoned pro or just starting, this episode is your guide to mastering SEO and making your dealership a digital powerhouse. Don't miss it!