EP217 - It's Not You, It's Google Ads

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Hello, and welcome to this
week's episode of the PPC chat.

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Wound up in today's episode, we
have Julie taken a well-deserved

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beach break and we have the
wonderful and larger-than-life,

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Amelia Fowler taken the helm on
a fantastic topic.

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I always love seeing fantastic
topic but it never becomes

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untrue.
No matter how much I say it.

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And this fantastic topic is on,
it's not you it's Google ads.

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So yeah, we're going to be
discussing the changes over the

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past little while.
And the best practices we found

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across all Industries to adapt
to them.

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So yeah, we'll be crowdsourcing
and doing some troubleshooting.

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So yeah.
Hope you enjoyed the chat.

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Hello and a warm, welcome to
this episode of the PPC chat

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Roundup a podcast where I round
up the Twitter discussion that

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happens on Tuesdays at 5 p.m.
GMT.

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I'm your host.
Andrew, I'm recording from my

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studio.
Not quite in London.

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UK, I'm still in the UK but I
have gone two hours north of

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London of, with my family.
We are on holiday but it's 10

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p.m. in the evening.
I need some a new time so I knew

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podcasting time.
So I'm loving being here even

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though I'm having a very
relaxing few days out in the

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countryside.
So yeah, I use this platform to

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share not just expert but also
my ideas and considered best

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practices about paid media and I
Direction the digital industry

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is going in.
So if you want to keep up to

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date with my tips and tricks in
the industry, and get the latest

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on the podcast, that has been
called your go to, if you don't

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make it to the PPC chat live
discussions and even in, if you

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do then like, follow share and
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just the PPC chat round of
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You want to see past cords and
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which is at PPC, chat underscore
Roundup.

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So, as we said earlier on, we've
got the very lovely amalya,

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Fowler taken over from Julie,
just for this week, Julie will

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be back next week.
I believe on the Fantastic topic

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of it's not you it's Google ads
and we're going to be talking

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about navigating all the changes
with being seen to hopefully

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help each other out and gain
some new ideas because yeah,

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Google has been doing lots of
updates over the past 12 months

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or so, you know, we're going to
have ga4, we have the app, we

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have deer for come out now.
We're going to have a universal

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analytics normal.
One probably being sunsetted

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we've reached an age of where we
only have responses such as no

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more expanded text ads.
We have the case of performance

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Max and, you know, how it's
really evolving.

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Loads of new changes.
I hear about and diluted thing.

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The last one that really put a
panic in my clients eyes was

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when they, they thought that
normal shopping campaigns

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standard shopping campus, we're
going to be replaced, but that's

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not the case.
It's smart shopping campaigns is

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going to be replaced with
performance Max.

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Automatically.
So, but before we get into that,

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we'd like to do a roll call of a
male, as well.

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She was like, yeah.
How's everybody doing Chris

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Ridley?
I know definitely join the chat,

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as well as Glenn smoothly and
Tom Kelly time.

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Kelly, that is a new one.
He goes my CPAs on a main client

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account.
I've taken such a positive turn

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that they had me.
Double-check tracking was

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working correctly.
Absolutely right.

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You know, it's like when things
are actually going well that's

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what's actually even more
concerning, we're not concerned.

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Me but most surprising so really
good performance.

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Should not be surprising.
But with all the changes who

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knows?
Yeah.

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Jelly advisors will joins us and
I believe we've got Shawn Ellie.

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Tim Halloran, Jordan Stark as
well.

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Quite a few people Ashton clock
as well as Steve Gibson

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Lawrence, Chase.
Oh yes, even though we don't

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have the usual Julie at the helm
of this loads of our experts

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joined the chat.
So let's get directly into it.

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We've got a Molly asking our
Quest.

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First question saying it's well
known.

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Is a lot of changes that happen
to the Google ads platform and

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therefore how we work, what
changes have stymied you or

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frustrated you the most recently
for me it's the one that I

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mentioned about, you know,
shopping ads, like smart smart

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shopping ads, been take the
performance Max performance.

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Max is one.
That is just so brand-new.

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So, all-encompassing that, you
know, it's the one that's makes

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me go.
Whoa, that's a big major chain,

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that could.
Could, you know, effects, it's

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going to affect everything.
All the types of ads, a lot of

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times you get updates and
shopping ads, you don't get

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updates a quick keywords.
What's happening with keywords?

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Something that updates is just
happening with our essay as

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performance.
Max is something that is going

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to affect, you know, local ads,
shopping ads.

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The kind of keywords that you're
going to be seeing ad copy and

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you know, kind of lies and of
data is a lot of things that

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people have seen.
So performance marks for me is

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like a major one that has made
me go.

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Whoa, how is that?
Working at the moment.

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Chris Respond saying right now,
it's performance Max.

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Yes, the lack of data available
to us and then biggest insights

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unclear data range, Pickers
making it a different to report

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or optimize.
Luckily there's some clever

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clogs in PPC chat with some
great tips and tricks for p Max

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reporting managing any response
team.

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The the combination of pushing
towards broad automation while

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simultaneously moving to a
privacy Centric, World creates

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difficulties in properly.
Mising campaigns, Steve Gibson

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response to crapping interface.
I suppose.

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I wouldn't say I'm frustrated by
the recent changes because of

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Google's because Google's been
heading in this direction for

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10-plus years and we're all in
the same boat, monopolies are

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going to act like Napoles.
Yeah, truly sad, Jordan star

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goes removing certain terms data
removing average position

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average position that one.
I was not so much time with by

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and that's what feels like such
a long time ago.

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I'm like so many more changes.
Have happened was I will

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position even everything.
Yeah, every position every

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position, I'm glad it's done the
hearts for of some people.

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Anyway, it's a lot harder to
test out copy with the new RSA

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ads.
Jordan continues, lack of

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insights into Automation and
performance.

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Max, another shout-out for pump
for p.

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Max.
A Milly, some icky response

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going for Me, overall slowness
in the UI hidden Search terms.

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These are probably the two
biggest frustrations for me.

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I malygos yesterday.
Both Lawrence goes when I'm on

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cold with Brands and we are
working through the account,

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waiting, 40 seconds, plus,
sometimes between clicks.

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Yeah.
When you're trying to do a demo

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for clients, absolutely
horrible.

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Like Melissa goes, Frazier goes
oh my God.

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Yes, I also hate the Dreadful
sight cannot be loaded after.

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What feels like five years of
the UI loading crisco's.

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Have you tried using Google ads
editor of client calls going

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forward with all the data in it?
Now, it may be marginally

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quicker than using Google ads.
You I learn?

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Because yes, That may be an
option.

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They were just used to seeing
the other screens but I may need

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to move.
I may need to do that moving

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forward.
Even editor has been slow lately

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though which is really bad not
40, plus s per click bad but

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still a little slow.
Google do better.

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Do you have eyes goes?
And here's my stuck with only

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280 ctrs.
Mmm, the match type change and

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the terrible indivisibility of
pmax are the changes have been

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problematic, but these two have
affected my program.

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Has the most.
So yeah, pmax definitely

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affected a lot of people
malygos.

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I shall now only refer to it as
the terrible inevitability of P.

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Max delivers goes.
Yeah.

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Welcome when in doubt.
Ask her board Fraser goes

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terrible.
Indivisibility of P.

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Max sounds like a very Niche.
Me 2000 in the album.

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Yeah.
Very, very neat shots.

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A televised goes, you know what
Hidden Side terms?

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Ah, another fantastic shits
Creek meme.

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Lawrence goes, You don't like
going into a store and getting a

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bag you can never ever open but
you had to pay $100 for it.

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Yeah, I dislike them also.
Did I go?

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It's not even a bag.
It's just a nondescript box and

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you don't even know what's
inside.

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Oh you weren't talking about
handbags where you?

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It was at least a Telfer leg
logo on the box is worth

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something Lord.
So going on about site times and

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I'll leave Lawrence and Julia
rise to get into that.

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Fraser Andrews response saying,
yeah, the general Uncertainty,

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and lack of information around
P.

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Max has been my main work.
It can also feel at times that

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products are being rushed out
before, being fully completed P

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Max.
Again, that being said, manage

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him has been a great resource
for this with Nora response,

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super relevant onto.
Hey, I compare it to the most

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rushed implementation of vehicle
adds vehicle adds, where are

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they again?
Managing is thanks.

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I try to share what we're
learning, but we're all just

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learning along the way P Max.
Feels rushed my desk is that

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Google has been has seen people
looking to diversify from

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Facebook into Tick-Tock and
wants their shared art goes a

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lot of young media buyers, got
this, start on social media.

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The old God, I'm 36, like me got
started with such Less Fun For

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Us adopting from keyword based
advertising and another very

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similar answers.
Strong Ally response to

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question.
One thing hiding data, whether

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that's true, Search terms hiding
on Such campaigns pmax or smart

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shopping.
A close second would be the

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match types, but these combined
is truly frustrating.

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Tim Allen response performance
Max and similar smart features,

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like our essays.
That remove optimization

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abilities in place of machine
learning optimization.

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Think of it like a 20 year old
accountant.

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Getting a new book.
Keeper software one day when

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they come back in to work
expecting.

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No pushback because they'll be
pushed back Alex, Nicole

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response in my For hitting such
terms, lack of performance data,

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for our essays, the emphasis on
optimization score and the snail

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pace of the UI, some very good
answers.

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There are certain clock response
saying less Insight on the

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search terms report.
Exact match not exactly being

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exact anymore and the expansion
of clothes variants matching in

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general has changed how we how
we structure campaigns.

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Google ads rep seems to be more
aggressive recently than in

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previous years.
Lutely.

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The case, the whole
aggressiveness of Google is

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something I spoke at at my last
talk.

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Well, ippc live UK's first event
which was also my last talk.

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Ashton continue saying forcing
everyone to switch over to our

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essays and claiming that it's
great for testing new headlines

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or descriptions but you can't
actually see headline or

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description level metrics to
determine what performs best.

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Click Ctrl conversions, Etc.
So yeah, very interesting with

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that one, as well.
And then Lauren's Chase response

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saying that the biggest ones
have been the match type system

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slowness, really bad some days
and removal of smart shopping

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for performance, Max shopping
and we have Melissa McKee,

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responding, given another
answer.

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To question one saying, lack of
data for RSA is also

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frustrating, I get being forced
into the new ad format, but

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please give us more data than
just Impressions.

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Yes, I think what they still
doing, what I'd seen them doing.

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Lost was just giving the
different Ian, split clicks CTR

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cpc's.
That will be useful as well.

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Google.
And then we have a male going on

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to question 2.
Saying, let's start with match

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type, shifts, and lack of sqr
data.

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How has this affected your
account?

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And what strategies have you
found to mitigate it, don't

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forget to indicate.
If you have specific industry

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strategies for e-comm lead gen
or B2B, especially with the B2B

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00:12:06,300 --> 00:12:08,500
side of thing.
We definitely need more tactics.

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00:12:08,700 --> 00:12:11,900
Chris really response to your
question to same b2c lead.

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00:12:12,100 --> 00:12:17,200
Jen, I've found Max conversions,
tcpa and Broad match.

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Keywords are actually working
better than phrase or exact

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00:12:20,900 --> 00:12:22,800
match keywords.
Wow, mind-blowing.

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That's him, put an emoji, their
B2B lead generation.

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00:12:27,000 --> 00:12:30,900
I'm still sticking with exact or
phrase match as the lack of SQL

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00:12:30,900 --> 00:12:35,400
data makes using broad match
pure guesswork and lock.

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00:12:35,700 --> 00:12:39,700
He continues btc-e calm and
finding broad match type is

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00:12:39,700 --> 00:12:43,500
working well with max conversion
value that Ichiro has due to

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fewer queries being attributed,
total, other Search terms.

239
00:12:47,800 --> 00:12:50,200
I do lean heavily on Smart
bidding.

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00:12:50,200 --> 00:12:54,000
The interesting tactic bag that
I feel Google be happy with.

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00:12:54,000 --> 00:12:58,000
I don't know about that to his
answer to question 2, I think.

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00:12:58,000 --> 00:13:01,100
Yeah, we've got Lauren's going.
Yes, BTC, the broad match with

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00:13:01,100 --> 00:13:03,800
either TCP.
OT Rose is working pretty well

244
00:13:03,800 --> 00:13:07,100
with most retailers.
I would not have said that just

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00:13:07,100 --> 00:13:09,900
over a year ago, but today it is
better.

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00:13:10,200 --> 00:13:13,100
I'm Ally response to that same
in a, i To get on board.

247
00:13:13,100 --> 00:13:16,100
Do you have old broad match
keywords in these campaigns?

248
00:13:16,100 --> 00:13:20,200
A single keyword mix and Chris
really responds to that scene.

249
00:13:20,200 --> 00:13:23,500
In the BTC lead-gen account, I
have brought and non broad

250
00:13:23,500 --> 00:13:27,600
keyword split by campaign and
they originally all had similar

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00:13:27,600 --> 00:13:31,200
budgets and the same Max
conversions TCP a bit

252
00:13:31,200 --> 00:13:34,100
strategies.
But since I've seen broad match

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00:13:34,100 --> 00:13:38,800
perform better, I have given it
more budget and set its own bid

254
00:13:38,800 --> 00:13:42,500
strategy, Kristen continue
saying having strict of keyword

255
00:13:42,500 --> 00:13:46,600
list is a must in my experience
and reviewing your - negatives

256
00:13:46,600 --> 00:13:49,300
every three months to ensure
you're not bloating.

257
00:13:49,300 --> 00:13:53,500
Your - list is important to
Lawrence goes yesterday's the

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00:13:53,500 --> 00:13:56,200
negatives keep crazy things from
popping up.

259
00:13:56,400 --> 00:14:00,600
I will usually use a keyword
tool to find keywords in any way

260
00:14:00,600 --> 00:14:02,900
related to get ahead of
negatives.

261
00:14:02,900 --> 00:14:05,500
Especially since we don't see
many of the terms.

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00:14:05,500 --> 00:14:08,600
These days Ashwin goes peepee.
See, the only place where

263
00:14:08,600 --> 00:14:11,900
negging is accepted and
encouraged yet at the same time,

264
00:14:12,200 --> 00:14:14,900
Severely, limited, and Chris
goes.

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00:14:14,900 --> 00:14:19,000
I cringe every time I type nag,
but I needed to for character

266
00:14:19,300 --> 00:14:22,300
limit.
Its when did you use - what's

267
00:14:22,300 --> 00:14:23,900
up?
Just read through falls, through

268
00:14:23,900 --> 00:14:26,200
all of that.
Just that some great tips for

269
00:14:26,200 --> 00:14:30,000
like search queries for
especially like a B2B Legion.

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00:14:30,000 --> 00:14:33,700
BTC Legion and staff management
response to a male as well

271
00:14:33,700 --> 00:14:37,000
saying definitely effects lead
gen more than e-commerce with

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00:14:37,000 --> 00:14:38,200
e-commerce.
Broad match.

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00:14:38,200 --> 00:14:42,800
Plus Target rowers works really
well because the Adam knows what

274
00:14:42,800 --> 00:14:45,800
drives revenue and then we have
Melissa McKee responding to

275
00:14:45,800 --> 00:14:47,200
question 2.
Same B2B.

276
00:14:47,200 --> 00:14:51,300
We are routinely seen 75%.
Of our SQL has hidden.

277
00:14:51,300 --> 00:14:53,300
Many of these are converting
terms.

278
00:14:53,600 --> 00:14:57,100
That we would probably add to
our accounts match type shifts.

279
00:14:57,100 --> 00:15:00,500
Haven't affected us as much
lately, close variants have been

280
00:15:00,500 --> 00:15:04,000
around for a long time.
Continue that said closed

281
00:15:04,000 --> 00:15:06,600
variance.
Continue to be a big problem for

282
00:15:06,600 --> 00:15:09,200
B2B.
And then we have James Roberto

283
00:15:09,200 --> 00:15:11,900
responded to question 2 saying,
complete, rebuild and restore.

284
00:15:12,000 --> 00:15:15,800
Structure of campaigns and AD
groups that had years of solid

285
00:15:15,800 --> 00:15:20,200
history agency or Industries.
Lord, has affected everything

286
00:15:20,200 --> 00:15:22,500
for him.
A mile, if Ali goes, yeah lead

287
00:15:22,500 --> 00:15:24,700
gen.
I find that the terms doing the

288
00:15:24,700 --> 00:15:29,100
worst are always hidden.
I built almost entirely in exact

289
00:15:29,100 --> 00:15:32,800
match, local service based
clients with small budget and do

290
00:15:32,800 --> 00:15:38,500
a lot of pre-build negative
keyword research and then yeah,

291
00:15:38,500 --> 00:15:40,900
IM Aly continue saying your lead
gen as well saying.

292
00:15:40,900 --> 00:15:43,300
I also avoid Having the word
company.

293
00:15:43,300 --> 00:15:46,400
In key words, IE, hatred vac
company near me.

294
00:15:46,400 --> 00:15:50,300
Because I have figured out that
Google Translates this to any

295
00:15:50,300 --> 00:15:53,500
competition.
It can think of near my business

296
00:15:53,500 --> 00:15:56,100
Lord, any.
And then we have Julie advice

297
00:15:56,100 --> 00:15:59,000
responding to question 2 as
well, saying public sector

298
00:15:59,000 --> 00:16:02,200
retail restaurant.
Lack of Search terms has really

299
00:16:02,200 --> 00:16:04,400
effed up my public sector
campaigns.

300
00:16:04,700 --> 00:16:08,500
This is a high risk of overlap
and that visibility helped me

301
00:16:08,500 --> 00:16:12,800
immensely for match types.
Ever told a They're painful,

302
00:16:12,800 --> 00:16:15,300
irrelevant clicks because of
Google.

303
00:16:15,300 --> 00:16:18,000
Yeah, yes.
That data was pretty important

304
00:16:18,000 --> 00:16:21,000
in some Industries X.
Yeah, a lot of Industries.

305
00:16:21,500 --> 00:16:23,800
I do imagine Ashton clock
response.

306
00:16:23,800 --> 00:16:27,100
Question Tuesday.
Lead gen bmm was our go-to to

307
00:16:27,100 --> 00:16:29,700
match type.
So we've pivoted phrase across

308
00:16:29,700 --> 00:16:33,800
the board since closed variance,
caused a lot of overlap instead

309
00:16:33,800 --> 00:16:37,300
of hyper segmenting campaigns
with tactics like Skaggs.

310
00:16:37,300 --> 00:16:41,300
So single keyword a groups where
segmenting campaigns or ad

311
00:16:41,300 --> 00:16:45,000
groups by the theme and have
more keywords per ad group.

312
00:16:45,000 --> 00:16:46,200
I think that's the right way to
go.

313
00:16:46,200 --> 00:16:49,900
I also wrote A Blog about this
recently, which I will put on

314
00:16:49,900 --> 00:16:53,600
the next PS.
A daily links for us because yes

315
00:16:53,600 --> 00:16:57,700
knowing how to segment ad groups
in Google is definitely

316
00:16:57,700 --> 00:17:01,700
important to my Lauren goes same
to that in terms of segments and

317
00:17:01,700 --> 00:17:05,300
campaigns and Cashton goes hope
you find useful and always open

318
00:17:05,300 --> 00:17:08,900
to thoughts and feedback.
I would be listening reading

319
00:17:08,900 --> 00:17:11,800
that for my clients dr.
Thomas response to question two.

320
00:17:12,000 --> 00:17:16,400
Legion and smbs for me it's led
to simpler campaign structures

321
00:17:16,400 --> 00:17:19,599
combined with automated bidding.
It's kinda a godsend.

322
00:17:20,000 --> 00:17:21,700
No need to duplicate match
times.

323
00:17:21,700 --> 00:17:25,300
No trolling through single data
points to try and make updates a

324
00:17:25,300 --> 00:17:27,800
stories.
They two stories or data stores

325
00:17:28,099 --> 00:17:30,300
data stories.
I got that right the first time

326
00:17:30,500 --> 00:17:34,400
he continues.
It also puts a much higher focus

327
00:17:34,400 --> 00:17:38,700
on making sure campaigns are
separate - the terms from other

328
00:17:38,700 --> 00:17:40,800
AD groups, keep everything clean
and separate.

329
00:17:40,800 --> 00:17:45,200
Also as As much also, also much
more upfront negative keyword

330
00:17:45,200 --> 00:17:50,100
research to be cliched,
proactive, not reactive mind it

331
00:17:50,100 --> 00:17:51,900
goes.
This is true until your clients.

332
00:17:51,900 --> 00:17:54,400
Ask, why?
You don't have more keywords in

333
00:17:54,400 --> 00:17:57,200
the accounts.
Ask me how many times I've had

334
00:17:57,200 --> 00:17:58,900
that conversation.
The last three months.

335
00:17:59,200 --> 00:18:02,300
Doug, Doug goes show, though.
It's a good opportunity to talk

336
00:18:02,300 --> 00:18:04,800
about refocusing efforts where
it really matters.

337
00:18:05,100 --> 00:18:08,300
Do you want to pay for managing
terms or do you want to pay for

338
00:18:08,300 --> 00:18:11,400
solid defying, your
communication of competitive

339
00:18:11,400 --> 00:18:14,600
advantage?
To get more leads less about the

340
00:18:14,600 --> 00:18:19,300
platform per se, JP response,
found that to be less true than

341
00:18:19,300 --> 00:18:21,300
you think.
Especially when there's a

342
00:18:21,308 --> 00:18:24,700
disconnect between the lead and
offline, Revenue heard similar

343
00:18:24,700 --> 00:18:28,200
things from other Mega companies
dog says, yeah, that's valid, I

344
00:18:28,208 --> 00:18:31,700
think tote taken away.
The tight control is kind of a

345
00:18:31,700 --> 00:18:33,500
throw your hands up moment for
Google.

346
00:18:33,500 --> 00:18:36,800
They're kind of saying that
micro optimizations aren't as

347
00:18:36,800 --> 00:18:40,100
impactful as previously thought
or communicated.

348
00:18:40,300 --> 00:18:43,200
Not sure that I do think that
that's the case, all those micro

349
00:18:43,200 --> 00:18:47,200
tiny changing bids, adding one
extra key word, adding one extra

350
00:18:47,200 --> 00:18:50,800
- in a reactive way.
It's not the important thing and

351
00:18:50,800 --> 00:18:53,800
it's not the thing that actually
pushes towards business goals.

352
00:18:54,100 --> 00:18:58,200
JP goes consolidation works but
only within certain parameters

353
00:18:58,500 --> 00:19:02,000
if your leads are sporadic and
or on Long, sales Cycles than

354
00:19:02,000 --> 00:19:05,700
automated, strategies are
exactly that microscopic bid

355
00:19:05,700 --> 00:19:09,100
adjustments and thousands of
signals for no reason.

356
00:19:09,600 --> 00:19:11,800
And we have Alex, Nicole
responding to question two.

357
00:19:12,000 --> 00:19:15,600
Exact match was my go-to match
type, but now I find myself

358
00:19:15,600 --> 00:19:19,300
relying on it more, especially
with close variance.

359
00:19:19,800 --> 00:19:21,800
I find myself relying not
relying.

360
00:19:21,800 --> 00:19:25,600
Anyway, I know I can work, but
the lack of sqr data along with

361
00:19:25,600 --> 00:19:29,000
the push towards broad can be
frustrating especially when

362
00:19:29,000 --> 00:19:33,000
working with a small budget.
Tim Allen response saying lead

363
00:19:33,000 --> 00:19:36,900
gen Andy calm 50/50.
Splits first time I can say that

364
00:19:37,100 --> 00:19:40,400
for e-comm I've adopted a
conservative approach to what

365
00:19:40,400 --> 00:19:43,800
Google recommends.
I didn't targeting layers, been

366
00:19:43,800 --> 00:19:47,200
modifies and placement, or
keyword, exclusions as necessary

367
00:19:47,200 --> 00:19:49,900
for B2B.
I've changed a lot more than two

368
00:19:49,900 --> 00:19:53,100
hours 180.
Character was a strong response

369
00:19:53,500 --> 00:19:55,600
if you ever want to record a
video about it.

370
00:19:55,600 --> 00:19:58,100
I'm all for making that happen.
Yeah.

371
00:19:58,400 --> 00:20:00,400
Action is all about trying to
get people to record videos

372
00:20:00,400 --> 00:20:03,300
about their frustrations, which
I think is fantastic.

373
00:20:03,800 --> 00:20:05,900
Ashton goes, yeah, lead gen B to
B.

374
00:20:05,900 --> 00:20:09,500
We have a fairly big ticket.
So it gets expensive with no

375
00:20:09,500 --> 00:20:11,800
sculpting.
I'd love to run a broad match.

376
00:20:12,000 --> 00:20:15,700
Campaign and use the strs to
optimize both PPC and organic

377
00:20:15,700 --> 00:20:19,100
content strategy.
Instead, I find myself investing

378
00:20:19,100 --> 00:20:23,800
more in other platforms and non
PPC, earned media action,

379
00:20:23,800 --> 00:20:27,100
continues saying I will add that
would be to be and a higher

380
00:20:27,100 --> 00:20:29,400
average, Converse conversion
value.

381
00:20:29,600 --> 00:20:32,800
There is the advantage that
won't or two conversions can

382
00:20:32,800 --> 00:20:36,800
offset weeks of wasteful spend.
But one it's rarer than people

383
00:20:36,800 --> 00:20:41,000
think to on principle, I don't
think we should be paying so far

384
00:20:41,100 --> 00:20:44,500
above the Earth.
Odds and shown any response, a

385
00:20:44,500 --> 00:20:47,600
nanny cam gets harder to make
the old tiered system of

386
00:20:47,600 --> 00:20:50,800
shopping where you funnel
high-value queries, to higher

387
00:20:50,800 --> 00:20:52,000
bid.
Surprisingly though.

388
00:20:52,000 --> 00:20:54,500
It does still seem to work with
the queries.

389
00:20:54,500 --> 00:20:57,300
We can see, he continues
lead-gen.

390
00:20:57,300 --> 00:21:00,200
These are smaller budget
accounts for us so we can

391
00:21:00,200 --> 00:21:04,500
basically cannot only use exact
and then see a lot of not

392
00:21:04,500 --> 00:21:05,500
eligible.
Low.

393
00:21:05,500 --> 00:21:08,100
Search volumes are, those are
frustrating ones.

394
00:21:08,500 --> 00:21:11,800
Ashwin goes, even Google
analytics shows most of our

395
00:21:11,900 --> 00:21:15,800
Branded organic traffic as not
set, its really irritating.

396
00:21:16,700 --> 00:21:19,500
And then we have Tim going for
question 2 as well, saying for

397
00:21:19,500 --> 00:21:23,600
B2B to about digging deeper into
long tail, based on what's

398
00:21:23,600 --> 00:21:28,200
working more so than I used to.
So I'll start broader on

399
00:21:28,200 --> 00:21:31,000
multiple keywords categories and
see what sticky.

400
00:21:31,400 --> 00:21:35,300
Then once I find it I'll take
what I can and expand test

401
00:21:35,300 --> 00:21:39,100
expand test more on this to.
Yeah, it's all about testing

402
00:21:39,100 --> 00:21:41,600
with what's going on.
Lawrence response, I am across

403
00:21:41,600 --> 00:21:44,700
the board would be to be an Eco.
My work with some hospitals

404
00:21:44,700 --> 00:21:47,500
retailers Etc.
We have simplified campaigns

405
00:21:47,500 --> 00:21:51,700
because the data is not there,
you have to be ahead of - also

406
00:21:51,700 --> 00:21:54,900
with the match types.
We used to let it run and work

407
00:21:54,900 --> 00:21:58,700
on them and we have GTA Vice
responded question to saying,

408
00:21:58,800 --> 00:22:02,500
restaurants in particular I'm
learning I'm leaning more

409
00:22:02,500 --> 00:22:05,600
towards phrase and Broad with
the audience layers on top.

410
00:22:06,000 --> 00:22:09,400
Those are working quite well in
terms of getting people into

411
00:22:09,400 --> 00:22:12,900
locations, it helps helps that
It's fast food.

412
00:22:12,900 --> 00:22:15,600
So not quite as niche as some
retail.

413
00:22:16,100 --> 00:22:18,300
A mighty then goes on to
question 3 and we're going to

414
00:22:18,300 --> 00:22:22,400
talk about our essays and AD
copies here with the sunset re

415
00:22:22,400 --> 00:22:25,600
death of ETA s.
What is your go-to RS a

416
00:22:25,600 --> 00:22:28,100
strategy?
Do you have one or like me?

417
00:22:28,100 --> 00:22:30,000
Are you just figuring it out as
you go?

418
00:22:30,000 --> 00:22:32,300
If you're a client reading this
don't worry.

419
00:22:32,300 --> 00:22:36,200
I have a strategy called test it
and see that's what all our

420
00:22:36,200 --> 00:22:39,600
strategy is.
Chris goes I got distracted by

421
00:22:39,600 --> 00:22:41,600
question, too.
And all the replies, I have no

422
00:22:41,600 --> 00:22:43,500
real.
A tactic at the moment except

423
00:22:43,500 --> 00:22:47,300
for add as many as possible.
And review often, I'm trying

424
00:22:47,300 --> 00:22:52,800
pinning, a headlines and sudhir
etas but no solid findings yet

425
00:22:52,900 --> 00:22:54,500
management goes.
It's Google's words.

426
00:22:54,500 --> 00:22:57,300
I don't try to fight the system.
I try to make it work for our

427
00:22:57,300 --> 00:22:59,800
clients.
They use our essays as intended

428
00:22:59,800 --> 00:23:05,100
and only pin headlines.
When super important a to answer

429
00:23:05,100 --> 00:23:08,800
question, 3 J nari response in.
I've been testing one RSA with

430
00:23:08,800 --> 00:23:11,700
no pinning.
Excellent, excellent.

431
00:23:12,300 --> 00:23:15,300
When our say with pin deadlines
and positions, one and two on

432
00:23:15,300 --> 00:23:19,400
pin descriptions good quality
per ad group, some interesting

433
00:23:19,400 --> 00:23:23,100
test there, and I'm Ally
response to that to question 3.

434
00:23:23,100 --> 00:23:27,200
Same lead gen or / SM.
B, I've really leaned into

435
00:23:27,200 --> 00:23:31,100
pinning, headlines lately, and
I'm going to see how that goes

436
00:23:31,100 --> 00:23:32,800
of.
Also built my ad groups

437
00:23:32,800 --> 00:23:37,200
differently so that I have fewer
keywords along a theme and it's

438
00:23:37,200 --> 00:23:41,400
easier to get my rsa's to a
great or excellent quality.

439
00:23:41,800 --> 00:23:45,100
Israeli response, tight ad
groups themed and keyword

440
00:23:45,100 --> 00:23:48,100
clusters is important.
I find makes it easier for

441
00:23:48,100 --> 00:23:51,800
better at coping in general and
better add strength school.

442
00:23:52,000 --> 00:23:55,000
And then we have Julie advise
going to answer question, 3

443
00:23:55,000 --> 00:23:57,200
going public sector restaurant,
retail.

444
00:23:57,400 --> 00:24:00,900
I don't have a go-to but I do
encourage using more assets

445
00:24:00,900 --> 00:24:05,100
rather, than making etas in
public sector, where we look for

446
00:24:05,100 --> 00:24:09,100
impression, share quite a bit.
It's all about several ads and

447
00:24:09,100 --> 00:24:12,900
lots of iterations still gives
Response to question to say,

448
00:24:12,900 --> 00:24:15,500
I've always taken a direct mail
approach to match types and

449
00:24:15,500 --> 00:24:18,900
seeing them as lists of users.
So nothing has fundamentally

450
00:24:18,900 --> 00:24:21,800
changed, either.
I want to advertise to the list

451
00:24:21,800 --> 00:24:24,600
or I don't Melissa response to
question 3.

452
00:24:24,600 --> 00:24:28,600
Seen B2B, we are replicating.
Our best etas with pinning, as

453
00:24:28,600 --> 00:24:32,300
well as testing, our essays with
no painting a malygos.

454
00:24:32,300 --> 00:24:36,500
I think this is my next try.
If my current test doesn't pan

455
00:24:36,500 --> 00:24:39,400
out replicating.
Best ETA as with pinning as well

456
00:24:39,400 --> 00:24:42,600
as testing our essays with know,
No painting.

457
00:24:42,600 --> 00:24:45,900
So yeah, test, pinning, and
against non pinning, chanela

458
00:24:45,900 --> 00:24:50,100
response testing creating ETA.
As with pins versus adding many

459
00:24:50,100 --> 00:24:54,500
headlines or descriptions to add
this, you have to make sure you

460
00:24:54,500 --> 00:24:58,700
have advertisement set to rotate
indefinitely Or you can't use

461
00:24:58,700 --> 00:25:02,600
enhanced CPC.
Apparently that's this overrides

462
00:25:02,600 --> 00:25:07,700
add rotation settings.
So you can't use enhanced cpc's

463
00:25:08,000 --> 00:25:11,700
unless you have advert.
Ation set to rotate in death.

464
00:25:11,900 --> 00:25:14,300
Lee, I'm probably just
overwrite, add rotation

465
00:25:14,300 --> 00:25:16,300
settings.
That is interesting and annoying

466
00:25:16,300 --> 00:25:19,200
in the same time.
Tim Allen response to question

467
00:25:19,200 --> 00:25:21,500
three saying, the brand
strategist in me, always wants

468
00:25:21,500 --> 00:25:25,600
to pin the brand name in some
way to the one or two sport.

469
00:25:25,600 --> 00:25:30,000
Then I used other hechas to test
mix of value feature.

470
00:25:30,000 --> 00:25:34,800
And question based ideas, but I
am open to new tactics as well.

471
00:25:35,000 --> 00:25:37,300
Delivers goes, I like it
thematic approach.

472
00:25:37,300 --> 00:25:41,300
One ad is the office door one,
at is the benefit store story

473
00:25:41,300 --> 00:25:43,800
even?
It makes results so far but more

474
00:25:43,800 --> 00:25:46,200
success than with ETA is trying
to story.

475
00:25:46,200 --> 00:25:50,100
Tell learn skills for brands
with regulatory or just brand

476
00:25:50,100 --> 00:25:52,800
concerns.
We will pin themes as well.

477
00:25:53,000 --> 00:25:57,200
We have three headlines.
One pins, three headlines to it

478
00:25:57,200 --> 00:26:00,800
is what the brand is, okay, with
pairing together and still gives

479
00:26:00,800 --> 00:26:03,100
algorithm something to work
with.

480
00:26:03,400 --> 00:26:06,400
I'm not like is actually dumped
in the brand name, type in any

481
00:26:06,400 --> 00:26:10,300
keyword variation in one and CTS
into Tim goes.

482
00:26:10,300 --> 00:26:13,700
I like the keyword variations.
Here to, it's been a while since

483
00:26:13,700 --> 00:26:18,200
I've tested DK, is a dynamic,
keyword insertion, but if I had

484
00:26:18,200 --> 00:26:21,600
to short had short enough
keywords, I like to try

485
00:26:21,600 --> 00:26:26,200
something like this brand named
trademark, top DKI Outfitter

486
00:26:26,500 --> 00:26:32,100
online or something, similar,
top DKI, so top chef at Twitter

487
00:26:32,500 --> 00:26:36,900
online, I think that works is
that as that's D key item, and

488
00:26:36,900 --> 00:26:39,300
the Lawrence Chase response.
To question 3, seen I use the

489
00:26:39,308 --> 00:26:41,600
pasta ETA data to drive.
What?

490
00:26:41,800 --> 00:26:45,400
We put in the ads and accounts
who have very strict brand

491
00:26:45,400 --> 00:26:47,300
rules.
We pin everything I'm seeing

492
00:26:47,300 --> 00:26:51,500
Google show the iris.
He's quite a bit more than ETA s

493
00:26:51,600 --> 00:26:53,900
though and then we have Steve
Gibson going.

494
00:26:53,900 --> 00:26:56,300
I do a lot of painting.
It's not ideal because Google is

495
00:26:56,300 --> 00:27:00,300
still going to try to optimize
the text and do it in, come in,

496
00:27:00,300 --> 00:27:04,000
come in competently.
Basically, if you're not using

497
00:27:04,000 --> 00:27:07,600
some sort of rowers or CPA,
which is in itself, hit or miss,

498
00:27:07,900 --> 00:27:11,400
and he had optimization doesn't
work any more.

499
00:27:11,900 --> 00:27:14,300
We got Alex Nicole as well.
Responded question to you

500
00:27:14,300 --> 00:27:18,900
saying, I set up new ad groups.
We just want our Essay with as

501
00:27:18,900 --> 00:27:22,000
many high-quality headlines and
descriptions as I can come up

502
00:27:22,000 --> 00:27:25,900
with if it's an existing
campaign, I have been keeping

503
00:27:25,900 --> 00:27:29,900
the best-performing etas.
I'm about to make some ETA ish

504
00:27:30,000 --> 00:27:33,600
rsa's though.
Due to Performance issues, he

505
00:27:33,600 --> 00:27:37,000
continues every ad group has an
RSA without exception though,

506
00:27:37,500 --> 00:27:40,200
and onto a fun topic.
We've got talking about

507
00:27:40,200 --> 00:27:42,200
performance Max now in my life,
He goes.

508
00:27:42,400 --> 00:27:44,000
Yeah.
Just a quick one to start.

509
00:27:44,000 --> 00:27:46,500
Have you tried performance Max?
Yes.

510
00:27:46,600 --> 00:27:48,500
No.
And why?

511
00:27:48,500 --> 00:27:50,700
And yeah, a lot of answers to
this one.

512
00:27:50,900 --> 00:27:51,900
Chris goes.
Yeah.

513
00:27:51,900 --> 00:27:54,100
B2B lead generation.
No success.

514
00:27:54,100 --> 00:27:56,000
Too much.
Spam B2B.

515
00:27:56,000 --> 00:27:57,600
E-commerce.
Nur experience.

516
00:27:57,600 --> 00:28:02,100
He had to be to see lead gen met
Chief CPA but not amazing.

517
00:28:02,100 --> 00:28:05,900
B2c e-commerce, great results
with better rowers than other

518
00:28:05,900 --> 00:28:08,700
campaign types.
While Chris manages, a lot of

519
00:28:08,708 --> 00:28:11,100
different types of campaigns and
I love that when you work in an

520
00:28:11,100 --> 00:28:13,900
agency, Then?
Yeah, Chris continues beats.

521
00:28:13,900 --> 00:28:16,800
Why B2B lead generation Esteban
evoluted?

522
00:28:17,200 --> 00:28:21,400
Google ads account as Rd B to C
lead-gen trial requested by

523
00:28:21,400 --> 00:28:24,200
client didn't work, but we
learned from it, be to see

524
00:28:24,200 --> 00:28:28,600
comte, route it with car mats
.co.uk and following their great

525
00:28:28,600 --> 00:28:31,000
result.
We implemented it across our

526
00:28:31,000 --> 00:28:35,100
client accounts, management goes
with tested our lead gen and

527
00:28:35,100 --> 00:28:38,000
e-commerce.
Why might as well stay ahead of

528
00:28:38,000 --> 00:28:41,400
the curve?
First, mover Advantage, even

529
00:28:41,400 --> 00:28:43,800
louder.
One's yes, e-comm basically has

530
00:28:44,100 --> 00:28:47,700
to now and I wanted to see what
it could do for Li Chen.

531
00:28:48,000 --> 00:28:50,100
Steve goes.
No, I'm unconvinced that it

532
00:28:50,100 --> 00:28:54,100
makes sense to combine messaging
ads and landing pages for

533
00:28:54,100 --> 00:28:58,000
prospects who are totally
different stages of awareness

534
00:28:58,500 --> 00:29:01,300
League of advertising response.
Yes, all of our clients Now

535
00:29:01,300 --> 00:29:06,300
using it, mainly e-commerce, but
some lead gen and we've got some

536
00:29:06,300 --> 00:29:08,200
interesting answer.
Another interested answer from

537
00:29:08,200 --> 00:29:11,700
Ashton about to question 3 and
so this is about our essays.

538
00:29:11,800 --> 00:29:13,900
And he goes for lead gen running
at least one.

539
00:29:13,900 --> 00:29:17,500
RSA put ad group.
If testing to, I make sure they

540
00:29:17,500 --> 00:29:21,200
speak to different themes.
Example, RSA one more heavily

541
00:29:21,200 --> 00:29:24,800
focused on pain points are sa to
more focused on conversions,

542
00:29:24,800 --> 00:29:27,900
like free trial testing, pitting
across headlines and

543
00:29:27,900 --> 00:29:31,600
descriptions creating fake etas
fakies, he hates.

544
00:29:31,900 --> 00:29:35,300
So, our essays that do only
have, I believe you have 15

545
00:29:35,500 --> 00:29:40,200
though, for headlines and for
description, I forgot what eta.

546
00:29:40,200 --> 00:29:43,200
So suppose we to headlines.
For description lines are,

547
00:29:43,200 --> 00:29:46,100
please remind me whatever it is.
Were I imagine that's what he

548
00:29:46,100 --> 00:29:48,700
mean by fake.
ETA.

549
00:29:48,700 --> 00:29:50,500
S.
So they are Melissa response to

550
00:29:50,500 --> 00:29:52,600
question for yes.
And B2B, no way.

551
00:29:52,600 --> 00:29:57,000
P Max is not brand compliant for
many of our clients and it's way

552
00:29:57,200 --> 00:30:00,900
too much of a black box.
Oh yeah, Google.

553
00:30:00,900 --> 00:30:05,600
You're pretty much pushing aside
a certain, a whole industry with

554
00:30:05,600 --> 00:30:07,300
this performance.
Max dr.

555
00:30:07,300 --> 00:30:10,200
Thomas goes response to question
three saying, talk to a very

556
00:30:10,200 --> 00:30:14,300
opportunity opinion.
Opinionated Google wrap a few

557
00:30:14,300 --> 00:30:17,000
months back, his suggestion was
one or I say.

558
00:30:17,000 --> 00:30:19,400
Ideally, no, pinning and treat
headlines.

559
00:30:19,400 --> 00:30:22,200
As your keyword variations with
your descriptions.

560
00:30:22,500 --> 00:30:26,900
Being your copy variations, not
about single copy variations,

561
00:30:26,900 --> 00:30:29,900
but giving machine learning
options.

562
00:30:30,100 --> 00:30:32,300
Yeah, malygos.
I had a similar conversation and

563
00:30:32,300 --> 00:30:34,200
I did try it.
But what I found was that

564
00:30:34,200 --> 00:30:37,500
machine learning wasn't Advanced
to distinguish between small

565
00:30:37,500 --> 00:30:40,800
headline variations.
So I ended up with RSA like air

566
00:30:40,800 --> 00:30:42,300
conditioning repair.
Repair.

567
00:30:42,300 --> 00:30:44,800
Your air conditioning, which is
two of the same headlines.

568
00:30:45,300 --> 00:30:48,900
Yeah, that's a Google creation.
If I ever saw one is what you

569
00:30:48,900 --> 00:30:50,900
leave.
My space, dog goes, goes, the

570
00:30:50,900 --> 00:30:52,800
data.
I've seen has been basically

571
00:30:52,800 --> 00:30:55,500
that people don't deeply read ad
copy any way.

572
00:30:55,500 --> 00:30:58,700
They see the ads, click on all
of them and determined from

573
00:30:58,700 --> 00:31:01,400
landing page.
Not that copy totally doesn't

574
00:31:01,400 --> 00:31:04,600
matter but it's about search
term then headline match.

575
00:31:05,000 --> 00:31:07,800
A my goes they definitely don't
deeply get into it.

576
00:31:07,800 --> 00:31:11,000
Headline are where it's at and
service land where I live.

577
00:31:11,000 --> 00:31:14,700
It's also so almost entirely
down to Google reviews at the

578
00:31:14,700 --> 00:31:18,200
end of the day, unless it's an
emergency, emergency, emergency

579
00:31:18,500 --> 00:31:22,900
back pain or plumbing issue.
For example, I think thoughts

580
00:31:22,900 --> 00:31:26,600
are like that are why?
That's why I'm kind of Base,

581
00:31:26,600 --> 00:31:30,400
biased about changes in PPC, in
general, talk says the things

582
00:31:30,400 --> 00:31:33,300
that matter really matter, have
nothing to do with.

583
00:31:33,300 --> 00:31:39,100
Whether you spend $100 or 2500
on junk keywords, in your search

584
00:31:39,100 --> 00:31:41,700
campaigns, which is very, wavy
and dismissive.

585
00:31:41,800 --> 00:31:45,300
To be honest, I'm we have a
Molly responding to question

586
00:31:45,300 --> 00:31:48,000
forcing lead gen.
I have not tried pmax.

587
00:31:48,000 --> 00:31:51,800
My clients are small businesses
with small budgets and I haven't

588
00:31:51,800 --> 00:31:53,600
been able to justify the test,
or no.

589
00:31:53,600 --> 00:31:57,200
Have I heard of success in
Legion from fellow experts?

590
00:31:57,200 --> 00:31:59,400
I'm getting closer to running
one though.

591
00:31:59,400 --> 00:32:02,300
It has an inevitable feeling to
it.

592
00:32:02,300 --> 00:32:05,100
Meant to say, this is for
question for yes.

593
00:32:05,100 --> 00:32:09,700
Answering question for ya, gotta
show, Nelly response to question

594
00:32:09,700 --> 00:32:11,800
for as well.
Saying we have tried I feel like

595
00:32:11,800 --> 00:32:13,800
like it's our job to test
everything.

596
00:32:13,800 --> 00:32:17,400
Even if we don't necessarily
agree with it, that belongs that

597
00:32:17,400 --> 00:32:21,600
being said, many clients have
asked us not to use P Max.

598
00:32:21,600 --> 00:32:24,500
O Lord delivers goes, no not
yet.

599
00:32:24,500 --> 00:32:27,700
I know that P Max will replace
my locals pretty soon, but it's

600
00:32:27,700 --> 00:32:31,900
just not brand safe for most of
my programs negatives at the, at

601
00:32:31,900 --> 00:32:36,400
the account level, and only
through a rep recipe for

602
00:32:36,400 --> 00:32:39,100
disaster.
Yeah, much control to account

603
00:32:39,100 --> 00:32:41,200
reps.
Now are going to stop bullying

604
00:32:41,200 --> 00:32:44,100
you about Getting in touch with
some about some strategy.

605
00:32:44,400 --> 00:32:47,200
No, I stink is not thrilled
about the local.

606
00:32:47,200 --> 00:32:49,600
Turnage P.
Max transition had finally

607
00:32:49,600 --> 00:32:52,700
gotten time and budget to test
them for retail client.

608
00:32:52,700 --> 00:32:55,100
So, great results.
And then a week later, Google

609
00:32:55,100 --> 00:32:57,100
announced they'd be changing the
world.

610
00:32:57,600 --> 00:33:00,500
Yeah, that's definitely not as
exciting as upgrading smart

611
00:33:00,500 --> 00:33:02,300
shopping to Performance.
Max manage him.

612
00:33:02,300 --> 00:33:06,600
Goes struggling to see similar
level of conversions.

613
00:33:06,600 --> 00:33:09,300
How do they rise goes?
Well, then you'll love this

614
00:33:09,300 --> 00:33:13,700
locals just flat-out won't run
without A video easy brief it in

615
00:33:13,900 --> 00:33:18,100
team is informed, but P Max can
run without a video by just

616
00:33:18,100 --> 00:33:23,200
making one up sneaky and not at
all brand safe and your device

617
00:33:23,200 --> 00:33:25,400
gives another answer, the
question forcing by did have a

618
00:33:25,400 --> 00:33:28,500
convo with a client and the
creative team about.

619
00:33:28,500 --> 00:33:33,100
How if you don't have a video P
Max, I've you don't have a video

620
00:33:33,100 --> 00:33:36,400
P Max, we'll just make one out
of your existing assets.

621
00:33:36,700 --> 00:33:39,800
I saw the creative directors,
blood run cold.

622
00:33:40,100 --> 00:33:41,600
Yeah, me choking on my coffee
picture.

623
00:33:41,800 --> 00:33:44,600
Stock photo on most of my
clients websites becoming

624
00:33:44,600 --> 00:33:47,600
videos.
I'm a Leo goes and yeah I had

625
00:33:47,600 --> 00:33:51,000
the similar question for my
friend Sophie Logan when she was

626
00:33:51,000 --> 00:33:53,100
talking about responsive display
ads.

627
00:33:53,100 --> 00:33:57,000
And how about how about and how
Google will create a video?

628
00:33:57,000 --> 00:33:58,500
How to add your stock photos or
house?

629
00:33:58,500 --> 00:34:02,100
Out of images.
If you don't have a video and

630
00:34:02,100 --> 00:34:05,500
that that phrase just scared,
The Living Daylights out of me.

631
00:34:05,500 --> 00:34:08,500
And I asked her desperately
asked for her to show me,

632
00:34:08,500 --> 00:34:11,600
example of what that could look
like Melissa.

633
00:34:11,800 --> 00:34:14,400
Goes, yeah, that will turn off
each and every one of our

634
00:34:14,400 --> 00:34:18,199
clients, no way in hell, are
they agreeing to that Lawrence

635
00:34:18,199 --> 00:34:19,699
response to question?
Forcing yes.

636
00:34:19,699 --> 00:34:22,400
With a lot of accounts?
Some accounts you cannot because

637
00:34:22,600 --> 00:34:25,699
of the lack of control, where
your ads, your or for what?

638
00:34:25,699 --> 00:34:27,600
They show up for Google wants
this to work.

639
00:34:27,600 --> 00:34:30,699
Swear it is viable.
We are trying to make it work.

640
00:34:30,900 --> 00:34:34,800
I have seen some good success.
I feel like Google will force it

641
00:34:34,800 --> 00:34:38,800
eventually, just like the RSA is
versus ETA s or our beloved

642
00:34:38,800 --> 00:34:41,600
smarter shopping campaigns.
Just want Brands who

643
00:34:41,800 --> 00:34:46,000
Participate, no regulatory or
brand issues to have a hard

644
00:34:46,000 --> 00:34:50,000
head.
Start on what works phaser,

645
00:34:50,000 --> 00:34:54,900
Andrews goes agency.
The wise Liam leeway do digital

646
00:34:54,900 --> 00:34:57,300
underscore.
Liam once told me to swallow the

647
00:34:57,300 --> 00:35:01,000
Frog and as an agency, we've
definitely tried to embrace it.

648
00:35:01,000 --> 00:35:04,900
Whilst it can be a pain.
We have a time seen good

649
00:35:04,900 --> 00:35:07,100
results.
And personally, I'm pretty much

650
00:35:07,200 --> 00:35:10,600
resigned to it.
Being the new Norm Liam goes,

651
00:35:10,600 --> 00:35:13,600
this is brilliant because I'm
pretty, Be sure I never used the

652
00:35:13,600 --> 00:35:18,500
word swallow.
I love love that.

653
00:35:18,500 --> 00:35:21,800
That's the only reason Liam has
joined this chat just to

654
00:35:21,800 --> 00:35:23,900
correct.
Something he was quoted on.

655
00:35:25,200 --> 00:35:28,000
And then we have Ashton clock
responding to question forcing.

656
00:35:28,000 --> 00:35:30,200
Yes, we started testing for a
real estate client.

657
00:35:30,200 --> 00:35:33,500
And I've seen good initial
results while the main

658
00:35:33,500 --> 00:35:35,500
conversion is formed a
submission.

659
00:35:35,500 --> 00:35:40,400
It's more of a BTC audience and
I haven't tested it for any B2B

660
00:35:40,400 --> 00:35:43,400
client yet.
I'm Alec is my big issue.

661
00:35:43,400 --> 00:35:47,800
Is getting my client to answer
said form submissions, Ashton

662
00:35:47,800 --> 00:35:52,400
goes, I've run into that a lot
for calls and call extensions as

663
00:35:52,400 --> 00:35:55,000
well.
Steve Gibson response to the

664
00:35:55,300 --> 00:35:59,000
Forcing none convinced that it
makes sense to combine messaging

665
00:35:59,300 --> 00:36:02,200
ads and landing pages for
prospects who are totally

666
00:36:02,200 --> 00:36:06,600
different stages of awareness
and then we have a malted grain.

667
00:36:06,600 --> 00:36:09,600
Oats question 5, saying for
those of you who have tried

668
00:36:09,600 --> 00:36:13,700
performance, Max, what tips, and
tricks, or things you do, two

669
00:36:13,900 --> 00:36:16,600
things to avoid.
Can you give those of us on the

670
00:36:16,600 --> 00:36:20,100
fence or way of over in the far
away field?

671
00:36:20,100 --> 00:36:23,100
If you haven't tried?
What in particular, could help

672
00:36:23,100 --> 00:36:27,100
someone help you with With it,
Chris Ridley, said I did a talk,

673
00:36:27,100 --> 00:36:30,200
a cheerful DM on this exact
topic and doing more stuff and P

674
00:36:30,200 --> 00:36:34,200
Max to including the webinar.
For evoluted, get started with

675
00:36:34,200 --> 00:36:35,800
P.
Max torque for unlevel and

676
00:36:35,800 --> 00:36:39,200
optimize and a 20 minute long
talk at PPC live.

677
00:36:39,200 --> 00:36:40,300
UK.
Woohoo.

678
00:36:40,300 --> 00:36:43,000
Love.
Chris is shout-out on P Max in

679
00:36:43,000 --> 00:36:45,500
September.
What this space or a lot of P.

680
00:36:45,500 --> 00:36:49,100
Max talks from Chris love, it
management goes shared what

681
00:36:49,100 --> 00:36:53,100
we've learned so far in this
thread and yes, I'll give you a

682
00:36:53,100 --> 00:36:57,500
link to that thread in Show
notes, as well as I'm sure.

683
00:36:57,900 --> 00:37:01,200
We'll also been the recap notes
as well.

684
00:37:02,100 --> 00:37:04,100
And let's see if we have any
more answers question.

685
00:37:04,100 --> 00:37:07,700
Five phrasal goes.
Yeah, use g a page in size and

686
00:37:07,700 --> 00:37:12,000
AD campaigns of the secondary
Dimension to gain page insights.

687
00:37:12,400 --> 00:37:15,800
I think some of the answers were
mixed up or some not know, love

688
00:37:15,900 --> 00:37:19,000
a lot of answers for question 5.
So we'll go to question 6 and

689
00:37:19,000 --> 00:37:22,500
malygos were often stuck between
the needs of stakeholders bosses

690
00:37:22,500 --> 00:37:25,100
clients and Google's changes
what?

691
00:37:25,200 --> 00:37:27,300
Advice.
Do you have on approaching these

692
00:37:27,300 --> 00:37:30,200
stakeholders and balancing those
interests?

693
00:37:30,600 --> 00:37:33,600
Well, unless it's a ridiculous
request from a client, I tend to

694
00:37:33,700 --> 00:37:37,000
like going to the side of my
client and then ignoring Google

695
00:37:37,000 --> 00:37:40,400
and hoping, you know, Google
aren't bullies about that.

696
00:37:40,600 --> 00:37:42,900
Chris goes that I find, it's
always best to sit down

697
00:37:42,900 --> 00:37:46,500
preferably in person and talk
through or the client's needs

698
00:37:46,500 --> 00:37:50,600
are, and how they change may
impact, how we approach a report

699
00:37:50,600 --> 00:37:53,100
on our contribution to this
need.

700
00:37:53,200 --> 00:37:55,000
He continued if they want to
chase soft.

701
00:37:55,200 --> 00:37:59,000
Tricks, Impressions clicks Etc.
Then I'll ask them why and check

702
00:37:59,000 --> 00:38:02,100
if I'm missing something
regarding how soft metrics

703
00:38:02,100 --> 00:38:05,100
impact their business
objectives, as Google ads

704
00:38:05,100 --> 00:38:06,600
account.
Managers are number one,

705
00:38:06,600 --> 00:38:09,600
responsibility is usually
ensuring the account is

706
00:38:09,600 --> 00:38:13,200
profitable management.
Goes try to take advantage of

707
00:38:13,200 --> 00:38:17,000
the ever-changing landscape.
How can we make it work in our

708
00:38:17,000 --> 00:38:19,300
favor?
I'm a lead and goes, yeah, to

709
00:38:19,300 --> 00:38:22,000
question 16.
I'm open transparent and honest

710
00:38:22,000 --> 00:38:25,400
with my clients as much as
possible when necessarily Back

711
00:38:25,400 --> 00:38:28,800
up my thoughts with some
expertly written blogs or Google

712
00:38:28,800 --> 00:38:31,100
help dogs.
I will tell clients.

713
00:38:31,100 --> 00:38:35,200
I don't know if this is going to
work and let them assign budget

714
00:38:35,200 --> 00:38:36,900
and as much as possible.
Learn skills.

715
00:38:36,900 --> 00:38:39,900
Transparency is so important.
I opened the account with

716
00:38:39,900 --> 00:38:42,300
clients and walk through
everything.

717
00:38:42,300 --> 00:38:43,800
Let them know what could go
right?

718
00:38:43,800 --> 00:38:46,500
What could go wrong.
Julia Vice goes build, trust,

719
00:38:46,500 --> 00:38:49,800
early and continuously.
It's our job to help our clients

720
00:38:50,100 --> 00:38:53,800
and partners navigate all this
change and our expertise is

721
00:38:53,800 --> 00:38:56,800
valuable for them.
Getting them Reliant in one,

722
00:38:56,800 --> 00:39:00,900
favorite product, reduces your
relationship in my opinion,

723
00:39:01,200 --> 00:39:05,600
learn skills, that's 100%.
Our job is to hit their goals.

724
00:39:05,600 --> 00:39:08,100
So, whatever platform or
platforms helps to do.

725
00:39:08,100 --> 00:39:10,800
That is what I will work on with
them.

726
00:39:11,100 --> 00:39:13,900
They know, Google is a public
company who has their stock

727
00:39:13,900 --> 00:39:17,300
price interest in mind.
We, however, work for our

728
00:39:17,300 --> 00:39:21,800
clients to hit their goals, and
Amalia continues on to question,

729
00:39:21,800 --> 00:39:25,000
six and recap everything PPC.
Gets so much more.

730
00:39:25,100 --> 00:39:28,400
More scrutiny than other tactics
because money is on the line

731
00:39:28,700 --> 00:39:31,200
outside of agency or consultancy
fees.

732
00:39:31,400 --> 00:39:35,200
So if we agree to test and we
agree, whatever happens is going

733
00:39:35,200 --> 00:39:37,300
to happen.
You best believe that in a

734
00:39:37,300 --> 00:39:40,800
time-stamped email Chanel
response saying that I try to

735
00:39:40,800 --> 00:39:43,900
learn as much as I can about
changes and what impacts they

736
00:39:43,900 --> 00:39:46,400
may have.
Then lay everything out to the

737
00:39:46,400 --> 00:39:48,700
client as well as my
recommendation.

738
00:39:49,000 --> 00:39:52,800
Usually, this ends in a test but
it's much harder to test P Max

739
00:39:52,800 --> 00:39:56,400
without impacting the rest of
the And my Legos.

740
00:39:56,500 --> 00:39:59,000
This is a truth.
I hadn't talked about talked

741
00:39:59,000 --> 00:40:01,600
about, maybe I'm putting it back
on the back.

742
00:40:01,600 --> 00:40:05,400
Burner in response to question.
6, Ashton clock goes.

743
00:40:05,400 --> 00:40:08,800
My main focus is on what the
client wants to achieve, and

744
00:40:08,800 --> 00:40:11,800
then I lay out their options
based on what's available.

745
00:40:11,800 --> 00:40:16,100
I also make sure to note the
nuances of those approaches and

746
00:40:16,100 --> 00:40:20,500
frame everything as a test.
So that expectations are aligned

747
00:40:20,800 --> 00:40:24,300
action response to question. 6
gainsaying wants to start off by

748
00:40:24,300 --> 00:40:27,100
recognizing.
In that you can do everything,

749
00:40:27,100 --> 00:40:28,200
right?
And still catch.

750
00:40:28,200 --> 00:40:31,700
Blame that said, one be
proactive and accurate in

751
00:40:31,700 --> 00:40:35,900
educating clients, or bosses to
provide recommendations.

752
00:40:35,900 --> 00:40:38,600
Not just warnings more to say on
this.

753
00:40:38,600 --> 00:40:41,000
But so, little room, a video
soon.

754
00:40:41,000 --> 00:40:43,900
Can't wait for that video.
Now, our last question and I was

755
00:40:43,900 --> 00:40:47,800
so excited to see these 77,
actually pop one and two

756
00:40:48,100 --> 00:40:51,500
questions of seven because you
are the last few weeks, it's

757
00:40:51,500 --> 00:40:53,700
been three or four questions.
We've been able to get through

758
00:40:53,700 --> 00:40:58,600
but this one has been Packed
full with questions and answers,

759
00:40:58,600 --> 00:41:01,600
love it.
So a, my leg is our last one

760
00:41:01,600 --> 00:41:04,100
saying, it's a two-part or
Choose Your Own Adventure.

761
00:41:04,100 --> 00:41:08,100
One part one, what do you wish
Google would do differently when

762
00:41:08,100 --> 00:41:11,400
releasing new features part to
what's something you learned

763
00:41:11,500 --> 00:41:14,500
from someone today?
You didn't know before.

764
00:41:14,800 --> 00:41:17,100
Yeah, this is a great one and
actually, I would love some of

765
00:41:17,100 --> 00:41:19,000
the answers that came out.
Chris goes.

766
00:41:19,000 --> 00:41:22,200
I wish Google would hire someone
to work alongside Ginny.

767
00:41:22,200 --> 00:41:25,000
Not tagging as she's on annual.
Leave to be the voice.

768
00:41:25,100 --> 00:41:28,200
Voice of customers.
As the copy Trail or Ashwin

769
00:41:28,200 --> 00:41:31,900
suggested between Jeanne and
this voice of customers.

770
00:41:31,900 --> 00:41:35,400
Google ads can get a lot of
valuable feedback and

771
00:41:35,400 --> 00:41:38,500
suggestions that will make
everyone happy including

772
00:41:38,500 --> 00:41:42,800
themselves anyway he continues
yeah at 6:30 and he's going to

773
00:41:42,800 --> 00:41:45,000
the gym or having dinner
managing goes.

774
00:41:45,000 --> 00:41:48,600
I wish Google really understood
what it's like in the trenches.

775
00:41:48,700 --> 00:41:52,400
Their decisions are made on data
from all Google ads accounts.

776
00:41:52,700 --> 00:41:54,200
Be up learned.
Something new.

777
00:41:54,200 --> 00:41:55,500
I'm learning something new.
Every day.

778
00:41:55,500 --> 00:41:59,900
That's why I love PPC and love
the PPC child Community.

779
00:41:59,900 --> 00:42:03,500
I should add and then Alex,
Nicole response to question, 6,

780
00:42:03,500 --> 00:42:06,300
saying my mindset around, this
is entirely centered on

781
00:42:06,300 --> 00:42:09,700
transparency honesty and always
putting my best foot forward.

782
00:42:09,900 --> 00:42:13,400
If the change is required, I'll
usually work ahead and get some

783
00:42:13,400 --> 00:42:17,700
of the Kinks worked out before
it's mandatory and part to

784
00:42:17,700 --> 00:42:21,100
otherwise, I fear, if I think it
will work well for the client,

785
00:42:21,100 --> 00:42:24,900
I'll recommend we try it out and
money.

786
00:42:25,100 --> 00:42:28,400
L trust testimony.
Te a my Legos there was a great

787
00:42:28,400 --> 00:42:29,300
thread.
This morning.

788
00:42:29,300 --> 00:42:33,100
I think started by Chris Ware,
PPC, clerk talked about how

789
00:42:33,100 --> 00:42:36,500
Google is still behaving.
Like a start-up and iterates as

790
00:42:36,500 --> 00:42:39,000
they go.
I really wish they'd release

791
00:42:39,000 --> 00:42:43,300
more finished products with more
data for us to use.

792
00:42:43,400 --> 00:42:47,100
Absolutely GTA Vice goes
response to part A of question

793
00:42:47,100 --> 00:42:49,800
17.
Give us some time to f'ing.

794
00:42:49,800 --> 00:42:53,300
Breathe talk to us, more.
Let us try the products and make

795
00:42:53,300 --> 00:42:55,000
a rollout plan.
That doesn't shift.

796
00:42:55,300 --> 00:43:00,600
The ground beneath us all year
long green, prese Andrews

797
00:43:00,600 --> 00:43:02,800
respond.
Genuinely genuinely have support

798
00:43:02,800 --> 00:43:06,600
for new products and consult the
industry before making changes.

799
00:43:06,600 --> 00:43:10,400
Yeah, we wish some of those are
essay tests are going on my

800
00:43:10,400 --> 00:43:12,700
to-do list.
So yeah, that is part 2,

801
00:43:13,100 --> 00:43:16,400
interring be anomaly goes, yeah.
Thanks for joining us.

802
00:43:16,400 --> 00:43:19,400
And because phrase, I said,
thanks for hosting rallies,

803
00:43:19,400 --> 00:43:22,700
great, host, Chanel response, I
wish Google would share more

804
00:43:22,700 --> 00:43:25,500
information.
Both in the Count and a

805
00:43:25,508 --> 00:43:27,300
legitimate reason for the
change.

806
00:43:27,300 --> 00:43:30,700
In my mind, there are too many
changes that don't benefit the

807
00:43:30,700 --> 00:43:33,800
account, all the advertiser and
only benefit Google.

808
00:43:34,000 --> 00:43:38,200
So if I am wrong, I wish Google
would explain better and my

809
00:43:38,200 --> 00:43:41,500
Legos things are appreciated
appreciated today, Ashton Clark

810
00:43:41,500 --> 00:43:45,100
sharing this article, Melissa
McKee or beyond the paid.

811
00:43:45,100 --> 00:43:47,200
I really appreciate learning B2B
tactics.

812
00:43:47,200 --> 00:43:51,900
It isn't my normal space dog are
Thomas saying always making me

813
00:43:51,900 --> 00:43:55,500
think outside the box and Chris
Ridley with the broad match And

814
00:43:55,500 --> 00:43:59,200
tcpa advocating.
So, that's some great Advocates

815
00:43:59,200 --> 00:44:01,900
there, and pretty much everybody
thanked her.

816
00:44:01,900 --> 00:44:05,000
And yeah, great hosting from
Amalia today.

817
00:44:05,300 --> 00:44:07,700
There are Thomas response to
questions saying, the big thing

818
00:44:07,700 --> 00:44:13,000
to be is 2D jogging it put the
impact into business words, not

819
00:44:13,100 --> 00:44:17,200
under this words, being someone
who still likes hyper analysis

820
00:44:17,200 --> 00:44:20,500
and data, it can be super hard
lesson.

821
00:44:20,900 --> 00:44:22,700
Lawrence response to a question
7.

822
00:44:22,700 --> 00:44:25,500
And we're ending with this one
because I know it's been A long

823
00:44:25,500 --> 00:44:27,500
chat and I'm very grateful for
you.

824
00:44:27,500 --> 00:44:32,100
Sticking with us, Lauren senses
with two answers question. 7,

825
00:44:32,100 --> 00:44:34,900
give us some be to be loved
please.

826
00:44:34,900 --> 00:44:38,200
And maybe slow down.
The craziness brands are having

827
00:44:38,200 --> 00:44:40,900
a difficult time.
And Google is also IE.

828
00:44:40,900 --> 00:44:45,300
The slowness and bugs lately.
Getting everything on in place

829
00:44:45,300 --> 00:44:49,400
between our changes, pixel
changes and analytics too much

830
00:44:49,400 --> 00:44:52,200
too fast.
Most of us are not working with

831
00:44:52,200 --> 00:44:55,000
Brands who have the resources of
a 1.5 trillion.

832
00:44:55,100 --> 00:44:59,000
Dollar market cap company.
If you Google I'll having a hard

833
00:44:59,000 --> 00:45:02,300
time Imagining the small
business owner or even medium

834
00:45:02,300 --> 00:45:06,400
sized businesses with only a
handful of code has available

835
00:45:06,700 --> 00:45:11,200
and a huge project list.
And on that note, I am going to

836
00:45:11,200 --> 00:45:14,000
bring us to the end of the chat.
Oh no, I want to answer.

837
00:45:14,000 --> 00:45:17,500
I want to give Ashton's on so
sorry Ashton goes would love it.

838
00:45:17,500 --> 00:45:19,600
If wraps could provide actual
support.

839
00:45:19,600 --> 00:45:22,400
Oh my God.
Yes, for changes that are

840
00:45:22,400 --> 00:45:24,900
happening, rather than just
giving a sale.

841
00:45:25,000 --> 00:45:28,500
As pitch we have legitimate
concerns and the just tested we

842
00:45:28,500 --> 00:45:34,400
promise it works response isn't
helpful not helpful at all and

843
00:45:34,400 --> 00:45:38,700
yes no more false pretenses or
false starts with that.

844
00:45:38,700 --> 00:45:42,700
Comes brings us to the end of
our Chad like yeah you do you

845
00:45:42,707 --> 00:45:45,300
want continue answering question
7.

846
00:45:45,300 --> 00:45:47,700
I definitely say what have you
found useful?

847
00:45:48,000 --> 00:45:51,200
Share that with us so that
someone else can learn from that

848
00:45:51,200 --> 00:45:53,300
too.
But I hope you have taken some

849
00:45:53,300 --> 00:45:56,600
great and useful takeaway He's
from this, we are going to

850
00:45:56,600 --> 00:45:59,500
continue.
This chat is very exciting chat

851
00:45:59,500 --> 00:46:02,700
and very Lively chat on
Thursday, 5:00 p.m.

852
00:46:03,000 --> 00:46:06,100
British summer, time, 12:00 p.m.
eastern time.

853
00:46:06,200 --> 00:46:09,400
So join us down, Twitter spaces.
If you'd like to continue this

854
00:46:09,400 --> 00:46:12,800
chat for any feedback about the
podcast or maybe even some

855
00:46:12,800 --> 00:46:16,300
corrections or anything that has
been shared, do get in.

856
00:46:16,300 --> 00:46:20,200
Touch with me on Twitter, my DM
are open on my handle, the

857
00:46:20,200 --> 00:46:23,900
marketing, a new or LinkedIn.
We have a PVC chat Roundup

858
00:46:23,900 --> 00:46:25,700
podcast group below Love to have
you.

859
00:46:25,700 --> 00:46:29,200
There it also be great to get a
rating or review.

860
00:46:29,800 --> 00:46:34,200
My Spotify account or the Apple
podcast, please just go to L.

861
00:46:34,200 --> 00:46:40,500
I am Katie r .t e, /p p c-- chat
underscore round up, so that L

862
00:46:40,500 --> 00:46:45,500
IM K TR .t.
E, /p p c--, chat underscore

863
00:46:45,500 --> 00:46:49,200
Roundup, little slight.
Tug about PPC.

864
00:46:49,200 --> 00:46:54,100
Live UK's second event.
Happening on the 29th of

865
00:46:54,100 --> 00:46:57,200
September, Is Chris Ridley,
said, as I've mentioned earlier

866
00:46:57,200 --> 00:46:58,700
on, he's going to be talking
about performance.

867
00:46:58,700 --> 00:47:01,100
Max on that one and the second
one.

868
00:47:01,100 --> 00:47:02,600
We've also got the amazing
Crystal.

869
00:47:02,600 --> 00:47:06,400
Carter is going to be talking
about crossover between SEO and

870
00:47:06,400 --> 00:47:08,800
PPC.
We've got Rand fishkin the

871
00:47:08,800 --> 00:47:12,600
around fishkin of moles of spark
Toro who is just amazing.

872
00:47:12,600 --> 00:47:14,800
Got loads of millions of
followers.

873
00:47:14,800 --> 00:47:18,100
We to admire what he says, and
we're going to be doing a Q&A

874
00:47:18,400 --> 00:47:20,600
with him and a new name on the
field.

875
00:47:20,600 --> 00:47:23,700
The lady called Veronica rumor
and she's amazing.

876
00:47:23,700 --> 00:47:26,200
She loves what she does.
I'm sure she's going to give

877
00:47:26,200 --> 00:47:29,100
some fantastic insights about
paid search.

878
00:47:29,400 --> 00:47:32,400
Finally remember for your
campaigns and businesses to

879
00:47:32,400 --> 00:47:34,300
Glide smoothly.
There's a lot of hard work

880
00:47:34,300 --> 00:47:37,700
needed beneath the surface.
So keep his hands kicking by and

881
00:47:37,700 --> 00:47:39,100
speak to you next week.