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

0:01 Hello, and welcome to this week's episode of the PPC chat. Wound up in today's episode, we have Julie taken a well-deserved beach break and we have the wonderful and larger-than-life, Amelia Fowler taken the helm on a fantastic topic. I always love seeing fantastic topic but it never becomes untrue. No matter how much I say it. And this fantastic topic is on, it's not you it's Google ads. So yeah, we're going to be discussing the changes over the past little while. And the best practices we found across all Industries to adapt to them. So yeah, we'll be crowdsourcing and doing some troubleshooting. So yeah. Hope you enjoyed the chat.

0:48 Hello and a warm, welcome to this episode of the PPC chat Roundup a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m. GMT. I'm your host. Andrew, I'm recording from my studio. Not quite in London. UK, I'm still in the UK but I have gone two hours north of London of, with my family. We are on holiday but it's 10 p.m. in the evening. I need some a new time so I knew podcasting time. So I'm loving being here even though I'm having a very relaxing few days out in the countryside. So yeah, I use this platform to share not just expert but also my ideas and considered best practices about paid media and I Direction the digital industry is going in. So if you want to keep up to date with my tips and tricks in the industry, and get the latest on the podcast, that has been called your go to, if you don't make it to the PPC chat live discussions and even in, if you do then like, follow share and retweet on, that's right.

1:46 Twitter with my handle the marketing, a new or join us on our LinkedIn Group, which is at PPC, chat Roundup know, which is just the PPC chat round of podcast on LinkedIn. But if you want to check us out on Instagram, your Instagram. You want to see past cords and Snippets go to our profile, which is at PPC, chat underscore Roundup. So, as we said earlier on, we've got the very lovely amalya, Fowler taken over from Julie, just for this week, Julie will be back next week. I believe on the Fantastic topic of it's not you it's Google ads and we're going to be talking about navigating all the changes with being seen to hopefully help each other out and gain some new ideas because yeah, Google has been doing lots of updates over the past 12 months or so, you know, we're going to have ga4, we have the app, we have deer for come out now. We're going to have a universal analytics normal. One probably being sunsetted we've reached an age of where we only have responses such as no more expanded text ads. We have the case of performance Max and, you know, how it's really evolving.

2:54 Loads of new changes. I hear about and diluted thing. The last one that really put a panic in my clients eyes was when they, they thought that normal shopping campaigns standard shopping campus, we're going to be replaced, but that's not the case. It's smart shopping campaigns is going to be replaced with performance Max. Automatically. So, but before we get into that, we'd like to do a roll call of a male, as well. She was like, yeah. How's everybody doing Chris Ridley? I know definitely join the chat, as well as Glenn smoothly and Tom Kelly time. Kelly, that is a new one. He goes my CPAs on a main client account. I've taken such a positive turn that they had me. Double-check tracking was working correctly. Absolutely right.

3:36 You know, it's like when things are actually going well that's what's actually even more concerning, we're not concerned. Me but most surprising so really good performance. Should not be surprising. But with all the changes who knows? Yeah. Jelly advisors will joins us and I believe we've got Shawn Ellie. Tim Halloran, Jordan Stark as well. Quite a few people Ashton clock as well as Steve Gibson Lawrence, Chase. Oh yes, even though we don't have the usual Julie at the helm of this loads of our experts joined the chat. So let's get directly into it. We've got a Molly asking our Quest. First question saying it's well known. Is a lot of changes that happen to the Google ads platform and therefore how we work, what changes have stymied you or frustrated you the most recently for me it's the one that I mentioned about, you know, shopping ads, like smart smart shopping ads, been take the performance Max performance.

4:31 Max is one. That is just so brand-new. So, all-encompassing that, you know, it's the one that's makes me go. Whoa, that's a big major chain, that could. Could, you know, effects, it's going to affect everything. All the types of ads, a lot of times you get updates and shopping ads, you don't get updates a quick keywords. What's happening with keywords? Something that updates is just happening with our essay as performance. Max is something that is going to affect, you know, local ads, shopping ads. The kind of keywords that you're going to be seeing ad copy and you know, kind of lies and of data is a lot of things that people have seen. So performance marks for me is like a major one that has made me go. Whoa, how is that? Working at the moment.

5:11 Chris Respond saying right now, it's performance Max. Yes, the lack of data available to us and then biggest insights unclear data range, Pickers making it a different to report or optimize. Luckily there's some clever clogs in PPC chat with some great tips and tricks for p Max reporting managing any response team. The the combination of pushing towards broad automation while simultaneously moving to a privacy Centric, World creates difficulties in properly. Mising campaigns, Steve Gibson response to crapping interface. I suppose. I wouldn't say I'm frustrated by the recent changes because of Google's because Google's been heading in this direction for 10-plus years and we're all in the same boat, monopolies are going to act like Napoles. Yeah, truly sad, Jordan star goes removing certain terms data removing average position average position that one. I was not so much time with by and that's what feels like such a long time ago.

6:10 I'm like so many more changes. Have happened was I will position even everything. Yeah, every position every position, I'm glad it's done the hearts for of some people. Anyway, it's a lot harder to test out copy with the new RSA ads. Jordan continues, lack of insights into Automation and performance. Max, another shout-out for pump for p. Max. A Milly, some icky response going for Me, overall slowness in the UI hidden Search terms. These are probably the two biggest frustrations for me. I malygos yesterday. Both Lawrence goes when I'm on cold with Brands and we are working through the account, waiting, 40 seconds, plus, sometimes between clicks. Yeah. When you're trying to do a demo for clients, absolutely horrible.

6:53 Like Melissa goes, Frazier goes oh my God. Yes, I also hate the Dreadful sight cannot be loaded after. What feels like five years of the UI loading crisco's. Have you tried using Google ads editor of client calls going forward with all the data in it? Now, it may be marginally quicker than using Google ads. You I learn? Because yes, That may be an option. They were just used to seeing the other screens but I may need to move. I may need to do that moving forward. Even editor has been slow lately though which is really bad not 40, plus s per click bad but still a little slow. Google do better. Do you have eyes goes? And here's my stuck with only 280 ctrs. Mmm, the match type change and the terrible indivisibility of pmax are the changes have been problematic, but these two have affected my program.

7:42 Has the most. So yeah, pmax definitely affected a lot of people malygos. I shall now only refer to it as the terrible inevitability of P. Max delivers goes. Yeah. Welcome when in doubt. Ask her board Fraser goes terrible. Indivisibility of P. Max sounds like a very Niche. Me 2000 in the album. Yeah. Very, very neat shots. A televised goes, you know what Hidden Side terms? Ah, another fantastic shits Creek meme. Lawrence goes, You don't like going into a store and getting a bag you can never ever open but you had to pay $100 for it. Yeah, I dislike them also. Did I go? It's not even a bag. It's just a nondescript box and you don't even know what's inside.

8:26 Oh you weren't talking about handbags where you? It was at least a Telfer leg logo on the box is worth something Lord. So going on about site times and I'll leave Lawrence and Julia rise to get into that. Fraser Andrews response saying, yeah, the general Uncertainty, and lack of information around P. Max has been my main work. It can also feel at times that products are being rushed out before, being fully completed P Max. Again, that being said, manage him has been a great resource for this with Nora response, super relevant onto. Hey, I compare it to the most rushed implementation of vehicle adds vehicle adds, where are they again? Managing is thanks.

9:07 I try to share what we're learning, but we're all just learning along the way P Max. Feels rushed my desk is that Google has been has seen people looking to diversify from Facebook into Tick-Tock and wants their shared art goes a lot of young media buyers, got this, start on social media. The old God, I'm 36, like me got started with such Less Fun For Us adopting from keyword based advertising and another very similar answers. Strong Ally response to question. One thing hiding data, whether that's true, Search terms hiding on Such campaigns pmax or smart shopping. A close second would be the match types, but these combined is truly frustrating.

9:50 Tim Allen response performance Max and similar smart features, like our essays. That remove optimization abilities in place of machine learning optimization. Think of it like a 20 year old accountant. Getting a new book. Keeper software one day when they come back in to work expecting. No pushback because they'll be pushed back Alex, Nicole response in my For hitting such terms, lack of performance data, for our essays, the emphasis on optimization score and the snail pace of the UI, some very good answers. There are certain clock response saying less Insight on the search terms report. Exact match not exactly being exact anymore and the expansion of clothes variants matching in general has changed how we how we structure campaigns.

10:36 Google ads rep seems to be more aggressive recently than in previous years. Lutely. The case, the whole aggressiveness of Google is something I spoke at at my last talk. Well, ippc live UK's first event which was also my last talk. Ashton continue saying forcing everyone to switch over to our essays and claiming that it's great for testing new headlines or descriptions but you can't actually see headline or description level metrics to determine what performs best. Click Ctrl conversions, Etc. So yeah, very interesting with that one, as well. And then Lauren's Chase response saying that the biggest ones have been the match type system slowness, really bad some days and removal of smart shopping for performance, Max shopping and we have Melissa McKee, responding, given another answer.

11:26 To question one saying, lack of data for RSA is also frustrating, I get being forced into the new ad format, but please give us more data than just Impressions. Yes, I think what they still doing, what I'd seen them doing. Lost was just giving the different Ian, split clicks CTR cpc's. That will be useful as well. Google. And then we have a male going on to question 2. Saying, let's start with match type, shifts, and lack of sqr data. How has this affected your account? And what strategies have you found to mitigate it, don't forget to indicate. If you have specific industry strategies for e-comm lead gen or B2B, especially with the B2B side of thing. We definitely need more tactics.

12:08 Chris really response to your question to same b2c lead. Jen, I've found Max conversions, tcpa and Broad match. Keywords are actually working better than phrase or exact match keywords. Wow, mind-blowing. That's him, put an emoji, their B2B lead generation. I'm still sticking with exact or phrase match as the lack of SQL data makes using broad match pure guesswork and lock. He continues btc-e calm and finding broad match type is working well with max conversion value that Ichiro has due to fewer queries being attributed, total, other Search terms. I do lean heavily on Smart bidding.

12:50 The interesting tactic bag that I feel Google be happy with. I don't know about that to his answer to question 2, I think. Yeah, we've got Lauren's going. Yes, BTC, the broad match with either TCP. OT Rose is working pretty well with most retailers. I would not have said that just over a year ago, but today it is better. I'm Ally response to that same in a, i To get on board. Do you have old broad match keywords in these campaigns? A single keyword mix and Chris really responds to that scene. In the BTC lead-gen account, I have brought and non broad keyword split by campaign and they originally all had similar budgets and the same Max conversions TCP a bit strategies. But since I've seen broad match perform better, I have given it more budget and set its own bid strategy, Kristen continue saying having strict of keyword list is a must in my experience and reviewing your - negatives every three months to ensure you're not bloating.

13:49 Your - list is important to Lawrence goes yesterday's the negatives keep crazy things from popping up. I will usually use a keyword tool to find keywords in any way related to get ahead of negatives. Especially since we don't see many of the terms. These days Ashwin goes peepee. See, the only place where negging is accepted and encouraged yet at the same time, Severely, limited, and Chris goes. I cringe every time I type nag, but I needed to for character limit. Its when did you use - what's up? Just read through falls, through all of that. Just that some great tips for like search queries for especially like a B2B Legion.

14:30 BTC Legion and staff management response to a male as well saying definitely effects lead gen more than e-commerce with e-commerce. Broad match. Plus Target rowers works really well because the Adam knows what drives revenue and then we have Melissa McKee responding to question 2. Same B2B. We are routinely seen 75%. Of our SQL has hidden. Many of these are converting terms. That we would probably add to our accounts match type shifts. Haven't affected us as much lately, close variants have been around for a long time. Continue that said closed variance. Continue to be a big problem for B2B. And then we have James Roberto responded to question 2 saying, complete, rebuild and restore.

15:12 Structure of campaigns and AD groups that had years of solid history agency or Industries. Lord, has affected everything for him. A mile, if Ali goes, yeah lead gen. I find that the terms doing the worst are always hidden. I built almost entirely in exact match, local service based clients with small budget and do a lot of pre-build negative keyword research and then yeah, IM Aly continue saying your lead gen as well saying. I also avoid Having the word company. In key words, IE, hatred vac company near me. Because I have figured out that Google Translates this to any competition. It can think of near my business Lord, any. And then we have Julie advice responding to question 2 as well, saying public sector retail restaurant. Lack of Search terms has really effed up my public sector campaigns.

16:04 This is a high risk of overlap and that visibility helped me immensely for match types. Ever told a They're painful, irrelevant clicks because of Google. Yeah, yes. That data was pretty important in some Industries X. Yeah, a lot of Industries. I do imagine Ashton clock response. Question Tuesday. Lead gen bmm was our go-to to match type. So we've pivoted phrase across the board since closed variance, caused a lot of overlap instead of hyper segmenting campaigns with tactics like Skaggs. So single keyword a groups where segmenting campaigns or ad groups by the theme and have more keywords per ad group.

16:45 I think that's the right way to go. I also wrote A Blog about this recently, which I will put on the next PS. A daily links for us because yes knowing how to segment ad groups in Google is definitely important to my Lauren goes same to that in terms of segments and campaigns and Cashton goes hope you find useful and always open to thoughts and feedback. I would be listening reading that for my clients dr. Thomas response to question two. Legion and smbs for me it's led to simpler campaign structures combined with automated bidding. It's kinda a godsend. No need to duplicate match times. No trolling through single data points to try and make updates a stories. They two stories or data stores data stories. I got that right the first time he continues. It also puts a much higher focus on making sure campaigns are separate - the terms from other AD groups, keep everything clean and separate.

17:40 Also as As much also, also much more upfront negative keyword research to be cliched, proactive, not reactive mind it goes. This is true until your clients. Ask, why? You don't have more keywords in the accounts. Ask me how many times I've had that conversation. The last three months. Doug, Doug goes show, though. It's a good opportunity to talk about refocusing efforts where it really matters. Do you want to pay for managing terms or do you want to pay for solid defying, your communication of competitive advantage? To get more leads less about the platform per se, JP response, found that to be less true than you think. Especially when there's a disconnect between the lead and offline, Revenue heard similar things from other Mega companies dog says, yeah, that's valid, I think tote taken away. The tight control is kind of a throw your hands up moment for Google.

18:33 They're kind of saying that micro optimizations aren't as impactful as previously thought or communicated. Not sure that I do think that that's the case, all those micro tiny changing bids, adding one extra key word, adding one extra - in a reactive way. It's not the important thing and it's not the thing that actually pushes towards business goals. JP goes consolidation works but only within certain parameters if your leads are sporadic and or on Long, sales Cycles than automated, strategies are exactly that microscopic bid adjustments and thousands of signals for no reason. And we have Alex, Nicole responding to question two. Exact match was my go-to match type, but now I find myself relying on it more, especially with close variance.

19:19 I find myself relying not relying. Anyway, I know I can work, but the lack of sqr data along with the push towards broad can be frustrating especially when working with a small budget. Tim Allen response saying lead gen Andy calm 50/50. Splits first time I can say that for e-comm I've adopted a conservative approach to what Google recommends. I didn't targeting layers, been modifies and placement, or keyword, exclusions as necessary for B2B. I've changed a lot more than two hours 180. Character was a strong response if you ever want to record a video about it. I'm all for making that happen. Yeah. Action is all about trying to get people to record videos about their frustrations, which I think is fantastic.

20:03 Ashton goes, yeah, lead gen B to B. We have a fairly big ticket. So it gets expensive with no sculpting. I'd love to run a broad match. Campaign and use the strs to optimize both PPC and organic content strategy. Instead, I find myself investing more in other platforms and non PPC, earned media action, continues saying I will add that would be to be and a higher average, Converse conversion value. There is the advantage that won't or two conversions can offset weeks of wasteful spend. But one it's rarer than people think to on principle, I don't think we should be paying so far above the Earth. Odds and shown any response, a nanny cam gets harder to make the old tiered system of shopping where you funnel high-value queries, to higher bid. Surprisingly though.

20:52 It does still seem to work with the queries. We can see, he continues lead-gen. These are smaller budget accounts for us so we can basically cannot only use exact and then see a lot of not eligible. Low. Search volumes are, those are frustrating ones. Ashwin goes, even Google analytics shows most of our Branded organic traffic as not set, its really irritating. And then we have Tim going for question 2 as well, saying for B2B to about digging deeper into long tail, based on what's working more so than I used to. So I'll start broader on multiple keywords categories and see what sticky. Then once I find it I'll take what I can and expand test expand test more on this to. Yeah, it's all about testing with what's going on. Lawrence response, I am across the board would be to be an Eco. My work with some hospitals retailers Etc. We have simplified campaigns because the data is not there, you have to be ahead of - also with the match types. We used to let it run and work on them and we have GTA Vice responded question to saying, restaurants in particular I'm learning I'm leaning more towards phrase and Broad with the audience layers on top.

22:06 Those are working quite well in terms of getting people into locations, it helps helps that It's fast food. So not quite as niche as some retail. A mighty then goes on to question 3 and we're going to talk about our essays and AD copies here with the sunset re death of ETA s. What is your go-to RS a strategy? Do you have one or like me? Are you just figuring it out as you go? If you're a client reading this don't worry. I have a strategy called test it and see that's what all our strategy is. Chris goes I got distracted by question, too. And all the replies, I have no real. A tactic at the moment except for add as many as possible. And review often, I'm trying pinning, a headlines and sudhir etas but no solid findings yet management goes. It's Google's words.

22:54 I don't try to fight the system. I try to make it work for our clients. They use our essays as intended and only pin headlines. When super important a to answer question, 3 J nari response in. I've been testing one RSA with no pinning. Excellent, excellent. When our say with pin deadlines and positions, one and two on pin descriptions good quality per ad group, some interesting test there, and I'm Ally response to that to question 3. Same lead gen or / SM. B, I've really leaned into pinning, headlines lately, and I'm going to see how that goes of. Also built my ad groups differently so that I have fewer keywords along a theme and it's easier to get my rsa's to a great or excellent quality.

23:41 Israeli response, tight ad groups themed and keyword clusters is important. I find makes it easier for better at coping in general and better add strength school. And then we have Julie advise going to answer question, 3 going public sector restaurant, retail. I don't have a go-to but I do encourage using more assets rather, than making etas in public sector, where we look for impression, share quite a bit. It's all about several ads and lots of iterations still gives Response to question to say, I've always taken a direct mail approach to match types and seeing them as lists of users. So nothing has fundamentally changed, either. I want to advertise to the list or I don't Melissa response to question 3.

24:24 Seen B2B, we are replicating. Our best etas with pinning, as well as testing, our essays with no painting a malygos. I think this is my next try. If my current test doesn't pan out replicating. Best ETA as with pinning as well as testing our essays with know, No painting. So yeah, test, pinning, and against non pinning, chanela response testing creating ETA. As with pins versus adding many headlines or descriptions to add this, you have to make sure you have advertisement set to rotate indefinitely Or you can't use enhanced CPC. Apparently that's this overrides add rotation settings. So you can't use enhanced cpc's unless you have advert. Ation set to rotate in death.

25:11 Lee, I'm probably just overwrite, add rotation settings. That is interesting and annoying in the same time. Tim Allen response to question three saying, the brand strategist in me, always wants to pin the brand name in some way to the one or two sport. Then I used other hechas to test mix of value feature. And question based ideas, but I am open to new tactics as well. Delivers goes, I like it thematic approach. One ad is the office door one, at is the benefit store story even? It makes results so far but more success than with ETA is trying to story. Tell learn skills for brands with regulatory or just brand concerns. We will pin themes as well.

25:53 We have three headlines. One pins, three headlines to it is what the brand is, okay, with pairing together and still gives algorithm something to work with. I'm not like is actually dumped in the brand name, type in any keyword variation in one and CTS into Tim goes. I like the keyword variations. Here to, it's been a while since I've tested DK, is a dynamic, keyword insertion, but if I had to short had short enough keywords, I like to try something like this brand named trademark, top DKI Outfitter online or something, similar, top DKI, so top chef at Twitter online, I think that works is that as that's D key item, and the Lawrence Chase response. To question 3, seen I use the pasta ETA data to drive. What?

26:41 We put in the ads and accounts who have very strict brand rules. We pin everything I'm seeing Google show the iris. He's quite a bit more than ETA s though and then we have Steve Gibson going. I do a lot of painting. It's not ideal because Google is still going to try to optimize the text and do it in, come in, come in competently. Basically, if you're not using some sort of rowers or CPA, which is in itself, hit or miss, and he had optimization doesn't work any more. We got Alex Nicole as well. Responded question to you saying, I set up new ad groups. We just want our Essay with as many high-quality headlines and descriptions as I can come up with if it's an existing campaign, I have been keeping the best-performing etas. I'm about to make some ETA ish rsa's though. Due to Performance issues, he continues every ad group has an RSA without exception though, and onto a fun topic. We've got talking about performance Max now in my life, He goes.

27:42 Yeah. Just a quick one to start. Have you tried performance Max? Yes. No. And why? And yeah, a lot of answers to this one. Chris goes. Yeah. B2B lead generation. No success. Too much. Spam B2B. E-commerce. Nur experience. He had to be to see lead gen met Chief CPA but not amazing. B2c e-commerce, great results with better rowers than other campaign types. While Chris manages, a lot of different types of campaigns and I love that when you work in an agency, Then? Yeah, Chris continues beats. Why B2B lead generation Esteban evoluted? Google ads account as Rd B to C lead-gen trial requested by client didn't work, but we learned from it, be to see comte, route it with car mats .co.uk and following their great result. We implemented it across our client accounts, management goes with tested our lead gen and e-commerce. Why might as well stay ahead of the curve? First, mover Advantage, even louder. One's yes, e-comm basically has to now and I wanted to see what it could do for Li Chen.

28:48 Steve goes. No, I'm unconvinced that it makes sense to combine messaging ads and landing pages for prospects who are totally different stages of awareness League of advertising response. Yes, all of our clients Now using it, mainly e-commerce, but some lead gen and we've got some interesting answer. Another interested answer from Ashton about to question 3 and so this is about our essays. And he goes for lead gen running at least one. RSA put ad group. If testing to, I make sure they speak to different themes. Example, RSA one more heavily focused on pain points are sa to more focused on conversions, like free trial testing, pitting across headlines and descriptions creating fake etas fakies, he hates.

29:31 So, our essays that do only have, I believe you have 15 though, for headlines and for description, I forgot what eta. So suppose we to headlines. For description lines are, please remind me whatever it is. Were I imagine that's what he mean by fake. ETA. S. So they are Melissa response to question for yes. And B2B, no way. P Max is not brand compliant for many of our clients and it's way too much of a black box. Oh yeah, Google. You're pretty much pushing aside a certain, a whole industry with this performance. Max dr. Thomas goes response to question three saying, talk to a very opportunity opinion. Opinionated Google wrap a few months back, his suggestion was one or I say.

30:17 Ideally, no, pinning and treat headlines. As your keyword variations with your descriptions. Being your copy variations, not about single copy variations, but giving machine learning options. Yeah, malygos. I had a similar conversation and I did try it. But what I found was that machine learning wasn't Advanced to distinguish between small headline variations. So I ended up with RSA like air conditioning repair. Repair. Your air conditioning, which is two of the same headlines. Yeah, that's a Google creation. If I ever saw one is what you leave. My space, dog goes, goes, the data. I've seen has been basically that people don't deeply read ad copy any way. They see the ads, click on all of them and determined from landing page. Not that copy totally doesn't matter but it's about search term then headline match.

31:05 A my goes they definitely don't deeply get into it. Headline are where it's at and service land where I live. It's also so almost entirely down to Google reviews at the end of the day, unless it's an emergency, emergency, emergency back pain or plumbing issue. For example, I think thoughts are like that are why? That's why I'm kind of Base, biased about changes in PPC, in general, talk says the things that matter really matter, have nothing to do with. Whether you spend $100 or 2500 on junk keywords, in your search campaigns, which is very, wavy and dismissive. To be honest, I'm we have a Molly responding to question forcing lead gen. I have not tried pmax.

31:48 My clients are small businesses with small budgets and I haven't been able to justify the test, or no. Have I heard of success in Legion from fellow experts? I'm getting closer to running one though. It has an inevitable feeling to it. Meant to say, this is for question for yes. Answering question for ya, gotta show, Nelly response to question for as well. Saying we have tried I feel like like it's our job to test everything. Even if we don't necessarily agree with it, that belongs that being said, many clients have asked us not to use P Max. O Lord delivers goes, no not yet. I know that P Max will replace my locals pretty soon, but it's just not brand safe for most of my programs negatives at the, at the account level, and only through a rep recipe for disaster. Yeah, much control to account reps. Now are going to stop bullying you about Getting in touch with some about some strategy.

32:44 No, I stink is not thrilled about the local. Turnage P. Max transition had finally gotten time and budget to test them for retail client. So, great results. And then a week later, Google announced they'd be changing the world. Yeah, that's definitely not as exciting as upgrading smart shopping to Performance. Max manage him. Goes struggling to see similar level of conversions. How do they rise goes? Well, then you'll love this locals just flat-out won't run without A video easy brief it in team is informed, but P Max can run without a video by just making one up sneaky and not at all brand safe and your device gives another answer, the question forcing by did have a convo with a client and the creative team about.

33:28 How if you don't have a video P Max, I've you don't have a video P Max, we'll just make one out of your existing assets. I saw the creative directors, blood run cold. Yeah, me choking on my coffee picture. Stock photo on most of my clients websites becoming videos. I'm a Leo goes and yeah I had the similar question for my friend Sophie Logan when she was talking about responsive display ads. And how about how about and how Google will create a video? How to add your stock photos or house? Out of images. If you don't have a video and that that phrase just scared, The Living Daylights out of me. And I asked her desperately asked for her to show me, example of what that could look like Melissa.

34:11 Goes, yeah, that will turn off each and every one of our clients, no way in hell, are they agreeing to that Lawrence response to question? Forcing yes. With a lot of accounts? Some accounts you cannot because of the lack of control, where your ads, your or for what? They show up for Google wants this to work. Swear it is viable. We are trying to make it work. I have seen some good success. I feel like Google will force it eventually, just like the RSA is versus ETA s or our beloved smarter shopping campaigns. Just want Brands who Participate, no regulatory or brand issues to have a hard head. Start on what works phaser, Andrews goes agency. The wise Liam leeway do digital underscore. Liam once told me to swallow the Frog and as an agency, we've definitely tried to embrace it.

35:01 Whilst it can be a pain. We have a time seen good results. And personally, I'm pretty much resigned to it. Being the new Norm Liam goes, this is brilliant because I'm pretty, Be sure I never used the word swallow. I love love that. That's the only reason Liam has joined this chat just to correct. Something he was quoted on. And then we have Ashton clock responding to question forcing. Yes, we started testing for a real estate client. And I've seen good initial results while the main conversion is formed a submission. It's more of a BTC audience and I haven't tested it for any B2B client yet. I'm Alec is my big issue.

35:43 Is getting my client to answer said form submissions, Ashton goes, I've run into that a lot for calls and call extensions as well. Steve Gibson response to the Forcing none convinced that it makes sense to combine messaging ads and landing pages for prospects who are totally different stages of awareness and then we have a malted grain. Oats question 5, saying for those of you who have tried performance, Max, what tips, and tricks, or things you do, two things to avoid. Can you give those of us on the fence or way of over in the far away field? If you haven't tried? What in particular, could help someone help you with With it, Chris Ridley, said I did a talk, a cheerful DM on this exact topic and doing more stuff and P Max to including the webinar. For evoluted, get started with P. Max torque for unlevel and optimize and a 20 minute long talk at PPC live.

36:39 UK. Woohoo. Love. Chris is shout-out on P Max in September. What this space or a lot of P. Max talks from Chris love, it management goes shared what we've learned so far in this thread and yes, I'll give you a link to that thread in Show notes, as well as I'm sure. We'll also been the recap notes as well. And let's see if we have any more answers question. Five phrasal goes. Yeah, use g a page in size and AD campaigns of the secondary Dimension to gain page insights. I think some of the answers were mixed up or some not know, love a lot of answers for question 5. So we'll go to question 6 and malygos were often stuck between the needs of stakeholders bosses clients and Google's changes what?

37:25 Advice. Do you have on approaching these stakeholders and balancing those interests? Well, unless it's a ridiculous request from a client, I tend to like going to the side of my client and then ignoring Google and hoping, you know, Google aren't bullies about that. Chris goes that I find, it's always best to sit down preferably in person and talk through or the client's needs are, and how they change may impact, how we approach a report on our contribution to this need. He continued if they want to chase soft. Tricks, Impressions clicks Etc. Then I'll ask them why and check if I'm missing something regarding how soft metrics impact their business objectives, as Google ads account. Managers are number one, responsibility is usually ensuring the account is profitable management. Goes try to take advantage of the ever-changing landscape. How can we make it work in our favor? I'm a lead and goes, yeah, to question 16. I'm open transparent and honest with my clients as much as possible when necessarily Back up my thoughts with some expertly written blogs or Google help dogs. I will tell clients.

38:31 I don't know if this is going to work and let them assign budget and as much as possible. Learn skills. Transparency is so important. I opened the account with clients and walk through everything. Let them know what could go right? What could go wrong. Julia Vice goes build, trust, early and continuously. It's our job to help our clients and partners navigate all this change and our expertise is valuable for them. Getting them Reliant in one, favorite product, reduces your relationship in my opinion, learn skills, that's 100%. Our job is to hit their goals. So, whatever platform or platforms helps to do. That is what I will work on with them.

39:11 They know, Google is a public company who has their stock price interest in mind. We, however, work for our clients to hit their goals, and Amalia continues on to question, six and recap everything PPC. Gets so much more. More scrutiny than other tactics because money is on the line outside of agency or consultancy fees. So if we agree to test and we agree, whatever happens is going to happen. You best believe that in a time-stamped email Chanel response saying that I try to learn as much as I can about changes and what impacts they may have. Then lay everything out to the client as well as my recommendation. Usually, this ends in a test but it's much harder to test P Max without impacting the rest of the And my Legos.

39:56 This is a truth. I hadn't talked about talked about, maybe I'm putting it back on the back. Burner in response to question. 6, Ashton clock goes. My main focus is on what the client wants to achieve, and then I lay out their options based on what's available. I also make sure to note the nuances of those approaches and frame everything as a test. So that expectations are aligned action response to question. 6 gainsaying wants to start off by recognizing. In that you can do everything, right? And still catch. Blame that said, one be proactive and accurate in educating clients, or bosses to provide recommendations. Not just warnings more to say on this.

40:38 But so, little room, a video soon. Can't wait for that video. Now, our last question and I was so excited to see these 77, actually pop one and two questions of seven because you are the last few weeks, it's been three or four questions. We've been able to get through but this one has been Packed full with questions and answers, love it. So a, my leg is our last one saying, it's a two-part or Choose Your Own Adventure. One part one, what do you wish Google would do differently when releasing new features part to what's something you learned from someone today? You didn't know before. Yeah, this is a great one and actually, I would love some of the answers that came out. Chris goes.

41:19 I wish Google would hire someone to work alongside Ginny. Not tagging as she's on annual. Leave to be the voice. Voice of customers. As the copy Trail or Ashwin suggested between Jeanne and this voice of customers. Google ads can get a lot of valuable feedback and suggestions that will make everyone happy including themselves anyway he continues yeah at 6:30 and he's going to the gym or having dinner managing goes. I wish Google really understood what it's like in the trenches. Their decisions are made on data from all Google ads accounts. Be up learned. Something new. I'm learning something new. Every day. That's why I love PPC and love the PPC child Community.

41:59 I should add and then Alex, Nicole response to question, 6, saying my mindset around, this is entirely centered on transparency honesty and always putting my best foot forward. If the change is required, I'll usually work ahead and get some of the Kinks worked out before it's mandatory and part to otherwise, I fear, if I think it will work well for the client, I'll recommend we try it out and money. L trust testimony. Te a my Legos there was a great thread. This morning. I think started by Chris Ware, PPC, clerk talked about how Google is still behaving. Like a start-up and iterates as they go. I really wish they'd release more finished products with more data for us to use.

42:43 Absolutely GTA Vice goes response to part A of question 17. Give us some time to f'ing. Breathe talk to us, more. Let us try the products and make a rollout plan. That doesn't shift. The ground beneath us all year long green, prese Andrews respond. Genuinely genuinely have support for new products and consult the industry before making changes. Yeah, we wish some of those are essay tests are going on my to-do list. So yeah, that is part 2, interring be anomaly goes, yeah. Thanks for joining us. And because phrase, I said, thanks for hosting rallies, great, host, Chanel response, I wish Google would share more information. Both in the Count and a legitimate reason for the change.

43:27 In my mind, there are too many changes that don't benefit the account, all the advertiser and only benefit Google. So if I am wrong, I wish Google would explain better and my Legos things are appreciated appreciated today, Ashton Clark sharing this article, Melissa McKee or beyond the paid. I really appreciate learning B2B tactics. It isn't my normal space dog are Thomas saying always making me think outside the box and Chris Ridley with the broad match And tcpa advocating. So, that's some great Advocates there, and pretty much everybody thanked her. And yeah, great hosting from Amalia today. There are Thomas response to questions saying, the big thing to be is 2D jogging it put the impact into business words, not under this words, being someone who still likes hyper analysis and data, it can be super hard lesson.

44:20 Lawrence response to a question 7. And we're ending with this one because I know it's been A long chat and I'm very grateful for you. Sticking with us, Lauren senses with two answers question. 7, give us some be to be loved please. And maybe slow down. The craziness brands are having a difficult time. And Google is also IE. The slowness and bugs lately. Getting everything on in place between our changes, pixel changes and analytics too much too fast. Most of us are not working with Brands who have the resources of a 1.5 trillion. Dollar market cap company. If you Google I'll having a hard time Imagining the small business owner or even medium sized businesses with only a handful of code has available and a huge project list. And on that note, I am going to bring us to the end of the chat. Oh no, I want to answer.

45:14 I want to give Ashton's on so sorry Ashton goes would love it. If wraps could provide actual support. Oh my God. Yes, for changes that are happening, rather than just giving a sale. As pitch we have legitimate concerns and the just tested we promise it works response isn't helpful not helpful at all and yes no more false pretenses or false starts with that. Comes brings us to the end of our Chad like yeah you do you want continue answering question 7. I definitely say what have you found useful? Share that with us so that someone else can learn from that too. But I hope you have taken some great and useful takeaway He's from this, we are going to continue. This chat is very exciting chat and very Lively chat on Thursday, 5:00 p.m.

46:03 British summer, time, 12:00 p.m. eastern time. So join us down, Twitter spaces. If you'd like to continue this chat for any feedback about the podcast or maybe even some corrections or anything that has been shared, do get in. Touch with me on Twitter, my DM are open on my handle, the marketing, a new or LinkedIn. We have a PVC chat Roundup podcast group below Love to have you. There it also be great to get a rating or review. My Spotify account or the Apple podcast, please just go to L. I am Katie r .t e, /p p c-- chat underscore round up, so that L IM K TR .t. E, /p p c--, chat underscore Roundup, little slight. Tug about PPC.

46:49 Live UK's second event. Happening on the 29th of September, Is Chris Ridley, said, as I've mentioned earlier on, he's going to be talking about performance. Max on that one and the second one. We've also got the amazing Crystal. Carter is going to be talking about crossover between SEO and PPC. We've got Rand fishkin the around fishkin of moles of spark Toro who is just amazing. Got loads of millions of followers. We to admire what he says, and we're going to be doing a Q&A with him and a new name on the field. The lady called Veronica rumor and she's amazing. She loves what she does. I'm sure she's going to give some fantastic insights about paid search.

47:29 Finally remember for your campaigns and businesses to Glide smoothly. There's a lot of hard work needed beneath the surface. So keep his hands kicking by and speak to you next week.