EP220 - What Metrics Matter in PPC in 2022?

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie taking us on another great topic. Talking about what metrics matter in PPC, in 2022. Another great topic because, yeah, our life is all about metrics whether you work in paid search, or SEO, email, marketing, or play programmatic, social all those are stuff. You know, they are always going to be talking about with clicks CTR return and not spend robust and these Is up t-score, Google help me but yeah. So we're going to be talking what are really the ones that things have evolved over time as to what has been considered important at the beginning was definitely about traffic because there was not much competition. So it's just about how much clerks will now talk about the quality but then qualities, come on, up the way you want to go. Anyway we talk about what metrics you should be focusing on and what clients focus on that might not be as important as we should be and unapologetically. I'm going to do a bit of a Shimrit plug about PPC live UK. One of the speaker's is going to be talking about what it really means to be data-driven.

1:06 And what clients think are the right metrics is actually different from what the agency that is doing their advertising. Things are the, you know, right metrics to focus on and that they can be disparity between that. So, yeah, go to be it. .L y /p p c-- live U, KS e, PT 22 to get tickets for that, and hear me. About how to make sure you're in line with what the metrics are to be. It should be focused on and actually matches with business needs. But anyway, today we're going to be talking about metrics that matter in PPC, in 2022. Hope you enjoy. Hello and a warm, welcome to this episode of the PPC chat round up a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m.

2:02 GMT. I'm your host, a new and I'm recording from my studio Hair and London, UK and I use this platform to share not just expert but also my ideas and considered best practices of our paid media and our 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. Make it to the PPC chat live discussions and even if you do then like follow share and retweets. And that's right Twitter with my handle the marketing, a new or join us on our LinkedIn group on LinkedIn and which is called the PPC chat around a podcast. Or if you're on Instagram, why don't you check us out at PBC chat on the score? Round Up to get quotes and Snippets from previous episodes. So we have Julie, again, taking us on the helm. Expertly on this topic of what, metrics matter. Stir in PPC in 2022 but of course as always she did goes how is everyone doing?

2:59 I was busy, having a lovely chat with my dad earlier on so I kind of missed the beginning of this and by halfway through 513 my time yeah I already had another meeting starting so I Only Could luck for a little bit but I did see some great answers offered as well. I also love that this morning, they've been chatter on Twitter about my favorite guy who tweeted was when he was like, is it Olga still? And I did have that feeling. I was like We've done bank holiday weekend here which is like Labor Day in the UK where you get the Monday off, get a long weekend and what you call it. I'm like, oh God, we're back into Tuesday's and August is still here and it's September to start. And yet another fun tweet that I had was what is your version of WTF?

3:43 Because one lady was put up a text, she put up a text about going to a mom that oh yeah, I passed some things. Like she was celebrating something and the moment. Was like, WTF. I'm so proud. And so the daughter was like, Mom, what do you think? WTF means, and she goes. Wow, that's fantastic. So, what's your version of WTF wrong? Answers only? And I got some very interesting replies, go my profile. You want to see them for about for you. What does WTF mean? Anyway we also get some very interesting Earth lies that really good, she's doing okay, kiddo, went back to back to in-person school yesterday after two years of virtual. Wow. So Is it feels like you know, dropping your kids off first day for school for the first time ever. I'm even not done it in two years. I imagine if feels like Julia Roberts, joins us saying, good morning as well.

4:34 We've got a Dominic Kent as well, and Fraser Andrews from repression. One of my favorite people action and cock as well. And Dwayne Brown, Lawrence Chase, cock Williams as well. Joins us digital sam-i-am joins as well. Steve Hammer, we have join us who several experts get on the conversation today which is really great. Wait before we do get into the questions. Gd's. PSA especially is this chat is intended for PPC, Professionals of all levels. If you have anything you want to share, please, do we are a friendly and supportive Community. Please don't be afraid to participate. Lurkers of the particle out or listeners of the podcast. Even are always welcome to. I was bit of a letter today, some loving to do this recap anyway, let's get into our questions.

5:19 Julie, first goes, we haven't done a cherub on metrics in quite a while. So yeah. What are the metrics that you think are most important in managing and evaluating PPC in 2022? Clicks clicks ourselves going on? I think as privacy changes make actual path. As tribution, even more difficult attribution, has arguably. Always been difficult engagement, metrics will increasing importance. It's just going to be harder to get accurate, conversion, metrics, even modeled Julie, replies. Yes, the whole concept of a conversion as we have known it. Is absolutely changing Cargoes. Yes, I don't even know what I think about that. Maybe there is an aspect to that, which is a good thing. So, we don't over value.

6:02 What we think the conversion data is telling us regardless, the first step is for us to realize is definitely changing Lawrence goes. I sometimes feel like a broken record on this, but it's, it is moving back to where it used to be. In many ways. There are creative ways to track offers creative that old-school marketers used for years and they will become popular again. Yeah, did he goes tracking phone numbers? Unique offer code separate unique, landing pages and there it goes. Yeah, you know exactly what I'm talking about. This is how it's done even with zero cookie data. We can see how well things run, if they, we set them up the right way. It's all about setting up the right way. Absolutely, Corey, hanky response.

6:42 Question, once in every metric has value but there are certain metrics more important, some advertisers, to some advertisers versus others. I enjoy looking at metrics such as CPS cost per session. And CP and you cost per new user to the website rpu Revenue per user Revenue per new users. While our pnu dark goes should try. Adjusted Revenue per. Click a RPC to account for advertising costs. That's conversion process versus click conversion over. Click - CPC. Oh, that's interesting. Yeah, I'm Corey hunger. Goes your metric needs a manual. Agree. I was little I wait. What is that again?

7:24 Then we have Andy responding to question. One seeing reach of over impression, share frequency, CTR time on site and return, visitors to return visitors. So stickiness and the Holy Grail, LTV lifetime value. To many focus on immediate rowers and same session conversion rates and not enough on content and consumer Journeys. Build tribes in said, instead of selling products, build tribes instead of selling products, that should be on a T-shirt and sorry. Andy. I might have to steal that. Anyway, Dominique ain't gonna dig those out then goes as a newbie to PC. I'd assume the same as organic cost per genuine lead. How that is calculated May differ by definition of lead in general, I see cost per click but rarely is a keyword spent over rate correlated with what it's worth to a business and that is the important of Veronica stalkers PPC live knowing how a keyword spend Or rate is correlated with what it's worth to a business.

8:29 Very, very well. Said, there, we have Julia versus while responding to customer wants and convergence obviously, but based on a lot consumer Behavior, a lot of consumer Behavior changes. I'm keeping a pretty close eye on click volume 0. Click is hair in the form of voice answers and Tick-Tock videos. So shaping traffic has become very interesting. Fraser Andrews goes, really interesting to see how click volume has changed since Pete. Max came to town well and CTR Julia, Vice responds with impression volume, suddenly being assumed, being measured on video and display together. The metric is just a gdm mess, but we do love our traffic. Yeah, Fraser goes mess is p Max in a nutshell mess, uh, Google.

9:14 We then have phrasal giving his answer this question. Once in econ, wise row as remain super important, particularly with the impending recession in the UK, rereading PPC. Kirk's book. The other day, I'm reminded of the importance of context with attribution, so love specific, GA behavioral metrics at the moment. Durango's is the UK not in recession yet. Seems like the UK's taken longer to hit that Mark than other countries. I believe it's expected to be announced by the end of the year that made it sound like an awful film release but cost of living has soared. So high, that consumers and just everyone in general, is living in a recession in all, but name. Yeah, doing goes.

9:55 That makes sense. We have been in one for many months now, in North America. I know Australia is thinking, they might not see one, the no one can call this stuff. So yeah, we Sachin scares that. Do you then go to answer question? Once in conversions, of course, the cost per conversion is always something I'm watching. Cpc's have also been requiring closer. Attention lately, Ashton Clark's first conversion, Focus campaign, CPA and conversion rates for awareness and engagement for his campaign. In CPM and CTR. I also think, impression share metrics are really important to understand how competitive your ads actually are, and we got learn to responding to question once and just got over a cold.

10:37 So a little late but conversions are what Drive revenue and keep the lights on and people employed at companies. So that is the top. Patrick's metric by far cost to get conversion cpcs and volumes are also important metrics to be tracking B2B and b2c. See some digital sam-i-am response, question once. And I don't think this has changed the whole bunch of the years. One Net, Present profit, or contribution, margin to mer. So, media engagement ratio and media, efficiency ratio, that one is or quick ratio or aov, or PPL or CAC or CVR the PPL one. I'm not aware of but cost proper output, acquired customers.

11:19 See, AC conversion rate is CV, rho V is average order. Value then three in platform, Matrix row has our return on adspend CPC cost per click, CTR cost per cost, click through rates even and then cost per impression. All of which are evaluated relative to forecast. Again, there is a resources page where all those acronyms. Some of which I got a little bit, befuddled by are written down and explained. And you know what's well, written in their shows and long-form, I didn't quite Explain what all of them are because I'm like that it was another whole load of work, so yeah. Good to official, PPC chat.com under the resources section.

12:03 You get where the list of acronyms and their meanings are Steve Hammer response to question once and conversion value. Even in Leeds, feeding back different values for qualification is way more important than raw numbers during Brown. Good questions. When I thinki common DTC Lots, you can look at and platform CPA. Rowers and conversion rate outside platform store, revenue and product sales, all cell through. And then Kirk when he responded about saying, you know, especially with privacy, and the Privacy changes that make actual path, attribution, even more difficult attribution, has arguably been difficult engagement. Metrics will increase in importance?

12:43 Honestly, I think Sam responds attribution is a fundamentally unsolvable problem at best. We're a little less wrong which is a good thing but I think we need Take a step back and ensure the ship is going in the right direction. Versus seen, how high, the waves are and Julia, Vice goes. Yeah, I'm constantly using my coffee analogy for this. We can make pretty good guesses, but at the end of the day, it's traffic to customer to unknowable merger to sail holes. And during those contributions for digital has been sold. As being much better than it ever was expectations, from clients, and stakeholders need to be adjusted with what's coming to further. See up the numbers sound goes, honestly, I think it's better than it was.

13:27 DDA is a good step away from Lost. Click or worst last paid click. But you have to know the flows of DDA. So that's data driven. Attribution plus defend against them phrase. Andre goes, I guess from a manager to client perspective is just about transparency on Combs and making them aware a what model you're following be. Why that is and see how they will. Always be discrepancies, always fun to discuss and some ghosts. No, perfect solution. There's no right solution. This just at least wrong solution, these strong solution, Fraser, goes sums up. Google in so many ways. Yeah, least wrong solution we need we deserve better than the least of strong Jen.

14:08 Anyway we then have Judy techno songs question too. Soon have the metrics that you track and or rely on changed in the past two years. If so how Anjali I was response to that saying that yes and no the fundamentals are still there. Which just agreeing that are standard kpis aren't as knife-edged as we like, Mike restaurant clients need to sell once I get them to the door, my public sector clients need to offer services, people need no matter what. And then we have Corey hanky responses. The 100%. We've seen engagement and creative metrics continue to grow especially as new platforms and placements are introduced, we working the user experience, Jesse some chakra pricing that we saw Like Old Timers in here, but you're right, but amount of creative rotation required to keep engagement high on disparate platform, requires insane speed, and a device goes.

15:05 Yeah. And investment, who can afford all this? Digital has become a mature ecosystem, which means that the path to quake, and scalable success look much different than they did. Even three years ago. Did we have any more reply to that? It looks like not. So yeah, we'll continue with Doing Browns answered question to saying for paid social a lot more people. Look at media, efficiency ratio, thank you Dwayne. It's a nice thing to look at. However, if I don't see any Google analytics sale, but someone is just talking about mer, I call their bluff. If Facebook ads are so good, ga sales will show later. He replies Lai Chi goes have you used triple? Well yet is that a sales pitch?

15:48 He's trying to do. Let's say we used we used to use it and got rid of it. Nice idea and Mer doesn't tell the story and how they want to sell the tool. These tools want to say, they solve attribution and iOS 14.5 and that is not true. Tons of Google analytics data. One can get with a well, set up account. Even cheaper will dashboard is super clean, user-friendly. GA confuses the F out of me. Thank you for the sales pitch lecce. And then, yeah, we've got Steve Hammer replying where Julie had said attribution for digital has been sold as much better than it ever was Steve goes. This is a big Problem, The View we have is better than a lot of channels. What's the ROI of that billboard? But it's not perfect or absolute. We need to stop pretending.

16:32 We're an oracle, we are so not phrase. Andrews says, then gives another answer to question 2. I believe this is the second one same other than the direct amount of data available around search queries, which has and will forever be something I'll fight Google for. I find myself questioning impression, share, more and relying on multiple auction insides points. So, spyfu One. And I was going to say on PC Kappa. No, but that's just a PC chat. As the tag on it. We have Tim Heller on. Hey, Tim. Good responded to a question to you saying, for the life of me I couldn't find such impression, share few days ago, looked everywhere that was annoying. It was called something else. I don't remember. I had to Google it. Yeah, such impression.

17:14 Share is one of the first things I look at Jesse response planning for growth without owning your buff is a Fool's errand. And planning for growth without owning your bottom of funnel is a Fool's errand interesting. Ashton Carter response to question to say, not as much on search but on social we have a heavier emphasis on CPM CTR. CPC and engagement shares likes Etc. Now because of the, the iOS update last year and having less insight into conversions. Steve Hammer responds, I'm doing a lot more post. Click work now than I used to linear attribution. Those that take into account the multiple visits that I can see. I also monitor the things that look too good 25% CTR or non-brand.

18:03 Yeah, that is BS. And then we have Sam responded to question to think saying I think there's some history doesn't repeat itself but it certainly does Rhyme action going on, but there's also more accessibility availability Plus optionality for marketers in measuring Effectiveness than ever before. Early response to question, Tuesday in the metrics that indicate competitiveness have gotten more importance. The digital ad landscape has gotten crowded at all caps and then it takes more than just deciding you want to play on platform X to find success there. And then we have Steve Hammond responding to question 2 against and I'm also finding that external tools are becoming more important to monitor even with their limitations, for some of the data we've lost or can't see. Interesting, didn't take some to question. Three.

18:53 Seeing what? Tricks to clients or stakeholders holders care about asked about the most. Oh God cpcs. He went up by five P. Yeah, get over it. It's not even about the metrics is how often that they asked about it. So yeah, of course, response Impressions show is seems to be the one that eyes are drawn to on our dwelt on in meetings. And yes, that's why there's even impression share bidding that we have got. We've got then, Julia voice responded. Question 3, seen it really about? It's really about Lex and traffic. So much of what I do is push to visit repeat visits and measuring awareness media that we really talk about traffic and behavior more than anything else. Tim Halloran response EAC, CPA cost per mql so much marketing qualified lead and row has freezer Andrews report response Revenue.

19:43 Interestingly though in a number of cases we've seen clients through a straw gets dropped, two more profitability levels, rather than dream rowers goals, technical terms like Again, as a result of the downturn in the economy, Lawrence response, to question, 3 saying Revenue leads calls other ones. They asked about the most. That being said the questions after those are about how we can improve those. And that is where the work is landing page conversion at ctrs and other metrics that are incredibly important as well. Julie then goes on to question answers. Question 3, herself in conversion rate and cost per conversions are big one. Is traffic levels to Impressions and clicks doing response to question 3.

20:29 Same same as on someone and he's in his answer to question one. He goes, when I think e-comm and DTC Lots, you can look at in platform, CPA, rowers and conversion rate outside platform store, revenue and product sales or self through. So yeah, so it goes some ask about traffic and we try to explain why that is not a metric. And absolutely, I love that. 10:00 response. Question 3, seen CPA is a big one, as well as clicks and Impressions and Impressions. We also get a lot of indirect questions related to impression share. Like how much room does this campaign have to grow if we added budget or what is our presence? Like in this region, just ask my Russian jet phrase, Andrews were response to that same. Almost sounds like a PPC cliched. But there's been countless times where clients just want, impression, share data, on one competitor, regardless of profitability, and you spent ages Ages. Raining them back into KP is rather than catty comparisons. Ashton goes 100%.

21:29 I've definitely had my fair share of clients that had to be reined in so that they aren't focused on super Niche metrics or anything. Jesse. Some chalk response saying, what if we turned the dial to get the right, could get the right row us with more budget while budget. Oh God, that sounds like someone who's been advised by Google Delmar Thomas Jones late. But he answers question once in the best metrics are Ways and level kpis tracked across all sources, and doing media, mix modeling to do attribution single-channel cost per K Pi are murky at best jewelry and takes us on to question forcing. I know you all will have thoughts on this one. What is the most overrated, PPC metric in your opinion?

22:13 Quality score, quality score quality score, CPC sometimes quality. Score quality score, quality scores guys. Stop thank you seeing and being all hung up on quality score. Or being at for if the cost per acquisition is at a good as at the level, they wanted to be if it's within Target. Anyway, Corey Koehler response to question for saying what is the most overrated PPC metric in our your opinion CPC gets brought up on Twitter and with clients way too much. When it's the tcpa and T rowers, we should be focused on Cut replies. Reminds me of clients asking about bounce rate. I've seen that Reds head against reach again recently focused.

22:53 Your key metrics, cp8, ecpat, rollers, Etc. And what is in potent as no response to a response as well as they are not willing to fix the bounce rate they asked about absolutely because bounce rate is about fixing the landing page and you're like trying to say oh yeah, it could get better with some other key words about your landing page and they don't change anything. The landing page and xpx response to question. Forcing impression share. If there is a goal CPL or row has, you can't have both World, especially Really in low-volume? Yes, with low money. We had that with a client, which is pretty much as close to have stopped working with them when they keep going.

23:34 We are working. And we want to work on the CPA Target. Oh, by the way, but Impressions is really bad. So we need to be increasing cpc's and showing all the time. Oh God! Give me a headache. Julie, voice response. Question. Forcing impression. Share shot up hitting an impression. Share is not a realistic kpi for a program. It's a perfectly good budget, too. And an acceptable view of the market, but that's for planning, not a Target. In my opinion, my client has agreed frequently misunderstood and in the context of auction insights metrics. It's probably my least favorite in shopping auctions. I definitely prefer both overlap on out, ranking in search. I'd have to think about that. Delivers goes it answers a very specific question.

24:15 How much Headroom is there in terms of sad spent, which is great? Super helpful, not helpful to set, an impression, share Target Revenue, mix Sense. D'argo's Devil's, Advocate if a keyword, a is the top-performing campaign in an account, and has an impression share of 10. Isn't that a good indicator? We should reallocate budget, from lesser performing keywords to keyword a, I don't think anyone responded to that. Greg goes clients all the time. Say, whoa, competitor has a high impression share on our brand keywords, they must be spending a ton of money, completely forgetting that it's free to show up 100% of the time if no one is clicking your ad, right? Giggles agreed useful to know but often misunderstood and definitely, definitely not a metric to optimize for, and that's only responds to Julia, Vice current impression. Share, shut up.

25:06 And more alien Jon Kagan response to question 1 John, get inherently sweet. Only 35 37, makes it minutes late this week metrics very the bread and butter of foot in the door goes to CTR and CPC for the service level. But I will ignore CTR any day. Revenue sales over needs and CPA CPC. I can't ignore. Even when I should do gar Thomas response to question 3, same digital marketers have finally trained client-side, folks to think about all this silly metrics like CTR, CPC excetera. All these things that are metrics but obviously not key metrics. But they are what people ask about because they don't want to seem out of touch action.

25:49 Clockers most question for with one optimizations go. Go. Oh God. That's not a metric. But yeah, more of a hilarious joke than a metric. Jimmy Barnes goes and Lawrence gazelle. Ah, yes. I was thinking about the actual metric that matter and this totally ignored this one and just to ignore this one, haha, same, I wasn't sure if this would even count to it. We should not count. What does God girl with his one? Yeah, you win this one. Everybody is like yeah. That's the most useless metric. It's not a metric. We then have Lawrence. It's responding to question forcing probably impression, share with the changes to match types. Especially not everyone who searches for something is a good potential lead or customer quality matters more than volume quality matters and we have Fraser Andrews responding to a question for saying I'm going to come out and say it clicks specifically known contextual clicks without CTR Revenue leads Etc.

26:49 Pure volume is a bit of a vanity metric bang on the onslaught. Lat, I honestly think that is right, you know, clicks makes sense. When we're talking about CTR Revenue leads, you know, if it's just clicks for the sake of clicks. Absolutely annoying. And Ashton goes, totally agree with clicks alone were a top priority, then I would just turn every keyword to Broad match and never add - absolutely. We were, I was in the working for a company that did recruitment advertising specifically. And somebody had said, I don't even think the person was still working at the company by the time. Join but I heard of the story of a guy who was like let's just beat on Lady Gaga. You know, that gets a lot of views, you know.

27:30 And you know that might get a lot of clicks and I'm like Lady Gaga. What does Lady Gaga have to do with recruitment that someone that definitely did not get it Julie response to question forcing I'm going to say rho as Hammy out the way most people figure it as sales figure it is sales or add cost but the same row as for company with a five percent profit margin and a 40% profit. Margin should have different meanings. They also don't include PPC management fees into it. Fraser goes interesting, my main gripe Woodrow us as you mentioned it, defers on a product level. So for biggie, combines breaking various rows targets targets can be a faff dog goes, yes, yes, yes, really all cost per data in the platform, should have management fees, and or retain has built-in, when I did SEO, it was very interesting to treat it like an advertising Channel. Calculate CPA on a month-to-month basis. It show wasn't free traffic and dog are Thomas's, well, response to question for saying the thing that I'm most having to defend is cpcs.

28:35 So many campaigns. See a jump on cpcs. Yeah, so many campaign. See a jump in CPC correlating with increase in real business impact with a new agency but because it's a metric with a dollar sign on it. And we've preached digital is so much less expensive. Yeah. Yeah, they complain about it and Julie goes, yes and digital was cheaper because not everyone was playing there now, so many more and it's more expensive to advertise. Now, so many more are and it's more expensive to advertise. So, yes, see pieces will always go up and down. Just don't panic. We don't have dwane brown responded. Question, forcing quality score on optimization score, just awful, metrics for 99% of Brands out there.

29:21 Absolutely 99.9. I'd say. Then I think because Iceland clock was the first to say they really got inspired by the whole optimization score thing. So Sam response, it's question for as well. Seen optimization score, add strength, CTR over CPC or CTR or CPC. Robust is plenty of others that can be useful, but at the end of the day, go good Hearts law applies. When a metric becomes a Target, it can ceases to be a good metrics are as interesting Julian takes us on to question 5, what is the most underrated? PPC. Metric in your opinion. Interesting, what are people saying? John Keegan going to say it, either a tie between CPC and time of day or location. Based a specific performance which I demand we call metric. We have green brown responding saying for e-commerce DTC Brands conversion rate post, click you cannot fix a problem if you don't know where it is.

30:16 A absolutely correct. We have Ashton clock response question. 510 personally, I really like impressions. Impression share absolute top percentage and impression top percentage in Google ads. Not necessarily something that we optimized towards, but it's helpful to know how high up on the page you ads are showing. And if it might be contributing to an increase in CCR clicks, or an increase in cpcs, definitely Matata. Terms, do you have ice crackles to answer? Question fighting. I don't know about underrated but conversion rate where the foot traffic or site engagement. We wanted to traffic to we drive To be as quality as possible. And we have Julie herself responded. Question?

30:59 Five? Seen auction inside. I'm a huge believer in having a sense of what a potential customers. Likely to see in there, searching Journey auction insights, lets me know who to visit a monitor so I can see what they offer. How positioned Etc delivery skills. In one of my bigger programs, they are literally no one domains in our auctions. It's a waste Land. We Own the space. So our focus is on. Leti of offering. So unlike other programs learns response to that same. My clients love these reports as well. Sometimes our your Brand's can find competitors. They did not know existed yet. Also that can be an eye-opener. Delivers goes, it's a main report for a retail client of mine.

31:43 We look at impression share and the auction monthly. We then have Jesse responded to question five cent. If you're running a lot of YouTube viewer, 8 viewer, it is Is underrated delivers goes, it's a main kpi for us, so in potent. So yeah, if you're doing YouTube, make sure you're looking at view rate as well. Any response about auction in sighs Lauren skills? I was typing this. I saw you already posted it and you worded it better. So here is mine as well. And that's when Julie had said, I'm a huge believer in having a sense of what a potential customer is likely to see in there. Searching Journey auction inside to let me know who to visit. Monitor so I can see what they offer and how its positioned. And we're not really talks about auction inside so that I don't I just gave Julia Roberts response in one of my bigger programs. There are literally no other domains in our auctions. It's a wasteland we own the space, so our focus is on quality of offerings.

32:43 So unlike other programs that must be very interesting. Julie goes competitors are such a gold. Mine for landing page messaging and testing, as well as ad. Copy testing. I'm feeling a voice. Goes, it's a trip. We do other things to measure engagement and we have to set an acceptable threshold of background noise. People don't like the bill, they have to pay, but we have to communicate either way. So it's a line to walk. And yet I continue to talk about ocean insights. Lawrence goes my client loved these reports as well. So yeah, the auctions inside and especially when Julia voice had said that they have no competitors. So yeah it's all about the quality of the offering Lawrence Is my client loved this reports.

33:25 Sometimes your Brand's can find competitors. They did not know existed yet. Also that can be an eye-opener. Julie goes, I have found over the years that when I ask a client for list of their competitors, they often only hit 50% of who their digital competitors are. So yes, ocean inside, can be really good insight into the the competitors. You didn't even know that you have. So on that very Lovely note. I am going to bring this chapter to a close. Yeah, I hope you've learned a lot. We've got some young more answers on the Twitter Vine, but yeah, I'll go check them out. Those are my favorite from the expert that we know and love. And, yeah, hope you found this tape. This chat, take away, this great, takeaways from this chat, but yeah, if you want to continue this conversation, please join us on Twitter spaces on Thursday, at the about the same time for 12, p.m. eastern Time, 5, GMT or British summer time /, that's coming to an end.

34:27 For any feedback about the podcast, or even some corrections on anything that has been shared. You get in touch with me on Twitter, my DM's are open on my handle the marketing, a new, or on LinkedIn. We have a PVC chat Roundup group there as well on LinkedIn. So yeah, just go to people just live for PVC chat Roundup podcast and we'd love to have you there to share your thoughts. It also be great for any long-standing members or short-term members who have Listen to the podcast for at least 30 seconds to give a rating or a review. So yeah, just go to linked, read cam /p P c-- chat underscore round up, so that's link2sd re e.com, /p P c-- chat on the score round up again, we have got the amazing Crystal quarter of weeks, we've got Veronica room or whose first time speaker talking about metrics.

35:20 And the way clients and agencies agencies should be talking about Metrics with each other, so that they are focusing on the same goals on Mutual goals. We've also got Chris Ridley who's, usually a very key member of our PPC, chat online community. And a second time speaker and the amazing Rand fishkin who be doing a virtual Q&A session with us on the 29th of September at The Shard, if you want your ticket to that, just go to be it. .L y /h, PPC live. You UK s, EPT, 22. And finally remember for your campaigns and businesses to Glide smoothly.

36:01 There's a lot of hard work needed beneath the surface so keep your swans kicking by and speak to you next week.