EP223 - How to Talk PPC with Non PPC People

0:00 Hello, and welcome to this episode of the PPC chat around up in today's episode. We have Julie taken us on a great talk about how to talk PPC with non PPC people. I would definitely need some tips on this in my family. I live with a doctor to doctors my dad and my brother doctors my sister works in marketing but not quite pater digital marketing. I told mother that outdoor marketing and most a teaching signed of that kind of marketing and That was a media. Comes is what I heard. A hard thing is my sister's a lawyer, my mom is an accountant, retired accountant. So a lot of people who are not PPC people at all. So it's very intrigued to see what the answers were today because unfortunately, I missed it. So it's really great to see how we talk to clients. Especially, I would definitely say who are not the marketing managers and just Nest, just just generally known people, see people because even people who are in marketing who do not know about PPC, it can be lots of stuff that I just go right over their head.

1:03 So, really great to have this kind of talk about, you know, breaking things down in a proper way to none. PPC people. So I hope you enjoy it. Hello. And a warm, welcome to this episode of the PPC, chat around up a podcast where I round up the Twitter discussion. That happens on Tuesdays at 5 p.m. GMT. I'm your host annual. I'm Quoting 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 about paid media. And the director of 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.

1:50 If you don't make it to the PPC, PPC chat live discussions and even if you do then like, follow share and retweet. That's right Twitter. And we'll all over my profile. The Getting a new or join us on LinkedIn with the LinkedIn group. People see chat Roundup podcast, or if you're on Instagram, why don't you check us out at PPC, chat on this called Roundup to get quotes and Snippets from previous episode. So as usual actually joins, the by saying that you are welcome and thank you for joining me today. And we will be talking about how to talk PPC with non PPC, people. But first, how we doing, and we got quite a few of us joining her today. We've got a Drew magary, as well as An online. Then your body is all the joints the show and clench Moxley joins his doing.

2:35 Well, was the entertainment at the nephews 66 birthday party this weekend? Apparently knowing how to sculpt animal balloons. Makes you a rock star with little kids. Oh, absolutely. I wish I knew how to sculpt balloons. Julie goes my husband learned to do a bunch on YouTube and kids always went Bananas off. Definitely then Diana Elena joins us saying I'm fine a little bit tired after a full day of planning for Q4. Oh yes. Yeah, planning for Q4 would do that, especially if you work with retail clients. So yeah, people would retail clients feeling your pain right now Steve Gibson goes. I've been traveling most of today, but happy to be in Milan. Oh God, yes, not not jealous at all considering Italy's.

3:18 My favorite European is sitting anyway. Moving on Julie goes yeah before we get to the questions this chat is intended for PPC, Professionals of all levels. If you have something you want to share, please do we are a friendly. Supportive community community. Please don't be afraid to participate. Lurkers are of course, always welcome to. And of course, as we'll be talking about, you know, how to talk PPC. With none PVC people. Definitely worth mentioning that the official PPC chat website does have an acronyms page because it's especially we took a tune on PPC. People there will be a lot of saying acronyms like a OV CPC CTR.

4:00 ER yeah, mer. Now that's a new one. So it's very interesting to see that Sue. There's official PPC top.com, /p p c hyphen acronyms where you'll see all the acronyms will be using most likely today as well. So any Julie takes us honor to question one saying, do you regularly need to speak to talk? PPC with non PPC people. If so who are you most regularly talking to and as goes, Can people see with non PPC, people? Yes, all the time. But first off, it was only called PPC in the US. This allows me to distinguish search from displaying and paid from organic learn skills. Yes, I don't say PPC.

4:43 Very often either. We have so many options these days with digital marketing efforts. So Spotify, Amazon, Hulu, twitch, social channels, and so many more and growing. I think of it as just more digital marketing. Now, under mcgarrigle's. Yes. Come on topics involved. Last Is it permanent explaining disconnect between Google PR and in real life examples, feedback loops on Creative profitability Trends, budget decisions, discussions for new Ops, landing page, needs cro. Needs hand over to organic is CPA to high manage him and he responded saying, I always try to translate from marketing. Speak to normal people speak.

5:24 In my experience, most small business owners don't understand the technical details and appreciated when These are explained plainly Diana. Responds, yes, most often with the VP of Marketing & with product marketers, Daniel body responds. See Roc, SEO. Analyst and CMOS are the most comments first to get it. The third is it depends, Daniel Pascal response frequently. Usually higher level stakeholders or field sales managers who want to help coordinate messaging and targeting with what they're experiencing Chris response as in. Family members, I don't need to but I do as much as they hated as in work colleagues outside of marketing. Not really just to say how it's working in general, I mean a Farid responds.

6:11 Yes. All the time regular communication with marketing managers creative team and analytics team Michael P response saying with in Medtronic. Yes to per product managers and Mark home teams and we have John responding to question one saying pretty regularly they range from marketing specialist. To see Emma. Televised girls. Yes, in my Omni world. I talk to clients. Other media teams, account teams and Reporting teams. All about how PPC is a different animal than other types of media learns. Chase response to question, wanting 99% of the time I took advertising with marketing professionals. I mostly report to the marketing execs and CEO but CEOs, but they understand marketing as well.

6:55 Usually a thankfully for that Daniel body responds. ER, Oh, the SEO analyst and CMOS are the most common first to get it. The third is, it depends, it depends on what for that. Alex, Nicole response to question 1 saying pretty often? Yes, most of the time it's account managers who have at least a basic understanding of key metrics. Sometimes it's the clients directly and I have to make an asserted effort to give key data points in a way that is easy to understand. We have Julie responding herself saying I would argue that nearly all of my It's are not PPC people they know about PPC some but it requires different language to talk with them than it does to talk with you or I'll Bless you.

7:42 That's why she does this chats. Because a lot of the times is talk of written on PPC, people and these kind of chats as well as events and conferences are very important for Freelancers or yeah. People have started their own PPC, agencies active response to question wanting usually as a media buyer or an acquisition. I have to collaborate with the owners CMOS and other decision makers from the marketing side and I have to collaborate with the team in house and Freelancers including other marketing. Non PPC, sales tactics, Etc. We have Julie, advised and giving another answer to this question Once a Night Beyond content, which is Millicent, Mikey, no?

8:23 Yeah. Beyond content is Andrew. McGarry. I thought Beyond content was a Melissa Mickey, any under mcgarrett. A real good point, hiring teams and HR folks, definitely don't have PPC down as a given. And we have Dylan online responding saying. Yep, all the time. Mainly clients, who are the owners of marketing manager, assistance. Most have little knowledge on PPC, but most some of them have a decent understanding, Ashton, clock response, question 17 in proposal and kickoff Cole's, there's usually some how higher up attendings that isn't as familiar with PPC titles. Usually have a wide range. Anything from CEO to demand manager or other roles that are more focused on General General marketing or sales he continues.

9:07 I also agree with what others are saying. Most clients could be considered non PB cos some understand the value of a nuances more than others. But most are in more General marketing roles and then we have Dave Gallagher's responding to question. One saying, in-house to interface constantly with our organic growth analytics, copy or creative teams. On the regular to make sure everything is in sync, but we also have our support Freelancers and agency partners as well. The guard Thomas response in most people, I talk to are not PPC people unless I'm working with an agency and even then your offer not working with smes, but I talked with business owners and heads, of marketing the most active response saying. Yeah, so I have to communicate with both the ends to ensure we have everyone on the same page.

9:58 With the same goal, sometimes it can be Be hard to own talking to owners and decision makers, because they think PPC is sitting with a desktop and clicking buttons or changing bids, I'll write it at copy, much much, more than that. Jillian takes us on to question 2, saying, have you found particular language or techniques to explain PPC, to non-pc people in ways they can actually understand. Now, those of tips for this one and we have story. Steve Gibson going, I came to PCC as a direct marketer so I tend to speak in those terms, but there Are setting analogs and analogies. Even I use like keywords are a basket of Search terms to help explain PPC.

10:38 I like to say it's like eBay you know when we're talking about the auction bits of it so are people hairy bathing or all right. I understand that Daniel body responds in one avoid acronyms unless they know what it is to. Don't think something is is obvious 3. Explain everything in simple terms, for be confident when you speak five, ask open-ended questions, S6, add visuals seven, short sentences with bullets. Diana responded. I never thought of this, but I realized that most of the times I asked them to think of them as customers of or how chaotic and long they use a float. Is this helps a lot of making them understanding? Why a top of funnel campaign is not overflowing with conversions, especially in a month.

11:23 Julie goes out. Yes, the constant expectation. Setting and contextualizing. I also often say Paid search captures demand. It does not generated, say it loud from the rooftops paid search captures demand. It does not generate it, Judy goes. I also also knowing what that some people want way more detailed and other really just want Cliff Notes, key points, and we have a many-to-many responding saying, we take your budget or investment and bring potential customers to your site's. We Make It Rain, I called a Google ads, or ads on Google Google super simple is best Michael P response saying. I think most people understand advertising in Broad terms even if they aren't fully familiar with the specifics of PPC. So I tend to coach it in terms of other forms they might be familiar with and we have Julie advice respondents. Question Tuesday, I go to the audience every point on the customer journey goes to a person, speaking into their phone and getting an answer.

12:25 Not a keyword or an abstract search. I make it Yeah, we only need to talk about always need to talk about how there's a person on the end of that. Click, that Racine and behavior is really important, and very different between the different cliques or the behavior would be very different and has to purchase will be very different and I drew magary goes yes. That makes sense. Talking about people's behavior is less abstract. Absolutely possible. To purchase will be different for every person for every click Julie responds. I mentioned this last week. Week, but we'll share again here, I always ask clients, what questions do they need to consistently have answers to then I figure out what data is needed for those answers. I write narratives and reports in plain language to yeah, plain language, Yulia voice.

13:17 Goes is a key factor in these conversations. People don't like feeling as though they're being snowed with jargon, so make sure they know the acronyms that you're talking to them about Lawrence responds with. Respite replies with all the changes we are seeing, I have framed. What I do. As more digital marketing than PPC, we have less button-pushing and more strategy. These days. I don't have to discuss day parting %. B changes etceteras. It's more about the channel and audience actor responds. Yep. I don't know why business owners think PPC is clicking buttons. I mean, so many factors go into it or her audience pricing, creating intent targeting and many more.

14:00 It's heartbreaking to hear this often and then we have Dave responded to question two, saying, I also use the stock portfolio or index fundamental for to explain to the c-suite we optimize a portfolio of keywords ads, landing pages to get results, there will be some losers. They know about money already and can relate. We have others responded saying I used in the investment analogy, a lot in relation with digital marketing. When you invest in various channels on formats there No guaranteed outcome and some products will work better than others. Julie respond saying, I like the analogy to because like investing external factors can take something that has been working.

14:42 All working well and blow it, all to Hell. Random acts of Google or Facebook, for example, or apples ATT and God, we don't have that hair delivers goes, and they both fundamentally rooted in consumer behavior and confidence. Nice under mcgarrigle's. There is no guarantee the outcome. Unfortunately, this is what other agencies with pitch, which will pitch against you, barefaced lies, random acts of tracking or attacks from holds of Cookie Monster's and his response. And then we have going. Yeah, Julie going, I like it too. Yeah, I did go look good. Colleague was his answer by using stock portfolio Index Fund metaphors to explain to the c-suite. I took goes, I love that, too.

15:25 So I tried to explain PPC to their industry lingo. It helps me as well because That way. It works like a Charming unfair advantage on the sales calls. We have John responding to question to say. And usually, I'll ask what their goals are in the position. They're in this tells me their level of understanding. Most of the time I use metrics, they're accustomed to IE conversion to lead rate lead to close rate, customer acquisition acquisition cost, Etc, actor responds. Yes I like to simplify things to very basic basically spoon feeding them the Dragan breakdown. It starts with starts with asking, the right questions to figuring out, what's clients, current mood understanding current, understanding of the PBC world, and then I explained the stuff step-by-step step to them.

16:14 And then we have Dylan online responded to question 2 saying using examples, really helps to get the better person. Get the person I'm talking to understand a bit better besides that. I try explaining the concept carefully, but I've got one or two clients who really? Go to understand most things we refer to. So if you're looking to respond saying, I used to describe manual bidding as being similar to bidding for something on eBay. How someone can beat you up by just one p and how you have to set yourself a limit so you don't get carried away. So we looking for Logan response, the idea of setting a limit so you don't end up just bidding more for the sake of it and getting competitive than ending up with an overpriced band t-shirt.

17:00 It makes sense to people. And then we have Ashton clock responded to question 2. Saying one, technique I have for reporting is making sure to note what each metric or Trend actually means. So instead of just saying, we saw a 10% increase in CTR. I also follow it up with. That's this means that users are engaging with our ads more often. And he continues saying that. I also pause and ask for questions or feedback throughout calls, especially when talking performance can be as simple as, Any questions on the metrics or Trends or does this line up with what you see on your end and online advertising response. Often times we have to use non PPC language to not overwhelm people by industry terms for example, report on roey cost per lead orders Etc. This helps businesses understand the PPC ads values without explaining all abbreviations in the account and then Julie takes us on to question 3 saying, what aspects of PPC. Do you find are most often?

18:00 And misunderstood by known, PPC people. How do you try to combat the misunderstandings? I would love to hear from a Malya about this because she's a professor at a university of talking about digital marketing. So yeah, trying to explain PBC and how it changes all the time and for me yeah that's the answer right there. How it changes all the time and why it changes all the time and why a hypothesis that you know, sounded solid just didn't work testing. That's always a tricky. One to explain. Playing tune on PPC people because it's all right. Why didn't work? I don't understand. All right annoying. Steve Gibson response to question 3 saying that it's easy that you can just turn up and compete against advertisers who have been running ads and split testing for years.

18:45 I agree that PPC management can make up for load of competitive. A disadvantages that good PPC management will overcome Bad Business fundamentals. Yeah, that you can do PPC even though none of none other channels are running. Into the same time. I got somebody trying to hire me to do some contract work freelancing work and I'll do a lot. Oh we don't do any display or any email marketer and then on any of like you know demand creating you know kind of kind of activity. So I ran away from that quickly managing response saying why are my ads not showing up? Sometimes it's difficult to explain to a business owner, why? They can't see their ad every time they searched for it because they're realizing that you're in.

19:30 Russians are not leading to clegg's and Google. Now thinks that's a weighted impression that you're not. Irrelevant person to be seen the ad in short and Irma. Gary goes a 3-1. Internalize first answer to question three saying that not doing a thing, can be a deliberate strategic decision? Or not because we missed it Google reps. And other agencies. Salespeople is why you end up getting random. I read calls, because chain of command, didn't get the stakeholder comes continuing. He goes sure some folks will Miss stuff and maybe have neglected an account. But if I've made a brand, literally millions in profits, maybe have some Faith with that team, that the team knows what the funk they are doing. C-suite need a scapegoat ooh.

20:14 Yeah, it's sometimes a trap. When you take over and actually neglected account, you device goes, the team likes your improvements and then want to see weekly tinkering for the sake of seeing action in the account under mcgarrett goes. Yeah, if that happens and there's a micro Manager in their flashbacks Shivers, right? Not naming names and as it goes you don't get to own the keyword just because you bid on it to the different channels within the Google ads. Universe are fundamentally different three. It isn't true about because Google says, it is Diana. Goes most often I find the CTR metric being overvalued and considered a note star metric. Also, it is hard for them to understand why a top of funnel campaign doesn't convert off the bat and that it takes more time. To see immediate results.

21:02 I mean afraid responsible stakeholders, want hot and que eles fast but expect a thirty dollar CPA. When the lead can convert for half a million Sharon benchmarks, competitive analysis, long conversion, Cycles, explaining why helps sometimes we also don't have answers because you know, huh, Google, Daniel Pascal response to question three same agreed with most of what others have posted but are also added that diminishing returns Tough concept for some or perhaps, it's just that we're dealing with an auction. Not a standard Market, where prices are static, Michael goes to actual payment model. Most people seem a blown away when under PPC, you aren't paying for an impression. Also, the target going broad cuz going specific. I mean, you revise gives haunted to question three saying, these days, it's the Vets, a less experienced, people who are very keen to get optimizing.

21:59 And want to Tinker, they don't understand the learning periods audiences, search term loss, match types. It's tricky because these are usually, the people who can get more search budget lines response. The busy bug can be a rough one. People have a difficult time doing work and letting things run without touching them every time you make a change. Now it resets the learning period. So hands off, LOL, it's not even a matter of machine learning. We don't collect Of data, in a month, usually, to get actually statistically significant data. I have so many discount conflicting, thoughts about data driven, advertising active response.

22:40 This one is Big Julie's, Julia. Newbies are like, let's do the optimization skating. Let's change everything and then they don't, which change, they don't which change bring, which results they don't check, which change brings which results. How do you tackle this? While leading a team especially outsourced team. Huh? You Levi's goes I actually find it. Newbies on the client side who are most excited about it as a team lead. I tried to set good examples and be clear on what I expect with clients and more educational and with a much lighter touch. And then we have Lawrence, Chase responded. Question 3, say marketing teams are behind on, all the changes. In some cases, there are execs who still think we can just outbid competitors or find misspellings to win. Big dollars on the landscape has changed so much, and they need To be caught up and this response, you didn't mention the two letter word that starts with an A and which has just changed the rules of the game.

23:39 And then we have dug our Thomas responding saying top-line. Strategic use, why don't you want to run ads? What's the goal? Where are these ads going? What's your creative? A lot of, a lot of a lot of businesses. Owners are frankly, just going, we need ads without thinking about how people buy or why people buy read. Ali, John response to question 3. Seen pay-to-win bidding on broad level keywords, like cup not investing in marketing arms to get clean data. I usually give them my professional opinion and if they disagree, then we usually run a test and let the data do the talking, always let the day to do the talking and the extra response to a to question three against it. I seen on PPC, people have issues in understanding, what is affecting what?

24:25 And how in PPC, and it can be like digging into a rabbit hole? If you want them, to update UI on the landing page, add more keywords, and fixed tracking and them asking why does it matter Alex Nicole response saying, I think people who really don't understand, PPC are always surprised by how low the CTR can be and still be good. Same with conversion rate setting expectations is important. Also like I said before, crafting a story or before like I said before, crafting a story. Always helps me. Yeah, conversion rates. I learned Quite early that conversion rate or like 2% for especially generic terms is very good brand can be like 60, 70, 80 percent, but two percent generic conversion rate can be really good at is that is you know winning. So if you look in response to question three saying fluctuations in performance, always difficult one to explain, but I tried to paint a picture of The Wider industry and the whole process instead of just what's happening in their account and then Julie herself response to question three. But not everything.

25:31 I do is captured in a change log or history, also the platform's interest and the advertisers interest can never be 100% line just because Google's says, does it mean it is what is actual best for their account or Biz as time? Clock responds? More money does not equal more conversions. Another is the nuances in user intent on side versus display versus social different platforms. Networks can have a very different performance benchmarks and we consistently currently have to set these expectations active response. Question 3 saying I have to give them the real life examples, then I show them the customer Journey Across The Funnel and showing, why does anything in the PPC ads dashboard affects the revenue learning, curve is huge for them in the beginning, but eventually they get accustomed, John Keegan response to question. 38 going that, it has changed.

26:23 And now the most misunderstood part is how I let Google do whatever it wants in local and P. Max. How could I So trusting, Why didn't I just override it? How much does it show to to cost to show in the organic listings? Why are you crying now? Why are you crying now? Ha ha ha. I'm going dark quickly and then we have Dylan responding saying attribution is quite common especially when it comes to Facebook purchase conversion value versus Google analytics Revenue. Another one is that increasing budget doesn't mean more sales and better robots explaining Google machine. And tends to get some question. Marks to say the least Julie responding to be fair.

27:06 I often feel like this when trying to figure out the Google machine learning that it has not figured it out yet. And our last question Julie asked, do you have resources that you liked Point non PPC, people to help them better understand, PPC of you created any yourself. If so on what topics? I a lot of time. Just tell people go on Twitter, fine. The PPC chat has to hashtag. You don't even have to follow people, just follow that hashtag and use tweetdeck to do it as a good way to do that. That's my best resource for people right now, for live up to date, knowledge of what's changing. And you know how to speak about paid search like a normal human being.

27:48 And Drew magary goes creating a custom funnel visualization of the user Journey which auto updates weekly helped you can quickly. See where the biggest drop-off was that week relying solely on Oils from GAO ad, platforms of choice means not everyone will understand your point and it responds. Pptp. See chat every Tuesday on Twitter. Ha ha. It is a how-to question. Google it. I write occasional articles about digital marketing strategy on interval.com, so, check out that for Anders. It's a response saying, yes, currently I'm focusing on building SAP systems documentation, 's resource libraries that I used to point to the non PPC, people. It's To take some time.

28:30 But once created, it will be easy to replicate and skill any account with the strategies. I'm working on a yes. Share with us when you're ready though. Without actor Dylan online response saying we include a glossary section in our reports to help understand the general terminology, I've mentioned, sending them some documents but they're often too busy to read it and Joe will Gales. I hope tsipras permission from Julie but I'm sure she did talks puts her tweet about PPC dot Zone. If you've not heard about it, it's this fantastic thing that you Jill is doing, like some of the women in this industry is I'm so proud of to be amongst. We've just decided to start creating our platforms. I've created PPC, live UK.

29:14 We've got Julie, Puccini doing that, people see chat and hoisting, this regularly, we now have Jill, girls doing PPC, Duds own. The next is going to be basically, people don't is a platform for people who you don't really see them on stage. A lot mix of people who have been speaking on stage. I'm going to be doing one of these with Jill in a few weeks time and it's basically for us to talk for like seven minutes about a topic, just a quick snapshot our point of view about a particular topic and that so it is going to be it for basically she calls them lightning talks and there's going to be a live Q&A. Yeah. So go to PC XOne to get the latest on the lawn on the next one and it's going to have Nikki Coleman. She is part of the she's one of the Founding board members of paid search Association, Cheryl Gore's goe res part of tick-tock ads she does take.

30:08 Look adds pressure, Rogers is going to be talking about Pinterest ads. Jill is going to be hosting it and Nikki's going to be talking about Microsoft ad. So Cheryl doesn't work for Tick-Tock ads. She's going to be talking about Tick-Tock ads. Anyway, getting back into our chat. Julie then gives an answer to question 14. I tend to have a little library of explainers that I update periodically to be able to send it to And I have pointed people to the acronyms page on the PVC chat site to. So yes, regularly updated and I are highly recommend that you go to that. Lawrence goes I usually stay away from acronyms and if I asked and if asked I explain it is usually not a big issue for me at least Dylan online goes my biggest mistakes are assuming clients know what?

30:52 R 0 R 0 V or C ta Min and then we have to have Ashton responded question for saying this is a little more General but I I found that referencing industry benchmarks when talking through performance. Helps people better understand how their account is doing, usually pulled these from sources, like, word stream, Marco or the platform's themselves. That's a good, very good reference words. Remarkable all the platforms themselves. I am trying to do this for a kind of our so I'll check those resources. Alex Nicole response, it says the, yes I do. I created a glossary of terms and how they're calculated a while back and to help with. Two limits, if the client has feedback related to ad copy. I usually send them here, which is a career.com responsive search ads language.

31:40 I will add to the show notes, so look out for that and I think it's just a way of calculating. What? Yeah, what, how many, what character limit is supposed to be? And it counted as a green highlighted, if you are within limit, and I'm sure it goes to red. When you go a bit too. Far. Yeah, I got that as well. That's that's exactly what I wanted to test out. And that is the end of our chat today. I hope you found that useful taking some great takeaways from it and learned a lot about PVC and how to talk PVC with none PVC people. Yeah, the PBC chat, Twitter verse is always the best resource and I'm always talking to anybody who was trying to find, you know, where the best places is to learn. More about paid search If you have more to share about your frustrations about talking PPC, with non-pc people, join us on Thursday at 5:00 p.m.

32:36 GMT. Yeah, so you share some of your thoughts. I'm sure you probably run out of time we cuz we only had four questions so they might be more questions from Julie. Then for any feedback about the podcast, or maybe even some corrections on anything that has been shared, do get in. Touch with me on Twitter, my DM's are open on my handle, the marketing, annual or LinkedIn. We have a PPC, chat Roundup group. On there. I would love for you to join us and share your thoughts. It would also be great to all the long-standing members and brand new listeners to give the podcast a review. So if you go to link tree, link2sd re e.com /pb. See chat underscore round up.

33:17 That will take you to like Spotify apple or the rest to leave a review and with just over a week left to our event, the PBC live UK event. I'd love it. If you'd join us there, we've got some amazing speakers. Crystal Carta of wigs. We've got Chris Gridley of eluted in shuffled. We've got Veronica more chill. Oh sorry Veronica. I'm saying that wrong big, but she's like a first time speaker. She'll be awesome. I just want everyone to just, give us such a warm support and welcome so that she can be much more of a second. Third speaker, and just continue to love the speaking stage, and we've also got the amazing brand fish can who's going to be joining us for a Q&A session virtually.

33:58 So if you want to leave Questions for him. Please go to be it .l. Y /pl, you are A and D. So pure and if you want to get a ticket to come to the event next week, go to be it. .L y /p p c-- live UK s e PT 22 because we are going to need to stop selling tickets. The morning of the 28th of September, so the 28th of September the day. For 9 a.m. I'll stop selling tickets so that we can collect the names of people coming to the event and send it for security at charge.

34:39 So yes, please make sure you are ready for that and finally remember for your campaigns and businesses to Glide smoothly. There's a lot of hard work needed beneath the surface so keep your son's kicking by and speak to you next week.