EP223 - How to Talk PPC with Non PPC People

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Hello, and welcome to this
episode of the PPC chat around

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up in today's episode.
We have Julie taken us on a

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great talk about how to talk PPC
with non PPC people.

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I would definitely need some
tips on this in my family.

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I live with a doctor to doctors
my dad and my brother doctors my

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sister works in marketing but
not quite pater digital

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marketing.
I told mother that outdoor

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marketing and most a teaching
signed of that kind of marketing

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and That was a media.
Comes is what I heard.

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A hard thing is my sister's a
lawyer, my mom is an accountant,

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retired accountant.
So a lot of people who are not

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PPC people at all.
So it's very intrigued to see

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what the answers were today
because unfortunately, I missed

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it.
So it's really great to see how

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we talk to clients.
Especially, I would definitely

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say who are not the marketing
managers and just Nest, just

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just generally known people, see
people because even people who

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are in marketing who do not know
about PPC, it can be lots of

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stuff that I just go right over
their head.

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So, really great to have this
kind of talk about, you know,

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breaking things down in a proper
way to none.

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PPC people.
So I hope you enjoy it.

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Hello.
And a warm, welcome to this

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episode of the PPC, chat around
up a podcast where I round up

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the Twitter discussion.
That happens on Tuesdays at 5

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p.m.
GMT.

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I'm your host annual.
I'm Quoting from my studio Hair

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and London, UK and I use this
platform to share not just

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expert, but also my ideas and
considered best practices about

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paid media.
And the director of the digital

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

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

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on the podcast that has been
called your go to.

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If you don't make it to the PPC,
PPC chat live discussions and

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even if you do then like, follow
share and retweet.

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That's right Twitter.
And we'll all over my profile.

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The Getting a new or join us on
LinkedIn with the LinkedIn

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group.
People see chat Roundup podcast,

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or if you're on Instagram, why
don't you check us out at PPC,

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chat on this called Roundup to
get quotes and Snippets from

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previous episode.
So as usual actually joins, the

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by saying that you are welcome
and thank you for joining me

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today.
And we will be talking about how

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to talk PPC with non PPC,
people.

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But first, how we doing, and we
got quite a few of us joining

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her today.
We've got a Drew magary, as well

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as An online.
Then your body is all the joints

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the show and clench Moxley joins
his doing.

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Well, was the entertainment at
the nephews 66 birthday party

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this weekend?
Apparently knowing how to sculpt

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animal balloons.
Makes you a rock star with

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little kids.
Oh, absolutely.

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I wish I knew how to sculpt
balloons.

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Julie goes my husband learned to
do a bunch on YouTube and kids

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always went Bananas off.
Definitely then Diana Elena

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joins us saying I'm fine a
little bit tired after a full

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day of planning for Q4.
Oh yes.

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Yeah, planning for Q4 would do
that, especially if you work

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with retail clients.
So yeah, people would retail

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clients feeling your pain right
now Steve Gibson goes.

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I've been traveling most of
today, but happy to be in Milan.

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Oh God, yes, not not jealous at
all considering Italy's.

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My favorite European is sitting
anyway.

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Moving on Julie goes yeah before
we get to the questions this

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chat is intended for PPC,
Professionals of all levels.

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If you have something you want
to share, please do we are a

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friendly.
Supportive community community.

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Please don't be afraid to
participate.

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Lurkers are of course, always
welcome to.

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And of course, as we'll be
talking about, you know, how to

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talk PPC.
With none PVC people.

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Definitely worth mentioning that
the official PPC chat website

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does have an acronyms page
because it's especially we took

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a tune on PPC.
People there will be a lot of

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saying acronyms like a OV CPC
CTR.

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ER yeah, mer.
Now that's a new one.

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So it's very interesting to see
that Sue.

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There's official PPC top.com, /p
p c hyphen acronyms where you'll

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see all the acronyms will be
using most likely today as well.

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So any Julie takes us honor to
question one saying, do you

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regularly need to speak to talk?
PPC with non PPC people.

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If so who are you most regularly
talking to and as goes, Can

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people see with non PPC, people?
Yes, all the time.

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But first off, it was only
called PPC in the US.

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This allows me to distinguish
search from displaying and paid

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from organic learn skills.
Yes, I don't say PPC.

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Very often either.
We have so many options these

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days with digital marketing
efforts.

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So Spotify, Amazon, Hulu,
twitch, social channels, and so

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many more and growing.
I think of it as just more

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digital marketing.
Now, under mcgarrigle's.

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Yes.
Come on topics involved.

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Last Is it permanent explaining
disconnect between Google PR and

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in real life examples, feedback
loops on Creative profitability

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Trends, budget decisions,
discussions for new Ops, landing

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page, needs cro.
Needs hand over to organic is

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CPA to high manage him and he
responded saying, I always try

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to translate from marketing.
Speak to normal people speak.

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In my experience, most small
business owners don't understand

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the technical details and
appreciated when These are

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explained plainly Diana.
Responds, yes, most often with

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the VP of Marketing & with
product marketers, Daniel body

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responds.
See Roc, SEO.

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Analyst and CMOS are the most
comments first to get it.

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The third is it depends, Daniel
Pascal response frequently.

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Usually higher level
stakeholders or field sales

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managers who want to help
coordinate messaging and

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targeting with what they're
experiencing Chris response as

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in.
Family members, I don't need to

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but I do as much as they hated
as in work colleagues outside of

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marketing.
Not really just to say how it's

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working in general, I mean a
Farid responds.

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Yes.
All the time regular

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communication with marketing
managers creative team and

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analytics team Michael P
response saying with in

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Medtronic.
Yes to per product managers and

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Mark home teams and we have John
responding to question one

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saying pretty regularly they
range from marketing specialist.

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To see Emma.
Televised girls.

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Yes, in my Omni world.
I talk to clients.

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Other media teams, account teams
and Reporting teams.

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All about how PPC is a different
animal than other types of media

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learns.
Chase response to question,

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wanting 99% of the time I took
advertising with marketing

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professionals.
I mostly report to the marketing

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execs and CEO but CEOs, but they
understand marketing as well.

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Usually a thankfully for that
Daniel body responds.

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ER, Oh, the SEO analyst and CMOS
are the most common first to get

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it.
The third is, it depends, it

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depends on what for that.
Alex, Nicole response to

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question 1 saying pretty often?
Yes, most of the time it's

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account managers who have at
least a basic understanding of

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key metrics.
Sometimes it's the clients

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directly and I have to make an
asserted effort to give key data

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points in a way that is easy to
understand.

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We have Julie responding herself
saying I would argue that nearly

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all of my It's are not PPC
people they know about PPC some

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but it requires different
language to talk with them than

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it does to talk with you or I'll
Bless you.

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That's why she does this chats.
Because a lot of the times is

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talk of written on PPC, people
and these kind of chats as well

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as events and conferences are
very important for Freelancers

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or yeah.
People have started their own

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PPC, agencies active response to
question wanting usually as a

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media buyer or an acquisition.
I have to collaborate with the

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owners CMOS and other decision
makers from the marketing side

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and I have to collaborate with
the team in house and

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Freelancers including other
marketing.

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Non PPC, sales tactics, Etc.
We have Julie, advised and

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giving another answer to this
question Once a Night Beyond

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content, which is Millicent,
Mikey, no?

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Yeah.
Beyond content is Andrew.

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McGarry.
I thought Beyond content was a

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Melissa Mickey, any under
mcgarrett.

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A real good point, hiring teams
and HR folks, definitely don't

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have PPC down as a given.
And we have Dylan online

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responding saying.
Yep, all the time.

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Mainly clients, who are the
owners of marketing manager,

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assistance.
Most have little knowledge on

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PPC, but most some of them have
a decent understanding, Ashton,

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clock response, question 17 in
proposal and kickoff Cole's,

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there's usually some how higher
up attendings that isn't as

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familiar with PPC titles.
Usually have a wide range.

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Anything from CEO to demand
manager or other roles that are

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more focused on General General
marketing or sales he continues.

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I also agree with what others
are saying.

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Most clients could be considered
non PB cos some understand the

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value of a nuances more than
others.

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But most are in more General
marketing roles and then we have

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Dave Gallagher's responding to
question.

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One saying, in-house to
interface constantly with our

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organic growth analytics, copy
or creative teams.

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On the regular to make sure
everything is in sync, but we

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also have our support
Freelancers and agency partners

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as well.
The guard Thomas response in

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most people, I talk to are not
PPC people unless I'm working

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with an agency and even then
your offer not working with

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smes, but I talked with business
owners and heads, of marketing

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the most active response saying.
Yeah, so I have to communicate

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with both the ends to ensure we
have everyone on the same page.

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With the same goal, sometimes it
can be Be hard to own talking to

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owners and decision makers,
because they think PPC is

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sitting with a desktop and
clicking buttons or changing

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bids, I'll write it at copy,
much much, more than that.

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Jillian takes us on to question
2, saying, have you found

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particular language or
techniques to explain PPC, to

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non-pc people in ways they can
actually understand.

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Now, those of tips for this one
and we have story.

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Steve Gibson going, I came to
PCC as a direct marketer so I

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tend to speak in those terms,
but there Are setting analogs

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and analogies.
Even I use like keywords are a

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basket of Search terms to help
explain PPC.

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I like to say it's like eBay you
know when we're talking about

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the auction bits of it so are
people hairy bathing or all

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right.
I understand that Daniel body

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responds in one avoid acronyms
unless they know what it is to.

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Don't think something is is
obvious 3.

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Explain everything in simple
terms, for be confident when you

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speak five, ask open-ended
questions, S6, add visuals

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seven, short sentences with
bullets.

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Diana responded.
I never thought of this, but I

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realized that most of the times
I asked them to think of them as

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customers of or how chaotic and
long they use a float.

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Is this helps a lot of making
them understanding?

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Why a top of funnel campaign is
not overflowing with

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conversions, especially in a
month.

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Julie goes out.
Yes, the constant expectation.

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Setting and contextualizing.
I also often say Paid search

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captures demand.
It does not generated, say it

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loud from the rooftops paid
search captures demand.

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It does not generate it, Judy
goes.

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I also also knowing what that
some people want way more

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detailed and other really just
want Cliff Notes, key points,

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and we have a many-to-many
responding saying, we take your

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budget or investment and bring
potential customers to your

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site's.
We Make It Rain, I called a

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Google ads, or ads on Google
Google super simple is best

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Michael P response saying.
I think most people understand

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advertising in Broad terms even
if they aren't fully familiar

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with the specifics of PPC.
So I tend to coach it in terms

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of other forms they might be
familiar with and we have Julie

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advice respondents.
Question Tuesday, I go to the

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audience every point on the
customer journey goes to a

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person, speaking into their
phone and getting an answer.

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Not a keyword or an abstract
search.

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I make it Yeah, we only need to
talk about always need to talk

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about how there's a person on
the end of that.

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Click, that Racine and behavior
is really important, and very

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different between the different
cliques or the behavior would be

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very different and has to
purchase will be very different

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and I drew magary goes yes.
That makes sense.

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Talking about people's behavior
is less abstract.

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Absolutely possible.
To purchase will be different

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for every person for every click
Julie responds.

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00:12:58,800 --> 00:13:01,500
I mentioned this last week.
Week, but we'll share again

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00:13:01,500 --> 00:13:05,100
here, I always ask clients, what
questions do they need to

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00:13:05,100 --> 00:13:09,400
consistently have answers to
then I figure out what data is

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needed for those answers.
I write narratives and reports

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00:13:13,400 --> 00:13:17,000
in plain language to yeah, plain
language, Yulia voice.

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00:13:17,000 --> 00:13:20,100
Goes is a key factor in these
conversations.

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00:13:20,100 --> 00:13:23,800
People don't like feeling as
though they're being snowed with

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00:13:23,800 --> 00:13:27,800
jargon, so make sure they know
the acronyms that you're talking

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00:13:27,800 --> 00:13:30,000
to them about Lawrence responds
with.

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00:13:30,200 --> 00:13:33,400
Respite replies with all the
changes we are seeing, I have

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00:13:33,400 --> 00:13:34,200
framed.
What I do.

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00:13:34,200 --> 00:13:38,300
As more digital marketing than
PPC, we have less button-pushing

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and more strategy.
These days.

248
00:13:40,200 --> 00:13:42,900
I don't have to discuss day
parting %.

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00:13:43,200 --> 00:13:47,300
B changes etceteras.
It's more about the channel and

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00:13:47,300 --> 00:13:49,400
audience actor responds.
Yep.

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00:13:49,400 --> 00:13:53,200
I don't know why business owners
think PPC is clicking buttons.

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00:13:53,500 --> 00:13:57,400
I mean, so many factors go into
it or her audience pricing,

253
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creating intent targeting and
many more.

254
00:14:00,100 --> 00:14:04,900
It's heartbreaking to hear this
often and then we have Dave

255
00:14:04,900 --> 00:14:08,100
responded to question two,
saying, I also use the stock

256
00:14:08,100 --> 00:14:12,300
portfolio or index fundamental
for to explain to the c-suite we

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00:14:12,300 --> 00:14:15,800
optimize a portfolio of keywords
ads, landing pages to get

258
00:14:15,800 --> 00:14:17,900
results, there will be some
losers.

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00:14:17,900 --> 00:14:21,700
They know about money already
and can relate.

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00:14:22,000 --> 00:14:24,600
We have others responded saying
I used in the investment

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00:14:24,600 --> 00:14:27,300
analogy, a lot in relation with
digital marketing.

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00:14:27,600 --> 00:14:30,600
When you invest in various
channels on formats there No

263
00:14:30,600 --> 00:14:34,200
guaranteed outcome and some
products will work better than

264
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others.
Julie respond saying, I like the

265
00:14:36,400 --> 00:14:40,100
analogy to because like
investing external factors can

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take something that has been
working.

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00:14:42,800 --> 00:14:46,000
All working well and blow it,
all to Hell.

268
00:14:46,000 --> 00:14:50,700
Random acts of Google or
Facebook, for example, or apples

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00:14:50,700 --> 00:14:54,400
ATT and God, we don't have that
hair delivers goes, and they

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00:14:54,400 --> 00:14:56,900
both fundamentally rooted in
consumer behavior and

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00:14:56,900 --> 00:14:59,100
confidence.
Nice under mcgarrigle's.

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00:14:59,100 --> 00:15:00,500
There is no guarantee the
outcome.

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00:15:00,500 --> 00:15:04,300
Unfortunately, this is what
other agencies with pitch, which

274
00:15:04,300 --> 00:15:07,700
will pitch against you,
barefaced lies, random acts of

275
00:15:07,700 --> 00:15:11,800
tracking or attacks from holds
of Cookie Monster's and his

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00:15:11,800 --> 00:15:14,200
response.
And then we have going.

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00:15:14,200 --> 00:15:16,100
Yeah, Julie going, I like it
too.

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00:15:16,100 --> 00:15:18,500
Yeah, I did go look good.
Colleague was his answer by

279
00:15:18,500 --> 00:15:22,200
using stock portfolio Index Fund
metaphors to explain to the

280
00:15:22,200 --> 00:15:25,300
c-suite.
I took goes, I love that, too.

281
00:15:25,300 --> 00:15:28,400
So I tried to explain PPC to
their industry lingo.

282
00:15:28,400 --> 00:15:30,500
It helps me as well because That
way.

283
00:15:30,500 --> 00:15:34,800
It works like a Charming unfair
advantage on the sales calls.

284
00:15:35,400 --> 00:15:37,100
We have John responding to
question to say.

285
00:15:37,100 --> 00:15:39,900
And usually, I'll ask what their
goals are in the position.

286
00:15:39,900 --> 00:15:42,800
They're in this tells me their
level of understanding.

287
00:15:43,200 --> 00:15:46,800
Most of the time I use metrics,
they're accustomed to IE

288
00:15:46,800 --> 00:15:51,800
conversion to lead rate lead to
close rate, customer acquisition

289
00:15:51,800 --> 00:15:54,800
acquisition cost, Etc, actor
responds.

290
00:15:54,800 --> 00:15:59,100
Yes I like to simplify things to
very basic basically spoon

291
00:15:59,100 --> 00:16:01,100
feeding them the Dragan
breakdown.

292
00:16:01,100 --> 00:16:03,800
It starts with starts with
asking, the right questions to

293
00:16:03,800 --> 00:16:08,100
figuring out, what's clients,
current mood understanding

294
00:16:08,100 --> 00:16:11,700
current, understanding of the
PBC world, and then I explained

295
00:16:11,700 --> 00:16:14,200
the stuff step-by-step step to
them.

296
00:16:14,600 --> 00:16:17,400
And then we have Dylan online
responded to question 2 saying

297
00:16:17,400 --> 00:16:20,700
using examples, really helps to
get the better person.

298
00:16:20,700 --> 00:16:24,000
Get the person I'm talking to
understand a bit better besides

299
00:16:24,000 --> 00:16:26,400
that.
I try explaining the concept

300
00:16:26,400 --> 00:16:29,900
carefully, but I've got one or
two clients who really?

301
00:16:30,100 --> 00:16:33,000
Go to understand most things we
refer to.

302
00:16:33,400 --> 00:16:35,800
So if you're looking to respond
saying, I used to describe

303
00:16:35,800 --> 00:16:39,500
manual bidding as being similar
to bidding for something on

304
00:16:39,500 --> 00:16:42,200
eBay.
How someone can beat you up by

305
00:16:42,200 --> 00:16:45,900
just one p and how you have to
set yourself a limit so you

306
00:16:45,900 --> 00:16:49,500
don't get carried away.
So we looking for Logan

307
00:16:49,500 --> 00:16:53,000
response, the idea of setting a
limit so you don't end up just

308
00:16:53,000 --> 00:16:57,100
bidding more for the sake of it
and getting competitive than

309
00:16:57,100 --> 00:16:59,900
ending up with an overpriced
band t-shirt.

310
00:17:00,000 --> 00:17:03,500
It makes sense to people.
And then we have Ashton clock

311
00:17:03,500 --> 00:17:06,300
responded to question 2.
Saying one, technique I have for

312
00:17:06,300 --> 00:17:10,300
reporting is making sure to note
what each metric or Trend

313
00:17:10,300 --> 00:17:13,000
actually means.
So instead of just saying, we

314
00:17:13,000 --> 00:17:16,700
saw a 10% increase in CTR.
I also follow it up with.

315
00:17:16,700 --> 00:17:21,099
That's this means that users are
engaging with our ads more

316
00:17:21,200 --> 00:17:23,099
often.
And he continues saying that.

317
00:17:23,099 --> 00:17:25,800
I also pause and ask for
questions or feedback throughout

318
00:17:25,800 --> 00:17:29,900
calls, especially when talking
performance can be as simple as,

319
00:17:30,100 --> 00:17:34,100
Any questions on the metrics or
Trends or does this line up with

320
00:17:34,100 --> 00:17:38,100
what you see on your end and
online advertising response.

321
00:17:38,100 --> 00:17:42,100
Often times we have to use non
PPC language to not overwhelm

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00:17:42,100 --> 00:17:46,300
people by industry terms for
example, report on roey cost per

323
00:17:46,300 --> 00:17:49,600
lead orders Etc.
This helps businesses understand

324
00:17:49,600 --> 00:17:53,700
the PPC ads values without
explaining all abbreviations in

325
00:17:53,700 --> 00:17:57,300
the account and then Julie takes
us on to question 3 saying, what

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00:17:57,300 --> 00:17:59,900
aspects of PPC.
Do you find are most often?

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00:18:00,000 --> 00:18:02,500
And misunderstood by known, PPC
people.

328
00:18:02,900 --> 00:18:05,600
How do you try to combat the
misunderstandings?

329
00:18:05,600 --> 00:18:08,800
I would love to hear from a
Malya about this because she's a

330
00:18:08,808 --> 00:18:12,400
professor at a university of
talking about digital marketing.

331
00:18:12,400 --> 00:18:16,900
So yeah, trying to explain PBC
and how it changes all the time

332
00:18:17,000 --> 00:18:19,100
and for me yeah that's the
answer right there.

333
00:18:19,100 --> 00:18:22,500
How it changes all the time and
why it changes all the time and

334
00:18:22,500 --> 00:18:27,700
why a hypothesis that you know,
sounded solid just didn't work

335
00:18:27,700 --> 00:18:29,400
testing.
That's always a tricky.

336
00:18:29,400 --> 00:18:31,600
One to explain.
Playing tune on PPC people

337
00:18:31,600 --> 00:18:33,300
because it's all right.
Why didn't work?

338
00:18:33,400 --> 00:18:35,800
I don't understand.
All right annoying.

339
00:18:36,300 --> 00:18:39,300
Steve Gibson response to
question 3 saying that it's easy

340
00:18:39,600 --> 00:18:42,900
that you can just turn up and
compete against advertisers who

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00:18:42,900 --> 00:18:45,800
have been running ads and split
testing for years.

342
00:18:45,800 --> 00:18:49,400
I agree that PPC management can
make up for load of competitive.

343
00:18:49,400 --> 00:18:53,300
A disadvantages that good PPC
management will overcome Bad

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00:18:53,300 --> 00:18:57,100
Business fundamentals.
Yeah, that you can do PPC even

345
00:18:57,100 --> 00:18:59,900
though none of none other
channels are running.

346
00:19:00,000 --> 00:19:03,500
Into the same time.
I got somebody trying to hire me

347
00:19:03,700 --> 00:19:06,300
to do some contract work
freelancing work and I'll do a

348
00:19:06,300 --> 00:19:08,000
lot.
Oh we don't do any display or

349
00:19:08,400 --> 00:19:11,500
any email marketer and then on
any of like you know demand

350
00:19:11,800 --> 00:19:16,000
creating you know kind of kind
of activity.

351
00:19:16,000 --> 00:19:20,400
So I ran away from that quickly
managing response saying why are

352
00:19:20,400 --> 00:19:23,100
my ads not showing up?
Sometimes it's difficult to

353
00:19:23,108 --> 00:19:24,600
explain to a business owner,
why?

354
00:19:24,600 --> 00:19:27,900
They can't see their ad every
time they searched for it

355
00:19:27,900 --> 00:19:29,900
because they're realizing that
you're in.

356
00:19:30,000 --> 00:19:32,200
Russians are not leading to
clegg's and Google.

357
00:19:32,600 --> 00:19:35,000
Now thinks that's a weighted
impression that you're not.

358
00:19:35,000 --> 00:19:39,400
Irrelevant person to be seen the
ad in short and Irma.

359
00:19:39,400 --> 00:19:42,600
Gary goes a 3-1.
Internalize first answer to

360
00:19:42,600 --> 00:19:45,900
question three saying that not
doing a thing, can be a

361
00:19:45,900 --> 00:19:48,700
deliberate strategic decision?
Or not because we missed it

362
00:19:48,700 --> 00:19:50,300
Google reps.
And other agencies.

363
00:19:50,300 --> 00:19:53,000
Salespeople is why you end up
getting random.

364
00:19:53,000 --> 00:19:56,100
I read calls, because chain of
command, didn't get the

365
00:19:56,100 --> 00:19:59,800
stakeholder comes continuing.
He goes sure some folks will

366
00:20:00,000 --> 00:20:03,100
Miss stuff and maybe have
neglected an account.

367
00:20:03,100 --> 00:20:06,800
But if I've made a brand,
literally millions in profits,

368
00:20:07,100 --> 00:20:10,600
maybe have some Faith with that
team, that the team knows what

369
00:20:10,600 --> 00:20:14,500
the funk they are doing.
C-suite need a scapegoat ooh.

370
00:20:14,500 --> 00:20:18,000
Yeah, it's sometimes a trap.
When you take over and actually

371
00:20:18,000 --> 00:20:21,300
neglected account, you device
goes, the team likes your

372
00:20:21,300 --> 00:20:24,600
improvements and then want to
see weekly tinkering for the

373
00:20:24,600 --> 00:20:27,800
sake of seeing action in the
account under mcgarrett goes.

374
00:20:27,800 --> 00:20:30,800
Yeah, if that happens and
there's a micro Manager in their

375
00:20:30,800 --> 00:20:34,800
flashbacks Shivers, right?
Not naming names and as it goes

376
00:20:34,800 --> 00:20:38,900
you don't get to own the keyword
just because you bid on it to

377
00:20:38,900 --> 00:20:41,100
the different channels within
the Google ads.

378
00:20:41,100 --> 00:20:43,200
Universe are fundamentally
different three.

379
00:20:43,200 --> 00:20:47,200
It isn't true about because
Google says, it is Diana.

380
00:20:47,200 --> 00:20:50,400
Goes most often I find the CTR
metric being overvalued and

381
00:20:50,400 --> 00:20:54,200
considered a note star metric.
Also, it is hard for them to

382
00:20:54,200 --> 00:20:57,500
understand why a top of funnel
campaign doesn't convert off the

383
00:20:57,500 --> 00:21:01,900
bat and that it takes more time.
To see immediate results.

384
00:21:02,000 --> 00:21:05,100
I mean afraid responsible
stakeholders, want hot and que

385
00:21:05,100 --> 00:21:08,500
eles fast but expect a thirty
dollar CPA.

386
00:21:08,500 --> 00:21:11,800
When the lead can convert for
half a million Sharon

387
00:21:11,800 --> 00:21:14,700
benchmarks, competitive
analysis, long conversion,

388
00:21:14,700 --> 00:21:18,800
Cycles, explaining why helps
sometimes we also don't have

389
00:21:18,800 --> 00:21:23,500
answers because you know, huh,
Google, Daniel Pascal response

390
00:21:23,500 --> 00:21:27,100
to question three same agreed
with most of what others have

391
00:21:27,100 --> 00:21:30,300
posted but are also added that
diminishing returns Tough

392
00:21:30,300 --> 00:21:34,600
concept for some or perhaps,
it's just that we're dealing

393
00:21:34,600 --> 00:21:37,400
with an auction.
Not a standard Market, where

394
00:21:37,400 --> 00:21:41,200
prices are static, Michael goes
to actual payment model.

395
00:21:41,600 --> 00:21:46,300
Most people seem a blown away
when under PPC, you aren't

396
00:21:46,300 --> 00:21:50,500
paying for an impression.
Also, the target going broad cuz

397
00:21:50,600 --> 00:21:54,000
going specific.
I mean, you revise gives haunted

398
00:21:54,000 --> 00:21:56,800
to question three saying, these
days, it's the Vets, a less

399
00:21:56,800 --> 00:21:59,800
experienced, people who are very
keen to get optimizing.

400
00:21:59,900 --> 00:22:03,300
And want to Tinker, they don't
understand the learning periods

401
00:22:03,300 --> 00:22:06,200
audiences, search term loss,
match types.

402
00:22:06,200 --> 00:22:10,200
It's tricky because these are
usually, the people who can get

403
00:22:10,300 --> 00:22:13,300
more search budget lines
response.

404
00:22:13,300 --> 00:22:17,200
The busy bug can be a rough one.
People have a difficult time

405
00:22:17,300 --> 00:22:21,100
doing work and letting things
run without touching them every

406
00:22:21,100 --> 00:22:24,100
time you make a change.
Now it resets the learning

407
00:22:24,100 --> 00:22:27,300
period.
So hands off, LOL, it's not even

408
00:22:27,300 --> 00:22:30,600
a matter of machine learning.
We don't collect Of data, in a

409
00:22:30,608 --> 00:22:34,500
month, usually, to get actually
statistically significant data.

410
00:22:34,900 --> 00:22:38,100
I have so many discount
conflicting, thoughts about data

411
00:22:38,100 --> 00:22:40,900
driven, advertising active
response.

412
00:22:40,900 --> 00:22:44,900
This one is Big Julie's, Julia.
Newbies are like, let's do the

413
00:22:44,900 --> 00:22:47,800
optimization skating.
Let's change everything and then

414
00:22:47,900 --> 00:22:52,100
they don't, which change, they
don't which change bring, which

415
00:22:52,100 --> 00:22:55,300
results they don't check, which
change brings which results.

416
00:22:55,700 --> 00:22:58,300
How do you tackle this?
While leading a team especially

417
00:22:58,300 --> 00:22:59,800
outsourced team.
Huh?

418
00:23:00,300 --> 00:23:01,900
You Levi's goes I actually find
it.

419
00:23:01,900 --> 00:23:05,200
Newbies on the client side who
are most excited about it as a

420
00:23:05,200 --> 00:23:07,700
team lead.
I tried to set good examples and

421
00:23:07,700 --> 00:23:11,700
be clear on what I expect with
clients and more educational and

422
00:23:11,700 --> 00:23:15,200
with a much lighter touch.
And then we have Lawrence, Chase

423
00:23:15,200 --> 00:23:17,300
responded.
Question 3, say marketing teams

424
00:23:17,300 --> 00:23:21,900
are behind on, all the changes.
In some cases, there are execs

425
00:23:21,900 --> 00:23:25,000
who still think we can just
outbid competitors or find

426
00:23:25,000 --> 00:23:28,200
misspellings to win.
Big dollars on the landscape has

427
00:23:28,200 --> 00:23:31,600
changed so much, and they need
To be caught up and this

428
00:23:31,600 --> 00:23:35,000
response, you didn't mention the
two letter word that starts with

429
00:23:35,000 --> 00:23:38,500
an A and which has just changed
the rules of the game.

430
00:23:39,100 --> 00:23:41,700
And then we have dug our Thomas
responding saying top-line.

431
00:23:41,700 --> 00:23:44,800
Strategic use, why don't you
want to run ads?

432
00:23:44,800 --> 00:23:47,400
What's the goal?
Where are these ads going?

433
00:23:47,400 --> 00:23:50,900
What's your creative?
A lot of, a lot of a lot of

434
00:23:50,900 --> 00:23:54,100
businesses.
Owners are frankly, just going,

435
00:23:54,100 --> 00:23:58,800
we need ads without thinking
about how people buy or why

436
00:23:58,800 --> 00:24:01,600
people buy read.
Ali, John response to question

437
00:24:01,600 --> 00:24:03,500
3.
Seen pay-to-win bidding on broad

438
00:24:03,500 --> 00:24:07,200
level keywords, like cup not
investing in marketing arms to

439
00:24:07,200 --> 00:24:09,200
get clean data.
I usually give them my

440
00:24:09,200 --> 00:24:13,000
professional opinion and if they
disagree, then we usually run a

441
00:24:13,000 --> 00:24:16,000
test and let the data do the
talking, always let the day to

442
00:24:16,000 --> 00:24:20,200
do the talking and the extra
response to a to question three

443
00:24:20,200 --> 00:24:22,800
against it.
I seen on PPC, people have

444
00:24:22,800 --> 00:24:25,700
issues in understanding, what is
affecting what?

445
00:24:25,800 --> 00:24:29,700
And how in PPC, and it can be
like digging into a rabbit hole?

446
00:24:30,000 --> 00:24:33,700
If you want them, to update UI
on the landing page, add more

447
00:24:33,700 --> 00:24:38,300
keywords, and fixed tracking and
them asking why does it matter

448
00:24:38,600 --> 00:24:41,300
Alex Nicole response saying, I
think people who really don't

449
00:24:41,300 --> 00:24:45,200
understand, PPC are always
surprised by how low the CTR can

450
00:24:45,200 --> 00:24:48,000
be and still be good.
Same with conversion rate

451
00:24:48,200 --> 00:24:50,000
setting expectations is
important.

452
00:24:50,000 --> 00:24:54,300
Also like I said before,
crafting a story or before like

453
00:24:54,300 --> 00:24:57,700
I said before, crafting a story.
Always helps me.

454
00:24:57,700 --> 00:25:00,900
Yeah, conversion rates.
I learned Quite early that

455
00:25:00,900 --> 00:25:04,600
conversion rate or like 2% for
especially generic terms is very

456
00:25:04,600 --> 00:25:08,500
good brand can be like 60, 70,
80 percent, but two percent

457
00:25:08,500 --> 00:25:13,000
generic conversion rate can be
really good at is that is you

458
00:25:13,000 --> 00:25:15,500
know winning.
So if you look in response to

459
00:25:15,500 --> 00:25:17,600
question three saying
fluctuations in performance,

460
00:25:17,600 --> 00:25:21,000
always difficult one to explain,
but I tried to paint a picture

461
00:25:21,000 --> 00:25:24,500
of The Wider industry and the
whole process instead of just

462
00:25:24,500 --> 00:25:28,600
what's happening in their
account and then Julie herself

463
00:25:28,600 --> 00:25:31,200
response to question three.
But not everything.

464
00:25:31,200 --> 00:25:35,300
I do is captured in a change log
or history, also the platform's

465
00:25:35,300 --> 00:25:38,800
interest and the advertisers
interest can never be 100% line

466
00:25:39,100 --> 00:25:43,600
just because Google's says, does
it mean it is what is actual

467
00:25:43,600 --> 00:25:46,400
best for their account or Biz as
time?

468
00:25:46,400 --> 00:25:48,800
Clock responds?
More money does not equal more

469
00:25:48,800 --> 00:25:52,000
conversions.
Another is the nuances in user

470
00:25:52,000 --> 00:25:55,500
intent on side versus display
versus social different

471
00:25:55,500 --> 00:25:57,500
platforms.
Networks can have a very

472
00:25:57,500 --> 00:26:00,300
different performance benchmarks
and we consistently currently

473
00:26:00,500 --> 00:26:04,200
have to set these expectations
active response.

474
00:26:04,200 --> 00:26:07,600
Question 3 saying I have to give
them the real life examples,

475
00:26:07,600 --> 00:26:10,500
then I show them the customer
Journey Across The Funnel and

476
00:26:10,500 --> 00:26:14,200
showing, why does anything in
the PPC ads dashboard affects

477
00:26:14,200 --> 00:26:17,400
the revenue learning, curve is
huge for them in the beginning,

478
00:26:17,400 --> 00:26:20,900
but eventually they get
accustomed, John Keegan response

479
00:26:20,900 --> 00:26:23,200
to question. 38 going that, it
has changed.

480
00:26:23,200 --> 00:26:26,400
And now the most misunderstood
part is how I let Google do

481
00:26:26,400 --> 00:26:28,800
whatever it wants in local and
P.

482
00:26:28,800 --> 00:26:30,900
Max.
How could I So trusting, Why

483
00:26:30,900 --> 00:26:35,800
didn't I just override it?
How much does it show to to cost

484
00:26:35,800 --> 00:26:39,400
to show in the organic listings?
Why are you crying now?

485
00:26:39,500 --> 00:26:41,300
Why are you crying now?
Ha ha ha.

486
00:26:41,800 --> 00:26:45,400
I'm going dark quickly and then
we have Dylan responding saying

487
00:26:45,400 --> 00:26:48,200
attribution is quite common
especially when it comes to

488
00:26:48,200 --> 00:26:52,000
Facebook purchase conversion
value versus Google analytics

489
00:26:52,000 --> 00:26:54,600
Revenue.
Another one is that increasing

490
00:26:54,600 --> 00:26:58,600
budget doesn't mean more sales
and better robots explaining

491
00:26:58,600 --> 00:27:02,500
Google machine.
And tends to get some question.

492
00:27:02,500 --> 00:27:06,300
Marks to say the least Julie
responding to be fair.

493
00:27:06,300 --> 00:27:09,900
I often feel like this when
trying to figure out the Google

494
00:27:10,200 --> 00:27:13,300
machine learning that it has not
figured it out yet.

495
00:27:13,700 --> 00:27:17,000
And our last question Julie
asked, do you have resources

496
00:27:17,000 --> 00:27:20,500
that you liked Point non PPC,
people to help them better

497
00:27:20,500 --> 00:27:23,000
understand, PPC of you created
any yourself.

498
00:27:23,000 --> 00:27:26,500
If so on what topics?
I a lot of time.

499
00:27:26,500 --> 00:27:29,700
Just tell people go on Twitter,
fine.

500
00:27:29,900 --> 00:27:32,800
The PPC chat has to hashtag.
You don't even have to follow

501
00:27:32,800 --> 00:27:37,300
people, just follow that hashtag
and use tweetdeck to do it as a

502
00:27:37,308 --> 00:27:39,700
good way to do that.
That's my best resource for

503
00:27:39,700 --> 00:27:43,500
people right now, for live up to
date, knowledge of what's

504
00:27:43,500 --> 00:27:46,000
changing.
And you know how to speak about

505
00:27:46,000 --> 00:27:48,200
paid search like a normal human
being.

506
00:27:48,500 --> 00:27:51,500
And Drew magary goes creating a
custom funnel visualization of

507
00:27:51,508 --> 00:27:54,800
the user Journey which auto
updates weekly helped you can

508
00:27:54,800 --> 00:27:57,300
quickly.
See where the biggest drop-off

509
00:27:57,300 --> 00:28:02,700
was that week relying solely on
Oils from GAO ad, platforms of

510
00:28:02,700 --> 00:28:06,400
choice means not everyone will
understand your point and it

511
00:28:06,400 --> 00:28:07,500
responds.
Pptp.

512
00:28:07,500 --> 00:28:09,300
See chat every Tuesday on
Twitter.

513
00:28:09,600 --> 00:28:11,900
Ha ha.
It is a how-to question.

514
00:28:11,900 --> 00:28:14,300
Google it.
I write occasional articles

515
00:28:14,300 --> 00:28:19,300
about digital marketing strategy
on interval.com, so, check out

516
00:28:19,300 --> 00:28:21,900
that for Anders.
It's a response saying, yes,

517
00:28:21,900 --> 00:28:24,700
currently I'm focusing on
building SAP systems

518
00:28:24,700 --> 00:28:28,000
documentation, 's resource
libraries that I used to point

519
00:28:28,000 --> 00:28:30,800
to the non PPC, people.
It's To take some time.

520
00:28:30,800 --> 00:28:34,300
But once created, it will be
easy to replicate and skill any

521
00:28:34,300 --> 00:28:37,200
account with the strategies.
I'm working on a yes.

522
00:28:37,200 --> 00:28:38,700
Share with us when you're ready
though.

523
00:28:39,000 --> 00:28:41,900
Without actor Dylan online
response saying we include a

524
00:28:41,908 --> 00:28:46,400
glossary section in our reports
to help understand the general

525
00:28:46,600 --> 00:28:50,300
terminology, I've mentioned,
sending them some documents but

526
00:28:50,300 --> 00:28:54,700
they're often too busy to read
it and Joe will Gales.

527
00:28:54,700 --> 00:28:58,200
I hope tsipras permission from
Julie but I'm sure she did talks

528
00:28:58,200 --> 00:29:00,700
puts her tweet about PPC dot
Zone.

529
00:29:00,700 --> 00:29:04,200
If you've not heard about it,
it's this fantastic thing that

530
00:29:04,200 --> 00:29:07,700
you Jill is doing, like some of
the women in this industry is

531
00:29:07,700 --> 00:29:12,000
I'm so proud of to be amongst.
We've just decided to start

532
00:29:12,000 --> 00:29:14,800
creating our platforms.
I've created PPC, live UK.

533
00:29:14,800 --> 00:29:18,300
We've got Julie, Puccini doing
that, people see chat and

534
00:29:18,300 --> 00:29:22,500
hoisting, this regularly, we now
have Jill, girls doing PPC, Duds

535
00:29:22,500 --> 00:29:24,500
own.
The next is going to be

536
00:29:24,500 --> 00:29:28,600
basically, people don't is a
platform for people who you

537
00:29:28,600 --> 00:29:31,600
don't really see them on stage.
A lot mix of people who have

538
00:29:31,600 --> 00:29:34,200
been speaking on stage.
I'm going to be doing one of

539
00:29:34,200 --> 00:29:37,700
these with Jill in a few weeks
time and it's basically for us

540
00:29:37,700 --> 00:29:40,500
to talk for like seven minutes
about a topic, just a quick

541
00:29:40,500 --> 00:29:45,400
snapshot our point of view about
a particular topic and that so

542
00:29:45,400 --> 00:29:47,200
it is going to be it for
basically she calls them

543
00:29:47,200 --> 00:29:50,300
lightning talks and there's
going to be a live Q&A.

544
00:29:50,400 --> 00:29:53,000
Yeah.
So go to PC XOne to get the

545
00:29:53,000 --> 00:29:56,600
latest on the lawn on the next
one and it's going to have Nikki

546
00:29:56,600 --> 00:29:59,000
Coleman.
She is part of the she's one of

547
00:29:59,000 --> 00:30:03,900
the Founding board members of
paid search Association, Cheryl

548
00:30:03,900 --> 00:30:08,000
Gore's goe res part of tick-tock
ads she does take.

549
00:30:08,000 --> 00:30:10,300
Look adds pressure, Rogers is
going to be talking about

550
00:30:10,300 --> 00:30:12,800
Pinterest ads.
Jill is going to be hosting it

551
00:30:12,800 --> 00:30:15,400
and Nikki's going to be talking
about Microsoft ad.

552
00:30:15,400 --> 00:30:17,200
So Cheryl doesn't work for
Tick-Tock ads.

553
00:30:17,200 --> 00:30:19,900
She's going to be talking about
Tick-Tock ads.

554
00:30:20,100 --> 00:30:21,800
Anyway, getting back into our
chat.

555
00:30:21,800 --> 00:30:24,300
Julie then gives an answer to
question 14.

556
00:30:24,300 --> 00:30:27,400
I tend to have a little library
of explainers that I update

557
00:30:27,400 --> 00:30:31,300
periodically to be able to send
it to And I have pointed people

558
00:30:31,300 --> 00:30:34,800
to the acronyms page on the PVC
chat site to.

559
00:30:34,800 --> 00:30:39,400
So yes, regularly updated and I
are highly recommend that you go

560
00:30:39,400 --> 00:30:41,400
to that.
Lawrence goes I usually stay

561
00:30:41,700 --> 00:30:45,500
away from acronyms and if I
asked and if asked I explain it

562
00:30:45,500 --> 00:30:49,400
is usually not a big issue for
me at least Dylan online goes my

563
00:30:49,400 --> 00:30:52,100
biggest mistakes are assuming
clients know what?

564
00:30:52,100 --> 00:30:56,700
R 0 R 0 V or C ta Min and then
we have to have Ashton responded

565
00:30:56,700 --> 00:30:59,800
question for saying this is a
little more General but I I

566
00:30:59,800 --> 00:31:03,300
found that referencing industry
benchmarks when talking through

567
00:31:03,300 --> 00:31:05,700
performance.
Helps people better understand

568
00:31:05,700 --> 00:31:08,800
how their account is doing,
usually pulled these from

569
00:31:08,800 --> 00:31:12,000
sources, like, word stream,
Marco or the platform's

570
00:31:12,000 --> 00:31:14,200
themselves.
That's a good, very good

571
00:31:14,200 --> 00:31:16,800
reference words.
Remarkable all the platforms

572
00:31:16,800 --> 00:31:19,300
themselves.
I am trying to do this for a

573
00:31:19,300 --> 00:31:21,800
kind of our so I'll check those
resources.

574
00:31:22,200 --> 00:31:24,600
Alex Nicole response, it says
the, yes I do.

575
00:31:24,600 --> 00:31:27,800
I created a glossary of terms
and how they're calculated a

576
00:31:27,800 --> 00:31:31,500
while back and to help with.
Two limits, if the client has

577
00:31:31,500 --> 00:31:35,500
feedback related to ad copy.
I usually send them here, which

578
00:31:35,500 --> 00:31:40,200
is a career.com responsive
search ads language.

579
00:31:40,200 --> 00:31:43,900
I will add to the show notes, so
look out for that and I think

580
00:31:43,900 --> 00:31:46,700
it's just a way of calculating.
What?

581
00:31:46,700 --> 00:31:49,800
Yeah, what, how many, what
character limit is supposed to

582
00:31:49,800 --> 00:31:52,300
be?
And it counted as a green

583
00:31:52,800 --> 00:31:56,700
highlighted, if you are within
limit, and I'm sure it goes to

584
00:31:56,700 --> 00:31:59,600
red.
When you go a bit too.

585
00:31:59,700 --> 00:32:02,100
Far.
Yeah, I got that as well.

586
00:32:02,100 --> 00:32:06,200
That's that's exactly what I
wanted to test out.

587
00:32:07,000 --> 00:32:09,100
And that is the end of our chat
today.

588
00:32:09,100 --> 00:32:13,000
I hope you found that useful
taking some great takeaways from

589
00:32:13,000 --> 00:32:17,900
it and learned a lot about PVC
and how to talk PVC with none

590
00:32:18,100 --> 00:32:21,700
PVC people.
Yeah, the PBC chat, Twitter

591
00:32:21,700 --> 00:32:24,100
verse is always the best
resource and I'm always talking

592
00:32:24,100 --> 00:32:27,200
to anybody who was trying to
find, you know, where the best

593
00:32:27,200 --> 00:32:30,100
places is to learn.
More about paid search If you

594
00:32:30,100 --> 00:32:33,200
have more to share about your
frustrations about talking PPC,

595
00:32:33,500 --> 00:32:36,900
with non-pc people, join us on
Thursday at 5:00 p.m.

596
00:32:36,900 --> 00:32:39,800
GMT.
Yeah, so you share some of your

597
00:32:39,800 --> 00:32:42,100
thoughts.
I'm sure you probably run out of

598
00:32:42,100 --> 00:32:44,800
time we cuz we only had four
questions so they might be more

599
00:32:44,800 --> 00:32:47,400
questions from Julie.
Then for any feedback about the

600
00:32:47,400 --> 00:32:50,400
podcast, or maybe even some
corrections on anything that has

601
00:32:50,400 --> 00:32:53,100
been shared, do get in.
Touch with me on Twitter, my

602
00:32:53,100 --> 00:32:57,000
DM's are open on my handle, the
marketing, annual or LinkedIn.

603
00:32:57,000 --> 00:32:59,400
We have a PPC, chat Roundup
group.

604
00:32:59,700 --> 00:33:01,700
On there.
I would love for you to join us

605
00:33:01,700 --> 00:33:05,100
and share your thoughts.
It would also be great to all

606
00:33:05,100 --> 00:33:07,600
the long-standing members and
brand new listeners to give the

607
00:33:07,600 --> 00:33:11,200
podcast a review.
So if you go to link tree,

608
00:33:11,200 --> 00:33:17,100
link2sd re e.com /pb.
See chat underscore round up.

609
00:33:17,200 --> 00:33:20,000
That will take you to like
Spotify apple or the rest to

610
00:33:20,000 --> 00:33:24,300
leave a review and with just
over a week left to our event,

611
00:33:24,300 --> 00:33:26,500
the PBC live UK event.
I'd love it.

612
00:33:26,500 --> 00:33:29,600
If you'd join us there, we've
got some amazing speakers.

613
00:33:29,800 --> 00:33:34,000
Crystal Carta of wigs.
We've got Chris Gridley of

614
00:33:34,000 --> 00:33:37,900
eluted in shuffled.
We've got Veronica more chill.

615
00:33:37,900 --> 00:33:40,400
Oh sorry Veronica.
I'm saying that wrong big, but

616
00:33:40,400 --> 00:33:42,800
she's like a first time speaker.
She'll be awesome.

617
00:33:43,200 --> 00:33:46,000
I just want everyone to just,
give us such a warm support and

618
00:33:46,000 --> 00:33:49,300
welcome so that she can be much
more of a second.

619
00:33:49,300 --> 00:33:52,500
Third speaker, and just continue
to love the speaking stage, and

620
00:33:52,500 --> 00:33:55,500
we've also got the amazing brand
fish can who's going to be

621
00:33:55,500 --> 00:33:58,700
joining us for a Q&A session
virtually.

622
00:33:58,700 --> 00:34:00,500
So if you want to leave
Questions for him.

623
00:34:00,500 --> 00:34:06,400
Please go to be it .l.
Y /pl, you are A and D.

624
00:34:06,400 --> 00:34:11,699
So pure and if you want to get a
ticket to come to the event next

625
00:34:11,699 --> 00:34:20,800
week, go to be it. .L y /p p c--
live UK s e PT 22 because we are

626
00:34:20,800 --> 00:34:23,000
going to need to stop selling
tickets.

627
00:34:23,000 --> 00:34:28,400
The morning of the 28th of
September, so the 28th of

628
00:34:28,400 --> 00:34:30,699
September the day.
For 9 a.m.

629
00:34:30,699 --> 00:34:34,000
I'll stop selling tickets so
that we can collect the names of

630
00:34:34,000 --> 00:34:39,000
people coming to the event and
send it for security at charge.

631
00:34:39,000 --> 00:34:43,400
So yes, please make sure you are
ready for that and finally

632
00:34:43,400 --> 00:34:46,100
remember for your campaigns and
businesses to Glide smoothly.

633
00:34:46,100 --> 00:34:49,199
There's a lot of hard work
needed beneath the surface so

634
00:34:49,199 --> 00:34:52,300
keep your son's kicking by and
speak to you next week.