EP230 - Managing PPC When Tech is Melting Down

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie taking the helm back on amazingly leading us on a topic of managing, PPC. When Tech is melting down, anyone who has been on social media, I want to say on Twitter, but on social media would have heard that. Yeah, with Elon Musk taken over, everybody's in a bit of a kind of clam on a little bit of a shock and a little bit of a confusion. As to how long we will if you know your communities will be on Twitter trying to find Alternatives like slack and that kind of stuff, a lot of people have stopped their Twitter advertising. So yeah.

0:41 It's very interesting times and don't you for a minute think that you know, you won't because it's social media. It's not something that will affect PPC. It's definitely going to affect PPC. We had lots to say about it and the effect it's having on our account. So far things were looking out for things everyone. Prepare for ways, we are communicating it with clients and so We going to talk all about that. So yeah, hope you enjoy. Hello and a warm, welcome to this episode of the PPC chat round up a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m. GMT.

1:22 I'm your host, Andrew and I'm recording from my studio here in London UK. And I use this platform to share, not just expert but also my ideas and considered best practices about paid media in the direction, the digital industry is going in. So if you want to keep up to date with my tips and tricks in the industry, and get the latest on the podcast that has Been called your go-to if you don't make it to the PPC chat live discussions and even if you do then like, follow share and retweet on that, right? Twitter with my handle the marketing, a new or, why don't you join us on our LinkedIn Group, which is the PPC chat Roundup or you. Or if you want Instagram, please check us out at PPC, chat on the score, Round Up to catch the quotes and Snippets from the previous episodes.

2:06 So yeah, we have Julie taking the helm again on this chat taking us on the topic about managing people. BC, when Tech is melting down but first, how will doing she herself? Had a recently, he says, a minor surgery, but surgery, surgery had the last Monday. It's taken a lot longer than she was told that it would to fully recover. So yeah, that's why I was doing Brown. I imagine that helped lead us in our chat last week, but yeah, I hope she's feeling well and hope, she had that full recovery comes quickly. Before we do a roll call, Judy gives our PSA as usual seen before we get to the questions. This chat is intended for PPC. Nationals of all levels. If you have something you want to share, please do we are friendly and supportive, Community. Please don't be afraid to participate. Lurkers are, of course, always welcome to. Yeah, we have a few of our usual suspects. I think Kirk Williams joined the chat today. I'm not sure I saw a tweet from him there, but we also definitely have Boris, Becker rig. We have Lawrence, Chase, Julie, advise throwing some, very feisty answers were also ones that made me laugh, but we'll get to that.

3:12 Later on and we have online advertising Academy, they call themselves? I think that one's the guys, the sponsor, the Eraser profile in case you missed this poster she does. Anyway also have curd Henninger and a few others as well get through as we go through the tab. But yeah, very Lively chat today. Loads of people having opinions as to the knock-on effect of Elon, musk's Twitter world and Twitter days. So yeah let's get straight into question one with all the The terrible news layoffs. It's not just Twitter. We've had Amazon as well. We've had lift, I think Uber Amazon yesterday. I heard it though. They're planning 10,000 Leo's.

3:52 Yeah. Facebook while meta also had some layoffs anyway. What we Twitter, especially what is your biggest concern in all of this, with regard to PPC, Jacqueline Forester response. Saying my biggest concern is that customers get suspicious about every tech company service. Even given that Elon just does, trust is easily. Kostya a very legitimate concern, je vais goes platform, stability and support. A lot of the people. Let go directly, support Canadian, teens and all these platforms are self-serve. I'm less confident in these platforms to keep running well, right now, Chantelle. Irresponsible, most of our clients Budget on Google and Microsoft but I guess this could cause more advertisers that we're diversifying spend into the most stable platforms and create more competition, higher cpcs. And this is the first time Sir right off the bat, the Julia voice gave she goes what stable platforms. Truly like, just 100% budget in Pinterest or Journal egos. Yeah, haha, good point.

4:52 Or in terms of more stable platforms and delivers, go sorry, wasn't yelling at you just feeling a bit unstable myself. These days, Sean girls didn't take that it that way at all. I lost Yao's of funny response they just doesn't seem to be any platform, really? That is stable. So yeah, and Sean said, stable platforms that I hit on her. Jillian are response saying with layoffs, I'm concerned about platform support getting worse which is already a lowball. Holding my breath waiting for Twitter to just stop working. The drama here is unreal. If it were a movie script, it surely would be sent back for rewrite as too much are very much sir, learn skills. I suspect Twitter is going to go through some stuff but guessing it will still be here. I agree with him.

5:37 I'm literally, like I've always done Diversified. I was always strong on LinkedIn but I think Twitter is still going to be here a continues. I just don't see another platform that has the same level of interaction for discussion like Twitter. Does, the users will be more apt to keep it alive than the company itself. Absolutely agree. Jacqueline goes, have you checked out Master done already? It looks very promising and feels a bit like the earlier Twitter but then that's the thing. We don't want the Elliot Whitter when it was broken very hard to sign up. We want Twitter that is easy to use. So yeah. Exactly. Like I know some other people were like you know in terms of getting on to Macedon, we shouldn't worry about that. We all struggled with Twitter at some point.

6:19 But dude how do we dealt with enough to not want to struggle? I doubt just that's just me. I don't want to struggle with social media, talk less of everything else in the world. There is to struggle with I responded saying I'm anticipating. Seeing the true, Brandon effect of Twitter meaning the PPC performance might drop because of shaky top of funnel activity. Lawrence response, question wanting on Honestly getting even worse. Customer service. All the tools becoming even more cumbersome to use. We have all experienced extreme slowness of Google these days. It could get worse, Julie goes. Yes, just being able to use platforms and have them function as we expect them to does not feel like a given right now.

6:59 You are not kidding. I heard you learns response. A lot of the staff that has been let go has been engineering and customer service. I am guessing and phrase Andrews goes yeah just the 40 minutes today to get through. Any leave it on. So Boris. Becker each response to question. One saying, I've seen a couple of my direct contacts being let go so Port, inevitably is going to get worse stability as well. It's not like meta has been a joy to work with in the past actor. Response. Question one saying for the coming years acquisition specially for B2B, the ippc is gonna get harder than ever. Ever, layoffs are decreasing employees reliability in income, recessions decreasing purchasing power, Data frauds are increasing day by day Brands, need to reconsider and then we have the online advertising Academy responding to someone saying lack of performance from ads which affects business owners agencies software companies are many businesses connected to PPC ads and then Julie takes us on to question 2.

8:02 Saying, have your clients or stakeholders express, any concerns about the stage of the tech platforms and companies. If so, what are they worried about? Yeah, quite a few things to live. I start us off saying my public sector clients are very concerned about misinformation and campaign controls on Twitter and all my clients have questions about support from the various platforms actor. Then gives another answer to question. One saying recently, a company called token soft leak the data of their 5000k ycd uses including addresses and kyc info. Anyone know what KY C stands for please let me know. Anyway, data leaks like This is more concerning for me and layoffs, are somewhat indirectly responsible for this, it's scary and I'm thinking about Data Theft Lawrence response, question to say and I think clients get more annoyed with me saying the word algorithm than about the platform's LOL.

8:57 The Privacy changing the pixels at how analytics is connected, are all still pretty annoying and serious things. Google has thrown at Browns but they are easy. Right? Jelena response to question to say my clients, haven't brought it up. Specifically they are concerned about the overall economy though and the increasing costs of PPC Lawrence response. This is a big concern. I have had clients ask why we have to pay more to get the same Revenue. The cpc's have a definitely negatively impacted businesses, some businesses cannot necessarily sustain it and Google will find that out Julie respond saying, especially as we head into a new year. I'm telling all of my clients that they cannot expect to spend the same dollars in 2023.

9:41 Three and get the same results goes over even less well with recession in the mix but it doesn't make it any less. True. Lawrence is sponsoring. I feel like I have to be honest with them. That the platforms will raise the cost of doing business. It would not be right if I did not do that. Exit goes water, especially in the economy recessions. And yeah, so she asks, us PBC chat Community. Have your clients brought up cost-cutting concerns. How are you answering these questions and concerns? Reconsidering customer acquisition activation and retention strategies, Julie response to that. Also the platform's with the exception of Twitter now, are publicly traded companies. There is immense pressure for them to hit expectations, which is always growth or their stocks. Take a hit in value, it is a mirage that is starting to unravel and I took as yeah, I see Brands as providing demand to Brands which are advertising.

10:38 I think these platforms employees are at at a huge ride or die, kind of Gamble. And we have Boris responding to question two saying they've always been irritated with the way support works and the agenda their account reps have so. Nothing much has changed on that front. Curt Hennig are responding decreased, ad tech support from the platforms to question, 1, Sam, response. Question to saying, biggest one has been Twitter since the ownership transfer. I think. Just about every brand we work with has expressed serious concerns about impersonation brand safety. And platform performance. Julie goes none of minor advertising here currently but that is a huge and legitimate concern. Sound goes not, all of us are either. But I think everyone has seen the Eli Lilly and Tesla impersonations and gotten very nervous. Also, we now have to rewrite social listening queries to flag potential impersonations accounts. Not just mentions of the brands and delivers response. All it takes is one platform to perform well and not. Do layoffs, that's it.

11:43 No other forward action. And Tick-Tock, I mean, someone will get a major bump of market share organic and paid Lawrence goes Tick-Tock has the audience and can absolutely take Revenue share away from the big platforms easily. Not seeing a lot of actual Innovation coming from the other platforms right now. So, the market is primed for something to happen for companies like The Tick, Tock or others delivers response. I mean, they have a verification system, they have platform support, they have Preferred rates. If I were them, I'd get a giant straw and drink everyone's milkshake. Sam goes honestly, the only thing Tick Tock Need Is Creative support. Plus a decent agency partnership program, most established smbs and Enterprise clients.

12:26 I know are terrified of looking stupid on the platform successful creative, on Tick, Tock looks very different, Julia voice response. It sure. Does their perfect. Pivoting creative support into the partner program. They're singing the song of partnering, With creators to make content. Well, they don't want agency partnership. They want to direct just like everyone. And then we have online advertising Academy responding saying getting conflicting advice from agencies and directly from Google saying, a Google rep called us and said, we need to get our optimization score up immediately. Can you work on that now to which agencies have to argue with their clients to not? Listen to Google it.

13:06 So it sounds like, you know, very unintuitive to say do not listen to. Google even for me, having worked in this industry for over 12 years and knowing that you'd shouldn't listen to Google all the time. Even that whole that statement still gets me that Google, your trust levels. Have staggered I've reduced calm down long. We've been here. So anyway, I didn't reply to that same office and when they send threatening emails, that's my favorite. Yeah, Lawrence goes. I have the conversation with any new client right off that. Google today is not the same Google of five years ago. They are sales reps and They are pushing an internal agenda, some response. This has just become a standard part of our onboarding process.

13:49 Providing clients with information on Google's rep sales, tactics plus general tomfoolery. This is also why one I'll never charge a percentage of AD spend to. I refuse to participate in any program that requires us to manage and add accounts in a way that conflicts with our clients, best interest learns response to that. And yeah, I would ever do that either. I have been asked By fix Y. And this is exactly why I want my clients to always know, I will do a hundred percent what benefits them? Not me if I do well for them, it benefits Me by me having a job and then talking about the whole conflicting advice from agencies and, you know, Google reps, calling to say that optimizations called needs to go up immediately, Fraser Andrews response to that same. This is a big one, literally had this today. I asked the wrap to join with myself and the clients on the call and it was An eye-opener and then online advertising Academy response, I don't think the Reps know but Google certainly knows these are bad suggestions but they hope it will get a quick bump in spend but followed by turning ads off for lack of results and we have Curt Hennig are responding to question to say, no, real change lately. It's pretty clear to them that the ad platforms work for their own agenda.

15:05 Not the clients. Yeah, but I'm hoping a lot more people are realizing this. Now it's a response to question 2 saying yes, they I wish to learn how they can be better than their competitors cause of again recession data leaks cutting costs in the operation, not responsible for bringing revenues brands are Esprit considering their strategies to be distinct unnoticeable info. See, he puts any info season, and we have shown Ellie responding saying - the atrocious support in inverted commas. Can we even call it that anymore? Clients don't seem to know much about the platform instability, currently trying to get refunds from I'm Metta and Google for mistakes with their system and clients are getting frustrated knowing I made Cobra. Hello mates goes.

15:49 We've been in the same boat a few clients called their CC client contact and got the charges reverse saying that it was a fraudulent which worked shontella response. This might have to be the route. We take meta has sent over five emails saying the investigation will take 24 to 48 hours that started in September. Yeah. And I made girls I've been receiving those since June. It's Rough out there, their hair, it's rough out everywhere with platforms. And, you know, click fraud, and it's done, makes me think about the click food companies and how much they're doing and, you know, whether it's a viable business because, yeah, Google is already singing to be very much in school and meta where they are not doing well.

16:31 And is easy to really just complain to them and say that, hey, that was not right? And is easy to prove that. Anyway, I'm hoping those guys aren't working. Well, John, a keg in response to question two. To saying everyone is avoiding Twitter like the plague that is about it and then we have Julie taken us on to question 3 saying have you seen any impact on platforms on which you are managing advertising? If so what have you experienced? Julia rice gets in answering that one saying weirdly. No. But in the sense that the platforms that have been so janky the last little while and support so bad, that it's kind of business as usual, but with heightened attention Lawrence response to that. In that, not yet. But if the layoffs means I get less calls from Facebook and Google experts in inverted commas. I mean, sales teams, I am okay with that. Actor, goes a lol, but it also means onboarding more untrained newbies which can increase lower Quality Sales calls. Lawrence goes, I don't believe many of us take the calls anymore.

17:31 Now anyway they all say the same thing and the coal is not worth the time anymore and I took I mean more outreaches. I have noticed Outreach. On my emails, not even used on any tools. So, data leaks are the biggest concerns for me every time stealing even a fraction of a second of my life and we have Sam responding to question 3. Sin costs are weird. Some clients have definitely felt the higher ad costs. While others have certainly not, it's certainly not like it was in q1 or Q2 where everything was going up. There's clearly some economic impact is being felt in certain sectors.

18:11 Julie response to question 3, seen not seen anything directly yet hard to imagine. Support getting worse. But of course, it always could find a way. Hoping it won't mean issues, take longer to get resolved, either for specific accounts or within platform. Functionalities Universe responds Pro tip if you have anything that can be construed, as a social issue, hundred percent of my PS buys, you need support because they all get Flanked very concerned about government will effectively not be able to communicate because of support loss and especially when mr. Mr. Musk decided to hire all comms team at Twitter. How are we communicating with, you know, Twitter support, how are you communicating with anybody? So yeah, weird one sonali response to question, 3 saying, like most people we're seeing little to no assistance from the platform by would say that started during covid. I may not be directly related to the recent. Layoffs.

19:12 It was has felt like Google has been extra, slow buggy lately, but again had to determine causation there. Boris response to your question 3 saying. I mean, all the platforms have been behaving weirdly for a while now, so it's probably not a direct result of layoffs. I feel like Twitter could break at any moment there. Yeah, that's why we're all moving to LinkedIn and Instagram. Don't get him respond saying, we're allocating social budget out of Twitter, but the inflation cost of such aren't And leading to 121 growth when we reallocated actor responds. Yeah. Rise and cpcs Rising CPAs less demand customers getting laps from the funnels easily and settling for limited wants marketing decisions. Makers jobs at steaks with every decision Etc, Revenue retention is getting harder than Revenue generation and you league is another answer to question three saying, that being said there is weirdness happening Google ads, but they are Tends to be regular witness and on all platforms.

20:14 So it can be hard to tell when it is beyond the Baseline act. Also response to question 3 saying, inside the platform's, I have noticed, fluctuating results, more than ever platforms are punishing brand strictly for publishing policies violations. Leading to increase in more grey hat and black hat advertising methods. It's getting hard to scale for Brands boards, continues things also, break more often exhibit, a disapproval, Rules for generic terms, Etc. Actor continues. Correct. Also for frequently used terms sometimes who mostly most disapprovals. Anyway, Julie takes us on to question for second to last question, asking, are you re thinking any of your strategies with the upheaval with the platforms and in Tech, in general, for Q4 2022 and all Beyond Julia rice gets in on that. And yes, not directly related to the last two weeks, only two weeks but we are Adjusting how we buy on meta the planet can't effectively show.

21:15 What investment is needed. So, we're doing something new for 2023. Twitter is down to client preferences in our response to question three in terms of seeing any impact on platforms, which were managing, not yet, but definitely eagle-eyed John Keegan response to a question for saying, chasing the money or the rosary before branding. So, more funds going to sem Boris respond saying, I don't have the expertise, but I would love to move some of my clients towards Inbound, strategy. Do a lot more upper funnel campaigns, Etc. Also programmatic delivers goes bigger programmatic with trusted partners and first party is a very positive change. Coming out of this poor skills.

21:55 Yes, I had my reservations about programmatic, but with the right strategy and vendor can work. Great delivery skills are managing the bond. You don't start untested with a whole budget, you take ten thousand dollars, see how it goes and then scale up It's interesting that 10,000 has to be the minimum that does sound alone or you try a different partner. If it doesn't go how you want, even failures, our learnings 100% as Lauren says, I absolutely agree with that, as well, Julio's our response to question forcing, I feel like I'm always paying attention to both what's happening on the platform's, their fiscal health, and the general economy watching performance, more closely with the upheavals happening at a response to Boris Webber.

22:41 As I said, I don't have the expertise but I would love to move some of my clients towards an inbound strategy. Julie advice because bigger, programmatic with trusted partners and first party is a very positive change. Coming out of this. Sports goes, yes, I've had my reservations about programmatic, but with the right strategy and vendor can work great. Yeah, definitely. As we talked about programmatic, was it last week? No, no. Lost three Black Friday was last week, but the week prior, there's can be a lot of done with programmatic space, especially these days Julia. Continues on with that, in terms of when Boris said with the right strategy event and vendor it can work, great moving forward. And then we have learns responding to a question forcing.

23:21 We are looking at all the channels and because of Google's changes, brands are starting to ask what, is there outside Google? So Disney or Hulu, Spotify Tick. Tock, a lot of other platforms to test ads with, in the coming year for Brands. We will find. What works? I love it. There's a lot of Lawrence positivity and optimism in there. R love it. Chanel, Eden response to a question for seen. As we see more and more Boggs. I conversions not being reported and campaigns. Blowing way past, daily budgets, had a 300 dollar campaign spent 1300 last week. Okay. So I know you can do. Yeah. 100% more. So twice as much twice as much as the stuff 300 is 600, right? I was really good at maths.

24:05 I'm sure. That's right. It can't be 1,300 what the fudge Google anyway I continue to get We're area of Automation in the platform's. Yes, that is what people are going to be Google and trying to get people to love automation. Help me! Help me do the response to that same data. Loss is going to continue to be an issue going forward. We have work to do to get our clients and stakeholders comfortable with today's capability and limitations with regard to data Birds girls. We cannot also set ourselves up for this for years. We've been selling the idea that everything can be tracked and rowi can beat Tied to it, Julie goes, yeah, 100% attribution had was absolutely oversold as being a lot more accurate than what it actually was.

24:50 And that was with the fire hose of data as of date. I can just imagine some a firefighter going through that that's what's in my mind right now and actor response to. Yeah. When Sean Ellie talked about yeah the overspend massive I took us it's like giving powers in the hands with no conscious, it's scary as Taking responsibility for the actions of a piece of code. Your name and pay are at stake because someone messed up with Integrations. Morris goes. It was just the algo, testing, some aggressive spend Shaunie response, the best part was the Google rep asking. Well, did you see a big spike in conversions?

25:30 Know there is zero conversions the entire day, really? So that is the good reason for spending $1000 over the desired spent. Well, if their conversions came, Through why not? And then it didn't come through. So what was the point of that? Actor response to question for saying, to be honest I think we have to think Beyond PPC space for customer acquisition activation and retention. I'm working on digging in the rabbit hole of Revenue how to generate it and retain for every kind of digital. And physical space would love to talk further hair on it. And then you to Texas on to the last question, question 5 saying, what is your Outlook for both of the tech sector in general and PPC as we head into 2023 are.

26:18 Imagine some really great advice, Hare Tim Heller and first answers question for saying yes I man this is a long answer but I guess if I had to sum it up I'd say that I'm very aware of the tactics that could achieve the end goal less worried about being diplomatic more often now tactics. Dictate strategy, viability is the name of the game also have specifics when it. Comes to channel strategies. I've changed difficult to write them all out in a tweet and keep the necessary caveat, but I'm more willing to play with programmatic and boutique social, if given experiment budget. Sure, bets are usually Google search because, yeah, they have the volume.

26:58 They're now going on to our first answer of question 5, which have a question about, what's your outlook for boutique in and PBC, as we head into 2023 Julie, advise goes mess. Just get ready to be very confident. In your knowledge, be transparent with your advice and do not over-promised. Expect Mayhem, and trust your gut test test, test and test again. Nothing is given where it's goes. Yeah, Mayhem in terms of a gif. Televised, I mean, that's what happens. It just takes a few trolls with an opportunity and blammo brand safety. Who yeah. Freeze Andrews. Pretty much room it reiterates. The same thing. Dave Gallegos response to question five saying less meta or Google duopoly more. Dramatic plus and improved analytics to better measure. Incrementality.

27:46 Julie goes. Yeah, I'd say determined it is going to be rough sledding for a while, but I have been through periods like this before, so I know that you can always find a way I love it. When someone would 20-plus years talks in this industry, be ready to be flexible and deal with setbacks platforms. Going, wonky, Etc, cut, Chanukah goes Tech sector in general, less free money and more. Tightening those that aren't profitable are going to die out sort of like the.com bust. PPC more data up views, caishen less less control. No more match types is coming. Yeah we're going to get to a point where you'll be Broad and brewed a learn, oh God, I'm scared Lawrence response to question, five seen as bad as this seems, I think the Outlook is very good of a role as advertisers.

28:34 We have so many options, moving forward Tick-Tock, twitch Amazon, Disney and Hulu, Spotify, LinkedIn, and many more. Platforms. We just have to find what works he continues as an agency of freelancer. This is where I say we should be saving for that. Rainy day, when business could slow down for us, I have been through downturns before and there are still more busy than folks to execute, but you should always have that rainy day fund. Julie goes, agreed, and some clients will freak out as the economy gets worse but won't retain them all. But that is okay, there is always support out there. Sometimes you have Work a bit harder to find it but it is there.

29:15 So yeah, there's always an opportunity somewhere Boris responds. I think Tech is going to suffer. We're going to have to deal with the issues we've been seeing for the last year's, but in a more volatile world than before, but we can pull through and maybe some new platforms come from this that help disrupt. The current players they need to work a lot harder in terms of actually doing the disrupt. So yeah, I hope it does get better John King. Just gives a gift of this is fine and a random dog in the midst of a fire sitting down doing nothing. So it's that Sam response to question five saying yeah bullish there are certainly challenges technical logistical economic personal but overall people aren't using the internet less they aren't relying on. Major platforms less as PPC practitioners evolve or die, is how we've lived forever.

30:06 So shrunk yeah, I agree with them. It's a response saying yeah for Understand the functionality and use it whenever necessary. Don't rely blindly Tech sector will get more policies as it will become Silicon Valley style culture with PPC. I would say Tech Plus human psychology, plus brand narrative plus trust equals to profit. I love the way it. How she puts that Sean eligos hopeful with a more eyes on what is happening in Tech. It might actually lead to meaningful changes opportunity for better platforms short term. Will be rough, but I'm still optimistic for the future. I respond to this in. I think we are going to see a few more social media platforms.

30:48 Try to appease the angry extra to advertisers Market. You know. So I don't think there is one doing it. Great just yet but I feel it's coming. So mastodons is out there but I think there's a better one that could come out of it especially if all the extra Terrors and together and get galvanized on that bigger platforms have come out of smaller companies to write company sighs. It's so yeah. That brings us to the end of this chat for today. I hope you found that very insightful. Useful taking some great takeaways. That's more of a overall strategy that we gave like future of paid search and I hope it does make you feel hopeful. I know the likes? Would you Levites? Who does know, what knows those know what she's talking about saying that? It might be the future, might be a mess for us, but I feel that if you're on top of it, if you're prepared for the mess, you'll be able to get through it. And that's what the point of all these chats are like, you know. Helping each other to prepare for what the future is going to come with.

31:46 So that we're not in a state of just complaining of all the changes, but I can understanding how to work through it. And that's the whole point of PPC live UK. Yeah. It had to be a plug because I was plugging it all through the chat. Last week, I decided to hold off till the end. So for those who have lasted through to this stage, I'd like to tell you about PPC live, UK happening. Next week, Thursday, we go for amazing speakers. Pitcher who has already shown me his slides. It's amazing, I'm excited about her, not trying to convince. You're right actually showing what the opportunities of using broad match as a match type is like as we're saying, we need to prepare for the future, we might get to a future where broad match is the only match type available.

32:30 Do you understand how broad match can work for your Brand's yet if not? Come on Thursday next week there will be three more speakers will be talking about r, 0e b to be Branch structure, customer and value and and more with is going to be Christmas festivities stuff and thinking mince pies, maybe some crackers. I love that. Let's get a bit of jokes between people to get some networking interesting networking going on that will be fun. I'm looking forward to that tickets are only 16 pounds but yeah if you go to PC live.com you'll get the link. So there's already a buy tickets functionality right on my homepage, so check that out. But yeah, I hope you found this chat. You I hope you join us on Thursday. We want to continue this chat to talk about what tech mess that we should be looking forward to or to be preparing ourself or they'll be on Thursday 5:00 p.m.

33:23 GMT. 12 p.m. eastern time to talk about that. If you have any useful contributions to what I talked about today or Corrections, please let me know, check me out on my Twitter handle which is add them, the marketing, a new or LinkedIn. We have the PBC chat Roundup group there, and also be great for any long-standing, a brand new listeners to give the podcast overview. So yeah, to help with the growth strategy, give an indication to the people that's worth a listen. So please go to Spotify through the link, link2sd re e.com, /pb see chat on this called Roundup and you will be able to see all the links where you can just leave a rating.

34:04 It takes a few seconds, I promise to you. Finally, remember for your campaigns and businesses to Glide smoothly. There's a lot of hard work. Work needed beneath the surface. So keep this one's kicking by and speak to you next week.