EP233 - Achieving a More Holistic Approach To Your PPC Marketing Efforts

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie taken us on another great topic in the community talking about achieving a more holistic approach to your PPC marketing efforts. So making sure that what you're doing is adding to all the different marketing efforts that our business is doing. So, yeah, I wasn't able to make this chat but it was funny. It's like we, I was actually doing something that's very similar was On a webinar talking about marketing budgets and how paid search really has to work towards the whole marketing budget. After a couple of years of big three disruptors, we're talking covid, economic downturn, and what was the third one?

0:45 Oh was the third one loads of new platforms. So there's Tick-Tock there. Snapchat is YouTube shorts and and all these kind of you know different new platforms to baffle marketers. So like how do you really approached them? Do you Russian? To them. Do you test and learn, do you paused, you see where your competitors are doing? So yeah it was it's definitely all about who, you know, using your budget in a holistic way. So yeah, I wasn't able to do the chat but I was doing another child. I was very similar to that one talking about marketing. Budgets were, I'm excited to see what tips experts games about doing paid search in a holistic way. Hope you enjoy. Hello and a warm, welcome to this episode of the PPC chat Roundup a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m.

1:39 GMT. I'm your host, Andrew and I'm recording from my studio Hair and London, UK and I use this platform to share not just expert but also my ideas and considered best practices about paid media and the direction the digital industry. Tree 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 follows share and retweets on, that's right. Twitter with my handle the marketing, a new join us on our LinkedIn Group, which is the PPC chat Roundup podcast. Or if you're on Instagram, why don't you check us out at the PPC, chat underscore Roundup to get quotes and Snippets from previous episodes. We have Julie taken us on another great chat about, you know, holistic approaches to PPC marketing efforts and budgets and how we make sure that we're working towards client goals. Well, obviously, yeah, as she usually does, she's goes how we doing.

2:39 And we have a few of our usual names in the audience today. We've got Julia, Vice Lords chases. Well, Ryan, Scotland, I have not heard of him and so yeah, welcome to the chat today, Ryan as well as Michael a gum Burt, I Feel Michael Gambit. I've heard of that name and I made Cobra, she's back, I've been seeing her on Instagram. Her Instagram profile is. She's really doing great stuff. They're doing Brown also as well, joins us and yeah, many more names. I'm sure we'll get to them at some point before we get into the chat as usual. We have Judy green, her PSA saying that before we get to the questions, this chat is intended for PPC, Professionals of all levels. If you have something, You want to share, please. Do we are a friendly and supportive Community. Please don't be afraid to participate, lurkers. And the listeners of the podcast are, of course, always. Welcome sir.

3:34 Yes. Thank you all for being here. And so, yeah, I'll get right into it because I feel they were loads of not loads of questions, quite do, you know the normal amount? I think five, or six questions when loads of answers given. So it was a very interactive chat today. Julie, first starts us off with the question. Let's get an idea of Who is participating today? Are you an agency, a consultant, a freelancer or in-house PPC if your agency or in-house? What level are you in the organization? And I was seeing these questions. I wasn't able to join. Why did like peak in some of the questions when I co-host of the webinar was talking and I was like how about those who work in Tech? But I feel like there was no there was no ticket check box for people working in Tech hair. So yeah, lots of either in-house or freelancer or agency or being a Salton Sea of real answer.

4:24 I do some Consulting, the into the side, a little bit, but mostly working with Marine software, at Villa response to question. One saying, hi everyone. I'm an agency owner and a social media advertising. Consultant Andrew goes, yes, I'm a longtime Facebook ad, buyer who also runs an agency sales courses, and runs the community, sponsoring this chat, the Foxwell Founders, that corresponds consultant specializing in omni-channel, customer acquisition and revenue. Generation PS joint, super late, but nevermind. - oh look, I just started reading the replies so I didn't notice Ali quilter response agency co-owner about two years in row response. Little bit of column a little bit of column B. Recently started a new position at a global agency as a search strategist, one client. Prior to this, I was at a smaller agency and was managing, 25 clients.

5:13 Who that spread too thin. In my opinion, Nicholas long, ski response. Hi everyone. I'm an in-house, PPC. And private. PPC consultant, right? As I'm a freelancer and have been for three years, Martha Pierce goes, hey Ryan, great to chat with you today. And say, yeah, I'm also the solo agent, I partner with Brands and individuals at the executive c-suite level. Typically, when working on a project basis, we also have delivers responding saying I'm agency. I'm a director now the focus on digital and performance Excellence for the West Coast team and then yeah, we got Julia herself going. I'm a consultant and Michael Gumbo's response in house, paid. Media for large multinational corporation in a highly regulated industry. Michael.

5:58 Give your a ones or a 2's. I hope he doesn't go off script by not putting what a question is answering. I mean, Cobra goes, I own my agency right now. I manage accounts for clients. Lawrence Chase goes, I am in between an agency and freelancer. I guess I have some folks who helped me but I try to keep things small. Still I am the owner though and practitioner we then have Sophie. Logan, My Friend, Sophie good. Head of paid media for an agency. Have worked, both in-house and agency side though. Sean Ellie going agency started. My own little agency, almost two years ago now, time flies, Melissa Mickey, goes agency, director level being agency side, since 2007. So yeah.

6:41 A lots of agency people and consultant and even Sam Graves here, agency. And consultant Journey takes us on to question 2. How are you measuring the success of your PPC efforts? These days. Are you also A privy to metrics for other marketing channels. If so, which channels do you have insight into a gorilla respond saying, if we are hitting our clients goals example, for e-comm revenue and rowers. And for my agency, if we're hitting our revenue and profitability goals, I'm often privy to other marketing channel metrics as it's informative to our paid social efforts to perfect. Actor, goes to be honest, it's lucrative to see immediate rowing, but I see at the lifetime value and Revenue retention metrics.

7:25 I'm going heavy on cost Channel, Omni working heavily on Native in December, like outbrain, tabula, rasa, Monta, Etc. Apart from this, I'm looking into B2B abms as well as a response to give it a better term for funnel, marketing and full cycle sales, hanging out in a huge group of business owners. So getting new insights, a daily on the contrary to PPC. I'm super influenced with text based Outreach and Hurting leads to Deals. Ryan respond saying having regular ketchups with clients to get a better picture behind the conversion numbers. We see in Google ads, not all clients, want more leads. Either the only way we get to understand their vision of success is through chatting, Michael long ski response, a maybe it's not like this everywhere, but I'm privy to all marketing channels.

8:17 My title is officially manager of demand generation which spans more than just PPC we use. CRM as our source of Truth mixed with analytics and data. They close continue saying. I work with my data scientist team to build custom streams of data into propriety dashboards. We are working on implementing mixed-media modeling in 2023, Julie response. I think I speak for a lot of us when I say write up what you're doing would love to learn more. Absolutely that looks as holistic as you can get with some you know like a paid search strategy, my necklace goes I'd love to write about it one day I die. Definitely will online. Advertising Academy goes nearly, everyone wants to see.

8:57 Roey metrics leads cost per lead, sales revenue rowers, Etc. Even top of funnel needs to contribute to these beginners. Need to quickly focus on these and not get lost in 20 other kpis as the main focus CTR. Quality score of time. Ization scores Etc. Martha Pierce response question to saying there is no one-size-fits-all answer but there is a right path. This is a Pol, pot's, answer one first, except to admit that your platform data, Facebook Tech, talk Google isn't showing you the full picture and Google analytics isn't either to be willing to stack. All of your kpis up across all platforms.

9:38 And look at them relatively to the total revenue and results that you're bringing in. I use Google Sheets to do this. This shows me how much Facebook in particular is over reporting and they are, and she continues finally sane invest in a third party. Attribution tool like North beam or triple whale both are great. Each has its own way of displaying data trial each and determine what is actually going to be your source of truth going forward. Great minds Julie. And we have Melissa responding to question two saying, we try to measure the same way the client is it. It's leads and que eles sql's. Etc. We do a lot of importing from Salesforce or hop spot. We then have immediate To question 2 scene. We try to work closely with clients to figure out what success really looks like to them. So when it comes to measurement, it depends on what success looks like.

10:34 For them, it could be leads, sales, Etc. Ali culty response to question 2 saying we focus on site actions but some clients that easy like with live event regulations and for some that's a little harder. We work with clients to determine what the most valuable online action is. We don't tend to To get inside on other tactics outside of what it is in GA, Julie, then response to question 2 saying, yeah, we have to decide on your sources of Truth and go with it. These days we don't get complete or even terribly accurate. Info from platforms and analytics has its own issues. I love to get as much info as I can about the entire marketing program. Julie then continue saying knowing what promotions are going on outside of ppc's important. Especially if you're running brand campaigns. I follow client accounts and subscribe to their emails, so I can see what they are doing directly. I will respond saying you live in a multiple touch point to conversion world and it's important to not always Silo your data, but also look at the big picture of how and where your efforts play a part.

11:45 We then have Julie advice responded to question 2. Saying we measure based on client success in a lot of cases for us that's website. Actions of foot traffic. Not so much e-comm goals. We do a lot of safety and persuasion campaign, so sometimes we can't measure in real life. Success, until the following year, shown any response team success changes by platform campaign strategy, and client could be Impressions clicks EPA, rowers, mer, Etc. I would say the two biggest we use our R OS and CPA learns. Chase response to question 2 saying that is a big question and it depends on the brand. The decides our typical data with larger Brands, we have loads of data and we can use bi software to pull everything from cost of acquisition lifetime value, payback periods, Etc.

12:35 It's so brand specific. Martyr your response to that same great Point here, which bi software do you use? Learns goes, I have used a lot of them in my 25 years from Oracle business objects, Tableau Etc, Martha goes, yeah, nice. I love Tableau personally but I'm Recently, using looker data studio? Is that what it's called? Now look at data Studio instead of Google, they just, you know, just data Studio. Oh well, Brandon issues Lawrence response to that. We use that for a couple Brands. Now it is pretty popular. I have only had one brand, who uses looker data Studio currently. And then we have circular again responding to question Tuesday.

13:15 In a big Focus for me. B2B Legion is on lead to sail rate. A lot of the accounts I take on are moving from the They of how many leads they get to how many quality leads they get. Absolutely. It's not just about throwing volume. It's about making sure you get the right leads. Shown any response to that same quality is always big, but depending on the client can be really difficult to get that info. So, if he goes painfully, so I take the winds. I see in the accounts with a pinch of salt, my satisfaction comes when I know that they've become a new pane customer, and we have Ashland clock. Responding to question 2 saying, being primarily in lead-gen CPA and conversions, are the main metrics we optimize for we don't get too much insight into other channels but we do try to ask clients about pain points initiatives, Etc.

14:08 Outside of our project scope so that we are somewhat in the loop you leave. Then gives another answer to question to say, knowing what promotions are going on. Outside of PPC is important to especially if you're running. Campaigns. I follow client accounts and subscribe to their emails as well as their competitors so I can see what they are doing. Directly Martha girls. Yes, absolutely. It's important to understand the entire picture of performance promotions, email subscribers rates and email or SMS strategy. Paid media is inclusive of all marketing tactics, pretty much. And in response to Julie, where Julie had answered question to saying, you have to decide on your Source or sources of Truth. And go with it.

14:53 These days, we don't get a complete or even terribly accurate. Info from platforms and analytics has its own issues, a guerrilla response to that thing. We live in a multiple touch point to conversion world and it's important to not always Silo your data, but also look at the big picture of how and where your efforts play a part. We then have Duane Brown responded to questions. Hussein looking at Google analytics also clients e-comm back and if they are not Shopify, we talked about how the business and Market places, usually Amazon is doing on our team calls. Sam their response to question two saying depends on the client but in almost all cases. There is have a single source of truth. Plus cork API set.

15:40 Usually volume Target, efficiency, Target plus Benchmark for lead gen. It's usually sqlplus deal Value Plus cost per sq. L acquired e-comm is equals to profitability Target. It continues to be super clear on e-commerce. It's usually a contribution margin times, Target, IE, gross, revenue - cogs cost of goods. Sold returns allowance - incentive over discounts - transaction fees - delivery+ Insurance - cost per acquired consumer, plus a baseline or Benchmark. Plus a total contribution margin goal as a lot of pluses in might be just worth going to time, Sam's profile and read.

16:23 How you put that all together? We don't have Julie taken us on to question 3. Saying if you have access to data from outside of PPC, how are you using it? To influence your paid search and or paid social efforts at a response to this saying? Yes, I do have multiple data sources, but the idea is how to analyze and deduce actionable steps from it. I'm working on streamlined process to Crunch down different data points to be used. I divided the data points in two different Different variables at each step and response saying, always looking at post-purchase surveys like kn0 Commerce. That's a handle kn0 Commerce to make determinations on what other levers, we can pull in our core channels that and looking at the reverse as well using creative learnings in one place and transferring them to others.

17:17 Martha Pierce response saying, I love this questions. There are so many options recently a brand. Had increased its revenue of subscribers by 40% and wasn't acquiring enough email. So paid strategies shifted to support. Even more email, acquired, much generated plus, 30% more Revenue month on month in two months, for Less dollars and doing Brown response to question. Three. Same forgot to add looking at Google. Search console for a to data is good to spot gaps in Market example, site search data can give you keywords to bid on or Products customers want to buy but you don't sell Melissa me. He responds to question 3 saying we are using imported conversions for smart bidding.

18:03 That way we can optimize for what's most important to the client she continues. We also look at how other channels impact. PPC, for example, a client recently posed, top of funnel channels. We saw a decrease in search conversions as a result, need all stages of the funnel for Optimal Performance. And then we, Julia voice responding to question 3 saying we have access to all traditional media Partnerships and event data. So we use an omni approach for promos sales and education. Plus I'm on a big team, more brains are a big resource. Lawrence response to question three same data outside. PPC is really important. It guides our planning and budgets very industry-specific as I try and think how to say it?

18:46 Well Medical industrial entertainment, ecomp all have different things we would want to. To look at in the back end. Julie, then response to question. 3 herself saying my favorite kind of data is feedback from the client. I do mainly lead gen and talking about the quality of the leads and any Trends. They are seen in the leads helps shape. What I want to test in my PPC, efforts delivers response, non RFP contract, renewals are the best data of also not RFP. You renew the contract to show that. Yeah, you were doing well, all all. Long. So that's the best feedback to get Shelly response to question 3 saying for some clients we get lead quality data and Lead conversion rates lead to customer that we can use to project Revenue especially for long buying cycles that allows us to get more real-time data to make decisions will advise response.

19:43 Lead scoring data is so helpful to be able to measure lead quality as Sophie was speaking about earlier, on Sam response to question three saying, Easiest option is always convergent input, IE and hands. Conversions Facebook conversion, Import in Google ads, but I'm always surprised at how infrequently it's used, but can also be super helpful in determining incrementality plus cannibalization some continues response to this game for larger clients oniy. Those that sell into traditional retail d2c data plus consumer data can be used to generate synthetic data sets in order to better model what's happening? In retail Sam continues if that's not your thing. Overlaying additional public, datasets IE back-to-school weather patterns, major events, plus holidays, can often reveal interesting patterns in buyer behavior that can inform future campaigns or efforts.

20:40 And then we have Michael responded question 3 saying, I use it, a lot of different ways chiefly to First, make sure we aren't working against one another and then to try to amplify where I am. I am able and then Julie response to Melissa when Melissa had said that. We also look out at how other channels impact. PPC, for example, a client recently posed, top of funnel channels, we saw a decrease in such conversions as a result and this is exactly what I was talking about in terms of the worry of Twitter. And we have people stop doing Twitter advertising because I'd recommend that to be very much top of funnel. And those kind of top of funnel activity will like definitely like Melissa has explained hair and and Given an example of will definitely affect such performance and Julie response to that great point about knowing things that get posed outside of PPC.

21:31 Sometimes we see big shifts in the PPC side of things and it is helpful to know if something was launched paused or if there is massive news coverage, set up Google alerts for the news coverage side. Yes +12 Google Alerts and we have Ashton responding to question three, saying, if we can access content, Or resources that other channels are using. We try to incorporate messaging from them into our ads, as well. Our love and integrated strategy. We build this into our initial ad copy anyways. But double-checking with the client helps ensure we're aligned across all channels. Continuing Ashton response also, if we see certain pages performing better than others in Google analytics, we may add it as a site link or landing page for higher funnel campaigns. Our agency has an S Your team to. So we'll work with them to fill in any gaps in each other strategies as well.

22:29 So after all that very amazing helpful advice from question 3 actually one more for Sophie before I go on. So if your response to question 3 saying feedback from the client is invaluable for me, I like to know how the direct report is feeling about performance but also the wider team and especially sales then Julie takes us on to question, forcing are you stuck in a PPC? Sylar if so what is your biggest frustration with? Being siloed or and knowing I hate when I'm stuck in a silo, extra response, not in Silo, but I'm in both sales and marketing and the biggest frustrations I have is when they debate, I can't pick sides Bless but it helps me to understand all the revenue Jen processes and operations. I like it.

23:11 I don't know whether they're you should be upset about, you can't pick sides because the importance, I think is to be able to understand where marketing is coming from and to be able to also understand where sales is From, as well as such should be a conversation, a discussion, finding a middle ground, not about taking sides, that is what a silo is, a silo is about taking sides. So if you don't have, we to take sides act, I think that's great. Not a downside, Ryan response saying no, not siloed, but it can be tricky to know where to draw the line in how much I help with my background in search marketing, SEO and PPC. But I can also get dragged into email marketing, social excetera Martha, Ponce to question for as well as in personally, I'm not. I stepped away from media buying because I realized my passion and greater skill came from different software techniques. I think siloing can stem from lack of communication across an organization.

24:06 She continues to give context I help primarily women scale their businesses or start from scratch and generate Revenue quickly without a lot of overhead. Sometimes, they're not even spending on paid in the first few months while they aligned strategy, which is a good thing. And they've Gallegos response to question forcing while not completely siloed. A lot of places don't measure incrementality between channels very frustrating. Julia voice response. Not so much now but I really didn't like that. My expertise had a ceiling and while I could recommend other things, it was ultimately budget that went to another team. Not a great experience, it didn't last learns. Chase response to question for saying no I work as a marketing partner versus just a PPC partner for most of my clients.

24:52 Get asked about everything from emails to catalogs depending on the Brand's. Thankfully, I get to look at the whole picture, which is very helpful and then we have Michael responded question, forcing kind of I'm only working in PPC. That being said, I interact frequently with counterparts across the spectrum of marketing activities and I'm asked frequently for strategic view points, that's a very good position to be in. Sean Daly response to question forcing somewhat but we do our best to report on complete numbers and not just people. PC, as well as explaining how each Channel works together, but clients can get stuck on rowers, or CPA. And as we are often times, the biggest expenditure we have to have answers Ali response.

25:36 Question forcing for most of our clients. We provide services outside of PPC, as well, but for the clients where we just work on, PPC, coordinating efforts, especially on something time-sensitive can be frustrating. There's value left on the table. When all elements aren't talking, So he also responds question for saying, I started off as a generalist and fell into PC. I know I'm not someone who can be really good at lots of different things. So, I've self siloed, I like the idea and being really good at small numbers of things, it suits my personality and how my mind works. I don't know, I think that's, I definitely do like focusing on one area, but when we talk about Silo, I'd say that that's more about having knowledge about the performance of the other. Channel.

26:23 So you don't want to be siloed in terms of just knowing how paid search is performing. But in terms of you know, getting out of the silo of you only know what paid search is doing. But actually you want to know what other paid social is doing what other what's going on in terms of TV advertising email marketing and other channels? That could be affecting PPC. Actually, I'm going to comment on that and then we have Julie technos on to question. Five saying, what channels do you wish you had access to? What would you do with data from these? The channels that would make your PPC efforts stronger and then yeah, actor is sponsoring. I wished I had opportunity which let me experiment and learn. We're always exposed to data what we don't have is the time to analyze each and take conscious decisions for each without fearing about the bad outcomes. I want to get into a startup accelerator interesting. Some response saying not a channel per se, but I always ask for access to the sales teams notes and comments. There's so much gold in those Is ditto for anyone in the sales floor for a brand that is retail and D to see. It's a treasure Trove of inside to that most brands ignore Mark appears response saying of getting back, pre iOS 14 or 15 data would be nice.

27:37 Of course, I wish there was a great way to integrate or customer feedback. Facebook group comments, Etc. In one place and consolidate the themes. I have yet to find that though, chili response, that would be nice. It's got clogged responsible for B2B firms. Cole's hands down. It does point out a whole host of weaknesses in sales organization but they rarely like it and then we have Ashton responded to question forcing somewhat. Yes, biggest frustration is knowing that we can do a lot of cool things working with other teams we can't really do. So for reasons out of our control example client isn't contracted for SEO or the client isn't willing or able to bring others into the project. And then we have immediate I need to question for as well. See, in a little, a lot of clients. Get stuck on the numbers.

28:26 PPC, produced versus looking at the overall picture, which can make it frustrating. We're constantly answering, why XYZ did this and that Dwayne Brown response to question? Five, say, 99 percent of clients give us access to everything we asked for. We run paid social for 50% of our clients and the rest do it. In-house getting faster. Feedback on what creative is working in-house, could help with P Max and Country creative, Julia voice response saying. I'm grateful to not feel this question thinking back to when I was just PPC or only paid search. I really wanted to access to TV or OLV plans. It gets people searching and tells a story Lawrence response to question five as well saying. I usually have access to all of them but here are some you want. If you don't have customer service calls customer client, surveys B2B client calls service category data, Te company goals a lot more difference with ones depending on your Market. Yeah, and then, Julia, Julia response, great list. Want to make sure we get this question in today. So this should be the last question. Are there any resources or tools that you use to help have the most holistic View and strategy you can in your PPC efforts? Do you find it?

29:44 That third-party tools are more or less necessary these days Martha response to that question. Six saying, Tools, North beam, triple whale strategies plus tactics. Post-purchase surveys customer interviews, one-on-one over. Zoom actually talking to customers via add comments or in Facebook groups. I don't use a lot of third-party tooling and in response to a question 5, Surf he goes. I wish I had easier access to my clients sales data, sometimes it can be difficult to get that type of information. I need from them. That is one thing I miss about working in. House. Yes, I missed that 2D response.

30:24 This can be challenging, especially for businesses that don't have the best back-end systems for sales and leads, but it is so helpful for us, because their ultimate happiness, with our work is partly dependent on. The long-term impact sales and leads. That reverse are not good. So, for responds. Yes, we had a client who had a huge amount of refunds and cancellations within the first few weeks that information completely changed my strategy. I'd rather have too much in Nation than not enough and some Ellie response to question, five CRM data for lead gen clients. Especially those like car dealerships that have been around forever and don't necessarily have a lead scoring systems. We have to do our best to show them why those systems are necessary and do a lot of work to set those up Ashton response. Question 5, saying I'd love to have more internal data from my client sales, teams with insights into customer pain points.

31:21 I called transcription. Herbs and recordings lead quality Etc across all channels. We asked frequently and clients deliver when they can but it's not always doable or easy. They've Gallegos response question fighting having access to customer match and exclusions list across all ad. Platforms is nice. Philly agency, would take, we converting display targets, and use that info to inform the other AD platforms and other clients of crappy sides. Not to display programmatically. And Lawrence response. Question 6, gave and tips for tools and strategy going. If the company has a good bi tool that pulls data from the end-to-end that is gold. This can give you great insights that can drive solid decisions making for our marketing efforts shown during a response to question 6 and we should be our last answer of this chat, Google analytics especially playing with different attribution models.

32:16 Assisted conversion reports time lag. Etc are huge for us to try to show the bigger picture. ER, I lied. I'll be a few more answers. Alec will to response. We're mostly using Google analytics. Get that larger view, excited to see what everyone is using. As we haven't considered Tools in this area, I think we need to look at the, our monitor gave in her list of tools wearing brown as well. Says, we just started using peeling sites, so but without know, G. So PE lins0, IG HT s peeling sites if you love Work. You will love peel at $50 per month. For the starter package, most DTC brands should stay away from tools like triple well, that make up their own attribution model who they are.

33:04 Not solving iOS 14.5. We have John Keegan that showed up. Late bless them. But act also showed up late, but I see that she responded to Julie's also, so that was a great way of getting that in. On this chat I'll give a few of the last three of Of Jones answers in terms of honest. Question for case-by-case by now, I am making more holistic Often by violent Force. Oh, I'm not sure that's a message. We want to really be promoting answer. The question 5, he goes linear TV to see what it is like to set it, forget it, not care, and then take all the credit. And then to answer the question 6, he goes cold me as simpleton, But A G. A dashboard is still a favorite?

33:48 Yes. And I'll be getting one created for me for PPC. Love you, Kay. And I can't wait. To see the volume increases that we're seeing from PPC live, UK on that. Note, that definitely was our last answer that I was going to give for this chat. Hope you've enjoyed it. Hope you've taken a lot of tips in terms of how to create a holistic structure. I love that whole idea of like we should really move away from silos. We had know that it's annoying and sad to see for me anyway that still exist in one way or the other. But I'm really hoping that we could really move away from that. More and more in 2023. That's my wish for 2023. Let's do away with silos, let's have more of an integrated strategy so that you can get, you know, integrate that messaging and have same cutting similar message in cohesive messaging across the different platforms. And also, knowing especially what Melissa said also knowing why paid search performance is going down by knowing what has happened in top of funnel channels. Like, you know, Brandon channels like display Pete's social, you know, poison activity in those areas, will definitely affect paid search on that note.

34:59 I hope you've taken some great takeaways and if you'd like to continue the conversation, join us on Thursday at 5:00 p.m. GMT. 12 p.m. eastern time to continue this chat, maybe even more questions will come in there for any feedback about the podcast, or even some corrections and anything that has been shared. You get in touch with me, on my Twitter on the marketing, a new dams are open, but thread would caution. I don't want hard sales. It'll be great for long-standing and brand new listeners to give the podcast a review. Just go to link tree.com. So, link2sd, re e.com, /p P c-- chat underscore round up on Spotify. It literally takes seconds for you to rate and yeah, let we have got the sea live UK event.

35:45 2nd of February to allow for the January blues to watch over us and get come out of it. A new into Every second of every will have the first event. Again 16 pounds a ticket to see the likes of zmapp mod as well as Sophie Logan, who you heard from, from The Amazing tips gave today, as well as Tiffany shares, who's a part of absolute digital and they do. Amazing Twitter space, 22 space is conversations. And who was the fourth one? Maddie Crawford. Whose is Young. Brilliant lady, who has already spoken at brightness here. In fact, all of the speakers have spoken at Brighton SEO. So a very Much expert lineup for you. So yeah, go to PC live UK.com to get your tickets. So finally remember for your campaigns and businesses to Glide smoothly there's a lot of hard work needed beneath the surface so keep your son's kicking by and speak to you next week.