EP240 - What's On Your Mind in PPC?

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie having a bit of a free-for-all, in terms of asking us what's on our mind in PPC. So literally that was the topic because she couldn't decide on a specific PPC, topic, there was no news that really rock, the paid search World in the past, seven goes, which we weren't short of in January. So thankful for that, definitely. So, yeah, this week Julie, just takes us on a topic of what's on your mind in PPC, where we just About what we're doing in terms of client, side in terms of agencies, in terms of landing pages, the tech World in general. And yeah, the lot of things are talked about in terms of automation as well.

0:40 I hear saw a lot of comments about P. Max performance Max. We're going to talk about several different topics so I 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. I'm your host annual and I'm recording from my studio Hair in 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 is going in. So if you want to keep up to date, My tips and tricks in the industry and hair, all about PPC, live UK and get the latest on the podcast that has been called your go-to. If you don't make it to the PPC, check live discussions and even if you do then like, follow share and retweet on, that's right.

1:32 To it's a with my handle, the marketing annual join us on our LinkedIn Group, which is the PPC chat Roundup podcast. Or if you're on Instagram, check us out at PBC chat on the score round of to get quite some Snippets from previous episodes. So we have Julie taken this on Earth. Free-for-all topic where everyone can just talk about what's on their mind me, you know, on PBC for this week, this month, this year coming, we on the 31st of January as I'm recording, you will be listening or from the first of February. So, yeah, well, don't forget him through January, I asked on my Tuesday pole, which is something I do. And every Tuesday, just put a pull-up out and the topic that's on my mind, it's usually a paid search topic or paid search question. I've asked, you know, about automation, I've asked about using chat GPT for ad copy of asked about Different things like budgeting ad copy stuff.

2:22 How do you do ad copy? All that kind of stuff. But this time I had mostly my pvc live UK event. On my mind that's happening in a couple of days. Tomorrow, for those listening on Wednesday, it happened a few days ago for those listening afterwards. Yeah, which I'm sure I can hope to announce that it was a fantastic event after that. But yeah, that's what on my mind right now. I've done some shopping for it. They'll be Prosecco. So I'm hoping everyone neat enjoyed that many ways made me stop talking about being the Past and present of the same time. That doesn't make sense. But yeah, without it we're going to talk about a whole bunch of topic that's on people's minds. But before we start into the questions, as usual Julie does appear say, saying, before we get to the questions, this chat is intended for PPC, Professionals of all levels.

3:05 So if you have something you want to share, please do we are friendly and supportive Community. Please don't be afraid to participate. But lurkers and just listeners of this podcast are welcome as well. And so yeah, Julie also mentions that we have a PC icon. Page that I helped put together. Actually it's an official PPC. Chatter.com /p p c hyphen acronyms. Yeah you can find out what people are talking about and no one needs to know you looked it up. So yeah if you have acronyms you can use it. There we have Robert Brady that has joined us as well as Julie advice and made Cobra also joins the conversation Debbie notin Diner. Lena John Kagan actually joins on time for this chat as well.

3:45 So yeah I'm sure it's going to be an interesting topic. So getting right. Right into it. Julie asks the title question what is on your mind this week in PPC? Debbie notes and starts us off saying. Yeah hello Julie and all with the PBC chat. I'm Debbie is tweeting from Sunny Connecticut. She goes. I'm interested in finding out more about adding negative keywords in smart campaigns. Julie goes, are you having difficulty adding negatives to a SWAT campaign ad? Imagine that's the case. Yes, I couldn't figure out where to add them for small campaigns, where are they? I don't think you And so, there's some news. If you're not sure about that, you cannot add negatives, too smart campaigns and Debbie goes is their new area for adding negatives to Performance. Max campaigns to get her something really recently on this.

4:31 Yeah. Right now, for most campaigns you have to manually our support. So that's Gil Gil. No responding. Yeah. If you want them to do this for you, it's pretty clunky. I was going to say that that is something that you still need to ask you support to add - it can be done. But yeah, I'm gonna roundabout way, Donna, Elena response. Question, one in terms of what On her mind she goes. I'm grateful for a great performance in January. I'm curious if a recession will come or not and have an impact on the performance. Gildner response question, one seeing lots of responding to clients and Prospects trying to stay warm and wondering how ga4 is still around. And we have Julie herself responding saying I know we just talked about it to chat to go. But the amount of a I talked in general and specific to PC, seems inescapable right now. Yeah, everywhere.

5:17 I am seeing No hair. Are the questions that you should be asking chat GPT place to give you the right answers? Yeah, there are loads of people are doing tweets about it. LinkedIn posts about it. There's a guy that has put a couple of posts where I have not seen him post for a long while, and all of a sudden, he's talking about chat GPT, and those posts are going viral like legitimately like objectively viral. So, yeah, if you want to go viral, maybe give us a different perspective to chat GPT who knows? John King and responds to it. Question one as well saying that yeah. Yrp Max negatives at account. Only it prevents me from doing a viable non-brand search test on P. Max also, why does g a full sock so much?

6:01 Wow I'm Robert Brady respond saying it's pretty reasonable that you would want to separate Brandon, on-brand for p max. If you're asking tiro as or tcpa they behave so differently. The account level - thing seems like it encourages a second Google ads account for p Max to live in. Yeah. I don't take no goes how dare I want Simplicity delivers responds up until a while ago you could only add negative through a Google rep like what is this? And why is this and give me a treat for putting up with this a while ago? I thought that was still the case David Carr response to the, you know, the chat about P Max. I did this and they made a list connected to the P. Max campaigns only, I can. Now add whatever. I like to that list.

6:43 That wasn't the case for you interesting. Julie Vasquez, I get managed services so it was a bit different plus campaign. Only is the problem I need ad group level negatives and Gordon Campbell goes broken on purpose. Yeah, in terms of the P. Max always a ga for. He's talking about Jill. It gives another answer to question. One saying, I am not currently running any P Max campaigns in Google ads, but they are whole we had solved brand terms solution, letting you add account level. Brand negatives is laughable, it? Need that addresses. The issue. Advertisers have no souls it. The Anthony Hickman, It's one said, oh my God. Thank you. Couldn't agree more. Everyone over here celebrating account-level negatives.

7:26 When the whole thing is behind a curtain now. Anyway, account levels, novel campaign, level account level - oh, my brain. Freeze Andrews response to question one saying, hey, gang can't believe I'm typing this, but this week I've had a rebirth. When it comes to Bing, genuinely found it simple to use unlike the LinkedIn interest layering. Yeah, I took those. I stand, I found very interesting as well. So yeah, being could be promising. We have delivers responding to question one as well saying. Kind of hard to put into words, I'm onboarding a new member of our team so focused on that. Honestly, going through our programs point-by-point, to explain to a new person, is a very good exercise to work through your thinking.

8:08 And we have, yeah, myself, as I said earlier, on my thought right now is PPC live, UK happening on Thursday and how I need to keep having faith in myself the way my community, our eyes. Say to you a week ago, a week and a half ago? Let's say yeah. I was thinking, maybe I should just reform tickets. I'm not do this at all, because the ticket numbers were not up to a number that, you know, I thought look sounded successful and maybe going to tell you what that number is, it's embarrassing now. But yeah, it's been really great how much my community are having faith in me and Yandy londoners that are going to be around. Check out PPC live UK.com to get tickets. We still have tickets going and two of our resident PP stuff. Folks will be Be speaking as well so that's marketing services are safely, Logan as well as Tiffany shares, who's the GTM Yoda.

8:56 So we've got Julie, advise going are my God so happy for you Annie. What an amazing way to kick off the year. Yeah, right. I was dancing in the shower. This morning, I replied, which is, was very true. Actor goes, hope I get on as a speaker Someday, by the way, all the best for, thank you extra. And Julie also makes a very important note here saying that this seems like a great time to plug our program to help new speakers get Our first gigs you can apply hair. So that's official PPC chat.com /nu hyphen, speaker, hyphens support hyphen programs. Again that's official PPC chat.com, /nu hyphen speaker hyphen support, hyphen program.

9:37 At if you had experienced speaker who wants to help out go to official PPC, chat forward slash experienced hyphen speakers, hyphen, helping hyphen, new speakers per gram, hyphen between All those words that you need to stop acting Ivan so many time. I'm sure you guys get it. So yeah, if you want to help or you need help, go on the official PPC, chat website and then we have Jill's asking girls respondents question. One saying the role of an agency in 2023 as in what's on her mind, how creative and landing page optimization are key capabilities? Given how much targeting is now automated. I'm thinking about this a lot and Julia vices well goes this Sigh so often find myself competing with book, media companies, and creative firms, who want to run media.

10:24 And this level of automation with creative optimization only is interesting and Cynthia, Sandoval response saying, this is basically 70% of what I do managing accounts. Optimizing post. Click Dylan online, response to question once and improving conversion tracking, and understanding attribution across all channels. Actor respond saying a lot. Actually, recently, I'm getting project with both, Variety and Industry of PPC tactics. So, I think I'm zoning out on strategies or lot, instead of execution, but I will try to create a balance. Also, not getting much time to get updates on PPC. I will read, or listen to a podcast while you're, you know, working that could help as well actor, Ashton clock, respond same. Yeah.

11:09 Number one in terms of keeping clients in check while making sure we meet their needs. Had one. Go Rogue this month by opting in to all Google ads. Dacians without telling us God I'm cringing reading that also trying to keep new our clients on track with our project plans but they keep getting ahead of themselves. Then they always asking again continues in probably more of a project management issue than a PPC issue but sometimes hard to differentiate between the two Robert. Brady goes all of them water disaster, out of curiosity. How many changes did that Implement immediately? How was performance affected after an goes? Yeah, within a span. Of 45 seconds.

11:50 They number one removed, all of our phrase, exact match, keywords to launched broad match keywords in all campaigns 3 launched a dynamic search ads. In all campaigns for opted, all search campaigns into display expansion. 5 turned on auto-created assets for our essays. Google ads must have had a field day with that one, especially the support team as then. Continue saying it was truly impressive LOL but luckily somehow performance was only in, Ted in the four days that the changes were live once we reverted everything back to normal things have been much more stable. Definitely feel like we dodged a bullet there. Yeah that sounds like a very much a dodge a bullet. Yeah.

12:32 Julia Roberts goes, my heart is racing. Just reading this mine to Dwayne Brown response. Sounds like the worst day for everyone, especially if this was a new media buyer working on the add account. And yeah, just a whole bunch of gifts going like, oh my God, it's being scared. I'm me going far. Or yeah, you can imagine what all our reactions to that has been then Brown response to question one saying, will we get deeper into a recession waiting to see if the Americans raises interest rates even more Canada, doing .25 BPS last week was less than I thought they could steal raise it more. So they've asked gives another outs to question.

13:12 One saying, I need a deeper understanding of GMP at this point. Two main clients are moving onto it. So Time to brush up on the new products and how they run in this platform. We then have a Macabre responding saying what reporting for January is going to look like a few accounts or strange Decline. And I've been trying to piece it together and yeah, we've got Judy saying that hair is what Jeannie tweeted last week about account-level negative keywords and P Max. So, as liaison, that's how I handle, she said, some have noticed account-level negatives are starting to roll out globally from account settings, you can add keywords As to exclude traffic from all search and shopping campaigns and the search and shopping portion of pmax for brand safety fears, there's a link that she gives that I'll put it in the show notes.

14:00 She continues. This was announced last year and has been in testing for several months. Please note that the use case for this feature is brand safety and suitability. We are working on features to address, other use cases, and we'll have more to share soon. And a reminder of existing brand suitability controls include inventory, types, digital content, Placement exclusions and negative keywords at the campaign level there, more questions about to add. But that's not what we're here to chat about getting back to, what's on our mind. Tim Herron response saying to question, one saying, GA for adding goals and conversions, I honestly can't figure out the definitions of events, custom events, event, parameters conversion event, Etc. Went in circles for a while.

14:42 When I was helping my brother with his, carpentry business analytics set up laughs. That's very kind. They'll respond saying aye I know someone offering this as a service. Now full g, a full setup from creating property adding to website events. Conversions, e-commerce, Etc, genius, huge opportunity for those few that have this skill set, ga4 hurts my head. It hurts my to Jason King response, saying when I got my first conversion tracking set up and waking, I felt like I'd cracked a ridiculously tricky puzzle. Ga4 is for the Nerds. Yeah, totally for the nurse. Thanks for that Google. Yeah. Because you know, Let's make things harder is that yeah the name of your game at the moment is it and don't another one gives another thought that is going to his head saying also Tick Tock ads recommendations on Creative for clients that have in-house or short form. Video capabilities versus Outsourcing production storyboarding and pricing for it correctly. If our agency handles it and doing continues, that sounds like a full plate right there.

15:44 And really goes, I think this will be a good topic to revisit for a chat with a guess. A whose professional and Tick Tock ads, come on somebody, let us know. I'm going on an interesting thread. So when Ashton talked about how a client of his opted in to all Google as recommendations without telling them, do you live life, respond saying Auto, recommendation opt-ins are the new we changed. All our landing pages last week and didn't tell you. Yeah, and Gil goes that strikes. A particularly sensitive portion of my heart and Julie goes, I've added checking this to, my Bi weekly tasks as everyone should GTA Vice goes, oh my God. I need to update our checklist. It's just in my head. Thanks, Judy.

16:24 Julie goes. I have a whole set of accounts that I still have access to and get a link from that have also applied recommendations on and they alert give me agitation every time they come through learn skills. I removed myself from old accounts for this reason and because I'm super careful in a world where I don't want to risk of being attached to an account. I am not actively watching in case. There is some obscure Reliability risk. I don't know about Ginny goes. Yeah, I've tried to get removed and I can't. It's another agencies MCC that I did some work for and I can't unlink myself and my request to be on length, have gone nowhere but I agree on the liability peace. I mean, Julie gives us a couple of questions here cuz she says like let's have a couple of questions so that we just continue with the chatting for the our Julie asks, what have your clients or stakeholders been asking you about this month? And the third question is, is there? Need help with or help figuring out. Let's help each other solve some problems. If you have a question you'd like to ask but don't want to tweet it.

17:26 DM me and I will ask the question for you so the Tweet doesn't come from you. So here it's an hour to help each other out. But in terms of answering the question what kinds of stakeholders I've been asking about Gil goes lots of folks asking about P Max but even more are surprisingly planning on scaling up and doubling down on ads this year, very pleased as This is a healthy approach to ads in an unsure economic environment. Jill respond saying, I second that everyone from small business owners to Advanced practitioners wants to talk about P. Max Julie goes. I mean, what small business wouldn't want to have their ad performance maxed. And in answer to question three, Gill also gives an answer saying, nothing specific.

18:10 But I just wanted to say I appreciate the PVC chat Community or we appreciate you too girl and the willingness of everyone had to jump in and help folks with questions where the base. Or Advanced, thanks for hosting constantly. Julie, Julie goes, thank you. This community is as great as it is because of everyone and their kindness and generosity of knowledge, I tell people all the time, working on PPC, chap. Truly is my professional happy place. Yeah, we need that. And that's what I created PVC live, UK for a professional happy place. Something that does give you a financial, you know, little side. Hustle, give you a little bit of padding the pocket, but also something that is just about the reward. The payment is the Joy from the people that you're doing it with the response that you get is fantastic.

18:55 And yeah Julie goes yeah. Part of the reason I put so much energy into people see chat in 2020 and 2021 professional happy place is Julia rice, says as well. Definitely Robert Brady response to question to saying, I feel like there is lots of uncertainty out there about where the economy is headed. So the question is, how should we approach this in terms of uncertainty about economy? How should we approach this? He goes I'm seeing the same clients looking for guidance on how they should proceed with the economic conditions generally and in their specific industry, some are asking about additional platforms to try in 2023 to delivers response. Same, it's cute for from my public sector and response question to.

19:37 So a lot of what they're asking for consists of ASAP launches and also well thought out plans for next year, it's a bit of a gearshift. They're already thinking of 2024, that's interesting and Then we have Dylan online responded. Question to saying. Yeah, clients have just been seen a lot of changes in the digital space and are Keen to understand what's going on. Yes, during Brown respond saying if I can't predict what will happen this year? Yeah, I did too good of a job of laying out what I think will happen the last two years. I was not always right just right enough times to shock them. Also clients wanted my advice on how to make their ad creative better yet. We need to be a bit of a creative genius, these days.

20:17 It's not just about the data. He'll respond saying, I find that second one ad creative, isn't what people are asking me about, but what I'm doing, a lot of telling them about. So yeah, they don't they don't ask about it but they need to be told because they are not doing it. Well, we're in brown responsive, there's a lot of that to some ad. Creatives is just not meeting the bar set bike, their competitors for DTC. So that's direct to Consumer. Andy calm, clients been seen them ads of competitions direct and indirect, based on our DC brand An index and that is take some risk.com /dt c, hyphen brand, hyphen index, and yet somehow, or Another World's response to question to say, in top of my head GA for Stuff using a BM so account based modeling.

21:04 Yeah, to reach X's audience, wanting to add account based marketing to reach X's audience, wanting to add Google reviews to shopping, products is Twitter cheaper right now, value of YouTube, subscriptions versus actual Will's integrating AMZ Revenue into Power bi cost Channel report adding a new CC, not sure what CeeCee is delivers goes. You didn't hear this from me but now is the time to ask Twitter for coupons and matched buys coupons and much toys. Interesting dilemma online response saying I'm helping a client, Implement offline conversion tracking to help feed back to lead quality to Google ad so that our campaigns can better optimized for the right conversions and Become more consistent, any tips? Any thing to look out for my tip will become Tamarin. We do that.

21:54 A lot of we pull in a lot of Revenue data so that we can help optimize towards offline conversions. I don't know if that's something you would be interested in Jill's response. Question to say and I second that everyone from small business owners to Advanced practitioners wants to talk about performance Max and for question, Three Amigos, nothing is coming to mind by would like to Echo that what Gill Nets. About the community, very grateful to have a group of such smart folks that are always willing to help. Absolutely, always willing to help her. John Keegan response to question 2. Same literally, the same thing I hear every year, do we really need brand keywords, really? They sell to saying that. Julie Rogers goes, oh bless.

22:36 I mean, if you have zero competitors, then I guess you don't. Maybe not test. It is what I would say. Tested tested tested John Keegan goes as well. To question 3 saying, I'm horribly struggling with pulling the most simplistic reports. NGA for likely due to data sample thresholds. Anyone got a workaround? Yeah, ga4 is a mess. Julie goes Gilda. Goes some of our largest accounts have switched already. There is no sample threshold where this thing starts making sense. It's trashed Lord, during Brown goes been looking at fathom, analytics, as client need, something they can use to. Wow, he's going on. Ouija, a Ford. It's making me very very, very, very nervous.

23:19 Yeah, I was just talking about ga4, in terms of when Robert, Brady said, I feel like there's a lot of uncertainty around the economy. How should we approach this debit note in goes? That's exactly what I'm wondering. Has anyone diversify their Google as budget to actually to include bank? If so, how is it going? I've seen a big uptick in qualified prospects from Bing ads. Ashton clock goes. Yes, we use Bing all the time. It's usually one of the first platform expansion will present to a client because it's an easy way to reach new and relevant traffic. Especially since you can directly import campaigns from Google ads and it tends to be less expensive than Google ads. Yes. Lower cpcs better conversion rates really because the people on being on more intentful and you know, they have more intent in terms of what they're doing. Lawrence, Chase answers.

24:05 Question to 2 and J 4 is causing headaches, migraines with clients and perks are concerned about the economy and how it is, impacting sales. And another conversation that was being had based on Robert where he said, how should we Approach this in terms of where the economy is needed and then when Debbie then responded to that same, that's exactly what I was wondering. Has anyone Diversified their Google ads budget to include Bing if so how is it going? And really goes Microsoft ads or being makes it so easy to import a campaign from Google ads. You can test a well, performing campaign from Google ads, they're pretty quickly and see what kind of results you can get there. It can be a fantastic platform with generally lower cpcs and yeah GTA Vice goes on the LinkedIn.

24:48 Audiences Game Changer. And Robert, Brady goes personally, I think the whole Microsoft LinkedIn connection is criminally under utilized by Microsoft ants they could do so much more Julie. Goes, aren't we all dreaming of a day when they just combine LinkedIn? And being at platforms, but since ad revenue is not the primary focus source for Microsoft, like it is, for other platforms. I don't see this happening, which sucks because it could be amazing. Televised goes, yes, tentative yes. I worried we'd get the Of being with LinkedIn as an option rather than a LinkedIn ads manager with Bing as an option. And yeah, no, it's close. This is a dream. In terms of, you know, being linking together, combining LinkedIn and Bing ad platforms. Yeah, that would be really great. I think, I just to consolidate some of the platforms. I think there are so many and I'm yeah, response to also that conversation where you'll goes.

25:44 Yeah, LinkedIn ads. Yes. Has a reputation for being more expensive, but the quality. The targeting is so much more accurate than what you can get elsewhere. I think net-net CPL ends up being worth it. Has that been your experience Julie response saying. I think it is worth the cost for the targeting clients, say all the time who they want to Target by industry job level and or even company, you can do it on LinkedIn. But of course it costs more than just a targeting with keywords or interests drives me nuts. And she continues, like, you want to Target c-suite in the SAS industry with companies of 500 plus Police in the u.s. you don't have to just dream it. You can do it in LinkedIn. Sam goes 100%. It also drives me nuts, that people pay all this money for LinkedIn.

26:28 Audiences then don't build them in GA or Facebook for use later. You paid a premium for the data capture, it really goes, yes to this. Send them to a unique landing page and use that to build audiences for use elsewhere. I worked on fascinating campaigns a couple of years ago where we use Facebook and Linkedin to figure out what kind of content on. What formats resonated with what audiences televised goes? I explained it this way LinkedIn does not want their users inundated with ads. They suppress Impressions or only allow a certain amount. This drives up the cost, but keeps the experience impeccable worth investing in not. All clients will agree boy to my argument and girl goes, yeah, that's probably a pretty fair assessment. Never thought it that way before they are based pretty much trying to keep the annoying ads to a minimum. But still making money.

27:19 So that's why it's expensive. That's a very interesting take on it and I do agree with that and answer the question as to whether anyone has tested diversifying from Google ads to Bing. Definitely Duane Brown responded saying we always test out, Microsoft ads for clients who do well on Google. The Challenge is spend is limited. And on that note, we come to the end of the chat today. I hope you found it very interesting and maybe did some of the stuff that we're on our mind. Was it on your Mind as well. Did we hit the nail on the head with some of the things we think about, in terms of the economy P, Max LinkedIn, combining LinkedIn and Bing. And such if you want to share some of your ideas about the things that you're thinking about. Join us on Thursday, there's going to be an audio chat on Twitter spaces which Glenn the smelts literary mentioned, how there's so much options that we give and I'm starting to think maybe this podcast is redundant compared to the Twitter spaces chat but then we don't share as much. And Phil on Twitter spaces as I am share in terms of everybody's opinions because not the same people show up to that. So I'm still hoping that you find this very useful, if you think you are finding it very useful. Please indicate that by going to like one of the platforms, whether it's apple or Spotify to leave a rating or review to show that you're finding it, useful on Spotify, takes seconds to just leave a rating, like, you know, Stars rating with his father, five, or five out of five. Just go to link tree.com Um, /p

28:50 PC chat on the score Round Up to see the links of where you can leave a rating. So yeah. Any feedback about the podcast or even, maybe some correction and anything that has been shared, please get in. Touch with me on Twitter. My DMs are open, but please thread lightly. I'm not just going to take, you know, respond to everything and anything. I am in the middle of preparing for an event next couple of days but I love to help. If you have any questions I can help with, please do drop me a line. And yeah, I've mentioned leaving a Views of please do that. There's also going to be PC live UK happening in a couple of days. I've mentioned that incessantly. I'm sure you already tired of that one last time. Peace alive UK happening on Thursday at 5:30 p.m. at accelerator like shortage area. So please come go to PC live UK.com for more details and on that note, finally remember your for your campaigns and businesses to Glide smoothly, there's a lot of hard work needed beneath the surface so keep it from sticking. By and speak to you next week.

29:48 By and speak to you next week.