EP243 - Coping with Diminishing Data

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Hello, and welcome to this
week's episode of the PPC chat

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

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great topic, especially of the
DA for countdown.

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We've got going on, we are going
to be talking about coping with

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diminishing data and it's not
just about ga4, it's also about,

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you know, Google ads New and
Microsoft kind of implemented

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some things meaning that there's
some data that we're not going

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to see any more.
So yeah, we're going to be

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talking all about that.
How experiencing it, how we're

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coping with it, how we're
communicating with clients about

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it.
So hope you enjoy.

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Hello and a warm, welcome to
this episode of the PBC chat,

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round up a podcast where I round
up the Twitter discussion that

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happens on Tuesdays at 5 p.m.
GMT.

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I'm your host to a new and I'm
recording from my studio here in

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London UK.
And I use this platform to

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share, not just expert but also
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practices about paid media in
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industry is going in.
So if you want to keep up to

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quotes and Snippets from our
previous episodes.

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So we have Julie leading us on
another great topic coping with

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diminishing data.
And a bit of a roll call.

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We have slavery Logan who shared
a very cute picture of her

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little pug, AKA PPC pug, very
cute little dog.

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We also have a vector joining us
as well as Christian and Fraser

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Andrews joining as well.
And Lawrence Chase and Sean

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Ellie doing Brown.
I believe also, joining clenched

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mildly as well, joined us today.
So yeah, it was a definitely, a

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very full house.
We definitely love talking about

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data and who what we do with the
absence of it.

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And you know, hoping that some
of our tweets will get Google

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and Microsoft, giving us some
back.

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But yeah, before we get into the
questions, Julie, as usual, say

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that this chat is intended for
PPC, Professionals of all

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levels.
So if you have something you

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want to share, please do we are
a friendly and supportive

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Community.
Please don't be afraid to

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participate.
But lurkers and podcast

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listeners are of course, always
welcome.

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So yeah, getting on to the
questions we have today, Julie

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goes, yeah, let's get to the
questions.

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What are the main types of PPC
regularly work with in PPC?

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And from what sources are, what
are the main types of data?

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You regularly work with in PPC
and from what sources management

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goes in platform data and CRM
data?

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And yeah, that's pretty much was
my answer.

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I just made it in the form of
both platform data and client

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data.
So in terms of Revenue data and

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the like is Sophia response to
question one saying yeah I

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mainly use the Google ads
platform data SQL as a lot GA

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data.
And with P Max I look a lot in

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the data from microbes scripts
micro Scripts like that be

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interesting to hear more about
that.

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Sean any response team back and
revenue of lead data and GA for

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the most part, some data from
the bank, Google, Facebook tags.

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But prefer to grab this old from
GA.

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So, I am comparing the same
thing, exactly.

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It's always great to have a 12
point of view, and that's what

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Marin software, every Marine
one, we're trying to do, being

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able to pull in all your
platform, dating one View, and

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to be able to see it in one
space.

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So, if you look in response,
question, one saying I've been

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spending a lot of time going.
Through such time reports

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recently also making sure I'm
getting as much customer lead

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data as possible from client
actor.

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Response depends, all the
decisions in performance is

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taken Based on data, so
everything numbers and stats

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sources.
Google analytics is huge, third

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party data, sources competitors,
spine tools, platform analytics.

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I dissect the funnel and measure
conversion rates, at all the

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steps, that's a very detailed
way of doing things their act.

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I'm sure you're getting good
results from that.

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Kristen response, question once
and I mostly look at Google ads

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data with such query reports.
Main kpis also add Google

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analytics and Revenue data from
both Shopify and triple whale

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and then we have Fraser Andrews
responding saying hey gang

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predominantly in platform data
but increasingly encountering

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much more first-party data and
business data in my current role

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which is a whole new kettle of
fish actor response.

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What sources do you look for
first party data?

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I'm using HubSpot and charge be
and similar tools.

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Or one of my projects.
Anything else that you would

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suggest Fraser goes hot spot for
sure.

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Also seen some Salesforce work
at the moment.

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But hop spot is great.
I need to study the top spot and

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then swiftly, Julie takes us on
to question.

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Two.
She goes, do you find you have

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less PPC data to work with now
than you had previously what

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types of data specifically are
diminished or less valuable?

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Greg respond saying just posed a
poor perform keyword with 53

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clicks.
I could see one on the side That

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report annoying KL response.
Question one saying yes, getting

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very few Search terms to see
actual data, which is needed for

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applying negatives.
I've also seen Google ads today,

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hide enabled, keywords to speed
up or reporting and yeah.

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Meditation response to question
2 as well as saying Search

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terms, that's where we're losing
data, search terms.

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We then have Ashton clock
response to question.

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One saying the most common data
sources will look at our

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conversions sales revenue, which
varies between ga For Google

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ads, tag and CRM Imports as the
source performance data from

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various platforms, like clicks
Impressions, Etc, from Google

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ads and Search terms or
placement reports show.

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Nellie response question to
saying, yes, I know the hiding

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of data from the big platforms
as made clients, more receptive

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to putting in the work to get us
back and data.

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So Less in platform data, more
data from clients really wish I

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could still see queries and
placements to make sure dollars

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isn't wasted actors.
Have you tested P?

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Max for lead gen.
If yet any insights from that on

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performance and optimizing
Channel response.

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We tested a few and took over
accounts where P Max was being

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used.
The main thing that stood out

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was lead, quality was bad and
the clients didn't have a good

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system to tell the accounts, the
leads were bad.

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So have switched those out of P.
Max Glenn goes a mensch own

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back-end systems for the win.
Yes, unique back-end systems to

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do anything with Google these
days.

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As learns response question,
once and depends on the brand

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I'm working with for everyone.
I use the PVC platform data,

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some clients we use data
warehouse data to show various

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data points, like new to file,
lifetime, value and more.

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Some we use other platforms like
Salesforce for B2B Julie also

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response to question 2 saying,
yes, there's less data available

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now than previously.
The most obvious answer is

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search queries.
They have been steadily

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declining invisibility for a
while now and she continues ad

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performance data.
Responsive search ads.

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You just can't tell which parts
are working on resonating.

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Like you used to be able to when
testing text ads against each

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other.
I miss those insights a lot

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Christian response to that same.
Definitely can be seen with

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performance Max by still see
visibility with keyword

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performance on search campaigns.
Is that what you're referring to

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Julie goes.
I'm lucky if I see 50% of the

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queries of these days, even
converting ones which is extra

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maddening and Superman name.
If you have a low conversion,

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volume campaign, and half of
You're converting keywords are

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effectively invisible and we are
Sophie Logan responding to

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question 2 saying, the Search
terms report, visibility issue

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has been the biggest
disappointment for me,

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especially when working with
smaller budgets, where you're

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trying to make every penny Count
Christian response to question 2

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as well.
Saying when we went from

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standard shopping too smart, we
lost the ability to see keyword

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data.
Now, it performance Max, they

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introduced New pieces to
shopping and the lack of

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visibility as to which creative
assets ad, copy, Etc.

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Connected to conversions are
missed the most and we are then

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have a corresponding to that
team and P Max and shopping.

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Never go well together.
Really Kristen goes have you

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tried a shopping only asset
group on performance.

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Max.
Interesting test, I love that.

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Not only do we give answers.
We give different ways that you

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can do testing, love it, learns
response to question. 2 saying I

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do miss all the query data we
used to have.

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But I work with a lot of
companies with great data, we

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can still pull from to make a
decisions.

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And changes.
If you do catalog podcast,

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television and other form of
ads.

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Your data needs to be on point
Glenda response.

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To question 2 saying I have a
longer-term concern about data

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going behind a pay wall.
Take the case of Twitter ads

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data which will no longer be
free via API.

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This forces marketers to ask is
it worth the dollars for data

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about my performance.
Don't like where this is heading

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Julie goes.
Seems like platforms are looking

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for all kinds of ways to charge
for access.

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Eight excetera I hadn't heard
this about Twitter, I took goes,

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yeah I fired.
This is going to lead where

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clients will get concerned and
asked our decision-making

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ability for performance.
Do you think it's coming?

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I think that's already here.
Lawrence also then responds to

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Julie, wish I'd say seems like
platforms are looking for all

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kinds of ways to charge for
Access learn skills.

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The platforms are getting lazy,
finding ways to make Revenue,

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brings me back to the article.
You shared Julie of the shitty

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fication of these companies, as
a lovely.

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A word, they start putting
things behind pay walls, that

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should not be until he goes.
I think social platforms are

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about to find out just how
little they are valued by their

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users.
If they want monthly dollars

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from them they clearly have not
paid attention to what is

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happening in streaming.
People won't subscribe to

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endless Services, they will
Parrot Eyes.

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Yeah some of them will go learn
skills.

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Yes.
And at least streaming platforms

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have something.
Someone may sign up for a month

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or two every couple of years to
binge watch a show.

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Social platforms will just play
Lose users.

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When I retire I will probably
delete most of my social

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accounts just saying.
Yeah, if we're not really

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talking about marketing, I don't
talk on Twitter about anything

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personal.
It's all about things to do with

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marketing or frustrations.
I'm having with my why core

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things I want to share with the
marketing Community.

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Not really anything else.
Sir if I retired by quit will be

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the point of me using Twitter,
right?

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Anyway, Ashton response question
to saying, definitely yes for

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starters singing less queries in
certain reports on Google ads on

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LinkedIn demographics reports
rarely We include conversion

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data for specific segments,
Facebook conversion data fields,

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unreliable after iOS, 14.5.
He continues even in platforms

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like Lucas Studio formerly
Google data Studio.

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We're finding that certain
combinations of variables will

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result in errors or aren't
compatible anymore.

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Example, applying a specific
filter, two tables with

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conversion data ga4, quota
limits, Etc.

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Finally, he goes at not having
more data for RSA assets like

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specific headlines or
descriptions is extra fresh.

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Rating as well.
Yes, more data for those ad

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copies would be great.
So we have then question 3 from

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Julie and her asking, has the
quality and or reliability of

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your PPC data changed where or
in what way has it changed the

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most praised Andrews.
Answers, question to same,

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definitely, less data platform
wise.

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But interestingly, it's been an
easier conversation to have

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about the importance of
first-party data which clients.

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So on that form it's been much
improved.

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Improved and then Lauren's
response to question 3 saying

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yes but not showing the data.
We all know we are getting shown

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00:11:44,500 --> 00:11:46,900
for things.
We should not be, this is

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00:11:46,900 --> 00:11:50,900
leading to increased bad.
Spend for advertisers again that

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00:11:50,900 --> 00:11:54,500
centers are not sure I did the
whole tone of it properly.

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Yeah so Lawrence went yes by not
showing the data.

233
00:11:58,400 --> 00:12:01,200
We all know we are getting shown
for things.

234
00:12:01,200 --> 00:12:04,100
We should not be anyway.
Hope you got what?

235
00:12:04,100 --> 00:12:05,600
What he meant.
The Christian response to

236
00:12:05,608 --> 00:12:08,700
question 3 saying in platform I
wouldn't say the real Ability

237
00:12:08,700 --> 00:12:12,600
changed other than some of the
lower visibility however, moving

238
00:12:12,600 --> 00:12:16,800
to service side with outside
analytics to compare against has

239
00:12:16,800 --> 00:12:18,800
definitely helped Sophia
response.

240
00:12:18,800 --> 00:12:21,000
Question to in regarding to.
Yeah.

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00:12:21,000 --> 00:12:24,100
Do you find you have less PPC
data to work with?

242
00:12:24,100 --> 00:12:27,300
Absolutely she says, mainly
search term seen only

243
00:12:27,300 --> 00:12:31,400
impressions in our essays and
very minimal data from P Max.

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00:12:31,400 --> 00:12:34,300
Yes, the the dreaded pmax, Julie
response.

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00:12:34,300 --> 00:12:37,500
Question, 3, seen targeting data
has also gotten a lot less

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00:12:37,500 --> 00:12:40,300
detailed.
The targeting of pre 2021 is no

247
00:12:40,300 --> 00:12:44,600
longer that is a cross-platform
particularly on social gland

248
00:12:44,600 --> 00:12:47,700
responds to be honest.
Some of that social targeting

249
00:12:47,800 --> 00:12:51,100
was too granular.
Enabled too many bad actors to

250
00:12:51,100 --> 00:12:53,500
do.
Psychologically manipulative

251
00:12:53,500 --> 00:12:56,400
stuff, Julie continues.
Very true look-alikes and

252
00:12:56,400 --> 00:12:59,800
similar audiences which in my
opinion were the absolute.

253
00:12:59,800 --> 00:13:02,900
Super power of social
advertising are not what they

254
00:13:02,900 --> 00:13:06,900
once were due to this as well.
Glenn goes yes hard to beat.

255
00:13:06,900 --> 00:13:08,100
Good.
Look alike.

256
00:13:08,300 --> 00:13:10,300
Audiences.
Yeah, look like audience this

257
00:13:10,300 --> 00:13:11,700
house.
I've been working out for you.

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00:13:11,700 --> 00:13:12,700
Phrase.
Andrews response.

259
00:13:12,700 --> 00:13:14,700
Question. 3.
Saying now I having a greater

260
00:13:14,700 --> 00:13:17,800
role with clients about the
first party data we need.

261
00:13:17,800 --> 00:13:21,400
And why it's important quality
is much better platform wise.

262
00:13:21,400 --> 00:13:24,400
However, mmm, dot, dot dot Glenn
response to question.

263
00:13:24,400 --> 00:13:28,200
Three, same quality, Google ads
information is available direct

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00:13:28,200 --> 00:13:31,800
from the API.
If you make a gcp, a see if you

265
00:13:31,800 --> 00:13:34,900
create a transfer, if you pause
the data structure.

266
00:13:34,900 --> 00:13:38,800
And if you write SQL to fetch
right Fields, you You can get a

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00:13:38,800 --> 00:13:41,400
quality answer.
A minority of people are willing

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00:13:41,400 --> 00:13:43,300
to do this.
I think a minority of people

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just don't have that technical
capability to write SQL.

270
00:13:47,100 --> 00:13:49,300
So, yeah, those skills would be
very much needed.

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00:13:49,300 --> 00:13:52,300
I work for this lady in my job
at zoopla and she was really

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00:13:52,300 --> 00:13:54,900
great at SQL and show such a
lovely person.

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00:13:54,900 --> 00:13:58,200
But so intelligent.
And that way, and we really use

274
00:13:58,200 --> 00:14:01,000
her as a great resource actor
response and can you share some

275
00:14:01,000 --> 00:14:03,700
resources for this?
I should use MySQL learnings

276
00:14:03,700 --> 00:14:06,900
from high school or interesting.
At least formal education comes

277
00:14:06,900 --> 00:14:13,100
to use in some And Glenn goes, I
check out data 36.com and that's

278
00:14:13,100 --> 00:14:17,100
a handle.
So add data, 36 underscore calm.

279
00:14:17,100 --> 00:14:19,500
He has pretty good primer
material.

280
00:14:19,500 --> 00:14:23,100
The next leg of Journeys
opening, big data in bigquery

281
00:14:23,100 --> 00:14:26,900
and playing around with SQL.
Interesting actor, goes, I'll

282
00:14:26,900 --> 00:14:28,700
check it out.
Julie goes, well, in Google

283
00:14:28,700 --> 00:14:32,200
analytics for really requires
using bigquery, a heck of a lot

284
00:14:32,200 --> 00:14:34,400
more than regular people can
manage.

285
00:14:34,400 --> 00:14:39,100
Absolutely, this includes taking
data into Lucas Studio formerly

286
00:14:39,100 --> 00:14:42,000
Google dead Studio.
It's all going Enterprise for

287
00:14:42,000 --> 00:14:45,400
all, which is such a dumb play.
And then we have Sophie, Logan,

288
00:14:45,400 --> 00:14:47,800
responded to question three.
Same, the quality of the first

289
00:14:47,800 --> 00:14:50,200
party data.
I use has increased over the

290
00:14:50,200 --> 00:14:52,500
years.
I find that businesses are more

291
00:14:52,500 --> 00:14:56,300
efficient at managing their own
data, which in turn helps me.

292
00:14:56,300 --> 00:15:00,200
Yes, I'm glad that clients and
just brands have been listening

293
00:15:00,200 --> 00:15:02,700
to this whole issues about
first, party data, and data,

294
00:15:02,700 --> 00:15:05,300
previously and cookies, until
working on their first party

295
00:15:05,300 --> 00:15:07,000
data.
Better Ashton response to

296
00:15:07,000 --> 00:15:09,300
question 3 saying yes,
especially She on social and

297
00:15:09,300 --> 00:15:12,900
with the rollout of go4, where
seen more discrepancies in

298
00:15:12,900 --> 00:15:17,200
conversion data across platforms
cross-channel. / multi-touch

299
00:15:17,200 --> 00:15:20,200
attribution will never be
perfect, but the differences

300
00:15:20,200 --> 00:15:25,000
between platforms and CRM, seems
to be more significant recently

301
00:15:25,100 --> 00:15:27,400
and then we have Christine
responding to question to seeing

302
00:15:27,400 --> 00:15:30,400
very much but I still have
enough for the moment.

303
00:15:30,400 --> 00:15:33,800
I will say work from home,
shifts made demographic data

304
00:15:33,800 --> 00:15:37,400
more visible which was cool.
Interesting John response

305
00:15:37,400 --> 00:15:40,100
question 3 saying Yes, we
noticed the profitability of

306
00:15:40,100 --> 00:15:43,700
campaigns will slowly lose the
efficiency, but once we

307
00:15:43,700 --> 00:15:47,100
introduced end-to-end tracking,
we've seen stronger returns.

308
00:15:47,100 --> 00:15:50,300
I think it's a matter of
retraining, the machine learning

309
00:15:50,300 --> 00:15:54,800
to focus on the signals of users
who turn into CW deals, Sofia

310
00:15:54,800 --> 00:15:56,500
the response.
To question, 3 saying, I have

311
00:15:56,500 --> 00:15:59,600
only recently found out that
audience data observations you,

312
00:15:59,600 --> 00:16:02,500
see in the Google ads, platform
is not accurate and you

313
00:16:02,500 --> 00:16:06,200
shouldn't base, your decisions
on that data and rather use GA

314
00:16:06,200 --> 00:16:10,700
data that attributes more.
Metrics to each audience type.

315
00:16:10,800 --> 00:16:12,700
Interesting.
I wonder how she found that out,

316
00:16:12,700 --> 00:16:15,400
Derek responds.
Why would observation data being

317
00:16:15,400 --> 00:16:17,800
G analytics reports on actual
results?

318
00:16:17,800 --> 00:16:19,900
Not observations.
No, Sophia goes.

319
00:16:19,900 --> 00:16:21,900
Sorry I probably haven't phrase
that right?

320
00:16:21,900 --> 00:16:25,100
I meant that you can't trust
audience data that you see in

321
00:16:25,100 --> 00:16:28,700
the Google ads, audience tab as
it attributes, all metrics by

322
00:16:28,700 --> 00:16:32,000
force to different audiences,
based on random guest.

323
00:16:32,000 --> 00:16:35,100
Whereas in GA you have the
accurate metrics for each

324
00:16:35,100 --> 00:16:38,500
audience and she continues my
ignorant, self thought, I can

325
00:16:38,500 --> 00:16:42,400
just look at which audience in
the audience tab performs best

326
00:16:42,400 --> 00:16:45,200
in each ad group of campaigns
that I have an observation to

327
00:16:45,200 --> 00:16:49,300
make decisions in test things
and use a targeted audience.

328
00:16:49,500 --> 00:16:51,700
Oh don't worry.
Sofia it's good to learn these

329
00:16:51,700 --> 00:16:55,600
things out loud so I don't see
that as ignorant at all.

330
00:16:55,600 --> 00:16:58,000
I hope she figured out what she
wanted to Julie.

331
00:16:58,000 --> 00:17:00,900
Then takes us on to question for
even saying are there any data

332
00:17:00,900 --> 00:17:04,400
points that you can no longer
access or use because they have

333
00:17:04,400 --> 00:17:06,500
gone away?
What type of data falls into

334
00:17:06,500 --> 00:17:09,200
this category for you?
How Are you handling the data

335
00:17:09,200 --> 00:17:11,599
loss?
I mean the data losses sqr dot

336
00:17:11,599 --> 00:17:13,800
data.
Losses are essays known exactly

337
00:17:13,800 --> 00:17:17,099
what variations of AD copies
working and the data loss is

338
00:17:17,099 --> 00:17:20,400
like yeah GA for knowing how to
track better and just the whole

339
00:17:20,400 --> 00:17:24,400
issues of knowing how to create
the reports and data points in

340
00:17:24,400 --> 00:17:27,200
j4, I'm getting definitely other
people to help me with that

341
00:17:27,200 --> 00:17:29,200
Christine their response to
question, 3 saying, I have been

342
00:17:29,200 --> 00:17:32,200
lucky to have the backend and
front-end data management.

343
00:17:32,200 --> 00:17:36,100
Increasing in quality agnostic
of any changes to the

344
00:17:36,100 --> 00:17:38,000
platform's.
I haven't felt a lead quality.

345
00:17:38,100 --> 00:17:41,000
T-Pain as much interesting,
Dwayne Brown response to

346
00:17:41,008 --> 00:17:43,400
question.
Two seen at least in e-comm DTC

347
00:17:43,400 --> 00:17:45,700
and Sass.
We have moved data that we have

348
00:17:45,700 --> 00:17:49,000
ever have in the platform's.
I mentioned, we can see less

349
00:17:49,000 --> 00:17:52,200
data in ad platforms, due to
Black Box pairing platforms.

350
00:17:52,200 --> 00:17:55,900
And outside data together is a
huge skill that will only become

351
00:17:55,900 --> 00:17:58,300
more in demand.
Christian response.

352
00:17:58,300 --> 00:18:01,500
Question forcing, one of the
newer data points removed is the

353
00:18:01,500 --> 00:18:04,500
ability to Target similar
audiences on Google ads.

354
00:18:04,500 --> 00:18:07,900
I also missed the ability to see
average position by keyword.

355
00:18:09,300 --> 00:18:11,000
Yeah.
No I don't EXA response.

356
00:18:11,000 --> 00:18:14,400
Question for saying I would love
to get insights from those doing

357
00:18:14,400 --> 00:18:18,100
omni-channel be to be for long
sales cycles and P Max only

358
00:18:18,100 --> 00:18:20,800
ecomp both.
It becomes a huge pain for me.

359
00:18:20,800 --> 00:18:23,600
While tracking data wearing
brown response, to question

360
00:18:23,600 --> 00:18:27,700
three, seen Apple's IOS. 14.5,
comes out almost two years ago.

361
00:18:27,800 --> 00:18:29,800
Google's future less cookie
play.

362
00:18:29,900 --> 00:18:34,000
More black boxing has meant less
data in ad platforms.

363
00:18:34,000 --> 00:18:36,900
Actor goes, how do you
communicate this to your clients

364
00:18:36,900 --> 00:18:38,800
doing?
Especially when Coins, ask you

365
00:18:38,808 --> 00:18:42,000
regarding pmax optimization for
e-comm Durango's, just explain

366
00:18:42,000 --> 00:18:43,300
what is happening.
Why?

367
00:18:43,300 --> 00:18:47,300
And how we plan to navigate it,
or what we can control on our

368
00:18:47,300 --> 00:18:50,500
and explain it as if I am
talking to my mom?

369
00:18:50,500 --> 00:18:52,700
Yes, just be honest.
And dumb it down.

370
00:18:52,700 --> 00:18:54,900
That's a little bit.
Shown early response question

371
00:18:54,900 --> 00:18:58,000
for say, nothing gone away.
Completely yet - the in platform

372
00:18:58,000 --> 00:19:00,400
stuff, but I think it's just a
matter of time.

373
00:19:00,400 --> 00:19:04,700
Obviously, ga4 will be a big one
but if you are using cookies for

374
00:19:04,700 --> 00:19:08,000
tracking, I think that will be
on the chopping block soon.

375
00:19:08,200 --> 00:19:09,700
Dan Brown response.
Question forcing.

376
00:19:09,700 --> 00:19:13,600
We can access data, but we don't
have access to a hundred percent

377
00:19:13,600 --> 00:19:15,500
of it.
Like before, anything semi

378
00:19:15,500 --> 00:19:18,100
customer related is becoming
harder to access.

379
00:19:18,100 --> 00:19:22,200
SQL data is a good one in Google
ads, Julie, respond, same data

380
00:19:22,200 --> 00:19:25,000
points.
Being gone is hitting targeting

381
00:19:25,000 --> 00:19:28,200
now, but I expect that we will
continue to see or have access

382
00:19:28,200 --> 00:19:30,600
to less and less within the ad
platforms.

383
00:19:30,600 --> 00:19:33,900
It will be positioned as either
for privacy or automation for

384
00:19:33,900 --> 00:19:35,700
your success.
Absolutely.

385
00:19:35,700 --> 00:19:37,200
Right.
It's all about data, privacy

386
00:19:37,200 --> 00:19:39,200
stuff with them.
And then we have Julie taken us

387
00:19:39,200 --> 00:19:42,100
on to question five.
Same, if you could wave a wand

388
00:19:42,200 --> 00:19:45,900
and change something about PPC
data today, what would it be and

389
00:19:45,900 --> 00:19:47,700
why bring it all back?
Bring search.

390
00:19:47,700 --> 00:19:50,000
Query date of bag.
Give a better RSA data.

391
00:19:50,000 --> 00:19:51,900
Bring etas back.
Yeah.

392
00:19:51,900 --> 00:19:54,700
Because we could see dates on a
much more, granular level with

393
00:19:54,700 --> 00:19:56,600
that one.
Adrian, James goes, yeah, go

394
00:19:56,600 --> 00:19:59,300
back to exact match.
Meaning exact match manual

395
00:19:59,300 --> 00:20:02,500
bidding, instead of smart
building and give us back data

396
00:20:02,500 --> 00:20:06,400
like position and Search terms
with all Search terms Julie

397
00:20:06,400 --> 00:20:08,800
goes.
I would love to have Exact match

398
00:20:08,800 --> 00:20:11,800
against short of that, please
just stop calling it exact

399
00:20:11,800 --> 00:20:13,700
match.
It should really be totally

400
00:20:13,700 --> 00:20:16,700
Broad and pretty broad.
I have this point or somewhat

401
00:20:16,700 --> 00:20:18,900
broad.
Adrian goes where mainly using

402
00:20:18,900 --> 00:20:22,300
brood and it does my head in.
It just means continually adding

403
00:20:22,300 --> 00:20:26,000
negative keywords might as well
just have one campaign and say,

404
00:20:26,000 --> 00:20:27,400
fuck it Google.
Do your thing.

405
00:20:27,600 --> 00:20:31,100
Hmm, excuse my, French Julie
responded saying I'm pretty sure

406
00:20:31,100 --> 00:20:34,600
that is their goal State.
Adrian goes, that's what worries

407
00:20:34,600 --> 00:20:36,200
me managing response to
question.

408
00:20:36,200 --> 00:20:38,000
Five same bring back broad
match.

409
00:20:38,100 --> 00:20:42,100
Each modifiers and Accords a
tweet he wrote in 2021 green I

410
00:20:42,100 --> 00:20:45,100
miss broad match modifier and
Randy Marcus responding.

411
00:20:45,100 --> 00:20:48,900
I'd like a clearer understanding
of what changes to a campaign

412
00:20:48,900 --> 00:20:51,700
will trigger a learning or
altered state in the era of

413
00:20:51,700 --> 00:20:54,400
automated bidding.
I've been told budget and bids

414
00:20:54,400 --> 00:20:57,500
but I've seen it with
composition changes.

415
00:20:57,500 --> 00:21:00,800
So new opposed keywords ad
groups Etc.

416
00:21:00,800 --> 00:21:03,300
Interesting and then show
Natalie response to question

417
00:21:03,300 --> 00:21:06,500
five saying yeah.
Ga4 throw it in the trash can

418
00:21:06,500 --> 00:21:10,100
start over and We have Julia's
while responding to question

419
00:21:10,100 --> 00:21:13,300
five saying, so many things
visibility of all search query

420
00:21:13,300 --> 00:21:16,100
data is my number one.
If I'm paying for the click, I

421
00:21:16,108 --> 00:21:20,000
deserve to see the query period.
Let me see how assets are sa

422
00:21:20,000 --> 00:21:23,600
components, perform.
I did actually use to learn from

423
00:21:23,600 --> 00:21:26,700
add tests and use outside
platform.

424
00:21:26,800 --> 00:21:29,100
Robert, Brady response to
question five seen radical

425
00:21:29,100 --> 00:21:31,600
transparency from online.
Ad platforms.

426
00:21:31,600 --> 00:21:35,600
Start with users, tell them how
data will be used allow or real

427
00:21:35,600 --> 00:21:39,200
opt out all the way through to
add Advertisers performance

428
00:21:39,200 --> 00:21:42,000
stats on everything.
Christian response, question

429
00:21:42,000 --> 00:21:45,100
five saying that I would love
PBC to provide video screen

430
00:21:45,100 --> 00:21:49,400
shares of the journey from the
search to the ad, click to the

431
00:21:49,400 --> 00:21:52,700
journey on your website.
That represents the average of

432
00:21:52,700 --> 00:21:55,900
interactions over a given period
of time.

433
00:21:56,000 --> 00:21:58,900
That sounds like a more advanced
way of doing other kind of

434
00:21:58,900 --> 00:22:01,000
reporting.
Anyway, action response to

435
00:22:01,000 --> 00:22:04,400
question for saying not really
any major ones yet but some of

436
00:22:04,400 --> 00:22:08,000
the reports we use in Google
analytics you a will need to be

437
00:22:08,100 --> 00:22:10,400
Created.
If possible in GA for the looker

438
00:22:10,400 --> 00:22:14,100
Studio G, A for quotas are also
frustrating for reporting

439
00:22:14,100 --> 00:22:16,800
purposes.
For we can work around that by

440
00:22:16,800 --> 00:22:20,000
reviewing the platform itself at
a response.

441
00:22:20,000 --> 00:22:22,600
Question, 5 seem to be honest,
nothing, I guess, I think

442
00:22:22,600 --> 00:22:24,700
eventually it was bound to
happen.

443
00:22:24,800 --> 00:22:28,600
Tech Evolution does and will
affect every aspect of human

444
00:22:28,600 --> 00:22:32,400
efficiency and revenue.
Jen, I would find more ways to

445
00:22:32,400 --> 00:22:36,400
educate myself and my clients
and get more genuine insights

446
00:22:36,400 --> 00:22:38,600
from platforms.
Written response.

447
00:22:38,600 --> 00:22:41,400
Question forcing, I think
targeting is the biggest hit.

448
00:22:41,400 --> 00:22:45,500
And summer data is less clear.
Ultimately privacy is necessary

449
00:22:45,500 --> 00:22:49,000
inconvenient or not and is
Shifting the focus of targeting

450
00:22:49,000 --> 00:22:52,900
back to how we message, which is
more important everyday quality

451
00:22:52,900 --> 00:22:56,600
creative and messaging is huge
as 10:00 response.

452
00:22:56,600 --> 00:22:59,800
Question fighting ad headline
and description level data for

453
00:22:59,800 --> 00:23:02,500
our essays, bring back
visibility into search term

454
00:23:02,500 --> 00:23:04,600
reports.
In looker Studio, increase the

455
00:23:04,600 --> 00:23:07,900
quota limits for GA for data and
give more details.

456
00:23:08,100 --> 00:23:12,800
Round errors so that we can try
to work around them better

457
00:23:12,900 --> 00:23:15,400
Gilligan goes.
Last question of the day are

458
00:23:15,400 --> 00:23:18,400
there any data points?
You're worried about diminishing

459
00:23:18,400 --> 00:23:21,000
or going fully away in the near
future?

460
00:23:21,000 --> 00:23:24,700
What's got you concerned about
these particular data points?

461
00:23:24,700 --> 00:23:27,600
Yeah I think like in terms of
keywords we're going to see

462
00:23:27,600 --> 00:23:30,800
less, I think we're going to be
only having keywords that we can

463
00:23:30,800 --> 00:23:32,800
bid on.
You know, tons of broad match

464
00:23:32,800 --> 00:23:35,100
type only, that would be the
only match type of available

465
00:23:35,100 --> 00:23:37,900
worried about that definitely
and our essays will just become

466
00:23:38,000 --> 00:23:40,900
A lot more automated actor
response to questions fixing

467
00:23:40,900 --> 00:23:41,800
you.
A data J.

468
00:23:41,800 --> 00:23:45,800
For it may have better tracking,
but still, I would like to work

469
00:23:45,800 --> 00:23:47,400
with.
Both Cinelli response, I'm

470
00:23:47,400 --> 00:23:49,900
worried.
It will become harder to get CRM

471
00:23:49,900 --> 00:23:52,100
or first-party data into the
platform's.

472
00:23:52,100 --> 00:23:55,300
I'm not entirely confident in
the data in platform or j4

473
00:23:55,400 --> 00:23:57,300
first-party data is most
reliable.

474
00:23:57,300 --> 00:24:00,800
And if it becomes harder or
impossible to get into the

475
00:24:00,800 --> 00:24:04,300
accounts that is worrisome,
Glenn goes wouldn't mind

476
00:24:04,300 --> 00:24:06,700
noodling with you on this
offline show?

477
00:24:06,700 --> 00:24:07,500
No.
Okay.

478
00:24:07,500 --> 00:24:09,000
Absolutely.
Vibration going on there.

479
00:24:09,000 --> 00:24:10,700
Love it.
Christian response to question

480
00:24:10,700 --> 00:24:13,500
five saying audience data,
search query data, add

481
00:24:13,500 --> 00:24:16,600
performance data, bid auction
data and not in mice.

482
00:24:16,600 --> 00:24:20,000
It however, you like, but give
me the chance to splice the

483
00:24:20,000 --> 00:24:23,400
numbers or to gain some
learnings, especially sqr.

484
00:24:23,400 --> 00:24:26,100
I used to live for that hot.
Search term gossip.

485
00:24:26,100 --> 00:24:29,100
Give me the juice, then
response, question, 16.

486
00:24:29,100 --> 00:24:31,400
I don't like them bearing
competitive metrics like

487
00:24:31,400 --> 00:24:33,800
percentage top of impression
share as it.

488
00:24:33,800 --> 00:24:37,400
Erodes faith in the auction, but
I'm afraid in this instance, the

489
00:24:37,400 --> 00:24:41,200
fox is Is already in The
Henhouse brynbrown response to

490
00:24:41,208 --> 00:24:43,600
question.
Five saying, getting sqr data

491
00:24:43,600 --> 00:24:46,500
would be really nice.
What we wish we could fix our

492
00:24:46,500 --> 00:24:49,700
cross-channel attribution data.
So we never have to talk about

493
00:24:49,700 --> 00:24:51,400
it.
Again, people want to solve

494
00:24:51,400 --> 00:24:54,700
something that is almost
impossible to solve with current

495
00:24:54,700 --> 00:24:59,200
setup or Tech Christian response
to question 6 since I, yes, but

496
00:24:59,200 --> 00:25:02,600
I think I'm going to dwell Less
on what I can't change and more

497
00:25:02,600 --> 00:25:05,700
on what I can impact.
We need to be more than just

498
00:25:05,700 --> 00:25:07,900
data measurement to succeed
with.

499
00:25:08,100 --> 00:25:10,400
Ingenuity.
And yeah, that is the truth

500
00:25:10,400 --> 00:25:13,200
about where we are right now.
There's some things that are

501
00:25:13,200 --> 00:25:16,500
just going to change.
I took those I'll go sleep now.

502
00:25:16,500 --> 00:25:19,700
Zero energy, left bless.
I wish I could nap it as well.

503
00:25:20,500 --> 00:25:23,300
Well, it is 2 a.m. my time.
That's a little insight as to

504
00:25:23,300 --> 00:25:25,800
when I record these.
But yeah, to a my times, I'm

505
00:25:25,800 --> 00:25:28,800
hoping to get a good night's
rest after I record this as 10

506
00:25:28,800 --> 00:25:32,100
clock response to question 6
saying, Google always makes me

507
00:25:32,100 --> 00:25:36,100
nervous and I would hate to see
every campaign type end with the

508
00:25:36,100 --> 00:25:39,900
same level of insights that.
Vmax campaign has, for example,

509
00:25:39,900 --> 00:25:43,500
getting rid of the cert times
reports entirely which would

510
00:25:43,500 --> 00:25:47,000
have a drastic impact on
performance and optimization

511
00:25:47,300 --> 00:25:50,200
Chile response to question 6.
And I'm concerned, we are going

512
00:25:50,200 --> 00:25:54,100
to get a lot of more trending
type data instead of actual data

513
00:25:54,100 --> 00:25:57,500
in the not too distant future.
We need to rethink where our

514
00:25:57,500 --> 00:26:00,600
value will lie.
When we can't create competitive

515
00:26:00,600 --> 00:26:05,500
advantages for our clients by
making direct changes, and on

516
00:26:05,500 --> 00:26:08,800
that note, Julie brings us to
the end of Is chat.

517
00:26:08,800 --> 00:26:12,000
So yes that was like a very
interesting chat about data

518
00:26:12,100 --> 00:26:15,000
where we're seeing it going.
What we fear the most how would

519
00:26:15,000 --> 00:26:18,200
like things to be turned around?
Do you share those opinions?

520
00:26:18,200 --> 00:26:21,100
Do you want to share some of
your opinions about that you

521
00:26:21,100 --> 00:26:24,500
definitely still have time to
share that in this chat either

522
00:26:24,600 --> 00:26:27,900
comment on you know tweet about
it put the BBC chat and hash tag

523
00:26:27,900 --> 00:26:31,400
on it or join us on Thursday for
the same chat that's going to be

524
00:26:31,400 --> 00:26:35,000
happening at 5 p.m.
GMT 12 p.m. eastern time where

525
00:26:35,000 --> 00:26:37,800
Julie will be leading that chat
again on Twitter.

526
00:26:38,000 --> 00:26:39,900
Spaces.
So yeah and the hope you found

527
00:26:39,900 --> 00:26:41,700
the talk to useful and hope
you've taken some great

528
00:26:41,700 --> 00:26:45,000
takeaways from it for any
feedback about the podcast, or

529
00:26:45,000 --> 00:26:47,800
maybe even some correction on
anything that has been shared.

530
00:26:47,800 --> 00:26:51,600
Do get in touch with me, my
Twitter DM's are open, but yeah,

531
00:26:51,700 --> 00:26:54,700
please don't come and tell me
anything it on my handle the

532
00:26:54,700 --> 00:26:57,400
marketing, a new or reach out to
me on LinkedIn.

533
00:26:57,500 --> 00:27:00,900
We also have the PBT chat
Roundup podcast group so join us

534
00:27:00,900 --> 00:27:02,700
there.
It would also be great for

535
00:27:02,700 --> 00:27:05,000
long-standing members and brand
new listings, to give the

536
00:27:05,000 --> 00:27:09,800
podcast a rating or review.
Why don't you go to Dot-com, /p

537
00:27:09,800 --> 00:27:12,600
PC chat on the score.
Round Up to leave that in

538
00:27:12,600 --> 00:27:16,400
literally just takes seconds for
Spotify, especially, and yeah, a

539
00:27:16,408 --> 00:27:21,300
nice little plug here about our
PPC live, UK celebrates women's

540
00:27:21,300 --> 00:27:25,200
History Month.
Next month on the 30th of March,

541
00:27:25,200 --> 00:27:27,000
we're going to have three
amazing speakers.

542
00:27:27,000 --> 00:27:30,100
We working on their topics, this
week that will be released by

543
00:27:30,100 --> 00:27:32,300
the end of this week or
beginning of next week.

544
00:27:32,300 --> 00:27:35,100
As to what the topics are going
to be about.

545
00:27:35,100 --> 00:27:39,300
Just go to PC live at UK.com and
you'll get all the information

546
00:27:39,300 --> 00:27:41,900
about it.
Finally remember for your

547
00:27:41,900 --> 00:27:43,900
campaigns and businesses to
Glide smoothly?

548
00:27:43,900 --> 00:27:46,700
There's a lot of hard work
needed beneath the surface, so

549
00:27:46,700 --> 00:27:49,100
keep this one's kicking by and
speak to you next week.