EP251 - When Platforms Meltdown

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

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round up this week.
We're going to be talking about

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when platforms meltdown, and
Julie will be leading us on this

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important topic because over the
weekend Facebook had a meltdown,

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there was a Facebook situation
where literally, it's stopped

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serving a lot of ads but caused
over spending as well.

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So yeah, there was a bug of
overspending and not showing ads

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really well and also Google ads
did have an issue today in terms

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of Basically, just an error,
where loads of different errors

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were reported out.
Can I quickly check out what it

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is?
They do the dashboard indicated.

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They've been error messages,
High latency and just other

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unexpected Behavior.
So, just different platform

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issues.
So we talked about what do you

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do when platform issues happen?
How do you communicate with

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clients?
How soon do you communicate with

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clients?
You know how to ward off the

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Panic that you might be feeling
inside and things that, you

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know, to learn.
For next time terms of maybe

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things that Didn't put in place
this time.

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So yeah, let's get into that.
Hello and a warm, welcome to

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this episode of the PPC Chad
Roundup or podcast where I round

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up the Twitter discussion that
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GMT.
I'm your host, Andrew and I'm

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recording from my studio here in
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Snippets from previous episodes.
So we have Julie taken us on a

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very timely topic.
What to do when platforms

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meltdown?
So, basically, that's yeah, we,

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we called it when platforms
meltdown, but yeah, this is I'm

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at the chat about what to do,
what we did over this weekend

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and how we got on with it before
we get to the questions, though,

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this chat is intended for PPC,
Professionals of all levels.

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

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friendly and supportive
Community.

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Please don't be afraid to
participate.

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Lurkers.
And of course, listeners of the

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podcast are always welcome.
It was actually really nice to

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get a tweet from Glen smelts lie
today, where he tweeted on my

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250th episode.
Last week, just as I was, you

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know, putting my mic in and, you
know, read out what my intros

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like preparing with my intro is
going to be.

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He put up this tweet saying,
cannot believe you have done,

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250 episodes, the dedication.
You showed to the PPC chat and

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sem Community is amazing.
And those are the kind of

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tweets, that makes me go.
Okay, it's 8:50, I still have to

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eat dinner, but let's get this,
this episode recorded, so that I

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can send it to my sound
engineer.

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Who's messaging me saying, I
knew I need this in the next

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like half an hour unless I will
be able to get this done today.

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So yeah it's an exciting time
for me and I always like I love

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doing this.
I've I didn't love doing this

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out of stopped, to be honest I
would do wish the numbers were a

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lot higher when you know, I'd
love to see, you know, tell that

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like I like mentioning those
tweets.

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So that, you know, that this is
a dedication that I do.

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I don't do it for sponsorships,
I do it.

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Hoping that you learn a lot
about what the community is

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talking about.
And in case you do Miss the live

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chats and you want to hear what
people have tweeted about while

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you're doing something else.
So I hope you do keep that in

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mind, I hope you do use that and
put a, you know, a rating on

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Spotify by growing truth link
three.com /p P c-- chat

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underscore Roundup.
So, yeah, I hope you enjoyed

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this episode but let's get right
into it.

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So, Julie asks us a question
one, where you impacted by the

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Facebook platform meltdown over
the weekend.

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If so, how did you respond?
Not many people were Travis goes

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managing mostly Google ads
account, only indirectly.

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I noticed.
Minor volatility in the Echo of

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branded search campaigns reached
out to a partner and SM buyers

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some of whom surprisingly.
We're unaware.

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It's interesting how we're so
plugged in, but also not right.

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That's very interesting, Chris
Ridley response, saying from

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initial data, we saw a 40 to 50%
increase in cpms.

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We initially responded by
reviewing accounts and

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privatizing accounts that were
hit the hardest.

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Just Diner.
Leaner goes.

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Yes, we were impacted.
There was just a little over

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spend by a very high cost per
landing page view, which led to

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a drop in traffic for that day.
We didn't stop ads and had

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conversions on Sunday and Monday
as well.

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Happily things look good for
now.

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So yay.
So no.

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Not too bad over an effect for
Diana there.

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Julie response saying.
Yeah, I don't have any clients

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advertising on Facebook at the
moment.

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So I watched this one from the
sidelines.

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So Good, same here.
And yeah, same here as well.

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Do you have ice response saying?
We're still trying to figure

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that out?
A couple of major accounts were

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unaffected, which is a big
relief, but we're still getting

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to the bottom of any effects
across the team phrase Andrews

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as well response saying we were.
But unfortunately, Facebook,

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spend at the moment is low
across client accounts, impact

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wasn't awful.
We noticed that spend was

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spiking at 2:00 to 3:00 a.m. so
altered scheduling to run solely

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during business hours.
Hours.

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I hope the whole altering
scheduling happened in the

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morning or when you came back
from the weekend.

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Because if you noticed it and in
real-time at three am were

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editing scheduling or that
worries me anyway, so not ideal

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but seems to have reduced any
mad to am spend.

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So yeah, I hope that's in terms
of future.

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Now, the important question that
I feel everyone should now bring

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out their pencils and notepad to
take notes about.

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We talked about this somewhat
Julie asks.

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But what if anything do you have
in place to alert you of major

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issues in your accounts?
Travis goes a few email alerts

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that help want act quicker
include plus or minus 50 percent

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spend a owned a plus, or minus
20% CPA week on week, X spend

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threshold 0 conversion
separately at the keyword, ad ad

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group, and campaign levels and
campaign type CTR threshold.

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He's at XX, Impressions, matters
for Google ads, separate by

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campaign, type, and Chris really
responds to question 2 saying

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that we have a few scripts and
automated reports in place to

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inform us of these changing.
And we're also currently

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reviewing automated Solutions as
preventative measures at the

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moment.
We're not implementing too many

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due to the list of automation
overreacting than a linear

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response saying on Facebook, we
don't have any rules set up, it

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would be good as this happened
on Can't when live monitoring is

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not possible?
Yeah.

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Because your life is your life
during the weekend and you will

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not be monitoring that over the
weekend.

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You shouldn't be monitoring that
over the weekend.

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Julia, Vice also responds saying
rules alerts, and the best tool

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in the biz as second pair of
eyes.

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Uh when possible, right?
And phrase Andrews as well

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response, a non Facebook wise in
platform and LEDs are always

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handy alongside looker reports.
That being said was alerted to

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this by the community.
He's so big love all yeah right

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you Levi's girls.
Love a quick glance at looker no

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need for the 11 click journey to
open the platform if you don't

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need amazing.
Julia herself response saying

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that wherever possible set up
rules and or alert to get

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notified directly if things go
wonky like to have alerts around

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traffic drops and cost increases
and honestly I'm never far from

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the PPC chat channels.
So I see things being talked

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about to and Diana as well.
Also.

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It gives another response to
question 2.

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I don't imagine that was based
off even Fraser saying that he

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noticed the error based on the
community chat and she goes in

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this case LinkedIn and Twitter
chats.

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Where my real time alerts.
Yeah, sometimes the real time

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alerts isn't the platform's
themselves.

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Jude and takes us on to question
3, saying, when you become aware

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of a major platform issue or
malfunction.

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What are the first steps to take
communication is key?

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Travis response, which I
absolutely agree.

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With never can be too much at a
minimum.

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Let clients know a that we were
aware and be here's what we're

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doing right now today and future
if or then steps Shopify

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support, plus other CMS support
accounts are good.

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E-comm resources for early
outage or issue alerts.

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Chris really responds saying,
first reaction is always to

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analyze the data to see if we
can resolve it ourselves, if we

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can't, we next aim to minimize
damage, whether this is reducing

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budgets.
Opposing elements all together.

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Finally, we reach out to see if
others are experiencing the same

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Diana response to.
I try to dig and find the cause

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to understand the situation.
Is it something temporary?

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Is it only affecting the one
account or is something larger

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that affects others to depending
on the cause?

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I take different actions
continue to that and Chris goes,

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great minds, think alike.
And Julia rice goes on to answer

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question 3 as well saying
usually I look Look at spend.

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Do we need to pause the
campaign's or not?

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Next, it's best to try and
understand what's happening.

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And then alert the clients with
next steps, Julie, then answers

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question, 3 as well saying, step
one is to figure out if my

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accounts are being impacted and
if so in what way and at what

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level of severity, see.
What if anything platform is

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saying, my pulls everything,
while it gets sorted by the

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platform, let client know as
needed.

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That is needed is very
important.

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Because yeah, they might not
need to be the first ones to

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know that the issues happening.
It might be such a short-term

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issue that you can, you know,
pause, you know, not tell the

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client and the thing resolves
itself before the client even

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notices it.
But obviously, if it's something

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that's going to show up in
reporting, definitely let the

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client know you know, before the
reporting day and don't be like,

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oh yeah, by the way, there was a
glitch two weeks ago because

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clients will get annoyed by
that.

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So anyone that's new if it's
something that is Gonna show in

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the reporting definitely let the
client know phrase Andrews

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response to question. 3, same
impact always impact.

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There's a tendency to get sucked
into the detail.

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Whereas if the issue isn't as
bad as first thought your

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approach to fixing, it changes
without sounding all Tony

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Robbins think it's also crucial
to learn and react EG adding

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more data to look up and you
live.

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Ice also gives another answers
question. 3 saying, did anyone

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else find that?
Campaigns were largely

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unaffected.
It seemed to be more traffic or

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conversion campaigns.
And then Julie takes us on to

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question for saying, in the
event of platform issues.

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How proactive are you in
communicating with your clients

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or stakeholders at what point in
the process?

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Do you communicate with them?
Yeah, the points.

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So, Travis response saying
depends on severity of the issue

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and client calm preferences.
But I are on the side of over

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communication built trusts for
Iker FY is most clients share a

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slack connection.
So that's instant for longer

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explanations.
Email is best with a slack too

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long didn't read alerts crazed.
Also responds saying that I like

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to get comes out to the client
as soon as I'm aware of a

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platform white issue, or if I
spot an issue in their account

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that has had a significant
impact on the accounts

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performance.
Even if it's a high, we're

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currently monitoring XYZ email.
Diana Lena's world's response

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saying, always, if there's a big
change with a Impact.

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And as fast as possible, minor
things that don't affect

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performance.
Can be said later as an

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information.
So yeah, I'd always say that if

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it's a no reported going to show
up in the report.

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As I said earlier, on mention,
it, Julie goes.

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I am very proactive and I would
rather have multiple

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Communications.
As I know more than wait until I

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have a resolution first
communication is often.

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Hey, this is happening, and we
are actively on the case.

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More detail later about impact
our actions Etc.

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She continued saying I would
also add that this type of

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situation is one way.
It really helps to know your

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client or stakeholders.
Well, so, you know what to tell

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them.
And when someone to play by

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plays others, just an
acknowledgement and summary of

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actions taken.
Absolutely.

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It's all about knowing your
clients and Chris goes and for

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others, they just want to know
the final outcome and our best

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not to bother until you have the
resolution and yeah, Julie goes

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out.
Yes.

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That's why we pay you to manage
this stuff hands of clients.

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And yeah, all the ones that will
go into meltdown mode

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themselves.
These are best kept out of the

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loop until you need them or it's
resolved.

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So sometimes they are some
people will Panic for no good

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reason and it's best to just be
like, by the way, we've

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resolved, this it was an issue
for x amount of time, but don't

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worry.
This is how the things are being

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resolved, Julie then goes on to
question five, saying, in a

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case, like the Facebook issue
over the weekend, how do you

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handle unexpected and all
significant overspend in your

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account?
Yeah, try not to panic and Hope

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Up that Google or Facebook are
going to respond.

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You the money, right?
Travis response saying with

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smaller accounts and it Gregor
has overspent May blow the

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budget for a time and resting
the account may be the only

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option if no refund.
Yeah, better path is reduced.

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Testing consolidate via proven
campaign efforts and weather the

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storm until budget constraints
loosen, Chris Ridley response

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saying own it, whether it's your
fault or completely unavoidable,

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like an ad platform bug be
Parent and honest with the

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client or stakeholders and
Robert Brady response to that.

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I think is maybe just responded
question five saying.

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I think it's important to point
out that you can be transparent

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and own it without accepting the
blame.

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If it's the platform's fault,
communicate that and work on the

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path forward, don't beat
yourself up over something, out

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of your control and Chris Ridley
response saying that.

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Yeah, once you've earned it, get
it on the control review, how

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the issue occurred and put
measures in.

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Place to minimize or prevent it
in the future.

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Do additional alert or automated
rules need to be set up.

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Do you need to tighten targeting
or set, an account, monthly

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budget, and then Diner Lena
response to question five saying

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happily.
We didn't have a high over spend

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just a few dollars, I guess,
discussing with the client for a

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00:15:00,908 --> 00:15:03,900
solution can help, maybe they
are not very budget.

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Restrained, also, the platform a
refund that amount, lastly, you

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can cut budgets on
underperforming campaigns and

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then we have Julie has self
responding to question five

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saying, first figure out.
Just how much of the spend there

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was in the case of Facebook over
the weekend.

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It sounds like for some, it was
quite significant provide

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suggested courses of action for
remainder of budget period, and

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let client weigh in on what
they'd like to do.

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Absolutely.
Get them involved in the

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00:15:31,800 --> 00:15:34,500
decision judge Kagan response to
question forcing.

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If the issue appears to persist
more than two hours, we

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communicate it to the client
proactively, if it's under two

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hours.
It's reactively that actually

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does make sense.
I like that and then yeah, Julie

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gives another answer to question
five saying, I don't count on a

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refund happening.
It really should when the

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00:15:51,400 --> 00:15:54,900
platform was at fault or broken
or malfunctioning, but that is

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not what happens a lot of the
time.

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So I treat it as a bonus part of
any action plan, Dan eleena's,

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00:16:01,200 --> 00:16:04,700
well given Advanced question 5
saying have a lower budget next

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month.
Communicating, with the client

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will help you feel better and
come to the best solution and

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00:16:10,500 --> 00:16:12,400
then Julie takes us on to the
last Ginseng.

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00:16:12,400 --> 00:16:16,600
Have you successfully gotten or
refund, or credit for any of

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00:16:16,600 --> 00:16:18,500
your accounts?
When there has been a major

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00:16:18,500 --> 00:16:21,700
platform issue, was the refund
sufficient in your opinion.

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How were you able to achieve
that?

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00:16:24,300 --> 00:16:26,000
Yeah.
Did you have to fight for it?

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00:16:26,200 --> 00:16:28,600
Did you just come automatically?
Chris really goes.

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00:16:28,600 --> 00:16:31,400
None worth writing home about
Julie goes soon.

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00:16:31,400 --> 00:16:34,100
We will see the screenshots of
people sharing their Facebook.

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00:16:34,100 --> 00:16:37,400
Refunds of $1 67 and Sergeant
going.

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00:16:37,800 --> 00:16:40,200
Yeah I can buy a coughing.
Travis response saying it's

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00:16:40,200 --> 00:16:43,900
tough to extract spent It's it's
gone depending on the severity,

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00:16:43,900 --> 00:16:46,400
who's at fault.
There's a Time opportunity cost

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00:16:46,400 --> 00:16:49,400
to consider.
Do we bunker down for a while or

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00:16:49,400 --> 00:16:52,000
do we split time managing versus
platform?

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00:16:52,000 --> 00:16:56,600
Follow-up attempting to secure.
A refund months later than

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00:16:56,600 --> 00:16:59,000
Alina's will respond saying.
So few times, I can barely

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00:16:59,000 --> 00:17:01,500
remember.
Usually on meta is just some

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00:17:01,500 --> 00:17:04,599
sense on Google.
It happened to receive more tens

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00:17:04,599 --> 00:17:08,800
of dollars, but nothing
significantly both by

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communicating with the support
or by default.

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If there was a obvious reported
platform error why they not

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given refunds, that's that's a
little bit annoying.

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00:17:20,200 --> 00:17:23,000
Anyway, Julie, then also
response to question six.

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Same, the lack of reps and
quality support makes getting a

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00:17:25,908 --> 00:17:28,500
deserve refund way harder than
it should be.

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00:17:28,600 --> 00:17:32,300
If the platform goes wonky, it
should absolutely respond at a

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00:17:32,300 --> 00:17:35,400
minimum for overspend or other
account.

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Parameters, ignoring actions, it
took that cost dollars.

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00:17:39,400 --> 00:17:43,600
Absolutely, it's all about you
should read Lee definitely do

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00:17:43,600 --> 00:17:46,300
that refund.
If it's significant, if we can

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00:17:46,300 --> 00:17:49,800
clearly say that the error was
platform side, which in this

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00:17:49,800 --> 00:17:53,800
case, it's definitely sounds
like it was on that note we come

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00:17:53,800 --> 00:17:57,000
to the end of that, you know,
quick and snappy I believe it

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00:17:57,000 --> 00:18:01,200
was like about 20 minutes chat,
but sometimes these are vices.

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00:18:01,200 --> 00:18:04,800
It doesn't take too long.
We would probably even if we had

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00:18:04,800 --> 00:18:07,100
more people that joined the
chatter, they would probably

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00:18:07,100 --> 00:18:10,600
have said the same advice about,
you know, it's all about keeping

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00:18:10,600 --> 00:18:14,400
both shallots and do.
Beat yourself of about it and,

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00:18:14,400 --> 00:18:16,000
you know, communicate with your
client.

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Well bore, no, no, your client,
well know, the kind of

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00:18:18,700 --> 00:18:22,300
communication that they need.
Don't over communicate with some

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00:18:22,300 --> 00:18:25,400
of those who can be a little bit
of like a worrywart.

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00:18:25,500 --> 00:18:28,400
But yeah, communicate with those
who like Hands-On and let them

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00:18:28,400 --> 00:18:32,200
be part of this decisions with
you know, budgets moving and the

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00:18:32,200 --> 00:18:36,200
next coming of months if that
has been solely affected.

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So yeah, I hope you keep all
those things in mind, but if you

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00:18:38,400 --> 00:18:41,900
do think that we have not
exhausted, the advice that can

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00:18:42,000 --> 00:18:44,500
Can be given and you've got a
few things on your mind that we

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00:18:44,500 --> 00:18:47,900
could have done or we could be
doing in these kind of cases

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00:18:47,900 --> 00:18:50,000
that we didn't mention.
Why don't you join us on

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00:18:50,000 --> 00:18:52,300
Thursday, at 5:00 p.m.
GMT?

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00:18:52,300 --> 00:18:56,000
12 p.m. eastern time to chat on
Twitter spaces.

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00:18:56,000 --> 00:18:59,700
Yeah, Julie is going to continue
this chat about this or any new

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00:18:59,800 --> 00:19:02,600
news that comes out between now
and then you never know with

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00:19:02,600 --> 00:19:05,900
Google and Facebook, maybe we'll
get news that everybody is

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00:19:05,900 --> 00:19:08,700
getting a refund for those
overspent that happened.

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00:19:08,700 --> 00:19:10,800
So yay, crossed fingers for that
for you guys.

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00:19:10,800 --> 00:19:14,500
That did have Issue in terms of
spend, if any feedback about the

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00:19:14,500 --> 00:19:16,800
podcast, or maybe even some
correction in anything that has

363
00:19:16,800 --> 00:19:19,600
been shared, please get in touch
with me on my Twitter.

364
00:19:19,600 --> 00:19:22,700
My DMs are open on my handle at
the marketing.

365
00:19:22,700 --> 00:19:25,300
A new, or find me on LinkedIn
and pneumatic.

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00:19:25,300 --> 00:19:27,800
Bola, my first and last name we
have.

367
00:19:28,000 --> 00:19:29,800
We also have the PPC chat
Roundup group.

368
00:19:29,800 --> 00:19:31,800
So, if you want to join that,
please just let us know.

369
00:19:32,200 --> 00:19:34,500
It would also be great for
long-standing members, brand new

370
00:19:34,500 --> 00:19:37,600
listeners, you know and people
who share Glen smelt, please

371
00:19:37,900 --> 00:19:41,800
opinion about me you know being
very dedicated.

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00:19:41,900 --> 00:19:46,700
To this after 251 episodes.
Now I really happy about that

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00:19:46,700 --> 00:19:50,300
and I Do It For the Love of it,
but also for the love of those

374
00:19:50,300 --> 00:19:52,700
ratings.
So if you can go to link

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00:19:52,700 --> 00:19:59,500
tree.com, so that's link2sd re
e.com, /p PC chat on this.

376
00:19:59,500 --> 00:20:03,100
Go round up, it'll take you to
the links like Spotify and apple

377
00:20:03,400 --> 00:20:05,900
where you can, it takes seconds
to just leave a rating.

378
00:20:06,200 --> 00:20:10,900
Also, a quick note, that PPC
live UK is happening on the 25th

379
00:20:10,900 --> 00:20:13,200
of May.
We've got It for brilliant

380
00:20:13,200 --> 00:20:15,500
speakers.
We've got early bird tickets

381
00:20:15,700 --> 00:20:19,400
going on right now, but sometime
next week, I'll be increasing

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00:20:19,600 --> 00:20:20,900
the price.
So, yeah.

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00:20:20,900 --> 00:20:23,600
If you want the early bird
ticket price, go to

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00:20:23,700 --> 00:20:27,900
www.pdfsupply.com UK.com for
those tickets.

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00:20:28,200 --> 00:20:30,900
Finally, remember for your
campaigns and businesses to

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00:20:30,900 --> 00:20:33,000
Glide smoothly.
There's a lot of hard work

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00:20:33,200 --> 00:20:36,600
needed beneath the surface, so
keep this one's kicking by and

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00:20:36,600 --> 00:20:37,600
speak to you next week.