EP252 - Targeting Ads in Today’s Ever Changing Environment

1
00:00:00,000 --> 00:00:02,700
Hello, and welcome to this
week's episode of the PPC chat

2
00:00:02,700 --> 00:00:05,700
Roundup in today's episode.
We have Julie taken us on a

3
00:00:05,708 --> 00:00:09,900
great topic of targeting ads in
today's ever-changing

4
00:00:10,100 --> 00:00:12,700
environment.
And yeah, we know Google

5
00:00:12,700 --> 00:00:16,400
Facebook how you know, all the
other platforms, there's always

6
00:00:16,400 --> 00:00:17,900
something changing.
There's always something

7
00:00:17,900 --> 00:00:20,000
evolving.
Not sure what changes that have

8
00:00:20,000 --> 00:00:23,300
happened over the past few days
or possibly last week, or so.

9
00:00:23,300 --> 00:00:27,000
I was on holiday in Dallas, us.
And it was really, really great.

10
00:00:27,000 --> 00:00:30,800
And so I did take a break from,
you know, all the Impending doom

11
00:00:30,800 --> 00:00:33,000
changes that.
We sometimes they sometimes feel

12
00:00:33,000 --> 00:00:35,300
that we're getting and I think
there's something going on with

13
00:00:35,300 --> 00:00:38,400
Tick-Tock and how you can
advertise them and tricks on how

14
00:00:38,400 --> 00:00:40,300
you can advertise on there and
you know how you did the

15
00:00:40,300 --> 00:00:43,400
targeting on there.
But I will be learning very much

16
00:00:43,400 --> 00:00:46,900
new things in terms of what our
community have shed in this

17
00:00:46,900 --> 00:00:48,500
chat.
So, that would be great.

18
00:00:48,500 --> 00:00:51,400
I would love learning new things
and I was just thinking that as

19
00:00:51,400 --> 00:00:54,600
someone who is very much in the
strategy role, who doesn't

20
00:00:54,600 --> 00:00:58,200
really, doesn't do Hands-On
stuff in the past forms, these

21
00:00:58,200 --> 00:01:01,900
chats are very useful.
Me to really know in terms of

22
00:01:01,900 --> 00:01:04,000
what people are doing on a
platform level.

23
00:01:04,000 --> 00:01:06,100
So whether it's platform, level
strategy, level that we're

24
00:01:06,100 --> 00:01:09,100
talking about today.
I'm excited to learn more and I

25
00:01:09,100 --> 00:01:11,100
hope you are too.
Alright, let's go.

26
00:01:20,700 --> 00:01:23,400
Hello, and a warm, welcome to
this episode of the PPC chat

27
00:01:23,400 --> 00:01:26,600
round up a podcast where I round
up the Twitter discussions.

28
00:01:26,600 --> 00:01:29,000
That happened on Tuesdays at 5
p.m.

29
00:01:29,000 --> 00:01:31,100
GMT.
I'm your host, a new, and I'm

30
00:01:31,100 --> 00:01:33,800
recording from my studio here in
London UK.

31
00:01:33,800 --> 00:01:37,100
Now use this platform to share,
not just expert but also my

32
00:01:37,100 --> 00:01:40,200
ideas and considered best
practices about paid media and

33
00:01:40,200 --> 00:01:42,400
the direction the digital
industry is going in.

34
00:01:42,700 --> 00:01:44,700
So if you want to keep up to
date with my tips and tricks in

35
00:01:44,700 --> 00:01:47,400
the industry, and get the latest
on the podcast that has been

36
00:01:47,400 --> 00:01:50,800
called your go to if you don't
make it to the PPC chat live

37
00:01:50,800 --> 00:01:54,000
discussions and even if you do
then like follow share and

38
00:01:54,000 --> 00:01:56,000
retweets.
And that's right Twitter with

39
00:01:56,000 --> 00:01:59,600
the handle the marketing, a new
or join us on our LinkedIn group

40
00:01:59,600 --> 00:02:03,200
on PPC, chat, Roundup podcast,
or if you're on Instagram, why

41
00:02:03,200 --> 00:02:05,500
don't you check us out at PPC,
chat on the school.

42
00:02:05,500 --> 00:02:09,100
Round Up to get quotes and
Snippets from previous episodes.

43
00:02:09,300 --> 00:02:12,800
So we have Julie taken us on
another great topic leading us

44
00:02:13,100 --> 00:02:14,700
in a great topic of targeting
ads.

45
00:02:14,700 --> 00:02:18,200
In today's ever-changing
environment with gold, some

46
00:02:18,200 --> 00:02:21,700
Usual Suspects during the chat
like Chris Ridley, Julie advice,

47
00:02:21,900 --> 00:02:26,200
Melissa Markey, Diner, Lena,
Robert Brady, I as well, go.

48
00:02:26,200 --> 00:02:29,600
Gildner the usual usual on here
as well.

49
00:02:29,600 --> 00:02:32,300
And Many more.
But before we get into

50
00:02:32,300 --> 00:02:35,300
questions, this chat is
definitely intended for PPC,

51
00:02:35,300 --> 00:02:38,000
Professionals of all levels.
If you have something you want

52
00:02:38,000 --> 00:02:40,900
to share, please do we are
friendly and supportive

53
00:02:40,900 --> 00:02:42,800
Community.
Please don't be afraid to

54
00:02:42,800 --> 00:02:44,500
participate.
Lurkers.

55
00:02:44,500 --> 00:02:48,500
And of course podcast listeners
are always welcome to.

56
00:02:48,500 --> 00:02:51,600
So thank you for joining us here
today.

57
00:02:51,800 --> 00:02:54,900
So, without further Ado, let's
get straight into the questions.

58
00:02:54,900 --> 00:02:57,100
Julie asks and kicks us off
with.

59
00:02:57,100 --> 00:03:01,400
How do you decide on the
targeting for PPC, advertising.

60
00:03:01,600 --> 00:03:04,400
I'd say, it depends on the
audience, whether they'd be

61
00:03:04,400 --> 00:03:08,100
likely pants with the audience
is, where they are, what the

62
00:03:08,100 --> 00:03:10,800
budget is like, what your budget
is like, you know?

63
00:03:10,800 --> 00:03:14,000
So that's whether it's a tight
budget and you want to Target a

64
00:03:14,008 --> 00:03:16,800
small group of people, whether
you want to Target a large group

65
00:03:16,800 --> 00:03:17,900
of people.
So yeah.

66
00:03:17,900 --> 00:03:19,800
Those will be the first things
that come to mind.

67
00:03:19,800 --> 00:03:22,200
Chris Bradley response, saying,
oh, and open question.

68
00:03:22,300 --> 00:03:25,100
I like it, firstly, with talk to
the clients about their offering

69
00:03:25,100 --> 00:03:28,800
and current customer base as
well as reviewing any analytics

70
00:03:28,800 --> 00:03:31,100
or advertising day.
Data already available.

71
00:03:31,100 --> 00:03:35,700
Secondly, we then look at kpis
as well as predicted over

72
00:03:35,700 --> 00:03:39,900
average costs and see ours.
And he continues finally with

73
00:03:39,900 --> 00:03:44,500
workout which strategy platform
or at times and keywords or

74
00:03:44,500 --> 00:03:48,000
audiences would work best to
reach their target audience with

75
00:03:48,000 --> 00:03:50,900
the available budgets and set
kpis.

76
00:03:51,400 --> 00:03:53,600
And then we have Gilda
responding to question one as

77
00:03:53,600 --> 00:03:55,600
well.
Saying my viewpoints or rather,

78
00:03:55,600 --> 00:03:59,800
the way I frame it are slowly
changing on this but ultimately

79
00:04:00,000 --> 00:04:03,600
Boils down to one thing, who
pays the client that our

80
00:04:03,600 --> 00:04:07,800
ultimate goal, whether its sales
or leads, we just want to be in

81
00:04:07,800 --> 00:04:11,500
front of those who make our
clients, The Big Box Rush

82
00:04:11,500 --> 00:04:13,800
response.
A my Approach typically involves

83
00:04:13,800 --> 00:04:18,899
first understanding the product
and identifying the core 20% of

84
00:04:18,899 --> 00:04:21,600
the target audience.
Once I have a clan, the standing

85
00:04:21,600 --> 00:04:25,400
of these factors, I begin to
formulate a targeting strategy.

86
00:04:25,400 --> 00:04:29,700
Aligned with the specific stages
of the marketing funnel slope.

87
00:04:29,900 --> 00:04:32,200
Eden response.
Question, one saying combination

88
00:04:32,200 --> 00:04:36,200
of clients input plus product
research plus analytics Google

89
00:04:36,200 --> 00:04:40,500
ads, history in sides plus gut.
And then after a proper plan

90
00:04:40,500 --> 00:04:44,900
trying to identify 20% that
brings 80% results, somehow it

91
00:04:44,900 --> 00:04:49,100
works always for a good start,
Travis response as well saying

92
00:04:49,100 --> 00:04:53,500
in search at based Google ads,
start with the most intent field

93
00:04:53,500 --> 00:04:55,900
phrases from robust keyword
research.

94
00:04:55,900 --> 00:04:59,000
That's the bullseye.
Each outer ring loses some

95
00:04:59,000 --> 00:05:01,800
intent.
Plus Incrementally pricier

96
00:05:02,000 --> 00:05:05,600
demand gen, Google ads, can tap
into conversion terms,

97
00:05:05,800 --> 00:05:10,200
competitor sites names channels,
top indexing Affinity or in

98
00:05:10,200 --> 00:05:13,500
Market than a linear response
saying, based on the buyer

99
00:05:13,500 --> 00:05:16,700
Persona and Melissa McKee
response question once and

100
00:05:16,700 --> 00:05:20,300
campaign goals or objectives,
final stage, personas if we have

101
00:05:20,300 --> 00:05:24,500
them content who is a designed
to speak to and then we have

102
00:05:24,500 --> 00:05:27,200
never Hopkins responding to
question one saying I've you

103
00:05:27,200 --> 00:05:29,600
targeting as a buyer Persona
question.

104
00:05:29,900 --> 00:05:33,800
So typically will think about
One locations to baked in

105
00:05:33,800 --> 00:05:37,100
audiences three ways.
People search or consume

106
00:05:37,100 --> 00:05:41,000
content, for proactive,
exclusions audiences placement,

107
00:05:41,000 --> 00:05:44,400
negatives, Etc.
And she continues when I think

108
00:05:44,400 --> 00:05:49,000
some folks get stuck isn't
trying to do too many things in.

109
00:05:49,000 --> 00:05:52,600
And the same campaign or ad
group, or add said, it's not

110
00:05:52,600 --> 00:05:56,000
realistic to be able to cover
all your markets in a single

111
00:05:56,000 --> 00:06:00,200
campaign Melissa goes.
Yes, - audiences or Is are an

112
00:06:00,200 --> 00:06:04,500
important part of targeting
their acknowledged says, yep.

113
00:06:04,500 --> 00:06:08,100
The fundies have never changed
do more of what works less of

114
00:06:08,100 --> 00:06:12,000
what doesn't reverse bonded
targeting, isn't just about, who

115
00:06:12,100 --> 00:06:14,700
to Target.
It's also very much about who

116
00:06:14,700 --> 00:06:17,600
not to Target.
And then Julie herself gives an

117
00:06:17,600 --> 00:06:20,400
answer saying we always work
with clients to figure out

118
00:06:20,400 --> 00:06:24,000
audiences to Target and test.
And then utilize the tools

119
00:06:24,000 --> 00:06:27,600
available in the platforms to
get, as close as we can to what

120
00:06:27,600 --> 00:06:31,000
we want to actually Target.
And Or test.

121
00:06:31,100 --> 00:06:34,000
Robert, Brady respond saying, I
love keywords because you can't

122
00:06:34,000 --> 00:06:37,800
beat the high intent but things
have moved more towards audience

123
00:06:37,800 --> 00:06:40,300
targeting.
So you've got to know the who

124
00:06:40,500 --> 00:06:43,600
that you're targeting to get in
front of then you offer

125
00:06:43,600 --> 00:06:46,900
solutions to their problems or
pain points.

126
00:06:47,100 --> 00:06:49,800
You're gonna goes, this is a
huge factor in how I'm trying to

127
00:06:49,800 --> 00:06:52,200
change a little of my Approach
intent.

128
00:06:52,200 --> 00:06:55,900
Focused campaigns are what has
made Google ads.

129
00:06:55,900 --> 00:06:58,700
So powerful.
But it's changing innovatively

130
00:06:58,700 --> 00:07:02,300
and so we are Advising for this
huge change.

131
00:07:02,400 --> 00:07:05,200
Not convinced audiences are
where it's at though.

132
00:07:05,200 --> 00:07:06,900
Hmm.
Robert goes that.

133
00:07:06,900 --> 00:07:10,000
Begs the questions.
If audiences aren't worth its at

134
00:07:10,200 --> 00:07:13,500
what is where it's at, girl
responds.

135
00:07:13,500 --> 00:07:15,900
That's the question for sure.
Because at the end of the day,

136
00:07:15,900 --> 00:07:19,000
we're trusting that Google
builds audiences based off

137
00:07:19,000 --> 00:07:21,600
intent and inquiries in the
first place, right?

138
00:07:21,700 --> 00:07:26,100
I do think there's a way to not
entirely rely upon audiences and

139
00:07:26,100 --> 00:07:29,700
still get in front of the right
fix and Ashton carcass.

140
00:07:29,800 --> 00:07:32,000
Well response to question one
saying we typically based are

141
00:07:32,000 --> 00:07:34,400
targeting on the clients goals
their ideal.

142
00:07:34,400 --> 00:07:37,900
Customer personas and top
priority locations from there.

143
00:07:37,900 --> 00:07:42,000
We do keyword audience, research
and follow the data to finalize

144
00:07:42,000 --> 00:07:44,400
our targeting criteria and
camping structure.

145
00:07:44,600 --> 00:07:46,700
Julia.
Vice responds saying that we get

146
00:07:46,700 --> 00:07:50,100
into audience and targeting at
the planning stage of a lot of

147
00:07:50,100 --> 00:07:53,300
our traffic sheets are built
based on mapping platforms

148
00:07:53,300 --> 00:07:56,400
audiences to people, we need to
reach.

149
00:07:56,700 --> 00:07:58,800
Oh wow, loads of answers for
question.

150
00:07:58,800 --> 00:08:01,800
One day I heard You find that
useful and I'd wonder whether

151
00:08:01,800 --> 00:08:03,600
you have a different way of
targeting.

152
00:08:03,600 --> 00:08:06,000
Let us know, Julie takes us on
to question 2.

153
00:08:06,000 --> 00:08:09,100
Now saying, has your process for
targeting changed in the last

154
00:08:09,100 --> 00:08:12,200
few years either.
How you think about it or how

155
00:08:12,200 --> 00:08:14,500
you actually set it up within
platforms?

156
00:08:14,500 --> 00:08:17,700
I think that chat, I believe it
was between Robert, Brady and

157
00:08:17,700 --> 00:08:21,700
gildner do talk in terms of how
things have changed where it was

158
00:08:21,700 --> 00:08:25,400
just a keyword intent base, but
then you have to think about

159
00:08:25,400 --> 00:08:28,100
audiences more.
Now, because really response to

160
00:08:28,108 --> 00:08:31,400
question 2 saying yes, my boy
Chart and time allows it inside

161
00:08:31,400 --> 00:08:34,000
platforms.
I like to use broader keywords,

162
00:08:34,000 --> 00:08:38,200
not always broad match their to
mine for data and identify the

163
00:08:38,200 --> 00:08:40,700
high relevant and highly
valuable.

164
00:08:40,700 --> 00:08:44,500
CVR a conversion rate, Search
terms, he continues.

165
00:08:44,500 --> 00:08:48,300
I then lay audiences on to the
broad keywords while using the

166
00:08:48,300 --> 00:08:52,600
newly mind terms as tighter
keywords, not always exact match

167
00:08:52,600 --> 00:08:56,200
with no audience restrictions.
The audience's used are

168
00:08:56,200 --> 00:08:59,600
determined by client insights
and the data collected.

169
00:08:59,900 --> 00:09:04,000
While in observation mode and
giggle no response question to

170
00:09:04,000 --> 00:09:05,600
sin keywords are vastly
different.

171
00:09:05,600 --> 00:09:09,500
Now the way we research is
changing entirely so now we're

172
00:09:09,500 --> 00:09:12,600
basically going back to
marketing 101 in a way with an

173
00:09:12,600 --> 00:09:17,000
outsized emphasis on brand
awareness while making sure we

174
00:09:17,000 --> 00:09:20,600
capture all remaining intent.
Based searches guy no response

175
00:09:20,600 --> 00:09:23,600
to question 2 saying it has
changed a little in the sense.

176
00:09:23,600 --> 00:09:26,600
I noticed going very narrow or
segmented.

177
00:09:26,600 --> 00:09:29,600
Doesn't make a big difference
anymore instead of creating huge

178
00:09:29,800 --> 00:09:32,400
Audience lists.
Now, it seems to be more

179
00:09:32,400 --> 00:09:36,000
important to give few but good
signals to the campaign so it

180
00:09:36,000 --> 00:09:38,700
can expand from there.
Travis response saying search

181
00:09:38,700 --> 00:09:42,400
based targeting changed with
Google's mood goalpost.

182
00:09:42,400 --> 00:09:46,900
We have new broad phrase, exact
plus semantic match types.

183
00:09:47,000 --> 00:09:51,000
Demand gen evolved also platform
driven to require better inputs,

184
00:09:51,000 --> 00:09:54,700
creative audience, signals,
trust and algorithms to find the

185
00:09:54,700 --> 00:09:57,300
right folks, to much trusting
algorithms.

186
00:09:57,600 --> 00:09:59,500
Glenn response to question to
send echoing.

187
00:09:59,500 --> 00:10:01,100
What?
As I've said about audience

188
00:10:01,100 --> 00:10:04,200
creeping into such platforms
when talking to prospective

189
00:10:04,200 --> 00:10:07,100
clients questions on existing
audience list.

190
00:10:07,100 --> 00:10:10,300
Now, brought to the fore, no
longer work.

191
00:10:10,300 --> 00:10:14,000
We'll get to that later, dark
Mullins response, ensure

192
00:10:14,000 --> 00:10:18,000
especially on social or display
more focus on the creative.

193
00:10:18,000 --> 00:10:22,200
And letting the system learn
what works than selecting and

194
00:10:22,200 --> 00:10:25,000
targeting audiences.
And then we have Melissa McKee

195
00:10:25,000 --> 00:10:27,400
responding to question 2 saying,
speaking, about search

196
00:10:27,400 --> 00:10:30,700
specifically audiences have
become a Not have instead of a

197
00:10:30,708 --> 00:10:33,700
nice to have and you need to
think outside the box for

198
00:10:33,700 --> 00:10:37,000
audiences, not just the obvious
choices audiences.

199
00:10:37,000 --> 00:10:39,600
Also are a signal for smart
bidding.

200
00:10:39,800 --> 00:10:41,300
Julia voice response to question
2.

201
00:10:41,300 --> 00:10:44,800
Seen its expanded, the
underlying logic is the same,

202
00:10:44,800 --> 00:10:48,700
but the in platform setup, has
evolved and never Hopkins

203
00:10:48,700 --> 00:10:51,200
response to question 2.
Seen absolutely, however, the

204
00:10:51,200 --> 00:10:53,600
core strategy Remains the Same
mechanically.

205
00:10:53,600 --> 00:10:57,700
I now one cry over the loss of
similar audiences and instead

206
00:10:57,700 --> 00:11:02,900
use custom intent, Is to focus
competitors to factor in the

207
00:11:02,900 --> 00:11:05,800
baked in audiences, in Broad
match.

208
00:11:06,000 --> 00:11:07,800
Thread is, she hasn't she
continues?

209
00:11:07,800 --> 00:11:10,500
Three, have an honest
conversation with clients about

210
00:11:10,500 --> 00:11:14,000
how much visual content that
they need for their desired

211
00:11:14,000 --> 00:11:18,100
market and whether their best
people want visual versus text

212
00:11:18,100 --> 00:11:21,700
for proactive, exclusions at the
start of the campaign.

213
00:11:21,900 --> 00:11:25,600
Five, I think of keywords as
audiences, interesting, she

214
00:11:25,600 --> 00:11:28,700
continues, I no longer cling to
the analytics audiences, if I

215
00:11:28,700 --> 00:11:31,700
have small accounts, It's much
better to use custom intent

216
00:11:31,700 --> 00:11:35,600
ones, and let competitors pay
for the data seven.

217
00:11:35,600 --> 00:11:39,300
Social ads are no longer.
The hyper Target Champions

218
00:11:39,500 --> 00:11:42,700
creative has to be applicable
for many.

219
00:11:43,200 --> 00:11:45,700
Mmm for many.
But how about just applicable

220
00:11:45,700 --> 00:11:47,600
for the audience's?
I'm not sure about that.

221
00:11:47,700 --> 00:11:51,900
I don't know hey many views to
all these changes we're saying

222
00:11:52,100 --> 00:11:53,800
phrase Andrews response question
too soon.

223
00:11:53,800 --> 00:11:56,000
Have found that approach
targeting has changed

224
00:11:56,000 --> 00:12:00,300
dramatically with the changes in
platforms, example ga Had a big

225
00:12:00,300 --> 00:12:02,600
impact on the collating data of
audiences.

226
00:12:02,600 --> 00:12:06,300
Also think that purges around
Facebook audiences data had

227
00:12:06,300 --> 00:12:09,300
hampered results.
Reva response in audiences are

228
00:12:09,300 --> 00:12:14,400
more important even when using
keyword, because Google is using

229
00:12:14,400 --> 00:12:18,000
the match types, much more
liberally and I agree with

230
00:12:18,000 --> 00:12:20,900
everybody in terms of this
audiences and I really want to

231
00:12:20,900 --> 00:12:23,400
now, do a poem and that's going
to be probably my next Tuesday

232
00:12:23,400 --> 00:12:25,900
pool in terms of, you know,
audiences.

233
00:12:25,900 --> 00:12:28,700
How important are there.
How much do you use them?

234
00:12:29,100 --> 00:12:31,300
I want to find.
A good way of posing that

235
00:12:31,300 --> 00:12:34,100
question.
Wait, actually instills a great

236
00:12:34,100 --> 00:12:37,300
conversation from my connections
Arriva.

237
00:12:37,300 --> 00:12:40,400
Mink of also continue seeing
lots of observational audiences

238
00:12:40,400 --> 00:12:45,000
to collect data, no harm and
they can be helpful and really

239
00:12:45,000 --> 00:12:47,500
gives another answer to question
2 saying, doing a lot of search

240
00:12:47,500 --> 00:12:50,900
advertising, the whole evolution
of the role of the keyword

241
00:12:50,900 --> 00:12:54,700
continues to shake things up.
It's harder to only target very

242
00:12:54,700 --> 00:12:58,200
high intent, High converting
keywords without also getting

243
00:12:58,200 --> 00:13:02,000
noise traffic bad.
Saying stopping waste and new

244
00:13:02,000 --> 00:13:05,200
Ops is tough, Tim Jensen,
response to that saying.

245
00:13:05,200 --> 00:13:08,400
I think this accurately reflects
one of the biggest shifts in

246
00:13:08,400 --> 00:13:10,700
recent years as others have
commented as well.

247
00:13:11,000 --> 00:13:14,700
Micro-targeting just isn't
viable anymore in many cases.

248
00:13:14,700 --> 00:13:17,900
So thinking towards a broader
targeting plus the right

249
00:13:17,900 --> 00:13:21,500
exclusions or copy gating is
more important.

250
00:13:21,600 --> 00:13:25,500
Julie response, which for new
advertisers is as much of a loss

251
00:13:25,500 --> 00:13:28,600
as it straight stablish,
advertisers who have mountains

252
00:13:28,600 --> 00:13:31,600
of data and history?
You on what works converts on?

253
00:13:31,600 --> 00:13:33,400
What does not the machines of
today?

254
00:13:33,400 --> 00:13:37,900
Just can't replicate or replace
the piece now, Hopkins response

255
00:13:37,900 --> 00:13:39,300
in.
I really think it's a matter of

256
00:13:39,300 --> 00:13:42,400
letting go of the keyword as a
fixed entity.

257
00:13:42,400 --> 00:13:46,200
And instead embracing that our
core work is an exclusions to

258
00:13:46,200 --> 00:13:50,200
protect our best keywords or
audience Champions and Julie

259
00:13:50,200 --> 00:13:53,100
goes, I hear you.
I feel like institutional loss

260
00:13:53,100 --> 00:13:56,500
and clients are not interested
in paying the machines to

261
00:13:56,500 --> 00:13:58,700
relearn.
Stuff that already figured out

262
00:13:58,700 --> 00:14:03,700
and paid for Is definitely an
education and contextualization

263
00:14:04,000 --> 00:14:06,500
process.
Not sure if anyone else has had

264
00:14:06,500 --> 00:14:09,500
conversations with clients who
basically say we have a really

265
00:14:09,500 --> 00:14:11,600
good idea of what works on
Google ads.

266
00:14:11,700 --> 00:14:15,200
Why can't we just run things?
Like we successfully have 4X

267
00:14:15,200 --> 00:14:17,500
time period.
Yeah like usual a long time.

268
00:14:17,500 --> 00:14:19,100
Period.
That is a fully legit question.

269
00:14:19,100 --> 00:14:23,500
In my opinion for which Google
has no answer, Julia Vasquez.

270
00:14:23,500 --> 00:14:26,000
I mean, the answer could be
Google cares about Google and

271
00:14:26,000 --> 00:14:29,000
not you or your business, but
that discussion depends on your

272
00:14:29,000 --> 00:14:31,600
relationship.
Ship and the client, I'm at

273
00:14:31,600 --> 00:14:33,900
Lambert goes.
This does summarize, the changes

274
00:14:33,900 --> 00:14:37,300
it has been puzzling.
Why odds are worse than organic

275
00:14:37,300 --> 00:14:40,000
search results, Google gave away
analytics.

276
00:14:40,000 --> 00:14:44,200
So they know what works and why
I get more profits by sharing

277
00:14:44,200 --> 00:14:48,500
value around to remove data so
that you can't train a eye on

278
00:14:48,500 --> 00:14:50,500
it.
Obvious case, in my honest

279
00:14:50,600 --> 00:14:54,400
opinion, Todd Miller goes noise.
Indeed, just had to explain this

280
00:14:54,600 --> 00:14:57,100
very thing to someone phrase
match is more noise.

281
00:14:57,100 --> 00:14:59,600
Now for me than ever and then
Ashton Clark.

282
00:14:59,700 --> 00:15:02,600
Most question to say and I don't
think it's changed too much for

283
00:15:02,600 --> 00:15:05,000
us on the platform Side by
definitely approach it

284
00:15:05,000 --> 00:15:08,200
differently with clients instead
of trying to figure it out,

285
00:15:08,200 --> 00:15:11,800
mostly on our own.
I'll ask for more detailed info

286
00:15:12,000 --> 00:15:15,600
upfront, like sales sheets,
buyer, personas, Etc.

287
00:15:15,600 --> 00:15:18,000
I think that is also very true.
We do a lot.

288
00:15:18,000 --> 00:15:20,400
More of what is actually working
in the sales.

289
00:15:20,400 --> 00:15:23,100
Those conversations are more
prevalent, we don't just do the

290
00:15:23,100 --> 00:15:27,300
whole, we'll just drive traffic
to your site and see what sticks

291
00:15:27,400 --> 00:15:29,500
we're very much about, would
they lie?

292
00:15:29,700 --> 00:15:33,400
Leads, are they converting into
quality, you know, Revenue

293
00:15:33,400 --> 00:15:38,300
quality customers Quality Sales
and then we use that information

294
00:15:38,500 --> 00:15:42,300
to then inform our targeting
that I think, definitely has

295
00:15:42,300 --> 00:15:46,600
changed a lot and then we have
Julie taken us on to question 3.

296
00:15:46,800 --> 00:15:50,300
Saying are you using first-party
data in any of your targeting

297
00:15:50,300 --> 00:15:53,100
is?
So how and on which platforms

298
00:15:53,100 --> 00:15:55,600
first-party data difficult to
do?

299
00:15:55,600 --> 00:15:58,500
But I think it's something we
need to start doing right now,

300
00:15:58,800 --> 00:15:59,900
and we're going to be talking
About.

301
00:15:59,900 --> 00:16:02,900
Although using that first party
data at PPC live, you care.

302
00:16:02,900 --> 00:16:06,900
The next one on the 25th of May.
So yes not too long there.

303
00:16:06,900 --> 00:16:10,900
Go get your tickets, we will be
increasing the prices of the

304
00:16:10,900 --> 00:16:13,300
tickets from next week.
Anyway, that's a little tangent

305
00:16:13,300 --> 00:16:15,700
there Crusher, early response to
question three saying, yes,

306
00:16:15,700 --> 00:16:19,500
we're using first-party data for
audience exclusions in some of

307
00:16:19,500 --> 00:16:23,800
our Google ads accounts and then
some Google analytics segment to

308
00:16:23,800 --> 00:16:27,600
Google ads, count as fpd.
The first party data is that

309
00:16:27,600 --> 00:16:29,500
acronym that Chris's using Gil
Gil.

310
00:16:29,600 --> 00:16:32,200
The response saying yes.
Absolutely except for clients

311
00:16:32,200 --> 00:16:35,800
and jurisdictions or verticals
which restrict this heavily

312
00:16:36,100 --> 00:16:39,700
Travis respond saying absolutely
use hashed customer data

313
00:16:39,700 --> 00:16:43,700
whenever available version one
manually, periodically download

314
00:16:43,700 --> 00:16:49,700
from CRM, CMS, reformat upload,
add a CSV to audiences in Google

315
00:16:49,700 --> 00:16:52,700
ads.
Version to push segments from

316
00:16:52,700 --> 00:16:57,600
clavier, especially to Google
ads for a live, always updated

317
00:16:57,600 --> 00:16:59,500
audiences.
Love this new method.

318
00:16:59,900 --> 00:17:03,400
Dinah Lena says I mainly use
first-party data lists on Google

319
00:17:03,700 --> 00:17:07,800
customer lists work as signals
and performance Max or leads

320
00:17:07,800 --> 00:17:11,099
from gated content case.
Studies webinars in Upper

321
00:17:11,099 --> 00:17:14,700
funnels with the intent of
warming them up Slobodan

322
00:17:14,700 --> 00:17:17,000
response in.
Absolutely, especially since it

323
00:17:17,000 --> 00:17:21,800
enhances smart bidding by adding
that ski signal mostly I either

324
00:17:21,800 --> 00:17:26,000
manually download and add it
from various crms or try to

325
00:17:26,000 --> 00:17:30,200
synchronize it with tools, like
klaviyo or Zappa Via Russia

326
00:17:30,200 --> 00:17:33,500
responding yes.
Using CDP to send custom

327
00:17:33,500 --> 00:17:36,500
attributes and we have Julie
advice responded to question

328
00:17:36,500 --> 00:17:40,900
three saying, very little, but
aiming to bring more in later.

329
00:17:40,900 --> 00:17:45,700
This year, first party in public
sector isn't really a thing and

330
00:17:45,700 --> 00:17:48,700
Melissa Markey response to
question. 3 saying, first party

331
00:17:48,700 --> 00:17:51,800
audiences, can be surprisingly
tough for B2B advertisers,

332
00:17:52,100 --> 00:17:55,200
they'll come to us and say we
have a list of 100 people.

333
00:17:55,200 --> 00:17:59,500
Can we use that size is a
problem as our matter?

334
00:17:59,700 --> 00:18:03,000
It's Tim Jensen response saying
yes on all major platforms

335
00:18:03,000 --> 00:18:07,700
wherever possible Danna goes.
I mainly use first-party data

336
00:18:07,900 --> 00:18:12,200
lists on Google customer list to
work as signals in pmags or

337
00:18:12,200 --> 00:18:15,700
leads from gated content case
studies webinars in Upper

338
00:18:15,700 --> 00:18:20,300
funnels with the intent of
warming them up on social, I use

339
00:18:20,300 --> 00:18:23,700
them to create localized.
That's an interesting strategy

340
00:18:23,800 --> 00:18:25,300
and never goes.
Absolutely.

341
00:18:25,300 --> 00:18:28,800
We are enhanced conversions or
the best and targeting on

342
00:18:28,800 --> 00:18:31,100
conversion.
And values is crucial.

343
00:18:31,100 --> 00:18:34,900
That said it's been really
interesting to see which clients

344
00:18:34,900 --> 00:18:40,300
cared about GA for backups and
who is coasting interesting and

345
00:18:40,300 --> 00:18:42,500
Julia herself response to
question. 3 saying have done

346
00:18:42,500 --> 00:18:47,000
some work with first-party data
for clients, but I always bring

347
00:18:47,000 --> 00:18:51,600
up liability when we talk about
using first-party data and

348
00:18:51,600 --> 00:18:55,700
strongly encourage them to get
their policies and terms in

349
00:18:55,700 --> 00:19:01,400
before diving in too deep, it is
advertisers Who is liable now?

350
00:19:01,400 --> 00:19:04,400
Yeah, advertisers I've
definitely liable and then she

351
00:19:04,400 --> 00:19:06,500
continues.
Make sure you have language in

352
00:19:06,500 --> 00:19:09,300
your contracts about clients
being fully responsible for any

353
00:19:09,300 --> 00:19:12,600
first-party data, that is
provided and or used on ad

354
00:19:12,600 --> 00:19:16,300
platforms clearly state that
you're relying on them getting

355
00:19:16,300 --> 00:19:20,700
permission, talk to your Biz
insurance, agent about this too.

356
00:19:20,900 --> 00:19:23,900
And then Ashton Clark response
to question 3 saying yes, mostly

357
00:19:23,900 --> 00:19:27,500
for retargeting campaigns as
well as excluding existing

358
00:19:27,500 --> 00:19:31,200
customers or leads on Google.
Ads, Microsoft advertising and

359
00:19:31,200 --> 00:19:34,400
Linkedin and Julie takes us on
to question for saying, which

360
00:19:34,400 --> 00:19:37,800
platforms have the best
targeting options, currently in

361
00:19:37,800 --> 00:19:39,300
your opinion.
And why?

362
00:19:39,600 --> 00:19:42,100
I think with the keyword I
definitely say Google ads on

363
00:19:42,100 --> 00:19:46,600
Microsoft, Chris agrees with
this say as I'm 90% Google ads

364
00:19:46,600 --> 00:19:49,200
and 10% Microsoft.
As I'm going to go with

365
00:19:49,200 --> 00:19:53,200
Microsoft ads for B2B purely for
the LinkedIn profile targeting

366
00:19:53,200 --> 00:19:57,100
options, which marketing surf
highlighted in her most recent

367
00:19:57,100 --> 00:19:59,500
shuffled, DM talk girl gonna
respond.

368
00:19:59,700 --> 00:20:04,300
In good targeting, Google Bing
LinkedIn, Twitter Reddit, bad

369
00:20:04,300 --> 00:20:09,000
targeting Pinterest, Facebook,
or I interesting than the liner

370
00:20:09,000 --> 00:20:11,800
goes Google as it's a very
diverse.

371
00:20:12,000 --> 00:20:15,800
I love custom segments, more
precisely and how targeted you

372
00:20:15,800 --> 00:20:19,000
can get with them and then there
is LinkedIn for all its

373
00:20:19,000 --> 00:20:22,500
job-related audiences.
If they weren't so expensive, I

374
00:20:22,500 --> 00:20:24,200
was going to say the expense of
it though.

375
00:20:24,200 --> 00:20:27,600
Travis response saying so long
as Google preserves some

376
00:20:27,600 --> 00:20:31,600
semblance of keyword targeting.
There's no other probablistic

377
00:20:31,800 --> 00:20:34,700
targeting that comes close.
Accuracy is highest.

378
00:20:34,700 --> 00:20:36,600
When customers raise their own
hands?

379
00:20:36,600 --> 00:20:39,900
Self-identity skill is finite
skill.

380
00:20:40,000 --> 00:20:44,400
So cold Adam and Jen will always
be necessary Rush respond saying

381
00:20:44,400 --> 00:20:48,500
good targeting Google LinkedIn.
So so targeting Bing, bad

382
00:20:48,500 --> 00:20:52,200
Facebook, Instagram interesting,
Angela voice response to a

383
00:20:52,208 --> 00:20:54,900
question forcing.
I mean best I like Google

384
00:20:54,900 --> 00:20:58,600
keywords plus audience layer, I
like Tick-Tock interest plus

385
00:20:58,600 --> 00:21:03,500
followers, I Pinterest and
Linkedin for specificity in more

386
00:21:03,500 --> 00:21:06,900
abstract audiences.
Even Spotify targeting is pretty

387
00:21:06,900 --> 00:21:10,400
great.
No fall on best anymore in my

388
00:21:10,400 --> 00:21:13,200
opinion.
So yeah, she likes some.

389
00:21:13,200 --> 00:21:16,800
But best is hard for her to
pinpoint with that one.

390
00:21:16,800 --> 00:21:18,300
Now the response question for as
well.

391
00:21:18,300 --> 00:21:22,000
So this is going to seem like it
comes out of nowhere, but Amazon

392
00:21:22,300 --> 00:21:25,200
is pretty fantastic for
targeting options, interesting

393
00:21:25,400 --> 00:21:27,300
after them.
But Google ads on Microsoft

394
00:21:27,300 --> 00:21:29,400
advertising are pretty robust.
I'm not.

395
00:21:29,600 --> 00:21:33,400
A fan of how hit-and-miss,
Facebook is Facebook and

396
00:21:33,400 --> 00:21:36,900
Instagram taking the hit over
here and Julie, advice response

397
00:21:36,900 --> 00:21:38,500
to never saying, you are not
wrong.

398
00:21:38,500 --> 00:21:43,600
I imagine that even in response
to mostly the talk about Amazon

399
00:21:43,600 --> 00:21:48,000
coming out of nowhere.
Really, I'd say, and Julia

400
00:21:48,000 --> 00:21:50,400
herself response to question
forcing Google ads.

401
00:21:50,400 --> 00:21:53,700
It's still probably the best or
most direct for targeting.

402
00:21:54,000 --> 00:21:56,900
Microsoft, rise and mostly
succeeds LinkedIn.

403
00:21:56,900 --> 00:21:59,300
Unrivaled for Biz targets
Twitter.

404
00:21:59,300 --> 00:22:03,200
And Facebook messy.
I also like Korra in the right

405
00:22:03,200 --> 00:22:06,000
situation Quest.
Goes I've never used core of

406
00:22:06,000 --> 00:22:08,800
advertising, what verticals and
business times, do you use it

407
00:22:08,800 --> 00:22:12,400
for Julie goes it works best for
businesses, where their type of

408
00:22:12,400 --> 00:22:15,500
product or services are already
being talked about.

409
00:22:15,700 --> 00:22:18,700
Done it for IT services,
business Consulting, and

410
00:22:18,700 --> 00:22:22,300
education, Sam skills.
They're still not another media

411
00:22:22,300 --> 00:22:26,000
channel that comes close on.
Capturing demand in the market

412
00:22:26,100 --> 00:22:28,500
come close to.
What would you do to talk about

413
00:22:28,500 --> 00:22:30,400
Google ads?
Sorry that.

414
00:22:30,400 --> 00:22:32,200
That seems to be a confusing
tweet.

415
00:22:32,300 --> 00:22:35,200
Syngenta response.
Wow, complex or Nuance question

416
00:22:35,200 --> 00:22:37,900
based on what I'm trying to
accomplish with agree with

417
00:22:37,900 --> 00:22:41,600
others who ranked Google and
Linkedin towards the top hair.

418
00:22:41,600 --> 00:22:43,900
John Kagan respond saying.
I truly love Microsoft

419
00:22:43,900 --> 00:22:48,600
advertising LinkedIn targeting
but it struggles due to volume.

420
00:22:48,600 --> 00:22:51,800
Yeah the volume issue is
definitely a big issue and has

421
00:22:51,800 --> 00:22:54,600
an interesting thread hair of
still on question for after

422
00:22:54,600 --> 00:22:59,200
Chris had said that I'm 90%
Google ads and 10% much stuff

423
00:22:59,200 --> 00:23:01,200
out.
I'm going to go with Microsoft

424
00:23:01,200 --> 00:23:04,400
as for B2B purely, for the
LinkedIn profile targeting

425
00:23:04,400 --> 00:23:07,300
options, Melissa goes.
I love the LinkedIn targeting in

426
00:23:07,300 --> 00:23:10,300
Microsoft, but volume is so low.
It's hardly worth it.

427
00:23:10,400 --> 00:23:14,800
Plus you get all the bad of Ms
and like, Audience, Network and

428
00:23:14,800 --> 00:23:17,800
crappy matching.
I still give Google the Nord

429
00:23:17,800 --> 00:23:20,400
hair and Chris goes.
When it comes to volume, Google

430
00:23:20,400 --> 00:23:22,700
ads is King.
I also think Microsoft ads,

431
00:23:22,700 --> 00:23:26,200
LinkedIn profile targeting is
limited on the options.

432
00:23:26,200 --> 00:23:29,900
Available smaller businesses.
Don't show up when Trying to

433
00:23:29,900 --> 00:23:32,900
Target businesses, but I still
think it's great.

434
00:23:32,900 --> 00:23:37,500
If you can work with the volume
provided Julie goes, as we all

435
00:23:37,700 --> 00:23:41,400
keep a dreaming of the day when
Microsoft ads and Linkedin just

436
00:23:41,400 --> 00:23:44,200
fully merged into one big,
beautiful, B2B.

437
00:23:44,200 --> 00:23:48,200
And a Marketplace Tim goes, I'm
honestly surprised they didn't

438
00:23:48,200 --> 00:23:52,100
move towards combining the
platform sooner, I'm sure there

439
00:23:52,100 --> 00:23:57,100
are plenty of organizational
reasons why but it would be such

440
00:23:57,100 --> 00:24:00,300
a win for advertisers and for
them, Julie goes.

441
00:24:00,300 --> 00:24:02,900
Well for one thing, it would
likely be difficult to maintain

442
00:24:02,900 --> 00:24:05,500
the high LinkedIn cpc's if they
merged.

443
00:24:05,500 --> 00:24:10,300
I also Imagine there are massive
infrastructure barriers and AD

444
00:24:10,300 --> 00:24:13,500
revenue is not a top priority
for Microsoft either.

445
00:24:13,500 --> 00:24:15,600
I don't think it is and Melissa
goes.

446
00:24:15,600 --> 00:24:18,300
I wonder if there's a regulatory
reason, they haven't done it

447
00:24:18,300 --> 00:24:20,900
yet.
Seems like such a win-win.

448
00:24:21,300 --> 00:24:22,600
So, yeah, guys, what do you
think?

449
00:24:22,600 --> 00:24:25,200
Why hasn't Microsoft ads and
Linkedin?

450
00:24:25,200 --> 00:24:29,800
Much the old idea of LinkedIn
CPC has been quite expensive And

451
00:24:29,800 --> 00:24:31,200
Linkedin, not wanted to let go
of.

452
00:24:31,200 --> 00:24:35,500
That is probably I'd say a big
reason because Microsoft ads are

453
00:24:35,500 --> 00:24:39,200
known for their very low cpcs.
And, but, yeah, what do you

454
00:24:39,200 --> 00:24:41,000
think?
Could it be any other reason?

455
00:24:41,000 --> 00:24:44,500
Like, maybe regulatory as
someone said that, I forget who

456
00:24:44,500 --> 00:24:47,000
it was Ashton clock.
Response question for saying,

457
00:24:47,000 --> 00:24:49,200
being mostly in the btb and Lead
gen space.

458
00:24:49,200 --> 00:24:52,400
We have the most success with
LinkedIn and Google ads,

459
00:24:52,700 --> 00:24:56,200
keyword, and custom audiences,
on my favorite options on Google

460
00:24:56,500 --> 00:24:59,500
and Linkedin.
G value is in the vast.

461
00:24:59,700 --> 00:25:03,500
About of combinations and
exclusions that we can use.

462
00:25:03,600 --> 00:25:06,800
So Julie, then takes us on to
question 5, what is your biggest

463
00:25:06,800 --> 00:25:10,100
ad targeting frustration?
And for that question, Melissa

464
00:25:10,100 --> 00:25:12,800
McKee jumps, right?
On it answering saying the lack

465
00:25:12,800 --> 00:25:16,700
of be to be targeting options in
most platforms, other than

466
00:25:16,700 --> 00:25:21,200
LinkedIn, keyword ambiguity
inside that only gotten worse.

467
00:25:21,300 --> 00:25:24,800
Although, if you can find the
right audiences and layer them,

468
00:25:24,800 --> 00:25:28,200
keyword targeting has actually
gotten better.

469
00:25:28,300 --> 00:25:31,800
Chris has will respond saying
Shrinking data pull for Search

470
00:25:31,800 --> 00:25:35,000
terms and the ever losing
settings for match types.

471
00:25:35,000 --> 00:25:38,300
I understand why audience
targeting has been limited for

472
00:25:38,300 --> 00:25:42,400
GDP are reasons and privacy.
But when I see screenshots of

473
00:25:42,400 --> 00:25:47,000
60% of Search terms being listed
as other, it's scares me.

474
00:25:47,000 --> 00:25:51,200
Yeah, 60% that's a lot dandeli.
No goes, I don't have something

475
00:25:51,200 --> 00:25:53,600
that frustrates been an incident
came to mind.

476
00:25:53,600 --> 00:25:58,100
The fact you cannot retarget an
audience of video viewers on

477
00:25:58,100 --> 00:26:01,600
LinkedIn unless it has More than
300 users.

478
00:26:01,600 --> 00:26:06,000
By doesn't give you any insight
on how close you are to that

479
00:26:06,000 --> 00:26:09,300
number.
That is really interesting.

480
00:26:09,700 --> 00:26:12,900
Travis response.
I am making my peace with fewer

481
00:26:12,900 --> 00:26:15,900
targets and controls.
They are still paths to success,

482
00:26:16,200 --> 00:26:19,100
the lack of actionable data or
targeting insights.

483
00:26:19,100 --> 00:26:23,800
Drives me mad Google with holes
because they don't exist or they

484
00:26:23,800 --> 00:26:27,900
would lead advertisers to spend
in ways less profitable to

485
00:26:27,900 --> 00:26:31,900
Google with the mink of Response
saying, I find audience overlaps

486
00:26:31,900 --> 00:26:35,300
to be so frustrating.
It's hard to know which audience

487
00:26:35,500 --> 00:26:37,900
was the one that made the
difference.

488
00:26:38,100 --> 00:26:41,500
Nate Lewis response saying, such
times close variance, so much

489
00:26:41,500 --> 00:26:44,800
wasted at spend.
We had a customer that cancel

490
00:26:44,800 --> 00:26:48,100
Google ads this week who had
twenty three clicks and three

491
00:26:48,100 --> 00:26:51,700
hundred and ninety-four dollars
spent on Search keywords we

492
00:26:51,700 --> 00:26:58,600
wanted to bid on versus 57
clicks and 1052 dollars spend on

493
00:26:58,700 --> 00:27:02,000
such terms.
Did not want to bid on, that's

494
00:27:02,000 --> 00:27:05,800
an interesting Dynamic there.
And then you lavash response,

495
00:27:05,800 --> 00:27:08,300
question facing location.
Exclusions and detailed

496
00:27:08,300 --> 00:27:10,300
audience.
Exclusions across platforms and

497
00:27:10,300 --> 00:27:14,300
of course, clients who wants to
measure awareness campaigns with

498
00:27:14,300 --> 00:27:17,600
traffic goals by.
Don't think Google can solve

499
00:27:17,600 --> 00:27:21,500
that never Hopkins response
saying The Accidental industry

500
00:27:21,500 --> 00:27:23,500
flagging.
That causes targets to come

501
00:27:23,500 --> 00:27:27,700
across as a violation of policy.
I don't mind playing by the

502
00:27:27,700 --> 00:27:29,400
rules.
I do mind when I do play.

503
00:27:29,600 --> 00:27:32,100
Play by the rules and get
flagged anyway.

504
00:27:32,100 --> 00:27:35,900
Also audience size too small,
Tim goes.

505
00:27:35,900 --> 00:27:38,200
Yes.
And when the exact same ads get

506
00:27:38,200 --> 00:27:41,800
flagged again, when you make the
slightest change to your

507
00:27:41,800 --> 00:27:44,900
targeting, I mean, if you've
already made the request and

508
00:27:44,900 --> 00:27:47,900
you've obviously already being
passed for the targeting the

509
00:27:47,900 --> 00:27:50,200
year using.
Yeah, you really shouldn't be

510
00:27:50,300 --> 00:27:52,600
penalized again.
Tim Jensen response to question

511
00:27:52,600 --> 00:27:56,100
five saying, keeping track of
constant changes in what we can

512
00:27:56,100 --> 00:27:59,400
or can't Target.
Lack of understanding of actual

513
00:27:59,400 --> 00:28:04,800
in. 10th in many cases, come on
a, I get it together now because

514
00:28:04,800 --> 00:28:07,500
I'm ten thousand percent agree
with your second one.

515
00:28:07,700 --> 00:28:11,200
It's silly when the intent gets
all wonky and we pay a premium

516
00:28:11,500 --> 00:28:15,500
for the wrong audience.
Ah, Lord, I'll be annoying.

517
00:28:15,900 --> 00:28:19,000
Julie goes, honestly, it is
probably the whole just tell us

518
00:28:19,000 --> 00:28:21,500
your dreams and let us figure it
out.

519
00:28:21,500 --> 00:28:25,000
Mantra of the platform's, I want
a better mixture of business

520
00:28:25,000 --> 00:28:29,400
inputs, with the power of a
bajillion and data point.

521
00:28:29,500 --> 00:28:34,200
Within the platform data.
But Jillian datapoints, I love

522
00:28:34,200 --> 00:28:38,200
that and yeah and respond to Tim
Jensen where he was saying, lack

523
00:28:38,200 --> 00:28:39,900
of understanding of actual
intent.

524
00:28:39,900 --> 00:28:43,400
In many cases and never going
ten thousand percent agree with

525
00:28:43,400 --> 00:28:45,700
your second one.
It's silly when they intend gets

526
00:28:45,700 --> 00:28:48,500
all wonky and we pay a premium
for the wrong audience.

527
00:28:48,700 --> 00:28:50,700
Julie goes, I will say it again,
please.

528
00:28:50,700 --> 00:28:53,900
Oh, please Google ads.
Give us a matching feedback

529
00:28:53,900 --> 00:28:57,900
mechanism if we have to rely on
the machines more and more to

530
00:28:57,900 --> 00:29:00,800
understand intent.
Let us Help train them.

531
00:29:00,800 --> 00:29:04,400
It's a win-win.
Absolutely, we need to train the

532
00:29:04,400 --> 00:29:07,500
AI because it's genius, but it's
a very young genius.

533
00:29:07,500 --> 00:29:11,000
It's a young Sheldon is what I
like to put it as never how

534
00:29:11,000 --> 00:29:13,100
Koreans respond saying.
I would love them to put in a

535
00:29:13,100 --> 00:29:18,200
system like L, essays have where
we can ask for credit back when

536
00:29:18,200 --> 00:29:22,200
the lead is Spam, watch how
quickly the matching improves

537
00:29:22,600 --> 00:29:25,300
and Robert Brady response to
question five saying, despite my

538
00:29:25,300 --> 00:29:29,200
best Target in efforts still
seem spam conversions, obviously

539
00:29:29,200 --> 00:29:32,700
fake Khalid data being submitted
who is out there, submitting

540
00:29:32,700 --> 00:29:36,100
spam leads to pump up the
conversion rates on their junk

541
00:29:36,100 --> 00:29:40,500
search partner sites.
Way, ha ha ha and wow with that

542
00:29:40,500 --> 00:29:43,100
comes out to the end of our chat
today.

543
00:29:43,100 --> 00:29:46,100
After that, very interested
answer from Robert Brady, we've

544
00:29:46,100 --> 00:29:50,200
gotten some very interesting
chat about targeting today and

545
00:29:50,200 --> 00:29:54,200
how we do it and keywords and
audiences and with platforms are

546
00:29:54,200 --> 00:29:58,600
doing it well not doing it well
and you know, best case scenario

547
00:29:58,600 --> 00:30:01,600
what we wish for I think that's
the only thing that maybe Julie

548
00:30:01,600 --> 00:30:03,900
didn't ask that she usually
would ask and maybe it's just

549
00:30:03,900 --> 00:30:07,200
because we ran out of time.
In terms of if we had a crystal

550
00:30:07,200 --> 00:30:10,700
ball, what we would like it to
be like and we'll who knows.

551
00:30:10,700 --> 00:30:15,500
We might bring that up as a chat
point on Thursday at 12 p.m.

552
00:30:15,500 --> 00:30:18,000
eastern Time. 5 p.m.
GMT on Twitter spaces where

553
00:30:18,000 --> 00:30:20,600
she'll be continuing this
conversation.

554
00:30:20,600 --> 00:30:23,000
So you have anything to add?
If there's anything that we

555
00:30:23,000 --> 00:30:28,100
missed out of Pawn, please join
us on Thursday, for any feedback

556
00:30:28,100 --> 00:30:31,100
about the podcast, or maybe,
Even some correction on anything

557
00:30:31,100 --> 00:30:33,600
that has been shed.
Do get in touch with me on my

558
00:30:33,600 --> 00:30:38,300
Twitter, my DMs are open on the
handle, the marketing, a new or

559
00:30:38,300 --> 00:30:40,600
LinkedIn.
We have a PPC, chat Roundup

560
00:30:40,600 --> 00:30:44,400
podcast group would love to hear
your thoughts about what we

561
00:30:44,400 --> 00:30:46,300
share today.
We're also be great for

562
00:30:46,300 --> 00:30:48,600
long-standing members, a brand
new listeners to give the

563
00:30:48,600 --> 00:30:51,900
podcast a review or rating or
really help with the growth

564
00:30:51,900 --> 00:30:54,000
strategy.
And for people to realize that

565
00:30:54,100 --> 00:30:56,700
it is a podcast worth listening
to be.

566
00:30:56,700 --> 00:31:00,700
Also great for my motivation.
So that when I come back from

567
00:31:01,000 --> 00:31:05,600
holiday at, let's say 6:00 a.m.
in the morning and go straight

568
00:31:05,600 --> 00:31:08,600
into work.
I have motivated to record

569
00:31:08,600 --> 00:31:11,300
Another podcast like I did
today, and this has definitely

570
00:31:11,300 --> 00:31:13,400
been fun, but yeah, please go to
the link.

571
00:31:13,400 --> 00:31:17,300
Tree.com /p P c-- chat on the
score round up.

572
00:31:17,400 --> 00:31:20,800
That's linked.
Three.com /p P c-- chat on the

573
00:31:20,800 --> 00:31:23,800
school ground up.
And also, as I mentioned earlier

574
00:31:23,800 --> 00:31:27,300
on, we've got PPC live.
UK coming for its sixth edition.

575
00:31:27,600 --> 00:31:30,200
On the 25th of May.
We've got Four speakers.

576
00:31:30,200 --> 00:31:32,900
We're going to be talking about
Microsoft you know that we

577
00:31:32,900 --> 00:31:34,300
touched on.
We're going to talk about first

578
00:31:34,300 --> 00:31:38,300
party data which we also touched
upon today and we're going to be

579
00:31:38,300 --> 00:31:41,400
talking about you know,
conversion rate and you know

580
00:31:41,400 --> 00:31:47,800
frequency of add ads being shown
to customers and yeah some other

581
00:31:47,800 --> 00:31:49,500
topics, some other interesting
topics.

582
00:31:49,500 --> 00:31:54,100
So I hope you join us for that.
Just go to PC live UK.com to get

583
00:31:54,100 --> 00:31:56,600
your tickets.
Finally remember for your

584
00:31:56,600 --> 00:31:58,900
campaigns and businesses to
Glide smoothly.

585
00:31:59,100 --> 00:32:02,000
There's a a lot of hard work
needed beneath the surface, so

586
00:32:02,000 --> 00:32:05,000
keep your swans kicking by and
speak to you next week.