EP254 - PPC Pitfalls

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

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Roundup in today's episode.
We have the amazing Julie bikini

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leading us on a very fun topic.
I find this to be a fun topic,

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more some take it very
seriously, but you always have

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to learn from your mistakes and
you can get to a stage where you

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can look back at it and laugh
and thankfully, my mistakes.

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Well, the ones I recall though
the big ones I've made long ago

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that I can now sit and laugh of
them.

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Anyway we are talking about PPC,
pitfalls and He's talking about,

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yeah, the common mistakes that
we've made how to tackle them

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how to comes about them, how to
communicate about them

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internally and externally, and,
you know, things we make sure

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that we put in place to ensure
that we are not repeating on

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this takes.
I feel like these are the kind

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of things that we should think
about not just in the PC World,

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but in our general life anyway.
So hope you enjoy us going

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through some of our previous
work.

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Trauma.
So, sit back and enjoy.

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Hello and a warm.
Welcome to this week's episode

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of the PPC chat.
Round up a podcast way.

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I round up the Twitter
discussion that happens on

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Tuesdays at 5 p.m.
GMT.

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

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London UK.
And I use this platform to

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share, not just expert but also
my ideas and considered best

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practices above paid media and
the direction, the the industry

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is going in.
So if you want to keep up to

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date with my tips and tricks in
the industry, and get the latest

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on the podcast, that has been
called your go to even if you

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don't make it to the PPC chat
live discussions.

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And even if you do then like
polish and retweets on, that's

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right.
Twitter with my handle the

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marketing, a new or join us on
our LinkedIn Group, which is bpc

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chat, Roundup podcast.
And if you're on Instagram, why

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don't you check us out at PPC,
chat on the school.

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Round Up to get courts and
Snippets from previous episodes,

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so yeah.
Today we go through the front

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reminiscing, back onto a lot of
us more earlier in our career,

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maybe some of us maybe not so
far.

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Back in our career talking about
our PBC pitfalls and things that

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we have regretted doing and hope
to claw back out and learn from.

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But yeah, we've got quite a bit
of a community head during this

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today.
You know, you'd being very

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transparent being, very open to
talking about.

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Yeah, honest mistakes that
they've made and how they get

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over it.
We got The likes of Julie advice

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Boris Becker's.
Well, joins us Melissa McKee as

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well.
Joins us.

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Yeah, I think I'm Fraser Andrews
and actor joins us as well.

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Go guy called box hoping that's
a new name on the community to

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have but yeah, quite a few of us
joining here to share our early

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career pitfalls.
But before we get into the

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questions, as usual, we have
Julie saying that this chat is

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intended for PPC, Professionals
of all levels.

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And if you have something you
want to share, please, do we are

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Length supportive Community,
please don't be afraid to

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participate.
Lurkers are of course always

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welcome to.
So yeah let's get right into the

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front questions.
Julie asks question one saying

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what are some examples of
pitfalls?

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You have encountered over the
years if so what happened and

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what did you do?
Missile response saying site,

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migrations and tagging they
never go as well as you hope.

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Even if you prepare, I have a
check sheet, a kind migrated on

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a Thursday, it double tracked it
then.

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Didn't track at all and cpc's
went through the roof due to bit

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strategies.
I learned a lot and you lie

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response to that.
Say my favorite is when they

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Deploy on a Friday.
Never do this ever.

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It's a no-good terrible awful
idea.

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It just ruins the weekend
because you just know something

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is going to go off and then yeah
just like well wasn't around to

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check it or chili.
Stop anything down Patterson

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response to that saying.
Yeah, I have a general rule to

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never roll things out on a
Friday.

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I learnt that quickly as well.
Melissa is wealth goes rules to

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live by.
Launching a Friday responding to

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question one.
Travis girls, the top pitfalls

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of frustrations of encountered
are one URL changes, without

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comms, very common to a poor
plug-in installs that

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effectively, break standard
tracking degraded data passed

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back to Google ads, and three
debating over attribution namely

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between Google ads GA and third
party platforms.

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And then Alex packs response,
question once a also, oh, geez,

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remember, accidentally booking
audience, Has as observation and

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targeting and that was the
default.

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Why and wondering why nothing is
serving happened to me in my

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first two weeks on a big, big,
big client to the wording of.

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That was so bad and confusing.
He continues our also, once had

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Annie calm client, whose Magento
implementation was.

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So messed up, when I tried to
pull a product feed the entire

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website, went down lord.
And then finally, they say

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website team or implementing
stuff on Market.

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Teams landing pages without
notifying and tracking breaking.

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It's always acting tracking
breaking and that sales not

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using Salesforce correctly,
putting wrong lead status and

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never updating.
So yeah, a cacophony of Errors

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there Melissa Markey has wealth
goes in accurate tracking is a

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big one.
You get B strategies going and

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then find out tracking was
broken or not measuring the

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right thing.
And she continued saying this

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can be tough to diagnose, have
to get it right it around.

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And and then restart all your
bit strategies, Etc.

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And then I said that, yeah.
My favorite to remember in terms

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of early in my career is when I
set a CPC to be 20 pounds on a

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competitor campaign.
So compared to the campaign's,

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instead of 20 pence because yes,
you don't want to be spending 20

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pounds on a very ineffective,
low quality score already

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campaign.
So that was a big mistake my

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manager flipped as well, but I
was very honest about saying

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that yes, he was a mistake and
it was also at this Me when I'd

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already given my notice and I
was leaving.

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So he thought I was trying to
screw things up and be like.

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Yeah, I don't, I don't care
anymore.

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I'm leaving.
Anyway, so let's put competitor

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campaigns on 20 pounds.
It's seriously was not the case.

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It was an honest mistake.
Why wouldn't I was honest about

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that but it just so happened
that we were under spending on

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that account and so that
overspend actually help balance

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things out and when he noticed,
he kind of chilled out straight

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away and it's like, oh look,
yeah, spending is actually now

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looking good because obviously
with a agencies it's always a

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case of or even like marketing
department is always a case of.

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We have to make sure that we
spend.

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We always trying to spend the
budget that we're giving because

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then you're not spending it with
my.

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Our budget might decrease the
next year, when we don't want to

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do so yes, it's always a weird
one where you're spending money.

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You actually can't spend anyway,
like I continue saying that so

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glad automation has made that
kind of mistake close to

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Impossible now close to
Impossible because I likes then

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response.
Saying that I realized that

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Google will happily set a CPC
from $2 to $20, but if I wanted

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to change it from $2 to 20,
pence, I have to verify.

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It's really me with a 2fa
occurred.

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So that's like, yeah, trying to
use multiple ways of actually

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logging back in to confirm.
You are the person that wants to

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make that chain.
That's quite ridiculous.

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Julie also gives her example of
a mistake saying, when the

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client changes, the URLs, for
the ad destination Pages without

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telling you.
Is a classic Microsoft ads used

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to have a very confusing setting
for geography that made it super

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easy to show.
Add way outside.

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Your target areas did that, by
accident wants wants to and

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Boris response to that same.
How'd that happen once when I

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was working on a team handling,
a big Airline.

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You would think corporations
have these things sorted, but

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knew Julia voice response.
To question one saying honestly

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pacing, I run a lot of campaign
flights rather than always And

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just getting it to balance out
against plant, spend is a chore

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and they are in response to
question one.

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We have bugs replying, same
generic keywords on phrase or

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broad match resulted in loads of
bad leads switch.

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These two exact match.
Much better quality leads.

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Now still use phrase and Broad
for Less.

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Generic keywords mostly phrase
though and yeah we have Boris.

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Becker can himself responding to
question.

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One saying the usual tracking
issues location targeting.

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One thing that happened to me
once was when I did a copy and

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paste error on a lot of URL
parameters and send traffic to a

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404 page over the weekend, doing
stuff over the weekend and

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Melissa.
Oh my God, I was doing a book

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upload several years ago and
screwed something up when I copy

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and paste it worked, the whole
account had to tear it down and

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start over.
Not find Lord for his country

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response.
Yeah.

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Hard least, I'm not, the only
one know.

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Those kind of things have
happened.

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Yeah, by tracking URL.
And the like and Julie gives

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another answer to question.
One saying website, Team new

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king, all the tagging is a
classic to so you're feeling

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good, that you knew that website
changes were happening and it's

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still all brakes because they
just don't put the code and the

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new pages or put it in the wrong
places.

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Such a headache to sort out and
act as well response to question

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one saying a lot, few of those
are data and accuracy learning

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phase re-initiation after any
Change wrong Integrations double

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tracking wrong landing pages
missing Integrations.

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Yeah that's there's those are
all a good list what?

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That is a good list and Julie
then take some to question 2

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saying that yeah we've already
started talking about this but

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it does.
Specific question is have you

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ever encountered issues with
your client or Brand's website

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that messed up your PPC efforts
or strategy?

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So yeah, in terms of what we
have started talking about it

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and tracking issues when
migration happens and Codes is

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not the same and all that kind
of nonsense.

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Yeah, annoying.
And she goes, if so what

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happened and what did you do?
A missile goes.

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Yeah, if you're tracking is not
working used at exclusions on

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your bed, strategies, for the
days, it's not working.

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This needs to be done daily as
you can't do future dates,

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unless it has changed and if
they fixed it.

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Wait until the First full clean
day to stop.

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Exclusions.
Travis goes, yeah.

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Common one is weakness of pdp's.
He's shopping plus P, Max

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relying on their structured
data, but they are not typically

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optimized.
For called conversion, making

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them poor landing pages, that
hinder conversion rate, you

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can't create shoppable landing
pages.

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But this requires dedicated
devil work rare for most brands

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Alex PX as well.
Respond saying that already

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mentioned other teams messing up
tracking since I'm corporate.

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It usually gets asked lated very
high very quick and someone gets

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Can too and then it happens
again.

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And again, he continues our
client had a landing page.

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That was just a JPG with text
Lord and a contact form.

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Google did not recognize any
contact on it.

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So quality score was incredibly
bad material response in.

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I usually ask them to check the
performance of all channels

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combined and we have Melissa
Mickey responding to question to

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sing all the time.
See my A1 tracking issues.

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Moving landing pages without
telling us, deleting landing

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pages without telling us remove
Moving tracking codes or cause

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giant headaches.
Jimmy Rice response.

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I work with a lot of websites
that change regularly forms,

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open and close, microsites open
for campaigns and then close.

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Keeping track of all is quite
something.

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So, yes, I have my best advice,
annotate your reports reminders,

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six months from now we'll help
you Julie their response to

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question 2 saying already talked
about changing your Ells or

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domains and nuking tracking.
So how about Changing forms and

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using one that isn't using
conversion tracking code.

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It can take some time to figure
out there is something amiss.

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Do you live?
I should suppose.

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Oh my God, we had the biggest
longest fight, robust

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conversation about tracking,
forms starts rather than

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00:12:18,000 --> 00:12:22,700
completions, because it was just
so obvious that we wouldn't have

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00:12:22,700 --> 00:12:26,300
enough conversions for the
platform media can't solve a

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00:12:26,300 --> 00:12:30,900
process problem media can't
solve A process problem.

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That is so true.
Ashton clock response to

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00:12:33,400 --> 00:12:35,800
question.
One saying inaccurate conversion

233
00:12:35,800 --> 00:12:39,300
tracking is a big one,
especially when first starting

234
00:12:39,300 --> 00:12:42,900
or inheriting a project example,
new client will say they're

235
00:12:42,900 --> 00:12:47,400
tracking is good when it's not.
So we trust but verify what they

236
00:12:47,400 --> 00:12:51,200
say saves us from a lot of
Hassle and uncomfortable

237
00:12:51,500 --> 00:12:54,700
conversations later on and then
yeah.

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00:12:54,700 --> 00:12:57,600
Boris Becker's want same
prolonged server downtime

239
00:12:57,600 --> 00:13:02,400
changing URL structured.
Without notice Goodwin is also

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00:13:02,600 --> 00:13:07,100
human factor like sales teams,
refusing to pick up the phone

241
00:13:07,300 --> 00:13:12,100
when a lead comes from Google
ads because these are always bad

242
00:13:12,300 --> 00:13:15,000
and Weaver Minkoff response
where to begin the.

243
00:13:15,000 --> 00:13:18,800
She actually did give a begin
actor, goes yeah, let's start

244
00:13:18,800 --> 00:13:21,300
with a low-hanging ones.
I don't know why people don't

245
00:13:21,400 --> 00:13:24,100
just put that in.
Let's see, we might start

246
00:13:24,100 --> 00:13:28,200
somewhere or like, oh, I have so
many ideas, I have so many

247
00:13:28,200 --> 00:13:29,400
thoughts on this and they don't
share.

248
00:13:29,600 --> 00:13:32,000
Are any of the thoughts?
I'm like, guys, don't just

249
00:13:32,000 --> 00:13:34,800
tease, let us know.
Anyway, she then goes on to

250
00:13:34,800 --> 00:13:38,500
question two, that's Reva.
She goes clients changing titles

251
00:13:38,500 --> 00:13:41,600
of pages or Pages themselves
generating 4 or 4S and

252
00:13:41,600 --> 00:13:43,500
therefore, breaking ad
campaigns.

253
00:13:43,800 --> 00:13:48,000
Key is to have a good process
and line of communication with

254
00:13:48,000 --> 00:13:53,000
those making the changes.
So you hair in advance, and then

255
00:13:53,000 --> 00:13:56,200
she continues.
Educating clients on tracking

256
00:13:56,300 --> 00:13:59,200
has helped us keep it top of
mind to ideally, avoid

257
00:13:59,200 --> 00:14:01,800
situations.
In West something is changed and

258
00:14:01,800 --> 00:14:05,600
it breaks the tracking at to
respond saying, I was working

259
00:14:05,600 --> 00:14:08,900
with an econ brand, that was
constantly, testing, new offers

260
00:14:08,900 --> 00:14:12,800
and products in the rush phase,
I get fewer Communications and

261
00:14:12,800 --> 00:14:15,700
the ads keep spending same with
the lead Jam.

262
00:14:15,700 --> 00:14:17,800
The new form that we might be
testing.

263
00:14:17,800 --> 00:14:22,200
Just disappears the second day
and I am like shocked Emoji.

264
00:14:22,200 --> 00:14:26,200
Yeah some people just changing
things on the site and not

265
00:14:26,200 --> 00:14:28,100
letting their paid search
advertising.

266
00:14:28,100 --> 00:14:32,500
No, it's just Just so annoying
bugs, then response to question

267
00:14:32,500 --> 00:14:35,900
2 as well, saying a clients who
insist on headlines without

268
00:14:35,900 --> 00:14:40,500
keywords, be still gets me that
Google wants webp images on

269
00:14:40,500 --> 00:14:43,800
site, but that format can be
used in ads.

270
00:14:43,800 --> 00:14:47,800
But then they want you to use
Dynamic image extensions that

271
00:14:47,800 --> 00:14:51,800
pull images from your site.
And then Julie takes us on to

272
00:14:51,800 --> 00:14:54,800
question 3 saying, what do you
typically do things go sideways

273
00:14:54,800 --> 00:14:57,100
in one of your accounts or
campaigns?

274
00:14:57,600 --> 00:15:01,300
And if it was something that was
Fourth, how do you handle it?

275
00:15:01,300 --> 00:15:05,300
I think my answer to this was
some of the sort of start

276
00:15:05,300 --> 00:15:07,300
investigating were also speak to
someone.

277
00:15:07,300 --> 00:15:11,300
I trust internally to help me
stop panicking, first and

278
00:15:11,300 --> 00:15:14,700
foremost but also to help me
brainstorm because yeah, you

279
00:15:14,700 --> 00:15:16,700
never know.
So, another pair of eyes can,

280
00:15:16,700 --> 00:15:19,100
we'll know exactly what the
problem is, what the solution

281
00:15:19,100 --> 00:15:22,300
is.
And you have to get I've just

282
00:15:22,300 --> 00:15:25,300
gotten the state to not to be
nervous about having made a

283
00:15:25,300 --> 00:15:28,600
mistake especially if somebody
else can really quickly you

284
00:15:28,600 --> 00:15:31,800
know, the fresh pair of eyes.
I see what the error was and it

285
00:15:31,800 --> 00:15:33,900
could be something that the
client has even need to know

286
00:15:33,900 --> 00:15:37,100
about but you've been the case
of where there was a bit of

287
00:15:37,100 --> 00:15:39,300
overspend.
Yeah well you might want to tell

288
00:15:39,300 --> 00:15:43,200
the client and you know give
exact reasons why it happened

289
00:15:43,500 --> 00:15:45,600
and things you've put in place
to ensure that it doesn't happen

290
00:15:45,600 --> 00:15:47,000
again.
As long as you're not repeating

291
00:15:47,000 --> 00:15:49,500
your mistakes, things can always
be forgiven.

292
00:15:49,500 --> 00:15:53,200
We're not saving lives here,
we're not saving lives clench,

293
00:15:53,200 --> 00:15:55,700
monthly response, to question 3.
Saying, the main thing I do is

294
00:15:55,700 --> 00:15:58,600
ensure the root cause is found
it helps.

295
00:15:58,600 --> 00:16:01,000
Nobody buy junk.
Being too quick to Quick,

296
00:16:01,000 --> 00:16:04,000
conclusions credibility gets
hurt, Etc.

297
00:16:04,400 --> 00:16:06,800
Travis response saying there's
always a reason.

298
00:16:06,800 --> 00:16:09,600
If there's not a reason
showcasing, the doesn't things

299
00:16:09,600 --> 00:16:12,700
you've checked.
Can go a long way to demonstrate

300
00:16:12,700 --> 00:16:16,300
troubleshooting ability and
preserve trust above all

301
00:16:16,300 --> 00:16:19,100
communication early and often is
the best part.

302
00:16:19,100 --> 00:16:22,600
I agree with that communicate
often and you know, you'll

303
00:16:22,600 --> 00:16:25,300
probably expand on if you could
have, but it doesn't always mean

304
00:16:25,300 --> 00:16:28,000
to the client.
But communicate with someone do

305
00:16:28,000 --> 00:16:31,200
not just have the The mistaking,
your head communicate with the

306
00:16:31,200 --> 00:16:34,400
trusted manager.
Trusted is the key word, Alex,

307
00:16:34,400 --> 00:16:37,200
response, to question, 3 saying
we recently said campaigns back

308
00:16:37,200 --> 00:16:42,400
to e, CPC because tcpa wasn't
bringing in it, and that has

309
00:16:42,400 --> 00:16:45,100
improved performance a lot for
mistakes Own.

310
00:16:45,100 --> 00:16:48,400
It Implement processes, to make
sure it doesn't happen again.

311
00:16:48,700 --> 00:16:52,000
He continues if something's
going wrong with the campaign,

312
00:16:52,000 --> 00:16:55,600
check that the setup is solid or
no accidental.

313
00:16:55,600 --> 00:16:59,400
Exclusions ad preview tool is
great for this, except when it's

314
00:16:59,500 --> 00:17:02,900
Not we don't know why your ad
isn't being shown.

315
00:17:02,900 --> 00:17:07,300
Don't forget to check tracking
or test leads and then River

316
00:17:07,300 --> 00:17:10,300
response to question three
saying, one acknowledged to

317
00:17:10,300 --> 00:17:15,599
investigate three own up for
correct five, figure out a plan

318
00:17:15,599 --> 00:17:18,099
moving forward.
So it doesn't happen again.

319
00:17:18,200 --> 00:17:20,400
Some really good steps.
They're showing it in, he's

320
00:17:20,400 --> 00:17:23,400
always more important to look
forward than Look Backwards and

321
00:17:23,400 --> 00:17:28,900
blame never solves anything.
Sorry for shouting that allowed

322
00:17:28,900 --> 00:17:30,200
but yeah.
Yeah, think about that.

323
00:17:30,200 --> 00:17:34,200
Guy's blame.
Never solves anything verse 10

324
00:17:34,200 --> 00:17:37,200
response to question. 3 saying,
I start with the most obvious

325
00:17:37,200 --> 00:17:41,400
things tracking, recent change
history, try to isolate when

326
00:17:41,400 --> 00:17:44,400
things went South.
If it's my fault, I openly

327
00:17:44,400 --> 00:17:47,100
communicate that usually if
you're open about it and

328
00:17:47,100 --> 00:17:49,800
Implement a process.
So it doesn't happen again.

329
00:17:49,800 --> 00:17:53,400
Clients are fine with it.
Absolutely Julia voice response

330
00:17:53,400 --> 00:17:55,500
and I find communication is the
most important.

331
00:17:55,500 --> 00:17:59,400
Step, finding out what happened
and coming up with a solution.

332
00:17:59,700 --> 00:18:02,900
Is so important.
I really like media onboarding

333
00:18:02,900 --> 00:18:06,700
for the client group, everything
we do is self-service acute, a

334
00:18:06,700 --> 00:18:10,400
timing, all of it matters.
So yeah, as I said start

335
00:18:10,400 --> 00:18:13,200
investigating and then tell
someone and internal person,

336
00:18:13,200 --> 00:18:16,300
someone who will calm you down
lives, an issue that the client

337
00:18:16,300 --> 00:18:19,300
will definitely notice let them
know alongside the steps you're

338
00:18:19,300 --> 00:18:22,200
going to take.
So yeah, basically what I want

339
00:18:22,200 --> 00:18:25,000
my answer was action or Clark
response saying for sure, but

340
00:18:25,000 --> 00:18:27,500
luckily not too often.
Most recently a client.

341
00:18:27,500 --> 00:18:31,300
Didn't renew their security.
Difficuit ads became disapproved

342
00:18:31,300 --> 00:18:35,000
for Destination not working so
we pause dad service waited for

343
00:18:35,000 --> 00:18:37,900
them to fix and then submit it
appeals to get everything

344
00:18:37,900 --> 00:18:40,400
running.
Again, Dan Patterson response to

345
00:18:40,408 --> 00:18:43,000
question 3.
Seen own up to it, explain what

346
00:18:43,000 --> 00:18:46,400
happened, and what I'm doing a
to fix it, or what?

347
00:18:46,400 --> 00:18:49,200
I'm researching to figure out
how to fix it.

348
00:18:49,500 --> 00:18:52,400
Julie respond saying, first
figure out, what the heck

349
00:18:52,400 --> 00:18:57,200
happened or is happening, is it
something I did or didn't do

350
00:18:57,200 --> 00:19:01,700
something the client ID, or a
From issue always be proactive

351
00:19:01,700 --> 00:19:05,000
in communicating and take
responsibility when it's my

352
00:19:05,000 --> 00:19:07,200
fault.
Keep them updated.

353
00:19:07,200 --> 00:19:10,500
As you go, Boggs response
saying, got to own it.

354
00:19:10,600 --> 00:19:14,300
If it's your fault, honesty is
key to a long-lasting

355
00:19:14,300 --> 00:19:17,700
relationship.
If you see metrics deteriorating

356
00:19:17,700 --> 00:19:21,000
dig into it correlation, does
not equal causation.

357
00:19:21,300 --> 00:19:25,300
But correlating metrics can
often help you find the cause

358
00:19:25,600 --> 00:19:28,900
Melissa respond saying honesty
and open Timely communication is

359
00:19:28,900 --> 00:19:31,200
key.
In any case, if it's our fault,

360
00:19:31,200 --> 00:19:35,000
we own up to it immediately.
The truth is always the best

361
00:19:35,000 --> 00:19:38,100
policy, Glenn, as well as
respond saying, the main thing I

362
00:19:38,100 --> 00:19:40,400
do is ensure the root causes
found.

363
00:19:40,700 --> 00:19:43,100
It helps Nobody by jumping to
Quick.

364
00:19:43,100 --> 00:19:46,700
Conclusions credibility gets
hurt Etc.

365
00:19:47,000 --> 00:19:49,600
Then Julie dead takes us.
To question for saying, is there

366
00:19:49,600 --> 00:19:54,000
a particular aspect of PPC that
tends to Vex you or be difficult

367
00:19:54,000 --> 00:19:56,900
or something?
That is your Perpetual blind

368
00:19:56,900 --> 00:19:58,800
spot?
I think especially at the

369
00:19:58,800 --> 00:20:01,500
beginning of my What used to be
my Perpetual bind Sports?

370
00:20:01,500 --> 00:20:04,900
Whether default settings when
you're creating campaigns like

371
00:20:04,900 --> 00:20:08,000
the things like campaigns,
default settings that were

372
00:20:08,000 --> 00:20:11,700
targeted to both search and
display because I always found

373
00:20:11,700 --> 00:20:14,100
that those kind of campaigns
never worked.

374
00:20:14,100 --> 00:20:18,100
And so sometimes I'll just
forget to really fine tooth go

375
00:20:18,100 --> 00:20:19,800
through the through with a
fine-tooth comb.

376
00:20:19,800 --> 00:20:23,000
Those settings.
And those default settings used

377
00:20:23,000 --> 00:20:25,800
to catch me up.
Travis then response to question

378
00:20:25,800 --> 00:20:29,400
forcing given that Google ads
exists in an auction-based.

379
00:20:29,500 --> 00:20:33,100
Oh, system sometimes the cost to
participate as much higher than

380
00:20:33,100 --> 00:20:36,700
we can forecast or survive.
This puts Brandon up

381
00:20:36,700 --> 00:20:40,500
predicament, do we a continue
searching for lower cost traffic

382
00:20:40,500 --> 00:20:43,900
or be allocated budget
elsewhere, Alex respond saying,

383
00:20:43,900 --> 00:20:47,700
nothing really difficult but at
the giant penis of the UI and

384
00:20:47,700 --> 00:20:52,700
the cluttered nest of the editor
often make me miss really basic

385
00:20:52,700 --> 00:20:55,900
things and then we have Julie
responding to question forcing.

386
00:20:55,900 --> 00:20:57,500
I always triple check the
budgets.

387
00:20:57,500 --> 00:21:01,100
I think you only have to have
Had a typo in there.

388
00:21:01,100 --> 00:21:03,700
Wants to make that something you
extra check.

389
00:21:04,000 --> 00:21:07,000
Yeah, I always check the budget.
Always check the beds,

390
00:21:07,000 --> 00:21:09,800
especially with new campaigns
what I'm setting them to but

391
00:21:09,800 --> 00:21:13,400
then bit strategies.
Yeah, saves me from that birds

392
00:21:13,400 --> 00:21:15,100
for goes.
I know people keep saying to

393
00:21:15,100 --> 00:21:19,400
test as ads Microsoft ads
because apparently it's easy to

394
00:21:19,400 --> 00:21:23,100
drive incremental performance
little additional work with the

395
00:21:23,100 --> 00:21:25,800
import straight from Google Etc,
to be honest.

396
00:21:25,800 --> 00:21:28,900
Microsoft almost never does
anything for my clients.

397
00:21:28,900 --> 00:21:32,600
Don't know.
If it's me or the platform river

398
00:21:32,600 --> 00:21:35,700
goes, I really liked being have
seen great results on our ads

399
00:21:35,800 --> 00:21:39,900
there especially on branded that
were cheaper than Google.

400
00:21:39,900 --> 00:21:42,300
It was conversion rates.
Better was converging was the

401
00:21:42,300 --> 00:21:44,900
conversion volume actually
there.

402
00:21:45,300 --> 00:21:47,600
Jamie Response Team.
Think it depends on the industry

403
00:21:47,600 --> 00:21:50,500
for me in certain industries.
I see great conversion, rates

404
00:21:50,500 --> 00:21:51,900
and others.
It's dead.

405
00:21:52,300 --> 00:21:54,700
Nate Lewis goes Bing has been
crushing it.

406
00:21:54,800 --> 00:21:58,300
Alex PX girls being performance
varies greatly for me from week

407
00:21:58,300 --> 00:22:01,200
to week sometimes.
It's super great of the times.

408
00:22:01,200 --> 00:22:03,900
It's like there was no such
volume at home.

409
00:22:04,100 --> 00:22:05,700
What do you guys think?
Bang, yay.

410
00:22:05,700 --> 00:22:09,300
Or nay Aston clock response.
Question 3 saying position

411
00:22:09,300 --> 00:22:12,600
initiatives as a test or
something that will build on

412
00:22:13,000 --> 00:22:16,300
makes it much easier to set
expectations and discuss poor

413
00:22:16,300 --> 00:22:21,400
performance dig into specific
campaigns or ad groups etc for

414
00:22:21,400 --> 00:22:24,200
root causes.
I always like to come with a

415
00:22:24,200 --> 00:22:28,900
solution or plan, not just at
the problem as the, incog then

416
00:22:28,900 --> 00:22:30,600
continues.
Saying review, conversion

417
00:22:30,600 --> 00:22:34,300
tracking and discuss what the
client is seen on their end.

418
00:22:34,300 --> 00:22:37,800
Example, if leads are still
coming through, we know it's a

419
00:22:37,800 --> 00:22:40,800
tracking issue, just be honest
is point for.

420
00:22:41,200 --> 00:22:44,700
This didn't go as planned so we
can revert to the previous way

421
00:22:44,700 --> 00:22:47,200
while we figure out the next
move.

422
00:22:47,300 --> 00:22:50,500
This didn't go as planned.
So I'm going to undo what the

423
00:22:50,500 --> 00:22:54,700
mistake that I did try to undo
the mistake I did and this is

424
00:22:54,700 --> 00:22:57,900
how we make sure that we put
safeguards in place for it to

425
00:22:57,900 --> 00:23:00,800
not happen again.
Actors, like response question,

426
00:23:00,800 --> 00:23:03,500
3 saying, first confronting that
this is a mistake and not

427
00:23:03,500 --> 00:23:06,900
feeling over guilty about it.
Being over judgmental is

428
00:23:06,900 --> 00:23:10,800
inversely proportional to what
you learn from a failure, take

429
00:23:10,800 --> 00:23:14,200
the lesson I move.
Here is what I'm doing recently.

430
00:23:14,500 --> 00:23:16,900
I'm training multiple
Freelancers from scratch.

431
00:23:16,900 --> 00:23:20,200
Giving them the eyes on how I
look at an account and asking

432
00:23:20,200 --> 00:23:22,400
them to monitor it.
On my behalf.

433
00:23:22,500 --> 00:23:26,300
Second automation, I automate a
lot of what I think the

434
00:23:26,308 --> 00:23:28,700
automation also double checks,
every action.

435
00:23:28,900 --> 00:23:31,200
So it up, Avoids mistakes.
So, yeah, that's what I was

436
00:23:31,200 --> 00:23:33,900
saying in like, that's what I
also said from my first answer,

437
00:23:33,900 --> 00:23:38,200
saying automation, at least also
allows us to avoid those kind

438
00:23:38,200 --> 00:23:41,000
of, especially bids mistakes.
Chili advice response to

439
00:23:41,008 --> 00:23:43,700
question forcing.
I mean, budgets and showing

440
00:23:43,700 --> 00:23:46,700
negative keywords list are
applied and not just sitting in

441
00:23:46,700 --> 00:23:49,600
the account.
And honestly, also insights I

442
00:23:49,600 --> 00:23:52,500
find are getting harder, I get
asked, what can we learn?

443
00:23:52,500 --> 00:23:55,600
And I'm like, most of your
Search terms are other and it's

444
00:23:55,600 --> 00:23:58,200
summer now.
So yeah, trying to get those

445
00:23:58,200 --> 00:24:00,700
insights Jill.
Is an advanced question for

446
00:24:00,700 --> 00:24:03,200
saying here is one that is Sneak
here.

447
00:24:03,300 --> 00:24:06,200
If you're creating a new
campaign and using another as

448
00:24:06,200 --> 00:24:09,800
the basis, either in UI or
editor, double check, that all

449
00:24:09,800 --> 00:24:13,000
the parts are as you want them.
Sometimes they are not.

450
00:24:13,000 --> 00:24:15,600
I used to kind of assume it all
came across.

451
00:24:15,600 --> 00:24:19,200
But now I do not, I think that's
someone similar when the default

452
00:24:19,200 --> 00:24:23,000
setting is on search and display
for the same campaign and you

453
00:24:23,000 --> 00:24:26,400
definitely don't want that real
men cough response question for

454
00:24:26,400 --> 00:24:28,800
saying confirm the budgets.
Confirm them again.

455
00:24:28,800 --> 00:24:32,300
Checkmate Month that they
haven't changed and then actor

456
00:24:32,300 --> 00:24:35,800
response to question for saying
negative keywords find the

457
00:24:35,800 --> 00:24:39,200
winning angles for an impatient
client while duplicating.

458
00:24:39,200 --> 00:24:42,700
The campaigns you can miss the
changes of dating tracking

459
00:24:42,700 --> 00:24:46,600
templates for custom tracking,
utm's removing any automation

460
00:24:46,600 --> 00:24:49,300
rules or scripts while
duplicating the campaign.

461
00:24:49,300 --> 00:24:52,200
And then Aston clock response to
question, forcing tracking has

462
00:24:52,200 --> 00:24:56,000
been a pain more recently GA for
Google tab changes.

463
00:24:56,000 --> 00:24:59,300
Attribution model updates
privacy.

464
00:24:59,500 --> 00:25:03,400
Shins excetera have created a
perfect storm that can be tough

465
00:25:03,400 --> 00:25:07,100
to navigate on top of all the
other platforms or industry

466
00:25:07,100 --> 00:25:09,500
changes.
And then our final question

467
00:25:09,500 --> 00:25:12,300
question, 5 Julie asked what do
you think is the biggest

468
00:25:12,300 --> 00:25:16,700
potential Pitfall in PPC?
These days a lot of the answers

469
00:25:16,700 --> 00:25:20,000
had to do with automation as was
mine, but I'll get to that

470
00:25:20,100 --> 00:25:22,900
Travis response and in-demand
captures in search.

471
00:25:22,900 --> 00:25:27,500
Many brands are price takers in
demand gen through brute force

472
00:25:27,500 --> 00:25:30,100
of creative offers and lat
Adding pages.

473
00:25:30,100 --> 00:25:34,700
Some can engineer lower-cost
traffic few appreciate this and

474
00:25:34,700 --> 00:25:37,200
Google ads.
Get a rep for being too

475
00:25:37,200 --> 00:25:41,200
expensive can't compare apples
to oranges and then Alice

476
00:25:41,200 --> 00:25:43,400
respond.
Same product managers wanting to

477
00:25:43,400 --> 00:25:47,000
implement their plan of 100
percent growth at minus 50

478
00:25:47,000 --> 00:25:52,500
percent cost per lead and - 70
percent budget every single year

479
00:25:52,500 --> 00:25:56,400
trust us when we say we can't
deliver that many leads for that

480
00:25:56,400 --> 00:25:58,600
price.
It's not that we don't want to

481
00:25:58,600 --> 00:26:01,100
get you.
Those It's just impossible,

482
00:26:01,400 --> 00:26:05,200
Marcus wanting difficulty in
setting up a proper tracking.

483
00:26:05,600 --> 00:26:08,700
We're still having issues with
tracking way into this career.

484
00:26:08,800 --> 00:26:11,500
Well anyway, our way into doing
digital marketing, no even

485
00:26:11,500 --> 00:26:14,900
integrate to Career just way
into like digital marketing, I

486
00:26:14,900 --> 00:26:17,500
guess.
Yeah, the whole ga4 is not

487
00:26:17,500 --> 00:26:20,700
necessarily helping Julia voice
response to question five

488
00:26:20,700 --> 00:26:23,400
saying, it's all self-serve
automation, that can't be turned

489
00:26:23,400 --> 00:26:27,200
off or controlled and the usual
flood or drought campaigns.

490
00:26:27,400 --> 00:26:29,300
Please run everything right now.
48.

491
00:26:29,400 --> 00:26:32,500
Weeks then, turn it all off.
And explain the results.

492
00:26:32,500 --> 00:26:35,900
And yeah, and then explain why
things didn't pick up as quickly

493
00:26:36,200 --> 00:26:38,400
as you'd like them to actor.
Goes out.

494
00:26:38,400 --> 00:26:41,800
I hate giving explanations but
that is what we do GTA Vice

495
00:26:41,800 --> 00:26:45,000
goes, I mean, insights are part
of the remit even in very wonky

496
00:26:45,000 --> 00:26:47,700
campaigns flight.
I just wish the platform's would

497
00:26:47,700 --> 00:26:51,100
make it easier, and I don't know
about on off campaign, though.

498
00:26:51,200 --> 00:26:53,400
I never liked on of campaigns
Boris.

499
00:26:53,400 --> 00:26:57,000
Becker sponsoring people, taking
Google's word as gospel, applied

500
00:26:57,000 --> 00:26:59,200
recommendations, having display
mixed.

501
00:26:59,500 --> 00:27:03,400
In this search campaigns Etc.
And then yes, Derek Mullins

502
00:27:03,400 --> 00:27:07,300
replies saying meat and Tony,
Hickman hobby of his is to bitch

503
00:27:07,300 --> 00:27:09,100
about this.
You too will become fast.

504
00:27:09,100 --> 00:27:11,100
Friends.
Boris goes oh, I'm well aware of

505
00:27:11,100 --> 00:27:14,800
his hobby.
I am be nice to meet you.

506
00:27:14,800 --> 00:27:18,200
So, yeah, that's know someone a
guy I follow yet.

507
00:27:18,200 --> 00:27:21,600
Maybe Julie Dan response saying,
I think the biggest Pitfall

508
00:27:21,600 --> 00:27:24,600
these days are in things that
are being done for us by the

509
00:27:24,600 --> 00:27:27,700
platforms, like Auto creating
assets, and how automated

510
00:27:27,700 --> 00:27:29,200
bidding can go wonky and get
you.

511
00:27:29,400 --> 00:27:33,800
You a 75 dollar click that
doesn't convert Lord.

512
00:27:33,800 --> 00:27:37,600
That is expensive actor response
to that or and also to question

513
00:27:37,600 --> 00:27:40,200
five saying things that the
brands do in the name of

514
00:27:40,200 --> 00:27:43,900
marketers needs to fill their
pockets, it would be great if we

515
00:27:43,900 --> 00:27:47,900
can have more brand
Representatives like a genie,

516
00:27:47,900 --> 00:27:52,400
Marvin AKA adds a Tad's liaison.
If you want to follow her on

517
00:27:52,400 --> 00:27:55,500
Twitter, Melissa response to
question five saying lack of

518
00:27:55,500 --> 00:27:59,200
visibility is a big Pitfall as
is lack of control.

519
00:27:59,500 --> 00:28:02,600
With automation, John Keegan
response to question forcing

520
00:28:02,600 --> 00:28:07,000
scripts as 18 years deep and the
space and Scripts, still evade

521
00:28:07,000 --> 00:28:09,100
me Ashton clock response to
question.

522
00:28:09,100 --> 00:28:12,500
Five cent automation, especially
for smaller or more Niche

523
00:28:12,700 --> 00:28:14,200
accounts.
It should be tested

524
00:28:14,200 --> 00:28:17,800
intentionally, don't set and
forget, give the machines

525
00:28:17,800 --> 00:28:21,200
guardrails like negatives and
expect some bumps that you will

526
00:28:21,200 --> 00:28:25,200
have to correct along the way.
John Kagan response to question,

527
00:28:25,200 --> 00:28:28,700
five saying lack of
transparency, looking at UGA for

528
00:28:28,700 --> 00:28:31,400
and Pima, Max and I'd also
respond.

529
00:28:31,400 --> 00:28:33,700
Yeah.
In the same light on the same

530
00:28:33,700 --> 00:28:36,500
kind of area.
As Ashton did saying that.

531
00:28:36,500 --> 00:28:40,700
Yeah thinking automation or a, I
will always get it right as in

532
00:28:40,700 --> 00:28:43,500
that a big Pitfall where our
biggest potential Pitfall in

533
00:28:43,500 --> 00:28:47,300
PPC, right now it will always be
the pitfall since automation

534
00:28:47,300 --> 00:28:50,900
started being a thing, having
full trust and assuming it will

535
00:28:50,900 --> 00:28:52,600
never break and it has all the
data.

536
00:28:52,600 --> 00:28:54,300
It needs to make the right
decisions.

537
00:28:54,600 --> 00:28:58,200
Watch it work like a hawk hasn't
tested tested against what, you

538
00:28:58,200 --> 00:29:01,600
know, and then Side test and
learn test and learn test.

539
00:29:01,600 --> 00:29:05,100
The line should, always, always
be a thing.

540
00:29:05,300 --> 00:29:08,900
And on that exciting note.
I've never ended on one of my

541
00:29:08,900 --> 00:29:10,000
Tweets.
We're, here you go.

542
00:29:10,000 --> 00:29:13,300
We come to the end of this chat.
I hope you found that useful.

543
00:29:13,300 --> 00:29:16,400
I hope you feel a bit relieved
that you're not the only one

544
00:29:16,400 --> 00:29:18,600
that makes mistakes.
We're not saving lives here

545
00:29:18,600 --> 00:29:22,800
again, as I've said earlier on,
so make the mistake learn from

546
00:29:22,800 --> 00:29:26,300
the mistake, but, you know, pick
yourself back up, and get back

547
00:29:26,300 --> 00:29:28,200
on that horse.
And just explain what you're

548
00:29:28,200 --> 00:29:30,600
going to do to ensure.
Sure that you don't keep falling

549
00:29:30,600 --> 00:29:32,200
off the horse.
So yeah.

550
00:29:32,200 --> 00:29:36,500
If you want to hear some of the
sometimes, funny mistakes that

551
00:29:36,500 --> 00:29:40,000
we've talked about join us
Thursday, where we'll be having

552
00:29:40,100 --> 00:29:42,900
the Twitter spaces.
Chat led by Julie again at 5

553
00:29:42,900 --> 00:29:45,700
p.m.
GMT, 12 p.m. eastern time for

554
00:29:45,700 --> 00:29:49,400
any feedback about the podcast
or maybe even some correction on

555
00:29:49,400 --> 00:29:51,200
anything that has been shed.
Good do get in.

556
00:29:51,200 --> 00:29:55,300
Touch with me on Twitter, my
DM's are open on the handle, at

557
00:29:55,300 --> 00:29:57,500
the marketing, a new or a
LinkedIn.

558
00:29:57,500 --> 00:30:02,400
We have the PPC chat group Which
is the PPC chat Roundup podcast.

559
00:30:02,400 --> 00:30:04,700
It also be great here from for
my long-standing, a brand new

560
00:30:04,700 --> 00:30:06,700
listings.
To give the podcast of review to

561
00:30:06,700 --> 00:30:09,500
help the great strategy and just
let people know that.

562
00:30:09,500 --> 00:30:12,800
Yeah, this is great podcast to
follow great motivation for me

563
00:30:12,800 --> 00:30:16,200
to keep doing this.
It is past midnight my time but

564
00:30:16,500 --> 00:30:20,600
yakkin, sometimes I want to take
a break in between the end of

565
00:30:20,600 --> 00:30:22,900
the workday and starting
recording and sometimes that

566
00:30:22,900 --> 00:30:27,600
break takes a long while anyway.
So please do get on link

567
00:30:27,600 --> 00:30:31,000
tree.com forward slash PPC, chat
underscore round up.

568
00:30:31,000 --> 00:30:34,300
It will give you the links, the
links like Spotify Apple.

569
00:30:34,600 --> 00:30:36,300
It takes seconds to leave a
rating.

570
00:30:36,900 --> 00:30:39,700
Also, excited for PPC, live UK
happening.

571
00:30:39,700 --> 00:30:44,100
Next week, we have four amazing
speakers Adele side.

572
00:30:44,300 --> 00:30:47,500
There's Carlton, who is the MD
of optimized?

573
00:30:47,700 --> 00:30:51,000
And we have a lady satoko rush
to key or Lord.

574
00:30:51,000 --> 00:30:53,400
I hope I said that right all the
way from Japan.

575
00:30:53,400 --> 00:30:56,800
She's going to be talking about
click frequency and Jan.

576
00:30:56,900 --> 00:30:59,200
I forget his last name.
He's going to be talking about

577
00:30:59,400 --> 00:31:02,000
As party data dot.
The topics will be Microsoft

578
00:31:02,100 --> 00:31:03,600
ads.
Is it all that?

579
00:31:03,600 --> 00:31:06,800
Des will be talking about
responsive search ads, pain, to

580
00:31:06,800 --> 00:31:09,200
pin or not to pin and testing in
there.

581
00:31:09,400 --> 00:31:12,500
You know, age of AI.
There's going to be loads of

582
00:31:12,500 --> 00:31:15,100
interesting talks.
There's going to be loads of

583
00:31:15,108 --> 00:31:17,600
interesting foods and drinks
that.

584
00:31:17,600 --> 00:31:20,300
I hope you enjoy.
Please get your ticket go to PC

585
00:31:20,300 --> 00:31:23,500
live UK.com.
I am going to be starting a

586
00:31:23,500 --> 00:31:28,500
competition tomorrow, giving
away three or five free tickets

587
00:31:28,500 --> 00:31:34,000
in Aid of If people like yeah
giving retweeting or following

588
00:31:34,000 --> 00:31:38,500
our page or doing something.
Anyway, we'll see how that works

589
00:31:38,500 --> 00:31:40,200
out.
But yeah, I love as many of you

590
00:31:40,200 --> 00:31:41,900
to come.
It's not about the money to get

591
00:31:41,900 --> 00:31:45,100
only 20 quid, but it's about
sharing this knowledge.

592
00:31:45,100 --> 00:31:48,200
This chats that we have on
Tuesdays, we can week out

593
00:31:48,300 --> 00:31:51,700
sharing that knowledge in-person
networking, you know, meeting

594
00:31:51,700 --> 00:31:54,800
the peoples in your PPC
community that you chat with

595
00:31:55,300 --> 00:31:57,800
online and sharing your
knowledge and realizing that

596
00:31:57,800 --> 00:32:00,600
some of these pitfalls that you
Make some of the challenges that

597
00:32:00,600 --> 00:32:03,800
you're facing other people are
facing it as well.

598
00:32:04,600 --> 00:32:07,000
I know that nerd finally
remember for your campaigns and

599
00:32:07,000 --> 00:32:09,500
businesses to Glide smoothly.
There's a lot of hard work

600
00:32:09,500 --> 00:32:12,900
needed beneath the surface so
keep your swans kicking by and

601
00:32:12,900 --> 00:32:14,000
speak to you next week.