EP257 - Preparing for the Shift in PPC - Tracking, Targeting & Attribution

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie bringing us another great topic where we're going to be talking about preparing for the shift, in PPC, tracking targeting and attribution. So instead of talking about just one shift that's going to happen with their like using a ga for that is happening in less than 20 days now. Like in a couple of weeks guys well maybe just over a couple of weeks. So I hope you guys are all really looking out for that. There's also Going to need three changes. That's going to happen in targeting and attribution. If it Automation and machine learning. And just yeah. Keywords, we predict that's going to go away soon.

0:40 There were only four questions and I know, Julie does this when she realizes that the answers people are just bursting with their answers. And she doesn't want to move on, too quickly to the next question because like a lot of people have things to say about the question. So, yeah, quite a few people joined. The chats gave their opinion like the likes of Julia Vice, gildner Robert Brady Of course, Julie also gave her answers Jin Banks. I believe he's come back from being on a break, from us, remain coffee as well. Because Jennifer Danny Andy, I'm anymore. I joined the for some of the chat, it's always annoying because halfway through the chat, we have a company meeting, so I kind of try to multitask but very badly but then I'm like, hey, I will get all the answers and Maori through do all the roundups of everybody's amazing dancers and even give my opinions on some of the questions I couldn't answer live in the chat. At on this round up.

1:31 So I hope you enjoyed that. I hope you fight benefit in hearing what we predict. We will be the most effective and the most you know, industry shifting changes for us and which one we should really be paying attention to most. Oh yeah, sit back and enjoy. Hello and a warm, welcome to this week's episode of the PPC chat around up the podcast where I round up the Twitter discussion. That happens on Tuesdays at 5 p.m. GMT. I'm your host, a new, and I'm recording from my studio Hair in London UK. And I use this platform to share, not just expert but also my ideas and considered best practices about paid media.

2:16 The direction the digital industry is going in. So if you want to keep up to date with my tips and tricks in the industry, and get the latest on the podcast that has been called your go to You do make it to the PPC chat live discussions. And even if you do then like, follow share and retweet on that, right? Twitter with my handle the marketing, a new or join us in our LinkedIn Group, which is the PPC chat around up. Or if you're on Instagram, why don't you check us out, at PPC, chat underscore Round Up, to get quotes and Snippets from previous episodes. So, yeah, we have Julie taken us on a very interesting topic about talking about all the different changes in one go. Well, not like in depth but just about what we feel. About the different changes that are going to be happening before we get into that very Lively discussion. Julie goes before we go to questions. This chat is intended for people, see Professionals of all levels.

3:06 If you have something you want to share, please do we are friendly and supportive Community. Please don't be afraid to participate, lurkers. And of course, listeners of the podcast. Welcome. Welcome. You are always welcome to. So, yeah, before we got on to it yeah. Julie does like, you know, how is everybody doing? I told her especially, I wanted to mention That's really special because I was like, I'm enjoying the brilliant summer but I will also be preparing for surgery. While I am preparing for surgery at the moment. I'm going to be happening having on Friday. So yeah, please send your good wishes and your prayers. They'll be really great that everything goes well and yeah, I'm going to be taking some, you know, much needed time off work. I'm really happy about that, but don't tell anyone, that'll be able to have a good excuse, not have work, you know, for quite a few weeks recovery, period, a size four to six weeks, four to six weeks. I said that to a friend and she took He, he heard forty six weeks.

3:58 Not forty, six weeks, I'm not going to be on break for like? What how many, how many like that's close to a year? No, four to six weeks or less than two months. But yeah anyway, let's get into the questions. So question 1 which of the coming announced changes? Do you think will impact PPC, most significantly or at least your accounts, one diminishing role of keywords to end of third party? Cookies, three Google. Latex for for apples URL, stripping 5, something else. So yeah, already they were like 10 replies to this. So I will try and catch all the replies and all the replies of replies that we're done. But yeah, I keep saying this is a round up. I'll probably be able to get to every single answer. Anyway let's start with Sam's answer. He goes honestly I think it depends on what Niche or vertical you work in.

4:50 Yeah and it depends and it depends on Sir is very famous in the PPC son. Cool as well. He continues for B2B on Niche. B to C 1 is going to play an outsized Factor because by definition getting the volume necessary for machines. To learn is difficult for broad-based. B2c for is probably the thing that would give me the most pause for Enterprise be to be likely four or five with five being regulation plus legislation. The only group more incompetent that Google support is the US Congress and the ACOG replies. Oh, I like that answer and I do That answer and it depends and seen in what ways, it depends on which of the numbers will affect which types of businesses that is very robust.

5:35 Answer, I would say missile response. Saying all of the above the challenge we have with Google is that they do things and learn after example in worked on this one client. So why wouldn't it work on everything else? But tracking, well, hold on to your hats. It's going to be a bumpy ride. So he's a bumpy ride ride with Google, isn't it Gilda respond saying? Finishing role of keywords, for sure and of cookies, /url, stripping Etc has been happening for years and he's pretty much a non-issue at this point attribution still works as much as we needed to reporting is a different issue. Keywords are being tough management goes, diminishing role of keywords, especially on smaller accounts. Paul Rooney response saying for me feels like another way. Google can get wasted spend from people new to Google ads and auto default to Broad match material. Seen end of third party cookies and GA for wound to prevent curious advertisers to do their own analysis. Diminishing role of keywords is just changing the product sold by Google, meaning that it is a larger question that involves advertisers and Google first Alain resnais just response. Number one.

6:43 Yes, we've got a poll Rooney and an allen, Rooney. Yeah. Who would have guessed Michael gone back to respond saying keywords? How exactly are we going to Target search with? Literally, the only targeting tool we have Have made Louis just goes one, Travis response team lost tracking third-party cookies, Apple updates is an obstacle, might feel like a reversion to 2010 but survivable keyword depreciation is a massive change for Google ads. Blending the Madge, n+ capture risks alienating advertisers GA for should Advance the industry. I'm bullshitting. I think it's being meant to right here. Yeah, G4.

7:24 Anyway, we've a mink Response to question 1st ga4 is going to have a big immediate effect because so many businesses still haven't switched over. All the algorithms are going to break all Julia voice response. To question one saying, short-term ga4, it's a huge learning curve than most, folks are not ready for long-term, not that long diminished. Keywords clients are going to have to learn a lot. Jennifer Danny response in world that's a hard. One G4 is a ticking time bomb and third-party cookie loss is to and River gives another answers. In 1758, I is going to have a big impact on the industry from chat GPT to data-driven attribution to all the emphasis on algorithms, I respond as well saying.

8:06 Yeah, for me, I think the most eminent is ga4 happening in, just over two weeks, clients are already having issues with data. Still not seen similar data from ga4 and you a and things are about how and thinking about, how do I keep track of you a data from after July 1st? So in the PC live, UK WhatsApp group. We have one of the ladies asked about how do I make sure that I keep the data that is in you, a people are still worried that they cannot rely on ga4 and two weeks before you know, ga4 is only one that's going to be applicable. Like yeah, I think you a Google has said that your you a data is going to be available for up to 18 months, after July 1st. But still, for the fact that people are thinking that they definitely want to rely on you.

8:53 A does not bode well for GA 84 in my opinion Robert Brady response to question one saying of that list probably GA for the keyword list thing has been at work for a while. When does he, what does it mean by at work girl responds saying interesting, you're not wrong but I saw to have the opposite. Conclusion. Ga4 seems to be settling into place, I don't believe that. I think he would less is actually poised to take a big jump off. The cliff Robert responds. I feel like increasingly broad matching is a degradation of keywords and that has been steadily. Getting worse, Julie goes by the end of 2020 for keywords will only be signals. Hey, she's not saying that for a fact by the end of 2020 for keywords will only be signals you heard it here first.

9:37 Yes, right. And I don't know this for a fact, it's my intuition on the topic, Gil, response, totally agreed. But I do think broad match performance lately. Indicates that the signals will be performing, okay, I do think we'll be fine retaining. Some exact match for edge cases is on my wish list for sure. Sure. And river goes to that saying, I think this still really depends on the business or Advertiser. And brand guidelines example, clients that steadfastly don't want to bid on competitors or who can't use certain keywords due to FDA compliance. So, yeah, compliance issues. How is a? I going to be able to fit with that and another someone has come back from being away for a little while and meet Cobra. She responds to question one saying that, if we're talking about what will impact us the most, right? Out, then my answer is ga4 so yeah that's that's what I meant. That was my answer as well.

10:30 If we're talking about in the future, then diminishing role of keywords and I agree with that. Julie goes, can I say all of the above attribution is about to get nuked between GA for ending up, third-party, cookies, and apples URL. Stripping it's a giant ball of. Yeah, Ike's targeting will suffer as a result of all those to the demotion or demise of keyword targeting. And then, yeah, I did Gallagher's as well. Another returner says, I'm thinking about Apple's URL stripping, we all want a better campaign attribution. How many dashboards will be ruined from less UTM a data. And then, yeah, we have Julie responding to genbank surgeon Bank said good questions.

11:11 I think these all lead to advertisers being backed into a corner. I like that. What Optimizer and Frederick valleys of Frederick owns Optimizer are doing with automation layering, so sharing your data is going to be pivotal for. Future broad match will be the de facto Julie response. Share your data is going to be required in the not too distant future. This leaves a ton of businesses in a bad spot because the internal data is a hot mess. Julia voice response saying not to mention organizations that can't share data for all kinds of reasons. Do they just get less support because of how they do business. Get ready for case studies on how to circumvent. Privacy laws. Do you respond saying?

11:53 It's kind of hilarious to me that it seems Seems like Google is ready to just write off highly regulated Industries as advertisers, it really does sound like that. So, delivers goes, you don't want farmer money and there's lots there often Tech or Insurance Julie response as well, after all that lobbying, you don't want the government dollars, okay, then from Julia Vice, my tail goes, have you already considered that? This strategy is not the right one for Google, and that in may switch back to a more precise targeting in the future. Jim goes. Yeah. What with Google ever since they started and don't recall ever anything. They walked back to exactly what it was before. And, yeah, we're still on answers for question.

12:34 One cock Williams goes. I'm unsure on the most, but one will harm efficiency in SMB accounts by disallowing initial targeted. Focus to men. Google's, well, on the way to this, not being a tangible issue, 3 will cause harm in just being a new confusing product that will harm ursus for hmm. And then, yeah, it was nothing for something else from him. And so if you look in response to question one saying, the diminishing role of keywords signals interest and intent are all great for targeting but sometimes you can't beat knowing exactly what someone is looking for, by the words, they use and Julie respond saying you can't beat using exact terms, you know, convert.

13:20 If you're the advertiser, you can't beat forcing advertisers to take some portion of A broad match traffic to get the good or efficient traffic to is, certainly a winning formula for Google stock price remain coughs, aerys, Plies and saves, and the more transparency decreases due to privacy the harder. It will be for advertisers to identify that. That's what's happening, right? Air goes in search ads, keywords targeting is 99% were make, it remaining targeting is 1% anyone talking about the role of audience targeting in such did not manage to Get the power of keywords intent in acquisition. But yeah, audience audience targeting is also an important thing material.

14:03 Especially once you start bidding on Broad and Broad does help with growth is not about old being restrictive. So I'd say yeah I don't know. Take a look at that and then we have Julie taken us on to question 2 saying, which area do you think is going to least resemble? What we have, traditionally known it to be in the next 18 months and she yeah. Options are tracking or tagging targeting and then three attribution. So one tracking to targeting three attribution for me straight up, it was targeting. So yeah, in the immediate effect that we're going to have see, you know, changes is ga4 in more long term is going to be about the whole keywords and how everything is just going to be about Broadband signaling and all that kind of stuff that Julie's been talking about.

14:52 So, who are, what are our next answers for? Kitchen to Gill. Gill, net goes targeting 100%. Yep, we've got to go ahead and nuke what we've learned over the last few years, for better or worse. It's changing drastically calculations response saying but haven't things been moving in this way. The past few years and we've already been adjusting to new targeting strategies. It's a tough choice for sure. Kill gonna respond saying, yes, but I think the car has just been driving downhill for a few years and it hasn't driven over the edge of the cliff just yet. Fully expecting keywords to one day literally disappear. Matt Lambert response. Saying if attribution and targeting are both fuzzy and Lou definition, then the data doesn't really mean anything already. We're already cooked as the thread between such and landing page breaks.

15:42 Then we might need content that can't direct traffic as a primary filter and then we have some responding to question 2 as well saying. Yeah, my unpopular opinions number one, Tracking or tagging. This is likely going to look a lot like what it does now with enhanced or offline. Conversions, if Apple goes full crazy mode with stripping parameters, which is a stupid choice, but whatever, then The Logical solution is to bypass them conversion, upload does that to targeting everything? Looks like a DSP now. So the biggest change you could make is removing controls or going full black box. But a I don't think most platforms are going to do that secret AO.

16:25 And B, I don't think it'd be as effective. So we'll see changes at the margins but I don't think any platforms is going to reimagine targeting much more three attribution. Third-party attribution has begun the slow March towards Extinction, so that's the biggest change. Every major platform is investing in a MMS and again, full kinda it's in their best interest to do so. Because one and two need offline data given that attribution on. It's absolute best day is an unsolvable problem and most days is just pain to obfuscate. I'm not too sad. And then we have many, Tim anyhoo, we wrote an article on PBC live UK and the name of that article. It's basically about a roadmap to implement smart bidding and Broad match for lead generation, PPC campaign. So, yes with Google ignoring us.

17:19 Yeah, Google, we wrote an article about implementing smart building and Broad match for lead gen. So go and check That out. But he's answer to the question for question. 2 was targeting first exact and phrase will be removed, then even a broad match will disappear and keywords will become keyword themes missile respond saying, people are still stuck on cookies, even though the death of the cookie has lagged for years. Targeting changes all of the time and we adapt however, attribution with less tracking visibility. How will that work with it all? Be guesswork. Travis respond saying I see targeting as a The biggest mover, a setting up, a p Max campaign, for example, can be as much upfront planning, a search or shopping. But instead of keywords focused on quality assets, first-party data feeds and advances, or segments, fundamentally different to be decided on outcomes to leave. I said, let me know if y'all need a refresher on audience builds and blocking charts.

18:19 It's Omni bread and butter. Yeah till it goes a post for PPC. Chad, perhaps on. Topic or maybe I'll get her to write an article about that for PPC live UK. And just to confirm the article, I said that medicham wrote was on PPC live UK so go on the PVC live, UK blog site, the BBC blog, and you'll see that article right there and then from manage and it was a great one. I'm Kirk Whalum same, keeping exact around for one more advanced advertisers to focus on efficiency for a few key terms and to helps smbs get an account of the ground efficiently and thus win them. To love search from the. Beginning are two major Arguments for just leaving it in there and that's in response to a Julie has said you can't beat using exact terms.

19:04 You know, convert. If you have advertisers, you can't beat forcing advertisers to take some portion of crappy a broad match traffic to get the good or efficient traffic to is, certainly a winning formula for Google's a stock price. The device also response to question to saying this is another all of the above question. I'm thinking tracking first, so, Of us actually can't do attribution without very expensive, tools. And targeting is Ever Changing any way to change it from the beginning. Jennifer Danny response in, I call BS on the expensive attribution tools. They can't give true attribution either tech companies like apple have put a squash on this even being capable device goes.

19:46 They can do a lot but nothing can do all of it. At least not until we get addressable TV, addressable TV. That's an interesting opinion there. Jim Banks response to question 2 as well as in I think targeting an attribution or a coin toss on which is going to look at the least, like what we know today data-driven will be the only attribution model in play. I think fewer and fewer targeting variations will be in play due to Ai and machine learning. And then we have Julie responded question to as well. Seeing attribution is rapidly, shifting and will continue on that pace until we have very little insight into what is happening as a result of that. Getting will take a hit, get ready for your retargeting audiences and your exclusion audiences to vaporize.

20:32 Travis goes for DTC. E-comm lead gen has notable challenges, there is an opportunity for Brands to improve businesses, fundamentals, streamline or pegs. Put shipping on customers, focus on customer acquisition cost improve 60 to 90-day lifetime value launch. Hold out. Test attribution, takes a necessary backseat with that mindset. So yeah, you have to be careful with what the mindset is River Minkoff as well. And response to question 2 saying that all of the above but tracking is probably the most affected. Everything used to be based on cookies and we have as well. Cook Williams himself responded to question 2 cent. I think they're all big and changing by think I'm ready to settle on attribution here. I think the way people think they can measure success and how that influences Channel investment decisions is going to be already.

21:25 Completely upended. So I'm going with three and he continues, by the way, I think people are aware. That attribution is messy, but I think it's the reality of that hitting that is still coming. People still overall make huge decisions based on channel reported revenue or row as Etc. I think major Paradigm shifts are coming here. Cut continue saying, I think the practice, PPC, skill for us, is to shift into becoming better and one planning to guiding and three, analyzing Well, incrementality testing that's the tangible skill. I think marketers could lean in to become more valuable in the near future. He finally says final thought on this I think this actually makes algorithmic value-based bidding models lesser in value.

22:11 If you can't easily communicate value back into the machine. The need for setting up manual incremental testing becomes more important laws to that thought LOLs as an l u l z. So not, he's not laughing. Anything and Travis's, well response to Kirk stop process. They're saying another layer deeper, it's possible to pass back through value - cogs shipping to cost of goods, shipping discounts, Merchant fees and any variable cost and - a percentage based set of fixed cost. And bid accordingly that will fuel the algorithm in an advanced way. Few Brands appreciate today. And in response to calculations on sir we're He had said, by the way, I think people are aware that attribution is messy, but I think it's the reality of that hitting that is still is coming. Julie goes 100% digital advertising has been sold heavily on the idea that you can truly attribute, you'll spend to your results in a much cleaner and accurate way than any previous type of advertising.

23:15 Those days are in the rearview and moving farther away. Travis girls agreed, but true measurement has always been 5 plus steps behind it. If settled on that for the last two decades, why not move in a New Direction? Julie goes attribution has always been partly wishes and fairy dust but it was sold as being the source of Truth. Whether it really was ever that accurate or not digital was sold as know, where your dollars are getting results and where they are not and that's so much murkier. Now, Julie continues. We now as an industry have to find a new USP because our historical, One just doesn't cut it any longer that is on all of us to navigate and figure out.

24:01 We did such a good job of selling digital ads as super attributable. We now have to unwind that to move forward. Jim Bank said, we sold it as an alternative to TV radio and print which by their nature, couldn't be attributed as accurately now. Digital is a more mature Channel and PPC should be part of a marketing mix that works cohesively not as a And alone Channel that's going to hurt specialist agencies. But sure, I hope they are Specialists agencies who do not try to figure out what's going on in there in the other channels. So if you look in also response to question, two saying, yeah, attribution which can be awared, one, because some clients are happy to get leads, regardless of where they come from, for their marketing team or Agency on the other hand. Mmm, crying.

24:51 And I said, targeting for sure, as I mentioned earlier on. So I'm going to skip down to To that and just go to Julie's question 3. So Julie goes, how are you planning or preparing for the changes that are coming to search and add platforms? Are you talking proactively with your clients or stakeholders trying to talk to them? It's a bit difficult to say, what, you know, what are we can? We say? But just trying to be as proactive as possible. As medicham said, I like to be as proactive as possible. You're gonna see is vague answer going up Market, all of these issues are problems, but side steps by ishka. Ends with strong brands with budgets to test scale experiment and have strong. Internal analytics, bi it's a cop-out but I see smaller advertisers having a hard time in the future.

25:38 Julia voice goes agree and middle clients are going to be hit were small. Smbs will do what they can large Brands, will do whatever they want. Middle Brands will invest a lot and not to get as much data out of it. And missiles response saying the usual strategy read Lots. Of reading from viewpoints to how-to guide to conversations happenings on Google's LinkedIn posts from here, then educate my clients and guided them a forward testing and learning along the way. It's all about testing and learning testing and learning will never be an out-of-date practice. Travis response. Question 3 saying I could clients that integrate, that ingesting more data Sunnah is equal to Foster pivots and decision, let's adopt a testing mindset together. This is new for you and me, huh?

26:25 In hand, we can trip and fall together or blaze a new Trail. The past is past the, let's not get left behind. Absolutely don't get left behind, keep testing things. Julia voice response to question 3 saying, we've been focused on ga4 and taking the rest of it slow. For those wondering why my clients are not ecoman focused on overall Success Through the year rather than product level. Rowers /. Interaction, Julie response to question three, saying, I've been talking to Clients about these changes brewing for a while. Now obviously we have to see what comes to pass and when but I think we all see a way things are headed and it is unfamiliar territory. We need to be The Guiding Light for clients more than ever. Derek goes, true for me specifically most clients do not care about how we get results, just that the results are solid for accounts with Oodles of History, should be fine. Biggest adjustments will be new clients explaining In this is no longer instant results.

27:27 Need to build data to win delivers goes. Yes, as you flex, your planning skills. Start bringing your clients along for the ride. Get them comfy with it. Now, planning is the biggest thing that makes executional lot easier. Jim Banks response saying trying to avoid jumping to conclusions when we don't have all the facts. When we need to make recommendations, we aim to do them based on real data or not Google marketing speak. And then we have Jennifer Danny responding to question 3 say, And we have been speaking to clients for months with every new data loss that has come about. We want them to be well, aware of what we can and can't track to make the best data driven decisions.

28:08 So if you log in as well response to question 3 saying ga4 has been a main priority. So once the dust settles down a bit, we'll start talking about other topics in more detail with them. We're trying to not overload them with much at once. It would be easy for them to lose trust in the X / get scared off. KV responds saying, same with that as well and we remain cover as well response to question. Three cent educating clients and also educating ourselves and I think the education means coming together. In talks like PPC live UK to talk about AI to talk about, you know, the new generative experience says, generative experience that AI is going to bring conversational search talking about targeting how that's really Going to change and keywords, how you do, how do we prepare for like a keyword list kind of future think that's really something? I'd like someone to try and talk about. How do you prepare for a keyword list future in such Julian takes us on to our last question of the chat. Question forcing, what is your biggest concern about tracking targeting and or attribution now and into 2024 straight up about five people response to that gilded saves a big thing I think That is that we spent the past decade drilling, the benefits of attribute rowers into our clients heads. Now it's a primary business metric for many Brands and we can't accurately report on it.

29:35 We really shot ourselves in the foot with that one missile response and trusting the tools extrapolated data working with Google for over 12 years. And we learned that not everything they say is correct. Do you take the blue pill and just believe, or do you take the red pill and find a new solution with a mink of response? Where do I begin? Matt. Te'o Response. Team end of UTM parameters. Travis goes, I worried people can't see the forest for the trees. This is the time to button up, create a stellar organic presence, absolutely, which is why I'm working so hard for PPC. Live UK to have a very good organic experience. Anyway, he continues polish your data, refresh your business, pop math, these are all within your control, get the house in order and explore the New Frontier of advertising and Also, we have some answer to Gil, Gil know where you'll had said a big thing. I think about is that we spent the past decade drilling, the benefits of attributable rowers into our clients head. And now it's a primary business metric for many Brands and we can't accurately report on it.

30:40 My dad goes will tracking landing pages, be a proxy for rowers. If you had enough of them kill respond saying, perhaps I kind of think that gets dangerously into the same level of over-optimization and overanalyzing that possibly got us into this mess in the first place. Ace Travis's. Well says, Rojas is too often a short-sighted concept always has been. If Brands aren't laser focused on margin, they are likely losing platforms, always paint the rosiest pictures that's to their business benefits. Representing a brand have to preserve their business objectives first and Julia voice response to question. Forcing this is going to sound weird but expectations, we are facing a world where we have to undo 20 years, roughly of promises. That we'd be able to track everything in various ways. It's going to be a big disappointment for a lot of Brands Gil, Gil, their response.

31:33 And I think we just said the same thing in different words, you're totally right deliver ice response, him as are you and yes, the role as factor is going to be a major turning point. Internet ads, are going back to broadcast, metrics more or less. So, yeah, the whole broad keywords and broadcast metrics without pain or even think of response saying, bro. Adam match still is not an option for many, many advertisers Julia voice response, him, the error of the fire hose of data is over. Tracking has already been crippled and more to come with cookies going away. Attribution has gaping holes, both impact the targeting, we've grown accustomed to. We have a lot of work to do to explain how things now work. River respond saying it's getting increasingly harder to pull learnings and data from Google ads which She's the value of the platform's clients, don't just care about results. They also want, learnings, and Julie response to that saying and Google does not understand this In fairness, they don't have to care about it.

32:37 It impacts their bottom line, not at all, but for advertisers PPC, used to be a way to test ideas and use those learnings across all channels and properties. No longer and Melissa McKee joins the chatting, right? And this is how we solve the channel and its benefits to clients. Now, we have to backpedal not a good look for us or Google. Absolutely river goes, right? And it was a real value. It's something clients cared about that is really hard to unseld Melissa goes exactly. It was one of the unique selling propositions for the channel. Julia Vice finishes off the chat. Saying so true. These major platforms now have the just like everyone else problem that they didn't used to have. So we used to be very unique in the way you can do paid search but now They just making it seem like, you know, the way that you do really tv ads, didn't Banks.

33:29 Cause this is going to sound a bit glib. I really don't have any worries on concern, I can't influence whatever changes are coming. And when I can only adopt and adapt based on the facts, warrant would alter their changes, but it's good to have concerns girl responds. A most digital marketers need to be a lot more glib. Ha ha, ha. And Jim goes. Glib equals two seasoned equals to Old. Although taking a leaf out of Michael Caine's book. He's writing his his first novel at the age of 90. So I have some time left. Michael. Caine as the guy who's done loads of movies. Yeah, I gave up worrying and getting stressed about things. I couldn't control a while back best thing I ever did. And on that note we come to the end of the chat.

34:11 So yeah. Are you on the side of? You know, the likes of Kirk I'd say and like of Gilda who are not true worried? I'd say well, you know, they have concerns about as well as Julie and Julia visor have concerns about it. Are you on the side of Jim Banks? Who's like you know, I'm not concerned about anything, what will be will be and I will evolve over the industry evolves. It will be really interesting to see which side people are on and whether you're worried about targeting, whether you're worried about tribution and tracking and all that kind of stuff. And what are you doing about it? And communicating how you communicate in that with clients, continue the chats, go and PPC chat. You know make sure when you tweet you put the PVC chat hashtag. So that we can see as well what you think. But if you don't want to tweet where you want to just listen to Julie talked about this with some other experts, or you want to share your ideas.

35:04 Why don't you join us on Thursday at 12 p.m. eastern Time or 5 p.m. GMT where we are going to be continuing this chat on Twitter spaces or Juliet lease is going to be leading this chat on Twitter spaces for you, but then if you actually miss the Twitter spaces, charges records it. So if you just put it as something that you I think you can bookmark, it Or you can save like added to your calendar. And yeah you'll be able to listen to the recording of the chat. So you might want to do that as well. And yeah, it'll be great to get any feedback from this podcast. So you have any feedback or maybe some correction anything that I've said or share. Do get in touch with me on Twitter. My DM's are open on the handle, at the marketing and you or you can find me on LinkedIn on my name and you added Bola, love to have a chat with you about these kind of topics.

35:52 It will also be great to all long-standing and brand new listeners to give the podcast a review. It really helps with the great strategy of the podcast and you can do that on Spotify by leaving a rating or even likes of Apple leave a review on part ASA. Many other places. So yeah, if you just going to link tree.com /p PC chat underscore round up. You'll be able to get all those links where you can leave a rating or review. Finally remember for your campaigns or businesses to Glide smoothly. There's a lot of hard work needed beneath the surface so keep this one's kicking. Came by and speak to you next week.