Aug. 16, 2023
EP261 - Beyond Google & Facebook - Finding Success on Other Platforms
#ppcchat Slack discussion that runs on Tuesdays at 5pm GMT - Led by Julie Bacchini (@NeptuneMoon)
Q1 What percentage of the advertising budgets that you manage are spent on Google and/or Facebook? And for what industries are you managing advertising?
Q2 What ad platforms, other than Google or Facebook, have you used for your accounts? On which have you found success?
Q3 Have you advertised on a platform that really surprised you, either by how well or how poorly ads performed on it? Any ideas as to why it worked or did not work for your accounts?
Q4 Is there a platform you’ve been thinking about testing but have not yet? Which one(s)? Why have you not done it yet?
Q5 Is there a segment that you think is not well covered by existing digital ad platforms? Where would you like to see this segment covered?
Please help grow the podcast - and rate/review on Spotify, Amazon, Apple Podcast & more - linktr.ee/ppcchat_roundup
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Hello and welcome to this week's
episode of the PPC chat roundup.
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In today's episode, we have
Julie taking us on in the Slack
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conversation, a topic about
beyond Google and Facebook.
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So yeah, it comes to PPC.
You can find success on other
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platforms like Quora, Reddit,
many more than even Bing and the
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likes.
And you know, well, Twitter XI
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don't know they're pissing me
off right now considering
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they've taken Tweet Deck down.
Well, they've made Tweet Deck
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now only available for premium
users and people who pay a
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monthly subscription to X.
So just trying to keep calm
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around that for you guys, the
next half hour, half hour or so,
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as we talk about ways that we
can be successful beyond Google
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and Facebook, because it's all
about an integrated strategy.
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It's all about ensuring that you
are where your customers are and
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you're doing that audience
research and you know where they
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want to see you as well.
So yeah, I hope you get a lot of
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learnings from this, a lot of
takeaways from this Slack chat.
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So yeah, hope you sit back and
enjoy.
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Hello and a warm welcome to this
episode of the PPC Chat Roundup,
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a podcast where I round up the
Slack discussion that happens on
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Tuesdays at 5:00 PM GMT.
I'm your host annual and I'm
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recording from my studio here in
London UK and I use this
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platform to share not just
expert but also my ideas and
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considered best practices about
paid media and the direction
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that the digital industry is
going in.
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So if you want to keep up to
date with my tips and tricks in
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the industry and get the latest
on the podcast that has been
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called your go to.
If you don't like, if you don't
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make it to the PPC chat live
discussions and even if you do
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then like follow share repost on
yeah on still my Twitter slash X
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handle which is the marketing
annu, you can also find me on
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that handle on threads.
You can find me on LinkedIn with
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my name.
Oh yeah you can find our
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LinkedIn group which is the PPC
chat roundup.
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Or if you're on Instagram why
don't you check us out at PPC
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chat under score roundup to get
quotes and snippets from
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previous episodes.
So we have Julie taking this
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chat.
I feel more and more and more
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consistently now to Slack.
So this is our now our Slack
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conversation that happens and
today's topic we have beyond
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Google and Facebook finding
success on other platforms.
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So yeah, it'll be nice to hear
whether you're finding success
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on other platforms as well and
what are those platforms are and
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whether they're anything unusual
that you feel like you're the
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you're you're being the first of
your kind to do it, first of
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your kind, first of the PPC kind
to do it.
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But yeah, she usually says, she
says how we doing.
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So we have Heather Cox that
joins us today as well as
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Melissa, Dave Gallegos, Julia,
Vice I think joins us for a
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little while.
So let's get into our questions
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for the we actually have also
have Tiago Gong claims joining
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the chat as well and he asked
where do we have the chat.
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You know Tiago, we like Tiago
right here.
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We're having the chat right here
right now.
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So yes, this is happening in the
PPC Chat Slack.
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This is happening on the PPC
chat channel as well.
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So within the PPC chat, there's
different channels, there's
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analytics, conferences,
Facebook, ad, freelances.
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There's also a PPC chat channel.
So if you go into the PPC chat
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channel, you'll find past
questions and responses to our
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chats.
But yeah, let's get into it.
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Let's get into question one.
And Julie asks what percentage
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of the advertising budget that
you manage are spent on Google
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and or Facebook and for what
industries are you managing
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advertising?
So we have started us off.
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Yeah.
Julie herself says my clients
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are very heavily Google ads
right now, probably 85% or more.
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Julia Vice goes, due to recent
major issues in Canada, we are
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investing much less in meta.
We're Omni.
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So depending on clients, a
pretty big chunk of our dollars
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go to Google, including YouTube,
Pmax, etc.
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But things are shifting, Melissa
goes.
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We are about 50 to 75% Google,
up to 25% social.
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So that's LinkedIn or Facebook
and the rest Bing or other
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channels like Reddit.
Oh, I like the the the Reddit
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shout out there.
So yeah, we've got also yeah,
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Julia mentions a news article
here.
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Seeing how meta is blocking has
begin to block news in Canada.
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And that's come in, in response
to a new law in Canada that
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requires tech companies to pay
news outlets for using their
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content.
Oh, I don't know who side I'm on
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on that one.
That sounds confusing.
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Well, after this, after I record
this, I will.
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I'll pay attention more to that
article to see what that's all
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about.
Dave Kalig was as well, says
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about 80% plus on Google.
Metaspend Edit Currently in
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healthcare, Heather Cox goes,
yeah, 70% consumer goods, 30%
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Facebook across, sorry, 70%
Google.
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She actually says 30% Facebook
across B to B, home services,
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telecom, insurance, etcetera.
Robert Brady goes for higher
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education, about 75% is Google
or meta.
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For e-commerce it's more like
50% Google or meta.
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Travis goes approximately 70%
meta, 20% Google.
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Oh a lot more meta than Google,
10% other doing.
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Brown goes 70% of our clients
budgets.
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So that's that goes to Google.
Then you got Microsoft and
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Amazon ads plus some TikTok.
Julie goes, yeah, interesting
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not seeing LinkedIn here as a
place people are actively
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advertising I think.
Yeah, Melissa McKee, yeah, they
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should said that some of their
budget is going well, 25% is
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going towards LinkedIn.
Ashton Cargo is heavily
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allocating towards Google ads,
probably 75% across all clients
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who are mostly in the B2B or
lead Gen. space.
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The other 25% depends on the
client and is mainly focused on
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LinkedIn or Microsoft ads. 0%
going to meta right now, Melissa
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goes.
Not really, LOL.
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We're just testing it and so far
it's not really performing well
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for B to B.
Oh, what was it?
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So that's in response to Heather
Cox going, Mel, are you seen a
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lot of success on Reddit?
Melissa goes, yeah, we're doing
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way more LinkedIn than Facebook.
It works way better for B to B,
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Jonathan Kagan says.
Naturally, I completely forgot
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about this since it moved to
Slack.
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I love it.
And yeah, he responded to this
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an hour, about 65% goes to this
duopoly in healthcare ecom CPG
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and that's what I love about
this.
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So John has answered this, like
today we've learned this chat
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actually check technically
happened yesterday.
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So yeah, yesterday I wasn't
feeling like feeling up to
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myself.
So I recorded this today and
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you'll be getting it out today
as well.
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So lucky guys.
So yes, we get John's answer
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there as well.
Before we go now into question
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2, Julie asks what ad platforms
other than Google or Facebook
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have you used for your accounts
on which have you found success.
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I think we've already had some
answers to that.
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LinkedIn has been mentioned,
Reddit has been mentioned.
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Doing brand also gives us
Microsoft and Amazon Ads are
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great for ecom, DTC and retail
brands.
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The Gallegos goes Microsoft.
So search for LinkedIn and and
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Stack Adapt for programmatic
pulled back on X.
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Yeah we're all pulling back on X
and Twitter.
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Travis Travis responds saying
TikTok was the popular new
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frontier for the past year.
And product or spend dependent
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it can rival metaphor top of
funnel performance.
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Its performance at scale is the
limiting factor.
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I still maintain that Pinterest
organic is a sleeper.
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It's ad platform has come a long
way over the last decade but it
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remains a junior ad platform.
Others I've been eager to
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explore further our Quora and
Reddit.
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Julia, Vice Goes, Microsoft,
Amazon, Pinterest, LinkedIn,
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TikTok, and Snap have been
great.
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And of course we do CTV, TV, and
radio for bigger campaigns.
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Melissa goes yeah, Bing and
LinkedIn.
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Bing is great for our clients,
performs better than Google in
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many cases, and LinkedIn is
better than Facebook for B2B.
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As mentioned in the other
thread, Robert Brady goes I
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second what Dwayne is saying
about about Amazon for
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e-commerce for B2B and higher
Ed.
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We have a healthy LinkedIn
budget, Julie goes.
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Yeah, historically I have used
Microsoft ads, LinkedIn, Twitter
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and Quora.
Success has varied on the
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platforms Microsoft is such an
easy ad on if you're already
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doing Google ads.
And despite clients complaining
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about the cost of LinkedIn, it's
literally the only place where
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you can actually get the
targeting bTB once.
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So Justin Clarke and goods goes
Microsoft is great because of
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the ability to import campaigns
from other platforms and the
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spend is typically much lower,
as well as lower CPA and higher
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Rowas.
LinkedIn is the other main
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platform.
Our clients are on varying
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levels of success here though.
Julia goes, Yeah, sometimes high
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Cpm's mean quality.
Mean quality, interesting.
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Julie goes as well.
I really like Quora.
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I blame JD Prater for getting me
onto that platform.
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If your strategy involves trying
to create brand evangelists to
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get your clients into the short
list for consideration, Quora
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and Reddit are great for that
type of reach.
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Julia Vice goes flag that they
are not great for regional
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campaigns, the frequency caps
are nonexistent, and your ad
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will be a meme.
I've heard a meme.
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Interesting.
Jonathan Kagan was loaded
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question, but Bing Pinterest and
Trade desk.
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Okay, interesting Trade Desk.
I'm not seeing that as a
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recommendation before.
And we go on to question three
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and Julie asked, have you
advertised on a platform that
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really surprised you either by
how well or how poor the ads
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performed on it?
Any ideas as to why it worked or
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did not work for your accounts?
Please answer in this thread.
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Julia Vicego's biggest surprise
and in a few presentations
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tender Tinder.
So yeah, that'll be a surprise.
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That's a surprise to me as well.
It really.
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Yeah, it went really well for a
campus targeted safety campaign.
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It's become a staple for us.
Wow, Melissa goes.
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It surprises me how often
Facebook does poorly for B to B4
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to five years ago that was not
the case.
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But LinkedIn is just eating
Facebook's lunch now.
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Julian Phillips says wasn't
expecting to see Tinder in the
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responses.
And I don't think.
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I don't think anyone was Julie
goes yeah, it continues to amaze
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me that essentially 0 effort is
being made by any platform
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besides link LinkedIn to build
anything that would be desirable
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to B to B advertisers.
There is so much money there to
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be had to someone who even put
out an OK option.
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Yeah Julie, Melissa Mckey goes,
couldn't agree more with Julie.
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With Julie, even Google
constantly leaves B to B dollars
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on the table.
Yeah.
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And yeah.
And Julie responds, yeah, you
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know, it's on my GML bingo card
every single year saying
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something like we have a brand
new B to B offering.
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Just kidding.
Like, yeah, never actually a
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usable B to B offering.
Julia Vice goes maybe one or few
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of us should start a B to B
specific platform.
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Interesting.
Dan Brown goes, say I just had
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to read what you're saying and
then Travis gives a very a very
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detailed response here.
So you know hold on to your
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hats, he says.
I think the elephant in the room
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is Amazon.
There is search based ads,
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sponsored placements and off
Amazon display.
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So the pros are advertising not
publicly disclosed but verified
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boosts organic exposure and
success still controllable with
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keyword level bids.
So you can control for the cost
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of traffic to an extent and if
you can afford to slowly scale.
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And also a third RO is fluid,
comfortable, reliable UX for
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shoppers.
Always.
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The cons though are tends to
gravitate towards branded search
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so that's easy wins.
But paying for existing
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awareness two non brand search
can become an arms race far more
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extreme than we see on Google.
From a CPC perspective success
220
00:12:04,580 --> 00:12:08,060
often means you cannibalize on
site performance unless you
221
00:12:08,060 --> 00:12:12,700
implement A skew holdout.
On the AM Z side display is well
222
00:12:12,740 --> 00:12:16,820
a money pit unless you have
bookoo bucks to invest.
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00:12:17,460 --> 00:12:22,420
Jane Brown goes yeah Amazon did
like $50 billion dollars in ads
224
00:12:22,420 --> 00:12:25,890
last year so if you know, you
know so yeah and green
225
00:12:25,890 --> 00:12:28,770
continues.
It's not 220 billion Google or
226
00:12:28,770 --> 00:12:33,010
$100 billion Metabo.
It's nothing to sneeze at.
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00:12:33,370 --> 00:12:36,610
So yeah 50 billion.
It might not be as much as 220
228
00:12:36,610 --> 00:12:40,570
billion or 100 billion but yeah
anything in the billions is also
229
00:12:40,570 --> 00:12:44,010
definitely worth worth investing
in when Brown continues.
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00:12:44,010 --> 00:12:47,370
Now how I can steal more
business away from Amazon only
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00:12:47,370 --> 00:12:48,650
agencies.
Right.
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00:12:48,730 --> 00:12:51,010
Right.
John Kagan is all response to
233
00:12:51,010 --> 00:12:54,530
this question saying LinkedIn
always a disappointment in terms
234
00:12:54,530 --> 00:12:58,310
of a surprise as platforms that
are surprising us here.
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00:12:58,950 --> 00:13:02,550
Then we then go on to question
four and Julie asked, is there a
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00:13:02,550 --> 00:13:05,750
platform you've been thinking
about testing but have not yet.
237
00:13:05,750 --> 00:13:08,790
Which ones?
Why have you not done yet, Cora?
238
00:13:08,910 --> 00:13:11,870
For me, and I think it's just a
timing issue and I'll be, I feel
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00:13:11,870 --> 00:13:14,790
like I should be able to test
anything as I'll be now going
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00:13:14,790 --> 00:13:19,190
into the whole fantastic and fun
world of freelancing and seeing,
241
00:13:19,190 --> 00:13:21,670
you know, trying to propose
different platforms that'll be
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useful for my clients.
Julie Vice goes, I have access
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00:13:24,640 --> 00:13:26,920
to a lot.
So I'll say I'd like to try out
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00:13:26,920 --> 00:13:29,800
Disney Plus when their platform
opens up.
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00:13:29,800 --> 00:13:33,560
We were first for Netflix and
did not and it did not go well.
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00:13:33,600 --> 00:13:35,480
Wow.
Ben Brown goes, picked a few
247
00:13:35,480 --> 00:13:38,560
clients on Target plus Amazon
like Add Marketplace.
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00:13:38,960 --> 00:13:42,000
Julie goes, I have not done
anything on TikTok main hurdles
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00:13:42,000 --> 00:13:45,160
is video assets such as familiar
refrain.
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00:13:46,190 --> 00:13:49,310
And then, yeah, there's a post,
Julia, Julie puts here saying up
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00:13:49,310 --> 00:13:51,990
from like a link saying this
post might be of interest to
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00:13:51,990 --> 00:13:54,390
you.
And that's in terms of, yeah,
253
00:13:54,470 --> 00:13:57,070
interested interest to Julia.
Vice specifically when she
254
00:13:57,070 --> 00:14:00,430
talked about Disney Plus and
being able to get access to
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00:14:00,550 --> 00:14:03,550
access to Netflix, saying
advertising popular with
256
00:14:03,550 --> 00:14:06,270
streamers and consumers, and
that's from DCN.
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00:14:06,270 --> 00:14:08,310
So that's digital content.
Next.
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00:14:08,510 --> 00:14:11,070
The blurb goes, it is becoming
increasingly clear that
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00:14:11,110 --> 00:14:13,230
advertising will play a
significant role in the
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00:14:13,230 --> 00:14:17,030
streaming ecosystem.
Your customers prefer options.
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00:14:17,030 --> 00:14:19,070
Yeah.
And Julia, Vice goes, yeah.
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00:14:19,070 --> 00:14:22,750
Ooh, see if there's a tech talk
creator your client can partner
263
00:14:22,750 --> 00:14:25,190
with.
If there's a comfy rapport, they
264
00:14:25,190 --> 00:14:28,790
will make great content for you.
And it's a fairly safe way to
265
00:14:28,790 --> 00:14:31,190
test.
Julie goes, yeah, I'm always
266
00:14:31,190 --> 00:14:34,150
amazed by the paid ads showing
up when I'm looking for stuff on
267
00:14:34,150 --> 00:14:36,830
Target.
Walmart has been making a giant
268
00:14:36,830 --> 00:14:39,990
push to get part of the
particular of that particular
269
00:14:39,990 --> 00:14:43,030
pie lately, too.
Travis Biershal wrote as well.
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00:14:43,030 --> 00:14:46,470
Say it's it's been a long while
since I've dipped my feet into
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00:14:46,470 --> 00:14:50,030
the CTV streaming platforms.
I used to prefer Hulu for its
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00:14:50,030 --> 00:14:53,070
ability to offer sponsored
programs, where advertisers put
273
00:14:53,070 --> 00:14:58,430
forth an ad option for people to
elect to view after viewing on
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00:14:58,430 --> 00:15:02,070
Skippable, the next 30 to 60
minutes of viewing was ad free.
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00:15:02,350 --> 00:15:06,030
Beyond that, I've simply not had
advertisers willing to invest in
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00:15:06,030 --> 00:15:09,830
less trackable ad platforms.
It's a tough sell, but it can be
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00:15:09,830 --> 00:15:13,890
successful if treated like an
investment that delivers a
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00:15:13,890 --> 00:15:17,810
return echo and return echo in
time.
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00:15:18,290 --> 00:15:21,410
Well, Travis, as well of as all
of the traditionally more
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00:15:21,410 --> 00:15:24,090
trackable ad platforms and
platforms get less and less
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00:15:24,090 --> 00:15:27,130
trackable.
Maybe it will open up some
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00:15:27,210 --> 00:15:31,170
easier discussions about these
types of options, Melissa goes.
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00:15:31,170 --> 00:15:34,690
Since you mentioned it, Julie,
I'd like to try Quora.
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00:15:35,300 --> 00:15:38,220
And Julia Weiss as well says
that there's really good data on
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00:15:38,220 --> 00:15:41,700
YouTube on connected TV.
Why not give that a whirl and
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00:15:41,700 --> 00:15:45,300
use the tractableness from a
controlled YouTube test to
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00:15:45,300 --> 00:15:48,900
inform a Hulu on Netflix or D
Plus test?
288
00:15:48,940 --> 00:15:52,500
That's good advice, Julie goes.
It does not have a ton of
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00:15:52,500 --> 00:15:55,340
traffic, but if your audience is
there, it can produce some nice
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00:15:55,340 --> 00:15:58,700
results, and that's to Mel.
And that's talking about Quora.
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00:15:59,100 --> 00:16:02,140
And then yeah, reminds me to
mention a great tip from doing
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00:16:02,140 --> 00:16:05,420
Brown to put pixels for
platforms you aren't advertising
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00:16:05,460 --> 00:16:10,020
on yet on your web properties
and start gathering audience
294
00:16:10,020 --> 00:16:12,020
data.
I really, really, really need to
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00:16:12,020 --> 00:16:14,500
do that for PPC Live UK, Travis
goes.
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00:16:14,500 --> 00:16:17,260
Yeah, I like that idea a lot.
YouTube is emerging as a popular
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00:16:17,260 --> 00:16:20,180
proving ground for video centric
buys.
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00:16:20,180 --> 00:16:23,940
Agreed that this is most likely
in Road.
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00:16:23,980 --> 00:16:27,180
And yeah, John Kagan says he'd
love to try out Reddit.
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00:16:27,260 --> 00:16:30,880
And yeah, that's question four.
And we're going on to question
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00:16:30,880 --> 00:16:33,680
5, which will be our last
question of the chat.
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00:16:33,680 --> 00:16:36,880
But there are few more resources
in there that were shared, which
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00:16:36,880 --> 00:16:40,520
I will share as well.
And so yeah, we asked for
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00:16:40,520 --> 00:16:42,480
question 5.
Is there a segment that you
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00:16:42,480 --> 00:16:46,160
think is not well covered by
existing digital ad platforms?
306
00:16:46,320 --> 00:16:49,200
Where would you like to see this
segment covered?
307
00:16:49,200 --> 00:16:51,440
B2B LinkedIn, I think that's an
obvious one.
308
00:16:51,760 --> 00:16:54,200
And so yeah, Drangos.
Those of us who want to go back
309
00:16:54,200 --> 00:16:56,360
to an analog world.
Analog world.
310
00:16:57,350 --> 00:16:59,150
Julia Weiss goes, cracks
knuckles.
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00:16:59,150 --> 00:17:03,150
There is a major difference
between a 66 year old and an 88
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00:17:03,150 --> 00:17:05,550
year old.
The needs, wants, incentives,
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00:17:05,550 --> 00:17:09,270
shopping behaviors, and
basically entire lifestyle are
314
00:17:09,270 --> 00:17:11,670
unique.
There is no reason for our age
315
00:17:11,670 --> 00:17:14,470
targeting to end at 65.
I agree.
316
00:17:14,869 --> 00:17:18,430
Better retirement, lifestyle
style, health needs, home life
317
00:17:18,430 --> 00:17:21,109
needs, targeting is long
overdue.
318
00:17:21,619 --> 00:17:23,020
Yeah, and Julie agrees with
that.
319
00:17:23,300 --> 00:17:25,660
Julie as well.
Say is 1 demo that is hard to
320
00:17:25,660 --> 00:17:30,220
reach our caregivers of people
65 plus and that is a huge
321
00:17:30,220 --> 00:17:32,420
market that will only continue
growing.
322
00:17:32,900 --> 00:17:34,780
Travis goes.
I think the question plus honest
323
00:17:34,780 --> 00:17:38,220
answer even via ads model is
eroding with Google's Pivots
324
00:17:38,220 --> 00:17:41,020
this year.
That's why I'm bullish on Cora
325
00:17:41,020 --> 00:17:42,700
and Reddit.
Both platforms leave
326
00:17:42,700 --> 00:17:44,860
functionality.
Frequency capping has been
327
00:17:44,860 --> 00:17:48,900
mentioned, but they preserve
that Q&A format, which is
328
00:17:48,900 --> 00:17:52,510
helpful above all else.
There is also something to be
329
00:17:52,510 --> 00:17:56,230
said for the review space.
Those that cannot be gained, I'd
330
00:17:56,230 --> 00:17:58,670
love to see Yelp graduate their
ad options.
331
00:17:58,830 --> 00:18:01,670
It's not enough to pay for
engagements when those can be
332
00:18:01,670 --> 00:18:06,550
profile views, menu views, etc.
Which traffic, which traffic and
333
00:18:06,550 --> 00:18:11,140
calls are desired by restaurants
and venues, Melissa goes.
334
00:18:11,140 --> 00:18:14,580
I would say, I could just say
BTV for my answer here.
335
00:18:14,580 --> 00:18:18,060
We have to employ a lot of
workarounds, no matter the
336
00:18:18,300 --> 00:18:21,260
platform, just to get halfway
decent results.
337
00:18:21,580 --> 00:18:24,740
Julie goes, yes, Mel.
And honestly lead Gen. in
338
00:18:24,740 --> 00:18:28,260
general has to monkey around
with functionalities.
339
00:18:28,660 --> 00:18:30,380
And as I said, that was the last
question.
340
00:18:30,380 --> 00:18:34,550
But before we go, we also have
like an update in the industry
341
00:18:34,550 --> 00:18:37,830
which is might be slightly up
topic, but yeah, Discovery
342
00:18:37,830 --> 00:18:42,150
Campaigns is really going to be
now kind of subsumed into demand
343
00:18:42,150 --> 00:18:45,390
Gen. ads and demand gens you
know ads campaign in the Google
344
00:18:45,390 --> 00:18:47,630
ads ecosystem.
So Discovery Ads isn't going to
345
00:18:47,630 --> 00:18:50,510
be a standalone campaign type
anymore.
346
00:18:50,510 --> 00:18:54,670
I think in before the end of the
year some discovery campaigns
347
00:18:54,670 --> 00:18:59,150
are going to be auto upgraded
into demand Gen. campaign type,
348
00:18:59,150 --> 00:19:02,590
so lookout for that.
I will put the links in the in
349
00:19:02,590 --> 00:19:06,430
the show notes for this chat.
So you can see the link to the
350
00:19:06,470 --> 00:19:10,670
Twitter announcement that that
that Jenny Marvin gave or adds
351
00:19:10,670 --> 00:19:13,790
liaison as she is on Twitter on
X.
352
00:19:14,070 --> 00:19:16,270
She's also in the PVC chat
community, so you should check
353
00:19:16,270 --> 00:19:18,750
that out.
So yeah, Melissa finds that news
354
00:19:18,750 --> 00:19:21,230
a very interesting and on the
whole looks like an upgrade.
355
00:19:21,230 --> 00:19:23,870
Still needs to dig in further,
Travis goes.
356
00:19:23,870 --> 00:19:28,590
I've always liked discovery ads,
intrinsic viewability, high
357
00:19:28,590 --> 00:19:31,990
impact format data, confidence
with Android users signed into
358
00:19:31,990 --> 00:19:35,870
Google accounts, but I'm less
optimistic about another forced
359
00:19:35,910 --> 00:19:38,870
blending of Gmail and YouTube
inventory.
360
00:19:39,150 --> 00:19:43,190
The optimistic, the optimist in
me wants it to work stimulating,
361
00:19:43,190 --> 00:19:46,190
demanding, viewable, high impact
hot ad placements.
362
00:19:46,680 --> 00:19:49,360
The pessimist sees this as
another way to liquidate
363
00:19:49,400 --> 00:19:53,640
inventory that advertisers have
not gravitated towards, often
364
00:19:53,720 --> 00:19:56,880
for good reason.
And yeah, Melissa goes, you may
365
00:19:56,880 --> 00:19:59,320
be right, Julie goes.
We are steadily marching towards
366
00:19:59,320 --> 00:20:02,680
P Max as the only campaign type
where we will take a certain
367
00:20:02,680 --> 00:20:05,320
amount of forced crappy
inventory to get the good stuff
368
00:20:05,320 --> 00:20:08,560
we actually want.
And Julian Phillips goes at P
369
00:20:08,560 --> 00:20:10,880
Max.
Only future sounds bleak.
370
00:20:11,380 --> 00:20:15,820
And that won't work for a lot of
people that do you need, you
371
00:20:15,820 --> 00:20:19,940
know, yeah, they they need
what's this this kind of what's
372
00:20:19,940 --> 00:20:24,580
the word like laws and and they
need approval of everything
373
00:20:24,580 --> 00:20:26,620
that's going to be showing for
the kind of keywords that you're
374
00:20:26,620 --> 00:20:29,700
going to be showing against for
ad copy that can be seen for all
375
00:20:29,700 --> 00:20:32,020
the wordings that needs to be in
ad copy.
376
00:20:32,300 --> 00:20:35,500
And I guess what kind of context
is going to show next to as
377
00:20:35,500 --> 00:20:37,580
well.
So yeah, I'm not sure whether
378
00:20:37,580 --> 00:20:39,500
that's a good, good play by
Google.
379
00:20:39,500 --> 00:20:42,390
I think Google still should
allow some level.
380
00:20:42,390 --> 00:20:45,390
I know AI is taking a love over
a lot of things.
381
00:20:45,390 --> 00:20:49,230
I'm going to work better on our
landing pages help with work
382
00:20:49,230 --> 00:20:52,750
closely with Cro's the
conversion rate optimization.
383
00:20:52,990 --> 00:20:57,350
Boris Beckerick who we're going
to be having an AMA session with
384
00:20:57,430 --> 00:21:01,430
on Friday in our PLU chat
WhatsApp group join us on there
385
00:21:01,510 --> 00:21:03,510
I'll I'll give you the link a
little bit later.
386
00:21:03,710 --> 00:21:07,110
But yeah, Boris mentioned showed
a case study on his LinkedIn
387
00:21:07,110 --> 00:21:10,940
profile about how he didn't do
anything for space of time.
388
00:21:10,940 --> 00:21:14,060
It was a week or two weeks and
performance improved.
389
00:21:14,060 --> 00:21:17,300
Why?
Because he spoke with a CRO
390
00:21:17,300 --> 00:21:20,300
colleague or friend of his that
was a freelance and asked for
391
00:21:20,300 --> 00:21:22,860
some tips on what to change at
the landing page.
392
00:21:22,900 --> 00:21:26,860
And those tips directly affected
how well paid search was
393
00:21:26,860 --> 00:21:29,540
working.
So all of that is just to say
394
00:21:29,540 --> 00:21:33,420
that we really need to move into
a way of working towards
395
00:21:33,820 --> 00:21:38,340
improving landing page,
improving the holistic view.
396
00:21:38,340 --> 00:21:41,100
It's not just I'm going to be
about keywords and intent
397
00:21:41,460 --> 00:21:45,180
anymore and you're going to have
to do broad because as as like
398
00:21:45,220 --> 00:21:49,460
in the poll said in our last PPC
Live UK event you know the way
399
00:21:49,460 --> 00:21:51,820
people are searching is very
different.
400
00:21:51,820 --> 00:21:55,420
People are going to give a lot
more long tail.
401
00:21:55,830 --> 00:21:58,870
You know make a lot do a lot
more long tail search queries
402
00:21:58,910 --> 00:22:01,750
through voice, even voice search
is going to really make a
403
00:22:01,750 --> 00:22:07,630
comeback through a I and and and
a I trying to get the best
404
00:22:07,630 --> 00:22:11,470
result for that person.
You know, if you want your ad to
405
00:22:11,470 --> 00:22:15,190
show doing that in those answers
and those results are going to
406
00:22:15,190 --> 00:22:18,270
be given, you need to be able to
do broad because you can't
407
00:22:18,270 --> 00:22:21,110
really stop bidding on whole
sentences and whole queries
408
00:22:21,110 --> 00:22:24,510
because No2 queries, hardly ever
2 queries are going to be in the
409
00:22:24,510 --> 00:22:27,670
same order, but you want to be
able to show for the most
410
00:22:27,670 --> 00:22:30,030
relevant for yours.
So yeah, consider broad,
411
00:22:30,510 --> 00:22:33,310
consider P Max.
Start testing it, seeing what
412
00:22:33,310 --> 00:22:36,230
works, seeing how best you can
improve your landing page to
413
00:22:36,230 --> 00:22:40,230
ensure that you can stay on top
of doing to the way the
414
00:22:40,230 --> 00:22:43,070
automation and AI is going to
work towards.
415
00:22:43,070 --> 00:22:45,390
I think that's very important
for all of us.
416
00:22:45,750 --> 00:22:47,990
So I hope you've taken some
great takeovers there.
417
00:22:47,990 --> 00:22:50,790
I hope you've been inspired to
not just try Quora and Reddit,
418
00:22:50,790 --> 00:22:52,770
but even maybe Tinder.
I don't know.
419
00:22:52,770 --> 00:22:54,770
Yeah, was it tender that Julia
Vice mentioned?
420
00:22:55,610 --> 00:22:57,850
That's very interesting.
And also things like, you know,
421
00:22:57,850 --> 00:23:02,250
CTV, so and yeah, other other
means of, you know, streaming
422
00:23:02,250 --> 00:23:06,970
services, Netflix, Disney Plus.
So yeah, it's very, very
423
00:23:06,970 --> 00:23:09,490
interesting time in terms of our
landscape of advertising.
424
00:23:09,490 --> 00:23:13,730
So yeah, stick around guys.
Your our jobs are not becoming
425
00:23:13,770 --> 00:23:17,410
made redundant, I promise you.
So yeah, I hope you have a
426
00:23:17,410 --> 00:23:20,450
useful, hope you find that time
useful.
427
00:23:20,790 --> 00:23:23,150
And if you want to have more
thoughts, more comments on this
428
00:23:23,190 --> 00:23:26,470
and would like a voice chat, I
think we are now moving the
429
00:23:26,470 --> 00:23:28,670
voice chats away from Twitter
Spaces.
430
00:23:28,670 --> 00:23:32,630
We're moving that Discord, So
join our Discord group, the PVC
431
00:23:32,630 --> 00:23:35,870
chat, Discord group, go on
Twitter, go on Twitter.
432
00:23:35,870 --> 00:23:39,350
At the moment, ask Neptune Moon,
that's Julie Bichini what the
433
00:23:39,350 --> 00:23:41,150
link is and she'll be able to
get that to you.
434
00:23:41,150 --> 00:23:45,790
And you can join us on on
Thursday at 5:00 PM GMT and
435
00:23:45,790 --> 00:23:49,990
that's 12:00 PM Eastern Time.
For any feedback about this
436
00:23:49,990 --> 00:23:52,830
podcast or give any corrections
on anything that has been
437
00:23:52,830 --> 00:23:56,990
shared, please get You can still
get to me on Twitter slash X.
438
00:23:56,990 --> 00:24:00,830
I'm still on there, no matter
how annoying I find it so far.
439
00:24:00,830 --> 00:24:03,270
As long as our community is
there, I will be on there.
440
00:24:03,270 --> 00:24:06,870
Just not using Tweetdeck anymore
or find me on LinkedIn.
441
00:24:06,870 --> 00:24:08,630
We have the PVC chat roundup
group.
442
00:24:08,670 --> 00:24:11,150
So yeah, if you want to join me
and ask any questions, let me
443
00:24:11,150 --> 00:24:13,070
know.
It'll be great for longstanding
444
00:24:13,070 --> 00:24:15,750
and brand new listeners to give
this podcast a review.
445
00:24:15,750 --> 00:24:18,340
It would be great for the great
strategy strategy of the
446
00:24:18,340 --> 00:24:20,140
podcast.
And yeah, you can do so on
447
00:24:20,140 --> 00:24:24,620
Spotify or Apple.
Just go to linktree.com/ppc
448
00:24:24,620 --> 00:24:28,580
chat, under score roundup and
you'll get all the links to
449
00:24:28,820 --> 00:24:32,020
leave a review.
And I'll leave you actually not
450
00:24:32,020 --> 00:24:35,180
actually add, you know, mention
our PPC event that is happening
451
00:24:35,180 --> 00:24:39,140
on October the 26th, but mention
something that is happening on
452
00:24:39,140 --> 00:24:41,180
Friday.
So in two days time, if you're
453
00:24:41,180 --> 00:24:44,020
listening to this on Wednesday,
tomorrow, if you're listening
454
00:24:44,020 --> 00:24:46,260
this on Thursday, today, if
you're listening to this on a
455
00:24:46,260 --> 00:24:50,040
Friday, yeah, we're having an
AMA session that's Ask Me
456
00:24:50,040 --> 00:24:52,280
Anything session with Boris
Beckerick.
457
00:24:52,520 --> 00:24:55,840
He actually applied for a job
with Teleprompt.
458
00:24:55,840 --> 00:24:59,130
No, not Teleperformance.
And they are the company that
459
00:24:59,130 --> 00:25:02,530
Google outsourced their sales,
you know their sales activities
460
00:25:02,530 --> 00:25:04,650
too.
So if it was just want like you
461
00:25:04,650 --> 00:25:07,970
know someone to help you know
sell Google ads and his
462
00:25:07,970 --> 00:25:10,130
products, you know they
outsource it to this company and
463
00:25:10,130 --> 00:25:14,090
that company they recruit.
Obviously bars applied for a job
464
00:25:14,090 --> 00:25:17,250
to just see what the process is
like he got through he went
465
00:25:17,250 --> 00:25:20,650
through three interview
processes and he got the job and
466
00:25:20,650 --> 00:25:23,770
he yeah, he got went through the
interview process and
467
00:25:23,770 --> 00:25:25,090
everything.
Of course he denied.
468
00:25:25,130 --> 00:25:29,300
He declined a role, the job
offer for him because, yeah, he
469
00:25:29,300 --> 00:25:31,300
was definitely.
He's good enough because he's an
470
00:25:31,340 --> 00:25:34,460
amazing PPC professional.
He was, he was offered a role,
471
00:25:34,460 --> 00:25:37,340
but he said no to it.
So I'll be asking him some
472
00:25:37,340 --> 00:25:39,140
questions around that.
I'll be asking him some
473
00:25:39,140 --> 00:25:42,820
questions about his his time in
the paid search industry and how
474
00:25:42,820 --> 00:25:45,300
he's finds it.
And yeah, if you have any
475
00:25:45,300 --> 00:25:49,060
questions that you want to, you
know, ask us, please join us on
476
00:25:49,060 --> 00:25:53,180
Friday, 5:00 PM, GMT, 12:00 PM
Eastern Time.
477
00:25:53,420 --> 00:25:55,900
And I say the Eastern Time
because everywhere everybody is
478
00:25:55,900 --> 00:25:57,900
welcome, everybody's welcome to
join.
479
00:25:58,220 --> 00:26:01,380
And I'll be out, I'll be just
you know what's happened him
480
00:26:01,380 --> 00:26:03,220
some questions because yes,
we're going to have it on our
481
00:26:03,220 --> 00:26:08,940
PLU chat WhatsApp group to join
that just go to BIT dot LY
482
00:26:09,140 --> 00:26:15,020
forward slash PLU WhatsApp.
So that's BITL dot LY forward
483
00:26:15,020 --> 00:26:19,060
slash PLU WhatsApp and just
yeah, request you join so that
484
00:26:19,060 --> 00:26:23,540
you can join this very lively
one hour chat with Boris on
485
00:26:23,540 --> 00:26:27,460
Friday 5:00 PM GMT.
On that note, I hope you enjoy
486
00:26:27,460 --> 00:26:30,580
the rest of the evening.
Remember, for your campaigns and
487
00:26:30,580 --> 00:26:33,140
businesses to glide smoothly,
there's a lot of hard work
488
00:26:33,140 --> 00:26:35,940
needed beneath the surface, so
keep your Swans kicking.
489
00:26:35,980 --> 00:26:37,340
Bye and speak to you next week.
00:00:00,680 --> 00:00:04,000
Hello and welcome to this week's
episode of the PPC chat roundup.
2
00:00:04,240 --> 00:00:08,160
In today's episode, we have
Julie taking us on in the Slack
3
00:00:08,160 --> 00:00:11,440
conversation, a topic about
beyond Google and Facebook.
4
00:00:11,720 --> 00:00:15,680
So yeah, it comes to PPC.
You can find success on other
5
00:00:15,680 --> 00:00:20,360
platforms like Quora, Reddit,
many more than even Bing and the
6
00:00:20,360 --> 00:00:23,590
likes.
And you know, well, Twitter XI
7
00:00:23,590 --> 00:00:25,350
don't know they're pissing me
off right now considering
8
00:00:25,350 --> 00:00:28,110
they've taken Tweet Deck down.
Well, they've made Tweet Deck
9
00:00:28,110 --> 00:00:31,870
now only available for premium
users and people who pay a
10
00:00:31,870 --> 00:00:36,310
monthly subscription to X.
So just trying to keep calm
11
00:00:36,310 --> 00:00:40,390
around that for you guys, the
next half hour, half hour or so,
12
00:00:40,470 --> 00:00:44,710
as we talk about ways that we
can be successful beyond Google
13
00:00:44,910 --> 00:00:48,630
and Facebook, because it's all
about an integrated strategy.
14
00:00:48,630 --> 00:00:52,470
It's all about ensuring that you
are where your customers are and
15
00:00:52,470 --> 00:00:55,430
you're doing that audience
research and you know where they
16
00:00:55,430 --> 00:00:58,750
want to see you as well.
So yeah, I hope you get a lot of
17
00:00:58,750 --> 00:01:01,430
learnings from this, a lot of
takeaways from this Slack chat.
18
00:01:01,710 --> 00:01:03,230
So yeah, hope you sit back and
enjoy.
19
00:01:12,800 --> 00:01:16,360
Hello and a warm welcome to this
episode of the PPC Chat Roundup,
20
00:01:16,680 --> 00:01:20,080
a podcast where I round up the
Slack discussion that happens on
21
00:01:20,080 --> 00:01:23,560
Tuesdays at 5:00 PM GMT.
I'm your host annual and I'm
22
00:01:23,560 --> 00:01:27,200
recording from my studio here in
London UK and I use this
23
00:01:27,200 --> 00:01:31,160
platform to share not just
expert but also my ideas and
24
00:01:31,160 --> 00:01:34,680
considered best practices about
paid media and the direction
25
00:01:34,680 --> 00:01:36,880
that the digital industry is
going in.
26
00:01:37,330 --> 00:01:39,570
So if you want to keep up to
date with my tips and tricks in
27
00:01:39,570 --> 00:01:42,250
the industry and get the latest
on the podcast that has been
28
00:01:42,250 --> 00:01:44,970
called your go to.
If you don't like, if you don't
29
00:01:44,970 --> 00:01:48,090
make it to the PPC chat live
discussions and even if you do
30
00:01:48,490 --> 00:01:54,570
then like follow share repost on
yeah on still my Twitter slash X
31
00:01:54,950 --> 00:01:58,190
handle which is the marketing
annu, you can also find me on
32
00:01:58,190 --> 00:02:01,190
that handle on threads.
You can find me on LinkedIn with
33
00:02:01,190 --> 00:02:03,150
my name.
Oh yeah you can find our
34
00:02:03,150 --> 00:02:05,550
LinkedIn group which is the PPC
chat roundup.
35
00:02:05,550 --> 00:02:08,830
Or if you're on Instagram why
don't you check us out at PPC
36
00:02:08,830 --> 00:02:12,550
chat under score roundup to get
quotes and snippets from
37
00:02:12,550 --> 00:02:15,750
previous episodes.
So we have Julie taking this
38
00:02:15,750 --> 00:02:17,790
chat.
I feel more and more and more
39
00:02:17,790 --> 00:02:21,710
consistently now to Slack.
So this is our now our Slack
40
00:02:22,210 --> 00:02:26,290
conversation that happens and
today's topic we have beyond
41
00:02:26,290 --> 00:02:30,650
Google and Facebook finding
success on other platforms.
42
00:02:30,770 --> 00:02:33,690
So yeah, it'll be nice to hear
whether you're finding success
43
00:02:33,730 --> 00:02:37,250
on other platforms as well and
what are those platforms are and
44
00:02:37,250 --> 00:02:40,930
whether they're anything unusual
that you feel like you're the
45
00:02:41,090 --> 00:02:43,570
you're you're being the first of
your kind to do it, first of
46
00:02:43,570 --> 00:02:46,610
your kind, first of the PPC kind
to do it.
47
00:02:46,850 --> 00:02:49,410
But yeah, she usually says, she
says how we doing.
48
00:02:49,410 --> 00:02:52,610
So we have Heather Cox that
joins us today as well as
49
00:02:52,610 --> 00:02:56,650
Melissa, Dave Gallegos, Julia,
Vice I think joins us for a
50
00:02:56,650 --> 00:02:59,370
little while.
So let's get into our questions
51
00:02:59,370 --> 00:03:03,010
for the we actually have also
have Tiago Gong claims joining
52
00:03:03,010 --> 00:03:05,610
the chat as well and he asked
where do we have the chat.
53
00:03:05,610 --> 00:03:08,690
You know Tiago, we like Tiago
right here.
54
00:03:08,890 --> 00:03:10,850
We're having the chat right here
right now.
55
00:03:10,850 --> 00:03:14,090
So yes, this is happening in the
PPC Chat Slack.
56
00:03:14,370 --> 00:03:17,650
This is happening on the PPC
chat channel as well.
57
00:03:17,650 --> 00:03:20,090
So within the PPC chat, there's
different channels, there's
58
00:03:20,130 --> 00:03:22,930
analytics, conferences,
Facebook, ad, freelances.
59
00:03:22,930 --> 00:03:26,450
There's also a PPC chat channel.
So if you go into the PPC chat
60
00:03:26,450 --> 00:03:31,410
channel, you'll find past
questions and responses to our
61
00:03:31,410 --> 00:03:33,130
chats.
But yeah, let's get into it.
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00:03:33,130 --> 00:03:36,690
Let's get into question one.
And Julie asks what percentage
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00:03:36,730 --> 00:03:40,170
of the advertising budget that
you manage are spent on Google
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00:03:40,170 --> 00:03:43,490
and or Facebook and for what
industries are you managing
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00:03:43,570 --> 00:03:47,010
advertising?
So we have started us off.
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00:03:47,010 --> 00:03:48,570
Yeah.
Julie herself says my clients
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00:03:48,570 --> 00:03:52,090
are very heavily Google ads
right now, probably 85% or more.
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00:03:52,490 --> 00:03:55,490
Julia Vice goes, due to recent
major issues in Canada, we are
69
00:03:55,490 --> 00:03:58,090
investing much less in meta.
We're Omni.
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00:03:58,090 --> 00:04:01,410
So depending on clients, a
pretty big chunk of our dollars
71
00:04:01,410 --> 00:04:04,250
go to Google, including YouTube,
Pmax, etc.
72
00:04:04,250 --> 00:04:06,390
But things are shifting, Melissa
goes.
73
00:04:06,390 --> 00:04:10,510
We are about 50 to 75% Google,
up to 25% social.
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00:04:10,510 --> 00:04:13,950
So that's LinkedIn or Facebook
and the rest Bing or other
75
00:04:13,950 --> 00:04:16,910
channels like Reddit.
Oh, I like the the the Reddit
76
00:04:16,910 --> 00:04:20,029
shout out there.
So yeah, we've got also yeah,
77
00:04:20,029 --> 00:04:22,310
Julia mentions a news article
here.
78
00:04:22,310 --> 00:04:26,670
Seeing how meta is blocking has
begin to block news in Canada.
79
00:04:27,030 --> 00:04:30,230
And that's come in, in response
to a new law in Canada that
80
00:04:30,230 --> 00:04:34,070
requires tech companies to pay
news outlets for using their
81
00:04:34,070 --> 00:04:36,450
content.
Oh, I don't know who side I'm on
82
00:04:36,450 --> 00:04:37,850
on that one.
That sounds confusing.
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00:04:38,530 --> 00:04:40,490
Well, after this, after I record
this, I will.
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00:04:40,650 --> 00:04:43,330
I'll pay attention more to that
article to see what that's all
85
00:04:43,330 --> 00:04:45,330
about.
Dave Kalig was as well, says
86
00:04:45,330 --> 00:04:49,530
about 80% plus on Google.
Metaspend Edit Currently in
87
00:04:49,530 --> 00:04:54,130
healthcare, Heather Cox goes,
yeah, 70% consumer goods, 30%
88
00:04:54,130 --> 00:04:57,810
Facebook across, sorry, 70%
Google.
89
00:04:57,930 --> 00:05:02,330
She actually says 30% Facebook
across B to B, home services,
90
00:05:02,330 --> 00:05:05,270
telecom, insurance, etcetera.
Robert Brady goes for higher
91
00:05:05,270 --> 00:05:07,790
education, about 75% is Google
or meta.
92
00:05:07,790 --> 00:05:11,030
For e-commerce it's more like
50% Google or meta.
93
00:05:11,350 --> 00:05:14,510
Travis goes approximately 70%
meta, 20% Google.
94
00:05:14,510 --> 00:05:18,750
Oh a lot more meta than Google,
10% other doing.
95
00:05:18,750 --> 00:05:20,950
Brown goes 70% of our clients
budgets.
96
00:05:20,950 --> 00:05:24,190
So that's that goes to Google.
Then you got Microsoft and
97
00:05:24,350 --> 00:05:27,970
Amazon ads plus some TikTok.
Julie goes, yeah, interesting
98
00:05:27,970 --> 00:05:31,050
not seeing LinkedIn here as a
place people are actively
99
00:05:31,330 --> 00:05:34,450
advertising I think.
Yeah, Melissa McKee, yeah, they
100
00:05:34,450 --> 00:05:38,610
should said that some of their
budget is going well, 25% is
101
00:05:38,610 --> 00:05:41,930
going towards LinkedIn.
Ashton Cargo is heavily
102
00:05:41,930 --> 00:05:46,850
allocating towards Google ads,
probably 75% across all clients
103
00:05:46,850 --> 00:05:49,530
who are mostly in the B2B or
lead Gen. space.
104
00:05:49,730 --> 00:05:53,290
The other 25% depends on the
client and is mainly focused on
105
00:05:53,290 --> 00:05:58,170
LinkedIn or Microsoft ads. 0%
going to meta right now, Melissa
106
00:05:58,170 --> 00:05:59,570
goes.
Not really, LOL.
107
00:05:59,570 --> 00:06:02,610
We're just testing it and so far
it's not really performing well
108
00:06:02,890 --> 00:06:05,490
for B to B.
Oh, what was it?
109
00:06:06,170 --> 00:06:09,530
So that's in response to Heather
Cox going, Mel, are you seen a
110
00:06:09,530 --> 00:06:13,010
lot of success on Reddit?
Melissa goes, yeah, we're doing
111
00:06:13,010 --> 00:06:16,890
way more LinkedIn than Facebook.
It works way better for B to B,
112
00:06:17,210 --> 00:06:19,530
Jonathan Kagan says.
Naturally, I completely forgot
113
00:06:19,530 --> 00:06:21,570
about this since it moved to
Slack.
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00:06:22,460 --> 00:06:24,620
I love it.
And yeah, he responded to this
115
00:06:24,620 --> 00:06:30,620
an hour, about 65% goes to this
duopoly in healthcare ecom CPG
116
00:06:30,620 --> 00:06:31,820
and that's what I love about
this.
117
00:06:31,820 --> 00:06:36,100
So John has answered this, like
today we've learned this chat
118
00:06:36,100 --> 00:06:38,180
actually check technically
happened yesterday.
119
00:06:38,380 --> 00:06:41,260
So yeah, yesterday I wasn't
feeling like feeling up to
120
00:06:41,260 --> 00:06:42,940
myself.
So I recorded this today and
121
00:06:42,940 --> 00:06:45,460
you'll be getting it out today
as well.
122
00:06:45,460 --> 00:06:48,780
So lucky guys.
So yes, we get John's answer
123
00:06:48,780 --> 00:06:51,420
there as well.
Before we go now into question
124
00:06:51,420 --> 00:06:56,210
2, Julie asks what ad platforms
other than Google or Facebook
125
00:06:56,210 --> 00:06:59,490
have you used for your accounts
on which have you found success.
126
00:06:59,490 --> 00:07:01,850
I think we've already had some
answers to that.
127
00:07:01,890 --> 00:07:04,130
LinkedIn has been mentioned,
Reddit has been mentioned.
128
00:07:04,450 --> 00:07:07,370
Doing brand also gives us
Microsoft and Amazon Ads are
129
00:07:07,370 --> 00:07:10,250
great for ecom, DTC and retail
brands.
130
00:07:10,650 --> 00:07:14,090
The Gallegos goes Microsoft.
So search for LinkedIn and and
131
00:07:14,090 --> 00:07:17,890
Stack Adapt for programmatic
pulled back on X.
132
00:07:17,890 --> 00:07:20,170
Yeah we're all pulling back on X
and Twitter.
133
00:07:20,740 --> 00:07:24,340
Travis Travis responds saying
TikTok was the popular new
134
00:07:24,340 --> 00:07:27,940
frontier for the past year.
And product or spend dependent
135
00:07:27,940 --> 00:07:30,980
it can rival metaphor top of
funnel performance.
136
00:07:30,980 --> 00:07:33,700
Its performance at scale is the
limiting factor.
137
00:07:34,020 --> 00:07:36,820
I still maintain that Pinterest
organic is a sleeper.
138
00:07:37,180 --> 00:07:41,500
It's ad platform has come a long
way over the last decade but it
139
00:07:41,500 --> 00:07:44,540
remains a junior ad platform.
Others I've been eager to
140
00:07:44,540 --> 00:07:47,450
explore further our Quora and
Reddit.
141
00:07:47,850 --> 00:07:50,610
Julia, Vice Goes, Microsoft,
Amazon, Pinterest, LinkedIn,
142
00:07:50,610 --> 00:07:52,530
TikTok, and Snap have been
great.
143
00:07:52,850 --> 00:07:57,130
And of course we do CTV, TV, and
radio for bigger campaigns.
144
00:07:57,450 --> 00:07:59,250
Melissa goes yeah, Bing and
LinkedIn.
145
00:07:59,250 --> 00:08:02,570
Bing is great for our clients,
performs better than Google in
146
00:08:02,570 --> 00:08:06,170
many cases, and LinkedIn is
better than Facebook for B2B.
147
00:08:06,170 --> 00:08:09,330
As mentioned in the other
thread, Robert Brady goes I
148
00:08:09,330 --> 00:08:12,370
second what Dwayne is saying
about about Amazon for
149
00:08:12,370 --> 00:08:14,250
e-commerce for B2B and higher
Ed.
150
00:08:14,250 --> 00:08:17,240
We have a healthy LinkedIn
budget, Julie goes.
151
00:08:17,240 --> 00:08:20,600
Yeah, historically I have used
Microsoft ads, LinkedIn, Twitter
152
00:08:20,600 --> 00:08:22,640
and Quora.
Success has varied on the
153
00:08:22,640 --> 00:08:26,840
platforms Microsoft is such an
easy ad on if you're already
154
00:08:26,840 --> 00:08:29,560
doing Google ads.
And despite clients complaining
155
00:08:29,880 --> 00:08:33,480
about the cost of LinkedIn, it's
literally the only place where
156
00:08:33,480 --> 00:08:36,400
you can actually get the
targeting bTB once.
157
00:08:36,480 --> 00:08:41,809
So Justin Clarke and goods goes
Microsoft is great because of
158
00:08:41,809 --> 00:08:45,650
the ability to import campaigns
from other platforms and the
159
00:08:45,650 --> 00:08:49,610
spend is typically much lower,
as well as lower CPA and higher
160
00:08:49,610 --> 00:08:51,770
Rowas.
LinkedIn is the other main
161
00:08:51,770 --> 00:08:53,850
platform.
Our clients are on varying
162
00:08:53,850 --> 00:08:57,690
levels of success here though.
Julia goes, Yeah, sometimes high
163
00:08:57,690 --> 00:09:01,550
Cpm's mean quality.
Mean quality, interesting.
164
00:09:01,870 --> 00:09:03,790
Julie goes as well.
I really like Quora.
165
00:09:03,790 --> 00:09:06,470
I blame JD Prater for getting me
onto that platform.
166
00:09:06,710 --> 00:09:10,110
If your strategy involves trying
to create brand evangelists to
167
00:09:10,110 --> 00:09:14,110
get your clients into the short
list for consideration, Quora
168
00:09:14,110 --> 00:09:16,430
and Reddit are great for that
type of reach.
169
00:09:16,990 --> 00:09:20,230
Julia Vice goes flag that they
are not great for regional
170
00:09:20,230 --> 00:09:23,390
campaigns, the frequency caps
are nonexistent, and your ad
171
00:09:23,390 --> 00:09:26,630
will be a meme.
I've heard a meme.
172
00:09:26,790 --> 00:09:29,350
Interesting.
Jonathan Kagan was loaded
173
00:09:29,350 --> 00:09:32,550
question, but Bing Pinterest and
Trade desk.
174
00:09:33,710 --> 00:09:36,150
Okay, interesting Trade Desk.
I'm not seeing that as a
175
00:09:36,630 --> 00:09:39,630
recommendation before.
And we go on to question three
176
00:09:40,470 --> 00:09:43,190
and Julie asked, have you
advertised on a platform that
177
00:09:43,190 --> 00:09:46,190
really surprised you either by
how well or how poor the ads
178
00:09:46,190 --> 00:09:49,710
performed on it?
Any ideas as to why it worked or
179
00:09:49,710 --> 00:09:53,270
did not work for your accounts?
Please answer in this thread.
180
00:09:53,270 --> 00:09:56,550
Julia Vicego's biggest surprise
and in a few presentations
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00:09:56,550 --> 00:09:59,730
tender Tinder.
So yeah, that'll be a surprise.
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00:09:59,730 --> 00:10:01,930
That's a surprise to me as well.
It really.
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00:10:02,010 --> 00:10:06,530
Yeah, it went really well for a
campus targeted safety campaign.
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It's become a staple for us.
Wow, Melissa goes.
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00:10:09,610 --> 00:10:13,850
It surprises me how often
Facebook does poorly for B to B4
186
00:10:13,850 --> 00:10:16,250
to five years ago that was not
the case.
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00:10:16,250 --> 00:10:19,450
But LinkedIn is just eating
Facebook's lunch now.
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00:10:19,890 --> 00:10:22,370
Julian Phillips says wasn't
expecting to see Tinder in the
189
00:10:22,370 --> 00:10:23,650
responses.
And I don't think.
190
00:10:23,650 --> 00:10:27,140
I don't think anyone was Julie
goes yeah, it continues to amaze
191
00:10:27,140 --> 00:10:30,660
me that essentially 0 effort is
being made by any platform
192
00:10:30,660 --> 00:10:34,180
besides link LinkedIn to build
anything that would be desirable
193
00:10:34,460 --> 00:10:37,740
to B to B advertisers.
There is so much money there to
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00:10:37,740 --> 00:10:41,540
be had to someone who even put
out an OK option.
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00:10:42,540 --> 00:10:45,820
Yeah Julie, Melissa Mckey goes,
couldn't agree more with Julie.
196
00:10:45,820 --> 00:10:48,820
With Julie, even Google
constantly leaves B to B dollars
197
00:10:48,820 --> 00:10:50,520
on the table.
Yeah.
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00:10:50,520 --> 00:10:52,360
And yeah.
And Julie responds, yeah, you
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00:10:52,360 --> 00:10:56,080
know, it's on my GML bingo card
every single year saying
200
00:10:56,080 --> 00:10:58,440
something like we have a brand
new B to B offering.
201
00:10:58,440 --> 00:11:01,720
Just kidding.
Like, yeah, never actually a
202
00:11:02,040 --> 00:11:06,080
usable B to B offering.
Julia Vice goes maybe one or few
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00:11:06,080 --> 00:11:09,360
of us should start a B to B
specific platform.
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00:11:09,400 --> 00:11:12,920
Interesting.
Dan Brown goes, say I just had
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00:11:12,920 --> 00:11:17,990
to read what you're saying and
then Travis gives a very a very
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00:11:17,990 --> 00:11:20,550
detailed response here.
So you know hold on to your
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00:11:20,550 --> 00:11:23,230
hats, he says.
I think the elephant in the room
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00:11:23,230 --> 00:11:25,470
is Amazon.
There is search based ads,
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00:11:25,470 --> 00:11:27,990
sponsored placements and off
Amazon display.
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00:11:27,990 --> 00:11:32,550
So the pros are advertising not
publicly disclosed but verified
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00:11:32,550 --> 00:11:36,630
boosts organic exposure and
success still controllable with
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00:11:36,630 --> 00:11:39,230
keyword level bids.
So you can control for the cost
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00:11:39,230 --> 00:11:43,110
of traffic to an extent and if
you can afford to slowly scale.
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00:11:43,800 --> 00:11:47,960
And also a third RO is fluid,
comfortable, reliable UX for
215
00:11:47,960 --> 00:11:49,160
shoppers.
Always.
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00:11:49,560 --> 00:11:53,080
The cons though are tends to
gravitate towards branded search
217
00:11:53,080 --> 00:11:55,240
so that's easy wins.
But paying for existing
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00:11:55,240 --> 00:12:00,260
awareness two non brand search
can become an arms race far more
219
00:12:00,260 --> 00:12:04,580
extreme than we see on Google.
From a CPC perspective success
220
00:12:04,580 --> 00:12:08,060
often means you cannibalize on
site performance unless you
221
00:12:08,060 --> 00:12:12,700
implement A skew holdout.
On the AM Z side display is well
222
00:12:12,740 --> 00:12:16,820
a money pit unless you have
bookoo bucks to invest.
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00:12:17,460 --> 00:12:22,420
Jane Brown goes yeah Amazon did
like $50 billion dollars in ads
224
00:12:22,420 --> 00:12:25,890
last year so if you know, you
know so yeah and green
225
00:12:25,890 --> 00:12:28,770
continues.
It's not 220 billion Google or
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00:12:28,770 --> 00:12:33,010
$100 billion Metabo.
It's nothing to sneeze at.
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00:12:33,370 --> 00:12:36,610
So yeah 50 billion.
It might not be as much as 220
228
00:12:36,610 --> 00:12:40,570
billion or 100 billion but yeah
anything in the billions is also
229
00:12:40,570 --> 00:12:44,010
definitely worth worth investing
in when Brown continues.
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00:12:44,010 --> 00:12:47,370
Now how I can steal more
business away from Amazon only
231
00:12:47,370 --> 00:12:48,650
agencies.
Right.
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00:12:48,730 --> 00:12:51,010
Right.
John Kagan is all response to
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00:12:51,010 --> 00:12:54,530
this question saying LinkedIn
always a disappointment in terms
234
00:12:54,530 --> 00:12:58,310
of a surprise as platforms that
are surprising us here.
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00:12:58,950 --> 00:13:02,550
Then we then go on to question
four and Julie asked, is there a
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00:13:02,550 --> 00:13:05,750
platform you've been thinking
about testing but have not yet.
237
00:13:05,750 --> 00:13:08,790
Which ones?
Why have you not done yet, Cora?
238
00:13:08,910 --> 00:13:11,870
For me, and I think it's just a
timing issue and I'll be, I feel
239
00:13:11,870 --> 00:13:14,790
like I should be able to test
anything as I'll be now going
240
00:13:14,790 --> 00:13:19,190
into the whole fantastic and fun
world of freelancing and seeing,
241
00:13:19,190 --> 00:13:21,670
you know, trying to propose
different platforms that'll be
242
00:13:21,670 --> 00:13:24,640
useful for my clients.
Julie Vice goes, I have access
243
00:13:24,640 --> 00:13:26,920
to a lot.
So I'll say I'd like to try out
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00:13:26,920 --> 00:13:29,800
Disney Plus when their platform
opens up.
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00:13:29,800 --> 00:13:33,560
We were first for Netflix and
did not and it did not go well.
246
00:13:33,600 --> 00:13:35,480
Wow.
Ben Brown goes, picked a few
247
00:13:35,480 --> 00:13:38,560
clients on Target plus Amazon
like Add Marketplace.
248
00:13:38,960 --> 00:13:42,000
Julie goes, I have not done
anything on TikTok main hurdles
249
00:13:42,000 --> 00:13:45,160
is video assets such as familiar
refrain.
250
00:13:46,190 --> 00:13:49,310
And then, yeah, there's a post,
Julia, Julie puts here saying up
251
00:13:49,310 --> 00:13:51,990
from like a link saying this
post might be of interest to
252
00:13:51,990 --> 00:13:54,390
you.
And that's in terms of, yeah,
253
00:13:54,470 --> 00:13:57,070
interested interest to Julia.
Vice specifically when she
254
00:13:57,070 --> 00:14:00,430
talked about Disney Plus and
being able to get access to
255
00:14:00,550 --> 00:14:03,550
access to Netflix, saying
advertising popular with
256
00:14:03,550 --> 00:14:06,270
streamers and consumers, and
that's from DCN.
257
00:14:06,270 --> 00:14:08,310
So that's digital content.
Next.
258
00:14:08,510 --> 00:14:11,070
The blurb goes, it is becoming
increasingly clear that
259
00:14:11,110 --> 00:14:13,230
advertising will play a
significant role in the
260
00:14:13,230 --> 00:14:17,030
streaming ecosystem.
Your customers prefer options.
261
00:14:17,030 --> 00:14:19,070
Yeah.
And Julia, Vice goes, yeah.
262
00:14:19,070 --> 00:14:22,750
Ooh, see if there's a tech talk
creator your client can partner
263
00:14:22,750 --> 00:14:25,190
with.
If there's a comfy rapport, they
264
00:14:25,190 --> 00:14:28,790
will make great content for you.
And it's a fairly safe way to
265
00:14:28,790 --> 00:14:31,190
test.
Julie goes, yeah, I'm always
266
00:14:31,190 --> 00:14:34,150
amazed by the paid ads showing
up when I'm looking for stuff on
267
00:14:34,150 --> 00:14:36,830
Target.
Walmart has been making a giant
268
00:14:36,830 --> 00:14:39,990
push to get part of the
particular of that particular
269
00:14:39,990 --> 00:14:43,030
pie lately, too.
Travis Biershal wrote as well.
270
00:14:43,030 --> 00:14:46,470
Say it's it's been a long while
since I've dipped my feet into
271
00:14:46,470 --> 00:14:50,030
the CTV streaming platforms.
I used to prefer Hulu for its
272
00:14:50,030 --> 00:14:53,070
ability to offer sponsored
programs, where advertisers put
273
00:14:53,070 --> 00:14:58,430
forth an ad option for people to
elect to view after viewing on
274
00:14:58,430 --> 00:15:02,070
Skippable, the next 30 to 60
minutes of viewing was ad free.
275
00:15:02,350 --> 00:15:06,030
Beyond that, I've simply not had
advertisers willing to invest in
276
00:15:06,030 --> 00:15:09,830
less trackable ad platforms.
It's a tough sell, but it can be
277
00:15:09,830 --> 00:15:13,890
successful if treated like an
investment that delivers a
278
00:15:13,890 --> 00:15:17,810
return echo and return echo in
time.
279
00:15:18,290 --> 00:15:21,410
Well, Travis, as well of as all
of the traditionally more
280
00:15:21,410 --> 00:15:24,090
trackable ad platforms and
platforms get less and less
281
00:15:24,090 --> 00:15:27,130
trackable.
Maybe it will open up some
282
00:15:27,210 --> 00:15:31,170
easier discussions about these
types of options, Melissa goes.
283
00:15:31,170 --> 00:15:34,690
Since you mentioned it, Julie,
I'd like to try Quora.
284
00:15:35,300 --> 00:15:38,220
And Julia Weiss as well says
that there's really good data on
285
00:15:38,220 --> 00:15:41,700
YouTube on connected TV.
Why not give that a whirl and
286
00:15:41,700 --> 00:15:45,300
use the tractableness from a
controlled YouTube test to
287
00:15:45,300 --> 00:15:48,900
inform a Hulu on Netflix or D
Plus test?
288
00:15:48,940 --> 00:15:52,500
That's good advice, Julie goes.
It does not have a ton of
289
00:15:52,500 --> 00:15:55,340
traffic, but if your audience is
there, it can produce some nice
290
00:15:55,340 --> 00:15:58,700
results, and that's to Mel.
And that's talking about Quora.
291
00:15:59,100 --> 00:16:02,140
And then yeah, reminds me to
mention a great tip from doing
292
00:16:02,140 --> 00:16:05,420
Brown to put pixels for
platforms you aren't advertising
293
00:16:05,460 --> 00:16:10,020
on yet on your web properties
and start gathering audience
294
00:16:10,020 --> 00:16:12,020
data.
I really, really, really need to
295
00:16:12,020 --> 00:16:14,500
do that for PPC Live UK, Travis
goes.
296
00:16:14,500 --> 00:16:17,260
Yeah, I like that idea a lot.
YouTube is emerging as a popular
297
00:16:17,260 --> 00:16:20,180
proving ground for video centric
buys.
298
00:16:20,180 --> 00:16:23,940
Agreed that this is most likely
in Road.
299
00:16:23,980 --> 00:16:27,180
And yeah, John Kagan says he'd
love to try out Reddit.
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00:16:27,260 --> 00:16:30,880
And yeah, that's question four.
And we're going on to question
301
00:16:30,880 --> 00:16:33,680
5, which will be our last
question of the chat.
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00:16:33,680 --> 00:16:36,880
But there are few more resources
in there that were shared, which
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00:16:36,880 --> 00:16:40,520
I will share as well.
And so yeah, we asked for
304
00:16:40,520 --> 00:16:42,480
question 5.
Is there a segment that you
305
00:16:42,480 --> 00:16:46,160
think is not well covered by
existing digital ad platforms?
306
00:16:46,320 --> 00:16:49,200
Where would you like to see this
segment covered?
307
00:16:49,200 --> 00:16:51,440
B2B LinkedIn, I think that's an
obvious one.
308
00:16:51,760 --> 00:16:54,200
And so yeah, Drangos.
Those of us who want to go back
309
00:16:54,200 --> 00:16:56,360
to an analog world.
Analog world.
310
00:16:57,350 --> 00:16:59,150
Julia Weiss goes, cracks
knuckles.
311
00:16:59,150 --> 00:17:03,150
There is a major difference
between a 66 year old and an 88
312
00:17:03,150 --> 00:17:05,550
year old.
The needs, wants, incentives,
313
00:17:05,550 --> 00:17:09,270
shopping behaviors, and
basically entire lifestyle are
314
00:17:09,270 --> 00:17:11,670
unique.
There is no reason for our age
315
00:17:11,670 --> 00:17:14,470
targeting to end at 65.
I agree.
316
00:17:14,869 --> 00:17:18,430
Better retirement, lifestyle
style, health needs, home life
317
00:17:18,430 --> 00:17:21,109
needs, targeting is long
overdue.
318
00:17:21,619 --> 00:17:23,020
Yeah, and Julie agrees with
that.
319
00:17:23,300 --> 00:17:25,660
Julie as well.
Say is 1 demo that is hard to
320
00:17:25,660 --> 00:17:30,220
reach our caregivers of people
65 plus and that is a huge
321
00:17:30,220 --> 00:17:32,420
market that will only continue
growing.
322
00:17:32,900 --> 00:17:34,780
Travis goes.
I think the question plus honest
323
00:17:34,780 --> 00:17:38,220
answer even via ads model is
eroding with Google's Pivots
324
00:17:38,220 --> 00:17:41,020
this year.
That's why I'm bullish on Cora
325
00:17:41,020 --> 00:17:42,700
and Reddit.
Both platforms leave
326
00:17:42,700 --> 00:17:44,860
functionality.
Frequency capping has been
327
00:17:44,860 --> 00:17:48,900
mentioned, but they preserve
that Q&A format, which is
328
00:17:48,900 --> 00:17:52,510
helpful above all else.
There is also something to be
329
00:17:52,510 --> 00:17:56,230
said for the review space.
Those that cannot be gained, I'd
330
00:17:56,230 --> 00:17:58,670
love to see Yelp graduate their
ad options.
331
00:17:58,830 --> 00:18:01,670
It's not enough to pay for
engagements when those can be
332
00:18:01,670 --> 00:18:06,550
profile views, menu views, etc.
Which traffic, which traffic and
333
00:18:06,550 --> 00:18:11,140
calls are desired by restaurants
and venues, Melissa goes.
334
00:18:11,140 --> 00:18:14,580
I would say, I could just say
BTV for my answer here.
335
00:18:14,580 --> 00:18:18,060
We have to employ a lot of
workarounds, no matter the
336
00:18:18,300 --> 00:18:21,260
platform, just to get halfway
decent results.
337
00:18:21,580 --> 00:18:24,740
Julie goes, yes, Mel.
And honestly lead Gen. in
338
00:18:24,740 --> 00:18:28,260
general has to monkey around
with functionalities.
339
00:18:28,660 --> 00:18:30,380
And as I said, that was the last
question.
340
00:18:30,380 --> 00:18:34,550
But before we go, we also have
like an update in the industry
341
00:18:34,550 --> 00:18:37,830
which is might be slightly up
topic, but yeah, Discovery
342
00:18:37,830 --> 00:18:42,150
Campaigns is really going to be
now kind of subsumed into demand
343
00:18:42,150 --> 00:18:45,390
Gen. ads and demand gens you
know ads campaign in the Google
344
00:18:45,390 --> 00:18:47,630
ads ecosystem.
So Discovery Ads isn't going to
345
00:18:47,630 --> 00:18:50,510
be a standalone campaign type
anymore.
346
00:18:50,510 --> 00:18:54,670
I think in before the end of the
year some discovery campaigns
347
00:18:54,670 --> 00:18:59,150
are going to be auto upgraded
into demand Gen. campaign type,
348
00:18:59,150 --> 00:19:02,590
so lookout for that.
I will put the links in the in
349
00:19:02,590 --> 00:19:06,430
the show notes for this chat.
So you can see the link to the
350
00:19:06,470 --> 00:19:10,670
Twitter announcement that that
that Jenny Marvin gave or adds
351
00:19:10,670 --> 00:19:13,790
liaison as she is on Twitter on
X.
352
00:19:14,070 --> 00:19:16,270
She's also in the PVC chat
community, so you should check
353
00:19:16,270 --> 00:19:18,750
that out.
So yeah, Melissa finds that news
354
00:19:18,750 --> 00:19:21,230
a very interesting and on the
whole looks like an upgrade.
355
00:19:21,230 --> 00:19:23,870
Still needs to dig in further,
Travis goes.
356
00:19:23,870 --> 00:19:28,590
I've always liked discovery ads,
intrinsic viewability, high
357
00:19:28,590 --> 00:19:31,990
impact format data, confidence
with Android users signed into
358
00:19:31,990 --> 00:19:35,870
Google accounts, but I'm less
optimistic about another forced
359
00:19:35,910 --> 00:19:38,870
blending of Gmail and YouTube
inventory.
360
00:19:39,150 --> 00:19:43,190
The optimistic, the optimist in
me wants it to work stimulating,
361
00:19:43,190 --> 00:19:46,190
demanding, viewable, high impact
hot ad placements.
362
00:19:46,680 --> 00:19:49,360
The pessimist sees this as
another way to liquidate
363
00:19:49,400 --> 00:19:53,640
inventory that advertisers have
not gravitated towards, often
364
00:19:53,720 --> 00:19:56,880
for good reason.
And yeah, Melissa goes, you may
365
00:19:56,880 --> 00:19:59,320
be right, Julie goes.
We are steadily marching towards
366
00:19:59,320 --> 00:20:02,680
P Max as the only campaign type
where we will take a certain
367
00:20:02,680 --> 00:20:05,320
amount of forced crappy
inventory to get the good stuff
368
00:20:05,320 --> 00:20:08,560
we actually want.
And Julian Phillips goes at P
369
00:20:08,560 --> 00:20:10,880
Max.
Only future sounds bleak.
370
00:20:11,380 --> 00:20:15,820
And that won't work for a lot of
people that do you need, you
371
00:20:15,820 --> 00:20:19,940
know, yeah, they they need
what's this this kind of what's
372
00:20:19,940 --> 00:20:24,580
the word like laws and and they
need approval of everything
373
00:20:24,580 --> 00:20:26,620
that's going to be showing for
the kind of keywords that you're
374
00:20:26,620 --> 00:20:29,700
going to be showing against for
ad copy that can be seen for all
375
00:20:29,700 --> 00:20:32,020
the wordings that needs to be in
ad copy.
376
00:20:32,300 --> 00:20:35,500
And I guess what kind of context
is going to show next to as
377
00:20:35,500 --> 00:20:37,580
well.
So yeah, I'm not sure whether
378
00:20:37,580 --> 00:20:39,500
that's a good, good play by
Google.
379
00:20:39,500 --> 00:20:42,390
I think Google still should
allow some level.
380
00:20:42,390 --> 00:20:45,390
I know AI is taking a love over
a lot of things.
381
00:20:45,390 --> 00:20:49,230
I'm going to work better on our
landing pages help with work
382
00:20:49,230 --> 00:20:52,750
closely with Cro's the
conversion rate optimization.
383
00:20:52,990 --> 00:20:57,350
Boris Beckerick who we're going
to be having an AMA session with
384
00:20:57,430 --> 00:21:01,430
on Friday in our PLU chat
WhatsApp group join us on there
385
00:21:01,510 --> 00:21:03,510
I'll I'll give you the link a
little bit later.
386
00:21:03,710 --> 00:21:07,110
But yeah, Boris mentioned showed
a case study on his LinkedIn
387
00:21:07,110 --> 00:21:10,940
profile about how he didn't do
anything for space of time.
388
00:21:10,940 --> 00:21:14,060
It was a week or two weeks and
performance improved.
389
00:21:14,060 --> 00:21:17,300
Why?
Because he spoke with a CRO
390
00:21:17,300 --> 00:21:20,300
colleague or friend of his that
was a freelance and asked for
391
00:21:20,300 --> 00:21:22,860
some tips on what to change at
the landing page.
392
00:21:22,900 --> 00:21:26,860
And those tips directly affected
how well paid search was
393
00:21:26,860 --> 00:21:29,540
working.
So all of that is just to say
394
00:21:29,540 --> 00:21:33,420
that we really need to move into
a way of working towards
395
00:21:33,820 --> 00:21:38,340
improving landing page,
improving the holistic view.
396
00:21:38,340 --> 00:21:41,100
It's not just I'm going to be
about keywords and intent
397
00:21:41,460 --> 00:21:45,180
anymore and you're going to have
to do broad because as as like
398
00:21:45,220 --> 00:21:49,460
in the poll said in our last PPC
Live UK event you know the way
399
00:21:49,460 --> 00:21:51,820
people are searching is very
different.
400
00:21:51,820 --> 00:21:55,420
People are going to give a lot
more long tail.
401
00:21:55,830 --> 00:21:58,870
You know make a lot do a lot
more long tail search queries
402
00:21:58,910 --> 00:22:01,750
through voice, even voice search
is going to really make a
403
00:22:01,750 --> 00:22:07,630
comeback through a I and and and
a I trying to get the best
404
00:22:07,630 --> 00:22:11,470
result for that person.
You know, if you want your ad to
405
00:22:11,470 --> 00:22:15,190
show doing that in those answers
and those results are going to
406
00:22:15,190 --> 00:22:18,270
be given, you need to be able to
do broad because you can't
407
00:22:18,270 --> 00:22:21,110
really stop bidding on whole
sentences and whole queries
408
00:22:21,110 --> 00:22:24,510
because No2 queries, hardly ever
2 queries are going to be in the
409
00:22:24,510 --> 00:22:27,670
same order, but you want to be
able to show for the most
410
00:22:27,670 --> 00:22:30,030
relevant for yours.
So yeah, consider broad,
411
00:22:30,510 --> 00:22:33,310
consider P Max.
Start testing it, seeing what
412
00:22:33,310 --> 00:22:36,230
works, seeing how best you can
improve your landing page to
413
00:22:36,230 --> 00:22:40,230
ensure that you can stay on top
of doing to the way the
414
00:22:40,230 --> 00:22:43,070
automation and AI is going to
work towards.
415
00:22:43,070 --> 00:22:45,390
I think that's very important
for all of us.
416
00:22:45,750 --> 00:22:47,990
So I hope you've taken some
great takeovers there.
417
00:22:47,990 --> 00:22:50,790
I hope you've been inspired to
not just try Quora and Reddit,
418
00:22:50,790 --> 00:22:52,770
but even maybe Tinder.
I don't know.
419
00:22:52,770 --> 00:22:54,770
Yeah, was it tender that Julia
Vice mentioned?
420
00:22:55,610 --> 00:22:57,850
That's very interesting.
And also things like, you know,
421
00:22:57,850 --> 00:23:02,250
CTV, so and yeah, other other
means of, you know, streaming
422
00:23:02,250 --> 00:23:06,970
services, Netflix, Disney Plus.
So yeah, it's very, very
423
00:23:06,970 --> 00:23:09,490
interesting time in terms of our
landscape of advertising.
424
00:23:09,490 --> 00:23:13,730
So yeah, stick around guys.
Your our jobs are not becoming
425
00:23:13,770 --> 00:23:17,410
made redundant, I promise you.
So yeah, I hope you have a
426
00:23:17,410 --> 00:23:20,450
useful, hope you find that time
useful.
427
00:23:20,790 --> 00:23:23,150
And if you want to have more
thoughts, more comments on this
428
00:23:23,190 --> 00:23:26,470
and would like a voice chat, I
think we are now moving the
429
00:23:26,470 --> 00:23:28,670
voice chats away from Twitter
Spaces.
430
00:23:28,670 --> 00:23:32,630
We're moving that Discord, So
join our Discord group, the PVC
431
00:23:32,630 --> 00:23:35,870
chat, Discord group, go on
Twitter, go on Twitter.
432
00:23:35,870 --> 00:23:39,350
At the moment, ask Neptune Moon,
that's Julie Bichini what the
433
00:23:39,350 --> 00:23:41,150
link is and she'll be able to
get that to you.
434
00:23:41,150 --> 00:23:45,790
And you can join us on on
Thursday at 5:00 PM GMT and
435
00:23:45,790 --> 00:23:49,990
that's 12:00 PM Eastern Time.
For any feedback about this
436
00:23:49,990 --> 00:23:52,830
podcast or give any corrections
on anything that has been
437
00:23:52,830 --> 00:23:56,990
shared, please get You can still
get to me on Twitter slash X.
438
00:23:56,990 --> 00:24:00,830
I'm still on there, no matter
how annoying I find it so far.
439
00:24:00,830 --> 00:24:03,270
As long as our community is
there, I will be on there.
440
00:24:03,270 --> 00:24:06,870
Just not using Tweetdeck anymore
or find me on LinkedIn.
441
00:24:06,870 --> 00:24:08,630
We have the PVC chat roundup
group.
442
00:24:08,670 --> 00:24:11,150
So yeah, if you want to join me
and ask any questions, let me
443
00:24:11,150 --> 00:24:13,070
know.
It'll be great for longstanding
444
00:24:13,070 --> 00:24:15,750
and brand new listeners to give
this podcast a review.
445
00:24:15,750 --> 00:24:18,340
It would be great for the great
strategy strategy of the
446
00:24:18,340 --> 00:24:20,140
podcast.
And yeah, you can do so on
447
00:24:20,140 --> 00:24:24,620
Spotify or Apple.
Just go to linktree.com/ppc
448
00:24:24,620 --> 00:24:28,580
chat, under score roundup and
you'll get all the links to
449
00:24:28,820 --> 00:24:32,020
leave a review.
And I'll leave you actually not
450
00:24:32,020 --> 00:24:35,180
actually add, you know, mention
our PPC event that is happening
451
00:24:35,180 --> 00:24:39,140
on October the 26th, but mention
something that is happening on
452
00:24:39,140 --> 00:24:41,180
Friday.
So in two days time, if you're
453
00:24:41,180 --> 00:24:44,020
listening to this on Wednesday,
tomorrow, if you're listening
454
00:24:44,020 --> 00:24:46,260
this on Thursday, today, if
you're listening to this on a
455
00:24:46,260 --> 00:24:50,040
Friday, yeah, we're having an
AMA session that's Ask Me
456
00:24:50,040 --> 00:24:52,280
Anything session with Boris
Beckerick.
457
00:24:52,520 --> 00:24:55,840
He actually applied for a job
with Teleprompt.
458
00:24:55,840 --> 00:24:59,130
No, not Teleperformance.
And they are the company that
459
00:24:59,130 --> 00:25:02,530
Google outsourced their sales,
you know their sales activities
460
00:25:02,530 --> 00:25:04,650
too.
So if it was just want like you
461
00:25:04,650 --> 00:25:07,970
know someone to help you know
sell Google ads and his
462
00:25:07,970 --> 00:25:10,130
products, you know they
outsource it to this company and
463
00:25:10,130 --> 00:25:14,090
that company they recruit.
Obviously bars applied for a job
464
00:25:14,090 --> 00:25:17,250
to just see what the process is
like he got through he went
465
00:25:17,250 --> 00:25:20,650
through three interview
processes and he got the job and
466
00:25:20,650 --> 00:25:23,770
he yeah, he got went through the
interview process and
467
00:25:23,770 --> 00:25:25,090
everything.
Of course he denied.
468
00:25:25,130 --> 00:25:29,300
He declined a role, the job
offer for him because, yeah, he
469
00:25:29,300 --> 00:25:31,300
was definitely.
He's good enough because he's an
470
00:25:31,340 --> 00:25:34,460
amazing PPC professional.
He was, he was offered a role,
471
00:25:34,460 --> 00:25:37,340
but he said no to it.
So I'll be asking him some
472
00:25:37,340 --> 00:25:39,140
questions around that.
I'll be asking him some
473
00:25:39,140 --> 00:25:42,820
questions about his his time in
the paid search industry and how
474
00:25:42,820 --> 00:25:45,300
he's finds it.
And yeah, if you have any
475
00:25:45,300 --> 00:25:49,060
questions that you want to, you
know, ask us, please join us on
476
00:25:49,060 --> 00:25:53,180
Friday, 5:00 PM, GMT, 12:00 PM
Eastern Time.
477
00:25:53,420 --> 00:25:55,900
And I say the Eastern Time
because everywhere everybody is
478
00:25:55,900 --> 00:25:57,900
welcome, everybody's welcome to
join.
479
00:25:58,220 --> 00:26:01,380
And I'll be out, I'll be just
you know what's happened him
480
00:26:01,380 --> 00:26:03,220
some questions because yes,
we're going to have it on our
481
00:26:03,220 --> 00:26:08,940
PLU chat WhatsApp group to join
that just go to BIT dot LY
482
00:26:09,140 --> 00:26:15,020
forward slash PLU WhatsApp.
So that's BITL dot LY forward
483
00:26:15,020 --> 00:26:19,060
slash PLU WhatsApp and just
yeah, request you join so that
484
00:26:19,060 --> 00:26:23,540
you can join this very lively
one hour chat with Boris on
485
00:26:23,540 --> 00:26:27,460
Friday 5:00 PM GMT.
On that note, I hope you enjoy
486
00:26:27,460 --> 00:26:30,580
the rest of the evening.
Remember, for your campaigns and
487
00:26:30,580 --> 00:26:33,140
businesses to glide smoothly,
there's a lot of hard work
488
00:26:33,140 --> 00:26:35,940
needed beneath the surface, so
keep your Swans kicking.
489
00:26:35,980 --> 00:26:37,340
Bye and speak to you next week.