EP323 - When PMAX Campaigns Go Zombie ft Dave Alexander

Anu Adegbola (00:05.456)
Hello and welcome to PPC Live, The Podcast formerly known as PPC Chat Roundup. My name is Anu, the founder of PPC Live. And if you're used to hearing from the PPC experts about how to ensure that we are keeping up with the ever changing landscape, don't worry You are still in the right place. But instead of relaying what the PPC experts are saying, I'm bringing the PPC experts to you. Every week I'm speaking to different PPC experts about their biggest F-up and things that have gone wrong. Also how they've 

Anu Adegbola (00:34.364)
turn things around. So that's why it's about turning F-ups into triumphs. This week I have the pleasure of speaking to Dave Alexander of Impression who have been doing some great work for several years now and Dave has has been with the company for over four years now and he's had worked on some great clients and he started from a junior role to leading a team and he speaks about a recent and that was even a surprise to me because most other experts have spoke about 

Anu Adegbola (01:04.048)
past mistakes, but he speaks about a recent mistake that happened this summer and just how they turned it around, what type of mistake it was and the importance of pausing before you respond to a client. And when you see a mistake, not making sure that you calm the panic that, know, inevitably, you know, come up and bubble, try and bubble bubble to the surface and how it's important not to lose your cool, not to question yourself, not to start thinking that. 

Anu Adegbola (01:33.228)
Lord, you're a failure and you're not failure. Mistake does not mean you're failure. It just means that you now need to think fast. but also think patiently about how to communicate, what to communicate to the client so that you recover this issue. He talks about how, yes, at the beginning of client was not happy, but now the client is happy. They know that they are in control, that the agency that David and his team are in control of the account and they have nothing to worry about. yeah. 

Anu Adegbola (01:59.14)
Let's go delve into this issue and take some great tips on how to really bounce back from a mistake like this. So let's go speak to Dave. 

Anu Adegbola (02:09.723)
Hi Dave, welcome to PPC Live the podcast. 

Dave Alexander (02:13.276)
Hey, how are you? 

Anu Adegbola (02:14.567)
I'm very well, thank you. It's tenious right now. I like being honest with my audience. I literally just got back from holiday like hours ago. We're talking maybe like four or five hours ago, just getting off a plane, heading back from Gatwick airport to get to London. And thankfully, I'm very grateful that when Dave was booking this, I remember when you were booking it and I was on holiday and my brain was like, okay, he's booked it today, I'm coming back. 

Dave Alexander (02:21.0)
Okay. 

Anu Adegbola (02:43.025)
God, what time? Cause if you book it at 9 AM, we've got to cancel. But it was booked for the afternoon. Loved it. I was like, yeah, I'll be, I'll be recovered by then. very, very delighted to have you on the podcast day. for those who don't know, Dave Alexander works for impression digital award winning impression digital. They they've done some amazing stuff. can definitely say award winning. I've been at those award 

Anu Adegbola (03:08.182)
events and seeing them win against some like really 

Dave Alexander (03:09.501)
Yeah. 

Anu Adegbola (03:11.856)
great agencies in our field. They've been doing some great work for a long time, but Dave himself is an experienced digital marketing professional, especially specializing in Google Ads and account and project management. Also has experience in managing website builds, social media and email campaigns. So quite a lovely wide range skill set then in the world of digital marketing. 

Anu Adegbola (03:37.095)
Um, in terms of his fun facts, I really loved it in a previous life, just before he sold his soul to the world of marketing. Um, he actually represented Great Britain twice in a karate tournament, um, around the age of 17, 18. So yeah, I saying, Dave might come across very like lovely and mild-mannered, but don't piss him off. He knows, he knows how to strike a blow. He knows how to, you know, get a kick in. And then he, he had a bit of a. 

Anu Adegbola (04:05.755)
basketball coaching career, but wasn't quite as lucrative as he'd liked it to be. So yeah, he then switched on into marketing. Between the karate and the coaching, if like money was no object, which one would you go back to? 

Dave Alexander (04:18.994)
Mm-hmm. 

Dave Alexander (04:24.145)
Blimey. 

Anu Adegbola (04:25.167)
hahahahah 

Anu Adegbola (04:25.993)

Dave Alexander (04:28.049)
It's going to be the basketball to be honest. I think the Karate was great. There is very much You as an individual and how you do. basketball is sort of our team. I do really enjoy the team side of things. 

Anu Adegbola (04:29.927)
It's gonna be basketball? Yeah? You liked it! 

Anu Adegbola (04:41.361)
Yeah. 

Anu Adegbola (04:44.411)
That same 

Anu Adegbola (04:44.851)
size of things are fantastic. That sounds great. yeah. So he's a team player. not surprising cause he's here with us to, talk to our fantastic PPC live team and community about an effort that he's made. And, as I keep on saying, we never leave on the defeated note, this is talking about how he turned it around, how he's, still trusted, with his client. I'm very also grateful for this story because as much as a lot of our previous, 

Anu Adegbola (05:14.279)
Previous guests have told stories like they don't want to tell stories of like recent mistakes or talk about way back Dave is actually going to tell us of something quite recent And how how they're they're they're they're getting back on their feet on it. how their client is still Sticking with them. So yeah without further ado take it away Dave. What f-up would you like to share with us today? 

Dave Alexander (05:38.353)
Yeah, yeah. So this, this one is, it's a very, recent last, last few months this happened. So we have a large retail client that we deal with and we run quite a detailed and quite in depth PMAC structure for them sales. 

Dave Alexander (05:57.451)
Just because the wide product range that they have. So we run a structure and it's called like a zombie structure, which I'm sure people at home. 

Dave Alexander (06:07.759)
after this one to look into this, you can speak to Google or it is quite widely documented online, so they will send you the scripts and the structures on how to implement this on accounts. But basically with PMAX, as we all know, it's very greedy for conversion value, so whatever the high-performance products are, it will naturally go after those more than the rest of the product set. So as a result, we can often see... 

Dave Alexander (06:33.298)
particularly campaigns that are running over a number of products that it will forget or neglect if you like. The large majority, and it will probably only push budget or majority up through kind of top 5 % of products. So to stop this from happening and making sure that all your products get seen, can use a zombie script as Google has, we refer to it as non-converting rather than zombies, it feels a bit gimicky 

Dave Alexander (07:03.666)
So we have this script, which basically says if this product hasn't converted in the last 30 days, it drops it down into a second campaign, which is the non-converting one, so that we can give it a separate ROAS target, slightly different budget so that it can start to get traffic back through those products. So you ensure that all your product range is regularly getting seen and ready to get sold. So it increases that share. The issue we have is we have the structure in place. It works perfectly. We see incremental sales month on month. 

Dave Alexander (07:34.066)
client came to us and said, right, this particular brand, we want to push this more than kind of the other brands at the moment because we've got some excellent pricing at the moment. So like, oh yeah, we can do that. What we'll do is we'll break it out of the current structure into its own standalone brand campaign. It'll still sit within the structure in terms of the flow, but we won't get, we can kind of set separate targets for a separate budget. So we set this up, start of the summer, great, no problem. Got sales through it, it's all good. 

Dave Alexander (08:03.539)
A couple of weeks later, obviously, other client demands come in, other things happen on the accounts, quite large accounts, so it's quite easy to get those little blind spots. And unfortunately, this campaign fell into one of those blind spots for us. So sales started to drop off. And as that happens, less and less products were staying within that campaign. Client then come to us and said, sales starts dropping that brand again, could you look into it? So I was like, no worries, we'll have a look. 

Anu Adegbola (08:18.151)
Mm. 

Anu Adegbola (08:23.897)
Alright. 

Dave Alexander (08:33.81)
So we jumped in and all of sudden we've gone from what should have been a product set of almost 50 different items, we were down to four. Because all of those products had not sold, so they dropped out of the campaign, but weren't being added back into it. So we've got a load of campaigns that now aren't serving in any campaign. So yeah, it's obviously a big issue. So obviously we diagnosed it, we went, right, okay, this is kind of where that 

Anu Adegbola (08:41.115)
Thank you. 

Anu Adegbola (08:47.386)
No. 

Anu Adegbola (08:50.84)
Okay. 

Dave Alexander (08:59.73)
fallout has happened. 

Anu Adegbola (09:00.731)
Hmm. 

Dave Alexander (09:01.33)
So we moved that brand back into the main campaign. And once we'd done that, started to see sales coming back through. know, problem effectively solved. And obviously it took a couple of days for the learnings to happen and for the bid strategy to readjust back to those, that brand. And yeah, all back in and working. And as a result, kind of what we did as a team to go KRIK, this was an f-up. We've now got... 

Anu Adegbola (09:04.124)
Yeah. 

Anu Adegbola (09:10.321)
Yeah. 

Anu Adegbola (09:15.11)
Hmm 

Dave Alexander (09:29.042)
reports in place to give us a SKU count every day of how many SKUs are in each campaign so we can see where the balance is. So we've got the base campaign which is the one that is just the day-to-day selling the where we want sKUs to be. Then we have the non-converting campaign as well so we can see where the balance is between the two. So yeah, I think it was case of over-segmenting products. 

Anu Adegbola (09:36.784)
Yeah. 

Anu Adegbola (09:45.713)
Yeah. 

Anu Adegbola (09:49.723)
Yeah. 

Anu Adegbola (09:55.309)
Right, 

Anu Adegbola (09:56.42)
right. Okay. Okay. So what I love about this podcast right now for me personally is because I've not been in the Google, Google ads UI in years. So I'm, people are now really teaching me again how these all campaign structure, how do you set these up? What will happen if you don't do X or Y, Z kind of things? It would, it would things that were not mistaken. I'm like, okay. So that's how that works. And even this one I'm 

Dave Alexander (10:07.923)
Thank 

Anu Adegbola (10:24.293)
I'm really trying to get my head around, to be fair, what went wrong specifically, because what you, the campaign was supposed to be targeted in a certain way where all the, you know, so it's set a goal towards it. Is that right? Or it was originally in the zombie campaign, but it shouldn't have been kind of things. 

Dave Alexander (10:30.19)
Mm-hmm. 

Dave Alexander (10:47.078)
Yeah. Yeah. 

Dave Alexander (10:50.02)
So basically we've got the base, the base campaign, which is the normal PMAX campaign. Below that we have the Zomby campaign. So the one, the products that haven't sold in the last 30 days, they drop into that. Once they sell, come back up into the base campaign. What we did in this situation is we had, we had a separate base campaign, if you like, one brand within that category. So. 

Anu Adegbola (10:55.205)
Yeah. 

Anu Adegbola (11:00.879)
Right, okay. Yeah. 

Anu Adegbola (11:05.457)
Sure, okay. 

Anu Adegbola (11:14.023)
Okay, sure. 

Dave Alexander (11:16.092)
The products were all over here in the separate one, the round. They were not selling, so they should have come through into the zombie campaign, but that link wasn't happening. So they were not selling, so therefore the label changed for the product, and it then didn't have anywhere to go. 

Anu Adegbola (11:19.569)
Yeah. 

Anu Adegbola (11:25.062)
Yeah 

Anu Adegbola (11:28.463)
Okay, okay. 

Anu Adegbola (11:35.481)
Okay. Yeah. 

Anu Adegbola (11:39.075)
Okay. Cause you didn't like create a zombie category for it. Okay. All right. Right. Right. Right. Okay. Okay. And then, yeah. Cause then the zombie category will then have a setting of like, if then the sale comes back on, it'll start, it'll push it back into campaign. And that wasn't happening. All right. Now. 

Dave Alexander (11:56.656)
Yeah, so yeah, breaking 

Dave Alexander (12:00.303)
the loop. 

Anu Adegbola (12:01.05)
Yeah. Yeah. Those are breaking the loop. Of course. So how did the client react specifically? They were, like, 

Anu Adegbola (12:08.923)
Quite pissed off by it. Are they still a bit in a touchy situation with you guys? 

Dave Alexander (12:10.482)
Yeah, no, 

Dave Alexander (12:14.786)
as of today, all happy. problems fixed, sales back up, and we're good. At the time, not good. So obviously not happy. It's a brand that they've asked us to push more budget through, which is why we separated it out so we could ring fence that to generate more sales. Obviously, we've ring fenced the budget. The budget has been spent. 

Anu Adegbola (12:17.615)
Okay. 

Anu Adegbola (12:25.893)
No. 

Anu Adegbola (12:31.622)
Yeah. 

Dave Alexander (12:40.37)
but it's been spent on a handful of items rather than the product range that they were hoping for. So yeah, not ideal. They weren't particularly happy, but they were understanding that we do run quite a technical setup for them. things like this may happen from time to time as I'm sure everyone listening to this has encountered at some time in their careers. So yeah, so it's just... 

Anu Adegbola (12:43.973)
Yeah. 

Anu Adegbola (12:48.709)
Yeah. 

Anu Adegbola (12:57.894)
Yeah. 

Anu Adegbola (13:07.92)
Yeah. 

Dave Alexander (13:09.97)
just kind of working through the client and going, yes, okay, this has happened, hands up. But this is kind of how we're fixing it. And this is what we're putting in place to make sure it doesn't happen again. And I think that's the bit that the client values, the fact that we're going kind of over and above to make sure that it doesn't reoccur and we're learning from the mistakes. And this is obviously the structure that other... 

Anu Adegbola (13:20.316)
Yeah. 

Anu Adegbola (13:30.075)
Yeah. 

Dave Alexander (13:33.974)
and other clients of ours, we'd kind of use them as well. it's learnings that we're taking across them as well. So they're now starting to use the reports that we've built for this account and to make sure that, you know, no one else trips from it. It's all learning from each other and knowing kind of what to look out for. 

Anu Adegbola (13:40.38)
Yeah. 

Anu Adegbola (13:43.686)
Yeah. 

Anu Adegbola (13:46.831)
Yeah. Yeah. 

Anu Adegbola (13:52.069)
That's amazing. how long have you had this client? how long have you guys been working with this client? 

Dave Alexander (13:59.379)
So they were with us before I joined. I've been just over four years at Impression now. we're talking probably five years or so. 

Anu Adegbola (14:03.409)
Okay. 

Anu Adegbola (14:06.585)
Right. Yeah. Okay. 

Anu Adegbola (14:10.118)
And just in general, are they the kind of client who are, can be a bit difficult or you expected them to be back on board after you guys put things in place? 

Dave Alexander (14:24.156)
So they've always been a very reactive client. So the vertical they're in, pricing between competitors changes almost daily. So they are really kind of quick to react to things. So if things aren't going well, they're not going well. We know about it, whether that's as a channel or them as a overall business. So they are very, very active, very on it. 

Anu Adegbola (14:29.093)
Right. 

Anu Adegbola (14:34.311)
Sure. 

Anu Adegbola (14:38.789)
Yeah. 

Anu Adegbola (14:41.413)
Yeah. 

Anu Adegbola (14:46.726)
Yeah. 

Anu Adegbola (14:51.942)
Yeah. 

Dave Alexander (14:52.848)
So when things start to not go in the direction they should be, they are very quick to react. Now, obviously, over the last four years or so, I've been involved with the account. We have been very proactive and 

Anu Adegbola (14:56.486)
Yeah. 

Dave Alexander (15:04.466)
very kind of on it with them. So when comms come in, it's like, OK, this takes priority. We're making sure that their needs are met and we're trying to be kind of using foresight to make sure we're ahead of the game and kind of reactive to those sort of things. So. 

Anu Adegbola (15:05.361)
Good. 

Anu Adegbola (15:18.885)
Yeah. 

Dave Alexander (15:23.012)
Yeah, it was, we're in a, I think if they were a new client, then it could have been a very different conversation. but yeah, but I think because the track record we have with them, it was a, okay, everyone, everyone f-ups to, but how do we move forward from that? And that's kind of where we're at right now. 

Anu Adegbola (15:27.911)
Mm-hmm. 

Anu Adegbola (15:30.695)
Sure, absolutely. 

Anu Adegbola (15:37.21)
Yeah. 

Anu Adegbola (15:39.887)
Yeah. Yeah. Yeah. 

Anu Adegbola (15:44.711)
Absolutely. And to just get a better understanding, this is something I kind of dig into with all guests because I kind of want it to be like, we're speaking from the horse's mouth. It's a person who kind of was dealing with. So was this a personal mistake of yours or someone in your team kind of thing that did it? 

Dave Alexander (15:56.336)
Yeah. 

Dave Alexander (16:02.099)
So 

Dave Alexander (16:02.899)
I channel own the account and the buck ends with me So if something's gone wrong, my head. But yeah, this was a team effort, shall we say, which should have been caught but slipped. 

Anu Adegbola (16:05.818)
Okay. 

Anu Adegbola (16:08.646)
Sure. 

Anu Adegbola (16:11.503)
Yeah. Yeah. Yeah. 

Anu Adegbola (16:17.639)
Sure. Yeah. Yeah. 

Anu Adegbola (16:22.119)
Cause like also, cause those are really great lessons to think about in terms of like what you guys recovered from it. One thing I also like, like, um, digging into is about what do you feel like was missed beforehand? Like, how do you actually, is there like, would you say that there was something that if XYZ was checked before doing this, that mistake would not have happened or 

Anu Adegbola (16:46.735)
It's one of those things that we've just learned that that's what you now need to do kind of thing. 

Dave Alexander (16:52.306)
Yeah, I think it's bit of both, if I'm completely honest. I think beforehand, more research from ourselves and the client in terms of the number of sales we're expecting from that brand. Because like I say, the rule that we use at the moment is a conversion in the last 30 days. So if that product hasn't converted in last 30 days, it drops down. If it has, then it stays there. It's doing well. PMAX will push it as it does normally. So I think it would have been 

Anu Adegbola (17:10.983)
Mm. 

Dave Alexander (17:22.738)
kind of the hindsight there for us to have pulled out that brand in a report and gone, okay, what does sales look like? Are we going, are all these products that they're asking us to push actually gonna hit that 30 days? Like in between sales? And if they're not, do we need to adjust that rule? Does that need to be 40 days? Or actually do they sell really well and does it need to be shorter? After 10 days, should this product be sold and it's collecting dust in the warehouse? Like, do we need to adjust where that threshold is? 

Anu Adegbola (17:28.295)
Mmm. 

Anu Adegbola (17:45.115)
Yeah. 

Dave Alexander (17:53.005)
And so yeah, so probably a bit more foresight on that one and to kind of understand the product range and the brand and how that 

Anu Adegbola (17:57.007)
Yeah. 

Dave Alexander (18:00.101)
is currently sitting in the market. And understanding where the client's price points are with that, know, are they, you know, race to the bottom in terms of they are the cheapest in the market. These are going to fly. We don't need to worry about it. Or are we priced the same as some of the other competitors in the market in which case, you know, it goes down to other factors, you know, who's got the fastest delivery. 

Anu Adegbola (18:11.003)
Hmm? Hmm. 

Anu Adegbola (18:22.215)
Mm. 

Dave Alexander (18:22.386)
who's got 

Dave Alexander (18:22.746)
the most stock, have they got the right colorway or whatever it may be for the individual products. And so I think it's important to look at those factors which aren't necessarily PPC factors. So, you know, we're obviously all obsessed with the keyword and what the cost per click is and, you know, conversion rates, but actually there's so many other variables into it. Even that to things like site speed, which, know, obviously sits well outside of our realm that 

Anu Adegbola (18:35.356)
Hmm. 

Anu Adegbola (18:39.345)
Yeah. Yeah. Yeah. Yeah. Yeah. 

Anu Adegbola (18:48.935)
Yeah, technically 

Anu Adegbola (18:52.07)
SEO, you know. 

Dave Alexander (18:53.554)
Correct. But that can have so much of a difference on somebody experience. as PPCs can bring traffic to the website. It's then not technically our job to get that sale. Although we are obviously judged on sales through conversions, getting them to press that checkout button isn't within our control. So I think a lot of people get very obsessed with kind of, oh yeah, you need to get served, you need to served. 

Anu Adegbola (19:05.328)
Mmm. 

Anu Adegbola (19:14.513)
No. 

Dave Alexander (19:22.202)
Our job is to drive traffic, to drive the right traffic. Obviously, the more intent and higher quality of that traffic, the more likely they are to convert. The end of the day, it's down to the website. And if that's not syncing as well as it should be, or it's not as easy to navigate, then that's going to create problems for us in reporting and those kind of conversations. But now to bring it back around, is understanding your product set and then the market that that product set sits within. 

Anu Adegbola (19:23.931)
Yeah. Yes. 

Anu Adegbola (19:32.007)
Yeah. 

Anu Adegbola (19:44.805)
Yeah. 

Dave Alexander (19:52.147)
And then make sure that your campaign structure is suitable for that. So yeah, so I think if they come to us again and say, you know, we want to push this individual brand. I think we probably wouldn't take this approach in terms of breaking out a separate campaign. And we'd probably look at other ways of doing it. So whether that be, you know, using SA360, which we're fortunate to have for this account and looking at new variables or some of the sort of levers we can pull 

Anu Adegbola (19:56.273)
Yeah. 

Anu Adegbola (20:06.309)
Yeah, okay. 

Dave Alexander (20:19.79)
to push those products a bit more aggressively. Or even take it out, PMAX's hands and look at search. If we're, so if these guys are in kind of a space where search is very much at SKU level, so people know the product code, or people who have done their research want their product codes for the product. So it's that very much, if we can generate at that level. 

Anu Adegbola (20:22.555)
Yeah. 

Anu Adegbola (20:26.374)
Hmm? 

Anu Adegbola (20:34.989)
Mm. Yeah. 

Dave Alexander (20:48.53)
knowing those sort of keywords and those sort of interests and people have been on review sites and building audiences from those. We can then start to be right at the bottom of the funnel, you know, people who are really, really high intent for those products. So actually do we take a search approach rather than PMAX, which obviously, know, if it's an ecom client, which these guys obviously are, PMAX just seems like a no brainer for the shopping. But actually, know, are there other campaign types which fit better into that individual client's needs? 

Anu Adegbola (21:00.324)
Yeah. 

Anu Adegbola (21:10.993)
Yeah. 

Anu Adegbola (21:18.875)
Yeah. 

Dave Alexander (21:19.698)
Um, so yeah, so probably a little bit knee-jerk from others in terms of, yeah, I want to that. We'll do it. And next day it's done. It's in the account. its live. But yeah, it's probably better to take a step and go, actually, you know, is this the right choice for this account or for this client to do this? Um, which you know, and the client sends emails or jumps on a meeting and then, you know, we need to do this now. It's sometimes hard to push back. 

Anu Adegbola (21:28.827)
Yeah. 

Anu Adegbola (21:34.791)
Mm. 

Anu Adegbola (21:37.254)
Yeah. 

Anu Adegbola (21:46.947)
Right. 

Dave Alexander (21:47.41)
But that's an 

Dave Alexander (21:49.083)
important skill which I'm sure people respect about previously as well. 

Anu Adegbola (21:54.183)
Yeah, yeah, absolutely. Trying to push back with clients in terms of like, you know, what is the best, the latest best practice. Cause those, those things are changing all the time. And sometimes we're thinking about best practice that was, you know, 2022 best practice and you're like Yeah. Doesn't apply in 2025 anymore. Stop thinking in like old school best practice. What, what a client needs. And even in my, even if something but technically might be best practice. 

Dave Alexander (22:04.4)
No. 

Dave Alexander (22:12.412)
That's gone. 

Anu Adegbola (22:23.609)
It's very important to look at your brand, the market, your history, seasonality factors, because what is best practice, updated best practice right now might not be what your account needs, might not be what actually the client needs. And I really also really appreciate you even like touching on that whole, yeah, our main goal in terms of paid search, even SEO, all these channels. 

Anu Adegbola (22:50.787)
is to drive traffic is the kind of things like CRO and, you know, and site optimization that then leads to sale. But obviously a client will tell us, Hey, to the paid such person, so that's your patient. Hey, what you're the traffic you're driving is not, is not, is not driving sales. And unless we can try to actually be vocal in terms of like, or be proactive in how to actually improve that our budget gets cut. And it's like, but we're 

Dave Alexander (22:52.402)
Hmm. 

Dave Alexander (23:18.396)
Yep. 

Anu Adegbola (23:18.917)
We are doing our jobs. We're sending the traffic. Why have you cut off? I did it like, well, no sales. So it's really out in our best interests to work with the website developers with even like SEO teams, like the people that actually do help with like on page optimization to be like, look, we're sending this traffic, but can you please give us the page that is going to be best performing for the traffic that we're bringing and that way everybody 

Anu Adegbola (23:45.159)
wins. And so, yeah, no, I definitely think it's. 

Anu Adegbola (23:48.059)
think it's important that we definitely look beyond that whole, we send the traffic. you know, what's, yeah, that's, we've done our job. So yeah, that's important. So if someone is going through this issue right now, what's your advice to them? So like they've seen that, yeah, the campaign that was supposed to have, you know, 40, 50 products only has four, only has five and... 

Dave Alexander (24:02.076)
Yeah. 

Anu Adegbola (24:13.671)
God, they're about to panic. Maybe they have a client that has only been with them for a year or less. And all of a sudden they're like, Oh no, this guy might, these guys might not be very understanding. What's your advice to that person? 

Dave Alexander (24:25.466)
Yeah. Take a breath. Always take a breath. Like as soon as that email comes in, it's like, okay, read through it. Something's happened. Okay, cool. Take a breath. The amount of people I've spoken to, I've worked with previously where clients come through with panic email and you end up, because that's a panic email, writing a panic response. And then that just snowballs and you know, the panic levels just get higher and higher. 

Anu Adegbola (24:49.049)
Yeah. 

Dave Alexander (24:55.314)
And also it's a fact that we get higher and higher, more and more senior people get copied into emails and that just escalates. Nobody wants to be in that situation where the boss is then copied into an email thread, because you know that's going to come up. So take a breath, whether it's, know, read it. Okay. What I tend to do is I read it, I then jump into the account, I look at the data. I'm like, okay, what has gone wrong here? Where's the error? 

Anu Adegbola (25:01.231)
Not good. Yep. No. 

Anu Adegbola (25:16.327)
Mm. 

Dave Alexander (25:21.342)
Or is it not an error and it's the client who's misunderstood the data because that happens regularly. I'm sure we've all experienced that one. After that, draft your response. So write what you want to go back with. Then don't send it. Leave it in your drafts. Give it 10, 15 minutes. Go for a walk, get a cup of tea, get a coffee. Whatever you do, just get away from your screen. It gives yourself a chance to relax. 

Anu Adegbola (25:25.259)
Mm. Yeah. 

Anu Adegbola (25:39.975)
Okay? 

Anu Adegbola (25:47.878)
Yeah. 

Dave Alexander (25:50.771)
and can actually think it through because actually you might come back read that response and go that's the wrong tone of voice I need to change that sentence I need to do that or actually the approach is knee-jerk let's let's actually give this a little bit longer because I don't think the bid strategy has had long enough to learn I don't think the budget is enough I've just done a search and I've seen that three competitors are cheaper than others like there's so many other 

Anu Adegbola (25:51.365)
Yeah. 

Anu Adegbola (25:58.949)
Yeah. Yeah. 

Dave Alexander (26:19.356)
factors which are often going on that the client's not potentially considered. So always take a breath, draft your response, let it simmer, let it marinate, come back, then send. Nine times out of 10, client will be happier with that response because it's more chill tone, it's considered. 

Anu Adegbola (26:24.059)
Yeah. 

Anu Adegbola (26:28.667)
Yeah. Yeah. Yeah. 

Anu Adegbola (26:35.227)
Yeah. 

Anu Adegbola (26:46.151)
Mm. 

Dave Alexander (26:47.922)
They can tell that you've thought about it. If you can get a couple of step actions, so you go, okay, this was the problem. This is why it happened. This is what we're going to do as a result. And this is what we're going to do to make sure it doesn't happen again. If you cover those four bases, again, nine times out of 10, it's going to be a positive reaction off the back of it. I can't remember who I was speaking 

Anu Adegbola (26:54.951)
Hmm. Hmm. Hmm. 

Anu Adegbola (27:01.404)
Yeah. 

Anu Adegbola (27:08.124)
Yeah. 

Dave Alexander (27:11.042)
to, but someone said something really kind of stuck with me. it was nothing calm comes from. 

Dave Alexander (27:17.586)
shouting voices. So if you're shouting, that's never going to lead to a calm result. So just if you take that approach to your emails, or even better in a call, it's so much easier to come across, like you know what you're talking about and get a calm result. If you're on a call or you're face to face, it's so much easier. Email, there's less context, you don't know how someone's... 

Anu Adegbola (27:19.002)
Yeah. 

Anu Adegbola (27:23.791)
Yeah. 

Anu Adegbola (27:30.405)
yeah. yeah. 

Anu Adegbola (27:38.257)
Yeah. 

Dave Alexander (27:47.219)
tone of voice with it, can come across wrong. Particularly if they're fired up because they think they've found a problem, they think they've done something wrong, they're going to have that voice in their head when they're reading it. So it's, if you can get on a call, I would recommend it. If you don't get on a call because you think you're going to get head bitten off, that's fair. Do the email first and then book in a call for the next day when you've got time to get all your ducks in order. Make sure the data backs up. 

Anu Adegbola (27:54.534)
Yeah. 

Anu Adegbola (27:57.275)
Yeah. Yeah. 

Anu Adegbola (28:01.659)
Yeah. 

Anu Adegbola (28:06.521)
Yeah. Yeah. Right. Yeah. 

Dave Alexander (28:15.982)
what you want to come across and then approach protocol after that. 

Anu Adegbola (28:17.798)
Yeah. 

Anu Adegbola (28:21.03)
Yeah, 

Anu Adegbola (28:21.47)
that's a phrase. Nothing calm comes from shouting voices. You know, I was going to even ask again, like if there's one thing that we can leave people with what it is, but I think that is it. That really is it. Nothing calm comes from shouting voices. So guys, remember that. Keep calm, draft an email and don't send it right away. I love that too. Go for a walk. Think about it. Let you know. Marinade that email in your head as it says, you're thinking is that the right thing I say? Is that the right advice? 

Dave Alexander (28:31.026)
There you go. 

Dave Alexander (28:39.27)
No. 

Anu Adegbola (28:50.117)
I love that. And now, no, we're going to wrap up that story and we're going to tangent off now into your, you know, wide experience and varied experience into what you've, you've seen others do that have made you, you know, raise eyebrow a little bit kind of thing into like mistakes. And even especially in the, in the era of, know, everybody wanted to try something AI in their accounts. what's some of like the biggest like, you know, f-ups that people 

Dave Alexander (29:02.0)
Hmm. 

Anu Adegbola (29:17.347)
make, especially tactical, just settings that people place that they just forget that no, no, no, that's like we talked earlier on best practices change all the time. Like, so what have you seen that people are you feel people are still working in the old, old way of best practices and not in the latest ways? 

Dave Alexander (29:27.312)
Yeah. 

Dave Alexander (29:35.909)
Yeah, 

Dave Alexander (29:37.05)
yeah, I think like I say, the speed of best practice changes is crazy. I mean, if you look at kind of changes in Google Ads, used to be, you know, every three months there was a new setting or, you know. 

Anu Adegbola (29:41.649)
Mm. 

Anu Adegbola (29:49.115)
Yeah. Yeah. 

Dave Alexander (29:52.315)
every year there might be a new campaign type. Now it is literally like every two weeks, Google, wow, new setting here. And yeah, AI has been added to that. And yeah, you can now do this. it's almost 

Anu Adegbola (29:57.541)
yeah. yes. yes. 

Dave Alexander (30:04.076)
impossible to keep on top of in terms of what's coming out. But I think with a lot of it, it's people not fully understanding. So that, you know. 

Anu Adegbola (30:05.401)
Yeah. Yeah. 

Anu Adegbola (30:14.406)
Yeah. 

Dave Alexander (30:17.468)
Google makes it so easy. It's a little tick, nine times out of 10, things that they add in are tick boxes. So it's like, yeah, enable this. And it's like, okay, I can enable that click. Or worse still, the client goes and does it themselves. I'm sure everyone has been in that situation where a client's email said, I've had this recommendation from, you know, either an email or if Google can't, I just got in touch. yeah, enable this auto recommendation. 

Anu Adegbola (30:22.629)
Yeah. Yeah. 

Anu Adegbola (30:30.585)
Yeah. 

Anu Adegbola (30:34.055)
RUN! 

Anu Adegbola (30:38.747)
Google. 

Dave Alexander (30:46.3)
It's like, no, don't do it. Don't do it. Yeah. So, yeah, so I think people have got to research, got to look out for newsletters. I'll see LinkedIn is a massive, massive source of new information and kind of where to get those updates from. So fully understand what you're enabling on an account or what the new feature is before. 

Anu Adegbola (30:46.375)
No, god, god, recommendations, no, yeah. 

Anu Adegbola (31:02.086)
Yeah. 

Anu Adegbola (31:11.495)
Mmm. 

Dave Alexander (31:14.322)
you either pitch it to the client or you enable it in the account yourself. If it is a new feature, so AI max for example for search, big waves for that. Kind the new version of DSAs and broad match in together in a nutshell. That is literally a tick box, as simple as that. If you are running it in an experiment by the way, just in case you've not used it before, it doesn't. 

Anu Adegbola (31:18.885)
Yeah. 

Anu Adegbola (31:29.125)
Yeah. Yeah. 

Anu Adegbola (31:37.179)
Yeah. 

Dave Alexander (31:43.827)
create a separate experiment campaign. It just runs it within a single campaign and just distributes the budget depending on what you set it as. So know that's caught off quite a couple of people I've spoken to. So yeah, so understand what you're doing on the account I think is the first one because yeah, not understanding is kind of leads to a lot of mistakes or lot of unintended outcomes, shall we say. 

Anu Adegbola (31:50.289)
Yeah. 

Anu Adegbola (31:56.922)
Right. 

Anu Adegbola (32:03.151)
Yeah. 

Anu Adegbola (32:07.696)
Yes. 

Anu Adegbola (32:10.277)
Yeah, 

Anu Adegbola (32:10.936)
yeah, yeah. 

Dave Alexander (32:12.882)
Yeah, so that'd be my main one. Just make sure you know what you're doing and if you're not sure, find out. 

Anu Adegbola (32:17.903)
Yeah. Wait, 

Anu Adegbola (32:20.114)
find out and wait almost like with the whole, know, sending an email and waiting, like literally there's, I think people want us to make patients in our industry. Just be patient with all these kinds of things. Some of my, my favorite like experts in this field, likes of like Jyll Saskin Gales, Ameet Khabra that will say that when these campaigns types start out, they're a mess. PMAX was a hot mess. It's my favorite when it. 

Dave Alexander (32:29.586)
Hmm. 

Dave Alexander (32:44.322)
Ooh, serious hot mess. 

Anu Adegbola (32:47.643)
When it started and I felt like genuinely Google were like, okay, we've not figured this out at all. So we'll just, we'll just release it. Yeah. Right. But at least it's better now, at least they've given us some, you know, controls to put in place and that kind of thing. But you know, these kinds of things, didn't, it's, it's, they, they're going to bring it out and they're going to, you're going to be the testers. You're going to, you're going to wear the QA for Google a lot of the time for these tools. And sometimes. 

Dave Alexander (32:54.172)
Yep. I think they still are. 

Dave Alexander (33:12.743)
Yep. 

Anu Adegbola (33:16.475)
depending on your client, you don't want to be the QA for your client. So it's worth just pausing and just taking a breather fit look at, what I love about our community is that people like to talk more about, this didn't work. I did this this way. This didn't work. So look out for all those posts. LinkedIn can be a bit of a nightmare place with everybody trying to DM you with some random sales pitch. But if you follow the right people, 

Dave Alexander (33:41.22)
Yeah. 

Anu Adegbola (33:44.315)
You hear people talking about what they're testing in terms of all these new campaign types, and that really helps you stay ahead, pause at the right time, go at the right time, that kind of thing, and test the right thing. So guys, pay attention. LinkedIn is not just for people looking for jobs, people talking about real tests that they're doing. Yeah, yeah. 

Dave Alexander (34:03.823)
Yep, yeah, 

Dave Alexander (34:05.945)
I'm myself, my first agency, I was the only person doing PPC from scratch, I knew nothing. My background was kind of a little bit in social at that point. So I was completely self-taught, if you like, within PPC to 

Anu Adegbola (34:11.855)
Okay 

Anu Adegbola (34:19.44)
Yeah. 

Anu Adegbola (34:23.098)
Right. 

Dave Alexander (34:23.917)
start with, until I got to impression. So majority of stuff I learned was through reading stuff on LinkedIn. 

Anu Adegbola (34:31.728)
Yeah. 

Dave Alexander (34:32.134)
blog posts, webinars, things like this. So yeah, there is definitely a wealth of knowledge out there is like I say, just finding the right people to listen to and to follow. Yeah, that's with new things coming out, that's where I see the most mistakes. think the most common mistakes is obviously always going to be budget. I think I don't think you've worked in PPC 

Anu Adegbola (34:34.927)
Yeah. Yeah. 

Anu Adegbola (34:54.471)
Mm. 

Anu Adegbola (34:58.054)
Yeah. 

Dave Alexander (35:01.266)
I don't think anyone's worked in PPC and not made a budget mistake at some point. But even that, I see those as silver lining opportunities. if you've overspent, which is obviously the usual one, underspending, people don't normally mind that one, overspending is the issue. But you can still, if it's Econ, you can still calculate what the ROAS was for that additional spend and work out if that was incremental. 

Anu Adegbola (35:06.161)
Yeah. 

Anu Adegbola (35:19.887)
No, Yeah. 

Anu Adegbola (35:28.091)
Yeah. Yeah. 

Dave Alexander (35:31.29)
worth it in which case there's argument then to increase the budget on a more regular basis. Or if it's not, it's more lead gen focused, then you can go into GA4 if you have it set up and look at segments and actually understand what did that additional traffic then go on to do. So like actually, if we overspent three weeks ago and you've seen an uptick in sales last week, is that people come back to site from that overspend. 

Anu Adegbola (35:34.725)
Yeah. Yeah. 

Anu Adegbola (35:44.764)
Yeah. 

Anu Adegbola (35:56.625)
Mm. Mm. 

Anu Adegbola (36:01.189)
Yeah. Yeah. 

Dave Alexander (36:02.099)
So actually 

Dave Alexander (36:02.479)
you can still demonstrate that impact and that value from that overspend and that additional traffic and what that goes on to do. So actually you can turn what looks like a bad situation for the client into almost frame it as a test. Which again is another hot topic in incremental testing and getting those gains. So yes, there's lots of opportunity to... 

Anu Adegbola (36:16.112)
Yeah. Yeah. 

Anu Adegbola (36:22.545)
Yeah. 

Dave Alexander (36:30.354)
to take those mistakes and still show value. 

Anu Adegbola (36:33.959)
Yeah, yeah. 

Anu Adegbola (36:37.359)
Yeah. Now coming to like before we we we're coming to the stage where like, you've got some you've talked about so many like interesting things and even like going back and forth like I like to do so apologies listeners, this is my fault. It's like kind of going back to the story of therefore but also like how you guys, you know, really got to that finish line of like turning the client around. 

Dave Alexander (36:51.088)
Yeah, go for it. 

Anu Adegbola (37:03.249)
Cause you said that you're the, you know, the buck ends with you. You're the channel head. that means people must have quite a bit of trust of like, if they make a mistake, they're not going to cower and hide about it. They're going to be like, okay, this has happened. And I do think that in our industry, we don't hear a lot of people making, talking about mistake. It's always like, we won this client. We did this. We hit this revenue target. Our CPA is the lowest it's ever been. Blah, blah, blah. You know, how do you foster a team who are 

Anu Adegbola (37:32.859)
who are not like shaking in their boots in terms of like, you know, any mistake that could happen. And cause I might, we've talked at this ad nauseam, I'm not even going to be like, what's the main thing. Cause the main thing is communicating, make sure you're open and honest about things. like speaking to managers of teams, what's your advice to them to encourage that they do foster that open communication? 

Dave Alexander (37:56.253)
Great question. I think one thing I do with my team, within this account we have a fair sized team on it. The ways of working nowadays, a lot of people work from home, different offices, those sort of things. Unfortunately, the team I have on this account, we're all based in the Nottingham office for Impression So I make sure that once a month we all come in as a team and we have a two hour afternoon. 

Anu Adegbola (38:05.927)
Mm. 

Anu Adegbola (38:11.483)
Yeah. Yeah. 

Anu Adegbola (38:19.76)
Right. 

Dave Alexander (38:25.874)
blocked out, had a boardroom and we worked through the account. So we said, there we go, right, okay, this month, these are the priorities, these are the tasks that we need to do, these are the campaigns we need to build, these are the audiences we need to delve more deeper into to understand how they're interacting. And we kind of just all work together around the same table, working on the same account, which, you know, this job, particularly when you are working from home or you work in coffee shops or wherever, it can feel quite isolating. 

Anu Adegbola (38:26.929)
sure. 

Anu Adegbola (38:29.841)
Yeah. 

Anu Adegbola (38:41.318)
Yeah. 

Anu Adegbola (38:47.59)
Yeah. 

Anu Adegbola (38:55.568)
Yes. 

Dave Alexander (38:56.306)
And when an issue comes up, such as the one we spoke about, that can then feel very much, oh, that's on my shoulders and it all feels very kind of heavy. Whereas actually, if you know you've got the team and you've got that rapport with everybody, then you are doing that kind collaborative approach to an account and literally being in the same room. All of sudden it's, what's the saying, problem shared is problem halved. 

Anu Adegbola (39:04.423)
Mm. 

Anu Adegbola (39:07.259)
Yeah. 

Anu Adegbola (39:14.725)
Yes. Yeah. Yeah. 

Anu Adegbola (39:24.239)
Yeah. Yeah. 

Dave Alexander (39:24.508)
Well, you you 

Dave Alexander (39:25.889)
take that across five, six people. That's all of a a lot less of a problem for everybody to muck in and out with. So I think that's the main one. Make sure your team is tight in terms of working together. I always try and buddy people up as well. So, you know, if you've got someone who's slightly more senior and someone who's junior, know, like, we've got this campaign build. Can you work on it? 

Anu Adegbola (39:27.845)
Yeah. Yeah. 

Anu Adegbola (39:33.66)
Yeah. 

Anu Adegbola (39:39.045)
Yes. 

Anu Adegbola (39:43.95)
Nice. 

Anu Adegbola (39:49.349)
Yeah. 

Dave Alexander (39:53.395)
you make sure that they jump on screen sharing, you go through it together and building up that rapport and that team bonding which again is probably back to the basketball days probably to fair in terms of the team approach. So yeah it all comes around and yeah I think that is a big part of it, making sure you are working together and no one feels like they're isolated. 

Anu Adegbola (39:54.343)
Yeah, yeah. Yeah. 

Anu Adegbola (40:01.637)
Lovely. 

Anu Adegbola (40:05.901)
Yeah, exactly. Yeah, yeah. 

Anu Adegbola (40:12.879)
Yeah, for sure. 

Anu Adegbola (40:19.663)
Yeah. Yeah. 

Dave Alexander (40:20.37)
within the 

Dave Alexander (40:20.91)
team or even within the department. know obviously when you're working on smaller accounts of perhaps only one or two people on it can feel like it's very kind of isolating. So you need to make sure that you have got that collaboration and that openness to work with people. And I know I've spoken to a couple of colleagues who jump on screen shares with other people in the department, even some people who aren't in the department, like in quite organic or something like that. 

Anu Adegbola (40:46.951)
Go. 

Anu Adegbola (40:47.671)
Yeah. Yeah. 

Dave Alexander (40:48.114)
not 

Dave Alexander (40:48.414)
necessarily working on the same account but just to feel like there's somebody else in the room with them. So there's nothing wrong with that, that's just human nature to want interaction and to want that collaboration and you know if you do get stuck on something sometimes you just need to have somebody as a sounding board to go you know what's going on here I don't know what I'm doing and then they go what have you thought about this what about that and you go ah yeah there you go cool cheers you crack on. 

Anu Adegbola (40:51.597)
Yeah. Yeah. No. Yeah. 

Anu Adegbola (41:08.315)
Yes. 

Anu Adegbola (41:11.301)
Yeah. 

Anu Adegbola (41:14.267)
Yeah. 

Dave Alexander (41:15.666)
Yeah, I think that's one thing in, I don't want to say the modern era, because that goes a bit, but post COVID, it's, yeah, it's saying that some people have adapted too, I think other people do still struggle and a lot of companies are still getting that. Do we work from home? Do we work from the office? What's the balance? Two, three, one, four, you know, what should it be? So I think there's still a lot of people. 

Anu Adegbola (41:22.471)
Right, first go to PZ. Yeah. Yeah. 

Anu Adegbola (41:31.43)
Mm. 

Anu Adegbola (41:37.285)
Yeah. 

Anu Adegbola (41:39.707)
Yeah. 

Anu Adegbola (41:43.099)
Yeah. 

Dave Alexander (41:45.159)
working through that and I think that can then add on to situations like this and those kind of central stress levels. 

Anu Adegbola (41:49.435)
Yeah. 

Dave Alexander (41:52.501)
But one thing I've always said to kind of anyone who's been in any of my teams, whether you're dealing with a client, whether that's marketing manager, head of or CEO, you're going on the small company's way, CEO or the MD is still involved. It doesn't matter who they are, how much they earn, what their job title is. 

Anu Adegbola (42:12.167)
Mm. 

Dave Alexander (42:14.086)
we all breathe the same air. Just because they've got that job or they've got that type doesn't mean that they know any more than you do or they're any better than you or they're any more important than you. It doesn't matter what you do, we all breathe the exact same air. So take a minute, relax, and let's move forward. 

Anu Adegbola (42:18.15)
Yeah. 

Anu Adegbola (42:23.47)
Nah. 

Anu Adegbola (42:26.16)
No. 

Anu Adegbola (42:30.641)
Yeah. 

Anu Adegbola (42:34.235)
Yeah. 

Anu Adegbola (42:35.255)
Yeah. No, absolutely. That's amazing. I feel like your, your team are very lucky to have you leading them. Cause generally I, I it's, it's a lot more pressure on, on managers to just, you know, it's, it's not, I feel like at the beginning it felt like a bit like, my manager wants to make sure I'm doing my job and they're trying to micromanage me. And that's why they, you know, they, but really it's, it is very much about the collaborative feel You know, the whole. 

Anu Adegbola (43:01.819)
You're not on your own. Yeah. The introverts love this era. And like, yeah, they're like, you know, I don't even get it. But because you're an introvert doesn't mean that you, you want to not feel like you're part of a team. You still want to feel like you're part of something bigger. And that's, that's hard to do by just emails or even Slack messages. It's, that can be hard. So the once in a while where you can just bring, come together and be like, okay, this is, this is my people. These are the people that I'm actually doing work with. Like. 

Dave Alexander (43:05.212)
Yeah. 

Dave Alexander (43:18.99)
Mm-hmm. Yeah. 

Anu Adegbola (43:30.637)
It's, think it definitely, definitely makes a difference. yeah, we're going to a little bit of a time, but don't worry. This is, this has been such a, you know, Amazingly like great information, great advice spoken to like all the different, you know, people that works in teams, whether it's like managers or juniors or client side. I think we've got a really great full funnel like view of how to approach a mistake, how to approach getting people to work 

Anu Adegbola (43:58.587)
better together how to recover from the mistakes. So thank you so much, Dave, for that. And yeah, as you said, you said you've got an answer ready for this one. I'm so excited for this next question. So, Dave, if your PPC career were a movie, what would be the title? 

Dave Alexander (44:04.828)
Thank 

Dave Alexander (44:08.899)
Thank 

Dave Alexander (44:18.3)
So I've lent into the two career basketball then PPC. So I've gone with the crossover from court to clicks. 

Anu Adegbola (44:22.161)
Sure. 

Anu Adegbola (44:24.55)
Alright? 

Anu Adegbola (44:27.057)
From court to cli- I love that! The crossover from court to cliques. I love that. That is absolutely fantastic. Sometimes I need to ask, you know, my guests, what do you mean by that? But I get it. You know, all the, story that you've given us so far makes so much sense. yeah. The crossover, court to click. So remember that. So where can people find you? Can people find you on LinkedIn? Are you active on there? Are you active on anywhere else? 

Dave Alexander (44:36.047)
Nice. 

Dave Alexander (44:54.244)
Yeah, 

Dave Alexander (44:55.315)
no, LinkedIn's the main place to find me. I think the URL nowadays is Dave-Alexander-PPC. So yeah, find me that. 

Anu Adegbola (44:58.535)
Go. 

Anu Adegbola (45:03.111)
Right. Okay. Cool. Yeah. We'll add the link in 

Anu Adegbola (45:05.631)
the show notes. So don't worry necessarily about remembering all that. You'll, you'll be able to see that in the show notes for this. But yeah, on that note, thank you so much, Dave, for joining us today. This has been such an excellent chat. Yeah. Thank you. 

Dave Alexander (45:18.693)
I appreciate you helping 

Dave Alexander (45:19.425)
me. 

Anu Adegbola (45:22.066)
Thank you so much, Dave, for that fantastic retelling of that story, how you came out of it and your really great advice as to how to keep a team involved, engaged and feeling collaborative in their work so that they see others, even like their managers, their seniors making mistakes, talking about those mistakes, recovering quickly from those mistakes so that they know how not to be too scared, you know, about mistakes that happen. So remember. 

Anu Adegbola (45:51.624)
write, pause, then send. think that's a key phrase to remember in terms of when the possibility of a mistake happening. So yeah, for full information and the full transcript and all the show notes about that fantastic chat, please go to podcast.ppc.live to get all those details and to really pause at some times and read through exactly what we're saying. Cause that was such a fantastic show to bookmark when you're feeling... 

Anu Adegbola (46:21.254)
the fair of a mistake. yeah, in terms of our PPC live events, there we are two weeks, just under two weeks away from our early bird sale ending for PPC live 18 PPC live 18 is happening on October 22nd. That's going to be a Wednesday, October 22nd. So don't please don't miss that. That's going to be our last event of the year. So just go to ppc.live for your early bird ticket sales. I'm also delighted to share that I am taking on coaching clients. So PPC mindset coaching. 

Anu Adegbola (46:50.888)
clients, just go to themarketinganu.com or DM me on my LinkedIn to get more info about that. It's just about really helping those in the PPC industry, getting ahead, taking control of your career and knowing how to really push past those obstacles that might not even be your manager, might not even be the company, might be our own selves. So if you need help with that, let me know. 

Anu Adegbola (47:16.684)
so yeah, just go to the marketing and you.com or check out my LinkedIn and go to my DMS. So yeah, I hope you enjoyed that episode and I look forward to sharing more PPC F-ups and triumphs next week. Thank you. Bye.