EP328 - Account Structures & PMax Fails ft Susan Yen

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Hello and welcome to PPC Live,
the podcast.

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I'm your host Anu, the founder
of PPC Live.

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And if you're used to hearing
advice from PPC experts about

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how to ensure that we're keeping
up with the ever changing

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landscape, don't worry, you are
still in the right place.

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But instead of me relaying what
the PPC experts are saying, I'm

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bringing the PPC experts to you.
Every week I'm going to be

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speaking to a different PPC
experts about their biggest F up

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and how they turned it around.
Because the best of us in our

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industry have not reached there
by making no mistakes and no

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failings like you might see
Oliver LinkedIn.

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It's a path filled with loads of
F up.

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So I get our brave expert to
come speak to us about some of

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theirs and give you their
learnings so that you don't make

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the same mistakes.
I I have the delight of speaking

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to Suzanne Yen at this time, who
I met in San Diego for the

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Brighton SEO that was out there.
And, you know, I've been

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following her for a while, but
once I met her, I just saw her

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energy.
I was like, I need to introduce

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her to the PPC live audience.
So yeah, we're going to be

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talking about some F UPS that
she's experienced, whether

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between account structures and P
Max and how, especially in the

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age of automation, building
accounts is not as

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straightforward as you'd think.
So yeah, it's a really

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interesting story and we have
lots of laughs in it.

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So I hope you enjoy.
Let's go speak to Susan.

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Hello, Susan.
Welcome to PPC LIVE, the

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podcast.
Hey, thank you for having me.

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I'm so excited.
Me too.

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That's up again.
I know, yes, and very much so.

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So again, Susan and I, what did
I say there?

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Very much so, very much so as
Susan and I, we had the best

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time in San Diego, where we're
at in San Diego for Brighton.

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SCO was a fantastic advance.
Susan was in Kane, She did a

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great job amongst the other, you
know, loads of like hero conf,

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you know, speakers up there.
That was my first one to go out

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there.
San Diego is beautiful.

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Like even in like late September
where the sun was out, I was out

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in sun dresses having like a
teeny on a balcony.

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I felt so lovely.
Gorgeous.

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It's so nice.
It really is, but you live in

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also like a almost sunny all
year round part of the world as

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well in Texas, right?
Yes, Texas.

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I escaped the New England
weather because last year was

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the last winter I could live
through.

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I ran away.
You ran away and you ran away

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from Boston, was it?
There I ran away from.

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So I lived in Boston for a bit
and then lived in New Hampshire

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and then so I went from New
Hampshire to to Austin, TX and

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while it's getting cold over
there, I am outside enjoying

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this lovely weather.
Living your best life with the

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heat Look, we work we work hard
all the time.

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We need to be able to choose the
we're allowed to choose the

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weather we love that we're going
to experience all year round.

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You know, I, I love that for you
so good for you.

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So yeah, let's let's rain it in
because we've been chatting a

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while now We've not even
introduced you to our our lovely

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listeners.
So Susan Yan is a results driven

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PPC strategist and team leader
with eight plus years of

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experience developing and
managing high performing

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accounts across Google, Bing,
Facebook ads and Instagram.

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So we're talking paid and social
and she's LED cross functional

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teams, mentoring specialists,
speaking, mentoring specialists

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and speaking at conferences.
As yeah, you'll have gathered

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from the fact that she spoke at
San Diego at Brighton SEO and

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loves to write about, you know,
and producing educational

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content.
She's got a deep expertise in

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full funnel performance,
marketing, campaign strategy,

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team development and data
storytelling, and is passionate

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about growth testing and
building brands with purpose.

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I love that because even that
that that came in into our

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conversation before we started
recording about how you know in

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your career at some point you'd
love to be with a brand that

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where you can look at the full
funnel, the full, not just PPC,

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not just one channel.
And everybody that just looks at

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that Siler and just looks at
their channel, it's irritating.

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It is it's especially if if
because everything is I always

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say this on so many
conversations.

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It's a holistic approach.
You know, it's not just if you

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can't put all your eggs in one
basket, as as many people would

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say.
So if your people says see

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doesn't work that you got to we
got to figure out, you know, the

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whole.
You got to figure it out.

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And now Susan's fun fact, which
I absolutely love, Susan is like

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royalty hair, especially like
the royalty that we have in the

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UK, like God rest.
And so you go.

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If you UK listeners, you might
remember the Queen had two

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birthdays, so does Susan.
Susan has 2 birthdays, one in

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January and one in July.
Now I'll let you tell the story.

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How did that come about?
So I I was born in South Sudan

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and came here as a refugee and
we didn't have any documents and

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I came here before my parents
did and I didn't know how to

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speak English at all.
So when they were asking me when

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my birthday was, I don't even
remember celebrating birthday.

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We just celebrated everything.
So they decided to make up a day

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and, and a year.
So my sisters and my cousin who

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also came here, we all have
January 1st, just a different

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year, right?
And then four years later, my

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parents, my birth parents came
to the United States and we're

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celebrating what we thought was
my birthday.

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And they're like, no, what are
we doing here?

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We have Gee, that is not when
your birthday is, it is in July.

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Hello.
But I am, I like to celebrate

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both, but I do like the whole
birthday month, so I feel bad

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for the people in my life.
Now there's two months.

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Yeah, just giving them a good
reason to celebrate.

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That's so bad.
You have to find ways to

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celebrate everything.
Yeah.

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Yeah, we need we.
Need more things to celebrate?

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The world can seem so, so dark
and miserable sometimes.

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We we need to remember that
there are things to celebrate.

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And as much as we can do that,
let's do it.

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I'm I'm all about birthday
months as well and October is

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mine and I'm going to be
travelling at the end of it

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because I love myself and I love
my life and I work hard and

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therefore I need to treat
myself.

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So y'all birthday week, you
probably won't get a podcast

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episode.
Let me just pre one first.

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But I'll be back.
I'll be back after a week and

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I'm sure you guys will celebrate
with me and understand.

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Because we'll be cheering.
Well, cheers you.

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Honestly, have a champagne on
October 29th, Have a glass of

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Prosecco champagne.
If you don't drink, it's fine.

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Yeah, no bubbles, nice sparkling
water.

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Like, you know, please celebrate
on October 29th.

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I'll be fantastic.
Anyway, enough of that.

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We've we've been speaking to
over 5 minutes and we've not

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even started the fantastic show.
I just thought to myself in our

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pre chat, I didn't ask about
what mistake that you're going

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to share about.
But anyway, I'm sure you'll be

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interested.
I'm sure.

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I'm sure we'll learn lots from
it.

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I'm excited for you guys to hear
from Susan.

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I'm so grateful to her because
yeah, it is not, it is not easy

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to just be like, OK, let's,
let's talk about the mistakes

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and, and everything.
If I, oh, sorry, I do need to

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throw in this anecdote.
And I was like, I was going to

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post about it on LinkedIn.
I saw this lovely Instagram

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video of this guy trying to
learn how to like spin a baton

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kind of thing.
And it looked like, like thick

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one, like we are not just
talking like some light stick,

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like a thick one.
And you could see like the mid

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the video was like 2 minutes
long.

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So it's there was like 1015
tries of him just messing up and

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hitting his arm and everything.
And you're like, Oh God, I do in

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pain.
But of course, in the last few

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seconds we saw like the clip of
him actually doing it.

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And now it's like, you know you
because that when you done did

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it, Oh, it looked easy.
But Claire, because we'd seen

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the mistake.
I literally was like, well done

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to that guy.
You after all that try and then

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all the mistakes he made and all
the fumbling he got in and I'm

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like his fingers were being
pained, but he's there's the

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victory from getting it.
It just made me think of why I

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love doing this podcast because
I'm like, you hear about all the

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mistakes and maybe and we see
the successes that are our our

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fantastic experts are now.
So, you know, imagine for

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yourself that even though you're
you're sitting here going, oh

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God, yeah, I made a mistake
yesterday.

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I made a mistake the other day
that that that doesn't have to

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stop your journey.
That doesn't have to stop your

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journey.
And these conversations about

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how we pick ourselves back up,
the mistakes our experts have

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made so that you don't make the
same ones and to just give

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yourself confidence to keep
testing things out.

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So I'll hand it over to Susan.
Susan, what F up would you like

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to share with us today?
Well, I've had I've had more

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than one.
That's OK.

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We take it as as as learning
lessons.

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And I think one of the, the one
like account structuring is

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something that I think people
and of course me myself is, is

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not everything that you try and
the ways that you structure

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something always makes the most
amount of sense for, for that

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business or especially choosing
the two campaign types.

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But as you're doing those
account structures, there's

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always these automated things
that you might miss and it just

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goes and spends clients, but
it's in a way that isn't rates.

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Then of course, you know, your
account structure looks great on

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the outside.
You have the reporting calls

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with your clients and you're
seeing the, this is amazing.

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These are great.
And they, we can't figure out,

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you know, where these results
are coming from because you

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didn't structure it
appropriately.

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So I always try to make sure,
you know, to talk to the clients

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because they'll tell you
basically how to structure

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because their website is
structured as such.

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So I, I always tell my teammates
and like, you don't work too

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hard on trying to overly, you
know, sometimes you're like, I'm

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going to have so many different
types of ad groups and instead

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of segmenting them out and make
them a little more granular so

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you can see the results better.
Because sometimes you're just

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stuffing a bunch of things in
here because we have a lot of

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dealerships and we'll do new and
used vehicles, but you can't

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just do new and use because then
you have different makes and

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models within those.
And we're trying to figure out,

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you know, which cars and which
types of cars are producing the

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most of amount of results.
Instead, we're just getting very

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general like here's using you
and I'm like, no, let's figure

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out and guess the root of what
is actually working for the

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audience and for the people.
In order to do that, we've got

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to do a better structure than
just kind of generalising

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certain things.
And as PC people, sometimes

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we're moving too quick when we
especially set up those

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campaigns.
And to me, your structure is

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your foundation.
And if you mess that up, you

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kind of have to start all over
again.

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So I also did that with the
performance Max too.

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It's random was like let's just
run everything on P Max that we

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all.
So even if it's might be that

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that P Max story, because what
I'd like to do with you and the

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audience is actually take us
through the whole, you know,

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discovering the era.
Sorry, like I feel like, and

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This is why I'm very grateful to
our guests because it's like, I

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don't, I know we might be
unlocking some memories that

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you've managed to get away from,
but sorry, we're going to we're

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going to bring them back to the
surface one last time.

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So like like, like let's zone in
on one particular story and love

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you discovering the error.
Who how did you speak about it

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to the client?
How like let's like do do that.

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Let's let's do that.
Give me one example of like like

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that.
I don't know how I ended up on

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the P Max bandwagon and I am I
speak on like, you know, it's P

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Max is so great and that's all
my usual.

224
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My speaking engagements are
usually about promoting P Max

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and how it's great for lead Gen
And it is love hate relationship

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00:12:05,640 --> 00:12:10,000
with it, of course.
So when I first came out, I, you

227
00:12:10,000 --> 00:12:11,960
know, I didn't want to test it
out, didn't want to run it

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00:12:12,080 --> 00:12:15,200
because I don't, I don't want
insight into the metrics.

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And then I had, I had a newer
client that spends a lot more

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money and I manage those clients
and we set everything up on P

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Max.
And now we're over here talking

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about the traffic is has
increased drastically.

233
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The results are are really great
only to basically find out that

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those leads are not that great,
OK.

235
00:12:39,440 --> 00:12:42,240
And the traffic that's coming
in, it's really hard to control.

236
00:12:42,680 --> 00:12:45,680
I don't know whether they're
coming in from a display.

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00:12:45,680 --> 00:12:49,680
Usually that's problems.
I mean they're just whatever and

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you weren't able to add
negatives.

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00:12:51,120 --> 00:12:54,080
Now you can and those content
exclusions weren't really there.

240
00:12:54,440 --> 00:12:58,880
There's a lot more restrictions
or control than usual, but I

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00:12:58,880 --> 00:13:01,760
would like more.
So that was The thing is we also

242
00:13:01,760 --> 00:13:07,560
messed up on our conversions
were not fixed appropriately.

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00:13:07,560 --> 00:13:12,440
So P Max is a conversion based
campaign and if your

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conversions, if you're not
already driving high quality

245
00:13:15,760 --> 00:13:18,640
conversions, you shouldn't run P
Max.

246
00:13:18,640 --> 00:13:23,000
And that was my mistake was not
necessarily ignoring it, but

247
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saying, you know what, these
conversions are good, they're

248
00:13:25,480 --> 00:13:28,240
OK, but not that they are
correct.

249
00:13:28,240 --> 00:13:31,680
And they are high quality leads.
And I did not check with the

250
00:13:31,680 --> 00:13:33,680
team on what that quality looks
like.

251
00:13:33,680 --> 00:13:36,200
And I just kind of, you know,
worked off of whatever was

252
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already running.
So yes, when they were where I

253
00:13:38,880 --> 00:13:41,400
was looking at the numbers and
I'm so excited to have that

254
00:13:41,400 --> 00:13:45,800
monthly call with them, they're
like, no, Susan, we did not get

255
00:13:46,080 --> 00:13:49,120
this many numbers of leads.
We got like 3.

256
00:13:49,400 --> 00:13:54,320
It's you now.
We wasted a lot of money and

257
00:13:54,320 --> 00:13:56,520
that's a different kind of
conversation where, you know, we

258
00:13:56,520 --> 00:13:59,760
tried something, it didn't work.
And that's thousands of dollars

259
00:13:59,760 --> 00:14:03,080
worth of now we got to go back
to square 1 and kind of retry

260
00:14:03,080 --> 00:14:04,800
again.
But that's always a difficult

261
00:14:04,800 --> 00:14:06,560
conversation.
But I did tell them I was like,

262
00:14:06,560 --> 00:14:10,120
this is a newer campaign.
Here's transparency of what this

263
00:14:10,120 --> 00:14:12,680
might look like.
But that is something that I

264
00:14:12,680 --> 00:14:16,280
definitely missed was what is a
conversion tracking setup look

265
00:14:16,280 --> 00:14:19,160
like because there were some
paid use stuff that I missed

266
00:14:19,240 --> 00:14:21,400
that normally I wouldn't even be
in there.

267
00:14:21,400 --> 00:14:24,840
And then of course, Google
always just adds random, yeah,

268
00:14:25,680 --> 00:14:28,720
yeah, conversions that if you
don't look and you don't check,

269
00:14:28,720 --> 00:14:30,720
yeah.
So there were some hidden stuff

270
00:14:30,720 --> 00:14:33,240
in there that I just always
check your conversion tracking.

271
00:14:33,240 --> 00:14:35,840
I do it on a monthly basis now
to make sure that nothing new is

272
00:14:35,840 --> 00:14:38,480
coming in there.
And I'm aware of what is

273
00:14:38,480 --> 00:14:42,280
changing, of course.
So that was definitely a big one

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00:14:42,280 --> 00:14:44,120
and they were not happy about
that.

275
00:14:44,960 --> 00:14:48,200
But I think again, the
conversation is this is we're

276
00:14:48,200 --> 00:14:50,840
always testing things and we're
always trying to figure out what

277
00:14:50,840 --> 00:14:52,520
works for them and what doesn't
work for them.

278
00:14:52,920 --> 00:14:58,280
And I think if you preemptively
let them know that this is this

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00:14:58,280 --> 00:15:01,040
didn't work.
So we did end up switching some

280
00:15:01,120 --> 00:15:04,200
some of the campaigns over and
we started thinking about P Max

281
00:15:04,200 --> 00:15:07,120
as a different entity in its
own.

282
00:15:07,120 --> 00:15:08,320
It's a different part of the
funnel.

283
00:15:08,520 --> 00:15:10,160
Yeah.
All together from like display

284
00:15:10,160 --> 00:15:12,720
to search.
So yeah, learn, learn my lesson

285
00:15:12,720 --> 00:15:16,360
there and that it takes a lot
more time to set up P Max.

286
00:15:16,400 --> 00:15:18,920
Take your time.
Yeah, take your time with.

287
00:15:18,920 --> 00:15:20,360
It is not search, it's not
display.

288
00:15:20,360 --> 00:15:22,480
It's not just.
And I was too busy going.

289
00:15:22,480 --> 00:15:24,560
I can you know, this is really
easy.

290
00:15:24,560 --> 00:15:27,640
I can just throw in a bunch of
stuff and have that software do

291
00:15:27,640 --> 00:15:30,960
its thing.
Yeah.

292
00:15:31,080 --> 00:15:34,480
So we like.
You're like, and what is like,

293
00:15:34,720 --> 00:15:39,520
you know, because I was like
getting insights on as to as

294
00:15:39,520 --> 00:15:42,880
well what your relationship like
is with your, with your manager,

295
00:15:42,880 --> 00:15:47,600
the person because those kind of
meetings, do you have them with

296
00:15:47,600 --> 00:15:50,400
the manager there or you're the
senior person or senior person

297
00:15:50,400 --> 00:15:54,760
on those calls with the client?
So Norma, because I have my own

298
00:15:54,760 --> 00:15:57,080
manager and then I manage
clients, but then I manage

299
00:15:57,080 --> 00:16:00,040
people.
So I kind of do a little bit of

300
00:16:00,040 --> 00:16:02,160
both where I'll have
conversations with my manager

301
00:16:02,160 --> 00:16:05,960
about, you know, hey, this is
something that happened, but

302
00:16:05,960 --> 00:16:07,960
this is what's going on.
This is the structure.

303
00:16:07,960 --> 00:16:11,840
But and then of course, like if
my team has similar issues where

304
00:16:11,920 --> 00:16:14,960
we have a client that something
happened, we messed up, how do

305
00:16:14,960 --> 00:16:17,840
we resolve it?
And my thing is always just the

306
00:16:17,840 --> 00:16:22,680
transparency aspect of it is
from the onboarding to whenever

307
00:16:22,680 --> 00:16:26,080
we always send clients the
structure that we're talking

308
00:16:26,080 --> 00:16:28,240
about, the type of campaigns
which we're going to run.

309
00:16:28,240 --> 00:16:30,360
And then what is our goal?
Like what are they trying to

310
00:16:30,360 --> 00:16:31,920
accomplish?
Because our job is to make that

311
00:16:31,920 --> 00:16:34,000
come true.
Yeah, yeah.

312
00:16:34,000 --> 00:16:36,080
So it's, it's always an
interesting conversation, but

313
00:16:36,080 --> 00:16:38,240
it's just like, how did, what
did we learn from it?

314
00:16:38,400 --> 00:16:41,200
And how do we move forward and
provide a solution to the to the

315
00:16:41,200 --> 00:16:43,280
clients because that's
ultimately what they want.

316
00:16:43,800 --> 00:16:46,760
Are you not everyone's perfect.
So they're like, OK, we messed

317
00:16:46,760 --> 00:16:50,200
up, take accountability for it.
And then how are we going to

318
00:16:50,200 --> 00:16:51,920
solve this?
And make sure, you know, we, we

319
00:16:51,920 --> 00:16:54,960
keep an eye out and we don't
make the same mistake.

320
00:16:54,960 --> 00:16:57,720
Same mistake again.
Yeah.

321
00:16:57,920 --> 00:17:02,680
So they are from the beginning
of the conversations with them.

322
00:17:02,800 --> 00:17:05,400
What I'm hearing is that you,
you impart the importance of

323
00:17:05,400 --> 00:17:08,079
like that you guys will keep
testing things kind of thing.

324
00:17:08,119 --> 00:17:13,359
And so they have understanding
of the scope of possible things

325
00:17:13,359 --> 00:17:15,920
that will go wrong.
So, yeah, so speak on that.

326
00:17:15,920 --> 00:17:17,400
Could you please speak on that
for like our audience?

327
00:17:17,400 --> 00:17:19,160
Like what?
Why is that important?

328
00:17:19,160 --> 00:17:23,240
And when should people really do
that in terms of ensuring that

329
00:17:23,240 --> 00:17:26,040
people are ready for things
possibly going wrong?

330
00:17:26,560 --> 00:17:29,600
Yeah, I think that they should
do that at any point at

331
00:17:30,320 --> 00:17:33,320
especially in the beginning,
every, honestly every monthly

332
00:17:33,320 --> 00:17:37,360
meeting reporting call that we
do, we make sure that because

333
00:17:37,360 --> 00:17:41,720
this is like we don't know that
some things that I don't think

334
00:17:41,720 --> 00:17:43,960
are going to work, work for
those.

335
00:17:43,960 --> 00:17:47,680
And we can't copy and paste
strategies from like a different

336
00:17:47,680 --> 00:17:50,160
company, different audience or
similar.

337
00:17:50,560 --> 00:17:52,960
They might be doing the same
things, but it's going to be a

338
00:17:52,960 --> 00:17:54,840
little bit different.
It's a different brand.

339
00:17:55,640 --> 00:17:59,840
So what works, what we think
might work might not always

340
00:18:00,120 --> 00:18:01,680
work.
There's different budgets.

341
00:18:02,040 --> 00:18:04,200
And I think too many times
people come in with

342
00:18:04,200 --> 00:18:06,320
expectations.
They may have gone to conference

343
00:18:06,320 --> 00:18:09,240
and they're like, oh, I met this
person and you guys are going to

344
00:18:09,240 --> 00:18:12,880
give me results tomorrow.
And it's just resetting those

345
00:18:12,880 --> 00:18:16,880
expectations and saying, hey,
look, this is we, this is where

346
00:18:16,880 --> 00:18:20,080
we're reaching out to people and
we're marketing to people and

347
00:18:20,080 --> 00:18:23,400
people change, they evolve.
There's different needs, there's

348
00:18:23,440 --> 00:18:25,840
different ways to search and
shop for things now.

349
00:18:27,400 --> 00:18:30,160
And we need the data.
And in order to collect that

350
00:18:30,160 --> 00:18:32,240
data, there's going to be some
mistakes that I think that's

351
00:18:32,240 --> 00:18:35,160
what's going to show us that,
hey, what I did did not work

352
00:18:35,160 --> 00:18:38,080
because the data that we've
received, it's telling us that

353
00:18:38,160 --> 00:18:39,720
we need to go in a different
direction.

354
00:18:40,120 --> 00:18:42,520
Not every single marketing
strategy you, you create is

355
00:18:42,520 --> 00:18:46,400
going to work again, because
people are just, people are

356
00:18:46,400 --> 00:18:50,240
different and they're unique.
So I always say it's, it's from

357
00:18:50,240 --> 00:18:53,000
the get go.
Always be transparent in that.

358
00:18:53,000 --> 00:18:56,080
Not everything we, we try.
And hopefully you're working

359
00:18:56,080 --> 00:18:59,120
with an agency that does want to
try things all the time because

360
00:18:59,120 --> 00:19:02,040
you can't also get stale.
So if they're like, if they're

361
00:19:02,040 --> 00:19:05,120
not telling you that to me, I'm
like, then they're not trying to

362
00:19:05,120 --> 00:19:08,120
push the envelope on your
marketing goals and your

363
00:19:08,120 --> 00:19:11,800
business growth.
And only, I mean, by my mom

364
00:19:11,800 --> 00:19:13,960
would always say, in order to,
to succeed, you might have to

365
00:19:13,960 --> 00:19:17,080
skip your knees a couple of
times to figure out, you know

366
00:19:17,080 --> 00:19:22,160
what I did that I rode the bike.
Maybe I mean, I should try a

367
00:19:22,160 --> 00:19:23,680
different thing.
You know, these, these are the

368
00:19:23,680 --> 00:19:25,960
paths that I shouldn't,
shouldn't take, but every,

369
00:19:25,960 --> 00:19:29,480
every, every month, we're always
telling them, hey, look, this is

370
00:19:29,520 --> 00:19:30,840
what we did.
That's what we tried out.

371
00:19:30,840 --> 00:19:32,920
These are the results.
This is our next set of steps.

372
00:19:33,440 --> 00:19:35,520
And that's just the process of
always reassuring them and

373
00:19:35,520 --> 00:19:37,480
always telling them that, you
know, we're always going to be

374
00:19:37,480 --> 00:19:40,320
trying to do like an account
could be performing really,

375
00:19:40,320 --> 00:19:43,640
really great.
But there's always more that we

376
00:19:43,640 --> 00:19:46,240
can do, always more that we can
try out.

377
00:19:46,240 --> 00:19:49,440
And I think at every level you
should always be telling your

378
00:19:49,440 --> 00:19:53,200
clients, hey, look, we're going
to test this thing out and I

379
00:19:53,200 --> 00:19:56,160
think it's going to be great.
It might not just so that if it

380
00:19:56,160 --> 00:19:58,160
does go wrong, they've already
you've already had that

381
00:19:58,160 --> 00:20:00,440
conversation with them and it's
not you're not over promising

382
00:20:00,440 --> 00:20:04,760
something that may not work.
Yeah, absolutely.

383
00:20:04,800 --> 00:20:09,440
And in terms of the especially
the full, the full either the

384
00:20:09,440 --> 00:20:11,920
performance Max one or the
account structure one, are you

385
00:20:11,920 --> 00:20:15,160
good at being the one that's
what's the mistakes or have

386
00:20:15,160 --> 00:20:18,800
there been an occasion where it
was someone else in the team

387
00:20:18,800 --> 00:20:23,120
that went, Susan, the thing that
you did that went wrong and

388
00:20:24,040 --> 00:20:28,880
how's that going?
Yeah, I think because I manage a

389
00:20:28,880 --> 00:20:31,640
team is normally my
conversation.

390
00:20:31,720 --> 00:20:35,040
If I do have to get on a call,
it's usually something happened

391
00:20:35,440 --> 00:20:38,480
that was done over here.
And again, it's still I think

392
00:20:38,480 --> 00:20:43,680
it's it's still the RE because
we train our team to take

393
00:20:43,680 --> 00:20:46,640
accountability for things.
And my 1:00 ask for everyone is

394
00:20:46,640 --> 00:20:48,720
always like mistakes are going
to happen.

395
00:20:48,720 --> 00:20:50,360
What you can't be doing is
hiding it.

396
00:20:50,560 --> 00:20:54,440
Sure.
So it's always like, OK, let's

397
00:20:54,440 --> 00:20:57,520
let's talk to the client and see
what solutions can one, can we

398
00:20:57,520 --> 00:21:00,120
provide taking accountability
first and then like what a

399
00:21:00,120 --> 00:21:01,560
solution that we can provide
from them?

400
00:21:01,560 --> 00:21:05,160
What are we going to do to fix
this problem?

401
00:21:05,160 --> 00:21:08,000
Sometimes you can't fix the
problem and unfortunately we

402
00:21:08,040 --> 00:21:11,440
have to give them refunds for
things because again, we did

403
00:21:11,440 --> 00:21:16,800
this and you know, it's a more
like an education thing where

404
00:21:16,800 --> 00:21:20,160
like we will, my teammate and I
will schedule a meeting to go

405
00:21:20,160 --> 00:21:23,840
over, you know, hey, is there a
reason why you we made this

406
00:21:23,840 --> 00:21:25,760
adjustment?
Because I don't want to be

407
00:21:26,080 --> 00:21:28,800
talking at this first.
Because they did that made that

408
00:21:28,800 --> 00:21:31,200
decision for a reason for that
account.

409
00:21:31,720 --> 00:21:34,840
And it just may not have been
the best decision for that and

410
00:21:34,840 --> 00:21:37,200
they just didn't see it.
And that's why you always have

411
00:21:37,200 --> 00:21:40,120
another set of eyes and accounts
sometimes because not everything

412
00:21:40,120 --> 00:21:42,240
again, you think it's going to
work and like they may not have

413
00:21:42,240 --> 00:21:43,840
known.
And that's usually it is that

414
00:21:43,880 --> 00:21:46,840
they missed it.
Like when you add keywords, it

415
00:21:46,840 --> 00:21:49,720
automatically is broad match.
And if you are rushing through

416
00:21:49,720 --> 00:21:53,520
things and that's why you don't
watch things on a Friday, yes,

417
00:21:53,800 --> 00:21:56,640
if you're watching things now
you have a bunch of broad match

418
00:21:56,640 --> 00:21:59,040
and you haven't, it's like a
couple weeks go back because

419
00:21:59,040 --> 00:22:01,720
you're like, I'm gonna let it.
I'm, you know, I've launched

420
00:22:01,720 --> 00:22:03,520
your campaigns, I'm gonna let it
do its thing.

421
00:22:03,520 --> 00:22:07,280
And then you go in there and you
have a bunch of broad match self

422
00:22:07,280 --> 00:22:11,000
running and you're now wasting a
tonne of just just money.

423
00:22:11,240 --> 00:22:14,280
So it's just making sure
repetition is talking to the

424
00:22:14,280 --> 00:22:16,200
clients and, you know, taking
accountability for it.

425
00:22:16,200 --> 00:22:18,520
And then us being like, OK,
we're going to work on this

426
00:22:18,520 --> 00:22:22,760
together internally and use it
as more of a lesson thing.

427
00:22:22,760 --> 00:22:26,200
Like we do 5 minutes of PPC just
to be like, hey, let's not

428
00:22:26,200 --> 00:22:28,680
forget these things to double
check.

429
00:22:28,840 --> 00:22:32,920
And but again, they may have
made the decision really, really

430
00:22:32,920 --> 00:22:36,200
thinking that that was the right
thing to do for that account.

431
00:22:36,480 --> 00:22:39,320
And I'm not going to ever blame
someone on, you know, like you

432
00:22:39,320 --> 00:22:41,680
made a decision and it just
wasn't the right one.

433
00:22:41,680 --> 00:22:47,280
That's fine, That's it.
That's good, that's good.

434
00:22:47,280 --> 00:22:50,560
That's, that's great.
Managing managerial tips for

435
00:22:50,560 --> 00:22:52,840
people right here on how to deal
with the team.

436
00:22:52,880 --> 00:22:56,040
As to, you know, I've said that
in like previous episodes of

437
00:22:56,040 --> 00:22:58,400
like when the issue happens,
don't start.

438
00:22:58,600 --> 00:23:00,960
The priority shouldn't be let's
who do we blame?

439
00:23:00,960 --> 00:23:02,800
It should be, what's the
solution?

440
00:23:02,800 --> 00:23:04,600
Why was why did the mistake
happen?

441
00:23:04,600 --> 00:23:08,120
How do we avoid it?
You know, the future was it, you

442
00:23:08,120 --> 00:23:09,840
know, was it something that you
saw somewhere?

443
00:23:09,840 --> 00:23:12,240
Was it a best practise that
someone mentioned?

444
00:23:12,280 --> 00:23:16,280
Be careful about best practises.
You know, it's not, it's not the

445
00:23:16,280 --> 00:23:18,440
same.
It's changing all the time.

446
00:23:18,680 --> 00:23:22,120
So, yeah, just being patient
with with the team that you're

447
00:23:22,120 --> 00:23:24,640
managing before we get to the
next stage of like the whole

448
00:23:24,640 --> 00:23:27,000
talking about, let's say,
mistake that we're seeing in AI.

449
00:23:27,040 --> 00:23:30,120
You know, how would you like to
just, you know, in terms of like

450
00:23:30,520 --> 00:23:34,160
the takeaways from from the
story, in terms of what you want

451
00:23:34,160 --> 00:23:37,480
people to leave people with
remembering, in terms of like,

452
00:23:37,480 --> 00:23:40,480
and especially like how you do
things differently based on

453
00:23:40,480 --> 00:23:42,160
those particular mistakes that
you've made?

454
00:23:43,960 --> 00:23:49,760
I think always take your time
with structuring whichever

455
00:23:49,760 --> 00:23:52,360
there's going to be some, and
there's just always so many

456
00:23:52,360 --> 00:23:55,400
changes happening with whatever
platform you work on.

457
00:23:56,000 --> 00:23:58,760
Take your time setting that
stuff up.

458
00:23:58,760 --> 00:24:01,080
Yes, we have AI and it can help
us write these ads.

459
00:24:01,080 --> 00:24:02,960
It can help us do all these new
things and stuff.

460
00:24:02,960 --> 00:24:08,960
But if we're rushing through the
foundation of how we create our

461
00:24:08,960 --> 00:24:13,120
marketing strategies and our
structures, mistakes will tend

462
00:24:13,120 --> 00:24:18,160
to happen a lot more.
That could be avoidable and just

463
00:24:18,160 --> 00:24:21,320
understanding also that we are
in an industry that is ever

464
00:24:21,320 --> 00:24:24,560
changing and we always want to
continue to push the envelope

465
00:24:24,600 --> 00:24:27,520
and always be testing.
So it's OK if something doesn't

466
00:24:27,720 --> 00:24:31,200
work.
Yeah, at least you tried it and

467
00:24:31,200 --> 00:24:33,800
you, we learned from it.
I mean, performance Max now is

468
00:24:33,800 --> 00:24:36,480
getting better because people
are trying it and they are

469
00:24:36,520 --> 00:24:40,720
getting feedback to to Google
and and Bing on those platforms

470
00:24:40,720 --> 00:24:43,760
to make them better, to make us
better at our jobs and make

471
00:24:43,760 --> 00:24:44,920
better decisions for our
clients.

472
00:24:44,920 --> 00:24:47,400
So definitely take your time and
always just keep pushing the

473
00:24:47,400 --> 00:24:49,400
envelopes.
Amazing.

474
00:24:49,520 --> 00:24:52,320
Yeah, take your time guys.
And I think 1 acronym that I

475
00:24:52,320 --> 00:24:56,920
like to, I like to a long list
of acronyms is like ABT always

476
00:24:56,920 --> 00:25:02,400
be testing, always be testing.
So yeah, guys, remember that

477
00:25:02,400 --> 00:25:06,360
always, always be testing and
propose everything as a test

478
00:25:06,360 --> 00:25:09,160
proposal so that even if
something goes wrong, we can be

479
00:25:09,160 --> 00:25:11,240
like, well, this is what we
learned from men and we know not

480
00:25:11,240 --> 00:25:14,480
to do it that way.
And that's always a valid, A

481
00:25:14,480 --> 00:25:18,360
valid response.
So anyway, let's get into taking

482
00:25:18,360 --> 00:25:20,960
the spotlight, the the, the
shining bright, like

483
00:25:20,960 --> 00:25:24,560
investigatory light off you.
Let's take it, move it towards,

484
00:25:24,800 --> 00:25:26,880
you know, you survived it.
Well done.

485
00:25:27,000 --> 00:25:30,360
Let's now look at our industry
into, you know, maybe like

486
00:25:30,360 --> 00:25:34,760
accounts that you've taken over
or just in general from what

487
00:25:34,760 --> 00:25:37,160
people, you know, talk about,
you know, a lot of people will

488
00:25:37,160 --> 00:25:38,200
be like, this is how I do
things.

489
00:25:38,200 --> 00:25:40,160
This is how I do things kind of
thing.

490
00:25:41,080 --> 00:25:44,120
What are you would you say are
the big F UBS that people are

491
00:25:44,120 --> 00:25:46,720
making in terms of like, yeah,
paid search right now,

492
00:25:46,720 --> 00:25:50,560
especially with the whole using
with using AI especially, are

493
00:25:50,560 --> 00:25:52,040
there any things that stick out
to you?

494
00:25:53,200 --> 00:25:56,240
This is a terrible thing to I'm
a very honestly transparent.

495
00:25:57,400 --> 00:25:59,320
I think people, we're getting
lazy.

496
00:26:00,120 --> 00:26:03,640
OK.
I think in that when we get

497
00:26:03,640 --> 00:26:07,880
clients that come to us,
there's, you can tell that yes,

498
00:26:08,040 --> 00:26:11,480
things can be automated, which
is really great.

499
00:26:12,240 --> 00:26:17,600
But in some instances we are
using that too far of an extent

500
00:26:18,040 --> 00:26:22,880
where that human touch in our
ads and our, the way that we run

501
00:26:22,880 --> 00:26:25,160
our marketing strategy still
needs to be there.

502
00:26:25,440 --> 00:26:28,400
And we can't just, you know,
it's supposed to be an assistant

503
00:26:28,400 --> 00:26:30,440
supposed to help make our jobs
easier.

504
00:26:30,440 --> 00:26:32,400
It's not supposed to do all of
the work.

505
00:26:32,840 --> 00:26:35,880
So we are getting upset at like
these campaigns that aren't

506
00:26:35,880 --> 00:26:37,400
working.
And I'm like, well, that's

507
00:26:37,400 --> 00:26:41,280
because you're depending solely
on this algorithm and this ad to

508
00:26:41,280 --> 00:26:44,480
do the work for you.
And that just doesn't, doesn't

509
00:26:44,480 --> 00:26:46,600
work out.
Our ad copies are starting to

510
00:26:46,600 --> 00:26:50,240
look very generic because you
can tell you went on whatever

511
00:26:50,240 --> 00:26:52,400
you copied and paste.
And now when you're looking on

512
00:26:52,400 --> 00:26:55,720
searches, everything looks very,
very similar.

513
00:26:55,720 --> 00:27:00,240
And it's just as, I don't think
as quite there yet with making

514
00:27:00,240 --> 00:27:03,120
things that that unique.
So, and it's you just can't.

515
00:27:03,120 --> 00:27:04,960
If you're going to give it
instructions to give you ads,

516
00:27:05,160 --> 00:27:06,920
give it instructions.
Yeah.

517
00:27:07,280 --> 00:27:10,280
To give you good quality ads.
Yeah.

518
00:27:10,280 --> 00:27:12,320
So I think that that's The thing
is we're guests getting a little

519
00:27:12,320 --> 00:27:14,480
a little lazy.
We needed to start paying closer

520
00:27:14,480 --> 00:27:18,760
attention to and and be
intentional with how we utilise

521
00:27:18,760 --> 00:27:22,760
those platforms today.
For sure, like it's an era of

522
00:27:22,760 --> 00:27:25,040
like this whole like AI
revolution that I'm going to

523
00:27:25,040 --> 00:27:28,080
really be like honing in on, you
know, in coming months.

524
00:27:28,080 --> 00:27:33,800
Next year is actually about how
the role of the expert and how

525
00:27:34,320 --> 00:27:40,560
it takes actually APPC expert or
an SEO expert or graphic

526
00:27:40,560 --> 00:27:44,600
designer expert to actually use
these AI tools.

527
00:27:44,720 --> 00:27:49,000
And you can tell when it's an
amateur that has used the tool

528
00:27:49,400 --> 00:27:52,040
because of the output.
And I think people are feeling

529
00:27:52,040 --> 00:27:54,560
like if they're like, oh,
they're getting away with it,

530
00:27:54,560 --> 00:27:57,920
they can do so much more because
they've just used AI even

531
00:27:57,920 --> 00:28:01,000
because and you're literally go
to yourself and you look at the

532
00:28:01,360 --> 00:28:04,880
output and we're like, we know
you just copied and pasted this

533
00:28:04,880 --> 00:28:08,080
because this is not, this is
not, this is not it.

534
00:28:08,080 --> 00:28:09,680
We're not using critical
thinking.

535
00:28:09,680 --> 00:28:12,640
And analogy that I really want
people to sit with is like when

536
00:28:12,640 --> 00:28:15,800
we're a student, and especially
those like the ones of us who

537
00:28:15,800 --> 00:28:18,440
are like really the high
performance, high achievers kind

538
00:28:18,440 --> 00:28:20,840
of ones among us.
You know, you know, you might,

539
00:28:20,920 --> 00:28:23,360
you'll do a homework or you'll
do a piece of work that you've

540
00:28:23,360 --> 00:28:26,800
been given and you know the
standard of work you put in and

541
00:28:26,800 --> 00:28:29,360
then you send, you know, you
hand it in and maybe you're

542
00:28:29,360 --> 00:28:33,920
expecting an A and you come back
with AB and you're pissed and

543
00:28:33,920 --> 00:28:37,280
you're literally going back to
the teacher going, sorry, I gave

544
00:28:37,280 --> 00:28:39,400
my best into this.
I stayed up.

545
00:28:39,560 --> 00:28:43,560
All night I stayed up all night.
I did all my research.

546
00:28:43,560 --> 00:28:47,920
I quoted people I, you know,
because we know the quality.

547
00:28:47,920 --> 00:28:52,600
And if you're not handing a
piece of work that you know the

548
00:28:52,600 --> 00:28:55,840
quality, now you know, Jimmy's
going to take that away from you

549
00:28:56,040 --> 00:29:00,720
And it's just going to be like,
I don't know, like what's why

550
00:29:00,720 --> 00:29:03,560
should anyone read the work?
If it's a is work, it's not,

551
00:29:03,600 --> 00:29:06,160
it's not your work.
And, and right now, can you,

552
00:29:06,160 --> 00:29:11,240
even if, if the, if the teacher
gives you AB or C, can you, can

553
00:29:11,240 --> 00:29:14,360
you argue because it's not, it's
not your work.

554
00:29:14,400 --> 00:29:18,000
And if you, if you want to argue
it and the and the teacher then

555
00:29:18,000 --> 00:29:20,680
goes, well, OK, explain
yourself, explain all your

556
00:29:20,680 --> 00:29:23,640
reasoning.
Can you, if you cannot explain

557
00:29:23,640 --> 00:29:28,800
the reasoning behind the product
that the AI has given, you've

558
00:29:28,800 --> 00:29:31,640
done a bad prompt.
You've not instructed it well

559
00:29:31,880 --> 00:29:37,280
because it takes an expert to
see that the output is at the

560
00:29:37,280 --> 00:29:39,000
high quality level that it
should be.

561
00:29:39,240 --> 00:29:43,640
So if juniors are using AII
think it's very dangerous

562
00:29:43,640 --> 00:29:47,400
because they don't know what
good quality should look like,

563
00:29:48,000 --> 00:29:51,720
you know, so they'll they'll do
a prompt that sounds nice and

564
00:29:51,720 --> 00:29:54,120
they'll look at it under black.
Wow, that looks good.

565
00:29:54,440 --> 00:29:57,840
So no more than ever.
I really think that, you know,

566
00:29:57,960 --> 00:30:03,240
AI has its place after you've
learned the fundamentals of

567
00:30:03,400 --> 00:30:06,000
whatever industry that you're
working in.

568
00:30:06,200 --> 00:30:08,880
I think that is absolutely
important.

569
00:30:09,080 --> 00:30:12,720
Yeah, I miss.
I don't know if you know, when

570
00:30:12,720 --> 00:30:16,760
you're in middle school or
preschool education, whatever is

571
00:30:16,800 --> 00:30:19,640
in like the math classes, they
would say show me your work.

572
00:30:19,720 --> 00:30:22,560
You can't just show me the
results.

573
00:30:22,560 --> 00:30:26,200
You need to show me how like the
steps and that it so because it

574
00:30:26,200 --> 00:30:28,920
proves that you put in the
effort and you put in the work

575
00:30:28,920 --> 00:30:31,440
and you know how to get to this
result.

576
00:30:31,440 --> 00:30:35,120
And with AI is everyone's doing
this thing where they're just, I

577
00:30:35,120 --> 00:30:38,680
want results quickly without
putting in that work.

578
00:30:38,680 --> 00:30:40,760
And you can't, you can't, as you
mentioned, you can't explain

579
00:30:40,760 --> 00:30:44,360
yourself if you haven't fully.
So I think especially like

580
00:30:45,200 --> 00:30:47,960
because I have this programming
sisters and then in school and

581
00:30:48,600 --> 00:30:53,160
that like, how did you get from
point A to point B?

582
00:30:53,160 --> 00:30:57,600
And even in reporting, when you
explain to your clients how what

583
00:30:57,600 --> 00:30:59,120
are the results?
What did you do?

584
00:31:00,480 --> 00:31:04,480
What happened?
And then you can't just have AI

585
00:31:04,480 --> 00:31:07,120
if you don't know, you're like,
you know, this thing did it for

586
00:31:07,120 --> 00:31:08,600
me.
It's hard to explain.

587
00:31:08,640 --> 00:31:11,080
Then they go, well then why do I
have you?

588
00:31:11,400 --> 00:31:16,760
Yeah, yeah, yeah.
I mean, if you're using AI to

589
00:31:16,760 --> 00:31:21,320
make what you have, because
obviously especially with a

590
00:31:21,320 --> 00:31:23,360
reporter, and that's a very good
example.

591
00:31:23,360 --> 00:31:26,560
Like, you know, if you just go,
Oh yeah, these are the grass

592
00:31:26,720 --> 00:31:29,920
give give the client the
summary, actually you should

593
00:31:29,920 --> 00:31:33,800
have gone through that.
Don't bring dump of what you

594
00:31:33,800 --> 00:31:37,360
think the summary is.
And maybe AI cleans it up and

595
00:31:37,360 --> 00:31:40,400
makes it puts it in like, OK, so
let's start with this bit that

596
00:31:40,400 --> 00:31:42,200
you said and then go on to this
bit.

597
00:31:42,400 --> 00:31:45,080
And then let's tie it all
together with this bit.

598
00:31:45,320 --> 00:31:48,880
It's all your thoughts put in a
nicer format.

599
00:31:49,160 --> 00:31:52,880
If you make AI think for you
think I think one of the biggest

600
00:31:52,880 --> 00:31:57,160
failings or where the the
biggest area we're being caught

601
00:31:57,160 --> 00:31:59,560
out is because it's called
artificial intelligence.

602
00:31:59,560 --> 00:32:02,480
Well, oh, it's intelligent.
It's intelligent because there's

603
00:32:02,480 --> 00:32:05,240
intelligence there.
So it must be intelligent enough

604
00:32:05,240 --> 00:32:07,840
to do what I should do better
than I would.

605
00:32:07,840 --> 00:32:13,320
And you're like, Nah, yeah,
that's another right.

606
00:32:13,320 --> 00:32:15,000
Maybe I'll do a talk.
We called it wrong.

607
00:32:15,000 --> 00:32:18,520
We named it wrong AIH artificial
intelligence.

608
00:32:18,520 --> 00:32:20,560
Everybody just thinks that
because it because it's

609
00:32:20,560 --> 00:32:24,600
intelligent, that's good enough.
So it's fun cuz everyone will

610
00:32:24,600 --> 00:32:29,520
say I use AI, I use AI and it
just gets thrown out there.

611
00:32:29,680 --> 00:32:31,560
Yeah.
And I'm like, what do you use it

612
00:32:31,560 --> 00:32:33,440
for?
How do you use it?

613
00:32:33,440 --> 00:32:38,040
You can't just promote yourself
as an agency or a marketer who

614
00:32:38,040 --> 00:32:40,560
says I use AI and that is your
selling point.

615
00:32:41,200 --> 00:32:42,880
I want to know how you're
utilising it.

616
00:32:42,880 --> 00:32:45,960
Are you utilising it to design
stuff for your clients?

617
00:32:45,960 --> 00:32:47,400
What are you?
Because there's so many

618
00:32:47,400 --> 00:32:51,720
different parts of AI and
there's, every single platform

619
00:32:51,720 --> 00:32:56,600
has their own versions of AI and
it's just, it's insane when

620
00:32:56,600 --> 00:33:00,800
people don't want to clarify or
can't clarify how they utilise

621
00:33:00,800 --> 00:33:01,640
this thing.
I might do it.

622
00:33:01,640 --> 00:33:03,840
You could say you use it for
everything.

623
00:33:03,840 --> 00:33:06,840
That's OK, but that sounds a
little, yeah.

624
00:33:06,840 --> 00:33:11,040
Not sure how I feel about that.
But yeah, it's just, yeah, yeah,

625
00:33:11,040 --> 00:33:12,600
let's throw it out there and
hoping for the.

626
00:33:13,160 --> 00:33:16,960
Best let's yeah.
So you know, I, I I think a

627
00:33:16,960 --> 00:33:19,760
message we can leave, you know,
audiences with is like Pete the

628
00:33:19,840 --> 00:33:22,080
the manager's role is still very
important.

629
00:33:22,080 --> 00:33:24,760
Experts role is still very
important.

630
00:33:24,760 --> 00:33:28,120
Learning the basic learning the
fundamentals, especially when

631
00:33:28,120 --> 00:33:31,600
you like start building a team,
the junior team, teach them the

632
00:33:31,680 --> 00:33:35,640
the the paid search fundamentals
before you start telling them

633
00:33:36,040 --> 00:33:38,160
this is this is how we way we
should use AI.

634
00:33:38,160 --> 00:33:43,560
Yes, I, I, I hope the order, the
order of the training for people

635
00:33:43,880 --> 00:33:46,240
is continued to be good,
continues to be good.

636
00:33:46,240 --> 00:33:49,720
So yeah, Susan, that this has
been a great conversation.

637
00:33:49,720 --> 00:33:52,320
I, I, I, I made sure to ask
Susan at the beginning going, I

638
00:33:52,320 --> 00:33:55,080
hope you don't have a hard stop
because we were just, we'll just

639
00:33:55,080 --> 00:34:00,320
chat and chat away, you know,
But yeah, I, I, I feel that

640
00:34:00,400 --> 00:34:03,240
that's, that's some very great,
great lessons that we've given

641
00:34:03,480 --> 00:34:06,400
people with.
But yeah, let's, let's round up

642
00:34:06,400 --> 00:34:09,080
now.
But just before, before Susan

643
00:34:09,080 --> 00:34:12,239
leaves us, she knows the
question that's coming up.

644
00:34:12,719 --> 00:34:16,520
If your PPC career were a movie,
what would the title be?

645
00:34:21,159 --> 00:34:23,840
I don't know if anyone has seen
there's a movie called The

646
00:34:23,840 --> 00:34:27,800
Proposal.
Yes, the word Ryan Reynolds and

647
00:34:27,800 --> 00:34:29,440
Sacra.
Is like, yes, yes.

648
00:34:29,760 --> 00:34:33,040
And it's just, I think the
adventures, I'm gonna call them

649
00:34:33,040 --> 00:34:35,679
adventures, the situations that
go through where it's like this

650
00:34:35,679 --> 00:34:37,120
tug and pull.
Yeah.

651
00:34:37,639 --> 00:34:42,199
Game and they're learning about
each other as they get to know

652
00:34:43,159 --> 00:34:45,800
one another and his fine family
a little bit more and it's just

653
00:34:45,800 --> 00:34:47,560
funny.
So it's there's like certain

654
00:34:47,560 --> 00:34:50,159
situations where you know you
have really good days and they

655
00:34:50,159 --> 00:34:52,239
have really good situations that
they happen and they understand

656
00:34:52,239 --> 00:34:53,400
each other.
So to me, like, that's the

657
00:34:53,400 --> 00:34:57,320
metrics of just, you're always
trying to get, you know, you're

658
00:34:57,320 --> 00:34:59,080
always trying to learn.
And then there's always going to

659
00:34:59,080 --> 00:35:00,520
be like really good funny
moments.

660
00:35:00,520 --> 00:35:03,040
And there's going to be moments
that you might want to crawl in

661
00:35:03,920 --> 00:35:06,160
in a ball somewhere.
And at one point she's on the

662
00:35:06,160 --> 00:35:08,600
boat and she's talking too much
and flies off the boat.

663
00:35:08,960 --> 00:35:11,360
So it's, you know, like there's
going to be moments where you

664
00:35:11,360 --> 00:35:12,920
think something's going to work
and it just doesn't.

665
00:35:12,920 --> 00:35:15,080
And the grandma's just doing
wild things.

666
00:35:15,080 --> 00:35:17,120
And that's your client always
like keeping an eye on you.

667
00:35:17,120 --> 00:35:21,040
But I'm not crazy.
So it's just, I think the bats

668
00:35:21,040 --> 00:35:23,760
like the closest because it
brings out every aspect of in

669
00:35:23,760 --> 00:35:26,120
terms of the turmoils that we go
through.

670
00:35:26,320 --> 00:35:28,040
Yeah.
And the goods and the bads and

671
00:35:28,040 --> 00:35:30,520
the understanding in it.
And then I'm just a hopeless

672
00:35:30,520 --> 00:35:31,520
romantic.
So.

673
00:35:31,520 --> 00:35:33,680
And you know, you, you make that
decision.

674
00:35:34,000 --> 00:35:36,200
She makes that decision at then
where she's like, you know what,

675
00:35:36,200 --> 00:35:39,440
I'm actually going to be honest
and tell everyone the truth

676
00:35:40,040 --> 00:35:42,200
because I love what I do and
that's what we should do.

677
00:35:42,200 --> 00:35:44,800
And he's like, I agree.
And it's just a nice, that's

678
00:35:44,800 --> 00:35:46,680
like my favourite movie.
And that makes the most amount

679
00:35:46,680 --> 00:35:49,320
of logical sense I guess as a
comparison.

680
00:35:50,320 --> 00:35:54,080
Bless, I used to be a hopeless
romantic and I don't know, I've

681
00:35:54,080 --> 00:35:56,280
got in a bit of a cold heart.
Now no.

682
00:35:56,280 --> 00:35:57,720
I'm not the villain in the
store.

683
00:35:57,720 --> 00:36:00,880
I'm not all like, men suck.
Let's know if we go down there.

684
00:36:01,080 --> 00:36:04,200
I love men.
Agree some men are great.

685
00:36:04,480 --> 00:36:07,080
Oh my God, man, guys, what's
going on with you?

686
00:36:11,560 --> 00:36:14,440
But the proposed let's go like
that, they're like, yeah, soon

687
00:36:14,440 --> 00:36:19,280
as it's Korean, it's not with
the proposal.

688
00:36:19,680 --> 00:36:22,160
And you like a fun comedy with
Ryan Reynolds.

689
00:36:22,160 --> 00:36:23,640
Check it out.
It's a great baby.

690
00:36:23,640 --> 00:36:27,720
It's a great Susan, thank you so
much for that.

691
00:36:27,720 --> 00:36:29,760
That has been such a great
conversation.

692
00:36:29,760 --> 00:36:33,600
And if we people want to find,
you know, more of the learnings,

693
00:36:33,600 --> 00:36:36,840
you've been actually posting
some videos as well, even on

694
00:36:36,840 --> 00:36:39,360
LinkedIn as well recently.
I've given it away.

695
00:36:39,560 --> 00:36:42,920
Where can people find your great
great learnings that you share

696
00:36:42,920 --> 00:36:45,640
you?
Can always find me on LinkedIn,

697
00:36:45,640 --> 00:36:50,160
Susan Yen and then on our
website Search Lab Digital on

698
00:36:50,160 --> 00:36:53,680
PPC Real Talk.
My website is also called PPC

699
00:36:53,680 --> 00:36:55,080
Real Talk.
So that's where you'll see the

700
00:36:55,080 --> 00:36:57,200
videos.
You'll see tonnes of tonnes of

701
00:36:57,200 --> 00:37:00,280
blogs I've written.
There's also the slides from my

702
00:37:00,280 --> 00:37:02,320
previous presentations that are
also there.

703
00:37:02,880 --> 00:37:05,520
All the reuse resources, I'm
just throwing them and then

704
00:37:05,520 --> 00:37:07,480
that's where they live.
So feel free to check those.

705
00:37:08,120 --> 00:37:09,720
Amazing.
And when you have time, we'd

706
00:37:09,720 --> 00:37:12,920
love to get you to write for the
PPC live blog, if that's

707
00:37:12,920 --> 00:37:16,440
possible.
I I think we can find some time

708
00:37:16,520 --> 00:37:19,920
between me watching the proposal
again for the 500th time, I

709
00:37:19,920 --> 00:37:21,640
will.
I love it.

710
00:37:21,640 --> 00:37:23,200
I love it.
Amazing.

711
00:37:23,200 --> 00:37:26,000
Thank you so much for that
season, of course.

712
00:37:26,000 --> 00:37:30,640
Thanks for having me pleasure.
Well, I told you that there'll

713
00:37:30,640 --> 00:37:31,960
be lots of laughs.
Dinner time.

714
00:37:32,520 --> 00:37:35,560
That was a fantastic
conversation I had with Susan.

715
00:37:35,560 --> 00:37:38,040
I really, really enjoyed it.
And I hope you did, too.

716
00:37:38,040 --> 00:37:42,160
And remember, really, it's all
about being patient when you're

717
00:37:42,160 --> 00:37:46,440
building these campaigns and
being aware of, you know, those

718
00:37:46,440 --> 00:37:49,880
sneaky little settings that
Google will add that was not

719
00:37:49,880 --> 00:37:53,240
there a week ago.
So, yeah, let's not, you know,

720
00:37:53,240 --> 00:37:57,480
be, you know, deceived into
thinking that we're living in AI

721
00:37:57,480 --> 00:38:00,280
world like, you know, everything
is automated, you know,

722
00:38:00,280 --> 00:38:03,400
performance Max.
So easy to set up is not always

723
00:38:03,400 --> 00:38:05,440
easy.
And it's not that it's not, but

724
00:38:05,440 --> 00:38:08,640
it's not easy.
It's not as simple as you might

725
00:38:08,640 --> 00:38:11,280
expect it to be.
So take your time, be patient

726
00:38:11,440 --> 00:38:14,760
with setting those campaigns up.
For all the information and the

727
00:38:14,760 --> 00:38:17,200
full transcript of that
fantastic conversation, please

728
00:38:17,200 --> 00:38:21,160
go to podcast dot PPC dot live
and you'll get all the details

729
00:38:21,160 --> 00:38:24,480
for it and how you can find
Susan on LinkedIn also.

730
00:38:24,480 --> 00:38:29,280
Yeah, PPC Live events is all
very much on our doorstep now.

731
00:38:29,280 --> 00:38:32,840
If you're listening to this
before October the 22nd, there's

732
00:38:32,840 --> 00:38:36,880
time for you to buy a ticket and
join us in East London with talk

733
00:38:36,880 --> 00:38:39,640
agencies, fantastic offices,
rooftop office.

734
00:38:39,640 --> 00:38:42,360
I know it might be cold, so it's
not going to be like a balcony

735
00:38:42,600 --> 00:38:46,000
kind of networking time, but
they've still got fantastic

736
00:38:46,280 --> 00:38:48,800
views from up there, so I really
love it.

737
00:38:48,800 --> 00:38:52,000
If you could join us for three
fantastic talks, some networking

738
00:38:52,000 --> 00:38:56,400
times, we might even have the
likes of Boris Bettrich coming,

739
00:38:56,600 --> 00:38:58,560
joining us all the way from
Germany.

740
00:38:58,560 --> 00:39:01,080
So and yeah, he's one, there's
an expert in his field.

741
00:39:01,080 --> 00:39:05,280
He keeps people so engaged on
LinkedIn with some of his means,

742
00:39:05,280 --> 00:39:09,240
but also very, very insightful
feedback on like the audits that

743
00:39:09,240 --> 00:39:12,000
he does and he experiences he
has with clients.

744
00:39:12,000 --> 00:39:14,000
So yeah, you definitely don't
want to miss that.

745
00:39:14,040 --> 00:39:16,360
You might even get to meet
someone that could be a future

746
00:39:16,360 --> 00:39:19,840
employer, someone that could you
be could be working with as a

747
00:39:19,840 --> 00:39:22,800
freelancer or some brands in
there.

748
00:39:23,440 --> 00:39:25,840
The agencies, we're giving 2
free tickets.

749
00:39:25,840 --> 00:39:28,440
If you're an agency and that
you're coming for one ticket

750
00:39:28,440 --> 00:39:30,920
that you've bought, we're going
to give you a promo code to get

751
00:39:30,920 --> 00:39:34,400
2 free tickets for a brand
client that you work on.

752
00:39:34,400 --> 00:39:39,280
So yeah, just go to send an
e-mail to hello@ppcliveuk.com if

753
00:39:39,280 --> 00:39:42,360
you're an agency coming and
you'd like a free ticket for

754
00:39:42,960 --> 00:39:45,280
your client.
So yeah, hope to see you then

755
00:39:45,560 --> 00:39:47,520
before I leave you.
I'm also delighted to share that

756
00:39:47,520 --> 00:39:50,600
I am taking on coaching clients
for mindset coaching.

757
00:39:50,600 --> 00:39:54,240
So PPC mindset coaching.
And yeah, if you just go to

758
00:39:54,240 --> 00:39:57,680
themarketingannual.com, you'll
be able to get all the details

759
00:39:57,840 --> 00:40:00,560
for that.
So yeah, please join me.

760
00:40:01,000 --> 00:40:03,880
Yeah, go on the
marketingannual.com for that.

761
00:40:03,880 --> 00:40:05,760
That'll be great.
But yeah, for now, I hope you

762
00:40:05,760 --> 00:40:09,600
have enjoyed the show and I look
forward to bringing more PPC.

763
00:40:10,760 --> 00:40:12,800
And triumphs next week.
Thank you.

764
00:40:12,960 --> 00:40:13,280
Bye.