EP331 - From Viral Tweet to Google's Watchlist ft Aaron Levy

Anu Adegbola (00:04.248)
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 PPC experts about how to ensure that we are Podcast 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 going to be bringing the PPC experts to you every week. I'm going to be speaking to a different PPC experts about 

Anu Adegbola (00:31.602)
one of their biggest F-ups that they've made in their career, what they learned from it and how they turn things around. We never leave on a defeated note. Today I've got the pleasure of speaking to industry veteran who's been in the industry for 19 years, Aaron Levy, who is the brand evangelist at Opymyzr And he talks about one of the early days of personal branding and where you'd write a tweet or... 

Anu Adegbola (00:58.092)
write a LinkedIn post to share about some, you know, latest updates you've heard of, you know, posting about something new that you've, you've, you've discovered how to do in Google ads or Microsoft. And yeah, he came across, a, announcement that, that, that, that was an email to his company as email to someone in his company and 

Anu Adegbola (01:18.792)
he got, he was able to see it as well. And yeah, he got excited with that update. It's very interesting to talk about what that update was. So I'm not going to ruin the surprise for you, but it's such a great lesson about, you know, how to think about what you do when you're posting, what it means to be a PPC expert, what it means to be a PPC influencer. And you know what that word really means and, you know, why we should be really be caring about what we're posting. It's a great learning curve. 

Anu Adegbola (01:46.19)
for a lot of us for I'm sure all the listeners that we'll have on today. And yeah, we also talk about loads about, know, errors that we make in the world of AI, how we really should be approaching the latest updates that we see today. So yeah, it was a very great and exciting talk and it was hard to rein us in, but we did. And you'll see why when you start listening. All right, let's go speak to Aaron 

Anu Adegbola (02:09.205)
Hello, welcome, Aaron. Welcome to PPC Live The Podcast. 

Aaron Levy (02:13.151)
Thank you for having me. It took us far too long to get this scheduled, but I'm glad that we have it. 

Anu Adegbola (02:16.897)
Far too long, I totally agree. We had a fantastic conversation at SMX Advanced in June. It was a really lovely reunion there, seeing loads of fun folks from past years, from pre-COVID years, where pre-UN, when we're really more comfortable to hang out. So was really nice to have that reunion. And yeah, let me stop talking. Our listeners here are going, Anu who's Aaron? What are you guys on about? Anyway, let's introduce you to Aaron. Aaron. 

Anu Adegbola (02:46.365)
is someone who's been in the industry for many years. How long have you been now? I don't want to like close to 20, I'd imagine. 

Aaron Levy (02:53.353)
I have been... 

Aaron Levy (02:57.119)
Probably 19. almost half of my life, not quite yet, but we're getting there. So quite a while. I've been in the industry since you could buy radio ads on Google. 

Anu Adegbola (02:58.89)
Night. 

Anu Adegbola (03:01.939)
Right. Very good and right? Yeah, we had the ones- 

Anu Adegbola (03:09.759)
Wow. 

Anu Adegbola (03:10.57)
Yeah. Yeah. Interesting. Very interesting. So that means he has overseen about a few billion in media spend. he spent his time on, you know, pretty much every channel online from media buying and email campaigns to affiliates and beyond. he's most of his background is SEM. but he says that he'd be a terrible marker if that's all he looked at. I'm getting this from your LinkedIn. This is from your words. I am not paraphrasing. 

Aaron Levy (03:34.069)
It is, that bio 

Aaron Levy (03:39.471)
is so old, but it still holds true. It's funny, especially in our world of AI and automation and whatever. Everyone's like, my search campaigns went wrong. What happened? I didn't change anything. The world changed. What happened in the world to make your campaigns change? Did your product get a bad review? Did it come up in the news? Did someone else have one? Maybe that's why your volume went down. 

Anu Adegbola (03:41.568)
Yeah. 

Anu Adegbola (03:45.703)
Mmm, yeah. 

Anu Adegbola (03:51.755)
the world. 

Anu Adegbola (03:56.991)
Yeah. Yeah. Yeah. 

Anu Adegbola (04:00.869)
Right. Stop looking at, stop being also tunnel vision with what you're actually looking at. That's what frustrates me as well. 

Aaron Levy (04:07.677)
It's a little, 

Aaron Levy (04:08.458)
it's a little sticky, but I always like to say that no one wakes up and decides to have a super googly day. Like something happens before they search and something happens after. So if we're only looking at the middle, we're not being very good marketers. 

Anu Adegbola (04:12.852)
Nah. 

Anu Adegbola (04:18.841)
No, no, couldn't say better. Absolutely. Um, Aaron's also very much a frequent speaker at conferences worldwide. Um, usually all around, all year round is, you know, I, I, I'm surprised we didn't snap you up for SMX advanced for speaking slot, but I'm sure we'll, correct that for next year. Um, so yeah, very much a student of life. I feel like Aaron is, but he's also, you've also given some fantastic keynotes. Like I remember, 

Anu Adegbola (04:45.909)
We'll never forget SMX Advanced keynote that I moderated you on. Is it like, yeah, a year last year? Yeah. Yeah. Yeah. And it was, it was just fantastic. Just spoke to those key things about what we should be looking at, how we should be thinking about the industry as a whole. And yeah, we can find a recording. I'll try and actually link to it. So, 

Aaron Levy (04:51.715)
Year, year and a half ago, yeah. 

Aaron Levy (05:05.793)
That 

Aaron Levy (05:06.073)
one was particularly fun too because I took a hiatus between my time at, I was an agency guy for years and years and years, worked at Tinuiti. We had a very well-meaning breakup. And then literally my first day of fun employment, I got invited to keynote SMX. like, okay, but I have nothing. So I'm just going to talk about ideas. I am still annoyed because they wouldn't let me introduce myself like George Costanza from Seinfeld. Say hi, I'm Aaron. I'm unemployed. I live with my parents. 

Anu Adegbola (05:11.487)
Hmm 

Anu Adegbola (05:22.303)
Okay. 

Anu Adegbola (05:26.709)
Yeah. 

Anu Adegbola (05:32.093)
Okay. 

Aaron Levy (05:37.108)
But anyway, was fun. It was fun to take kind of an outsider view to speaking. So that one was very philosophical, which was fun. 

Anu Adegbola (05:37.88)
god, it works out. 

Anu Adegbola (05:42.197)
Yeah 

Anu Adegbola (05:44.637)
Lovely, amazing. 

Anu Adegbola (05:46.259)
Yeah. And whilst Aaron is not learning about the marketing life, he is obsessed with golfing. And yeah, you see those North girls all year round, isn't it? What's with the obsession with golf and how did it start? 

Aaron Levy (06:00.918)
I started playing, gosh, 

Aaron Levy (06:03.518)
when I was five or six years old. I mean, you think about it, like, what's everyone's favorite thing to do when they're a little kid is play outside. And so I grew up playing on this little teeny tiny nine hole course in Ithaca, New York, where I grew up. And it was the type of place where mom would drop me off in the morning and then pick me up at night. And so I was quote unquote raised by the old guys that hung around there, the cigar chomping Cuban guy that would always hang out at the front. 

Anu Adegbola (06:04.906)
Wow. 

Anu Adegbola (06:10.176)
Yeah. 

Anu Adegbola (06:24.808)
Okay 

Aaron Levy (06:29.395)
It was just a cool way to meet a bunch of different people. 

Anu Adegbola (06:31.04)
and 

Anu Adegbola (06:31.44)
your mom just left you there all day. Should we be worried? Like what is that what mothers do? They're like, I can't be bothered. Go play with some old guys in a park somewhere. 

Aaron Levy (06:42.483)
Well, 

Aaron Levy (06:42.723)
she had stuff to do that I didn't want to do. And that was a place that she knew that I felt comfortable there and that those people were comfortable with me. it's funny though, if you tell someone that you're going hiking every day, people are like, that's amazing. Good for you. You're walking five miles every day. If you hit something with a stick every 200 yards, then you're a crazy person all of a sudden. I don't get it. 

Anu Adegbola (06:49.781)
Yeah. 

Anu Adegbola (07:00.577)

Anu Adegbola (07:03.732)
no, no, it's fun. Where has the most interesting place that you've gone to play golf? 

Aaron Levy (07:09.255)
I really love finding golf courses. Golf and a brief little history lesson, because I like golf history. Golf was initially just shepherds who were bored. And the reason that sand traps exist is because that's what sheep would dig a hole to stay out from the wind. so like golf was initially found. So I, and I grew up playing on a little teeny tiny nine hole municipal course, like it sort of had grass. And I love that those places need to exist. So I've been. 

Anu Adegbola (07:25.345)

Anu Adegbola (07:34.281)
Yeah. Yeah. 

Aaron Levy (07:37.021)
I go to Scotland every year now and whenever I go there, yes, there's some big name courses, but I also am like, what's that one? And you just pay in the bar or you leave 10 pounds in a little box in the front. And I love that. That's what golf is supposed to be. Not perfectly manicured, spray painted green stuff, which don't get me wrong. I love that stuff too, but I love just kind of finding it because it was initially just played in a field. 

Anu Adegbola (07:44.427)
Yeah. 

Anu Adegbola (07:56.317)
Yeah, yeah, yeah. 

Anu Adegbola (08:00.399)
That's really cool to know because honestly I always see golf as a bit of a posh, know, for like the rich and you know, the high brow folks that play golf and to think that was just discovered by Shepard said I love that, love that new knowledge. Yeah, yeah. 

Aaron Levy (08:13.203)
It was started by shepherds on land they couldn't farm on because it was all sandy and salty. 

Anu Adegbola (08:17.247)
Yeah, lovely. yeah, it's not, it's there's no snobbishness about, about golf. It's, it's open to everybody. Although with all the new ways of doing it and like the, know, every, every player has like 10 different clubs. My brain is like, just give me one, which is the one that works. I just want to hit a ball with a stick. Why do I need 10 different types? That's what gets me. 

Aaron Levy (08:36.853)
Well, it's funny as 

Aaron Levy (08:37.953)
you say, as you say, play golf year round. So my country club, yes, I know I'm a little posh too. Um, but we do, uh, a one-one-one tournament. on New Year's day, so one slash one, we have a, we have a one club challenge. So you have to play the whole course with one club 

Anu Adegbola (08:43.187)
No, no, 

Anu Adegbola (08:51.755)
Sure. Okay. 

Aaron Levy (08:55.953)
on one one. It's very fun and very cold. And our pro drives around with a hot toddy wagon so you can have some nice warm drinks. 

Anu Adegbola (08:57.286)
Okay, nice 

Anu Adegbola (09:03.809)
Nice, 

Anu Adegbola (09:04.729)
nice. Oh bless, that's nice. That sounds actually like, yeah, very lovely and interesting and maybe, yeah. Yeah, exactly. So yeah, for people listening who are thinking like, you know, golf golf might be the way to go if you like outdoor stuff. 

Aaron Levy (09:09.119)
See, this is way more, yeah, golf doesn't have to be all snooty and stuff. It can be fun and stupid too. 

Aaron Levy (09:22.175)
Plus you get really hilarious tan lines that stop right there. 

Anu Adegbola (09:24.841)
Yeah, yeah, 

Anu Adegbola (09:26.142)
exactly. Right. Cause it's all about like the short sleeve, like kind of shirts. Interesting. Anyway, let's get into the crux of this. There's that's the way we could, know you could speak about golf all day long, but we're here to talk about F-ups F ops that we've learned from, never leaving things on a defeated notes because you still succeed. You've just, you know, joined the fantastic, you know, guys that Optmyzr 

Aaron Levy (09:30.453)
Mm-hmm. 

Anu Adegbola (09:51.169)
And I'm really looking forward to the work and that's gonna be produced out of that. But yeah, let's talk about some of the earlier years and some of the things that you've learned from, some of the things that made you go, my God. And I know not everybody would be comfortable to do this again. Thank you so much for being on this podcast to share this story. 

Aaron Levy (10:12.181)
I love that you're doing this. love that you're, you know, when you make a mistake, it feels like the end of the world for that week or that month. And all the ones that I listened to have been people just laughing at their mistakes and like, that was the worst week ever, but then it was over. And then I learned from it I didn't do it again. It was fun though, when I was, when I was going through and listening to everything and you and I chatted a bit before this. 

Anu Adegbola (10:18.635)
Yes! 

Anu Adegbola (10:23.777)
Yeah! 

Anu Adegbola (10:27.175)
Yeah. Yes, absolutely. Yeah. 

Aaron Levy (10:36.009)
I've made those same paid search mistakes before. Like I've set the budget with an extra zero on it. We were talking before I uploaded locations as keywords and bid on the word Tennessee for three days, which whoops. lot of impressions, not very many clicks. 

Anu Adegbola (10:37.707)
No. 

Anu Adegbola (10:41.532)
Mm-hmm. 

Anu Adegbola (10:46.081)
Yeah. God. Yeah. 

Anu Adegbola (10:51.988)
No, no, we've got those, but you've got a really interesting one for us today. So yeah, when you get into the, into the, the crosshairs of Google. So yeah, Aaron, what's the F up that you'd like to share with us today? I'm looking forward to this one. 

Aaron Levy (10:55.293)
I have really fun one. 

Aaron Levy (11:02.165)
Well, we actually, 

Aaron Levy (11:06.896)
didn't say what I do for work now. So I'm an evangelist at Optimizr. So this actually, it was probably 10 years ago. And it's helped me tremendously since then in my role now, which is to basically be a public facing figure, both for clients and for the company. Learning how to watch my mouth and when to share things, when not to, and to check if things are meant for me. So I leaked a Google Alpha. 

Anu Adegbola (11:32.617)
Ugh. 

Aaron Levy (11:33.757)
Not on purpose. And it wasn't, it wasn't something that was sent to like, Aaron at Tinuiti we had this crazy secret thing that we're going to test out. Would you be interested in? No. So when we would get access to our client accounts, potential clients accounts for audits for sales, I think a lot of companies use this. We would set up a fake email of some kind. So it would be like, 

Anu Adegbola (11:42.145)
No. 

Aaron Levy (11:56.43)
I don't know, client name marketing at gmail.com. 

Aaron Levy (12:01.664)
Great. So I had a million of these things and I would get them all routed back to my own Gmail, just so I wouldn't lose anything. And so there was one where I got an email where I don't remember the exact title of the email. I'll see if I can find it so you can share it later. Cause the post is still live. but it was for a select set of test accounts. think it was under 1 % that were being testing that were testing auto applied recommendations before those existed. And so the 

Anu Adegbola (12:26.879)
Mm. 

Aaron Levy (12:31.317)
Crux of the email was basically like, hey, Google's gonna start making some changes to your account for you on your behalf. Then the bottom line of the email had some disclaimer from them, like we can't guarantee these changes will make improvements. And so I just got it in my email when I was sitting there waiting for the subway to go to the office or the tube for UK audiences. Took a little screenshot, put it on LinkedIn, made a little snarky thing. It wasn't the worst thing that I've ever said publicly, but it was snarky. 

Aaron Levy (13:00.531)
It something like, good. Google's going to start changing our account. Will they make things better? No, but there'll be changes. We, yeah, stuff will happen. So I put a little snarky post on LinkedIn, get on the subway. If you've ever been to Philadelphia where I live, know, the subway is the, it's, that's right. have, you know that our public transportation is the worst and is getting worse. So I got stuck on the subway for a little while. Got to the office like an hour later, looked at my phone and had 

Anu Adegbola (13:00.895)
Yeah. Yeah. 

Anu Adegbola (13:05.781)
You have no idea. Yeah. Yeah. 

Anu Adegbola (13:16.769)
I have. 

Aaron Levy (13:29.237)
hundreds if not thousands of notifications. I was like, uh-oh. Oh, what happened? And then a couple of voicemails from our CEO, our president. I'm like, oh God, what did I do? Oh no. 

Anu Adegbola (13:33.083)
no. 

Anu Adegbola (13:40.629)
Wow, God. 

Anu Adegbola (13:44.575)
And I'm guessing, you know, what's the communication like with the CEO on on just on regular weeks? Does he, is he reaching out to anyone? 

Aaron Levy (13:54.574)
We were friendly. wasn't the weirdest thing in the world. I I started when it was, I still have my swag, they'll yell at me for this, my elite SEM thing. So when I started the company was very, very small. So I was close to him. So it wasn't out of the ordinary for him to reach out. It was out of the ordinary for him to leave a voicemail. And so that's when I was like, boy. And the voicemail just basically said, call me. And I'm like, that's not, that can't be good. So for... 

Anu Adegbola (14:02.401)
Ayyyy 

Anu Adegbola (14:06.273)
Okay. 

Anu Adegbola (14:09.355)
Okay. 

Anu Adegbola (14:12.127)
Right, okay, that was a sign. 

Anu Adegbola (14:19.538)
No... god... 

Aaron Levy (14:22.133)
Anyone who's an agency person, know that you have pretty strict non disclosure agreements with Google NDAs. So unless it's something that Google has written about already, you're generally not supposed to share it if you hear it from them and it's in Alpha or Beta format. So this was that was what they initially thought. So they thought that I had shared a document that they had sent us and like it was big violation in the NDA. And I was like, no, no, no. This was sent to like a 

Anu Adegbola (14:33.457)
No. Yeah. 

Anu Adegbola (14:41.45)
Yeah. 

Anu Adegbola (14:44.696)
Okay. 

Anu Adegbola (14:48.107)
No. 

Aaron Levy (14:51.519)
personal email from an account that wasn't supposed to get it based on how they had set it. 

Anu Adegbola (14:55.783)
Right. Yeah. 

Aaron Levy (14:57.991)
So this little snarky thing that I just posted in a rush to be first and be like, I don't think anyone's seen this before, then got the attention of the C-suite at Google. And so I don't know that it was all the way up to the CMO level, but it was their second in command, which I guess would have been an SVP, was basically calling. 

Anu Adegbola (15:08.385)
Of course. Of course. 

Aaron Levy (15:18.675)
Zach, our president and Dalton, our CMO being like, what is this? You have to take this down. How did you get this? This is a huge violation of your NDA, whatever, whatever, whatever. And so it was not a fun couple of days. So A, Google was furious at us. Zach, bless his heart, I was like, so are you mad? His response was no, it gave me a chance to yell at Google and be right. 

Anu Adegbola (15:23.355)
Yeah 

Anu Adegbola (15:42.433)
Ayyy, okay. 

Aaron Levy (15:43.338)
Because 

Aaron Levy (15:43.878)
fundamentally it was a mistake on Google's part. They weren't supposed to send this to anyone who was an agency MCC. It was supposed to just be smaller accounts. And my tone wasn't that bad. It was enough that it got to be a discussion point about being good partners, which was lesson one that I learned. But it wasn't the worst thing in the world that I could have said. I could have said way worse things like, like Google's just gonna spend our money again. no. 

Anu Adegbola (15:51.787)
okay. 

Anu Adegbola (15:56.49)
No. 

Anu Adegbola (16:00.905)
Yeah. Yeah. 

Anu Adegbola (16:10.941)
Yeah, yeah, which people do. We do that, yep! 

Aaron Levy (16:11.445)
which I know a lot of our peers will do, which 

Aaron Levy (16:16.189)
if anyone has seen me speak or spoken with me, or if anyone was in the PPC Live that we did in Boston, everyone knows that I will not necessarily jump to Google's defense, but I will assume positive or neutral intent. And that was a lesson that I took from this that our CMO gave us. 

Anu Adegbola (16:17.729)
you 

Anu Adegbola (16:23.079)
Yeah, amazing. 

Anu Adegbola (16:33.45)
Yeah. 

Aaron Levy (16:40.553)
Back to the story. Cause I went a little segue, a little circular, sticking with the story. So the first day was okay. Like I had a couple of meetings with our C-suite who had had meetings with Google C-suite. And I was like, do I take it down? Like, what do I do? And they were like, leave it for now. Let's just wait. And basically all parties concluded that like, look, it's out there already. Like there is, there's no sense in taking it down. 

Anu Adegbola (16:49.707)
Mm-hmm. 

Anu Adegbola (16:56.929)
Hmm. 

Anu Adegbola (17:06.779)
Absolutely. 

Aaron Levy (17:09.621)
What I didn't realize was how far out there it was. So it got something like 70, 80,000 impressions on LinkedIn in a day, which I've never done since. It got picked up by CNET, it got picked up by Ad Age, it got picked up by Adweek. Someone big reached out for a quote that I didn't do anything on. I want to say it was Wall Street Journal, but I can't remember exactly. All the big ones. 

Anu Adegbola (17:12.321)
All right. 

Anu Adegbola (17:17.855)
Wow. 

Aaron Levy (17:37.333)
All of them got ahold of it. so my stupid little LinkedIn post or stupid little tweet or whichever one it was, in CNET, was in Ad Age, was in Adweek, was everywhere. So to a degree mission accomplished. Yay. Got my name out there. 

Anu Adegbola (17:37.557)
Yeah. Yeah. 

Anu Adegbola (17:47.093)
Wow. Wow. Yeah. Yeah. 

Anu Adegbola (17:55.553)
also got the company's name out there. showed them like, hey, yeah, make sure, you know, they court you as someone who works at Tinuity Yeah, that's great. Yeah. 

Aaron Levy (17:57.684)
ooo 

Aaron Levy (18:02.562)
Exactly, 

Aaron Levy (18:03.924)
So hey, sometimes a happy mistake. I then had some more relationships with some PR people, which was good. The bad news though was that then they were all starting to come to me for hot takes. 

Anu Adegbola (18:10.579)
Yeah, yeah. 

Anu Adegbola (18:15.859)
Of course. And 

Anu Adegbola (18:16.86)
you're like, dude, yeah, I had one hot take because of an email that Joe, you think that happens every day? No. 

Aaron Levy (18:24.105)
Yeah. Do 

Aaron Levy (18:24.555)
you think like, no, I can't share secrets sauce with you. No, I'm not going to hear what, no, I'm not going to share with you what I'm hearing. Get to that story later. so those kind of died off pretty quickly. I wound up doing a bunch more PR stuff later, but going back, I think that's the biggest lesson that I learned from this is number one tone. Like remember that you. 

Anu Adegbola (18:27.681)
Yeah. 

Anu Adegbola (18:32.607)
Yeah. Yeah. 

Anu Adegbola (18:40.449)
Mm. 

Aaron Levy (18:50.901)
As I mentioned before, when I, we're thinking of Google and thinking of all the like, they were just trying to kill agencies and take all of our money. No, they're not. I mean, they were, they're working with agencies. Don't get me wrong. Sometimes those agencies are a barrier and they go around us and we don't like it, but it's their client as much as ours. And we're being bad, bad partners or not being collaborative, whatever it might be. But they're always trying to make performance better in some way, shape, form, because better performance for advertisers makes Google better. 

Anu Adegbola (18:57.601)
Mm. Yeah. No. 

Anu Adegbola (19:06.335)
Yes. 

Aaron Levy (19:18.812)
Unapplied recommendations. 

Aaron Levy (19:21.301)
I mean... 

Anu Adegbola (19:21.342)
Cause I'm sorry, I know we're talking about your f-up but honestly, I actually, my own stance is that Google, which is not a bad stance. Every business goes out to make money for themselves, to increase their revenue, to increase money in the bank for their board members. Advertisers are not their board members, right? Like we are, we are like, you know, and we are not actually technically the people. 

Aaron Levy (19:45.122)
No. 

Anu Adegbola (19:49.119)
I could have given money. We're trying to help clients, you know, spend as efficiently as possible. So maybe not, I even spend as much on Google as possible. I'll actually, you know, so I'd say some of the best advertisers will get a client come to them and be like, this is where I'm at. I've not done any, you know, outdoor. I've not done any like, you know, brand awareness. Should I do PPC? And your answer should be no. Your answer should be no. Yeah. You need to do. 

Aaron Levy (20:13.45)
Mm-mm. 

Anu Adegbola (20:16.433)
xyz before you even come to ppc so we're the ones sometimes yes that will be the be the barrier and of course Google are like well we just like we don't care who comes even if you've not done anything we just want the money and if if we can get that we'll get it so 

Aaron Levy (20:31.419)
Well, therein lay the tough dichotomy because of course Google is focused on spend growth and that's feedback that I've 

Aaron Levy (20:36.994)
given Google before, more diplomatically than I did in this instance. I'm like, look, my challenge with all this documentation around AI, enhanced whatever, smart everything, everything is about spending more and getting more conversions at the same cost. And nothing is about getting more efficient with the same money that you spend. I get it. Like you said, Google wants to make money. They talk about 

Anu Adegbola (20:40.414)
Nice. 

Anu Adegbola (20:46.357)
Yeah. 

Anu Adegbola (20:50.881)
Yeah. 

Anu Adegbola (20:53.899)
Yeah. 

Aaron Levy (20:59.017)
CPC growth and spend growth on their earnings calls. They want this stuff to go up. It would be very short sighted of them just to turn the faucet up a little bit more and get some more money out of advertisers. And then them realize that it's not efficient. I'm just going to go to Meta or TikTok now. That said, a lot of account managers are that short sighted because that's how they're bonused, which is a challenge. But in general, yes, Google's focus is on getting people to spend more money. 

Anu Adegbola (21:14.557)
Yeah. Yeah. 

Anu Adegbola (21:19.923)
Yeah. Yeah. Yeah. 

Anu Adegbola (21:27.904)
Yeah. 

Aaron Levy (21:28.861)
way for people to spend more money is to have their advertising work better. So in the theory we're going towards the same North Star, it's just the execution is not always so good, especially when people get quarterly bonuses based on 

Anu Adegbola (21:32.703)
Yeah, yeah, it makes sense. 

Anu Adegbola (21:39.134)
No. 

Aaron Levy (21:41.811)
how many people they get to sign up for YouTube or whatever. 

Anu Adegbola (21:44.297)
Yeah, yeah, absolutely. And yeah, I just feel like just more recently, it's just getting so blatant. It's not even like, I think I feel before they would even try to be a little bit more subtle about it now. They're like, yeah, you just need to spend more. And you know, anything if you spend more, you know, more, more stuff will happen. Like, it might be more stuff of the bad stuff. But you know, you need to like the 

Anu Adegbola (22:09.333)
algorithm and now it's all about the algorithms so that you can train the algorithm and for a while it might not be great and so just train the algorithm it'll get better. but when? we don't know. Learning period learning 

Aaron Levy (22:18.037)
The Google tuition, 

Aaron Levy (22:22.339)
like you have to pay for it to learn stuff that you already know. It's like those classes that you took at university. Like I don't need entry level math again. I don't need to take this. Why do I have to take this? Like, well, it's required. But that is actually an interesting segue because this is an opportunity for me to show how I've learned to work on tone. What has happened at Google the last couple of years 

Anu Adegbola (22:29.181)
Nah. Yeah. Yeah. 

Aaron Levy (22:43.728)
that hadn't happened very much historically? 

Anu Adegbola (22:46.827)
well like updates and changes and things. Layoffs, yeah, yeah, that's that as well. 

Aaron Levy (22:48.902)
layoffs. 

Aaron Levy (22:51.933)
What was affected for, I believe the first time these last couple of years, the ad sales team. So obviously yes, Google had a couple of down quarters, which they don't usually do either. So in turn, there's more pressure on salespeople who are worried about getting fired, which means that they are going to push harder to hit their objectives in the short term so they don't get cut the next round of layoffs. So I understand why some of those things have happened. 

Anu Adegbola (22:58.315)
Yeah. 

Anu Adegbola (23:10.209)
Hmm. 

Anu Adegbola (23:20.457)
Yeah. 

Aaron Levy (23:20.649)
I don't 

Aaron Levy (23:20.899)
agree with that. I mean, it's kind of our job to, you know, weed through it, but frankly, it's a numbers game. I would assume for a lot of those account managers, they're trying to push all those signups so they don't get fired. 

Anu Adegbola (23:24.873)
Yeah. 

Anu Adegbola (23:33.289)
Yeah. Yeah, I get it. Absolutely. We've, we've gone on a bit of a segue. We'll go come back to the story and you know, you know, tease out the, the, THIS experience of you. Yeah. You know, tweeting, trying to make a name for yourself. Let's call it. You did too good of a job. 

Aaron Levy (23:37.809)
We have gone all over the place. 

Aaron Levy (23:51.602)
So I did, so I did too good of a job. So what 

Aaron Levy (23:55.223)
I then found out, gosh, I can't remember his name. He was an early guy from Hanna pin, the PPC hero folks who then went to work at Google. It became part of his job to watch me tweet. So, so I did too good of a job. So there was someone at Google watching literally every single thing I said. There was someone at Microsoft watching literally everything, single thing I said. The press was watching every single thing that I said. 

Anu Adegbola (24:07.146)
wow. wow. Okay, that's 

Anu Adegbola (24:20.662)
course. 

Aaron Levy (24:22.517)
Somehow I got away with still being able to run my mouth. Like I didn't have to get my tweets approved or anything like that. But I did realize that there was a magnifying glass on me and a telescope and binoculars and probably a satellite. so. A, I have to be really cautious about 

Anu Adegbola (24:25.811)
Okay. Okay, good. 

Aaron Levy (24:41.897)
what I share because everything is going to get attention. B, I have to be really cautious about the tone that I share it in because, um, yes, Google can be a challenge to work with, but. 

Anu Adegbola (24:44.438)
Yeah. 

Aaron Levy (24:53.413)
If you're a good sized agency and a good sized Google partner, Google also kind of scratches your back too. They will give you benefits. They will help cover some marketing stuff. They might pay for events. Who knows? And so I don't want to burn that bridge. And so I've learned to be very, I'll say purposeful. Those who have watched me tweet or speak over the years, yes, I still have my same degree of snark. Most of my snark is inward facing. I am snarky about myself because no one will get offended if I talk crap about me. 

Anu Adegbola (24:58.219)
Yeah. 

Anu Adegbola (25:01.249)
Mm-hmm. 

Anu Adegbola (25:05.509)
Mm. Mm. 

Anu Adegbola (25:10.9)
Mm. 

Aaron Levy (25:23.681)
but externally, tend to be pretty neutral. I tend to be pretty literal. So if Google has this big change, I might have a metaphor. mean, my favorite metaphor about. Yes, I know this is obtuse, but like smart bidding and enhanced and now, whatever version of AI they're calling everything. It's all the same. It's all the same stuff. 

Aaron Levy (25:48.112)
And I always call it a Roomba in that it's amazing, but it's amazing at washing floors. You can't wash your windows. Really a problem if it runs into a pile of cat mess. Which is still, which is, hey, it's funny. It's a little snarky, but it's also pretty literal. It's basically like, look, this is a tool designed for one thing. Don't try to make it do everything because it won't. So anyway, a lot of my public facing things are a lot more purposeful, a lot more measured. 

Anu Adegbola (26:02.537)
Yeah. Yeah. 

Anu Adegbola (26:08.693)
No. No. No, it won't. Yeah. 

Anu Adegbola (26:15.253)
Yeah. 

Aaron Levy (26:18.194)
and are frankly a little bit less me. But that's maybe okay. 

Anu Adegbola (26:24.053)
Yeah. So 

Anu Adegbola (26:27.015)
yeah. Did it knock your confidence in any way? seeing that, my gosh, I just, you know, or did it just make you a lot more careful as to what you were receiving? Like you knew you said, yeah, you know, you, you, you get more snarky about yourself. That's, that's one clear example, but like they would, do you feel like you might have been tweeting a lot more if you hadn't, if that mistake hadn't happened? 

Aaron Levy (26:51.605)
Yes, but I don't know that it knocked my confidence per se, but it definitely made me think about what I wanted. And so I had actually had this conversation with someone at Advanced who was speaking about how they tweet or they LinkedIn or X or whatever, like I have to put out content every single day. And that was me back in the day too. I had to be a part of every conversation. And I just asked this person why. 

Anu Adegbola (27:09.258)
Yep. 

Anu Adegbola (27:14.217)
Mmm. 

Anu Adegbola (27:17.909)
Hmm. That's a, yeah, that's a good question for us. Yep. 

Aaron Levy (27:20.135)
And the answer was basically, because I have to, because I have to put something out every day because 

Aaron Levy (27:25.729)
people are expecting it. Like, maybe, but if people are expecting content from you, wouldn't you want to sign them 

Aaron Levy (27:33.155)
as consultants instead of just giving them free stuff? Wouldn't you, isn't there to a degree that speaking all the time means that the good stuff gets lost because you're speaking at the same level? And so I became a lot more... 

Anu Adegbola (27:35.871)
Yeah. 

Anu Adegbola (27:45.408)
Yeah. 

Aaron Levy (27:48.182)
I'll say prudent with what I put out there because this was, you know, this was like a fun thing. Like, Ooh, I'm going to be the first one to share this and a bunch of people are going to like it. They did. And it got me some positive outcome, but having 80, a hundred thousand people see this and hit the little thumbs up button, it did nothing for me. It didn't do anything. yes, halo effect, personal branding, all that jazz, but fundamentally I'm looking to build clients. you know, I wasn't a writer. 

Anu Adegbola (28:00.267)
Mm. 

Anu Adegbola (28:05.812)
Okay. 

Anu Adegbola (28:15.84)
Yeah. 

Aaron Levy (28:17.813)
wasn't a professional speaker. didn't get paid to do this stuff. Sure, I got invited to do more stuff and there was a halo effect around the agency in my own personal speaking life, but direct to sponsor didn't really do anything. And so it taught me to be a lot more purposeful with what I share. And at the same time, now knowing that all these people are watching, which of course I knew that Google would probably see stuff I didn't know was literally someone's job to watch what us influencers say. 

Anu Adegbola (28:26.049)
Mm. 

Anu Adegbola (28:31.123)
Interesting. 

Anu Adegbola (28:43.477)
source. 

Anu Adegbola (28:45.974)
Yeah. 

Aaron Levy (28:47.495)
It made me realize that if I had a problem, I could weaponize it. If I had a challenge, you know, speaking about kind of picking on Google account managers a little bit, but if there are some that say some really confusing information, this was before the days of Ginny Marvin, the ads liaison or anyone like her, I could get a conversation going and change would happen faster that way than giving feedback directly to Google people. And so it basically 

Anu Adegbola (28:50.911)
Hmm. 

Anu Adegbola (29:04.543)
Right. Yep. 

Anu Adegbola (29:14.048)
Yeah. 

Aaron Levy (29:16.935)
It really taught me to use my, number one, I think if anything, it built more confidence because it made me realize like, I actually, I am kind of a big deal. Like people do care what I say. But it also, again, it taught me to be very purposeful about other things that were just for marketing purposes or maybe just to get those little like clicks. But a lot of other things are, I could make things happen with it. I could be a lot more productive with it and. 

Anu Adegbola (29:26.241)
Yeah 

Anu Adegbola (29:35.765)
Yeah. 

Anu Adegbola (29:40.767)
Yeah. Yeah. 

Aaron Levy (29:42.951)
If I was too snarky or too snotty or got a bad reputation, that power would be gone, so I had to be really careful with it. 

Anu Adegbola (29:48.897)
Yeah. Yeah. Yeah. Absolutely. It wielded a power for you, you know, in a way. Um, and I think that's actually very interesting for a lot of people to realize, cause yeah, right now people feel like it is part of their jobs to be have a bit of a personal branding going on or, you know, there loads of consultants now, loads of freelancers. don't know about like, like in the U S and the UK, I feel that there's a booming loads of people are like, yep, I'm a freelancer now. Yep. I, you know, I left my last company. I decided to, you know, 

Aaron Levy (30:10.696)
Ahem. 

Anu Adegbola (30:17.825)
going out on my own for a while. you know, part of that, you know, building the reputation, there's all, there's like a long, run way of just trying to just talk about what you know, give, you know, tips and helps, you know, while, while the, while the client has, and then people will see that, oh yeah, I found you off LinkedIn. I like this thing that you did. A guy, Boris Beceric, love Boris. Boris is, you know, love, Boris is own is to like memes. Like sometimes people will be like, oh, I saw your meme. 

Aaron Levy (30:40.233)
I love Boris. 

Anu Adegbola (30:46.657)
And I thought I'd get in touch with you idea about doing audits. And I'm like, what? It's so weird how that connection is, which I don't think was what it was like, I would say, when you did that tweet. 

Aaron Levy (30:59.859)
It wasn't, but it's interesting you call out Boris and someone like him who he has, it's probably not the most polite word to use, but it's a little, he's got a shtick. He's got something that's unique about him that you know what to look for. Whereas I think of, was maybe like two weeks ago when someone leaked the one pager of Google pushing ads and AI out to people. It wasn't like leak, it was just like, here's the sheet that they're using to sell it to agencies. 

Anu Adegbola (31:24.265)
Yeah. 

Anu Adegbola (31:29.13)
Hmm 

Aaron Levy (31:30.003)
I don't know if you remember it, but I looked through it. That sheet didn't say anything. There was nothing of use in there. It was just like, there's going to be ads in here sometime. They're going to pull from some stuff. Use AI. Literally every single influencer in the search space had to say something about it, but there was nothing to say. And so 

Anu Adegbola (31:33.673)
I mean, that's fine. Yeah. 

Anu Adegbola (31:38.079)
Yeah. Yeah. 

Anu Adegbola (31:49.077)
Yeah, yeah. And, and 

Anu Adegbola (31:50.899)
I hate when people start doing that. Like all of a sudden, especially for me was when, performance max channel reporting, my brain was like, I am about to see in the picture everywhere. And I'm literally like, yeah, this is how I know you have nothing. yeah. Performance channel. Have you seen the reports? And I'm like, what's your opinion? What's what's your opinion? No, you just want, it's just, yeah. Have you seen this? Yes, I have. okay. 

Aaron Levy (32:11.384)
Exactly. 

Aaron Levy (32:16.805)
Exactly. 

Aaron Levy (32:17.525)
so in that, hearkening back to my own experience, that rush to be first is not always the most effective just because some hot piece of news comes out and everyone wants to do the old social media term of news jacking of like, piggyback on a story and share your own. Everyone forgets to share your own story part. 

Anu Adegbola (32:32.225)
Mmm. Mmm. 

Anu Adegbola (32:35.827)
Yeah, yeah, yeah. Share your opinion. 

Aaron Levy (32:38.312)
Yeah, and so like the channel thing and the ads and AI, like people forgot that part. And that's the most important part, is what do you think and what should I do? 

Anu Adegbola (32:44.671)
Yeah, it really is. 

Anu Adegbola (32:48.144)
Yes, yes. Look, we've taken a lot of learnings. This has been such a unique episode. We've not necessarily gone through any of my one-on-one questions, but I think all of them have been answered. But I will go back to those questions, like, and literally like the last one on it, you know, just to round up that story. What's one thing that you want to leave people with about that story? What's really important? Is there a really important takeaway for people about that issue? Learn from your experience. 

Aaron Levy (33:13.385)
So I'll pull this all the way back to direct into Google Ads, because this has basically been a PR episode. But in PR, in Google Ads, in life, why are you doing what you're doing? What are you trying to accomplish? There are so many things that I'll pick on my old team from Tinuiti back a bit. When they would have this routine that they'd been doing, because they'd been in search for 10 years, and they still had the same routine. And 

Anu Adegbola (33:27.146)
Yeah. 

Aaron Levy (33:40.456)
no one ever stopped to think like, 

Aaron Levy (33:42.589)
What is the point of this? Do I need to keep doing this? Is there a point to doing day parting analysis when smart bidding takes care of it all? Probably not. Are you being purposeful with your time? Are you being purposeful with your effort? Are you being purposeful with your ideas? Or are you just doing something for the sake of doing it? 

Anu Adegbola (33:43.254)
Bye. 

Anu Adegbola (33:50.651)
Mm. Mm. Yeah. 

Anu Adegbola (34:00.651)
Yeah. Yeah. Be purposeful. Be purposeful with the content. Cause I think even what your tweet was, was, was very purposeful, was something quite, cause that's the first time auto apply recommendations was coming out. This is something that a hundred percent you could have gone a lot. You don't have to say it. Your tweet sounds very tame. You could have gone a lot more like worse of like 

Anu Adegbola (34:29.769)
Are you kidding me? You're about to change our ads. You don't know what the outcome is. you know advertisers we're known for like we want the control and till today Auto apply recommendations does not have a good reputation. That just, that just says it all. Right. It doesn't have a good reputation. Everybody will always say, it off, turn it off or go through all the recommendations, see which one we're don't just let Google take over what it's going to make the changes for. So it's not like if 

Aaron Levy (34:46.75)
No. 

Anu Adegbola (34:58.529)
Cause I know like with other AI tool like PMAX, for example, they have done kudos to them. It started out a bit of a mess. They've updated it, they've changed things. They've given us a bit of things that we Auto apply recommendations for me is still like a, don't touch it. Don't touch it unless you're desperate, really. 

Aaron Levy (35:16.367)
It's not for us. It's not for people listening to this podcast. It's for people that don't know what they're doing and just turn something on. 

Anu Adegbola (35:21.749)
Yeah. Yeah, absolutely. Well, thank you for that fantastic story, Aaron, but we are now going to turn the limelight to our industry a bit in terms of like mistakes. And I know that we are running quite a bit out of time It's going to be like one of those nice extended episodes. We knew we can't stop talking. what are some of the big mistakes that you think are happening right now, especially in the world in terms of like AI that you're like guys, you're not approaching that well at all. 

Aaron Levy (35:35.509)
We knew this was gonna happen, though. 

Aaron Levy (35:50.325)
People are trying to... 

Aaron Levy (35:56.63)
Again, getting in the metaphor world, I think of this as like having an old Honda Civic and putting a turbocharger on it. And that old Honda Civic is going to blow up because it's not ready for it. So all of these new tools, all the 

Anu Adegbola (36:07.647)
Yes. Yes. 

Aaron Levy (36:12.474)
different bidding strategies, PMAX, SearchMAX, all these are new tools and they're very, very powerful. And we are trying to put them on something very, very old. 

Anu Adegbola (36:18.894)
Hmm. Hmm. 

Anu Adegbola (36:23.7)
Yeah. 

Aaron Levy (36:23.733)
So people 

Aaron Levy (36:24.233)
are slapping them on to old campaign structures or slapping them on to old match types, and it's not going great. So I know we spoke about this in jest, but it's true to a degree is that you have to build a new more modern structure that will take a little while to learn, that will take a little while to stabilize. But for these tools to work, they need a different structure than what we had before. Again, going back to my other favorite metaphor, the Roomba. 

Anu Adegbola (36:45.217)
Yeah. 

Aaron Levy (36:49.397)
Yes, the very powerful Roomba, a lot of people are getting on their hands and knees and trying to push the Roomba around. Like, no, that says to me that you're not building your structure right, you're not building guardrails correctly, you're not protecting against it, which in turn means that you're not getting the benefit from it. 

Anu Adegbola (36:54.313)
Yeah, yeah. 

Anu Adegbola (37:03.765)
Yeah. Yeah. Cause I have like not the roomba another brand and it's always makes it, I'm always like giggling at myself as to how it feels so automatic. But before I turn it on, there's so many things I need to make sure is out of the way. Like literally I'll take like some, a bean bag, put it on my couch. I'll take some, a rack of shoes, put it on my stairs. I'll take two days like literally. 

Anu Adegbola (37:30.013)
Okay, all right. Are we ready? Okay. Now, now you can, now you can do it. Thanks. You know, there's so much preparation that needs to be done. I definitely think that's what AI is like. Like it will do the right thing, but it would stay. Some things it will just go, If you don't get it out of the way, I'm just going to give you stupid results. So. 

Aaron Levy (37:31.989)
Alright, the room's clean, now you can clean it. 

Aaron Levy (37:51.158)
Exactly. Like thinking of AI Max, I know we're going long, but this just what we're going to do. Thinking of AI Max, so many people have turned it on and be like, this didn't work for you. I'm like, OK, did you use DSAs? And people were like, no, DSAs didn't make any sense for my business. And I'm like, why are you using DSA part two then? What are you doing? 

Anu Adegbola (37:56.331)
Do it, do it, go. We have time, we have time. 

Anu Adegbola (38:07.699)
Mmm. 

Anu Adegbola (38:11.903)
Wanna make your thing? 

Anu Adegbola (38:16.733)
It really is what AI Max's DSA part 2. Yeah, it is very much so. That is so true. 

Aaron Levy (38:22.277)
Yeah, 

Aaron Levy (38:23.378)
it's just DSA that's coached on something a little bit better than just sniffing around your website. But if it didn't work before, what makes you think that a new version of it's like, okay, now it's going to be great because it has AI in it? Again, what is it trying to do? What do want it to do? Then evaluate if it's good idea. 

Anu Adegbola (38:27.699)
Yeah. Yeah. 

Anu Adegbola (38:34.881)
Yeah. Yeah. Yeah. Yeah. Yeah. 

Anu Adegbola (38:42.601)
Yeah. Yeah. And if you're using the same site, especially like the same functionality, DSA didn't work. You know why DSA didn't work. You didn't do anything about it. And you think you're just going to slap on a new solution because it's AI on your foundation that wasn't good. What makes you think that's going to work? It's 

Anu Adegbola (39:04.241)
it's the frustration. Yeah. That's me even calling out on our industry. That is what a big mistake. Definitely. People just slap on the same product, the same landing pages, the same thing. And something that Fred, your lovely boss has said, which I think is very true is that he's like landing pages are going to be a lot more important because yeah, that's where ai is going to be getting its information on how to show your ads. So 

Anu Adegbola (39:28.619)
PPC, CROs especially start working better together, start realizing what a paid search landing page should be because that's where it's getting the answer from. that's, and I feel also it's new, but it's also not new because what's quality score about one of our first things, landing page, keyword. We know these things, but it's like. 

Aaron Levy (39:38.164)
Mm-hmm. 

Aaron Levy (39:47.573)
Mm-hmm. Is it a 

Aaron Levy (39:50.581)
good exp- Is it a good experience for people? Yes? No? No? Okay, bad. Don't- then fix it. 

Anu Adegbola (39:53.461)
Yeah. Yeah. 

Anu Adegbola (39:56.283)
Yeah. Yeah. You know what we are going to that. That was such a fun conversation. We really could. You've got to come back. We're going to get I know there's several other things that we could talk about in terms of F-ups in our careers and what the industry doing. Well, you let don't don't do this to me before before we press record. Aaron was like, I have 

Aaron Levy (40:01.447)
I was gonna say, we could go for another hour, but... 

Aaron Levy (40:13.324)
what are you saying? That I screw up all the time? 

Aaron Levy (40:19.098)
Hehehehehe 

Anu Adegbola (40:23.105)
three, four examples I should give. Which one should I use? Don't make it like if I'm doing this. But thank you. No, generally, even for that one great example. Thank you so much, Aaron, for joining the podcast today. You've given us so much to chew on, to learn about, to hopefully check ourselves on, check our clients on. And yeah, I'm sure people that was that was a great one for people to listen to. Before we go. 

Aaron Levy (40:24.425)
Hehehehehe 

Anu Adegbola (40:51.283)
a totally non-paid search. We're getting to that whole fun conversation, fun chat. If your PPC career were a movie what would be the title? 

Aaron Levy (41:03.231)
We were joking about this beforehand. I said John Wick 3 because I murder the competition, also because I'm not the best one in the series. 

Aaron Levy (41:14.511)
I actually think, okay, I'm gonna go with a different sequel. 

Anu Adegbola (41:19.733)
Okay. 

Aaron Levy (41:21.521)
I'm gonna go with Mighty Ducks 2. 

Anu Adegbola (41:23.809)

Anu Adegbola (41:25.096)
that's such a 

Aaron Levy (41:27.699)
Yep. And I will tell you, I will tell you why, because I sort of started, I started in a small town. started at a pretty small, in a pretty small field, not working with national clients. And then real quickly, I went real big and international and I was trying to take my little small town experiences worldwide. And there was a lot of learning that came from it, but I was better because of it. And I didn't get into a fight with any Icelandic people, but, I think it was that real, I grew up fast. 

Anu Adegbola (41:28.107)
love it! Please. 

Anu Adegbola (41:41.045)
Wow, yeah. 

Aaron Levy (41:56.45)
And I think the kids in Mighty Duck did, Mighty Ducks 2 did as well. 

Anu Adegbola (41:59.681)
Yeah, 

Anu Adegbola (42:00.781)
yeah, especially. Oh, that's so great. Yeah, Mighty Ducks 2. What was the, did they have like a, you know how they do a unique title for that one? Do you know what it is? Oh, it's just Mighty Ducks 2. Sorry. It's just Mighty Ducks 2. I feel like I to, I hope Netflix has it somewhere. It's one of these archives of like old school movies. It's like, yeah, oh, amazing. Gotta check that out. Thank you. And if people want to... 

Aaron Levy (42:09.203)
I don't think they, I don't think they did. I don't know. Yes. 

Aaron Levy (42:20.745)
Disney Plus definitely does. 

Anu Adegbola (42:26.645)
Find out anyone of any of your snarky tweets or posts. Where can people find you online? 

Aaron Levy (42:33.237)
I'm definitely most active on LinkedIn. I'm, you know, I took a little hiatus for, for a year, year and a half, but I'm going to be out there speaking a lot more. So you can find me at a lot of conferences, a lot of blog posts, but for now, find me on LinkedIn. That's the best spot. 

Anu Adegbola (42:42.571)
Great. 

Anu Adegbola (42:48.299)
amazing. Well, thank you again so much, Aaron. And yeah, that was a really, really great chat. Thanks. 

Aaron Levy (42:53.737)
Thank you for having me. 

Anu Adegbola (42:55.806)
Thank you so much, Aaron, for sharing that very honest and transparent feedback about your experience and about what, you know, and how it really shaped how you post now. you know, everybody really should go and check out Aaron's profile. He shares some really interesting information about how the industry is evolving. And he'll be doing more of that as he really now settles in his role at Opymyzr. So wish you the best of luck on that journey. 

Anu Adegbola (43:25.314)
Aaron, yeah, remember, you know, to, more information about the whole podcast is on podcast.ppc.live watch, listen to the whole episode. It was a very interesting one. Yeah. In terms of our PPC Live events, we are going to be having them. Our next one is October 22nd. So yeah, keep that in your diaries. Like keep that save the date. We're going to be, we're just going to, we'll just tie in some knots and you know, 

Anu Adegbola (43:51.114)
crossing some T's, dotting some I's and just tying up, you know, nice little bow around a few last minute plans. plans that need to be done right before we release our tickets. Well, yeah, go to ppc.live, subscribe to our newsletter to be first to know about early bird ticket sales. And yeah, make sure you're one of the first to get them because it's going to be a great one. It's going to be our last one of the year. It's going to be a party. It's going to be celebration. Most of them are, aren't they? It's either summer. 

Anu Adegbola (44:19.284)
barbecue party or a start of the year party or my birthday month party, you never know. Just come and enjoy, you know, amazing knowledge, paid search knowledge being shared amongst our industry. And before I leave you, I'd love to share that, yeah, I do some coaching now, you know, really just how helping PPC experts to get into the mindset of being a success in the industry. So yeah, if you go to themarketinganu.com, so that's themarketinganu.com, you'll be able to see all the details. 

Anu Adegbola (44:49.276)
about how to book me. get a free half hour session in terms of a discovery call to figure out what you need, what you're looking for. And yeah, we'll go on from there. So yeah, I hope you have enjoyed and I'm sorry, I hope you have enjoyed this show and I look forward to bringing more PPC f-ups and Triumphs next week. Thank you, bye.