EP333 - When Consent Mode Kills Conversions ft Nils Rooijmans

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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 are
keeping up with the ever

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

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

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

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different PPC expert about their
biggest effort, but also how

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they turn things around.
We never leave things on the

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defeated notes.
And yeah, we'll be sharing what

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has been disappointing, who was
the person that really helped us

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out, who discovered the error?
Because that's always like, you

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know, it can be a bit of a
biggie.

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Today I have the delight of
interviewing Niels Rusmann, who

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is a script expert.
This is someone who has made his

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living pre COVID of being able
to work anywhere in the world

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because he knows how to
automate.

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He is paid media accounts and
just do the you know, all the

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cheques that needs to be done on
a daily basis so that you know,

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there's not too much spend or
too little spend or conversion

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track is not working or ad copy
that should be, you know, paused

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isn't still alive.
And, and, and so many more, so

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many of us have in the industry
have been, you know, doing paid

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search management so much better
and pace, like management has

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been so much easier for us
because of the scripts that

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Neil's have has created for the
industry.

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But yeah, as he says and as as
you'll hear him say, the this

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level of success doesn't come
without errors, without

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mistakes.
And he's going to be sharing one

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of them.
And someone of the oversights

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that he made in terms of, you
know, on boarding a client and

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that how that led into an F hub,
that led into lost revenue,

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possible lost revenue and even
lost budget.

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So yeah, let's go speak to
Neil's about that.

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Hello Nils, welcome to PPC Live,
the podcast.

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Hey Anu, thanks for having me.
It is so my pleasure.

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It is so overdue.
I feel like I will need to, you

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know, give you an apology of
like how I did not ask you to be

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on this on the show before now.
Like you know, it was Nils that

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got into as you can you say, got
into my dears, got into my

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emails going hello, podcast,
What are you having me on?

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I was like now, now never let
you know, no time like the

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presents.
I couldn't have, we couldn't

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have meals on this podcast too
soon.

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So I'm so delighted to have
Neils joining us.

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Neils, for those who have been
living under a rock, I don't

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know, for some reason, because
Neils is pretty much everywhere.

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He's a very enthusiastic search
specialist who specialises in

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PPC automation and Google ad
scripts.

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Sorry, sorry, no one specialises
in scripts the way Neil's does.

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And he so you're so generous
with, you know, the scripts

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you've created.
A lot of people follow it.

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A lot of people use it in the
especially our PPC chat, our

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lovely PPC chat community.
I know several people have gone

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that Neil scripts I need to use
it or if someone has an issue,

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someone's always saying, have
you checked out that Neil

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scripts, you know, that kind of
thing.

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And we also even get that in the
PPT live WhatsApp group recently

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as last week, someone was like,
I need a script to do this.

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I mean, someone was like, have
you checked out this script by

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Meals?
It happens so often.

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And I'm so I'm so delighted that
Meals is here to share first

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hand his experience.
And Neals continuously gets

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voted as a top ten PPC
influencer.

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And he got voted on it for your
20 for 2025.

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But yeah, he's very much here to
make businesses grow by helping

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get clients at lower costs.
He's also a speaker of several,

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you know, industry.
So I'm glad that Neil's is one

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of those where our meeting has
not just been, you know, online.

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We have met in person.
We have met on the conference

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circuit, hung out just to share
our ideas on how to do business

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growth.
And yeah, as, as, as I mentioned

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earlier on, if you want a list
of fantastic scripts to go, go

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to his website.
It's at Neil's Rumen dot com.

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That's NILSROOIJMAN s.com and
you'll get a you'll you'll be

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able to navigate to some of like
Neil's best scripts.

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So I wanted to give a very
fitting introduction Neil's

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because you've done so much.
But yeah, thank you.

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How does that sound?
Are you?

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Do you feel like you've done a
lot in this industry the way it

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sounds?
Sounds great.

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Yeah, Yeah, I made a lot of
mistakes, actually.

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That's why we're so.
Yeah, so.

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So no need to apologise for not
inviting me because I assume you

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thought that, you know, Scripps
wouldn't make any mistakes and

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since I've automated everything
there, but yeah, luckily, Yeah,

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a lot of mistakes.
And I'm, you know, I'm also

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trying to share all these
learnings from the mistakes

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through my newsletter so that
the other PPC professionals

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don't make the same mistakes as
I did.

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So I actually love the idea of
your show and the fact that, you

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know, the AF OPS, It's it's, I
think it's a great idea.

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So yeah.
Amazing.

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I'm I'm so glad.
I'm so glad to hear that.

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And a very fun fact.
Nils takes the digital nomad

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life very seriously.
I think he's always saying that,

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hey, the point of our job is the
fact that all we need is a

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laptop and an Internet
connection.

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We don't really need to be tied
down anywhere else.

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So, yeah, Nils is one of those
that is always travelling,

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travelling some very interesting
sports.

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I won't even be the one to say.
Nils, where you where you

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joining us from today?
Today I'm on the island called

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Kurasawa is in the Caribbean.
It's a Dutch island, part of the

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Dutch Kingdom.
It's pretty close to Venezuela.

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So yeah, the sun is shining
30°C, a light breeze.

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Amazing, I was telling Nils the
earlier before we started

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recording and I'm so jealous,
but I'm also happy that his

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background isn't like of the
beach of the palm trees, which

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it very could be.
So could be on this.

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I'll just be distracted.
So thank you for choosing a very

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considerate background for this
recording.

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I also find it very interesting
that Nils lives on a boat lives

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on a boat.
It's usually parked in like in

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in Amsterdam because that's
that's where.

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It is a houseboat, yeah.
So the houseboat, basically, it

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has a static location, so it's
not that I move around, but

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yeah, it's on the canals in
Amsterdam.

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I love it.
I love Amsterdam during the

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springtime, the summertime, just
not so much during the winter

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because yeah, the Dutch winters
on real winters anymore anyway.

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So it's mostly grey rain, windy.
So that's why I love travelling

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to this area, this part of the
world.

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Nice.
I'm sure a lot of people are

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going to be there.
Some of the biggest questions

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would be, so how do I am I able
to get a job that allows me to

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travel and be able to be in a
Caribbean country?

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And so let's get back to the get
to the crux of our topic.

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I know it's been it's been close
to 6 minutes.

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And thank you, Nils for like
direct tangent to me back.

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I'm going, I know what we had to
talk about.

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I get it.
I love it because we are here to

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talk about F UPS as Neil's as
always already mentioned before,

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he's had his share of mistakes.
We, we, we don't want to be, you

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know, and I don't want to be
part of an industry where it's

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only I got 100K client today.
I got it, you know, 1,000,000

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lbs of revenues, wins, wins,
wins.

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And you know, even as we said
earlier on, Neil's is is noted

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as a top influencer, top PPC
marketer in our field.

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Despite all the errors, errors
does not block you from being

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very good paid search marketer
and someone who's going to

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always be after your clients
revenue and always trying to

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push your clients revenue
further.

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We never leave things on a
defeated note.

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So it's going to be not just
about the F up or how got things

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got turned around so that you
don't make the same mistake.

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So let's get straight into our
topic now.

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Without further ado, meals, what
is the F up you want to share

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with us today?
Yeah, it's an interesting 11.

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It's like roughly four months
ago, an existing client of my

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acquired a company.
It's a client that is in the

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airport parking services and it
took over another company which

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was already running a small
Google ads account.

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And my my client, they basically
wanted us to manage the account

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of the new of the new company as
well.

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But it they basically they
didn't want to pay extra money

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for it.
So we were like, sure, if we can

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include it in our current
agreement, but you know, we'll

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see what we can do.
So we took on the account, but

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basically decided to migrate it
slowly to our existing setup for

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the, for the account that was
already running.

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So the new account, we sort of
left it on its own and we didn't

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pay that much attention to it.
The client agreed that we slowly

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migrated to a new set.
And then after six weeks, we

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certainly noticed that for some
reason the number of clicks went

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down dramatically and also
conversions went down.

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We didn't know what was
happening.

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So of course, we, we went into
the account, we started looking

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at the, at the data and we
noticed that, you know, a few

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days prior conversions dropped
to 0.

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When I got to 0, what, what
happened?

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The client didn't call us as in
there were still bookings,

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reservations for these parking
spots were still being made.

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The website was doing fine.
We tested conversion tracking

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with the Google tag manager in
the preview attacks that were

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being fired, data was sent
correctly to Google.

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We didn't understand what was
happening, but Google reported 0

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conversions.
And then I decided to have a

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look at all the emails Google
was sending to the inbox of that

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Google ads account.
And there was an e-mail saying,

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stating that consent, the
consent management platform

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wasn't implemented correctly.
And if we didn't take action,

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they would stop allowing
conversion tracking for this

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domain.
And that is actually what

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happens.
We were very ignorant.

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We didn't read the emails from
Google and we were relatively

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slow in responding to the issue.
So the end result was that

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because of conversions weren't
being tracked anymore, Google's

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smart bidding algorithms
thought, OK, I'm buying clicks.

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They're not converting, We're
not meeting our targets.

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So let's reduce the CPC bits,
right?

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So slowly the traffic has been
decreasing.

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Conversions were still there,
they just weren't being

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recorded.
There's no smart being just, you

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know, they scaled down the the
campaigns to almost nothing.

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Yeah, yeah, yeah, yeah.
So yeah, that was that was not

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good.
Yeah.

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So the bigger mistake there was
like you were getting comes from

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Google, but no one was paying
attention to it.

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And I know we do get the whole
sometimes Google is bugging us

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too many times because and it's
usually, yeah, spend more, spend

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more.
You need to do auto

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recommendation.
And we tend to be like, OK, no,

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no, I know my client better.
So, you know, leave me alone.

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So is that was that kind of like
the, you know, the trap you fell

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into that this was actually the
one time you should have

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listened to Google?
Exactly, Yeah, yeah, yeah.

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It's like us being very arrogant
and saying, no, it's Google

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again, just ignore it.
And to be honest, since we

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decided to slowly migrate it to
the new setup, we didn't have

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many cheques in place.
So normally I would, you know,

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during, if I own board a new
client, one of the first things

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I do is I, I install a lot of
scripts or I make sure that my

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scripts monitor the account and
then we migrate the accounts to

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a setup that fits with these
processes that I always have in

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place.
But yeah, for this client, we

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didn't for this account.
Yeah.

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So that was that was that was a
thing that in in hindsight, we

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should never allow the clients
to have us manage the account

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without doing a proper
onboarding, right.

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So that's basically the biggest
mistake that we make or the root

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cause of all this.
Yeah, that's actually also one

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00:11:25,080 --> 00:11:28,400
of the advice that I would give
to the listeners is that first,

224
00:11:28,400 --> 00:11:31,880
of course, fix the issue if it
shows up, but then I always like

225
00:11:31,880 --> 00:11:35,200
to do a root cause analysis of
what happened and why it

226
00:11:35,200 --> 00:11:38,000
happened.
And so during this root cause

227
00:11:38,000 --> 00:11:41,000
analysis, I always ask myself
the why question five times.

228
00:11:41,320 --> 00:11:43,640
So why did this?
Why did the ad spend go down?

229
00:11:43,640 --> 00:11:44,960
Why did the number of clicks go
down?

230
00:11:45,160 --> 00:11:47,800
Well, it was because there
weren't any conversions.

231
00:11:48,000 --> 00:11:51,440
And Smart Bidding decides to
place very low CPC bids.

232
00:11:51,720 --> 00:11:53,400
OK, so why weren't there any
conversions?

233
00:11:53,720 --> 00:11:56,040
Well, that was because we didn't
implement consent mode

234
00:11:56,040 --> 00:11:58,400
correctly.
And why didn't we implement like

235
00:11:58,400 --> 00:12:01,400
that, right?
Just ask 5 * 6 times the why

236
00:12:01,400 --> 00:12:03,760
question and then you will get
to the root cause of things and

237
00:12:04,080 --> 00:12:05,680
you can fix things on different
levels.

238
00:12:05,720 --> 00:12:08,200
That's that's basically what we
also did with this.

239
00:12:08,960 --> 00:12:12,840
Yeah, no.
And why did you miss the e-mail?

240
00:12:13,080 --> 00:12:16,280
Would you say like throwing AY
back to you, if you don't mind?

241
00:12:16,280 --> 00:12:18,400
I'm not trying to rely.
You said there's a use.

242
00:12:18,480 --> 00:12:20,080
I checked that like.
That's.

243
00:12:20,600 --> 00:12:23,840
Why did you was, Yeah, I mean, I
think you you touched on it, but

244
00:12:23,840 --> 00:12:28,280
why, why did why did the Google
alert get missed?

245
00:12:28,880 --> 00:12:31,280
Right, Yeah.
So that's that's the root cause

246
00:12:31,280 --> 00:12:33,400
actually because there were two
factors involved.

247
00:12:33,400 --> 00:12:36,360
The first one is that since we
didn't didn't do proper

248
00:12:36,360 --> 00:12:40,440
onboarding me and my team, we
also didn't re own the account

249
00:12:40,440 --> 00:12:42,760
the way that we own the real,
the real client accounts.

250
00:12:43,680 --> 00:12:46,920
So there wasn't anyone
responsible for actually

251
00:12:46,920 --> 00:12:48,520
checking the inbox for that
account.

252
00:12:48,960 --> 00:12:53,080
And also the other thing is pure
arrogance in the sense that, OK,

253
00:12:53,360 --> 00:12:56,440
is Google again, let's not waste
money on these emails from

254
00:12:56,440 --> 00:13:00,120
Google because most of the time
they're just, you know, we know

255
00:13:00,120 --> 00:13:03,360
what they are.
But yeah, that is not good.

256
00:13:03,440 --> 00:13:06,160
Yeah, lesson learned.
Don't be arrogant, especially

257
00:13:06,160 --> 00:13:09,520
not when it comes to GDPR and
consent, mobile compliance.

258
00:13:10,160 --> 00:13:13,640
To be honest, also in hindsight,
because I did see a lot of

259
00:13:13,640 --> 00:13:17,600
similar messages for other
accounts and Google really

260
00:13:17,600 --> 00:13:20,880
didn't take any action.
So we were expecting that Google

261
00:13:20,880 --> 00:13:24,080
would, you know, we would.
We were migrating the account

262
00:13:24,080 --> 00:13:26,240
slowly like I mentioned.
We thought, oh, well, we'll have

263
00:13:26,240 --> 00:13:29,200
another three months and then,
then the website will be good.

264
00:13:29,200 --> 00:13:31,760
Our account setup will be like
the way you want to manage the

265
00:13:31,760 --> 00:13:33,400
account.
So that issue will be gone

266
00:13:34,040 --> 00:13:37,440
because setting up consent mode
is also part of the onboarding.

267
00:13:38,560 --> 00:13:40,840
But yeah, Google really took
action daily.

268
00:13:41,320 --> 00:13:44,240
I think the European Union
decided that, you know, Google,

269
00:13:44,240 --> 00:13:46,120
you should start enforcing it
now.

270
00:13:46,680 --> 00:13:47,720
That's.
What they did, Yeah.

271
00:13:47,800 --> 00:13:50,760
Yeah.
So because other people might be

272
00:13:50,760 --> 00:13:54,080
getting away with something
that, you know, you shouldn't

273
00:13:54,080 --> 00:13:57,720
be, they shouldn't be doing, or
an update has rolled out and

274
00:13:57,720 --> 00:14:01,640
it's not quite been implemented
on your account, doesn't mean

275
00:14:01,640 --> 00:14:05,600
you shouldn't take the right
action to ensure that, you know,

276
00:14:05,600 --> 00:14:07,680
all of a sudden your tracking is
not going to be checked.

277
00:14:07,680 --> 00:14:08,920
Right.
Right.

278
00:14:09,280 --> 00:14:12,840
Yeah, Yeah, exactly so.
Let's go.

279
00:14:13,680 --> 00:14:15,320
Sorry, Go on, go on, go on
before your next.

280
00:14:15,560 --> 00:14:18,840
Yeah, so that's also another one
because one of my my standard

281
00:14:18,840 --> 00:14:21,240
scripts or one of my favourite
scripts of course is monitoring

282
00:14:21,240 --> 00:14:24,040
conversion tracking because
conversion tracking is.

283
00:14:24,040 --> 00:14:26,640
So it's, it's one of the most
important things in Google Ads

284
00:14:26,640 --> 00:14:29,080
accounts these days because
we're all running smart bidding

285
00:14:29,320 --> 00:14:31,880
and smart bidding.
If conversion tracking is off,

286
00:14:31,880 --> 00:14:33,920
smart bidding goes haywire,
right?

287
00:14:34,440 --> 00:14:37,400
So I always run a Google ad
script that monitors the

288
00:14:37,400 --> 00:14:39,280
conversions and the conversion
value.

289
00:14:39,560 --> 00:14:42,800
And if there is a significant
change in what is expected based

290
00:14:42,800 --> 00:14:46,800
on historical data, I get alerts
so that I know immediately if

291
00:14:46,800 --> 00:14:49,200
things are broken.
Yeah.

292
00:14:49,200 --> 00:14:52,480
So that is also something that I
would highly recommend to the

293
00:14:52,480 --> 00:14:55,560
listener of this monitor the
conversions and the conversion

294
00:14:55,560 --> 00:14:58,280
tracking like a hawk.
Yeah, absolutely.

295
00:14:58,480 --> 00:15:00,400
Absolutely.
Now let's bring this a little

296
00:15:00,400 --> 00:15:03,400
bit personal because I knew you,
I know you have a you take a lot

297
00:15:03,400 --> 00:15:07,120
of pride in doing good work for
your clients and, and, and

298
00:15:07,120 --> 00:15:10,120
making sure that you're doing
things with integrity and you

299
00:15:10,120 --> 00:15:12,640
know, you're not cheating your
client in any way and you're

300
00:15:12,680 --> 00:15:14,920
just standing by your word with
clients.

301
00:15:15,280 --> 00:15:18,320
So like that mistake must have,
you know, knocked your

302
00:15:18,320 --> 00:15:19,760
confidence a bit.
Did it?

303
00:15:19,760 --> 00:15:22,200
How did you, how did you handle
noticing that mistake?

304
00:15:22,200 --> 00:15:25,040
And you go ahead.
Can't believe you fell for that.

305
00:15:25,040 --> 00:15:28,120
How did it make you feel?
I'm terrible with that.

306
00:15:28,120 --> 00:15:30,880
You're right.
I really take pride in in not

307
00:15:30,880 --> 00:15:34,160
making mistakes like these
because yeah, especially since I

308
00:15:34,160 --> 00:15:36,840
love to check all for things
like this, the script.

309
00:15:36,840 --> 00:15:38,880
So it really hurts when this
happens.

310
00:15:38,880 --> 00:15:41,280
So my first reaction is to
basically just, oh, I'm going,

311
00:15:41,400 --> 00:15:44,520
I'm just going to hide.
I'm just like, but then of

312
00:15:44,520 --> 00:15:47,280
course, after a few minutes
like, no, I got to take action.

313
00:15:47,280 --> 00:15:49,120
I got to fix this as quickly as
possible.

314
00:15:49,400 --> 00:15:52,560
Yeah, luckily for me, I already
had a very good relationship

315
00:15:52,560 --> 00:15:55,840
with the client.
But well, no, this is actually

316
00:15:55,840 --> 00:15:58,560
also an interesting story
because OK, so my primary

317
00:15:58,560 --> 00:16:01,040
contacted the client is the
owner of the business.

318
00:16:02,160 --> 00:16:04,240
So I basically I literally
picked up the phone.

319
00:16:04,240 --> 00:16:07,160
I explained to him what was
happening last two weeks traffic

320
00:16:07,160 --> 00:16:10,200
has been relatively slow on the
website, bookings, reservations

321
00:16:10,200 --> 00:16:13,320
were still being made, but he
also noticed that there's a

322
00:16:13,320 --> 00:16:15,840
small decrease in the number and
I explained to him what

323
00:16:15,840 --> 00:16:17,400
happened.
He was like, I don't know, but

324
00:16:17,400 --> 00:16:19,680
we didn't spend as much.
No, no, also the Google ad spent

325
00:16:19,680 --> 00:16:23,840
went down as well.
So I said, OK, so he he didn't

326
00:16:23,840 --> 00:16:28,800
really have an issue with that.
But a few weeks later when I was

327
00:16:28,800 --> 00:16:32,880
in a meeting with his partner,
who is the more like the CFO,

328
00:16:32,880 --> 00:16:34,360
the financial guy.
Right.

329
00:16:36,360 --> 00:16:37,840
That person had a different
reaction.

330
00:16:37,840 --> 00:16:41,360
It was like, OK, so there's X
number of revenue being missed

331
00:16:41,360 --> 00:16:44,720
due to these mistakes, right?
And we hire you to not make

332
00:16:44,720 --> 00:16:47,680
these mistakes, So what are you
going to do?

333
00:16:48,200 --> 00:16:50,480
I said, well, we already fixed
this, La La, la, la, la, La La.

334
00:16:50,760 --> 00:16:55,400
And then he was expecting us to
also take responsibility for the

335
00:16:55,400 --> 00:16:59,000
financial hit.
So he was expecting a that we

336
00:16:59,760 --> 00:17:03,680
without him asking would reduce
the number on our invoice.

337
00:17:04,200 --> 00:17:05,560
And that was an interesting
discussion.

338
00:17:06,480 --> 00:17:08,359
In the end, I played along with
his request.

339
00:17:08,359 --> 00:17:12,000
So I I decreased the number on
the invoice with a certain

340
00:17:12,000 --> 00:17:15,680
percentage.
But yeah, so that that was also

341
00:17:16,520 --> 00:17:19,560
being aware that although you
have a very good relation with

342
00:17:19,560 --> 00:17:25,119
your client, the expectations
can be something that you were

343
00:17:25,119 --> 00:17:27,560
that you really need to manage
in situations like this.

344
00:17:28,200 --> 00:17:30,320
Absolutely.
Do you think that was the right

345
00:17:30,320 --> 00:17:33,680
call in terms of you giving them
that money back?

346
00:17:33,680 --> 00:17:35,440
Did you actually lose that
money?

347
00:17:35,440 --> 00:17:38,080
Because from the sounds of it,
and correct me if I'm wrong,

348
00:17:38,480 --> 00:17:41,640
it's what happened is that you
guys didn't weren't able to

349
00:17:41,640 --> 00:17:43,360
track the revenue coming
through.

350
00:17:43,360 --> 00:17:47,160
It's not that the revenue wasn't
coming through, right.

351
00:17:47,240 --> 00:17:48,680
They were still getting
bookings.

352
00:17:48,680 --> 00:17:52,600
So do you still feel like now
thinking back and having more

353
00:17:52,600 --> 00:17:54,120
time?
Because I know into in the in

354
00:17:54,120 --> 00:17:57,360
the middle of like, you know,
you made a mistake, you you just

355
00:17:57,360 --> 00:17:59,440
want to make the client happy.
You want to do whatever they

356
00:17:59,440 --> 00:18:01,880
want.
But now you've got time and

357
00:18:01,880 --> 00:18:04,600
maybe years after that mistake
is paused, would you still

358
00:18:04,600 --> 00:18:07,000
looking back, would you still do
that same thing in terms of how

359
00:18:07,000 --> 00:18:09,480
you resolve that?
Yeah.

360
00:18:09,520 --> 00:18:14,240
Well, that's basically 2 answers
to that because do I think that

361
00:18:14,240 --> 00:18:18,400
he has he is, he is right in
expecting us to manage the

362
00:18:18,400 --> 00:18:21,640
account that the way that we
have been managing the accounts

363
00:18:21,720 --> 00:18:24,720
that were you know boarded
through our process and that

364
00:18:24,720 --> 00:18:27,000
they were actually paying the
full amount for our service.

365
00:18:27,080 --> 00:18:30,880
That my answer would be no, as
in because when we, when we took

366
00:18:30,880 --> 00:18:35,480
on this new account, the client
and I, we agreed that it's going

367
00:18:35,480 --> 00:18:38,480
to be a slow process, you know,
because they didn't want to be

368
00:18:38,480 --> 00:18:40,880
want to pay for, for the new
setup in the onboarding the way

369
00:18:40,880 --> 00:18:43,200
they paid for, for the, for the
prior account, for the other

370
00:18:43,200 --> 00:18:45,280
account.
So in that respect, no.

371
00:18:45,640 --> 00:18:48,760
But on the other hand, it's like
I've learned over the years

372
00:18:48,760 --> 00:18:51,840
that, you know, from, from
professional perspective, it's

373
00:18:51,840 --> 00:18:55,040
better just to own the mistake
and say, OK, you know, it's a

374
00:18:55,040 --> 00:18:57,680
small F up.
I take full responsibility.

375
00:18:57,680 --> 00:19:00,280
I'm going to fix whatever I can
fix and then just move on.

376
00:19:00,320 --> 00:19:03,560
So yeah.
Yeah, OK, understandable.

377
00:19:03,640 --> 00:19:06,560
And that also even just leads to
a better.

378
00:19:06,560 --> 00:19:08,920
Do you?
Is that client still a client of

379
00:19:08,920 --> 00:19:11,960
yours or did?
Luckily, yes, Yes.

380
00:19:12,280 --> 00:19:14,800
Yeah, exactly.
So, yeah, still having a good

381
00:19:14,800 --> 00:19:16,840
relationship with that client,
still making them get money,

382
00:19:16,880 --> 00:19:21,040
which is really great, right?
If someone has, sorry, go on.

383
00:19:21,360 --> 00:19:23,240
Yeah.
Yeah, another interesting thing

384
00:19:23,240 --> 00:19:25,480
because I always try to fix
things at different levels,

385
00:19:25,480 --> 00:19:27,000
right?
Like I mentioned, first, fix the

386
00:19:27,000 --> 00:19:29,800
issue at hand.
So we needed to increase the

387
00:19:29,800 --> 00:19:32,760
number of clicks again so that
new reservations would come

388
00:19:32,760 --> 00:19:34,760
through.
So we switched off smart

389
00:19:34,760 --> 00:19:37,960
bidding.
So on manual CPC campaigns were

390
00:19:37,960 --> 00:19:40,040
spending again.
And although we couldn't track

391
00:19:40,040 --> 00:19:42,480
the conversions, of course they
were still converting.

392
00:19:42,480 --> 00:19:45,320
So based on the back end data,
we noticed that, you know, the

393
00:19:45,320 --> 00:19:47,960
quality of traffic was good, the
clicks still converted.

394
00:19:47,960 --> 00:19:52,320
So all all was good again.
So problem fixed as in the main,

395
00:19:52,320 --> 00:19:53,600
the the main issue for the
client.

396
00:19:53,840 --> 00:19:56,040
But then of course we need the
conversion data in our Google

397
00:19:56,040 --> 00:19:57,440
ads account.
So we tried to fix the

398
00:19:57,440 --> 00:20:00,400
conversion tracking by fixing
the consent management platform.

399
00:20:00,400 --> 00:20:04,960
It didn't work.
So I've, I, you know, I picked

400
00:20:04,960 --> 00:20:07,840
up the phone, called Google
Support and then, you know, we

401
00:20:07,840 --> 00:20:10,080
did, they gave us the runaround
with, you know, the way it

402
00:20:10,080 --> 00:20:15,040
works, 7 different Google reps,
Technical Support, the tech

403
00:20:15,040 --> 00:20:16,960
management support, the
compliance.

404
00:20:17,960 --> 00:20:22,800
Google couldn't help us and and
I figure out that it's maybe a

405
00:20:22,800 --> 00:20:25,760
bit too technical for the for
this session, but really sure

406
00:20:25,840 --> 00:20:28,960
what is happening it conversion
tracking tags are being fired.

407
00:20:28,960 --> 00:20:32,440
There is an HTTP request that
goes to Google and inside the

408
00:20:32,440 --> 00:20:37,400
URL of that HTTP request there
is a domain name of the website

409
00:20:37,400 --> 00:20:38,520
where you're sending the
traffic.

410
00:20:38,880 --> 00:20:44,560
Yeah, normally that HTTP request
would return an HTTP 200

411
00:20:44,560 --> 00:20:48,440
response, meaning all good.
But only for this specific

412
00:20:48,440 --> 00:20:52,640
domain name, it would return an
HTTP 400, meaning that, you

413
00:20:52,640 --> 00:20:55,240
know, the request wasn't
processed on the server side.

414
00:20:55,880 --> 00:20:59,360
And if we change the domain name
just by one single character,

415
00:21:00,000 --> 00:21:03,400
again, an HTTP 200 response
would be returned.

416
00:21:03,400 --> 00:21:06,160
So on the Google side that
basically flagged the domain

417
00:21:06,160 --> 00:21:10,280
name as in all the
Http://requests for this domain

418
00:21:10,280 --> 00:21:13,360
name for conversion tracking,
just don't process them.

419
00:21:14,040 --> 00:21:16,120
So again, we got in touch with
Google support, we explained the

420
00:21:16,120 --> 00:21:20,160
situation with video screenshot.
No help there.

421
00:21:20,160 --> 00:21:22,640
Conclusion.
Google has conversion tracking,

422
00:21:22,680 --> 00:21:26,320
we couldn't use it anymore.
So the way to work around that

423
00:21:26,320 --> 00:21:29,320
is to either use imported
conversions from Google

424
00:21:29,320 --> 00:21:32,840
Analytics GA four to set up a
new conversion tracking from

425
00:21:32,840 --> 00:21:36,440
your manager account and track
conversions through there.

426
00:21:36,920 --> 00:21:39,200
So that is the technical
solution for this specific

427
00:21:39,200 --> 00:21:41,400
issue, but don't expect any help
from Google.

428
00:21:42,520 --> 00:21:45,960
That's that's a clip that is
like a social media clip to give

429
00:21:46,040 --> 00:21:49,720
to, to to put on all our socials
of like the fix of getting

430
00:21:49,720 --> 00:21:51,920
around Google, you know, Google
ads.

431
00:21:51,920 --> 00:21:54,120
Yeah, we know that that mistake
was yours at the beginning, but

432
00:21:54,120 --> 00:21:56,320
now you're trying to get on the
fix on it and Google are not

433
00:21:56,320 --> 00:21:58,480
being helpful.
How do you get around that?

434
00:21:58,480 --> 00:22:01,400
So yeah, thank you for that
fantastic lesson that that that

435
00:22:01,400 --> 00:22:04,160
people should definitely have in
their back pocket because you

436
00:22:04,160 --> 00:22:06,640
never know when you're just
going to have an issue that

437
00:22:06,760 --> 00:22:09,200
Google's just going to be a bit,
you know, quite quiet with you

438
00:22:09,200 --> 00:22:10,680
on.
So yeah, thank you so much for

439
00:22:10,680 --> 00:22:12,320
that.
So if someone has just found

440
00:22:12,400 --> 00:22:16,160
this kind of mistake as well
and, you know, realise that,

441
00:22:16,160 --> 00:22:19,720
yeah, they've been ignoring
Google for a while, maybe for a

442
00:22:19,720 --> 00:22:22,800
while, it was for good reason.
But yeah, that one of those

443
00:22:22,800 --> 00:22:26,200
emails, you know, was actually
some important information about

444
00:22:26,200 --> 00:22:29,000
an update they should have made.
And, you know, now they're,

445
00:22:29,000 --> 00:22:32,360
like, panicked.
What's your advice to them as

446
00:22:32,360 --> 00:22:34,440
someone who has gone through
that experience?

447
00:22:34,440 --> 00:22:37,840
What's your advice?
Yeah, so first take a deep

448
00:22:37,840 --> 00:22:41,400
breath and then try to fix it as
quickly as possible.

449
00:22:41,400 --> 00:22:43,800
Make sure that, you know, you
start spending again.

450
00:22:43,800 --> 00:22:47,680
If smart bidding has been
scaling down, like I mentioned,

451
00:22:47,680 --> 00:22:51,280
just switch to manual bid for
for a while, fix the conversion

452
00:22:51,280 --> 00:22:53,320
tracking.
And in the process, be sure to

453
00:22:53,320 --> 00:22:55,960
always stay, you know, get in
touch with the client first,

454
00:22:55,960 --> 00:22:59,720
explain the situation, make sure
that the client is aligned, then

455
00:22:59,720 --> 00:23:01,360
fix it.
And once everything is up and

456
00:23:01,360 --> 00:23:03,440
running, perform the root cause
analysis.

457
00:23:03,440 --> 00:23:04,960
Ask yourself why did this
happen?

458
00:23:05,120 --> 00:23:07,200
Ask it 5-6 time, why did that
happen?

459
00:23:07,200 --> 00:23:10,400
OK, so why did that happen?
And then once you have the root

460
00:23:10,400 --> 00:23:14,600
cause, I like to write down a
post mortem, something from the

461
00:23:14,640 --> 00:23:17,120
the software development world
where if if software gets

462
00:23:17,120 --> 00:23:21,040
broken, the good developers,
they always write a post mortem

463
00:23:21,040 --> 00:23:23,240
explaining what has happened,
what they've learned from it,

464
00:23:23,240 --> 00:23:26,600
and they share it with the team.
And I like to write it even for

465
00:23:26,600 --> 00:23:31,640
myself so that in the future I
can always go back to it, which

466
00:23:31,640 --> 00:23:35,040
helps me stay on track by
fixing, fixing, fixing similar

467
00:23:35,040 --> 00:23:36,880
things.
And also sometimes it makes up

468
00:23:36,880 --> 00:23:37,840
for a good story.
Right?

469
00:23:38,160 --> 00:23:39,000
Yeah.
So yeah.

470
00:23:39,240 --> 00:23:41,640
For a podcast episode, yeah.
Yeah, there you go.

471
00:23:42,680 --> 00:23:43,880
It really does.
No.

472
00:23:43,880 --> 00:23:47,600
Thank you so much, Nils.
And you you, you said, I feel

473
00:23:47,600 --> 00:23:49,600
like you know this next question
I'm about to ask.

474
00:23:49,600 --> 00:23:52,480
You've kind of mentioned the
answer to it in in some ways,

475
00:23:52,480 --> 00:23:58,000
but in one specific way is in
one, this specific answer you're

476
00:23:58,000 --> 00:24:01,360
going to give us is there now
like a process or something you

477
00:24:01,360 --> 00:24:04,080
now do different that was based
off that particular story?

478
00:24:04,080 --> 00:24:06,320
I know you say, you know you do
a postmortem, but that's four

479
00:24:06,600 --> 00:24:09,280
different kind of mistakes.
But from this particular mistake

480
00:24:09,280 --> 00:24:11,840
that you made, what's something
that you now definitely do

481
00:24:11,840 --> 00:24:14,280
differently?
Yeah.

482
00:24:14,280 --> 00:24:19,240
So the root cause here was that
we allowed to start managing, we

483
00:24:19,240 --> 00:24:22,160
allowed taking responsibility
for this account without doing

484
00:24:22,160 --> 00:24:26,560
proper onboarding and at proper
audit and yeah, migration to our

485
00:24:26,560 --> 00:24:29,560
preferred way to prefer setup
for managing an account like

486
00:24:29,560 --> 00:24:31,320
this.
I shouldn't have, I shouldn't

487
00:24:31,320 --> 00:24:35,280
have one out so that that kind
of deal is out for the future.

488
00:24:35,400 --> 00:24:38,280
Yeah, absolutely make sure that
the onboarding process and all

489
00:24:38,280 --> 00:24:42,200
the YS on you know are taking in
place and yeah, you know exactly

490
00:24:42,200 --> 00:24:44,560
what needs to be done from the
from the get go.

491
00:24:44,720 --> 00:24:47,160
So what's one thing now we're
going to after this question,

492
00:24:47,160 --> 00:24:50,080
we're going to go to, you know,
talking about other people's

493
00:24:50,080 --> 00:24:52,200
mistakes.
But before we go to that's that,

494
00:24:52,200 --> 00:24:54,640
that part of the conversation,
what's one thing you want to now

495
00:24:54,640 --> 00:24:58,440
and just leave people with in
terms of that story, what they

496
00:24:58,440 --> 00:25:00,080
really should take out from that
story?

497
00:25:00,880 --> 00:25:02,560
Yeah.
So I think, I think you know,

498
00:25:03,280 --> 00:25:06,080
next to what I just mentioned
conversion tracking, track your

499
00:25:06,080 --> 00:25:08,720
conversion tracking that is,
that is basically idiot thing

500
00:25:08,800 --> 00:25:11,040
because it's the importance is
only going to get bigger in the

501
00:25:11,040 --> 00:25:13,040
future.
Yeah, it's really important that

502
00:25:13,040 --> 00:25:14,640
that that stuff is working
correctly.

503
00:25:15,480 --> 00:25:18,200
Absolutely.
Conversion tracking incredibly

504
00:25:18,200 --> 00:25:21,000
important.
All right, let's now take the

505
00:25:21,440 --> 00:25:24,720
limelight away from from you.
Thank you so much for sharing

506
00:25:24,720 --> 00:25:28,440
that personal story.
But like mistakes that maybe you

507
00:25:28,440 --> 00:25:32,480
have seen when you know, a new
client comes on and you know,

508
00:25:32,480 --> 00:25:34,560
you're doing an audit, you've
really, I'm sure you've done

509
00:25:34,600 --> 00:25:37,800
loads of audits in your times of
like, yeah, from a new client

510
00:25:37,800 --> 00:25:41,360
account, what's 1 big mistake
that you see?

511
00:25:41,360 --> 00:25:44,760
Or maybe even some things that
people share on their LinkedIn

512
00:25:44,760 --> 00:25:47,560
and people always like to show
like stuff that they're doing in

513
00:25:47,640 --> 00:25:51,600
terms of like the automation AI.
What's a big mistake that you

514
00:25:51,600 --> 00:25:56,240
see that people are still making
in 2025 that really shocks you

515
00:25:56,360 --> 00:25:58,640
that, you know, you feel that we
should we should stop doing

516
00:25:58,640 --> 00:26:02,360
this?
Yeah, I showed it several, but

517
00:26:02,360 --> 00:26:04,000
like maybe cut it out to one or
two.

518
00:26:04,880 --> 00:26:06,200
Right, right, right, right,
right.

519
00:26:06,400 --> 00:26:08,400
Well, today we're actually
recording this.

520
00:26:08,480 --> 00:26:10,400
It's Black Friday today.
It is.

521
00:26:11,120 --> 00:26:14,760
It is everybody, yeah.
People are going crazy, but one

522
00:26:14,760 --> 00:26:17,320
of the things that can go wrong
during Black Friday, and I've

523
00:26:17,320 --> 00:26:21,800
seen that go wrong many times in
the past years, is that on Black

524
00:26:21,800 --> 00:26:26,240
Friday, Google will try to spend
a lot of money because there's a

525
00:26:26,240 --> 00:26:28,000
lot of people searching for
mostly products.

526
00:26:28,000 --> 00:26:30,960
Let's let's just say E com and
then the campaigns are limited

527
00:26:30,960 --> 00:26:32,360
by budget.
So you're missing out on

528
00:26:32,360 --> 00:26:35,440
opportunity.
So even though they have this

529
00:26:35,440 --> 00:26:37,880
over delivery thing, so let's
say you have a daily budget of

530
00:26:37,880 --> 00:26:41,400
$1000.
Google is allowed to spend twice

531
00:26:41,400 --> 00:26:44,520
that amount on a single day.
But it's Black Friday, people go

532
00:26:44,520 --> 00:26:47,920
crazy.
And if you have good offers and

533
00:26:47,920 --> 00:26:50,880
you, you know, for some reason
you, you, you're bidding high,

534
00:26:51,960 --> 00:26:55,720
then yeah, you might, you might
be spending five, five times as

535
00:26:55,720 --> 00:26:59,920
much.
So again, I use scripts for

536
00:26:59,920 --> 00:27:01,560
that.
But yeah, so to prevent that

537
00:27:01,560 --> 00:27:04,600
mistake, be sure to monitor the
spent during days like this.

538
00:27:05,040 --> 00:27:08,600
If the spent is at, let's say
80% of 90% of your daily budget,

539
00:27:08,720 --> 00:27:10,800
you want to be in the know so
that you can decide whether or

540
00:27:10,800 --> 00:27:12,240
not you want to increase the
spend.

541
00:27:12,680 --> 00:27:16,280
Yeah.
So having a limited budget on

542
00:27:16,320 --> 00:27:18,720
days like Black Friday is a
mistake.

543
00:27:20,720 --> 00:27:23,560
Another one would be or.
This is actually also related to

544
00:27:23,560 --> 00:27:25,720
conversion tracking.
This this is a few years ago.

545
00:27:25,720 --> 00:27:29,520
A few years ago, I onboarded a
new client and during the

546
00:27:29,520 --> 00:27:32,240
initial quick scan, I always
like to do a quick scan in the

547
00:27:32,240 --> 00:27:35,520
account first.
I noticed that the freelancer

548
00:27:35,520 --> 00:27:39,560
that had been running that
account had set up conversion

549
00:27:39,560 --> 00:27:43,640
tracking, both imported from
Google Analytics and Google as

550
00:27:43,640 --> 00:27:45,840
conversion tracking.
And these were both set to

551
00:27:45,840 --> 00:27:51,920
primary, meaning that the
reported results we're roughly

552
00:27:51,920 --> 00:27:54,760
100% above what is actually
happening because every

553
00:27:54,760 --> 00:27:57,000
conversion was, was was double
counted.

554
00:27:57,000 --> 00:27:59,840
Right.
So when I noticed that I was, I

555
00:27:59,840 --> 00:28:01,760
was telling the client, OK, are
you, Are you sure you're

556
00:28:01,760 --> 00:28:03,800
generating this return on your
aspect?

557
00:28:03,800 --> 00:28:06,400
I was like, yeah, yeah, yeah,
it's I can, I can see it in the

558
00:28:06,400 --> 00:28:08,120
reports.
I was like, OK, but this number

559
00:28:08,120 --> 00:28:10,400
is inflated.
It's, it's like they're counting

560
00:28:10,400 --> 00:28:14,280
every conversion twice.
So that was, that was an easy

561
00:28:14,280 --> 00:28:16,320
win for me, right?
Exactly.

562
00:28:16,320 --> 00:28:19,920
Exactly.
But yeah, that's that's also was

563
00:28:19,920 --> 00:28:23,840
an interesting mistake, Yeah.
Yeah, I mean, as much as even

564
00:28:23,840 --> 00:28:26,360
like an easy win.
I I feel like it's a bit of

565
00:28:26,360 --> 00:28:29,480
annoying when you know, a
previous agency or previous

566
00:28:29,480 --> 00:28:32,960
consultant was doing that
because for a while then it's

567
00:28:32,960 --> 00:28:36,760
like, OK, so that means, you
know, when you fix that, all of

568
00:28:36,760 --> 00:28:39,600
a sudden it's counting half the
conversions that they used to.

569
00:28:39,600 --> 00:28:41,480
Did it take a while?
Does it take a while for the

570
00:28:41,480 --> 00:28:44,360
client to be like, Are you sure
it shouldn't be higher?

571
00:28:44,360 --> 00:28:47,200
Because yeah, yes.
Yeah, you're absolutely right.

572
00:28:47,480 --> 00:28:50,240
Yeah, you're absolutely right.
But then luckily, you know, I

573
00:28:50,240 --> 00:28:52,960
always say, OK, but look at the
numbers in your own back office.

574
00:28:53,280 --> 00:28:55,360
Yeah.
You know, yeah.

575
00:28:55,480 --> 00:28:58,120
So in the end it all worked out.
But but you're right, it takes a

576
00:28:58,120 --> 00:29:00,440
while before, you know, the
client is really convinced

577
00:29:00,840 --> 00:29:02,080
because the client of course
doesn't.

578
00:29:02,080 --> 00:29:03,600
He didn't know anything about
online Mart.

579
00:29:03,600 --> 00:29:05,040
He didn't know anything about
Google Ads.

580
00:29:05,040 --> 00:29:07,480
He was just like, OK, this is
this is the numbers that I get.

581
00:29:07,840 --> 00:29:10,840
Yeah, yeah.
But Nah, amazing.

582
00:29:13,000 --> 00:29:16,240
And also like, yeah, that
that's, that's really great 2

583
00:29:16,240 --> 00:29:19,400
examples that you've given us 2
great lessons that people should

584
00:29:19,760 --> 00:29:21,840
look out for.
I know like, yeah, we're

585
00:29:21,840 --> 00:29:24,520
recording on Black Friday.
It's like my time this is

586
00:29:24,520 --> 00:29:26,360
released.
Black Friday would have gone,

587
00:29:26,640 --> 00:29:30,560
but we're still going to be in
like peak shopping for, you

588
00:29:30,560 --> 00:29:32,640
know, Christmas gifts also
season.

589
00:29:32,640 --> 00:29:36,120
So those those in mistakes can
still very much happen.

590
00:29:36,120 --> 00:29:39,600
And you know, with, with loads
of people, you know, going on

591
00:29:39,600 --> 00:29:41,920
there searching for Christmas
Bill that you're, you're, you're

592
00:29:42,040 --> 00:29:44,200
counting those conversions
properly.

593
00:29:44,200 --> 00:29:47,280
And also, yeah, your budget
management is on point because,

594
00:29:47,280 --> 00:29:51,960
yeah, that I know that update
came ages ago and we threw a

595
00:29:51,960 --> 00:29:53,960
whole fit about it when it first
came out.

596
00:29:53,960 --> 00:29:56,240
I feel people have kind of
gotten over it.

597
00:29:56,480 --> 00:29:59,600
But you know, it doesn't mean
that you shouldn't be keep an

598
00:29:59,640 --> 00:30:03,320
eye on what Google can do and
especially during peak shopping

599
00:30:03,320 --> 00:30:05,480
seasons.
That way Google can spend can

600
00:30:05,480 --> 00:30:08,360
just go crazy before we we we
wrap up.

601
00:30:08,360 --> 00:30:10,920
I also like just talking about
the theme of this podcast about

602
00:30:10,920 --> 00:30:15,320
talking about mistakes and to
the importance of it and also

603
00:30:15,320 --> 00:30:18,400
being, you know, the kind of
person you manage, like

604
00:30:18,480 --> 00:30:21,400
international team.
And maybe you've got team

605
00:30:21,400 --> 00:30:25,560
members who might be a bit
afraid to make mistakes, but you

606
00:30:25,560 --> 00:30:27,000
know, it's really nice.
I'm sure.

607
00:30:27,000 --> 00:30:29,800
I hope they all listen to this
episode so that they don't feel

608
00:30:29,800 --> 00:30:32,480
so scared because mistakes
happen.

609
00:30:32,520 --> 00:30:37,240
In fact, the best of us get to
this our, our, our level of

610
00:30:37,240 --> 00:30:40,320
success because of the mistakes
that we've happened and we've

611
00:30:40,320 --> 00:30:42,280
learned that happened, that
we've learned from.

612
00:30:42,680 --> 00:30:45,960
Why is it important that we do
share the stories of our

613
00:30:46,080 --> 00:30:48,480
mistakes?
And why is it important for

614
00:30:48,480 --> 00:30:53,520
managers to instil that
confidence of like, don't be

615
00:30:53,520 --> 00:30:55,920
scared about making a mistake.
When a mistake happens, this is

616
00:30:55,920 --> 00:30:58,720
the process you should go to.
Why is why is that?

617
00:30:58,960 --> 00:31:01,000
It's important to have that
communicated with people you

618
00:31:01,000 --> 00:31:04,400
manage.
Yeah, Yeah, good question.

619
00:31:04,400 --> 00:31:06,880
Yeah, it's, you know, we learned
through mistakes, right.

620
00:31:07,960 --> 00:31:10,000
And that's, that's that's part
of the process.

621
00:31:10,000 --> 00:31:12,400
So we should, we should
anticipate for it as well.

622
00:31:12,400 --> 00:31:15,880
So my team remote PPC agency
with part time contractors that

623
00:31:15,880 --> 00:31:19,520
help me manage my account and
the way I anticipate mistakes by

624
00:31:19,800 --> 00:31:23,880
my team and myself is that first
of all the scripts they monitor

625
00:31:23,880 --> 00:31:26,000
the work.
But then I always like to have a

626
00:31:26,000 --> 00:31:29,960
second pair of eyes that is
capable of judging the work of

627
00:31:29,960 --> 00:31:31,680
the other.
So we basically look at each

628
00:31:31,680 --> 00:31:34,600
other's work and see if any
mistakes have been made.

629
00:31:34,840 --> 00:31:37,280
And if a mistake has been made,
then the other person can fix it

630
00:31:37,280 --> 00:31:40,160
and explain how to fix it to the
person that made the mistake.

631
00:31:40,160 --> 00:31:43,120
So another thing that I would
say is that I like to encourage

632
00:31:43,120 --> 00:31:46,600
a culture of the fail fast fix
fast Lotto.

633
00:31:46,600 --> 00:31:49,400
So just be experimenting, be
testing.

634
00:31:49,640 --> 00:31:53,120
Just make sure that you know,
have an have sort of like a

635
00:31:53,120 --> 00:31:55,960
scientific hypothesis before you
start testing things.

636
00:31:55,960 --> 00:31:57,880
So what is the result you are
expecting?

637
00:31:57,880 --> 00:32:01,120
How would you monitor that
result and how would you act if

638
00:32:01,120 --> 00:32:04,640
that result didn't play out?
And if you have that in place

639
00:32:04,640 --> 00:32:07,560
and you anticipate for both the
positive and the negative

640
00:32:07,560 --> 00:32:10,520
outcomes, then failure is
actually a very, very good thing

641
00:32:10,520 --> 00:32:12,040
because you learn a lot from it,
so.

642
00:32:12,360 --> 00:32:15,320
Yeah, absolutely.
I love that phrase you just said

643
00:32:15,760 --> 00:32:18,600
earlier on fail fast, fix fast.
That's fail fast.

644
00:32:18,600 --> 00:32:20,480
That is the key.
Yeah, Yeah.

645
00:32:20,920 --> 00:32:23,360
I think it was a design company
that came up with that.

646
00:32:23,400 --> 00:32:24,320
It's not, of course.
Yeah.

647
00:32:24,680 --> 00:32:26,840
Yeah, yeah, yeah.
It's a branding company that of

648
00:32:26,840 --> 00:32:28,800
course that didn't, but yeah,
no, I love it.

649
00:32:29,080 --> 00:32:31,440
I love it.
I'll see we can we can track

650
00:32:31,440 --> 00:32:33,760
down the branding company that
did it because yeah, that's

651
00:32:34,160 --> 00:32:37,720
really a great phrase for
everyone in advertising, whether

652
00:32:37,720 --> 00:32:40,280
you're everyone in marketing,
We're always testing something.

653
00:32:40,280 --> 00:32:43,680
Something could just come out of
the blue of you've done this

654
00:32:43,680 --> 00:32:46,520
1,000,001 times before and then
just this one time, something

655
00:32:46,520 --> 00:32:49,920
just puts a spot in the work and
you know a whole mistake, it

656
00:32:49,920 --> 00:32:52,640
makes a whole mistake out of it
and there'll be good reason

657
00:32:52,640 --> 00:32:54,560
again.
Put your scientific, you know,

658
00:32:54,560 --> 00:32:56,800
hypothesis as to what you're
trying to achieve.

659
00:32:57,200 --> 00:32:59,400
If you just did something
without thinking about it,

660
00:32:59,400 --> 00:33:01,160
that's actually the biggest
mistake.

661
00:33:01,160 --> 00:33:03,680
That's unforgivable mistake.
If you're like, you don't know

662
00:33:03,680 --> 00:33:05,360
why you were doing that.
You don't know what you were

663
00:33:05,360 --> 00:33:07,520
trying to figure out.
If it's clear that you had a

664
00:33:07,520 --> 00:33:09,440
pathway of what you were trying
to figure out what your

665
00:33:09,440 --> 00:33:13,360
hypothesis is, even if it ends
up being a mistake and something

666
00:33:13,360 --> 00:33:17,120
fails and money is lost, you
know you have a path.

667
00:33:17,280 --> 00:33:19,320
You have the path to correction.
As long as you have a path to

668
00:33:19,320 --> 00:33:21,640
correction.
It's it's always a learning

669
00:33:21,640 --> 00:33:24,760
curve that is worth going on for
sure I believe.

670
00:33:24,760 --> 00:33:27,640
Did you agree?
Yeah, 100% is in, you know,

671
00:33:27,680 --> 00:33:30,280
that's, you know, our world is
changing constantly, especially

672
00:33:30,280 --> 00:33:32,160
these days with the development
of AI.

673
00:33:32,160 --> 00:33:34,320
The Google platform is changing
continuously.

674
00:33:34,840 --> 00:33:37,960
New features like AI Max, just
don't turn it on.

675
00:33:37,960 --> 00:33:40,520
Start thinking about OK, why
would this be interesting to

676
00:33:40,520 --> 00:33:43,080
test in this account?
Don't just turn it on.

677
00:33:43,520 --> 00:33:46,360
I mean, yeah, we should.
We should always be testing, but

678
00:33:46,800 --> 00:33:49,400
yeah.
Always be testing ABT that's the

679
00:33:49,560 --> 00:33:53,440
that's that's the acronym for
for Google ads AB to always be

680
00:33:53,440 --> 00:33:55,480
testing.
That has been said.

681
00:33:55,480 --> 00:33:57,840
That one has definitely been
said several times over.

682
00:33:58,480 --> 00:34:00,480
But yeah, it's a good one to
always remember.

683
00:34:00,800 --> 00:34:02,440
Nils, this has been a fantastic
talk.

684
00:34:02,440 --> 00:34:04,760
So filled with so many
learnings.

685
00:34:04,760 --> 00:34:07,440
Key by Britney's.
I feel like the first person on

686
00:34:07,440 --> 00:34:09,120
social media.
Which one am I going to take?

687
00:34:09,120 --> 00:34:10,040
I'm not really sure I'm going
to.

688
00:34:10,040 --> 00:34:13,400
There's just so much knowledge
that you've thrown at us today,

689
00:34:13,560 --> 00:34:15,719
really grateful.
Gay technical knowledge.

690
00:34:15,719 --> 00:34:17,760
This is what we need.
And we're so excited for you to

691
00:34:17,760 --> 00:34:21,480
do more of that on the 5th of
February when you're joining us

692
00:34:21,480 --> 00:34:24,800
live for PPC Live, our first
event of the year.

693
00:34:24,800 --> 00:34:26,159
We're so excited.
Yeah, I'm.

694
00:34:26,480 --> 00:34:28,120
I'm sorry.
It's probably not going to be as

695
00:34:28,520 --> 00:34:33,400
hot as in the Caribbean, so soak
up as much sun as possible and

696
00:34:33,400 --> 00:34:35,880
bring some sunshine to us when
you come.

697
00:34:36,800 --> 00:34:39,040
We'll be looking forward to
that, We really will.

698
00:34:39,360 --> 00:34:42,400
But before we leave our last
question to a round of this

699
00:34:42,400 --> 00:34:47,320
fantastic conversation, Nils, if
your career were if your PPC

700
00:34:47,320 --> 00:34:49,560
career were a movie, what would
the title be?

701
00:34:50,560 --> 00:34:52,080
Yes, yes, I saw the question
already.

702
00:34:52,120 --> 00:34:54,080
So if it's OK with you, I'd like
to make it a book.

703
00:34:54,239 --> 00:34:58,520
The title of a book sure and you
already mentioned like I love

704
00:34:58,520 --> 00:35:01,360
travelling.
I love PPC because it allows me

705
00:35:01,360 --> 00:35:07,360
to work from anywhere anytime I
want and I basically the reason

706
00:35:07,360 --> 00:35:11,080
that I succeeded in doing that
has to has for a big big part to

707
00:35:11,080 --> 00:35:15,800
do with the person that I met
back in 2000 and two 2004.

708
00:35:15,800 --> 00:35:19,680
Sorry it was in San Diego.
I was at O'Reilly E tech event

709
00:35:19,680 --> 00:35:22,760
and then there there was this
guy on stage talking about how

710
00:35:22,760 --> 00:35:27,360
he used websites to sell
supplement and it was like a it,

711
00:35:27,480 --> 00:35:30,120
it sounded sort of like a get
rich quick scheme.

712
00:35:30,800 --> 00:35:33,240
To be honest, I didn't really
take it that serious.

713
00:35:33,240 --> 00:35:35,840
But then I met this guy later
that same day in the gym and he

714
00:35:35,840 --> 00:35:38,080
was, he was exercising like a
robot.

715
00:35:38,120 --> 00:35:39,440
I was like, what, what is he
doing?

716
00:35:39,440 --> 00:35:40,960
And he was logging everything in
his book.

717
00:35:40,960 --> 00:35:43,000
So I, I got it into a chat with
him.

718
00:35:43,200 --> 00:35:47,240
That guy was Tim Ferriss and Tim
Ferriss, he published a book,

719
00:35:47,360 --> 00:35:49,160
I'm I'm sure many of you know
the title.

720
00:35:49,160 --> 00:35:52,040
It's called the Four Hour Work
Week, where he basically

721
00:35:52,040 --> 00:35:55,960
explains how he created this
business that allowed him to

722
00:35:55,960 --> 00:36:00,120
live a lifestyle where he only
needed to work for four hours,

723
00:36:00,120 --> 00:36:04,240
four hours given give and take
and make more than enough money

724
00:36:04,240 --> 00:36:07,640
to facilitate that lifestyle.
And I was really inspired by his

725
00:36:07,640 --> 00:36:11,280
story also because around at
that time, I was in a transition

726
00:36:11,280 --> 00:36:13,560
from being employed to becoming
an entrepreneur.

727
00:36:14,600 --> 00:36:18,200
And I basically decided to to
read the book and take on a lot

728
00:36:18,200 --> 00:36:21,120
of his lessons.
And based on that, I sort of

729
00:36:21,120 --> 00:36:23,880
like created this lifestyle
business that my current agency

730
00:36:23,880 --> 00:36:25,800
is.
It allows me to spend a lot of

731
00:36:25,800 --> 00:36:30,000
time.
Yeah, doing the things I love

732
00:36:30,000 --> 00:36:33,200
next to next to PPC, of course.
Yeah, absolutely.

733
00:36:33,200 --> 00:36:35,000
So that was good.
So so I would say the title

734
00:36:35,000 --> 00:36:38,880
would be the 10 hour PPC week.
There we go there we go.

735
00:36:38,880 --> 00:36:42,600
The 10 hour PPC week is going to
be at your title.

736
00:36:42,880 --> 00:36:45,040
That sounds amazing.
I'm sure you're going to be

737
00:36:45,040 --> 00:36:48,600
getting loads of people in your
DMS now going like, Oh my God,

738
00:36:48,600 --> 00:36:51,840
Nils, help me get on that 10
hour week.

739
00:36:51,840 --> 00:36:55,120
I want to do that as well.
And yeah, I've not, I've not

740
00:36:55,120 --> 00:36:58,400
managed because I know we've
talked about it and you, you

741
00:36:58,400 --> 00:37:01,360
know, I was almost on that
pathway as well, but I don't

742
00:37:01,360 --> 00:37:04,200
know why I like being busy.
Doesn't make sense.

743
00:37:04,200 --> 00:37:05,920
You know, now I do have the
events.

744
00:37:05,920 --> 00:37:08,160
It's very hard to automate doing
events.

745
00:37:08,240 --> 00:37:12,000
I'm doing that.
In person, that's a tough one,

746
00:37:12,640 --> 00:37:16,400
but events are much more fun.
Yeah, yeah, I have a lot of fun

747
00:37:16,400 --> 00:37:19,520
doing it for sure.
I like, I like meeting our paid

748
00:37:19,520 --> 00:37:23,240
search experts who have have
talked to online for so long in

749
00:37:23,240 --> 00:37:27,200
person and just see the passion
they have for the industry that

750
00:37:27,520 --> 00:37:30,560
and how they talk about God,
they're annoyed with Google or

751
00:37:30,560 --> 00:37:33,280
how they're, you know, happy
that something worked and

752
00:37:33,280 --> 00:37:35,480
speaking to someone.
Oh my God, yes, I can do that.

753
00:37:35,480 --> 00:37:37,000
Oh yeah.
Just being in the same room with

754
00:37:37,000 --> 00:37:40,320
other people that share your
frustration, I think is like no

755
00:37:40,320 --> 00:37:42,000
other.
You're going to see that and you

756
00:37:42,000 --> 00:37:43,640
do that.
You show up to somebody of these

757
00:37:43,640 --> 00:37:45,360
events.
So, yeah, you know, you know

758
00:37:45,360 --> 00:37:48,920
what it's like to be in these in
these rooms, which is fantastic

759
00:37:48,920 --> 00:37:50,360
as well.
Yeah, it's a lot of fun.

760
00:37:51,640 --> 00:37:54,120
We've come to the end of this.
We, we, I know you and I could

761
00:37:54,120 --> 00:37:57,320
speak for like even hours on end
about so many different things.

762
00:37:57,320 --> 00:38:00,720
So I will do that on the 5th.
So, but like just before you

763
00:38:00,720 --> 00:38:04,400
leave us, where can people find
you, You know, sharing many more

764
00:38:04,400 --> 00:38:08,520
of your fantastic tips on how to
do how to have like a efficient

765
00:38:08,760 --> 00:38:12,360
paid search account.
Right, Yeah, so I send out daily

766
00:38:12,360 --> 00:38:14,240
newsletters.
So my newsletter would be the

767
00:38:14,240 --> 00:38:16,040
best way to learn from my
mistakes.

768
00:38:16,800 --> 00:38:20,040
You can find it on my website
which is my name nilsroymons.com

769
00:38:20,120 --> 00:38:23,560
or just simple Google Google
search for Nils and Google ad

770
00:38:23,560 --> 00:38:26,040
scripts and you will find me.
Yeah, yeah.

771
00:38:26,080 --> 00:38:27,400
Yes, you will.
Yes, you will.

772
00:38:27,680 --> 00:38:30,320
So thank you so much, Nils.
It's been such a pleasure to

773
00:38:30,800 --> 00:38:34,840
have you on our podcast.
And yeah, if you guys have not

774
00:38:34,840 --> 00:38:37,680
heard me say this a million
times already, Nils is going to

775
00:38:37,680 --> 00:38:39,880
be with us on the 5th of
February.

776
00:38:39,880 --> 00:38:42,080
So if you want to have some
follow up questions to ask him

777
00:38:42,080 --> 00:38:47,240
and you can ask him to ask them
to him in person on the 5th of

778
00:38:47,240 --> 00:38:49,120
February.
So go to PPC dot live to get

779
00:38:49,120 --> 00:38:51,880
your tickets for those.
You're on early bird ticket

780
00:38:51,880 --> 00:38:54,000
sales right now.
That will end really quickly.

781
00:38:54,000 --> 00:38:57,280
So make sure you get there soon.
Anyway, without further ado,

782
00:38:57,280 --> 00:38:58,840
thank you so much Nils.
Bye.

783
00:38:58,840 --> 00:39:01,280
Speak to you soon.
Cheers, bye.

784
00:39:04,400 --> 00:39:08,360
Thank you so much Nails for that
fantastic and honest, you know,

785
00:39:08,360 --> 00:39:12,080
review of that that experience
that you had that just shows us

786
00:39:12,080 --> 00:39:16,160
that even the best of us, even
the scripts masters amongst us

787
00:39:16,200 --> 00:39:18,880
do make mistakes.
And yeah, remember when you get

788
00:39:18,880 --> 00:39:21,960
those emails from Google, I know
our instinct is just ignore

789
00:39:21,960 --> 00:39:23,680
them.
I sometimes will leave an advice

790
00:39:23,840 --> 00:39:27,480
yeah, ignore Google's advice.
But if it's a subject line that

791
00:39:27,480 --> 00:39:31,880
keeps repeating about an update
that will prevent your kind

792
00:39:31,880 --> 00:39:34,960
accounts, you know, conversion
tracking from stopping to work

793
00:39:34,960 --> 00:39:38,200
or will help them.
They'll help you keep up to date

794
00:39:38,200 --> 00:39:40,560
with some new changes that
Google is about to make.

795
00:39:40,760 --> 00:39:43,120
Yeah, make sure you pay
attention to that so that you

796
00:39:43,120 --> 00:39:46,400
obey the rules and you ensure
that your client's account

797
00:39:46,400 --> 00:39:49,240
doesn't get shut down.
So, yeah, don't don't listen to

798
00:39:49,240 --> 00:39:51,520
everything that Google says.
But every once in a while, yeah,

799
00:39:51,520 --> 00:39:55,200
do check those those emails that
enter your inbox for all the

800
00:39:55,200 --> 00:39:56,960
information and the full
transcript.

801
00:39:56,960 --> 00:39:59,600
Yeah.
Go to podcast at PPC dot live to

802
00:39:59,600 --> 00:40:02,840
get Yeah, the full show notes,
the full details of everything

803
00:40:02,840 --> 00:40:05,640
we discussed and, you know,
resources that Neil's actually

804
00:40:05,640 --> 00:40:07,840
even shared on the podcast as
well.

805
00:40:08,360 --> 00:40:10,960
In regards to our BBC live
events, I am so delighted to

806
00:40:10,960 --> 00:40:13,840
share that yeah, Neils, as I've
already said several times and

807
00:40:14,040 --> 00:40:18,280
on the recording, Neils is going
to be joining us on the 5th of

808
00:40:18,280 --> 00:40:22,120
February to talk about talk
about his E com scripts that he

809
00:40:22,120 --> 00:40:25,120
has created and shared with the
industry and how to implement

810
00:40:25,120 --> 00:40:27,120
them.
And he's also going to be joined

811
00:40:27,120 --> 00:40:30,680
by the fantastic Co founder of
House of Performance Cat sale,

812
00:40:30,680 --> 00:40:33,640
who's going to be talking about
loving your job, you're loving

813
00:40:33,640 --> 00:40:36,360
your work and paid search.
I'm still keeping on growing

814
00:40:37,280 --> 00:40:40,640
despite all the AI revolution
stuff that keeps on going on.

815
00:40:41,120 --> 00:40:43,800
And he's also going to be joined
by Dave Alexander, who is from

816
00:40:44,000 --> 00:40:46,720
award-winning impression who's
going to be talking about

817
00:40:46,760 --> 00:40:49,440
ensuring that you're getting
those correct leads and how

818
00:40:49,440 --> 00:40:52,520
sometimes bad leads is not
always a bad thing.

819
00:40:52,720 --> 00:40:54,600
I believe that's going to be the
topic.

820
00:40:54,800 --> 00:40:57,760
But yeah, go to BBC dot live to
get all the details, the full

821
00:40:57,760 --> 00:41:01,720
details of all those talks and
yeah, to get your tickets early

822
00:41:01,720 --> 00:41:05,440
Birds bird cell is on that's
going to end on December the

823
00:41:05,440 --> 00:41:08,040
22nd.
That's been an automatic, you

824
00:41:08,080 --> 00:41:09,880
know, feature that I have set
in.

825
00:41:09,880 --> 00:41:12,520
So there's no, there's not once
it's gone, once the October,

826
00:41:12,520 --> 00:41:16,040
December 22nd goes, that's it,
full price tickets, but that

827
00:41:16,040 --> 00:41:19,520
will still only be 49 lbs.
So is it really that bad?

828
00:41:19,520 --> 00:41:22,560
So hopefully we'll still be
getting ticket sales coming in

829
00:41:22,560 --> 00:41:26,880
before and after that date.
So yeah, go to BBC Dot live to

830
00:41:26,880 --> 00:41:29,480
get as as as cheaper ticket that
you can afford.

831
00:41:29,800 --> 00:41:32,840
So yeah, before I leave you as
well, I've got, I'm delighted to

832
00:41:32,840 --> 00:41:35,840
share that I am doing coaching.
I'm taking on coaching clients

833
00:41:35,840 --> 00:41:39,080
for people who just feel stuck
in their career, feel stuck in

834
00:41:39,080 --> 00:41:42,320
their jobs and just don't know
how to get ahead or trying to

835
00:41:42,320 --> 00:41:44,840
get a salary increase.
So you just don't know how to

836
00:41:44,840 --> 00:41:47,880
come across that conversation.
That is something I secured for

837
00:41:47,880 --> 00:41:51,320
myself as recently as this year
during the time where there were

838
00:41:51,320 --> 00:41:54,760
redundancies were being made.
So yeah, I know how to get you

839
00:41:54,760 --> 00:41:56,960
through that hurdle.
So get in touch with me, go to

840
00:41:56,960 --> 00:42:01,880
themarketinganue.com to get your
personalised plan, how to ensure

841
00:42:01,880 --> 00:42:04,200
that you're getting ahead in the
industry.

842
00:42:04,760 --> 00:42:07,000
I hope you have enjoyed this
show this week and I look

843
00:42:07,000 --> 00:42:10,600
forward to bringing more PPCF
ups and triumphs next week.

844
00:42:10,720 --> 00:42:11,680
Thank you.
Bye.