Discover#PPCChat Roundup - The Latest News & Views from Paid Media Experts
#PPCChat Roundup - The Latest News & Views from Paid Media Experts
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#PPCChat Roundup - The Latest News & Views from Paid Media Experts

Author: Anu Adegbola

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The podcast that has been called “your go-to if you don’t make it to the #ppcchat [live discussions], and even if you do”!

Join this weekly roundup of the experts giving you advice on the latest and timely Paid Media strategy & tactics issues as chatted through on the #PPCChat Twitter discussion on Tuesdays 5PM GMT. We talk about ways to improve customer growth, bring value to your businesses and ways to focus activities so as to make the most impact. Hosted by Award Winning Speaker Anu Adegbola. Get more of the podcast details at linktr.ee/ppcchat_roundup .
158 Episodes
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Q1 Is “Ethics in PPC” something you ever think about? If so, in what way(s) do you think about it? Q2 Do you think there is a difference between your own ethics in PPC and ethics for advertisers? Q3 What, if any, ethical obligations do you feel you have when it comes to advertising on clients’ behalf? Q4 Have you ever faced an ethical dilemma in your PPC career? How did you handle it? Q5 What do you think are the biggest ethical gray areas in PPC currently? Q6 If a client wants to do something that is in an ethical gray area, how do you handle it? Q7 What is currently in your “just because we can, doesn’t mean we should” bucket for PPC? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 If you don’t use automation, is Google Ads still using machine learning to try to show your ads to the best potential customers? What advantages do you get from using the automated options? Q2 Google keeps talking about "partnering" with advertisers and then talks about pushing automation on us. How is that partnering? Q3 For advertisers with smaller budgets and/or smaller volumes of conversion activity, automation still struggles. What is Google doing to address this and what suggestions are there for making automation Q4 How exactly do we go all in on first party data? Is it just uploading customer match lists? Will you make importing offline conversions and linking CRMs to G Ads much, much, Q5 There weren't any updates about keywords, match types, ETAs going away as some of us have heard from reps. Should we take that as no major changes are happening in those areas this year? Q6 Search query data loss is incredibly frustrating particularly coupled with the push to broad match. Is it ever coming back? Will we at least be able to see converting terms again at some point? Q7 Many people have heard from their reps that GCLID will not be as we have known starting in the fall. Is this true? Q8 Why are the case studies always about big brands and e-commerce brands? Does Google care about SMBs and B2B? Why is B2B especially always ignored? Q9 Can we get more insight into how Performance Max campaigns will work? Will they operate in the same way smart campaigns work or will we have more control/insights. Are they specific for lead gen, ecom or both? Can we optimise them or is it fully automated? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What do you think/predict Google will announce relative to Google Ads this year? Q2 What will be the buzzword or buzzwords for this year’s announcements? Past examples include “moments” and “privacy”. Q3 What industries do you think will be used as the example industries or case studies? For those not in the know, they always highlight their new features with stories from some company who used it and loved it! Q4 Will any B2B focused announcements be made this year? Q5 How much will automation be talked about? And if so, what do you think will be said or shared on this front? Q6 What would you love to see announced (even if it has zero chance of actually being announced)? Q7 What are you dreading hearing that you think is at least somewhat likely to be announced? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How have your accounts been impacted by COVID? Does it vary by platform or industry? Q2 How has your business (agency, consultancy/freelance or in-house) been impacted by COVID? Q3 What has surprised you the most, relative to COVID impacts, over the last year in PPC? Q4 How do you think PPC and your accounts will be impacted as we begin to emerge from the full pandemic phase of COVID? Q5 What have you learned having gone through over a year of a “once in a lifetime” level event like COVID? Q6 Are there things that have been going in or came into place over these last 14 months that you’d like to see stick around? Q7 Are there things that have been going in or came into place over these last 14 months that you’d like to see go away? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
Join this weekly roundup of the experts giving you advice on the latest and timely Paid Media strategy & tactics issues as chatted through on the #PPCChat Twitter discussion on Tuesdays 5PM GMT. --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) & co-hosted by Patrick Gilbert(@PatrickJGilbert) Q1 How much automation are you currently using in your accounts? Does it vary by platform? Q2 What is your general attitude regarding automation in PPC? Has it changed in the past year? Q3 Why do you think the industry has been so slow to embrace automation? Q4 What are the common misconceptions around automation? Q5 Are there scenarios where automation struggles in your experience? For example, low volume accounts? Q6 What is the role of the PPC manager or freelancer in the age of automation? Are they still relevant? Q7 What does a modern, pro-automation PPC agency look like? Are you currently moving toward becoming a more pro-automation agency/consultant? If not, why not? How close are you currently to being a pro-automation PPC pro or agency? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you performing regular testing in your accounts? Has your ability to run tests changed in the last 12 months? If so, why do you think that is? Q2 What kinds of tests are you running in search ad accounts (Google or Microsoft Ads)? Q3 Are there tests that you’d like to be running (or used to run) that have become more difficult or impossible with increased automation in Google Ads? How has your testing changed in the last year? Q4 What kinds of tests are you running in social ad accounts (such as Facebook, Twitter, LinkedIn, Snapchat, Quora, etc.)? Q5 Are there tests that you’d like to be running on social platforms? Why aren’t you running them? Have they become more difficult or are they just not possible or is it something else? Q6 What is your absolute favorite test to run (any platform)? Why is it your favorite? Has platform automation changed your answer here? Q7 What, if any, types of tests do you either not like or think are a waste of time? Why? Has platform automation changed your answer here? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What if you couldn’t target search ads by keywords - what would you do instead? Would it change your strategy or approach? Q2 What if you could no longer do retargeting - what would you do instead? Q3 What if conversion actions could not be passed back into ad platforms - what would you do? Q4 What if product feeds went away and we were left with only schema? What would you do? Q5 What if you could not use lookalike or similar audiences anymore - what would you do? Q6 What if you could not utilize your first party data (like uploading customer lists to a platform) - what would you do? Q7 What if Google Ads goes fully automated - how would you adapt? Q8 What if you can no longer see audience or demographic data in platforms - what would you do? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 With FLoC rolling out for testing in the US, has your thinking about it changed at all? Q2 Are you putting anything into place now to be ready for FLoC and the impending dropping of iOS 14.5 (which is rumored to possibly happen today with the scheduled Apple event)? Q3 What are you experiencing with queries in Google Ads lately? Q4 Both tCPA and tROAS Bidding Strategies in Google Ads will be deprecated this month. What, if anything, do we need to prepare for this change? Could these changes impact the CPA and ROAS negatively? h/t to @mab_says for the Q! Q5 Let’s talk smart bidding strategies - are you using them and how are they working for you? Any issues you are encountering? Q6 What is your biggest frustration when auditing accounts? Is there one thing in particular you always check first because it can identify other areas to investigate? Q7 Anything else you’re wanting to talk about today? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and co host Richard Fergie (@RichardFergie) Q1 Are you currently doing any kind of PPC forecasting? If so, what kinds of forecasting are you doing and how are you doing it? How confident do you feel about your forecasting? Q2 If you are doing PPC forecasting, are you using any tools in your process? Q3 What do clients typically request when it comes to PPC forecasting? Do you think that what they ask for is what they actually need? Do they ask for things that are difficult to forecast? Q4 What is the hardest part of doing PPC forecasting for you? Do you find any one type to be more challenging (new initiative/platform, predicting performance on existing platforms w/ budget change or general trends)? Q5 When you provide forecasting, how do you position it? Do you provide any caveats or disclaimers when you share a forecast? If so, what do you typically say? Q6 What do you wish you had to make PPC forecasting easier? Q7 Are there any resources you’ve found that have helped you with your PPC forecasting or your thinking about PPC forecasting? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and co host Sonika Chandra (@sonika_chandra) from Seer Interactive (@SeerInteractive) Q1 What’s your go-to process for analyzing query data? For example, I combine x data sources and [fill in the blank]... Q2 What are your primary success metrics for your queries? CVR (conversion rate)? CTR (click through rate)? Q3 At Seer, we don’t live in silos, are you leveraging other platforms' search term reports? Organic data? If so, how? Q4 What tools and automations are you leveraging to analyze large datasets at scale? On average, how long does each analysis take? Q5 When analyzing your query data, what insights and opportunities do you typically find? Q6 It’s been 6+ months since the Google Ads search term report update, are your accounts continuing to be impacted? What creative strategies/tactics have you leveraged to circumvent the query data loss? Q7 Do you have any questions for @sonika_chandra and @SeerInteractive about query data? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and co host Kirk Williams (@PPCKirk) Q1 To help any beginners here: what makes Shopping different from Search, and what are some things to keep in mind when managing Shopping Ads? Q2 Standard vs. Smart Shopping (SSC)? In your experience, who wins and why? Any commonalities you’ve found as to when one works better than the other? Q3 What are examples of ways SSC (smart shopping campaign) removes data from reporting, and do you think this is a problem? Why or why not? Q4Have you developed or found any interesting ways to see some of this data again? Q5 What should we know about Microsoft Shopping Ads? What differences do you see in performance vs. Google Shopping? Q6 What do you think is an under-valued tactic to help grow Shopping Ads in 2021? Q7 What do you see as the future of Shopping Ads? What should we be watching out for - what are you paying special attention to? Q8 How do you think the recent Google privacy changes will impact Shopping Ads? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and co-host John Lee (@John_A_Lee) Q1 Are you currently advertising on the Microsoft Advertising network? For all of your accounts or only some? If only some, why those accounts and not others? Q2 What are the top 1 or 2 things you are loving on Microsoft Advertising? Q3 What are the top 1 or 2 things you are loving on any ad platform? Q4 As the definition and application of automation continues to evolve, what is your point of view on “forced automation” - e.g. automated ad copy recommendations, the shift to Enhanced Manual CPC, etc.? Q5 If you could make changes to the ad platforms, what would YOU choose to automate? Q6 What would you like to see happen with Microsoft Advertising? Features added? Functionality changed? Q7 What questions do you have for @John_A_Lee about Microsoft Advertising? Q8 We publish a lot of content at Microsoft Advertising, covering a lot of topics. Are we hitting the mark? If not, what would you like to hear from us? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What are your general thoughts and/or attitude toward automation in PPC? Q2 What types of automation, if any, do you use regularly in your PPC accounts? Q3 Do you use any tools to help with using automation in your PPC accounts? If so, what do you like and dislike about them? Q4 What types of automation are you interested in testing in your PPC accounts? Q5 What types of automation are you NOT interested in using or testing in your PPC accounts? Q6 What is something that you wish had better automation capabilities? Q7 What is your biggest challenge when it comes to utilizing or implementing automation in your PPC accounts? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)  Q1 How are you feeling about Google’s announced intentions to not develop a replacement for cookies or other identifying tracking? Q2 In practical terms, what do you think this will mean/how will it impact PPC when it is fully implemented (knowing what we know today)? Q3 Do you think these changes or the Apple iOS changes are/will be more impactful on PPC? Why? Q4 What questions do you have about how this will all work? Q5 Are you doing anything now to prepare for the loss in tracking data and its impacts on ad targeting? Q6 Is this a topic that you are discussing/planning to discuss with clients? What are you telling them? When do you plan to have this discussion, if you are? Q7 Knowing what we know right now about how all of this might play out - is there anything about the loss of cookies and other tracking that excites you? Q8 Knowing what we know right now about how all of this might play out - is there anything about the loss of cookies and other tracking that worries or concerns you? Q9 What would you want those working on these initiatives to know from the advertiser’s perspective?  --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What is your response to the CEO’s quote? Q2 Are you preparing any kind of response to either proactively send or have at the ready for clients who may bring this up - specifically “we can reduce spend significantly and not hurt our results”? Q3 This seems like a great opportunity to talk about brand vs. non-brand paid search marketing. What are your thoughts on brand vs. non-brand in PPC? Q4 Most brands don’t have the brand recognition of an Airbnb (though some act as if they do!). What is your best advice or technique to help increase brand awareness and recognition via paid search or social? Q5 Are there brands with lots of name recognition that you think do a great job with PPC as well? Q6 If you could be totally unfiltered what would you say to a client who said “Well, Airbnb cut their marketing by 95% and are doing just fine, why can’t we”? Q7 If there is a myth about PPC that you wish would finally go away for good, what is it and why? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) & Marc Poirier (@marcpoirier) Q1 How do you define “programmatic advertising”? Q2 What is a DSP and what’s the difference between for instance, GDN (google Display Network) and a DSP? Q3 Are you currently doing any programmatic advertising for your clients? If so, what are you doing? Q4 What are the biggest challenges in either implementing or getting approval for programmatic advertising for you? Q5 What do you think programmatic is best suited for - awareness, prospecting, retargeting or all of the above? How are you using it/how would you like to use it if you’re not currently? Q6 Do you use any tools or services to manage programmatic advertising for your clients? Q7 Is there any data or insight you can get from Programmatic Advertising that you don’t get from other types of advertising? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 On a scale of 1 to 5, with one being completely not inspired and 5 being so inspired you can barely sleep, how inspired are you feeling in PPC these days? Q2 Does your level of current PPC inspiration vary by platform right now? If so, how? Q3 What excites the most in PPC right now? Q4 What are you struggling with, as far as inspiration goes, in PPC right now? Q5 When your inspiration is faltering, what do you usually do to try to kick start it? Q6 Have you seen any campaigns (or done any yourself!) lately that you thought were really amazing or cool or inspiring or idea-sparking? Q7 Are there any resources you use (could be non PPC too) when you feel your PPC inspiration faltering? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)  Q1 What was your initial reaction to the news that BMM will be folded into Phrase Match, starting this month? Q2 Has your thinking or opinion about this announcement changed after some time to digest it? Q3 What, if anything, do you plan to do in your existing accounts and campaigns as a result of this change? Does this differ from what you plan to do for new campaigns and/or accounts? Q4 Will you consider using Broad Match differently after this announcement? (Because we all know Google really wants us to do this…) Q5 How does the less visibility into search query data play into this for you? Either your reaction and/or your plans to work in the new system? Q6 If you were going to modify how match types worked, assuming that changes to this point could NOT be undone, how would you do it? Q7 If you could influence how keyword matching worked without restriction or constraint, what would you do? Q8 Anything else you would say to @GoogleAds - if they were listening - on keyword matching? --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)  Q1 Do you ever suffer from some version of Impostor Syndrome? Q2 Are there particular situations that you’ve noticed tend to bring it out for you? Q3 How does Impostor Syndrome manifest for you? Does it make you feel a certain way? Or do or not do certain things? Q4 How do you cope with a bout of Impostor Syndrome?  Q5 Are there any resources you’ve found that are helpful in combating Impostor Syndrome?  Q6 Most of us are terrible at helping ourselves with this kind of thing, but what would you say to someone else who was experiencing Impostor Syndrome to help them get past it in that moment? (Save these answers for when you need them later!) Q7 Is it helpful to know that you are not the only one who sometimes feels this way? Do you like having these more existential chats from time to time?  --- Send in a voice message: https://anchor.fm/ppcchat_roundup/message
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