#PPCChat Roundup - The Latest News & Views from Paid Media Experts
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 very practical & up to date Paid Media advice but also sharing frustrations on the latest industry updates as well as tactics issues we are all facing 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. Get more of the podcast details at themarketinganu.com.
[EP176] #PPCChat 191021 - Unpopular Takes on PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What is your most controversial or unpopular take on paid search? Q2 What is your most controversial or unpopular take on paid social? Q3 What is your most controversial or unpopular take on any aspect of PPC (automation, attribution, reporting, privacy, etc.)? Q4 What is a popular take on some aspect of PPC that you wish would never be spoken of again? Why? Q5 What is your secret PPC conspiracy theory? Q6 Do you have a controversial or unpopular or unusual take on a topic outside of PPC that you’d like to share? Thank you for listening! Please help grow the podcast - if you're on Apply Podcast leave a review here.
October 20, 2021
[EP175] #PPCChat 121021 - PPC High & Lows
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What is one of the biggest wins or successes you’ve had in your PPC career? What did you learn from it? Q2 What is something that ended up being successful that you were not sure would work? What did you learn from it? Q3 Do you have a favourite “go to” on any particular platform if you need to show success or moving in a positive direction? Basically a strategy or tactic that almost never fails you? Q4 What is one of the biggest mistakes or “fails” you’ve had in your PPC career? What did you learn from it? Q5 What is something that ended up being unsuccessful that you thought for sure would work? What did you learn from it? Q6 Is there a strategy or tactic that you’ve had enough bad experiences with that you essentially never do or recommend it? Q7 Is there a strategy or tactic that you really want to try but are nervous about? What makes you nervous about it? What would make you try it? Ps. Apologies for some background noise on this episode - my brother doesn't understand the concept of podcast recording "studio". He just had to do some yoga and clear up the kitchen and finish up laundry. :) PPs. Thank you for listening! Please help grow the podcast - if you're on Apply Podcast leave a review here.
October 13, 2021
[EP174] #PPCChat 051021 - Diversification in PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What percentage of your advertising is currently done on Facebook and/or Instagram? Q2 Were you impacted by the Facebook and Instagram blackout yesterday? If so, how were you impacted? Q3 Did any clients/stakeholders have a reaction to this that was shared with you? Was your reaction to the platforms going down the same or different from your clients/stakeholders? Q4 Are you thinking more about diversification in your PPC advertising platforms? If so, how long have you been thinking about/wanting to diversify more? What is the primary motivation? Q5 Are clients/stakeholders asking for alternative strategies that move away from Facebook and/or Instagram or other platforms? If so, has their concern increased, decreased or stayed the same in the last few months? Q6 What platforms have you been using or testing for use instead of Facebook and/or Instagram? How have those campaigns performed for you? Q7 What is your biggest concern and/or challenge when it comes to diversification in your PPC planning and strategy? Thank you for listening! Please help grow the podcast - if you're on Apply Podcast leave a review here.
October 6, 2021
#PPCChat Roundup - The Latest News & Views from Paid Media Experts Trailer
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. New release every Wednesday! Please help grow the podcast - if you're on Apply Podcast leave a review here.
September 30, 2021
[EP173] #PPCChat 280921 - Google Updates - Keyword Matching & DDA
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What are your thoughts/reactions to this announcement? Q2 Is this going to change the way you set up and/or manage your Google Ads accounts? If so, how? If not, why not? Q3 Do you have questions about how this will work that you would like to have Google Ads provide more information or explanation about? Q4 What are your thoughts about all accounts being automatically migrated into data-driven attribution (DDA) - with opt-out as an option? Q5 Google Ads is also removing the prior data thresholds for using DDA (current documentation lists 30,000 interactions and 30 conversions in 30 days as the minimum). What are your thoughts on this? Q6 Google Ads is also removing the prior data thresholds for using DDA (current documentation lists 30,000 interactions and 30 conversions in 30 days as the minimum). What are your thoughts on this? Q7 What questions do you have for Google Ads about this change? Please continue to help grow this podcast - subscribe, share with your network and for Apple Podcast users - please leave a review here.
September 28, 2021
[EP172] #PPCChat 210921 - Display Ads & Updates with Hélène Parker (Chief Programmatic Sensei)
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you currently running any display campaigns on Google Ads? If so, which kind? If not, why not? Q2 On its surface, it sounds like what we have asked for, well forever - automation available, but options for advanced advertisers... But, I am not sure if that is how it will really be? Optimized targeting seems to be on by default too, which is not awesome. Q3 These new campaigns will also include “optimized targeting” which is on by default - thoughts? Q4 What are your thoughts on Google display advertising in general? Q5 Have brand safety concerns increased, decreased or stayed about the same for you in the past 12 months? Q6 Are you using other networks for your display advertising if not Google? How do you like them? And why did you choose them? Q7 What is your biggest challenge or frustration in display right now? Please continue to help grow this podcast - subscribe, share with your network and for Apple Podcast users - please leave a review here.
September 22, 2021
[EP171] #PPCChat 140921 - Black Friday
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown @duanebrown Q1 Have you started to prepare for Black Friday/Q4? If not, when do you usually start to prep? Why hasn't this year been different for your business? Q2 For those who may need some inspiration... Are there any blog posts/articles/guides you found to help you prep for Black Friday? Q3 Anyone seen any brands launch their Black Friday deals already? I know I saw some "Black Friday" messaging in July which looks cheesy Q4 Have you seen the increased media coverage of supply chain and postal delivery issues cropping up since Q2? Will this impact your business and in what ways? Q5 Have you been or thought about pitching your brand to let you test a new ad platform for Q4 this year? We know Google and Facebook will be competitive... while at the same time it's important to not just rely on those 2 channels for your brand's growth Q6 I know we do paid ads, but do you help your brands make sure there is a consistent tone/message across all marketing channels? Please continue to help grow this podcast - subscribe, share with your network and for Apple users - please leave a review here.
September 15, 2021
[EP170] #PPCChat 070921 - Google Announcement, End of ETAs
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 With Google Ads announcing that expanded text ads (ETAs) will no longer be able to be created as of June 2022 - what are your thoughts/feelings? Q2 Is there anything you’re doing or planning to do to prepare for this change? (It is nice that we have a long horizon to prepare for this at least). Q3 What is your best piece of advice regarding responsive search ads (RSAs) since they will be the only option in less than a year? Q4 It was shared that your RSA “ad strength” rating does not impact quality score, but does it impact performance in your experience? Q5 Have you seen any improvement in the search query data available within Google Ads? Q6 Anything else on your mind regarding Google Ads this week?
September 8, 2021
[EP169] #PPCChat 310821 - The Great PPC Pricing Model Debate
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What pricing model do you currently use for your PPC projects and accounts? How long have you used this method? Q2 Have you used different pricing models either overtime or by client/project? What made you change your model or use a different model for that project/client? Q3 Do you require any payments upfront for your projects or do you “bill as you go”? Why do you do it the way you do it? Q4 Do you charge for account reviews or audits? Why or why not? Are there different levels to this type of work in your opinion? Q5 Do you charge differently for Social Ads than you do Paid Search Ads? If so, how? Q6 Method: Hourly billing - pros, cons, and when/if and how it works best? Q7 Method: Set fee for project/scope of work - pros, cons and when/if, and how it works best? Q8 Method: % of ad spend - pros, cons and when/if and how it works best? Q9 Which pricing model do clients seem most comfortable with in your experience? Least comfortable with?
September 1, 2021
[EP168] #PPCChat 240821 - Amazon Ads
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you currently doing any advertising on the Amazon Ads platform? If so, how long have you been advertising there? Q2 If you are not advertising on Amazon Ads currently - why not? Q3 Have you found success using Amazon Ads? If so, any specific industry or other common aspect you’ve discovered? Q4 What is your biggest frustration with Amazon Ads? Q5 How do you get started with Amazon Ads? Question from @andreacruz92 Q6 How often do you use data from other ppc channels to influence decisions and keywords on Amazon. Anything interesting you're doing with your Amazon data and Google data? Question from @BrettBodofsky Q7 Are there any common mistakes or missteps that we might be able to help new advertisers avoid? Question submitted by @andreacruz92
August 25, 2021
[EP167] #PPCChat 170821 - Staying Current with Evolution of Events
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Have you attended any virtual events over the past 18 months for PPC? If so, how would you characterise your experience and/or what you learned? Q2 Let’s talk Google Ads first. What is on your mind relative to Google Ads? Any questions or issues you’re having that we might be able to help with? Q3 Obviously, virtual events are not the same as in person events. What has the biggest difference(s) been for you in your experience and has it impacted what you feel you’ve taken away from the virtual events? Q4 If events are not a significant way for you to keep current in the world of PPC, what is? Q5 Has anything about your learning changed in the last 18 months? If so, what and how has it changed? Q6 What would you like to share with virtual event organizers that would make the experience more valuable and/or better for you? Q7 Is there a need for a different kind of event or publication or podcast or something else that would help you keep up with what’s happening in PPC?
August 18, 2021
[EP166] #PPCChat 100821 - Topic Medley (Tactics)
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How are things going, generally, in your accounts this week? Anything of particular concern you’d like to discuss? (I will be asking about specific platforms in subsequent questions) Q2 Let’s talk Google Ads first. What is on your mind relative to Google Ads? Any questions or issues you’re having that we might be able to help with? Q3 How about Facebook Ads - what is on your mind relative to Facebook Ads? Any questions or issues you’re having that we might be able to help with? Q4 What about other channels - Microsoft Ads, Twitter, LinkedIn, Snapchat, Pinterest, Quora, TikTok? Any questions or issues you’re having that we might be able to help with? Q5 Anything on your mind more generally in PPC that you’d like to throw out there for discussion?
August 10, 2021
[EP165] #PPCChat 030821 - The Changing Landscape of Metrics, Measurement & Reporting
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How do you determine what metrics or KPIs (key performance indicators) are tracked, measured and reported? Q2 What are the primary metrics or methods you are using for your reporting currently (ROAS, MER, CAC, etc.)? Does it vary by platform or industry? Q3 When a client or stakeholder wants to focus on metrics or KPIs that are not actually important to what you’re doing, how do you handle that? Q4 Are you experiencing any issues with your traditional metrics, measurement and/or reporting lately? Does it vary by platform? Q5 Are/have you changed any of the metrics or KPIs (key performance indicators) that you are reporting on and/or how you report them? If so, why have you changed? Q6 There has been a lot of talk about conversion actions being way out of sync since ATT dropped (especially in Facebook). Are you seeing any impact with conversion numbers in platform vs. backend or analytics? Q7 Have client or stakeholder expectations or requests regarding metrics, measurement or reporting changed in the last 6-12 months? If so, how have they changed?
August 4, 2021
[EP164] #PPCChat 270721 - Dumpster Fire That is FB Ads
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you currently managing any ad accounts on Facebook? If so, what industry(ies) are you advertising for? Q2 How has performance been lately? Q3 Are you having any issues with conversion tracking and/or attribution? If so, what are you seeing? And how long have you been experiencing issues or weirdness? Q4 How are audiences working for you lately? What types are you targeting or using (interest, custom, retargeting, LAL) and have you seen performance changes? Q5 Are there things that used to work fabulously in your accounts that seem to no longer work or don’t work as well? Does it vary by account and/or industry or any other factor? Q6 Have you found anything new that seems to be working for you now? Does it vary by account and/or industry or any other factor? Q7 Are you thinking about and/or are clients asking about moving some or all of their ad budget away from Facebook to other platforms? If so, what platforms are you considering instead of Facebook? Q8 If Facebook is listening, is there anything you’d like to say to them or request for their ads platform?
July 27, 2021
[EP163] #PPCChat 200721 - PPC Account Structures
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Has your philosophy about account structure changed in the past year? If so, what was the main driver of the change in thinking? Does it differ by platform? Q2 Have you changed anything about the way you structure your Google Ads accounts and campaigns in the past 6 months? If so, why? If not, why not? Q3 Are there specific changes that Google Ads made that impacted the way you structure accounts and campaigns? What was the specific impact(s)? Q4 What is something that you always do now that perhaps you did not do previously and vice versa (something you used to do a lot but now never or rarely do)? Why the change? Q5 If you are also running ads on @MSFTAdvertising (Microsoft Advertising), have you changed the way you structure accounts or campaigns there? If so, why? Q6 Are there any things that you’re “keeping an eye on” that you think could impact your thoughts on account and/or campaign structure? Does it vary by platform?
July 21, 2021
[EP162] #PPCChat 130721 - Feed Based PPC Advertising
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 To help steer the conversation, what do you think of when the term “feed-based advertising” is used? Q2 Are you currently running any feed based advertising? If so, what kind(s) and on which platform(s)? Q3 Do you use a third party tool to manage your feeds? If so, which one and why? Q4 What is important to look for in a tool to run feed-based text ads for Search? Q5 What are the best/worst use-cases for feed-based text ads? Q6 Are there any “must do” or “do not do” items on your list when setting up or running feed based text ads? Q7 What is the biggest challenge you’re facing with feed-based text ads right now? If you’re not using them, what is stopping you from running feed-based ads? Q8 What are the top 3 things you can do to get a feed ready to fuel ads?
July 14, 2021
[EP161] #PPCChat 060721 - Filtering Bad Clients
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What things do you consider to be “red flags” as you are going through your sales or prospecting processes? Q2 Do you have any questions or processes that you use specifically to try to root out potentially problematic clients? Q3 What could happen during the sales process that would make you walk away from a potential client? Q4 Has an experience with a nightmare client changed the way you do business in any way? If so, how? (We will be sharing stories in a subsequent question)... Q5 Do you have a standard way of backing out if a prospective client reveals themselves to be the type you do not want to work with? How do you handle this - email, call, etc.? Q6 Let’s spill some tea…Tell us about a nightmare, difficult or poor fitting client you once worked with and how you handled that situation. You, of course, need not name any actual names! Q7 What is something that you know now, that you wished you knew then when it comes to spotting potentially awful clients?
July 7, 2021
[EP160] #PPCChat 290621 - Cookies Getting a Reprieve
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What are your general thoughts on this development - the end of cookies as we know them being pushed back? Q2 Which do you think is more interesting - announcing cookie support continuing until at least 2023 or the backtracking on FLoC? Q3 With the “end of cookies” still somewhere on the horizon, does this change anything you’re doing now through the end of 2021? Why or why not? Q4 Do you think cookies, or some type of substitute technology, can ever completely go away with the advertising systems we have now? Q5 When you couple this with Apple’s ATT (App Tracking Transparency) - do you think this gives Google any kind of advantage over other ad platforms? Q6 Are you seeing impacts from Apple's ATT now that it has been out there for a couple of months? If so, what are you seeing and it is more impactful on some platforms vs. others? Q7 Bigger question - can we do anything to help with data loss? Are you doing anything in your tracking to try to stop data loss now where you can? Increased UTM tagging? Changes in Google Analytics? Something else? Q8 What is your prediction for how this all ultimately plays out? Both for Google and with Apple’s ATT?
June 30, 2021
[EP159] #PPCChat 220621 - Contracts & Setting Expectations
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Let’s start with contracts. Do you use formal contracts? If so, how detailed are they? Were they reviewed or created by an attorney? Q2 Is there anything special that you make sure to outline specifically in your contracts? And if so, why? Q3 Are your contracts typically for a specific period of time (i.e. 6 months or a year) or are they more open ended? What are your termination terms? What are your renewal terms if there is a set starting period? Q4 Is there something that you wish you had in your contracts, but do not currently? If not, why not? Q5 Do you have any questions about contracts that we all might be able to help with? Q6 Is it your practice to review any or all of the contracts with new clients to be sure they are aware of important clauses? Why or why not? Q7 How do you go about setting client/stakeholder expectations on a new project? Do you have any type of established process for this? Q8 When there is an expectation mismatch between you and a client/stakeholder how do you handle that? Q9 What is your biggest challenge when it comes to expectation setting?
June 23, 2021
[EP158] #PPCChat 150621 - Client Communications
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you have regular scheduled communication times or methods for your clients? If so, what is that cadence or pace (monthly, weekly, daily, etc.)? Does it vary by client? Q2 What is the nature of most of your client/stakeholder communication - reporting performance, answering questions, asking them questions, etc.? Q3 What methods or channels do you generally use for client/stakeholder communication - email, Slack, project management platform, something else? Q4 How do you manage client/stakeholder requests in between your scheduled communication times (assuming you have them)? How available do they expect you to be? How do you set boundaries? Q5 If a client/stakeholder is not responsive to your emails or calls and/or often cancels scheduled meetings, how do you handle that? Q6 If a client/stakeholder is constantly emailing, calling, texting or slack messaging you, how do you handle that? Q7 What type of client/stakeholder communication do you find to be most challenging and why is it challenging?
June 16, 2021
[EP157] #PPCChat 080621 - Ethics in PPC
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?
June 9, 2021
[EP156] #PPCChat 010621 - GML - Q&A with Ginny Marvin
#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?
June 2, 2021
[EP155] #PPCChat 250521 - Google Marketing Livestream 2021 Predictions
#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?
May 25, 2021
[EP154] #PPCChat 180521 - PPC A Year+ Into Covid
#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?
May 19, 2021
[EP153] #PPCChat 110521 - Digital Advertising in the Age of Automation
#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?
May 12, 2021
[EP152] #PPCChat 040521 - Testing in the Age of Automation
#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?
May 5, 2021
[EP151] #PPCChat 270421 - What If
#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?
April 28, 2021
[EP150] #PPCChat 200421 - Paid Media Medley
#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?
April 21, 2021
[EP149] #PPCChat 130421 - PPC Forecasting
#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?
April 14, 2021
[EP148] #PPCChat 060421 - Getting the Most out of Your Query Data
#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?
April 7, 2021
[EP147] #PPCChat 300321 - Shopping Ads in 2021
#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?
March 31, 2021
[EP146] #PPCChat 230321 - Microsoft Advertising
#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?
March 24, 2021
[EP145] #PPCChat 160321 - Automation - Learning To Work With The Inevitable
#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? Please continue to help grow this podcast - subscribe, share with your network and for Apple users - please leave a review here.
March 17, 2021
[EP144] #PPCChat 090321 - PPC In A Cookie-less World
#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? Please continue to help grow this podcast - subscribe, share with your network and for Apple Podcast users - please leave a review here.
March 10, 2021
[EP143] #PPCChat 020321 - Big Brands Saying PPC Is Worthless
#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?
March 3, 2021
[EP142] #PPCChat 230221 - Programmatic Advertising - It Might Be More Accessible Than You Think
#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?
February 23, 2021
[EP141] #PPCChat 160221 - Finding inspiration in PPC
#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?
February 17, 2021
[EP140] #PPCChat 090221 - BMM folding into Phrase Match
#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?
February 10, 2021
[EP139] #PPCChat 020221 - Imposter Syndrome
#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?
February 3, 2021
[EP138] #PPCChat 260121 - Dealing with Facebook Right Now & Alternatives
#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 1 being “It is my favorite channel” and 5 being “If I could never have to use it again I’d be overjoyed” how are you feeling about advertising on Facebook right now? Q2 Have you seen any impacts from the iOS 14 related changes in your accounts? Q3 Has your thinking about Facebook and the role it can/should play with your accounts changed as we begin 2021? Q4 What is your biggest frustration advertising on Facebook right now? Q5 Have clients been asking and/or have you been strategizing about moving ad dollars off of Facebook? Q6 Have you found any viable alternatives to Facebook for your accounts? Q7 Let’s crowdsource some ideas - share an industry and target audience you’re struggling with on Facebook/looking for alternative ideas for and see what others might suggest! Q8 Have you found any really useful Facebook resources lately?
January 27, 2021
[EP137] #PPCChat 190121 - Platform Hidden Gems
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What are your favorite lesser known or hidden gems in Google Ads? Q2 What are your favorite lesser known or hidden gems in Facebook? Q3 What are your favorite lesser known or hidden gems in Microsoft Ads? Q4 What are your favorite lesser known or hidden gems in LinkedIn? Q5 What are your favorite lesser known or hidden gems in YouTube? Q6 What are your favorite lesser known or hidden gems in Twitter, Snapchat, Quora, Pinterest or TikTok? Q7 Is there a hidden gem platform that you’ve found that you’d like to tell us all about?
January 20, 2021
[EP136] #PPCChat 120121 - Keeping Sane in PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 There are so many things that happen that we don’t control, like platform changes or major world or industry events - how do you cope with these when they happen? Q2 Is there anything proactive or preventative you do to help your mental health when it comes to this industry? Q3 To use a term I am sure we are all sick of at this point - in this year of “unprecedented times” have you had to develop new ways to stay sane or grounded or functional in your work or personal life? Q4 If you’re feeling overwhelmed, for PPC, world events or personal reasons, where do you turn for help? Q5 What stresses you out the most from a PPC perspective right now? How are you coping with or managing that stress? Q6 How do you find bright spots when things are not going well? What helps you keep moving forward when you really don’t feel like it? Where do you find motivation when it seems elusive? Q7 Are there any habits you have or have adopted that help your mental health and wellbeing that you’d like to share that you haven’t already? Q8 What can we, as a community, do to provide support for PPC pros’ mental health and well being?
January 13, 2021
[EP135] #PPCChat 050121 - 2021 PPC Strategy
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How are you feeling, generally, about the prospects for PPC in 2021? Q2 What are you most excited about in PPC for 2021? Q3 What are you most concerned about in PPC for 2021? Q4 Do you have any new projects or initiatives planned for 2021? If so, what are they? Q5 Have you vowed to stop doing any particular PPC things in 2021? And if so, why? Q6 What are you really hoping to be able to get a client to say yes to in 2021? Q7 Which do you think will have a bigger impact on your PPC efforts in 2021 - Google’s continued transparency blocking (search queries) or the Facebook/Apple feud regarding trackable advertising data? Or neither? Something else?
January 6, 2021
[EP134] #PPCChat 221220 - PPC Wishlist
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 AWhat do you think the biggest change was in PPC in 2020? Q2 What is your biggest general wish for PPC in 2021? Q3 What are your PPC wishes for Google Ads in 2021? Q4 What are your PPC wishes for Facebook Advertising in 2021? Q5 What are your PPC wishes for Microsoft Advertising in 2021? Q6 What are your PPC wishes for LinkedIn Advertising in 2021? Q7 What are your PPC wishes for other platforms (Amazon, Twitter, Quora, Snapchat, Pinterest, TikTok, etc.) in 2021? Q8 What are you hoping to get to do or try in 2021 that you didn’t get to in 2020? What kept you from it this year?
December 23, 2020
[EP133] #PPCChat 151220 - Google Data Studios
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and Jennifer Denney (@DenneyJenn) from @elevatedmrktng Q1 Are you currently using Google Data Studio? If so, how are you using it? Q2 Why do you use Google Data Studio? Q3 What is your favourite source of data to connect to Google Data Studio? nQ4 What data connectors do you use with Google Data Studio? What is your favorite? Q5 What Insights from what platform are easier to see in Google Data Studio? Q6 Do you create your own boards with google data studio or do you have templates? Q7 Bonus: Can you share your resources for boards? Q8 Do you automate your reporting being emailed to clients, bosses, etc? Q9 ?? Q10 Sooooo, why do you use Google Data Studio? Q11 What are your helpful resources for Google Data Studio? Q12 What do you wish Google Data Studio could do that it currently cannot?
December 16, 2020
[EP132] #PPCChat 081220 - Landing Pages & CRO
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and Simon Mathonnet (@SimonMathonnet) from @unbounce Q1 Do you have any input or responsibility for landing pages or CRO in your accounts? If so, what is expected of you? Q2 What types of campaigns do you generally use landing pages for? When/would you use an existing page of your website instead? Q3 What other techniques or tools for optimization, apart from A/B tests, are you currently implementing? Q4 What factors do you take into account when prioritizing experimentation and optimization? Q5 What’s your biggest hurdle when coming up with new testing or optimization strategies? Q6 Do you have an example of a time when you made a very interesting discovery based on a website or landing page experiment? How did you leverage that discovery? Q7 Do you have questions for @SimonMathonnet & @unbounce ?
December 9, 2020
[EP131] #PPCChat 011220 - Where is Google headed
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What kinds of campaigns are you currently running on Google Ads? And do you use an MCC or direct logins? Q2 Have any of your accounts been impacted by the recently rolled out Auto Applied Recommendations (with their own control center outside of the Google Ads UI)? Q3 Has the obscuring of search query data continued to impact your accounts? If so, what are you seeing now? Q4 Are there other changes that have occurred in Google Ads that have impacted your accounts this year - positively or negatively? Q5 What do you think will be coming next from Google Ads? Q6 What is something you hope Google Ads does in the near future? (Opposite question is next). Q7 What is something that you hope Google Ads will NOT do in the near future?
December 2, 2020
[EP130] #PPCChat 241120 - Paid Search Madlibs
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1: Branded search campaigns are ________? Q2 Competitor search campaigns are ___________? Q3 Performance projections are ____________? Q4 The sales funnel is ____________ (relative to PPC)? Q5 The most overrated thing in PPC is ______________? Q6 The most underrated thing in PPC is ____________? Q7 What controversial or against the grain PPC opinion do you have that has not been covered yet?
November 26, 2020
[EP129] #PPCChat 171120 - GA4
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) and Krista Seiden (@kristaseiden) Q1 Prior to this chat - were you aware of Google Analytics 4? If so, what did you know? Q2 Are you doing any planning or implementation of GA4 currently? Have clients asked you about it? For Krista - What is the recommendation for implementing GA4 currently? What are the biggest differences in GA4 from what we are used to? Q3 Now that you know a little more about GA4, is there a particular aspect of it that is exciting to you? Concerning to you? Confusing to you? Q4 What do you hope is included in GA4 that is not in the current version of GA? Q5 Do/have you used Big Query? It is included in GA4 - will you try it? Q6 Do you know if there will be a way to "merge" historical data from an old UA property to a GA4 property? Or are we stuck looking back just to the timeframe we set up GA4 in that particular property
November 18, 2020
[EP128] #PPCChat 101120 - Audience Assumptions
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How do you use audience targeting in your PPC? On search? On social? Q2 How do you determine who should be part of the audiences you target? Does this differ on search or social? Q3 Do you develop demographic profiles or personas based on customer data? If so, how do you do this? Q4 Do you have ways that you verify that your assumptions about your audiences are correct? Does this vary by search or social? Q5 If you are doing retargeting, is it based on the assumption that people who did not complete the desired action simply got interrupted? Or does it allow for the fact that some might just “choose another option”? Q6 Do you have an example of a time when you made an audience or demographic discovery that really surprised you? Q7 What was the worst audience assumption you’ve had to deal with? How/did you overcome it?
November 11, 2020
[EP127] #PPCChat 031120 - The Coming Datapocalypse & What To Do About It
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) & Simon Poulton (@SPoulton) Q1 Let’s get an idea of who is participating today - please describe your mix of search and social as well as B2B, B2C, Retail and DTC. Q2 Are you concerned about upcoming changes to tracking and attribution, such as the loss and/or blocking of cookie data? Q3 Is a bigger concern for you and your clients attribution or targeting when it comes to less available cookie/tracking data? If it is a concern at all? Q4 Are you planning and/or doing anything now to prepare for the loss of cookie data? If so, what are you planning/doing? Q5 Are you or your clients currently CCPA compliant? What steps should advertisers take here? Q6 What, if any, impact have you seen as a result of ITP changes over the past year? Q7 Have you implemented any alternative measurement solutions beyond tracking exclusively with platform pixels (such as incrementality testing, or marketing mixed modeling (MMM)? Q8 What are the biggest topics you are worried about that folks aren’t talking about?
November 4, 2020
[EP126] #PPCChat 271020 - Social & Search
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you do both paid search and paid social for your clients? If so, are you doing both for most, some or none of those clients? Q2 Are you primarily handling B2B, B2C or a mix of both currently? If you’re e-commerce, that would be helpful to know as well (as it is kind of its own animal)! Q3 Prospecting and/or Awareness - which channels are you using for this and why? Which channel(s) do you start with? Which has been most successful? Q4 Acquisition - which channels are you using for this and why? Which channel(s) do you start with? Which has been most successful? Q5 Retargeting - which channels are you using for this and why? Which channel(s) do you start with? Which has been most successful? Q6 How do you typically use search and social together most effectively? Q7 Which metrics do you rely on most to determine if an initiative is successful on search or on social? Does it vary by your objective (prospecting, awareness, acquisition or retargeting)?
October 28, 2020
[EP125] #PPCChat 201020 - PPC + Anti-Trust
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Sam (@DigitalSamIam) Q1 Did you read the House Report on Antitrust or any coverage of it? What are your preliminary thoughts? Do you agree or disagree with the broad strokes? Q2 One big takeaway from the report: it’s pretty clear regulators think that G, Apple, Amazon + FB have outsized influence within the digital economy. Do you think that’s right? Wrong? Why? Q3 While the House report didn’t really touch PPC or Digital Advertising, plenty of previous reports have covered it (most recently, the UK’s CMA). This included a discussion that vertical integration leads to conflicts of interest. What do you think? Q4 A second PPC-related criticism leveled involves Platforms (G, FB, Amazon) withholding relevant data from advertisers + publishers that would allow them to make more informed decisions. Discuss Q5 So, one of the big things about antitrust is the idea of tradeoffs and problems. IMO, I think there are 4-5 core "issues" that various people have with "Big Tech" -- some of these are antitrust problems, and some aren't. But we lump them all together. Discuss Q6 One of the underlying drivers of the report was the idea that Social Media (i.e. FB) has outsized influence in public discussion, including in the dissemination of misinformation. Lots of complexity here. So, do you think that the social media landscape should be more regulated? Do platforms have an obligation to take down misinformation? What levels of speech does this fall to? Q7 There has been discussion previously about regulating core internet functions (i.e. Search) as a utility (i.e. under the common carrier or public utilities doctrine)? Q8 How much of our complaints with tech are a result of problems unique to tech, and how much of our complaints are things that every other big company does that tech has optimized + scaled?
October 20, 2020
[EP124] #PPCChat 131020 - E-Comm Strategies for Q4
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown (@duanebrown) Q1 When did you start to prepare for Black Friday/Q4 this year? Q2 What have you been doing differently this year to prepare? Q3 Have you taken into account Q2 sales? i.e if something sold during Q2 lockdown but is not something you normally sell in Q2 2019. Would you feature that again during Q4 2020/this current lockdown Q4 Are you taking shipping delays into account? Q5 Anything we didn't talk about that will impact Q4? What should your peers think about to thrive this year? Focus on what you can control..rest will take care of itself
October 20, 2020
[EP123] #PPCChat 061020 - PPC Tools
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you use any third party tools to help with your PPC management? Q2 What circumstances make you decide you need a PPC tool? Q3 Which of your tools is your absolute favorite and why? Q4 Are there any tools that you have tried and ended up stopping using? Why? Q5 What is your biggest obstacle to finding and/or using PPC tools? Q6 Do you pass the cost of tool subscriptions on to clients? If so, how - built in to your costs, a technology fee, pass the actual subscription cost along or something else? Q7 What do you wish there was a tool for and/or a feature in an existing tool for these days?
October 6, 2020
[EP122] #PPCChat 290920 - Q4 - Expectations and Plans
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How are you and your clients feeling going into Q4 2020? Optimistic? Excited? Nervous? Stressed? Pessimistic? All of the above? Q2 Are you currently managing B2B, B2C or both types of accounts? Is the general feeling different by B2B or B2C? Q3 n a normal year, we would be looking at YOY (year over year) data to make plans for and measure performance in Q4 - are you planning to do this this year? If not, what are you doing instead? Q4 Do you have anything planned that is drastically different from what you have done in the past for any accounts? If so, what and why is it different this year? Q5 Are you trying anything new for Q4 2020? New platforms? New ad types? Sorcery? Prayer? Going full automation? Q6 Amazon Prime Days are coming up in 2 weeks - does this impact anything you were planning for Q4 2020? Q7 Facebook is dropping their attribution window from 28 days down to only 7 - will this impact your accounts? What, if anything, are you planning to do as a result of this change? Q8 Any bold predictions for Q4 2020?
September 30, 2020
[EP121] #PPCChat 220920 - The Great Google ads Query Caper of 2020
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Has your opinion or thinking about Google Ads no longer showing queries without “significant” levels of searching changed since you first heard about it? Why or why not? Q2 Google Ads clarified their reasoning for this change after their initial announcement (and before we first chatted about this) to say it was for “privacy” reasons. Thoughts? Q3 What are you seeing in your account query data? How much is no longer visible? What impact is it having? Q4 Have you been able to figure any rhyme or reason as to what the thresholds might actually be? Q5 What, if anything, are you doing or plan to do to combat or work around this in your accounts? Q6 Are you proactively discussing this with clients? If so, what are you saying to them? If not, why not? Q7 What is your biggest concern with regard to query data going forward?
September 23, 2020
[EP120] #PPCChat 150920 - Facebook this Fall, Yay/Nay
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What percentage of your clients are currently advertising on Facebook? What industries do they represent? Q2 Have clients expressed any concerns to you about advertising on Facebook in the US heading into the fall and election season, with the ongoing pandemic, etc.? Q3 Do you have concerns about clients advertising on Facebook in the US heading into the fall and election season and beyond? Q4 If you have concerns about advertising on Facebook this fall, do you have the same or any concerns about advertising on Instagram? Why or why not? Q5 In addition to what will likely be a contentious political period, we are also still in the midst of a pandemic - how/are you adjusting your strategies for fall 2020 Facebook advertising? Or Instagram advertising? Q6 What, if anything, do you plan to monitor differently this fall on Facebook for your clients? Q7 Do you have any predictions about how things might play out for advertisers on Facebook and Instagram this fall? Q8 Is there anything you’re wondering about regarding advertising on Facebook this fall that you’d like to ask the chat participants?
September 15, 2020
[EP119] #PPCChat 090920 - PPC Hiring, Recruitment & HR
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 When do you start to think about hiring for the team? What factors play into the decision to hire? Q2 When hiring, do you write a job description... and if so, who writes it? What do you include? Anything you never put in a job description? Q3 What channels/placements do you use to let people know you are hiring? Q4 Do you include a salary range in your job descriptions/listings? How do you decide what to pay for a role? Does your company have salary ranges? Q5 How do you filter CVs/resumes? Do you use any outside service for this? Q6 What is your framework for your first in-person/video interview? Do you do a phone call interview to screen applicants? Q7 What does the first day and week look like for someone hired on the team? Do you have an organized or formal onboarding process for new hires? Q8 What do you wish you could do better with recruitment and hiring?
September 9, 2020
[EP118] #PPCChat 250820 - Google Ad Platform Features
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Nils Rooijmans (@ThatSearchGuyNL) Q1 What (new) features in the Google Ads platform are you experimenting with currently? Q2 What do you think are the most underused features in Google Ads? Q3 What (new) features in Google Ads make you pop that bottle of champagne? Q4 What features in Google Ads frustrate you the most? Q5 When thinking about new features in Google Ads, what benefits are most important to you (please rank with percentages, try to get to 100%) A> reduce manual labor B> increase ROI on ad spend C> expand reach D> other, namely Q6 What (new) features do you expect to be added to/removed from Google Ads in the near future? Q7 How do you stay updated on the latest features?
August 26, 2020
[EP117] #PPCChat 180820 - Platform Wishlist
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What do you wish Google Ads would change about the platform? Q2 What do you wish Facebook & Instagram would change about the platform? Q3 What do you wish Microsoft Ads would change about the platform? Q4 What do you wish LinkedIn Ads would change about the platform? Q5 What do you wish Twitter Ads would change about the platform? Q6 What do you wish Pinterest, Quora or Snapchat Ads would change about their platforms? Q7 Any other platforms you are using that you have a wish list for? Or something you forgot for the ones we have already discussed?
August 19, 2020
[EP116] #PPCChat 110820 - B2B Advertising
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT Andrea Cruz (@andreacruz92) Q1 Do you only do B2B or do you tackle other industries as well? Q2 What is your top issue when thinking about B2B advertising? Q3 Any interesting trends you are seeing in B2B? Q4 What platforms / tactics do you use to attract top of the funnel B2B traffic? Q5 What platforms / tactics do you use to capture middle of the funnel leads from B2B traffic? Q6 What platforms / tactics do you use to capture bottom of the funnel leads from B2B traffic? Q7 Which platform/tactic do you avoid for B2B accounts? Q8 What’s your wish list for B2B advertising?
August 12, 2020
[EP115] #PPCChat 040820 - Client Communication
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you have a set cadence for client communication? If so, what is it? Q2 Do you define a level of communication, frequency of reporting, etc. in your contracts? Why or why not? Q3 Has the level of communication clients want changed lately? Do they want more, less, different type(s)? Q4 What types of communication channels or tools do you use with clients? Q5 Is there an aspect of client communication that you’re struggling with/have struggled with? Did you find a solution? Q6 Do you have any tips for how to better manage client communication? Lessons learned, if you will… Q7 What do you wish clients understood about consultant or agency communication?
August 5, 2020
[EP114] #PPCChat 280720 - Beyond Google & Facebook
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Duane Brown (@DuaneBrown) Q1 what is something amazing that has happened to you in July? Q2 What percentage of your accounts are comprised of advertising on Google, Facebook or Instagram currently? Q3 Are your clients open to or interested in advertising on other networks? Q4 What is the biggest objection you hear when you propose expanding to other networks? Does it vary by network? Q5 What networks would you like to advertise on, but haven’t been able to get clients to say yes to? Q6 Have you found a particular network to be really great in a certain aspect or for a certain demographic or industry? Q7 What would you like to change about any of the other networks or platforms like Snap, Microsoft Ads, LinkedIn, Twitter, Pinterest, Quora, etc.?
July 29, 2020
[EP113] #PPCChat 210720 - CCPA - California Consumer Privacy Act
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you familiar with the CCPA (California Consumer Privacy Act) that went into full effect on July 1, 2020? Q2 Did you do anything in advance of CCPA to prepare your clients web sites or advertising strategies for it? If so, what did you do? Q3 Are you seeing any changes in your data that you think are a result of CCPA? Q4 How, if at all, are you adjusting your strategies now that CCPA is being enforced? Q5 Do you think it is wise to start coming up with strategies to deal with laws like CCPA being enacted in more states or even federally here in the US? Are you doing so now or plan to? Q6 Do you foresee any “unforeseen consequences” of this law or others like it that may follow suit to CCPA? Q7 What, if anything, do you think will happen relative to user privacy in the coming year?
July 22, 2020
[EP112] #PPCChat 140720 - YouTube Advertising
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Cory Henke (@coryhenke) Q1 What would be the advantages of testing video on YouTube vs. Facebook? Q2 For B2B advertisers specifically. Have you tested the new lead form YouTube feature, and if so, how did it perform? For those that haven’t. Why? Q3 In the last six months have you experienced growth in your YouTube budget or have you launched YouTube for an advertiser? Q4 What is the biggest hurdle for you or a brand you work with when it comes to testing or scaling the budget for YouTube? Q5 Speaking of creative, if you’ve worked on a YouTube campaign, can you tag your creative agency or internal team? We can't run our campaigns without them... Let's give them some credit. Q6 What are the best ways to evaluate a YouTube campaign with minimal conversion volume? Q7 Do you have a funnel or audience strategy when testing or optimizing your YouTube campaigns? Q8 What is the preferred length for an ad on YouTube? Q9 I am running my first YouTube campaign, what bid type should I test? Q10 Last Question. If you could request any feature from YouTube, what would it be and why?
July 15, 2020
[EP111] #PPCChat 070720 - Positioning in PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by April Dunford (@aprildunford) Q1 What (if anything) does the term "positioning" mean to a PPC marketer? Q2 I’m interested in storytelling and how we use it in a practical way in marketing. Do you use storytelling as a tool in your work? How? Do you use a structured storytelling approach? Q3 In my work as a consultant, I am often working with teams to help them think about their product in new ways. Do you find yourself doing this? How do you help teams understand that a new perspective might be needed? Is this relevant in PPC? Q4 Describe what you used to do before you used our product? What made you decide to try something else? Once you did, what other potential solutions did you look at? This helps me understand what my real competitors are - including status quo
July 8, 2020
[EP110] #PPCChat 300620 - Local PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Mark Kennedy (@markkennedysem) Q1 Let's start with ad copy. Other than Headline 1, what ways are you using ads for local ppc campaigns Q2 Along the lines ad adcopy, what are your strategies for ad extensions. We a lot talked about extensions earlier this month, what are your go-tos for local campaigns Q3 Let's talk campaign structure/strategy. How are you focusing on areas that may outperform others? Q4 Along the lines of account structure, do you typically target by zip, city/town or radius? (Yes, it depends is a valid answer :) ) Q5 Let's talk keywords. Do you tend to run your keywords in your area without town names, with, or both? eg - Philadelphia furniture store vs furniture store Q5.1 Does anyone run JUST local terms and not core terms. I don't think there is enoigh traffic in most cases to warrant that (unless a small budget), but curious if anyone does it Q6 Switching over to defence, how aggressive are you with adding negative locations (if at all) and negative town names? Q7 Final question - How aggressive are you with local landing pages as far as "per area". Do you have multiple LP's for each zips, groups of areas, etc. Feel free to mention any local ppc LP tips
July 1, 2020
[EP109] #PPCChat 230620 - Getting Platform Support
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Which platforms do you find have the best support right now? (Worst is the next Q). Q2 Which platforms do you find have the worst support right now? Q3 If you need support for a Google Ads issue, what do you do? Anything outside the platform? Q4 If you need support for a Facebook or Instagram issue, what do you do? Anything outside the platform? Q5 If you need support for a Microsoft Ads or LinkedIn Ads issue, what do you do? Anything outside the platform? Q6 If you need support for other networks (Snapchat, Pinterest, Twitter, Quora, etc.) what do you do? Anything outside the platforms? Q7 If a genie could grant you one wish for ad platform support, what would you wish for? I know many of you will have more than one wish to share too!
June 24, 2020
[EP108] #PPCChat 160620 - Ad Extensions
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Mark Kennedy (@markkennedysem) Q1 What is/are your go-to ad extensions? The ones you feel either perform the best or extensions you almost always utilize in your campaigns. Q2 On the flipside, what extensions do you rarely use, either due ot lack of need, or lack of performance? Q3 What extensions did you used to have in your accounts that you miss? The extensions that got away... Q4 Let's talk strategy, what are some cool ways you are utilizing ad extensions? Q4.2 And are you testing any new strategies or ad extensions, but don't have results just yet? Q5 What's your biggest constrain, pet peeve, etc, regarding ad extensions? Q6 When planning out your adcopy and extensions, do you tend to repeat some calls to action (eg - free shipping, free consults, etc) or do you have separate CTAs for all ads and extensions Q7 Any Extensions on your PPC Wishlist?
June 17, 2020
[EP107] #PPCChat 090620 - Targeting is getting harder (Keywords&Audiences)
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Have you noticed that keyword matching has gotten worse (matching to more irrelevant or questionable things) in Google Ads lately? If so, what are you seeing? Q2 Does match type seem to have any bearing on how queries are being matched on Google Ads? Q3 What are you doing to try to mitigate the impact of the looser matching that seems to be happening in Google Ads? Q4 Is the continued fuzzying up of keyword matching in search changing your strategies for search? If so, in what ways? If not, why not? Q5 What kinds of audiences are you using currently in Facebook – broad, interest, lookalike, all of the above? Q6 Have you found that Facebook is “picking winners” more lately when it comes to the demographics it is serving ads to? Is it showing a lot more to women, for example, or a certain age group despite your targeting?
June 10, 2020
[EP106] #PPCChat 020620 - Socially Aware Advertising
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Have you paused any or all of your advertising in light of the protests and related events unfolding in the US and across the world? Why did you pause or not pause? Q2 Are clients asking for advice about how to handle their marketing in this climate? If so, what are they asking/saying? Q3 Are you uncomfortable with anything you’re being asked to do or not do within the accounts that you manage? Q4 What, if anything, do you want to see from brands right now? Q5 How do you feel about being in advertising right now? Q6 What can we, as a community, do to try to have a positive impact right now?
June 3, 2020
[EP105] #PPCChat 260520 - Ad copy
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Have you found that particular ad copy is working well in search ads right now? Has it changed from what has historically worked well? Q2 Have you found that particular ad copy is working well in social ads right now? Has it changed from what has historically worked well? Q3 Are you testing ad copy more, less or about the same as pre-pandemic times? If your cadence has changed, why has it changed? Q4 Where do you find inspiration for ad copy? Q5 Are there ad copy tests that you want to run, but have not been able to? Why were you not able to do the testing you wanted to? Q6 What is your process for creating new ad copy? Do you do a bunch of full ads at a time? Create a lot of components you can mix and match? Something else? Q7 What is your biggest frustration with creating ad copy? Q8 If you could change something about the platform’s rules or limitations on ad copy, what would it be and why?
May 27, 2020
[EP104] #PPCChat 190520 - Managing PPC During Recession
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What do you think the economic impacts of the pandemic are going to be? How long do you think they will last? Q2 Assuming that we are in for at a minimum, lengthy economic volatility, what is your plan to manage that in your practice/business? Q3 Will you be shifting your offerings, adding or learning new skills/services, etc. as a result of the current situation? Q4 How do you think the lasting economic impact will affect the agency/in-house pendulum swing? Q5 Do you think clients will want to have more of a “one stop shop” experience for all things digital for a while? For good? Is being specialized in PPC a viable business model going forward, at least in the shorter term? Q6 Are you/will you be doing anything differently to find and sign new clients if a recession lingers? Q7 Aside from the economic aspects, how else does the pandemic impact what you’d otherwise do when facing rough economic conditions?
May 20, 2020
[EP103] #PPCChat 120520 - Finding New Ideas
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How long, on average, have you been working on the accounts you have right now? Q2 How do you find new ideas to try in your accounts? Do you have different sources for campaigns in different platforms? Q3 Is there a new idea you’re working on now? Q4 Do you find that clients are resistant to new ideas or things to try? Does it happen more frequently for any particular platform? Q5 Do you find that you are hesitant to try new ideas? If so, why do you think that is? Q6 Is there something new you really, really want to try right now? Q7 When trying a new idea, what timeframe to you generally give yourself to decide if it is worth continuing or trying in other accounts? Q8 Is there an idea or the start of an idea you have that you haven’t quite formed into something you can do yet? Can we help with that?
May 13, 2020
[EP102] #PPCChat 050520 - Performance & Resources
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you seeing spend increase in any of your accounts? If so, which industry or industries? Q2 Are you seeing better conversions in any of your accounts? If so, which industry or industries? Q3 How are CPCs in your accounts? Up? Down? Steady? Q4 Are you using any Smart bidding or other automated bidding strategies? How are they holding up? What industry or industries? Q5 Anything else you’ve noticed in the past week that’s interesting? Q6 With conferences on indefinite hold, how do you plan to keep up with professional development in the coming year? Q7 Are there resources you could really use right now that just don’t seem to be available? Q8 Are there resources you’ve found or use now that you love? Please share!
May 6, 2020
[EP101] #PPCChat 280420 - Platform News & Updates
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What do you think about Facebook rolling back the forced CBO (campaign budget optimization)? Will this change anything for you? Q2 What do you think about Google Shopping announcing that they will now offer free listings for any business in the Shopping tab? Will this change anything for you? Q3 What do you think about the Google Ads advertiser verification program? How do you envision this going for your clients/company? Q4 What do you think about the COVID grant programs announced by Google and Facebook? Q5 What do you think about the new targeting options in LinkedIn – company growth rate and company category? Q6 More Google Ads changes – web links in the formerly “call only ads”, columns can sync across accounts and shared budgets come to Editor – thoughts? Q7 Quora revamped their interface last week – have you used it yet? Thoughts? ---Get all links to the updates at mindswan.com/ppcchat---
April 29, 2020
[EP99] #PPCChat 210420 - PPCChat Community Q&A
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Many #ppcchat freelancers have lost clients and will have to re-build their client bases. What is your best strategy for getting clients? (Specifics.) From @stevegibsonppc Q2 Do you have any tips for B2B lead gen targeting in FB? (Starting initial targeting, optimization, set up, type of ads etc...)? From @360vardi Q3 Curious if anyone has played with Video Builder yet? From @JanineSEM Q4 Tips for viewing multiple conversions in Facebook Ads? From @Mel66 Q5 In a lot of categories, average CPC should be lower because of reduced demand, right? How do we take advantage (do far, it doesn't seem as easy as it sounds)? From @jondenunzio Q6 Facebook lookalike stacks - are you using them (see image for example)? What is performance like? From @RyBen3 Q7 What do you all think about Facebook backing off of the forced CBO? From our leader
April 22, 2020
[EP98] #PPCChat 140420 - Prognosticating
Q1 Let’s start by checking in on how things have changed for you and/or your clients over the past week – what are you seeing? Q2 What do you think will be impacted the most after this is all over in PPC? Why? Q3 What do you think will be not impacted or least impacted after this is all over for PPC? Why? Q4 Do you think in the aftermath of COVID-19 the agency vs. in-house cycle will swing big in either direction? Why? Q5 What do you hope will happen in PPC in the post pandemic time? Q6 What do you hope clients take away from this time when it comes to PPC and digital marketing?
April 15, 2020
[EP97] #PPCChat 070420 - Trends we are seeing
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Have you noticed any trends in the PPC advertising you’re seeing in the past few weeks? Types of ad, messaging, etc. Q2 Have you seen any ad campaigns that you thought were really great in the past couple of weeks? What made them great in your opinion? Q3 Is there a theme you can find in the campaigns that you find positive or effective on you as a customer/consumer right now? Q4 Have you seen any ad campaigns that you thought were really awful in the past couple of weeks? What made them awful in your opinion? Q5 Is there a theme you can find in the campaigns that you find terrible or with poor messaging for you as a customer/consumer right now? Q6 Have you changed anything that you’re doing in your accounts in the past week? What motivated the change? Q7 Where are you finding inspiration these days for your PPC campaigns?
April 8, 2020
[EP96] #PPCChat 310320 - Working in PPC Right Now II
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Amalia Fowler @amaliaefowler Q1 How are you doing, really? Q2 How have you seen communication change during the last two weeks. More emails? Less emails? More questions? Radio silence? Q3 Given the uncertainty of the current environment, are you making changes to how you communicate? If so, how? Q4 What communications have surprised you in this time in a positive way? What do you hear from clients/see them doing in this time that's been positive and unexpected? Q5 We've all had to change strategy, we've spent a couple chats talking about that in specific - how are you communicating these changes? Given the time of the month we are at currently, how are these changes affecting your reporting? Q6 How have things changed with internal conversations for you? With employees, stakeholders, other vendors, even other #ppcchat friends? Q7 Anything funny comms wise to share? Anything your partner/kids/dog/parents/clients have done or said that you've found particularly hilarious? Q8 How can the PPCchat community support you during this time? How are you able to offer support, if you don't need it yourself? www.youtube.com/watch?v=qTbl4BC8N…&feature=youtu.be
April 1, 2020
[EP95] #PPCChat 240320 - Working in PPC Right Now
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How is your PPC work being impacted by the economic news and/or the coronavirus this week vs. last week? Q2 Have you changed any strategy or put anything into place over this past week? How is it working? Q3 Are client attitudes, questions and/or expectations changing in the midst of all this? Are any asking you to reduce fees? Q4 Anything else you’ve figured out that you’d like to share with the community about how to do paid search and/or paid social advertising in this environment? Q5 Is there anything we as a community could do to help you right now? Q6 What are you doing to stay positive these days? www.linkedin.com/groups/1860470/
March 25, 2020
[EP94] #PPCChat 170320 - Working in Uncertain Times
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Is your PPC work being impacted by the economic news and/or the coronavirus? Q2 Have you changed any strategy or put anything into place as a result of the terrible economic news and/or the coronavirus? Q3 What are clients saying, feeling or doing in the midst of all this? Q4 Has this changed your strategy for yourself (your business) for Q2 and beyond? If so, in what ways? Q5 Is there anything we, as a community, could do to help you right now? Q6 When you just need a break from it all, what are you doing?
March 18, 2020
[EP93] #PPCChat 110320 - Snapchat
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown (@duanebrown) Q1 Have you started to run Snap Ads... why or why not? Q2 This is a semi Q2 but... Beyond ecom, have you ran Snap Ads for other industries? Q3 Has getting creative been a roadblock? How are you getting around it? Q4 What ad formats or channels/placements are you finding work? Channels = Snap Ads vs Story Ads. Think of those two as FB and IG....in that ads on one does not get you ads in Story placement for example. Little known secret Q5 How is performance compared to other paid social channels... FB/IG/Pinterest? A few people mentioned this to start the chat but some people may have missed their answers Q6 Any wish list for the Snap ad platform? #ppcchat
March 11, 2020
[EP92] #PPCChat 030320 - Disruptions
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How concerned are you about the coronavirus causing major disruptions in the world in general and specifically to your work (or daily life)? Q2 Is the coronoavirus something that is already impacting you/your clients and/or is it being talked about for planning for disruptions it may cause? Q3 What kind of impact do you think coronavirus could have on you, your agency/company, clients, etc.? Q4 Do you have any plans in place for how to deal with a major disruption like coronavirus or a natural disaster, etc.? Q5 How can we be proactive and help clients (and each other!) navigate major disruptions? Q6 Is there anything that we, as an industry, can or should do to be more prepared for a major disruption? Q7 Are you concerned about the economy right now? Long term, short term?
March 4, 2020
[EP91] #PPCChat 250220 - Keyword Matching & Challenges
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What type(s) of keyword matching are you currently using in your Google Ads – broad, broad match modified (BMM), phrase or exact match? Q2 Has your strategy for keywords changed over the past year with the changes to how keyword match (or don’t match, depending on your world view!)? Q3 What is your biggest challenge with the current state of keyword matching in Google Ads? Q4 Have you found any successful ways to mitigate these challenges? Q5 What are some examples of crazy matches that you’ve seen? Please provide the query and the term it matched to. Q6 Do you spend more time now with query reports and negative lists? Do you have any tools, methods or strategies that help make it manageable? Q7 If you could wave a wand and change one thing about how keywords match, what would it be and why? Q8 What do you think the future of keywords in search is?
February 26, 2020
[EP90] #PPCChat 180219 - Changes in PPC
Q1 Are you currently a Google Partner? Q2 What was your reaction to the new Google Partner requirements announced last week, such as “at least 50% of the eligible users listed in their manager accounts will need to earn Google Ads certifications”? Q3 Will you continue as a Google Partner in 2020? Why or why not? Q4 What do you think a Google Partner Program should look like? Q5 Are any sites you work with being/going to be impacted by CCPA that went into effect in January 2020 (CA’s data protection law, along the lines of GDPR in Europe)? Q6 How concerned are you about entities like Chrome announcing that they will stop all third party cookie tracking and Safari’s ITP continuing to expand what it blocks? Q7 Are you actively doing anything in your accounts now to prepare for the “cookiepocolypse” as some are calling it? Q8 Where do you think the privacy vs. advertising data struggle will ultimately settle out?
February 19, 2020
[EP89] #PPCChat 110220 - PPCAudits
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you regularly perform audits in your PPC work? If so, what do you most frequently audit? Q2 What do you find most clients expect from an audit? Is there a gap between what they want and what can be delivered? Q3 Do you have a formal process or checklist you use when performing audits? Does it vary by platform? Q4 Are there things you tend to find frequently when auditing Google Ads accounts? Q5 Are there things you tend to find frequently when auditing Facebook accounts? Q6 What is the craziest thing(s) you’ve found during an account audit? Q7 If the accounts you’re auditing are a total disaster, how do you present that to the client? Q8 If the accounts you’re auditing are actually well set up and functioning efficiently, how do you present that to the client? Q9 Any general advice to share on doing audits and delivering those results to clients? Businessppc auditaudit
February 11, 2020
[EP88] #PPCChat 040220 - Performance Plateau In PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Have you experienced this - you’ve got an account performing well, but it gets stuck at a certain level and seems to want to just stay there? Q2 Have you also experienced accounts or campaigns where you just can’t get them to perform to the level you want, no matter what you try? Q3 Do you find that plateaus in performance happen more frequently on some platforms vs. others? If so, which ones? Q4 What are some things you like to try if you find yourself in that dreaded plateau phase? Does it vary by platform? Q5 What do you find, generally, is a client’s attitude about a performance plateau? Q6 Do you find that performance plateaus share any commonalities, such as length of time, a certain level of volume, etc.? Q7 What do you do if you have “tried everything” and the account or campaign just won’t budge? Q8 Do you have any theories about what causes plateaus to happen in the first place? Q9 What do you wish clients understood better about account performance over time?
February 5, 2020
[EP87] #PPCChat 280120 - Acquisition vs Retention in PPC
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you responsible for both acquisition and retention PPC campaigns? What is the rough split between the two, percentage wise? Q2 Are clients more interested in acquisition or retention on your current accounts/in your experience? Q3 What is the biggest issue you encounter when running acquisition campaigns? Does it differ by platform? Q4 What is the biggest issue you encounter when running retention campaigns? Does it differ by platform? You can answer this about challenges to even running retention campaigns too. Q5 What is your favorite strategy or tactic for acquisition goaled campaigns? Q6 What is your favorite strategy or tactic for retention goaled campaigns? Q7 Do you find particular platforms are better suited to acquisition and/or retention? Why? Q8 What is the biggest client misconception about acquisition campaigns? Q9 What is the biggest client misconception about retention campaigns? Q10 Is there anything the platforms could do to make acquisition and/or retention efforts easier?
January 28, 2020
[EP86] #PPCChat 210120 - Cross Platform:Channel Strategy
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What does “cross platform/channel strategy” mean to you? And/or do you have another term you use for strategy across different platforms/channels? Q2 How do you go about developing cross platform/channel strategy? Do you have a particular starting point or process you use when clients want advertising on more than one platform/channel? Q3 On average, on how many platforms/channels are your clients advertising? Q4 Do your clients want to be advertising on more platforms/channels than they are currently? If so, how do you generally recommend they go about expanding their reach? Q5 What do you find that you often learn on one platform/channel that can be applied to another? Q6 Are there things you’ve found that don’t translate well between platforms/channels in your experience? Q7 How do you go about getting a client to say yes to trying a new platform/channel that you think could be good for them? Q8 What is your criteria for pulling back or leaving a particular platform/channel? Q9 Are there any general tips you wish you’d known sooner about advertising across platforms/channels?
January 21, 2020
[EP85] #PPCChat 140120 - 2020 PPC Wishlist
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 We are going to cover wishes by specific platforms, but if you had one overall wish for PPC in 2020, what would it be? Q2 What is your biggest wish (or wishes) for Google Ads in 2020? Q3 What is your biggest wish (or wishes) for Facebook Advertising in 2020? Q4 What is your biggest wish (or wishes) for Microsoft Advertising in 2020? Q5 What is your biggest wish (or wishes) for LinkedIn Advertising in 2020? Q6 What is your biggest wish (or wishes) for other advertising platforms (Pinterest, Snapchat, Twitter, Quora, Amazon, etc.) in 2020? Q7 What is your sleeper platform that you think will be more impactful in 2020? Q8 What are you most looking forward to in PPC in 2020? Q9 What are you most concerned about in PPC in 2020? Links: bit.ly/dot_com_bubble bit.ly/dot_com_bubble_here
January 15, 2020
[EP84] #PPCChat 070120 - Instagram Ads
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Akvile (ahk-vee-lah)(@akvertise) Q1 Are you actively testing Instagram specific ads campaigns? If so, what results have you seen? If not, do you plan to test them soon? Q2 Do Instagram Ads work for any niche or are there some types of businesses where it wouldn’t make sense? Q3 What challenges do you or your clients face when it comes to creating content for IG ads? How are you addressing them? Q4 Native and Expandable Stories Carousel ads have been a game changer for many of our clients. How have you been utilizing them? If so, how? Q5 Instagram Stories Ads broken out into their own ad sets perform tend to perform better. Are you grouping them with other placements or separating them? What results have you seen? Q6 Instagram Story polls are great for gathering intel and driving engagement. What are some ways you have or could use polls in your ads? Q7 Have you seen more success lately with Instagram Feed or Stories Ads? What did you find worked best for that placement? Q8 I recently spotted this very creative example that I want to create our own spin on for some ecommerce client remarketing campaigns. It not only makes it engaging for the user, it gives them an incentive to tap further and to increase the chances of a conversion. bit.ly/ig-carousel-ads
January 7, 2020
[EP83] #PPCChat 241219 - PPC Year In Review
Q1 What was the biggest change in paid search for you this year? Q2 What is something that was really positive that changed in PPC in 2019 in your opinion? Q3 What is something that was negative that changed in PPC in 2019 in your opinion? Q4 What is something that you were looking forward to happening that did not happen in PPC in 2019? Q5 What PPC trend or topic do you NOT want to hear about again in 2020? Q6 What was your biggest takeaway for PPC in 2019 (lesson learned, success story, thing that you thought would work, but didn't, etc.)? Q7 Are there things that were on your to do list that you didn’t get to in 2019? Q8 What’s on your list for Q1 2020? (2020 PPC Wish List is the next chat’s topic too!).
January 2, 2020
[EP82] #PPCChat 171219 - Inclusivity
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Courtney Cox Wakefield (@CourtEWakefield) Q1 What inclusivity challenges have you encountered with your campaigns? Q2 How do you communicate inclusivity in your PPC campaigns? Q3 How can you integrate inclusive signals into your ads without obscuring your mainstream message? Q4 What can you do when a user's marginalized identity isn't revealed in their query? Q5 How do you integrate targeting into your PPC campaigns to promote inclusivity? Q6 How have you convinced leaders or clients to invest in inclusive PPC campaigns? Q7 Why are inclusive campaigns important to you? Q8 How do you identity which messages resonate with marginalized parts of your audience? Q9 hould we customize our ad copy for marginalized groups? If so, how can paid search platforms make that easier? http://bit.ly/even_better_together https://consciousstyleguide.com/
December 18, 2019
[EP81] #PPCChat 101219 - Testing&Experiments
Q1 Do you have regular testing/experiments built in to your account processes currently? If so, what does it look like? Q2 Do you find testing/experiments easier or harder to execute on different platforms? If so, in what ways? Q3 How do you position testing/experiments with clients to get them to say yes? Q4 How do you determine what budget to request for a particular test/experiment (if you're doing something that will require designated budget)? Q5 Do you have any hard and fast rules for your test/experiments, such as how long they should run, number of things being tested, etc.? This would be a great place to explain your statistical significance thoughts for those who are uninitiated! Q6 Is there a test/experiment you’re running or have recently run that surprised you? Q7 How do you decide on things to test/experiment with in your accounts? Q8 What is the biggest objection or resistance you encounter when you suggest tests/experiments in client accounts? Q9 What do you wish clients understood better about tests/experiments? Q10 Is there anything the platforms could do to make tests/experiments easier to implement? http://bit.ly/ad-testing-tool
December 11, 2019
[EP80] #PPCChat - #DigiClanChat Ad Hoc Edition - PPC & The Future of Digital Mktg
Ad Hoc #DigiClanChat Twitter discussion moderated by Bukayo Ewuoso @Bukayor_BK and @DigiClanAfrica Q1 Could you give us a background about your journey to PPC? Q2 Bidding strategy: The introduction of enhanced bidding based on the Machine Learning (ML) intelligence to increase and reduce your bid to optimize for conversion. We can site enhanced CPC to maximze clicks. What’s your position on this? Q3 Talking about testing, we’ve seen people make a retargeting mistake in PPC by directing people to the homepage rather than the exact page for conversion. What’s your take on this? Q4 Can you give some clarity between Standard and Dynamic remarketing, stating the cons for each and when best to use each? Q5 Speaking about Manual bidding and auto-bidding, there are people who prefer to start a new account with auto-bidding before manual. What is your position on this and why? Q6 If you would, what’s the importance of the following in performance marketing to keep businesses profitable when considering PPC and kindly breakdown each. ROAS? LTV? LTV:CPA? and Churn rate? Q7 Lastly, What are you projections for digital marketing in 2020? and in 5 years?
December 9, 2019
[EP79] #PPCChat 031219 - Black Friday Cyber Monday
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How many of you were managing e-commerce accounts over the Black Friday – Cyber Monday (BF/CM) period this year? What categories are your accounts in (i.e. apparel, toys, etc.)? Q2 Overall, how did this year’s BF/CM go, generally for your accounts? Q3 Did you notice anything different happening during BF/CM this year? How did it impact what you did (or did not do)? Q4 What offers performed the best? Q5 What were client expectations like for this year’s BF/CM timeframe? Did the accounts meet those expectations? Q6 Did anything weird happen in your accounts during the BF/CM period? If so, what? And what did you do in response to the weirdness? Q7 If you could have done something differently this year, what would that have been and why? Q8 What do you wish clients would do/not do for next year’s BF/CM? Q9 What lessons from this year will you definitely take with you into next year’s BF/CM planning and execution? Q10 What could the platforms do to make it better and easier for advertisers during this busy time?
December 4, 2019
[EP78] #PPCChat 271119 - Challenging Assumptions
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What are some assumptions you make regularly when it comes to client accounts? Do they differ by platform, industry, etc.? Q2 Have you had experiences where you learned that your assumptions were incorrect? How did that happen? What did you do? Q3 Is there a particular area(s) where you think assumptions are most dangerous for accounts? Q4 What causes you to reevaluate assumptions you or your team have made? How do you handle this when you realize your premise may be faulty? Q5 Do you find it easy or difficult to take a look at your assumptions? Are you aware of the assumptions you and/or your team makes? Is questioning or challenging them encouraged? Q6 What assumptions do you run into on the client-side of things? (Assumptions clients make). Q7 How do you try to challenge client assumptions when necessary? Any tips to share on how to do this tactfully? Q8 What assumption do you wish would go away forever (on our side and/or on the client-side)?
November 27, 2019
[EP77] #PPCChat 191119 - Microsoft Advertising
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)and Purna Virji (@purnavirji) Q1 Are you currently using the Microsoft Advertising platform for your clients? If yes, roughly what percentage of clients? And if no, why not? Q2 What are some ways you’ve found that Microsoft Advertising performs really well for your clients? What industries are the clients in? Q3 What are some ways you’ve found that Microsoft Advertising does not perform well for your clients? What industries are the clients in? Q4 Are any of you currently using or plan to start using the Product Audiences or LinkedIn Profile Targeting? For what types of clients are you/will you utilize these? Q5 Is there anything Microsoft Advertising could do to help you be able to utilize it for more clients? MA webinar: bit.ly/bing-webcast MA updates: bit.ly/learn-about-bing MA suggestions: bit.ly/35oI9cm Linkedin & MA: bit.ly/linkedIn-for-ma
November 20, 2019
[EP76] #PPCChat 121119 - Facebook 2019/20
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Mark Gustafson (@markpgus) Q1 What new Facebook features/trends/suggestions are you embracing? Q2 What steps are you taking to get to 50 Conv/Ad Set/Week? How is it going? Q3 Are you trying new objectives because of the focus on 50 optimization events? What are your favorites? When do you use them? Q4 Have you been doing anything new with creative? What are your best performers right now? Q5 Have you been using Dynamic Creative Testing? How has it been working? Q6 How many ads do you use per ad set when not using Dynamic Creative? Q7 What do you think is the most underrated feature in Facebook and why?
November 13, 2019
[EP75] #PPCChat 051119 - PPC Conversion Challenges
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 eems like a no brainer, but do most of all of your clients track conversions? Q2 hat are the most common conversion actions in accounts and campaigns you’re currently managing? Q3 Do you have a preferred method for setting up conversion tracking? Particular tool? Q4 What is the biggest road block to effective conversion tracking for you? Q5 When a client wants to improve their conversion rate, where do you typically start/look first for opportunity? Q6 How often do you find that their web site/landing pages are a problem? What are the most common issues you’ve encountered? Q7 How do you address conversion rate optimization (CRO) road blocks? Q8 If you could have a wish granted for conversion tracking functionality, what would it be?
November 6, 2019
[EP74] #PPCChat 291019 - Challenges with Remarketing
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you currently doing remarketing for some or all of your clients/accounts? If so, on which platforms? Q2 What do you generally find are client’s expectations for remarketing campaigns? Does it differ at all by platform? Q3 What is a remarketing campaign that you thought was awesome (one of yours or one you were on the receiving end of)? What made it great? Q4 What is a remarketing campaign that you thought was awful (one of yours or one you were on the receiving end o)? What made it awful? Q5 Do you have any kind of standard practice you use when setting up remarketing campaigns? Q6 How do you handle #remarketing with small audiences/too small to remarket? Q7 What are common issues or roadblocks that prevent you from doing remarketing in the way you might want to? Have you found any solutions or workarounds for them? Q8 What do you wish clients knew/did with their web sites to make remarketing easier? Q9 Is there a feature or capability you wish was available for remarketing that currently is not available? bit.ly/g-t-m
October 30, 2019
[EP73] #PPCChat 221019 - Shopping Campaigns Holiday Season
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Kirk Williams (@PPCKirk) Q1 What are things in your Shopping campaigns you can (should) be doing right now to prepare for the upcoming holidays? Q2 Are there any ways your Shopping campaigns will be different this holiday season than in previous holiday seasons? What? Why? Q3 How do you determine additional budget for the holiday season for planning purposes (specific number examples encouraged!)? No wrong answers here, we always need new planning ideas. Q4 2-Part Question: How have you seen Amazon in your Shopping Campaign Auction Insights Lately, and how do you expect them to act during the holiday season? Q5 How are you thinking about smart bidding solutions in Shopping Ads for the holiday season? Do you already have planned adjustments you will be making? Q6 Will creative play a role in your Shopping campaigns over the 2019 holidays? If so, how? Q7Are you running Smart Shopping Campaigns (SSC) over the holidays this year in any accounts? What steps are you taking to prepare them/think about them during the flux of the season? TALK ABOUT SSC :) bit.ly/smart-shopping-kw bit.ly/amazon_prime_sale Accronyms used: ROAS - Return on Ad Spend CVR/CR - Conversion rate DTC/D2C - Direct to Consumer SSC- Smart Shopping Campaign ML- Machine learning SIS - Search Impression Share BF- Black Friday CM- Cyber Monday SERP - Search Engine Result Page
October 22, 2019
[EP72] #PPCChat 151019 - LinkedIn Ads
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by AJ Wilcox (@wilcoxaj) Q1 When do you use #LinkedInAds and why? Q2 @LinkedInMktg is going on a tear with product releases. What's your favorite new #LinkedInAds feature? Q3 Of the 23 ways to target on #LinkedInAds, what's the one targeting facet you couldn't live without? Q4 If you could wave a magic wand and #LinkedInAds could do anything, what would it be? And why? Q5 What have you noticed changing in your #LinkedInAds performance over the last quarter or year? Positive or negative. Q6 How has your #LinkedInAds approach changed in the last quarter or year? Q7 What has surprised you most on #LinkedInAds? Take this any direction you want. Q8 Where do you see #LinkedInAds going over the next several years and how do you plan on using it? Q9 Bonus! Did you guys see the announcement this am about Company Pages? Admins will now be able to push messages to employees, which should help get sharing/engagement up for Company Pages! AJ's LinkedIn Course: https://www.linkedin.com/learning/advertising-on-linkedin-2/the-value-of-linkedin-ads
October 15, 2019
[EP71] #PPCChat 081019 - Google Ads Scripts
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Nils Rooijmans (@ThatSearchGuyNL) Q1 Are you using Google Ads/Bing scripts in your accounts? Why or why not? Q2 What is your favourite script and why do you like it? Or, if you don't have any running yet: what would you loooove to have a script do for you? Q3 When thinking about scripts, what benefits are most important to you (please rank with percentages, try to get to 100%) A> reduce manual labour B> increase account performance C> prevent mistakes D> other, namely … Q4 How do you discover new scripts? Q5 What has been your biggest WIN using scripts? Or, what are you hoping to get out of it? Q6 What is your biggest FRUSTRATION with scripts? Q7 Before you started using scripts, what was the main thing keeping you from it? Or, what is keeping you from using scripts right now? Q8 If you are already using scripts, what advice would you give others with zero scripting experience to get started? nilsrooijmans.com/google-ads-scrip…adwords-scripts/ nilsrooijmans.com/how-to-make-time…gle-ads-scripts/ greatday-event.com/2019/talks/rooijmans/ nilsrooijmans.com/free-google-ads-…e-ultimate-list/ www.takesomerisk.com/google-scripts…ce-ad-account/ www.mindswan.com/blog/the-5-adwor…ng-a-new-account
October 9, 2019
[EP70] #PPCChat 011019 - Successes & Failures
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What is a PPC success story that you’re really proud of? Q2 Did you do anything that might be considered unusual or against “best practices” in the process of achieving that success? Q3 Did you face any pushback during the process of getting to the successful point on that account? If so, how did you handle it? Q4 What was the biggest lesson you took away from this successful initiative? Q5 What is an example of something you tried that just didn’t work (I hate calling it a “failure” because I think we can learn from everything we do, even when it REALLY does not work!)? Q6 Were you trying something totally new to you or going against conventional wisdom or following a platform’s advice, etc.? Q7 What was the biggest lesson you took away from this unsuccessful initiative? Q8 What is the biggest roadblock you face in making your PPC efforts as successful as you think they could be? How do you try to overcome it? Q9 What piece of advice would you give someone, or did someone give you, when it comes to success or failure in PPC? business
October 1, 2019
[EP69] #PPCChat 240919 - Getting Big Results In Small Campaigns
Q1 Do you work on accounts that have some type of limiting factor (limited budget, tight geo targets, low search volume, etc.) regularly? Which factors are you dealing with (please add any others I overlooked!). Q2 Do you do anything, in particular, to manage client expectations when their accounts have limiting aspects to them? Q3 Let’s start with the dreaded limited budget as our first factor. If you don’t really have the dollars you need to not have to have budget be a limiting factor, how do you typically deal with that? Q4 Do you deal with limited budgets differently on different platforms? Q5 Tight or small geographic target areas - how do you typically deal with this? How do you get volume when target areas are very small (in the grand scheme of things)? Q6 Do you deal with tight or small geographic target areas differently on different platforms? Q7 Now for low search volume and/or niche topics. If the volume for what you’re targeting is low, how do you typically deal with that? Q8 Do you deal with low traffic volume differently on different platforms? Q9 What are some of your favourite strategies for smaller accounts?
September 25, 2019
[EP68] #PPCChat 170919 - Brand & Competitor Bidding
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you bid on your brand terms? Q2 What is the biggest reason you have for bidding on brand terms? Q3 What is the biggest reason you have for NOT bidding on brand terms? Q4 What is your best success or worst failure experience with bidding on brand terms? Q5 Do you bid on competitor terms? Q6 What is the biggest reason(s) you have FOR bidding on competitor terms? Q7 What is the biggest reason(s) you have for NOT bidding on competitor terms? Q8 When you advertise on competitor terms, do you simply advertise your brand and its benefits and/or a promo offer or do you try to tie into the competitor in any way? Why or why not? Q9 It was suggested by Jason Fried of Basecamp recently that Google Ads allowing businesses to bid on competitors’ terms was unethical or even possibly extortion. Your thoughts on this? https://www.cnbc.com/2019/09/04/google-paid-search-ads-shakedown-basecamp-ceo-says.html https://neptunemoon.net/2019/09/google-ads-doesnt-owe-you-anything-you-need-to-still-do-branding/ https://www.nachoanalytics.com/blog/airbnb-vs-vrbo/?c=102 https://officialppcchat.com/
September 18, 2019
[EP67] #PPCChat 100919 - (Lack Of) Advertising Platform Support
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Amalia Fowler (@amaliaefowler) Q1 What is your favourite thing about fall/what are you most looking forward to this season? Q2 Let's start by discussing some positives. What works for you with regards to ad platform support (Google & Facebook mainly) Q3 What frustrates you the most about @GoogleAds support? Q4 Given the frustrations we as experts experience with Google Ads, what advice would you give to small businesses who lack our perspective on these situations? (Other than hiring one of us) Q5 Facebook support, what is your biggest frustration here? Q6 A quick jaunt into other platform land. Any thoughts on support from the other platforms (non-Google or FB)? Q7 Philosophy time - what should support include? What exactly do we expect from support? Q8 The platforms are big and we know change is hard. What do you wish @GoogleAds and FB knew from our side? How would them streamlining support ultimately help them gain success (read: $$$) in the end?
September 10, 2019
[EP66] #PPCChat 030919 - Facebook Bidding
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown (@duanebrown) Q1 What did you all get up to this long weekend? Q2 How do you pick the bidding strategy for your Facebook campaigns? Do you have a process or a phone tree path you use. Q3 How is audience bidding different than keyword bidding? The power of 5 campaigns is real. Q4 What are some best practices those new to FB family of apps should know? Or even those looking to sharpen their skills in the coming months Q5 Lets do an AMA (ask me anything) .... though me as in the community and not literally just me. What did we not cover that you want to know about Facebook bidding? Maybe even the Facebook system in general. ASK AWAY! https://www.ppchero.com/testing-a-facebook-audience-without-targeting-restrictions/
September 3, 2019
[EP65] #PPCChat 270819 - Paid Media HotPot
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Google Ads has announced a few changes over the past few months, let’s talk about the end of accelerated ad delivery – do you care? Does it change anything for you? Q2 Google Ads is also sunsetting (don’t you love that term?) showing ads average position – do you care? Does it change anything for you? Q3 Facebook Ads will start having Campaign Budget Optimization only next month – do you care? Does it change anything for you? Q4 Are you at all concerned about Facebook letting users block third party data usage? Q5 Have you tried any new strategies for bidding lately? How have the worked or not worked? Q6 Are you planning to do anything new or different heading into Q4? If so, what and why? Q7 Any question you’d like to put before the group? --- There's been enough time to try reports out on clients for RSA's. Does anyone see a report format getting +ve reviews by clients? We're still trying to present data in way they'll like. https://www.google.com/amp/s/www.jonloomer.com/2019/02/04/facebook-campaign-budget-optimization-default/amp/ https://newsroom.fb.com/news/2019/08/off-facebook-activity/
August 28, 2019
[EP64] #PPCChat 200819 - Facebook Ad Creative
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you utilize one type of Facebook ad creative more than others? If so, why? Q2 Do you have a process or specific requirements you share with clients when they want to start running Facebook advertising re: ad creative? Q3 Have you found a specific cadence that generally works for Facebook ad creative in your accounts? What is the sample size of impressions you consider before deciding on the performance of an ad’s creative? Q4 What is the best length for videos in ads in your experience? What has performed well (or not so well) in accounts you’ve worked on? Q5 Have you found that different types of ad creative work better or worse with different campaign objectives on Facebook? Q6 What variables do you typically test in ad creative on Facebook? Q7 What is something that worked for you with ad creative that surprised you? How was it surprising? Q8 Any “lessons learned” type of advice you’d like to share regarding Facebook ad creative? Q9 What are the biggest challenges you face when it comes to creative assets when advertising on Facebook? Q10 What do you wish you understood better about how ad creative impacts Facebook advertising performance? Q11 What do you wish clients understood better about how ad creative impacts Facebook advertising performance?
August 21, 2019
[EP63] #PPCChat 130819 - Facebook Ads
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Amy Bishop (@Hoffman8) Q1 Do you have a favourite or go-to FB objective? Part. 1: If yes, which one and why? (Part 2 is coming for anyone who’s answer is no ) Q2 No surprise, it seems like conversion is the most frequently used but for those that don’t have a favourite or go-go FB objective, how do you decide which to use and when? Q3 When you set up accounts, do you have a particular account structure that you typically follow? Q4 Has the impending transition to CBO changed the way that you structure your campaigns? Q5 When you structure your ad sets, how segmented do you typically start with your ad ad sets? Do you segment ad sets by platform, device and/or placement by default? Q6 What’s your favourite way to identify interest targets? Q7 What’s a strategy you tried or test you ran (could be anything - bidding, creative, structure, targeting, etc) that was either wildly successful OR that was a big learning opportunity? Q8 If you could give your top 1 or 2 best tips on Facebook Ads, what would they be? Acronyms Key: ABO - AdSet Budget Optimisation ATC - Add to Cart CBO - Campaign Budget Optimisation DPA - Dynamic Product Ads LAL - Look-a-likes LLA - LookaLike Audience RF - Reach Frequency RM - Remarketing SV - Store visit VC - View Content VV/PPE - Video View/Page Post Engagement https://www.quora.com/What-is-CBO-campaign-in-Facebook-ads
August 14, 2019
[EP62] #PPCChat 060819 - YouTube Advertising
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie Bacchini (co-hosted by Bryant Garvin, Cory Henke & Joe Martinez Q1 What are three of YouTube Advertisings biggest benefits Q2 For an advertiser with no video assets and no experience on YouTube, what campaign type/ad type/targeting would you suggest they use to start? (help them avoid common errors you see). Q3 Can you do B2B on YT? Q4 What's the best way to do lead generation with YouTube? Q5 How can smaller advertisers (in the grand scheme of YT thresholds) get some momentum going? Q6 Is there a particular client/time someone would not recommend a YT campaign? Q7 Are there any good competitor research/spy tools for YT ads? Q8 What are some resources (besides following you all on Twitter) that you recommend for learning about YouTube Advertising? https://support.google.com/adspolicy/answer/143465?hl=en&ref_topic=3123080&visit_id=1-636657990753493305-2723494848&rd=1 https://docs.google.com/presentation/d/1I5di9Vb_iGikMImFoFP9_8odyJ-P7fGPWoD6JJXE67A/edit#slide=id.g46e43975e3_0_10
August 7, 2019
[EP61] #PPCChat 300719 - Preparing for Black Friday
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown (@duanebrown) Q1 Summer is half over... how are your summer goals going? Anything coming up special in August? Q2 Who has started to talk about Black Friday (BF)?... could be just with yourself, wider team or if you are agency side...with your client. Q3 What's your process starting when you do start to plan for BF 2019? Do you look at last year's data at all? Q4 Any interesting successes you saw last year, that you want to try and build on this year? Sharing is caring in 2019 Q5 What do you hope to see out of BF/CM this year? Could be a feature from tech/ad platforms or maybe you have a wish for your clients. We are less then 4 months away from BF! https://edited.com/blog/2019/06/retailers-the-data-you-need-to-prep-for-black-friday/
July 30, 2019
[EP60] #PPCChat 230719 - PPC In The Bigger Picture
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you work on and/or are you privy to larger marketing strategies for your clients (or your company if you’re in-house)? Q2 Is there sharing of data, strategy or any other information between your PPC team and other teams working on different aspects of your client/organisation’s marketing? Q3 In your experience, how likely has it been for different parts of the overall marketing team to actively work together? Please include if you’re agency or in-house and how many years you’ve been in PPC in your answer! Q4 Is there data that you don’t have access to that you wish you did from other parts of the marketing team? Q5 Is there data you have that you wish that other teams would ask for and utilize in their efforts? Q6 Have you learned anything from another part of a marketing team that has changed or improved the way you think about or implement PPC? Q7 What do you wish other parts of marketing teams understood about PPC that they often don’t understand?
July 24, 2019
[EP59] #PPCChat 160719 - Responsive Search Ads
#PPCChat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Mark Kennedy (@markkennedysem) Q1 As you know RSA's are relatively new, but first, let's get a feel about how many are using them and if you are using them a lot or just testing them a little Q2 Many of you may be testing them on your own, but I also wanted to get a feel for how much pressure the agency-folk are getting from their reps, and why you think (in your opinion) that is. Q3 We'll get into some of the negative aspects of RSAs in a minute, but first, let's focus on the positives. Let me know what you like so far. Q4 And as a quick follow-up, are you seeing RSAs outperform ETAs (from a conversion standpoint), even without knowing which specific combination? Q5 Okay, diving into the negative side, what's your biggest issue (or issues) with RSA's so far. Q6 A few mentioned already (feel free to repeat) - Anyone have any strategies, theories or tips they are using/testing with RSA's they want to share Q7 [skipped] Q8 Are you using all title and description lines in RSA's? Q9 If Google had full transparency on the ads (conversion data, CTR, etc) by combination, would you be more likely to use these ads?
July 17, 2019
[EP58] #PPCChat 090719 - Amazon Advertising
#PPCChat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown (@duanebrown) Q1 What did you do for long weekend? Both Canada and USA has our birthdays last week and if OOO emails tell me anything. Y'all went away. Q2 Who's doing Amazon and what sort of brands are you working with on the platform? Q3 Which tactic are you finding most effective in Amazon? Time to dish and help your fellow #ppcchat people out... Q4 What does everyone think of Amazon buying Sizmek? Q5 What do you wish Amazon would release in 2019? Could be a feature, product or access to a data set or report...NAME YOUR ONE AMAZON AD REQUEST! https://www.adweek.com/programmatic/what-amazons-intention-to-acquire-sizmek-means-for-the-advertising-industry/
July 9, 2019
[EP57] #PPCChat 020719 - Conferences & Self Development
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Azeem PPC (@azeemppc) Q1 In terms of your own self-development, how important is attending a conference to you, and why? Q2 Which talk have you seen at a conference that has really inspired you with great takeaways to apply in your current role? Q3 If you've spoken at a conference - what motivated you to apply? If you've never spoken, would you consider it, and why? Q4 Do you make time for your own development, and how? Q5 What are you currently learning about? (This might be a good way to connect with others in the space who have already been there/learnt it...) Q6 What one thing would you suggest that employers should do, to encourage self development?
July 2, 2019
[EP56] #PPCChat 250619 - Education in PPC
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Amalia Fowler (@amaliaefowler) Q1 How did you get into PPC? Q2 What do you wish you knew in the beginning that you know now? What would you tell Day 1 you? Q3 What has been the biggest learning experience for you in your career - either a specific event, or client, or experience, etc Q4 What do you think education programs are missing or lacking in regards to digital or PPC? Q5 What advice do you have for someone interested in pursuing a career in PPC? Q6 What advice do you have for someone interested in pursuing a career in PPC? Final Thoughts Podcasts: - Art of paid traffic, - The PPC show, - FB Ads with a Twang, - Age of Persuasion, - Professional AF from @dianakander - Recode Decode from @karaswisher - MarTech podcast - Akimbo (Seth Godin) - The Brainfluence - Experts on the Wire (SEO) - Growth Marketing Toolbox - Hidden Brain - Inside Intercom (product marketing) - Social Media Marketing - Grow with Quora ;)
June 25, 2019
[EP55] #PPCChat 180619 - Youtube Advertising
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Bryant Garvin (BryantGarvin) Q1 How many of you are running YouTube campaigns today? Q2 In your opinion what is the role of YouTube ads? Where do they fit in marketing strategy? And yes I said the S word... we need to think that way more Q3 What Percentage of YouTube spend goes towards Top Of Funnel vs Bottom of Funnel aka Prospecting vs Remarketing? Q4 If you are running Top of Funnel YouTube do you run it in the same account as your search? Why or why not? Q5 What are your favorite targeting options for YouTube? Q6 Are you more or less likely to run more #YouTube campaigns after the chat today? http://www.clixmarketing.com/blog/2018/12/20/1000-kids-youtube-channels-to-exclude-from-your-video-campaigns/
June 18, 2019
[EP54] #PPCChat 110619 - AI, Machine Learning and PPC
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 AI & ML have not come up a ton in client conversations for me. Exceptions if they get calls from Google Ads pushing them on it and Smart whatever. Q2 How much of a role does automation play in your PPC management? Q3 Do automations save you time or do they take up more time in testing, monitoring, explaining? Q4 What automations work well for you? Any must-haves that everyone should implement? Q5 What automations don't work well for you? Have you found tricks to make them work or did you give up? Q6 What technologies or tools have you tried for automation? BQML, AutoML, Scripts, API, ...? Q7 ?? Q8 What is the one automation you would die to have access to? Q9 Is there any PPC task you feel you will never trust to automation? https://www.amazon.com/Digital-Marketing-AI-World-Futureproofing-ebook/dp/B07QNMKK2L https://www.hanapinmarketing.com/hero-academy/?utm_source=Optmyzr&utm_medium=Social&utm_content=Hero%20Academy
June 12, 2019
[EP53] #PPCChat 040619 - GeoTargeting
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How important is geographic targeting in the accounts you work on? Why is it at that level of importance? (I am assuming it matters to some degree to all advertisers, but not equally importantly). Q2 In Google Ads what historically has been your preferred geo targeting setting? Why? Q3 Do you expect the change in the way you can target geography in Google Ads to impact you or your clients? If so, how? Q4 Do you use similar geo targeting on other platforms? Why or why not? Which are similar or different? Q5 Do you have any practices you employ to try to keep geo targeting limited to where you actually want it (on any platform)? Q6 Do you regularly monitor location data for your campaigns (on any platform)? Q7 Do you find that you are geo located correctly by search engines, web sites or social platforms? If not, does that concern you as an advertiser? Q8 Is geo targeting something you would trust machine learning to figure out for you? Why or why not? Does your answer vary by platform? Q9 If you could magically change one thing about how you’re currently able to geo target campaigns on any platform, what would you do? https://neptunemoon.net/2019/06/google-ads-makes-a-major-change-to-location-targeting/
June 6, 2019
[EP52] #PPCChat 280519 - Roadblocks
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What is a situation you’ve found yourself in recently where you felt like you had to figure out something really difficult and/or something that seemed like a giant roadblock? Q2 When you run into something that seems impossible or there is a major roadblock in your way, what do you generally do? Q3 What is your biggest roadblock or "in need of a workaround" frustration right now? Q4 How do you handle it when a platform (I’m looking at you @facebook ) goes down for a day or more? Q5 I know a lot of you have been really frustrated with the level of “support” that @GoogleAds seems to be providing these days… how do you work around that? Q6 Do you build any time into your projects/contracts/regular schedules that assume there will be some time needed to deal with "nonsense, not of your doing"? Q7 What if your client (or team if you’re in-house) is the roadblock? How do you handle that? Q8 Is there anything going on for you right now that you could use the power of the #ppcchat minds to help you get around?
May 31, 2019
[EP51] #PPCChat 070519 - The Future of GoogleAds
Q1 At their event next week Google Ads will be announcing new features – what Google Ads feature of the past few years has been truly innovative, in your opinion? Q2 What feature or change by Google Ads has impacted you most significantly? Q3 What feature or change by Google Ads has felt like a step backwards? Q4 What feature or change by Google Ads has made your work easier? Q5 If you could request a new feature or change for Google Ads, what would it be and why? Q6 What are your predictions for their announcements at this year’s Google Marketing Live event? What do you think they will be rolling out? Q7 If you were talking to a Google Ads product manager, what would you say to them? Q8 What are the things you most want to know from Google Ads about where their product is headed? (I will be at the event next week and will ask as many questions as I can for us!). Register for Google Marketing live here: t.co/2YkRAiHceW
May 7, 2019
[EP50] #PPCChat 300419 - Questions Clients & Bosses Bring Up
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Amalia Fowler(@amaliaefowler) Q1 What do you do when a client/boss says "why can't see my ads anywhere?" Q2 When a client wants to connect 'every week' or 'every day' to discuss results and/or make changes, how do you handle that? Q3 "The data in [insert platform - Facebook] doesn't match the data on my Analytics/Custom Dashboard. Why?" Q4 "I don't want to bid on our brand name, its a waste of money Q5 "I want to run video but I have no video, you do video right?" OR "I want to run this video *sends you awful video you would not ever run.*" Q6 When a client disagrees and INSISTS on running something you don't want to do because it doesn't align with best practices, what do you do? What script do you use? And how do you protect yourself from the results?
May 2, 2019
[EP49] #PPCChat 160419 - Spring Cleaning For PPC
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you have anything you do like “spring cleaning” for your PPC accounts (next Q will get into the specifics of what you do)? If so, how often do you do it? Q2 What kinds of “spring cleaning” things do you do? Q3 Are there things you think about doing, but don’t quite get around to doing to “spring clean” accounts? Q4 Are there any tools you use for “spring cleaning” type tasks that you love? Q5 Do you have processes in place that are essentially constantly “spring cleaning” accounts? Like Roomba for PPC? Q6 Are there areas that you wish you had more time to devote to that would make accounts more tidy and/or efficient? Q7 What is one “spring cleaning” type PPC task that you detest? Q8 Do you have any suggestions for how the platforms might “spring clean” themselves?
April 17, 2019
[EP48] #PPCChat 100419 - Pricing Models
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What types of work do you engage in right now – Google Ads, Bing Ads, Facebook, etc.? Q2 What do your engagements typically look like? One off projects, strategy only, ongoing management, etc.? Q3 Do you have different pricing models for different types of projects, work or platforms? Q4 Has your pricing structure evolved over the past year or two in any significant ways? If so, how? Q5 Are there aspects of your pricing structure that are working really well? Q6 Are there aspects of your pricing structure that are NOT working very well right now? Q7 Are there things that you regularly do in the course of your work that you think clients undervalue? Q8 Are there pricing practices you’ve come up against that you felt were problematic? Q9 If you could change anything about the way PPC services are sold, what would it be?
April 10, 2019
[EP47] #PPCChat 020419 - Display Advertising - Is It Still Worth It?
#PPCChat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you currently doing advertising on any display networks? If so, which ones? Q2 What types of campaigns are you running on those networks? Q3 What is working well in display for you right now? Q4 What is NOT working well in display for you right now? Q5 Has client interest in/desire for display changed over the past year? If so, in what ways? Q6 Do you wish you were doing more display? Why or why not? Q7 What is the best thing about running display campaigns, in your experience? Q8 If you could change anything about how display campaigns work, what would it be?
April 3, 2019
[EP46] #PPCChat 260319 - Filling The Funnel – The PPC Mantra Explored
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How do you define “The Funnel” when you’re talking to clients about it or when you’re talking internally about it? Q2 Where is most of your PPC work focused – TOF (top of funnel), MOF (middle of funnel) and/or BOF (bottom of funnel)? Q3 Do client expectations vary based on the part of the funnel you’re targeting with a particular initiative? If so, in what ways? Q4 What do you find to be the best strategies and tactics to use when targeting TOF type traffic? Q5 What do you find to be the best strategies and tactics to use when targeting MOF type traffic? Q6 What do you find to be the best strategies and tactics to use when targeting BOF type traffic? Q7 Do you find the concept of “The Funnel” to be problematic? If so, how? If not, why not? Q8 If you could change one thing about how clients perceive any aspect of “The Funnel” what would it be? Q9 Is there a better model than “The Funnel” that you wish was more widely known and/or adopted? https://go.forrester.com/blogs/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey/ https://blog.hubspot.com/marketing/our-flywheel
March 27, 2019
[EP45] #PPCChat 190319 - Apps
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by @JuliaVyse Q1 Are you running app campaigns right now, on any platform? Q2 For those who have run App campaigns, what was your biggest challenge getting started with ppc for apps? Q3 Google UACs have changed a lot since the beta. With no placement reports and limited data, how do you make your clients feel safe using them? Q4 Tracking! What do we like about Tune, AppsFlyer? Firebase? what is our favourite app tracker and why? Q5 ?? Q6 what advice or tips would you give someone ready to start their first app campaign? Q7 what is your biggest app challenge right now? tracking? siloes? expectations? ux?
March 21, 2019
[EP44] #PPCChat 120319 - Reflections on Q1
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 How would you sum up the first quarter of this year? Has it been about the same as Q4 of 2018 or different? Similar to Q1 of 2018 or different? If it has been different, how so? Q2 Have you done anything new this quarter? How is it going? Q3 Have you retired or stopped doing anything this quarter? If so, why and how it is going? Q4 What, if any, changes (by the platforms) have impacted you this quarter? How so? Q5 What is something you had hoped to try or implement in Q1 that you did not get to do? Will you do it in Q2? Q6 What is your attitude about Q2 – are you seeing things in your advertising industries that make you feel positive or negative about the coming quarter? Why? Q7 What is your biggest concern heading into Q2? Q8 What are you most excited about heading into Q2? https://searchengineland.com/bing-ads-will-serve-all-yahoo-search-ads-in-new-microsoft-verizon-media-deal-310651
March 13, 2019
[EP43] #PPCChat 050319 - Shopping Ads
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Kirk Williams (@PPCKirk) Q1 Do you actively manage Shopping Ads, or, are you new to Shopping and hoping to learn more in this chat? Q2 Let's talk P12Mo Shopping Ads changes. What is new or notable that you think is worth calling out in Shopping Ads (late 2018 or upcoming 2019 changes accepted!). Q3 Are you testing bidding automation solutions in Shopping Ads? Any takeaways or learnings to share with the class? What do you love, what do you hate about what you have tried? Q4 In the brave new world, do you still find advanced manual bidding/segmentation strategies (or others) like Query Filtering to work for you in Shopping? Share your findings! Q5 It's Smart Shopping time! What are your thoughts? Like or dislike? Explain your answer. Q6 Prediction Time: If Smart Shopping / New UI happened in 2018, what do you think will be the biggest change to Shopping Ads in 2019? Q7 What do you think of Google opening up PLAs to appear in organic search? What impact do you see this having on paid Shopping Ads, if any? Q8 For those who run Shopping on Bing as well, what is something you like about Bing Shopping? What is something you would like to see changed? https://webmasters.googleblog.com/2019/02/help-customers-discover-your-products.html
March 6, 2019
[EP42] #PPCChat 260219 - Creating Repeat Customers Via Upselling & Cross selling
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Duane Brown (@duanebrown) Q1 What's the best part and highlight of your weekend? Q2 Does everyone know what customer retention is? How do you explain it to others in marketing, your boss/client? Q3 Do you do customer retention for brands you work on now? If you said no, what is stopping you? For those who said yes, what are some of the industries you are doing this for? Curious what we will hear outside of e-commerce which is a given. Q4 For my B2B peeps today, what are you finding works best with retention? Is it cross-selling or up selling? We will get to you ecom/B2C folks next... don't worry, can't let me B2B fam not get some love today. Q5 For ecom, what are you finding works well? Time to find your tribe with this question. Q6 Are you combining what you do in paid ads retention with email or organic social? I know Klaviyo email marketing is a huge player in this space. I have not used them though
February 27, 2019
[EP41] #PPCChat 190219 - Search Conferences
#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you attend search conferences, at all and/or regularly? Why or why not? Q2 Which conferences have you attended and would you attend again? Q3 Are there any conferences or events that you have always wanted to attend, but have not? Why not? Q4 What makes for a great search conference experience for you? Q5 What makes for a great presentation by a speaker for you? Q6 What makes for a bad experience for you at a conference or event? Would that experience keep you from attending again? Q7 It feels like there are a million conferences these days, but even so, are there aspects of PPC that you wish were covered more at events? Q8 What topics are you sick of hearing about? Q9 If you were designing you own search conference event, what would your priorities be for the event? Q10 If there is anything you would want conference/event organizers to know that you have not already shared, go for it now!
February 20, 2019
[EP40] #PPCChat 120219 - Favourite PPC Tools
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Do you use tools to help with any aspect of your PPC work? If so, which do you use regularly? Q2 What is the one PPC tool that you absolutely could not live without and why? Q3 Is there a tool you’ve heard about but not had the chance to use that you’d really like to? What is keeping you from trying it? Q4 Is there a tool that you did try but either didn’t like it, couldn’t understand it or just generally had a hard time with? Why? Q5 For existing tools, are there any features or functions you wish they had (tag the tools!) and why? Q6 What is missing in the world of tools for PPC pros? What is on your wish list for a tool? Q7 Is there anything in particular that makes you more or less likely to try a new tool?
February 13, 2019
[EP39] #PPCChat 050219 - Privacy & Digital Advertising – Can They Ever Really Be In Balance?
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Is privacy something that you or your clients think about when it comes to digital advertising? If so, why or if not, why not? Q2 Are there any particular methods or practices that you will not use due to privacy concerns (as an advertiser or on behalf of a client advertiser)? Q3 Which platform(s) do you think handle the precarious balance of user privacy and advertiser desire for targeting data the best? Q4 Which platform(s) do you think handle the precarious balance of user privacy and advertiser desire for targeting data the worst? Q5 What is your biggest concern regarding privacy and advertising? Q6 Do you think ad blocking technology should be of concern to digital advertisers? And, do you use it personally? Q7 If regulation will be coming to the digital space regarding people’s data, what do you think is the most important aspect to address? Q8 Are your views on privacy and advertising different as an individual and as a digital marketer? If so, where do they diverge? spreadprivacy.com/do-not-track/ www.bbc.co.uk/news/technology-46944696
February 6, 2019
[EP38] #PPCChat 290119 - Automation - The Good, The Bad, The Ugly
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 What, if anything, are you currently using automation for in your PPC work? Q2 Where and how is automation working really well for you? Q3 Where is automation NOT working really well for you? Why do you think it is not working as well as it could/should? (The frustrations question is coming next!) Q4 What is your biggest frustration with automation in PPC? Q5 In light of Google Ads new initiative to start doing things in accounts “behind the scenes” automatically (unless you opt out) – what would you like them to tell them as PPC professionals? Q6 What areas to do you wish that platforms would do better with automation? What would be most helpful to you? Q7 What areas to do you wish that platforms would stay away from when it comes to automation? searchengineland.com/google-tells-s…agement-310931
January 30, 2019
[EP37] #PPCChat 220119 - Quora Ads
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)& JD Prater (@JDprater) Q1 What types of advertising are available on Quora Q2 How does ad targeting work on Quora? Q3 What type of companies are using Quora currently? Q4 What makes a successful Quora campaign Q5 Why should my company advertise on Quora. Q6 How many of you participating today are either currently using Quora for advertising or have definitely plans to in Q1 2019? Case studies: https://marketingland.com/how-to-use-quora-ads-for-big-results-in-every-step-of-the-funnel-243852 https://quoraadsupport.zendesk.com/hc/en-us/articles/115000987792-How-do-I-retarget-visitors-to-my-website- https://business.quora.com/Retarget-Users-Who-Have-Shown-Interest-in-Questions-on-Quora https://quoraadsupport.zendesk.com/hc/en-us/articles/115010466208-How-do-I-install-the-Quora-pixel- https://business.quora.com/AdStage-finds-high-quality-leads-by-advertising-on-Quora https://business.quora.com/Instapage-acquires-quality-subscribers-through-Quora-Ads
January 23, 2019
[EP36] #PPCChat 150119 - Attribution - The Good, The Bad & The Frustrating
#PPCChat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 Are you doing or attempting to do any kind of attribution currently? If so, what are you doing? Q2 What are your clients’ attitudes and expectations when it comes to attribution? Do you try to educate them on what can and cannot be done? Q3 Where is attribution working really well for you? And how is that happening? Q4 Where is attribution NOT working really well for you? Why do you think it is not working as well as it could/should? (The frustrations question is coming next!) Q5 What is your biggest frustration with attribution? Q6 Are there tangible things, in your opinion, that the platforms could do to make attribution better? Q7 Are there general expectations about what the current capabilities of attribution that you wish would just go away? Q8 If a genie could grant you one wish re: attribution, what would it be?
January 16, 2019
[EP35] #PPCChat 080119 - Budget & Strategy Planning For The New Year
Q1 Who are you and what's your one big passion outside of PPC/marketing/tech? New year means we have new people joining the chat I bet... so changing up our first question of the year Q2 Twitter Poll. Do You Budget Plan With Clients/Internal team/your boss? Click the tweet if you are on mobile/desktop if you don't see i BTW, HOSTING IS HARD. Keeping up with y'all is my workout today Q3 If so, why do you do it? If Not, why not? Especially I want to hear from the Nos... so our collective braintrust can help you do it in 2019. Budget planning and excel sheets are SEXY! Q4 What is/was Your Current Process for figuring out this years budget? We heard from one person in ecom they use ROAS to help. What do y'all who don't do ecom do? Q5 Great to see some of y'all mention testing as that was my next question. I'll tweak the ask. How much of your budget do you usually put towards testing? Q6 May be our last questions of today's chat. I see a few of you mentioned testing new channels. What are you top 2 or 3 channels you want to test in 2019 and why?
January 10, 2019
[EP34] #PPCChat 181218 - 2019 Wishlist
#PPCChat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon) Q1 If Santa could make just one PPC wish come true for you in 2019 – what would it be? (This could be very practical or totally pie in the sky wishes). Q2 What do you most wish that @GoogleAds would do or not do in 2019 & why? Q3 What do you most wish that @facebook would do or not do in 2019 for advertisers and why? Q4 What do you most wish that @BingAds would do or not do in 2019 & why? Q5 What do you most wish that other platforms like @LinkedIn @Twitter @Quora @Pinterest would do or not do in 2019 & why? Q6 What is something you want to learn more about, start doing or get more skilled at in 2019? Q7 What do you wish you could do way less of in 2019? Q8 Final thoughts on 2018? Last plea for things to be different in 2019?
January 4, 2019
[EP33] #PPCChat 041218 - Reporting
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Elevated Marketing (@elevatedmrktng) Q1 Do you do the reporting to clients or does a project manager do it for you? Q2 What metrics do you currently report on? What are three metrics do you feel you must show to your clients? Q3 Do you provide a written analysis or just the numbers? Do you also provide “what” was done? Q4 What platform/software (maybe just email) do you use to give your metrics? Does anyone automate reports to clients? Sorry, we have a lot of questions! Q5 - whoops Q6 Do you do in person/online-camera share/ video sent/ by email only? Q7 How much time do you feel/or actually know is spent on reporting? Q8 Do your clients ever ask questions/want metrics all month long? If so, how do you manage productivity and burnout? Q9 Double whoops... Q10 Do or does your company count reporting time in your billing structure? Q11 For the multi-channel folks, do you use a platform like Google analytics to show all channels or do you report from the platform? Q12 What’s one metric you wish you could stop reporting on? Q13 OPEN FLOOR, what question(s) do you want to ask the group on reporting?
December 11, 2018
[EP32] #PPCChat 271118 - Preparing for Downturn
Q1 Have you been through a downturn cycle before? If so, when and how did it impact you? Q2 Are you seeing any indicators from clients, or in your industry if you’re in-house, that make you think a downturn might be brewing? If so, what are you seeing? Q3 Do you have any type of plan or strategy in place that you deploy when you start to see things turning sour economically? If so, what is it? Q4 Are there ways that you change your account strategy or management if the economy slows down significantly Q5 What is the worst thing a client could decide to do during a downturn? Q6 If you could tell clients one thing that they should be doing (or not doing) and/or thinking about now as a downturn is becoming a bigger possibility in 2019, what would that be? Q7 For those who have been through this type of cycle before, what are some things you wished you knew now that you might not have known then? If you have not been through this, what would you like to know from those who have?
November 28, 2018
[EP31] #PPCChat 201118 - Trends in PPC for 2019
Q1 Keywords! Hot or not in 2019? Do you think we will see continued movement towards context & audience and away from the keyword? Q2 AI & Machine Learning. Hot or not? Where are we going with this in 2019? Is it coming? Is it here? How do you/your team plan to deal with it? Will this be the year someone finally develops a drinking game? Q3 Amazon, Quora, and other alternatives to Google Ads & Facebook. Hot or not? Q4 Attribution modeling. Are we going to see continued movement away from last-click? Q5 Video! The topic of last weeks #ppcchat - hot or not? Do you use it now? Do you intend to use it more next year? Q6 Changing gears. What was something that surprised you in 2018 that you didn't expect? Q7 We have time for one more quick one. Make your own 2019 predictions!
November 27, 2018
[EP30] #PPCChat 131118 - Facebook & Instagram Video Ads.
#PPCChat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Akvile DeFazio (@AkvileDeFazio) - pronounced Ahk-vee-lah Q1 To better direct our conversation, are you currently testing video ads on Facebook and/or Instagram? ➡️ If so, are you seeing success over static image counterparts? ➡️ If not, how come? Q2 Sounds like creating video is a top one. What are some of the biggest challenges that you are facing when it comes to Facebook and Instagram Video Ads? Q3 FB recently launched their Video Creation Kit in the ad level where you can use images & easily create your own video ads using special fx. Have you tested it out yet? Great for launching while waiting for new client video assets or if your clients don’t have any Q4 While we have many variables in play, from campaign objective to our audience targeting, overall, have you seen more success using longer or shorter duration video ads? What time length has been the most successful for you? Q5 What are some of your favorite video creation and editing tools/apps/software? Q6 oopsy - missed out. Q7 Did you know? According to DigiDay, 85% of Facebook videos are watched without sound. How are you overcoming this hurdle, to get your message across visually, textually, and acoustically? Q8 What metrics do you use to determine the success of your video ads?
November 14, 2018