PPC Live The Podcast - The F*ck ups that led to Triumphs

#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?

#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?

#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?

#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?

#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?

#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?

#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?

#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?

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?

#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?