AI & PPC, Platform Layoffs, PPC Live UK - This Thursday!

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Jan 30

Hello and welcome to our twentieth edition of the #PPCChat Roundup Newsletter - your fortnightly update on the latest of the #PPCChat Roundup podcast, interesting reads concerning the episodes, London’s only locally run and organized PPC-focused event (PPC Live UK), and more on what’s going on in my (Anu) world of Paid Search.

And while you are here - if you want to support me financially, why don't you buy me a coffee? I promise - it WILL go far. :)

Before we get into out usual PPCChat podcast news I must say that I am really excited that in 3 days (i.e. on Thursday), we’ll be back for the first 2023 PPC Live UK event. OOoo…I can’t wait!

#PPCChat Roundup Podcast🎙

In the last couple of weeks, we had two great PPC related chats on very timely topics. Seriously - January is keeping us on our toes. We started of talking about AI & PPC. With the rise of ChatGPT especially this year and several of our community members sharing that they have started testing it to create ad copy for them - we talked about it’s benefits and pitfalls and best ways to approach it and see what our cleints

Christine Zirnheld shares how she uses AI (well - not much) and also how she reckons it should be used:

Christine Zirnheld @shepzirnheld

@NeptuneMoon A1: We use machine learning (smart bidding, pmax, etc.) but not a lot of AI. I am still of the mindset that a human can write better than a computer. I wouldn't be against using ChatGPT to get copy or keyword ideas, though! #ppcchat

Sarah shares a glaring flaw to ChatGPT:

Sarah Stemen @runnerkik

A3: Well if you have used ChatGPT some answers are just factually incorrect so incorrect copy, claims and then the legal aspect could def be a concern and factor. #ppcchat

Kristen shares her wish for AI:

Kristen @digitalceo5

A4 I would like to see AI in smart reporting where it can quickly pull up analysis on any major metric in PPC at a given moment. #ppcchat

Julie F Bacchini @NeptuneMoon

I am loving this conversation today! Q4: What kind of AI would you like to see developed and/or deployed in PPC? #PPCChat https://t.co/7m5TnSu201

The following week after some sad news of major Google and Microsoft layoffs we decided to have a chat about Platform Layoffs and PPC. Google let go of 12,000 employees whilst Microsoft let go of 10,000 employees. It was shocking despite them not being the first in this series of major tech layoffs. We were definitely most concerned with those affected, but also actions we should take, client concerns and any plans for how this could affect our industry.

Lawrence was spot on as to where the majority of our concern should lie:

Lawrence Chasse @lchasse

A1: Yes, but mostly for the folks involved who have lost their jobs and probably in most cases very high paying jobs. The economy always comes back and it is just a rough patch. My concern is really just about the people, because it sucks. #PPCChat

I share Ashton’s concern regarding support teams:

Ashton Clarke @adclarke10

A1: Yes, 1 concern is that support teams for ad platforms could be cut back. I also think that companies tend to be more reactive when they see others doing layoffs, so (similar to what others have said) my goal is to help clients keep a level head & maintain stability #PPCChat

Julie F Bacchini @NeptuneMoon

Q1: Are you concerned about all of the layoffs happening in the tech space in general and at ad platforms specifically? If so, what are you concerned about the most? If not, why not? #PPCChat https://t.co/Vs1bKKzP1Q

And according to Mike Ryan (and Ashton Clarke), clients aren’t worried yet:

Mike Ryan @mikeryanretail

A4: no but it’s very fresh tbh the ad platforms are facing minimal risk. The layoffs reduced overhead, increased profitability, and lowered risk The risk they face is if a consumer recession occurs and is strong enough to trigger an advertiser recession #PPCchat

Julie F Bacchini @NeptuneMoon

Great discussion so far! Q4: Are clients or stakeholders concerned about the state of tech? Have they brought the topic up to you? If so, what are they focused on? #PPCChat https://t.co/y2xGPdbW6V

And that's our latest episodes. Please do go check out those episodes - there is a lot to learn from them. If you have listened to more than 30 seconds of them, why don’t you take 5 seconds of your time to leave a rating/review?

Relevant Articles/Links📑

Pluralistic: Tiktok's enshittification (21 Jan 2023)

Julie Vyse’s take on ChatGPT

Big Tech Is the West’s Surprise Weapon in Competition With Russia, China

A rather new add-on for Google Sheets is Simple ML for Sheets

Google Cuts 12,000 Workers - 2023 Tech Layoffs Roundup

PPC Live UK🗣

In only three weeks to go till our first event of 2023.

Sophie Logan (top 50 PPC Influencer of 2022) will wake us up to the golden nuggets there are to be found with the Microsoft Audience Network

Maddie Crawford is going to be talking about The Ad Copy You Think Matters vs The Ad Copy Your Audience Cares About.

Tiffany Shears who, according to her team, is the tracking Yoda, will be showing us how to be a GTM pro.

And last but by no means least Azeem Ahmad (top 50 PPC Influencer of 2022) will be sharing actionable tips on Proving the value of PPC in your overall marketing strategy.

Note change in order of speakers. This was due to feedback from past events.

Thanks to our headline sponsor marketing company Add3, there will be prosecco at reception, more drinks, more snacks, pizza, goodie bags, and a chance really connect with people (the kind you don’t get at conferences where there are thousands of people). We want to make sure everyone gets a chance at meaningful networking.

Get your £16 ticket to the fabulous line-up before it's too late. 😉

Finally, here is some great content from PPC Live UK relating to the topics of our most recent event:

Conclusion

That brings us to the end of the fun happenings in my PPC world and beyond over the past few weeks. If you have any feedback, please send it to mindswanppc@gmail.com with “Newsletter Feedback” in the subject line. I really do want to ensure you are getting news that you enjoy. And if you really did like it, please tell your colleagues, family, friends, and pets too. 😉

If you don’t feel you are benefitting from this newsletter as well, click the unsubscribe link below. No hard feelings - I promise.

Feel free to connect with me on Twitter or on LinkedIn and, more especially, follow the PPC Live UK Twitter, LinkedIn and YouTube profiles, where you will also get up-to-date info on future events especially.

Hope to speak to you in a couple of weeks.

Anu Adegbola aka TheMarketingAnu.