Taking the Frenzy Out of PPC, How to Talk PPC With Non PPC People, Last Call for PPC Live UK at The Shard

Welcome to our twelfth edition of the #PPCChat Roundup Newsletter - your fortnightly update on the latest of the #PPCChat Roundup podcast, interesting read in relation to 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. :)

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#PPCChat Roundup Podcast🎙

Again - we've had another two weeks of very informative and timely PPC talks. We started by talking about Taking The Frenzy out of PPC which was inspired by an article written by Kirk Williams for Search Engine Land. It was an article based on how you stay on top of being in a constant state of firefighting & long hours that could easily lead to burnout. Top tips:

Answer to whether people work nights or weekends:

Ameet Khabra (she/her) @adwordsgirl

A1. Not anymore. I encourage everyone to log off at an appropriate hour and to take the weekends off. I want to prioritize everyone's well being. We're no good to our clients if we're not good to ourselves. #ppcchat

Julie F Bacchini @NeptuneMoon

Let's get to it! Kirk’s post talked about how many agencies & pros operate at “frenzy” speed, so… Q1: Do you and/or your team find yourselves working nights, weekends, etc. regularly? If so, why? And if not, why not? #PPCChat https://t.co/GmiLvz5O47

Boris Beceric @BorisBeceric

A3: I have T&C that state turnaround times for different tasks, response times etc and that anything that has not explicitly been contractually agreed on will be billed separately. #PPCChat

Ashton Clarke @adclarke10

A4: I try to do little things to keep my mental health in check. Things like: – Log off at 6pm ET, no matter what – Late afternoon messages on Fridays are a Monday problem I do think some of our org processes could be better, but it's something we're actively working on #PPCChat

Julie F Bacchini @NeptuneMoon

Q4: Do you have any processes in place that either add to a frenzied atmosphere or reduce a frenzied atmosphere? Is this something you're going to be thinking about after this chat? #PPCChat https://t.co/VolTWVhFs4

Our second discussion was an area that I have experienced a lot since my family are comprised of doctors, lawyers, and accountants - Talk PPC to Non-PPC people. But to be honest we didn't stop at talking PPC with a far-removed family member but also with clients who just don't get PPC. And when you're an agency/freelancer - you will experience that a lot! Here were our top shares:

How to talk PPC to Non PPC people

Ashton Clarke @adclarke10

A2: One technique I have for reporting is making sure to note what each metric/trend actually means. So instead of just saying "We saw a 10% increase in CTR", I also follow it up with "This means that users are engaging with our ads more often". #PPCChat

Julie F Bacchini @NeptuneMoon

Q2: Have you found particular language or techniques to explain PPC to non PPC people in ways they can actually understand it? #PPCChat https://t.co/QfS3ZPC3W6

Most misunderstood aspect of PPC:

Alex Nicoll @alexnicoll93

A3: I think people who really don't understand PPC are always surprised by how low the CTR can be and still be "good". Same with conversion rate. Setting expectations is important! Also, like I said before, crafting a story always helps me. #ppcchat

Julie F Bacchini @NeptuneMoon

Q3: What aspects of PPC do you find are most often misunderstood by non PPC people? How do you try to combat the misunderstandings? #PPCChat https://t.co/8UL6UtfnHK

Resources for breaking down PPC:

Julie F Bacchini @NeptuneMoon

A4: I tend to have a little library of explainers that I update periodically to be able to send to clients. I have pointed people to the PPC Acronyms page on the PPC Chat site too: officialppcchat.com/ppc-acronyms/ #PPCChat

officialppcchat.comPPC Acronyms - PPCChatWe have A LOT of acronyms in PPC! This is an attempt at capturing them all. If you see any we missed, please either Tweet at me (@NeptuneMoon) or send an email to juile@officialppcchat.com so I can add to this list. Special thank you to Anu Adegbola (who is also our podcast recapper) for this […]

And that's our two topics for the past week. I hope you found them useful, especially with the talk about protecting your mental health. Actually bother can be linked to mental health because the amount of misinformation from the client side can be what leads to a lot of fire-fighting requests.

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📑

Bored, Broken & Burned Out: Overcoming Challenges in Search Marketing - Search Engine Journal

Google searches of 'signs of burnout' increase by over 200% - HR Magazine

‘Burnout is real’: Why successful agencies prioritize time management skills - Search Engine Land

How and why marketers are revisiting PPC campaign organization - Seach Engine Land

How you can better communicate PPC industry updates to clients - Search Engine Land

PPC Live UK🗣

It is PPC Live UK at The Shard week and I can't wait. 🥳🍷🍕. We have the amazing Platypus Digital, a London-based digital marketing agency for charities as our sixth sponsor. It means that the event again shall be recorded and made available after the event.

So nothing more to do than to get your £15 ticket to the fabulous line-up we are going to get. Tickets are selling fast. We have sold 116 tickets and only have 44 left and ticket sales end on the morning of the 28th of September. Don't be the one who misses out!

Conclusion

That brings us to the end of the fun happenings in my PPC world over the past few weeks. If you have any feedback please send it to minsdwanppc@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 and LinkedIn 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.