The Value of PPC in 2022, Beyond the Click - Leaning into CRO, Less than 2 weeks till PPC Live UK

Welcome to our seventh 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 going ons in my (Anu) world of Paid Search.

All the work you see here and below, I do on a voluntary basis because I have so much love for our community so if you would like to support me - why don’t you buy me a coffee(basically what I survive on 😄).

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#PPCChat Roundup Podcast🎙

In the last two weeks we've had two very interesting chats in the world of paid search. We started with questioning the value of Paid Search 2022 - most especially on how it has changed. Don't worry - we weren't having an existential crisis (😁). We were taking a real magnifiying glass on our value to the client, market and ourselves. We are not saying that there is no value. By no means. But we are saying it has changed. And for me, those who think it hasn't changed are those who are scared that their automation world needs to go away. Here are some of the thoughts that were shared:

Sophie Logan @marketingsoph

A2. We’re seeing a lot of businesses who just running PPC campaigns because ‘they know they should be doing it’, but without any real effort or resources being put into it. Just something to ‘tick off the list’ in terms of their marketing strategy. #PPCChat

Julie F Bacchini @NeptuneMoon

A5: Automation is not magic. The margin for error for less than optimal experiences on your web site is approaching 0, yet there is often little attention paid. The best PPC in the world cannot make up for usability issues or poor offers/CTAs on landing pages/sites. #PPCChat

Anu Adegbola aka PPC Live UK founder 🎙️🗣️ @TheMarketingAnu

A5 taking too many things at face value. When i start hearing "but Google said..." for me its 🚩🚩🚩 and even the trust of automation as well. There are somethings it can brilliantly achieve, but there's still a lot it can't. So keep an eye on it!!! #PPCChat

Julie F Bacchini @NeptuneMoon

Q5: What is your biggest frustration or thing you wish clients/stakeholders understood about today’s PPC? #PPCChat https://t.co/JJI36iXeYJ

Then last week we had a rivetting chat about looking Beyond the Click and seeing how CRO is a big deal for PPC. And it sure is. We all agreed that all PPC experts should have some idea of how CRO works and most especially you should be working with clients that find optimizing landing pages important. If you are working with a client who doesn't get that - RUN! Here were some of our thoughts:

Julie F Bacchini @NeptuneMoon

@TheMarketingAnu @sonofgorkhali @ayat I'm not saying you can't be an expert in CRO, you definitely can make that your specialty! But, I do think we as PPCers can (and probably should) understand the basics of CRO. #PPCChat

Dylan Online @dylanppc

A3. First thing I do for new clients or pitching is reviewing the LPs and their competitors. Although while working on existing clients, I have been guilty of keeping my head too stuck in GAds account that I don’t go back and review the site when performance drops. #ppcchat

Kirk Williams @PPCKirk

@NeptuneMoon A3 Yes, on-page content is a crucial part of PPC. We have turned down prospects before whose websites were so bad we didn't think we had a chance at winning with their ads account. #ppcchat

So yes - many views shared but definitely, one thing we all agreed on - optimizing the landing page is important and will most certainly affect the performance of your paid search campaigns.

Please do go check those episodes out - there are lots to learn from them and 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📑

SEO vs. PPC: When to Use Which Search Marketing Method for Maximum Profit - WordStream

Why, When And How to Use PPC Effectively - One2Create

7 Powerful Benefits of Using PPC Advertising - Search Engine Land

PPC & CRO Synergy: 6 Tips for Success - Search Engine Land

How Does CRO Work with SEO and PPC? - Query Click

What Is CRO (Conversion Rate Optimization) & Why Your PPC Ads Depend On It - KlientBoost

PPC Live UK🗣

So excited as it's less than two weeks to the inaugural PPC Live UK event. We have sold just under 70 tickets now and we're hoping for 30 more. There's going to be pre-event drinks, pizza, and an after-party at a nearby bar that has a beer garden too. As you will see above our speakers have gotten their slides together for an epic first talk for you.

I can officially say we don't need any more sponsors for this event but if you want to sponsor a future one - please do get in touch at mindswanppc@gmail.com. Either way for those who haven't gotten your tickets for July 28th - what are you waiting for - Go, go, go!

Motivations

Something I keep working on is sharing the journey of my 9-5 job, starting an event, being the president of the Paid Search Association board, hosting a podcast, AND getting this newsletter out. It takes a lot of passion - and not a lot of sleep. Lol. I took to LinkedIn last week to share though some of the feedback I got about using automation for sending messages out - inviting people to PPC Live UK. I have mostly received understandable declines to the event but then some have ridiculed me saying - I see this is automation, adding sleep, and laughing emojis. Oh well. But this one I shared on LinkedIn is the one that made me laugh the most.

One thing that has stopped me in the past from pushing after what - LinkedIn — www.linkedin.com One thing that has stopped me in the past from pushing after what I wanted or creating something in the public eye has been trolls. Unashamed confession... 28 comments on LinkedIn

Why people take time out of their day to be mean on LinkedIn - I will never understand. But my main lesson - continue to forge your path in this world with hard work and determination. Success won't come overnight, but with consistently showing up - IT WILL COME!

Conclusion

That brings us to the end of the fun happenings in my PPC world over the past few weeks. I have enjoyed every bit of it. 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.