{"id":17725,"date":"2021-10-20T15:47:18","date_gmt":"2021-10-20T10:17:18","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=17725"},"modified":"2021-10-20T15:47:19","modified_gmt":"2021-10-20T10:17:19","slug":"ppcchat-most-controversial-takes-on-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-most-controversial-takes-on-ppc\/","title":{"rendered":"PPCChat | Most Controversial Takes On PPC | 19th October 2021"},"content":{"rendered":"\n

This week’s PPCChat session was an interesting one. Experts shared their most unpopular take on paid social, what is their PPC conspiracy theory, what is their most controversial take on any aspect of PPC like automation, reporting, etc. Hosted by Juli<\/a>e<\/a> F Bacchini<\/a>, here is the screencap of the complete chat.<\/p>\n\n\n\n\n\n\n\n

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Q1: What is your most controversial or unpopular take on paid search?<\/strong><\/h4>\n\n\n\n
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Automation does not work for low-volume accounts. @NeptuneMoon<\/a><\/p>\n\n\n\n

90% of paid search results come from 10% of the work. AKA, the basics of a platform are far more important than the bells and whistles and catchphrases. @gilgildner<\/a><\/p>\n\n\n\n

My Controversial Opinion. People undervalue things with poor measurement and over value those with good visibility. Leads to some very bad resource allocations and outright lies on some platforms. @armondhammer<\/a><\/p>\n\n\n\n

Hmm what will piss off people the least today? Well: -I prefer rules over scripts -I take max click strat over conversions on brand -I still separate by device and match type -I don’t trust bing’s syndication network. @JonKagan<\/a><\/p>\n\n\n\n

That 80% of people working in this industry don’t know what they are doing. Most are just really good at sales, smoke & mirrors and average performance. @duanebrown<\/a><\/p>\n\n\n\n

I don’t know why this is controversial, but it seems to be: “Google is not your friend.” @stevegibsonppc<\/a><\/p>\n\n\n\n

Smart Shopping is not for agencies, it’s for small businesses that can’t afford agencies. Obviously, there are caveats (as this is a controversial take) but the only time we use smart shopping is for small subsets of products that don’t fit in our overall strategy. @selley2134<\/a><\/p>\n\n\n\n

Automation is just a way to obfuscate the garbage platforms allow to prop up their bottom lines. @robert_brady<\/a><\/p>\n\n\n\n

Bing stinks. @PPCGreg<\/a><\/p>\n\n\n\n

I don’t think (I hope) it’s not unpopular anymore, but I don’t believe in SKAGs for search. Google was already loosening match types when I wrote my opposition to it back in early 2019 (which got some heat at the time) and have continued in that direction as expected. @akaEmmaLouise<\/a><\/p>\n\n\n\n

I don’t think this is one controversial amongst us – but more amongst clients – that Paid Search doesn’t work in a silo. integrated strategy\/visibility of other channel strategy is the best way to do Paid Search optimally. @TheMarketingAnu<\/a><\/p>\n\n\n\n

Do not trust Google reps, their goals and agenda are not the same as your brand. Google is no longer the smartest person in the room. @lchasse<\/a><\/p>\n\n\n\n

Google doesn’t set out to screw advertisers. @Pete_Bowen<\/a><\/p>\n\n\n\n

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Q2: What is your most controversial or unpopular take on paid social?<\/strong><\/h4>\n\n\n\n
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Paid Social – Thanks to hate clicks and other false engagement, a lot of targeting is sheer garbage. I keep getting ads for crypto, but my opinion on it is that we’re at version 0.0.1 of something usable (for example) @armondhammer<\/a><\/p>\n\n\n\n

My controversial take on paid social is that it only works for *very* few verticals. The vast majority of paid social advertisers should be concentrating their budgets elsewhere, especially if they\u2019re higher-margin or B2B. @gilgildner<\/a><\/p>\n\n\n\n

Creative changes don’t matter as much as you think they do. Or I should say, creative changes for the sake of change don’t matter as much as you think they do. @NeptuneMoon<\/a><\/p>\n\n\n\n

It’s not all about Targeting. It’s not all about Creative. Getting clicks (even from the right people) doesn’t matter if you aren’t prepared to move them forward post-click. Social clicks are valuable but we have to return that value with a great customer experience. @akaEmmaLouise<\/a><\/p>\n\n\n\n

As a B2B marketer who used to do social full-time, I also have to add: just because you are B2B with a high AOV\/LTV offer, doesn’t mean LinkedIn is a fit for you. It’s only right if it’s where your audience is *and* how they want to engage with you. @akaEmmaLouise<\/a><\/p>\n\n\n\n

That Snapchat users are too young for me to spend on for mid-high pricepoint products. @JonKagan<\/a><\/p>\n\n\n\n

Just because your company is B2B, doesn’t mean LinkedIn ads are the best way to go. @dylanppc<\/a><\/p>\n\n\n\n

That the learning phase does nothing. The goal is just to get you to spend more money. @duanebrown<\/a><\/p>\n\n\n\n

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Q3: What is your most controversial or unpopular take on any aspect of PPC (automation, attribution, reporting, privacy, etc.)?<\/strong><\/h4>\n\n\n\n
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I happen to think that most privacy issues are actually storage issues for the engines. @armondhammer<\/a><\/p>\n\n\n\n

I think that digital marketing folks (clients, agencies, freelancers) get easily distracted by our egos. PPC is actually pretty simple. It ain\u2019t sexy. This is not Mad Men. In the end, we\u2019re just salespeople makin\u2019 sales, and our client ROI is all that matters. @gilgildner<\/a><\/p>\n\n\n\n

One day our jobs won’t exist due to automation. @rachel_lowell<\/a><\/p>\n\n\n\n

Popular opinion: I don’t trust @GoogleAds<\/a> automation…based on history. @JonKagan<\/a><\/p>\n\n\n\n

A3: Attribution has always been a fairy tale. @NeptuneMoon<\/a><\/p>\n\n\n\n

I’ve heard a lot “trust the data” and “make data-based decisions.” Which is a great philosophy, but as Joey Lucas told us “numbers lie all the time.” That is, data in a vacuum means nothing, and can be dangerous if misinterpreted. Good data requires sound methodology. @akaEmmaLouise<\/a><\/p>\n\n\n\n

That automated bidding will backfire as often as not. @stevegibsonppc<\/a><\/p>\n\n\n\n

Search ad copy is much less important than targeting (keywords) and placement (top vs. other segment) @PPCGreg<\/a><\/p>\n\n\n\n

Automation isn’t just a necessary evil – it’s actually helpful. We can spend our time on bigger problems\/solutions, and the platform makes decisions on the little things. We just have to be good guides. @_RileyDuncan<\/a><\/p>\n\n\n\n

This may be more conspiracy than controversial but Google is taking away data – not for privacy but to prop up their own automation. @selley2134<\/a><\/p>\n\n\n\n

Some others have eluded to it, but removing our search data is just so Google can make more money and hide the fact their matching is turning into garbage. @lchasse<\/a><\/p>\n\n\n\n

That sitting down during Black Friday and changing your bids that week is the biggest waste of time. @duanebrown<\/a><\/p>\n\n\n\n

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