{"id":21387,"date":"2023-02-08T11:36:54","date_gmt":"2023-02-08T06:06:54","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=21387"},"modified":"2023-02-08T11:36:56","modified_gmt":"2023-02-08T06:06:56","slug":"ppcchat-making-the-ppc-industry-better-in-2023","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-making-the-ppc-industry-better-in-2023\/","title":{"rendered":"PPCChat | Making The PPC Industry Better in 2023 | 7th January 2023"},"content":{"rendered":"\n

Greetings Readers! PPC experts expressed their views on the PPC industry in 2023 during this week’s discussion which was hosted by Julie F Bacchini<\/a>. Is there anything positive or negative about the PPC industry according to experts, what kind of change would they wish to see in PPC industry were some of the questions discussed during the session. <\/p>\n\n\n\n\n\n\n\n

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Q1: If you had to describe the \u201cstate of the PPC industry\u201d in 2023, how would you describe it?<\/strong><\/h4>\n\n\n\n
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I think in terms of ad spend\/economic stability it’s oddly healthier than I’d expect. People are nervous but still spending. In terms of people – lots of folks seem really on edge, but I think that’s mostly just a cyclical thing. @gilgildner<\/a><\/p>\n\n\n\n

Absolute frenzy. It’s always changing and bow everyone is crazy about AI. I’m like “can we please all take a chill pill and focus on the basics please”? @BorisBeceric<\/a><\/p>\n\n\n\n

Hey gang! – Hectic is definitely the word. It’s never been as important to stay on the ball with everything. From privacy changes to product updates, whilst exciting, there’s literally blat loads to stay on top of. @PPC_Fraser<\/a><\/p>\n\n\n\n

Expensive! Cost per lead has increased exponentially across multiple industries. @BRAVOMedia1<\/a><\/p>\n\n\n\n

From our end here in the UK, the industry is BUSY. People want to test new things – thankfully. We almost can’t keep up with how much they want to do. @TheMarketingAnu<\/a><\/p>\n\n\n\n

I think we are in a phase of great change. Between Apple’s ATT, Covid and the appetite for privacy regulation heating up, a lot of “how it’s been” is no longer how it is or how it will be. And the pace of change within platforms has been FAST. @NeptuneMoon<\/a><\/p>\n\n\n\n

I feel the PPC industry is still growing and it is overall healthy. The one portion creating waves is the instability those in the industry are feeling due to questions around Chat GPT’s place in the entire PPC atmosphere. @digitalceo5<\/a><\/p>\n\n\n\n

I am walking into 2023 more optimistic about Search (as a channel) than I have been the last few years. It’s still valuable to people and I think it’s here to stay for a long time. PPC is a diff story as Google continues to push for more control w\/ less reported data. @PPCKirk<\/a><\/p>\n\n\n\n

Feel like the industry has always been one of constant change but it seems ramped up over the past 6-18 months. It’s a double-edged sword in it creates a fast pace always learning environment but can become tedious & more tiring to keep up with & keep driving results. @selley2134<\/a><\/p>\n\n\n\n

Pinball Machine. Lots of noise, things move fast and it can be hard to maintain momentum. Plus all the flashing lights (ChatGPT) are making it hard to sleep. @duanebrown<\/a><\/p>\n\n\n\n

As \u2018fast paced\u2019 and \u2018ever changing\u2019 are its ever been! Those job descriptions weren\u2019t lying! @marketingsoph<\/a><\/p>\n\n\n\n

In a word? Cacophony I was reading a fiction yesterday & this felt oddly familiar (paraphrased obvi): “I took a deep breath, a tide of fatigue & confusion washed over me. I missed the easy rhythm, the comforting monotony of my life as a [PPC Marketer pre-2020].” @timmhalloran<\/a><\/p>\n\n\n\n

I also think that ‘hectic’ and ‘rapidly changing’ are the words that best describe PPC now. @DianaAlinaAldea<\/a><\/p>\n\n\n\n

Like others have said, I think PPC is in a state of change. Privacy regulations are impacting. strategies\/tactics, control is being taken away from advertisers, and platforms are leaning even more heavily into automation. We’re having to learn new ways to get results. \u00a0@adclarke10<\/a><\/p>\n\n\n\n

In 2023 there will be changes. The church\/state division of organic and paid will erode. Google is making big bets on Buy on Google. AI will make search much more personal.@tonyzara<\/a><\/p>\n\n\n\n

Sorry late, but I would say we are at the precipice of a shift in how we do things in the next few years. There is so much change happening right now. It is both exciting and a little nerve-racking. @lchasse<\/a><\/p>\n\n\n\n

A continued focus on AI\/Machine Learning & less granular control. @BrettBodofsky<\/a><\/p>\n\n\n\n

The State of the PPC industry in 2023 makes me think of boiling spaghetti. Not sure what to make of it, tastes good with the right sauce, gets really boring when overcooked. @soanders<\/a><\/p>\n\n\n\n

A blackbox that may get put into an actual dumpster that is on fire. @JonKagan<\/a><\/p>\n\n\n\n

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Q2: What is something that you think is really positive about the PPC industry and\/or the work that we do?<\/strong><\/h4>\n\n\n\n
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The power with which a good PPC campaign can have upon a company’s sales. It’s so satisfying to have a client’s business do materially better because of our work. The wealth trickles down, companies thrive, I love seeing it! @gilgildner<\/a><\/p>\n\n\n\n

The fact that you can still bring good results for brands, in spite of all the changes occurring. A good PPC specialist knows how to ride well all these changes and become even better with time. @DianaAlinaAldea<\/a><\/p>\n\n\n\n

The positive side of PPC for me is that we can get a placement at the top of the search while waiting for SEO. PPC is the fast pace to the top in search SEO is the process of getting to the top in the search. @BRAVOMedia1<\/a><\/p>\n\n\n\n

Mentioned it a few weeks back but my appreciation for Bing has gone way up. Also noticed that the platform uses GA-style annotations on performance data in the platform. So a simple but genuine time saver. @PPC_Fraser<\/a><\/p>\n\n\n\n

Helping brands hit that magical place of “putting the right message in front of the right person at the right time” is still thrilling! @NeptuneMoon<\/a><\/p>\n\n\n\n

The work we do employs other people. If we do our jobs, we are driving leads and revenue for companies. This allows salespeople, customer service, product developers, and operations to have jobs, feed families, and enjoy life. @lchasse<\/a><\/p>\n\n\n\n

I will never get tired of saying – THIS #PPCChat community. We are at the most interesting and most evolving stage of PPC (in my career tenure anyway) and we are so generous with the information & knowledge we have. regarding the work – FAR from boring! @TheMarketingAnu<\/a><\/p>\n\n\n\n

I think the changes\/restrictions on what we can see have forced us to be more creative and much better with data than we were 2- 3 years ago. @selley2134<\/a><\/p>\n\n\n\n

Completely agree. That buzz when everything you\u2019ve done all comes together and works out for your client. @marketingsoph<\/a><\/p>\n\n\n\n

Beyond getting to work remotely. We get to help businesses grow and build stronger foundations. @duanebrown<\/a><\/p>\n\n\n\n

I get to work with cool people and brands\/agencies of all shapes & sizes. Also (most importantly) it’s a great industry and everyone shares freely. The best. @BorisBeceric<\/a><\/p>\n\n\n\n

I think there are a ton of great experts that help their clients think about their business in new ways. Seeing PPC experts working with clients to create positive feedback loops is amazing! @tonyzara<\/a><\/p>\n\n\n\n

PPC is still a great way to grow revenue, sales, etc, and it’s a nice feeling when clients start to see real results on their end (especially small businesses!). I also think that the people\/community are a great part of being in this industry. @adclarke10<\/a><\/p>\n\n\n\n

The fact that there are still numerous companies able to utilize PPC to drive significant positive performance for their business. PPC can still be used to help reach business objectives. @BrettBodofsky<\/a><\/p>\n\n\n\n

For me, it’s constant learning. It makes it difficult (although not impossible), to stagnate. Every day there’s always something else you can dig into and explore and see how it could benefit a client\/strategy. @timmhalloran<\/a><\/p>\n\n\n\n

We can still help small businesses and make a difference, it\u2019s getting harder, but it\u2019s still possible. Helping a smaller brand to grow and seeing their enthusiasm and happiness is worth everything. @AlfredSimon<\/a><\/p>\n\n\n\n

We are the only form of reactive digital media, meaning people come to us with the highest intent of all advertising. @JonKagan<\/a><\/p>\n\n\n\n

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Q3: What is something that you think is negative or worrisome about the PPC industry and\/or the work that we do?<\/strong><\/h4>\n\n\n\n
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We’re revenue-adjacent to clients. That means when things get tight you start to see people make reactive mistakes. When folks are under financial pressure they start to do some weird things. PPC folks and clients alike. @gilgildner<\/a><\/p>\n\n\n\n

Less transparency for advertisers. Less data can lead to poorer decisions. And it’s sad it’s out of our control. @DianaAlinaAldea<\/a><\/p>\n\n\n\n

One negative I see refers back to the speed everything moves. If people become married to the “keyword-centric” way of handling ppc they will be scrambling as everything evolves. @digitalceo5<\/a><\/p>\n\n\n\n

Having less control over variables which historically proven not to work\/have poor performance. Leaving it in the hands of the machine. @BrettBodofsky<\/a><\/p>\n\n\n\n

The can of worms I’m expecting from this question. @PPC_Fraser<\/a><\/p>\n\n\n\n

One other is my concern with Google taking levers\/controls away from us and keeping everything automated. @digitalceo5<\/a><\/p>\n\n\n\n

I have been through several bad business cycles, so I’m not worried about any of that. I know what to do. But… There is a reckoning coming about customer data. And we are often not on the right side of how we are using data we are collecting. @NeptuneMoon<\/a><\/p>\n\n\n\n

The focus on hacks \/ short-term solutions. High ROAS, ChatGPT, the gurus. Hard to separate the good from the bad if you don’t know which questions to ask. @BorisBeceric<\/a><\/p>\n\n\n\n

The continued changes and BS from the platforms in the guise of privacy (they don’t care about privacy) that impact small businesses and low-budget accounts far greater. @selley2134<\/a><\/p>\n\n\n\n

Having to rely on big tech companies is a little worrisome for me. You can diversify platforms to an extent, but we’re still subject to w\/e happens at Google, Meta, etc. I’m also not a huge fan of Zuck\/Elon, but it’d be irresponsible at work to ignore their companies. @adclarke10<\/a><\/p>\n\n\n\n

Losing control (platform decisions, privacy, country-specific rules and regulations\u2026). Just something we have to accept and do our best to make work for us. @marketingsoph<\/a><\/p>\n\n\n\n

The negatives would probably be the lack of transparency by advertising platforms. The other is going to be privacy issues. Oh and GA4, my brands are really struggling w\/using it. Both of these things are going to have a pretty substantial impact on brands. @lchasse<\/a><\/p>\n\n\n\n

Concerns about the future of PPC perhaps ChatGPT doing it? @BRAVOMedia1<\/a><\/p>\n\n\n\n

Lack of insights is worrying, especially for smaller accounts. Testing RSA’s or assets in a small account is going to be a huge challenge (it is already). Same goes for the shift in automation. It works great in bigger accounts, but small players will suffer. @AlfredSimon<\/a><\/p>\n\n\n\n

The lack of transparency on campaign performance is worrying. And it is getting darker. We take their word on it being a fair auction. Why are we also being kept in the dark on placements, keywords, and positions? @soanders<\/a><\/p>\n\n\n\n

The longer I am in it and the more experienced I become, the more I realize that important things like logic, transparency, and history are going out the window. @JonKagan<\/a><\/p>\n\n\n\n

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Q4: What kind of change would you like to see happen in the PPC industry in 2023?<\/strong><\/h4>\n\n\n\n
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Marketing is a small world\u2026PPC is even smaller! Treating folks with respect is critical for long-term success. I would love for folks to listen to each other, stop being insecure, realize we’re all in the same game…and for Google to listen to us. @gilgildner<\/a><\/p>\n\n\n\n

Wishful thinking, but I’d like to see a real threat for Google. Someone forcing them to up their game and not just force change upon advertisers. @BorisBeceric<\/a><\/p>\n\n\n\n

More visibility on the PMax data, improvements in the GA4 UI, and account managers of the ad platforms that really care about an account and aren’t only revenue-oriented – less push from their side on what doesn’t seem to fit\/work for a brand. @DianaAlinaAldea<\/a><\/p>\n\n\n\n

Well, as long as we are wishing… More platform transparency Less of people tweeting about their “crazy success” with no context More voices being heard – written and speaking Real conversations about responsible and ethical use of consumer data. @NeptuneMoon<\/a><\/p>\n\n\n\n

Julie, you don’t ask small questions do you? Platform wishes would be Apple to disrupt the market, Microsoft with the new AI push Google to be better and maybe connect LinkedIn to Microsoft’s advertising tool. For the community, just keep being good to each other. @lchasse<\/a><\/p>\n\n\n\n

Forever screaming for platforms to think about Lead Gen accounts more. And also for them to start developing some more innovative Lead Gen-focused features. @marketingsoph<\/a><\/p>\n\n\n\n

As a user, I have seen Google get worse. I think the time is prime for someone make a push, as others have said. I think us as marketers would love to follow and put clients money on a more trustworthy platform. @selley2134<\/a><\/p>\n\n\n\n

On a broad level, I’d like to see the platforms cater to B2B advertisers more than just ecom\/B2C. A more specific change I’d also love to see is CTR and\/or conversion data for RSA headlines & descriptions (and I’ll keep beating that drum until we get somewhere lol) @adclarke10<\/a><\/p>\n\n\n\n

Greater support which is genuinely human. Google’s support teams (especially Dublin!) Used to be massively beneficial. This level of support made our job easier and meant more money for the platforms. I miss those days. @PPC_Fraser<\/a><\/p>\n\n\n\n

Offline editor for Facebook! @timmhalloran<\/a><\/p>\n\n\n\n

More transparency in reporting. Open those databases! @soanders<\/a><\/p>\n\n\n\n

I would say setting realistic expectations with yourself & your clients. Last year, this led me to go under knives, a deadly experience so I would definitely say people who talk about the right or metrics that are realistic. Rest of the things #ppcchat<\/a> will manage. @1tagupta<\/a><\/p>\n\n\n\n

Call me regressive, but I want to go back to platform transparency, and advertiser control of what triggers an ad. #MakeExactMatchExactAgain<\/a> @JonKagan<\/a><\/p>\n\n\n\n

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PPCChat Participants<\/strong><\/p>\n\n\n\n