{"id":22420,"date":"2023-08-02T23:33:05","date_gmt":"2023-08-02T18:03:05","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=22420"},"modified":"2023-08-02T23:48:11","modified_gmt":"2023-08-02T18:18:11","slug":"ppcchat-whats-working-for-you-right-now-in-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-whats-working-for-you-right-now-in-ppc\/","title":{"rendered":"PPCChat | What\u2019s Working For You Right Now in PPC | 1st August 2023"},"content":{"rendered":"\n

During this week’s PPCChat session, host Julie F Bacchini<\/a> sought expert views on the PPC platforms, which one is working for them and which one is most challenging. Here is the screencap of the entire discussion.<\/p>\n\n\n\n\n\n\n\n

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Q1: On which platform(s) are you currently running advertising? And for which industries (or at least e-comm, lead gen, B2C, B2B, etc.).<\/strong><\/h4>\n\n\n\n
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Google and Bing, B2B\/lead gen. Our clients also run in FB and LI but someone else on our team handles social. @beyondthepaid<\/a><\/p>\n\n\n\n

I am mainly working on Google Ads right now for lead-gen clients. I have a new client coming on board who is interested in some YT, so excited about that. That is a public interest client.I have been doing more audit and coaching work lately too, but that\u2019s a different conversation! @NeptuneMoon<\/a><\/p>\n\n\n\n

Ecom and SaaS, Google (+ YouTube), Microsoft, Facebook\/IG and sometimes TikTok. @duanebrown<\/a><\/p>\n\n\n\n

Google, FB\/IG, YouTube. Ecommerce. @dan_patterson<\/a><\/p>\n\n\n\n

Google (including YouTube and GDN) and Bing. We do lead gen, e-commerce, and B2C.  @DonSeaberry<\/a><\/p>\n\n\n\n

Oh, we also run YouTube and GDN. @beyondthepaid<\/a><\/p>\n\n\n\n

Google (Search, Display, and Video), Bing, LinkedIn, and Reddit. Mainly in the B2B and lead gen space. @adclarke10<\/a><\/p>\n\n\n\n

Google, Microsoft, Amazon, and Meta – I keep trying to make LinkedIn work but it just never pans out for me. I work with everyone XD. @navahf<\/a><\/p>\n\n\n\n

Google, so search, shopping, display, YouTube, and Discover. It’s more top-heavy with PMax and Shopping, with search taking an unfortunate back seat to changes this year. Occasionally with cross over into AMZ shopping, still search-based there. @teabeeshell<\/a><\/p>\n\n\n\n

Google (search shopping display youtube discover pmax), Bing, one client I am doing a small meta campaign but I avoid it generally. @MicheleJaeger1<\/a><\/p>\n\n\n\n

ecomm and lead gen. @MicheleJaeger1<\/a><\/p>\n\n\n\n

I find it interesting how some us segment out ad products as entirely different channels vs just grouping them together. I wonder if that’s because many think of Google and Microsoft as search first and feel the need to clarify. @navahf<\/a><\/p>\n\n\n\n

An aside\u2026 I really like that I can see here that people are still typing\/responding to questions! @NeptuneMoon<\/a><\/p>\n\n\n\n

Mostly B2B LI\/Meta\/Google. @markpgus<\/a><\/p>\n\n\n\n

Google, Microsoft, Meta, LinkedIn, Pinterest, Reddit. Mostly lead gen (higher ed and professional services), but also some ecomm and a couple non-profits with Google Grant accounts. @robert_brady<\/a><\/p>\n\n\n\n

I work across a variety of clients, but mostly eCom across Google, Microsoft, Meta, TikTok, Snap & planning some Twitch stuff for November. @MeriemNacer<\/a><\/p>\n\n\n\n

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Q2: On which platform(s) are you having the most success in the past 6 months?Any thoughts on why those platforms are performing well\/better than others?<\/strong><\/h4>\n\n\n\n
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Clients who are running in Bing are getting great results there. We are also seeing mostly good results from LI, especially with lead gen forms. Google is Google – you have to be there. @beyondthepaid<\/a><\/p>\n\n\n\n

This is going to come to a surprise to many but I actually have seen a lot of success on Microsoft. I have a feeling the lion share of my success is due to my taking extra precautions on set-up and structure. Google is being Google but the biggest area of fluctuation is LSA – it seems like a lot of profiles are in a weird spot and I feel like the reason for it is that they don’t get the same amount of love as the channels PMax covers. @navahf<\/a><\/p>\n\n\n\n

Well, since I\u2019m only on Google at the moment. I have been pushing hard for clients to take another look at Microsoft Ads. And for one Reddit! @NeptuneMoon<\/a><\/p>\n\n\n\n

Microsoft doing well for a product that skews older and wealthier! @MicheleJaeger1<\/a><\/p>\n\n\n\n

How do you keep the junk out of your Microsoft accounts @mel66<\/a> and @Navah Hopkins<\/a>? I’ve had some clients get spam leads galore over there this year. @robert_brady<\/a><\/p>\n\n\n\n

also pmax for some clients. @MicheleJaeger1<\/a><\/p>\n\n\n\n

Easier to see success on paid search. You can get success on FB\/IG but it is not as trackable since the Apple update of course. Getting some clients to realize that doing the same ads as before just is not cutting it anymore. @duanebrown<\/a><\/p>\n\n\n\n

As reluctant as I was to dive into PMax with both feet, I’m happy I did. The frustrations persist, of course, but recent attempts to sniff out performance lift have been promising. When running “parallel” Branded Search and Shopping campaigns, PMax is “forced” to explore elsewhere. Yes, that’s into display and YouTube and Discovery ads, but fully built-out PMax campaigns seem to do well enough there. There is still overlap in \/ cannibalization of Search and Shopping, but it appears to be ~30%, which is palatable for some brands. @teabeeshell<\/a><\/p>\n\n\n\n

longer – the big shift in performance came around 2019. At least for me and the clients who could leverage the audiences as well as get a lot of the tools that Google was depreciating. @navahf<\/a><\/p>\n\n\n\n

Google Search and FB are doing really well for us. Granted, they don’t dedupe against each other, but the metrics are good. @dan_patterson<\/a><\/p>\n\n\n\n

Microsoft has a LSA now (Professional Service Ads) that let you use normal search campaign protections to ensure budgets are happy. @navahf<\/a><\/p>\n\n\n\n

The main reason they’re unfortunate is a lot of folks treat the audience network more like GDN when they really should treat it like a true programmatic play but most folks aren’t prepared to do that. @navahf<\/a><\/p>\n\n\n\n

Microsoft Advertising has been doing well, mainly because of low costs compared to Google. Google still tends to drive the highest volume of leads, but I agree with @duanebrown<\/a> that part of this is probably due to attribution \/ the nature of the channel. LinkedIn retargeting has also performed well recently.@adclarke10<\/a><\/p>\n\n\n\n

Microsoft’s performance has really turned around for us in terms of visibility and quality coming through. @HeatherCox<\/a><\/p>\n\n\n\n

I am in love with how Microsoft is handling feedback on PMax though – they are really taking the time to understand points of friction. @navahf<\/a><\/p>\n\n\n\n

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Q3: Is there anything new you\u2019ve been trying\/testing in the past 6 months? If so, how\u2019s it going?<\/strong><\/h4>\n\n\n\n
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Being ok with the things I used to hate with a passion XD search with display select, all broad match….essentially the verdict on broad match is that it needs more specific keyword concepts and negatives to help guide it. search with display expansion is “ok” but you might as well do pmax. @navahf<\/a><\/p>\n\n\n\n

Really pushing out there creative with a newer client. Engagement is UNREAL. So next step is refining offer\/stuff post click to turn that into an overall efficiency. @markpgus<\/a><\/p>\n\n\n\n

Yeah, I would say really leaning into automation more in Google (e.g. pmax, auto bidding, especially for ecomm). I tested removing branded keywords from PMAX and it destroyed performance, which was interesting. Now I\u2019m running pmax alongside shopping depending on the product\/purchase path. @MicheleJaeger1<\/a><\/p>\n\n\n\n

Broad match – man, it makes me nervous. @HeatherCox<\/a><\/p>\n\n\n\n

So broad match is not nearly as bad as it used to be. @navahf<\/a><\/p>\n\n\n\n

I feel that\u00a0@HeatherCox<\/a><\/a>\u00a0– I am trying to find ways to test broad. It\u2019s harder with accounts with lower conversion volumes\u2026@NeptuneMoon<\/a><\/p>\n\n\n\n

We have leaned pretty heavily into PMAX to drive incremental gains for clients. That has gone well. @DonSeaberry<\/a><\/p>\n\n\n\n

Within PMax campaigns, I’m pushing hard to develop quality audiences, especially including owned data sources:<\/p>\n\n\n\n