The Timeless Core Pillars of Effective PPC Campaigns – All Things PPC Podcast Ep2

You’re going to be getting good results and it’s going to be instant. You put your ads up and boom, you’re going to start getting clicks.

I am here with Paul who is a seasoned digital marketer. He’s also our marketing manager and Paul knows a lot about everything digital marketing. But today we’re going to be talking about the core pillars. of PPC that we see as timeless principles. Because too many people focus on the latest trends, but we’ve identified some timeless principles in how we work.

And we want to go through them. So, hi Paul, how are you doing? Hi, I’m fine, thank you. Thanks for having me on the podcast. That’s good. So, yeah, Paul, I mean, um, well, we might as well dive right in, yeah? So, what, what, how, where do we always start when it comes to To, uh, these timers principles and, and what do you want to know?

Okay. Well, um, as, as the first of our 12 pillars would be to track everything, since that is the place to start, why do you think maybe a comprehensive tracking or why, why comprehensive tracking, um, beyond just the basic metrics that you would normally do, perhaps is crucial for a business’s success. Yeah, no, it’s a good question.

And I’d be keen to get your insights at the end of this. So, the thing is that we see too many times is that why are you spending money on ads if you don’t know whether it’s working or not? So by having tracking in place, you can identify Whether you’re driving traffic or leads, uh, sorry, whether you’re driving leads or sales, whereas too many people who, um, think of digital marketing in any context, but especially paid ads, they just think I need to drive traffic to my website.

I just need more eyeballs on it, but we kind of don’t care about that as much as making people money. So that’s the key thing. If you’re not tracking. You don’t know what’s working. And that’s true for PPC, but maybe other areas as well. Um, yeah, no, I would, I would agree with that. I mean, also to kind of expand on that, maybe a little, just a little bit would be that people do often have tracking in place and they’re either not tracking the right things perhaps, or it’s not set up right.

And no, it’s not set up correctly in, in the first place. So they’re not getting the information they maybe need. Yeah. So, yeah. Um, and then, um, and we find also what gets measured, gets managed, doesn’t it? Very much so. Yes, absolutely. And I think that’s something that’s really important. So if you’re not measuring it, then, then how, how do you know?

Um, and obviously as I’ve heard it’s key to our onboarding process. Um, fantastic. So, um, budget control would be the next one for me, I think. So, um, perhaps beyond saving money, um, what benefits, uh, would budget control offer to someone who was doing PPC? Do we think? So any business as well run should have a budget.

I mean, we set a marketing budget, don’t we? So this kind of is a two prong thing. One is, do you know how much you’re willing to spend on PPC and is that based on a, an actual, actual tangible business metrics, such as. Do you know how much money you make out of your selling your product and therefore how much budget you want to put forward, but when it comes to budget control, you would not believe Paul, how many times I get on a call with someone we’ve audited and they say that the people in house or an agency running their campaigns isn’t controlling their budget and one month they might spend eight grand and then 15 grand now.

My first reaction is who’s wrong there? Absolutely. It’s the person controlling the budget. It’s, you know, if you said someone, this is my budget, they should spend to it and give you warnings either way, if you’re not hearing it. But also I’m thinking, how can you get two or three months down the line and then just suddenly notice that.

You’ve been overspending by 50%. It’s strange. And the way Google Ads set up is it can overspend by 100, I think now nearly 200 percent on a given day. But you should be able to even it out over a 30 day period. So if you’re not controlling your budget, it goes back to tracking everything. You know, you’re not measuring what you want to manage in the right way.

So having, having control out of budget is key because we’re all in business here. So you need to control the pennies, don’t you? Absolutely. Um, so just to maybe allude on that. So our clients already set budgets. So they, um, don’t, so they transcend just the ad spend, which is good for. general business chat.

As part of our process, do we then actively help our clients with the budgeting? If, if, if they need it, perhaps, you know, if they’ve got questions or if they’re not sure of how much to spend or, um, how much they maybe even should be budgeting, is that something we can help with? Yeah, so, so I think, um, the key is that you should have a set budget each month.

So this is how much I want to spend. But some, some clients will say, as long as you’re hitting a particular target, you can spend what you want. That, that tends to be easier said than done often. Um, but we can absolutely seasonality, current competition, all that kind of stuff, what budget they maybe want to spend.

And we tend to be a bit more conservative than other people. Because it, I guess it leads on to what you’re probably going to be talking about later is if you, if you don’t control your budget, the only winner often is, is Google or Facebook. So, um, having that budget control, setting the budget and having that dialogue with whoever’s running your account, whether it’s in house.

Team or an agency to say, how much should I be spending in the context of my overall budget? And, and, you know, as a digital marketing manager, I’m just talking about PPC here, but you’ve got to spread your marketing budget across like all the channels as well. Absolutely. I think that’s really important to consider that, that your budget quite often for a digital marketing manager, whether they’re in house or not, you know, that budget does have to, um, stretch a long way.

And, and if in some cases it could be a mix of traditional marketing, you know, uh, as well as digital marketing. So yeah, absolutely. Budget and forecasting and having a very keen eye on what’s going on. Um, especially when you then have to report to stakeholders, I think it’s increasingly important, definitely.

Um, which kind of brings us onto our, onto our. Next point, I suppose, which would be, um, Google and Facebook and others, um, make enough money. So, you know, as, as a business, you know, you don’t want to give them any more than, than you have to. Um, which also as, as, as a business, it’s one of our key messages that we, that we like to give, because we, we definitely agree with that.

So I just kind of wonder what your, what your thoughts on that, you know, what, what drives maybe the decisions. Um, for people to overspend, I guess maybe it’s because, you know, people like Google, they’re so big that people feel like they have to give them all their money. I don’t know. Well, I hear quite a few business owners refer to it as the Google tax.

So, but I think the key thing here is that say you’re happily pootling along spending 10 grand a month on ads and, and then your finance director comes and says, right, we need to increase sales. by 30 percent over the next three months. So I’ll give you 30 percent more budget. They think it’s this kind of linear thing that you spend more and you get more.

But actually, because of the competition within Google Ads and because of how bidding works and other elements, it’s not a case of you spend double and you get double. It costs you exponentially more to get linear gains. And there is a sweet spot. Now the problem comes when, if we’ve got, and we warn clients off this, if we’ve got a client who wants to drastically increase their spend, if we don’t do it in the right way, and we have established protocols to do this.

Google would just, or Facebook will just hoover that money up. They love it. They’ll just take it because you have to remember, I’m getting in the weeds here a bit, but it’s pay per click based on auctions. So if we suddenly start buying more traffic, that increases the demand for the already limited supply of ad inventory.

And therefore that pushes prices up itself. You might need to try and leapfrog competitors. So. Perversely, you can actually spend more and get less traffic because you’re paying more for it. And then it feels like the only winner there is Google and Facebook. And we’ve already seen countless, you know, well documented in front of Congress and things, examples of Google inflating their prices just for shareholder value.

Now, Look, we make most of our money out of doing Google Ads, but we see our role as protecting our clients from Google and Facebook and making it work for them as efficiently as possible. So just by having those, again, this is why it all ties together to what we’ve been talking about, by tracking everything, having that budget control and understanding that these big companies make enough money, you can make sure that you’re squeezing as much value for your own business.

out of every marketing pound that you spend? No, I think, Daniel, I think you hit the nail on the head there. I think turning it on its head and making it work for you as the business is absolutely the best way to do it. Obviously we all have to advertise and there is a cost to to that. And Google are the biggest, you know, certainly one of the biggest in terms of channels.

So you have to do pay that money, Google tax, but yeah, being smart about it is definitely, I think, a way forward. Um, so strategy and planning then. So obviously we, we, well, obviously to us, we, we like to say, you know, fail to plan, plan to fail. Um, which I think is a brilliant. A brilliant way of thinking about it.

Um, so we think that meticulous planning is essential. Um, certainly with, um, the dynamic nature of online advertising. Um, perhaps we can maybe expand on that and what our thoughts are on the strategy and planning and why it’s so important. Well, I think just even having a strategy or plan is what so many people are missing.

You don’t, you don’t get in your car to go somewhere unless you know where you’re going. How you get there might change based on the traffic or. Or routes closed or roads closed or, you know, if it’s anywhere near the M6, it’s going to be closed most of the time. But if, if you know where you’re heading to, yeah, and too many people, they see their PPC account as just something they should be doing.

So therefore they put some ads up because everyone does it and you should be doing that. And then when it comes to, they’re not getting the results they want, they go in and start trying to do the clicking about and, Oh, is this right? Is that wrong? And all that kind of stuff. And it’s. There’s too many people who just don’t take that step back and saying, what are the business objectives here?

What are we trying to achieve and how are we going to achieve it? Because these tools do work extremely well to get you traffic and sales for your business, but they are also tools. So. There’s that old saying, if you’ve got a hammer, everything looks like a nail. And, and therefore people think they just need to do everything in Google Ads, but maybe it’s a subset.

So we always want to take that step back out, out of the tool, outside of the specialist knowledge of PPC and say, what are we actually trying to achieve? What’s the business objectives? What are your margins on the product that you’re selling? And then from there, we can see how to, to, to get. you know, to, to that end destination.

I think that’s, that’s, that’s pretty much spot on. I mean, that’s, that’s exactly, exactly right. Um, yeah. So from my perspective, I, I think that that’s totally right. And I think, you know, certainly, you know, we’ve, we we’ve seen as a business that plenty of people out there don’t have those effective strategies, you know, in place.

So I think having that planning certainly upfront. We’ll just make everyone’s life easier. Certainly it’ll make your life easier. If you’re a digital marketing manager, uh, you know, if you’re the person actually carrying out the work and certainly when you’re then going back to sat around with a board of directors or whatever, if you don’t, you know, you haven’t had those steps in place, then, you know, you’re going to end up looking.

Perhaps a fool if you’re, you know, you can’t explain what the plan was in the first place. Um, so I totally agree with that. Um, so conversion rate optimization, um, something that’s very important, but quite often does get neglected. Um, so I guess What, what insights, um, perhaps have you gained, do you think, by focusing on, you know, CRO and conversion rate optimisation?

Um, certainly sometimes something that’s often overlooked in PPC. Yeah, there’s a lot of, if, so conversion rate optimisation, to be clear, is, is saying, if you, if you do something in a certain way, how can you optimise it so it gets to the goal, the conversion that you most want? The fascinating thing about conversion rate optimisation is, That A, so many people neglect it, but B, if you can get more conversions of whatever action you’ve got, whether it’s a demo signup, a newsletter signup, an actual purchase, a lead, a call, any, any action that you want people to take, if you can optimize that, so a higher proportion of people take that action when they visit your website, you instantly get better results.

Well, not instantly because it’s hard, but you instantly get better results because You’re still spending the same amount, but a higher proportion of people are taking action on it. So your money is more efficient. That’s the key thing. I think that people miss It’s it’s about trying to squeeze all the juice out of your budget as possible And there are so many things we can do for that.

So the the simple and classic example is Does an orange or a blue button work better on my landing page, right? So i’m are are more people likely to click if it’s that but it comes down to what’s the copy Split testing, ad copy, all these kind of things that can affect what actions people take when the traffic has been paid for and gets into the site.

And that, that’s the key thing. It’s, it’s this, what we call from click to close. It’s doing all those elements and CRO is, and it’s still an important part of that. So while we on this podcast focus on PPC, which a lot of people think is just traffic and sending traffic. It’s still important that A, it’s the right traffic, but B, when it gets to where it goes that it does the right thing.

I think that’s probably something actually, Paul, you’ve got more experience than me with, with the, with the web design element and landing pages. Have you got any insights on CRO? Um, yeah, so I, I would, well, first and foremost, I think you’re right. A lot of people just think it is literally a case of, of we’ll change, we’ll send more traffic to a page, you know, traffic, traffic, traffic.

And that is literally just one part of it. Obviously we need traffic as, as, as any business needs traffic to the website. And arguably the more traffic you get, the more conversions you’ll get. Cause it’s a numbers game. But if you’re sending thousands and thousands and thousands of video visitors to your website, because you’ve done a great job on your SEO, they all land on a page.

And then you’ve got a massive bounce rate because either the page is laid out wrong. Your colors are all wrong. The message is confused, whatever it might be, or even a, you know, A mixture of those factors, all you’ve got then is a roadblock, essentially, all the times they arrive, they don’t know what to do.

It’s too confusing. They disappear back to the search engine or the website they came from, and they go and look for somebody else. So, you know, making use of the traffic you’ve already got and making sure that that user journey is. As good as it can be, and as easy as it can be, people are lazy, you know, often when it comes to using websites and using the internet in general, because we’ve all got used to that instant gratification.

As soon as something looks a bit complicated or they don’t know what to do for whatever reason, they’re not going to give it, or most of the time, they’re not going to give it a chance. They’ll just disappear back to their original point and start all over again. So constant. Um, UX, whatever you want to call it, conversion optimization is, is definitely important and something that should be considered.

Yeah, absolutely. Um, yeah, I think it’s really, really important. Um, which kind of nicely segues into the next, next point, which would be, um, to always be testing for us as a company. What, what, what motivates us to be constantly testing? What, why, why, why do we think it’s important? You know, even for instance, even if a campaign seems to be really effective, why not just leave it and let it, let it run and do its thing?

Yeah. Um, I think, I think you hit the nail on the head earlier in our conversation about. With the word dynamic when it comes to digital marketing, because it is dynamic, it is constantly changing. There is much as people would like to think, think that they can do it. There is no set and forget. You always have to be both testing what works now.

There’s new features all the time. There’s new techniques, but also what testing, testing what works because of the competition and the seasonality. But it is essentially because of, like we talked about the CRO, et cetera, it’s. It’s baked into what we do because that is the value we bring. We’re constantly trying to make our clients accounts more efficient.

We’re constantly testing new features that Google brings down the line. And because of our suspicions of Google, we test that they actually work in our client’s interest. We’re not just using all these new things because they’re there. We have, and that’s about having structured testing in the right way.

So. We’re testing to improve our clients results, both actively in their accounts and up front with new features, but also if you’re not testing all the time, then you’re not improving. And I personally believe that, you know, a good life is one where you’re constantly growing and improving and seeing what works for you.

And that’s true for digital marketing campaigns. And I think. The key thing that people forget, I guess, about testing is, you know, you’ve got to break a few eggs to make an omelette, so it doesn’t always work. We’ve actually done a whole podcast on testing as well, so I encourage people to check that out.

But for us, I think it’s just part of being proactive, isn’t it? No, I, I, I would agree with that. I think, I always find it strange, and I have come across business owners and just, you know, just people in, in, in my, my arena, you know, digital marketers, they will go, Oh no, I’m not touching it. It works. It does what we want it to leave it alone.

And it’s a case of how do you know you couldn’t. Be improving on it, you know, it might be good, but could it be great? Do you know what I mean? And if you’re not, if you’re not constantly trying these things, then how, how, how the heck do you know? You can’t just sit back and go, yeah, I’m not touching it.

Cause you know, if it’s, I understand that fear because it, there is that if any break, don’t fix it. And the worst thing is new when the map, like if you have a small increase in your, or decrease in your ROAS, that can be a lot of your margin that goes. In your business. So that’s why you need to do again, have strategy.

Be measuring everything and, and focus on the right things so that you actually. Just test with a subset of your budget. You’re not risking the whole account, but you’re still making those incremental improvement. Brilliant. Um, yeah. So on the subject of that then, so focusing on the right things. Um, so, so the 80 20 rule, um, and, and, and being analytical.

So obviously, you know, we know that, um, that there are core things. They are the core things rather, um, uh, and, and, and what can often make, make a big difference. Um, what are your thoughts on, on, on, on the 80 20 rule? I think the older I get, the more I see it in play in everything. Ultimately, the 80 20 rule is or the Pareto or Pareto principle as people call it, is that You get 80 percent of the output from 20 percent of the input.

Obviously, it’s not exactly that, but what it, and I have had people say to me, Oh, but it’s 22 percent on my business or whatever, but, um, it’s the small few things make the biggest impact. And that goes from in all kinds of layers. So, you know, some clients PPC is 60, 70, 80 percent of their. Entire driving of their traffic.

So I’m it’s SEO. But then when you drill down into the SEO, like the, the PPC parts of it, it’s actually about 80%, you know, 20 percent of that PPC account, if it’s not managed properly drives 80 percent of the results. And there’s all kinds of strategies of why you still promote stuff. For example, we have a client who has four and a half million SKUs or four and a half million products.

You’re not. Going to, you know, they still have to have because of the nature of their business, they still have to advertise everything, but it’s about how you apportion all your strategy and your budget into those things that have the highest impact and then put it for each of our pillars that it kind of breaks down when you’re testing.

What’s those 20 percent of things that you can test that will have the biggest impact? There’s no point in testing a landing page. If your website’s just too slow to start with, maybe fix that first. And just because what you’re focusing on now is what you’re focusing on now doesn’t mean it’s what you’re focusing on in future.

It’s always about honing in on where you’re going to have the most impact. And that’s a core belief that we have here. Yeah. I think it’s also, it’s very easy to get sidetracked often. So, you know, making sure that you’re Yeah. Yeah. Well, and you know, I’ve, I’ve done it myself over the years, you know, you go, Oh, look, it’s fantastic.

I’m going to go and do this when actually forget that or leave it to another, you know, later on when you’ve got other things that need, need to be focused on. So yeah, no, I, I think that’s correct. Um, And so things being a marathon, not a sprint. So, um, I guess why, why, why would we prioritize long-term success?

Um, and, and I guess sustainability, um, over short term gains, uh, short-term gains in in PPC? Well, the only short, I believe the only short term gain you can have with PPC is driving pointless traffic. So you can easily whack an add up and target the whole country for like the word the. Or something and just drive all the traffic.

But to the point of, and people don’t like to hear this, but PPC is a marathon, not a sprint. Because the vast majority of spenders on PPC aren’t spending that much money. It’s pay per click. So you have to spend a certain amount of money to get a certain amount of traffic. So if you’ve got, let’s say you’ve got a really small account or even a big account with a hundred keywords and you’re allocating say 10 per keyword, it’s still, you know, thousand pounds, smaller than our clients, but still thousand pounds.

How long is it going to take you to get enough clicks on those keywords to get to statistical significant, let alone conversions. And that’s why things take time. Now, when you’ve got larger accounts, like our clients, you know, 30, 40, 50, 000 pounds a month, then you can still, it still takes time to get enough conversions through and the way there’s so much automation and algorithms and AI and all this fancy stuff in PPC.

But for some of the bidding algorithms to work, you have to have had. A certain amount of conversions in a 30 day or a 45 day period for it to come out of a learning phase. And I just find that the people who are trying to sprint to results, they just spend their whole lives having peaks and drops.

Whereas if you gather the data in a, in a, in a. You know, strategic and timely fashion, you ramp up carefully and slowly, you’re going to have a much more sustainable, less volatile account, and then you’re going to have better results for the long term. Unfortunately, a lot of people don’t like working.

Yeah, I, I, yeah, I think as well, it’s a lot of people that there is that, I guess it’s a misconception that you certainly with with pay per click, you pay your money, you get your results. So as long as you’re giving. Google, let’s say for sake of argument, tons of cash, you’re going to be getting good results and it’s going to be instant.

You put your ads up and boom, you’re going to start getting clicks, making conversions. If you’re an Econ business or, or, you know, getting leads, that definitely isn’t always the case. And I think you’ve always got to be very careful about using vanity terms as well in there. So when you’re setting up your ads, you know, As well as it being a bartender sprint, just make sure that you’re not, that you’re targeting the right things.

But obviously I’m getting into the weeds now. Um, but yeah, totally. Um, so. In terms of then, um, I get holistic marketing, perhaps, uh, and platform expansion. Um, so how does expanding beyond, um, individual platforms integrations with broader marketing strategies? How? How would they enhance enhance PPC effectiveness?

Well, I think, I think we all know that there’s never just one touch point anymore is there with when people are going through what’s known as the buyer journey, they’re not just clicking on an ad, they’re seeing, uh, we’re reading reviews, uh, maybe reading blog posts and maybe watching videos. It, it is a whole piece when it comes to being seen everywhere.

But on the flip side, when is, when, especially as a small, medium business, when do you expand to more platforms? Well, you, you’re at the risk of spreading yourself too thin. So if your budget is say, 5,000 pound, you’re saying, okay, 2000 pounds on Google ads, 2000 pounds on Facebook, a thousand pounds on LinkedIn.

Are you really going to get the best results from all of those? Or are you constantly going to be wondering which one’s better? And that’s why we, we kind of like this waterfall. I think it’s a waterfall analogy or it might be a tree, but you know, you want to trickle. You want the big thing that works at the top, you know, maybe Google Ads if it’s intent based.

And then as it further goes down, it trickles down into the other areas. And what I mean by that is often you have to accept that marketing is a multi channel affair. You need to measure your marketing across multiple channels, but you also need to focus on the right things. So if you’ve got one channel that’s bringing you most of the gains, but that’s still got potential or glaring areas, then that maybe is where you should focus first.

So. All I say on that is, I’ve probably confused people, but really it’s about doing, remembering that marketing is multi channel, but only expanding to other platforms when it’s truly the right time to do so. And I think as well, it’s sometimes, and I think you mentioned this at the start of, uh, of your response is that if you’re, if you suddenly got.

I don’t know, let’s say five different channels go in and they’re all delivering. You don’t necessarily know where the, where the best results are coming from. So the waters get muddied. So by, by, you know, keeping it a little bit more honed and being careful with your expansion, you will have a better idea of exactly what’s working, what isn’t, and then where you can divert the most, the most attention.

Yeah, absolutely. Uh, so let’s see, copywriting. So we all know copywriting is key. Um, content is king as, as the phrase goes, um, from our perspective, then, um, why, or from your perspective, well, why do you think that strong copywriting, um, is considered to be such a critical element? Um, even since technical, since PPC is often seen as being quite a technical, um, endeavor.

Well, until we all got chips in our head for now, what is still ultimately the end user is still humans and humans are language and story based and how they make decisions and. Yes, while we have to take off certain elements is the key word in the right place is in the headline and all that kind of stuff.

It’s how do you stand out from your competition and compel people to do business with you? And that comes down to ad copy and split testing the ad copy. See which resonates best, making sure you get your features in the right place. Because we’re limited on the number of characters, you know, there’s a skill to making things succinct and fitting in and then to the landing pages and, and what you showcase on there in what order.

So copywriting is, I prefer to think of it as communication and everything when anything in life where you’re acting or dealing with people, which is most things and everything in business, you need to be able to communicate clearly. In order to get people to do what you want, not in a manipulative way, but, you know, to convince them you are the right solution and just being as clear in your communication via copywriting, because still the internet is mostly text based, even if it’s a video, someone has to write the script for that, then that is why it’s key to, to having that compelling narrative.

Um, yeah, and the only thing I would expand on that is that it goes, again, it goes beyond just PPC. So whether it’s, whether it’s SEO or whatever you’re doing, having that message. So, you know, if you do an SEO, it’s the same thing. You want your messaging in, in the search engine results to, to stand out. And when I say stand out, stand out for the right reasons to show that why, why your business, why choose your business, choose your product.

Um, And, and that all comes down from, as you said, the storytelling, um, and, and, you know, being clever with your messaging, you know, and being honest, you know, people don’t want to hear a load of, you know, flannel and BS, you know, so in my opinion, you know, I, I certainly don’t when I’m, when I, when I’m looking through things, I want, I want honesty.

So, you know, I think that is, that is, that’s, that’s the key. Um, so obviously we know reporting. is, um, super important and, and, and your KPIs, your key performance indicators. Um, so what do you think makes, um, for an insightful reporting, uh, and, and with a focus on the right, um, KPIs, you know, why is that essential for driving success in a PPC campaign?

It always surprises me when I speak to people who don’t get reports. Um, I get it when people get reports that are too complicated down to that communication key and they don’t read them, but ultimately a report should be tied back to the strategy. What are you trying to achieve? What are the objectives?

What are the KPIs from that? And then the report should succinctly, clearly and accurately, because tracking’s accurate, give people that information and then if necessary, have drill downs in it, like what were my 10 best sellers this week? What’s my non brand versus brand performance? How’s my impression share fared over the last, you know, 90 days?

Tailored to what, what you need to do. But it all comes back to tracking accurately, having a strategy, and then on the report, focusing on the right things, the right KPIs. And it’s just essentially, it’s just It blows my mind that people don’t do reports and it’s just so normal to us. It’s almost hard for me to speak about, but if you, if you’re not, what gets measured, gets managed and reporting is the mechanism to do that.

And with digital marketing, you can report on pretty much everything. Yeah. Yeah. And there are some people out there though that don’t. that don’t care. And I’ve worked with people in the past, and again, I never really got it myself where you, you, you, you could spend, I don’t know, hours creating a beautiful report that had all this great information in, and they wouldn’t even open the email.

They wouldn’t even look at it and you were like. You know, how, how do you know it’s working? But I just do, it’s like, well, how, some crystal balls. Yeah. So yeah, totally. I, I, I don’t get it. Um, and so I guess the, the, the, the last of our 12 pillars. Um, would be that, um, to be constantly learning, um, and evolving.

So how, how, how does a company, um, what’s the word, uh, foster, foster a culture of, um, continuous learning and, um, adaptation, uh, so well, I guess with regards to its PPC approach, I guess, to keep it on topic. Yeah, well, um, I think, I think you need to give us your team. Time to do that or employ a team that has that culture.

So things never stand still with digital marketing. The reason we like talking about these timeless principles is that they are timeless. They don’t change. These things are still going to be true in 10 years as they are now. You still need to strategy, still need to report, still need to track. But there are nuances that you need to constantly learn and evolve.

So I think. Part of your learning time should be constantly learning those timeless principles, which is what we’re aiming to do with this podcast. But generally, our wider podcast is just give the PPC community, whether you’re proactively managing or not, or you’re employing people to manage PPC, an understanding of what you need to be looking for and how to well run things in a timeless way.

But you also need to be constantly learning and evolving because if you stand still, You know, you’re going to miss out on the latest feature and then suddenly Google or Facebook will switch it off and you won’t know how the new feature works. And it’s so easy to get information, but it’s so overwhelming.

So I’d encourage people to go directly to the source to constantly learn and evolve. So go straight to Google’s own product blogs for the Google ads or Facebook’s and find out about the features subscribe to one or two trusted sources like search engine land of news. And of course our own newsletter podcast and uh, Videos and stuff can give you all all the things you need to know that fluff.

Oh, that’s that very nice last point I I totally agree with that one as well Make sure that you subscribe we’ll see to our own news not because our own news but actually because it contains A real wealth of, of super information, a lot about PPC, but just digital marketing in general. So I would definitely, definitely recommend subscribing to that.

And, and, and yeah, I think every, what did they say? The term every day is a school day. I think certainly I’m just digital marketing on, on the whole, even if you don’t, not just talk about PPC, but the whole, the whole arena, you know, it’s just evolving so quickly and, you know, and, and if you just. Not even just taking one component, you know, SEO, PPC, just Google’s guidelines on, on how their algorithms work.

And then you’ve got social media and everything else. And it’s moving at such a rapid pace. And now, and now AI as well, throwing, jumping into the mix, being thrown into the mix. You know, I think not staying on, on board with what’s going on and keeping up to date. With you say there’s loads of them out there, you know, search engine land, search engine journal, looking at the Google, Google’s own blogs, there’s loads.

He’s super important. And I would highly recommend everyone to at least spend a little bit of time every week, just keeping up to date with what’s going on. Absolutely. Great. Okay. Well, that was good. Thank you, Paul. Thanks for your time and taking us through those timeless principles. No, thank you for having me.

Really enjoyed it. Thank you. And we’ll, uh, we’ll see you on another podcast soon. Cheers. Bye.