Google: "Our PMax AI is smarter than you could possibly imagine." PMax performance if you change your ROAS target from a 450% to a 445%:

Physical Buttons in car > digital touchscreens

This would literally destroy small business importer/ecom businesses while letting big tech win. Truly a man of the people 🫠

You’re not paying an expert for the 15 mins it took them to solve a problem. You’re paying them for the decade it took them to learn how to solve that problem in 15 mins.

He should have built infrastructure and THEN implemented tariffs. Tariffs with no infrastructure is holding an unloaded gun to the head of China, and they unfortunately knew it and brandished a loaded gun back at us.

My two speeds of reading through a book are: - 1 week - 3 years

I laughed way too hard at this.

“Leave your phones in the car.” Uhhh no bro, I can be an adult and not obsess over my phone all night, but I’m going to keep it on me so my wife or kids can get ahold of me…

they gonna make fun of us for paying the big purchase in full instead of starting a payment plan too or what *ducks*

“And what will this great government efficiency committee cost the people?” “Nobody knows”

I still do not think Google fully understands the ramifications of killing an entire generation of brand owners' unthinking reliance on their (Google's) analytics platform, simply because of a UI overhaul. And I know, I know, there were good reasons for changing the foundation of UA to GA4, and I know, people need to learn to adapt, etc, etc. etc. But I'm telling you, as someone who listens to a lot of brand owners, they. do. not. like. GA4. and. they. do. not. regularly. use. it. anymore. for. regular. insights. they. used. to. go. to. Google. for. and. Google. lost. that. attention. I just do not think you can lose that attention and reliance on your data platform without it someday showing up in monumental issues (that we haven't seen ripple yet).

Just here to say I enjoyed this sub-thread as much as the original tweet.

Check out this Twitter interaction. @Wendys social media team deserves a raise. HA! #welldonesnark

but who built Barad-dûr and who is Sauron keeping an eye on in Brooklyn

The people in your replies who don’t understand “American Made” companies still get hit by tariffs because of imported materials… 🫠🫠

I mean... it's kinda weird timing that Google Ads is inaccessible the Monday after they layoff 10,000 people... right??? 🫣🫣🫣🫣

I honestly don't get this clip. Why is he being treated like he invaded a sovereign nation? I'm not really sure what the best way is to solve that over there, and I do have concerns about how much the US always tries to help everywhere in the world... but gosh this is weird.

A new PPCer is in the house! Meet Berkley. He likes long naps, screaming, and making poo. He’s currently in the NICU, & at one point today it seemed like he could have a life threatening heart condition so we almost ended up in Denver for heart surgery. All good tho! Me tired now

WAIT, IS GOOGLE GETTING RID OF UNIVERSAL ANALYTICS SOON????

What the heck is going on with this corner?!

ah yes, the conservative obsession with downgrading our tech and product and biz innovation superiority in the world by wishing everyone would instead become factory workers sewing our own clothes and making our own toys. gosh, this whole thing is just bonkers in how little people understand about the supply chain and manufacturing.

Since Google has now publicly admitted to tinkering with auctions, you can no longer tell me they wouldn't purposefully "downgrade" manual CPC keywords in auctions to make it appear worse than smart bidding in order to pressure more adoption to their automation. #ppcchat

45 days ago I moved a Brand campaign to Manual CPC from Max Conv bidding. I've found in the past, for ultra-targeted, high-intent keywords (i.e., Brand), that Google can overbid on people who would have normally come. I was curious to see if this happened again. well gosh. Traffic did dip by 20% so we lost some clicks... but Spend dropped by 80% and ROAS... haha, ROAS went from 2000% to 9800%. We're spending 20% of what we used to for nearly the same results. Now, keep in mind that this is BRAND. This also doesn't mean it will happen in YOUR BRAND. This client happens to have an incredibly strong brand (we've tested turning on and off before, but it's such a low cost we always leave it on). This isn't a case study of what to expect if you do it. But I am suggesting it could be worth the Experiment. It is my attempt to stand up for Manual CPC, because this isn't the first time on high-intent terms, that it has outperformed Smart Bidding for me. My theory is that if the person was going to convert already, then the Smart Bidding, for some reason (even with CPC limits set), often overbids more than it has to. 🤷🏻‍♂️ But hey, don't take my word for it. Try it for yourself, I'm just here to give you an idea. #ppcchat

My grandmother contributed directly to the WWII war effort by working at Willow Run along with many other women to build B-24’s bombers.

I don’t equate SEM and PPC. The way I see it*: SEM /\ / \ / \ / \ SEO PPC (Paid Search) *unimportant, just pondering.

$7/mo is freaking unbelievable. They’re geniuses. They’ll get 200m subscribers at that low price point and then up the price by $3/mo every year. Like boiling frogs, none of us will leave and will happily keep paying the higher fees and they’re ARR will be 📈📈📈.

FREAKING OUT OVER HERE. Huge deal for B2B advertisers! #ppcchat @bingads bingads.uservoice.com/forums… 👇👇👇👇👇👇👇👇👇

Google yesterday: in the future, you won’t be tracked around the internet to serve you ads.

Not me going into the entire Glasgow story for my not-on-Twitter wife so I could get the laugh I was hoping for (it ended up being more of a smirk)

ROAS CTR CRO CPA CPL ROI CPC CPM TROAS TCPA CVR QR KPI CMO AIDA MER CMS CRM CTA GA PPC SEO RSS SaaS SMM API DTC B2B B2C CAC API CLV CSS UX UI LTV HTML MTD MRR ARR NPS NSFW PM SMB YTD URL BoFu ToFu MoFu DA CR ESP FAQ HiPPO MQL SQL SEM SERP OKR TL;DR UGC VOD WYSIWYG XML

Fascinating email. Expedia pays Google billions (with a B) per year in ad spend. This is why I expect a civil (likely class action) lawsuit against Google eventually for things like squashing and RGSP (I.e., “shaking the couch cushions”). RGSP likely targeted Expedia based on its size in the auctions. #ppcchat

I say this without a hint of irony: I honestly hope I am completely wrong about Trump’s economic policy. I hope MAGA people are right, and I promise I’m not saying that with a shred of sarcasm. We *need* him to be right, because if he is wrong then we nuked our economy and international relations for nothing. I hope you are right, because I gotta admit, I’m pretty darn nervous right now that he’s wrong and we’re in serious trouble.

Sure there's a feud going but also I just learned that Neil Patel charged FTX a $1M setup fee (A $1M SETUP FEE) for SEO/PPC work.... zyppy.com/list/ftx-sues-neil…

Facebook to Apple: “rrrrgghh we hate you for taking away our ability to personalize ads based on all those key social markers we gathered” Google: “meh, this works into our plans to wall-up our personalized data garden, so thanks” Twitter: “……….you can ‘personalize ads’?!?!”

I think one of the biggest overall misses we've seen in Ecommerce in the past 12 months, is a refusal to accept 2020 consumer behavior as anomalous.

And then there were 6.

Road biking. House projects. I know that sounds goofy, but it’s been really fun to build stuff around the house, learn new skills, etc. (my primary work is on a computer so a hobby that involves manual labor is a welcome relief)

LOOK ALL I’M SAYING IS MAKE SUBMARINES NOT LOVE OK

I won’t continue to bombard you with baby pictures for too much longer (maybe a little), but isn’t my wife an amazing photographer?? He is our rainbow baby since we lost the one right before him. Wouldn’t have known him otherwise and we are in love. And of course, LEGOS!!

These two sentences don’t fit together:

Would appreciate your thoughts/prayers today as our 10 mo old has minor surgery. Nothing serious but he’s pretty little for anesthesia 😥

I’m increasingly convinced that the single most powerful sales tactic you can possess is to genuinely not care if you land the prospect or not.

I strongly believe the reason Google is wiping all UA data eventually, is to eliminate liability from them holding mountains of data collected before the future privacy laws all hit. 100% forward-thinking decision. 🤔 🤷🏻‍♂️

Look, I did my best with the strategery and organizationaling and it just didn’t work out not sure why this has to get all personal.

How did #marketingtwitter suddenly become a thing, why did it take so long to become a thing, and who started it in becoming a thing? Regardless… I’m here for it.

Gosh who approved this one. I get what they were trying to do, but it shouts what you said.

They should do The Martian, starring Matt Damon as the human actor.

A curious thing to ponder about PPC moving forward is that we’re all learning how to play with Google algorithms more than we’re actually doing marketing. I don’t see that as healthy long-term for the industry and keeps Google endlessly holding the cards. 🤔 #ppcchat

@PatrickKMiller_ I’d love to hear Sheila/Rebecca on the podcast to explain their survey methodology. The clip response seemed to be primarily from Shaunti’s perspective, and I think it makes a lot of sense to have them on to specifically respond to those concerns.

I have never cheered louder in a webinar than when I just heard @TaylorHoliday talk about hating landing pages (most usages) in Ecommerce. Why would you spend all this time optimizing some separate page rather than your actual PDP or key category pages?? YES. 100%

🚨Heads-up, as of today Google will begin utilizing your marketing emails to create promotions, use your social media links, etc in dynamically building ads. You can shut this off in GMC, by Clicking the Settings icon > General account options > Marketing content usage. We're making it an internal policy to opt out for all clients because past experiences with Google’s automated promotion features have often created more confusion than value. Then we will move forward on a case by case basis with testing to re-implement.

My son’s minor surgery went well today and we’re already heading home, so that’s a week started well! 🎉 🎉 🎉

Another PPCer came into the world pretty quickly this morning! Mom and son doing well despite my best efforts to get in the way as much as possible. Thankful for safety and health.

I miss attending conferences in person. And I’m not an extrovert. That’s where we’re at, I guess.

HOLY COW after 7 yrs of this, I just learned this about negative keywords in @adwords. Interesting! #learnsomethingneweveryday #ppcchat

Choose kindness & respect in interaction with others in the PPC universe, even when in disagreement. It’s a *small* PPC world. You may need to be hired by them someday, or they may be the one that helps you with another issue. We’re all in this together. 💪 #ppcchat

All I want for #PPCChristmas is for this back button in Google Ads to take you back to the main conversions page rather than the all campaigns view when you're looking at an individual conversion action. 😁 #ppcchat

This was basically Will Ferrell and Mark Wahlberg arguing and absolutely top tier writing.

Thank you all for the support! He’s back in daddy’s arms :) surgery went well and he’ll be eating again soon.

Hey Google, this campaign is doing okay and we’ve been right on budget, so I’d like to raise it from $100/day to $125/day, mkay? Thanks. Google: DID YOU SAY $250?! Me: woh, my goodness, no let’s temper that by going to $75/day Google: OKAY $15!! Me: no I, sigh… #ppcchat

If you think Google is primarily interested in seeing your business be successful in *your* metrics, then why is their agency gamification system focused solely on the 3 metrics that Google wants to increase? 🤔🤔🤔 #ppcchat

Nothing like watching your infant get wheeled into unplanned surgery (for pyloric stenosis). Thoughts/prayers/GIFs appreciated.

My forthcoming #PPC book is now on pre-order for kindle. Paperback and kindle will both be available to read on October 31. 🎉 So very excited! Check out Table of Contents, reviews, and details here: zatomarketing.com/ppc-market… Thanks to all who helped make this possible! #ppcchat

I’m genuinely thankful for the turnabout this year in agency life. We lost 43% of our revenue in July-Aug. Economy finally caught up to a bunch of Ecom brands (as you all know😢). We held strong, dipped into savings as needed, buckled down, & waited for Q4. It came as expected & we’re now up 50%. What a ride 2023 was for agencies and I’m aware not everyone saw recovery like us. Grateful to replace that lost revenue. Love this team of skilled PPCers. #Thankful

Imma just say it, it is a poor argument to blame all the business owners who hate GA4 for “not adapting with change” rather than to consider WHY all of those hard-working, intelligent, roll-with-the-punches-DTC-over-the-past-5-years hate GA4 so much and are moving away from it.

Unbelievable situation. A good agency is a huge proponent for @GoogleAds and calling them out negatively to the client because they determined strategically to avoid using specific automation needs to cease and desist at once. #ppcchat

New book who dis 👀

My wife is the strongest, kindest person I know. In the last 30 days she has undergone a miscarriage, having to then last-minute pack our house, all while caring for our 5 kids (as I fumble around trying to help). I respect her so much & am so thankful. #internationalwomensday

🎉My PPC Ponderings book is here!🎉 Now available for purchase (and reading!) in multiple countries Paperback or kindle. See attached for Chapter list and reviews, visit the link for more details and to purchase. zatomarketing.com/ppc-market… #ppcchat #ppc #GoogleAds

I am officially obsessed with my Traeger. Every time I turn it on I have an uncontrollable urge to throw all the meat in our house into it. Today, I’m gonna cook up a whole chicken (brined & rubbed of course), venison steak, meatballs, and a few hotdogs. cause why not.

Early pics of an Apple Car charging in front of a house:

Wrote 9150 words on Google Shopping this weekend (mostly on Friday) and I can’t WAIT to share all 9000 with ya’ll. #StayTuned #ShoppingAdsFTW

Just told a prospect they should NOT fire their current agency, because their account isn’t being mismanaged, they’re just being hit hard by Covid. Feel badly for them, didn’t have much to offer other than wishing them well in the midst of the storm. Tough, tough times for some.

That sound you hear is Google Execs crowing with delight that they can kill retargeting companies under the guise of privacy, and thus move everyone solely to Google for remarketing.

Surgery was successful. Thanks everyone for your thoughts, prayers, good wishes, and encouragement. Struggled coming out of anesthesia but all good now. Best part, I can eat a cheesesteak at #HeroConf Philly now!!!!!

A great example of someone who should never leave his W2 to start a business!

Delighted to share a free @ZATO resource made by @sprx109. Ever longed for a simple, filterable, color-coded look into which @GoogleAds audiences work with what Channels? Here you go! zatomarketing.com/blog/the-z… #ppcchat #semrushchat

The DOJ talking about exact match keywords is maybe the best news I’ve seen this month.

I think there is a huge need right now in the digital world, for more CMOs-for-Hire as consultants.

Top 10 most common PPC answers to "Why is my ad not showing?" 1. It depends 2. 3. 4. 5. 6. 7. 8. 9. 10. You ran out of budget. #ppcchat

The funniest and most ironic part of this analogy to me will always be that all the little umbrellas are completely pointless since the Christ umbrella takes care of all the umbrella-ing. Like, huh. Maybe that should get people to think about why that is. 🤔🤔

What the Google Rep The call: tells your client - AAR they could do to help - raise with all the “missed budgets opportunities” from your management:

I am absolutely convinced the future of Google Ads search will be view (not click) based ads. That’s also how they’ll monetize trillions of zero click searches BTW 😘 #GoogleMarketingLive2025

As I think more about Google’s auction reserve pricing admission yesterday, I think there are two primary ways it is problematic. Both are around lack of transparency. 1) Google’s support documents on reserve pricing leads the reader to believe that reserve prices are set primarily according to the following aspects (see screenshot). But if they manually increase those levers with the intent of hitting revenue goals, then that isn’t inline with what they’ve claimed to the public. You can see my thoughts and link to that document here: zatomarketing.com/blog/lets-… 2) Any reserve pricing increase concerns are muddy, admittedly, since any changes take place before a user actually buys the placement…. So one would think they technically have the freedom to not buy a placement in which the CPC suddenly jumped 10%. But the two are inextricably intertwined… especially when a user doesn’t know this is occurring, and ESPECIALLY as everything is increasingly run by Google’s smart bidding. The user is literally not making the choice to bid on that specific, raised price, auction… Google is. Therefore, it seems to me that transparency in auction price changes should be communicated to the user since the user has not control over those. I’m still thinking on this point, but I think there is something there regarding transparency in pricing, especially when Google runs the auction and bidding of the players within the auction. 🤔🤔 Overall, even if Google has done nothing illegal, this lack of transparency is certainly not healthy for its advertiser relations. #ppcchat

Only 3 of you will care but we spent a full month planning/prepping a new client for switching to a new feed provider (badly needed) and yesterday was the day we had to change everything and it all went smoothly with virtually no PMax disruption and I'm frickin ECSTATIC. #ppcchat

When prepping reports, spreadsheets, or emails to client or boss, always front-load the conclusion & THEN explain the process. Accountants like to see the process before the numbers. Execs want to see the conclusion & choose whether or not to read the process. #marketingtwitter

Maybe the most difficult thing to admit for a PPCer is that rarely (never?) do great PPC tactics *themselves* scale a business… though POOR ppc tactics can absolutely *prevent* a business from scaling (or scaling as fast as it could). What actually scales a business are things like: -fantastic creative/video - a PDP that actually SELLS to the potential customer landing on the site - the right product positioning - the right product pricing -smartly done promotions -well-planned & executed inventory management -wise cash management (esp around budgeting to the right channels) - Etc etc. I think more businesses would be more successful with Google Ads if they stopped trying to scale the channel itself (and thus spent endless time and energy and money “tweaking things” or “finding the perfect PPCer” and spent more energy time and dollars on solving the above problems. I know that’s weird coming from a PPCer but I dislike being expected to solve a problem I can’t, so think it’s a worthy topic 😄 #ppcchat

I interrupt your day to share this image my amazing photographer wife got of my crazy kids. 🎸 ❤️ Carry on.

My #TEDx Talk is live! "Stop The Scale: Redefining Business Success" After a year of hard work, practice, training, editing and re-editing, rehearsing (I prob went over it 60-80 times), I'm happy to finally release my TEDx Talk on redefining business success. In this talk, I ask why we treat financial growth as the key marker of success in our culture, and suggest 3 things that should instead be used to define actual business success for those starting and running businesses of any size (and I'm especially excited to honor my grandpa and grandma in my ending!). I hope that, even if you don't agree with all of it, that it makes you think! What a fun journey, but I'm glad it's over haha. Now, would you do me a favor? If this resonates with, or challenges you, would you consider: - liking the YT video - commenting on the YT video - sharing this post Thanks, and if you've ever wanted to speak at TEDx, I'd highly suggest you do. It was a blast! piped.video/watch?v=nqNBgMqp…

Those "spend more" warnings are getting a little intense... #ppcchat

📕 Book Release! I’ve put my thoughts on the last eleven years of "micro-agency" leadership into my new book. Paperback available now. Hardcover, audible, kindle coming soon. amazon.com/dp/B09Z9QZWYL/ref…

I’m a dumb one, but I REALLY like that @adwords (NOW GOOGLE ADS®™®) added the text to these in the new UI, I always had to pause to think what they were... 😂 #ppcchat

New baby ✅ Fully vaccinated ✅

Me: "As a marketer, I don't fall for urgency." Dominos: "Act fast to add CinnaSticks for $1 to this order" Me: "WELL DUH, YES!"

I stumbled upon the equivalent of an SEO rap battle bt @BritneyMuller & @rjonesx in (what appears to be) a fun attempt to outdo one another for “smartest seo” in SERPs. I thought it was humorous, and I assume Russ to be winning bc of that feat snippet…

┳┻| ┻┳| ┳┻| ┻┳| ┳┻| ┻┳| ┳┻| ┻┳| ┳┻| ┻┳| ┳┻| ┻┳| ┳┻| ┻┳| ┳┻| _ ┻┳| •.•) < Last click ROI is ┳┻|⊂ﾉ a terrible way ┻┳| to measure channel ┳┻| success. ┻┳| #ppcchat

Some people just don’t know when to stop. #B6

My grandpa passed yesterday and I had the privilege of taking mom to his room minutes after his last breath and grieve with the siblings as they came in the door. A difficult yet oddly special experience as we remembered a man who lived life well and was loved by many. Emotions+