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Client & Account Onboarding, Sunsetting ETA and RSA only era, PPC Live UK, and more

Anu Adegbola
Anu Adegbola
Hello and Happy Independence Day to my US subscribers. Thank you for joining the 6th edition of this newsletter. You may know the drill by now but if you are new here I’ll be sharing details of the two episodes that were released on the #PPCChat Roundup podcast, sharing interesting articles related to those episodes, and finally sharing the latest on PPC Live UK - the only event that will cost you just £8 to hear 3 expert speakers talk at an evening event on July 28th in East London. And I will then finish off with an interesting project I am working on. Hope you enjoy it!
All the work you see here and below, I do on a voluntary basis because I have so much love for our community so if you would like to support me - why don’t you buy me a coffee (basically what I survive on 😄).

PPC Live UK sponsors
PPC Live UK sponsors
#PPCChat Roundup Podcast🎙
In the past two weeks, we’ve had another two great PPCChat discussions. We started by talking about client and account onboarding. I actually thought it was a great follow-up from the previous week’s chat about Managing expectations in This New Age of PPC as our experts agreed that onboarding does require a lot of managing expectations. Another big thing that came up was - in the chat and the Thursday Twitter Spaces conversation was the importance of putting processes together.
I remember that at the beginning of my career I used to hate having to come up with them and I did sometimes think they were a waste of time to follow, especially when there were several people that needed to approve things. But as time went on - I definitely now value the importance of them - especially with repetitive tasks. Processes make things go faster and make sure important tasks are definitely done. Here are some of the thoughts that were shared:
Fraser Andrews
A1 - making sure that goals/kpi's etc are ironed out, tracking set up is good and that the client has a clear plan on what work will be undertaken and when. These three will help to avoid any awkward questions down the line #PPCChat
Ashton Clarke
A2: Our process is usually:
1. Kickoff (align on goals/timeline, set expectations, get add'l context, etc.)
2. Conduct in-depth account audits + provide strategy recommendations
3. Provide a 3-6 month project plan to reiterate timelines & ensure alignment on strategy
Jon Kagan
A3: #ppcchat documentation. DOCUMENT EVERYTHING ALL THE TIME!!!
Then last week we had an emotional conversation about the end of ETAs (expanded text ads) and the RSA (responsive search ads) only era we now currently are in. 😬 We’ve had Google messing us around with their changes with keywords and match types and now ad copy is getting a major overhaul here. This is so different from how I was doing things when I started my career. It started with writing standard text ads (STA) - where you write the ad copy - one headline and two description lines and the ad showed exactly as you wrote it.
Now - 15 possible headlines and 4 possible description lines is the choice - where a possible 2-4 of those headlines will show and 2 of those description lines will show and you can’t ever be sure in what order. Well, you can test pinning out. Wohooo… it’s a whole new world and honestly working for a tech company - I am somewhat relieved to not be directly at the helm of testing what will work. Here are a few of the thoughts and tips that were shared:
Julie F Bacchini
A3: I will continue to run existing ETAs for as long as the perform.

As I said in A1, I expect that ETAs will get less and less traffic as the months roll by. Google Ads often does this whenever they sunset a feature/ad type/match type, etc.

Ashton Clarke
A4: It hasn't impacted how we approach campaign structure, but it does impact how we approach ad copy. Instead of writing 3-5 distinct ads, I'm much more focused on messaging related to specific themes. Ex: 1 RSA focused on pain points, 1 RSA focused on general branding
A5: Start with at least 6 headlines. 2 keyword focused, 2 benefit focused, 2 CTA.

I think I read this on @bgtheory blog. @Adalysis

A lot of mixed bag feelings for sure but in the midst of our frustrations, I always feel we have great tips to share about what we are learning. Like an online PPC every week.
Please do go check those episodes out - there are lots to learn from them and if you have listened to more than 30 seconds of them, why don’t you take 5 seconds of your time to leave a rating/review?
Relevant Articles📑
PPC Live UK🗣
PPC Live UK is happening THIS month. Woohoo…I can’t believe it. I mean - I should with all the hard work and late nights 😁, but it is still very surreal. So what progress have I made? We have 42 ticket buyers 😱, I have secured 5 sponsors (pic above) 😱😱, I have secured a camera person to record the event (🥳), drink tokens have arrived for all our awesome attendees, a life-size welcome banner is on its way (should arrive today), and the PPC Live UK merchandise is out. We ship worldwide!
PPC Live UK shop
PPC Live UK shop
Really the majority of what’s left to do is to keep spreading the word about the event, get our attendee gift bags together, and get a few more sponsors so that we for sure don’t run out of refreshments. If you want to be one of those sponsors supporting this fantastic event - get in touch with me now.
Paid Search Association👥
Paid Search Association Logo
Paid Search Association Logo
If you have taken a look at the volunteer section of my LinkedIn profile - you would see that I am the president of a non for profit organization called Paid Search Association.
The Paid Search Association is a non-profit collective, run by a board made up of marketing professionals from agencies, platforms, and marketing tech companies. We connect professionals and brands engaging in advertising by providing learning and networking opportunities digitally and in person.
Board members are from well-known companies like Google, Linkedin, Microsoft Advertising, Meta, Optmyzr, Adalysis, and more. By being a member you will get - workshops and training – hands-on, tactical, not just theory, out-of-the-box ideas, meet-ups, and access to experts of loads of levels from all over the world.
To become a member, join our Slack community by filling in this form.
So there you have it. That is what I have been working on over the past two weeks. It’s been massively rewarding albeit tiring a-times. If you have any feedback please send it to with “Newsletter Feedback” in the subject line. I really do want to ensure you are getting news that you enjoy. And if you really did like it, please tell your colleagues, family, friends, and pets too. 😉
If you don’t feel you are benefitting from this newsletter as well, click the unsubscribe link below. No hard feelings - I promise.
Feel free to connect with me on Twitter or on LinkedIn and more especially follow the PPC Live UK Twitter and LinkedIn profiles where you will also get up-to-date info of future events especially.
Hope to speak to you in a couple of weeks.
Anu Adegbola aka TheMarketingAnu.
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Anu Adegbola
Anu Adegbola @themarketinganu

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