Kirk Williams
@PPCKirk
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TEDx speaker. Author: PPC Ponderings | Stop the Scale. Top 25 PPCer @GoogleAds Clients Included: Purple, Traeger, KURU, Groove Life. Married w/6 kids.
Billings, MT
Joined February 2009
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Pinned Tweet
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
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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.
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1K
My two speeds of reading through a book are:
- 1 week
- 3 years
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@Pandamoanimum
@greg_jenner
Just here to say I enjoyed this sub-thread as much as the original tweet.
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Check out this Twitter interaction.
@Wendys
social media team deserves a raise. HA!
#welldonesnark
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I mean... it's kinda weird timing that Google Ads is inaccessible the Monday after they layoff 10,000 people... right??? 🫣🫣🫣🫣
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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
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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
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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.
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I don’t equate SEM and PPC. The way I see it*:
SEM
/\
/ \
/ \
/ \
SEO PPC (Paid Search)
*unimportant, just pondering.
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$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 📈📈📈.
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Google yesterday: in the future, you won’t be tracked around the internet to serve you ads.
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@Zack3O12
@ThatChristinaG
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)
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@KateBour
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
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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
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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’?!?!”
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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.
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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!!
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Would appreciate your thoughts/prayers today as our 10 mo old has minor surgery. Nothing serious but he’s pretty little for anesthesia 😥
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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.
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@AdamSinger
Gosh who approved this one. I get what they were trying to do, but it shouts what you said.
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@Cloudy_Aperture
@classiclib3ral
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.
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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. 🤔 🤷🏻♂️
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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.
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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
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@sheilagregoire
@PatrickKMiller_
@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.
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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%
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My son’s minor surgery went well today and we’re already heading home, so that’s a week started well! 🎉 🎉 🎉
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HOLY COW after 7 yrs of this, I just learned this about negative keywords in
@adwords
. Interesting!
#learnsomethingneweveryday
#ppcchat
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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.
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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
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I miss attending conferences in person.
And I’m not an extrovert.
That’s where we’re at, I guess.
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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
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Thank you all for the support! He’s back in daddy’s arms :) surgery went well and he’ll be eating again soon.
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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
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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 &
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Nothing like watching your infant get wheeled into unplanned surgery (for pyloric stenosis). Thoughts/prayers/GIFs appreciated.
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🎉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.
#ppcchat
#ppc
#GoogleAds
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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
Hi
@GoogleAds
can you explain why you're emailing our clients saying we "denied to take down the update"?
#ppcchat
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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
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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.
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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.
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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!
#ppcchat
#semrushchat
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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
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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.
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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:
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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
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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
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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
Top 10 most common SEO answers to "Why am I not ranking?"
1. It depends
2.
3.
4.
5.
6.
7.
8.
9.
10. Links
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I think there is a huge need right now in the digital world, for more CMOs-for-Hire as consultants.
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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
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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
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I interrupt your day to share this image my amazing photographer wife got of my crazy kids. 🎸 ❤️
Carry on.
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📕 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.
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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!"
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Got my son his first “his own” gaming system for his bday, an old N64 I purchased from a friend with basically all the best games (-Goldeneye :/ ). He’s pumped about it, and as I watch him play Tony Hawk, all I can think of is... how the heck did we see with this resolution 😅😅
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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+
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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…
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Confessions from Google regarding raising auction prices to hit revenue projections:
If only someone had just written a post talking about Google auction reserve prices and how easily they could be gamed by the house…
2023:
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Whenever I message back and forth with someone who has broken English, what I actually think is:
"you're amazing because you know your language, and then you also know mine enough to communicate & I should be the one apologizing because I certainly can't speak your language!"
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Nothing much happening today, just… had
@MarketingBrew
(of
@MorningBrew
fame) recommend my
#PPC
book in their Black Friday newsletter 😱😵😵😵😱 🥳🥳
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My
#GoogleSummit
notes:
-Device bids: YAY
-Exp Ad HL: YAY
-GDN Ads: Yay (SMBs)
-In-Store: Meh
-New AdWords UI: *scared of change*
#ppcchat
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If you call an entire group of entrepreneurs & marketers, who have worked long hours to build their businesses and reputations for a decade, the term "lazy" just because they are frustrated about learning GA4, then we don't agree on the definition of lazy.
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My 2019 Wish is that
@GoogleAds
would allow us to apply unique Attribution Models at a campaign level rather than account level so we could bid by First Click on TOFU campaigns and Last click on RLSA and our other fav model of choice on MOFU.
#ppcchat
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“Grandpa, what were the early days of the metaverse like?”
“Well sport, long before the great meta-war and shortly before the meta-energy crisis I once spent 30 minutes clicking a “Join” button trying in vain to get into the first VR Foo Fighters concert.”
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@lxeagle17
I’m all for paying them a higher salary if we remove their ability to purchase stocks during their tenure.
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Just wrote this for a LinkedIn connection who I don’t know and immediately sold to me with a DM.
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Odd thought: With Google Ads continuing to strip data from the advertiser, Microsoft Ads could have a significant advantage in simply not doing the same. Advertisers may begin to rely more on MAds for testing/insights/exclusions & then apply findings in Google.
#ppcchat
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Just got the ability to sync columns in our
@GoogleAds
accounts. WOOHOOOOOOOO.
#ppcchat
#EarlyChristmasPresent
HT
@_ericm
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@akingbradley
@nerdist
@DamonMurphy1
100%. The best part of that scene, was that Vader somehow looked bored. Emphasized the sheer power he controlled.
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An easy PPC win I see a lot of ecom brands miss is not having a dedicated "reviews" page, designed well, to also highlight superiority over competition... and then use that as the LP targeted specifically to "Brand reviews", "Brand ratings", "Brand scam" Search KWs.
#ppcchat
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Me defending a team member when a
@GoogleAds
rep makes unsubstantiated claims *to a client* that make my amazing account managers look like they're failing.
#ppcchat
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A Japanese man climbed a mountain in a business suit to show how good his suit brand is.
I freaking love great marketing ideas like this!
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IMO, lead filtering is essential to agency health. We recently had a prospect get angry when we let them know we were not taking them on as a client and called it “shameful” (his term) we weren’t accepting all business. My response:
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I'm taking a "week off" to write a Revised and Expanded update to my book "Ponderings of a PPC Professional". It's been 4 years since I wrote that book, and some of the "small" changes since 2020 (in PPC!)...
- PMax
- iOS 14.5
- UA to GA4
- chatGPT / Bard / AI becoming more
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Asking “if eBay paused their PPC ads, should we?” is neglecting the fact that they spent millions building their brand as a destination to the point where they COULD pause ads without seeing interruption. Doesn’t mean Joe plumber in Omaha should stop ads.
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