On Wednesday, October 23, 2024, I attended PPC Live for the first time on its 14th edition, which brought together London’s thriving PPC community for an unforgettable evening. For those unfamiliar, PPC Live is hosted by the dynamic Anu Adegbola. I had the honour of being one of the speakers, alongside Lottie Namakando, PhD, from Reflect Digital, and Inderpaul Rai of WeDiscover.
The atmosphere was unique, with the event held in a pub where PPC enthusiasts could truly connect. The intimate setting fostered engaging discussions and meaningful networking, blending old friendships with fresh connections, all united by a passion for PPC.
Here’s a look at the key takeaways from each speaker, as well as some engaging side conversations that added a unique flavour to the night.
Lottie Namakando, PhD – Reflect Digital: Understanding Consumer Behavior to Stay Ahead
Lottie delivered a deeply insightful session on consumer behaviour, showing how competitor data and psychological frameworks can power campaigns.
She introduced the COM-B model for behavioural change and broke down how mental shortcuts and biases shape consumer decisions.
A memorable takeaway was her emphasis on customer-centric thinking, quoting Clint Eastwood: “It’s not about you; it’s about them.”
For those looking to elevate their performance, Lottie recommended her specialised training program (more about it here).
Inderpaul Rai – WeDiscover: Tackling the Challenges of Google Ads with Data
Inderpaul shared his approach to navigating the rapid shifts in Google Ads, humorously likening it to boxing NPCs in The Sims!
He stressed the importance of questioning data incentives, always asking, “Why?” This approach helps marketers reveal the real story behind their data.
His standout advice: continuously hypothesise and investigate – critical for staying adaptable in PPC’s fast-paced landscape. A deeper dive into his methodology is available in his case study here.
Serge Nguele – Your PPC Doctor: Reviving Quality Score for Strategic Efficiency
My presentation focused on resurrecting Quality Score (QS) as a valuable tool for campaign optimisation. I outlined actionable tips, especially on using QS to reduce CPCs and maximise performance.
My main message: treat Quality Score as a diagnostic tool, like a thermometer, to gauge the health of search campaigns and identify where attention is needed – whether in ad relevance, expected click-through rate, or landing page experience.
In today’s PMax and AI-dominated ecosystem, I argued, Quality Score remains a valuable metric for refining paid search.
You can view my presentation slides [here].
Engaging Panel Discussions and Key Topics:
Attendees joined in lively discussions with the three speakers, moderated by Anu, on key industry topics:
- Dyslexia in the Workplace: Shared strategies for managing dyslexia, including communication tips and coping mechanisms.
- Agency Roles vs. In-House Positions: A balanced look at workload, growth, and career opportunities in each setting.
- Life in a Black Friday PPC Team: Insights into the intense planning process for this peak season.
- Managing Quiet Periods for B2B Brands: Ideas on using December strategically rather than waiting out the slow period.
- Planning for Q5: Creative strategies for maximising the post-holiday period when brand focus shifts.
- Value-Based Bidding in B2B: Exploring how to implement this strategy, even when conversion values are complex to assess.
- Reigniting Focus on Quality Score: Leveraging QS for a renewed understanding of campaign quality with updated metrics.
- Using Seasonality Bid Adjustments: Sending clear signals to Google’s algorithm to adjust spend and ROAS expectations for non-peak seasons.
The evening was filled with inspiration, connection, and a shared commitment to PPC excellence. A big thank you to everyone who contributed to the success of PPC Live #14!
The next PPC Live will be on February 6, 2025 – tickets are available now.
