Web Marketer

Transparent online advertising, web analytics and conversion rate optimisation specialists. Want more clarity on your marketing data? get in touch.

[Web Marketer @WebMarketerUK]

"The question isn't can I do it. It's should I do it."

AI made "can I" easy. Whether you should is the part that needs judgement.

Last episode for a little while as we build a new studio. 30 in, thank you.

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Don't use AI, you fall behind. Lean too hard, same result.

AI hands you the average. Treat it like a capable junior: great for data and patterns, not for replacing your judgement.

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Blending Ads, GA4, Search Console and CRM data used to mean forcing everything to line up at the data level.

Now AI joins the dots even when dimensions don't match. Get data formatted, accurate, & queryable. Then let a human expert interrogate.

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Maelie recaps a Reddit PPC thread that stuck with him:

Someone's asked ChatGPT for optimisation recommendations and actioned them all at face value

The ads continued to spend as expected, only now with no leads coming through...

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

The detail layer of ad management (keywords, bids, search terms) is the first thing AI replaces.

So value moves up. Helicopter view, not the weeds. See the direction, then point everything at it.

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

New episode is live: Getting AI Ready.

Conversion tracking, systems thinking, and why independent judgement matters more as AI improves. Also our last one for a little while as we build a new studio.

https://t.co/toyPqO4dXU

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

A framework guarantees a good job by default. The baseline, every account, every time.

The bespoke thinking on top is what takes it from good to great.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

When ad management feels messy, people ask for more time.

But more hours just buys more of the same. You don't need more time. You need a better system.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Our ad management framework, five areas: reporting, account health, channel optimisation, strategic reviews, custom work.

First four run every time. The fifth is the deeper work.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Custom work sounds like the good stuff.

But if everything is custom, every task starts from a standing start.

Bespoke belongs on top of a baseline, not instead of one.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Your weekly ads session starts with 'right, what am I looking at today?' Half of it goes on remembering last week.

New episode Wednesday:
https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Turned mobile off on one account, it worked. Weeks later, different account struggling, I asked what to try.

"I don't know, I've turned mobile off and everything."

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Dabbling: one big session a week. Grazing: a few minutes most days.

Grazing wins. You feel how the account behaves instead of rebuilding it from memory.

New episode Wednesday:
https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Episode 29 is live: How Better Systems Improve Ad Performance (In Less Time).

Grazing versus dabbling, the cookie-cutter trap, and why a better system beats more hours.

https://t.co/UqumQlPna4

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[Web Marketer @WebMarketerUK]

Set & Forget

12 months of ad optimisation

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[Web Marketer @WebMarketerUK]

Great pitch. Impressive person.

Then they disappear and you get a junior.

The agency that wins your business shouldn't be different from the one that runs it.

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Cheap PPC management isn't a saving.

You save on the fee. You lose it back on wasted ad spend, poor tracking, and missed opportunities.

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

If your agency charges a % of media spend, they earn more when you spend more.

That doesn't make them bad. It means the incentive isn't aligned with yours.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

A healthy PPC agency relationship is transparent, commercially grounded, and constructively challenging.

If yours is missing one, you've got a problem.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast

[Web Marketer @WebMarketerUK]

Running PPC without conversion tracking is like walking through a forest without a map.

You go in circles.

https://t.co/UqumQlPna4

#b2bperformancemarketingpodcast