Sept. 7, 2022
EP221 - Managing PPC in Unsettled Economic times
#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie Bacchini (@NeptuneMoon)
Q1 Are you concerned about the economy in general as we head into Q4? If so, why and what is most concerning? And if not, why not?
Q2 Are you concerned about the economy relative to the industry(ies) you manage advertising for heading into Q4? If so, why and what is most concerning? And if not, why not?
Q3 Are your clients or stakeholders bringing up any economic concerns? If so, what are they most worried about heading into Q4?
Q4 Are you seeing impacts in your accounts that you think are due to economic factors? If so, what are you seeing and on which platform(s)?
Q5 Are you proactively doing anything in your accounts due to economic conditions or concern over economic conditions?
Thank you for listening!
Please help grow the podcast - and rate/review on Spotify, Amazon, Apple Podcast & more - linktr.ee/ppcchat_roundup
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Hello, and welcome to this
week's episode of the PPC chat
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Roundup in today's episode.
We have Julie taken us on a very
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timely topic.
I don't know about you, but at
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the economic crisis as been top
of Mind, top of discussions
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lately and so we are going to be
discussing managing PPC in
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unsettled Economic Times.
So, yeah, I hope you enjoyed.
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I hope this is useful for you.
Especially clients, who might
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feel like their brand is not
Priority item for people to, to
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be Vine.
Might be something that is more
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secondary or more luxury.
So yeah, if you do look after
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one of those Brands where
they're the product seems to be
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quite luxury, we feel for you
with thinking about you, and
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we're going to be discussing how
to get through that today.
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So, I hope you enjoy.
Hello and a warm, welcome to
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this episode of the PPC tap
round up a podcast where I round
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up the Twitter discussion that
happens on Tuesdays at 5 p.m.
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GMT.
I'm your host, a new and I'm
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recording from my studio here in
London UK.
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And I use this platform to share
not just expert but also my
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ideas and considered best
practices about paid media and
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the direction the digital
industry is going in.
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So if you want to keep up to
date with my tips and tricks in
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the industry, and get the latest
on the podcast that has been
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called your go-to if you don't.
Get to the PPC chat live
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discussion.
And even if you do then like
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follow Shen retweet on that, try
Twitter with my handle the
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marketing, a new or join us in
our LinkedIn page which is the
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PPC tab Roundup podcast.
Or if you're on Instagram, why
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don't you check us out at a PPC,
chat underscore Round Up.
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To get some quotes and Snippets
from previous episodes.
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So yeah, I love to have this
conversation about the economic
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crisis.
PPC is being I'd definitely as
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well.
And so, it does concern me as to
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whether going to a PPC event is
considered a luxury.
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Think we, I do have PPC, like,
UK happening on September the
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29th.
We've got amazing speakers,
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like, Crystal Carter of Wicks.
Who the S head of SEO of wigs.
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We've got Chris Ridley, who is
like a very beloved member of,
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the PBC chat community on
Twitter and Linkedin and Discord
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and slack groups.
And we've got also a first time
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speaker lady Veronica talking
about data which I love and Rand
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fishkin who I'm you know, he
started headed up, Mars left
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that he had it up spark Toro and
audience research tool which I
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think is would be very useful
for everybody to use.
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I know Tim Halloran one of our.
Yeah, our own hair also talked
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about how he uses it as well to
do some audience, research
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knowing what kind of audience
inside, could help to do
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audience targeting and audience
layering for his paid search
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work.
So I think for PPC, Focus would
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be really great to see how seo
seo and PPC work together to
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really break down that silos
that can happen.
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So anyway, so yeah back to the
fact that I hope it's not is
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considered a luxury purchase.
It is only 15 quid for people in
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the UK.
It's going to be happening at
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the shot.
So I do hope that you can make
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it.
So yeah, before Julie goes on to
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the questions though she does
go, how are we doing today?
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We have Sarah Steamin that.
Noises.
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He says, I'm doing great on a
Tuesday.
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That feels like a Monday,
because on Monday, they had a
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holiday Labor Day holiday.
So, yeah.
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Today is there Monday, who else
we have?
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I think with, I saw Dwayne Brown
on there.
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Robert, Brady joins us as well,
as well as Julie advice, we have
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a vector joining as well.
Cook Williams joins for a few
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questions on here as well, and
Lawrence Chase, and a few
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others, I'm sure of just to give
you prepare for it, we have five
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questions that were shared some
really great answers when it
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It's that, you know, many
questions because obviously
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probably just people wanted to
give lots of answers for the
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questions here.
So yeah, I'm excited to see what
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those answers were before.
I do get into the questions and
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our answers.
I'm going to read out Judy's
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PSA, which is saying before we
get to questions, this chat is
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intended for PPC, Professionals
of all levels.
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If you have something you want
to share, please do we are a
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friendly and supportive
Community, please don't be
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afraid to participate.
Lurkers are of course.
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Well, always welcome.
And that cos and as I like to,
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but listeners of the podcasts
are welcome as well.
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So yeah, let's get on to the
question straight in Julie asks,
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are you concerned about the
economy in general?
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As we head into q 4?
If so, why and what is most
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concerning and if not, why not
Coke Williams goes them?
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Yeah, I think High credit card,
debt, and payment plan adoption
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shows.
People are overextended more
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than economic spending show.
Shows my theory non big promos
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will struggle for fcm Black
Friday and Cyber Monday.
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And then key 120 23 will be when
Financial reality strikes for
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average consumer and revenue
will drop more than usual.
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And Sarah goes already seen.
Small promotions as lackluster.
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Yeah, cargos, I think it's going
to force Brands to make a crappy
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decision.
Either do a big promo and really
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struggle with with profitability
or risk.
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Having an abnormally low Black
Friday Cyber Monday.
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We saw hint of this last year.
This is all conjecture.
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By the way.
Hashtag, not an economist Julie
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goes.
People are likely to be much
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pickier about where they spend
their money.
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This queue for, I believe.
So as well, then your body
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responds to your question one as
well, saying I'm not concerned,
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if it's something that's out of
my control, I can't worry about
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it.
You try to work and do your best
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with what you have in, whatever
the environment, Tony's our
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response and I think the biggest
issue is distortions, cars are
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powered.
Up in Lots right now because of
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the big demand spikes
surrounding supply chain and
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covid actors response as well
saying.
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Yes, in the recent times, most
of the companies are facing lack
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of customers and demand of their
Solutions which is making that
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their pipeline dry.
Its effects are showing on the
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cost-cutting in marketing
operations and firing teams as
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you continues.
Not only this as a media buyer,
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I'm concerned that business
owners think that PPC can fill
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their pipeline.
They try it, not get good
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results and like, PPC.
And I like PVC don't work.
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And be like, besito don't work.
She finally goes.
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Also these days.
So many new pc marketers are
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coming in the market, which
claims that, they're unable to
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fulfill and end up degrading the
industry standards for other
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professionals.
Yeah, it's a mix.
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It's a mix of, you know, loads
of things.
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The promotional being done
worlds, and makes of no more
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people coming in and using poor
excuses and add to this.
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In kind of areas where we have
seen years ago.
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So I really hope you are not
coming.
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Just using poor excuses, but
still actually using the right
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excuse, all the right reason as
to why things are not working
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because sometimes it might be
the market, but sometimes it
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weren't.
So yes.
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We really need to be careful
about that one.
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Julie response as well saying.
Yes, I'm concerned about the
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economy while we may or may not
have officially met.
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The definition of recession,
there are quite a lot of
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negative forces in They right
now expecting some to want to
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pull back and others to stay the
course or increase and then we
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have serious team and responding
to question one time.
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Not because ads still will run
and Rose targets will still
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apply.
I also find even in a downtown
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consumer, still in a downturn
consumers still by maybe less
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now ask me as a shareholder
versus a marketer, might answer
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changes to some concern delivers
responds.
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Yes people are struggling in
various ways right now so we may
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need To Pivot some strategies.
And I expect that spends to
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either contract or get more
cautious and then, yeah, we have
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Julie given another answer to
question.
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One saying I am also expecting
the pendulum to start, swinging
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back to Consultants or outside
people versus in-house teams as
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it does.
When the economy weakens exact
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start asking, why are we paying
salaries and benefits when we
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could just pay for the work?
And, yeah, that's a that poses a
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very interesting Bill person.
As to what people are starting
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to think once want to help
people want to invest in the
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digital advertising.
So Cargoes elal literally, just
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deemed, an agency owner who told
me their last client hired them
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because they couldn't find an
in-house person like 10 minutes.
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Go DM, good, good inside.
Yeah, until he goes funny story.
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I ended up starting Neptune
moon.
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When I was an in-house person
who got acts in one of these
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Cycles had been doing freelance
on the side and think, In of
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going solo and figured.
Well, I guess today is the day
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and yeah, he's been motivating
Lee doing that doing that for 23
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years now.
Lawrence girls, I have a couple
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of clients where they looked for
talent and never found it being
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over two years with the newest
one.
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Now, we are less risk than
hiring an internal employee in
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many ways and less expensive
delivers.
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Go same boat different size, our
buying power and ability to pull
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teams makes us a very
interesting partner in Times
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like this and then yeah Julie
was goes.
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There it is.
I've been through this cycle
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probably four times now Julia
viscose.
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These conditions are typically
what?
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Sets it off Julia goes.
Yeah if only there was some way
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we could lessen the boom or bust
cycle and stabilize the economy
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to prevent these kinds of shut
up.
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Ghost of Reagan is interesting
and we have a rubber Brady
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responding to question.
One saying, people are spending
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more on this societies and that
impacts discretionary income.
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Income availability, debt, both
consumer, as well as medical
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students Etc is more prevalent.
It may be moving slowly but it's
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moving steadily in a bad
Direction.
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Learns, Chase responds.
Yes, if the special offers I saw
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over the weekend, where any
indication brands are aware of
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the high competition coming into
the season.
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I wonder whether that means I
need to put sales on my thing.
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You know, I'm not its owner
already as low as 15 pounds for
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my event anyway.
McKee response to question one
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saying we have seen clients
start to pull back on budgets.
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They're definitely skittish and
yeah we then have Julie taken us
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on to question 2 going.
Are you concerned about the
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economy relative to the
industries?
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You manage advertising for
heading into q 4 if so why and
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what is more concerning and if
not, why not?
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But before we get into that, I
stand clock or spice to response
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to question one saying in
general, yes.
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And also because of how it
impacts our work.
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Like marketing budgets and or
Outsource agencies tend to be
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the first Cuts whether that's
best for business or not.
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I think is a different story,
though.
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Melissa are also response to
question to thank you for isn't
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big for B2B.
It usually is the opposite but
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that said, I'm expecting more
clients to want to go completely
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dark in December.
We usually counsel against that
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but this year we shall see I'd
say, stay on brand as ladies.
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Please have your brand.
Keywords live is what I'd
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advise.
You see when I was working in
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agency.
Advise clients to do if they did
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want to go dark during like hard
times during Brown response to
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question, one saying different
being in a recession as an
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employer.
Don't know what, I don't know,
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not shocked where we are as much
as just navigating it all.
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Feels like a slow.
Death is happening some days.
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I feel, I know it will last a
couple of years at least
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delivers response, question to
saying yes, my restaurant client
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is high value but not
necessarily the it cost in the
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game and a current strike action
directly related to inflation or
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cost of living is affecting my
public sector clients.
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It's getting bumpy out there out
hair.
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Even she continues, good thing.
I just signed a luxury travel
221
00:12:11,900 --> 00:12:14,700
client.
Nothing to worry about there.
222
00:12:14,700 --> 00:12:17,800
Yeah.
Luxury travel, think people are
223
00:12:17,800 --> 00:12:20,100
going to be doing more budget
than luxury these days.
224
00:12:20,100 --> 00:12:24,500
Some response honestly probably
not put people who use luxury
225
00:12:24,500 --> 00:12:27,100
travel tend to be the kind of
people who don't give a damn
226
00:12:27,100 --> 00:12:30,200
what The economy is doing
because wealth accumulates,
227
00:12:30,200 --> 00:12:31,600
that's true.
Yeah.
228
00:12:31,900 --> 00:12:32,800
Delivers goes.
Yeah.
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00:12:32,800 --> 00:12:34,800
It's a, yep.
It's going to be a top of funnel
230
00:12:34,800 --> 00:12:38,300
Challenge and a Competitor
Conquest, for sure, Daniel body.
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00:12:38,300 --> 00:12:40,000
I don't know.
The people who are likely to
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actually pay for it.
We are likely still pay for it.
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00:12:44,000 --> 00:12:47,800
I mean, you are going to get
less browsers and more seriously
234
00:12:48,200 --> 00:12:51,800
buyers, right delivers response.
I think it's more top of funnel
235
00:12:51,800 --> 00:12:54,500
issue.
My last luxury, Cruise clients
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00:12:54,500 --> 00:12:57,000
had their best Q forever in
2020.
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00:12:57,300 --> 00:13:01,200
Yes, It was our team being
awesome but luxury doesn't pivot
238
00:13:01,300 --> 00:13:04,500
the same way in a contraction.
Actor response.
239
00:13:04,500 --> 00:13:07,600
Wow congratulations.
Julia in terms of signing a
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00:13:07,600 --> 00:13:09,300
luxury client.
Yeah.
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00:13:09,300 --> 00:13:10,100
Do device.
Thanks.
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00:13:10,100 --> 00:13:13,200
It's good news but TimeWise.
It feels weird.
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00:13:13,200 --> 00:13:17,000
Yeah, because covid is still
affecting travel because people
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00:13:17,000 --> 00:13:19,600
are watching pennies are not
spending on splurges.
245
00:13:19,600 --> 00:13:22,600
It's the general timing of
luxury travel during economic
246
00:13:22,600 --> 00:13:24,900
and Industry witness.
Yeah.
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00:13:24,900 --> 00:13:29,700
What luxury do you think that?
Give up and be like, okay no I
248
00:13:29,700 --> 00:13:30,800
don't have money for this
anymore.
249
00:13:31,600 --> 00:13:34,700
So Sarah Steelman responds when
you have a brand with a high
250
00:13:34,700 --> 00:13:36,900
price tag.
It's more worrisome because the
251
00:13:36,900 --> 00:13:41,600
item is seen as a luxury versus
as a necessity or an investment.
252
00:13:41,900 --> 00:13:44,800
Do you respond saying?
I always say that all Industries
253
00:13:44,800 --> 00:13:47,900
are run by people and people
cannot help but bring their
254
00:13:47,900 --> 00:13:51,100
feelings about economic health
into their decision.
255
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So I expect to have a lot of
conversations about spend and
256
00:13:54,200 --> 00:13:57,600
number of platforms.
We are on, so yeah.
257
00:13:57,700 --> 00:13:59,900
Yeah, Justin goes.
We've definitely started to see
258
00:13:59,900 --> 00:14:02,000
this as well especially after Q2
ended.
259
00:14:02,200 --> 00:14:05,500
We had a lot of requests from
clients for one of reports as
260
00:14:05,500 --> 00:14:08,600
well as executive of reviews or
presentations.
261
00:14:08,800 --> 00:14:12,400
That are point of contacts could
bring to their higher Ops.
262
00:14:12,400 --> 00:14:15,300
Yeah this will be useful.
Now we have actor responding to
263
00:14:15,308 --> 00:14:18,000
question 2 saying.
Yes, with advertising platforms,
264
00:14:18,000 --> 00:14:19,900
bringing updates, almost every
day.
265
00:14:20,200 --> 00:14:23,800
The results are fluctuating in
every industry and sometimes it
266
00:14:23,800 --> 00:14:27,200
gets hard to forecast, monthly
performance.
267
00:14:27,400 --> 00:14:32,100
It's Name all the industries but
I'm concerned about the cost per
268
00:14:32,100 --> 00:14:35,900
acquired customer and quality
for B2B lead generation.
269
00:14:36,200 --> 00:14:39,300
Robert Brady response to
question 2 saying my client
270
00:14:39,300 --> 00:14:41,300
portfolio.
Is diverse enough that while
271
00:14:41,300 --> 00:14:43,600
some will slow down others will
stay strong.
272
00:14:43,600 --> 00:14:47,300
I'll be okay but it will be
tough for lots of people.
273
00:14:47,300 --> 00:14:50,900
Yes, it'll be up and down for
people or not and then we have
274
00:14:50,900 --> 00:14:53,300
some responded to question to
say and I'm not worried more
275
00:14:53,300 --> 00:14:56,300
opportunistic.
Any change any time change
276
00:14:56,300 --> 00:14:58,700
happens?
There's TT and honestly, I'm
277
00:14:58,700 --> 00:15:03,100
hopeful that this shake-up helps
to recenter paid media around
278
00:15:03,100 --> 00:15:07,600
things that matter versus things
that go up and to the right
279
00:15:07,600 --> 00:15:09,000
Dave, Gallegos response to
question.
280
00:15:09,000 --> 00:15:12,300
Two saying I expect pull back
from optional, health care
281
00:15:12,600 --> 00:15:15,600
cosmetics, Etc, learns Chase
responds.
282
00:15:15,600 --> 00:15:19,300
Yes or no, it puts a lot of
pressure on us to do better to
283
00:15:19,300 --> 00:15:22,400
win but it will get better.
And honestly this is where we
284
00:15:22,400 --> 00:15:25,300
earn our paychecks.
It's easier to get good results
285
00:15:25,300 --> 00:15:28,600
when things are awesome.
As well response to that.
286
00:15:28,600 --> 00:15:31,700
Gives another answer to question
2 saying, we have the added a
287
00:15:31,700 --> 00:15:33,800
headache of data for the last
two years.
288
00:15:34,100 --> 00:15:36,200
Being a hot mess.
Yeah.
289
00:15:36,200 --> 00:15:40,200
Industries have thrived in Peak
covid are cooling in some cases
290
00:15:40,200 --> 00:15:42,600
pretty rapidly.
While others are coming back.
291
00:15:42,600 --> 00:15:46,400
Steadily Ashton clock uses gives
his response question to saying,
292
00:15:46,400 --> 00:15:49,900
kind of addressed in my first
answer to yes because marketing
293
00:15:49,900 --> 00:15:54,600
budget seems to be looked at as
an AZ area to cut costs.
294
00:15:54,600 --> 00:15:56,900
The most concerning part for me.
Is that a lot?
295
00:15:57,600 --> 00:16:01,000
Feels out of our control.
A lot of this feels out of our
296
00:16:01,000 --> 00:16:03,100
control.
He continues, for example a
297
00:16:03,100 --> 00:16:06,400
Company CEO, Sunderland has
decided to terminate contracts
298
00:16:06,400 --> 00:16:10,000
with all the agencies, no matter
the results that are being
299
00:16:10,000 --> 00:16:12,800
driven.
And without consulting, anyone
300
00:16:12,800 --> 00:16:15,800
that actually works on the
project Julian continues.
301
00:16:15,800 --> 00:16:19,300
I think 2023 budgets will be cut
in a lot of instances.
302
00:16:19,700 --> 00:16:23,300
It is really a question of how
much it is cut and if you're
303
00:16:23,300 --> 00:16:26,800
lucky enough to work with Biz
who see opportunity, when
304
00:16:26,800 --> 00:16:30,400
everyone else, Is cutting and
within have Julie taken us on to
305
00:16:30,400 --> 00:16:33,100
question 3, saying I your
clients or stakeholders bring it
306
00:16:33,100 --> 00:16:37,700
up, any economic concerns is.
So what are they most worried
307
00:16:37,700 --> 00:16:41,300
about heading into Q for Daniel
body goes, we've had
308
00:16:41,300 --> 00:16:45,400
conversations about the economy
with each client more about how
309
00:16:45,400 --> 00:16:49,800
to plan, not to cut budget, but
to allocate it appropriately to
310
00:16:49,800 --> 00:16:54,600
achieve the goals and how the
business can measure the impact.
311
00:16:54,700 --> 00:16:57,500
And then we have some response
live responding saying about
312
00:16:57,600 --> 00:17:00,500
about Julie's answer saying,
she's expecting the pendulum to
313
00:17:00,500 --> 00:17:04,300
start swinging back to
consultant or outside people
314
00:17:04,300 --> 00:17:07,400
versus in-house teams.
Some goes this right here is
315
00:17:07,400 --> 00:17:11,200
wisdom execs are always looking
to D risk during contraction
316
00:17:11,200 --> 00:17:14,300
cycles and employees.
Believe it or not are almost
317
00:17:14,300 --> 00:17:18,599
always considered riskier than
Consultants doing Brown response
318
00:17:18,599 --> 00:17:21,099
to question 2, saying, if your
brand is offering something
319
00:17:21,099 --> 00:17:25,200
related to the seven deadly,
deadline sins deadline sin, or
320
00:17:25,200 --> 00:17:28,400
does it, mean, deadly sins?
I can see the Doing well in a
321
00:17:28,400 --> 00:17:30,800
recession.
People have habits and some
322
00:17:30,800 --> 00:17:34,800
won't change during a recession.
Would love a pet or candy type
323
00:17:34,800 --> 00:17:36,300
client.
Yes.
324
00:17:36,600 --> 00:17:39,000
And by the way, when he said,
deadly mentally at, the not
325
00:17:39,000 --> 00:17:42,200
deadline, but deadly sins and
these are last gluten e,
326
00:17:42,700 --> 00:17:47,600
gluttony greed.
Sloth wrath, envy and pride and
327
00:17:47,600 --> 00:17:51,200
digitized goes fob is not going
to cut costs this Cycles.
328
00:17:51,200 --> 00:17:54,800
That's for sure.
Fob Phu, be what's fob someone
329
00:17:54,800 --> 00:17:57,000
enlighten me?
And we then have Sarah Steelman
330
00:17:57,000 --> 00:17:59,900
responded to question 3 saying
yes, we run scenarios for
331
00:17:59,900 --> 00:18:04,500
different cut levels for sure.
Also, a few clients running
332
00:18:04,500 --> 00:18:08,000
summer sales and moving media
dollars up to see what happens
333
00:18:08,000 --> 00:18:11,200
now versus holding back for
cyber and holidays.
334
00:18:11,500 --> 00:18:13,600
Doing Brown response to
question, 3 saying everyone is
335
00:18:13,600 --> 00:18:16,300
bringing it up related to queue
for Black Friday.
336
00:18:16,500 --> 00:18:19,800
Some asked about next year and
we are thinking about it.
337
00:18:19,900 --> 00:18:22,900
Don't over order and sell out of
everything.
338
00:18:22,900 --> 00:18:26,500
Cash in the bank.
Is everything delivers response
339
00:18:26,500 --> 00:18:29,800
where often the ones?
Bring it up to them, they know
340
00:18:29,800 --> 00:18:33,300
what's up but we're the ones.
Connecting the dots to how we
341
00:18:33,300 --> 00:18:37,100
manage the investment in media.
Then your body responds to
342
00:18:37,100 --> 00:18:40,600
question, 3 saying, we've had
conversations about the economy,
343
00:18:40,800 --> 00:18:44,900
with each client, more about how
to plan, not to cut budgets, but
344
00:18:44,900 --> 00:18:48,100
to allocate it appropriately to
achieve the goals and how the
345
00:18:48,100 --> 00:18:51,600
business can measure the impact.
Julia herself response.
346
00:18:51,600 --> 00:18:54,200
Question 3 saying, I believe in
being proactive and broaching.
347
00:18:54,200 --> 00:18:57,500
The topic even if they are not
bringing it up, I'd rather God
348
00:18:57,600 --> 00:19:00,600
The conversation, then have the
conversations happening that I'm
349
00:19:00,600 --> 00:19:04,500
not a party to that end up with
a decision that impacts me or my
350
00:19:04,500 --> 00:19:06,800
work some as well response to
question.
351
00:19:06,800 --> 00:19:09,900
Three saying, some are it's an
inevitable Topic.
352
00:19:09,900 --> 00:19:13,300
In general, most of it is
focused on opportunity versus
353
00:19:13,300 --> 00:19:15,700
reduction.
When competitors start going
354
00:19:15,700 --> 00:19:19,500
dark or cutting media.
That's the time when cpms drop
355
00:19:19,500 --> 00:19:23,500
and ctrs increase, he continued
saying that being said, some are
356
00:19:23,500 --> 00:19:27,100
modifying strategy plus product
mix to lean into higher profit
357
00:19:27,100 --> 00:19:30,000
centers.
IE focusing on first sale
358
00:19:30,000 --> 00:19:33,400
profitability or higher margin
Services, which can make plenty
359
00:19:33,400 --> 00:19:36,200
of sense, depending on the
business, plus the underlying
360
00:19:36,200 --> 00:19:39,400
data sound continues.
And then there are a handful of
361
00:19:39,400 --> 00:19:42,200
clients who are actually
increasing budgets and
362
00:19:42,200 --> 00:19:46,500
increasing cost per cost.
Consumer Target cost per cost.
363
00:19:46,500 --> 00:19:49,900
Over consumer Targets in an
effort.
364
00:19:49,900 --> 00:19:55,700
Kak Targets in an effort to pick
up incremental new customers at
365
00:19:55,700 --> 00:20:00,000
what they project to be a Count
relative to their actual value
366
00:20:00,300 --> 00:20:02,500
and Melissa McCarthy is well
response to question three
367
00:20:02,500 --> 00:20:04,500
saying, it's really more of
being extra.
368
00:20:04,500 --> 00:20:07,900
Sure of the value of what
they're spending on search
369
00:20:07,900 --> 00:20:10,700
continues to do well because
it's intent driven.
370
00:20:10,900 --> 00:20:14,500
Other channels are more affected
and recruiters response to
371
00:20:14,500 --> 00:20:18,200
question three saying, yes, in
B2B the key discussion has been
372
00:20:18,300 --> 00:20:22,300
retention cross-sell and upsell
's and learn skills during times
373
00:20:22,300 --> 00:20:25,200
like this.
It's nice to have a stronger B2B
374
00:20:25,400 --> 00:20:26,600
portfolio.
Yeah.
375
00:20:26,600 --> 00:20:28,600
Cuz they want it.
Sal nice.
376
00:20:28,900 --> 00:20:30,700
And then Julie gives an advanced
question.
377
00:20:30,700 --> 00:20:33,500
Three saying, this is a great
time to be keeping a close eye
378
00:20:33,500 --> 00:20:35,800
on your auction.
Insights to see who is pulling
379
00:20:35,800 --> 00:20:40,300
back who is holding steady and
who is adding spend, it can be a
380
00:20:40,308 --> 00:20:42,500
useful tool to keep your
initiatives.
381
00:20:42,500 --> 00:20:45,500
A going Lawrence response to
question 3 saying we discussed
382
00:20:45,500 --> 00:20:47,400
the topic but it is not
paralyzing.
383
00:20:47,400 --> 00:20:51,000
Any Brands we discuss what
opportunities we may have
384
00:20:51,200 --> 00:20:55,100
because of it, which is what we
should be looking at in B2B.
385
00:20:55,100 --> 00:20:59,100
It is really not an issue yet.
Except The folks who support
386
00:20:59,100 --> 00:21:02,400
Auto and then we have actor
responding to question three.
387
00:21:02,400 --> 00:21:05,500
Saying, they're concerned about
this might not be proactively
388
00:21:05,500 --> 00:21:08,100
speaking.
I try to introduce this topic in
389
00:21:08,100 --> 00:21:11,000
our conversation, usually
decision makers like VP or
390
00:21:11,000 --> 00:21:15,700
director of marketing.
So they do see where their
391
00:21:15,700 --> 00:21:19,600
outsourced marketing efforts
are, hope are heading towards.
392
00:21:19,800 --> 00:21:22,200
You didn't takes us on to
question for saying, are you
393
00:21:22,200 --> 00:21:24,900
seeing impacts in your accounts
that you think are due to
394
00:21:24,900 --> 00:21:27,300
economic factors?
If so, what are you seeing on
395
00:21:27,300 --> 00:21:30,200
on?
Which platforms Ashton does
396
00:21:30,200 --> 00:21:32,400
respond to question.
Three first saying that, yes,
397
00:21:32,400 --> 00:21:35,700
most clients have been asking
for more granular reporting.
398
00:21:35,700 --> 00:21:38,100
So they need to know exactly
what is or isn't working.
399
00:21:38,100 --> 00:21:42,000
We already do this in our usual
reporting but we've gotten a lot
400
00:21:42,000 --> 00:21:45,400
more questions or requests about
specific keywords, Services
401
00:21:45,400 --> 00:21:48,000
targeting Etc.
Doing then goes on to answer,
402
00:21:48,000 --> 00:21:51,100
question forcing totally are
especially for one of our
403
00:21:51,100 --> 00:21:55,100
women's shoe brands, even seen
impact on our Amazon business
404
00:21:55,200 --> 00:21:57,000
people will spend less next
year.
405
00:21:57,000 --> 00:21:58,800
Why?
Should they spend it with you
406
00:21:59,000 --> 00:22:00,800
Brands?
Will start to have to answer
407
00:22:00,800 --> 00:22:05,200
that question if they are not
already actor goes yup.
408
00:22:05,200 --> 00:22:07,600
They're limiting.
Anything that is not important
409
00:22:07,600 --> 00:22:09,700
for them and postponing less
priority stuff.
410
00:22:10,000 --> 00:22:13,300
Businesses are reconsidering the
expense on the marketing efforts
411
00:22:13,600 --> 00:22:17,300
that can bring them more value
and rowers doing goes as they
412
00:22:17,300 --> 00:22:20,000
should across the board.
This is a great time to show
413
00:22:20,000 --> 00:22:23,000
your value.
As a brand actor, goes, do you
414
00:22:23,000 --> 00:22:25,600
think organic marketing efforts
will work in this?
415
00:22:25,900 --> 00:22:27,400
I just got off a call with a
client.
416
00:22:27,800 --> 00:22:31,000
And he mentioned that although
his company has less stuff in
417
00:22:31,000 --> 00:22:34,200
the brand awareness side.
He wants to slow down on social
418
00:22:34,200 --> 00:22:38,500
media, organic and seo seo,
don't slow down on SEO,
419
00:22:38,500 --> 00:22:41,500
seriously Dwayne Brown bang
response Brands who Market Less
420
00:22:41,500 --> 00:22:45,500
in a recession come out of a
recession worse off, maybe what
421
00:22:45,600 --> 00:22:49,800
they were doing with SEO and
content marketing was not even
422
00:22:49,800 --> 00:22:53,000
working to begin with.
Angela gives answers question,
423
00:22:53,000 --> 00:22:56,100
forcing the aforementioned
auction in sides have been all
424
00:22:56,100 --> 00:22:59,400
over the place in Google.
At the past few months, cpc's
425
00:22:59,400 --> 00:23:03,600
continue to increase not holding
my breath for Big Ink decreases.
426
00:23:03,600 --> 00:23:06,900
Even if auctions on platforms
are less crowded.
427
00:23:07,000 --> 00:23:10,300
And yeah, when Dwayne said
totally, I specially for one of
428
00:23:10,300 --> 00:23:13,300
our women's shoe brands, even
seen impact on our Amazon
429
00:23:13,700 --> 00:23:16,900
businesses people will spend
less next year.
430
00:23:16,900 --> 00:23:18,500
Why should they spend with you
Brands?
431
00:23:18,500 --> 00:23:21,700
Will start to have to answer
that question if they are not
432
00:23:21,800 --> 00:23:24,900
already Julie goes, this is a
really important Point, not just
433
00:23:24,900 --> 00:23:27,400
why your product or service is
something to spend.
434
00:23:27,900 --> 00:23:32,300
But to spend on now, and to
spend with you Jill advice as
435
00:23:32,300 --> 00:23:35,400
well as response to question.
Forcing Amazon is in all of my
436
00:23:35,400 --> 00:23:38,300
auctions.
Even my public sector once they
437
00:23:38,300 --> 00:23:42,300
see this contraction as a major
opportunity and then learns,
438
00:23:42,300 --> 00:23:44,800
Chase response to question for
saying absolutely.
439
00:23:44,800 --> 00:23:49,300
The discretionary income folks
have has have has gone down a
440
00:23:49,300 --> 00:23:52,500
lot, the recession and the crazy
inflation have impacted, the
441
00:23:52,500 --> 00:23:55,400
extra money families have for
retail items.
442
00:23:55,500 --> 00:23:59,200
We have to have the right.
The product and to be the right
443
00:23:59,200 --> 00:24:03,300
brand for consumers and we have
Julie, then responding to that
444
00:24:03,300 --> 00:24:06,600
scene, I think would lead times
you have to also work to make
445
00:24:06,600 --> 00:24:09,600
people want to still want what
you're selling.
446
00:24:09,600 --> 00:24:13,600
If it is a 10, plus week delay
between deciding to purchase and
447
00:24:13,600 --> 00:24:15,900
actually getting sad thing,
learn skills.
448
00:24:15,900 --> 00:24:19,100
Yes, merchandising has their
work cut out for them with
449
00:24:19,100 --> 00:24:23,200
finding sources for products.
Find an item folks need and
450
00:24:23,200 --> 00:24:26,500
being able to get them shipped
when they want them or was
451
00:24:26,500 --> 00:24:30,900
nothing with For granted.
And then, yeah, we have question
452
00:24:30,900 --> 00:24:33,000
5, our last question of the
chat.
453
00:24:33,000 --> 00:24:36,200
Seen, are you proactively doing
anything in your accounts due to
454
00:24:36,200 --> 00:24:41,400
economic conditions or concerns
over economic conditions?
455
00:24:41,900 --> 00:24:45,000
But before we go into that, we
have Sam responded to Julia
456
00:24:45,000 --> 00:24:48,100
Vice, where Julie had said,
Amazon is in all of my auctions.
457
00:24:48,100 --> 00:24:51,500
Even my public sector.
Once they see this contraction
458
00:24:51,500 --> 00:24:55,000
as a major opportunity, Sam
goes, the opportunity tends to
459
00:24:55,000 --> 00:24:59,000
come disguised as declines were
in Buffett is still right before
460
00:24:59,000 --> 00:25:02,200
are for when others are greedy
and greedy when others are
461
00:25:02,200 --> 00:25:05,800
fearful interesting, quote and
we have Julie Voice responded to
462
00:25:05,808 --> 00:25:09,900
question five saying updating
the - to be even broader adding
463
00:25:09,900 --> 00:25:12,900
in Collective actions or strike
negatives.
464
00:25:12,900 --> 00:25:16,700
Renewing a lot of the first
party data discussions.
465
00:25:16,700 --> 00:25:20,200
Yes, renew those discussions,
Julie response question facing.
466
00:25:20,200 --> 00:25:23,200
I am being even more.
Aggressive in trying to do what
467
00:25:23,200 --> 00:25:27,300
I still can can to eliminate
poor quality traffic.
468
00:25:27,500 --> 00:25:31,300
That efficiency doesn't always
matter but when things are
469
00:25:31,300 --> 00:25:35,200
tighter on the musket or under
more scrutiny, but more, you can
470
00:25:35,200 --> 00:25:39,400
say, you've done to be proactive
the better learn skills
471
00:25:39,400 --> 00:25:42,200
reviewing the marketing
calendars together just to
472
00:25:42,200 --> 00:25:46,200
ensure we were buttoned-up also
reviewing products for any
473
00:25:46,200 --> 00:25:50,400
inventory Flags or worries as
didn't respond saying, making
474
00:25:50,400 --> 00:25:55,000
sure conversion tracking is as
accurate as possible, so we have
475
00:25:55,000 --> 00:25:57,300
the best insights for the
results being driven.
476
00:25:57,500 --> 00:26:00,500
And also reviewing keywords, and
structure for opportunities to
477
00:26:00,500 --> 00:26:05,200
refine expand or double down on
different products or services.
478
00:26:05,300 --> 00:26:08,900
And then we've got actor, given
a very nice response to Julia.
479
00:26:08,900 --> 00:26:11,700
Julia says, I'm being more
aggressive and trying to do what
480
00:26:11,700 --> 00:26:13,900
I can to.
Eliminate poor quality traffic
481
00:26:13,900 --> 00:26:16,600
actor goes.
I'm using the tool which can cut
482
00:26:16,600 --> 00:26:19,500
fraudulent clicks, B2B fintech
competitors are fiercely
483
00:26:19,500 --> 00:26:22,800
attacking their competitors.
With these trying to utilize,
484
00:26:22,800 --> 00:26:26,100
our brand keywords is also one
of the efforts many companies
485
00:26:26,100 --> 00:26:31,100
are still thinking If they
should do it and we have Julie
486
00:26:31,100 --> 00:26:33,700
responding to that, I believe.
Yes.
487
00:26:33,700 --> 00:26:36,600
And another point about Brands
particularly on Google ads, your
488
00:26:36,600 --> 00:26:40,600
brand name is now matching two
competitors names.
489
00:26:40,800 --> 00:26:43,500
So even if they are not
targeting your brand, their ads
490
00:26:43,500 --> 00:26:46,700
are likely still showing for
your brand if they are running
491
00:26:46,700 --> 00:26:50,700
their own brand campaigns
campaigns, protect your Tufts,
492
00:26:50,700 --> 00:26:53,000
even if they're not targeting
your brand their ads are likely
493
00:26:53,000 --> 00:26:54,500
still showing up for your
Brand's.
494
00:26:55,000 --> 00:26:59,000
So yeah, I started seeing people
showing up Other PPC companies
495
00:26:59,000 --> 00:27:02,300
trainer for PPC, live UK.
So and making me think, should I
496
00:27:02,300 --> 00:27:06,400
put some money behind some PPC?
Budgets will see accident
497
00:27:06,400 --> 00:27:09,000
responding are interesting.
Can we see these in the search
498
00:27:09,000 --> 00:27:12,300
term reports on Google?
Also there's any way, is there
499
00:27:12,300 --> 00:27:15,000
any way to improve search
Impressions on the competitors
500
00:27:15,000 --> 00:27:16,600
brand keywords without
targeting?
501
00:27:16,600 --> 00:27:20,400
It it Google is already doing
the work of targeting
502
00:27:20,400 --> 00:27:23,500
competitors keywords on your on
our behalf.
503
00:27:23,500 --> 00:27:25,600
Yes.
You can see this in the search
504
00:27:25,600 --> 00:27:27,300
terms tab in Google ads, Julius
go.
505
00:27:27,500 --> 00:27:30,600
As you can see all terms, but
you'll see the competitor ones
506
00:27:30,600 --> 00:27:32,700
in there.
If you want more traffic on the
507
00:27:32,700 --> 00:27:36,600
competitors, you have to Target
their names, you'll get some
508
00:27:36,600 --> 00:27:41,200
with the fuzzy matching and you
get loads of poor quality score
509
00:27:41,200 --> 00:27:43,200
on it.
So I'm not sure whether you want
510
00:27:43,200 --> 00:27:46,900
to do that actor and we have
Melissa responded to question.
511
00:27:46,900 --> 00:27:49,800
Five cent ensuring conversion
tracking is buttoned up
512
00:27:49,800 --> 00:27:54,500
including importing Salesforce
or other down funnel lead data.
513
00:27:54,500 --> 00:27:58,400
We are really encouraging a lot
of my our clients to do that.
514
00:27:58,400 --> 00:28:01,900
I don't know that very brilliant
and practical note.
515
00:28:01,900 --> 00:28:04,700
No, I was going to end it with
Melissa's answer, but I'm going
516
00:28:04,700 --> 00:28:07,900
to end it with Dwayne's answer,
even where he responds.
517
00:28:08,100 --> 00:28:11,600
Question 5 saying shifting ad,
spend around focusing on
518
00:28:11,600 --> 00:28:16,100
different products to sell.
Making sure we stay profitable
519
00:28:16,400 --> 00:28:19,200
as we spend money.
And I think that really also
520
00:28:19,200 --> 00:28:22,200
matches, what Julie says, being
as efficient as possible, that
521
00:28:22,200 --> 00:28:25,300
you're really going to have to
really prove your worth and
522
00:28:25,500 --> 00:28:29,800
making sure that you are doing.
The most not the most for the
523
00:28:29,800 --> 00:28:35,000
most sake but the most to stay
efficient and to ensure that you
524
00:28:35,000 --> 00:28:39,100
are delivering on that return on
ad spend or whatever else the
525
00:28:39,100 --> 00:28:43,100
target is so I hope you feel
heard.
526
00:28:43,100 --> 00:28:46,800
Listen to on, you know, taking
some great notes as made you go,
527
00:28:47,100 --> 00:28:49,600
okay?
I'm doing the right thing or,
528
00:28:49,600 --> 00:28:52,900
you know, some thoughts as to
what what new things are usually
529
00:28:52,900 --> 00:28:56,700
to be thinking about and also
even the whole trying to be more
530
00:28:56,700 --> 00:28:59,800
efficient.
That is Bau stuff as well.
531
00:29:00,100 --> 00:29:03,000
I think so be calm.
If you don't feel that you're
532
00:29:03,000 --> 00:29:06,600
doing anything different, just
keep staying as efficient.
533
00:29:06,600 --> 00:29:09,300
Keep doing what you're doing
brilliantly.
534
00:29:09,800 --> 00:29:12,900
Yeah, well, you keep doing what
you're doing brilliantly and see
535
00:29:12,900 --> 00:29:14,800
where you can improve,
especially keeping an eye on
536
00:29:14,800 --> 00:29:17,600
those competitor X.
So, if you want to have more
537
00:29:17,600 --> 00:29:21,500
chat about this, or get more
advice or talk about, you know,
538
00:29:21,500 --> 00:29:25,000
what's going on in terms of PPC
and the recession times join us
539
00:29:25,000 --> 00:29:27,300
on Thursday at 5:00 p.m.
GMT.
540
00:29:27,700 --> 00:29:31,600
PST still British summer time or
12:00 p.m. eastern time.
541
00:29:31,900 --> 00:29:35,200
So, to join us on with that, to
have another chat on Twitter
542
00:29:35,200 --> 00:29:38,400
spaces, with Julie leading that
for any feedback about the
543
00:29:38,400 --> 00:29:42,100
podcast, or maybe even some
corrections on anything that has
544
00:29:42,100 --> 00:29:43,000
been shared.
Do get in.
545
00:29:43,000 --> 00:29:46,400
Touch with me on Twitter, my DMs
are open on my handle, the
546
00:29:46,400 --> 00:29:48,900
marketing, a new Under on
LinkedIn.
547
00:29:49,000 --> 00:29:50,800
Yeah, we've got a PVC chat round
of group.
548
00:29:50,800 --> 00:29:53,600
Please just request to join.
Would love to have you on their.
549
00:29:54,000 --> 00:29:56,200
It also be grateful
long-standing or brand new
550
00:29:56,200 --> 00:29:59,000
listeners to give the poor.
Cast a review or rating.
551
00:29:59,100 --> 00:30:04,700
Just go to link trader.com /pb.
See chat underscore round up so
552
00:30:04,700 --> 00:30:11,100
that's link2sd.
R ee.com /pb see chat underscore
553
00:30:11,100 --> 00:30:13,900
Roundup.
And now under a little plug here
554
00:30:14,100 --> 00:30:18,800
for a PPC live UK event
happening on the 29th at the
555
00:30:18,808 --> 00:30:20,500
shop.
We've got amazing speakers.
556
00:30:20,500 --> 00:30:24,500
Like Crystal Carter, Chris
Ridley, who are two names of
557
00:30:24,500 --> 00:30:29,200
show, you know, a new speaker on
the On the circuit whose I was
558
00:30:29,200 --> 00:30:32,600
I'm humbled that she chose my
state to be the first to do a
559
00:30:32,600 --> 00:30:34,500
speaking gig.
I'm sure the second and third
560
00:30:34,500 --> 00:30:39,000
will come quickly along but
Veronica Remora is joining us to
561
00:30:39,000 --> 00:30:43,100
talk about data and how to be
truly data-driven whether your
562
00:30:43,100 --> 00:30:46,600
client or agency and working
together on the other end.
563
00:30:46,800 --> 00:30:48,500
So yeah, to get tickets for
that.
564
00:30:48,500 --> 00:30:57,500
Go to be it. .L y /p p c-- live,
UK s EPT 2022 and you We'll be
565
00:30:57,500 --> 00:31:01,500
able to get your 15 lb ticket,
which is really recession-proof.
566
00:31:01,500 --> 00:31:05,100
I mean, common to see not just
three amazing speakers will.
567
00:31:05,100 --> 00:31:09,700
Also Rand fishkin, doing a
special Q&A session with us
568
00:31:09,700 --> 00:31:13,000
answering all your questions.
But yeah, if you go on down
569
00:31:13,000 --> 00:31:15,500
there you'll be able to see all
that.
570
00:31:15,500 --> 00:31:18,400
So yeah, please do join us for
that.
571
00:31:18,600 --> 00:31:21,300
Finally, remember for your
campaigns and businesses to
572
00:31:21,300 --> 00:31:23,600
Glide smoothly.
There's a lot of hard work
573
00:31:23,600 --> 00:31:26,800
needed beneath the surface.
So keep your swans kicking by
574
00:31:26,800 --> 00:31:28,200
and speak to You next week.
00:00:00,500 --> 00:00:03,400
Hello, and welcome to this
week's episode of the PPC chat
2
00:00:03,400 --> 00:00:07,600
Roundup in today's episode.
We have Julie taken us on a very
3
00:00:08,000 --> 00:00:10,100
timely topic.
I don't know about you, but at
4
00:00:10,100 --> 00:00:14,100
the economic crisis as been top
of Mind, top of discussions
5
00:00:14,100 --> 00:00:18,400
lately and so we are going to be
discussing managing PPC in
6
00:00:18,400 --> 00:00:23,400
unsettled Economic Times.
So, yeah, I hope you enjoyed.
7
00:00:23,400 --> 00:00:27,700
I hope this is useful for you.
Especially clients, who might
8
00:00:27,700 --> 00:00:33,200
feel like their brand is not
Priority item for people to, to
9
00:00:33,200 --> 00:00:35,000
be Vine.
Might be something that is more
10
00:00:35,000 --> 00:00:39,100
secondary or more luxury.
So yeah, if you do look after
11
00:00:39,100 --> 00:00:42,400
one of those Brands where
they're the product seems to be
12
00:00:42,400 --> 00:00:45,100
quite luxury, we feel for you
with thinking about you, and
13
00:00:45,100 --> 00:00:48,200
we're going to be discussing how
to get through that today.
14
00:00:48,200 --> 00:00:59,800
So, I hope you enjoy.
Hello and a warm, welcome to
15
00:00:59,800 --> 00:01:03,300
this episode of the PPC tap
round up a podcast where I round
16
00:01:03,300 --> 00:01:06,200
up the Twitter discussion that
happens on Tuesdays at 5 p.m.
17
00:01:06,200 --> 00:01:08,200
GMT.
I'm your host, a new and I'm
18
00:01:08,200 --> 00:01:10,800
recording from my studio here in
London UK.
19
00:01:11,100 --> 00:01:14,100
And I use this platform to share
not just expert but also my
20
00:01:14,100 --> 00:01:17,400
ideas and considered best
practices about paid media and
21
00:01:17,400 --> 00:01:20,000
the direction the digital
industry is going in.
22
00:01:20,400 --> 00:01:22,700
So if you want to keep up to
date with my tips and tricks in
23
00:01:22,700 --> 00:01:25,900
the industry, and get the latest
on the podcast that has been
24
00:01:25,900 --> 00:01:29,400
called your go-to if you don't.
Get to the PPC chat live
25
00:01:29,400 --> 00:01:32,300
discussion.
And even if you do then like
26
00:01:32,300 --> 00:01:35,400
follow Shen retweet on that, try
Twitter with my handle the
27
00:01:35,400 --> 00:01:38,900
marketing, a new or join us in
our LinkedIn page which is the
28
00:01:38,900 --> 00:01:42,400
PPC tab Roundup podcast.
Or if you're on Instagram, why
29
00:01:42,400 --> 00:01:46,200
don't you check us out at a PPC,
chat underscore Round Up.
30
00:01:46,200 --> 00:01:50,100
To get some quotes and Snippets
from previous episodes.
31
00:01:50,400 --> 00:01:55,300
So yeah, I love to have this
conversation about the economic
32
00:01:55,300 --> 00:01:59,400
crisis.
PPC is being I'd definitely as
33
00:01:59,400 --> 00:02:01,400
well.
And so, it does concern me as to
34
00:02:01,400 --> 00:02:05,500
whether going to a PPC event is
considered a luxury.
35
00:02:05,900 --> 00:02:10,000
Think we, I do have PPC, like,
UK happening on September the
36
00:02:10,000 --> 00:02:12,000
29th.
We've got amazing speakers,
37
00:02:12,000 --> 00:02:16,100
like, Crystal Carter of Wicks.
Who the S head of SEO of wigs.
38
00:02:16,100 --> 00:02:19,600
We've got Chris Ridley, who is
like a very beloved member of,
39
00:02:19,600 --> 00:02:23,600
the PBC chat community on
Twitter and Linkedin and Discord
40
00:02:23,600 --> 00:02:27,100
and slack groups.
And we've got also a first time
41
00:02:27,100 --> 00:02:31,200
speaker lady Veronica talking
about data which I love and Rand
42
00:02:31,200 --> 00:02:34,300
fishkin who I'm you know, he
started headed up, Mars left
43
00:02:34,300 --> 00:02:37,900
that he had it up spark Toro and
audience research tool which I
44
00:02:37,900 --> 00:02:40,600
think is would be very useful
for everybody to use.
45
00:02:40,600 --> 00:02:46,000
I know Tim Halloran one of our.
Yeah, our own hair also talked
46
00:02:46,000 --> 00:02:49,600
about how he uses it as well to
do some audience, research
47
00:02:49,600 --> 00:02:53,000
knowing what kind of audience
inside, could help to do
48
00:02:53,000 --> 00:02:57,000
audience targeting and audience
layering for his paid search
49
00:02:57,000 --> 00:02:59,500
work.
So I think for PPC, Focus would
50
00:02:59,500 --> 00:03:03,000
be really great to see how seo
seo and PPC work together to
51
00:03:03,000 --> 00:03:05,900
really break down that silos
that can happen.
52
00:03:06,100 --> 00:03:10,300
So anyway, so yeah back to the
fact that I hope it's not is
53
00:03:10,300 --> 00:03:14,300
considered a luxury purchase.
It is only 15 quid for people in
54
00:03:14,300 --> 00:03:15,900
the UK.
It's going to be happening at
55
00:03:15,900 --> 00:03:19,400
the shot.
So I do hope that you can make
56
00:03:19,400 --> 00:03:22,400
it.
So yeah, before Julie goes on to
57
00:03:22,400 --> 00:03:26,000
the questions though she does
go, how are we doing today?
58
00:03:26,000 --> 00:03:28,400
We have Sarah Steamin that.
Noises.
59
00:03:28,400 --> 00:03:30,100
He says, I'm doing great on a
Tuesday.
60
00:03:30,100 --> 00:03:33,000
That feels like a Monday,
because on Monday, they had a
61
00:03:33,000 --> 00:03:35,400
holiday Labor Day holiday.
So, yeah.
62
00:03:35,400 --> 00:03:38,400
Today is there Monday, who else
we have?
63
00:03:38,400 --> 00:03:40,100
I think with, I saw Dwayne Brown
on there.
64
00:03:40,100 --> 00:03:43,200
Robert, Brady joins us as well,
as well as Julie advice, we have
65
00:03:43,200 --> 00:03:46,900
a vector joining as well.
Cook Williams joins for a few
66
00:03:46,900 --> 00:03:50,700
questions on here as well, and
Lawrence Chase, and a few
67
00:03:50,700 --> 00:03:54,800
others, I'm sure of just to give
you prepare for it, we have five
68
00:03:54,800 --> 00:03:57,800
questions that were shared some
really great answers when it
69
00:03:57,900 --> 00:04:00,500
It's that, you know, many
questions because obviously
70
00:04:00,500 --> 00:04:03,000
probably just people wanted to
give lots of answers for the
71
00:04:03,000 --> 00:04:06,000
questions here.
So yeah, I'm excited to see what
72
00:04:06,000 --> 00:04:09,400
those answers were before.
I do get into the questions and
73
00:04:09,400 --> 00:04:11,100
our answers.
I'm going to read out Judy's
74
00:04:11,100 --> 00:04:14,400
PSA, which is saying before we
get to questions, this chat is
75
00:04:14,400 --> 00:04:17,500
intended for PPC, Professionals
of all levels.
76
00:04:17,700 --> 00:04:21,000
If you have something you want
to share, please do we are a
77
00:04:21,000 --> 00:04:24,200
friendly and supportive
Community, please don't be
78
00:04:24,200 --> 00:04:27,800
afraid to participate.
Lurkers are of course.
79
00:04:28,000 --> 00:04:31,100
Well, always welcome.
And that cos and as I like to,
80
00:04:31,100 --> 00:04:35,200
but listeners of the podcasts
are welcome as well.
81
00:04:35,500 --> 00:04:39,000
So yeah, let's get on to the
question straight in Julie asks,
82
00:04:39,100 --> 00:04:41,900
are you concerned about the
economy in general?
83
00:04:41,900 --> 00:04:45,700
As we head into q 4?
If so, why and what is most
84
00:04:45,700 --> 00:04:49,400
concerning and if not, why not
Coke Williams goes them?
85
00:04:49,400 --> 00:04:53,000
Yeah, I think High credit card,
debt, and payment plan adoption
86
00:04:53,300 --> 00:04:56,200
shows.
People are overextended more
87
00:04:56,200 --> 00:05:00,300
than economic spending show.
Shows my theory non big promos
88
00:05:00,300 --> 00:05:04,200
will struggle for fcm Black
Friday and Cyber Monday.
89
00:05:04,200 --> 00:05:08,800
And then key 120 23 will be when
Financial reality strikes for
90
00:05:08,800 --> 00:05:12,200
average consumer and revenue
will drop more than usual.
91
00:05:12,500 --> 00:05:16,400
And Sarah goes already seen.
Small promotions as lackluster.
92
00:05:16,400 --> 00:05:19,600
Yeah, cargos, I think it's going
to force Brands to make a crappy
93
00:05:19,600 --> 00:05:22,200
decision.
Either do a big promo and really
94
00:05:22,200 --> 00:05:24,600
struggle with with profitability
or risk.
95
00:05:24,600 --> 00:05:27,800
Having an abnormally low Black
Friday Cyber Monday.
96
00:05:28,300 --> 00:05:31,500
We saw hint of this last year.
This is all conjecture.
97
00:05:31,500 --> 00:05:34,900
By the way.
Hashtag, not an economist Julie
98
00:05:34,900 --> 00:05:36,900
goes.
People are likely to be much
99
00:05:36,900 --> 00:05:39,100
pickier about where they spend
their money.
100
00:05:39,100 --> 00:05:41,700
This queue for, I believe.
So as well, then your body
101
00:05:41,700 --> 00:05:44,600
responds to your question one as
well, saying I'm not concerned,
102
00:05:44,600 --> 00:05:47,900
if it's something that's out of
my control, I can't worry about
103
00:05:47,900 --> 00:05:50,100
it.
You try to work and do your best
104
00:05:50,100 --> 00:05:54,100
with what you have in, whatever
the environment, Tony's our
105
00:05:54,100 --> 00:05:57,400
response and I think the biggest
issue is distortions, cars are
106
00:05:57,407 --> 00:05:59,800
powered.
Up in Lots right now because of
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00:05:59,800 --> 00:06:03,800
the big demand spikes
surrounding supply chain and
108
00:06:03,800 --> 00:06:06,300
covid actors response as well
saying.
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00:06:06,300 --> 00:06:09,600
Yes, in the recent times, most
of the companies are facing lack
110
00:06:09,600 --> 00:06:13,200
of customers and demand of their
Solutions which is making that
111
00:06:13,200 --> 00:06:17,600
their pipeline dry.
Its effects are showing on the
112
00:06:17,600 --> 00:06:21,200
cost-cutting in marketing
operations and firing teams as
113
00:06:21,200 --> 00:06:23,400
you continues.
Not only this as a media buyer,
114
00:06:23,400 --> 00:06:26,900
I'm concerned that business
owners think that PPC can fill
115
00:06:26,900 --> 00:06:29,600
their pipeline.
They try it, not get good
116
00:06:29,600 --> 00:06:33,400
results and like, PPC.
And I like PVC don't work.
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00:06:33,400 --> 00:06:37,400
And be like, besito don't work.
She finally goes.
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00:06:37,400 --> 00:06:39,700
Also these days.
So many new pc marketers are
119
00:06:39,700 --> 00:06:42,700
coming in the market, which
claims that, they're unable to
120
00:06:42,700 --> 00:06:46,900
fulfill and end up degrading the
industry standards for other
121
00:06:46,900 --> 00:06:48,800
professionals.
Yeah, it's a mix.
122
00:06:49,200 --> 00:06:51,600
It's a mix of, you know, loads
of things.
123
00:06:51,600 --> 00:06:53,900
The promotional being done
worlds, and makes of no more
124
00:06:53,900 --> 00:06:57,700
people coming in and using poor
excuses and add to this.
125
00:06:57,800 --> 00:07:00,800
In kind of areas where we have
seen years ago.
126
00:07:01,000 --> 00:07:02,400
So I really hope you are not
coming.
127
00:07:02,400 --> 00:07:07,000
Just using poor excuses, but
still actually using the right
128
00:07:07,000 --> 00:07:10,700
excuse, all the right reason as
to why things are not working
129
00:07:10,700 --> 00:07:13,200
because sometimes it might be
the market, but sometimes it
130
00:07:13,200 --> 00:07:14,900
weren't.
So yes.
131
00:07:14,900 --> 00:07:16,600
We really need to be careful
about that one.
132
00:07:16,600 --> 00:07:19,200
Julie response as well saying.
Yes, I'm concerned about the
133
00:07:19,200 --> 00:07:23,400
economy while we may or may not
have officially met.
134
00:07:23,400 --> 00:07:26,700
The definition of recession,
there are quite a lot of
135
00:07:26,700 --> 00:07:30,600
negative forces in They right
now expecting some to want to
136
00:07:30,600 --> 00:07:34,400
pull back and others to stay the
course or increase and then we
137
00:07:34,400 --> 00:07:36,600
have serious team and responding
to question one time.
138
00:07:36,600 --> 00:07:40,800
Not because ads still will run
and Rose targets will still
139
00:07:40,800 --> 00:07:43,500
apply.
I also find even in a downtown
140
00:07:43,500 --> 00:07:47,600
consumer, still in a downturn
consumers still by maybe less
141
00:07:48,100 --> 00:07:51,200
now ask me as a shareholder
versus a marketer, might answer
142
00:07:51,200 --> 00:07:54,600
changes to some concern delivers
responds.
143
00:07:54,600 --> 00:07:57,500
Yes people are struggling in
various ways right now so we may
144
00:07:57,500 --> 00:08:01,100
need To Pivot some strategies.
And I expect that spends to
145
00:08:01,100 --> 00:08:05,100
either contract or get more
cautious and then, yeah, we have
146
00:08:05,100 --> 00:08:06,700
Julie given another answer to
question.
147
00:08:06,700 --> 00:08:10,300
One saying I am also expecting
the pendulum to start, swinging
148
00:08:10,300 --> 00:08:14,900
back to Consultants or outside
people versus in-house teams as
149
00:08:14,900 --> 00:08:18,200
it does.
When the economy weakens exact
150
00:08:18,200 --> 00:08:22,200
start asking, why are we paying
salaries and benefits when we
151
00:08:22,200 --> 00:08:26,400
could just pay for the work?
And, yeah, that's a that poses a
152
00:08:26,400 --> 00:08:30,200
very interesting Bill person.
As to what people are starting
153
00:08:30,200 --> 00:08:33,299
to think once want to help
people want to invest in the
154
00:08:33,299 --> 00:08:36,400
digital advertising.
So Cargoes elal literally, just
155
00:08:36,400 --> 00:08:40,900
deemed, an agency owner who told
me their last client hired them
156
00:08:41,100 --> 00:08:45,100
because they couldn't find an
in-house person like 10 minutes.
157
00:08:45,200 --> 00:08:48,700
Go DM, good, good inside.
Yeah, until he goes funny story.
158
00:08:48,700 --> 00:08:50,300
I ended up starting Neptune
moon.
159
00:08:50,300 --> 00:08:54,200
When I was an in-house person
who got acts in one of these
160
00:08:54,200 --> 00:08:58,100
Cycles had been doing freelance
on the side and think, In of
161
00:08:58,100 --> 00:09:02,100
going solo and figured.
Well, I guess today is the day
162
00:09:02,100 --> 00:09:06,100
and yeah, he's been motivating
Lee doing that doing that for 23
163
00:09:06,400 --> 00:09:08,700
years now.
Lawrence girls, I have a couple
164
00:09:08,700 --> 00:09:11,500
of clients where they looked for
talent and never found it being
165
00:09:11,500 --> 00:09:13,700
over two years with the newest
one.
166
00:09:13,700 --> 00:09:17,900
Now, we are less risk than
hiring an internal employee in
167
00:09:17,900 --> 00:09:21,000
many ways and less expensive
delivers.
168
00:09:21,000 --> 00:09:25,100
Go same boat different size, our
buying power and ability to pull
169
00:09:25,100 --> 00:09:28,100
teams makes us a very
interesting partner in Times
170
00:09:28,400 --> 00:09:30,800
like this and then yeah Julie
was goes.
171
00:09:30,800 --> 00:09:32,300
There it is.
I've been through this cycle
172
00:09:32,300 --> 00:09:34,100
probably four times now Julia
viscose.
173
00:09:34,100 --> 00:09:36,700
These conditions are typically
what?
174
00:09:36,700 --> 00:09:40,700
Sets it off Julia goes.
Yeah if only there was some way
175
00:09:40,700 --> 00:09:44,100
we could lessen the boom or bust
cycle and stabilize the economy
176
00:09:44,300 --> 00:09:46,300
to prevent these kinds of shut
up.
177
00:09:46,300 --> 00:09:51,900
Ghost of Reagan is interesting
and we have a rubber Brady
178
00:09:51,900 --> 00:09:54,100
responding to question.
One saying, people are spending
179
00:09:54,100 --> 00:09:57,700
more on this societies and that
impacts discretionary income.
180
00:09:57,800 --> 00:10:01,200
Income availability, debt, both
consumer, as well as medical
181
00:10:01,200 --> 00:10:05,700
students Etc is more prevalent.
It may be moving slowly but it's
182
00:10:05,700 --> 00:10:08,600
moving steadily in a bad
Direction.
183
00:10:08,900 --> 00:10:11,600
Learns, Chase responds.
Yes, if the special offers I saw
184
00:10:11,600 --> 00:10:15,300
over the weekend, where any
indication brands are aware of
185
00:10:15,300 --> 00:10:19,100
the high competition coming into
the season.
186
00:10:19,400 --> 00:10:22,600
I wonder whether that means I
need to put sales on my thing.
187
00:10:22,600 --> 00:10:26,600
You know, I'm not its owner
already as low as 15 pounds for
188
00:10:26,600 --> 00:10:29,300
my event anyway.
McKee response to question one
189
00:10:29,300 --> 00:10:32,400
saying we have seen clients
start to pull back on budgets.
190
00:10:32,400 --> 00:10:36,000
They're definitely skittish and
yeah we then have Julie taken us
191
00:10:36,000 --> 00:10:39,000
on to question 2 going.
Are you concerned about the
192
00:10:39,008 --> 00:10:41,400
economy relative to the
industries?
193
00:10:41,700 --> 00:10:47,300
You manage advertising for
heading into q 4 if so why and
194
00:10:47,300 --> 00:10:49,700
what is more concerning and if
not, why not?
195
00:10:50,100 --> 00:10:53,000
But before we get into that, I
stand clock or spice to response
196
00:10:53,000 --> 00:10:55,200
to question one saying in
general, yes.
197
00:10:55,500 --> 00:10:57,600
And also because of how it
impacts our work.
198
00:10:57,700 --> 00:11:01,200
Like marketing budgets and or
Outsource agencies tend to be
199
00:11:01,200 --> 00:11:04,200
the first Cuts whether that's
best for business or not.
200
00:11:04,400 --> 00:11:06,100
I think is a different story,
though.
201
00:11:06,400 --> 00:11:09,400
Melissa are also response to
question to thank you for isn't
202
00:11:09,400 --> 00:11:13,100
big for B2B.
It usually is the opposite but
203
00:11:13,100 --> 00:11:17,400
that said, I'm expecting more
clients to want to go completely
204
00:11:17,400 --> 00:11:21,000
dark in December.
We usually counsel against that
205
00:11:21,000 --> 00:11:24,700
but this year we shall see I'd
say, stay on brand as ladies.
206
00:11:24,700 --> 00:11:26,800
Please have your brand.
Keywords live is what I'd
207
00:11:26,900 --> 00:11:28,900
advise.
You see when I was working in
208
00:11:28,900 --> 00:11:31,700
agency.
Advise clients to do if they did
209
00:11:31,700 --> 00:11:35,500
want to go dark during like hard
times during Brown response to
210
00:11:35,500 --> 00:11:38,900
question, one saying different
being in a recession as an
211
00:11:38,900 --> 00:11:41,300
employer.
Don't know what, I don't know,
212
00:11:41,300 --> 00:11:45,200
not shocked where we are as much
as just navigating it all.
213
00:11:45,400 --> 00:11:47,800
Feels like a slow.
Death is happening some days.
214
00:11:47,800 --> 00:11:52,000
I feel, I know it will last a
couple of years at least
215
00:11:52,300 --> 00:11:55,200
delivers response, question to
saying yes, my restaurant client
216
00:11:55,200 --> 00:11:58,800
is high value but not
necessarily the it cost in the
217
00:11:58,800 --> 00:12:02,700
game and a current strike action
directly related to inflation or
218
00:12:02,700 --> 00:12:05,600
cost of living is affecting my
public sector clients.
219
00:12:05,600 --> 00:12:08,600
It's getting bumpy out there out
hair.
220
00:12:08,600 --> 00:12:11,900
Even she continues, good thing.
I just signed a luxury travel
221
00:12:11,900 --> 00:12:14,700
client.
Nothing to worry about there.
222
00:12:14,700 --> 00:12:17,800
Yeah.
Luxury travel, think people are
223
00:12:17,800 --> 00:12:20,100
going to be doing more budget
than luxury these days.
224
00:12:20,100 --> 00:12:24,500
Some response honestly probably
not put people who use luxury
225
00:12:24,500 --> 00:12:27,100
travel tend to be the kind of
people who don't give a damn
226
00:12:27,100 --> 00:12:30,200
what The economy is doing
because wealth accumulates,
227
00:12:30,200 --> 00:12:31,600
that's true.
Yeah.
228
00:12:31,900 --> 00:12:32,800
Delivers goes.
Yeah.
229
00:12:32,800 --> 00:12:34,800
It's a, yep.
It's going to be a top of funnel
230
00:12:34,800 --> 00:12:38,300
Challenge and a Competitor
Conquest, for sure, Daniel body.
231
00:12:38,300 --> 00:12:40,000
I don't know.
The people who are likely to
232
00:12:40,000 --> 00:12:44,000
actually pay for it.
We are likely still pay for it.
233
00:12:44,000 --> 00:12:47,800
I mean, you are going to get
less browsers and more seriously
234
00:12:48,200 --> 00:12:51,800
buyers, right delivers response.
I think it's more top of funnel
235
00:12:51,800 --> 00:12:54,500
issue.
My last luxury, Cruise clients
236
00:12:54,500 --> 00:12:57,000
had their best Q forever in
2020.
237
00:12:57,300 --> 00:13:01,200
Yes, It was our team being
awesome but luxury doesn't pivot
238
00:13:01,300 --> 00:13:04,500
the same way in a contraction.
Actor response.
239
00:13:04,500 --> 00:13:07,600
Wow congratulations.
Julia in terms of signing a
240
00:13:07,600 --> 00:13:09,300
luxury client.
Yeah.
241
00:13:09,300 --> 00:13:10,100
Do device.
Thanks.
242
00:13:10,100 --> 00:13:13,200
It's good news but TimeWise.
It feels weird.
243
00:13:13,200 --> 00:13:17,000
Yeah, because covid is still
affecting travel because people
244
00:13:17,000 --> 00:13:19,600
are watching pennies are not
spending on splurges.
245
00:13:19,600 --> 00:13:22,600
It's the general timing of
luxury travel during economic
246
00:13:22,600 --> 00:13:24,900
and Industry witness.
Yeah.
247
00:13:24,900 --> 00:13:29,700
What luxury do you think that?
Give up and be like, okay no I
248
00:13:29,700 --> 00:13:30,800
don't have money for this
anymore.
249
00:13:31,600 --> 00:13:34,700
So Sarah Steelman responds when
you have a brand with a high
250
00:13:34,700 --> 00:13:36,900
price tag.
It's more worrisome because the
251
00:13:36,900 --> 00:13:41,600
item is seen as a luxury versus
as a necessity or an investment.
252
00:13:41,900 --> 00:13:44,800
Do you respond saying?
I always say that all Industries
253
00:13:44,800 --> 00:13:47,900
are run by people and people
cannot help but bring their
254
00:13:47,900 --> 00:13:51,100
feelings about economic health
into their decision.
255
00:13:51,100 --> 00:13:54,200
So I expect to have a lot of
conversations about spend and
256
00:13:54,200 --> 00:13:57,600
number of platforms.
We are on, so yeah.
257
00:13:57,700 --> 00:13:59,900
Yeah, Justin goes.
We've definitely started to see
258
00:13:59,900 --> 00:14:02,000
this as well especially after Q2
ended.
259
00:14:02,200 --> 00:14:05,500
We had a lot of requests from
clients for one of reports as
260
00:14:05,500 --> 00:14:08,600
well as executive of reviews or
presentations.
261
00:14:08,800 --> 00:14:12,400
That are point of contacts could
bring to their higher Ops.
262
00:14:12,400 --> 00:14:15,300
Yeah this will be useful.
Now we have actor responding to
263
00:14:15,308 --> 00:14:18,000
question 2 saying.
Yes, with advertising platforms,
264
00:14:18,000 --> 00:14:19,900
bringing updates, almost every
day.
265
00:14:20,200 --> 00:14:23,800
The results are fluctuating in
every industry and sometimes it
266
00:14:23,800 --> 00:14:27,200
gets hard to forecast, monthly
performance.
267
00:14:27,400 --> 00:14:32,100
It's Name all the industries but
I'm concerned about the cost per
268
00:14:32,100 --> 00:14:35,900
acquired customer and quality
for B2B lead generation.
269
00:14:36,200 --> 00:14:39,300
Robert Brady response to
question 2 saying my client
270
00:14:39,300 --> 00:14:41,300
portfolio.
Is diverse enough that while
271
00:14:41,300 --> 00:14:43,600
some will slow down others will
stay strong.
272
00:14:43,600 --> 00:14:47,300
I'll be okay but it will be
tough for lots of people.
273
00:14:47,300 --> 00:14:50,900
Yes, it'll be up and down for
people or not and then we have
274
00:14:50,900 --> 00:14:53,300
some responded to question to
say and I'm not worried more
275
00:14:53,300 --> 00:14:56,300
opportunistic.
Any change any time change
276
00:14:56,300 --> 00:14:58,700
happens?
There's TT and honestly, I'm
277
00:14:58,700 --> 00:15:03,100
hopeful that this shake-up helps
to recenter paid media around
278
00:15:03,100 --> 00:15:07,600
things that matter versus things
that go up and to the right
279
00:15:07,600 --> 00:15:09,000
Dave, Gallegos response to
question.
280
00:15:09,000 --> 00:15:12,300
Two saying I expect pull back
from optional, health care
281
00:15:12,600 --> 00:15:15,600
cosmetics, Etc, learns Chase
responds.
282
00:15:15,600 --> 00:15:19,300
Yes or no, it puts a lot of
pressure on us to do better to
283
00:15:19,300 --> 00:15:22,400
win but it will get better.
And honestly this is where we
284
00:15:22,400 --> 00:15:25,300
earn our paychecks.
It's easier to get good results
285
00:15:25,300 --> 00:15:28,600
when things are awesome.
As well response to that.
286
00:15:28,600 --> 00:15:31,700
Gives another answer to question
2 saying, we have the added a
287
00:15:31,700 --> 00:15:33,800
headache of data for the last
two years.
288
00:15:34,100 --> 00:15:36,200
Being a hot mess.
Yeah.
289
00:15:36,200 --> 00:15:40,200
Industries have thrived in Peak
covid are cooling in some cases
290
00:15:40,200 --> 00:15:42,600
pretty rapidly.
While others are coming back.
291
00:15:42,600 --> 00:15:46,400
Steadily Ashton clock uses gives
his response question to saying,
292
00:15:46,400 --> 00:15:49,900
kind of addressed in my first
answer to yes because marketing
293
00:15:49,900 --> 00:15:54,600
budget seems to be looked at as
an AZ area to cut costs.
294
00:15:54,600 --> 00:15:56,900
The most concerning part for me.
Is that a lot?
295
00:15:57,600 --> 00:16:01,000
Feels out of our control.
A lot of this feels out of our
296
00:16:01,000 --> 00:16:03,100
control.
He continues, for example a
297
00:16:03,100 --> 00:16:06,400
Company CEO, Sunderland has
decided to terminate contracts
298
00:16:06,400 --> 00:16:10,000
with all the agencies, no matter
the results that are being
299
00:16:10,000 --> 00:16:12,800
driven.
And without consulting, anyone
300
00:16:12,800 --> 00:16:15,800
that actually works on the
project Julian continues.
301
00:16:15,800 --> 00:16:19,300
I think 2023 budgets will be cut
in a lot of instances.
302
00:16:19,700 --> 00:16:23,300
It is really a question of how
much it is cut and if you're
303
00:16:23,300 --> 00:16:26,800
lucky enough to work with Biz
who see opportunity, when
304
00:16:26,800 --> 00:16:30,400
everyone else, Is cutting and
within have Julie taken us on to
305
00:16:30,400 --> 00:16:33,100
question 3, saying I your
clients or stakeholders bring it
306
00:16:33,100 --> 00:16:37,700
up, any economic concerns is.
So what are they most worried
307
00:16:37,700 --> 00:16:41,300
about heading into Q for Daniel
body goes, we've had
308
00:16:41,300 --> 00:16:45,400
conversations about the economy
with each client more about how
309
00:16:45,400 --> 00:16:49,800
to plan, not to cut budget, but
to allocate it appropriately to
310
00:16:49,800 --> 00:16:54,600
achieve the goals and how the
business can measure the impact.
311
00:16:54,700 --> 00:16:57,500
And then we have some response
live responding saying about
312
00:16:57,600 --> 00:17:00,500
about Julie's answer saying,
she's expecting the pendulum to
313
00:17:00,500 --> 00:17:04,300
start swinging back to
consultant or outside people
314
00:17:04,300 --> 00:17:07,400
versus in-house teams.
Some goes this right here is
315
00:17:07,400 --> 00:17:11,200
wisdom execs are always looking
to D risk during contraction
316
00:17:11,200 --> 00:17:14,300
cycles and employees.
Believe it or not are almost
317
00:17:14,300 --> 00:17:18,599
always considered riskier than
Consultants doing Brown response
318
00:17:18,599 --> 00:17:21,099
to question 2, saying, if your
brand is offering something
319
00:17:21,099 --> 00:17:25,200
related to the seven deadly,
deadline sins deadline sin, or
320
00:17:25,200 --> 00:17:28,400
does it, mean, deadly sins?
I can see the Doing well in a
321
00:17:28,400 --> 00:17:30,800
recession.
People have habits and some
322
00:17:30,800 --> 00:17:34,800
won't change during a recession.
Would love a pet or candy type
323
00:17:34,800 --> 00:17:36,300
client.
Yes.
324
00:17:36,600 --> 00:17:39,000
And by the way, when he said,
deadly mentally at, the not
325
00:17:39,000 --> 00:17:42,200
deadline, but deadly sins and
these are last gluten e,
326
00:17:42,700 --> 00:17:47,600
gluttony greed.
Sloth wrath, envy and pride and
327
00:17:47,600 --> 00:17:51,200
digitized goes fob is not going
to cut costs this Cycles.
328
00:17:51,200 --> 00:17:54,800
That's for sure.
Fob Phu, be what's fob someone
329
00:17:54,800 --> 00:17:57,000
enlighten me?
And we then have Sarah Steelman
330
00:17:57,000 --> 00:17:59,900
responded to question 3 saying
yes, we run scenarios for
331
00:17:59,900 --> 00:18:04,500
different cut levels for sure.
Also, a few clients running
332
00:18:04,500 --> 00:18:08,000
summer sales and moving media
dollars up to see what happens
333
00:18:08,000 --> 00:18:11,200
now versus holding back for
cyber and holidays.
334
00:18:11,500 --> 00:18:13,600
Doing Brown response to
question, 3 saying everyone is
335
00:18:13,600 --> 00:18:16,300
bringing it up related to queue
for Black Friday.
336
00:18:16,500 --> 00:18:19,800
Some asked about next year and
we are thinking about it.
337
00:18:19,900 --> 00:18:22,900
Don't over order and sell out of
everything.
338
00:18:22,900 --> 00:18:26,500
Cash in the bank.
Is everything delivers response
339
00:18:26,500 --> 00:18:29,800
where often the ones?
Bring it up to them, they know
340
00:18:29,800 --> 00:18:33,300
what's up but we're the ones.
Connecting the dots to how we
341
00:18:33,300 --> 00:18:37,100
manage the investment in media.
Then your body responds to
342
00:18:37,100 --> 00:18:40,600
question, 3 saying, we've had
conversations about the economy,
343
00:18:40,800 --> 00:18:44,900
with each client, more about how
to plan, not to cut budgets, but
344
00:18:44,900 --> 00:18:48,100
to allocate it appropriately to
achieve the goals and how the
345
00:18:48,100 --> 00:18:51,600
business can measure the impact.
Julia herself response.
346
00:18:51,600 --> 00:18:54,200
Question 3 saying, I believe in
being proactive and broaching.
347
00:18:54,200 --> 00:18:57,500
The topic even if they are not
bringing it up, I'd rather God
348
00:18:57,600 --> 00:19:00,600
The conversation, then have the
conversations happening that I'm
349
00:19:00,600 --> 00:19:04,500
not a party to that end up with
a decision that impacts me or my
350
00:19:04,500 --> 00:19:06,800
work some as well response to
question.
351
00:19:06,800 --> 00:19:09,900
Three saying, some are it's an
inevitable Topic.
352
00:19:09,900 --> 00:19:13,300
In general, most of it is
focused on opportunity versus
353
00:19:13,300 --> 00:19:15,700
reduction.
When competitors start going
354
00:19:15,700 --> 00:19:19,500
dark or cutting media.
That's the time when cpms drop
355
00:19:19,500 --> 00:19:23,500
and ctrs increase, he continued
saying that being said, some are
356
00:19:23,500 --> 00:19:27,100
modifying strategy plus product
mix to lean into higher profit
357
00:19:27,100 --> 00:19:30,000
centers.
IE focusing on first sale
358
00:19:30,000 --> 00:19:33,400
profitability or higher margin
Services, which can make plenty
359
00:19:33,400 --> 00:19:36,200
of sense, depending on the
business, plus the underlying
360
00:19:36,200 --> 00:19:39,400
data sound continues.
And then there are a handful of
361
00:19:39,400 --> 00:19:42,200
clients who are actually
increasing budgets and
362
00:19:42,200 --> 00:19:46,500
increasing cost per cost.
Consumer Target cost per cost.
363
00:19:46,500 --> 00:19:49,900
Over consumer Targets in an
effort.
364
00:19:49,900 --> 00:19:55,700
Kak Targets in an effort to pick
up incremental new customers at
365
00:19:55,700 --> 00:20:00,000
what they project to be a Count
relative to their actual value
366
00:20:00,300 --> 00:20:02,500
and Melissa McCarthy is well
response to question three
367
00:20:02,500 --> 00:20:04,500
saying, it's really more of
being extra.
368
00:20:04,500 --> 00:20:07,900
Sure of the value of what
they're spending on search
369
00:20:07,900 --> 00:20:10,700
continues to do well because
it's intent driven.
370
00:20:10,900 --> 00:20:14,500
Other channels are more affected
and recruiters response to
371
00:20:14,500 --> 00:20:18,200
question three saying, yes, in
B2B the key discussion has been
372
00:20:18,300 --> 00:20:22,300
retention cross-sell and upsell
's and learn skills during times
373
00:20:22,300 --> 00:20:25,200
like this.
It's nice to have a stronger B2B
374
00:20:25,400 --> 00:20:26,600
portfolio.
Yeah.
375
00:20:26,600 --> 00:20:28,600
Cuz they want it.
Sal nice.
376
00:20:28,900 --> 00:20:30,700
And then Julie gives an advanced
question.
377
00:20:30,700 --> 00:20:33,500
Three saying, this is a great
time to be keeping a close eye
378
00:20:33,500 --> 00:20:35,800
on your auction.
Insights to see who is pulling
379
00:20:35,800 --> 00:20:40,300
back who is holding steady and
who is adding spend, it can be a
380
00:20:40,308 --> 00:20:42,500
useful tool to keep your
initiatives.
381
00:20:42,500 --> 00:20:45,500
A going Lawrence response to
question 3 saying we discussed
382
00:20:45,500 --> 00:20:47,400
the topic but it is not
paralyzing.
383
00:20:47,400 --> 00:20:51,000
Any Brands we discuss what
opportunities we may have
384
00:20:51,200 --> 00:20:55,100
because of it, which is what we
should be looking at in B2B.
385
00:20:55,100 --> 00:20:59,100
It is really not an issue yet.
Except The folks who support
386
00:20:59,100 --> 00:21:02,400
Auto and then we have actor
responding to question three.
387
00:21:02,400 --> 00:21:05,500
Saying, they're concerned about
this might not be proactively
388
00:21:05,500 --> 00:21:08,100
speaking.
I try to introduce this topic in
389
00:21:08,100 --> 00:21:11,000
our conversation, usually
decision makers like VP or
390
00:21:11,000 --> 00:21:15,700
director of marketing.
So they do see where their
391
00:21:15,700 --> 00:21:19,600
outsourced marketing efforts
are, hope are heading towards.
392
00:21:19,800 --> 00:21:22,200
You didn't takes us on to
question for saying, are you
393
00:21:22,200 --> 00:21:24,900
seeing impacts in your accounts
that you think are due to
394
00:21:24,900 --> 00:21:27,300
economic factors?
If so, what are you seeing on
395
00:21:27,300 --> 00:21:30,200
on?
Which platforms Ashton does
396
00:21:30,200 --> 00:21:32,400
respond to question.
Three first saying that, yes,
397
00:21:32,400 --> 00:21:35,700
most clients have been asking
for more granular reporting.
398
00:21:35,700 --> 00:21:38,100
So they need to know exactly
what is or isn't working.
399
00:21:38,100 --> 00:21:42,000
We already do this in our usual
reporting but we've gotten a lot
400
00:21:42,000 --> 00:21:45,400
more questions or requests about
specific keywords, Services
401
00:21:45,400 --> 00:21:48,000
targeting Etc.
Doing then goes on to answer,
402
00:21:48,000 --> 00:21:51,100
question forcing totally are
especially for one of our
403
00:21:51,100 --> 00:21:55,100
women's shoe brands, even seen
impact on our Amazon business
404
00:21:55,200 --> 00:21:57,000
people will spend less next
year.
405
00:21:57,000 --> 00:21:58,800
Why?
Should they spend it with you
406
00:21:59,000 --> 00:22:00,800
Brands?
Will start to have to answer
407
00:22:00,800 --> 00:22:05,200
that question if they are not
already actor goes yup.
408
00:22:05,200 --> 00:22:07,600
They're limiting.
Anything that is not important
409
00:22:07,600 --> 00:22:09,700
for them and postponing less
priority stuff.
410
00:22:10,000 --> 00:22:13,300
Businesses are reconsidering the
expense on the marketing efforts
411
00:22:13,600 --> 00:22:17,300
that can bring them more value
and rowers doing goes as they
412
00:22:17,300 --> 00:22:20,000
should across the board.
This is a great time to show
413
00:22:20,000 --> 00:22:23,000
your value.
As a brand actor, goes, do you
414
00:22:23,000 --> 00:22:25,600
think organic marketing efforts
will work in this?
415
00:22:25,900 --> 00:22:27,400
I just got off a call with a
client.
416
00:22:27,800 --> 00:22:31,000
And he mentioned that although
his company has less stuff in
417
00:22:31,000 --> 00:22:34,200
the brand awareness side.
He wants to slow down on social
418
00:22:34,200 --> 00:22:38,500
media, organic and seo seo,
don't slow down on SEO,
419
00:22:38,500 --> 00:22:41,500
seriously Dwayne Brown bang
response Brands who Market Less
420
00:22:41,500 --> 00:22:45,500
in a recession come out of a
recession worse off, maybe what
421
00:22:45,600 --> 00:22:49,800
they were doing with SEO and
content marketing was not even
422
00:22:49,800 --> 00:22:53,000
working to begin with.
Angela gives answers question,
423
00:22:53,000 --> 00:22:56,100
forcing the aforementioned
auction in sides have been all
424
00:22:56,100 --> 00:22:59,400
over the place in Google.
At the past few months, cpc's
425
00:22:59,400 --> 00:23:03,600
continue to increase not holding
my breath for Big Ink decreases.
426
00:23:03,600 --> 00:23:06,900
Even if auctions on platforms
are less crowded.
427
00:23:07,000 --> 00:23:10,300
And yeah, when Dwayne said
totally, I specially for one of
428
00:23:10,300 --> 00:23:13,300
our women's shoe brands, even
seen impact on our Amazon
429
00:23:13,700 --> 00:23:16,900
businesses people will spend
less next year.
430
00:23:16,900 --> 00:23:18,500
Why should they spend with you
Brands?
431
00:23:18,500 --> 00:23:21,700
Will start to have to answer
that question if they are not
432
00:23:21,800 --> 00:23:24,900
already Julie goes, this is a
really important Point, not just
433
00:23:24,900 --> 00:23:27,400
why your product or service is
something to spend.
434
00:23:27,900 --> 00:23:32,300
But to spend on now, and to
spend with you Jill advice as
435
00:23:32,300 --> 00:23:35,400
well as response to question.
Forcing Amazon is in all of my
436
00:23:35,400 --> 00:23:38,300
auctions.
Even my public sector once they
437
00:23:38,300 --> 00:23:42,300
see this contraction as a major
opportunity and then learns,
438
00:23:42,300 --> 00:23:44,800
Chase response to question for
saying absolutely.
439
00:23:44,800 --> 00:23:49,300
The discretionary income folks
have has have has gone down a
440
00:23:49,300 --> 00:23:52,500
lot, the recession and the crazy
inflation have impacted, the
441
00:23:52,500 --> 00:23:55,400
extra money families have for
retail items.
442
00:23:55,500 --> 00:23:59,200
We have to have the right.
The product and to be the right
443
00:23:59,200 --> 00:24:03,300
brand for consumers and we have
Julie, then responding to that
444
00:24:03,300 --> 00:24:06,600
scene, I think would lead times
you have to also work to make
445
00:24:06,600 --> 00:24:09,600
people want to still want what
you're selling.
446
00:24:09,600 --> 00:24:13,600
If it is a 10, plus week delay
between deciding to purchase and
447
00:24:13,600 --> 00:24:15,900
actually getting sad thing,
learn skills.
448
00:24:15,900 --> 00:24:19,100
Yes, merchandising has their
work cut out for them with
449
00:24:19,100 --> 00:24:23,200
finding sources for products.
Find an item folks need and
450
00:24:23,200 --> 00:24:26,500
being able to get them shipped
when they want them or was
451
00:24:26,500 --> 00:24:30,900
nothing with For granted.
And then, yeah, we have question
452
00:24:30,900 --> 00:24:33,000
5, our last question of the
chat.
453
00:24:33,000 --> 00:24:36,200
Seen, are you proactively doing
anything in your accounts due to
454
00:24:36,200 --> 00:24:41,400
economic conditions or concerns
over economic conditions?
455
00:24:41,900 --> 00:24:45,000
But before we go into that, we
have Sam responded to Julia
456
00:24:45,000 --> 00:24:48,100
Vice, where Julie had said,
Amazon is in all of my auctions.
457
00:24:48,100 --> 00:24:51,500
Even my public sector.
Once they see this contraction
458
00:24:51,500 --> 00:24:55,000
as a major opportunity, Sam
goes, the opportunity tends to
459
00:24:55,000 --> 00:24:59,000
come disguised as declines were
in Buffett is still right before
460
00:24:59,000 --> 00:25:02,200
are for when others are greedy
and greedy when others are
461
00:25:02,200 --> 00:25:05,800
fearful interesting, quote and
we have Julie Voice responded to
462
00:25:05,808 --> 00:25:09,900
question five saying updating
the - to be even broader adding
463
00:25:09,900 --> 00:25:12,900
in Collective actions or strike
negatives.
464
00:25:12,900 --> 00:25:16,700
Renewing a lot of the first
party data discussions.
465
00:25:16,700 --> 00:25:20,200
Yes, renew those discussions,
Julie response question facing.
466
00:25:20,200 --> 00:25:23,200
I am being even more.
Aggressive in trying to do what
467
00:25:23,200 --> 00:25:27,300
I still can can to eliminate
poor quality traffic.
468
00:25:27,500 --> 00:25:31,300
That efficiency doesn't always
matter but when things are
469
00:25:31,300 --> 00:25:35,200
tighter on the musket or under
more scrutiny, but more, you can
470
00:25:35,200 --> 00:25:39,400
say, you've done to be proactive
the better learn skills
471
00:25:39,400 --> 00:25:42,200
reviewing the marketing
calendars together just to
472
00:25:42,200 --> 00:25:46,200
ensure we were buttoned-up also
reviewing products for any
473
00:25:46,200 --> 00:25:50,400
inventory Flags or worries as
didn't respond saying, making
474
00:25:50,400 --> 00:25:55,000
sure conversion tracking is as
accurate as possible, so we have
475
00:25:55,000 --> 00:25:57,300
the best insights for the
results being driven.
476
00:25:57,500 --> 00:26:00,500
And also reviewing keywords, and
structure for opportunities to
477
00:26:00,500 --> 00:26:05,200
refine expand or double down on
different products or services.
478
00:26:05,300 --> 00:26:08,900
And then we've got actor, given
a very nice response to Julia.
479
00:26:08,900 --> 00:26:11,700
Julia says, I'm being more
aggressive and trying to do what
480
00:26:11,700 --> 00:26:13,900
I can to.
Eliminate poor quality traffic
481
00:26:13,900 --> 00:26:16,600
actor goes.
I'm using the tool which can cut
482
00:26:16,600 --> 00:26:19,500
fraudulent clicks, B2B fintech
competitors are fiercely
483
00:26:19,500 --> 00:26:22,800
attacking their competitors.
With these trying to utilize,
484
00:26:22,800 --> 00:26:26,100
our brand keywords is also one
of the efforts many companies
485
00:26:26,100 --> 00:26:31,100
are still thinking If they
should do it and we have Julie
486
00:26:31,100 --> 00:26:33,700
responding to that, I believe.
Yes.
487
00:26:33,700 --> 00:26:36,600
And another point about Brands
particularly on Google ads, your
488
00:26:36,600 --> 00:26:40,600
brand name is now matching two
competitors names.
489
00:26:40,800 --> 00:26:43,500
So even if they are not
targeting your brand, their ads
490
00:26:43,500 --> 00:26:46,700
are likely still showing for
your brand if they are running
491
00:26:46,700 --> 00:26:50,700
their own brand campaigns
campaigns, protect your Tufts,
492
00:26:50,700 --> 00:26:53,000
even if they're not targeting
your brand their ads are likely
493
00:26:53,000 --> 00:26:54,500
still showing up for your
Brand's.
494
00:26:55,000 --> 00:26:59,000
So yeah, I started seeing people
showing up Other PPC companies
495
00:26:59,000 --> 00:27:02,300
trainer for PPC, live UK.
So and making me think, should I
496
00:27:02,300 --> 00:27:06,400
put some money behind some PPC?
Budgets will see accident
497
00:27:06,400 --> 00:27:09,000
responding are interesting.
Can we see these in the search
498
00:27:09,000 --> 00:27:12,300
term reports on Google?
Also there's any way, is there
499
00:27:12,300 --> 00:27:15,000
any way to improve search
Impressions on the competitors
500
00:27:15,000 --> 00:27:16,600
brand keywords without
targeting?
501
00:27:16,600 --> 00:27:20,400
It it Google is already doing
the work of targeting
502
00:27:20,400 --> 00:27:23,500
competitors keywords on your on
our behalf.
503
00:27:23,500 --> 00:27:25,600
Yes.
You can see this in the search
504
00:27:25,600 --> 00:27:27,300
terms tab in Google ads, Julius
go.
505
00:27:27,500 --> 00:27:30,600
As you can see all terms, but
you'll see the competitor ones
506
00:27:30,600 --> 00:27:32,700
in there.
If you want more traffic on the
507
00:27:32,700 --> 00:27:36,600
competitors, you have to Target
their names, you'll get some
508
00:27:36,600 --> 00:27:41,200
with the fuzzy matching and you
get loads of poor quality score
509
00:27:41,200 --> 00:27:43,200
on it.
So I'm not sure whether you want
510
00:27:43,200 --> 00:27:46,900
to do that actor and we have
Melissa responded to question.
511
00:27:46,900 --> 00:27:49,800
Five cent ensuring conversion
tracking is buttoned up
512
00:27:49,800 --> 00:27:54,500
including importing Salesforce
or other down funnel lead data.
513
00:27:54,500 --> 00:27:58,400
We are really encouraging a lot
of my our clients to do that.
514
00:27:58,400 --> 00:28:01,900
I don't know that very brilliant
and practical note.
515
00:28:01,900 --> 00:28:04,700
No, I was going to end it with
Melissa's answer, but I'm going
516
00:28:04,700 --> 00:28:07,900
to end it with Dwayne's answer,
even where he responds.
517
00:28:08,100 --> 00:28:11,600
Question 5 saying shifting ad,
spend around focusing on
518
00:28:11,600 --> 00:28:16,100
different products to sell.
Making sure we stay profitable
519
00:28:16,400 --> 00:28:19,200
as we spend money.
And I think that really also
520
00:28:19,200 --> 00:28:22,200
matches, what Julie says, being
as efficient as possible, that
521
00:28:22,200 --> 00:28:25,300
you're really going to have to
really prove your worth and
522
00:28:25,500 --> 00:28:29,800
making sure that you are doing.
The most not the most for the
523
00:28:29,800 --> 00:28:35,000
most sake but the most to stay
efficient and to ensure that you
524
00:28:35,000 --> 00:28:39,100
are delivering on that return on
ad spend or whatever else the
525
00:28:39,100 --> 00:28:43,100
target is so I hope you feel
heard.
526
00:28:43,100 --> 00:28:46,800
Listen to on, you know, taking
some great notes as made you go,
527
00:28:47,100 --> 00:28:49,600
okay?
I'm doing the right thing or,
528
00:28:49,600 --> 00:28:52,900
you know, some thoughts as to
what what new things are usually
529
00:28:52,900 --> 00:28:56,700
to be thinking about and also
even the whole trying to be more
530
00:28:56,700 --> 00:28:59,800
efficient.
That is Bau stuff as well.
531
00:29:00,100 --> 00:29:03,000
I think so be calm.
If you don't feel that you're
532
00:29:03,000 --> 00:29:06,600
doing anything different, just
keep staying as efficient.
533
00:29:06,600 --> 00:29:09,300
Keep doing what you're doing
brilliantly.
534
00:29:09,800 --> 00:29:12,900
Yeah, well, you keep doing what
you're doing brilliantly and see
535
00:29:12,900 --> 00:29:14,800
where you can improve,
especially keeping an eye on
536
00:29:14,800 --> 00:29:17,600
those competitor X.
So, if you want to have more
537
00:29:17,600 --> 00:29:21,500
chat about this, or get more
advice or talk about, you know,
538
00:29:21,500 --> 00:29:25,000
what's going on in terms of PPC
and the recession times join us
539
00:29:25,000 --> 00:29:27,300
on Thursday at 5:00 p.m.
GMT.
540
00:29:27,700 --> 00:29:31,600
PST still British summer time or
12:00 p.m. eastern time.
541
00:29:31,900 --> 00:29:35,200
So, to join us on with that, to
have another chat on Twitter
542
00:29:35,200 --> 00:29:38,400
spaces, with Julie leading that
for any feedback about the
543
00:29:38,400 --> 00:29:42,100
podcast, or maybe even some
corrections on anything that has
544
00:29:42,100 --> 00:29:43,000
been shared.
Do get in.
545
00:29:43,000 --> 00:29:46,400
Touch with me on Twitter, my DMs
are open on my handle, the
546
00:29:46,400 --> 00:29:48,900
marketing, a new Under on
LinkedIn.
547
00:29:49,000 --> 00:29:50,800
Yeah, we've got a PVC chat round
of group.
548
00:29:50,800 --> 00:29:53,600
Please just request to join.
Would love to have you on their.
549
00:29:54,000 --> 00:29:56,200
It also be grateful
long-standing or brand new
550
00:29:56,200 --> 00:29:59,000
listeners to give the poor.
Cast a review or rating.
551
00:29:59,100 --> 00:30:04,700
Just go to link trader.com /pb.
See chat underscore round up so
552
00:30:04,700 --> 00:30:11,100
that's link2sd.
R ee.com /pb see chat underscore
553
00:30:11,100 --> 00:30:13,900
Roundup.
And now under a little plug here
554
00:30:14,100 --> 00:30:18,800
for a PPC live UK event
happening on the 29th at the
555
00:30:18,808 --> 00:30:20,500
shop.
We've got amazing speakers.
556
00:30:20,500 --> 00:30:24,500
Like Crystal Carter, Chris
Ridley, who are two names of
557
00:30:24,500 --> 00:30:29,200
show, you know, a new speaker on
the On the circuit whose I was
558
00:30:29,200 --> 00:30:32,600
I'm humbled that she chose my
state to be the first to do a
559
00:30:32,600 --> 00:30:34,500
speaking gig.
I'm sure the second and third
560
00:30:34,500 --> 00:30:39,000
will come quickly along but
Veronica Remora is joining us to
561
00:30:39,000 --> 00:30:43,100
talk about data and how to be
truly data-driven whether your
562
00:30:43,100 --> 00:30:46,600
client or agency and working
together on the other end.
563
00:30:46,800 --> 00:30:48,500
So yeah, to get tickets for
that.
564
00:30:48,500 --> 00:30:57,500
Go to be it. .L y /p p c-- live,
UK s EPT 2022 and you We'll be
565
00:30:57,500 --> 00:31:01,500
able to get your 15 lb ticket,
which is really recession-proof.
566
00:31:01,500 --> 00:31:05,100
I mean, common to see not just
three amazing speakers will.
567
00:31:05,100 --> 00:31:09,700
Also Rand fishkin, doing a
special Q&A session with us
568
00:31:09,700 --> 00:31:13,000
answering all your questions.
But yeah, if you go on down
569
00:31:13,000 --> 00:31:15,500
there you'll be able to see all
that.
570
00:31:15,500 --> 00:31:18,400
So yeah, please do join us for
that.
571
00:31:18,600 --> 00:31:21,300
Finally, remember for your
campaigns and businesses to
572
00:31:21,300 --> 00:31:23,600
Glide smoothly.
There's a lot of hard work
573
00:31:23,600 --> 00:31:26,800
needed beneath the surface.
So keep your swans kicking by
574
00:31:26,800 --> 00:31:28,200
and speak to You next week.