EP224 - Planning & Research in Today’s PPC

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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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great topic.
I know, I will say that, but

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it's always true talking about
planning and research in two

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days.
PPC.

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So, she actually messaged me
just before the chat started

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saying that we should like my
suggestion about planning for

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next year and how budgeting will
happen?

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I'm not going to spoil the
surprise what the question is

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going to be.
But yeah, it's based on

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Something I suggested did now
build this chat around it about

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planning, and researching in
today's PPC.

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So yeah, we are gathered this
afternoon for me, most of the

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questions, but not all of them.
But yeah, some great tips on

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best ways to plan, keyword
research, competitive, research,

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competitor analysis, and all
that kind of stuff.

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So, yeah, hope you enjoy.
Hello and a warm, welcome to

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this episode of the PBC chat.
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

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my ideas and considered best
practices of are paid media and

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the direction the digital
industry.

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Is going in.
So if you want to keep up to

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date with my tips and tricks in
the industry, and get the latest

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on the podcast, that has been
called your go to even if you

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don't make it to the PPC chat
live discussion.

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And even if you do then, like,
share and retweet on, that's

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right.
Twitter with my handle, the

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marketing, a new or join us on
our LinkedIn Group, which is the

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PPC chat Roundup podcast.
Or if you're on Instagram, why

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don't you check us out at PPC,
chat underscore Roundup to get

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quotes.
And Snippets from previous

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Episodes.
So yeah, we have Julie taken us

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on another very timely topic as
becoming too cute for like,

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yeah, September has flown by us
at the beginning of September

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September.
I remember you put it in message

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on LinkedIn saying happy new
month.

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Happy last month before Q4 and
yeah, that last month before Q4

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has flown by because 27, then
we're going to enter October on

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Saturday, so good luck with
preparing for that generally.

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But yeah, Really guys before we
get to the questions, this chat

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is 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.

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Please don't be afraid to
participate, lurkers and just

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listeners of the podcast.
Of course, are always.

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Welcome to.
Yeah, but you know, she says

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before she starts off, she goes
higher how we all doing today.

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Before we get into the
questions, we have Diana.

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Alina joined us saying I'm a
fireman little bit.

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Tired.
Julie goes.

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Yeah, lots of big.
Emotional emotions for her.

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Her kid is turning 10.
Today, tomorrow is her mom's

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birthday and she passed away
early this year.

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I believe it was.
Yeah.

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So it's the first first birthday
I'm over at Mom's birthday.

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Does after she's passed God,
Rest his soul, I have Julie's.

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Okay, and yeah, we end the week
with also, her anniversary, 16,

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fabulous years with her husband,
which is fantastic.

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And yeah, I put intended.
Emoji of hugs for hikers.

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Yeah, having that birthday my
mom's birthday.

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Just after she passed can't be
easy.

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Will also have actor joining us
as well as Nadine.

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Dang khoa.
Oh, I'm not sure she joined us.

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She'd mentioned the fact that
she's doing doing EU SMX, lucky

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her.
Anyway, let's just get into the

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questions.
Why don't we write?

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And I see Dwayne Brown also
joins us as well as frasor

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Andrews and John Kay and joined
on time and John Rodriguez.

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Yeah, question.
In one.

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Are you in the midst of any PC
planning right now?

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If so what kinds of planning are
you working on?

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And we have Daniel parse Cal
responding saying yes, but still

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at a bit of a high level budget
conversations are happening, of

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course.
But we're also exploring media

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makes expansions and trying to
move from solely both, who

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advertising.
So, bottom of the funnel, a lot

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of options on the list of
proposals Diana response.

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Last week, I was in the midst of
planning. 4q for online

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advertising.
Goes same trying to finish the

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year strong planning out a great
finish for Q4 and then we have

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freezer Andrews responding to
question.

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One saying hi gang.
Near role has a lot more of a

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B2B event Focus.
So planning is very much in a

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Christmas planning mode.
Also just trying to take

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seasonal learnings but still
adding the major caveat of

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covid.
Yeah that caveat of covid and

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economic crisis is something we
really need to think about We

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get to talk about yeah why we do
a little stage John King and

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response saying that there's
there isn't a moment that I'm

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not planning currently.
I have 2023 planning Q4 planning

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peak season planning retail on
Healthcare q1, seasonal

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planning, health care and
finance all while trying to find

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time to curse do for and P Max
up.

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Let's John-John responds.
Mm, so we have John Rodriguez

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saying, yes, we're currently
planning for 2023.

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Julie goes, yeah, planning for
2023 for clients budgets and

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strategy also.
Business planning for Neptune's

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moon and PPC, chatting that
exciting, and also putting a

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timeline to figuring out how to
actually use GA for you, has

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anyone figured that out?
Yeah, Frazier goes, oh my God.

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Yes, g.
A full timeline is needed, Duty

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goes.
I have to turn it into a project

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or I would just keep putting it
off.

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Online advertising goes still
seeing issues with many

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third-party software related to
PC or SEO, not integrating.

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Well with GA for that is putting
Major delay on Switching more so

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than just learning it.
And then we have Ashton claw

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corresponding.
Same always right now we're

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planning for various initiatives
in October, and November don't

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have many e-comm clients.
So, not as much of a focus on

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holiday season prep more.
So, looking for expansion and or

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refinement refinement
opportunities.

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He continues also starting to
look ahead to q1 2023 and

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finding or planning for new
clients.

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Hello.
Chase response.

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Question once a mostly 2023
planning at this point but still

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some smaller tactical planning
around the holidays, for some

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Brands.
And I respond saying, yeah, my

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clients definitely are, you
know, planning for 2023 and

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looking at things, especially
around row as you didn't

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continue saying that to give
some question to saying, how are

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you handling budgeting planning
for 2023?

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Are you using 2022 or your
comparison for your comparison?

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If so, why I'm If not, why not,
and what are you using?

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Our other economic factors
coming into your planning

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inflation, recession, Etc?
And those?

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That's the question I asked
about literally, we need to be

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great to have a conversation
about in terms of forecasting

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for next year.
What is our Benchmark is a 2022?

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Is it 2021 is, or those years to
I have where those yes, too

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unpredictable to use as a
benchmark.

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So does that mean you're looking
at, in 2019?

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Then we have online advertising,
continuing saying that I'm

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responding saying each year is
drastically different.

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We have noticed that some
clients have a drop in volume

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close to elections.
Major events can sometimes

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shake-up results, Julie respond
saying that, and if it feels

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like the last two and a half
years, have had an inordinate

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amount of this kind of quaking.
Diana responds, I look at the

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data from last year.
Are always taken economic

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factors into account.
That's a response to question

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two.
I look at the data.

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So, from last year, while always
taking economic factors into

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account, and we have learnt
responding to question 2 saying,

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budgeting is complicated across
B2B and b2c.

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It is a mix of looking at the
previous year.

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But also, where do we want to be
and where do we want to go?

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Julie response to question 2
saying I'm trying to look at

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budget data from 2019 through
2022, to try to figure out or

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plan for 2023 and yes, inflation
and recession concerns.

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I definitely making a Ruckus In
the planning of right now.

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Lauren's response saying yes,
this is a very real issue right

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now.
We need only look at how grocery

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bills look this year versus
previous years or look at your

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401k actually don't do that.
And then we have Sean Ellie

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responding to question to st.
It depends on the client.

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Some are a little leery of the
current economic States or

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trying to hold budgets.
But the rising costs of see EPC,

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makes it difficult to use this
year's budget, or last year's

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less traffic for some cost and
Julie continue seeing Rising.

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Cpcs are definitely a concern.
I don't expect that Trend to

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reverse or even slow down,
especially with the increasing

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medine of query matching.
My general advice right now.

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Is you can't spend what you
spent in 2022 and expect the

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same results, which is always
fun.

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Sean Ellie respond saying that.
Yes, this makes it so tough.

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Especially as we have seen
conversion rates start to

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decrease and seen forecast for a
less-than-stellar holiday

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season, which some clients
depend on and we have actually

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responded to question.
One saying launching into new

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markets, some of the e-comm
clients want to go on

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omni-channel for different
geographic location.

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Launches they are preferring
that UK and EU markets for B2B.

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I'm working on preparing the
reactivation campaigns for

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dormant clients in Q4.
That's very good.

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Idea doing Brownells the
response to question once.

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And of course, Black Friday Q4
is on our teens mind across

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clients.
Plus always looking at q1 and Q2

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2023 with some clients.
I predict Amazon will be huge in

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2023 because of the recession
thinking about the kinds of

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media mix right now.
John response to question 2,

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saying luckily, the organization
I'm with benefited from the

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pandemic telling mental health.
So we're using 2022 as a point

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of reference so far.
Forecasts show that there's will

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and be another boom in our
industry due to the recession.

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Yes.
A lot of people are going to

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need mental health assistance
with recession and Julie goes.

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I'm fascinated by the shifts in
consumer Behavior since covid.

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Yeah, some areas have suffered
some areas have sword Julie, Dan

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response to Sean Ellie when Sean
have responded to question 2.

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Saying the rising cost of CPC
makes it difficult to use this

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year's budget or last year's.
Julie goes Rising.

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Cpc's are definitely a concern.
I don't expect that Trend to

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reverse or even slow down,
especially with the increasing

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mudding.
A query matching, my general

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advice right now is you can't
spend what you spent in 2022 and

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expect the same results which is
always fun.

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And we have Diane Elena
responded saying, I look at the

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data from last year, while
always taking economic factors

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into account, you have to, and I
respond to question to say, no

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clear answer for which one way,
or the other.

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Because that part of Of planning
to my clients and, you know,

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until they tell us what their
budgets are for next year.

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You don't know how they plan is
specifically going it.

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I just knew that it is going but
yeah, my clients are definitely

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geared more towards.
What is driving row us now and

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trying to add a bit of a
percentage increase on that?

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I think they overestimated, one
of my clients try to estimate

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for 50% increase, you know, in
return, but they didn't quite

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get that ago, about 20 percent
increase, which was really great

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for them here, and yeah, but
yeah. 20:22 very unpredictable

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for everyone and then we have
shown Ellie responding about the

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rising CBC saying yes, this
makes it so tough especially as

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we have seen conversion rate
starts to decrease and seen

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forecasts for less than Stellar
holiday season, which some

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clients depend on.
And then we have Dwayne Brown

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responding to question to say.
Most of our clients have an

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ideally month, monthly budget.
And then we adjust each month

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based on product launches
possible, Almonds and other

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external factors.
We don't plan budgets a year out

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as it is a waste of time.
No one can predict.

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What will happen a year out?
Yeah, even in that the best on

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00:12:36,600 --> 00:12:39,600
times, no one knew.
But we still would, would plan

227
00:12:39,600 --> 00:12:42,700
for 12 months in advance and try
to forecast.

228
00:12:42,700 --> 00:12:44,900
For each month will do based on
previous year.

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00:12:44,900 --> 00:12:47,000
But now more than ever, we have
no idea.

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00:12:47,400 --> 00:12:49,600
Ashton clock response to
question 2 saying, for the most

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00:12:49,600 --> 00:12:53,700
part, we're planning for similar
ad, spend budgets as 2022,

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because most of our clients,
Don't have fluctuations in

233
00:12:57,500 --> 00:13:00,300
budget each month.
Definitely aware of economic

234
00:13:00,300 --> 00:13:04,300
concerns, but haven't really had
any kind indicate that this will

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00:13:04,300 --> 00:13:07,500
impact their ad spend.
It's a response saying, I see a

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00:13:07,500 --> 00:13:11,200
mixed version of responses, in
terms of budget planning on 2023

237
00:13:11,200 --> 00:13:14,600
preparations.
Early 2022 has been mild for the

238
00:13:14,600 --> 00:13:19,000
businesses and in Q4 companies
are planning to spend heavily

239
00:13:19,000 --> 00:13:22,000
and take some risks.
I am talking about companies I

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00:13:22,008 --> 00:13:25,100
interact with and actor gives
another answer the question.

241
00:13:25,300 --> 00:13:28,100
You saying we have experiments
going on, majorly.

242
00:13:28,100 --> 00:13:31,900
Finding the new markets for the
launches and reactivating

243
00:13:31,900 --> 00:13:35,000
dormant businesses.
The major issue is testing with

244
00:13:35,000 --> 00:13:38,400
both sides, especially with the
new market launches.

245
00:13:38,400 --> 00:13:42,400
I see that clients are not
hesitating with testing stuff

246
00:13:42,800 --> 00:13:45,000
and I'd really takes us on to
question 3.

247
00:13:45,000 --> 00:13:47,400
Saying, let's switch gears to
research.

248
00:13:47,700 --> 00:13:51,300
How are you conducting keyword
research these days if you are

249
00:13:51,300 --> 00:13:55,100
any tools you're using that you
would like to help with this.

250
00:13:55,200 --> 00:13:59,100
Talks that you like to help with
this task.

251
00:13:59,100 --> 00:14:02,600
So, fear goes absolutely agree
with previous answers when stuck

252
00:14:02,600 --> 00:14:04,900
because of a very Niche product
or service.

253
00:14:05,300 --> 00:14:08,300
Sometimes I type in Google
search, the main explanation of

254
00:14:08,300 --> 00:14:11,600
the product plus the alphabet
letters to see, what are the

255
00:14:11,600 --> 00:14:15,400
common searches then.
Use another tool to check search

256
00:14:15,400 --> 00:14:18,200
volume online advertising goes
keyword.

257
00:14:18,200 --> 00:14:21,800
Planning is still a place to get
ideas, not hard data.

258
00:14:21,800 --> 00:14:27,700
Also, semrush and spyfu a key.
It's tools, we use, but again,

259
00:14:27,700 --> 00:14:32,300
more for keyword ideas to test,
rather than the exact words will

260
00:14:32,300 --> 00:14:36,100
use James podcast response, to
be honest, assuming we have the

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00:14:36,100 --> 00:14:40,700
volume of spend broad match is
highly effective will use broad

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00:14:40,700 --> 00:14:43,500
match of the ovary of obvious
terms.

263
00:14:43,500 --> 00:14:47,400
But also competitors hemming
response saying mainly Google

264
00:14:47,400 --> 00:14:50,900
search keyword tools, but I keep
looking at search console and

265
00:14:50,900 --> 00:14:55,000
aah, Russ report, that gives a
lot of long-term.

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00:14:55,200 --> 00:14:59,200
Tail keywords, that generate
sales or leads at much lower

267
00:14:59,200 --> 00:15:02,300
cost.
And then we have Lawrence

268
00:15:02,300 --> 00:15:04,000
responded.
Question 3 second keyword

269
00:15:04,000 --> 00:15:06,800
research these days is not all
that much different than

270
00:15:06,800 --> 00:15:10,500
previously with one big change.
I'm doing negative keyword

271
00:15:10,500 --> 00:15:14,600
research at the very beginning.
I've seen campaigns where 80% or

272
00:15:14,600 --> 00:15:19,100
more of the Search terms are not
shown 80% Jace.

273
00:15:19,700 --> 00:15:22,200
After responds, I started
noticing negatives ahead of time

274
00:15:22,200 --> 00:15:25,300
as well.
Helps a lot to cut out some of

275
00:15:25,300 --> 00:15:28,600
that noise right now.
When campaigns launched online

276
00:15:28,600 --> 00:15:31,200
advertising goes expert move,
everyone should always Put

277
00:15:31,200 --> 00:15:36,200
negatives before launching saves
a lot of money and really goes.

278
00:15:36,200 --> 00:15:37,800
Yeah, it's amazing what you can
glean.

279
00:15:37,800 --> 00:15:41,800
If you look at auto complete on
Google to for your main terms,

280
00:15:41,800 --> 00:15:46,200
definitely gives you things to -
out from the start.

281
00:15:46,200 --> 00:15:49,400
Yeah, the whole frequently
searched questions.

282
00:15:49,800 --> 00:15:52,200
James Paul cars response to
question 3.

283
00:15:52,400 --> 00:15:55,600
Saying to be honest, assuming we
have the volume of spend broad

284
00:15:55,600 --> 00:15:59,000
match is highly effective will
use broad match of obvious terms

285
00:15:59,000 --> 00:16:02,400
for also competitors.
It's Julia herself response to

286
00:16:02,400 --> 00:16:05,000
question, 3 saying the Google
AdWords, Keyword, Planner, ain't

287
00:16:05,000 --> 00:16:07,600
what it used to be.
Sadly, I like keywords

288
00:16:07,600 --> 00:16:11,600
everywhere for ideas and with
keywords, and query matching,

289
00:16:11,600 --> 00:16:15,900
fuzzing orbis tool for
misspelling is a must hats off

290
00:16:15,900 --> 00:16:19,800
to a manufacturer.
For this is tools dot SEO.

291
00:16:20,000 --> 00:16:24,800
Book.com forward slash spelling
forward slash key words, hyphen

292
00:16:24,800 --> 00:16:27,500
typos.
Dot CGI.

293
00:16:27,500 --> 00:16:30,800
I'll put that link in our show
notes, so yeah.

294
00:16:31,000 --> 00:16:35,600
Out for that in the show notes
on the marketing and it.com

295
00:16:36,000 --> 00:16:38,700
website.
So yeah that's a great tool on

296
00:16:38,700 --> 00:16:43,100
you too especially for looking
for Miss spellings and matching

297
00:16:43,300 --> 00:16:47,000
you know Co matching fuzzing up
kind of thing and you know

298
00:16:47,000 --> 00:16:49,300
response to that seen that if
you do nothing else use the

299
00:16:49,300 --> 00:16:53,000
misspelling tool for your brand.
So that you can - those terms

300
00:16:53,000 --> 00:16:56,900
out of your non brand campaigns
along with your actual brand

301
00:16:56,900 --> 00:17:00,800
terms, do it for competitors to
as they will match.

302
00:17:00,900 --> 00:17:05,800
CH4 brand now and we have a John
Rodriguez responding as well

303
00:17:05,800 --> 00:17:10,300
saying, I've recently been using
keyword tool dot IO, not to

304
00:17:10,300 --> 00:17:14,099
identify ideal keywords to
Target both identified negative

305
00:17:14,099 --> 00:17:18,200
keywords now that the landscape
has changed the terms of keyword

306
00:17:18,300 --> 00:17:20,300
matching.
So yes, it's a lot of finding

307
00:17:20,300 --> 00:17:22,099
things that should not be used
anymore.

308
00:17:22,500 --> 00:17:25,099
Don't kick in response to
question 2 saying I am using

309
00:17:25,099 --> 00:17:29,900
2022 for this most for the most
part because it is now similar

310
00:17:29,900 --> 00:17:32,700
to 2019.
But I'm scanning the expected

311
00:17:32,700 --> 00:17:37,400
CPC cost as we've seen them
Skyrocket, above normal levels.

312
00:17:37,800 --> 00:17:43,000
Since April Ashton cock response
to a question a3c, mainly used

313
00:17:43,000 --> 00:17:47,400
the Google ads Keyword Planner.
I searched core terms.

314
00:17:47,400 --> 00:17:50,900
First, then note any related
terms along with the volume and

315
00:17:50,900 --> 00:17:55,300
CPC ranges to determine a
campaign structure and a budget

316
00:17:55,300 --> 00:17:59,300
recommendation.
I've also also used keywords

317
00:17:59,300 --> 00:18:04,100
everywhere in the passport More
for SEO, kwr and John King in

318
00:18:04,108 --> 00:18:06,900
response to question three
saying this is such a trick

319
00:18:06,900 --> 00:18:09,100
question.
These days, I still do it but

320
00:18:09,100 --> 00:18:12,900
with the concept of match type
lacking and smart campaigns

321
00:18:12,900 --> 00:18:16,300
abound, it is really is becoming
less relevant.

322
00:18:16,300 --> 00:18:20,200
I don't know, maybe, I'm just
doing it for Nostalgia and then

323
00:18:20,200 --> 00:18:22,000
we have Julie as well.
Give me another answer.

324
00:18:22,000 --> 00:18:25,400
The question 3 saying, you could
also go totally new school and

325
00:18:25,400 --> 00:18:29,500
run DSA campaigns and see what
Google matches for you new

326
00:18:29,500 --> 00:18:32,400
school and that's all Go.
I've been doing this for a

327
00:18:32,400 --> 00:18:36,100
while, in addition to specific
campaigns, it is eye-opening to

328
00:18:36,100 --> 00:18:40,000
say the least.
You can share with SEO teams to

329
00:18:40,200 --> 00:18:42,500
at the girls have been doing
this for New Market.

330
00:18:42,500 --> 00:18:45,600
Launches since I don't know what
works, I let a DS.

331
00:18:45,600 --> 00:18:48,500
A run with the homepage and keep
on.

332
00:18:48,500 --> 00:18:52,400
Excluding landing pages.
Works awesome with multiple

333
00:18:52,400 --> 00:18:56,200
product website to find the
popular search term.

334
00:18:56,200 --> 00:19:01,800
That's a very intelligent idea.
Then response to question.

335
00:19:01,800 --> 00:19:03,300
Three actor goes.
Yeah.

336
00:19:03,300 --> 00:19:06,000
Apart from some Russian spy.
Who are my?

337
00:19:06,000 --> 00:19:08,300
Go apart.
From this Bing has an

338
00:19:08,300 --> 00:19:11,300
interesting Keyword.
Planner, it helps you to segment

339
00:19:11,300 --> 00:19:13,500
keywords into categories.
Worth a look.

340
00:19:13,800 --> 00:19:15,900
I use social listening tools.
It helps.

341
00:19:15,900 --> 00:19:20,100
You get on top of your into
industry jargon and you can test

342
00:19:20,100 --> 00:19:22,100
them.
Absolutely official people see

343
00:19:22,100 --> 00:19:26,200
chat drop cam and acronyms page
where you can see all the

344
00:19:26,200 --> 00:19:29,200
translations for some of the lot
of the jargon acronyms we have

345
00:19:29,700 --> 00:19:31,500
You didn't takes us on to
question 14.

346
00:19:31,500 --> 00:19:34,600
How are you conducting
competitor research these days?

347
00:19:34,600 --> 00:19:38,800
If you are any tools, you're
using the you like to help with

348
00:19:38,800 --> 00:19:41,900
this task before we get to that
dream response.

349
00:19:41,900 --> 00:19:44,400
Google Keyword Planner is pretty
solid.

350
00:19:44,600 --> 00:19:48,800
Talking to customers is the best
tool to do, keyword research.

351
00:19:48,800 --> 00:19:51,400
I love that idea.
Angela goes, if you're looking

352
00:19:51,400 --> 00:19:53,800
for negative, keywords are chat
recap.

353
00:19:53,800 --> 00:19:58,600
Our Korea is also worth a look.
So career at Korea.

354
00:19:58,600 --> 00:19:59,400
Always?
Yeah.

355
00:19:59,600 --> 00:20:02,600
Has a negative keywords tool in
there.

356
00:20:02,900 --> 00:20:05,200
Lawrence Chase response.
Question for saying, yes,

357
00:20:05,200 --> 00:20:08,200
talking with our, your Brand's
to find who they believe their

358
00:20:08,200 --> 00:20:11,700
top competitors are using the
auction inside to is also

359
00:20:11,700 --> 00:20:15,700
eye-opening in many cases
outside tools like spyfu work

360
00:20:15,700 --> 00:20:19,700
pretty well.
Also to provide some information

361
00:20:20,100 --> 00:20:23,300
and he could make sure he writes
continue to make sure we go to

362
00:20:23,300 --> 00:20:26,900
his next answer going.
Yeah, the other thing is, most

363
00:20:26,900 --> 00:20:31,000
social platforms have always of
see seeing other brands ads, you

364
00:20:31,000 --> 00:20:34,100
can just check what your
competition is running by using

365
00:20:34,100 --> 00:20:37,600
this different tools directly.
I believe several folks have

366
00:20:37,600 --> 00:20:40,200
shared links to them in various
platforms.

367
00:20:40,800 --> 00:20:42,800
And from Dwayne Brown, we have
most competitive.

368
00:20:42,800 --> 00:20:46,300
Research is a waste of time for
most brands who controversial

369
00:20:46,600 --> 00:20:48,500
brand spend way too much time
worrying.

370
00:20:48,500 --> 00:20:51,700
What competitors are doing
versus spending time on ad copy

371
00:20:51,700 --> 00:20:56,300
cro product improvements and
supporting their customers,

372
00:20:56,600 --> 00:21:01,000
unless you plan to copy a
competitors Point of view and

373
00:21:01,000 --> 00:21:03,600
then he continues.
Why are you going to spend all

374
00:21:03,600 --> 00:21:07,100
that time focused on them your
brand and Northstar should be

375
00:21:07,100 --> 00:21:10,000
leading the way.
What makes you different and why

376
00:21:10,000 --> 00:21:13,700
are you in business?
Not what your competitors are

377
00:21:13,700 --> 00:21:15,400
doing?
Can he did?

378
00:21:15,400 --> 00:21:18,100
You respond saying search for
another thing that still gets me

379
00:21:18,100 --> 00:21:21,200
to this day is terrible, landing
page speeds, getting our

380
00:21:21,200 --> 00:21:24,000
squawking, you do to bring down
your cbc's.

381
00:21:24,000 --> 00:21:28,100
When the mobile site speed score
is poor, it's like having

382
00:21:28,100 --> 00:21:31,400
weights on your ankles and
Asking for advice on how to run

383
00:21:31,700 --> 00:21:35,800
faster site speed is something
that can help a ton for sure,

384
00:21:35,800 --> 00:21:38,100
though.
A lot of Brands don't realize it

385
00:21:38,100 --> 00:21:42,400
or think about it and it answers
a question for John goes besides

386
00:21:42,400 --> 00:21:44,500
your traditional spyfu and some
rush.

387
00:21:45,100 --> 00:21:50,700
I've found the following pretty
useful moat.com for Mo att.com

388
00:21:50,900 --> 00:21:53,900
forward, slash Advertiser and
crafts dot.

389
00:21:53,900 --> 00:22:02,900
Cos rcra ft.com statista so that
T is t a.com to ensure that my

390
00:22:02,900 --> 00:22:07,200
findings align with industry
studies and we have Ashton clock

391
00:22:07,200 --> 00:22:10,100
responding to question forcing.
I like to review the auction

392
00:22:10,100 --> 00:22:13,800
inside subs and AD copy and
landing pages for search

393
00:22:13,800 --> 00:22:17,100
campaigns for social using some
of the platforms.

394
00:22:17,100 --> 00:22:21,600
New, add transparency, tools are
really helpful to see exactly

395
00:22:21,600 --> 00:22:28,500
what ads messaging Etc, that
competitors are using And then

396
00:22:28,500 --> 00:22:30,900
Julie goes.
I always start by asking who

397
00:22:30,900 --> 00:22:35,200
they think competitors are.
Not an honest question for she

398
00:22:35,200 --> 00:22:37,700
continues.
Then I do some searches and see

399
00:22:37,700 --> 00:22:40,500
what I see review.
Google ads auction insights

400
00:22:40,500 --> 00:22:43,600
available.
Look at Facebook ads, Library,

401
00:22:43,600 --> 00:22:48,300
visit competitor sites to see
remarketing, sign up for comp

402
00:22:48,300 --> 00:22:53,000
newsletters, Google Alerts.
Just just reminds me of Yasmin

403
00:22:53,000 --> 00:22:56,200
Williams talk at my first PBC
live.

404
00:22:56,200 --> 00:22:59,500
You Cave and way she talked
about contextualizing and

405
00:22:59,500 --> 00:23:01,700
third-party data.
And yeah, doing things like

406
00:23:01,700 --> 00:23:05,600
newsletter, Google Alerts.
That is about contextualizing

407
00:23:05,600 --> 00:23:09,400
third-party data, and she
continues yell for the platforms

408
00:23:09,400 --> 00:23:12,600
where you can essentially Target
those who like, or I interested

409
00:23:12,600 --> 00:23:16,900
in competitors play around with
setting up some audiences and

410
00:23:16,900 --> 00:23:19,100
see what you see with regard to
size.

411
00:23:19,100 --> 00:23:22,500
Estimated cost Etc.
Oh, and she's not done.

412
00:23:22,500 --> 00:23:26,500
She then continued saying this
is slightly not exactly the

413
00:23:26,500 --> 00:23:28,600
answer.
This question but you can get

414
00:23:28,600 --> 00:23:32,400
audience data by putting
platform pixels on your side

415
00:23:32,500 --> 00:23:37,200
even if you don't use them for
actual advertising for or don't

416
00:23:37,200 --> 00:23:40,400
yet prove your audience is there
this way.

417
00:23:41,200 --> 00:23:43,700
And then we have John King and
responding to question, forcing

418
00:23:43,700 --> 00:23:47,000
always doing it.
But with more pmax it gets trick

419
00:23:47,000 --> 00:23:50,000
like trickier.
I like splitting it up between

420
00:23:50,000 --> 00:23:54,800
similarweb spyfu and semrush and
really takes us on to question

421
00:23:54,800 --> 00:23:56,700
five, which I believe is the
last question.

422
00:23:56,900 --> 00:24:00,000
Saying, what is your biggest
challenge with PPC planning or

423
00:24:00,000 --> 00:24:02,600
research right now?
Let's see if we can help each

424
00:24:02,600 --> 00:24:05,100
other for me.
I think the biggest challenge is

425
00:24:05,100 --> 00:24:08,200
the fact of the past three years
has just been so uncertain.

426
00:24:08,200 --> 00:24:13,600
How do we Benchmark?
How do we set expectations with

427
00:24:13,600 --> 00:24:17,100
clients, you know, in terms of
like yeah, what we're

428
00:24:17,100 --> 00:24:19,300
forecasting.
It's very unlikely.

429
00:24:19,300 --> 00:24:22,400
We're going to reach it.
So be careful things like that.

430
00:24:22,400 --> 00:24:25,000
So yeah.
There's there's all to be said

431
00:24:25,000 --> 00:24:30,000
about certain Shins in times
like this and the fact that the

432
00:24:30,000 --> 00:24:33,600
past couple years were just who
have Hazard, who can really

433
00:24:33,600 --> 00:24:35,500
guess what's going to happen
next year.

434
00:24:37,100 --> 00:24:39,900
And then actor has a whole bunch
of tools for us apart from the

435
00:24:39,900 --> 00:24:43,900
ones that we said summer spyfu.
There's also sparked her oh I

436
00:24:43,900 --> 00:24:46,100
love that.
Actor has mentioned sparked or

437
00:24:46,100 --> 00:24:50,900
og2 cap Tara crunchbase Google
News Google Alerts similar web

438
00:24:51,100 --> 00:24:56,300
product hunt meet Apollo meta
ads, Library read groups, Zoom

439
00:24:56,300 --> 00:25:01,300
info, Fowler ink and many more.
I can just go on and on and on

440
00:25:01,400 --> 00:25:05,600
with the tools he is good with
the tools that definitely Judy

441
00:25:05,600 --> 00:25:07,500
goes.
I forgot Spark Ha.

442
00:25:07,500 --> 00:25:09,700
Oh, ha ha ha.
It has some really interesting

443
00:25:09,700 --> 00:25:12,100
information.
You don't really find elsewhere

444
00:25:12,500 --> 00:25:18,100
but suit was Suma is pretty cool
tool for social to.

445
00:25:18,500 --> 00:25:22,500
I love that chat about sparked
her ex a response.

446
00:25:22,500 --> 00:25:25,600
Same talking about social, you
will find a big realm of

447
00:25:25,600 --> 00:25:29,800
competitor analysis, tools,
depends on what you are looking

448
00:25:29,800 --> 00:25:34,300
for and you can dig into almost
anything if you're doing abms

449
00:25:34,300 --> 00:25:38,000
and contact marketing for hi.
Gets must.

450
00:25:38,000 --> 00:25:42,900
Try Crystal knows me handle.
It's an insane stuff.

451
00:25:43,300 --> 00:25:45,500
And then we have doing Brown
responded to question fighting

452
00:25:45,500 --> 00:25:47,900
as the last two and a half years
taught us.

453
00:25:48,200 --> 00:25:51,700
Don't plan too far out and keep
an eye on the prize.

454
00:25:51,900 --> 00:25:56,000
The biggest issue continues to
be uncertainty with what the

455
00:25:56,000 --> 00:25:59,400
future holds and thing was from
responded to that.

456
00:25:59,400 --> 00:26:02,600
Yes and dice gesture is just
goes, nodding yep.

457
00:26:02,600 --> 00:26:03,500
Yep.
Yep.

458
00:26:03,500 --> 00:26:06,700
Yeah we don't know what the
future holds don't plot time to

459
00:26:06,900 --> 00:26:09,100
Go ahead, John, King and
response to question five

460
00:26:09,100 --> 00:26:11,900
saying, planning for efforts
that don't have tree inside

461
00:26:11,900 --> 00:26:14,700
capabilities.
Our EP Max that and random

462
00:26:14,700 --> 00:26:17,900
outages and an active response
to question fighting, I'm

463
00:26:17,900 --> 00:26:21,200
focusing heavily on new client
acquisition for my business.

464
00:26:21,500 --> 00:26:25,100
I am getting accounts that are
messed up by earlier agency

465
00:26:25,400 --> 00:26:29,900
agencies, consultants, and media
buyers for me creating ways to

466
00:26:29,900 --> 00:26:33,600
figure out the mess ups, and
start fixing the mess ups.

467
00:26:33,900 --> 00:26:37,900
ASAP to bring in the results.
Fraser, His response to question

468
00:26:37,900 --> 00:26:40,200
14.
I think it's handy to look at

469
00:26:40,208 --> 00:26:43,500
the competitor research as a
mixed typically, I'll rely on

470
00:26:43,500 --> 00:26:47,900
spyfu auction insights but
normally try to reach out to why

471
00:26:47,900 --> 00:26:53,400
the teams to see what info, they
may have Julie response question

472
00:26:53,400 --> 00:26:57,600
fighting planning, when there is
so much uncertainty, both with

473
00:26:57,600 --> 00:27:01,200
economic conditions and with the
whims of the ad platforms.

474
00:27:01,600 --> 00:27:05,100
Now, more than ever, we need to
be flexible and teach our

475
00:27:05,100 --> 00:27:08,600
clients and stakeholders.
That things can change.

476
00:27:08,700 --> 00:27:12,100
Quickly, Fraser response to
question 3 saying love to read

477
00:27:12,200 --> 00:27:16,000
more on this jumping between
semrush and Keyword Planner but

478
00:27:16,000 --> 00:27:19,400
from a trance perspective,
finding Tick Tock really

479
00:27:19,900 --> 00:27:22,300
interesting.
Ashton clock response question.

480
00:27:22,300 --> 00:27:25,800
Five cent accounting for Clues
variance in planning for such

481
00:27:25,800 --> 00:27:28,500
campaigns.
Has been kind of a headache

482
00:27:28,600 --> 00:27:32,200
constantly questioning how much
segmentation is too much too

483
00:27:32,200 --> 00:27:36,800
little will certain keywords be
viewed as the same excetera and

484
00:27:36,900 --> 00:27:41,500
And then having to explain all
of the nuances to clients and

485
00:27:41,500 --> 00:27:43,300
active response to another
question.

486
00:27:43,400 --> 00:27:46,000
Give another answer.
Question 5 saying the challenge

487
00:27:46,200 --> 00:27:49,500
is to do deep order to find the
issues behind the bad

488
00:27:49,500 --> 00:27:52,900
performance and test, how to
align product offers and

489
00:27:52,900 --> 00:27:56,700
advertising budgets in any
market for any industry and

490
00:27:56,700 --> 00:28:00,400
bring in the results, like
something that can work at a

491
00:28:00,408 --> 00:28:05,800
macro level for everything.
And yeah on that.

492
00:28:05,800 --> 00:28:09,700
Fantastic note from actor, we
come to the end of our chart.

493
00:28:09,700 --> 00:28:13,000
Yeah, Julie gives a few tweets
and thank you for joining today.

494
00:28:13,000 --> 00:28:16,300
Look out for the recap post.
There's also going to be a

495
00:28:16,308 --> 00:28:21,800
Twitter spaces chat about this
September 29th at 5 p.m. at

496
00:28:21,800 --> 00:28:25,500
which point of your the cusp of
my second run starting.

497
00:28:25,500 --> 00:28:30,000
So, unfortunately, I won't be
making bad for ya because mine

498
00:28:30,000 --> 00:28:32,200
is going to be in person.
I'm not going to tell you to

499
00:28:32,200 --> 00:28:34,000
choose.
Yeah, please join us.

500
00:28:34,200 --> 00:28:36,200
Especially if you're knowing
blundered if you're in London

501
00:28:36,200 --> 00:28:37,900
come to my event if you know in
London.

502
00:28:38,100 --> 00:28:40,900
Yes, join the Twitter spaces
chat.

503
00:28:40,900 --> 00:28:42,700
So yeah.
I hope you've taken some great

504
00:28:42,700 --> 00:28:48,000
takeaways from today's chat and
you know taking solace in the

505
00:28:48,000 --> 00:28:52,300
difficulties that you may be
finding in planning for 2023.

506
00:28:52,300 --> 00:28:57,000
Have you started or are you more
focused on Q full and how that's

507
00:28:57,000 --> 00:28:59,800
going to go and what the
uncertainties of that would be

508
00:29:00,200 --> 00:29:02,500
hanging there.
We're gonna get through this

509
00:29:02,800 --> 00:29:05,400
together.
Yeah, if you have any feedback

510
00:29:05,400 --> 00:29:08,400
about the podcast or maybe even
some correction and anything

511
00:29:08,400 --> 00:29:11,300
that has been shed to get in,
touch with me on Twitter, my

512
00:29:11,300 --> 00:29:15,600
DM's are open on the handle the
marketing, a new or on LinkedIn.

513
00:29:15,800 --> 00:29:18,800
We have the PBC chat Roundup
podcast group there and we'd

514
00:29:18,800 --> 00:29:21,200
love for you to join to share
your thoughts.

515
00:29:21,500 --> 00:29:24,100
It would also be great many
long-standing members or anyone

516
00:29:24,100 --> 00:29:27,800
who's listening to this podcast
for over 30 seconds to leave a

517
00:29:27,808 --> 00:29:31,100
rating or review.
You can do that on Spotify or

518
00:29:31,100 --> 00:29:35,400
apple.
Just go to link tree.com /P b c

519
00:29:35,400 --> 00:29:40,600
chat on the score round up.
That's link2sd re e.com.

520
00:29:40,700 --> 00:29:43,800
/P P c-- chat on the school
Roundup.

521
00:29:44,100 --> 00:29:46,600
Yeah I guess by the time you're
listening to this like ticket

522
00:29:46,600 --> 00:29:50,900
sales will close at the point as
I would last I was checking 120.

523
00:29:50,900 --> 00:29:55,700
Tickets has been sold for PPC
live UK so if you were one of

524
00:29:55,700 --> 00:29:59,300
them, thank you very much, see
you on Thursday.

525
00:29:59,300 --> 00:30:03,000
If you have any darts for
dietary requirements, please do

526
00:30:03,000 --> 00:30:06,700
let me know.
Please bring food to ID on the

527
00:30:06,700 --> 00:30:08,500
day.
Everyone is going to need for to

528
00:30:08,500 --> 00:30:10,400
idea, to give in to kiss
security.

529
00:30:10,400 --> 00:30:14,400
Because this is a yeah, a
fantastic building, a fantastic

530
00:30:14,400 --> 00:30:16,600
set up.
Security is needed for the

531
00:30:16,600 --> 00:30:18,900
tallest building in London,
right?

532
00:30:19,000 --> 00:30:23,400
You know, not surprising there.
Anyway, finally remember for

533
00:30:23,400 --> 00:30:26,500
your campaigns and businesses to
Glide smoothly, there's a lot of

534
00:30:26,500 --> 00:30:30,100
hard work needed beneath the
surface say, keep his one songs

535
00:30:30,100 --> 00:30:32,200
kicking by and speak to you next
week.