EP224 - Planning & Research in Today’s PPC

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie taken us on a very great topic. I know, I will say that, but it's always true talking about planning and research in two days. PPC. So, she actually messaged me just before the chat started saying that we should like my suggestion about planning for next year and how budgeting will happen? I'm not going to spoil the surprise what the question is going to be. But yeah, it's based on Something I suggested did now build this chat around it about planning, and researching in today's PPC. So yeah, we are gathered this afternoon for me, most of the questions, but not all of them. But yeah, some great tips on best ways to plan, keyword research, competitive, research, competitor analysis, and all that kind of stuff.

0:52 So, yeah, hope you enjoy. Hello and a warm, welcome to this episode of the PBC chat. Round up a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m. GMT. I'm your host, a new and I'm recording from my studio here in London UK. And I use this platform to share, not just expert, but also my ideas and considered best practices of are paid media and the direction the digital industry. Is going in. So if you want to keep up to date with my tips and tricks in the industry, and get the latest on the podcast, that has been called your go to even if you don't make it to the PPC chat live discussion.

1:36 And even if you do then, like, share and retweet on, that's right. Twitter with my handle, the marketing, a new or join us on our LinkedIn Group, which is the PPC chat Roundup podcast. Or if you're on Instagram, why don't you check us out at PPC, chat underscore Roundup to get quotes. And Snippets from previous Episodes. So yeah, we have Julie taken us on another very timely topic as becoming too cute for like, yeah, September has flown by us at the beginning of September September. I remember you put it in message on LinkedIn saying happy new month. Happy last month before Q4 and yeah, that last month before Q4 has flown by because 27, then we're going to enter October on Saturday, so good luck with preparing for that generally.

2:24 But yeah, Really guys before we get to the questions, this chat is intended for PPC, Professionals of all levels. If you have something you want to share, please do we are a friendly and supportive Community. Please don't be afraid to participate, lurkers and just listeners of the podcast. Of course, are always. Welcome to. Yeah, but you know, she says before she starts off, she goes higher how we all doing today. Before we get into the questions, we have Diana. Alina joined us saying I'm a fireman little bit. Tired. Julie goes. Yeah, lots of big. Emotional emotions for her. Her kid is turning 10. Today, tomorrow is her mom's birthday and she passed away early this year.

3:06 I believe it was. Yeah. So it's the first first birthday I'm over at Mom's birthday. Does after she's passed God, Rest his soul, I have Julie's. Okay, and yeah, we end the week with also, her anniversary, 16, fabulous years with her husband, which is fantastic. And yeah, I put intended. Emoji of hugs for hikers. Yeah, having that birthday my mom's birthday. Just after she passed can't be easy. Will also have actor joining us as well as Nadine. Dang khoa. Oh, I'm not sure she joined us. She'd mentioned the fact that she's doing doing EU SMX, lucky her. Anyway, let's just get into the questions. Why don't we write? And I see Dwayne Brown also joins us as well as frasor Andrews and John Kay and joined on time and John Rodriguez.

3:53 Yeah, question. In one. Are you in the midst of any PC planning right now? If so what kinds of planning are you working on? And we have Daniel parse Cal responding saying yes, but still at a bit of a high level budget conversations are happening, of course. But we're also exploring media makes expansions and trying to move from solely both, who advertising. So, bottom of the funnel, a lot of options on the list of proposals Diana response. Last week, I was in the midst of planning. 4q for online advertising. Goes same trying to finish the year strong planning out a great finish for Q4 and then we have freezer Andrews responding to question.

4:35 One saying hi gang. Near role has a lot more of a B2B event Focus. So planning is very much in a Christmas planning mode. Also just trying to take seasonal learnings but still adding the major caveat of covid. Yeah that caveat of covid and economic crisis is something we really need to think about We get to talk about yeah why we do a little stage John King and response saying that there's there isn't a moment that I'm not planning currently. I have 2023 planning Q4 planning peak season planning retail on Healthcare q1, seasonal planning, health care and finance all while trying to find time to curse do for and P Max up. Let's John-John responds. Mm, so we have John Rodriguez saying, yes, we're currently planning for 2023.

5:21 Julie goes, yeah, planning for 2023 for clients budgets and strategy also. Business planning for Neptune's moon and PPC, chatting that exciting, and also putting a timeline to figuring out how to actually use GA for you, has anyone figured that out? Yeah, Frazier goes, oh my God. Yes, g. A full timeline is needed, Duty goes. I have to turn it into a project or I would just keep putting it off. Online advertising goes still seeing issues with many third-party software related to PC or SEO, not integrating. Well with GA for that is putting Major delay on Switching more so than just learning it. And then we have Ashton claw corresponding. Same always right now we're planning for various initiatives in October, and November don't have many e-comm clients. So, not as much of a focus on holiday season prep more. So, looking for expansion and or refinement refinement opportunities.

6:17 He continues also starting to look ahead to q1 2023 and finding or planning for new clients. Hello. Chase response. Question once a mostly 2023 planning at this point but still some smaller tactical planning around the holidays, for some Brands. And I respond saying, yeah, my clients definitely are, you know, planning for 2023 and looking at things, especially around row as you didn't continue saying that to give some question to saying, how are you handling budgeting planning for 2023? Are you using 2022 or your comparison for your comparison? If so, why I'm If not, why not, and what are you using?

6:58 Our other economic factors coming into your planning inflation, recession, Etc? And those? That's the question I asked about literally, we need to be great to have a conversation about in terms of forecasting for next year. What is our Benchmark is a 2022? Is it 2021 is, or those years to I have where those yes, too unpredictable to use as a benchmark. So does that mean you're looking at, in 2019? Then we have online advertising, continuing saying that I'm responding saying each year is drastically different. We have noticed that some clients have a drop in volume close to elections. Major events can sometimes shake-up results, Julie respond saying that, and if it feels like the last two and a half years, have had an inordinate amount of this kind of quaking. Diana responds, I look at the data from last year. Are always taken economic factors into account. That's a response to question two. I look at the data.

7:55 So, from last year, while always taking economic factors into account, and we have learnt responding to question 2 saying, budgeting is complicated across B2B and b2c. It is a mix of looking at the previous year. But also, where do we want to be and where do we want to go? Julie response to question 2 saying I'm trying to look at budget data from 2019 through 2022, to try to figure out or plan for 2023 and yes, inflation and recession concerns. I definitely making a Ruckus In the planning of right now. Lauren's response saying yes, this is a very real issue right now. We need only look at how grocery bills look this year versus previous years or look at your 401k actually don't do that. And then we have Sean Ellie responding to question to st. It depends on the client.

8:48 Some are a little leery of the current economic States or trying to hold budgets. But the rising costs of see EPC, makes it difficult to use this year's budget, or last year's less traffic for some cost and Julie continue seeing Rising. Cpcs are definitely a concern. I don't expect that Trend to reverse or even slow down, especially with the increasing medine of query matching. My general advice right now. Is you can't spend what you spent in 2022 and expect the same results, which is always fun. Sean Ellie respond saying that. Yes, this makes it so tough. Especially as we have seen conversion rates start to decrease and seen forecast for a less-than-stellar holiday season, which some clients depend on and we have actually responded to question. One saying launching into new markets, some of the e-comm clients want to go on omni-channel for different geographic location.

9:45 Launches they are preferring that UK and EU markets for B2B. I'm working on preparing the reactivation campaigns for dormant clients in Q4. That's very good. Idea doing Brownells the response to question once. And of course, Black Friday Q4 is on our teens mind across clients. Plus always looking at q1 and Q2 2023 with some clients. I predict Amazon will be huge in 2023 because of the recession thinking about the kinds of media mix right now. John response to question 2, saying luckily, the organization I'm with benefited from the pandemic telling mental health. So we're using 2022 as a point of reference so far. Forecasts show that there's will and be another boom in our industry due to the recession.

10:31 Yes. A lot of people are going to need mental health assistance with recession and Julie goes. I'm fascinated by the shifts in consumer Behavior since covid. Yeah, some areas have suffered some areas have sword Julie, Dan response to Sean Ellie when Sean have responded to question 2. Saying the rising cost of CPC makes it difficult to use this year's budget or last year's. Julie goes Rising. Cpc's are definitely a concern. I don't expect that Trend to reverse or even slow down, especially with the increasing mudding. A query matching, my general advice right now is you can't spend what you spent in 2022 and expect the same results which is always fun.

11:13 And we have Diane Elena responded saying, I look at the data from last year, while always taking economic factors into account, you have to, and I respond to question to say, no clear answer for which one way, or the other. Because that part of Of planning to my clients and, you know, until they tell us what their budgets are for next year. You don't know how they plan is specifically going it. I just knew that it is going but yeah, my clients are definitely geared more towards. What is driving row us now and trying to add a bit of a percentage increase on that? I think they overestimated, one of my clients try to estimate for 50% increase, you know, in return, but they didn't quite get that ago, about 20 percent increase, which was really great for them here, and yeah, but yeah. 20:22 very unpredictable for everyone and then we have shown Ellie responding about the rising CBC saying yes, this makes it so tough especially as we have seen conversion rate starts to decrease and seen forecasts for less than Stellar holiday season, which some clients depend on. And then we have Dwayne Brown responding to question to say. Most of our clients have an ideally month, monthly budget. And then we adjust each month based on product launches possible, Almonds and other external factors. We don't plan budgets a year out as it is a waste of time. No one can predict.

12:32 What will happen a year out? Yeah, even in that the best on times, no one knew. But we still would, would plan for 12 months in advance and try to forecast. For each month will do based on previous year. But now more than ever, we have no idea. Ashton clock response to question 2 saying, for the most part, we're planning for similar ad, spend budgets as 2022, because most of our clients, Don't have fluctuations in budget each month. Definitely aware of economic concerns, but haven't really had any kind indicate that this will impact their ad spend. It's a response saying, I see a mixed version of responses, in terms of budget planning on 2023 preparations. Early 2022 has been mild for the businesses and in Q4 companies are planning to spend heavily and take some risks. I am talking about companies I interact with and actor gives another answer the question.

13:25 You saying we have experiments going on, majorly. Finding the new markets for the launches and reactivating dormant businesses. The major issue is testing with both sides, especially with the new market launches. I see that clients are not hesitating with testing stuff and I'd really takes us on to question 3. Saying, let's switch gears to research. How are you conducting keyword research these days if you are any tools you're using that you would like to help with this. Talks that you like to help with this task. So, fear goes absolutely agree with previous answers when stuck because of a very Niche product or service.

14:05 Sometimes I type in Google search, the main explanation of the product plus the alphabet letters to see, what are the common searches then. Use another tool to check search volume online advertising goes keyword. Planning is still a place to get ideas, not hard data. Also, semrush and spyfu a key. It's tools, we use, but again, more for keyword ideas to test, rather than the exact words will use James podcast response, to be honest, assuming we have the volume of spend broad match is highly effective will use broad match of the ovary of obvious terms. But also competitors hemming response saying mainly Google search keyword tools, but I keep looking at search console and aah, Russ report, that gives a lot of long-term.

14:55 Tail keywords, that generate sales or leads at much lower cost. And then we have Lawrence responded. Question 3 second keyword research these days is not all that much different than previously with one big change. I'm doing negative keyword research at the very beginning. I've seen campaigns where 80% or more of the Search terms are not shown 80% Jace. After responds, I started noticing negatives ahead of time as well. Helps a lot to cut out some of that noise right now. When campaigns launched online advertising goes expert move, everyone should always Put negatives before launching saves a lot of money and really goes.

15:36 Yeah, it's amazing what you can glean. If you look at auto complete on Google to for your main terms, definitely gives you things to - out from the start. Yeah, the whole frequently searched questions. James Paul cars response to question 3. Saying to be honest, assuming we have the volume of spend broad match is highly effective will use broad match of obvious terms for also competitors. It's Julia herself response to question, 3 saying the Google AdWords, Keyword, Planner, ain't what it used to be. Sadly, I like keywords everywhere for ideas and with keywords, and query matching, fuzzing orbis tool for misspelling is a must hats off to a manufacturer. For this is tools dot SEO.

16:20 Book.com forward slash spelling forward slash key words, hyphen typos. Dot CGI. I'll put that link in our show notes, so yeah. Out for that in the show notes on the marketing and it.com website. So yeah that's a great tool on you too especially for looking for Miss spellings and matching you know Co matching fuzzing up kind of thing and you know response to that seen that if you do nothing else use the misspelling tool for your brand. So that you can - those terms out of your non brand campaigns along with your actual brand terms, do it for competitors to as they will match.

17:00 CH4 brand now and we have a John Rodriguez responding as well saying, I've recently been using keyword tool dot IO, not to identify ideal keywords to Target both identified negative keywords now that the landscape has changed the terms of keyword matching. So yes, it's a lot of finding things that should not be used anymore. Don't kick in response to question 2 saying I am using 2022 for this most for the most part because it is now similar to 2019. But I'm scanning the expected CPC cost as we've seen them Skyrocket, above normal levels. Since April Ashton cock response to a question a3c, mainly used the Google ads Keyword Planner. I searched core terms.

17:47 First, then note any related terms along with the volume and CPC ranges to determine a campaign structure and a budget recommendation. I've also also used keywords everywhere in the passport More for SEO, kwr and John King in response to question three saying this is such a trick question. These days, I still do it but with the concept of match type lacking and smart campaigns abound, it is really is becoming less relevant. I don't know, maybe, I'm just doing it for Nostalgia and then we have Julie as well. Give me another answer. The question 3 saying, you could also go totally new school and run DSA campaigns and see what Google matches for you new school and that's all Go. I've been doing this for a while, in addition to specific campaigns, it is eye-opening to say the least. You can share with SEO teams to at the girls have been doing this for New Market.

18:42 Launches since I don't know what works, I let a DS. A run with the homepage and keep on. Excluding landing pages. Works awesome with multiple product website to find the popular search term. That's a very intelligent idea. Then response to question. Three actor goes. Yeah. Apart from some Russian spy. Who are my? Go apart. From this Bing has an interesting Keyword. Planner, it helps you to segment keywords into categories. Worth a look. I use social listening tools. It helps. You get on top of your into industry jargon and you can test them. Absolutely official people see chat drop cam and acronyms page where you can see all the translations for some of the lot of the jargon acronyms we have You didn't takes us on to question 14.

19:31 How are you conducting competitor research these days? If you are any tools, you're using the you like to help with this task before we get to that dream response. Google Keyword Planner is pretty solid. Talking to customers is the best tool to do, keyword research. I love that idea. Angela goes, if you're looking for negative, keywords are chat recap. Our Korea is also worth a look. So career at Korea. Always? Yeah. Has a negative keywords tool in there. Lawrence Chase response. Question for saying, yes, talking with our, your Brand's to find who they believe their top competitors are using the auction inside to is also eye-opening in many cases outside tools like spyfu work pretty well. Also to provide some information and he could make sure he writes continue to make sure we go to his next answer going. Yeah, the other thing is, most social platforms have always of see seeing other brands ads, you can just check what your competition is running by using this different tools directly. I believe several folks have shared links to them in various platforms.

20:40 And from Dwayne Brown, we have most competitive. Research is a waste of time for most brands who controversial brand spend way too much time worrying. What competitors are doing versus spending time on ad copy cro product improvements and supporting their customers, unless you plan to copy a competitors Point of view and then he continues. Why are you going to spend all that time focused on them your brand and Northstar should be leading the way. What makes you different and why are you in business? Not what your competitors are doing? Can he did? You respond saying search for another thing that still gets me to this day is terrible, landing page speeds, getting our squawking, you do to bring down your cbc's.

21:24 When the mobile site speed score is poor, it's like having weights on your ankles and Asking for advice on how to run faster site speed is something that can help a ton for sure, though. A lot of Brands don't realize it or think about it and it answers a question for John goes besides your traditional spyfu and some rush. I've found the following pretty useful moat.com for Mo att.com forward, slash Advertiser and crafts dot. Cos rcra ft.com statista so that T is t a.com to ensure that my findings align with industry studies and we have Ashton clock responding to question forcing. I like to review the auction inside subs and AD copy and landing pages for search campaigns for social using some of the platforms.

22:17 New, add transparency, tools are really helpful to see exactly what ads messaging Etc, that competitors are using And then Julie goes. I always start by asking who they think competitors are. Not an honest question for she continues. Then I do some searches and see what I see review. Google ads auction insights available. Look at Facebook ads, Library, visit competitor sites to see remarketing, sign up for comp newsletters, Google Alerts. Just just reminds me of Yasmin Williams talk at my first PBC live. You Cave and way she talked about contextualizing and third-party data. And yeah, doing things like newsletter, Google Alerts. That is about contextualizing third-party data, and she continues yell for the platforms where you can essentially Target those who like, or I interested in competitors play around with setting up some audiences and see what you see with regard to size.

23:19 Estimated cost Etc. Oh, and she's not done. She then continued saying this is slightly not exactly the answer. This question but you can get audience data by putting platform pixels on your side even if you don't use them for actual advertising for or don't yet prove your audience is there this way. And then we have John King and responding to question, forcing always doing it. But with more pmax it gets trick like trickier. I like splitting it up between similarweb spyfu and semrush and really takes us on to question five, which I believe is the last question. Saying, what is your biggest challenge with PPC planning or research right now? Let's see if we can help each other for me. I think the biggest challenge is the fact of the past three years has just been so uncertain.

24:08 How do we Benchmark? How do we set expectations with clients, you know, in terms of like yeah, what we're forecasting. It's very unlikely. We're going to reach it. So be careful things like that. So yeah. There's there's all to be said about certain Shins in times like this and the fact that the past couple years were just who have Hazard, who can really guess what's going to happen next year. And then actor has a whole bunch of tools for us apart from the ones that we said summer spyfu. There's also sparked her oh I love that. Actor has mentioned sparked or og2 cap Tara crunchbase Google News Google Alerts similar web product hunt meet Apollo meta ads, Library read groups, Zoom info, Fowler ink and many more. I can just go on and on and on with the tools he is good with the tools that definitely Judy goes. I forgot Spark Ha.

25:07 Oh, ha ha ha. It has some really interesting information. You don't really find elsewhere but suit was Suma is pretty cool tool for social to. I love that chat about sparked her ex a response. Same talking about social, you will find a big realm of competitor analysis, tools, depends on what you are looking for and you can dig into almost anything if you're doing abms and contact marketing for hi. Gets must. Try Crystal knows me handle. It's an insane stuff. And then we have doing Brown responded to question fighting as the last two and a half years taught us.

25:48 Don't plan too far out and keep an eye on the prize. The biggest issue continues to be uncertainty with what the future holds and thing was from responded to that. Yes and dice gesture is just goes, nodding yep. Yep. Yep. Yeah we don't know what the future holds don't plot time to Go ahead, John, King and response to question five saying, planning for efforts that don't have tree inside capabilities. Our EP Max that and random outages and an active response to question fighting, I'm focusing heavily on new client acquisition for my business. I am getting accounts that are messed up by earlier agency agencies, consultants, and media buyers for me creating ways to figure out the mess ups, and start fixing the mess ups.

26:33 ASAP to bring in the results. Fraser, His response to question 14. I think it's handy to look at the competitor research as a mixed typically, I'll rely on spyfu auction insights but normally try to reach out to why the teams to see what info, they may have Julie response question fighting planning, when there is so much uncertainty, both with economic conditions and with the whims of the ad platforms. Now, more than ever, we need to be flexible and teach our clients and stakeholders. That things can change. Quickly, Fraser response to question 3 saying love to read more on this jumping between semrush and Keyword Planner but from a trance perspective, finding Tick Tock really interesting. Ashton clock response question.

27:22 Five cent accounting for Clues variance in planning for such campaigns. Has been kind of a headache constantly questioning how much segmentation is too much too little will certain keywords be viewed as the same excetera and And then having to explain all of the nuances to clients and active response to another question. Give another answer. Question 5 saying the challenge is to do deep order to find the issues behind the bad performance and test, how to align product offers and advertising budgets in any market for any industry and bring in the results, like something that can work at a macro level for everything. And yeah on that.

28:05 Fantastic note from actor, we come to the end of our chart. Yeah, Julie gives a few tweets and thank you for joining today. Look out for the recap post. There's also going to be a Twitter spaces chat about this September 29th at 5 p.m. at which point of your the cusp of my second run starting. So, unfortunately, I won't be making bad for ya because mine is going to be in person. I'm not going to tell you to choose. Yeah, please join us. Especially if you're knowing blundered if you're in London come to my event if you know in London. Yes, join the Twitter spaces chat. So yeah. I hope you've taken some great takeaways from today's chat and you know taking solace in the difficulties that you may be finding in planning for 2023.

28:52 Have you started or are you more focused on Q full and how that's going to go and what the uncertainties of that would be hanging there. We're gonna get through this together. Yeah, if you have any feedback about the podcast or maybe even some correction and anything that has been shed to get in, touch with me on Twitter, my DM's are open on the handle the marketing, a new or on LinkedIn. We have the PBC chat Roundup podcast group there and we'd love for you to join to share your thoughts. It would also be great many long-standing members or anyone who's listening to this podcast for over 30 seconds to leave a rating or review. You can do that on Spotify or apple. Just go to link tree.com /P b c chat on the score round up. That's link2sd re e.com.

29:40 /P P c-- chat on the school Roundup. Yeah I guess by the time you're listening to this like ticket sales will close at the point as I would last I was checking 120. Tickets has been sold for PPC live UK so if you were one of them, thank you very much, see you on Thursday. If you have any darts for dietary requirements, please do let me know. Please bring food to ID on the day. Everyone is going to need for to idea, to give in to kiss security. Because this is a yeah, a fantastic building, a fantastic set up. Security is needed for the tallest building in London, right? You know, not surprising there. Anyway, finally remember for your campaigns and businesses to Glide smoothly, there's a lot of hard work needed beneath the surface say, keep his one songs kicking by and speak to you next week.