EP229 - Ecom, DTC, retail, BFCM + more.

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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 taking a break and

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when we have someone who's
usually in the audience, who's

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expertly answering the
questions?

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When we have this chat, we have
got the amazing dwane Brown

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taking the lead on our chat
today.

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Him, and his company.
I take some risk.com.

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Go check them out, and they do a
lot of like yeah, DTC retail,

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and I feel experimental channel.
So the likes that not

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necessarily everybody else is
using the lights of red.

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Decora Snapchat takes all this
kind of stuff.

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A lot of social media channels.
So there he's the one that will

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be talking about performance Max
shopping campaigns and you know,

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how to do the really good retail
type campaigns.

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So today he's going to be taking
us on a topic of e-comm DTC said

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that's direct to Consumer retail
Black Friday and the final six

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to two days left in 2022.
So yeah, didn't realize it was

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only sixty two days left.
In fact since Sunday I've booked

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Three Christmas dinners with
different groups of friends and

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there's also work one that we're
going to have and the ninth.

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And then we've got the last PPC,
live UK event that's happening

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in, just over two weeks on the
24th of this month.

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So yeah, it's going to be a
quite a busy 62 days and I've

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got a webinar that I need to be
on in December and a friend

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wants me to do podcasts.
Oh Lord!

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I'm gonna need to start putting
a to-do lists together so I'm

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just going to forget things.
But yeah, let us discuss with

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our experts today as to what
they have plans in terms of

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Google ads and paid search in
terms of.

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Yeah.
The for the last 60 days of the

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Year, hope you enjoy.
Hello.

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And a warm, welcome to this
episode of the PPC chat Roundup

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a podcast where I round up the
Twitter discussion that happens

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on Tuesdays at 5 p.m.
GMT.

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I'm your host annual Recording
from my studio here in London

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UK.
And I use this platform to share

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not just expert but also my
ideas and considered best

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practices about paid media and
the direction the digital

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industry 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, you'll go to, if you

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don't make it to the PPC chat
live discussions and even if you

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do then like, follow share and
retweets on.

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That's right.
Twitter with the handle, the

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marketing annual join us on our
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That Roundup podcast, or if
you're on Instagram, why don't

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you check us out, at PPC, chat
underscore Round Up to get

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quotes and Snippets from our
previous episodes.

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So yeah, as I said we are going
to be having a chat led by

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Dwayne during Brown.
Who's going to be took taking us

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through direct to Consumer it
campaigns, retail Black, Friday

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prepping for Black Friday, what
are the plans was usually starts

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as self saying how you doing
today?

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How is your November going done?
Anything amazing for yourself

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lately and Excited to jump on
that question because yeah, I

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was like I'm great excited for
the upcoming PBC life on the

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24th of November.
So yeah, go get your tickets.

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So just go to at PPC live.
UK the handle, it will give you

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the link to get to get that
ticket.

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But, yeah, definitely has been
something that I feel like, I've

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done amazing for myself.
If I, you told me I was going to

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be an event organizer in January
before the end of the year.

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I Don't Go Near yeah.
Crazy.

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Why would I want to do that?
But yeah, I've done that.

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We've got two events to have got
two events under my belt and

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hopefully the third one would be
will be as successful if no,

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even more doing goes, congrats
those things.

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Yeah, are to be excited about.
And yeah, we've also got Robert,

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Brady, who joins us, as well as
Julie advice, they've Gallegos

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as well joins us and I'm sure
like, yes, he'd Gibson.

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Ashton Clark, I saw answer some
question.

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Robert Brady as well as shown
earlier.

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I'll try to do.
I'm not sure that doing did it

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hair, but I'll do a little bit
of the PSE that you Does yet.

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We are a friendly and welcoming
Community if you want to share

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if you have an idea, if you do,
please do join this chats.

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Yeah.
Even if it's late, even if you

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come in, after the hour, please
do join in the in the chat, we

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are friendly and welcoming
Bunch.

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There is nothing like you know
not knowing well enough, we're

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all about sharing just our
experiences what we're doing.

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So you can't really have a wrong
answer to that but obviously

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lurkers as well as listening.
Names of the podcast are

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definitely always welcome.
So yeah, let's get into our

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questions today.
Doing asks what are you seeing

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out there for Black Friday?
What is the good?

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The bad and ugly?
Any Browns launching sales

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already and I was like I don't
know whether it's a UK thing.

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I've not seen many much Black
Friday ads already and I could

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have sworn like this time.
Last year at already seen plenty

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like beginning of November even
October seen a few Black Friday

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ads this year.
It seems to be very light on the

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ground for that Kirk Williams,
own response saying, I connected

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recently with a research company
who is anticipating Brands

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making steeper?
Discounts this year, overall in

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order to Claire inventory,
expect more like 20 to 30% off

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on average past years.
It's closer to 10 to 15 percent

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off on average.
I guess we'll see.

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Brain goes.
I wonder if any Brands will try

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at are discounts to get those
early sales, but without hurting

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margin as much.
Gibson replies to question one,

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say nothing.
I've got no clients who are

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doing Black Friday stuff during
goes, you must be huge.

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That must be a huge sigh of
relief for you.

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Yeah, sometimes know how doing
Black Friday ads.

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During during this time, it's
such a relief because it just

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gets so hectic.
And everything just feels like

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you're doing firefighting work
to leave us wanting.

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I'm seeing a lot out here.
It hasn't been a day for quite

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some time.
We've been seen and running

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weeks, long holiday ads with a
black Friday sales coming soon.

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In a few campaigns we had been
have Robert Brady responded to

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question once and I feel like
having Amazon Prime days in

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October was like bezels saying
I'll beat all those Black Friday

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figs to the punch and it's been
sales or deals ever since and we

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have shown Ellie responded to
question.

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One saying I have some higher
aov clients and this quarter has

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been pretty rough so far we are
hoping for a good Black Friday

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but a front-loading spend a
bitch to try to strike before

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others get Super aggressive as
longer buying cycle 2 and then

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we have.
Yeah, I said to, I responded

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saying not as many early as this
year as I have seen in previous

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years like significantly.
I don't think I have seen any.

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Is it a UK thing?
Have not been have I not been

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paying attentions?
Yeah, I'm like lying to know

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we've not done much Black Friday
stuff yet and then Ashton clock

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response to question.
One seen as a consumer.

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I'm already seen a ton of Black
Friday, deals and promos and

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he's in the UK.
So I have just been missing on

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those needle goes.
I haven't really seen any ads or

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companies that stand out yet.
They're just the usual discount

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messaging with product.
Images, would love to see some

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more creativity.
The closer we get to the main

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sales days.
He continues as a non-ecommerce

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marketer, we don't really have
any clients with Black Friday or

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holiday primers.
For those companies, we are

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little more focus on 20:23
planning right now Durango's

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interesting Ashton seen tons of
ads but nothing is grabbing at

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your heart to make you Oh, by
yet, or maybe he just has, you

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know, a very, very strong
respect of his money and I don't

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think a lot of us have.
I don't think I have a strong

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respect of my money all the
time, but I've gotten better as

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the years have gone long and
when Robert Brady had talked

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about Bezos saying that he'll
beat those Black Friday, folks

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to the punch during respond
dead.

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I think I read about this second
Amazon, Prime day was how it

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only.
Did 30 percent of the sales

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compared to the summer now.
A hundred million dollars is

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still a lot of money.
I In they wanted higher numbers

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and in response to Sean, Ellie
was with Sean saying I have some

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higher AV clients and this
quarter has been pretty rough.

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So far, Durango's, has October
not been a rough month for them

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in the past.
Everyone wants a good Black

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Friday for sure.
This year, even more than last

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year, and Sean response saying
I'm October is usually so.

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So, but September October this
year, we have been very slow.

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They have tried a couple fall
sales that we have pushed to try

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and get some momentum.
In Tambour haven't seen much

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success doing goes interesting,
one client, try to do a sale end

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of September and he was quiet.
Even the email list didn't move

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much, which had us scratching
our heads.

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All round tin McDougal respond
saying we've seen sales Trends.

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Hold up, better with lower arv
product categories as well.

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Hire a RV is a mixed bag.
Amazon has been murked mostly.

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Okay.
DCC, sometimes more of a

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challenge and then doing himself
goes being seen a few beat

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Black.
Cyber Monday sales already.

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One brand Cuts clothing has been
running ads non-stop.

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I get an ID, add every other
day.

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I've been waiting for the big
Brands to start.

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Doing something was in USA
yesterday and even Google store

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has a Black Friday Cyber Monday.
Email sign up for deals

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interesting and we have Julie
advice at responding again given

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another answers.
Question, one seen, I've seen a

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lot of really strong loyalty
messages around Black Friday or

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holidays more than straight up
ads.

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The Laura and Starbucks
notifications about using

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points, are a treasure Trove of
great sales or holiday messaging

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and yeah drain goes.
That is called to hair.

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If you have any screenshots,
please share.

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Yeah, make maybe not about
selling new things but for

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customers use the thing that you
already have, that's a very

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interesting angle going down.
Takes us on to question to say,

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now we know how the market is
doing some early movers but

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mostly seems quiet on the home
front he goes, what are you

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doing for Black Friday?
Cyber The Monday doing anything

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outside of your standard
Playbook.

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How are you trying to stand out
clogged response?

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And I'm curious.
If the group has a preference on

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creating pmax promotional Black
Friday, Cyber Monday content as

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new assets within existing acid
groups or create an entire new

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acid groups.
For p Max promotions, we see

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pros and cons to both options.
Julia, Vice a response.

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We exclusively use new acid
groups for p.

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Max do too rigid time
constraints.

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I can Cy optimizing an existing
group would be a good approach,

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but we need to layer messages.
Car goes so far.

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We're taking things on a
case-by-case basis like this to

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curious.
If someone had more General

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reasons for choosing one or the
other, for instance, this

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creative new assets does
creating new acid groups force,

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a more aggressive learning
period.

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I assume.
So but don't know for sure

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you'll advise goes.
Good shout and does building

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ahead of time, reduce the
learning.

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Period.
She said, LP and my brain went

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landing page, but I definitely
from Context, she means learning

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period.
We know it constantly reviews

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old posed assets.
So I think the learning period

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should include days before life
and in response to Ashton Clark,

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where he had gone in response to
question one seen as a

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non-ecommerce marketer, we don't
really have any clients with

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Black Friday or holidays.
For those companies were a

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little more focus on 2023
planning right now.

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Julie advice goes, how are your
seat?

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PM's right now.
Inflation plus Q for often

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equals to a lot more money.
Ashton goes yeah, we saw cpms.

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Go up pretty significantly for a
client on LinkedIn last month so

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we're definitely keeping an eye
on those Trends.

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Same goes for cpcs on all
channels but that's varied and

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little more depending on the
industry.

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Like how B to B tends to be
slightly slower in Q4 during

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goes the worst time to start
advertising from scratch.

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Yes.
Because it needs a lot of

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learning period and a response
to a question.

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Into we've got Sean Ellie saying
we have a few different

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strategies depending on the
client.

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But overall for us clients have
cut budgets compared to last

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year.
So we are trying to strike a bit

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earlier before cpc's get too
high trying to get users to buy

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before.
Black Friday.

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Can be tough though during goes.
Yeah, they do say, the early

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bird gets the worm.
We will have to see how that

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plays out right now.
Things are tough out there.

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I feel for the brands and
marketers who still just say

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let's 100% do.
Meta and nothing else.

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Oh yeah, you're going to lose
money and leaving money on the

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table there.
I'm not quite a question or an

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answer to a question but Julie
advice girls, speaking of

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00:12:41,000 --> 00:12:45,500
seasonal messages and getting
comes ready, Google ads, we need

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00:12:45,600 --> 00:12:49,500
to setup campaign shells.
If the ad group can't be saved

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until all assets are in it.
I'm setting up the whole

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campaign immediately after
creative delivery, not great.

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So yeah, that might mean that by
the time creative is approved,

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it's five minutes before the ads
need to go live.

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That could just seemed like a
lot of Rush work doing goes, you

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mean more in the UI and not the
editor?

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I imagine?
Yeah, cuz in the editor, you be

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able to do that, you'll have
eyes goes.

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Yes, although I don't see p Max
yet in the editor who I'd feel

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differently.
If one tool would always will

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allow prep ahead, Durango's,
that pesky p Max needs to get

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their ass in line and helps us
all out in the editor.

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I hope we see a nice update soon
for this.

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Yes, this is one of the another
things that makes me.

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I think they rushed out the
release of P.

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Max, if you don't have it ready
for editor, don't release it.

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And I'm Ashton response to
question 2, saying, since we

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don't have any clients running
Black Friday, cyber monday

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deals, I'm spending more time on
2023 planning especially with

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recent CPM and CPC inflation.
A main focus has been refining

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underperformers as well as
finding or testing low-hanging

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00:14:00,700 --> 00:14:04,900
expansion opportunities.
During goes sounds like a great

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00:14:04,900 --> 00:14:08,800
way to spend your Quite a Time
Ashton under performance as in

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00:14:09,100 --> 00:14:12,600
ads or platforms to Ashton goes,
thanks really going after

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00:14:12,600 --> 00:14:15,500
underperformers in any capacity,
whether it's a platform,

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keyword, add excetera part of
this is because clients are more

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focused on it, likely due to the
economic concerns.

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But we also want to make sure we
have a clean stars to 2023

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without any extra noise.
Yeah.

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And during those sounds like
some solid spring cleaning in

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00:14:32,600 --> 00:14:36,300
Winter then hopefully it goes
smoothly for you and The team.

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00:14:36,300 --> 00:14:38,700
And yeah this is the kind of
homework that is going to make

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00:14:38,700 --> 00:14:41,800
the beginning of 2023 for Ashton
and his team.

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A little less stressful even if
it's just a little.

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00:14:45,400 --> 00:14:48,500
And then we have drank a taken
us on to question 3 saying,

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00:14:48,500 --> 00:14:51,500
based on the last 10 months.
Have you readjusted what you

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00:14:51,500 --> 00:14:56,200
expected to see in Q4 2022?
Did you start the year with

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00:14:56,200 --> 00:15:00,200
higher hopes?
After gangbuster Q4 2021, how

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00:15:00,200 --> 00:15:03,900
are your bosses taking this year
so far?

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00:15:04,100 --> 00:15:06,400
And then bring those.
This was my first It while

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00:15:06,400 --> 00:15:10,400
writing this question you know
the Gangnam Style guy where he

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00:15:10,400 --> 00:15:12,800
looks like if he's riding a
horse dance.

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00:15:13,100 --> 00:15:18,500
Yeah, that's the gift that he
sure to us to that answer before

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00:15:18,500 --> 00:15:22,000
we get into that Fraser and
Drewes joins a chat and he

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00:15:22,000 --> 00:15:25,200
responds to question 2 saying
we're doing a little bit of the

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00:15:25,200 --> 00:15:27,600
anti Black Friday rhetoric this
year.

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00:15:27,800 --> 00:15:30,400
For one client in particular,
it's really important to make it

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00:15:30,400 --> 00:15:34,700
clear that they are against the
holdfast discount, Mega savings

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00:15:34,700 --> 00:15:36,000
type thing.
Thing.

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00:15:36,000 --> 00:15:39,400
Yeah same thing for me even
though this is like my very

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00:15:39,400 --> 00:15:42,600
first Christmas time.
Black Friday time Thanksgiving

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00:15:42,600 --> 00:15:45,800
time event.
I want to do the anti Black

294
00:15:45,800 --> 00:15:48,400
Friday thing.
I want to stick to my guns in

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00:15:48,400 --> 00:15:50,200
terms of the quality of the
event.

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00:15:50,500 --> 00:15:55,800
I know the price is already
quite low 16 pounds for lovely

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00:15:55,800 --> 00:15:59,600
meet up, full great speakers and
you know food and drinks and

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00:15:59,600 --> 00:16:02,600
mince pies.
And some yeah, swag they'll be

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00:16:02,600 --> 00:16:05,700
giving out for PC live.
Some stuff like you.

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00:16:05,900 --> 00:16:10,900
Usb chargers that kind of start
charging cables and pens that

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00:16:10,900 --> 00:16:14,600
I'm getting like multifunctional
pens actually I saw that.

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00:16:14,800 --> 00:16:17,700
Anyway, I don't want to reduce
the price of that, if I'm going

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00:16:17,700 --> 00:16:20,800
to be giving that as guess for
people, I don't want you to

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00:16:20,800 --> 00:16:23,200
comment says, come off as too
cheap during Brown.

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00:16:23,200 --> 00:16:25,900
Then goes on to a response
question for himself, a not

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00:16:25,900 --> 00:16:28,500
Black Friday per se.
Seen more news around the

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00:16:28,500 --> 00:16:33,900
resales market and he shares a
link to an article from blog

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00:16:33,900 --> 00:16:37,500
edited from edited occurrence.
State of the resale market.

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00:16:37,500 --> 00:16:41,900
So yeah we're talking secondhand
kind of stuff is really booming,

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00:16:42,400 --> 00:16:45,600
interesting, point of view for
that one doing Brandon continue

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00:16:45,600 --> 00:16:48,100
saying also this piece is very
Black Friday related.

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00:16:48,100 --> 00:16:51,200
People will spend less overall
on on few Brands.

313
00:16:51,200 --> 00:16:54,500
Why should they pick your brand?
Yep.

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00:16:54,500 --> 00:16:58,500
That is a very an interesting
question which is why I like the

315
00:16:58,500 --> 00:17:03,300
fact that people see live you UK
is quite unique in its space are

316
00:17:03,300 --> 00:17:05,700
not too much competition but why
us?

317
00:17:06,200 --> 00:17:10,599
16 pounds for four speakers.
Mince pies, pizzas, drinks,

318
00:17:10,900 --> 00:17:13,800
Shard view.
I mean, come on.

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00:17:14,099 --> 00:17:16,200
Did I say any more?
I wouldn't because you've

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00:17:16,200 --> 00:17:20,099
already been bored with me, you
know, plugging it in every five

321
00:17:20,099 --> 00:17:23,700
minutes, GTA Vice response to
question for saying yes Lots.

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00:17:23,700 --> 00:17:27,300
None of it seems particularly
solid, unfortunately costs are

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00:17:27,300 --> 00:17:33,000
going up that we can count on
and wow, is that it?

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00:17:33,000 --> 00:17:35,300
We've got out.
I'll get someone else's answer

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00:17:35,300 --> 00:17:37,200
outfits.
Unseen, I did expect to turn

326
00:17:37,200 --> 00:17:40,200
around but I did not expect a
big drop like, what?

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00:17:40,200 --> 00:17:42,000
We experienced.
A lot of our clients are

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00:17:42,000 --> 00:17:46,700
decreasing, the marketing budget
to lower costs and sorry, I

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00:17:46,700 --> 00:17:49,000
missed mentioning this question
because you are treated.

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00:17:49,000 --> 00:17:52,100
Sometimes does that doesn't
actually give the question in

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00:17:52,100 --> 00:17:54,900
the chat.
Question for was seen any

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00:17:54,900 --> 00:17:58,100
interesting news data or
articles that talk about what

333
00:17:58,100 --> 00:18:02,900
key for 2022 or 2023 will be
like so anything around

334
00:18:02,900 --> 00:18:07,500
resources and he shared a couple
one from consultancy and another

335
00:18:07,700 --> 00:18:10,300
from?
Yeah, the edited one about the

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00:18:10,300 --> 00:18:13,800
resale market and yeah, you have
eyes as well.

337
00:18:13,800 --> 00:18:16,400
Said yes, lots of none of it
seemed particularly solid.

338
00:18:16,600 --> 00:18:20,300
Unfortunately costs are going up
that we can count on.

339
00:18:20,300 --> 00:18:25,600
So yeah, we Be watchful and keep
a watchful eye on your costs.

340
00:18:25,900 --> 00:18:29,400
And on that note, that brings us
to the end of this chat.

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00:18:29,400 --> 00:18:33,800
I feel like, yes, the US have,
you know, switch times as well.

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00:18:33,800 --> 00:18:38,300
Say was the same time was 5 p.m.
GMT over here.

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00:18:38,300 --> 00:18:41,400
So yeah that was that was nice
to know that I didn't miss it

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00:18:41,900 --> 00:18:44,100
this time.
Yeah hope you found that talking

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00:18:44,100 --> 00:18:46,200
useful.
Hope you are excited about.

346
00:18:46,200 --> 00:18:50,500
Yeah Black Friday Cyber Monday
times and excited as in you know

347
00:18:50,500 --> 00:18:52,100
what's coming.
There's not going to be any

348
00:18:52,100 --> 00:18:56,400
Panic sales or you guys already
prepared or you don't have to do

349
00:18:56,400 --> 00:18:59,500
any Black Friday sales.
That could be a very exciting

350
00:18:59,500 --> 00:19:03,200
time and relaxing time for you
meaning that you are you're you

351
00:19:03,200 --> 00:19:05,800
know, approaching it from the
consumer point of view.

352
00:19:05,900 --> 00:19:08,800
Instead of The Advertiser point
of view, but if you want to

353
00:19:08,800 --> 00:19:12,700
continue chatting about what
aspects of Black Friday could

354
00:19:12,700 --> 00:19:17,300
be, and what the outcome of, you
know, the the tasks of Black

355
00:19:17,300 --> 00:19:20,500
Friday and Cyber Monday.
Could be, please join us on

356
00:19:20,500 --> 00:19:24,000
Thursday at 5:00 p.m.
GMT. 12 p.m. eastern time to

357
00:19:24,000 --> 00:19:27,100
continue the chat for any
feedback about the podcast or

358
00:19:27,100 --> 00:19:30,500
maybe even some correction in
anything that has been shed.

359
00:19:30,700 --> 00:19:33,000
Do get in.
Touch with me on Twitter, my DMs

360
00:19:33,000 --> 00:19:37,000
are open on my handle the
marketing, a new Or on LinkedIn.

361
00:19:37,000 --> 00:19:40,400
Just find my name a new addict.
Bola, I'd love to connect with

362
00:19:40,400 --> 00:19:43,100
you.
We also have a PBC chat Roundup

363
00:19:43,100 --> 00:19:45,800
group.
So yeah, please join us on there

364
00:19:46,000 --> 00:19:48,700
for all those longings.
Long-standing members or brand,

365
00:19:48,700 --> 00:19:53,300
new listeners of the podcast on,
would love to get get a review

366
00:19:53,300 --> 00:19:56,100
from you.
If you just go to link tree.com

367
00:19:56,100 --> 00:19:58,700
/p P c-- chat underscore round
up.

368
00:19:58,700 --> 00:20:04,300
So that's link2sd.
Re e.com /pb see chat underscore

369
00:20:04,600 --> 00:20:08,300
Roundup and Last plug for PBC
live UK.

370
00:20:08,300 --> 00:20:12,800
That's having its last event of
the year last event of the year,

371
00:20:12,800 --> 00:20:15,500
not the last event, because
we're gonna come be coming back

372
00:20:15,700 --> 00:20:18,600
end of January, probably
February early February for our

373
00:20:18,600 --> 00:20:21,600
next event.
In the New Year, our last event

374
00:20:21,600 --> 00:20:25,800
of the year is happening, 24th
of November go to our Pages or

375
00:20:25,800 --> 00:20:31,000
PPC live UK, just search for it,
easy to find and you'll get a

376
00:20:31,000 --> 00:20:35,400
link that will take you to where
you can buy your 16-pound ticket

377
00:20:35,400 --> 00:20:37,200
for.
For great speakers, we're going

378
00:20:37,200 --> 00:20:39,800
to be talking about broad match,
we're going to be talking about

379
00:20:39,800 --> 00:20:43,300
account structures best
practices, especially for B2B

380
00:20:43,600 --> 00:20:46,200
we're going to be talking about
building towards rowi, we're

381
00:20:46,200 --> 00:20:49,300
going to be talking about
lifetime value and how to really

382
00:20:49,500 --> 00:20:52,700
structure your campaign and
optimize your campaign towards

383
00:20:52,700 --> 00:20:54,100
that.
And we're going to be having

384
00:20:54,100 --> 00:20:57,700
food pizzas drinks.
Mince pies crystal Christmas

385
00:20:57,700 --> 00:21:01,200
festivities.
So, yeah, I would love to have

386
00:21:01,200 --> 00:21:03,700
you there.
Anyway, finally remember for

387
00:21:03,700 --> 00:21:05,800
your campaigns and businesses to
Glide smoothly?

388
00:21:05,900 --> 00:21:09,300
As a lot of hard work needed
beneath the surface, so keep

389
00:21:09,300 --> 00:21:11,900
your swans kicking by and speak
to you next week.