Ecom + DTC + BFCM, Managing PPC in Tech Meltdown, PPC Live UK - 2 more sleeps & More

Welcome to our sixteenth edition of the #PPCChat Roundup Newsletter - your fortnightly update on the latest of the #PPCChat Roundup podcast, interesting reads concerning the episodes, London’s only locally run and organized PPC-focused event (PPC Live UK), and more on what’s going on in my (Anu) world of Paid Search.

And while you are here - if you want to support me financially, why don't you buy me a coffee? I promise - it WILL go far. :)

---

#PPCChat Roundup Podcast🎙

We are back to having two episode announcements for you. A couple of weeks ago we gave Julie a break in her chat lead duties and had the amazing Duane Brown led us in a very seasonal chat on Ecom, DTC, retail, Black Friday and Cyber Monday and more chat. In this very busy shopping season, and with Performance Max being on everyone's to-test list, there was a lot to discuss regarding our plans and strategies for this season.

Julia Vyse has already been seeing a lot of sales ads.

It rhymes with eyes. 🇨🇦 🏝️🌲🌴🌊 @JuliaVyse

A1: I'm seeing a lot out here. It hasn't been a 'day' for quite some time. we've been seeing and running weeks long Holiday ads, with a BF Sale coming soon in a few campaigns. #ppcchat

Shaun Elley shares ways he is preparing his clients' campaigns for Black Friday/Cyber Monday:

Shaun Elley @selley2134

A2: We have a few different strategies depending on the client. but overall for us clients have cut budgets compared to last year so we are trying to strike a bit earlier before CPCs get too high. Trying to get users to buy before BF can be tough though #PPCChat

Ashton Clarke gives us an idea of what to work on if we don't have any clients running Black Friday sales:

Ashton Clarke @adclarke10

A2: Since we don't have any clients running BFCM deals, I'm spending more time on 2023 planning. Especially with recent CPM & CPC inflation, a main focus has been refining underperformers, as well as finding/testing low-hanging expansion opportunities. #PPCChat

Duane Brown 🇨🇦🏳️‍🌈 4x Vax'ed! @duanebrown

Now we know how the market is doing. Some early movers but mostly seems quiet on the home front. Q2. What are you doing for BFCM? Doing anything outside of your standard playbook? How are you trying to standout? #ppcchat https://t.co/Lzp3RZ8llf

We then went to a less seasonal topic that has been overtaking most news channels - Managing PPC when Tech is in Meltdown. And if that is too subtle, let's call it what to do when everyone starts having an Elon Musk-inspired meltdown.😁 It's fair to say that many people haven't been best pleased with Elon's management style of Twitter since he bought the company. My biggest gripe - who does communication anymore?? Yes - that's it. Not You Know Who's account being unblocked. Anyways - back to PPC matters, we talked about how these shake-ups cause us concern, whether we are seeing impacts already, our hopes for the future, and more.

Boris Beceric has seen an effect on customer service:

Boris Beceric @BorisBeceric

A1: I've seen a couple of my direct contacts being let go. Support inevitably is going to get worse. Stability as well...it's not like Meta has been a joy to work with in the past. #PPCChat

Sam notes that brands have some very valid concerns:

Sam @DigitalSamIAm

A2: Biggest one has been Twitter -- since the ownership transfer, I think just about every brand we work with has expressed serious concern about impersonation, brand safety & platform performance. #ppcchat

But Lawrence Chasse gives us a beacon of hope:

Lawrence Chasse @lchasse

A5: As bad as things seem, I think the outlook is very good overall. As advertisers we have so many options moving forward. TikTok, Twitch, Amazon, Disney/Hulu, Spotify, LinkedIn, and many more platforms. We just have to find what works. #PPCChat

And that's our two topics for the past fortnight. Please do go check out those episodes - there is a lot to learn from them. If you have listened to more than 30 seconds of them, why don’t you take 5 seconds of your time to leave a rating/review?

Relevant Articles/Links📑

The Current State of the Resale Market - Edited

How is the cost of living crisis impacting Black Friday 2022 - Econsultancy

5 best practices for tracking offline conversions in Google Ads - Search Engine Land

Are we officially saying goodbye to Twitter? It depends on who you ask - Search Engine Land

5 Social Media Networks Beyond Facebook & Twitter to Test - WordStream

PPC Live UK🗣

Our third PPC Live UK event is only 2 sleeps away! 😱🥳🤗 We have got 5 amazing sponsors ensuring this will be the most festive even we run

Thanks to Diginius is a London-based SaaS technology company specialising in digital marketing and e-commerce solutions. They provide automated technology, including advertising management software that monitors, measures, and reports results across digital performance, delivering visibility and transparency for all.

Thanks to @jellyfishglobal. They are a new kind of marketing performance company for the platform world, where success demands a creative, multi-platform mindset.

Thanks to @spider_af - a fast and effective tool to counter ad fraud in realtime

Thanks to @victressdigital - a female-led agency creating and executing winning PPC, paid and organic social media strategies for ambitious B2B brands

And thanks to @BDigital_UK, a social platform created for Black people to highlight and display specialist roles within marketing & advertising.

Compared to our first event, we now have x3 of the budget, so there will be even more pizza, drinks, festive snacks, and PLU merch for prizes.

And this is on top of our four amazing in-person speaker lineups - Petya Yildizgoren, Nicolas Huber, Carolina Torres, and Russell McAthy. We’ll be talking about benefiting from broad match, account structure best practices for B2B, bidding profitably, and working towards increasing customer lifetime value.

So go get your £16 ticket to the fabulous line-up before it's too late Tickets are selling fast!

Conclusion

That brings us to the end of the fun happenings in my PPC world and beyond over the past few weeks. If you have any feedback please send it to mindswanppc@gmail.com with “Newsletter Feedback” in the subject line. I really do want to ensure you are getting news that you enjoy. And if you really did like it, please tell your colleagues, family, friends, and pets too. 😉

If you don’t feel you are benefitting from this newsletter as well, click the unsubscribe link below. No hard feelings - I promise.

Feel free to connect with me on Twitter or on LinkedIn (even if it’s just to wish me a happy birthday 😉😄) and more especially follow the PPC Live UK Twitter and LinkedIn profiles where you will also get up-to-date info on future events especially.

Hope to speak to you in a couple of weeks.

Anu Adegbola aka TheMarketingAnu.