Planning and Researh in today's PPC, Google's Search On 22 Event + How it affects PPC, PPC Live UK at The Shard #2

Welcome to our thirteenth edition of the #PPCChat Roundup Newsletter - your fortnightly update on the latest of the #PPCChat Roundup podcast, interesting read in relation to 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. :)

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#PPCChat Roundup Podcast🎙

We've had another two weeks of fabulous topics. One looking into the future and one talking about a very recent Google webinar. Two weeks ago we started by talking about Planning and Research In Today's PPC. It was very lovely to feel listened to, because Julie Bacchini, who leads the chat on Twitter, told me that the chat was inspired by my query about how we're going to be doing marketing budgeting for 2023, especially considering how the data of the past two years have been affected by so many non-consistent factors. So we gathered to share our tips on what the best way would be to benchmark your forecasts.

I love Duane Brown's take on competitor research:

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

A4. Most competitor research is a waste of time for most brands. Brands spend way too much time worrying what competitors are doing. VS spending time on ad copy, CRO, product improvements and supporting their customers. Unless you plan to copy a competitor's POV. #ppcchat

But there are lots of tools that can be used for competitor research. If Ekta isn't using them - they don't exist! Lol

Ekta @1tagupta

A4: Yes. @semrush, @spyfu, @sparktoro, @g2, @Capterra, @crunchbase, @googlenews, Google Alerts, @Similarweb, @ProductHunt, @MeetApollo, Meta Ads Library, Reddit Groups, @ZoomInfo, @owlerinc and many more. I can just go on and on with the tools :) #ppcchat

And of course Julie dropped a knowledge bomb that managing client expectations right now is most important than ever:

Julie F Bacchini @NeptuneMoon

A5: 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. #PPCChat

In our second discussion, we had Google in our sights talking about Google Search on 22 Event and What it means for PPC. There was not only the event, which can be re-watched here but also discussions that were had afterward. Ginny Marvin invited me to one of them but I was saving all my energy for my 29th September PPC Live UK event the next day.

Looks like Google isn't pushing a certain product hard enough??😱

Ashton Clarke @adclarke10

A2.1: I feel like there could be a bigger push from Google reps to add image extensions and opt into Dynamic Image extensions. Automated/dynamic extensions I'm not as keen on, but would also be interested to see if they add something else like video extensions. #PPCChat

Julie F Bacchini @NeptuneMoon

Q2: There was a huge emphasis on images and their role in search. What are your thoughts on this? Are there challenges for the brand(s) you’re working with that you expect to face for a more image-focused search experience? #PPCChat https://t.co/Ydg6a5vc6i

B2B is being overlooked - again!

Julie F Bacchini @NeptuneMoon

A3: As a lead gen PPCer who does a fair amount of B2B work, I am used to feeling invisible when these events happen. But the complete lack of anything significant for service businesses continues to baffle me? #PPCChat

Business Messages isn't a new thing:

Jon Kagan @JonKagan

A5: #ppcchat this is actually an old extension that is being resurrected. On paper seems good, but was only ever good for customer service.

And that's our two topics for the past week. I hope Q4 isn't going to be a mentally draining one for you as you prep for 2023 and that you are still keeping up with Google updates. 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📑

Paid Search Forecasting - Vervaunt

Level-up your PPC forecasting with free modeling tools for Excel - Search Engine Land

How to Predict & Adjust Monthly Spend with Our PPC Forecasting Tool[Free tool for download] - inflow

9 new features and tools for easier shopping on Google - Google

What the latest Search innovations mean for marketers - Think With Google

PPC Live UK🗣

Our second event at the Shard was blow my mind successful.🤯 We actually underestimated the numbers and had to buy more pizza on the spot. My manager's manager who showed up to the event said that it is as good as any of the industry events currently running. Check out this video I created of someone who gave their review of the event.

As you will see at the end of that video - the next event has been planned out! Four amazing in-person speakers are lined up - Petya Yildizgoren, Nicolas Huber, Carolina Torres, and Russell McAthy.

So nothing more to do than to get your £16 ticket to the fabulous line-up we are going to get. Tickets are selling fast! 130 tickets is the number to beat. ;)

Conclusion

That brings us to the end of the fun happenings in my PPC world over the past few weeks. If you have any feedback please send it to minsdwanppc@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 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.