{"id":22766,"date":"2023-09-27T11:39:09","date_gmt":"2023-09-27T06:09:09","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=22766"},"modified":"2023-09-27T11:39:12","modified_gmt":"2023-09-27T06:09:12","slug":"ppcchat-are-you-ready-for-q4","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-are-you-ready-for-q4\/","title":{"rendered":"PPCChat | Are You Ready for Q4? | 26th September"},"content":{"rendered":"\n

As the fourth quarter rapidly approaches, it’s only natural to inquire if PPC experts are fully prepared for Q4, are they strategizing differently for Q4 in 2023? Do their budgeting tactics vary across different platforms? What are their personal expectations for how Q4 will unfold this year? These were some of the questions that host Julie F Bacchini<\/a> sought to address during this week’s PPCChat discussion.<\/p>\n\n\n\n\n\n\n\n

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Q1: Do you feel like you\u2019re ready for Q4? If so, why do you feel ready and if not, why not?<\/strong><\/h4>\n\n\n\n
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No less ready than this time last year. Some brands have Q4 planned and others are still in planning mode. @duanebrown<\/a><\/p>\n\n\n\n

yes, but I can cheat a little on this one. I only have a couple of retail clients, the rest are all about to launch flu and university student support. @JuliaVyse<\/a><\/p>\n\n\n\n

I am not in ecomm, so I observe mostly in Q4! @NeptuneMoon<\/a><\/p>\n\n\n\n

Both yes and no. Yes because we’ve done all the things and set up accounts for success.No because lately, I feel like every time I’ve gotten comfy, I get burned so I refuse to enter that state .@navahf<\/a><\/p>\n\n\n\n

Wash your hands and mask up folks. It’s courteous and flus are starting up! also, I have an absolutely gorgeous burger for you to try. @JuliaVyse<\/a><\/p>\n\n\n\n

Mixed. That thing we’re starting in 2024 and the time to hit the 2023 sales targets are fast decreasing. @jameshume<\/a><\/p>\n\n\n\n

@navahf<\/a> the last few years have been rough. prepare for the unexpected. @JuliaVyse<\/a><\/p>\n\n\n\n

It’s a mixed bag, and the only reason for a “no” answer is client preparedness. These days, media planning for digital efforts is a matter of a few days or a week, very accomplishable. It’s going to be a crowded marketplace, like always, so that’s a constant, not a variable any longer. When that’s complicated by inventory constraints, client-side decisions over deals, message sequencing, creative development etc., the preparing extends. @teabeeshell<\/a><\/p>\n\n\n\n

I was born ready! Or, ready as we can be! @MenachemAni<\/a><\/p>\n\n\n\n

I do, this is something I enjoy but I always especially as the Google news comes out wonder if all sales would be there regardless of the ad copy and optimizations on back end. @runnerkik<\/a><\/p>\n\n\n\n

My ecomm client isn’t as reliant on Q4 fortunately. I think this year will be tough. Consumers have a finite budget and I think this year they’ll be a little tighter with that budget. @robert_brady<\/a><\/p>\n\n\n\n

<\/a>@robert_brady<\/a> Economic situation is not great right now, so will be interesting to see how Q4 goes. Amazon Prime Days coming up in about 2 weeks should be a good early indicator.  @NeptuneMoon<\/a><\/p>\n\n\n\n

Feels like many are in a boat waiting on clients to help get the final pieces in order. @duanebrown<\/a><\/p>\n\n\n\n

Whilst I feel like I’m prepared in terms of my clients and getting things in place e.g. requirements for Assets etc (Not that they will get them in on time, but I know what they are thinking so I can be more flex\/prepared?), what I don’t feel I’m ready for is any more Google changes, and I have a feeling something else is to come before Peak just not sure what it will be lol. @Meriem<\/a><\/p>\n\n\n\n

<\/a>@NeptuneMoon<\/a> you are welcome to watch my strategically timed drinks too. @runnerkik<\/a><\/p>\n\n\n\n

Also my demand gen request wasn\u2019t approved yet. @runnerkik<\/a><\/p>\n\n\n\n

<\/a>@duanebrown<\/a> we also use any over or under spend during holidays\/cyber. @runnerkik<\/a><\/p>\n\n\n\n

Got to use or lose that money. @duanebrown<\/a><\/p>\n\n\n\n

A heads up if you didn\u2019t see the news yesterday too – ads in your Google campaigns may start appearing on Twitter\/X. You can exclude these placements from all campaign types. Ginny recommends at the account level. But you can exclude twitter.com, x.com and Twitter\/X as an app if you don\u2019t want ads showing there. @NeptuneMoon<\/a><\/p>\n\n\n\n

Here is a post on Ad Age on G Ads on Twitter:https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/x-turns-google-programmatic-ads-timeline\/2515981<\/a> @NeptuneMoon<\/a><\/p>\n\n\n\n

Elon getting desperate if he’s lumping his “premium” placements into the GDN. @robert_brady<\/a><\/p>\n\n\n\n

Performance Max on Twitter just what we all feel comfortable with, right around election season. @runnerkik<\/a><\/p>\n\n\n\n

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Q2: Has your planning for Q4 2023 been different from past Q4s? If so, how and if not, why not?<\/strong><\/h4>\n\n\n\n
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Oh man, we had a very strange front half, so this year there’s a lot of ‘get it live now’ happening. It hasn’t been substantially different in terms of overall planning, but the volume is different than we’re used to. @JuliaVyse<\/a><\/p>\n\n\n\n

Planning has not been different for us, other than maybe budgets might shift depending on how the next 60 days go. @duanebrown<\/a><\/p>\n\n\n\n

Has this varied by industry for you @JuliaVyse<\/a>? @NeptuneMoon<\/a><\/p>\n\n\n\n

Has the platform mix changed for you this year @duanebrown<\/a>? @NeptuneMoon<\/a><\/p>\n\n\n\n

Doing more Amazon this year. Growing business for us. @duanebrown<\/a><\/p>\n\n\n\n

<\/a>@NeptuneMoon<\/a> yes it has! Gov is stable as a table, lots of illness prevention, support local farmers, and winding down wildfires just like usual. and my toy client is doing their thing. But the burgers and the electricity\/conservation folks are doing what they often do, but in higher volume and for different campaign lengths. @JuliaVyse<\/a><\/p>\n\n\n\n

The only yes part is that every year we make a strong effort to incorporate learning from the year prior. @runnerkik<\/a><\/p>\n\n\n\n

But the planning process for us is similar for all \u201ctentpoles\u201d @runnerkik<\/a><\/p>\n\n\n\n

@duanebrown<\/a> Amazon just made a huge investment in an AI company too https:\/\/www.reuters.com\/markets\/deals\/amazon-steps-up-ai-race-with-up-4-billion-deal-invest-anthropic-2023-09-25\/<\/a> @NeptuneMoon<\/a><\/p>\n\n\n\n

The “time to maturity” factor for PMax<\/em> and Shopping<\/em> campaigns makes things fundamentally different. Gone are the days of overnight product launches. I’m encouraging a 10-14 day “head start” on campaigns, tacking on the deal (promo) for a given flight, and landing page modifications only, no URL revisions. @teabeeshell<\/a><\/p>\n\n\n\n

@teabeeshell<\/a> Learning periods in search advertising is still a newer thing that brands are not used to. Let\u2019s not forget you can\u2019t see real-time analytics in GA4 either\u2026@NeptuneMoon<\/a><\/p>\n\n\n\n

Things have changed this year, I started talking Christmas in June H2 budgets are already confirmed and mostly convos are around requirements more than what\u2019s your discount. e.g. this worked last year, this did not, we can do this etc Assets – imagery, feed optimisation, bundles GTINs, got an audience review planned to ensure we’re ready etc I have a template check sheet depending on the client on my working sheets for each, I got bored one day when I was meant to be auditing and did them instead. PLEASE NOTE just because I’ve done this doesn’t mean it’s going to go to plan e.g. I’ll receive the assets the night before etc. @Meriem<\/a><\/p>\n\n\n\n

<\/a>@NeptuneMoon<\/a> Amazon was not going to be left behind. They have a nice $60 billion ad business but want to be $100 billion or $220 billion like Meta and Google, respectively. @duanebrown<\/a><\/p>\n\n\n\n

Biggest impact was GA4 – not all clients migrated in time so we’re dealing with that. Other than that, it’s mostly same ol same ol. @navahf<\/a><\/p>\n\n\n\n

@navahf<\/a> Still shocked how many never made the change over to GA4 in a timely manner. @duanebrown<\/a><\/p>\n\n\n\n

I feel like we’re planning for Q4 less this year – it just sorta popped out of nowhere (not in a bad way, but the year has flown by) @revaminkoff<\/a><\/p>\n\n\n\n

@duanebrown<\/a> @navahf<\/a> I mean, how could they have known there was a deadline looming. @NeptuneMoon<\/a><\/p>\n\n\n\n

It was painful having the same conversations for months. @navahf<\/a><\/p>\n\n\n\n

Google was not fucking around with telling people this was coming. I did see some people who kept saying they would change the date at the last minute. Then that did not happen. @duanebrown<\/a><\/p>\n\n\n\n

True, but I wish more of the GA4 support was there\/ready. Still having issues with GA4 and GA4 support. @revaminkoff<\/a><\/p>\n\n\n\n

Support for GA4? @revaminkoff<\/a> Hilarious. And awful, difficult, ridiculous. @NeptuneMoon<\/a><\/p>\n\n\n\n

All of the above lol. @revaminkoff<\/a><\/p>\n\n\n\n

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Q3: Have you increased, decreased or stayed at the same budget level for Q4 2023 versus 2022? Does this differ by platform? And what went into the budgetary decisions this year?<\/strong><\/h4>\n\n\n\n
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Increased across the board overall. And yes it differs somewhat by platform, but the overall spend is higher. @JuliaVyse<\/a><\/p>\n\n\n\n

A mixed bag for some. Some increases and staying the same. Some decreases for brands who have debt to pay off. @duanebrown<\/a><\/p>\n\n\n\n

For my primary client, we have a flat budget and will be flat again in 2024. Also, last year while flat there was incremental this year that offer hasn\u2019t happened. I see this as a challenge vs an issue.  2022s budget increase proved hard in terms of scale this year was better. @runnerkik<\/a><\/p>\n\n\n\n

Let\u2019s hope Google doesn\u2019t need to \u201cshake the cushions\u201d here in Q4 to meet their numbers. @NeptuneMoon<\/a><\/p>\n\n\n\n

Budgets are roughly the same, but that actually has me suspicious given rises in average cpc costs. @navahf<\/a><\/p>\n\n\n\n

Overall spend is higher, but we’ve pulled away from Twitter in most situations. @AllyQuilty_MKTG<\/a><\/p>\n\n\n\n

Not to nitpick, but I think “budget” is too shallow a decision point in 2023. Brands with a graduated strategy are more concerned with metrics like:<\/p>\n\n\n\n