{"id":23231,"date":"2024-01-10T11:46:11","date_gmt":"2024-01-10T06:16:11","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=23231"},"modified":"2024-01-10T11:46:13","modified_gmt":"2024-01-10T06:16:13","slug":"ppcchat-whats-on-your-mind-this-week-in-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-whats-on-your-mind-this-week-in-ppc\/","title":{"rendered":"PPCChat | What\u2019s on Your Mind This Week in PPC? | 9th January 2024"},"content":{"rendered":"\n

From the end of third-party cookies to navigating PMax strategies and client quries, host Julie F Bacchini <\/a>tackled it all in this week’s PPCChat, providing expert insights and solutions.<\/p>\n\n\n\n\n\n\n\n

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Q1: What is on your mind in PPC this week?<\/strong><\/h4>\n\n\n\n
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I\u2019ve been mulling on the future of targeting in a post 3rd-party cookie world. @Pete_Bowen<\/a><\/p>\n\n\n\n

@Pete_Bowen<\/a> I am working on lining up a guest on the end of cookie topic! But yes, on my mind too. @NeptuneMoon<\/a><\/p>\n\n\n\n

Is PMax just going to take over everything and when are keywords ending? @JuliaVyse<\/a><\/p>\n\n\n\n

3rd party cookies. @adwordsgirl<\/a><\/p>\n\n\n\n

@JuliaVyse<\/a> Discovery is going away this month , and soon Display will fallow their steps. We are heading in that direction it seems. @slobodanjelisavac<\/a><\/p>\n\n\n\n

So fun fact: I haven\u2019t done much with PMAX. Just with my clients and how budgets have landed I haven\u2019t had much need since I\u2019ve been able to use budget and get wins with search. So I\u2019ve been contemplating structure for PMAX because I think it\u2019s time to test it more. I\u2019m wondering what other people do for PMAX structure? I figure the answer will depend on the scenario but I wanna hear what people do! @alexnicoll93<\/a><\/p>\n\n\n\n

Google support. Not happy. @runnerkik<\/a><\/p>\n\n\n\n

Demand Gen is not working as well as Discovery was… what gives? @revaminkoff<\/a><\/p>\n\n\n\n

I just made a end of cookies thread we can use for that topic. @NeptuneMoon<\/a><\/p>\n\n\n\n

I am not sure how well PMAX would be for B2B campaigns. @adebowaleselere<\/a><\/p>\n\n\n\n

I’m trying to prepare my \u201ccontent game\u201d for myself to acquire new clients in new year as freelancer \/ micro-agency owner. This topic is always interesting to discuss with fellow PPCers. @slobodanjelisavac<\/a><\/p>\n\n\n\n

@slobodanjelisavac<\/a> Next week\u2019s topic is freelancing and consulting, so mark your calendar for that! @NeptuneMoon<\/a><\/p>\n\n\n\n

@slobodanjelisavac<\/a> I’m similarly working on content to kick off the new year. Directionally, I’m unpacking one specific strategy at a time, and writing against a decision tree, of sorts. “If this is happening, I look to A and do B or C. If that is happening, I look to X and do Y or Z.” @teabeeshell<\/a><\/p>\n\n\n\n

@teabeeshell<\/a> I think content is the king. Sharing advices, tips, suggestions on some professional platforms like LI and maybe YT would be ultimate lead-driver machine.
Knowing actually what worked is bit hard, as to many touch-points are happened between reading some of your post to users actually DMing you.Damn, now I\u2019m sound like Google Ads rep, with thousands multiple-touch point problem-solving solution. @slobodanjelisavac<\/a><\/p>\n\n\n\n

Same as many I think\u2026 3rd party cookies, tracking, getting buy-in for server side tracking, how to be accountable for results when targets are higher but quantifying results is harder. @lindsaycasey<\/a><\/p>\n\n\n\n

That it is 2024 and another year around the sun.Also thinking about 2024 revenue goals for clients. @duanebrown<\/a><\/p>\n\n\n\n

My concern at the moment is getting Conversion tracking working with the client switching over to Shopify CRM. @brianJgaspar<\/a><\/p>\n\n\n\n

I know this is mostly about performance media itself, but I’m also thinking about my team this year. What do we want to get out of 2024? what do we want to put in? how are we doing, and what can we do better? @JuliaVyse<\/a><\/p>\n\n\n\n

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Thoughts on End of Third Party Cookies <\/strong><\/h4>\n\n\n\n
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Trying to find the signal amongst the noise. I\u2019ve read a bunch of doom-and-gloom but can\u2019t quite figure out what the real impact is likely to be. @Pete_Bowen<\/a><\/p>\n\n\n\n

I honestly\u00a0can\u2019t\u00a0understand what would be the biggest issues. My assumption is that we\u00a0won\u2019t\u00a0have proper\u00a0 in-market audience targeting or custom audiences? @sofiaakritidou<\/a><\/p>\n\n\n\n

It is confusing @Pete_Bowen<\/a>. There were some questions about it when we had Ginny Marvin here and I just pinged her about getting our recap post out.But I think many things are going to break when cookies are finally pulled from Chrome. @NeptuneMoon<\/a><\/p>\n\n\n\n

My wildly-unpopular take on this is that Google has reached the “big-short” place: they have secured a sufficient data moat such that doing this will not break any of their ad platforms. @DigitalSamIAm<\/a><\/p>\n\n\n\n

For this issue, I can only say we just having to keep building and optimizing our email lists. @adebowaleselere<\/a><\/p>\n\n\n\n

Which means: this is a nothingburger for Google, and a “probably bad day” for third parties that rely on cookies. @DigitalSamIAm<\/a><\/p>\n\n\n\n

@DigitalSamIAm<\/a> That\u2019s believable. @Pete_Bowen<\/a><\/p>\n\n\n\n

I agree with @DigitalSamIAm<\/a> Think of it like iOS14, but from Google instead of from Apple. @JuliaVyse<\/a><\/p>\n\n\n\n

Well, and let us not forget how many sites rely on cookies to function right now. That is going to be a big old mess in this too! @NeptuneMoon<\/a><\/p>\n\n\n\n

@DigitalSamIAm<\/a> Google is going to be pushing modeled data hard as this happens. I know you are experienced with modeling. Advice for those who have not waded into those waters much or at all? @NeptuneMoon<\/a><\/p>\n\n\n\n

I actually think this will be\u00a0less<\/strong>\u00a0impactful than iOS for Google Advertisers – iOS was particularly problematic for Meta b\/c of Meta’s limits on end-to-end collection (Meta doesn’t have Android, and they don’t have Chrome, and they don’t have YouTube).Google has 60% of the browser market, 90% of the search market, and ~80% of the Smartphone market. @DigitalSamIAm<\/a><\/p>\n\n\n\n

Good kick in the bum to get server side tracking up but also, 1st party cookies will still be here. It is not not armageddon some are posting on LinkedIn about.@duanebrown<\/a><\/p>\n\n\n\n

Google rolling this out tells you that Google’s team (who I firmly believe is one of the smartest and best in the world) has secured a viable workoutaround and they are confident that doing this will only strengthen (not retain, strengthen) their competitive position. @DigitalSamIAm<\/a><\/p>\n\n\n\n

I’m with Sam on this one. I remember a few years ago when the conversation started, I had said something similar about how there is no way that Google wouldn’t find a workaround before they start removing third party cookies. I’m not as shaken by this news as I was for the iOS update. @adwordsgirl<\/a><\/p>\n\n\n\n

It reminds me of the transition from JS to HTML5 requirements for display ads ~8 years ago. This felt tectonic, but advertisers paved a new path.This is certainly bigger than that, but it’s also still just a constraint. The sandbox is a different shape, but there is still sand, borders, and “toys” to play with. We’ll persevere! @teabeeshell<\/a><\/p>\n\n\n\n

I cannot fully believe that they would push the removal so many times for this long without having done everything that they could to find a workaround. @adwordsgirl<\/a><\/p>\n\n\n\n

The really amusing part is that people believe that ending 3P cookies will somehow hurt dominant players.Regulation hurts upstarts and challengers, not titans.Google has a data moat. Meta has a data moat. Apple has a data moat.This change now acts as a constraint on future brands building similar moats, while leaving those established provided minimally-impacted. @DigitalSamIAm<\/a><\/p>\n\n\n\n

Let\u2019s not ignore the role that Google wants advertiser\u2019s customer lists to play in this too. IN addition to providing even more data to the Google machine, it also shifts liability off of Google and onto advertisers.Make sure you have your privacy policy ducks in a row when it comes to how you might use customer and\/or prospect data! I know I am a broken record on this, but it is important. @NeptuneMoon<\/a><\/p>\n\n\n\n

@NeptuneMoon<\/a> is dead-on with this.Google doesn’t\u00a0need<\/strong>\u00a03P data anymore, because they’ve built a full, detailed, wildly-comprehensive 1P and 0P profile of 2B people. @DigitalSamIAm<\/a><\/p>\n\n\n\n

I’m also curious — has anyone seen a really “reactionary” or “armedeggedon-style” post about this on LI? @DigitalSamIAm<\/a><\/p>\n\n\n\n

I\u2019ve\u00a0seen a few posts on LinkedIn about this topic and they pretty much said that this change will determine who are the great advertisers that will action things in advance compared to just good advertisers. @sofiaakritidou<\/a><\/p>\n\n\n\n

I think that’s a pretty staggering exaggeration @sofiaakritidou<\/a> – especially in the short-run. @DigitalSamIAm<\/a><\/p>\n\n\n\n

I\u2019m\u00a0very glad to hear that and I agree with your perspective on this. @sofiaakritidou<\/a><\/p>\n\n\n\n

Yeah, it’s just been a lot of people being a little dramatic about it. I’ve seen some people use the news to increase their email subs, so I can’t hate on the hustle, but it feels icky. @adwordsgirl<\/a><\/p>\n\n\n\n

I always call back to the days in HoldCo land I spent making real-time dashboards prepping for the day GDPR and Safari’s first tracking removal initially hit Europe….only for them to look pretty much totally normal. I think in general the big players who have either 1) a whole tonne of logged-in user data or 2) a browser (where it’s looking like a lot of attribution will happen) will be at least short term in the strongest position. But I’m incredibly excited to see and get involved in the innovation that it will force to happen – we won’t see where the chips finally fall for a while…until the next big thing comes along! @Greg_Asquith<\/a><\/p>\n\n\n\n

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Performance Max – strategies and will it be the one campaign to rule them all <\/strong><\/h4>\n\n\n\n
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So, as with regards PMAX ads. I see it doing so well for Ecom. But I do not see how it applies to B2B businesses. @adebowaleselere<\/a><\/p>\n\n\n\n

I think \u201cits like\u201d going towards that, but I don\u2019t believe it. Every business is too complicated and unique in its own way that it is not possible to create a platform or tool that would only work in the \u201cinsert budget and start the party\u201d way. @slobodanjelisavac<\/a><\/p>\n\n\n\n

Agree! if there aren’t enough conversions to provide data, I don’t see it going great. A max clicks bid strat would be acceptable for me. @JuliaVyse<\/a><\/p>\n\n\n\n

I just reminded my client that if you don’t provide a video, Google will make one automatically based on what it finds from your site and asset library. yikers! @JuliaVyse<\/a><\/p>\n\n\n\n

I\u2019ve heard that! Almost everyone I\u2019ve talked to said providing your own video creative is a good thing. Thankfully I have the ability to do that with the clients I\u2019m looking to test PMAX for this year. @alexnicoll93<\/a><\/p>\n\n\n\n

I firmly believe that Google Ads wants to make PMax the only campaign option. No whether they can actually do that is another question. But as we know, what they do depends heavily on what their most favored advertisers want, not necessarily the needs or wants of many advertisers. So this one will be interesting to watch\u2026All of their automated bidding options have a long way to go to function efficiently\/well for low volume or long conversion window accounts. @NeptuneMoon<\/a><\/p>\n\n\n\n

I hear from Google that it’s heading towards a “one campaign to rule them all approach” with PMax, but I agree with everyone that it doesn’t seem to work for… a lot of advertisers\/situations. @revaminkoff<\/a><\/p>\n\n\n\n

@alexnicoll93<\/a> – Here are some broader setup requirements I try to adhere to:<\/p>\n\n\n\n