In this conversation, the Yananai and Franthoni discuss the critical importance of preparing for Q4 during Q3, emphasizing the need for testing new functionalities, budgeting, and creative strategies.

Takeaways:

• Q3 is crucial for preparing for Q4, the peak e-commerce season.
• Testing new functionalities should be done in Q3, not Q4.
• Brands often change agencies before Q4 due to poor preparation.
• Google's creative capabilities have improved significantly.
• Testing different types of creatives is essential for success.
• Set aside a budget for testing in Q3 to prepare for Q4.
• Google's learning phase can take up to 30 days, impacting budget scaling.
• Attribution and conversion tracking are vital for accurate reporting.
• AI is changing the landscape of search and advertising.
• A final checklist for Q4 preparation includes fixing tracking and campaign structure.