8. @Mark_Meijs
Why should you have the ambition to automate?
First of all the frequency of optimizations.
Manual vs Automated bidding
- Frequency
- Bid Modifiers
- Performance
11. @Mark_Meijs
However, is your account ready for automated
bidding?
Account factors:
● Maturity
● Complexity
● Thresholds
Business factors:
● Cost / Benefit
● Current man hours
● Cost of missing out
12. @Mark_Meijs
Where are you on the PPC bidding maturity
roadmap?
Manual Bidding1
Semi Automated2
Engine autobidding3
Cross-engine
autobidding
4
PPC bidding maturity
13. @Mark_Meijs
Moving to phase 2.
Semi Automated2Manual Bidding1
● Map your process
● If this then that
● Create a safe test environment
14. @Mark_Meijs
Moving to phase 3.
Engine autobidding3Semi Automated2
● Select an account with enough
data (not your most important)
● Make sure that you have steady
performance
● And a steady performance
target
15. @Mark_Meijs
& to phase 4.
Cross-engine
autobidding
4Engine autobidding3
● Create cost / benefit analysis of
third party tools
● Determine tool (& provider)
17. @Mark_Meijs
We can actually divide hygiene into 2 parts
Important hygiene factors
• What and where am I
serving and are there
problems?
• What impression am I
making on potential
customers?
18. @Mark_Meijs
First check in account hygiene should always be.
Are my campaign settings correct?
• Ad Rotation
• Country
• Language
• Serving
• Targeting
• Audiences
20. @Mark_Meijs
Bottlenecks exist in every account. Automation can
help identify them so you can fix this.
• Solution 1: Shared budgets
• Solution 2: Automated rule
• Solution 3: Script + manual action
21. @Mark_Meijs
Bottlenecks exist in every account. Automation can
help identify them so you can fix this.
Solution: Implement this script and take manual action.
22. @Mark_Meijs
QS is still the X factor for your performance.
If QS is Your CPC vs. QS=7 is
10 Discounted by: 30,00%
9 Discounted by: 22,20%
8 Discounted by: 12,50%
7 -
6 Increased by: 16,70%
5 Increased by: 40,00%
4 Increased by: 75,00%
3 Increased by: 133,30%
2 Increased by: 250,00%
1 Increased by: 600,00%
26. @Mark_Meijs
Our ad copy shapes the perception of the company
Common ad copy mistakes
● Incorrect prices
● Power phrases
● Incorrect spelling
● {dynamic} copy that
does not make sense
We are actually showing that we
are not trustworthy.
27. @Mark_Meijs
You can monitor this partly via free tooling!
I’ve assembled some free templates:
Datastudio:
• E-Com Datastudio template.
• Lead-gen Datastudio template.
• Non-profit Datastudio template.
• Multi-channel Datastudio template.
Supermetrics
• Basic PPC Dashboard template.
• Advanced PPC dashboard template.
31. @Mark_Meijs
For some clients 50% of their revenue comes from
the top 20 search terms.
Optimize your structure to
monetize your leading search
terms 100%.
32. @Mark_Meijs
70% of the time growth in in what you already have
in your account.
Situation:
Opportunities
When identified, you can easily:
• Make structural changes to your setup.
• Add keywords to your account
• Bid accordingly