The terms “automation” and “machine learning” are the trendy topics these days, but many advertisers struggle to understand these concepts. Furthermore, many advertisers don’t know the right balance of automation vs. manual Google Ads management. Between automated bidding strategies, more sophisticated audience targeting, and new ad formats geared toward reducing manual user testing, Google is more than happy to manage your account! Though manual management will always be necessary, advertisers shouldn’t be afraid of this automation wave.
This presentation is full of automation ideas and the data to back up these initiatives. You'll see how automation can help improve performance and save time, while also understanding what manual tasks still need to be completed. We need to embrace automation and machine learning or we’re doing a disservice to our clients and our own personal growth.
6. Frederick Vallaeys
Cofounder of Optmyzr
“These automations are exciting because
they promise similar results with less work.
But machines can’t do everything PPC
professionals can, and machines and humans
are often at their best when they work
together.”
12. Types of Bid Strategies
| The PPC Agency of Experts
@Matt_Umbro
13. | The PPC Agency of Experts
Be prepared to see drastic
shifts in metrics (and explain
these shifts to clients).
@Matt_Umbro
A Word of Caution...
14. | The PPC Agency of Experts
I begin using Manual
CPC bidding with the
option to increase
conversions with
Enhanced CPC
@Matt_Umbro
A Word of Caution...
21. Takeaways
| The PPC Agency of Experts
● Make sure you have sufficient conversion
data
● Maximize Conversions will increase
conversions...but be prepared to spend more
● Average CPCs will soar when using Maximize
Conversions
@Matt_Umbro
22. Takeaways
| The PPC Agency of Experts
● Target CPA works but can throttle
conversions if the threshold isn’t high enough
● Traffic may decline depending on the actual
Target CPA
● Use Drafts & Experiments to test bidding
strategies against the control
@Matt_Umbro
34. Why Use Dynamic Search Ads?
| The PPC Agency of Experts
● Capture new traffic
● Find new keyword themes
● Research negatives
● Show proactiveness!
@Matt_Umbro
41. Takeaways
| The PPC Agency of Experts
● Responsive Search Ads have pros and cons
but are worth testing
● Dynamic Search Ads can be volatile but will
help with account expansion
● Optimized ad rotation produces more
conversions and traffic while spending more
● Watch out for Google ad suggestions!
@Matt_Umbro
45. What Does The Data Say?
| The PPC Agency of Experts
@Matt_Umbro
46. Takeaways
| The PPC Agency of Experts
● Ad customizers make your ads more
appealing!
● This ad type can better prequalify users
● Business data feeds can be as basic or
advanced as you want them to be
● Feed uploads can be automated
● Cost per lead decreased while conversion rate
increased with ad customizers
@Matt_Umbro