PPC Town Hall
By Frederick Vallaeys
Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world.
Learn what the experts are seeing in the industry, how they're reacting to make the most of the opportunity, and what they think the future holds.
PPC Town HallJun 16, 2020
How to Run High-Performing LinkedIn Ads for B2B | PPC Town Hall 92
Watch the video version ->
YouTube: https://www.youtube.com/watch?v=1v725t35QuA
LinkedIn: https://www.linkedin.com/events/7183162267134296064/comments/
If you’re into B2B advertising, you just cannot ignore LinkedIn Ads. But for most of us, LinkedIn looks like an expensive and complicated platform to find leads. And to be honest, LinkedIn Ads are difficult to scale efficiently. In this episode, I spoke to AJ Wilcox, in my opinion, the world’s best LinkedIn Ads expert. AJ is really a master at his craft. Watch this episode for some great tips and strategies to get the most out of your B2B LinkedIn ad campaigns. You will learn: - What pitfalls to avoid while running LinkedIn ads - Which post types serve you better - How to run LinkedIn Ads alongside Google/Microsoft Ads - How to run better retargeting ads and more Your speaker: - AJ Wilcox, Founder & CEO - B2Linked Check our B2linked.com, AJ's agency to maximize your return by minimizing waste from LinkedIn ads. Follow AJ on LinkedIn: https://www.linkedin.com/in/wilcoxaj/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/
► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
PPC Survey 2024: Insights, Benchmarks, and Trends in PPC, AI, PMax and More | PPC Town Hall 91
Watch the video podcast here: https://www.youtube.com/watch?v=3zIa8GjgAdw
In this episode, I spoke to some of the partners responsible for PPC Survey 2024: Wijnand Meijer, Ed Leake, and Mike Ryan. The PPC Survey was filled out by more than a thousand advertisers from agencies and in-house teams to freelancers. And in this, they answered a lot of questions ranging from where they’re going to spend more money or less money, which platforms they trust and not trust, and how they’re thinking about generative AI and automation. The survey is packed with unique benchmarks and trends to help you understand what's working and what's not in PPC. Tune in to learn: - Goals, priorities, and challenges of PPC pros in 2024 and beyond - Expectations for 2024 ad budgets, per platform and campaign type - Satisfaction with AI adoption - Satisfaction levels of platforms and tools - Challenges with Google Ads Performance Max and more Your speakers: - Wijnand Meijer, co-founder & CEO at TrueClicks - Ed Leake, Founder at God Tier Ads & AdEvolver - Mike Ryan, Head of Ecommerce Insights at Smarter Ecommerce Note: This is a live premiere of a pre-recorded episode Follow Wijnand: https://www.linkedin.com/in/wijnandmeijer/ Follow Ed: https://www.linkedin.com/in/edleake/ Follow Mike on LinkedIn: https://www.linkedin.com/in/mikeryanretail/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=podcast&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=podcast&utm_medium=video&utm_campaign=townhall
How to Use ChatGPT Code Interpreter to Analyze Your PPC Campaigns | PPC Town Hall 90
Video podcast: https://youtube.com/live/o009-VTUppU
I spoke with Sam Tomlinson, the Executive Vice President at Warschawski, a marketing agency in this episode of PPC Town Hall. Sam is one of the deepest thinkers in PPC. Every time I speak to him, he opens my mind to things I hadn’t thought of before. And this episode was one of those conversations. In this episode, Sam shared some really interesting data analysis: using an actual customer export from Shopify – loading it up to GPT-4, asking it to conduct an RFM analysis of the data, visualizing the outputs, and then exporting the customer segments. He spoke about how this took his agency only a fraction of the time to accomplish that which would take a data scientist hours. Sam also shared some thought-provoking, contrarian views on AI and how we should do PPC in general. Tune in to learn: - Why it’s time to rethink paid search - How to use ChatGPT code interpreter for campaign analysis - When should you do influencer marketing and more Your speaker: Sam Tomlinson, Executive Vice President at Warschawski Sign up for Sam's newsletter here: https://samtomlinson.me/newsletter/ Follow Sam on LinkedIn: https://www.linkedin.com/in/digitalsamiam/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye
What’s Working in Performance Max, First-Party Data, and Generative AI in 2024 | PPC Town Hall 89
Watch the video podcast here: https://www.youtube.com/watch?v=RooEGRegPts
2024 has brought in a new era for marketing: thriving in a privacy-focused environment without sacrificing success.
While that’s on one side, there are continuing developments in ad automation and generative AI on the other side.
Considering both of them, here’s a question: has PPC become tougher or easier?
That’s an interesting discussion. But it’s clear that how we do PPC has surely changed. What worked before hasn’t been working today.
Hear from Mike Ryan, Head of Ecommerce Insights at Smarter Ecommerce in this episode of PPC Town Hall where he touches on all of those topics.
Mike shared some really amazing insights into what he has seen work and not work in the past few years in Performance Max, generative AI, and first-party data. He also discussed a powerful script he built that creates a timeline of Performance Max brand traffic.
We have a lot in store for you in this episode.
Tune in to learn:
- How are EU advertisers preparing for a privacy-driven future
- What happens when Performance Max and Shopping campaigns run in parallel
- How to capitalize on first-party data
- How generative AI has impacted PPC in the last few years
and more
Your speaker:
Mike Ryan, Head of Ecommerce Insights at Smarter Ecommerce
Check out Mike's PMax script: https://smarter-ecommerce.com/en/google-ads-scripts/search-term-insights/ Follow Mike on LinkedIn: https://www.linkedin.com/in/mikeryanretail/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye
Avoid These Costly Mistakes to Create a High-Converting Landing Page | PPC Town Hall 88
Watch the video version: https://www.youtube.com/watch?v=MAt6TI6XFeA
A bad landing page is one of the biggest reasons for poorly performing Google Ads. Not only will Google be less likely to show your ads, but you’ll probably miss out on valuable conversions too. It also negatively affects your Quality Score, which means you end up paying more for each click. In this episode of PPC Town Hall, you’ll hear from Talia Wolf, Founder of GetUplift to learn how to improve your post-ad-click experience. Talia is one of the best landing page optimization experts in the industry. And in this episode, she dives deep into the trenches, revealing the most costly mistakes marketers make while creating a landing page and how to create one that actually converts. Tune into this episode to learn: - Why dry facts hold your conversions back - How to add emotion to your copy - What common mistakes you should avoid - If you should create a longer or a shorter landing page - How to use generative AI for landing pages and more Your speaker: Talia Wolf, Founder of GetUplift Check out GetUplift.co: https://getuplift.co/ Follow Talia on LinkedIn: https://www.linkedin.com/in/taliagw/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye
How to Run PPC Account Audits That Can Save You THOUSANDS of $$$ in Ad Spend | PPC Town Hall 87
Watch the video version here: https://www.youtube.com/watch?v=XbLdtamNdZE
Just like how your car needs a regular tune-up, your PPC accounts need regular checkups or audits.
And neglecting them can hit you with some costly mistakes.
In this episode of PPC Town Hall, you’ll hear from Melissa Mackey, Director of Paid Search at Compound Growth Marketing.
Melissa brings over a decade of experience in paid search. And in this episode, she dives deep into the trenches, revealing the most costly mistakes she's encountered during audits and how to steer clear of these pitfalls.
Tune into this episode to learn:
- How to properly audit your PPC accounts
- How often you should conduct these audits
- What mistakes to avoid while conducting audits
- What default settings you should avoid when working on your accounts
- How to protect your accounts from glitches
and more
Your speaker:
Melissa Mackey, Director of Paid Search at Compound Growth Marketing
Follow Melissa on LinkedIn: https://www.linkedin.com/in/melissamackey
Follow Melissa on Twitter: https://twitter.com/beyondthepaid
Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys
► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay
► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye
Ex-Googler Reveals How to ACTUALLY Work With First-Party Data | PPC Town Hall 86
Watch the video version here: https://youtube.com/live/NrcpbnHouPk
2024 is the year when the cookie finally crumbles. Google says by the end of the year, it expects to fully remove third-party cookies for all of its Chrome users. Of course, the real advertisers know that the solution to all this is to invest in your own first-party data. And that’s what I discussed with Ronan Carrein in this episode of PPC Town Hall. Ronan is a former Googler who worked in the product strategy, sales operations, and data solutions teams. Right now, he’s the COO at Better & Stronger, a digital marketing agency based in Lyon, France. Tune into this episode to learn: - Why most marketers misunderstand first-party data - Why actively collecting first-party data is great for your business - How to improve your ad performance using first-party data - How to maintain data hygiene and - What's the future of data privacy regulation in the U.S. Our speaker: - Ronan Carrein - COO at Better & Stronger Check out Better & Stronger: https://www.better-stronger.com/ Follow Ronan on LinkedIn: https://www.linkedin.com/in/ronancarrein/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://rb.gy/s5w4ay ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://rb.gy/k4ujye
AI, Third-Party Cookies, CPCs, Attribution & More: How to Prepare for 2024 | PPC Town Hall 85
Watch the video version: https://youtu.be/wD1J6A6Sctw
When you think back on 2023 in PPC, how will you remember it? For me, this is the year we’ve seen incredible advancements in AI. While there is so much excitement in that field, there are also areas that didn’t look quite as good. Revenues are down for several agencies this year. CPCs are rising, and hence costs of advertising are high. And looking ahead, third-party cookies are going away next year which can leave out attribution to a guessing game. With a lot of uncertainty up in the air, how can you be better prepared? In this episode, you’ll hear from 6 experts in the field who’ll share what they’ve seen in 2023 and what to look forward to in 2024. Our speakers: - Kasim Aslam, Solutions 8 - Andrew Lolk, SavvyRevenue - Andrea Cruz, Tinuiti, - Duane Brown, TakeSomeRisk - Kirk Williams, ZATO - Navah Hopkins, Optmyzr Follow Kasim on LinkedIn: https://www.linkedin.com/in/kasimaslam Follow Andrew on LinkedIn: https://www.linkedin.com/in/andrewlolk Follow Andrea on LinkedIn: https://www.linkedin.com/in/acruzlopez Follow Duane on LinkedIn: https://ca.linkedin.com/in/duanebrown Follow Kirk on LinkedIn: https://www.linkedin.com/in/ppckirk Follow Navah on LinkedIn: https://www.linkedin.com/in/navahhopkins Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys 7 Ways to Stop Google Ads From Wasting Your PPC Budget: https://www.optmyzr.com/blog/prevent-google-ads-wasted-budget/ How ChatGPT can make you a PPC automation wizard (with Nils Rooijmans): https://youtu.be/8x-GT43-45w Chapters: 0:00 Fred's intro 0:26 Kasim: State of agencies in 2024 2:34 Kirk: State of agencies in 2024 5:13 Andrew: State of agencies in 2024 7:23 Duane: State of agencies in 2024 7:43 Fred: State of agencies in 2024 12:05 Kasim: How to deal with rising CPCs 13:07 Kirk: How to deal with rising CPCs 16:30 Andrea: How to deal with rising CPCs 17:09 Andrew: How to deal with rising CPCs 20:26 Duane: How to deal with rising CPCs 21:17 Navah: How to deal with rising CPCs 22:09 Fred: How to deal with rising CPCs 25:26 Kasim: Attribution and measurement 26:47 Kirk: Attribution and measurement 29:31 Andrea: Attribution and measurement 30:15 Andrew: Attribution and measurement 32:09 Duane: Attribution and measurement 32:34 Navah: Attribution and measurement 34:15 Fred: Attribution and measurement 38:58 Kirk: Using AI tools for productivity 42:12 Andrew: Using AI tools for productivity 45:17 Navah: Using AI tools for productivity 46:47 Fred: Using AI tools for productivity 51:00 Kasim: Final takeaways 51:42 Andrea: Final takeaways 52:38 Navah: Final takeaways 53:04 Fred's outro ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
Future-proof your brand: How to win at branded search through time & change | PPC Town Hall 84
Watch the video version here: https://youtu.be/bhPJbkUKEcY
Paid search is a great weapon to grow your brand. But you can never overlook the power of branded search. Branded search refers to when users search for your brand name or related terms. These users are already familiar with your brand, potentially interested in your products or services, and actively seeking you out. This makes them valuable leads with a higher conversion potential compared to generic search terms. - So how can your brand crack the code of branded search? - How can you continue winning even when your brand messaging evolves with time? - And with search generative experience on Google, how can your brand continue to stay on top? In this episode, I spoke to Jason Barnard, a top name in the world of branded search to discuss all that. Even though this episode isn’t directly about paid search, it’s still important for any marketer trying to grow their business through search. I hope you enjoy this conversation :) Our speaker: - Jason Barnard, Kalicube Connect with Jason on LinkedIn: https://www.linkedin.com/in/jasonmbarnard/ Visit Jason's website: https://jasonbarnard.com/ Visit Kalicube: https://kalicube.com/ Connect with Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
How ChatGPT can make you a PPC automation wizard | PPC Town Hall 83
Watch the video episode here: https://youtu.be/8x-GT43-45w
A few weeks ago, OpenAI, the company behind #ChatGPT, conducted an event called DevDay to reveal major announcements and advancements that opened up a new world of possibilities — Custom GPTs, Copyright Shield, and speech recognition, to name a few. After watching the event and playing around with some of the functionalities, I strongly believe that they’re incredibly useful to every #PPC marketer. So how can we apply these functionalities to PPC? To discuss that, I spoke to Nils Rooijmans once again, one of the premier names in the PPC scripts and automation space, in this episode of PPC Town Hall. Nils shared his Custom GPT that can create some really powerful PPC scripts. We also discussed the announcements from DevDay with a lot of examples. I hope you enjoy this discussion :) Our speaker: - Nils Rooijmans, Water Cooler Topics Connect with Nils on LinkedIn: https://nl.linkedin.com/in/nilsrooijmans Visit Nils's website: https://nilsrooijmans.com/ Connect with Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
[Replay] How WebMechanix Used Value-Based Bidding to Generate 30% Higher-Quality Leads | ALM 1
Watch the video episode here: https://www.youtube.com/watch?v=wXpPhBkrZl8
In this episode of Automation Layering Masterclass, Taylor Mathauer and Will Gray from WebMechanix share how they used Value-Based Bidding to generate higher-quality leads for their client. You will learn: - Why they decided to use value-based bidding - Success with value-based bidding - The state of smart bidding and limitations with value-based bidding - Where they've seen value-based bidding not work - Requirements for using value-based bidding - When is value-based bidding appropriate - How to track success with value-based bidding Chapters: 0:00 Intro 2:08 About Taylor 2:38 About Will 3:10 What was the client's challenge? 5:15 Primary and secondary conversions 7:49 How to steer Value-based Bidding in your favor? 9:16 Results from Value-based Bidding 11:48 Assigning values to calls and form-fills 17:10 Executing Value-based Bidding effectively 21:22 Setting up conversion actions in Google Ads 22:25 Using last-click attribution 23:35 Final Value-based Bidding report 28:38 Automation Layering 31:22 Tools that helped WebMechanix 33:09 Final thoughts 34:40 Connect with Will and Taylor ► Get emails about future Automation Layering Masterclass sessions
https://hs.optmyzr.com/en-us/automation-layering-masterclass
► Get emails about future PPC Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
Generative AI tips for high-performing Meta Ads for Black Friday & Cyber Monday | PPC Town Hall 82
Watch the video episode here: https://www.youtube.com/watch?v=aF-QYf2n9Nk
We spoke a great deal about getting your Google search and shopping campaigns ready for Black Friday & Cyber Monday in the past few episodes. This time, we want to put the focus on paid social, primarily Meta Ads. Compared to last year, we’ve seen a big shift in how advertisers are approaching campaign strategy. For starters, there were changes in consumer behavior — more people are shopping earlier than ever before. Then, there is the global economic situation. And, last but not least, there was an explosion of readily available, powerful AI tools. In this episode of PPC Town Hall, I spoke to two of the top paid social experts in the industry, Akvile Defazio and Susan Wenograd about all of those things. They shared many examples of how they use generative AI tools to create high-performing campaigns and a lot more. Tune in to learn how to: - Create more engaging ads with generative AI - Build social proof for more impactful advertising - Build a good campaign structure Our speakers: - Akvile Defazio, AKvertise - Susan Wenograd, PPC expert Work with Akvile: https://www.akvertise.com/ Work with Susan: https://susanwenograd.com/ ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #metaads #generativeai #bfcm #optmyzr #digitalmarketing
How to Sell Your Agency: Everything That Happens Before, During, and After | PPC Town Hall 81
Watch the video episode here: https://www.youtube.com/watch?v=KjfeRj7hzJQ
Most agency founders are focused on growing their agency, not selling it. Then it happens. The founder starts to get calls from suitors. A large agency that lost a big client to the founder’s agency suddenly wants to know if they’d consider selling their business. The agency founder is completely unprepared for these discussions. Should they even consider selling? Should they hire an investment banker? How much should the sales price be? How do they compare different offers? Should they get buy-in from the team? Will clients be OK with a sale? Founders who navigate these concerns properly might hit the jackpot—life-changing money, happy clients, happy team members, and peace of mind. And those who don't may end up regretting passing on a sale as the biggest mistake of their lives. In this episode of PPC Town Hall, I spoke to David Rodnitzky, Founder of Agentic Shift. David shared his story of selling his former agency, 3Q Digital during our conversation along with answers to all of the above questions. If you’re an agency founder, you do not want to miss this episode. Tune in to learn: - When to decide to sell your agency - The factors that drive value for your agency - How to generate interest from potential acquirers and more Our speaker: - David Rodnitzky, Agentic Shift Link to David's book: https://www.amazon.com/Selling-Your-Marketing-Agency-Important-ebook/dp/B0CFZ9JKYP
Check out David's consulting firm: https://agenticshift.com/ ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #googleads #agency #optmyzr #digitalmarketing
How to level up your PPC game with ChatGPT and PPC scripts | PPC Town Hall 80
Watch the video podcast here: https://www.youtube.com/watch?v=Hs7szTIfjSg
For a long time, I’ve been talking about automation and scripts and how marketers like yourself can apply them to your accounts. But with the release of ChatGPT last year, a world of possibilities has opened. So with the launch of GPT 4 and the added functionality of plugins, what are some new applications of ChatGPT? And is there a way we can combine the power of GPT and scripts? To learn more, I spoke to Nils Rooijmans, one of the premier names in the PPC scripts and automation space, in this episode of PPC Town Hall. Nils shared his hands-on experience with GPT and the scripts he built with a lot of examples. And I spoke about how you can make ChatGPT work for you with custom instructions and some powerful plugins. I hope you enjoy this conversation :) Tune in to: - Learn how Nils created a graph of n-gram analysis of Google Ads search term data using ChatGPT in only 5 minutes - Learn how to get better responses from ChatGPT with custom instructions - Get hold of Nils’s list of over 400 PPC scripts and more Our speaker: - Nils Rooijmans, Water Cooler Topics Nils's list of 400 scripts: https://nilsrooijmans.com/free-google-ads-scripts-the-ultimate-list/ Nils's website: https://nilsrooijmans.com/ ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #googleads #chatgpt #optmyzr #digitalmarketing
Meta Ads: Running effective ads in an iOS 17 world + Tips for Q4 | PPC Town Hall 79
Watch the video episode here: https://www.youtube.com/watch?v=NZbztTaPmjA
The privacy changes that iOS 14.5 had brought in had been detrimental for marketers. And the iOS 17 update is rolling out soon which is expected to bring in even more challenges. So how does it change things? What about campaign tracking? And how should you adapt? To learn more about this, I spoke to Andrew Foxwell, one of the premier names in the Meta Ads space, in this episode of PPC Town Hall. Andrew spoke about the impact of the iOS 17 update and how ad tracking is going to change as a result. Plus, now that we’re entering Q4, he also shared some interesting tips on preparing your campaigns for the holiday season. Tune in to learn: - What is the iOS 17 update and its impact on Meta Ads - What’s working and not working in Meta Ads in 2023 - Why “ugly ads” work - Tips for Q4 Our speaker: - Andrew Foxwell, Foxwell Digital ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #metaads #ios17 #optmyzr #digitalmarketing
How to prepare your Performance Max and Shopping campaigns for Q4 2023 | PPC Town Hall 78
Watch the video episode here: https://www.youtube.com/watch?v=U8Wrr27fKOE
We’re getting pretty close to the holiday shopping season. And if you work in digital marketing, you can never be ready soon enough because consumers are starting their holiday shopping earlier and earlier every single year. So where do you start? How can you prepare your campaigns, especially shopping and #PerformanceMax campaigns for this season? And what have the last few shopping seasons taught us? In this episode of PPC Town Hall, I spoke to Marcel Smal of Roots Network. He shared how his agency is getting ready for Q4, plus tips on how to prepare your campaigns for the upcoming shopping season. We covered so much in this episode that we think will be of great value to you. Be sure to check it out. Tune in to learn how to: - Prepare your Performance Max campaigns for Q4 - Implement seasonality bid adjustments, data exclusions, etc. - Use historical data for product discounts Our speaker: - Marcel Smal, Roots Network ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #optmyzr #adtech #digitalmarketing
How to run profitable YouTube campaigns in Q4 2023 | PPC Town Hall 77
Google was caught in hot water recently when it was reported that 80% of YouTube ads have violated its own terms of service.
You’d never want your ads to be mismanaged like that. Brand safety is extremely important and advertising is very expensive. So how can you protect your YouTube campaigns?
In this episode of PPC Town Hall, I spoke to Cory Henke and Joe Martinez to discuss all of that. They also shared tips on how to prepare your campaigns for the upcoming Q4 shopping season, plus how to make use of generative AI for YouTube campaigns.
Tune in to learn how to:
- Prepare your YouTube campaigns for Q4
- Use generative AI for YouTube campaigns
- Protect your video campaigns from brand safety mishaps
Our speakers:
- Cory Henke, Variable Media
- Joe Martinez, Paid Media Pros
► Get emails about future Town Halls
https://www.optmyzr.com/ppctownhall
► Explore Optmyzr and start a 14-day free trial
https://www.optmyzr.com
#ppc #googleads #optmyzr #adtech #digitalmarketing
Introducing Automation Layering Masterclass: Our New Podcast to Help You Win Using PPC Automation
Modern PPC management relies on automation by ad engines like Google which is not in your control. But you can make those ad engines work for you with Automation Layering, a method of combining your strategic direction and oversight, and the power of the ad engines to drive great PPC results. That's what our new video podcast, Automation Layering Masterclass is about. In each episode, you'll learn how to use automation in the right way to safeguard your PPC accounts and grow your business. We got a lot in store for you. See you soon :) Subscribe to get notified of new Automation Layering Masterclass episodes: https://hs.optmyzr.com/en-us/automation-layering-masterclass#PPC #GoogleAds #Optmyzr
GML 2023 Recap (Shopping Ads & Performance Max) with Kirk Williams | PPC Town Hall 76 [BONUS]
Watch the video podcast here: https://youtu.be/Jahb9IvMX9c
In this PPC Town Hall bonus episode, Optmyzr Co-Founder & CEO Frederick Vallaeys speaks with Kirk Williams, Founder of ZATO Marketing. They recap the GML 2023 announcements and discuss the upcoming updates to Shopping ads and Performance Max campaigns.
Follow Kirk on Twitter: https://twitter.com/PPCKirk Follow Fred on Twitter: https://twitter.com/siliconvallaeys Check out PPC Ponderings Podcast: https://open.spotify.com/show/2VFMYr19mItE7Nfe4AvDzh Check out Kirk's book: https://www.amazon.com/Stop-Scale-Building-Digital-Actually/dp/B09Z9QZWYL/ ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
How the Google Marketing Live 2023 announcements can impact advertisers | PPC Town Hall 76
Watch the video episode here: https://www.youtube.com/watch?v=wlR7bE-K7G8
From new generative AI features for Google Ads, Performance Max, and Product Studio, to simplifying campaign creation, and enhancing ad relevance, there were some big announcements at Google Marketing Live 2023. This time I'll be joined by a panel of PPC experts: Navah Hopkins, Cory Henke, and Mike Ryan. And we're going to be sharing our reactions and insights about what those announcements would mean to advertisers and businesses. In this episode, we’re going to: - Look back at all the GML 2023 updates - Help you figure out the adjustments you can make to grow your business and - Answer your questions Our speakers: - Navah Hopkins, Optmyzr - Cory Henke, Variable Media - Mike Ryan, Smarter Ecommerce ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com#ppc #googleads #optmyzr #adtech #digitalmarketing
Google Analytics 4 for PPC: Step-by-step setup process, tips, tricks, & features | PPC Town Hall 75
Watch the video episode here: https://www.youtube.com/watch?v=gBoPtazUBGs
It’s crunch time — the June 30 deadline for the Universal Analytics to Google Analytics 4 migration is quickly approaching. But we’re here to help you make this migration (if you haven’t already) successful and hopefully relieve the fear surrounding it. In this episode of PPC Town Hall, Navah Hopkins spoke to Brie Anderson and Timothy Jensen to talk about all things GA4: from setting up the account to getting the most out of the reporting and measurement features of GA4 plus a lot more. Tune in to learn: - GA4 features for PPC marketers - Attribution modeling on GA4 - A step-by-step walkthrough of GA4 account setup Our speakers: - Brie Anderson, BEAST Analytics - Timothy Jensen, M&T Bank Follow Brie on LinkedIn: https://www.linkedin.com/in/brieeanderson/ Follow Brie on Twitter: https://twitter.com/brie_e_anderson Check out Brie's course on GA4 here: https://www.beastanalyticsco.com/ Follow Tim on LinkedIn: https://www.linkedin.com/in/timothyjjensen/ Follow Tim on Twitter: https://twitter.com/timothyjjensen Check out Tim's GA4 resources on Search Engine Land: https://searchengineland.com/event-tracking-google-analytics-4-395023 , https://searchengineland.com/how-to-set-up-google-analytics-4-using-google-tag-manager-374584 Follow Rowenna Fielding on Twitter: https://twitter.com/MissIG_Geek Check out her website: https://missinfogeek.net/ Follow Navah Hopkins on LinkedIn: https://www.linkedin.com/in/navahhopkins Follow Navah Hopkins on Twitter: https://twitter.com/navahf ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #googleanalytics4 #optmyzr #adtech #digitalmarketing
Powerful ChatGPT applications for PPC and SEO marketers | PPC Town Hall 74
Watch the video version here: https://www.youtube.com/watch?v=ivfakR8TH14
We did an episode on ChatGPT a few months ago to speak about its impact and applications in PPC. (you can watch it here) One of the viewers of that episode, Nicholas Baken shared some powerful use cases he was using ChatGPT for in the live chat. So I reached out to him later to discuss more on that. In this episode of PPC Town Hall, you’ll watch Nicholas and myself discuss the applications of ChatGPT beyond PPC and into SEO, content creation, and general digital marketing. Tune in to learn: - How can it generate schema markup for SEO - How to use OpenAI’s playground to open up more possibilities for GPT - ChatGPT’s limitations - How ChatGPT can create Google Ads scripts and discover negative keywords in PPC and much more Our speaker: - Nicholas Baken, Nyfty Labs
Follow Nicholas on LinkedIn: https://www.linkedin.com/in/nicholasbaken
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Excel for PPC: Analyze PPC performance better and faster with these powerful tips | PPC Town Hall 73
Analyzing performance is PIVOTal in PPC. And Anthony Excels at that.
Sorry about those bad puns, but jokes apart, you’ll go a long way if you regularly lean into finding ways to become more efficient and methodical in analyzing your PPC account performance.
Most of us try to limit our Excel exposure to the bare minimum. But, learn a trick here and a formula there, and you’ll see how it can make your life easier.
In this episode of PPC Town Hall, I spoke to Anthony Tedesco. He showed me some really powerful formulas and tricks to analyze PPC performance better and faster, from calculating incremental impact to using VLOOKUP to find results faster to handling complex datasets.
I hope you find these tips useful.
Tune in to learn:
- Powerful formulas for better reporting
- How to use VLOOKUP and Pivot tables for PPC
- Tips to handle large-scale datasets
and much more
Our panelist:
- Anthony Tedesco, Cisco Systems
Follow Anthony on LinkedIn: https://www.linkedin.com/in/anthony-tedesco-0a4a7a59/
Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys
Follow Fred on Twitter: https://twitter.com/siliconvallaeys
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#ppc #microsoftexcel #optmyzr #adtech #digitalmarketing
How to stand out as a marketer in this age of A.I. and privacy? | PPC Town Hall 72
Watch the full video episode here: https://www.youtube.com/watch?v=lACqzQxFAJA
So much has happened in the world of marketing in the last few months. Headways in artificial intelligence and the uncertainty of popular platforms are changing how we do marketing.
We’re seeing the rise of generative A.I. tools, the resurgence of Bing, the uncertain future of TikTok due to privacy concerns, and much more.
From feeling excited to confused to suffering from FOMO, you may experience a wide range of emotions as a result.
So this time on PPC Town Hall, we spoke to three very experienced digital marketers — Motoko Hunt, Andrea Cruz, and Sarah Stemen, who’ve seen sustained success despite various challenges.
In this episode, you’ll hear several great tips and pieces of advice from them to serve your clients in the best possible way and stand out as a marketer.
Tune in to learn:
- Some practical applications of A.I. in digital marketing
- How to do ethical marketing in this age of privacy?
- How to stay nimble in a constantly-evolving industry?
and much more
Our panelists:
- Sarah Stemen, Marcus Thomas LLC
- Motoko Hunt, AJPR
- Andrea Cruz, Tinuiti
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#ppc #digitalmarketing #googleads #optmyzr
Lessons learned from a FULL year of running Performance Max for ecom & lead-gen | PPC Town Hall 71
Watch the video episode here: https://www.youtube.com/watch?v=J5rSSFcvD-Q
From complete enthusiasm to staunch opposition and everything in between, we’ve all now gone through a full year of Performance Max campaigns.
Many advertisers have tested the campaign type, ran experiments with it, and learned a lot in the process.
In this episode of PPC Town Hall, we spoke to Menachem Ani and Andrew Lolk, two PPC experts and practitioners in the industry to understand what they’ve learned from running Performance Max campaigns for a full year.
They’re going to cover a wide range of topics from structuring asset groups to attribution and negative keywords in Performance Max.
Tune in to learn:
- Performance Max lessons for ecommerce from Q4 of 2022
- How to structure asset groups
- Tips for lead-gen campaigns
and much more
Our panelists:
- Menachem Ani, JXT Group
- Andrew Lolk, SavvyRevenue
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https://www.optmyzr.com/ppctownhall
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https://www.optmyzr.com
#ppc #googleads #performancemax #optmyzr #adtech #digitalmarketing
How to collect and use first-party data to win in a cookieless future | PPC Town Hall 70
Watch the full video episode here: https://www.youtube.com/watch?v=S9UJLVgpBdg
Third-party cookies are going away, most likely in 2024 if Google doesn’t push it back once again.
But it will happen and first-party data will be the way forward.
Aside from that reason, collecting first-party data also ensures that you’re
- complying with privacy regulations
- collecting a more accurate form of data and
- prioritizing data-driven marketing
But how can you go about collecting first–party data? And more importantly, how to use it in your campaigns?
In this episode, you’ll hear about all of that from Kerri Amodio and Navah Hopkins.
Tune in to learn:
- How to get clean first-party data?
- How to apply first-party data insights to your campaigns?
- Data collection tips for B2B & Ecommerce
Our panelists:
- Kerri Amodio, Closed Loop
- Navah Hopkins, Optmyzr
► Get emails about future Town Halls
https://www.optmyzr.com/ppctownhall
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https://www.optmyzr.com
#ppc #googleads #firstpartydata #sem #optmyzr #adtech #digitalmarketing
ChatGPT for PPC: Use cases and impact of such powerful AI tools on our jobs | PPC Town Hall 69
Watch the video of the full episode: https://www.youtube.com/watch?v=tmvVYtcmiJc
Just to be clear, ChatGPT did not write this description :)
We’re barely two months in since OpenAI opened up #ChatGPT for public use, but what a phenomenon it has already been!
While it has its flaws, there’s no doubt that you, as a marketer, can use it for some powerful use cases: creating ads, writing blog posts, scripts, and structuring campaigns, just to name a few.
But what does this tool mean for our jobs and the future of marketing?
In this episode, you’ll hear from Dave Davies and Amy Hepdon about all of that.
Tune in to learn:
- A few powerful applications of ChatGPT
- Is it really a “Google killer”?
- What are some other powerful AI tools for PPC?
- How do such tools impact our jobs and the future of marketing
Our panelists:
- Dave Davies, Weights & Biases
- Amy Hebdon, Paid Search Magic
Connect with Dave on Twitter: https://twitter.com/OnlineInference
Connect with Amy on Twitter: https://twitter.com/amyppc
Connect with Fred on Twitter: https://twitter.com/siliconvallaeys
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#ppc #googleads #sem #optmyzr #adtech #digitalmarketing
Expert PPC predictions and tips to build a winning strategy for 2023 | PPC Town Hall 68
Performance Max, RSAs…the list goes on. 2022 has been the year of automation in PPC.
Heading into 2023, how will things shape up, and more importantly, how can you prepare for what’s to come?
In the next PPC Town Hall, you’ll hear from Julie Bacchini and Amalia Fowler — two well-known experts to learn what they see happening in 2023 in PPC and how they’re preparing.
You’ll also hear from several other experts: Kasim Aslam, Patrick Gilbert, Navah Hopkins, Jon Kagan, Mike Ryan, Joe Martinez, and Cory Henke as they share their predictions and tips on automation, the ‘keyword’, Performance Max, first-party data, vertical video, and so much more.
Tune into this power-packed episode to learn:
- How to handle market shifts well in 2023
- What we may see next with Performance Max
- Tips for adopting automation in your PPC strategy
- How to make the most of vertical video (YouTube shorts, Reels, TikTok)
and more
Our panelists:
- Julie Bacchini, Neptune Moon
- Amalia Fowler, Good AF Consulting
Watch the full video episode here: https://www.youtube.com/watch?v=5pzXCdsnWUk
► Get emails about future Town Halls
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#ppc #googleads #sem #optmyzr #adtech #digitalmarketing
Surviving the recession: How PPC agencies can prepare now to thrive in 2023 | PPC Town Hall 67
Are we in a recession? Well, it depends on who you ask.
But, whether we are already in one or heading toward one, we’re clearly seeing the effects of inflation and other macroeconomic factors on our businesses. So it’s always better to prepare in advance before it’s too late.
That’s why we spoke to two very experienced PPC agency heads — Kirk Williams and Dev Basu — to learn and understand what their plans are as we move into an uncertain 2023.
Kirk and Dev start off with the macroeconomic implications on the PPC industry and then discuss how ecommerce and B2B agencies can prepare to come out safely from this looming crisis.
Tune into this episode to learn:
- How you can continue and sustain relationships with your clients
- If you should hire more people or upskill existing ones
- How to be more efficient with your budgets and channels and more
Our panelists:
- Kirk Williams, ZATO Marketing
- Dev Basu, Powered by Search
Connect with Kirk Williams:
LinkedIn: https://www.linkedin.com/in/ppckirk
Twitter: https://twitter.com/PPCKirk
Website: https://zatomarketing.com/
Connect with Dev Basu:
LinkedIn: https://ca.linkedin.com/in/devbasu
Twitter: https://twitter.com/devbasu
Website: https://www.poweredbysearch.com/
Connect with Frederick Vallaeys:
LinkedIn: https://www.linkedin.com/in/frederickvallaeys
Twitter: https://twitter.com/siliconvallaeys
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
#ppc #googleads #sem #optmyzr #adtech #digitalmarketing
Performance Max: Boost your campaigns with these tips, scripts, and checklists | PPC Town Hall 66
#PerformanceMax — the campaign type that nobody seems to stop talking about — has drastically changed Google Ads best practices that PPC experts have been building for several years.
That’s why advertisers are looking to figure out what works now to run their Performance Max campaigns more effectively.
This time, we spoke to Mike Rhodes and Cory Lindholm — two of the best PPC experts and practitioners in the industry. Mike and Cory have run several experiments on Performance Max and are here to show their findings and lessons to you.
Mike reveals some fascinating results from his scripts and Cory shares an in-depth checklist to diagnose your Performance Max campaigns.
Tune into this episode to learn:
- How to run more effective experiments by visualizing asset groups better
- What’s working and what’s not working anymore in Performance Max
- How to effectively diagnose low-performing Performance Max campaigns and more
Our panelists:
- Mike Rhodes, WebSavvy
- Cory Lindholm, Ads By Cory
Link to Mike's Performance Max script: https://github.com/agencysavvy/pmax
Link to Cory's Performance Max for ecommerce campaigns evaluation checklist: https://www.optmyzr.com/blog/ecommerce-performance-max-evaluation-checklist/
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Performance Max: Google shares best practices for the 2022 holiday season | PPC Town Hall 65
Is your PPC strategy ready for this shopping season?
We’ve seen several consumer behavior changes this year as a result of the economic downturn and other macroeconomic factors that make this shopping season unlike any other.
So we need real data from someone who actually knows and understands those changes and provides us with suggestions to better prepare for this shopping season. And who better to learn all of that from than Google?
In this episode, we spoke to Willie Booker, Product Strategy Lead at Google to learn the trends and best practices for this holiday season, and Andrew Lolk, Founder of SavvyRevenue to understand how agencies are preparing for the same.
Tune into this episode to learn:
- How consumer behavior in 2022 changed from previous years
- Performance Max best practices for ecommerce advertisers
- How to segment campaigns for better performance
and more
Our panelists:
- Willie Booker, Google
- Andrew Lolk, SavvyRevenue
► Get emails about future Town Halls
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https://www.optmyzr.com
#ppc #googleads #sem #optmyzr #adtech #digitalmarketing
Amazon PPC: How to launch a profitable holiday shopping campaign in Q4 2022 | PPC Town Hall 64
We’re entering Q4 of 2022, which means selling stuff or moving inventory is the order of the day. And what better place to do that than Amazon?
But, selling on Amazon is highly competitive. You’re going to see so many competing businesses fighting to capture the most sales. That’s why launching a profitable campaign needs an effective #PPC strategy.
In this episode, we spoke to two of the best #AmazonPPC experts in the industry to learn all the ins and outs, tips and tactics, and more to help you launch a profitable holiday shopping campaign this Q4.
Tune into this episode of PPC Town Hall to learn:
- How to find great keyword opportunities?
- How to optimize ACoS?
- How to use video to increase sales?
Our panelists:
- Steven Pope, MyAmazonGuy
- Michael Erickson Facchin, Ad Badger
Resources:
Adbadger.com
The PPC Den Podcast
MyAmazonGuy.com/seo
MyAmazonGuy.com/ppc
MyAmazonGuy.com/icap
► Get emails about future Town Halls
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https://www.optmyzr.com
#optmyzr #adtech #digitalmarketing
How to manage PPC during high inflation and a looming recession | PPC Town Hall 63
What’s going on with the high inflation and dropping consumer demand? Are we headed toward a recession? Or are we already in one?
These are global phenomena that we can’t control. But what we CAN control as PPC marketers is HOW we deal with such events.
This week we spoke to two of the top experts, Jon Kagan and Sam Tomlinson, who know quite a bit about this topic and can help you sail safely in the midst of this uncertainty.
Tune into this episode of PPC Town Hall to learn:
- What do high inflation and a potential recession mean to PPC?
- What are the dos and don'ts during this time of crisis?
- What strategies you can use to survive the current time?
Our panelists:
- Jon Kagan, 9RoofTops
- Sam Tomlinson, Warschawski
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
Google Analytics 4 for PPC: Everything you need to know | PPC Town Hall 62
Google is sunsetting Universal Analytics that we all know and used on July 1, 2023, and is moving to #GoogleAnalytics4. This is a mandatory migration; hence, it's a significant shift for #PPC marketers.
Google added some, changed some, and even removed some features in Google Analytics 4 that you used in Universal Analytics. This means the way you collect and analyze data will need to change.
To help you understand more about it and make this migration successful, we spoke to two of the best experts in the analytics space, Janet Driscoll Miller and Charles Farina.
Tune into this episode to learn:
- How is Google Analytics 4 different from Universal Analytics?
- The dos and don'ts during the migration to #GA4
- How can PPC marketers get the best out of GA4?
and more.
Our expert guests:
- Janet Driscoll Miller, Marketing Mojo
- Charles Farina, Adswerve
Resources:
https://bit.ly/ppctownhall
https://support.google.com/analytics/answer/11986666?hl=en#zippy=%2Cin-this-article
https://www.amazon.com/Data-First-Marketing-Data-Driven-Age-Analytics-dp-111970121X/dp/111970121X/ref=mt_other?_encoding=UTF8&me=&qid=1660670880
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
PPC automation: How the world’s best PPC agencies adapt and thrive | PPC Town Hall 61
Kasim Aslam and Patrick Gilbert reveal how they’re making the transition to automation in terms of strategy, people, tech stack, etc., and how they’re measuring and seeing success in the process in their agencies.
P.S. Kasim also spills the beans on the #PerformanceMax strategy he applies at his agency.
Tune into this episode to learn:
- What should your agency do and not do in this automation era?
- Why and how to do better attribution and measurement?
- What skills should you look for when hiring? and more.
Our expert guests:
- Kasim Aslam, Solutions 8
- Patrick Gilbert, AdventurePPC
Resources:
- https://adventureppc.com/blog/bootstrapping-a-custom-attribution-solution-for-a-dtc-brand
- https://www.joinordiebook.com/
- https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560/ref=sr_1_1?keywords=How+Brands+Grow&qid=1660227941&sr=8-1
- https://www.youtube.com/watch?v=Q4FsRKxUtIQ
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How to adapt to PPC ad platform automation | PPC Town Hall 60
Performance Max. Responsive Search Ads. Smart Bidding. Automation by the major ad platforms like Google is really changing the way how we, the advertisers, work. While a lot of advertisers have adopted it, many of them haven’t seen the desired results. As a result, advertisers are adopting automation layering i.e., adding a layer of their own automation over that of the ad platforms, to safeguard their #PPC accounts. In this episode, we spoke to a couple of in-house marketers and an agency owner to learn how they’re adopting automation layering to regain control of their accounts. Tune into this episode to learn: - How PPC teams are using automation layering? - How should a PPC marketer evolve their skillset due to ad platform automation? - What strategies and tactics to implement and when? and more. Our expert guests: - Inderpaul Rai, ufurnish.com - Christina Brauer, Capital C - Ashwin Balakrishnan, Optmyzr ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #googleads #sem #optmyzr #adtech #digitalmarketing
Performance Max for Retail and Ecommerce: Learn How to Drive Better Results | PPC Town Hall 59
#PerformanceMax — the one campaign to rule them all — has seen widespread adoption among advertisers from various verticals. But how should advertisers in #ecommerce and retail specifically approach this revolutionary campaign type? That’s why for this episode, we brought in two specialists, Mike Ryan and Menachem Ani, who have years of experience under their belt in running successful campaigns for ecommerce and retail. They’re going to talk about how to approach Performance Max campaigns, how to structure them and share great tips. Tune into this episode to learn: - How to structure your campaign? - What strategies to implement and when? - How to make use of the channels besides shopping? and more. Our expert guests: - Mike Ryan, Smarter Ecommerce - Menachem Ani, JXT Group ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing
Responsive Search Ads: How to create better ads in a world with only RSAs | PPC Town Hall 58
The end of #ExpandedTextAds is here. So how should you prepare your accounts going forward? Should you still create some last-minute ETAs? And how can you create better #ResponsiveSearchAds? Get these questions answered and many more, plus learn actionable tips you need to structure and test RSAs in this PPC Town Hall featuring Julie Bacchini and Mark Irvine. In this episode you will learn: - How to structure your campaigns with RSAs? - How to create the best performing RSAs? - Tips for using Ad Variations and so much more. Our expert guests: - Julie Bacchini, Neptune Moon - Mark Irvine, Search Lab ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
What Is the ‘Workday Consumer’ and How to Target Them the Right Way | PPC Town Hall 57
Microsoft, in a latest report, said that working from home has blurred the lines between our work and personal time which created a new buyer persona called the ‘workday consumer’. This presents a unique challenge for #PPC advertisers because our audience targeting depends on consumer demographics, past behaviors, purchase histories, etc. In this episode of PPC Town Hall, we brought in John Lee and Melissa Mackey to help us understand the findings from this report, how consumer behavior has changed as a result, and more importantly how to target this new persona. In this episode, you’re going to learn: - What is the ‘workday consumer’ - How consumer behavior has changed - What are the findings from this report that impact PPC advertisers - How to act on these findings and target this new persona Our expert guests: - John Lee, Microsoft Advertising - Melissa Mackey, MerkleB2B ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #googleads #bingads #sem #optmyzr #adtech #digitalmarketing
Top PPC Experts React to the Announcements at Google Marketing Live 2022 | PPC Town Hall 56
From automation to video ads to privacy, Google had plenty of updates to share at #GML2022. As a result, it may seem harder to focus on the ones that matter the most for your business. That’s why we’re speaking to three top #PPC experts — Joe Martinez, Navah Hopkins, and Kirk Williams in our next PPC Town Hall to break down all the updates and understand how they can impact advertisers. In this episode, we’re going to: - Look back at all the GML 2022 updates - Help you figure out the adjustments you can make to grow your business and - Answer your questions Our expert guests: - Joe Martinez, Paid Media Pros - Navah Hopkins, Navah Hopkins LLC - Kirk Williams, ZATO Marketing
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #googleads #sem #optmyzr #adtech #digitalmarketing
B2B PPC Advertising: How to Overcome Challenges and Generate Higher-Quality Leads | PPC Town Hall 55
B2B #PPCAdvertising comes with some unique challenges: longer sales cycles, low lead volume, and wrong audience targeting, just to name a few. These are not unique challenges; almost every advertiser faces them. So we brought in two B2B advertising experts — Andrea Cruz and Brandon Coward — who helped several B2B companies overcome these challenges and build high-quality leads. Join Andrea and Brandon in this episode to learn: - How to trust automated bidding with a low lead volume - How to use enhanced conversions and value rules to generate higher-quality leads - How to manage client expectations - Messaging tips in RSAs and more. Our expert guests: - Andrea Cruz, Tinuiti - Brandon Coward, Powered by Search ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
Performance Max Campaigns: Expert Tips & Best Practices From PPC Practitioners | PPC Town Hall 54
In this episode, we spoke to top #PerformanceMax practitioners — the people who are actually using this new campaign type every day. They shared their experiences, tips, and best practices from their experiments. You will learn: - How Performance Max performed against other campaign types - How to deal with cannibalization with existing campaigns - Performance Max Campaign optimization tips and more Our expert guests: - Andrew Lolk, SavvyRevenue - Brooke Osmundson, Smith Micro Software - Duane Brown, Take Some Risk - Antonia Vasile, Antonia-Vasile.com ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
Performance Max Campaigns: How It Works, Best Practices, Answers to FAQs & More | PPC Town Hall 53
#PerformanceMaxCampaigns is the latest #GoogleAds campaign type that helps you find customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps from a single campaign. Since it’s still early days, there is so much to learn about it. That’s why we brought in experts from Google — Sagar Shah and Rodney Ip — two of the people behind this new campaign type.
Sagar and Rodney share everything about Performance Max campaigns, the best practices to follow, and the future roadmap. They also answered several frequently asked questions by the PPC community about Performance Max campaigns.
You will learn:
- What are Performance Max Campaigns, the benefits, and future roadmap
- Best practices to follow, and
- Answers to several common questions
Our expert guests:
- Sagar Shah, Google
- Rodney Ip, Google
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
Google Ads Value-Based Bidding: How It Works, Best Practices & Common Pitfalls | PPC Town Hall 52
Stop using #TargetCPA bidding.
Instead, move to #ValueBasedBidding to maximize your profitability. To help you learn more about Value-Based Bidding, how it works & more, we brought in experts from Google — Alex and Rebecca.
In this episode of PPC Town Hall, you will learn:
• Why you should move from Target CPA to Value-Based Bidding
• What is Value-Based Bidding, and how it works
• Best practices and common pitfalls while using Value-Based Bidding
Our expert guests:
• Alex Ioch, Google
• Rebecca Chiu, Google
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com
How to Become the Most Sought-After Digital Marketer | PPC Town Hall 51
On the occasion of Women's Day week, we decided to speak to three women who built great careers and personal brands in digital marketing. Join this special episode of PPC Town Hall as they share their career path, success stories, and the challenges they faced in their pursuit of a successful career.
You will learn:
- How to build a personal brand in digital marketing
- How to get buy-in from a broader team
- How to overcome imposter syndrome and more.
Our expert guests:
- Akvile DeFazio, AKvertise
- Navah Hopkins, Navah Hopkins LLC
- Anu Adegbola, Marin Software
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
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Automation Layering: How to Stay in Control in a World of PPC Automation | PPC Town Hall 50
With automation layering, you implement your own automation strategies over what Google or the other ad platforms are doing to put yourselves in charge. Join this episode where Joe Martinez, Michelle Morgan, and Aaron Levy — three of the top PPC experts and practitioners tell you how to do that and gain a competitive advantage.
In this episode, you will learn:
- what is automation layering
- how to create automation layering
- examples of automation layering for bidding, targeting and messaging, and more.
Our panelists:
- Joe Martinez, Paid Media Pros
- Michelle Morgan, Paid Media Pros
- Aaron Levy, Tinuiti
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Responsive Search Ads: Tips, tricks, and best practices | PPC Town Hall 49
Expanded Text Ads out, #ResponsiveSearchAds in.
RSAs will be the only type of text ads you can create in #GoogleAds starting July 1, 2022. And there's going to be a pretty big shift in how #PPC marketers approach text ads. Learn from two PPC experts with long-standing track records and significant experience building managing RSAs.
This panel covers:
• How RSAs have done compared to ETAs so far
• How pinning certain components affects RSA performance
• Tips, tricks, and best practices for running better RSAs
Our expert guests:
• Julie Friedman Bacchini, Neptune Moon
• Ed Leake, AdEvolver
► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall
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SEO vs. SEM: Making them work together to drive great marketing results | PPC Town Hall 48
Success in search requires treating search engine results pages (SERP) as a single entity. Its three core components – ads (search + shopping), #SERP features, and traditional “blue links” – are all mutually beneficial. But too often, each of these functions is siloed, preventing a more robust, holistic understanding of your target audience. This panel covers: • What is integrated search & how does it help • How to make the case for integrated search to senior management • 5 Strategies that enable SEM, #SEO, and #eCommerce to work together Our expert guests: • Sam Tomlinson, Warschawski • Kirk Williams, ZATO Marketing ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com
Turn product data into top-performing PPC campaigns | PPC Town Hall 47
Competition in #eCommerce PPC is at an all-time high. Only the brands with the best optimizations will win. Whether you're new to running eCommerce #PPC campaigns or a veteran, this one is for you. This panel covers: • Tips and tricks for turning product data into top-performing PPC campaigns • The most important elements of the feed • Tips for boosting shopping ads on Google • Techniques for turning structured data into search campaigns • How does the product catalog impacts retailers • Measuring performance when you're on multiple marketplaces and so much more Our expert guests: • Jacques van der Wilt, DataFeedWatch • Elizabeth Marsten, Tinuiti ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing
Two experts debate the perfect PPC account structure | PPC Town Hall 46
Structuring your Google Ads accounts can be tough if you don't know what you're doing. Fortunately, these experts know how account structure needs to change with the updates to ads, keywords, matching, and more. Learn how to remain resilient in the face of rapid changes in the ad platforms. This panel covers: • How Amalia and Navah restructured their accounts based on the latest changes to Google Ads • Is what worked well only a few years ago still the best solution today • Why restructuring your accounts is important • The pros and cons of various account structures Our expert guests: • Navah Hopkins, Adzooma • Amalia Fowler, British Columbia Institute of Technology ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com