How Bayesian testing lets Google measure incrementality with $5,000
What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better decisions.
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Frederick Vallaeys's latest articles
From scripts to agents: OpenAI’s new tools unlock the next phase of automation
OpenAI’s tools link AI reasoning with real actions. See how agents and MCPs can streamline PPC workflows and expand what automation can do.
How to vibe code for PPC: Building a seasonality analysis tool
PPC scripts hit limits. Vibe coding removes the roadblocks. Turn complex seasonal patterns into simple, data-driven planning tools.
4 ways to connect your ads data to generative AI for smarter PPC
LLMs are great – until they start guessing. Plug your PPC data directly into generative AI for grounded, strategic campaign support.
Leveraging generative AI in ad scripts for Google Ads optimization
Stop writing scripts from scratch. Use GPT to modify, optimize, and expand your Google Ads automation effortlessly.
6 ways GPT Operator is changing PPC automation
GPT Operator isn’t a complete solution. Yet. Here's where GPT Operator actually works in PPC applications – and where it falls short.
5 ways to get the most from Performance Max in 2025
Find out how to align your advertising goals with Performance Max’s advanced features in 2025 for seamless, scalable campaigns.
Google Ads scripts: Everything you need to know
Streamline campaign management with Google Ads scripts. Get insights, use cases, and practical tips for using automation to boost performance.
The restaurateur: A new essential human role in PPC and digital marketing
See how AI is redefining digital marketing and the vital human roles of teacher, doctor, pilot and restaurateur in successful PPC management.
Generative AI’s role in shaping the future of advertising
Generative AI is set to revolutionize advertising and enhance the future of search. Here's what it means for search marketers.
How to analyze Performance Max search terms insights for PPC success
Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here's how to analyze it PPC optimization.
4 advanced GPT-4 capabilities to level up your PPC efforts
Leverage AI for PPC with improved prompts, data integration via plugins, custom GPTs, and API-enabled actions.
ChatGPT turns one: How generative AI is revolutionizing PPC
In just one year, ChatGPT has unlocked transformative potential in PPC. Here's where we are with genAI and what's in store for the industry.
Automation layering is driving PPC so get onboard in 2020
This is the year to let the search engines perform the complicated tasks so PPC practitioners move back to the pilot’s seat to drive better results.
3 pitfalls of PPC experiments
Knowing what to test and how to interpret the results based on nuances and oddities of experiments is an important skill for people, not automations.