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.
Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building Google Ads and teaching advertisers how to get the most out of it as the first Google AdWords Evangelist. Today he is the Cofounder and CEO of Optmyzr, a PPC management SaaS company focused on making search, shopping, and display ads easier to manage with rules, scripts, reports, audits, and more. He is a frequent guest speaker at events where he inspires organizations to be more innovative and use AI and Automation Layering to become better marketers. His latest book, Unlevel the Playing Field, follows his best-seller, Digital Marketing in an AI World.
See how AI is redefining digital marketing and the vital human roles of teacher, doctor, pilot and restaurateur in successful PPC management.
Frederick Vallaeys | Aug 5, 2024 at 9:00 am ETGenerative AI is set to revolutionize advertising and enhance the future of search. Here's what it means for search marketers.
Frederick Vallaeys | Jun 6, 2024 at 9:00 am ETGoogle Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here's how to analyze it PPC optimization.
Frederick Vallaeys | Mar 13, 2024 at 10:00 am ETLeverage AI for PPC with improved prompts, data integration via plugins, custom GPTs, and API-enabled actions.
Frederick Vallaeys | Feb 1, 2024 at 9:00 am ETIn 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.
Frederick Vallaeys | Dec 4, 2023 at 10:00 am ETLearn how Google's out-of-order ad promotion in search auctions impacts ad positioning and advertisers' strategies.
Frederick Vallaeys | Oct 2, 2023 at 9:00 am ETLearn how Google Ads scripts and the new "mutate" function redefine campaign management and how to tap into the full potential of the Ads API.
Frederick Vallaeys | Aug 9, 2023 at 9:00 am ETUse this script to provide GPT with facts about your account and get a performance summary that can be shared with clients and stakeholders.
Frederick Vallaeys | Jun 5, 2023 at 9:00 am ETThis script can help you leverage GPT's API to use the maximum number of RSA assets and, in turn, boost your paid search campaigns.
Frederick Vallaeys | Apr 13, 2023 at 9:00 am ETAdvertisers can continue monitoring FLoC or its new replacement and experiment with it so they're ready to make the most of it the day 3rd party cookies stop working.
Frederick Vallaeys | Jul 13, 2021 at 11:06 am ETAn analysis of more than 5,600 Google Ads accounts.
Frederick Vallaeys | Dec 14, 2020 at 8:00 am ETThis script will show you the daily percentage of clicks going to search terms that Google doesn't report.
Frederick Vallaeys | Sep 16, 2020 at 10:20 am ETSmart bidding adapts to changes with reduced budgets, which is better than pausing campaigns, but beware of high impression share with automated bids.
Frederick Vallaeys | Jun 9, 2020 at 2:50 pm ETThis script alerts advertisers when regional differences related to the coronavirus have an impact on your PPC campaigns.
Frederick Vallaeys | May 5, 2020 at 10:19 am ETThis Google Ads script overlays government actions related to the pandemic on Google Ads performance metrics.
Frederick Vallaeys | Apr 10, 2020 at 8:15 am ETThe best way to determine the effect of an automation like RSAs is to test them with a Campaign Experiment, a feature available in both Google and Microsoft ad platforms.
Frederick Vallaeys | Mar 5, 2020 at 3:42 pm ETThis 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.
Frederick Vallaeys | Jan 3, 2020 at 10:05 am ETKnowing what to test and how to interpret the results based on nuances and oddities of experiments is an important skill for people, not automations.
Frederick Vallaeys | Dec 11, 2019 at 4:20 pm ETUsing automations from Google is inevitable, so if you want more control, you can regain it by layering in your own strategies.
Frederick Vallaeys | Oct 18, 2019 at 10:56 am ETThis script generates a dashboard with a comprehensive view of experiments across My Client Center.
Frederick Vallaeys | Sep 12, 2019 at 1:07 pm ETPPC pros can now leverage new ad formats like RSAs to further boost auction-time relevance.
Frederick Vallaeys | Aug 19, 2019 at 8:00 am ETThe bottom line on privacy is that user trust and business data involving customers must be shared with care as third-party tools gain importance with different search engines.
Frederick Vallaeys | Jul 18, 2019 at 1:15 pm ETBy replacing the manual work done by the PPC expert with an automation that follows their logic, PPC teams can still have more control over automations created by the ad engines.
Frederick Vallaeys | Jun 21, 2019 at 11:06 am ETKeep clients happy with in-person meetings and short, frequent check-ins. It is as critical to a healthy relationship as delivering the numbers they want.
Frederick Vallaeys | May 24, 2019 at 2:01 pm ETRSAs use machine learning to match the best ad variation with each search using data from ad performance segmented by query. To get this data, you need to delve into the scripts and Ads API reports.
Frederick Vallaeys | Mar 14, 2019 at 12:14 pm ETFred Vallaeys explains why advertisers need to rethink bidding strategies and position metrics now that Google has announced it will sunset one of its oldest metrics later this year.
Frederick Vallaeys | Feb 26, 2019 at 11:05 am ETThis script analyzes the performance of commonly found word sequences to deliver additional insights about historical ad performance.
Frederick Vallaeys | Feb 15, 2019 at 8:00 am ETColumnist Frederick Vallaeys shares a new Google Ads script that will reveal what parts of your ads are worth keeping and which to discard.
Frederick Vallaeys | Jan 17, 2019 at 8:05 am ETColumnist Frederick Vallaeys offers code samples for sending email and creating virtual labels with JSON to fill in some missing pieces.
Frederick Vallaeys | Nov 8, 2018 at 2:19 pm ETA look at 4 ways Google Ads Scripts can help restore control for some advertisers.
Frederick Vallaeys | Oct 31, 2018 at 12:01 pm ETHere's a free Google Ads script that delivers a detailed report on the impact of Google's inclusion of "same meaning" queries in exact match close variants.
Frederick Vallaeys | Sep 12, 2018 at 1:37 pm ETWith more and more PPC tasks becoming automated, it’s important to understand the limitations of automation. Here are eight of the most common issues to avoid when moving from manual to automated bidding.
Frederick Vallaeys | Sep 5, 2018 at 1:32 pm ETWhen it comes to bid management, let the machines do the heavy lifting, advises contributor Frederick Vallaeys. Here's why it's best to automate the tedious work humans used to do to calculate CPC.
Frederick Vallaeys | Aug 29, 2018 at 1:33 pm ETContributor Frederick Vallaeys looks at automated tools in the platform formerly known as AdWords, outlines how 'smart' automation works and what PPC professionals and account managers can do to further improve results.
Frederick Vallaeys | Jul 3, 2018 at 3:34 pm ETContributor Frederick Vallaeys urges advertisers to adopt the feature now, before it's required, especially if you're working with mobile landing pages.
Frederick Vallaeys | May 18, 2018 at 12:03 pm ETWhen your free Ad Grants money is in on the line, contributor Frederick Vallaeys recommends an AdWords script that will keep track of your account and keep you from getting slapped with an AdWords account suspension.
Frederick Vallaeys | May 9, 2018 at 11:18 am ETContributor Frederick Vallaeys isn't ready for Skynet to manage his PPC campaigns just yet and shares seven ways account managers can use their experience to improve shopping ad performance.
Frederick Vallaeys | Apr 11, 2018 at 10:53 am ETContributor Frederick Vallaeys suggests answering clients' questions about AdWords quickly and authoritatively will make you shine like a PPC rockstar.
Frederick Vallaeys | Mar 15, 2018 at 1:16 pm ETContributor Frederick Vallaeys believes the PPC professionals with the strongest knowledge of paid search fundamentals will have the best opportunities for successful campaigns and solid career growth.
Frederick Vallaeys | Feb 14, 2018 at 12:47 pm ETArtificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what's next for AI in paid search
Frederick Vallaeys | Jan 17, 2018 at 11:47 am ET