Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers. His latest book, Digital Marketing in an AI World, was published in May 2019.
Advertisers 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.
An analysis of more than 5,600 Google Ads accounts.
This script will show you the daily percentage of clicks going to search terms that Google doesn't report.
Smart bidding adapts to changes with reduced budgets, which is better than pausing campaigns, but beware of high impression share with automated bids.
This script alerts advertisers when regional differences related to the coronavirus have an impact on your PPC campaigns.
This Google Ads script overlays government actions related to the pandemic on Google Ads performance metrics.
The 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.
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.
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.
Using automations from Google is inevitable, so if you want more control, you can regain it by layering in your own strategies.
This script generates a dashboard with a comprehensive view of experiments across My Client Center.
PPC pros can now leverage new ad formats like RSAs to further boost auction-time relevance.
The 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.
By 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.
Keep 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.
RSAs 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.
Fred 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.
This script analyzes the performance of commonly found word sequences to deliver additional insights about historical ad performance.
Columnist Frederick Vallaeys shares a new Google Ads script that will reveal what parts of your ads are worth keeping and which to discard.
Columnist Frederick Vallaeys offers code samples for sending email and creating virtual labels with JSON to fill in some missing pieces.