Are SKAGs dead after Google’s latest match type changes?
PPC pros can now leverage new ad formats like RSAs to further boost auction-time relevance....
Aug 19, 2019 at 8:00 am ET
Frederick Vallaeys
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.
Heard from Google, the biggest trends impacting PPC are privacy and automation
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...
Automation layering: How PPC pros retain control when automation takes over
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...
What clients expect from their PPC agency
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...
Where Google got more inventory to show Responsive Search Ads ads may surprise you
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...
Google’s next chapter for metrics to focus on clarity once ‘average position’ is removed
Fred Vallaeys explains why advertisers need to rethink bidding strategies and position metrics now that Google has announced it will sunset one of...
Here’s a new script to find the best text for new ads using an n-gram analysis
This script analyzes the performance of commonly found word sequences to deliver additional insights about historical ad...
Get more conversions by deconstructing your PPC ads
Columnist Frederick Vallaeys shares a new Google Ads script that will reveal what parts of your ads are worth keeping and which to...
PPC toolkit expands with Bing Ads Scripts’ cross-account operations
Columnist Frederick Vallaeys offers code samples for sending email and creating virtual labels with JSON to fill in some missing...
The impact of ‘close variants’ in exact match types
A look at 4 ways Google Ads Scripts can help restore control for some...
How keyword match types work after the new close match variants change
Here'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...
Avoid the 8 most common pitfalls of automated bidding
With more and more PPC tasks becoming automated, it’s important to understand the limitations of automation. Here are eight of the most common...
There is no reason to manage bids manually
When 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...
5 Things Google Ads can now do automatically
Contributor Frederick Vallaeys looks at automated tools in the platform formerly known as AdWords, outlines how 'smart' automation works and what PPC...
Parallel tracking offers a page-speed improvement for AdWords advertisers
Contributor Frederick Vallaeys urges advertisers to adopt the feature now, before it's required, especially if you're working with mobile landing...
A time-saving free script to help keep Ad Grants accounts out of trouble
When your free Ad Grants money is in on the line, contributor Frederick Vallaeys recommends an AdWords script that will keep track of your account...
How to outdo the PPC robots in shopping ads
Contributor Frederick Vallaeys isn't ready for Skynet to manage his PPC campaigns just yet and shares seven ways account managers can use their...
Understanding campaign performance: Answers to common conversion tracking questions
Contributor Frederick Vallaeys suggests answering clients' questions about AdWords quickly and authoritatively will make you shine like a PPC...
How to build a stronger, more effective PPC team
Contributor Frederick Vallaeys believes the PPC professionals with the strongest knowledge of paid search fundamentals will have the best...
The technology behind AI in PPC
Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick...