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.
Contributor
Frederick Vallaeys's latest articles
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.
How out-of-order ad promotion works on Google Search
Learn how Google's out-of-order ad promotion in search auctions impacts ad positioning and advertisers' strategies.
Google Ads scripts usher in a new era with API access
Learn how Google Ads scripts and the new "mutate" function redefine campaign management and how to tap into the full potential of the Ads API.
This Google Ads script uses GPT to summarize account performance
Use this script to provide GPT with facts about your account and get a performance summary that can be shared with clients and stakeholders.
A Google Ads script that uses GPT to write RSAs
This script can help you leverage GPT's API to use the maximum number of RSA assets and, in turn, boost your paid search campaigns.
FLoC and the future of audiences: Understanding the limits and capabilities of FLoC, FLEDGE and TURTLEDOVE
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.
RSAs vs ETAs, how, when, and why PPC experts use them
An analysis of more than 5,600 Google Ads accounts.
How much does Google’s new search term filtering affect ad spend transparency? Here’s how to find out
This script will show you the daily percentage of clicks going to search terms that Google doesn't report.
4 things we learned about automated bidding during the pandemic
Smart bidding adapts to changes with reduced budgets, which is better than pausing campaigns, but beware of high impression share with automated bids.
A script that detects anomalies at a local level
This script alerts advertisers when regional differences related to the coronavirus have an impact on your PPC campaigns.
Track how PPC performance changed when specific COVID-19 events took place
This Google Ads script overlays government actions related to the pandemic on Google Ads performance metrics.
Will RSAs help or hurt your account? This script will help you figure it out
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.
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.
PPC automation will disrupt your business, but automation layering will save the day
Using automations from Google is inevitable, so if you want more control, you can regain it by layering in your own strategies.
A script to create a Google Ads Experiments dashboard
This script generates a dashboard with a comprehensive view of experiments across My Client Center.
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.
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 with different search engines.
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 automations created by the ad engines.
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 want.
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 need to delve into the scripts and Ads API reports.
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 its oldest metrics later this year.
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 performance.
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 discard.
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 pieces.
The impact of ‘close variants’ in exact match types
A look at 4 ways Google Ads Scripts can help restore control for some advertisers.
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 variants.
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 issues to avoid when moving from manual to automated bidding.
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 tedious work humans used to do to calculate CPC.
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 professionals and account managers can do to further improve results.
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 pages.
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 and keep you from getting slapped with an AdWords account suspension.
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 experience to improve shopping ad performance.
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 rockstar.
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 opportunities for successful campaigns and solid career growth.
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 Vallaeys explains the technology, its evolution in recent years, and what's next for AI in paid search