How to Get Better PPC Results in Less Time With Automation - Frederick Vallaeys (MnSummit 2019)
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Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
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How to Get Better PPC Results in Less Time With Automation - Frederick Vallaeys (MnSummit 2019)
- 1. PPC Automation for PPC Pros Use Automation Layering to take back control
- 2. 2 HELLO! I am Frederick Vallaeys I am the Cofounder of You can find me at @SiliconVallaeys or read my blogs on Search Engine Land. 2
- 3. The PPC Bots Are Ready to Do Your Job
- 4. A Tipping Point in Processing Power 2019 20031950s 1960s 1970s 1980s 1990s Moore’s Law: Performance doubles roughly every 2 years
- 5. Machines don’t need us anymore Machine learning can now learn without the input of human experts AlphaGo Year 2016 Technique Studied 100,000 human games Time Months Cost ~$250 million Outcome Beat the world champion 4-1 AlphaGo Zero 2017 Played against itself 30 million times Days ~$25 million Beat AlphaGo 100-0
- 6. But we’ve seen this before... In 1997, world chess champion Garry Kasparov is defeated by Deep Blue, IBM’s supercomputer...
- 7. “ ’’ — Garry Kasparov AI Alone Is Not the Answer A supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
- 8. Humans can outsmart predictable automations Humans can outsmart predictable automations
- 9. PayPal almost went bankrupt… until they found humans assisted by machines outperformed machines alone
- 10. ML based suggestions + Fast and easy interface to let humans validate Humans + Machines > Machines Alone
- 11. 3 Roles of Human PPC Experts
- 12. Google Automation + PPC Pros
- 13. “ ’’ — Fred Vallaeys Not Every Automation Has to be AI Automating Google Ads is not the exclusive domain of Google. You can automate things too!
- 14. Automation Layering If you can write down your process, you can automate it!
- 15. Your Automation Controls Google’s ML Your automation could be as simple as an automated rule that sends an email if some condition goes out of bounds
- 16. Tools to Create Your Own Automation Solution Cost Benefits Ad Scripts Low start-up cost Ongoing maintenance cost Great for prototyping Quick to build something new Can be used by tech-savvy marketers API Higher start-up cost Ongoing maintenance cost Requires engineers Scalable Reliable Full-featured 3rd Party Tool Ongoing license cost No maintenance fees Plug-and-play Newest best practice are automatically added
- 17. Targeting: Take control over close variants 17
- 18. 2018 Close Variants: Same meaning for exact match 2017 Close Variants: Word order and function words 2010 Modified Broad Match 2014 Close Variants: Typos, Plurals, Stemmings Google Ads Match Types Timeline
- 19. Get the code: http://bit.ly/CloseVariants Use Ads Scripts to Automate Monitoring
- 20. Automatically Remove Bad Close Variants Could we enhance this reporting script so it automatically adds negative keywords for bad close variants? ● When the query underperforms the keyword ● When the query is too different from the keyword
- 21. Google Ads Scripts to the Rescue 1. Copy the code that someone else already shared 2. Make your own customizations 3. Put your new custom automation on auto pilot Here’s the code to add a negative KW to an ad group: >> adGroup.createNegativeKeyword(“a new broad negative keyword”);
- 22. Levenshtein Distance A numerical score of how close the query is to the keyword. Add one point for every: ● letter that is changed ● letter that is deleted ● letter that is added A bigger score means a bigger difference PAJAMAS 0 PJAMAS +1 PJMAS +1 PJAS +1 PJS +1 = 4 Levenshtein Distance How to Determine How Different a Close Variant is?
- 23. Bidding: Make Smart Bidding even smarter 23
- 24. Not All Bid Automations are Smart
- 25. #SMX #14B @SiliconVallaeys But I know I sell more lift tickets when the powder is fresh. Where’s the bid adjustment for that??? But I know I sell more lift tickets when the powder is fresh. Where’s the bid adjustment for that???
- 26. Automation Layering for Smart Bidding Business data: e.g. promotion schedule Seasonality adjustment tROAS target Conversion rules Smart Bidding Use your business data to automatically change the dials of Smart Bidding
- 27. Automation Layering for Controlling Bids
- 29. When I test RSA vs ETA, RSAs seem to have worse conversion rate? Should I delete them? Maybe, but not definitely...
- 30. Google Says RSAs Have Access to New Ad Inventory Where is this new inventory? ● On the SERPS ● For queries that had no relevant ETAs Why? ● Because Machine Learning can create a relevant ad on the fly
- 31. How to Check Your New Inventory Methodology: http://bit.ly/rsa-inventory Now you can see when: 1. Only an RSA serves (new inventory) 2. RSA competes with ETA (and may be worth removing)
- 32. Consider the bigger picture Responsive Search Ad vs. Expanded Text Ad ● ETAs may win ● But RSAs are eligible for some additional inventory Wrong Analysis: Is RSA or ETA better so I can keep only the winner Correct Analysis: Do I get more conversions overall when I have RSA + ETA “To reduce the likelihood of seeing higher cost-per-acquisitions couple Responsive Search Ads with a Smart Bidding strategy like Target CPA” -Google
- 33. The PPC Robots Need YouThe PPC Robots Need You
- 34. Thanks! frederick@optmyzr.com Need a good PPC tool? Try Optmyzr for free!
Hinweis der Redaktion
- 4R/T Mars → 1-way Neptune, 5th farthest planet
- Teams of human plus machine dominated even the strongest computers... a chess-specific supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
- So Max and his engineers rewrote the software to take a hybrid approach: the computer would flag the most suspicious transactions on a well-designed user interface, and human operators would make the final judgment as to their legitimacy. Thanks to this hybrid system—we named it “Igor,” after the Russian fraudster who bragged that we’d never be able to stop him—we turned our first quarterly profit in the first quarter of 2002 (as opposed to a quarterly loss of $29.3 million one year before).
- So Max and his engineers rewrote the software to take a hybrid approach: the computer would flag the most suspicious transactions on a well-designed user interface, and human operators would make the final judgment as to their legitimacy. Thanks to this hybrid system—we named it “Igor,” after the Russian fraudster who bragged that we’d never be able to stop him—we turned our first quarterly profit in the first quarter of 2002 (as opposed to a quarterly loss of $29.3 million one year before).
- Teams of human plus machine dominated even the strongest computers... a chess-specific supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
- Since RSAs are adaptive to best match user search queries, they are eligible to serve for queries that your traditional ads would have not been eligible to serve on. These ads are still serving on the same results page, however, will serve on searches and in positions your ETAs would not. Here's an example: Let's say your responsive search ad adapts and is relevant to a new query, but that query happens to be lower intent with a lower conversion rate. RSA will still be delivering relevant impressions where it wouldn't have been able to before however, the impact this specific interaction would have on your conversion rate could be negative. Naturally this is not a behavior we expect to see from the ad type, it is just a consequence of the ability to serve on a higher volume of relevant queries. The KPI we are measuring for success with this product is impressions, clicks and conversion volume - and we have seen RSAs execute pretty well against these. One potential solution to reduce the likelihood of seeing higher cost-per-acquisitions would be coupling Responsive Search Ads with a Smart Bidding strategy like Target CPA. These products pair very well together, as responsive search ads will make sure the message delivered is as relevant as possible and Target CPA would optimize that delivery to getting as many conversions as possible within your CPA.