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@Mark_Meijs
@Mark_Meijs
My first job in PPC was creating Sitelinks on ad group
level.
@Mark_Meijs
We already use automation everyday, using automation
within our daily jobs is nothing more than common sense.
@Mark_Meijs
If there is a traffic jam, then
pick another route for me.
@Mark_Meijs
You can tie automation to PPC in a lot of different ways,
but I will focus on optimization.
@Mark_Meijs
Bidding, Hygiene and growth are the 3 pillars in PPC
optimization.
@Mark_Meijs
Let’s start with Bidding!
@Mark_Meijs
Why should you have the ambition to automate?
First of all the frequency of optimizations.
Manual vs Automated bidding
- Frequency
- Bid Modifiers
- Performance
@Mark_Meijs
Secondly, automation will take all available signals
into account.
@Mark_Meijs
And thirdly, bidding at query level.
@Mark_Meijs
However, is your account ready for automated
bidding?
Account factors:
● Maturity
● Complexity
● Thresholds
Business factors:
● Cost / Benefit
● Current man hours
● Cost of missing out
@Mark_Meijs
Where are you on the PPC bidding maturity
roadmap?
Manual Bidding1
Semi Automated2
Engine autobidding3
Cross-engine
autobidding
4
PPC bidding maturity
@Mark_Meijs
Moving to phase 2.
Semi Automated2Manual Bidding1
● Map your process
● If this then that
● Create a safe test environment
@Mark_Meijs
Moving to phase 3.
Engine autobidding3Semi Automated2
● Select an account with enough
data (not your most important)
● Make sure that you have steady
performance
● And a steady performance
target
@Mark_Meijs
& to phase 4.
Cross-engine
autobidding
4Engine autobidding3
● Create cost / benefit analysis of
third party tools
● Determine tool (& provider)
@Mark_Meijs
The key difference between
manual and automated bidding
is the shift in your daily work.
@Mark_Meijs
We can actually divide hygiene into 2 parts
Important hygiene factors
• What and where am I
serving and are there
problems?
• What impression am I
making on potential
customers?
@Mark_Meijs
First check in account hygiene should always be.
Are my campaign settings correct?
• Ad Rotation
• Country
• Language
• Serving
• Targeting
• Audiences
@Mark_Meijs
And are you optimized in all markets across all
search engines?
@Mark_Meijs
Bottlenecks exist in every account. Automation can
help identify them so you can fix this.
• Solution 1: Shared budgets
• Solution 2: Automated rule
• Solution 3: Script + manual action
@Mark_Meijs
Bottlenecks exist in every account. Automation can
help identify them so you can fix this.
Solution: Implement this script and take manual action.
@Mark_Meijs
QS is still the X factor for your performance.
If QS is Your CPC vs. QS=7 is
10 Discounted by: 30,00%
9 Discounted by: 22,20%
8 Discounted by: 12,50%
7 -
6 Increased by: 16,70%
5 Increased by: 40,00%
4 Increased by: 75,00%
3 Increased by: 133,30%
2 Increased by: 250,00%
1 Increased by: 600,00%
@Mark_Meijs
Are we actually serving our ads at all?
Free script.
@Mark_Meijs
Scripts often only solve 1 problem & tools help you
solve several problems quicker.
@Mark_Meijs
We often forget that our ads are the first impression
that we make as a company.
404
@Mark_Meijs
Our ad copy shapes the perception of the company
Common ad copy mistakes
● Incorrect prices
● Power phrases
● Incorrect spelling
● {dynamic} copy that
does not make sense
We are actually showing that we
are not trustworthy.
@Mark_Meijs
You can monitor this partly via free tooling!
I’ve assembled some free templates:
Datastudio:
• E-Com Datastudio template.
• Lead-gen Datastudio template.
• Non-profit Datastudio template.
• Multi-channel Datastudio template.
Supermetrics
• Basic PPC Dashboard template.
• Advanced PPC dashboard template.
@Mark_Meijs
And finally automating for growth!
@Mark_Meijs
Your quickest win is making sure you are optimized
across all search engines.
@Mark_Meijs
Automating for growth usually starts with automated
campaign creation & syncing.
@Mark_Meijs
For some clients 50% of their revenue comes from
the top 20 search terms.
Optimize your structure to
monetize your leading search
terms 100%.
@Mark_Meijs
70% of the time growth in in what you already have
in your account.
Situation:
Opportunities
When identified, you can easily:
• Make structural changes to your setup.
• Add keywords to your account
• Bid accordingly
@Mark_Meijs
@Mark_Meijs

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