Session on If this, then that on ppc automation for SMX Munich. In This deck, I discuss whether to opt into PMax, broad match, creative, and automated account workflow.

1. If This Then That Guide To PPC
Automation
Navah Hopkins

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@navahf #SMXMunich
Back in 2019, I Did A Presentation For What I Thought
Would Be The Framework For This Presentation

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Then Google Made Some Announcements

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ChatGPT Disrupted The Search Marketing Scene

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And I
Changed
Jobs
(Meaning
Access To
Updated
Data)

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Don’t Allow The Constant Pace Of Change to Stress
You Out - This Is A Time Of Growth & Self-Care

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Agenda
What Does Automation Mean
Today?
Determining If/This Criteria
If/This Scenarios
Navah Hopkins
Evangelist
About Me:
In Digital Marketing Since 2008
Worked In SAAS, In-House, And
Agency
Pet Mom, Gamer Girl, Star Wars
Fan

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Automation Is More Than Bidding

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Manual vs Automated vs Smart Bidding Isn't The
Debate Anymore
Based on data from 3200 client accounts in July 2019

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15% Of Advertisers Using Outdated Strategies
& Perform Worse

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Which Conversion Actions Are Primary vs Secondary

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Keywords, Audiences, Creative…How Much Control
Are We Willing To Give Away?

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Keywords Are Signals Not Targets

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Audiences Are Baked into Broad Match

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With Similar Audiences Automatically Part Of
Your Campaigns, Exclusions Will Be More
Important Than Ever

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PMax & Smart Campaigns Can Work….Sometimes

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Use Proven Keywords And Converting Search
Terms To Build Custom Intent Audience Signals

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There Is No Such Thing As “Manual” Creative
Anymore

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Campaigns Range In Control
Control Isn’t Always Better

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Criteria For If This Then That

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Key Factors Influencing Automation
Choices:
Time Budget Brand

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Measures Of Success
Trustworthy
Conversion
s
Spend Brand

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Based On The Criteria & Success Measures Your
Brand Will Fall Into One of the Following Personas
Big Budget
Strict Brand
Big Budget
Medium Brand
Big Budget
Loose Brand
Medium Budget
Strict Brand
Medium Budget
Medium Brand
Medium Budget
Loose Brand
Small Budget
Strict Brand
Small Budget
Medium Brand
Small Budget
Loose Brand

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The Larger The Budget,
The Easier/Faster Time Algorithms
Will Have Optimizing Your Account

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The More “Control” You Need To Exert, The More You
Limit The Learning & Potential Scale

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If This Then That

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Should You Use PMax?

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If You’re Ecommerce, The Answer Is Yes
84%
Improvement on
ROAS
2,100%
Improvement on
Profitability

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Between Negatives & Only Focusing On Net New
Customers PMax Can Be Powerful

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All Other Industries, Consider The Following
Yes
● I have the creative for all channels
(including video).
● I am ok with branded and non-branded
being mixed.
● I trust my conversion tracking
No
● I don’t have all the creative
● I need segmentation for Branded and
Non-Branded
● I don’t trust my conversion tracking

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Google WILL Choose Your Standard Campaigns Over
PMax If The Option Is There…Test The Waters With
An Experiment

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Be Sure You Use Account Wide Exclusions &
Negatives

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Can’t Bring The Video For PMax? Search With Display
Expansion Can Act Like PMAX With Much More
Control
Search Network = 6% increase in CPA, 70% lower conversion rate, 69% cheaper clicks
Display = 340% increase in CPA, 93% lower conversion rate, 66% cheaper clicks
Jan 2023

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Should You Use Smart
Bidding?

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Smart Bidding Isn’t Auto Bidding:
Target Impression Share, Max Clicks, & Rule Based
Bidding Are An Out If You Don’t Trust Your
Conversion Tracking

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If You Go With Human Created Rules, You Forfeit
Google’s 60+ Signals…And That Might Be Acceptable
12%
Optmyzr customers
using Manual Bidding

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Max Clicks With Bid Caps Don’t Teach As Well As
Target Impression Share
2%
Optmyzr Customers
Using Target
Impression Share
Bidding

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Advertisers Are Using Smart Bidding Far & Above
Manual & Auto Bidding
66%
Optmyzr customers
using Smart Bidding

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Auto-Bidding
Yes
● I do not trust my conversion tracking.
● I am ok with a true learning period
● I have the creative to back up volume
or top placement.
No
● I trust my conversion tracking.
● I can’t afford to have budget focused
on anything other than conversions.
● I can’t capitalize on volume or top
placements

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Smart Bidding
Yes
● I know which actions are worth
tracking
● I know what my leads/customers are
worth
● I trust my conversion tracking
No
● I’m uncertain on what’s worth tracking
● I’m uncertain what my customers are
worth
● I don’t trust my conversion tracking

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Using Human Rules For Bids,
Audiences, & Placements Is
A Must For Manual Accounts

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Should You Use Broad
Match?

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Broad Match Is Branded As Optimized Targeting
Based on data from 3200 client accounts in July 2019

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Optimizing For Semantic Search Isn’t Useful Anymore

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Should I Use Broad Match
Yes
● I’m in an industry that benefits from
audiences (and might not be able to
access them)
● I don’t mind doing negative work
● I have room for some learning budget.
No
● Audiences aren’t crucial - content is
● I have limited to no patience for
negative work
● My budget can’t afford the additional
data

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Should You Own Your
Creative?

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Ad Networks Will Create Average Creative For You If
You Don’t Supply It
AI AI
Human

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8% of Optmyzr
Advertisers
Still Use Standard
Ads
● Fear of Losing Success
● Too Busy To Make New Ads
● Not Automatically Converted

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Partner With The Machine Through Pinning Creative
93,055 ads in
2022

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Youtube Ad Spend Is Fairly Flat YoY - Make The
Creative Where You Can Win

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Should I Make My Own Creative
Yes
● I’m under strict brand guidelines.
● I have the time to craft creative for
each market.
● I will supply the creative for each
channel I’m opting into.
No
● I have some flexibility on brand
guidelines.
● I don’t have time to message map.
● I don’t have the creative for all my
channels.

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Should You Fully Automate
Account Work?

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77% Of Marketers Saw An Increase In Conversions After
Adopting Automation Software
(softwarepath.com)

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Not Without Human Interventions

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Give Google The Keys, It Will Drive Where It Wants To
Go
Match Type Count
Conversions
Broad 30360
441577
Exact 49565

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The Suggestions Can Be Good, Just Not Auto-Applied

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Humans Need To Have Final Say, But Can Get Ideas
From Machines
Data Acquisition Optimization Scale
Who Should We Target?
How Much Should They
Cost?
What Account Structure
Will Serve Me?
What Messaging Will
Resonate?
Are There Better
Targeting Choices?
Am I Prequalifying Well
Enough?
Given Resources, Do I
Have The Best
Structure?
How Can I Grow?
Can I Handle More Volume
Now?
Can I Nurture More Value
Out Of Existing Customers

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Final Takeaways

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Automation’s Success Is
Dependent On The Human

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Conversion Tracking Is At
The Heart of Whether
Native Automation Will
Work

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Don’t Be Afraid To Test

62. Thank You! Questions?
Navah Hopkins
Brand Evangelist, Optmyzr
navah@optmyzr.com• @navahf