PPC Town Hall

From new generative AI features for Google Ads, Performance Max, and Product Studio, to simplifying campaign creation, and enhancing ad relevance, there were some big announcements at Google Marketing Live 2023. This time I'll be joined by a panel of PPC experts: Navah Hopkins, Cory Henke, and Mike Ryan. And we're going to be sharing our reactions and insights about what those announcements would mean to advertisers and businesses. In this episode, we’re going to: - Look back at all the GML 2023 updates  - Help you figure out the adjustments you can make to grow your business and - Answer your questions Our speakers: - Navah Hopkins, Optmyzr - Cory Henke, Variable Media - Mike Ryan, Smarter Ecommerce ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com#ppc #googleads #optmyzr #adtech #digitalmarketing

We did an episode on ChatGPT a few months ago to speak about its impact and applications in PPC. (you can watch it here) One of the viewers of that episode, Nicholas Baken shared some powerful use cases he was using ChatGPT for in the live chat. So I reached out to him later to discuss more on that. In this episode of PPC Town Hall, you’ll watch Nicholas and myself discuss the applications of ChatGPT beyond PPC and into SEO, content creation, and general digital marketing. Tune in to learn: - How can it generate schema markup for SEO - How to use OpenAI’s playground to open up more possibilities for GPT - ChatGPT’s limitations - How ChatGPT can create Google Ads scripts and discover negative keywords in PPC and much more Our speaker: - Nicholas Baken, Nyfty Labs

Follow Nicholas on LinkedIn: https://www.linkedin.com/in/nicholasbaken

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #chatgpt #optmyzr #adtech #digitalmarketing

► Check out Search Marketing Academy, our new podcast
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https://www.optmyzr.com
#ppc #microsoftexcel #optmyzr #adtech #digitalmarketing

Watch the full video episode here: https://www.youtube.com/watch?v=lACqzQxFAJA

So much has happened in the world of marketing in the last few months. Headways in artificial intelligence and the uncertainty of popular platforms are changing how we do marketing.

We’re seeing the rise of generative A.I. tools, the resurgence of Bing, the uncertain future of TikTok due to privacy concerns, and much more.

From feeling excited to confused to suffering from FOMO, you may experience a wide range of emotions as a result.

So this time on PPC Town Hall, we spoke to three very experienced digital marketers — Motoko Hunt, Andrea Cruz, and Sarah Stemen, who’ve seen sustained success despite various challenges.

In this episode, you’ll hear several great tips and pieces of advice from them to serve your clients in the best possible way and stand out as a marketer.

Tune in to learn:

- Some practical applications of A.I. in digital marketing

- How to do ethical marketing in this age of privacy?

- How to stay nimble in a constantly-evolving industry?

and much more

Our panelists:

- Sarah Stemen, Marcus Thomas LLC

- Motoko Hunt, AJPR

- Andrea Cruz, Tinuiti

► Get emails about future Town Halls

https://www.optmyzr.com/ppctownhall

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https://www.optmyzr.com

#ppc #digitalmarketing #googleads #optmyzr

Link to Mike's Performance Max script: https://github.com/agencysavvy/pmax 

Link to Cory's Performance Max for ecommerce campaigns evaluation checklist: https://www.optmyzr.com/blog/ecommerce-performance-max-evaluation-checklist/

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com 

#ppc #googleads #sem #optmyzr #adtech #digitalmarketing

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com 

#googleads #sem #optmyzr #adtech #digitalmarketing

Google is sunsetting Universal Analytics that we all know and used on July 1, 2023, and is moving to #GoogleAnalytics4. This is a mandatory migration; hence, it's a significant shift for #PPC marketers.  

Google added some, changed some, and even removed some features in Google Analytics 4 that you used in Universal Analytics. This means the way you collect and analyze data will need to change.  

To help you understand more about it and make this migration successful, we spoke to two of the best experts in the analytics space, Janet Driscoll Miller and Charles Farina.  

Tune into this episode to learn: 

- How is Google Analytics 4 different from Universal Analytics? 

- The dos and don'ts during the migration to #GA4

- How can PPC marketers get the best out of GA4? 

and more.  

Our expert guests: 

- Janet Driscoll Miller, Marketing Mojo 

- Charles Farina, Adswerve  

Resources:

https://bit.ly/ppctownhall

https://support.google.com/analytics/answer/11986666?hl=en#zippy=%2Cin-this-article

https://www.amazon.com/Data-First-Marketing-Data-Driven-Age-Analytics-dp-111970121X/dp/111970121X/ref=mt_other?_encoding=UTF8&me=&qid=1660670880

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com 

#googleads #sem #optmyzr #adtech #digitalmarketing

P.S. Kasim also spills the beans on the #PerformanceMax strategy he applies at his agency.  

Tune into this episode to learn: 

- What should your agency do and not do in this automation era? 

- Why and how to do better attribution and measurement? 

- What skills should you look for when hiring? and more.  

Our expert guests: 

- Kasim Aslam, Solutions 8 

- Patrick Gilbert, AdventurePPC 

Resources:

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com 

#googleads #sem #optmyzr #adtech #digitalmarketing

Performance Max. Responsive Search Ads. Smart Bidding.  Automation by the major ad platforms like Google is really changing the way how we, the advertisers, work. While a lot of advertisers have adopted it, many of them haven’t seen the desired results.   As a result, advertisers are adopting automation layering i.e., adding a layer of their own automation over that of the ad platforms, to safeguard their #PPC accounts.  In this episode, we spoke to a couple of in-house marketers and an agency owner to learn how they’re adopting automation layering to regain control of their accounts.  Tune into this episode to learn: - How PPC teams are using automation layering? - How should a PPC marketer evolve their skillset due to ad platform automation? - What strategies and tactics to implement and when? and more.  Our expert guests: - Inderpaul Rai, ufurnish.com - Christina Brauer, Capital C - Ashwin Balakrishnan, Optmyzr  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #googleads #sem #optmyzr #adtech #digitalmarketing

#PerformanceMax — the one campaign to rule them all — has seen widespread adoption among advertisers from various verticals.  But how should advertisers in #ecommerce and retail specifically approach this revolutionary campaign type?  That’s why for this episode, we brought in two specialists, Mike Ryan and Menachem Ani, who have years of experience under their belt in running successful campaigns for ecommerce and retail. They’re going to talk about how to approach Performance Max campaigns, how to structure them and share great tips.  Tune into this episode to learn: - How to structure your campaign? - What strategies to implement and when? - How to make use of the channels besides shopping? and more.  Our expert guests: - Mike Ryan, Smarter Ecommerce - Menachem Ani, JXT Group  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

The end of #ExpandedTextAds is here.  So how should you prepare your accounts going forward? Should you still create some last-minute ETAs? And how can you create better #ResponsiveSearchAds?  Get these questions answered and many more, plus learn actionable tips you need to structure and test RSAs in this PPC Town Hall featuring Julie Bacchini and Mark Irvine.  In this episode you will learn: - How to structure your campaigns with RSAs? - How to create the best performing RSAs? - Tips for using Ad Variations and so much more.  Our expert guests: - Julie Bacchini, Neptune Moon - Mark Irvine, Search Lab  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

Microsoft, in a latest report, said that working from home has blurred the lines between our work and personal time which created a new buyer persona called the ‘workday consumer’.  This presents a unique challenge for #PPC advertisers because our audience targeting depends on consumer demographics, past behaviors, purchase histories, etc.  In this episode of PPC Town Hall, we brought in John Lee and Melissa Mackey to help us understand the findings from this report, how consumer behavior has changed as a result, and more importantly how to target this new persona.  In this episode, you’re going to learn: - What is the ‘workday consumer’ - How consumer behavior has changed - What are the findings from this report that impact PPC advertisers - How to act on these findings and target this new persona  Our expert guests: - John Lee, Microsoft Advertising - Melissa Mackey, MerkleB2B  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #googleads #bingads #sem #optmyzr #adtech #digitalmarketing

From automation to video ads to privacy, Google had plenty of updates to share at #GML2022.  As a result, it may seem harder to focus on the ones that matter the most for your business.   That’s why we’re speaking to three top #PPC experts — Joe Martinez, Navah Hopkins, and Kirk Williams in our next PPC Town Hall to break down all the updates and understand how they can impact advertisers.  In this episode, we’re going to:  - Look back at all the GML 2022 updates  - Help you figure out the adjustments you can make to grow your business and - Answer your questions  Our expert guests: - Joe Martinez, Paid Media Pros - Navah Hopkins, Navah Hopkins LLC - Kirk Williams, ZATO Marketing

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com #googleads #sem #optmyzr #adtech #digitalmarketing

B2B #PPCAdvertising comes with some unique challenges: longer sales cycles, low lead volume, and wrong audience targeting, just to name a few.  These are not unique challenges; almost every advertiser faces them.  So we brought in two B2B advertising experts — Andrea Cruz and Brandon Coward — who helped several B2B companies overcome these challenges and build high-quality leads.  Join Andrea and Brandon in this episode to learn: - How to trust automated bidding with a low lead volume - How to use enhanced conversions and value rules to generate higher-quality leads - How to manage client expectations - Messaging tips in RSAs and more.  Our expert guests: - Andrea Cruz, Tinuiti - Brandon Coward, Powered by Search  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

In this episode, we spoke to top #PerformanceMax practitioners — the people who are actually using this new campaign type every day.  They shared their experiences, tips, and best practices from their experiments.  You will learn: - How Performance Max performed against other campaign types - How to deal with cannibalization with existing campaigns  - Performance Max Campaign optimization tips and more  Our expert guests: - Andrew Lolk, SavvyRevenue - Brooke Osmundson, Smith Micro Software - Duane Brown, Take Some Risk - Antonia Vasile, Antonia-Vasile.com  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

#PerformanceMaxCampaigns is the latest #GoogleAds campaign type that helps you find customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps from a single campaign.  Since it’s still early days, there is so much to learn about it. That’s why we brought in experts from Google — Sagar Shah and Rodney Ip — two of the people behind this new campaign type.  

Sagar and Rodney share everything about Performance Max campaigns, the best practices to follow, and the future roadmap. They also answered several frequently asked questions by the PPC community about Performance Max campaigns.  

You will learn: 

- What are Performance Max Campaigns, the benefits, and future roadmap 

- Best practices to follow, and 

- Answers to several common questions  

Our expert guests: 

- Sagar Shah, Google 

- Rodney Ip, Google  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

Stop using #TargetCPA bidding. 

Instead, move to #ValueBasedBidding to maximize your profitability. To help you learn more about Value-Based Bidding, how it works & more, we brought in experts from Google — Alex and Rebecca. 

In this episode of PPC Town Hall, you will learn: 

• Why you should move from Target CPA to Value-Based Bidding 

• What is Value-Based Bidding, and how it works 

• Best practices and common pitfalls while using Value-Based Bidding  

Our expert guests: 

• Alex Ioch, Google 

• Rebecca Chiu, Google  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com 

#ppc #googleads #sem #optmyzr #adtech #digitalmarketing

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com 

#DigitalMarketing #PPCTownHall

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

Expanded Text Ads out, #ResponsiveSearchAds in. 

RSAs will be the only type of text ads you can create in #GoogleAds starting July 1, 2022. And there's going to be a pretty big shift in how #PPC marketers approach text ads.  Learn from two PPC experts with long-standing track records and significant experience building managing RSAs.  

This panel covers: 

• How RSAs have done compared to ETAs so far 

• How pinning certain components affects RSA performance 

• Tips, tricks, and best practices for running better RSAs  

Our expert guests: 

• Julie Friedman Bacchini, Neptune Moon 

• Ed Leake, AdEvolver  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com 

#ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Success in search requires treating search engine results pages (SERP) as a single entity.  Its three core components – ads (search + shopping), #SERP features, and traditional “blue links” – are all mutually beneficial. But too often, each of these functions is siloed, preventing a more robust, holistic understanding of your target audience.  This panel covers: • What is integrated search & how does it help • How to make the case for integrated search to senior management • 5 Strategies that enable SEM, #SEO, and #eCommerce to work together  Our expert guests: • Sam Tomlinson, Warschawski • Kirk Williams, ZATO Marketing  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com

Competition in #eCommerce PPC is at an all-time high. Only the brands with the best optimizations will win.  Whether you're new to running eCommerce #PPC campaigns or a veteran, this one is for you.  This panel covers: • Tips and tricks for turning product data into top-performing PPC campaigns • The most important elements of the feed • Tips for boosting shopping ads on Google • Techniques for turning structured data into search campaigns • How does the product catalog impacts retailers • Measuring performance when you're on multiple marketplaces and so much more  Our expert guests: • Jacques van der Wilt, DataFeedWatch • Elizabeth Marsten, Tinuiti  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Structuring your Google Ads accounts can be tough if you don't know what you're doing.  Fortunately, these experts know how account structure needs to change with the updates to ads, keywords, matching, and more. Learn how to remain resilient in the face of rapid changes in the ad platforms.  This panel covers: • How Amalia and Navah restructured their accounts based on the latest changes to Google Ads • Is what worked well only a few years ago still the best solution today • Why restructuring your accounts is important • The pros and cons of various account structures  Our expert guests: • Navah Hopkins, Adzooma • Amalia Fowler, British Columbia Institute of Technology  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com

The 2020s are already shaping up to be the decade of #eCommerce.  Whether your brands or clients are new to the game or looking to revitalize your presence, we've got experts on hand to show you how to stand out. Duane and Andrew have been running top-quality eCommerce campaigns for years, helping brands exponentially grow revenue and smash prior financial records.  This panel covers: • How Duane's team took one client from $650K annual revenue to $500K+ per month • Andrew's role in enabling one client to hit $200 million in annual revenue • The secrets to standing out online in a cutthroat industry • How to turn your brick-and-mortar store into a successful online business • The right way to vet agencies, vendors, and 3rd-party service providers  Our expert guests: • Duane Brown, Take Some Risk • Andrew Goodman, Page Zero Media  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Already, 2021 is shaping up to be unlike any other holiday season we've seen.  It may feel too early to be talking about Q4 shopping, but with the busiest shopping period of the year just a few months away (and many having already started), today is the best time to start preparing your #eCommerce PPC strategy for the holidays.  This panel covers: • How consumer behavior in 2021 changed from previous years • New tools and capabilities from Google that you may not have had in 2020 • Tips for Smart Bidding, conversion tracking, audience targeting, shopping ads & more  Our expert guests: • Andrew Lolk, Savvy Revenue • Chris Moreno, Google  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

There's only one way your PPC career will go with advice from this all-star cast: up.  What do the most successful PPC pros do that everyone else doesn't? The ones who constantly get promotions and raises, who grow their or their clients' businesses – they always find ways to get better. Whether you're a PPC beginner or a veteran, there’s always a new trick you can learn.  Our expert guests: • Julie Bacchini, Neptune Moon • Kirk Williams, Zato Marketing • Christi Olson, Microsoft • John Lee, Microsoft  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com

Leads and conversions are nice, but PPC experts are here for one thing: profit.  How did the smallest team in a media company like Star Tribune manage to become its most profitable division? How did Solutions 8 help hundreds of client teams grow and scale? They both figured out how to leverage automation while still maintaining a personal touch.  Our expert guests: • Ken Chang, Star Tribune Media • Kasim Aslam, Solutions 8  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com

With the majority of advertisers now using Smart Bidding, how do you retain your competitive edge?  The answer lies in how you optimize goals and conversion tracking. The way you tell Google about your results helps their bidding algorithms prioritize the clicks that are most likely to lead to sales. Join this session with Google to learn how to optimize your account performance.  This panel covers: • The type of data you should share with Smart Bidding • Data sharing using Offline Conversion Imports, Value Adjustments, and Value Rules • Using the Offline Conversion Helper to get started faster • How to share offline conversion data without GCLID  Our expert guests: • Emi Wayner, Google • Alex Ioch, Google  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Growing your PPC business can be tough if you don't know what you're doing.  Fortunately, these guys are proven experts at the operational side of paid search, and bring to the table technical strategies to remain resilient in the face of industry changes.  This panel covers: • What roles people take on with so much automation from the engines • How to build a scalable agency process for sales and onboarding • How to build efficiency into PPC management • The role software plays in successfully scaling • Automation killing the match types we rely on • Privacy killing the 3rd party cookie  Our expert guests: • Josh Tan, Rise Interactive • Francisco Lacayo, White Shark Media  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Great ads get clicks. Great landing pages get conversions. Successful campaigns have both.  This episode of PPC Town Hall goes on a slight tangent featuring two brilliant CRO experts who share their tips and insights to help take your PPC campaigns to the next level.  This panel covers: • When to use a dedicated landing page for your PPC campaigns • The most common mistakes that kill conversion rate on landing pages • Ideas to improve relevance between ads and landing pages when using Responsive Search Ads • The right way to measure landing page performance • Other techniques to boost conversion rate  Our expert guests: • Tim Ash, TimAsh.com & SiteTuners • Andrea Cruz López, KoMarketing  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Keywords have been a cornerstone of PPC ever since they were the whole point of AdWords.  Their role and the way they work may have changed drastically over the years, but it's not quite time to ignore them completely. We spoke to three experts about how they've managed the evolution of keywords throughout their careers. And why your loyalty should be to people, not terms.  This panel covers: • Keep targeting specificity even when Exact Match is no longer exact • Best uses of Phrase Match now that it's absorbing Broad Match Modified • Finding negative keyword ideas when search terms reports are restrictive • The best structure when using multiple match types  Our expert guests: • Kirk Williams, ZATO Marketing • Sonika Chandra, Seer Interactive • Sarah Vlietstra, ZATO Marketing  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

The bird puns from Google are getting to be a bit flighty.  The now-retired Federated Learning of Cohorts left advertisers with concerns about how audience targeting will be done in a world without third-party cookies. We asked for some help to understand how advertisers can keep getting the most out of their ad spend while respecting audience privacy.  This panel covers: • What exactly is #FLoC• How does FLoC replace cookies • What will advertisers lose with the demise of third-party cookies • #Remarketing with Google's TURTLEDOVE  Our expert guests: • Navah Hopkins, Justuno • Amy Bishop, Cultivative  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Succeeding in an increasingly automated world is no cakewalk.  To get full value from your budget, your bid strategies should be aligned with campaign and business goals. On the eve of PPC Town Hall's first birthday, we spoke to Google and other industry experts to get their insights on nailing bids.  This panel covers: • How to optimize automated bidding • How to keep doing bid adjustments with Smart Bidding • How to feed your business data to Google for better bids • What's happening with the retirement of tCPA and tROAS • How attribution model selection impacts automated bidding  Our expert guests: • Peter Oliveira, Google • Andrew Lolk, SavvyRevenue • Laurel Galloway, Closed Loop  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

With all those numbers, PPC reporting can often be tiresome and complicated.  Making vast amounts of data easy for clients to understand is no piece of cake. You need time and focus to generate a good report that conveys what you want it to. Here's reporting advice straight from industry specialists, featuring actionable tips and hacks to build a meaningful reporting process.  This panel covers: • What do clients and managers want from a perfect PPC report? • Tools and tricks for moving data between systems • How to find competitive analysis insights more quickly?  Our expert guests: • Steve Hammer, RankHammer • Andrew Goodman, Page Zero Media  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

With so many interactions behind a purchase, attribution almost feels necessary.  Who'd say no to a bird's eye view of how different channels are performing and what leads to the final conversion? But there are pitfalls, including with Google's preferred Last Click model. Learn how you can use attribution models more wisely with the help of Google Analytics.  This panel covers: • Difference between in-platform and cross-platform attribution and when you need which • What is new in Google Analytics 4 and why should you care • How to do attribution in a privacy-first world where cookies may not be available • Pros and cons of different attribution models  Our expert guests: • Ken Williams, Search Discovery • Brooke Osmundson, NordicClick Interactive • Christopher Gutknecht, Bergzeit  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

As the shift towards automation accelerates, agencies must constantly evolve.  Are your strategies useful to their clients? What tactics will you deploy to remain competitive? What can you realistically expect from today's automation tools? This video answers these questions and offers a roadmap to possible solutions.  This panel covers: • What agency work to automate and what to do manually • What are the biggest profit centers of modern agencies • How to have great agency culture to find and retain talent • What skills a successful agency needs to have • How to explain the agency value to clients • How pricing models have changed  Our expert guests: • Wil Reynolds, Seer Interactive • Anu Adegbola, Brainlabs • Max Traylor, The Max Traylor • Tim Halloran, Aimclear  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

If 2020 was the year #eCommerce became a necessity, 2021 could be when it becomes the norm.  What PPC strategies should you use for retail and eCommerce accounts? Which shopping trends are going to continue from last year? These questions are answered in our chat with Google and our friend Andrew, who comes armed with plenty of lessons from his agency.  This panel covers: • Which 2020 online shopping trends Google expects to continue in 2021 • What happened during Standard vs. Smart Shopping campaign tests • Pros and cons of different account structures for e-commerce advertisers • Tips and tricks for maintaining more control while using Smart Shopping campaigns • Feed optimizations to try for better PPC performance   Our expert guests: • Emi Wayner, Google • Peter Oliveira, Google • Andrew Lolk, Savvy Revenue  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

No one has a crystal ball that tells the future, but we've got the next best thing: geniuses.  Hear what some of the brightest minds in PPC have to say about what PPC will look like in 2021, including where Google will go and how quickly they'll move.  This panel covers: • What will Google automate next • How our experts use automation and what they still do manually • Launches from 2020 that will have the biggest impact on how we do PPC in 2021 • Expanded Text Ads vs. Responsive Search Ads  Our expert guests: • Brad Geddes, Adalysis • Ginny Marvin, Independent Consultant • Matt Van Wagner, Find Me Faster  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Losing control over your ad campaigns sucks. But don't just sit there... go around it.  The last episode of PPC Town Hall in 2020 covers one of the hottest topics in search marketing, with an expert panel with plenty of experience getting around data restrictions and control issues.  This panel covers: • Discussing omnichannel strategies • Targeting in a post-cookie world • Automation for audiences, bidding & omnichannel budget allocation • Tracking and updating campaigns to leverage machine learning • Patrick's new book, "Join or Die: Digital Advertising in the Age of Automation"  Our expert guests: • Michelle Morgan, Clix • Joe Martinez, Clix • Patrick Gilbert, AdVenture  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

One of the most exciting things about PPC is also highly frustrating: change is constant.  Taking our guests from among PPC Hero's list of the most influential experts of 2020, we're talking about ways to update or work around outdated search marketing strategies.  This panel covers: • Optimizing with data restrictions from Google • How PPC pros automate and what they still do manually • Kirk's new book, "Ponderings of a PPC Professional"  Our expert guests: • Kirk Williams, ZATO • Aaron Levy, Tinuiti • Joe Martinez, Clix  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

There's nothing quite like learning about something from the people who created it.  We're excited to have Google join us on PPC Town Hall for a discussion on how to optimize Smart Bidding campaigns and other automations they've developed. This is a direct, closer look at Smart Bidding, use cases, and actionable tips to carry back to your accounts.  This panel covers: • The difference between automated and Smart Bidding • How to get started with Smart Bidding and validate success • When to switch between bid types • 5 stages of bidding from Google • Connecting business data with optimizations in Optmyzr • How to optimize Smart campaigns (shopping, performance max) • Overall results on the Optmyzr platform & why Smart Bidding works well • Optmyzr tools to use in conjunction with Smart Bidding  Our expert guests: • Emi Wayner, Google • Peter Oliveira, Google  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Today's world is more volatile, uncertain, complex, and ambiguous than ever.  Search marketing is not immune to this VUCA syndrome, so Anders and Lukas dissect some of the findings from their latest research report. With interviews from experts and a survey of award-winning digital marketers, it features actionable tips to find a way forward.  This panel covers: • How to market in a volatile, uncertain, complex, ambiguous world • The rise of AI and the race for data density • Advanced attribution to look beyond brand conversions • How the 2020 health crisis has influenced digital marketing • How AI-based bidding is coping with external factors • Preparing for the end of cookies • Paths to firm ground in shaky times   Our expert guests: • Anders Hjorth, Innovell • Lukas Adamec, PPC Director  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Every day, Google puts more roadblocks in front of PPC marketers.  You need to be ready to jump these hurdles from the most influential entity in search advertising. We speak to two clever and shrewd PPC experts on what the next phase of  search marketing and automation could look like.  This panel covers: • Managing accounts with less access to search terms data • Finding the geo data that Google removed from its system in September 2020 • Optimizing ads now that Google has de-prioritized Expanded Text Ads • Other data-limiting changes to be expected from Google in 2021 • How to keep your PPC career alive when Google seems to be automating it all  Our expert guests: • Martin Röttgerding, Bloofusion • Brady Cramm, Directive Consulting  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Everyone loves a list, especially when it shows you a concrete path to victory.  Every year, people start shopping earlier and earlier. And every year, the most lucrative sales period shows up sooner than we expect it to. We talked to the guys from OMG Commerce, who shared a five-step plan to conquering any holiday season.  This panel covers: • Changes in 2020 that affect prep for Q4 e-commerce • How Google advertisers can get started advertising on Amazon • How to take advantage of all stages of the funnel to grow sales • Best way to connect PPC goals with business goals (like profit) • The anatomy of a winning YouTube ad  Our expert guests: • Brett Curry, OMG Commerce • Greg Maycock, OMG Commerce  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

There's a good chance you're wasting some money via PPC even as you're reading this.  From campaigns that yield little or no return to expensive keywords, our guests have great ideas on how to cut out wasted spend — including a few exclusive to Microsoft Ads. Also included are upcoming initiatives from the Paid Search Association and how to join.  This panel covers: • Things PPC pros do that waste the most money • Actionable tips on how to stop burning budgets • Preview of the next Paid Search Association conference • Four “money grabs" from Google and how to avoid them • Microsoft Ads features that don’t exist in Google Ads  Our expert guests: • David Szetela, FMB Media • John Lee, Microsoft  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

It's one thing managing PPC where conversions are immediate and clear. What about #leadgen?  Your choice of bid strategy can make or break your lead generation PPC game. That's why we got on the mic with Navah Hopkins to talk about the nuances of lead gen (and some #eCommerce too). Plus, our co-founder Geetanjali Tyagi drops in for a discussion on contending with Google's new limits on data sharing.  This panel covers: • The best PPC bidding strategy for lead gen • When to use automated vs. manual bidding • PPC metrics you should focus on • How to improve Quality Score • Search term management now that Google has restricted data  Our expert guests: • Navah Hopkins, Justuno • Geetanjali Tyagi, Optmyzr  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

PPC and data go together like wine and cheese, peanut butter and jelly, and Laurel and Hardy.  This episode features some of the most experienced names in search analytics and PPC data. Dive into what the numbers and information actually have to say, and get ideas for your next campaign.  This panel covers: • Managing search terms now that Google has reduced how much data they share • Setting up measurement so you can correctly track your PPC success • Automation tools and tips to scale up best practices in agencies or for large accounts • Which account structure is best for search and shopping campaigns ahead of Q4 • The biggest account management mistake to avoid  Our expert guests: • Kirk Williams, ZATO • Aaron Levy, Tinuiti  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Google might be the biggest search engine by volume, but Bing still registers billions of searches.  Microsoft Ads is one of the more underrated ad platforms. With more control for advertisers and a healthy user base to advertise to, it can be a powerful tool in the right advertiser's hands. With the holiday shopping season around the bend, find out more about how to use Microsoft Ads in Q4 2020.  This panel covers: • Microsoft's expectations for e-commerce in Q4 2020 • Best practices and tips to win big this holiday season • How leading agencies can prepare to help clients crush sales  Our expert guests: • Purna Virji, Microsoft • Anders Hjorth, Innovell  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Back by popular demand, it's the Super Video Brothers!  Returning to PPC Town Hall after just 8 episodes, Joe and Cory dive deeper into the magic and nuance of video advertising. Looking for a masterclass on creation, planning, and YouTube and other video platforms? This is your ticket.  This panel covers: • Which bid strategies work best (target CPA, maximize conversions, and more) • Insights you can glean from YouTube's combination and placements reports • New platforms that look promising for video advertisers • Repurposing existing content, video or not, to run better video ads • Data in YouTube Creator Studio that can help you optimize video ads  Our expert guests: • Joe Martinez, Clix Marketing • Cory Henke, Variable Media  ► Watch Part 1 with Joe and Cory https://www.youtube.com/watch?v=fzFCM... ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Our panelists this week are on the cutting edge of e-commerce and shopping ads: 1. Katie Wilson, Google 2. Elizabeth Marsten, Tinuiti 3. Duane Brown, Take Some Risk  Topics we will discuss: • Google's expectations for e-commerce in Q4 • Best practices and tips to win big this holiday season • How leading agencies in North America are preparing ► Read more about Optmyzr and our Town Hall series. https://www.optmyzr.com/blog/ ► Enjoy using Optmyzr? Leave us a review on G2. https://www.g2.com/products/optmyzr/r...   ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com

Our panelists this week are some of the best known speakers about ad scripts: - Nils Rooijmans - Steve Hammer  Topics we will discuss: - How to benefit from ad scripts if you don't know how to code - The best way to learn scripting for non-coders - How scripts fit into a PPC automation strategy - Some of the coolest scripts our panelists have written   ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com

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Our panelists this week are the top 2 most influential PPC experts in the world according to the annual PPC Hero survey:

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Join us every week at https://www.optmyzr.com/information/ppctownhall/live

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Watch the full video episode here: https://www.youtube.com/watch?v=bzPLsBseqP8