This week’s chat was guest hosted by Fred Vallaeys and the topic was “How You Can Unlevel The Playing Field in PPC”.
Read the full chat recap here.
Listen to the podcast recap here.
(Podcasts are also available on iTunes and Google).
Questions for Fred at the end of the chat:
Q: If someone was to have one takeaway from your book, what would you want it to be? from @NeptuneMoon
A: There is a future for all of us in #ppc and automation layering is a big part of that. How do we build scalable automations of our own that control what the sophisticated AI from Google does to our ads.
Q: I’ve heard it said by @siliconvallaeys that tCPA is dead. I’m interested in his take on this and why he thinks this is the case? (from @alexnicoll93)
A: I probably said that to get people’s attention. Even when you don’t have revenue, tROAS is still better. Instead of sales value, you can add relative values of different stages of a conversion. Like how a sales qualified lead is better than a plain old lead… that way the automations know what you value more and can try to get you more of the right type of conversion. But if you can’t do tROAS, then tCPA is still better than CPC.
Q: Broad question but do you envisage automation changes being more beneficial for larger businesses or could smaller ones see the biggest uplift? (from @PPC_Fraser)
A: As with everything in #ppc, it depends… I believe small advertisers benefit more from automation because it enables them to get average results with minimal effort which is better than what they could achieve manually… Big advertisers benefit more from automation because like you said, they have more data so it just works better. But small advertisers also benefit from Google’s data aggregation which they themselves contribute to.
Some tweet highlights from the chat:
Often misunderstood #ppc fact. ALL data is used to optimize smart bidding. The algo uses data associated with your conversion actions and doesn’t care what campaign that data came from. So a manual bidding campaign can impact a smart bidding campaign. #PPCchat
— Frederick Vallaeys (@siliconvallaeys) February 8, 2022
A6: Accept the new norm. A lot of advertisers don’t embrace the change, but nothing is going to stop it moving ahead.
The role of a PPC expert is to influence the strategy. A lot of that happens outside of ML and you can influence it.
Help Google do better, share 1st party data
— Jim Banks (@jimbanks) February 8, 2022
A6: Instead of being focused on a couple platforms, you begin to focus on multiple platforms & creative vs. bids and some of the more manual processes.
The complication becomes creative and platform mix to hit client revenue goals. It is basically old school marketing.#ppcchat
— Lawrence Chasse (@lchasse) February 8, 2022
Automation ≠ Auto-pilot
Don’t take your hands off the wheel, keep reviewing the campaign, applying negatives and optimising elements when you believe it’s needed.#ppcchat
— Chris Ridley (@C_J_Ridley) February 8, 2022