The terms “automation” and “machine learning” are the trendy topics these days, but many advertisers struggle to understand these concepts. Furthermore, many advertisers don’t know the right balance of automation vs. manual Google Ads management. Between automated bidding strategies, more sophisticated audience targeting, and new ad formats geared toward reducing manual user testing, Google is more than happy to manage your account! Though manual management will always be necessary, advertisers shouldn’t be afraid of this automation wave. This presentation is full of automation ideas and the data to back up these initiatives. You'll see how automation can help improve performance and save time, while also understanding what manual tasks still need to be completed. We need to embrace automation and machine learning or we’re doing a disservice to our clients and our own personal growth.

1. 1
www.dublindesign.com
The Digital Marketing Experts
Embrace Paid Search
Automation or Be Left
Behind

2. About Me
| The PPC Agency of Experts
@Matt_Umbro

3. 3
www.dublindesign.com
Today’s Agenda
• Why Automation?
• Smart Bidding & Bidding Strategies
• Ad Copy (RSA & DSA) & Ad Rotation
• Business Data

4. My Initial Thoughts on Automation...
| The PPC Agency of Experts
@Matt_Umbro

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www.dublindesign.com
Why Automation?

6. Frederick Vallaeys
Cofounder of Optmyzr
“These automations are exciting because
they promise similar results with less work.
But machines can’t do everything PPC
professionals can, and machines and humans
are often at their best when they work
together.”

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www.dublindesign.com
Smart Bidding & Bidding Strategies

8. What Is Smart Bidding?
| The PPC Agency of Experts
● Machine learning
● Contextual signals
● Performance controls
● Performance reporting
@Matt_Umbro

9. | The PPC Agency of Experts
@Matt_Umbro

10. Smart Bidding Signals
| The PPC Agency of Experts
*Image from Google
@Matt_Umbro

11. Types of Bid Strategies
| The PPC Agency of Experts
● Target CPA
● Target ROAS
● Maximize Clicks
● Maximize Conversions
● Target Search Page Location
● Target Outranking Share
● Enhanced CPC
@Matt_Umbro

12. Types of Bid Strategies
| The PPC Agency of Experts
@Matt_Umbro

13. | The PPC Agency of Experts
Be prepared to see drastic
shifts in metrics (and explain
these shifts to clients).
@Matt_Umbro
A Word of Caution...

14. | The PPC Agency of Experts
I begin using Manual
CPC bidding with the
option to increase
conversions with
Enhanced CPC
@Matt_Umbro
A Word of Caution...

15. How Do These
Strategies Perform?

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www.dublindesign.com
Maximize Conversions

17. What Does The Data Say?
| The PPC Agency of Experts
More
conversions and
higher
conversion rate,
but...
@Matt_Umbro

18. What Does The Data Say?
| The PPC Agency of Experts
Cost per Conversion Cost CPC
@Matt_Umbro

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www.dublindesign.com
Target CPA

20. | The PPC Agency of Experts
@Matt_Umbro

21. Takeaways
| The PPC Agency of Experts
● Make sure you have sufficient conversion
data
● Maximize Conversions will increase
conversions...but be prepared to spend more
● Average CPCs will soar when using Maximize
Conversions
@Matt_Umbro

22. Takeaways
| The PPC Agency of Experts
● Target CPA works but can throttle
conversions if the threshold isn’t high enough
● Traffic may decline depending on the actual
Target CPA
● Use Drafts & Experiments to test bidding
strategies against the control
@Matt_Umbro

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www.dublindesign.com
Ad Copy

24. Responsive Search Ads
| The PPC Agency of Experts
@Matt_Umbro

25. Responsive Search Ads
| The PPC Agency of Experts
@Matt_Umbro

26. Responsive Search Ads
| The PPC Agency of Experts
@Matt_Umbro

27. What Does The Data Say?
| The PPC Agency of Experts
@Matt_Umbro
Lower cost per
conversions!

28. What Does The Data Say?
| The PPC Agency of Experts
CTR Conversion Rate CPC
@Matt_Umbro

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Responsive Display Ads

30. Responsive Display Ads
| The PPC Agency of Experts
@Matt_Umbro

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www.dublindesign.com
Dynamic Search Ads

32. Dynamic Search Ads
| The PPC Agency of Experts
@Matt_Umbro

33. Dynamic Search Ads
| The PPC Agency of Experts
@Matt_Umbro

34. Why Use Dynamic Search Ads?
| The PPC Agency of Experts
● Capture new traffic
● Find new keyword themes
● Research negatives
● Show proactiveness!
@Matt_Umbro

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www.dublindesign.com
Optimized Ad Rotation

36. Optimized Ad Rotation
| The PPC Agency of Experts
@Matt_Umbro

37. What Does The Data Say?
| The PPC Agency of Experts
@Matt_Umbro
Significant
increase in clicks
and impressions

38. What Does The Data Say?
| The PPC Agency of Experts
Cost Conversion Rate ConversionsCost per
Conversion
@Matt_Umbro

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www.dublindesign.com
Ad Suggestions

40. Ad Suggestions
| The PPC Agency of Experts
@Matt_Umbro

41. Takeaways
| The PPC Agency of Experts
● Responsive Search Ads have pros and cons
but are worth testing
● Dynamic Search Ads can be volatile but will
help with account expansion
● Optimized ad rotation produces more
conversions and traffic while spending more
● Watch out for Google ad suggestions!
@Matt_Umbro

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www.dublindesign.com
Business Data

43. Business Data
| The PPC Agency of Experts
@Matt_Umbro

44. Business Data
| The PPC Agency of Experts
@Matt_Umbro

45. What Does The Data Say?
| The PPC Agency of Experts
@Matt_Umbro

46. Takeaways
| The PPC Agency of Experts
● Ad customizers make your ads more
appealing!
● This ad type can better prequalify users
● Business data feeds can be as basic or
advanced as you want them to be
● Feed uploads can be automated
● Cost per lead decreased while conversion rate
increased with ad customizers
@Matt_Umbro

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www.dublindesign.com
The Digital Marketing Experts
Thank you!
matt.umbro@hanapinmarketing.co
m