Peak ace meet up event 26-22-2019

1. 27-Nov-19
1
Confessions of a Paid Search Professional
Polle van Elsacker, Marketing Tech Consultant at TLLMN Digital
1I’m getting old
1
2

2. 27-Nov-19
2
How doing my job has evolved over time
= amount of work
How doing my job has evolved over time
3
4

3. 27-Nov-19
3
How doing my job has evolved over time
How doing my job has evolved over time
5
6

4. 27-Nov-19
4
Humans and ML both have their own strengths
• Being Creative
• Using Intuition
• Communication
• Quality Assurance
• Universal Learning
• Finding Patterns
• Operational Ability
• Dedicated Learning
• Statistical Prediction
• Doing Repetitive Work
7
8

5. 27-Nov-19
5
2My experience is depreciating
How doing my job has evolved over time
9
10

6. 27-Nov-19
6
Usual stakeholders in a paid search role
Different interests to keep in mind
• Business Interests
Considering activities that either bring in money or support a strategic goal
• Political Interests
Considering internal impact of activities and hierarchy levels involved
• Personal Interests
Considering impact of activities on my team and my development
11
12

7. 27-Nov-19
7
Example of possible paid search product request
“As a local demand manager, I want to show promotions for my
categories on relevant keyword queries in Google Search”
“Mkay”
Doing some simple story mapping and sprint planning
13
14

8. 27-Nov-19
8
The MVP in a Google Ads environment
1. Excel / Python + Editor & Bulk Upload
2. Google Ads Scripts
3. Google Ads API / BigQuery & SQL
4. Official feature
What not to built?
• Not supported in API or Feed (hard to scale)
• Stuff that only serves your personal interest
• Not in line with Google’s long-term strategy
• Already in Alpha, Beta or actual feature
15
16

9. 27-Nov-19
9
3I’m no longer trying to
outsmart Google
Been there, done that, got the suspension warning
Image source: SearchEngineLand.com
17
18

10. 27-Nov-19
10
A good relationship with Google is key
Examples
• Take Beta participation seriously
• Adopt new features but be smart about your inputs
• Google Events provide a glimpse of what’s ahead
The future of paid search is in it’s “NEW” name
19
20

11. 27-Nov-19
11
Setting up a new campaign looks like this, right?
Doing Keyword research
Making Keyword combinations
Putting Keywords in an account structure
Creating relevant Ads for the Keywords
Determining starting Bids
Setting Landing Pages
Upload everything
Finding out if Keywords work
Setting up a new campaign with less waste
Doing Keyword research
Making Keyword combinations
Putting Keywords in an account structure
Creating some relevant Ads for the Keywords
Determining starting bids
Setting landing pages
Upload everything
Finding out if Keywords work
21
22

12. 27-Nov-19
12
You are what you sell & you sell what you have online
DSA
Adopting Google Tech with some level of control
EXPLORE EXPLOIT
feed based DSA +
simplified bidding+
likely capped budget +
+ exact match type
+ ROI based bidding
+ uncapped budget
<>
Provide granular targeting input and feedback on queries captured with negatives.
23
24

13. 27-Nov-19
13
Unlock internal data for usage in smart bidding
Examples of Data Activation
• Work with pricing department and use their data and
complex, already calculated decisions as inputs
• Setup and analyze e.g. age or location audiences and
match with your customer behavior to set modifiers
• Use Offline Conversion Upload to provide more realistic
values that include (predicted) costs and CLV
Three words I‘m pretty sure Google doesn’t like
Amazon Incrementality EU
25
26

14. 27-Nov-19
14
Experiment and automate using external tools
Thanks for listening!
https://www.linkedin.com/in/pvelsacker
or
polle@tllmn.com
27
28