ISS PPC Structure Deck.pptx

Stop Wasting Money On Outdated
PPC Tactics
Navah Hopkins - Optmyzr

© 2022 Optmyzr Inc. All rights reserved.
@navahf
I Have A Confession…
This Is Version Three Of This Deck

@navahf
The Amount Of Changes Lately Have
Necessitated Pivots

@navahf
We Are Going To Look At
Three Core Questions

@navahf
Questions
● Are Google’s Recommendations Viable?
● How To Balance Suggestions With What’s
Working For You Now?
● What Does A Healthy Account Structure Look
Like?

@navahf
About Me
● 15 years in digital marketing
with experience in SAAS, in-
house, and agency.
● Board member of PSA, Foxwell
Founders, judge for digital
marketing awards, and regular
contributor to SEL, SEJ and
others.
● Pet mom, gamer girl, and metal
fan

@navahf
Are Google’s Recommendations
Viable?

@navahf
Performance Max Is
Here To Stay.
Google
Recommends
Pairing With
Traditional
Campaigns

@navahf
Between Search Themes & PMax Exclusions, It’s No
Longer A Black Box

@navahf
Earlier This Year We Tested Removing All But PMax

@navahf
It Did Not Go Well
32%
Spend Increase
41%
Fewer
Conversions

@navahf
Both PMax and Traditional Need Placement
Exclusions & Audience Feedback
https://support.google.com/google-
ads/contact/pmax_implementation#

@navahf
Heed Google’s Recommendation: PMax &
Siloed Campaigns Have A Healthy Relationship

@navahf
Traditional Campaigns Are Subject
To:
Match Types
Audiences
Negatives/Exclusions

@navahf
I Have Always Given Broad the Benefit Of The
Doubt

@navahf
We Wanted To See If Broad Match Has Really Improved
Enough To Justify The Mass Migration

@navahf
90 Days
Accounts Needed To Be
Active for at least 90
days to be considered
Both
Entities
Accounts needed to have
both entities (either both
match types or both
bidding strategies)
$10K~
Global ad spends
converted to USD -
Optmyzr customers
usually spend at least
$10k per month

@navahf

@navahf
2637 accounts with spend and conversion
data in Q1 2023
Data shows percentage of analyzed
advertisers who did better on broad or
exact

@navahf
What About Volume?

@navahf
Broad Match Can Work, But Use Caution!

@navahf
If You Use Broad,
You Must Couple It With
Smart Bidding
&
Aggressive Negative Keywords

@navahf
Different Markets Search Can
Spike Close Variants 56.21%
average
visible spend

@navahf
Value Rules Can Help Mitigate These ROAS
Losses

@navahf
Your CPA Is Tied To Primary vs Secondary
Conversion Actions

@navahf
Different Markets Will Have Different Margins
Be Sure You’re Only Opting Into The Markets You
Intend

@navahf
Value Based Bidding & ROAS Is At The Heart
Of The Algorithm

@navahf
Some Are
Hesitant To
Adopt Value
Based Rules
Due To Not
Having An
Exact
Customer
Value

@navahf
1334 accounts with spend and
conversion data in Q1 2023

@navahf
You Are Hurting Yourself By Not Leveraging
Value Based Bidding

@navahf
This Will Be Easier To Do If You
Factor In
Locations & Audiences
Into Your Conversion Settings

@navahf
Say Yes To This Google Recommendation:
Max Conversion Value Wins

@navahf
Upload Conversion Data To Benefit From
Conversion Based Audiences
& Trust Reporting

@navahf
It’s Hard To Let Go Of Control…Which Is Why
Many Resist Google’s Recommendation To
Avoid Pinning Ad Copy
93,055
Responsive
Search Ads

@navahf
The Answer Lies In Compromise
93,055
Responsive
Search Ads

@navahf
DKI & Customizers Aren’t As Viable Anymore
432,343
ads

@navahf
Heed This Recommendation:
Creative Control Can Get In The Way Of Profit

@navahf
Balancing Suggestions With What’s Working

@navahf
There Are Many Thought Leaders Telling Us
Which Strategies To Follow

@navahf
It Can Be Frustrating To Hear Conflicting
Information From Trusted Sources
https://www.searchenginejournal.com/digital-marketing-tells/334737/#close

@navahf
If You Want To Test A Strategy Pick A “B”
Level Campaign/Part Of Your Business

@navahf
Considerations Campaign A Campaign B Campaign C
Cost Seen as
investment
because of
profitability
Needs to prove
itself
Often seen as
waste or struggles
to spend at all
Priority Highest priority
campaign due to
profit/customer
type
Mid priority Low priority
Risk Tolerance Risk Averse: All
Tests run in other
campaigns first
Risk Tolerant:
Home of Tests
Risk addict:
Anything and
everything is fair
game

@navahf
Set Clear Expectations Of What You’re Hoping
To See Out Of The Test

@navahf
Any Restructure You Do Will Have A 30-60 Day
Down Time On Performance

@navahf
If You Disagree With A Strategy, You’ll Likely
Find Fault Early.
Give Yourself Time To Truly Test

@navahf
You May Want To Exclude Some Conversion
Data During The Testing Periods

@navahf
What Does A Healthy Account Structure
Look Like?

@navahf
Spoiler Alert: There Is No One Size Fits All Ad
Account Structure

@navahf
Tenet #1: PMax Should Play Some
Role In The Account

@navahf
Build Multiple PMax Campaigns Rather Than
Making One All Encompassing One
Budget Allocation Behaves
The Same As Ad Groups

@navahf
Tenet #2: Campaigns Should Only Be
Asked To Support One Strategic
Objective

@navahf
Be Careful Around Location and Bidding
Settings For New Campaigns

@navahf
Tenet #3: Exclusions Are Just As
Important As Targets

@navahf
Tenet #4: Match-Types Matter More
Than We Thought,
But Shouldn’t Be The Strategic Focus
Of The Campaign

@navahf
Build Campaigns Around Objectives Or You’ll Get
Hit With Privacy First Data Holes
56.21%
average
visible spend

@navahf
Tenet #5: There Is No Perfect
Campaign

@navahf
Be Empowered To Use Experiments And
Test Wild & Crazy Ideas

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Thank You! Questions?
Navah Hopkins
navah@optmyzr.com
@navahf

ISS PPC Structure Deck.pptx

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