Utah DMC Presents: PPC Night - September 2019

#UTAHDMC
WELCOME
SEPTEMBER 18, 2019

DARIN BERNTSONAKA “DOC”
PRESIDENT OF THE BOARD
UTAH DIGITAL MARKETING COLLECTIVE
#UTAHDMC

#UTAHDMC
BOARD 
OF  
DIRECTORS
QUESTIONS?JUSTASK!
▸ Paxton Gray
▸ Jesse Nuttall
▸ April Nuttall
▸ AJ Wilcox
▸ Alisa Gammon
▸ Bryan Phelps
▸ Jake Hoopes
▸ David Malmborg

TONIGHTS AGENDA
▸ Announcements
▸ Duane Brown
▸ Frederick Vallaeys
▸ Q&A w/ Both Presenters
#UTAHDMC

✓ FIRST EVENT?
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WE HAD AN INCREDIBLE LINEUP!
• 3 KEYNOTES
• 15 PRESENTATIONS
• 2 TRACKS
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See David Malmborg
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ENJOY FREE WIFI TONIGHT
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THANK YOU
NETWORK: CLUB50
PASSWORD: FOLLOW INSTRUCTIONS

UTAH DMC JOB BOARD
WELCOME AJ WILCOX
#UTAHDMC

LUCIDPRESS, SOUTH JORDAN
PPC Manager
‣ Design, develop, and manage paid acquisition strategies
that drive pipeline and closed business
‣ 2+ yrs B2B and Google Ads
‣ 125% growth over the last year alone. Be a part of the
growth!
‣ https://www.golucid.co/careers/
e969e52b-366c-48aa-98e0-055ccfd85078?
team=Marketing
#UTAHDMC

BULLFROG SPAS, BLUFFDALE
Digital Marketing Specialist
‣ PPC, Content, Email, Etc.
‣ 2+ yrs experience
‣ The fastest-growing premium spa OEM in the world!
‣ https://bullfrogspas.applicantpro.com/jobs/572541.html
#UTAHDMC

BAMBOOHR, LINDON
Email Marketing Specialist
‣ Manage and create email marketing
‣ 2+ yrs experience
‣ Strict work/life balance, 4 weeks paid time off, health/
vision/dental, 401k, etc
‣ https://company.bamboohr.com/jobs/view.php?id=884
#UTAHDMC

PENNA POWERS, SLC
Social Media Strategist
‣ Lead all social media efforts and oversee Social Media
Specialists
‣ 4+ yrs agency experience + bachelor's degree
‣ Medical/dental/life, 401k, casual dress, etc.
‣ https://pennapowers.com/social-media-strategist/
#UTAHDMC

UTAHDMC.ORG/JOB-BOARD
PUT YOUR JOB IN FRONT OF OUR AUDIENCE!
‣ EMAILED TO 4500+ CONTACT DATABASE
‣ SHARED ON TWITTER, FACEBOOK AND SLACK
‣ ANNOUNCED AT MONTHLY EVENT
QUESTIONS? EMAIL AJ@UTAHDMC.ORG
#UTAHDMC

DUANE BROWN
MAKE MORE MONEY BY BUILDING
SEXY AF PPC LANDING PAGES FOR
YOUR BRAND
FOUNDER & HEAD OF STRATEGY
TAKE SOME RISK, INC.
MONTREAL, CANADA
TONIGHTS 1ST PRESENTER:
#UTAHDMC

CRO For High-Converting
Landing Pages

Agenda
▪ Your Brand
▪ People Are Not
Rational
▪ Customer Research
▪ Landing Page Copy
▪ Design & Layout

▪ 95% Not 100%
– Brand Campaign
– Low Traffic
– Leaky Site
– Broken Funnel
#UtahDMC @DuaneBrown

Connect Your
Landing Page
To Your Brand

Decision Making 101
▪System 1
–Automatic
–Fast
–Unconscious
–Rash

Decision Making 101
▪System 2
–Effortful
–Slow
–Controlled
–...not most people

Decision Making 101
▪System 2
–Effortful
–Slow
–Controlled
–...not most people
▪System 1
–Automatic
–Fast
–Unconscious
–Rash

▪ Confirmation Bias
– Reinforce beliefs
Cognitive Load

▪ Paradox of Choice
– Less is really more
Cognitive Load

▪ Anchoring Effect
– Start high
Cognitive Load

▪ Status Quo Bias
– Don’t change
– Free over $$
Cognitive Load

▪ Sunk Cost Fallacy
+
▪ Status Quo Bias
Cognitive Load

▪ Hyperbolic
Discounting
– Immediate
gratification
Cognitive Load

Unique
Selling
Proposition
(USP)

Target Customer

Quantitative

Last Year
● 2016 - 2018
○ Product Sales
○ Channels
○ Devices
○ Demos
○ Site Search

“Stop letting amateur
copy wipe out your
conversions.”
Momoko Price

Motivation ● Desired outcome
● Pain point
● Purchase prompt
Value ● Unique benefits and advantages
● Delightful product features
● Dealer breaker needs/requirements
Anxiety ● Uncertainty
● Objections
● Perceived risk

Qualitative

What
[solution
type] do you
currently use
to [solve your
problem]?

Is there
anything you
dislike or
want to
change about
[your current
solution]?

What do you
want MOST
from a
[product/
service] like
[NAME]?

Is there
anything
holding you
back from
trying [NAME]
right now?

What are
customers
thinking when
they come to
your landing
page?

Less Jargon.
More Specific.

● How does a real person, you don’t know, talk about the
product
● What do they value or what was the big benefit?
● Did they not like similar products/solution?
● What was the big outcome they got from using your product?
● Interesting phrases, thoughts or analogies used when
thinking about your product
Looking Through Your Research...

The Power Of Message Match

Lead Gen Forms…
▪Shorter Forms
–No… Just No.

Social Proof
▪Reference Power
–Media/Press
–Partnerships
–Clients
–Awards

Objectives
▪Won’t Buy?

Purchase Prompts
▪Will Buy?

Demo
▪ Visual Element
–GIF
–Video

Pricing Grid
▪Three Options
–Anchoring?
–Keep It Simple

Call To Action
▪CTAs
–Consistent
–What will happen?
–Standout
One Goal. One Action.
One Goal To Rule Them All.

Summary
▪ LP An Island
▪ Rational People
▪ Research Customer
▪ Landing Page Copy
▪ Design & Layout

About Me
● Lived 6 Cities. 3 Continents
● Traveled 40 Countries
● Huge Gaming & Tech Nerd
● Brands: Unbounce, Quantcast,
WooCommerce & Ogilvy
The End.
Thank you.
@DuaneBrown

READY FOR OUR
SECOND PRESENTER? #UTAHDMC

FREDERICK VALLAEYS
AUTOMATION LAYERING - WHAT CLOSE
VARIANTS HAVE TAUGHT US ABOUT
PPC IN AN AUTOMATED WORLD
CEO
OPTMYZR
LOS ALTOS, CALIFORNIA
TONIGHTS 2ND PRESENTER:
#UTAHDMC

Automation Layering - What Close Variants Have
Taught Us About PPC in an Automated World
… or will the robots take our PPC jobs ?

102
HELLO!
I am Frederick Vallaeys
I am the Cofounder of
You can find me at @SiliconVallaeys
or read my blogs on Search Engine
Land.
2

Optmyzr - Award Winning PPC Software
Our tools will save you time so you can manage more accounts, more effectively

The PPC Bots
Are Ready to
Do Your Job

A Tipping Point in Processing Power
20031950s 1960s 1970s 1980s 1990s
2019
Moore’s Law:
Performance
doubles roughly
every 2 years

Machines don’t need us anymore
Machine learning can now learn without the
input of human experts
AlphaGo
Year 2016
Technique Studied 100,000 human
games
Time Months
Cost ~$250 million
Outcome Beat the world champion 4-1
2016
2017
Played against itself 30 million
times
Days
~$25 million
Beat AlphaGo 100-0

But we’ve seen this before...
In 1997, world chess
champion Garry Kasparov
is defeated by Deep Blue,
IBM’s supercomputer...

“ ’’
— Garry Kasparov
AI Alone Is Not the Answer
A supercomputer like Deep
Blue was no match for a
strong human player using a
relatively weak laptop.

Humans can outsmart
predictable automations
Humans can outsmart
predictable automations

PayPal almost went
bankrupt…
until they found humans
assisted by machines
outperformed machines
alone

Humans + Machines, Better than Machines Alone
ML based suggestions
+
Fast and easy interface to let
humans validate

“PPC Doctors”
Prevent bad interactions,
e.g. Smart Bidding with Last Click Attribution

“PPC Pilots”
Methodology: http://bit.ly/experiment-dashboard
Monitor Automations
e.g. Set up an experiment dashboard so you can more
effectively test automated bidding vs manual bidding

“PPC Teachers”
Business data:
e.g. promotion schedule
Smart Bidding
Teach the machine
e.g. tell Smart Bidding to expect a flash sale

Automating Tasks
Automating Processes
116

“ ’’
What the engines automate:
Showing the right ad
to the right person
at the right time
at the right price...

Engines Automate the Details of PPC
Each platform has its own tools to
automate account management
● Smart bidding
● Smart campaigns
● RSAs
● Close variants
● Similar audiences
● Bumper ads

The engines automate the details…
but they are horrible at helping humans learn from new insights.
You’ll want to set up some
monitoring systems.

“ ’’
What you should automate
The most repetitive,
the most tedious,
and the least nuanced tasks...
… if you can write down the steps, automate it!

Automate Your PPC Workflows
Query
Management
Ad Component
Testing
Bid
Adj.
Weekly Monthly
Budget
Usage
Hourly Daily
KPI Checks
● Ad Script:
Flexible
Budgets
● Ad Script:
Anomaly
Detector
● DataStudio
● Automated
Rules
● Pivot tables in
Reports
● Opportunities
tab

“ ’’
— Fred Vallaeys
Not Every Automation Has to be AI
Automating Google Ads
is not the exclusive
domain of Google.
You can automate things too!

Automation Layering
If you can write
down your
process, you
can automate
it!

Your Automation Controls Google’s ML
Your automation could be as simple as an automated rule that sends
an email if some condition goes out of bounds

Tools to Create Your Own Automation
Solution Cost Benefits
Ad Scripts Low start-up cost
Ongoing maintenance cost
Great for prototyping
Quick to build something new
Can be used by tech-savvy marketers
API Higher start-up cost
Ongoing maintenance cost
Requires engineers
Scalable
Reliable
Full-featured
3rd Party Tool Ongoing license cost
No maintenance fees
Plug-and-play
Newest best practice are automatically added

Targeting:
Take control over close variants
128

Google Ads Match Types Timeline
2018
Close Variants:
Same meaning for
exact match
2017
Close Variants:
Word order and
function words
2010
Modified Broad
Match
2014
Close Variants:
Typos, Plurals,
Stemmings
2019
Same-meaning
close variants for
PM, BMM

Get the code: http://bit.ly/CloseVariants
Use Ads Scripts to Automate Monitoring

Automatically Remove Bad Close Variants
Could we enhance this reporting script so it automatically
adds negative keywords for bad close variants?
● When the query underperforms the keyword
● When the query is too different from the keyword

Google Ads Scripts to the Rescue
1. Copy the code that someone else already shared
2. Make your own customizations
3. Put your new custom automation on auto pilot
Here’s the code to add a negative KW to an ad group:
>> adGroup.createNegativeKeyword(“a new broad negative keyword”);

Levenshtein Distance
A numerical score of how close the query is to
the keyword.
Add one point for every:
● letter that is changed
● letter that is deleted
● letter that is added
A bigger score means a bigger difference
PAJAMAS 0
PJAMAS +1
PJMAS +1
PJAS +1
PJS +1
=4
Levenshtein Distance
How to Determine How Different a Close Variant is?

Bidding:
Make Smart Bidding even smarter
134

Having a single target
CPA or ROAS for an
account is wrong.
When did you last have one
CPC for all your keywords?

The right CPC
In the days before automated bidding, we set different CPC bids based
primarily on 2 factors:
1. Differences in conversion rates.
2. Differences in the business value from what different keywords and ad
groups are trying to sell.
So why do so many advertisers have only 1 target for their automated bids?

The right structure helps set the right target
Solution:
1. Structure by common profit margins
2. Set different targets for each grouping
3. Let Google handle bids based on conversion rate differences

Targets should evolve
How did you pick the CPC for your very first keyword?
And why did your guess not cause the business to implode?
So why aren’t you revisiting automated bidding targets more often?

What is the right target?
https://www.optmyzr.com/blog/how-to-pick-a-profitable-acos-or-roas-target/

Automation Layering for Smart Bidding
Business data:
e.g. promotion schedule
Seasonality adjustment
tROAS target
Conversion rules
Smart Bidding
Use your business data to automatically change the dials of Smart Bidding

Automation Layering for Controlling Bids

The PPC Manager Role is Evolving
Transition to a role that complements, rather than competes with automation
Pre 2019
● Crunching numbers
in spreadsheets
● Making manual
changes in slow tools
2019 and beyond
● Setting Goals
● Picking automations
● Teaching the machines
● Monitoring automations
● Leveraging insights across
platforms
● Troubleshooting

Thanks!
frederick@optmyzr.com
Need a good PPC tool? Try Optmyzr for free!

Ads:
Monitoring RSA Performance
145

When I test RSA vs ETA, RSAs seem to
have worse conversion rate? Should I
delete them?
Maybe, but not definitely...

Google Says RSAs Have Access to New Ad Inventory
Where is this new inventory?
● On the SERPS
● For queries that had no
relevant ETAs
Why?
● Because Machine Learning
can create a relevant ad on the
fly

How to Check Your New Inventory
Methodology: http://bit.ly/rsa-inventory
Now you can see when:
1. Only an RSA serves (new inventory)
2. RSA competes with ETA (and may be worth removing)

Consider the bigger picture
Responsive Search Ad vs. Expanded Text Ad
● ETAs may win
● But RSAs are eligible for some additional inventory
Wrong Analysis: Is RSA or ETA better so I can keep only the winner
Correct Analysis: Do I get more conversions overall when I have RSA + ETA
“To reduce the likelihood of seeing higher cost-per-acquisitions couple Responsive Search
Ads with a Smart Bidding strategy like Target CPA” -Google

PPC Engine Task Automation Scorecard

FREDERICK VALLAEYS
AUTOMATION LAYERING - WHAT CLOSE
VARIANTS HAVE TAUGHT US ABOUT
PPC IN AN AUTOMATED WORLD
CEO
OPTMYZR
LOS ALTOS, CALIFORNIA
THANK YOU
#UTAHDMC

Utah DMC Presents: PPC Night - September 2019

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Utah DMC Presents: PPC Night - September 2019