Brighton SEO Updated If this then that automation

If This, Then That
Guide To Automation
Slideshare.net/NavahHopkins
@navahf
Navah Hopkins
Optmyzr

© 2022 Optmyzr Inc. All rights reserved.
#BrightonSEO @navahf
Back in 2019, I Did A Presentation For What I
Thought Would Be The Framework For This
Presentation

Then Google Made Some Announcements

ChatGPT Disrupted The Search Marketing
Scene

And I
Changed
Jobs
(Meaning
Access To
Updated
Data)

Don’t Allow The Constant Pace Of Change to
Stress You Out
This Is A Time Of Growth & Self-Care

Automation Is More Than Bidding

Manual vs Automated vs Smart Bidding Isn't The
Debate Anymore
Based on data from 3200 client accounts in July 2019

15% Of Advertisers Using Outdated Strategies
& Perform Worse

Keywords, Audiences, Creative…How Much
Control Are We Willing To Give Away?

Keywords Are Signals Not Targets

There Is No Such Thing As “Manual” Creative
Anymore

With Similar Audiences Automatically Part Of
Your Campaigns, Exclusions Will Be More
Important Than Ever

PMax & Smart Campaigns Can Work….Sometimes

Campaigns Range In Levels Of Control
Control Isn’t Always Better

The Larger The Budget,
The Easier/Faster Time Algorithms
Will Have Optimizing Your Account
Big Budget
Strict Brand
Big Budget
Medium Brand
Big Budget
Loose Brand
Medium Budget
Strict Brand
Medium Budget
Medium Brand
Medium Budget
Loose Brand
Small Budget
Strict Brand
Small Budget
Medium Brand
Small Budget
Loose Brand

If This Then That

Should You Use PMax?

If You’re Ecommerce, The Answer Is Yes
84%
Improvement on
ROAS
2,100%
Improvement on
Profitability

Between Negatives & Only Focusing On Net New
Customers PMax Can Be Powerful

Google WILL Choose Your Standard Campaigns
Over PMax If The Option Is There…Test The Waters
With An Experiment

Be Sure You Use Account Wide Exclusions &
Negatives

Can’t Bring The Video For PMax? Search With
Display Expansion Can Act Like PMAX With Much
More Control
Search Network = 6% increase in CPA, 70% lower conversion rate, 69% cheaper clicks
Display = 340% increase in CPA, 93% lower conversion rate, 66% cheaper clicks
Jan 2023

Should You Use Smart
Bidding?

Smart Bidding Isn’t Auto Bidding:
Target Impression Share, Max Clicks, & Rule Based
Bidding Are An Out If You Don’t Trust Your
Conversion Tracking

Which Conversion Actions Are Primary vs
Secondary

If You Go With Human Created Rules, You
Forfeit Google’s 60+ Signals…
And That Might Be Acceptable
12%
Optmyzr customers
using Manual Bidding

Max Clicks With Bid Caps Don’t Teach As Well As
Target Impression Share
2%
Optmyzr Customers
Using Target
Impression Share
Bidding

Advertisers Are Using Smart Bidding Far &
Above Manual & Auto Bidding
66%
Optmyzr customers
using Smart Bidding

Using Human Rules For Bids,
Audiences, & Placements Is A
Must For Manual Accounts

Should You Use Broad
Match?

Broad Match Is Branded As Called Optimized
Targeting
Based on data from 3200 client accounts in July 2019

Optimizing For Semantic Search Isn’t Useful
Anymore

Should You Own Your
Creative?

Ad Networks Will Create Average Creative For
You If You Don’t Supply It
AI AI
Human

8% of Optmyzr
Advertisers
Still Use Standard Ads
● Fear of Losing Success
● Too Busy To Make New Ads
● Not Automatically Converted

Partner With The Machine Through Pinning Creative
93,055 ads
in 2022

Should You Fully Automate
Account Work?

77% Of Marketers Saw An Increase In
Conversions After Adopting Automation Software
(softwarepath.com)

Not Without Human Interventions

Give Google The Keys, It Will Drive Where It
Wants To Go

The Suggestions Can Be Good, Just Not Auto-
Applied

Humans Need To Have Final Say, But Can Get
Ideas From Machines
Data Acquisition Optimization Scale
Who Should We Target?
How Much Should They
Cost?
What Account Structure
Will Serve Me?
What Messaging Will
Resonate?
Are There Better
Targeting Choices?
Am I Prequalifying Well
Enough?
Given Resources, Do I
Have The Best
Structure?
How Can I Grow?
Can I Handle More Volume
Now?
Can I Nurture More Value
Out Of Existing Customers

Final Takeaways

Automation’s Success Is
Dependent On The Human

Conversion Tracking Is At
The Heart of Whether Native
Automation Will Work

Don’t Be Afraid To Test

Thank You! Questions?
Navah Hopkins
Brand Evangelist, Optmyzr
navah@optmyzr.com• @navahf

Should I Use PMax?
Yes
● I have the creative for all channels
(including video).
● I am ok with branded and non-branded
being mixed.
● I trust my conversion tracking
No
● I don’t have all the creative
● I need segmentation for Branded and
Non-Branded
● I don’t trust my conversion tracking

Should I Make My Own Creative
Yes
● I’m under strict brand guidelines.
● I have the time to craft creative for each
market.
● I will supply the creative for each
channel I’m opting into.
No
● I have some flexibility on brand
guidelines.
● I don’t have time to message map.
● I don’t have the creative for all my
channels.

Auto-Bidding
Yes
● I do not trust my conversion tracking.
● I am ok with a true learning period
● I have the creative to back up volume or
top placement.
No
● I trust my conversion tracking.
● I can’t afford to have budget focused on
anything other than conversions.
● I can’t capitalize on volume or top
placements

Smart Bidding
Yes
● I know which actions are worth tracking
● I know what my leads/customers are
worth
● I trust my conversion tracking
No
● I’m uncertain on what’s worth tracking
● I’m uncertain what my customers are
worth
● I don’t trust my conversion tracking

Should I Use Broad Match
Yes
● I’m in an industry that benefits from
audiences (and might not be able to
access them)
● I don’t mind doing negative work
● I have room for some learning budget.
No
● Audiences aren’t crucial - content is
● I have limited to no patience for
negative work
● My budget can’t afford the additional
data

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