PubCon: Modern PPC Strategies

Modern PPC Strategies
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
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

@navahf
Heed Google’s Recommendation: PMax
Needs Traditional Campaigns To Learn From

@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
Spoiler Alert: Broad Match Betrayed Me

@navahf
2637 accounts with spend and
conversion data in Q1 2023

@navahf
Lack Of Negatives + Creative Mismatches =
Sad Prospects

@navahf
Value Rules Can Help Mitigate These ROAS
Losses

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

@navahf
Be Mindful About How Much
Spend Is Going To Variants 56.21%
average
visible spend

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

@navahf
For As Much As Broad Match Has Improved,
It’s Just Not As Viable As Exact

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

@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

@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

PubCon: Modern PPC Strategies

PubCon: Modern PPC Strategies

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