The impact of ‘close variants’ in exact match types
A look at 4 ways Google Ads Scripts can help restore control for some advertisers.
Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers. His latest book, Digital Marketing in an AI World, was published in May 2019.
How keyword match types work after the new close match variants change
Here's a free Google Ads script that delivers a detailed report on the impact of Google's inclusion of "same meaning" queries in exact match close variants.
Google Ads
Avoid the 8 most common pitfalls of automated bidding
With more and more PPC tasks becoming automated, it’s important to understand the limitations of automation. Here are eight of the most common issues to avoid when moving from manual to automated bidding.
Google Ads
There is no reason to manage bids manually
When it comes to bid management, let the machines do the heavy lifting, advises contributor Frederick Vallaeys. Here's why it's best to automate the tedious work humans used to do to calculate CPC.
5 Things Google Ads can now do automatically
Contributor Frederick Vallaeys looks at automated tools in the platform formerly known as AdWords, outlines how 'smart' automation works and what PPC professionals and account managers can do to further improve results.
Parallel tracking offers a page-speed improvement for AdWords advertisers
Contributor Frederick Vallaeys urges advertisers to adopt the feature now, before it's required, especially if you're working with mobile landing pages.
Google Ads
A time-saving free script to help keep Ad Grants accounts out of trouble
When your free Ad Grants money is in on the line, contributor Frederick Vallaeys recommends an AdWords script that will keep track of your account and keep you from getting slapped with an AdWords account suspension.
Amazon Advertising
How to outdo the PPC robots in shopping ads
Contributor Frederick Vallaeys isn't ready for Skynet to manage his PPC campaigns just yet and shares seven ways account managers can use their experience to improve shopping ad performance.
Amazon Advertising
Understanding campaign performance: Answers to common conversion tracking questions
Contributor Frederick Vallaeys suggests answering clients' questions about AdWords quickly and authoritatively will make you shine like a PPC rockstar.
Google Ads
How to build a stronger, more effective PPC team
Contributor Frederick Vallaeys believes the PPC professionals with the strongest knowledge of paid search fundamentals will have the best opportunities for successful campaigns and solid career growth.
PPC
The technology behind AI in PPC
Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what's next for AI in paid search
PPC
6 ways ad agencies can thrive in an AI-first world
Machine learning and artificial intelligence (AI) will change the way search marketers do business. In the latest article in his multipart series on PPC and AI, columnist Frederick Vallaeys shares his strategies for keeping your agency successful in a world of AI-first PPC.
PPC
PPC agencies will play these 4 roles when automation takes over
Many in the SEM world are concerned that artificial intelligence and machine learning will make their jobs obsolete -- but columnist Frederick Vallaeys believes that humans and machines working together will ultimately create the most value for clients.
Amazon
5 ways to sell more this holiday season with Google’s updates to shopping ads
Contributor Frederick Vallaeys shares techniques to get the most out of your product listing ads by employing both new and often-overlooked features.
Google Ads
UPDATED: AdWords Scripts now available in new AdWords interface
AdWords Scripts have received some new capabilities in the new AdWords interface. Contributor Frederick Vallaeys walks us through what to expect.
Advanced budget management made easy with scripts
Budgets can be a real pain point for PPC advertisers, especially when allocating that budget over multiple campaigns. Luckily, columnist Frederick Vallaeys has a few AdWords scripts that can help you manage your monthly budgets more effectively.
This script creates Google Slides with AdWords data to automate your presentation-making
Last week, Google announced they had added the Google Slides API as an Advanced API to AdWords scripts. Columnist Frederick Vallaeys explains how this functionality can be used to append AdWords data to a Google Slides presentation.
This script automates adding any AdWords data to a Google spreadsheet
Feeling bogged down by all the reports you need to create for your AdWords campaigns? Columnist Frederick Vallaeys has put together a script that may help.
Amazon Advertising
The AdWords 2017 roadmap is loaded with artificial intelligence
What's on the horizon for Google AdWords? Columnist Frederick Vallaeys provides a behind-the-scenes look at some new AdWords features from a presentation at Google Marketing Next.
Amazon
The best-kept AdWords secret: AMP your landing pages
Even though AdWords doesn’t officially support AMP yet, advertisers can still use the technology to serve faster landing pages. Columnist Frederick Vallaeys explains how implementing AMP can lead to big gains in conversion rates.