In last week's episode, I interviewed an ex-Googler from the organic side of business. This week, I interviewed another ex-Googler, but from the advertising side of Google. You, my friend, are getting the inside scoop for two weeks in a row. If you have anything to do with the PPC or pay-per-click account for your business or for your clients' businesses, you know that it can be tedious and time-consuming work. Keyword research, optimizing bids, writing ad copy, doing A/B testing, or logging onto your account, may feel like falling into a black hole where time disappears. Kind of like going on to YouTube, but not nearly as fun. If you've struggled with PPC in the past, you may have asked yourself how a PPC expert would manage their account. An even better question might be how would the person who developed the system of AdWords run their account? Today, you're extremely lucky as you're going to get the answer to that very question. My guest for this episode number 206 is Frederick Vallaeys. Frederick was one of the first 500 employees at Google and he spent 10 years building Google AdWords, now known as Google Ads, and teaching business owners how to use it as an AdWords evangelist. To say that Frederick is an expert in Google Ads is an understatement. In fact, the company he co-founded, Optmyzr, is all about helping business owners increase the efficiency of their Google Ads accounts through automation, enhanced reporting and a lot more. If the idea of automating your PPC sounds enticing, then you want to stick around for some highly valuable insights. Frederick and I will be talking all about things like remarketing, attribution, even Amazon ads, and a host of other advanced tactics and techniques that will make PPC management a breeze.