Great ads get clicks. Great landing pages get conversions. Successful campaigns have both.  This episode of PPC Town Hall goes on a slight tangent featuring two brilliant CRO experts who share their tips and insights to help take your PPC campaigns to the next level.  This panel covers: • When to use a dedicated landing page for your PPC campaigns • The most common mistakes that kill conversion rate on landing pages • Ideas to improve relevance between ads and landing pages when using Responsive Search Ads • The right way to measure landing page performance • Other techniques to boost conversion rate  Our expert guests: • Tim Ash, TimAsh.com & SiteTuners • Andrea Cruz López, KoMarketing  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Keywords have been a cornerstone of PPC ever since they were the whole point of AdWords.  Their role and the way they work may have changed drastically over the years, but it's not quite time to ignore them completely. We spoke to three experts about how they've managed the evolution of keywords throughout their careers. And why your loyalty should be to people, not terms.  This panel covers: • Keep targeting specificity even when Exact Match is no longer exact • Best uses of Phrase Match now that it's absorbing Broad Match Modified • Finding negative keyword ideas when search terms reports are restrictive • The best structure when using multiple match types  Our expert guests: • Kirk Williams, ZATO Marketing • Sonika Chandra, Seer Interactive • Sarah Vlietstra, ZATO Marketing  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

The bird puns from Google are getting to be a bit flighty.  The now-retired Federated Learning of Cohorts left advertisers with concerns about how audience targeting will be done in a world without third-party cookies. We asked for some help to understand how advertisers can keep getting the most out of their ad spend while respecting audience privacy.  This panel covers: • What exactly is #FLoC• How does FLoC replace cookies • What will advertisers lose with the demise of third-party cookies • #Remarketing with Google's TURTLEDOVE  Our expert guests: • Navah Hopkins, Justuno • Amy Bishop, Cultivative  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Succeeding in an increasingly automated world is no cakewalk.  To get full value from your budget, your bid strategies should be aligned with campaign and business goals. On the eve of PPC Town Hall's first birthday, we spoke to Google and other industry experts to get their insights on nailing bids.  This panel covers: • How to optimize automated bidding • How to keep doing bid adjustments with Smart Bidding • How to feed your business data to Google for better bids • What's happening with the retirement of tCPA and tROAS • How attribution model selection impacts automated bidding  Our expert guests: • Peter Oliveira, Google • Andrew Lolk, SavvyRevenue • Laurel Galloway, Closed Loop  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

With all those numbers, PPC reporting can often be tiresome and complicated.  Making vast amounts of data easy for clients to understand is no piece of cake. You need time and focus to generate a good report that conveys what you want it to. Here's reporting advice straight from industry specialists, featuring actionable tips and hacks to build a meaningful reporting process.  This panel covers: • What do clients and managers want from a perfect PPC report? • Tools and tricks for moving data between systems • How to find competitive analysis insights more quickly?  Our expert guests: • Steve Hammer, RankHammer • Andrew Goodman, Page Zero Media  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

With so many interactions behind a purchase, attribution almost feels necessary.  Who'd say no to a bird's eye view of how different channels are performing and what leads to the final conversion? But there are pitfalls, including with Google's preferred Last Click model. Learn how you can use attribution models more wisely with the help of Google Analytics.  This panel covers: • Difference between in-platform and cross-platform attribution and when you need which • What is new in Google Analytics 4 and why should you care • How to do attribution in a privacy-first world where cookies may not be available • Pros and cons of different attribution models  Our expert guests: • Ken Williams, Search Discovery • Brooke Osmundson, NordicClick Interactive • Christopher Gutknecht, Bergzeit  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

As the shift towards automation accelerates, agencies must constantly evolve.  Are your strategies useful to their clients? What tactics will you deploy to remain competitive? What can you realistically expect from today's automation tools? This video answers these questions and offers a roadmap to possible solutions.  This panel covers: • What agency work to automate and what to do manually • What are the biggest profit centers of modern agencies • How to have great agency culture to find and retain talent • What skills a successful agency needs to have • How to explain the agency value to clients • How pricing models have changed  Our expert guests: • Wil Reynolds, Seer Interactive • Anu Adegbola, Brainlabs • Max Traylor, The Max Traylor • Tim Halloran, Aimclear  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

If 2020 was the year #eCommerce became a necessity, 2021 could be when it becomes the norm.  What PPC strategies should you use for retail and eCommerce accounts? Which shopping trends are going to continue from last year? These questions are answered in our chat with Google and our friend Andrew, who comes armed with plenty of lessons from his agency.  This panel covers: • Which 2020 online shopping trends Google expects to continue in 2021 • What happened during Standard vs. Smart Shopping campaign tests • Pros and cons of different account structures for e-commerce advertisers • Tips and tricks for maintaining more control while using Smart Shopping campaigns • Feed optimizations to try for better PPC performance   Our expert guests: • Emi Wayner, Google • Peter Oliveira, Google • Andrew Lolk, Savvy Revenue  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

No one has a crystal ball that tells the future, but we've got the next best thing: geniuses.  Hear what some of the brightest minds in PPC have to say about what PPC will look like in 2021, including where Google will go and how quickly they'll move.  This panel covers: • What will Google automate next • How our experts use automation and what they still do manually • Launches from 2020 that will have the biggest impact on how we do PPC in 2021 • Expanded Text Ads vs. Responsive Search Ads  Our expert guests: • Brad Geddes, Adalysis • Ginny Marvin, Independent Consultant • Matt Van Wagner, Find Me Faster  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing

Losing control over your ad campaigns sucks. But don't just sit there... go around it.  The last episode of PPC Town Hall in 2020 covers one of the hottest topics in search marketing, with an expert panel with plenty of experience getting around data restrictions and control issues.  This panel covers: • Discussing omnichannel strategies • Targeting in a post-cookie world • Automation for audiences, bidding & omnichannel budget allocation • Tracking and updating campaigns to leverage machine learning • Patrick's new book, "Join or Die: Digital Advertising in the Age of Automation"  Our expert guests: • Michelle Morgan, Clix • Joe Martinez, Clix • Patrick Gilbert, AdVenture  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing