PPC Town Hall

B2B #PPCAdvertising comes with some unique challenges: longer sales cycles, low lead volume, and wrong audience targeting, just to name a few.  These are not unique challenges; almost every advertiser faces them.  So we brought in two B2B advertising experts — Andrea Cruz and Brandon Coward — who helped several B2B companies overcome these challenges and build high-quality leads.  Join Andrea and Brandon in this episode to learn: - How to trust automated bidding with a low lead volume - How to use enhanced conversions and value rules to generate higher-quality leads - How to manage client expectations - Messaging tips in RSAs and more.  Our expert guests: - Andrea Cruz, Tinuiti - Brandon Coward, Powered by Search  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

In this episode, we spoke to top #PerformanceMax practitioners — the people who are actually using this new campaign type every day.  They shared their experiences, tips, and best practices from their experiments.  You will learn: - How Performance Max performed against other campaign types - How to deal with cannibalization with existing campaigns  - Performance Max Campaign optimization tips and more  Our expert guests: - Andrew Lolk, SavvyRevenue - Brooke Osmundson, Smith Micro Software - Duane Brown, Take Some Risk - Antonia Vasile, Antonia-Vasile.com  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

#PerformanceMaxCampaigns is the latest #GoogleAds campaign type that helps you find customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps from a single campaign.  Since it’s still early days, there is so much to learn about it. That’s why we brought in experts from Google — Sagar Shah and Rodney Ip — two of the people behind this new campaign type.  

Sagar and Rodney share everything about Performance Max campaigns, the best practices to follow, and the future roadmap. They also answered several frequently asked questions by the PPC community about Performance Max campaigns.  

You will learn: 

- What are Performance Max Campaigns, the benefits, and future roadmap 

- Best practices to follow, and 

- Answers to several common questions  

Our expert guests: 

- Sagar Shah, Google 

- Rodney Ip, Google  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

Stop using #TargetCPA bidding. 

Instead, move to #ValueBasedBidding to maximize your profitability. To help you learn more about Value-Based Bidding, how it works & more, we brought in experts from Google — Alex and Rebecca. 

In this episode of PPC Town Hall, you will learn: 

• Why you should move from Target CPA to Value-Based Bidding 

• What is Value-Based Bidding, and how it works 

• Best practices and common pitfalls while using Value-Based Bidding  

Our expert guests: 

• Alex Ioch, Google 

• Rebecca Chiu, Google  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com 

#ppc #googleads #sem #optmyzr #adtech #digitalmarketing

On the occasion of Women's Day week, we decided to speak to three women who built great careers and personal brands in digital marketing. Join this special episode of PPC Town Hall as they share their career path, success stories, and the challenges they faced in their pursuit of a successful career.

You will learn: 

- How to build a personal brand in digital marketing 

- How to get buy-in from a broader team 

- How to overcome imposter syndrome and more.

Our expert guests: 

- Akvile DeFazio, AKvertise 

- Navah Hopkins, Navah Hopkins LLC 

- Anu Adegbola, Marin Software  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com 

#DigitalMarketing #PPCTownHall

With automation layering, you implement your own automation strategies over what Google or the other ad platforms are doing to put yourselves in charge.  Join this episode where Joe Martinez, Michelle Morgan, and Aaron Levy — three of the top PPC experts and practitioners tell you how to do that and gain a competitive advantage.  

In this episode, you will learn: 

- what is automation layering 

- how to create automation layering 

- examples of automation layering for bidding, targeting and messaging, and more.  

Our panelists: 

- Joe Martinez, Paid Media Pros 

- Michelle Morgan, Paid Media Pros 

- Aaron Levy, Tinuiti  

► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall 

► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

Expanded Text Ads out, #ResponsiveSearchAds in. 

RSAs will be the only type of text ads you can create in #GoogleAds starting July 1, 2022. And there's going to be a pretty big shift in how #PPC marketers approach text ads.  Learn from two PPC experts with long-standing track records and significant experience building managing RSAs.  

This panel covers: 

• How RSAs have done compared to ETAs so far 

• How pinning certain components affects RSA performance 

• Tips, tricks, and best practices for running better RSAs  

Our expert guests: 

• Julie Friedman Bacchini, Neptune Moon 

• Ed Leake, AdEvolver  

► 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

Success in search requires treating search engine results pages (SERP) as a single entity.  Its three core components – ads (search + shopping), #SERP features, and traditional “blue links” – are all mutually beneficial. But too often, each of these functions is siloed, preventing a more robust, holistic understanding of your target audience.  This panel covers: • What is integrated search & how does it help • How to make the case for integrated search to senior management • 5 Strategies that enable SEM, #SEO, and #eCommerce to work together  Our expert guests: • Sam Tomlinson, Warschawski • Kirk Williams, 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

Competition in #eCommerce PPC is at an all-time high. Only the brands with the best optimizations will win.  Whether you're new to running eCommerce #PPC campaigns or a veteran, this one is for you.  This panel covers: • Tips and tricks for turning product data into top-performing PPC campaigns • The most important elements of the feed • Tips for boosting shopping ads on Google • Techniques for turning structured data into search campaigns • How does the product catalog impacts retailers • Measuring performance when you're on multiple marketplaces and so much more  Our expert guests: • Jacques van der Wilt, DataFeedWatch • Elizabeth Marsten, Tinuiti  ► 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

Structuring your Google Ads accounts can be tough if you don't know what you're doing.  Fortunately, these experts know how account structure needs to change with the updates to ads, keywords, matching, and more. Learn how to remain resilient in the face of rapid changes in the ad platforms.  This panel covers: • How Amalia and Navah restructured their accounts based on the latest changes to Google Ads • Is what worked well only a few years ago still the best solution today • Why restructuring your accounts is important • The pros and cons of various account structures  Our expert guests: • Navah Hopkins, Adzooma • Amalia Fowler, British Columbia Institute of Technology  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com