PPC Town Hall

PPC Town Hall

By Frederick VallaeysBusinessMarketing
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PPC Town Hall episodes

  • Generative Search Is Disrupting Google Ads: What Marketers Need to Know | PPC TH 104

    Watch the video version here: https://www.youtube.com/watch?v=ScSnLk9XC2M


    In this episode, Frederick Vallaeys spoke to Greg Finn and Christine "Shep" Zernheld, hosts of Marketing O'Clock, one of the top digital marketing news shows. Together, we discuss the latest trends in PPC, Google's evolving strategies, and the role of generative AI in reshaping the digital advertising landscape.
    🚀 Key Topics Covered:
    - Google’s record-breaking Q4 2024 revenue and its impact on advertisers
    - Generative AI: Hype vs. reality in PPC automation
    - The future of Google Ads: From manual controls to PMax and beyond
    - Diversifying your skills in an AI-driven world
    - Strategies for safeguarding your career in digital marketing
    Follow Greg: https://www.linkedin.com/in/gregfinn/
    Follow Shep: https://www.linkedin.com/in/zirnheldchristine/
    Follow Fred: https://www.linkedin.com/in/frederickvallaeys/
    Check out Marketing O'Clock: https://marketingoclock.com/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    46 min
  • Old School PPC vs. PPC in the Era of Automation and Generative AI | PPC TH 103

    Watch the video version here: https://youtu.be/X-1iGyBtS70


    Generative AI is transforming PPC, but is it all good?
    In this episode, Sophie Fell, Director of Paid Media at Two Trees PPC, talks about the seismic shifts AI is causing in paid search.
    A generative AI skeptic herself, Sophie dives deep into her mixed feelings about tools like ChatGPT, discusses the loss of manual controls, and shares insights into how agencies can prepare for an automated future.
    Follow Sophie on LinkedIn: https://www.linkedin.com/in/sophiefellppc/
    Follow Fred on LinkedIn at https://www.linkedin.com/in/frederickvallaeys/
    📌 Here’s what you’ll learn:
    - The Generative AI Debate: Why Sophie Fell is skeptical about fully trusting tools like ChatGPT for PPC management and how it impacts forecasting, campaign automation, and decision-making.
    - Balancing Tradition and Innovation: How PPC professionals can embrace AI-powered tools while retaining fundamental skills like manual CPC bidding, keyword research, and campaign structure design.
    - The Evolution of SEO and PPC: Insights into how automation and AI are reshaping SEO and PPC collaboration, and what it means for advertisers in the era of less manual control.
    - Practical AI Use Cases in Agencies: Real-life examples of how agencies are leveraging generative AI for efficiency, including forecasting and audience targeting, and the challenges they face in adopting these technologies.
    - Future-Proofing PPC Careers: What PPC professionals and agencies need to do to stay relevant in a world increasingly driven by automation, including mastering data-driven strategies and adapting to rapid technological advancements.
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    40 min
  • Google Explains How to Leverage Its AI Tools for Profitable Ad Campaigns | PPC TH 102

    Watch the video version here: https://youtu.be/lr-oz0wLWPI

    Tetsuo Konno, Search & Performance Lead at Google shares how Gemini and predictive AI are changing the way marketers approach Google Ads campaigns.
    He also teaches how to set up your data properly for Google Ads and why that matters more than ever.
    📌 Here’s what you’ll learn:
    - How to use predictive and generative AI in Google Ads
    - Why feed optimization is key to better performance
    - Practical examples of AI in action, like ad copy and data insights
    - The future of PPC roles and skills
    Follow Tetsuo on LinkedIn at https://www.linkedin.com/in/tetsuo-konno-50872324/
    Follow Fred on LinkedIn at https://www.linkedin.com/in/frederickvallaeys/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    47 min
  • 10 Powerful Automations Beeby Clark+Meyler Uses Everyday to Manage Small Google Ads Accounts

    Watch the video version here: https://youtu.be/oX8AFB-GVUI

    Amy McLain-Ponder, Group Director of Paid Search at Beeby Clark+Meyler (BCM) shares 10 powerful automations her team uses to tackle the unique challenges of managing small Google Ads accounts.
    From saving time on repetitive tasks to maximizing limited budgets, Amy shares how her team stays in control of campaigns in a world dominated by AI and automation.
    🚀 What You'll Learn:
    - How to use anomaly alerts to quickly identify and fix performance issues before they hurt your account.
    - The secret to precise budget pacing that keeps your campaigns on track and within budget.
    - Why automation layering is a game-changer for scaling small PPC accounts efficiently.
    - Real-world tactics for managing YouTube placements and ensuring brand safety.
    - How AI-powered reports uncover trends and simplify client communication.
    Amy also dives into her team’s best practices for:
    ✅ Automatically pausing underperforming keywords to avoid wasted spend.
    ✅ Negating irrelevant search queries that drain your budget.
    ✅ Leveraging dynamic search ads (DSA) to discover new opportunities.
    Chapters:
    Intro 0:00
    About Amy 0:45
    Biggest concerns for small accounts 2:50
    Anomaly alerts 3:58
    Budget alerts 7:36
    KPI alerts 15:50
    Reporting 18:54
    Have a codified set of rules 25:17
    Pausing non-converting keywords 30:35
    Negate low-performing search queries 32:55
    DSA automations 35:27
    Search terms with high CTR 37:10
    Search terms with declining performance 38:28
    Excluding irrelevant YouTube placements 40:42
    Best practices 44:35
    Connect with Amy 45:30
    Follow Amy on LinkedIn: https://www.linkedin.com/in/amytponder/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/
    Visit BCM here: https://www.beebyclarkmeyler.com/
    ► Past Automation Layering Masterclass sessions: https://www.youtube.com/playlist?list=PL7ToXh-Os7WZgYL3M-ynJIrHnUv_POCB5
    ► Get emails about future PPC Town Halls
    https://www.optmyzr.com/ppctownhall
    ► Explore Optmyzr and start a 14-day free trial
    https://www.optmyzr.com/

    48 min
  • How Advanced Auto Parts Leverages Generative AI for Digital Marketing Success | PPC TH 101

    Watch the episode here: https://youtu.be/cDEVRv8MI2o


    Learn how Katlyn Edwards from Advanced Auto Parts reveals how they're using generative AI for PPC and SEO.
    She shared the tools, tactics, and strategies that are helping her team stay ahead in a competitive market.
    This episode is packed with insights on using AI for scale, building customer-centric campaigns, and preparing for the future of search marketing.
    🎯 What You’ll Learn:
    - How to integrate AI into PPC workflows for scale
    - Preparing for Google's AI updates for SEO
    - The role of human oversight in AI-powered content
    - Future trends shaping paid search and digital marketing

    40 min
  • Maximize Q4 Holiday Sales with Microsoft’s Expert Tips | PPC Town Hall 100

    Watch the video version here: https://youtube.com/live/6UepjtkisSc


    Get your Q4 holiday campaigns ready with Microsoft’s top tips.
    Join Joe Dries from Microsoft as he dives into key shopping strategies, including early preparation, AI-driven targeting, and leveraging first-party data to connect with holiday shoppers.
    Discover how to optimize your ad spend and reach high-value audiences for a successful holiday season.
    Takeaways:
    - Early Preparation is Key: Consumer shopping habits are shifting earlier, with many starting to shop as soon as September. Brands should have strategies and campaigns ready well before peak shopping days.
    - Leverage AI for Better Targeting: Microsoft's generative AI capabilities help advertisers refine audience targeting, focusing on users who demonstrate real interest, which improves ad relevance and click-through rates.
    - Prioritize Profitability: For e-commerce campaigns, advertisers should consider profit-driven metrics like bid-to-profitability rather than solely focusing on ROAS, helping to maximize returns on high-margin items.
    - Use First-Party Data: Leveraging first-party data, such as customer lists and purchase behaviors, allows advertisers to create targeted, high-value audience segments and extend reach effectively across Microsoft's platform.
    - Optimize with Microsoft’s Identity Graph: By tapping into Microsoft's unique identity graph, advertisers can reach an unduplicated, high-intent audience across platforms like the Microsoft Audience Network and Connected TV.
    Follow Joe on LinkedIn: https://www.linkedin.com/in/joedries/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    49 min
  • How Generative AI is Revolutionizing SaaS | Fireside Founders Chat

    Watch the video version here: https://youtu.be/BEe94T9cz8Y


    In this episode, Frederick Vallaeys chats with Tom O'Malley, Founder and CEO of Ascend AI.
    Takeaways from the episode:
    Product-Led Growth: Tom shared the importance of transitioning from a high-touch sales model to a product-led growth strategy. His platform used potential customers to sell to themselves, driving a flywheel effect for customer acquisition.
    Account-Based Marketing with AI: Tom explained how his team used AI to identify potential panelists for panels and leveraged this same technology to target and convert high-value accounts, making account-based marketing more scalable.
    Generative AI in SaaS: Tom discussed the application of GenAI in automating time-intensive tasks, such as campaign writing and panel moderation. He sees AI as essential to future SaaS success, moving beyond a simple feature to a core part of the business model.
    Personalized Marketing via AI: Tom highlighted the growing need for personalized experiences in B2B marketing, where AI can analyze motivations and drive more meaningful connections between businesses and customers.
    Networking in the AI Era: Tom introduced the concept of an AI advocate that helps people scale their networks intelligently, identifying and reconnecting with valuable contacts based on evolving motivations and goals.
    While acknowledging the excitement around AI, Tom also advised caution about the flash bubble of AI-driven startups and emphasized the need for sustainable, long-term AI integration into business models.
    Check out Ascend: https://myascend.ai/
    Follow Tom on LinkedIn at https://www.linkedin.com/in/tomomalley/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    40 min
  • Unorthodoxy: A Contrarian Marketer's Guide to the New Internet | Fireside Founders Chat

    Watch the video version here: https://youtube.com/live/QrSYTHtHwrg


    In this episode, Frederick Vallaeys talks to Gill Gildner, co-founder of Discosloth, a marketing agency.
    Gil presents a refreshing and contrarian approach to modern marketing. This approach resonates with marketers who want to differentiate themselves in an increasingly uniform digital landscape. Drawing on his experience as the co-founder of Discosloth, Gil challenges traditional digital marketing tactics by emphasizing long-term brand building over short-term gains.
    Find out more in his new book here: https://www.amazon.com/Unorthodoxy-contrarian-marketers-philosophy-surviving/dp/1733794867
    Follow Gil on LinkedIn: https://www.linkedin.com/in/gilgildner/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/

    31 min
  • How Ex-Googler Sharon Park Built a Winning Agency in the AI Era | PPC Town Hall 99

    Watch the video version here: https://youtu.be/j3PuOdWUDpc

    In this episode, Frederick Vallaeys sat down with Sharon Park, founder of Sage Digi, to discuss her journey from Google to starting her own digital agency. They talked about the transformation of Google Ads PPC, the impact of generative AI on marketing, and the future of Google in a rapidly evolving PPC landscape.
    Sharon also shared insights on how agencies can stay competitive, creative, and profitable while leveraging technology like connected TV, YouTube, and AI.
    Key Takeaways:
    - The Future of Agencies: Sharon shares her experience transitioning from consulting to running her own agency. She emphasizes the importance of building a senior team to challenge assumptions and drive real business outcomes.
    - Generative AI in Marketing: Generative AI is changing the game by enabling more personalized customer engagement and efficient campaign management. While it's still early, its potential to revolutionize digital advertising is significant.
    - Connected TV and Video Ads: Short-form video ads (5-15 seconds) on connected TV and YouTube are becoming the norm, offering high reach at low costs.
    - The Importance of Measurement: Even though measurement has advanced, there are still many gaps, particularly in connecting offline and upper-funnel activities to digital results. Companies must be cautious not to rely solely on PPC metrics like ROAS without considering overall profitability.
    - Career Longevity in PPC: New marketers must continuously adapt to change, learning to integrate tools, data, and technology to stay competitive in the evolving landscape of PPC.
    The Future of Google: Sharon and Fred discuss the challenges Google may face in the future, especially with the rise of AI-driven search and the potential for the company to lose dominance.
    Check out Sage Digi: https://sagedigi.com/
    Follow Sharon on LinkedIn at https://www.linkedin.com/in/presidentsharon/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    46 min
  • Google’s U-Turn on Cookies: What Does It Mean for Advertisers | PPC Town Hall 98

    Watch the video version here: https://youtu.be/DGSCAPCsqiQ

    In this episode of PPC Town Hall, the discussion centered around Google's recent decision to no longer deprecate third-party cookies in Google Chrome, despite previous announcements suggesting otherwise.
    Ben Vigneron from Blackbird PPC discussed what this means for advertisers and the broader digital marketing landscape.
    Key Takeaways:
    Google's Decision and Its Implications:
    - Google has decided to delay the deprecation of third-party cookies in Chrome, which was initially driven by privacy concerns and regulatory pressures (e.g., GDPR, CCPA).
    - This delay means that advertisers will continue to use third-party cookies for a while longer, but it doesn't change the industry's overall direction toward increased privacy and first-party data reliance.
    Consumer Privacy and Choice:
    - Despite the delay, Chrome will introduce a choice screen, similar to Apple's, allowing users to opt out of tracking, which could lead to a significant reduction in available data for advertisers.
    Shift to First-Party Data:
    - Advertisers should focus on leveraging first-party data by integrating it back into ad platforms (e.g., Google Offline Conversion Tracking).
    - UTM-based tracking remains relevant and should be utilized to measure performance across different platforms.
    Advanced Measurement Techniques:
    - Media Mix Modeling (MMM): A powerful method that correlates historical spend across channels with backend data (e.g., sales or subscriptions) to determine the true impact of various marketing initiatives.
    - GeoLift Testing: Useful for isolating the impact of specific campaigns in certain geographic areas by comparing them to control groups.
    - Both techniques help address the limitations of third-party cookies and provide a more holistic view of marketing performance.
    Analytics Tools:
    - Google Analytics (GA) remains useful but has limitations, especially with channels that don't drive website sessions (e.g., LinkedIn lead forms, YouTube views).
    - MMM can fill gaps left by traditional analytics by providing a broader picture of channel performance.
    Future of Digital Marketing:
    - As the industry moves towards more privacy-focused practices, advertisers must adapt by becoming more technical, particularly in data science and first-party data integration.
    - Tools like R, Python, and open-source libraries (e.g., Meta's Robin, Google's Meridian) can help marketers implement advanced measurement techniques without needing to be data scientists.
    Survival in the Age of AI:
    - With the rise of Generative AI (GenAI), digital marketers should focus on leveraging these tools to augment their skills rather than replace them.
    - Learning to integrate and use these tools effectively will be key to staying relevant in the industry.
    Follow Ben on LinkedIn at https://www.linkedin.com/in/benjaminvigneron/
    Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/
    ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall
    ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

    44 min

About PPC Town Hall

From the publisher's feed

Host Fred Vallaeys, Co-founder of Optmyzr, is joined by PPC experts for a panel discussion on the latest hot topics in the search marketing world.