PPC Town Hall

Frederick Vallaeys
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PPC Town Hall

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. Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world. Learn what the experts are seeing in the industry, how they're reacting to make the most of the opportunity, and what they think the future holds.

  1. OCT 29

    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

    48 min

  2. OCT 17

    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

    39 min

  3. OCT 2

    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

  4. SEP 18

    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

    45 min

  5. AUG 28

    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

    43 min

  6. AUG 14

    What's the future of the 'keyword'? | PPC Town Hall 97

    Watch the video version here: https://youtu.be/r3eH7Loz3FA In this episode of PPC Town Hall, I sat down with Andrew Lolk and Jyll Saskin Gales to discuss Google Ads' latest updates to query matching and brand controls and what it means for keywords, match types, and advertisers. Follow Jyll on LinkedIn: https://www.linkedin.com/in/jyllsaskingales/ Follow Andrew on LinkedIn: https://www.linkedin.com/in/andrewlolk/ 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

    47 min

  7. JUL 3

    A PPC Data Analysis Masterclass by Cory Lindholm | PPC Town Hall 96

    Watch the video version here: In this episode, our Co-founder & CEO, Frederick Vallaeys sat down with Cory Lindholm to dive deep into the world of PPC data analysis. Cory kicked things off by covering the essentials. Then, he walked through the process of performing an analysis to uncover valuable insights about seasonality, how your accounts are performing, and even correlations between different metrics. He also discussed the importance of having a solid foundation in statistics and data when it comes to making informed PPC decisions. There’s so much value packed in this episode. And we hope you find it useful. Watch this episode to learn: - The fundamentals of PPC metrics - How to measure the impact of seasonality and other PPC factors - How to integrate your PPC data with your business data - The common data analysis mistakes to avoid - The best tools for data analysis Your speaker: Cory Lindholm, Ads By Cory Follow Cory on LinkedIn: https://www.linkedin.com/in/corylindholm/ Work with Cory: https://adsbycory.com/ 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

    59 min

  8. JUL 1

    BONUS: 7 PPC Automations That Save You From Burnout

    Watch the video version: https://www.youtube.com/watch?v=4uGrZIy7-GQ Matthieu Tran-Van is an independent Google Ads specialist who provides search engine advertising services to clients with a lifetime managed ad spend of $350 million. In this session, he shares 7 automations that helped boost his clients' results and saved him from burnout. Timestamps: 0:00 - Introduction 0:59 - Guest Introduction: Matthieu 4:20 - Shopping campaign automations 23:44 - DSA campaign automations 29:48 - Seasonality-based automations 36:26 - Automated bidding automations 43:39 - Keyword automations 48:48 - Performance Max automations 52:45 - RSA automations 57:00 - Reporting 1:01:33 - Connect with Matthieu Follow Matthieu on LinkedIn: https://www.linkedin.com/in/matthieutv/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys Visit Matthieu's website here: https://www.matthieu-tranvan.fr/ ► Get emails about future Automation Layering Masterclass sessions https://hs.optmyzr.com/en-us/automation-layering-masterclass ► Get emails about future PPC Town Halls https://www.optmyzr.com/ppctownhall ► Check out Search Marketing Academy, our new podcast https://www.youtube.com/playlist?list=PL7ToXh-Os7WbtFgNiF3IIS3wY-8jyJBk6 ► Explore Optmyzr and start a 14-day free trial https://www.optmyzr.com

    1h 4m
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About

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. Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world. Learn what the experts are seeing in the industry, how they're reacting to make the most of the opportunity, and what they think the future holds.

Information

  • Creator
    Frederick Vallaeys
  • Years Active
    2020 - 2024
  • Episodes
    109
  • Rating
    Clean
  • Copyright
    © Frederick Vallaeys
  • Show Website
    PPC Town Hall

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