About Frederick Vallaeys

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So far Frederick Vallaeys has created 10 blog entries.
31 08, 2022

How To Set Them Up

2022-09-04T19:32:07+10:00August 31st, 2022|Search Engine Journal|

Written by Frederick Vallaeys - Google Shopping ads are visual ads that appear when a user searches for a product on Google. Here’s an example of Shopping ads when a user searches for [pour over coffee]. Screenshot from a search for [pour over coffee]. Annotations by author, Google, August 2022 This ad format is uniquely engaging. It shows additional information [...]

23 06, 2022

How To Optimize Google Responsive Search Ads (RSAs)

2022-06-23T22:45:09+10:00June 23rd, 2022|Search Engine Journal|

Written by Frederick Vallaeys - Now that RSAs (responsive search ads) have replaced ETAs (expanded text ads) in Google Ads, it may be time to rethink your strategies for optimizing ads. Optimizing RSAs takes a whole different approach than what most advertisers have been doing for years. While you’ll still want to use a similar methodology to decide what text [...]

4 05, 2022

7 PPC Community & Google Team Insights

2022-05-04T23:45:29+10:00May 4th, 2022|Search Engine Journal|

Written by Frederick Vallaeys - Google has added many automated tools over the past years including Smart Bidding, Responsive Search Ads, and close variant keywords. Performance Max campaigns are the latest addition to this increasing list of automated PPC tools. And it might be the most revolutionary campaign type so far in Google Ads. Performance Max campaigns let advertisers promote [...]

19 02, 2022

Free Google Ads Script To Dynamically Change Target ROAS

2022-02-19T00:45:27+11:00February 19th, 2022|Search Engine Journal|

Written by Frederick Vallaeys With the continuing onslaught of automation from the ad engines like Google, should we still care about ad scripts? I believe so. Scripts are the perfect tool to execute an automation layering strategy. They give you a technique to use your own simple automations to control, monitor, and improve more sophisticated machine learning automations from Google. [...]

17 12, 2021

How To A/B Test Responsive Search Ads: Step-By-Step & Tips

2021-12-17T22:45:47+11:00December 17th, 2021|Search Engine Journal|

Advertisers looking to optimize their performance have long used A/B testing to improve their ads. It’s well understood how this is done with expanded text ads (ETAs).But recently, Google has announced it will sunset ETAs, making responsive search ads (RSAs) the main text ad format from July 1, 2022 onward.It’s time to revisit our ad testing best practices.What Is A/B [...]

15 10, 2021

3 Scripts for Automating Google Ads Reports in Spreadsheets

2021-10-15T23:41:03+11:00October 15th, 2021|Search Engine Journal|

As PPC account managers, we’ve always had to do a lot of reporting to keep our stakeholders informed.Now with the continued rise in automation, reporting has taken on new importance as one of the key ways we can monitor what the machines are doing.For example, we can use reports to monitor which queries are considered close variants for exact match [...]

20 08, 2021

5 Things You Could Be Automating With AdWords Scripts

2021-08-20T21:40:46+10:00August 20th, 2021|Search Engine Journal|

Repetitive tasks can take up an inordinate amount of time and energy for in-house PPC managers and drain the profits of an agency.One of the best ways to deal with these is to start automating these repetitive tasks using Google Ads Scripts.Google is continuing to invest its time and effort into scripts. It has recently announced a new version that [...]

21 04, 2021

Which of Google’s 17 Recommendations Should Be Applied Automatically

2021-04-21T23:45:44+10:00April 21st, 2021|Search Engine Journal|

Google Ads recently announced that advertisers can start automatically accepting recommendations for their ads accounts.And no, they’re not asking for a blank check. They aren’t offering to automatically raise budgets, either.Setting our skepticism aside, let’s take a look at the 17 optimizations included in this update and whether any of them are safe enough to accept automatically.Spoiler alert: Some (but [...]

13 02, 2021

What Is Quality Score & Why It Matters

2021-02-13T00:40:39+11:00February 13th, 2021|Search Engine Journal|

Over the past few years, automated bidding has become more consistent at delivering solid performance for search advertisers.They no longer need to pick a CPC bid for every keyword and can instead set CPA or ROAS goals and let machine learning calculate the correct bid to achieve the stated goal for every single search that happens.But in this move towards [...]

28 10, 2020

3 Things Totally Upending What a ‘PPC Manager’ Really Is

2020-10-28T23:45:57+11:00October 28th, 2020|Search Engine Journal|

PPC pros who underestimate the impact automation will have on their professional lives risk missing out on a great transformation.I’ve been writing about the ways automation is transforming PPC for a few years now.Through that time, it’s become abundantly clear that managing PPC is rapidly moving away from requiring PPC tacticians.We used to operate in the details, such as focusing [...]

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