Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers.
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Customer journey orchestration
This is the year to let the search engines perform the complicated tasks so PPC practitioners move back to the pilot’s seat to drive better results.
Here's a free Google Ads script that delivers a detailed report on the impact of Google's inclusion of "same meaning" queries in exact match close variants.
With more and more PPC tasks becoming automated, it’s important to understand the limitations of automation. Here are eight of the most common issues to avoid when moving from manual to automated bidding.
When it comes to bid management, let the machines do the heavy lifting, advises contributor Frederick Vallaeys. Here's why it's best to automate the tedious work humans used to do to calculate CPC.
Marketers who question their future in an industry dominated by automation need to embrace change, says contributor Frederick Vallaeys. Here's how one man and his company said "bring it on" and thrived.
Contributor Frederick Vallaeys isn't ready for Skynet to manage his PPC campaigns just yet and shares seven ways account managers can use their experience to improve shopping ad performance.
Contributor Frederick Vallaeys suggests answering clients' questions about AdWords quickly and authoritatively will make you shine like a PPC rockstar.
Contributor Frederick Vallaeys shares techniques to get the most out of your product listing ads by employing both new and often-overlooked features.
AdWords Scripts have received some new capabilities in the new AdWords interface. Contributor Frederick Vallaeys walks us through what to expect.
Marketing artificial intelligence (AI)
What's on the horizon for Google AdWords? Columnist Frederick Vallaeys provides a behind-the-scenes look at some new AdWords features from a presentation at Google Marketing Next.
Even though AdWords doesn’t officially support AMP yet, advertisers can still use the technology to serve faster landing pages. Columnist Frederick Vallaeys explains how implementing AMP can lead to big gains in conversion rates.
Columnist Frederick Vallaeys tried out Data Studio to see where it shines and where it might fall short for search marketers.
Following a recent executive order suspending US admissions for citizens of seven Muslim-majority countries on Friday, columnist Frederick Vallaeys explains how such a policy would have hindered the growth of the search industry as we know it today.
Columnist Frederick Vallaeys discusses the new capabilities of ad customizers in AdWords, explaining how you can use them to serve better, more relevant ads.
Want to succeed with expanded text ads? Columnist Frederick Vallaeys reports on findings from an Optmyzr study of 1.2 million ads to see what characteristics the best-performing ads had in common.
Columnist Frederick Vallaeys discusses the impact of some recent AdWords changes on Quality Score and provides an updated version of a free script that calculates account-level Quality Score.
Many changes and new features have rolled out recently in AdWords, and columnist Frederick Vallaeys believes this is the perfect opportunity to review your account structure.
Columnist Frederick Vallaeys explores the potential impact of some new AdWords features announced at the Google Performance Summit in May 2016 and discusses how to prepare for these changes.
Columnist Frederick Vallaeys explains several ways you can use structured data to create relevant and customized PPC search ads.
Want to get your AdWords in shape in 2016? Columnist Frederick Vallaeys discusses some top trends and explains what you need to start doing to keep your ads relevant.
Columnist Frederick Vallaeys recaps the hottest AdWords articles of the year based on social share data from BuzzSumo. How many have you read?
Columnist Frederick Vallaeys notes that AdWords has released many new features for Shopping Ads recently. Are you taking advantage of them?
What innovations are on the horizon in the tech space, and how will this impact marketers? Contributor and former Googler Frederick Vallaeys explores the possibilities.
With so many exciting innovations on the horizon, which ones will marketers need to prepare for? Contributor Frederick Vallaeys looks at how technologies will change lives, and marketing.
AdWords is great at telling you how much money your ads cost and how many conversions you’re getting but what happens between the click and the conversion remains a mystery unless you add Google Analytics to the equation. It can tell you what people do on your site, so if they’re not converting, it can […]