{"id":5334,"date":"2022-07-29T12:59:05","date_gmt":"2022-07-29T12:59:05","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/"},"modified":"2022-07-29T12:59:05","modified_gmt":"2022-07-29T12:59:05","slug":"21-ppc-lessons-learned-in-the-age-of-machine-learning-automation","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/","title":{"rendered":"21 PPC lessons learned in the age of machine learning automation"},"content":{"rendered":"<p>What you\u2019re about to read is not actually from me. It\u2019s a compilation of PPC-specific lessons learned by those who actually do the work every day in this age of machine learning automation. <\/p>\n<p>Before diving in, a few notes:<\/p>\n<ul>\n<li>These are \u201clessons already learned.\u201d<\/li>\n<li>Things change (the platforms giveth, taketh, and sometimes just plain change the way campaigns need to be managed).<\/li>\n<li>Below are a mix of strategic, tactical, and \u201cmindset-approach\u201d based lessons.<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_1_Volume_is_critical_to_an_automated_strategy\" >Lesson 1: Volume is critical to an automated strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_2_Proper_learning_expectations\" >Lesson 2: Proper learning expectations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_3_Old_dogs_need_to_learn_new_tricks\" >Lesson 3: Old dogs need to learn new tricks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_4_Stay_on_top_of_any_site_changes\" >Lesson 4: Stay on top of any site changes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_5_Recommendations_tab\" >Lesson 5: Recommendations tab<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_6_Closely_watch_Search_Impression_Share_regardless_of_your_goal\" >Lesson 6: Closely watch Search Impression Share, regardless of your goal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_7_Stay_on_top_of_changes_to_the_ad_platforms\" >Lesson 7: Stay on top of changes (to the ad platforms)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_8_Keep_separate_records_of_your_rules\" >Lesson 8: Keep separate records of your rules<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_9_Reporting_isnt_always_actionable\" >Lesson 9: Reporting isn\u2019t always actionable<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_10_Bulk_upload_tools_are_your_friend\" >Lesson 10:\u00a0 Bulk upload tools are your friend<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_11_ALWAYS_automate_the_mundane_tasks\" >Lesson 11: ALWAYS automate the mundane tasks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_12_Innovate_beyond_the_default_tools\" >Lesson 12: Innovate beyond the default tools\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_13_10_rule_of_experimentation\" >Lesson 13: 10% rule of experimentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_14_%E2%80%9CPin%E2%80%9D_when_you_have_to\" >Lesson 14: \u201cPin\u201d when you have to<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_15_The_%E2%80%9Cgarbage_in_garbage_out%E2%80%9D_GIGO_rule_applies\" >Lesson 15: The \u201cgarbage in, garbage out\u201d (GIGO) rule applies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_16_Educate_legal_compliance_branding_teams_in_highly_regulated_industries\" >Lesson 16: Educate legal, compliance, &amp; branding teams in highly regulated industries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_17_Dont_mistake_automate_for_set_and_forget\" >Lesson 17: Don\u2019t mistake automate for set and forget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_18_You_know_your_business_better_than_the_algorithm\" >Lesson 18: You know your business better than the algorithm<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_19_The_juice_may_not_be_worth_the_squeeze_in_some_accounts\" >Lesson 19: The juice may not be worth the squeeze in some accounts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_20_See_what_your_peers_are_doing\" >Lesson 20: See what your peers are doing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/21-ppc-lessons-learned-in-the-age-of-machine-learning-automation\/#Lesson_21_Strategic_PPC_marketers_will_be_valuable\" >Lesson 21: Strategic PPC marketers will be valuable<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_1_Volume_is_critical_to_an_automated_strategy\"><\/span>Lesson 1: Volume is critical to an automated strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s simple, a machine cannot optimize toward a goal if there isn\u2019t enough data to find patterns. <\/p>\n<p>For example, Google Ads may recommend \u201cMaximize Conversions\u201d as a bid strategy, BUT the budget is small (like sub $2,000\/mo) and the clicks are expensive. <\/p>\n<p>In a case like this, you have to give it a Smart Bid strategy goal capable of collecting data to optimize towards. <\/p>\n<p>So a better option might be to consider \u201cMaximize Clicks\u201d or \u201cSearch Impression Share\u201d.\u00a0 In small volume accounts, that can make more sense.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_2_Proper_learning_expectations\"><\/span>Lesson 2: Proper learning expectations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The key part of \u201cmachine learning\u201d\u00a0is the second word: \u201clearning.\u201d <\/p>\n<p>For a machine to learn what works, it must also learn what doesn\u2019t work. <\/p>\n<p>That part can be agonizing. <\/p>\n<p>When launching an initial Responsive Search Ad (RSA), expect the results to underwhelm you. The system needs data to learn the patterns of what works and doesn\u2019t.\u00a0 <\/p>\n<p>It\u2019s important for you to set these expectations for yourself <strong>and<\/strong> your stakeholders. A real-life client example saw the following results:<\/p>\n<ul>\n<li>RSA Month 1: 90 conversions at $8 cost per.<\/li>\n<li>RSA Month 2: 116 conversions at $5.06 cost per.<\/li>\n<\/ul>\n<p>As you can see, month two looked far better. Have the proper expectations set!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_3_Old_dogs_need_to_learn_new_tricks\"><\/span>Lesson 3: Old dogs need to learn new tricks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many of us who\u2019ve been in the industry a while weren\u2019t taught to manage ad campaigns the way they need to be run now. In fact, it was a completely different mindset.\u00a0 <\/p>\n<p>For example, I was taught to:<\/p>\n<ul>\n<li>Think of the \u201cad as a whole\u201d as opposed to thinking about individual snippets and the possible combinations and how they might combine to make creative that performs.\u00a0<\/li>\n<li>A\/B testing using the Champion\/Challenger methodology where the \u201ccontrol\u201d is always the top performing creative and you can only alter <strong>one<\/strong> specific element at a time otherwise you have no idea what actually caused the performance shift. Now, in a high-volume campaign, machine learning may determine that one assembly of creative snippets performs better for an audience subset while another variation performs better for a different one.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_4_Stay_on_top_of_any_site_changes\"><\/span>Lesson 4: Stay on top of any site changes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Any type of automation relies on proper inputs. Sometimes what would seem to be a simple change could do significant damage to a campaign. <\/p>\n<p>Some of those changes include:<\/p>\n<ul>\n<li>Change to the URL on a \u201cthank you page\u201d<\/li>\n<li>Addition of another call to action on the landing page<\/li>\n<li>Plugin or code that messes up page load<\/li>\n<li>Addition or removal of a step in the conversion path<\/li>\n<li>Replacing the hosted video with a YouTube or Vimeo embed<\/li>\n<\/ul>\n<p>Those are just a few examples, but they all happened <strong>and<\/strong> they all messed with a live campaign.\u00a0 <\/p>\n<p>Just remember, all bets are off when any site change happens without your knowledge!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_5_Recommendations_tab\"><\/span>Lesson 5: Recommendations tab<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The best advice to follow regarding Recommendations are the following:\u00a0<\/p>\n<ul>\n<li>Take them with a critical eye. Remember this is a machine that doesn\u2019t have the context you do. Give the recommendations a look.\u00a0<\/li>\n<li>Be careful where you click! It\u2019s easy to implement a recommendation, which is great unless you make an unintentional click.<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/qVEyNeipJHwxZsKp_kXrVpg_GkbuscvrzN6mT4dHnnRI6qxWhuSSAvKhMC25DiaAVjCkggxlhcKdpfaN1J2IVUUOEDMBH3n64yhN9j6vmJGFqqxryab1E0fOOlR2-Ku-Pw5SeqX8R8y-lTHIb6EAYjs\" alt=\"| Craig Hordlow\" title=\"| Craig Hordlow\"><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_6_Closely_watch_Search_Impression_Share_regardless_of_your_goal\"><\/span>Lesson 6: Closely watch Search Impression Share, regardless of your goal<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Officially defined as \u201cthe impressions you\u2019ve received on the Search Network divided by the estimated number of impressions you were eligible to receive,\u201d Search Impression Share is basically a gauge to inform you what percentage of the demand you are showing to compete for.\u00a0<\/p>\n<p>This isn\u2019t to imply \u201cSearch Impression Share\u201d is <strong>the<\/strong> single most important metric. However, you might implement a smart bidding rule with \u201cPerformance Max\u201d or \u201cMaximize Conversions\u201d and doing so may negatively impact other metrics (like \u201cSearch Impression Share\u201d). <\/p>\n<p>That alone isn\u2019t wrong. But make sure you\u2019re both aware <strong>and<\/strong> OK with that.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_7_Stay_on_top_of_changes_to_the_ad_platforms\"><\/span>Lesson 7: Stay on top of changes (to the ad platforms)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Sometimes things change. It\u2019s your job to stay on top of it. For smart bidding, \u201cTarget CPA\u201d no longer exists for new campaigns. It\u2019s now merged with \u201cMaximize Conversions\u201d.<\/p>\n<p>Smart Shopping and Local Campaigns are being automatically updated to \u201cPerformance Max\u201d between July and September 2022. If you\u2019re running these campaigns, the best thing you can do is to do the update manually yourself (one click implementation via the \u201crecommendations\u201d tab in your account). <\/p>\n<p>Why should you do this?<\/p>\n<ul>\n<li>Eliminate any surprises due to an automatic switchover. There probably wouldn\u2019t be any, but you never know and it\u2019s not worth the risk.<\/li>\n<li>Reporting will be easier as YOU will pick when it happens so you can note it properly<\/li>\n<li>There\u2019s a general peace of mind when you are the one to make the update happen at a time of your choosing.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_8_Keep_separate_records_of_your_rules\"><\/span>Lesson 8: Keep separate records of your rules<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This doesn\u2019t need to be complicated. Just use your favorite tool like Evernote, OneNote, Google Docs\/Sheets, etc. Include the following for each campaign:<\/p>\n<ul>\n<li>The what (goals, smart bidding rules, etc.)<\/li>\n<li>Why (Your justification for this particular setup)<\/li>\n<\/ul>\n<p>There are three critical reasons why this is a good idea:<\/p>\n<ul>\n<li>You deserve to take a holiday at some point and the records are helpful for anyone who may be watching your accounts.<\/li>\n<li>At some point, you\u2019re going to be questioned on your approach. You\u2019ll get questions like \u201cWhy, exactly did you set it up that way?\u201d Having the record readily available come in handy.<\/li>\n<li>It\u2019s helpful for you to remember. Anytime you can get something \u201cout of your head\u201d and properly documented somewhere, it\u2019s a win!<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_9_Reporting_isnt_always_actionable\"><\/span>Lesson 9: Reporting isn\u2019t always actionable<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Imagine you\u2019re setting up a campaign and loading snippets of an ad. You\u2019ve got:<\/p>\n<ul>\n<li>3 versions of headline 1<\/li>\n<li>4 versions of headline 2<\/li>\n<li>2 versions of headline 3<\/li>\n<li>3 versions of the first description<\/li>\n<li>2 versions of the second description<\/li>\n<li>The list goes on\u2026<\/li>\n<\/ul>\n<p>Given the above conditions, do you think it would be at all useful to know which combinations performed best? Would it help you to know if a consistent trend or theme emerges?\u00a0 Wouldn\u2019t having that knowledge help you come up with even more effective snippets of an ad to test going forward?\u00a0 <\/p>\n<p>Well, too bad because that\u2019s not what you get at the moment.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_10_Bulk_upload_tools_are_your_friend\"><\/span>Lesson 10:\u00a0 Bulk upload tools are your friend<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you run a large volume account with a lot of campaigns, then anytime you can provide your inputs in a spreadsheet for a bulk upload you should do it. Just make sure you do a quality check of any bulk actions taken.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/GCHFA-c9qHdjSkzptMqTuJH5mwKcoqMBZbr3HophdQIBfVcYWr_n4v09vz18TVt6A8z1_TOac6yDncDyMI07TxkhgXcSPv4jbZeA69cl6K0en2kaB5mNmWUsB3-O9ua84YgHO2-Gik7WJgdFyVwrOQE\" alt=\"| Craig Hordlow\" title=\"| Craig Hordlow\"><figcaption><em>Menu in Google Ads where \u201cBulk Actions\u201d is located<\/em><\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_11_ALWAYS_automate_the_mundane_tasks\"><\/span>Lesson 11: ALWAYS automate the mundane tasks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Few things can drag morale down like a steady stream of mundane tasks. Automate whatever you can. That can include:<\/p>\n<ul>\n<li>Pausing low performing keyword<\/li>\n<li>Pause low performing ads<\/li>\n<li>Scheduling<\/li>\n<li>Bid adjustments based on success metrics (example Maximize Conversions)<\/li>\n<li>Bid adjustments to target average position<\/li>\n<li>Bid adjustments during peak hours<\/li>\n<li>Bid to impression share<\/li>\n<li>Controlling budgets<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_12_Innovate_beyond_the_default_tools\"><\/span>Lesson 12: Innovate beyond the default tools\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To an outsider, managing an enterprise level PPC campaign would seem like having one big pile of money to work with for some high-volume campaigns. That\u2019s a nice vision, but the reality is often quite different. <\/p>\n<p>For those who manage those campaigns, it can feel more like 30 SMB accounts. You have different regions with several unique business units (each having separate P&amp;L\u2019s). <\/p>\n<p>The budgets are set and you cannot go over it. Period. <\/p>\n<p>You also need to ensure campaigns run the whole month so you can\u2019t run out of budget on the 15th. <\/p>\n<p>Below is an example of a custom budget tracking report built within Google Data Studio that shows the PPC manager how the budget is tracking in the current month:<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/_LpHwwpVyHOjJpU087l20CXJkWBJItSKzZ3Xhg_wTb2MGHSOh76NGa3NMOwQXMW0hMWKIWyiKRVPPBNqkTpJpP9JKTZbLHEYnNu_zkr9THFhweTQ76zIQWFcH4KOKyATa2VRw960WxhceJVmT7FJnek\" alt=\"| Craig Hordlow\" title=\"| Craig Hordlow\"><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_13_10_rule_of_experimentation\"><\/span>Lesson 13: 10% rule of experimentation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Devote 10% of your management efforts (not necessarily budget) to trying something new.\u00a0 <\/p>\n<p>Try a beta (if you have access to it), a new smart bidding strategy, new creative snippets, new landing page, call to action, etc.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_14_%E2%80%9CPin%E2%80%9D_when_you_have_to\"><\/span>Lesson 14: \u201cPin\u201d when you have to<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you are required\u00a0 (for example by legal, compliance, branding, executives) to <strong>always<\/strong> display a specific message in the first headline, you can place a \u201cpin\u201d that will <strong>only<\/strong> insert your chosen copy in that spot while the remainder of the ad will function as a typical RSA.\u00a0 <\/p>\n<p>Obviously if you \u201cpin\u201d everything, then the ad is no longer responsive. However, it has its place so when you gotta pin, you gotta pin!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_15_The_%E2%80%9Cgarbage_in_garbage_out%E2%80%9D_GIGO_rule_applies\"><\/span>Lesson 15: The \u201cgarbage in, garbage out\u201d (GIGO) rule applies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s simple: The ad platform will perform the heavy lifting to test for the best possible ad snippet combinations submitted by you to achieve an objective defined by you. <\/p>\n<p>The platform can either perform that heavy lifting to find the best combination of well-crafted ad snippets or garbage ones.\u00a0 <\/p>\n<p>Bottom line, an RSA doesn\u2019t negate the need for skilled ad copywriting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_16_Educate_legal_compliance_branding_teams_in_highly_regulated_industries\"><\/span>Lesson 16: Educate legal, compliance, &amp; branding teams in highly regulated industries<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019ve managed campaigns for an organization in a highly regulated industry (healthcare, finance, insurance, education, etc.) you know all about the legal\/compliance review and frustrations that can mount.\u00a0 <\/p>\n<p>Remember, you have your objectives (produce campaigns that perform) and they have theirs (to keep the organization out of trouble).\u00a0<\/p>\n<p>When it comes to RSA campaigns, do yourself a favor and educate the legal, compliance, and branding teams on:<\/p>\n<ul>\n<li>The high-level mechanics<\/li>\n<li>Benefits<\/li>\n<li>Drawbacks<\/li>\n<li>Control mechanisms available<\/li>\n<li>How it affects their approval process<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_17_Dont_mistake_automate_for_set_and_forget\"><\/span>Lesson 17: Don\u2019t mistake automate for set and forget<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To use an automotive analogy, think of automation capabilities more like \u201cpark assist\u201d than \u201cfull self driving.\u201d\u00a0 <\/p>\n<p>For example, you set up a campaign to \u201cBid to Position 2\u201d and then just let it run without giving it a second thought. In the meantime, a new competitor enters the market and showing up in position 2 starts costing you a lot more. Now you\u2019re running into budget limitations.\u00a0 <\/p>\n<p>Use automation to do the heavy lifting and automate the mundane tasks (Lesson #11), but ignore a campaign once it\u2019s set up.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_18_You_know_your_business_better_than_the_algorithm\"><\/span>Lesson 18: You know your business better than the algorithm<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is related to lesson #5 and cannot be overstated. <\/p>\n<p>For example, you may see a recommendation to reach additional customers at a similar cost per conversion in a remarketing campaign. Take a close look at the audiences being recommended as you can quickly see a lot of inflated metrics \u2013 especially in remarketing.\u00a0 <\/p>\n<p><strong>You<\/strong> have the knowledge of the business far better than any algorithm possibly could. Use that knowledge to guide the machine and ensure it stays pointed in the right direction.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_19_The_juice_may_not_be_worth_the_squeeze_in_some_accounts\"><\/span>Lesson 19: The juice may not be worth the squeeze in some accounts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>By \u201csome accounts,\u201d I\u2019m mostly referring to low-budget campaigns. <\/p>\n<p>Machine learning needs data and so many smaller accounts don\u2019t have enough activity to generate it. <\/p>\n<p>For those accounts, just keep it as manual as you can.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_20_See_what_your_peers_are_doing\"><\/span>Lesson 20: See what your peers are doing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Speak with one of your industry peers, and you\u2019ll quickly find someone who understands your daily challenges and may have found ways to mitigate them. <\/p>\n<p>Attend conferences and network with people attending the PPC track. Sign up for PPC webinars where tactical campaign management is discussed. <\/p>\n<p>Participate (or just lurk) in social media discussions and groups specific to PPC management.\u00a0\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lesson_21_Strategic_PPC_marketers_will_be_valuable\"><\/span>Lesson 21: Strategic PPC marketers will be valuable<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many of the mundane tasks (Lesson #11) can be automated now, thus eliminating the need for a person to spend hours on end performing them. That\u2019s a good thing \u2013 no one <em>really <\/em>enjoyed doing most of those things anyway.\u00a0 <\/p>\n<p>As more \u201ctasks\u201d continue toward the path of automation, marketers only skilled at the mundane work will become less needed.\u00a0 <\/p>\n<p>On the flipside, this presents a prime opportunity for strategic marketers to become more valuable. Think about it \u2013 the \u201cmachine\u201d doing the heavy lifting needs guidance, direction and course corrective action when necessary. <\/p>\n<p>That requires the marketer to:<\/p>\n<ul>\n<li>Have a thorough understanding of business objectives in relation to key campaign metrics.<\/li>\n<li>Guide the organization\u2019s stakeholders setting overall business strategy on what\u2019s possible with PPC.<\/li>\n<li>See how the tactical capabilities to manage a campaign can further a specific business objective.<\/li>\n<\/ul>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/21-ppc-lessons-machine-learning-automation-386794\" target=\"_blank\">21 PPC lessons learned in the age of machine learning automation<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What you\u2019re about to read is not actually from me. It\u2019s a compilation of PPC-specific lessons learned by those who actually do the work every day in this age of machine learning automation. Before diving in, a few notes: These are \u201clessons already learned.\u201d Things change (the platforms giveth, taketh, and sometimes just plain change the way campaigns need to be managed). Below are a mix of strategic, tactical, and \u201cmindset-approach\u201d based lessons. Lesson 1: Volume is critical to an automated strategy It\u2019s simple, a machine [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5334","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5334","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5334"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5334\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5334"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5334"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5334"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}