Value-based bidding and smart bidding are two powerful tools that have evolved considerably since their introduction. These bidding strategies allow Google to set the bids in each auction with the goal of achieving a desired business outcome.
For example, if you were using TROAS, which is a value-based bid strategy, you would set the desired return on ad spend, and Google would try to achieve that number over a 30-day period.
In this video, Taylor Mathauer and I share how we used Value-Based Bidding to generate higher-quality leads for our client.
You will learn: - Why they decided to use value-based bidding - Success with value-based bidding - The state of smart bidding and limitations with value-based bidding - Where they’ve seen value-based bidding not work - Requirements for using value-based bidding - When is value-based bidding appropriate - How to track success with value-based bidding
Let’s understand the state of Smart Bidding for a minute.
Some marketers make the mistake of viewing smart bidding as a quick fix or hack to improve the performance of underperforming campaigns. The truth is that smart bidding is most effective when implemented on campaigns that are already performing well.
It can help take those campaigns from good to great by optimizing bids and targeting more precisely.
One challenge with smart bidding is that it requires a solid understanding of the underlying data and the algorithms driving the bidding process. Achieving success with smart bidding requires striking a balance between automation and human expertise.
The best results are often obtained through a combination of data-driven bidding strategies and human insights.
4 limitations of value-based bidding
Limitation #1: Micro conversions often fail to drive meaningful downstream actions.
Micro conversions have been explored as a way to increase the quality of traffic from Google Ads when there is not enough conversion volume to switch to a value-based bidding model. By focusing on engagement conversion actions that signal high intent from users, it was hoped that the downstream conversion actions such as form fills, MQLs, and SQLs would increase.
However, the results showed that while engagement conversion actions increased, there was no corresponding increase in downstream conversion actions.
Limitation #2: Limited conversion data makes value-based bidding less reliable.
Working with limited conversion data can be challenging when implementing value-based bidding. This is because unlike max conversions and tCPA, where Google only has to calculate the likelihood of a user converting at the time of query, tROAS requires an additional calculation of the conversion’s value.
Therefore, it is important to have sufficient conversion data to implement this strategy successfully.
Limitation #3: Large portfolios with diverse geographies and keywords create signal inconsistencies.
Working in large portfolios with vastly different geographies and keywords can pose challenges for bid strategies. Google uses many contextual signals to determine bids for each auction, and if the geographies and keywords vary greatly within a portfolio, the signals used by Google to determine bids may differ between campaigns.
This can lead to poor performance of the portfolio and should be taken into consideration when implementing portfolio bidding.
Limitation #4: Frequent adjustments to bid strategies can disrupt performance.
It is important to give bid strategies time to adjust to new performance goals, and not to adjust them too frequently or aggressively. Shifting to a value-based bid strategy or smart bid strategy can result in fluctuations in performance, and patience is needed to see the best results.
What are the requirements for using value-based bidding?
GCLID needs to be passed into CRM and down to each milestone in the CRM or you need to have enhanced conversions setup. So that the data being passed from the CRM into Google Ads can be linked to the specific ad click.
Typically, to use value-based bidding, we like to have 45 conversions over the last 30 days for the specific conversion action that we are optimizing towards at the level we will be setting the bid strategy at. It is necessary to have more data than when using tCPA or Max Conversions to ensure that Google has sufficient data to optimize bids effectively.
How to track success with value-based bidding?
Value-based bidding effectively maximizes revenue and increases efficiency for clients. To achieve this, focus on improving the targeted conversion action, whether it’s an MQL or SQL. Discuss expectations and goals extensively with the client before switching to a value-based bidding approach.
Although lead volume may decrease initially, the quality of leads should improve, driving more revenue for the client. By filtering out unprofitable leads, you ensure marketing efforts generate higher revenue and deliver better results.
Shift your campaign conversion actions
When it comes to switching from Pixel-based tracked conversions to imported CRM conversion actions, it’s important to take a staged approach. At WebMechanix, we typically take a step-by-step approach when transitioning to value-based bidding that looks like this:
Standard Form Fill conversion tracked via Pixel.
Qualified Form Fill conversion tracked via Pixel.
MQL conversion from CRM import.
SQL conversion from CRM import.
Closed Deal conversion from CRM import.
The funnel stage you can actually optimize towards will depend on the volume of the particular conversion action and the time it takes for the conversion to happen. It’s important to note that Google’s maximum conversion window is 90 days. Therefore, if your client has an extended sales cycle, you can only optimize toward a conversion action that occurs within 90 days from the ad click.
When setting up your new conversion actions it is essential that you add them as secondary conversion actions. If you set them as primary conversion actions Google will start including them in your conversions column and in your smart bidding strategies. This is an issue because it can lead to overcounting conversions and throwing off the bid strategies that are already in use.
If you were already tracking form fills then added a conversion action for MQL and SQL and had a user make it to each stage Google would count 3 conversions for that one user.
Maintain and improve campaigns while using value-based bidding
Once value-based bidding is implemented, there is still a need to optimize campaigns to meet clients’ expectations. They not only desire enhanced efficiency but also a steady increase in volume on a monthly and quarterly basis. To achieve this, it remains crucial for us to concentrate on improving front-end metrics such as click-through rate, average cost per click, and form fill rates.
By continuously refining these key indicators, you can ensure that your campaigns are not only efficient but also deliver the desired growth in results.
During client onboarding, I’ve encountered a situations where value-based bidding had been implemented successfully, but the client expressed dissatisfaction with the volume of results. In this particular case, the previous agency had adopted VBB and focused solely on marketing qualified leads as the primary conversion action, neglecting to monitor the form fill rate.
Fortunately, we swiftly improved performance by establishing custom columns and conducting conversion rate optimization tests to enhance the form fill rate. These actions allowed us to address the client’s concerns effectively and achieve better outcomes.
When implementing value-based bidding, one common issue that arises is a noticeable spike in the average cost per click. This is to be expected since VBB involves paying more to display ads on queries where users are more likely to convert into the down funnel action you are optimizing towards.
While an increase in Avg. CPC is typical while using a VBB strategy, I have also been successful in reducing it while using VBB. The cost per click and ad rank for each auction are determined by two factors: the bid and the quality score. Since we relinquish control over setting specific bids, we can bring down the average cost per click by improving the quality score.
By focusing on enhancing the quality score, you can optimize the cost-effectiveness of VBB and achieve more favorable results.
Optmyzr can make value-based bidding work for you
Optmyzr’s tools have been built to help advertisers like yourself find success with value-based bidding.
Thousands of advertisers — from small agencies to big brands — worldwide use Optmyzr to manage over $5 billion in ad spend every year.
You will also get the resources you need to get started and more. Our team will also be on hand to answer questions and provide any support we can.
There’s nothing more rewarding than seeing your customers achieve amazing results with your product. That’s why we love to share success stories, like the one below, with you so you can learn from their experiences and get inspired.
In this blog post, you’ll hear from one of our happy customers, Peak Ace AG.
The challenges they faced before using Optmyzr
The 6 factors that made them choose Optmyzr as their solution and
The results they’ve seen from being an Optmyzr customer
Who is Peak Ace AG?
Peak Ace AG is a renowned performance marketing agency based in Berlin, Germany. Established in 2007, they specialize in providing exceptional digital experiences through their expertise in Digital Strategy, Paid Search, Paid Social, SEO, Content Marketing, Digital Analytics, and CRO. Their impressive client portfolio includes industry leaders such as Airbnb, TUI, and AutoScout24.
Challenges Peak Ace AG Was Facing
As a growing marketing agency, Peak Ace was confronted with an array of challenges that prompted them to seek a technology solution.
1. Managing multiple clients was becoming increasingly challenging.
They were handling numerous clients simultaneously, and the complexity of managing multiple campaigns across various platforms had significantly increased. It took a lot of work for them to track, manage, and optimize campaigns manually.
2. Low-value tasks were taking up time and energy.
They found that their teams spent a disproportionate amount of time on repetitive, low-value tasks. This detracted from their ability to focus on strategic, high-value tasks like campaign planning, creative development, and strategic analysis.
These challenges motivated them to search for a technology solution like Optmyzr, which could help them automate marketing campaign management and free up their team’s time for strategic tasks, and keep up with the latest changes in the digital marketing landscape.
6 Factors That Made Peak Ace AG Chose Optmyzr as Their Solution
“These factors played a role in our decision to choose Optmyzr, and we consider it to be a sound choice for our agency.” - Alex Sibirsky, PPC Manager
1. Comprehensive Functionality
Optmyzr’s wide range of capabilities — from automating repetitive PPC-related tasks to managing complex tasks like creating custom reports — were exactly what Peak Ace was looking for.
2. Ease of Use
The agency was particularly impressed with Optmyzr’s intuitive interface. They also liked how quick and easy it was to onboard their team, which made the transition much smoother.
3. Integration Capabilities
Peak Ace was looking for a solution that integrates seamlessly with various platforms that they regularly use, such as Google Ads, Microsoft Ads, and Meta Ads. And that it was possible for them to manage all their marketing campaigns from a single dashboard was one more reason why they picked Optmyzr.
4. Scalability
As an agency, it was crucial for Peak Ace to work with tools that can scale as they grow. Optmyzr’s scalability, in terms of handling more clients and larger campaigns, was a significant draw for them.
5. Customer Support
Optmyzr has a strong reputation for excellent customer support. Knowing that help is readily available whenever they encounter challenges gave them confidence in choosing Optmyzr.
6. Value for Money
Given the robust capabilities and efficiencies gained, they found Optmyzr’s pricing to be fair and justifiable. It allowed them to maximize their return on investment, both for them and their clients.
“Optmyzr has been instrumental in solving many of the challenges we initially faced, thus optimizing our business in several key areas.” - Alex Sibirsky, PPC Manager
Peak Ace AG’s Key Outcome of Using Optmyzr
Scalability and Increased Capacity
Peak Ace is handling the complexity of multiple clients without a corresponding increase in manpower and without being overwhelmed. With the automation capabilities of Optmyzr, it is able to manage a greater number of campaigns too.
“This outcome reflects the transformative impact that Optmyzr has had on our operations, our service quality, and the value we deliver to our clients.” - Alex Sibirsky, PPC Manager
Optmyzr has also helped Peak Ace with…
1. Higher Efficiency
Peak Ace’s team has seen a significant increase in efficiency. It was able to automate a number of repetitive tasks, such as budget management, Search Query Reporting, and Client Reporting, to name a few using Optmyzr. It has significantly reduced the time spent on these tasks giving their team more time to focus on strategic and creative work.
2. Data-Driven Decision Making
Peak Ace has been able to derive actionable insights that inform its strategy with Optmyzr’s advanced analytics and custom reporting capabilities. They’re able to adjust their marketing efforts based on real data, optimize real-time campaigns, and deliver better client results.
3. Personalization and Segmentation
Peak Ace is able to create more personalized marketing campaigns for its clients using Optmyzr’s powerful targeting and segmentation tools. They’ve seen this lead to improved engagement and conversion rates.
Making the Most of a Solution Built for Your Needs
Peak Ace AG summarizes by saying that Optmyzr has become an indispensable tool in their agency, aiding their growth and enhancing their service quality.
“Our experience with Optmyzr has been outstanding. The tool has significantly improved our campaign management efficiency, enabling us to deliver better results for our clients. Its intuitive interface, robust features, and seamless integrations have made our daily operations smoother. The excellent customer support is a bonus, always ready to assist when needed. Overall, Optmyzr has become an indispensable tool for our agency, improving their operations, enhancing their service to clients, and enabling us to deliver better results.” - Alex Sibirsky, PPC Manager
Google calls it value-based bidding. We think of it as ROI optimization. Other teams simply consider it maximizing conversion value.
Whatever the name, there’s one outcome: more valuable, higher quality leads that improve overall profitability.
Here’s an example of this strategy in action of our client which is a drug rehabilitation and mental health services facility in Florida.
Watch Taylor Mathauer and Will Gray from WebMechanix share how they used Value-Based Bidding to generate higher-quality leads for their client.
You will learn: - Why they decided to use value-based bidding - Success with value-based bidding - The state of smart bidding and limitations with value-based bidding - Where they’ve seen value-based bidding not work - Requirements for using value-based bidding - When is value-based bidding appropriate - How to track success with value-based bidding
Designing the next step for our client
For our client, volume is the name of the game. Over the course of our campaigns, we’ve optimized for both form fills and phone calls, but calls have historically been our North Star.
While other conversion actions like form fills or insurance verifications are still valuable to their business (and check the box of volume for their admissions team), they wanted to increase the number of calls sourced via Google Ads spend due to their much higher MQL and SQL rate.
The challenge was finding a solution that could prioritize calls while not completely eliminating other conversion actions that are still valuable to their business.
Answering the call to maximize ad spend value
Our solution was to use a value-based bidding strategy to teach Google’s bid strategies which conversion actions are most valuable to our client’s business.
By setting conversion values for our conversion actions and using a value-based bid strategy, we were able to train Smart Bidding to prioritize the action that provides the most value without sacrificing overall lead volume.
Step 1: We did some funnel math to ensure we were setting the correct value for each conversion action. We started by assessing the average revenue each conversion action had driven over a certain time period.
Step 2: We looked at down-funnel metrics such as MQLs, SQLs, and Closed Deals to assign an appropriate value to each conversion action. Below is an example of the math we did to get the accurate conversion value for each action:
Step 3: After setting the correct conversion values for each action, we needed to decide what bid strategy to use. We landed on Target ROAS (tROAS) because we believed that this would increase the number of calls for our clients while improving efficiency.
Note: tROAS works by predicting the value of each query and bidding higher on queries that are more likely to drive a high-value conversion.
Monitoring the outcome for optimal success
We implemented our value-based bid strategy on October 29, 2021.
There are two lenses of performance here: the first looks at the first 4.5 months of implementation, while the second looks at performance since implementing this bid strategy vs. the previous period, to show overall account growth.
The purpose of the latter is to show that as the Smart Bidding algorithms adjust to these users, they’re able to have a rolling impact.
Looking at the last 4.5 months compared to the previous period, we saw a 161% increase in phone calls, 58% increase in form submissions, and a 31.5% drop in cost per lead.
Looking at October 30, 2021 to July 25, 2022 compared with February 3, 2021 to October 29, 2021, we observed a 96% increase in phone calls, 267% more form submissions, and a 54% reduction in account-wide cost per lead.
Conclusion
If the primary goal of your PPC account is to generate leads to be nurtured, there’s a strong case to be made that value-based bidding is your best bet at stretching your ad budget to its fullest capability.
Learn more about how to use this approach to optimize the ROI of your Google Ads campaigns with these resources:
DealerJazz, an AI-powered advertising platform for vehicle dealerships, has been custom-tuned to work elegantly with Optmyzr for greater efficiency and performance of their digital advertising campaigns.
With the help of Optmyzr’s enhanced automation, DealerJazz was able to deliver supercharged content, yielding more relevant ad copy and better performance.
Let’s read in detail how we empowered DealerJazz with the tools to improve the efficiency and clarity of their search campaigns.
The problem
Traditional Google Ads management tools are time-consuming and clunky. Rigid campaign structures prohibit efficient automation, while standard inventory content is not compatible with optimal SEM requirements, leading to poor PPC outcomes.
This resulted in greater cost to DealerJazz’s customers and substantially lowered their performance.
The solution: ACE
We helped DealerJazz pair perfectly with key ad channels like Google and Microsoft, and added significant automation to their PPC management process. The Automated Content Engine (ACE) from DealerJazz was layered on top of Optmyzr’s Campaign Automator to generate more relevant and accurate search ads on Google.
DealerJazz’s automated content engine (ACE) supplements and optimizes a dealer’s stock inventory data into more intelligent, usable content that better aligns with a PPC channel’s architecture.
This data provides a 15-35% gain across key tangibles by creating a smarter campaign structure composed of more relevant ad groups, ads, extensions, and keywords. Optmyzr ensures that these ACE campaigns are delivered with the utmost efficiency.
ACE is powered by a growing group of acceleration modules that play a key role in the data tuning process. This creates hundreds of content variations that can be easily mapped and configured with Optmyzr.
A new addition, the Beta DJ Bot module crawls specialized dealer search results for the most popular ad copy and integrates it with ACE content library.
Tuned Data Feeds
DealerJazz uses the raw inventory data with relevant and timely content from each ACE Acceleration Module to create tuned feeds mapped to Optmyzr. ACE analyzes and compares content, integrates time-sensitive and relevant monthly promotional content, and creates additional derived variables.
The combinations are unlimited and these new derived variables are designed to help dealer ads perform better.
Variable Template Structure
DealerJazz has created intuitive variable templates which pass 99% of all content through to Optmyzr. This allows for a more selective process in how the Campaign Automator templates are refined and built.
The content flowing through them is 100% unique to each dealer and can be managed and updated in minutes from the DealerJazz dashboard.
The DealerJazz tuned content is pushed via API to Google Sheets, and the feed data is mapped with appropriate Campaign Automator templates.
The key to their efficiency, accuracy and scalability is owed to the variable structure architecture, which is 100% interchangeable with all dealer accounts. No template contains dealer-specific account content.
The variables drive all aspects of campaign management (creation and modification) including ad groups, keywords, ads, and extensions all derived from 100% interchangeable content.
To refine and further secure each account specific template, DealerJazz includes key conditions before sending updated campaigns to Google and Microsoft ad channels. This two-factor formula ensures total security across dealer accounts.
The results
When DealerJazz ACE technology is paired with Optmyzr’s dynamic account technology, Campaign Automator, the results have proven to lower CPC and increase CTR. Since launching ACE for 8 dealers in January 2020, DealerJazz has experienced:
• 30% Lower Average Cost-Per-Click • 35% Higher Click-Through Rates • 20% Faster Analysis of Key Metrics • More relevant and engaging ads • Huge reduction in wasted spend • Better visibility
In other words, DealerJazz has helped level the playing field for smaller dealerships with limited budgets.
Conclusion
All things considered, DealerJazz has been able to provide 50% more digital exposure within the same budget, simply by preventing nearly 30% of the ad budget from being wasted on low-intent clicks from irrelevant keywords.
All thanks to their intelligent negative keyword library.
Optmyzr supports DealerJazz to help them work faster and more efficiently, eliminating traditional commissions that are a barrier to optimal dealer-agency relationships.
According to Merriam-Webster, a game-changer is “a newly introduced element or factor that changes an existing situation or activity in a significant way.” And I can assure you, Optmyzr has been a game-changing force in my business life.
I manage AdWords campaigns for a living, and when I say I manage AdWords campaigns, I manage AdWords campaigns, and a lot of them. I’m in AdWords 60+ hours a week managing a large number of campaigns for a large number of clients. I’ve worked very hard to do a great job managing these campaigns for my clients, and I’ve worked very hard to build my reputation as an honest, hard-working, and professional operator. And it turns out that when you skillfully provide a trade or service, and do it in an honest and professional way, new business will stampede your way and you’ll quickly find yourself to be very busy.
And in June of 2016, that’s the situation I found myself in. I was very busy managing lots of AdWords campaigns, but I still had new clients wanting to hire me. Initially, this was a very stressful situation. I was just about out of working hours each week, but I still had people wanting to hire me. So I felt like I was leaving opportunities on the table. But at the same time, I wanted to keep my current clients happy and continue to provide great AdWords management services for them.
So what was a young, driven, (and some would say) good looking lad to do? There was only one answer.
Increase efficiency.
I knew that if I could get the same weekly AdWords management tasks done in a smaller amount of time each week, then I could keep doing a great job for my current clients while freeing up more time to bring on new clients and grow my business. So I knew that efficiency was the onlyway to grow my business.
Initially I thought hmmmmm, this will be easy. I’ll just use AdWords scripts and save myself a bunch of time. But then, after spending an hour or so trying to learn scripts, I was coldly reminded that I don’t really know anything about scripts or writing software, and that trying to learn that stuff would take a ton of time… and remember the problem in the first place… I HAD NO TIME LEFT IN MY WEEK!!!
Enter Optmyzr
Once I realized learning scripts and writing my own software was too big of a learning curve, I thought to myself, let’s look for an AdWords management software. I Googled “AdWords management software,” and that’s when I found Optmyzr. It was love at first sight.
Why I gave Optmyzr a try
I immediately liked two things about Optmyzr. The first thing I noticed is that two of the co-founders of Optmyzr had worked at Google. And that one of the co-founders, Frederick, had been one of the first 500 employees at Google and had spent “10 years building AdWords.” What more can you as for in terms of being credible? These guys were building AdWords when I was looking for a prom date.
And the second reason why I gave Optmyzr a try is because they made it easy for me to give them a try! They offer a free trial and you don’t have to enter a credit card. This made it very easy for me to say, okay let’s try it out.
Why Optmyzr works
Optmyzr works great for two reasons. One, it makes me more efficient at Google AdWords management. And two, it makes me better at Google AdWords management.
The reason I started looking for an AdWords management software is because I needed to free up more time each week so I could take on more clients, but I didn’t want to sacrifice management quality. So again, efficiency was the only answer.
And Optmyzr helps me be more efficient. I can do almost all of the weekly AdWords management tasks I like to do right from inside Optmyzr, and the efficiency is tremendous. I’ll cover a specific example below, but just so you know, with Optmyzr you can add new, relevant keywords from the search terms report, you can smartly manage bids, you can A/B test ads, and you can find negative keywords from the search terms report… and you can do this all from inside the Optmyzr dashboard. You can also do a ton of other stuff too, including quality score analysis, report generation, removing duplicate keywords, and on and on. There’s so much you can do inside of Optmyzr, and it’s so much faster than manually doing these tasks in AdWords. Optmyzr makes me a much more efficient AdWords manager.
The second reason why Optmyzr works so great is because not only does it make me a more efficient AdWords manager, it makes me a betterand more-effective AdWords manager. Optmyzr’s software helps me see things I can’t see with just the human eye.
For example, in the A/B testing tool for ads, it shows you clear winning and losing ads in Ad Groups where the confidence level is 90%, 95%, or 99% depending on your preference.
How do I know what the confidence level is when manually managing ads without Optmyzr? I don’t. I don’t have the statistical skill set or time to determine confidence levels when I judge ad performance manually. But Optmyzr’s software does. Optmyzr can examine the data, and find ad groups where the confidence level is high enough to warrant pausing a poor-performing ad. And it does this in an instant. Being able to access and analyze data that I could not realistically come up with on my own is why Optmyzr not only makes me a more efficient AdWords manager, but also a betterAdWords manager. And this A/B ad testing tool is just one of the many ways Optmyzr makes me better at my job.
And while we’re speaking about the A/B ad testing tool. Let me cover another game-changing feature of Optmyzr. In the A/B ad testing tool, not only can you find and pause poor-performing ads that need to be paused, you can also quickly create new ads to test the existing winning ad against. And when I say quickly, I mean quickly. Creating new test ads is one of the most important but also one of the most time-consuming aspects of AdWords management, but with Optmyzr’s fast copy the winning ad and edit this new test adtool it’s both fast and easy. And again, this is just one of the many great features of Optmyzr.
Excellent Customer Service
One of the coolest aspects of Optmyzr is the excellentcustomer service they provide. I have an issue, then fix it. I have a question, they answer it. Optmyzr’s people go above and beyond to not only answer questions about their software, but they actually will take customer feedback and make improvements to their software based on customer suggestions.
It’s clear that Optmyzr’s people getGoogle AdWords. They know what it’s like to manage Google AdWords campaigns and they make solutions that are perfect for AdWords managers. And beyond that, they deliver those solutions with some of the best customer service I’ve ever seen.
Good for one or many accounts
I think Optmyzr is a great solution for AdWords management, regardless of whether you’re just managing your company’s one AdWords account, or if you’re an AdWords management agency managing many client accounts.
The solutions Optmyzr offers will work great for one account and for many accounts.
I strongly encourage anyone managing an AdWords account to give Optmyzr a try. And if you’re managing many accounts, I think it’s a must-have.
Optmyzr is an ever-growing tool that has many cool features. A lot of Optmyzr’s tools are very intuitive if you’ve been managing AdWords campaigns, and you can start using them right off the bat. But I also encourage you to take some time to read through Optmyzr’s documentation to learn about allof the cool features they have because this tool really can do a ton of stuff, and I’m using more and more of its features every week.
Good Luck
Providing a service in the tech-advertising world can be a scary career choice. There is constantinnovation and change. If you don’t keep up, your business will die. A business dying is a very sad thing. And I try to avoid sad things.
Optmyzr has been a game-changer for me. It’s helped my business grow, innovate, and not only get more efficient, but also get better at providing AdWords management services.
As someone who lives in AdWords every week, I can stronglyrecommend Optmyzr for all AdWords advertisers. It will make you more efficient and help you get better performance.
Note from Optmyzr: Thanks Jason andRothman PPCfor sharing your story! If anyone else wants to share their success story about using Optmyzr and have it published on our blog, pleaseget in touch with us.
We’re a small agency in Milwaukee with big PPC experience. That experience comes from working for a combined 8 agencies, multiple in-house marketing teams (including Best Buy and Kohl’s), and even hiring a few agencies ourselves in our “previous lives”. With all of that comes a ton of hands-on experience and exposure to every PPC management tool under the sun. When we were looking at additional tools to add to our roster at Granular, Optmyzr came up multiple times during our search.
We approached Optmyzr with a high level of curiosity but also with a good amount of doubt. We’ve read plenty of feature lists before, we’ve seen “PPC celebrities” endorse products before, being around so many SEOs we knew what snake oil looked like (kidding guys!). You get it, we entered with caution.
Much to our delight, Optmyzr blew us away within 15 minutes of the free trial. We knew it was the real deal and could immediately tell that it was built by a true PPC expert. The features that it had were inherently different and it was as if someone built this by looking over our shoulders and watching us work for a year…then figuring out how to make our lives easier.
Check out some of our favorite features below:
White Label Reports
It’s refreshing to have true white label reporting. They don’t sneak in their logo or website address like some others on the market. It can take as little as 2 minutes to build and save a PDF or web-sharable report.
• No logo or watermarks • Insert Agency and Client Logos on cover page – looks custom • Insert custom data with screenshots • Include other channels from GA reports • Easily customize, Save and Schedule reports for each client
Quality Score Tracking
Who wouldn’t love this? We do, that’s for sure. With aggregate views and daily trended score tracking, it’s everything you need to thoroughly keep an eye on your quality scores.
• Overall QS gauge for your account, Campaign, or AdGroup level • Google doesn’t even have this feature in AdWords • Clients know about QS, so you should include it in reporting and conversations with them
Hour of week analysis and bidding
Want to look like an all-star to your clients or internal marketing team? Want to stop wasting money during off hours or want to capture more opportunity during profitable times? Then bid by hour of the week.
• It helps us “live our name”, Granular • Another feature hard to match with AdWords out of the box • Ultimate customization and tracking for your accounts • Find “waste hours” and move their budget towards “profit hours”
Automated…but not too automated
We don’t like full automation; most senior-level PPCers feel the same way. We want to get our hands dirty and execute certain optimizations after closely analyzing the data ourselves.
• We’ve used Marin, Acquisio, Kenshoo and Adobe which all serve their purpose for large accounts, but are still a little too hands-off for us
• Optmyzr found a nice middle-ground where we can automate general tasks, yet remain hands on for the more in-depth stuff.
Landing Page Analysis
Nice and quick insight into how well your PPC landing pages are working, based on search performance data.
• We find the “Good CTR but Low Conversion Rate” numbers helpful in identifying destination URLs that need improvement. It shows us when our ads in the ad group are engaging but not converting the relevant user.
• The High Performer section shows us pages with high conversion rate and high CTR. That allows us to apply what’s working for one page to other landing pages needing help.
Geo Heat Map
Everyone likes a good visual heat map. Optmyzr hit another triple with this feature which takes your geo data and visualizes it in a way that C-Level folks can digest during their morning elevator ride.
• Makes viewing location performance super easy • Region, city or country level • Lots of metric options to change views and get better insights • Quick way to set location bid adjustments, with visual reference • Sort and view by aggregate, campaign, or even by device and network breakout
Spend Projections
Have you ever gone over or under budget for a client with strict budget guidelines? It’s not fun. If you do it internally, it may be even worse because you can’t blame the agency. Here’s an easy solution for you.
• Quick, easy, and accurate way to stay on track for monthly budgets • Gives budget suggestions and handles the math for you • Saves you enough time to be a significant help
NEW PPC Investigator
This just mimicked what any good PPCer does on a daily basis when investigating why and how performance changed in a campaign or account. It’s truly amazing but simple at the same time.
• Example: Why did conversions drop over the last 7 days versus the previous period? • Look into impressions (less demand?) and CTR (is my ad less compelling?) • Ok, impressions were down. How is my impression share in search and display? • Ok, I lost a bunch of display share. Let’s look at what was changed and see if I can fix it. • This all happens with a few clicks and is displayed in a nice mind map or “cause chart”
Bonus
Almost all of the amazing reports and data insights can be exported in a CSV with a click of a button. This allows us to dive in even deeper and also blend it into some of our custom reports.
Value-based bidding and smart bidding are two powerful tools that have evolved considerably since their introduction. These bidding strategies allow Google to set the bids in each auction with the goal of achieving a desired business outcome.
For example, if you were using TROAS, which is a value-based bid strategy, you would set the desired return on ad spend, and Google would try to achieve that number over a 30-day period.
In this video, Taylor Mathauer and I share how we used Value-Based Bidding to generate higher-quality leads for our client.
You will learn: - Why they decided to use value-based bidding - Success with value-based bidding - The state of smart bidding and limitations with value-based bidding - Where they’ve seen value-based bidding not work - Requirements for using value-based bidding - When is value-based bidding appropriate - How to track success with value-based bidding
Let’s understand the state of Smart Bidding for a minute.
Some marketers make the mistake of viewing smart bidding as a quick fix or hack to improve the performance of underperforming campaigns. The truth is that smart bidding is most effective when implemented on campaigns that are already performing well.
It can help take those campaigns from good to great by optimizing bids and targeting more precisely.
One challenge with smart bidding is that it requires a solid understanding of the underlying data and the algorithms driving the bidding process. Achieving success with smart bidding requires striking a balance between automation and human expertise.
The best results are often obtained through a combination of data-driven bidding strategies and human insights.
4 limitations of value-based bidding
Limitation #1: Micro conversions often fail to drive meaningful downstream actions.
Micro conversions have been explored as a way to increase the quality of traffic from Google Ads when there is not enough conversion volume to switch to a value-based bidding model. By focusing on engagement conversion actions that signal high intent from users, it was hoped that the downstream conversion actions such as form fills, MQLs, and SQLs would increase.
However, the results showed that while engagement conversion actions increased, there was no corresponding increase in downstream conversion actions.
Limitation #2: Limited conversion data makes value-based bidding less reliable.
Working with limited conversion data can be challenging when implementing value-based bidding. This is because unlike max conversions and tCPA, where Google only has to calculate the likelihood of a user converting at the time of query, tROAS requires an additional calculation of the conversion’s value.
Therefore, it is important to have sufficient conversion data to implement this strategy successfully.
Limitation #3: Large portfolios with diverse geographies and keywords create signal inconsistencies.
Working in large portfolios with vastly different geographies and keywords can pose challenges for bid strategies. Google uses many contextual signals to determine bids for each auction, and if the geographies and keywords vary greatly within a portfolio, the signals used by Google to determine bids may differ between campaigns.
This can lead to poor performance of the portfolio and should be taken into consideration when implementing portfolio bidding.
Limitation #4: Frequent adjustments to bid strategies can disrupt performance.
It is important to give bid strategies time to adjust to new performance goals, and not to adjust them too frequently or aggressively. Shifting to a value-based bid strategy or smart bid strategy can result in fluctuations in performance, and patience is needed to see the best results.
What are the requirements for using value-based bidding?
GCLID needs to be passed into CRM and down to each milestone in the CRM or you need to have enhanced conversions setup. So that the data being passed from the CRM into Google Ads can be linked to the specific ad click.
Typically, to use value-based bidding, we like to have 45 conversions over the last 30 days for the specific conversion action that we are optimizing towards at the level we will be setting the bid strategy at. It is necessary to have more data than when using tCPA or Max Conversions to ensure that Google has sufficient data to optimize bids effectively.
How to track success with value-based bidding?
Value-based bidding effectively maximizes revenue and increases efficiency for clients. To achieve this, focus on improving the targeted conversion action, whether it’s an MQL or SQL. Discuss expectations and goals extensively with the client before switching to a value-based bidding approach.
Although lead volume may decrease initially, the quality of leads should improve, driving more revenue for the client. By filtering out unprofitable leads, you ensure marketing efforts generate higher revenue and deliver better results.
Shift your campaign conversion actions
When it comes to switching from Pixel-based tracked conversions to imported CRM conversion actions, it’s important to take a staged approach. At WebMechanix, we typically take a step-by-step approach when transitioning to value-based bidding that looks like this:
Standard Form Fill conversion tracked via Pixel.
Qualified Form Fill conversion tracked via Pixel.
MQL conversion from CRM import.
SQL conversion from CRM import.
Closed Deal conversion from CRM import.
The funnel stage you can actually optimize towards will depend on the volume of the particular conversion action and the time it takes for the conversion to happen. It’s important to note that Google’s maximum conversion window is 90 days. Therefore, if your client has an extended sales cycle, you can only optimize toward a conversion action that occurs within 90 days from the ad click.
When setting up your new conversion actions it is essential that you add them as secondary conversion actions. If you set them as primary conversion actions Google will start including them in your conversions column and in your smart bidding strategies. This is an issue because it can lead to overcounting conversions and throwing off the bid strategies that are already in use.
If you were already tracking form fills then added a conversion action for MQL and SQL and had a user make it to each stage Google would count 3 conversions for that one user.
Maintain and improve campaigns while using value-based bidding
Once value-based bidding is implemented, there is still a need to optimize campaigns to meet clients’ expectations. They not only desire enhanced efficiency but also a steady increase in volume on a monthly and quarterly basis. To achieve this, it remains crucial for us to concentrate on improving front-end metrics such as click-through rate, average cost per click, and form fill rates.
By continuously refining these key indicators, you can ensure that your campaigns are not only efficient but also deliver the desired growth in results.
During client onboarding, I’ve encountered a situations where value-based bidding had been implemented successfully, but the client expressed dissatisfaction with the volume of results. In this particular case, the previous agency had adopted VBB and focused solely on marketing qualified leads as the primary conversion action, neglecting to monitor the form fill rate.
Fortunately, we swiftly improved performance by establishing custom columns and conducting conversion rate optimization tests to enhance the form fill rate. These actions allowed us to address the client’s concerns effectively and achieve better outcomes.
When implementing value-based bidding, one common issue that arises is a noticeable spike in the average cost per click. This is to be expected since VBB involves paying more to display ads on queries where users are more likely to convert into the down funnel action you are optimizing towards.
While an increase in Avg. CPC is typical while using a VBB strategy, I have also been successful in reducing it while using VBB. The cost per click and ad rank for each auction are determined by two factors: the bid and the quality score. Since we relinquish control over setting specific bids, we can bring down the average cost per click by improving the quality score.
By focusing on enhancing the quality score, you can optimize the cost-effectiveness of VBB and achieve more favorable results.
Optmyzr can make value-based bidding work for you
Optmyzr’s tools have been built to help advertisers like yourself find success with value-based bidding.
Thousands of advertisers — from small agencies to big brands — worldwide use Optmyzr to manage over $5 billion in ad spend every year.
You will also get the resources you need to get started and more. Our team will also be on hand to answer questions and provide any support we can.
There’s nothing more rewarding than seeing your customers achieve amazing results with your product. That’s why we love to share success stories, like the one below, with you so you can learn from their experiences and get inspired.
In this blog post, you’ll hear from one of our happy customers, Peak Ace AG.
The challenges they faced before using Optmyzr
The 6 factors that made them choose Optmyzr as their solution and
The results they’ve seen from being an Optmyzr customer
Who is Peak Ace AG?
Peak Ace AG is a renowned performance marketing agency based in Berlin, Germany. Established in 2007, they specialize in providing exceptional digital experiences through their expertise in Digital Strategy, Paid Search, Paid Social, SEO, Content Marketing, Digital Analytics, and CRO. Their impressive client portfolio includes industry leaders such as Airbnb, TUI, and AutoScout24.
Challenges Peak Ace AG Was Facing
As a growing marketing agency, Peak Ace was confronted with an array of challenges that prompted them to seek a technology solution.
1. Managing multiple clients was becoming increasingly challenging.
They were handling numerous clients simultaneously, and the complexity of managing multiple campaigns across various platforms had significantly increased. It took a lot of work for them to track, manage, and optimize campaigns manually.
2. Low-value tasks were taking up time and energy.
They found that their teams spent a disproportionate amount of time on repetitive, low-value tasks. This detracted from their ability to focus on strategic, high-value tasks like campaign planning, creative development, and strategic analysis.
These challenges motivated them to search for a technology solution like Optmyzr, which could help them automate marketing campaign management and free up their team’s time for strategic tasks, and keep up with the latest changes in the digital marketing landscape.
6 Factors That Made Peak Ace AG Chose Optmyzr as Their Solution
“These factors played a role in our decision to choose Optmyzr, and we consider it to be a sound choice for our agency.” - Alex Sibirsky, PPC Manager
1. Comprehensive Functionality
Optmyzr’s wide range of capabilities — from automating repetitive PPC-related tasks to managing complex tasks like creating custom reports — were exactly what Peak Ace was looking for.
2. Ease of Use
The agency was particularly impressed with Optmyzr’s intuitive interface. They also liked how quick and easy it was to onboard their team, which made the transition much smoother.
3. Integration Capabilities
Peak Ace was looking for a solution that integrates seamlessly with various platforms that they regularly use, such as Google Ads, Microsoft Ads, and Meta Ads. And that it was possible for them to manage all their marketing campaigns from a single dashboard was one more reason why they picked Optmyzr.
4. Scalability
As an agency, it was crucial for Peak Ace to work with tools that can scale as they grow. Optmyzr’s scalability, in terms of handling more clients and larger campaigns, was a significant draw for them.
5. Customer Support
Optmyzr has a strong reputation for excellent customer support. Knowing that help is readily available whenever they encounter challenges gave them confidence in choosing Optmyzr.
6. Value for Money
Given the robust capabilities and efficiencies gained, they found Optmyzr’s pricing to be fair and justifiable. It allowed them to maximize their return on investment, both for them and their clients.
“Optmyzr has been instrumental in solving many of the challenges we initially faced, thus optimizing our business in several key areas.” - Alex Sibirsky, PPC Manager
Peak Ace AG’s Key Outcome of Using Optmyzr
Scalability and Increased Capacity
Peak Ace is handling the complexity of multiple clients without a corresponding increase in manpower and without being overwhelmed. With the automation capabilities of Optmyzr, it is able to manage a greater number of campaigns too.
“This outcome reflects the transformative impact that Optmyzr has had on our operations, our service quality, and the value we deliver to our clients.” - Alex Sibirsky, PPC Manager
Optmyzr has also helped Peak Ace with…
1. Higher Efficiency
Peak Ace’s team has seen a significant increase in efficiency. It was able to automate a number of repetitive tasks, such as budget management, Search Query Reporting, and Client Reporting, to name a few using Optmyzr. It has significantly reduced the time spent on these tasks giving their team more time to focus on strategic and creative work.
2. Data-Driven Decision Making
Peak Ace has been able to derive actionable insights that inform its strategy with Optmyzr’s advanced analytics and custom reporting capabilities. They’re able to adjust their marketing efforts based on real data, optimize real-time campaigns, and deliver better client results.
3. Personalization and Segmentation
Peak Ace is able to create more personalized marketing campaigns for its clients using Optmyzr’s powerful targeting and segmentation tools. They’ve seen this lead to improved engagement and conversion rates.
Making the Most of a Solution Built for Your Needs
Peak Ace AG summarizes by saying that Optmyzr has become an indispensable tool in their agency, aiding their growth and enhancing their service quality.
“Our experience with Optmyzr has been outstanding. The tool has significantly improved our campaign management efficiency, enabling us to deliver better results for our clients. Its intuitive interface, robust features, and seamless integrations have made our daily operations smoother. The excellent customer support is a bonus, always ready to assist when needed. Overall, Optmyzr has become an indispensable tool for our agency, improving their operations, enhancing their service to clients, and enabling us to deliver better results.” - Alex Sibirsky, PPC Manager
Google calls it value-based bidding. We think of it as ROI optimization. Other teams simply consider it maximizing conversion value.
Whatever the name, there’s one outcome: more valuable, higher quality leads that improve overall profitability.
Here’s an example of this strategy in action of our client which is a drug rehabilitation and mental health services facility in Florida.
Watch Taylor Mathauer and Will Gray from WebMechanix share how they used Value-Based Bidding to generate higher-quality leads for their client.
You will learn: - Why they decided to use value-based bidding - Success with value-based bidding - The state of smart bidding and limitations with value-based bidding - Where they’ve seen value-based bidding not work - Requirements for using value-based bidding - When is value-based bidding appropriate - How to track success with value-based bidding
Designing the next step for our client
For our client, volume is the name of the game. Over the course of our campaigns, we’ve optimized for both form fills and phone calls, but calls have historically been our North Star.
While other conversion actions like form fills or insurance verifications are still valuable to their business (and check the box of volume for their admissions team), they wanted to increase the number of calls sourced via Google Ads spend due to their much higher MQL and SQL rate.
The challenge was finding a solution that could prioritize calls while not completely eliminating other conversion actions that are still valuable to their business.
Answering the call to maximize ad spend value
Our solution was to use a value-based bidding strategy to teach Google’s bid strategies which conversion actions are most valuable to our client’s business.
By setting conversion values for our conversion actions and using a value-based bid strategy, we were able to train Smart Bidding to prioritize the action that provides the most value without sacrificing overall lead volume.
Step 1: We did some funnel math to ensure we were setting the correct value for each conversion action. We started by assessing the average revenue each conversion action had driven over a certain time period.
Step 2: We looked at down-funnel metrics such as MQLs, SQLs, and Closed Deals to assign an appropriate value to each conversion action. Below is an example of the math we did to get the accurate conversion value for each action:
Step 3: After setting the correct conversion values for each action, we needed to decide what bid strategy to use. We landed on Target ROAS (tROAS) because we believed that this would increase the number of calls for our clients while improving efficiency.
Note: tROAS works by predicting the value of each query and bidding higher on queries that are more likely to drive a high-value conversion.
Monitoring the outcome for optimal success
We implemented our value-based bid strategy on October 29, 2021.
There are two lenses of performance here: the first looks at the first 4.5 months of implementation, while the second looks at performance since implementing this bid strategy vs. the previous period, to show overall account growth.
The purpose of the latter is to show that as the Smart Bidding algorithms adjust to these users, they’re able to have a rolling impact.
Looking at the last 4.5 months compared to the previous period, we saw a 161% increase in phone calls, 58% increase in form submissions, and a 31.5% drop in cost per lead.
Looking at October 30, 2021 to July 25, 2022 compared with February 3, 2021 to October 29, 2021, we observed a 96% increase in phone calls, 267% more form submissions, and a 54% reduction in account-wide cost per lead.
Conclusion
If the primary goal of your PPC account is to generate leads to be nurtured, there’s a strong case to be made that value-based bidding is your best bet at stretching your ad budget to its fullest capability.
Learn more about how to use this approach to optimize the ROI of your Google Ads campaigns with these resources:
DealerJazz, an AI-powered advertising platform for vehicle dealerships, has been custom-tuned to work elegantly with Optmyzr for greater efficiency and performance of their digital advertising campaigns.
With the help of Optmyzr’s enhanced automation, DealerJazz was able to deliver supercharged content, yielding more relevant ad copy and better performance.
Let’s read in detail how we empowered DealerJazz with the tools to improve the efficiency and clarity of their search campaigns.
The problem
Traditional Google Ads management tools are time-consuming and clunky. Rigid campaign structures prohibit efficient automation, while standard inventory content is not compatible with optimal SEM requirements, leading to poor PPC outcomes.
This resulted in greater cost to DealerJazz’s customers and substantially lowered their performance.
The solution: ACE
We helped DealerJazz pair perfectly with key ad channels like Google and Microsoft, and added significant automation to their PPC management process. The Automated Content Engine (ACE) from DealerJazz was layered on top of Optmyzr’s Campaign Automator to generate more relevant and accurate search ads on Google.
DealerJazz’s automated content engine (ACE) supplements and optimizes a dealer’s stock inventory data into more intelligent, usable content that better aligns with a PPC channel’s architecture.
This data provides a 15-35% gain across key tangibles by creating a smarter campaign structure composed of more relevant ad groups, ads, extensions, and keywords. Optmyzr ensures that these ACE campaigns are delivered with the utmost efficiency.
ACE is powered by a growing group of acceleration modules that play a key role in the data tuning process. This creates hundreds of content variations that can be easily mapped and configured with Optmyzr.
A new addition, the Beta DJ Bot module crawls specialized dealer search results for the most popular ad copy and integrates it with ACE content library.
Tuned Data Feeds
DealerJazz uses the raw inventory data with relevant and timely content from each ACE Acceleration Module to create tuned feeds mapped to Optmyzr. ACE analyzes and compares content, integrates time-sensitive and relevant monthly promotional content, and creates additional derived variables.
The combinations are unlimited and these new derived variables are designed to help dealer ads perform better.
Variable Template Structure
DealerJazz has created intuitive variable templates which pass 99% of all content through to Optmyzr. This allows for a more selective process in how the Campaign Automator templates are refined and built.
The content flowing through them is 100% unique to each dealer and can be managed and updated in minutes from the DealerJazz dashboard.
The DealerJazz tuned content is pushed via API to Google Sheets, and the feed data is mapped with appropriate Campaign Automator templates.
The key to their efficiency, accuracy and scalability is owed to the variable structure architecture, which is 100% interchangeable with all dealer accounts. No template contains dealer-specific account content.
The variables drive all aspects of campaign management (creation and modification) including ad groups, keywords, ads, and extensions all derived from 100% interchangeable content.
To refine and further secure each account specific template, DealerJazz includes key conditions before sending updated campaigns to Google and Microsoft ad channels. This two-factor formula ensures total security across dealer accounts.
The results
When DealerJazz ACE technology is paired with Optmyzr’s dynamic account technology, Campaign Automator, the results have proven to lower CPC and increase CTR. Since launching ACE for 8 dealers in January 2020, DealerJazz has experienced:
• 30% Lower Average Cost-Per-Click • 35% Higher Click-Through Rates • 20% Faster Analysis of Key Metrics • More relevant and engaging ads • Huge reduction in wasted spend • Better visibility
In other words, DealerJazz has helped level the playing field for smaller dealerships with limited budgets.
Conclusion
All things considered, DealerJazz has been able to provide 50% more digital exposure within the same budget, simply by preventing nearly 30% of the ad budget from being wasted on low-intent clicks from irrelevant keywords.
All thanks to their intelligent negative keyword library.
Optmyzr supports DealerJazz to help them work faster and more efficiently, eliminating traditional commissions that are a barrier to optimal dealer-agency relationships.
According to Merriam-Webster, a game-changer is “a newly introduced element or factor that changes an existing situation or activity in a significant way.” And I can assure you, Optmyzr has been a game-changing force in my business life.
I manage AdWords campaigns for a living, and when I say I manage AdWords campaigns, I manage AdWords campaigns, and a lot of them. I’m in AdWords 60+ hours a week managing a large number of campaigns for a large number of clients. I’ve worked very hard to do a great job managing these campaigns for my clients, and I’ve worked very hard to build my reputation as an honest, hard-working, and professional operator. And it turns out that when you skillfully provide a trade or service, and do it in an honest and professional way, new business will stampede your way and you’ll quickly find yourself to be very busy.
And in June of 2016, that’s the situation I found myself in. I was very busy managing lots of AdWords campaigns, but I still had new clients wanting to hire me. Initially, this was a very stressful situation. I was just about out of working hours each week, but I still had people wanting to hire me. So I felt like I was leaving opportunities on the table. But at the same time, I wanted to keep my current clients happy and continue to provide great AdWords management services for them.
So what was a young, driven, (and some would say) good looking lad to do? There was only one answer.
Increase efficiency.
I knew that if I could get the same weekly AdWords management tasks done in a smaller amount of time each week, then I could keep doing a great job for my current clients while freeing up more time to bring on new clients and grow my business. So I knew that efficiency was the onlyway to grow my business.
Initially I thought hmmmmm, this will be easy. I’ll just use AdWords scripts and save myself a bunch of time. But then, after spending an hour or so trying to learn scripts, I was coldly reminded that I don’t really know anything about scripts or writing software, and that trying to learn that stuff would take a ton of time… and remember the problem in the first place… I HAD NO TIME LEFT IN MY WEEK!!!
Enter Optmyzr
Once I realized learning scripts and writing my own software was too big of a learning curve, I thought to myself, let’s look for an AdWords management software. I Googled “AdWords management software,” and that’s when I found Optmyzr. It was love at first sight.
Why I gave Optmyzr a try
I immediately liked two things about Optmyzr. The first thing I noticed is that two of the co-founders of Optmyzr had worked at Google. And that one of the co-founders, Frederick, had been one of the first 500 employees at Google and had spent “10 years building AdWords.” What more can you as for in terms of being credible? These guys were building AdWords when I was looking for a prom date.
And the second reason why I gave Optmyzr a try is because they made it easy for me to give them a try! They offer a free trial and you don’t have to enter a credit card. This made it very easy for me to say, okay let’s try it out.
Why Optmyzr works
Optmyzr works great for two reasons. One, it makes me more efficient at Google AdWords management. And two, it makes me better at Google AdWords management.
The reason I started looking for an AdWords management software is because I needed to free up more time each week so I could take on more clients, but I didn’t want to sacrifice management quality. So again, efficiency was the only answer.
And Optmyzr helps me be more efficient. I can do almost all of the weekly AdWords management tasks I like to do right from inside Optmyzr, and the efficiency is tremendous. I’ll cover a specific example below, but just so you know, with Optmyzr you can add new, relevant keywords from the search terms report, you can smartly manage bids, you can A/B test ads, and you can find negative keywords from the search terms report… and you can do this all from inside the Optmyzr dashboard. You can also do a ton of other stuff too, including quality score analysis, report generation, removing duplicate keywords, and on and on. There’s so much you can do inside of Optmyzr, and it’s so much faster than manually doing these tasks in AdWords. Optmyzr makes me a much more efficient AdWords manager.
The second reason why Optmyzr works so great is because not only does it make me a more efficient AdWords manager, it makes me a betterand more-effective AdWords manager. Optmyzr’s software helps me see things I can’t see with just the human eye.
For example, in the A/B testing tool for ads, it shows you clear winning and losing ads in Ad Groups where the confidence level is 90%, 95%, or 99% depending on your preference.
How do I know what the confidence level is when manually managing ads without Optmyzr? I don’t. I don’t have the statistical skill set or time to determine confidence levels when I judge ad performance manually. But Optmyzr’s software does. Optmyzr can examine the data, and find ad groups where the confidence level is high enough to warrant pausing a poor-performing ad. And it does this in an instant. Being able to access and analyze data that I could not realistically come up with on my own is why Optmyzr not only makes me a more efficient AdWords manager, but also a betterAdWords manager. And this A/B ad testing tool is just one of the many ways Optmyzr makes me better at my job.
And while we’re speaking about the A/B ad testing tool. Let me cover another game-changing feature of Optmyzr. In the A/B ad testing tool, not only can you find and pause poor-performing ads that need to be paused, you can also quickly create new ads to test the existing winning ad against. And when I say quickly, I mean quickly. Creating new test ads is one of the most important but also one of the most time-consuming aspects of AdWords management, but with Optmyzr’s fast copy the winning ad and edit this new test adtool it’s both fast and easy. And again, this is just one of the many great features of Optmyzr.
Excellent Customer Service
One of the coolest aspects of Optmyzr is the excellentcustomer service they provide. I have an issue, then fix it. I have a question, they answer it. Optmyzr’s people go above and beyond to not only answer questions about their software, but they actually will take customer feedback and make improvements to their software based on customer suggestions.
It’s clear that Optmyzr’s people getGoogle AdWords. They know what it’s like to manage Google AdWords campaigns and they make solutions that are perfect for AdWords managers. And beyond that, they deliver those solutions with some of the best customer service I’ve ever seen.
Good for one or many accounts
I think Optmyzr is a great solution for AdWords management, regardless of whether you’re just managing your company’s one AdWords account, or if you’re an AdWords management agency managing many client accounts.
The solutions Optmyzr offers will work great for one account and for many accounts.
I strongly encourage anyone managing an AdWords account to give Optmyzr a try. And if you’re managing many accounts, I think it’s a must-have.
Optmyzr is an ever-growing tool that has many cool features. A lot of Optmyzr’s tools are very intuitive if you’ve been managing AdWords campaigns, and you can start using them right off the bat. But I also encourage you to take some time to read through Optmyzr’s documentation to learn about allof the cool features they have because this tool really can do a ton of stuff, and I’m using more and more of its features every week.
Good Luck
Providing a service in the tech-advertising world can be a scary career choice. There is constantinnovation and change. If you don’t keep up, your business will die. A business dying is a very sad thing. And I try to avoid sad things.
Optmyzr has been a game-changer for me. It’s helped my business grow, innovate, and not only get more efficient, but also get better at providing AdWords management services.
As someone who lives in AdWords every week, I can stronglyrecommend Optmyzr for all AdWords advertisers. It will make you more efficient and help you get better performance.
Note from Optmyzr: Thanks Jason andRothman PPCfor sharing your story! If anyone else wants to share their success story about using Optmyzr and have it published on our blog, pleaseget in touch with us.
We’re a small agency in Milwaukee with big PPC experience. That experience comes from working for a combined 8 agencies, multiple in-house marketing teams (including Best Buy and Kohl’s), and even hiring a few agencies ourselves in our “previous lives”. With all of that comes a ton of hands-on experience and exposure to every PPC management tool under the sun. When we were looking at additional tools to add to our roster at Granular, Optmyzr came up multiple times during our search.
We approached Optmyzr with a high level of curiosity but also with a good amount of doubt. We’ve read plenty of feature lists before, we’ve seen “PPC celebrities” endorse products before, being around so many SEOs we knew what snake oil looked like (kidding guys!). You get it, we entered with caution.
Much to our delight, Optmyzr blew us away within 15 minutes of the free trial. We knew it was the real deal and could immediately tell that it was built by a true PPC expert. The features that it had were inherently different and it was as if someone built this by looking over our shoulders and watching us work for a year…then figuring out how to make our lives easier.
Check out some of our favorite features below:
White Label Reports
It’s refreshing to have true white label reporting. They don’t sneak in their logo or website address like some others on the market. It can take as little as 2 minutes to build and save a PDF or web-sharable report.
• No logo or watermarks • Insert Agency and Client Logos on cover page – looks custom • Insert custom data with screenshots • Include other channels from GA reports • Easily customize, Save and Schedule reports for each client
Quality Score Tracking
Who wouldn’t love this? We do, that’s for sure. With aggregate views and daily trended score tracking, it’s everything you need to thoroughly keep an eye on your quality scores.
• Overall QS gauge for your account, Campaign, or AdGroup level • Google doesn’t even have this feature in AdWords • Clients know about QS, so you should include it in reporting and conversations with them
Hour of week analysis and bidding
Want to look like an all-star to your clients or internal marketing team? Want to stop wasting money during off hours or want to capture more opportunity during profitable times? Then bid by hour of the week.
• It helps us “live our name”, Granular • Another feature hard to match with AdWords out of the box • Ultimate customization and tracking for your accounts • Find “waste hours” and move their budget towards “profit hours”
Automated…but not too automated
We don’t like full automation; most senior-level PPCers feel the same way. We want to get our hands dirty and execute certain optimizations after closely analyzing the data ourselves.
• We’ve used Marin, Acquisio, Kenshoo and Adobe which all serve their purpose for large accounts, but are still a little too hands-off for us
• Optmyzr found a nice middle-ground where we can automate general tasks, yet remain hands on for the more in-depth stuff.
Landing Page Analysis
Nice and quick insight into how well your PPC landing pages are working, based on search performance data.
• We find the “Good CTR but Low Conversion Rate” numbers helpful in identifying destination URLs that need improvement. It shows us when our ads in the ad group are engaging but not converting the relevant user.
• The High Performer section shows us pages with high conversion rate and high CTR. That allows us to apply what’s working for one page to other landing pages needing help.
Geo Heat Map
Everyone likes a good visual heat map. Optmyzr hit another triple with this feature which takes your geo data and visualizes it in a way that C-Level folks can digest during their morning elevator ride.
• Makes viewing location performance super easy • Region, city or country level • Lots of metric options to change views and get better insights • Quick way to set location bid adjustments, with visual reference • Sort and view by aggregate, campaign, or even by device and network breakout
Spend Projections
Have you ever gone over or under budget for a client with strict budget guidelines? It’s not fun. If you do it internally, it may be even worse because you can’t blame the agency. Here’s an easy solution for you.
• Quick, easy, and accurate way to stay on track for monthly budgets • Gives budget suggestions and handles the math for you • Saves you enough time to be a significant help
NEW PPC Investigator
This just mimicked what any good PPCer does on a daily basis when investigating why and how performance changed in a campaign or account. It’s truly amazing but simple at the same time.
• Example: Why did conversions drop over the last 7 days versus the previous period? • Look into impressions (less demand?) and CTR (is my ad less compelling?) • Ok, impressions were down. How is my impression share in search and display? • Ok, I lost a bunch of display share. Let’s look at what was changed and see if I can fix it. • This all happens with a few clicks and is displayed in a nice mind map or “cause chart”
Bonus
Almost all of the amazing reports and data insights can be exported in a CSV with a click of a button. This allows us to dive in even deeper and also blend it into some of our custom reports.
