Optmyzr Blog

PPC Mastered! Art Meets Science at SMX West

Feb 14, 2020

Frederick Vallaeys

Co-Founder & CEO



On the heels of great sessions and networking at this year’s two Friends of Search events in Amsterdam, Optmyzr is gearing up for back-to-back SMX sessions you won’t want to miss in February.

SMX West always draws a great crowd of search marketers from around the country. We celebrate all skill levels and those of us fortunate to host SMX sessions learn as much as we give. 

This year, Optmyzr will present two high-impact sessions focusing on essential skills for mid- to advanced search marketing pros hoping to separate from the pack as a PPC rockstar.

Both Optmyzr presentations happen Wednesday, February 19 at the San Jose Convention Center. We present amid a great lineup of presenters on the full agenda, but for those craving in-depth learning about SEM/PPC in 2020, I encourage you to check out our sessions. 

Following our SMX sessions, our team will also host an Optmyzr workshop at the WeWork office just down the road of the convention center. You can register for our workshop here:

Here’s a look at what we’ll cover at SMX West: 

The Art of Structuring Search and Shopping Campaigns

Over the past 12-18 months, we’ve seen huge advancements in search marketers’ abilities to craft and manage high performing search and shopping campaigns. The tools in Google and Bing have become much more immersive for users as both platforms are offering many more features and functionality. At the same time, platform automations take much of the guesswork out of core search and shopping campaigns. 

We’ll go deeper during our first SMX session (Wednesday, February 19 at 11:30 AM). 

While it’s become pretty easy and fail-safe to do the basics well, we’ll dive into the art to using the tools to their potential. We’ll explore what’s good and not-so-good about popular structures such as alpha/beta, single keyword ad groups, and GriP (groups of individual products). 

This session will also show you how to easily deploy free automations in the platforms in ways that maintain target structures in a dynamic environment. We’ll dig into other free tools within Google and Bing that you might not be using to analyze data in ways that are better aligned with your unique business needs. 

Perhaps most powerful, though, we’ll bring clarity to how campaign structures work alongside Smart Bidding and other automations. AND we’ll go beyond the platform-level automations to help marketers see how third-party PPC management tools can elevate their role from marketing tactician to genius-level, groundbreaking PPC superstar.

And speaking of “genius level”…

Genius-Level Microsoft Ads, Google Ads Optimizations

Our second SMX session on the 19th is a natural extension of the earlier discussion about search and shopping ads. Entitled “Genius Level Microsoft Ads, Google Ads Optimizations,” our 2:30 PM session will explore ways to optimize across Microsoft Ads AND Google Ads in tandem. 

Using automation layering via Optmyzr, we’ll showcase ways to tackle critical tasks and manage platform automations that will give the PPC pro greater control over his or her search marketing programs. Let’s face it, the PPC pie is getting much bigger. While Google remains king, Bing is continuing to carve out its place as the other big player in search. It’s essential to know how to work in both platforms – essentially working together.

I’ll present alongside Mark Irvine, Senior Data Scientist from Wordstream. Together, we’ll help learn to build a unique PPC game plan for your business, along with a scalable, executable strategy. 

Working in both platforms, you’ll also need to know and understand the important, and often subtle, differences between the two big search engines. Master the automations and gain genius-level status to optimize in both universes. 

SMX West is always a great event for our team, and it’s right in Optmyzr’s backyard. Check out the agenda for this year’s event and be sure to check out our sessions in the SEM/PPC track. If you spot me in the hallways or after a session, just yell “Fred!” I’d love to connect with you. If time allows, maybe even grab a cup of coffee. 

And don’t forget to tell us if you’d like to join our free workshop from 4:30pm – 5:45pm in San Jose on February 19th, right after our sessions at SMX.

See you in San Jose!