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For episode 166 of The Search Engine Journal Show, I had the opportunity to interview Frederick Vallaeys, Founder of Optmyzr and former Google AdWords Evangelist.
Vallaeys discusses how PPC advertisers can take better control of their paid search campaigns with automation layering in Google Ads.
What are we talking about when we talk about Google automating certain aspects of account management?
Frederick Vallaeys (FV): [Y]ou’re given some automation options from Google so you can decide to manage bids manually to where you always have or you can decide to go on automated bidding. So it’s a choice and it’s a transition you make.
But then once in a while, something comes along like [changes to] close variants to match types. This is basically automation that you’re being forced to take – there’s no off button on these things.
This is driven by machine learning improvements that Google has and by them being able to better…
