Here we go again! A number of thought leaders in the PPC community came together in this Town Hall to share insights on the current landscape. The focus of this town hall was Bidding Strategies During Dynamic Times.
If you did not see my last Town Hall recap, I am happy to say I walked away with a number of insights and experienced the same supportive sentiment. These meetings are a great example of professionals coming together to share information and strategies to help support one another through these uncharted times.
Each time I have attended one of these virtual events I have been surprised by the volume of actionable takeaways I can apply to my campaigns. In the video below, I have highlighted the top 14 takeaways gathered from the panel. If you are a PPC manager, I know you will find at least 4 helpful insights that you can apply to your campaigns. You can either watch the video or scan through the summary outlined below the video.
Lastly, a special thank you to Fred Vallaeys and the Optmyzr team for coordinating these events as well as the panelists for this town hall which included:
Fred Vallaeys - CEO, Optmyzr
Emi Wayner - Platform Partner Lead, Google
Peter Oliveira - Partner Development Analyst, Google
Susan Wenograd - CMO, Aimclear
Martin Röttgerding - Head of SEA, Bloofusion
(Additional notes & summary below)
Watch Full Webinar - Replay Link on YouTube
1.) COVID-19 Dashboards
2.) Industry W-O-W Changes In Spending
3.) Industries Hard Hit Are Spending Money On Ads
4.) Paid Media Spending and Costs
6.) CoronaVirus Script
7.) Google Performance Planner
Performance Planner’s forecasts are refreshed daily and based on the last 7-10 days, adjusted for seasonality. Your forecasts will take into account any impact of market changes during this time frame.
8.) Automated Bidding vs Manual Bidding (per Google)
NOTE: We are no longer in transition phase, as we are fully in the sheltered-in order and people are working from home
9.) Campaign Segmentation:
10) Portfolio Bid Strategy:
11.) Best Bid Strategy
12.) Leverage Low CPM on Paid Social For Retargeting
13.) Ad Extensions
14.) Continue To Look At Long-Term Strategy