Nils Rooijmans

PROBLEM:
Google is pushing its AI, reducing the amount of control for PPX experts. Examples include Enhanced CPC, automatically generated ads, Close Variant matching of exact match keywords, DSA campaigns, budget over deliveries.
Some of these applications of Google’s AI increase the quality and performance of our account. Many of them don’t.
Simply letting Google decide when and how to apply these algorithms will tank results and raises unnecessary questions from clients.

SOLUTION:
You can monitor and analyse the impact of Google’s AIs and mitigate some of the risks by implementing my methodology and a set of scripts i developed over the years.
The results of the analysis on multiple client accounts are sometimes scary, sometimes very promising, and almost always very interesting.

In my talk I will briefly go through some of Google’s latest AI pushes and predict some of the things i see coming at us in the near future.
You will learn about my methodology for monitoring and analysing the impact as well as methods to reduce any negative impact.
You will also get the results from some of my clients as well as some of the scripts i use to facilitate the process.

At the end of my talk the attendees will have a ready to use step-by-step approach to analyse the impact of some of Google Ads latest AI algorithms, as well as a way to regain some control using scripts.