Nils Rooijmans

Paid Search Consultant, Water Cooler Topics

Great Day 2019 Talk

Keeping an Eye on Google's AI using Scripts

Speaker profile

With 15+ years experience, Nils Rooijmans is considered a veteran in search marketing and has helped over 100 companies increase their revenue and profits. His holistic approach to search, combined with his entrepreneurial know-how, his background in AI and his experience in building search engines and PPC platforms, is what distinguishes him from the rest. In his talk, he will focus on automation through Google Ads scripts.

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Keeping an Eye on Google's AI using Scripts

12:10 p.m. - 12:40 p.m. | English | Main stage talk

Google is pushing its AI, reducing the amount of control for PPC experts to optimize ad campaigns. 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. I have developed a methodology and a set of scripts to monitor and analyse the impact of Google's AIs and mitigate some of the risks. 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. I'll describe my methodology for monitoring and analysing the impact as well as methods to reduce any negative impact. I will share 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.

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Google is pushing its AI and machine learning solutions upon its advertisers, reducing the amount of control for advertisers & PPC experts. You’ll hear about my methodology and scripts to monitor & analyze the impact of Google's AI, mitigate some of the risks and regain control.
Nils Rooijmans, Paid Search Consultant, Water Cooler Topics
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