While WordStream was announcing they would deprecate the software part of their business, our product and engineering teams were migrating Optmyzr fully to the new Google Ads API.
We’re delighted to announce that not only is that migration effectively complete, but we’ve also managed to release several new capabilities during the same period. Here’s everything we updated from April–June 2022.
Optimize the ROI of your ad spend
Google’s ‘Maximize Conversion Value’ bid strategy with a target ROAS has two major advantages: it recognizes that not all conversions are equally valuable, and it allows you to use that to get the best possible return on investment.
As with any ad platform automation, this strategy is only as good as the data it runs on. So you’ll want to use our recent capabilities to structure that business data in a way that Smart Bidding can understand.
Once Google knows what drives results for your business, you can reap benefits such as:
• Higher quality conversions for the same budget
• Less junk and more leads that turn into paying customers
• More sales to profitable customers and fewer returned orders
Create training data for Google’s Smart Bidding algorithms
Optimizing for ROI or conversion value takes your ad budget as far as it can go. The first step is identifying segments (like location, audience, or device type) that tend to correlate with higher quality conversions.
We’ll show you a list of segments and ask you to score them from 1–5, with 1 meaning you want to see fewer conversions like that and 5 meaning you want to see many more.
Remember: Don’t base your scores on Google data (like CTR and bounce rate). Instead, work with business teams to identify the correlation between segments and insights such as:
- Average order value
- Lifetime value
- Lead-to-sale conversion rate
Or any other model that matters to your profitability.
Because the people with access to this knowledge aren’t always on PPC teams, we’ve created a spreadsheet template you can give them. Once they rate different audience segments in bulk, just feed it back into the Segment Scorer.
Turn business insights into bid modifiers for Smart Bidding
Once you’ve scored enough segments, we’ll turn those ratings into a format Google Ads can understand: Conversion Value Rules. These values tell Smart Bidding how much higher or lower to adjust its CPC bid for that particular segment e.g. United States, repeat customers, mobile.
After you apply recommended changes to Google, Target ROAS and Maximize Conversion Value bid strategies will automatically start working to get you more of the conversions you value the most.
When it comes to applying Value Rules or any ROI optimization strategy, you can create several safeguards to both prevent unwanted behavior and maximize effectiveness. We’ve put together two guides to help you manage these processes.
Track your Performance Max campaigns in more Optmyzr tools
Performance Max is the biggest thing in Google Ads at the moment. A major shift in automation balance, it will absorb Smart Shopping campaigns in the next few months. Here’s where our product currently supports Performance Max data.
Shopping Analysis: This update provides an easy way to analyze product-level performance data for Performance Max campaigns (with Merchant Feed). There is no change from how you use this tool for Smart or standard shopping.
Spend Projection: Performance Max campaigns are now visible in the Spend Projection tool, allowing you to gauge how those campaigns will pace/exhaust an assigned budget.
Optimize Budgets: You can now meet spend targets and maximize return on investment for Performance Max campaigns, and reallocate budgets based on performance. Also available for multi-account budgets.
An easier transition to Responsive Search Ads
With Expanded Text Ads now not so expansive after their sunset on June 30, our support for search ad optimization will focus solely on Responsive Search Ads. Here are our updates for managing RSAs from the last three months.
Optimize your RSA ad copy
Our popular Ad Text Optimization tool now has a version for Responsive Search Ads.
As a hybrid insight and optimization tool, it’ll allow you to both review RSA performance data and modify text components (like headlines and descriptions), individually or in bulk.
Free script to turn ETAs into RSAs
Make sure all your ad groups have Responsive Search Ads before Google disables Expanded Text Ad use in July.
Our new script builds a bulk sheet with new RSAs for your entire account. It pulls text from existing ads and adds them as assets to suggested new RSAs.
Simply taking existing text from ETAs and adding them to new RSAs in existing ad groups can boost conversions by up to 7% at a similar CPA or ROAS.
Turn ETAs into RSAs with Campaign Automator
Campaign Automator now supports bulk creation of Responsive Search Ads using existing Expanded Text Ads.
With ETAs no longer available for creation or editing as of today, this could benefit you if your campaigns still haven’t migrated to RSAs.
Watch the video below for more details and remember — you can still pause and enable existing ETAs both manually and via Campaign Automator:
Building a better Optmyzr experience
Everything we do begins and ends with making sure our customers aren’t just satisfied using Optmyzr, but happy to recommend it to other PPC marketers. These next updates were centered around improving that experience.
UI improvements to alert settings
We’ve released a friendlier interface for our Alert Settings page that includes capabilities such as:
- Create alerts in bulk more easily
- Select all the accounts you want at once
- Support for monthly budget alerts for Amazon and Facebook accounts
- Easier way to create and edit multi-account budget alerts
Leave more detailed feedback in the app
In new tools and features, you’ll now see a blue feedback tab. Click on this to leave real-time feedback in the app using three methods:
- Click anywhere to write a text comment
- Draw using your mouse or via touch
- Record a brief video
This way, you no longer have to type out an email and can show us exactly what we can improve or what you’d like to see change.
See campaign placement data on the account dashboard
The Campaign Placements table on the Account Dashboard shows and sorts performance data for all your campaign placements. With this, you can easily see which placements are working for any given campaign type.
Added support for Amazon Ads
People know us as Google Ads experts, but we’re keen to support advertisers and agencies managing other platforms as well. These updates for our support of Amazon Ads campaigns are a step in that direction.
Cut wasteful spend on Amazon Ads
We now provide suggestions for non-converting and costly product targets in Amazon Advertising campaigns. This is intended to help you reduce wasted spend and focus on better-performing targets.
Sponsored Brand Video data now in Amazon tools
Campaign data for Sponsored Brand Videos is now included in dashboards and reports for your Amazon PPC accounts. This removes the inconsistency in data we had earlier for this campaign type.
