Managing multiple Google Ads accounts can feel like spinning plates. Add in the ever-changing ecommerce trends and seasonal demands, and it’s no wonder burnout is a common struggle for paid search marketers.
In one of the recent episodes of our video series, Automation Layering Masterclass, Matthieu Tran-Van, a Google Ads specialist who has managed over $350 million in ad spend shared seven simple yet powerful automations that transformed his clients’ results and gave him back his sanity.
- Shopping campaign automations
- Dynamic Search Ad (DSA) automations
- Seasonality-based automations
- Automated bidding automations
- Keyword automations
- Performance Max (PMax) automations
- Responsive Search Ad (RSA) automations
Watch the following video where Matthieu explains these strategies in detail:
1. Set up the foundation using Shopping campaign automations.
“Shopping campaigns are the bread and butter for many ecommerce advertisers,” Matthieu explained.
However, the success of your campaign depends on the product feed. If your feed has missing attributes or vague product titles, no amount of optimization can save your campaign.
Matthieu uses Optmyzr’s Shopping Feed Audits, a tool that performs a one-click audit of your Merchant Center feed. It highlights issues like missing product identifiers, pricing errors, or unoptimized descriptions.
For example, if a product title is too vague (e.g., “Blue Dress”), the audit might recommend something more descriptive, like “Women’s Blue Summer Dress – Cotton Blend.”
💡Optmyzr tip: Set a schedule to audit your feeds monthly. Ecommerce inventory changes frequently, and regular audits ensure you stay ahead of issues.
Matthieu also uses supplemental feeds to tweak problematic data without disrupting the client’s main feed.
“I’ve been using Optmyzr for nearly 6 years now and they are always making things better, smarter, and faster. We started getting more ecommerce accounts and with the help of Optmyzr, we’re able to create a more granular shopping campaign that allows us to get a much higher ROAS for our clients.”
- David Johnson, VP of Paid Media, Constellation Agency
2. Go granular with Dynamic Search Ad (DSA) automations.
Dynamic Search Ads (DSAs) are great for scaling campaigns, but Matthieu takes them a step further. He creates one ad group for every product detail page (PDP).
Why?
Because this setup aligns the ad copy, keywords, and landing page clearly, increasing ad relevance and boosting conversions.
Using Optmyzr’s Campaign Automator, Matthieu builds these campaigns in under an hour—even for catalogs with thousands of products. The tool pulls data directly from the product feed, creating hyper-specific ads matching search queries with product names, prices, and promotions.
💡Optmyzr tip: Test this strategy for your top-selling products. Start small, track performance, and scale from there.
3. Leverage seasonality-based automations based on seasons and weather patterns.
For clients in highly seasonal industries, like swimwear, timing is everything. Matthieu shares a smart automation that uses weather data to turn campaigns on and off based on temperature.
For example, his campaigns targeting top-performing cities go live when it’s sunny and 27°C or warmer.
This automation, built into Optmyzr, combines Performance Max campaigns with geo-targeting and contextual triggers. When the temperature hits the sweet spot, ads showcasing new collections and lifestyle imagery are pushed across Google’s networks, from YouTube to Display.
💡Optmyzr tip: Think beyond weather-related changes. Other contextual triggers, like stock market trends or traffic data, can also inform your campaigns. Discuss ideas with your clients—they’ll appreciate the extra effort.
4. Train Google’s algorithms using automated bidding.
Automated bidding is great, but it’s not a “set it and forget it” solution.
Matthieu uses a step-by-step approach to train Google’s algorithms using automated bidding. For instance, if a client wants a ROAS of 500%, he doesn’t jump straight to that target. Instead, he starts at a lower goal (say, 300%), then gradually increases it by a few percentage points each week.
With Optmyzr’s Rule Engine, this process runs on autopilot. If the ROAS target is met, the rule nudges the goal higher. If not, the tool lowers bids slightly. This incremental adjustment avoids wild swings in performance and keeps campaigns stable.
💡Optmyzr tip: Be patient. Automations are like training wheels for smart bidding—they need time to learn and adapt to your goals.
“The best part of Optymzr is the Rule Engine with advanced optimizations and the Projected Spend report!”
- Andreas L., Head of Paid Search, OMC Transact
Read more: 6 Rule Engine Strategies: How Optmyzr Customers Bypass Google Ads Limitations
5. Add and exclude search terms smartly using keyword automations.
Managing keywords can feel like a never-ending game of whack-a-mole. Matthieu automates this with rules that automatically add profitable search terms as exact-match keywords.
For instance, if a search term generates 100 clicks and has a low CPA, it instantly gets added to the ad group. On the flip side, any non-performing terms are excluded as negative keywords.
For Dynamic Search Ads, non-relevant search terms are added to a shared negative keyword list daily, keeping campaigns focused.
💡Optmyzr tip: Regularly review your keyword automations to ensure they align with client goals. It’s not a “set it and forget it” strategy—automation still needs oversight.
6. Steer Performance Max in the right direction using the search terms script.
PMax campaigns can feel like a black box, but Matthieu flips the script by using scripts to extract search term data. This data reveals what’s working and what’s not, giving him more control over optimizations.
For example, if PMax identifies a high-performing search term, he adds it to a search campaign for even more control over messaging and bidding. Conversely, underperforming terms are excluded.
💡Optmyzr tip: Use PMax insights to uncover new audience segments or product opportunities you hadn’t considered.
7. Find winners using Responsive Search Ad (RSA) automations.
Testing RSA performance can be tricky. Matthieu developed a checklist to flag ads that need improvement based on metrics like CTR, conversion rates, and Google’s ad strength score.
Using Optmyzr’s Rule Engine, he automated this process, so a list of underperforming RSAs lands in his inbox every week.
This approach allows him to focus on writing better ads instead of wasting time hunting for problem areas. He also experiments with different templates to see what resonates most with audiences.
💡Optmyzr tip: Don’t get stuck in analysis paralysis. Let automation handle the grunt work, so you can spend time on creative solutions.
Bonus: Save hours every month using reporting automations.
We all know reporting can be a time-sink. Matthieu uses Optmyzr’s Report Designer to create tailored, automated reports for his clients.
The best part? If a report shows a sudden drop in performance (like missing conversions due to tracking issues), it’s sent to him for review instead of the client.
💡Optmyzr tip: Customize reports to highlight what matters most to each client. One-size-fits-all templates rarely deliver the insights clients care about.
“I searched high and low for a tool that could help me provide beautiful reports that could connect multiple tools into an appealing report that didn’t just look like a data dump.
I am in love with not just Optmyzr’s reporting capabilities but the superpowers it gives me & my team by being able to analyze deeper than other individual tools.”
- Kita Eserve, CEO, Metric Marketing
Simplify, Optimize, and Scale.
Matthieu’s strategies are a testament to how automation can simplify complex PPC management. By leveraging Optmyzr’s tools, he has achieved remarkable results while avoiding burnout.
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