Ppc Camp Rosenheim The Big Class Meeting Of The Sea Scene
Management Summary
A second PPC event in Germany? Complement or competition to the SEA Camp in Jena? You can find the answer in this article!
Lectures
PPC Camp Welcome, source: e-dialog
The topics of the various lectures mainly revolved around PMax and AI. This once again showed how important PMax is in the campaign setup and to what extent AI has now influenced the area of paid search. This also became very clear at the PPC Camp in Rosenheim. The highlights and some insights from the lectures are presented below.
PPC Camp Agenda, source: e-dialog
10 online marketing measures
The topic started straight away“10 easy-to-implement online marketing measures that will help you emerge victorious from the e-commerce crisis.”
Customer needs focus, source: e-dialog
Even for me, this lecture revealed some new ways of thinking. Among other things, the topic of acquiring new customers was mentioned. In this way, the rate of new customers can be increased using so-called hero products that work well for new customers. But the remaining tips also provided food for thought that can get a lot out of many customers.
PMax in campaigns, source: e-dialog
PMAX campaigns in the Google Ads setup
Next came a talk that revolved around PMax and the title“How to successfully integrate PMax campaigns into your Google Ads setup”carries.
Juliane has presented tips here that are helpful for a holistic PMax setup and what full-funnel and feed-only PMax campaigns can look like in one setup. Above all, the topic of feed-only PMax is of course a useful replacement for normal standard shopping campaigns for many of our customers if PMax should generally be taken into account more in the setup.
But it was also presented how useful brand campaigns still are in times of PMax. Here Juliane discussed the control and that different tROAS, tCPAS, etc. can be used for this.
The topic of performance evaluation also has a big impact here. As is well known, a PMax offers few evaluation options and if it is separated, at least more conclusions can be drawn about the respective performance.
In order to optimize for new customers, the “customer acquisition” option was addressed here, which is particularly interesting for non-brand campaigns so that different bids are set here compared to existing customers.
However, the maximum visibility of your own brand, which should be mentioned here, should not be ignored. It is always important to check how high your own impression share is and whether you are losing visibility due to various changes.
PMax shopping campaigns, source: e-dialog
PMax product structuring with BigQuery
After the lunch break, things became much more advanced and the topic of PMax was considered with regard to possible forecasts. It was about“PMAX product structuring with BigQuery: Inventory Score, Predicted Profit & co.”In this lecture by Bergzeit it was discussed whether the approach should be more reactive or proactive. With “Reactive” the focus is primarily on product segmentation, whereas with “Proactive” the focus is on the topic of inventory and attractiveness score and is used for control.
A so-called “Next Click ROAS” offers Bergzeit the opportunity to look into the future and, based on historical values and extrapolations, check whether another application is worthwhile. This then leads, for example, to the product being excluded or transferred to a different PMax strategy.
With the help of this solution and of course many other factors such as return rates and the like, Bergzeit is able to manage the campaigns to achieve a better contribution margin.
Insights and learnings from PMax campaigns
In the next lecture we were able to draw on more than two years of PMax experience and continued with PMax again“Insights and learnings from over 3,000 PMax campaigns”. A hook at the beginning of the presentation was the point that PMax is increasingly eating up many former formats. There is a lot of truth here when you consider that Smart Shopping, Local and Discover, for example, have already fallen victim to PMax. Conversely, this also raises the question of how long display and dynamic search ads (DSA) will still be available as such independent options.
What was also interesting here was how brand traffic is generally handled in PMax and which solutions are possible here, for example without assets, with brand exclusion via brand or keyword exclusions, or whether you should just run a PMax as an all-in-one solution. There isn’t really a right or wrong at this point. Rather, it is a matter of weighing up the various factors for the particular business environment in which you operate and what the rest of the campaign structure looks like or can be easily adapted to the new setup.
Furthermore, Ines showed initial insights into Microsoft PMax campaigns and what challenges they can currently bring with them. All in all, Microsoft works in a similar way to Google, but somehow not. The current motto here is “Test, test, test!”. It’s probably just a matter of luck whether and how well the performance fits the customer’s particular business environment.
Ad Customizer 2023
After these PMax impressions it was all about“Ad Customizer 2023: Ad Optimization in the AI Age”.Martin Röttgerding from Bloofusion talked about the ways in which ads can be further optimized even in the age of AI and what a possible AI-compatible campaign structure could look like.
The ad customizer in particular was brought to mind again. Martin had already given a lecture on this at the SEA Camp in Jena and the lecture at the PPC Camp built on this. What was particularly important here was where the data for the customizers was obtained from. On the one hand, Martin’s approach is of course the landing page, the data feed or even with the help of AI. There is no “right” way at this point, because it depends on which solution is most optimal for the customer and delivers the best quality. It was definitely interesting to see what possibilities there are for using the Ad Customizer.
YouTube Ads Leaderboard, source: e-dialog
Youtube performance marketing
As a culmination, YouTube also got the stage and it was all about“YouTube Performance Marketing 2023 – Everything that matters!”An interesting topic was brought up right at the beginning. Because it is usually the case with campaigns that, for example. The budget and the video have already been determined without them being designed to meet the needs of YouTube. Of course, this makes it difficult when there are specific key figures and goals that this video is intended to achieve.
Here Timo showed the desired scenario that should actually be used in order to have success with his campaign. Basically, the goal should be set first. The video and all other measures are then created based on the goal. In this way, the video can be supportive in achieving the goals.
But Timo also showed how hidden some campaign settings and targeting methods are in the Google Ads interface. Above all, the overview of campaign types and possible bidding strategies that I created and shown in the lecture is definitely worth its weight in gold.
Finally, he went into what goals you should set for your YouTube campaigns and how to best achieve them. All in all, an interesting lecture with a few aha moments, which rounded off the day very nicely.
Conclusion:
For me, the first PPC camp in Rosenheim was a complete success and provided a lot of insights, there were many approaches for newly designed tests and it also broadened my knowledge in general.
Following the lectures, there was dinner and networking. We then took the opportunity to share our experiences and approaches with the others and end the evening comfortably.
The PPC Camp will definitely be planned again for next year when the SEA scene gathers again for the small class reunion in Rosenheim.
