Dots Oyebolu interviews Navah Hopkins, Evangelist at Optmyzr. In this episode, Navah delves into the world of paid media innovation, sharing her extensive journey from aspiring high school English teacher to a marketing expert. She discusses the dynamic landscape of PPC, the importance of strategic budgeting, and the role of AI in transforming marketing tactics.
Key Takeaways:
(01:46) Navah’s career journey from wanting to be a high school teacher to becoming a marketing expert.
(02:28) The value of hands-on experience and the impact of starting a nonprofit.
(06:38) How Optmyzr aggregates data from various ad sources like Bing and Yahoo Japan.
(10:24) Insights from Optmyzr’s study on smart bidding and match types.
(11:16) The role of exact match in achieving better conversion rates and cost efficiency.
(17:34) How AI is set to change PPC, focusing on tasks and ad platform engagement.
(24:07) Importance of setting a realistic budget and understanding its potential variance.
(29:50) Strategies for maintaining transparency and ethical reporting.
Resources Mentioned:
Optmyzr | PPC Management Software
Insightful Links:
Match-type and Bidding study: https://www.optmyzr.com/blog/optmyzr-study-broad-match-bidding/
Ask the PPC column: https://www.searchenginejournal.com/category/paid-media/ask-ppc/
Marketing Apprenticeship: https://searchengineland.com/digital-marketing-apprenticeship-dos-donts-388102
Semrush Academy Course: https://www.semrush.com/academy/courses/competitor-analysis-with-semrush-course/
What I took from this one
Navah did something I respect a lot: she shared a study that proved her own advice wrong, and owned it on air.
1. Exact match held up. Optmyzr compared broad and exact match inside the same accounts. Exact match had better conversion volume, cheaper clicks and a lower cost per acquisition. Navah had been telling people to go all in on broad. Her lesson: being wrong about a tactic is fine, as long as your logic and your data are right. On bidding, Max Conversion Value beat Max Conversions across low and high spend accounts.
2. Don't over-segment. We disagreed here, which made it fun. I like separate ad groups by match type so I can compare them. Navah's point is that splitting data too thin starves the algorithm, and conversion thresholds matter more now that some data is modelled.
3. Spend spikes aren't always a bug. Google averages your daily budget over 30.4 days. After a few quiet days, it may spend hard to catch up. Expect swings during learning. If it happens in a settled campaign, that's when to dig in.
4. Three checks she runs. Read the change history to see who or what changed what. Compare search terms against your keywords. And run your site through dynamic search ads: if you don't like the ads Google writes from your pages, the problem is your content.
5. Own your accounts. You should own your ad and analytics accounts, not the agency. Set up your UTMs properly, because click IDs are getting stripped.
Her favourite metric pair: click-through rate with conversion rate. Good CTR and bad conversion rate means fix the landing page. The reverse means you're not budgeting enough for the right traffic.
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