August 7, 2024: How to Measure & Maximize Paid Search | Navah Hopkins, Optmyzr
Navah Hopkins from Optmyzr joins us to discuss the challenges of modern PPC management and the outsized role measurement will plan in the future of AI-enabled campaigns like Performance Max.
What do PMax, Advantage+ and an 8-year-old in an arcade have in common? They'll spend as much as they can, if you let them! In this episode, join Jim and Simon as they dive deep into the world of PPC with Navah Hopkins, a seasoned expert with over 16 years in the marketing industry. Navah shares her insights on Google’s Performance Max (PMax) campaigns, discussing the intricacies of managing them, excluding branded searches, and overcoming broader measurement challenges. Links from the show:
Optmyzr 00:00 Vacation Plans and PPC Jokes 01:25 Introducing Today's Guest: Navah Hopkins 03:21 Diving into Performance Max Campaigns 06:23 Challenges and Strategies in PPC 10:42 Understanding Performance Max and Asset Management 16:54 The Role of Ad Strength and Measurement in PPC 24:16 Incrementality Testing Challenges 24:35 Meta's Advantage Plus and A/B Testing 25:06 Google's Approach to Testing and Privacy 25:57 Geo-Based Holdout Testing 26:24 PMax Campaigns and Branded Search 27:46 Testing Strategies and Market Considerations 28:29 Google's Targeting Limitations 28:55 Branded Search in PMax 33:05 Data Teams and PPC Collaboration 38:16 Onboarding and Training for Measurement Practitioners 47:45 Creative and Data-Driven Marketing 49:47 Productivity Tips and Metal Music
Navah Hopkins
Navah has a passion for innovation, fueled by a hybrid of strategic partnerships, data analysis, and consumer engagement.
She loves connecting people who can mutually benefit each other, leveraging innovation to solve socioeconomic issues, and maintaining bottom line thinking with an ethics driven perspective.
She's a serial entrepreneur, SEO/SEM philosopher, blogger and content strategist, and a bounty hunter on the biz dev dance-floor.
Specialties: Business development, copy-writing, sales, local marketing, local search, start-ups, c-level sales, Google Adwords mentoring, mobile, SEO, SEM, branding, affiliate marketing, blogging