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20 April 2022, 03:10 PM

PPC CheckMate: Combining good old GAds techniques to ML

A talk by Gianpaolo Lorusso
Founder & Deus Ex Machina, ADworld Experience

PPC CheckMate is an optimization methodology I have been developing for the last 10 years (registering it as a US patent in 2016). The core of the method is using all targeting opportunities available in the platform, while keeping the campaign structure as simple as possible, in order to achieve the best results with the lowest management cost and control efforts. As Albert Einstein once said: “Make everything as simple as possible, not simpler”. This "good old days" concepts still work perfectly in optimizing campaigns with the new machine learning bidding strategies launched by Google in the last months and I use them in my everyday PPC activity (I still haven't find something so universally and easily applicable, apart from letting Google do everything ;-). Even today that ML is radically changing the way we manage campaigns this methodology still enables advertisers to instantly know where they need to act to optimize their campaigns and how to do it.

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