Optmyzr

Optmyzr’s March 2025 Updates Are Here! We’re rolling out powerful new features and enhancements to help you launch campaigns faster, optimize budgets smarter, and gain even more control over your PPC strategy. From automation improvements to deeper insights, this release is all about making your workflows smoother and your results stronger. Swipe through to explore the updates and log in to Optmyzr to try them out today!

There are fundamentally three levers you can pull within your ad account: 🎯 Targets 🖼️ Creative 💰 Budget Most search first marketers lean into targets first, budget second, and creative when they get around to it. Social first marketers almost always are the opposite (looking at creative first, targets second, and budget if they have to). This is in large part due to how the platforms work, but also due to how we've learned to structure tests. Here are a few scenarios for search and social where I'd focus on one lever over the others: Scenario #1: Brand is constantly going over budget. While the ROAS is "positive", the actual profit is in the black or in the red. Search: 💰 + 🎯 Social: 💰 + 🎯 Rationale: If budget is the core issue, the brand needs to address this first, and then address the targets/exclusions. Search budgets need to account for averaging out the daily budget across 30.4 days and seeing daily budgets up to double. Social budgets can be either lifetime or based on a daily/monthly pace. Depending on your settings you may be happier with lifetime or an ongoing campaign. Scenario #2: Ads get high CTR but the conversion rate is terrible. Conversions are coming through but they're junky. Search: 🖼️, but if junk persists, address 🎯 Social: 🎯, but if junk persists, address 🖼️ Rationale: In search, it can be tempting to change the targets before addressing the creative, however if the creative isn't prequalifying leads or establishing who you want to help, the targeting work will be wasted. This is why I like to confirm the creative is doing the best job it can before adjusting targets (location, time, keywords, etc.). Exclusions would happen at the same time as creative tests. On the other hand, social ads with high CTR and low quality are almost always a targeting issue. When the ad is a problem in social, it doesn't get clicked. Scenario #3: Brand is trying to scale, but every time they raise the budget they just increase the CPA. Search: Expand into social Social: Expand into search Rationale: Sometimes you've captured the "gettable" market on a channel and need to be willing to expand to a new one. Sometimes this means borrowing budget to test, while tests might get net new budget. Video is a great way to expand (on both search and social). Whatever the case might be, Optmyzr has you covered with Optmyzr Core, Pro, and Optmyzr for Social. Never watch a campaign over spend again, while getting the benefit of search and social thinking in one tool! What's your default lever to pull when solving an account problem?

I just finished going through the Google Ads FAQ on PMax and I'll admit I have some thoughts and questions I'd appreciate getting me network's perspective on: First - I am thrilled Google put this out and I'm confident Ginny Marvin is the force for good bringing this transparency. Second...we seem to be doing some retconning. Last June, we were told negatives would include misspellings so we wouldn't need to spell out every single variant. However in the FAQ, it implies close variants (which misspellings are a type of) would not be factored into account. I.e. to protect your PMax campaign from branded keywords or keywords you're bidding on in other campaigns, you need to spell out every variant (which will eat into the 100 limit). Am I missing something? Third...Google appears to be giving a recommendation that most people will want fewer campaigns and more asset groups (with important caveats). This is the first time Google has given formal guidance on structure. What's interesting is the reasons Google gives for why you'd want multiple campaigns with fewer asset groups supports the Optmyzr data that found a clear benefit to siding with multiple campaigns/single asset group structures. My question is: how can there be any recommendation on structure when there are so many variables that can inform the decision? Fourth...Video! If you had any doubts on the importance of video, this FAQ should put them to bed. The fact that it was framed as a necessity for lower ad spend accounts speaks to how much Google understands who is struggling to make video happen. No questions here - just grateful Google is putting in the effort to empower those who need the help! Have you had the chance to read the FAQ (linked in the comments)? What stood out to you?