Frederick Vallaeys
SearchEngineJournal®
Palo Alto, CA, United States
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Past articles by Frederick:
8 Things Advertisers Say They're Doing During COVID-19
Another economic crisis looms due to COVID-19. Most PPC advertisers and marketers are adapting to survive. Here's what they're doing. → Read More
How to Structure a PPC Campaign in the Age of Automation
Now that automation in paid search is much more prevalent, here are five new considerations for an optimized PPC campaign structure. → Read More
3 Free Tools to Help Investigate & Fix PPC Account Performance Changes
Discover how to investigate PPC account performance changes and learn three free tools and scripts that can help speed up the process. → Read More
4 Ways Automation Can Supercharge Your Holiday PPC Campaigns
Now is the perfect time to look into automation layering. Here are four ways to protect your holiday campaigns with automation layering. → Read More
What Google SafeSearch Teaches Us About Doing Better PPC
By layering our own automations in paid search campaigns, we can have control over the thresholds that Google doesn’t expose. Learn more here. → Read More
4 Things That May Surprise You About Automated PPC Bidding
When bids are automated, it does not mean that PPC is automated. Here are four important things to know about automated bid management. → Read More
Do These 3 Things Before Google Changes How Keyword Match Types Work
Google Ads announced another round of updates to how close variants will work. Follow these tips to ensure you can take advantage of this latest change. → Read More
Why Last-Click Attribution Is Killing Your PPC Performance
Using automation in your paid search campaigns? Last-click attribution might be killing your PPC performance. Here's what you can do about it. → Read More
Automation layering: How PPC pros retain control when automation takes over
By replacing the manual work done by the PPC expert with an automation that follows their logic, PPC teams can still have more control over automations created by the ad engines. → Read More
What clients expect from their PPC agency
Keep clients happy with in-person meetings and short, frequent check-ins. It is as critical to a healthy relationship as delivering the numbers they want. → Read More
Google Ads Reports Can Now Be Downloaded in Sheets – Pros & Cons
Google Ads now lets advertisers download reports directly into Google Sheets. Learn the pros and cons of this new integration. → Read More
The Best Feature in the New Google Ads Editor: PPC Audits
Here's why Google's free PPC auditing tools – like the new Ads Editor and the Reports tab of Google Ads – are worth a try. → Read More
What Is Quality Score & Why It Matters
Here's why Google uses Quality Score for PPC, how Quality Score is calculated, why it matters, and how you can improve your score. → Read More
Where Google got more inventory to show Responsive Search Ads ads may surprise you
RSAs use machine learning to match the best ad variation with each search using data from ad performance segmented by query. To get this data, you need to delve into the scripts and Ads API reports. → Read More
How to Optimize Google Ads When Average Position Disappears
Google Ads is retiring the ‘average position’ metric soon. Here are replacement metrics that can help you better optimize and understand your PPC account. → Read More
Google’s next chapter for metrics to focus on clarity once ‘average position’ is removed
Fred Vallaeys explains why advertisers need to rethink bidding strategies and position metrics now that Google has announced it will sunset one of its oldest metrics later this year. → Read More
Here's a new script to find the best text for new ads using an n-gram analysis
This script analyzes the performance of commonly found word sequences to deliver additional insights about historical ad performance. → Read More
You're Doing PPC Ad Tests Wrong – This Script Will Help
Ad testing can be a time-consuming part of the PPC optimization process. This Google Ads script can help you do PPC ad tests the right way. → Read More
Get more conversions by deconstructing your PPC ads
Columnist Frederick Vallaeys shares a new Google Ads script that will reveal what parts of your ads are worth keeping and which to discard. → Read More
3 Tips for Surviving 2019, the Year of Automated PPC
There three high-level action items related to automation and tools should be on your agenda to consider for greater PPC success this year. → Read More