Upgrade to PRO for Only $50/Year—Limited-Time Offer! 🔥

BrightonSEO - When it's right to send Google th...

Indi
October 02, 2024

BrightonSEO - When it's right to send Google the WRONG data

In today’s Paid Search world we’ve had a lot of levers taken away and an increased reliance on first-party data, ensuring we are optimising to the business’s goals, as a main lever for driving greater performance.

This has led us to give Google as much information as possible but when is too much information for Google a bad thing for performance? This talk goes through a case study where we at WeDiscover decided to test suppressing information, and intentionally give Google inaccurate conversion data, to drive better business performance.

Indi

October 02, 2024
Tweet

More Decks by Indi

Other Decks in Marketing & SEO

Transcript

  1. The best talk title in the world! Name Surname COMPANY

    NAME When it’s right to send Google the WRONG data Inderpaul Rai WEDISCOVER Speakerdeck.com/inders @inderpaul-rai @inderpaul_rai
  2. Game changing releases 2015 Customer Match 2017 Exact Match brutalised

    2016 Right sidebar ads gone STAs deprecated ETAs launch
  3. Game changing releases 2015 Customer Match 2017 Exact Match brutalised

    2016 Right sidebar ads gone STAs deprecated ETAs launch 2021 PMax launch BMM deprecated
  4. Game changing releases 2015 Customer Match 2017 Exact Match brutalised

    2022 ETAs deprecated 2016 Right sidebar ads gone STAs deprecated ETAs launch 2021 PMax launch BMM deprecated
  5. Control taken away With their iterative updates to Google Ads

    2020 Search Terms Restricted 2017 Exact Match Killed 2021 BMM Killed
  6. Increasingly relying on AI PMax Launched RSAs Launched Keywordles s

    Campaigns ? 2018 2021 2025 With new features
  7. Our jobs have changed PPC Teachers PPC Doctors PPC Pilots

    Unlevel the Playing Field: The Biggest Mindshift in PPC History - Fred Vallaeys
  8. The best talk title in the world! Name Surname COMPANY

    NAME @inderpaul_rai @inderpaul-rai Speakerdeck.com/inders