Watch the video version here: https://youtu.be/yrOm2_q5E_I

🔑 Key Takeaways: 1️⃣ Google's Machine Learning Needs Data: At least 30 conversions per campaign per 30 days for effective smart bidding. If you're not hitting this number, soft conversions (engaged visitors, add-to-cart actions, etc.) can help train the algorithm. 2️⃣ Keywords Are Less Predictable Than Before: Google is moving towards broad match + audience signals instead of relying purely on exact keywords. Signals like user intent, browsing history, and in-market audiences matter more than ever. 3️⃣ Low Search Volume Keywords Are Harder to Target: Google often flags them as "too low volume" and won't serve ads. Advertisers must adapt by using broader terms combined with smart audience targeting. 4️⃣ Account Structure Matters More Than Ever: Fewer well-structured campaigns outperform many fragmented ones. If possible, consolidate data into a few high-performing campaigns instead of splitting everything into separate campaigns. 5️⃣ For Small Advertisers – Prioritize Soft Conversions: If you're struggling with low conversion volume, track and optimize for higher-funnel interactions like time on-site, page engagement, or content downloads. 6️⃣ Automation Can Be a Friend – If Used Wisely: Google's automation works best when fed with the right data. Use scripts, rules, and bid adjustments to maintain control over automations.Follow Shawn: https://www.linkedin.com/in/shawn-walker-35774328/Check out Symphonic Digital: https://www.symphonicdigital.com/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall