I’ve put together a summary of the most interesting highlights from COE. 
I was a backup for the panel discussion on PPC automation; fortunately, nothing happened to anyone, so I can prepare an article about the main topics. 

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Panel discussion: PPC Automation

Jakub Kašparů, Martin Zítek, Michal Blažek, Pavol Adamčák, moderated by Ladislav Vitouš.

Before diving into automation, we should test the process manually several timesto identify where errors might occur. It is essential to verify the accuracy and completeness of the data being sent. Example: An order ID is sent without product IDs or the order value. 

What can be automated in PPC:

• campaign creation
• optimization
• reporting
  

Smart Bidding in Google Ads uses algorithms designed to maximize revenue or conversion volume. Consequently, it prioritizes remarketing over acquisition. This needs to be kept in mind and explained to clients, as chasing a low cost-of-sale ratio can harm the business in the long run.

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We should incorporate Customer Lifetime Valueinto the data we evaluate.

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Google Ads is a platform for both small and large companies across various sectors. Therefore, a PPC specialist must understand the client's business in depth and tailor the structure, bidding strategies, and ads to their specific size and industry.

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Automation is not the right path for small budgets; we need to be visible for the most specific search queries and on carefully selected placements relevant to the client's business.

Useful tools for international expansion

Milan Fiala
Expansion = investment. Return on investment in saturated Western markets takes a few years. For Eastern markets, the return is faster.‍

Expansion tools:
Google Market Finder
Ahrefs
Semrush

• Determines how much more expensive CPC will be abroad.
• Also identifies search volume on Amazon.

Euromonitor – comprehensive reports
Statista
Similarweb
Google Trends

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Trends abroad:
‍Automation
Growth of marketplaces – They are growing faster than e-commerce.
Localization
Market saturation even in Eastern EU

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Proof of quality:
Trusted shop
Trustpilot

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In the West, a bad rating can kill a brand. Therefore, ensure that customers communicate with a native speaker in support and offer delivery via a well-known courier service. Milan gave an example of how a combination of missing customer reviews, the absence of PayPal at checkout, and the use of only TopTrans, which was poorly perceived in Germany, reduced the conversion rate to as low as 0.1%.

In the Czech Republic, we are fortunate to have experience with this thanks to the Verified by Customers service.

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Tips:

• If an e-shop in German-speaking countries doesn't offer PayPal, the chances of success drop significantly.
• In the DACH region, strong USPs include information regarding shipping.
• What if you have already expanded and the project is still not profitable? Milan recommends conducting a small user research study.

Implementing omnichannel principles and sales processes for e-shops

Michal Dugáček who worked for 16 years at ElectroWorld.cz explains:

Omnichannel is omnichannel customer communication.

If you have reached your growth limit online, you will need to target new customer categories who want to:

• see what they are buying,
• personal contact with the seller,
• the product immediately,
• to have someone advise them.
  

The biggest e-shops realize that they need to be in retail. In brick-and-mortar stores, they are closer to the customer, which is why they are building shops, pickup points, and showrooms.

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Michal mentions that for maximum sales growth, you need:

1. quality products
2. e-shop services (extended return period, installment purchasing, pay in 14 days, easy product returns, express delivery)
3. experience – brick-and-mortar store. Shared cart – the in-store salesperson can see what the customer has in their e-shop cart. SMS shipment notifications. When a product is out of stock, state when it is expected to be available or suggest an alternative.

Does it make sense to turn on Performance Max campaigns?

Jakub Herrmann from Placement.cz tested a new campaign type that brings broader use of automation to Google Ads. For example, by merging several campaign types into one or by generating video content itself.

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Jakub conducted 4 tests and shared his takeaways:

• work with audiences
• set ROAS precisely
• do not launch before the weekend
  

Performance Max has the highest priority in the account, so it will suppress the rest. Therefore, if you decide to go with Performance Max, set a budget and ROAS similar to Smart Shopping campaigns.

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If everything is working for us in Google Ads, Jakub does not recommend launching it yet.

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We have once again arrived at the same dilemma as with Smart Shopping campaigns. Automated campaigns are not for everyone. For brands concerned with brand safety, smart campaigns are not the way to go.

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How to deal with data loss after implementing a cookie banner?

Pavel Tlapák described a questionnaire he used to determine the current approach to cookie banners.

The simplest way to find out how much data we have lost due to the banner is to compare data from Google Analytics vs. 1st party data (e-shop administration).

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Data loss will also be addressed by the new version of Google Analytics 4, which includes the Consent mode feature. It will use machine learning to estimate the data we lost if a visitor did not grant consent.

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What I missed in the presentation was recommendations for the bars themselves, so I am adding our findings:

• Set the bar so that it is visible and ideally centered. Otherwise, you will see a drop in data in your tracking systems of up to 70%.
• Some have gone to the extreme of blurring the background, which, according to Petra Dolejšová , is crossing the line, because the bar should not hinder browsing.

• Encourage users to click accept by making the accept button more prominent and using your e-shop's brand colors. 

Why is copywriting like improv theater?

Copywriter Bára Nováková (Komuniké) writes sales copy and performs improv theater. According to her, the two have a lot in common – you don't need innate talent, but rather clear rules. She described these:

• State why it matters. Don't just list product features or benefits; explain why they are important to the customer's life.
• "Yes, and actually yes." Listen to what information customers want to hear about the product. If their requirements differ from your ideas, tell yourself: Yes, and actually yes, what the customer says is what matters.
• The customer needs to recognize you right away. From how you communicate and what you talk about. Your e-shop is one of many characters the customer encounters, and they need to be clear about which one you are.
• You don't always have to be funny or creative. Useful content with essential information is more important.
• Writing for yourself is pointless, but writing for a mass audience is difficult. Choose one typical customer, put their picture up above your desk, and write for them.
• People love it when the text is about them. Capture their everyday worries in it.
• Use a simple narrative structure for example on an About Us page: “We used to always do ……….. But then …………. happened. It was important because …………… That’s why our lives changed to ………………”

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