Ecommerce Playbook: Numbers, Struggles & Growth cover image

Navigating the PMax Puzzle

Ecommerce Playbook: Numbers, Struggles & Growth

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The Impact of PMax on Advertising

The chapter delves into the significant shift in Google's share of wallet in the e-commerce industry due to PMax, with meta now dominating at 80%. It explores the negative effects of PMax on ad results and incrementality studies, leading to a decrease in ad spend on Google. Additionally, it discusses the challenges faced by advertisers in optimizing brand search campaigns and the push for PMax to expand inventory beyond search results pages.

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