How to Measure & Maximize PMax with Expert Navah Hopkins
Measure Up
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Navigating Advertising Measurement Challenges
This chapter explores the intricacies of measuring performance in digital advertising, focusing on incrementality testing and the evolving metrics used by platforms like Google and Meta. It highlights the importance of geographical testing, managing branded search within Performance Max campaigns, and the need for collaboration between data teams and PPC specialists. Additionally, the chapter discusses educational strategies for onboarding new measurement practitioners and emphasizes the use of simulations for better understanding PPC principles.
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