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DTC Podcast
Ep 476: How to Leverage Google PMAX for Demand Capture and Growth | AKNF
Jan 24, 2025
In this episode, Dougie, a member of Pilothouse's Google team, shares expert insights on maximizing Google Ads' Performance Max campaigns for demand capture and long-term growth. He highlights the benefits of hybrid campaign structures over traditional shopping campaigns for diverse audience targeting. Dougie also discusses the impact of top-of-funnel investments like TV and YouTube ads and the necessity of using third-party tools for accurate attribution. Practical tips on feed management and audience segmentation round out the conversation for DTC brands.
21:04
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Quick takeaways
- Hybrid campaign structures effectively utilize both PMAX and shopping campaigns to target warm and cold audiences for optimized ad performance.
- Investing in top-of-funnel channels like TV and YouTube can create a halo effect on demand capture when supported by adequate budgets.
Deep dives
Impact of PMAX Update on Campaign Structure
A recent update to Google's Performance Max (PMAX) campaigns has adjusted how these campaigns interact with standard shopping campaigns. Previously, PMAX would always take priority over shopping campaigns if they targeted the same products, but this has changed to a system that now considers ad rank based on various factors like bids, budgets, and ad optimization. This shift opens the door for marketers to create more hybrid campaign structures, allowing them to run both PMAX and shopping campaigns simultaneously to target different audiences. As a result, advertisers can better leverage the unique strengths of each campaign type to capture both warmer traffic through PMAX and colder, high-intent traffic through shopping campaigns, thereby optimizing their overall advertising strategy.
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Discover
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