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.
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Hybrid Campaign Structure
- Structure PMAX campaigns strategically, considering audience signals and search terms.
- Use shopping campaigns to target less brand-aware users for better acquisition.
Targeting Warm vs. Cold Audiences
- PMAX typically targets warmer audiences familiar with the brand.
- Shopping campaigns can effectively reach colder, less brand-aware, but high-intent users.
Top-of-Funnel Budget and Halo Effect
- Top-of-funnel investments like TV and YouTube create a "halo effect" on demand capture.
- Sufficient budget is crucial for these top-of-funnel efforts to be effective.