DTC Podcast

Ep 377: Spilling the Secrets to Performance Max on Google (and when to just run Shopping campaigns) | AKNF

Feb 9, 2024

Learn about the nuances and effectiveness of Performance Max campaigns in Google Ads. Find out how asset groups and segmentation can maximize results. Discover the considerations for including branded keywords and lead generation success. Explore the measurement of marketing efficiency ratio and the potential for a hybrid strategy with Performance Max and standard shopping campaigns. Also, learn about using scripts for deeper insights and automation in Performance Max campaigns.

38:02

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Quick takeaways

Performance Max campaigns require careful consideration of asset groups, segmentation, and the use of first-party data.

Measuring marketing efficiency ratio is crucial for evaluating the effectiveness of Performance Max campaigns.

Deep dives

Performance Max vs. Standard Shopping

When it comes to reselling specific products like Air Force 1s, using standard shopping campaigns with segmented ads and negative keywords can provide more control and ensure ads only show for relevant searches. On the other hand, if you're a D2C brand with a broader product range like men's boots, performance max can be effective in introducing your brand to new customers and leveraging its AI capabilities.

Introduction

3min

Performance Max and its Adoption in the Marketing Industry

14min

Measuring Marketing Efficiency Ratio (MER)

4min

Effectiveness of Using Search Themes in PMAX Campaigns

12min

Unlocking Campaign Insights with Google Scripts

2min

Using pmax in Google to Find New Keywords

3min

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On this week's all killer no filler, Brian from Pilothouse's Google team discusses the nuances and effectiveness of Performance Max campaigns in Google Ads. He highlights the importance of asset groups, segmentation, and the use of first-party data in maximizing results. Brian also shares insights on the inclusion of branded keywords in Performance Max campaigns and the considerations for lead generation and product specificity. He emphasizes the measurement of marketing efficiency ratio and the potential for a hybrid strategy with Performance Max and standard shopping campaigns. Additionally, Brian mentions the use of scripts to extract deeper insights and automate reporting in Performance Max.

Takeaways

Performance Max campaigns require careful consideration of asset groups, segmentation, and the use of first-party data.

Including branded keywords in Performance Max campaigns depends on the price point of products and the length of the consideration phase.

Lead generation success in Performance Max campaigns can be done, but only for broad offers that can qualify people from a broad spectrum of people.

For product-specific campaigns, standard shopping campaigns may be more effective than Performance Max.

Measuring marketing efficiency ratio is crucial for evaluating the effectiveness of Performance Max campaigns.

Scripts can be used to extract deeper insights and automate reporting in Performance Max campaigns.

Timestamps:

00:00 - Introduction to Performance Max in 2024

02:20 - When to Use Performance Max vs. Standard Shopping

04:30 - Importance of Creative Analytics with Motion for DTC Brands

06:40 - Optimizing for New Customer Acquisition with Performance Max

08:50 - Strategies for Segmenting and Targeting in Performance Max Campaigns

11:00 - Leveraging Marketing Efficiency Ratios (MER) for Campaign Evaluation

Hashtags:

#PerformanceMax #EcommerceMarketing #DTCBranding #GoogleAds2024 #DigitalMarketingStrategies #CreativeAnalytics #CustomerAcquisition #MarketingEfficiencyRatio #AdTargeting #EcommerceTrends

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