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Measure Up
How to Measure & Maximize PMax with Expert Navah Hopkins
Aug 7, 2024
In this discussion, Navah Hopkins, a PPC expert with over 16 years in the industry, shares her insights on maximizing Google’s Performance Max (PMax) campaigns. She explores the nuances of managing these campaigns, including how to exclude branded searches and tackle measurement hurdles. The conversation highlights the complexities of incrementality testing and the importance of collaboration between data teams and PPC specialists. With a sprinkle of humor, Navah emphasizes learning from failures and shares tips for enhancing productivity through effective scheduling and the energizing power of metal music.
53:20
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Quick takeaways
- Performance Max (PMax) requires marketers to shift their approach to advertising by embracing automation and understanding its impact on budget allocation and measurement.
- Collaboration between data and marketing teams is crucial for optimizing PPC strategies, necessitating clear communication and a shared understanding of objectives and analytics.
Deep dives
The Shift Towards Performance Max Campaigns
Performance Max (PMAX) campaigns consolidate various advertising channels under one roof, allowing marketers to set a budget and let Google optimize where funds are allocated across platforms like search, shopping, and YouTube. Unlike traditional search campaigns, where users could specifically target and control their advertising more granularly, PMAX requires a shift in mindset as it combines inputs and automates decision-making. This creates a level of complexity, especially for advertisers accustomed to detailed targeting and reporting methods. The lack of granular control can frustrate marketers, but it also presents an opportunity to leverage different channels collectively to enhance conversions.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode