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.

Navah Hopkins, an SEO and SEM expert, discusses the evolving world of search marketing. Topics include the rise of generative AI, the role of SAS in digital marketing, data privacy, AI, Reddit's influence, user data in ads, audience targeting on social media platforms, and strategies for effective campaign management.