PMax_not_just_for_Sales_Cathryn_Stormont.pdf

@cathrynstormont #brightonseo Pmax is not just for sales. It can
be for leads too. Cathryn Stormont DIGIFREELANCER Speakerdeck.com/cathrynstormont @cathrynstormont

@cathrynstormont #brightonseo Challenge: Keeping momentum 2

@cathrynstormont #brightonseo Challenge: Delivering quality 3

@cathrynstormont #brightonseo An online sale is the end. A lead
is just the beginning.. 4

Tell Google the outcome 1

@cathrynstormont #brightonseo Add your qualified leads as a conversion 6

@cathrynstormont #brightonseo 7

Share your successes 2

@cathrynstormont #brightonseo Use your converting keywords as a signal 9

@cathrynstormont #brightonseo Add your customers and high value leads 10

@cathrynstormont #brightonseo Add website and email interactions 11

Use any market or persona studies to guide your signals
3

@cathrynstormont #brightonseo Use your direct and in direct competitors as
a signal 13

@cathrynstormont #brightonseo Select affinities discovered in persona studies 14

@cathrynstormont #brightonseo Exclude your poor performing locations 15

Create the right campaign structure 4

@cathrynstormont #brightonseo It's all in the setup 17 first Campaign
for each product Asset group for each type of customer second Specific messaging. Avoid Overlap third Add first party data last

Control where you can 5

@cathrynstormont #brightonseo Set campaign goals 19

@cathrynstormont #brightonseo Refresh those assets 20

@cathrynstormont #brightonseo Trial new landing pages 21

@cathrynstormont #brightonseo Upload account level negatives 22

@cathrynstormont #brightonseo Exclude placements based on impression report 23

@cathrynstormont #brightonseo Adjust signals based on audience report 24

@cathrynstormont #brightonseo What can lead to success? 25 Use business
data It’s all in the setup Refresh those Assets Control where you can

263% increase in leads Through a new Pmax campaign restructure
1% to 6% increase in conversion rate . 26 www.officelab.ch Google Ads Data from August 2023 - February 2024, compared to the previous period.

@cathrynstormont #brightonseo 27 Thanks! Any questions? Talk to me at
@cathrynstormont and linkedin.com/in/cathrynstormont/

PMax_not_just_for_Sales_Cathryn_Stormont.pdf

PMax_not_just_for_Sales_Cathryn_Stormont.pdf

Cathryn Stormont

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@cathrynstormont #brightonseo Pmax is not just for sales. It can

@cathrynstormont #brightonseo Challenge: Keeping momentum 2

@cathrynstormont #brightonseo Challenge: Delivering quality 3

@cathrynstormont #brightonseo An online sale is the end. A lead

Tell Google the outcome 1

@cathrynstormont #brightonseo Add your qualified leads as a conversion 6

@cathrynstormont #brightonseo 7

Share your successes 2

@cathrynstormont #brightonseo Use your converting keywords as a signal 9

@cathrynstormont #brightonseo Add your customers and high value leads 10

@cathrynstormont #brightonseo Add website and email interactions 11

Use any market or persona studies to guide your signals

@cathrynstormont #brightonseo Use your direct and in direct competitors as

@cathrynstormont #brightonseo Select affinities discovered in persona studies 14

@cathrynstormont #brightonseo Exclude your poor performing locations 15

Create the right campaign structure 4

@cathrynstormont #brightonseo It's all in the setup 17 first Campaign

Control where you can 5

@cathrynstormont #brightonseo Set campaign goals 19

@cathrynstormont #brightonseo Refresh those assets 20

@cathrynstormont #brightonseo Trial new landing pages 21

@cathrynstormont #brightonseo Upload account level negatives 22

@cathrynstormont #brightonseo Exclude placements based on impression report 23

@cathrynstormont #brightonseo Adjust signals based on audience report 24

@cathrynstormont #brightonseo What can lead to success? 25 Use business

263% increase in leads Through a new Pmax campaign restructure

@cathrynstormont #brightonseo 27 Thanks! Any questions? Talk to me at