PPC Live UK 2024 - The Ultimate Guide To Performance Max

Talk Video: https://www.youtube.com/watch?v=R5NiGjZyflc

Sometimes Pmax can feel like the black box of doom.

But it performs….

In this session I will talk about:

– Audience Signals: What are they and how can you get the best from them?

– Structuring Pmax: Hints & tips

– Utilising Pmax for Ecom

– Utilising Pmax for Lead Gen

– How to get the most from your assets

– How you can optimise & improve your Pmax campaigns

Transcript

1. The Ultimate Guide To Performance Max Hollie Thubron, Performance Consultant - House Of Performance Connect with me!
2. How familiar are you with Performance Max?
3. Some Reviews... “It’s sole purpose is to suck you out of money” “Absolute rubbish for lead gen” “It’s borderline fraud - what’s up with this?” “PMax means maximum short term profit for Google” Source: Reddit
4. REASONS TO HATE Performance Max NO CONTROL POOR QUALITY LEADS NO INSIGHTS STEALS CONVERSIONS SPEND ON CHEAP INVENTORY
5. So why even bother?
6. WE’VE MADE PMAX Work For...
7. What Is Performance Max? A one-stop shop to buy across Google’s inventory
8. Why Is PMax A Black Box? You give the ingredients, it bakes the pie
9. WHEN SHOULD YOU USE PMAX? Ecommerce ALONGSIDE A STANDARD SHOPPING CAMPAIGN IF YOUR ACCOUNT HAS >30 CONVERSIONS/ MONTH AS YOUR DEFAULT CAMPAIGN TYPE
10. WHEN SHOULD YOU USE PMAX? Lead Generation ALONGSIDE A SEARCH CAMPAIGN IF YOUR ACCOUNT HAS >30 CONVERSIONS/ MONTH ONCE SEARCH IS ‘MAXED OUT’
11. PMax is designed to assist not replace
12. LIMITED BUDGET NOT ENOUGH ACCOUNT DATA NON- CONVERSION GOAL WHEN SHOULD YOU not use pmax?
13. Performance Max is designed to convert
14. Tesla Deals Let’s Look At An Example... Search wouldn’t get my conversion
15. Audience Signal New Converters Audience signals are a springboard to find new converters How Does PMax Use Audience Signals?
16. What Does This Look Like? In-Market: Electric Car In-Market: Luxury Cars
17. Consolidate first, segment with a reason
18. Exclude Brand!
19. Segment By Value Split Out New Products Structure For Ecommerce Catch All Brand Shopping Campaign
20. A Basic Structure: Ecommerce Campaign 1: High Value Products Bidding: Low tROAS Campaign 2: Low Value Products Bidding: High tROAS Campaign 3: New Products Bidding: High tROAS
21. Lead Generation: Audience Segmentation Is
22. 1st Party Competit or Sites Custom Interests Narrow In- Market In-Market Detailed Demographics Affinity Bottom Funnel Structure By Your Audience Top Funnel Middle Funnel
23. Let Your Keywords Guide You
24. A Basic Structure: Lead Generation Campaign 1: Bottom Funnel Goal: High Value Conversion Campaign 2: Middle Funnel Goal: Mid Value Conversion Campaign 3: Top Funnel Goal: Low Value Conversion
25. Don’t Set & Forget!
26. RULES FOR OPTIMISING Performance Max DON’T TOUCH! TEST, TEST, TEST! GET INTO SCRIPTS DON’T GIVE UP USE THE INSIGHTS
27. A Few Final Tips & Tricks Figuring out where the money goes Different CPA Similar CVR
28. Figuring out where the money goes A Few Final Tips & Tricks
29. Some Better Reviews... “It’s complicated & takes time to get right" “Yes, it can be annoying...but the upside is huge at the same time” “It works for more accounts than it doesn’t work for” “PMax is becoming better everyday” Source: Reddit
30. Connect with me! questions? Come To Our Free PMax Webinar For More! Friday 9th August, 10am-11am