Performance Max and Smart Bidding

Reframe Your Approach to Google Ads in 2024

Transcript

1. speakerdeck.com/menachem @MenachemAni PMax & Smart Bidding: Menachem Ani JXT Group Reframe Your Approach to Google Ads in 2024
2. It’s a tough time for search marketers @MenachemAni #brightonSEO
3. From 2018 to 2020, marketer adoption of AI rocketed from 29% to a staggering 84% Source: Salesforce Research's State of Marketing Study, 2020 @MenachemAni #brightonSEO
4. AUTOMATION ISN'T THE FUTURE, IT’S NOW @MenachemAni #brightonSEO
5. Our job is nothing like it used to be. Managing systems PPC Manager PPC Manager @MenachemAni #brightonSEO
6. “A cookieless future” “First party data” “Zero party data” “Upgrade to Demand Gen” @MenachemAni #brightonSEO “iOS 14” “Google Analytics 4”
7. If machines are pulling the levers, where does that leave us? @MenachemAni #brightonSEO
8. PPC Management Evolved What the job used to be: Adjust every bid Be hyper-segmented Do it all ourselves Limit scope to ads What it is today: Set financial targets Segment smartly Manage data inputs Optimize post-click VS
9. Our job is to monitor and guide machines and systems. @MenachemAni #brightonSEO
10. Scarcity or Abundance? @MenachemAni #brightonSEO
11. @MenachemAni #brightonSEO Three Pillars to PPC Success Philosophy Strategy Tactics 1 2 3
12. Guiding Philosophies
13. Have an open mind 1 @MenachemAni #brightonSEO
14. Adopt and test early 2 @MenachemAni #brightonSEO
15. Keep an eye on the money. 3 @MenachemAni #brightonSEO
16. Winning Strategies
17. Don’t treat PMax like legacy ads 1 Social/Display Search/Shopping
18. Campaign Segmentation Budget Do you want to allocate separate budgets to different products/services? KPI Objective Do you have different target CPA/ROAS? Location Are you targeting different regions? Reporting* Do you need to breakout performance reports?
19. Asset Group Segmentation Product/Service Asset Groups should be segmented by product category or service. Creative & Copy Unless, there is different messaging depending on the Audience Signals and stages in the customer journey.
20. Get and use better data 2
21. Go deeper in the funnel with PMax 3 Offline (OCI)* Online (gTag) Offline (OCI)* Offline (OCI)* Lead Step 1 Step 2 Closed Deal Value: 0 Value: 10 Value: 20 Value: 100
22. 4 Put strategy over tactics
23. 5 Data Google Asks For Data Google Shares Accept the imbalance in data equity.
24. Today’s Tactics
25. 3 Ways To Set Up Performance Max 1 True PMax 2 3 Smart Shopping style Paid Social style
26. Performance Max
27. Smart Shopping Style
28. Paid Social Style
29. Audiences: Targeting vs. Signals Import Customer Data Search Terms Competitor Names Competitor URLs Demographics Interests & Affinity Groups
30. Datafeed & Traffic Quality Identifiers Product Titles Descriptions Images Categorization
31. Exclusions
32. PMax v. Everything Else Search Shopping PMax
33. Smart Bidding Bid Language Operating System Browser Device Type Audience Segment Ad Characteristics Extensions Conversion Rate Conversion Path Search Network Partner Demographics Time Day of the Week Device Locations Interests Price Competitiveness Seasonality Product Data
34. Demand Gen Campaigns
35. @MenachemAni #brightonSEO “ Technology is always moving forward–if you don’t take advantage of it, you’re going to be left behind. - Menachem Ani, Founder, JXT Group
36. What's the one thing about AI in PPC that's on your mind? Let’s Continue The Conversation! CONNECT @MenachemAni Menachem Ani JXTGroup.com # brightonSEO