PPC Anxiety? 6 Guardrails To Tame Your Performance Max Results

First presented at PPC Live Brighton.

Transcript

1. AI Anxiety? 6 guardrails to tame Performance Max Sophie Fell Head of Paid Media at Liberty Marketing Group #PPCLive
2. Who am I ? Head of Paid Media a t Libe rty Ma rke ting G roup Nea rl y a decade of digi tal ma rke ting e xpe rience O ve r £150 M managed in paid ad s #PPCLive
3. Whe re did i t all begin ? #PPCLive
4. Pe rfo rmance Ma x La unched on G oogle Ad s in 2021 La unched on Mic rosof t Ad s in 2023 De signed to sim plif y cam paign managemen t and c on solida te b udge ts #PPCLive
5. What: In teg ra te your 1PD wi th your G oogle Ad s/Mic rosof t Ad s acc oun ts Why: T rain the alg ori thm towa rd s gene ra ting high - quali ty and high val ue c on ve rsi on s #PPCLive U se yo ur fi rst-pa rty da ta (1PD )
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7. Check yo ur defa ul t se tting s What: D ouble -check an y cam paign defa ul ts ahead of making cam paign s li ve Why: Defa ul t se tting s a re a quick pa th to sub -pa r cam paign pe rf ormance #PPCLive
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9. #PPCLive Why: Y ou wouldn’ t run a sea rch cam paign wi th out nega ti ve s, righ t? Con side r nega ti ve ke ywo rd s and b rand e xcl usion s What: E xcl ude i rrele van t and l ow- quali ty te rm s f rom the ge t- g o #PPCLive
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11. Le ve rage a udience signal s and e xcl usion s What: Tame uni ve rsal ad se rving wi th a udience signal s and sea rch theme s Why: Tell the pla tf orm s upf ron t wh o you wan t to ta rge t, sa ving leng th y lea rning pe ri od s and g uiding the machine-lea rning m odel #PPCLive
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13. Con side r placemen t e xcl usion s What: Red uce wa stage and im prove b udge t efficiencie s wi th placemen t e xcl usi on s Why: N ot all placemen ts a re c rea ted e qual when i t c ome s to Pe rf ormance Ma x. O ptimi se towa rd s high- quali ty, rele van t traffic and c on ve rsi on s #PPCLive
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15. #PPCLive Re vie w yo ur URLS What: Add e xcl usi on s f or i rrele van t URL s to stop PMAX d ri ving traffic to the wrong place s Why: I t’s unlikel y tha t all URL s on your web si te will be h ype r-rele van t to your a udience and c on ve rsi on - d ri ving #PPCLive
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17. Use your first-party data to steer and guide the algorithm towards generating high-quality, relevant conversions Consider using negative keywords and brand exclusion lists to keep your ads highly relevant and tailored to your audience Exclude sub-par placements to keep ad performance strong and to prevent appearances on brand unsafe content and topics Check (and tweak) your default settings to encourage strong performance from the get-go Leverage audience signals and search themes to reduce learning periods Review your URLs to drive high- quality traffic and conversions #PPCLive
18. An y q ue stion s?
19. libertymarketing. co. uk link. tree/ sophiefell Thank y o u!