Two Trees Elevate Webinar Series: Episode Two - A Deeper Dive Into Performance Max

In episode 2 of our educational series, Sophie Fell and Michael Wisby share their knowledge and expertise on getting the most out of Performance Max campaigns. They'll be diving deep into advanced topics like how to leverage machine learning, measurement strategies, and a comprehensive guide to implementation.

Key Points:

Recap of Performance Max Basics: Quick overview of what PMAX is and how it fits into the Google Ads ecosystem.
Strategic Implementation: How and when to leverage PMAX for different campaign objectives.
Advanced Features and Optimization: Tips for maximizing the effectiveness of PMAX through advanced settings and features.
Leveraging Machine Learning: Understanding how PMAX utilizes machine learning to enhance targeting and outcomes.
Creative Strategies: Best practices for using creative assets to improve engagement and conversion rates in PMAX campaigns.
Cross-Channel Reach: Utilizing PMAX to seamlessly reach audiences across Google’s entire network.
Measuring Success: Key metrics and insights to track for optimizing and evaluating PMAX performance.
Interactive Q&A: Addressing attendee questions and discussing real-life examples of PMAX in action.

Transcript

1. Elevate WEBINAR SERIES Episode TWO A Deeper Dive into Performance Max
2. Your Hosts FOR TODAY MIKE WISBY CEO & FOUNDER TWO TREES PPC SOPHIE FELL DIRECTOR OF PAID MEDIA TWO TREES PPC
3. Drives conversions replaces the need for multiple campaign types leverages machine learning
5. GETTING STARTED conversion tracking acas on (if you have the rights!) at least one image at least one video ad copy
6. in-store goals online sales lead gen hotel bookings
7. BEST PRACTICES unique variants of ad copy a range of image types, styles and formats a range of video lengths a mix of search themes 1st party data live remarketing lists
8. KEY METRICS conversion rate: 1-2% conversion volume: increase ctr: 1%+ key reports asset reports audience insights placement reports
9. advanced features bid for new customers only campaign-level negative keywords create your own audience signals
10. RECAP almost universally applicable to all advertisers a full-funnel strategy with the goal of generating conversions right message, right place, right time utilizes search themes and audience signals wield advanced features: create your own audience etc. reporting is expanding, allowing more hands-on management
11. ANY QUESTIONS?
12. MIKE WISBY CEO & Founder THANK YOU TWOTREESPPC.COM CONNECT WITH US info@twotreesppc.com