Remember, if you don't hit that LIKE button - Google will send you spam clicks! Edit: PMax updates! In typically Google style, I upload a video and they change something. Thankfully in this case it's positive - they've finally added: - Placement exclusions. - Account level negatives that include PMax campaigns. - And asset group reporting should be live too.
Great video Ed. You can actually see how much RU-vid is spending by looking at the count of views and multiplying it by the cost per view. Keep the videos coming.
Thanks Ed Leake, This is such a Great Video, You Clear Lots of my doubt about P-max, I appreciate your time that you spend to create such a fantastic video. Yes I Made It!
One of the biggest revelation for me was the audience signal part. I always thought the more the audience signal , the better. But looks like its more on quality of audience signal than quality. First party data, in market audience with top 3- 5 search terms etc.. great learning for me. Thanks again
Brilliant. Haven’t gone through all yet but super rich in info. Will probably listen at 50% speed to take all in 😂 Seems like PMax is akin to the Tony Montana of ad campaigns
Brilliant video Ed..some of the humor are legendary " easy when its not thier (google's money) :-). While technically, PMAX is a lower funnel tactic, we have positioned it internally as more of mid funnel ( as it also helps in brand reach, recall), so would you recommend have a TROAS which is more blended ROAS ( weighted average between engage and conversion funnel phase) to give Pmax a bigger headroom to expand?
Thanks Srinivas 👍 You're right, PMax is a good BOFU hunter. But with the added Display behaviour which is more audience driven and therefore less cherry picking. In your situation I'd say - if you have plenty of conversions coming in - then it might be worth a blended test. Especially if you have a longer conversion lag (weeks, not days). Data-driven attribution should aid that setup. But I'd caution against doing the blended tROAS approach if you have shorter paths to conversion i.e. 1-2 days. Ultimately, it comes down to running a test or experiment.
Great content. Small amendment: your search campaign kw's don't need to be exact in order to override PMAX. GOOGLES wording: If the user’s query is identical to an eligible Search keyword of any match type in your account, the Search campaign will be prioritised over Performance Max.
Thanks for sharing. I reviewed the Google PMax guide and it mentioned exact as priority, whereas others were ad rank. Looks like Google is giving us mixed information... which isn't helpful! 😅
Ps could you link me to the guide where it says exact match is a must. No worries if not 🙏. Will also be airing on the side of caution and getting more liberal with exact matches in the meantime!
I am an SEO, not a paid ads expert, and I was thinking of stepping into the world of standard shopping ads for my home decor ecommerce brand. However, since you mention you need plenty of time to test standard ads, I get the impression P max is the way to go. In terms of budget, I want to start slow and increase over time as I gain a better understanding of how it works, and as we get through Christmas. I have a list of my five top sellers, keywords, and past customer emails. Do you think that's enough to run a campaign for a single asset group?
Absolutely - if you're converting organically already, PMax should have no problem because you're layering over the top of existing success. If you see ads on the SERP for your organic terms, that's another tell there's enough commercial demand. Where any form of ads struggle or simply fail, is when ecom owners try to use them to 'fix' an issue. For example you've been getting organic and social traffic for many months and it doesn't convert, in that case PPC isn't going to fix the underlying issue - why people aren't buying. *not wishing to teach you to suck eggs here.
@@EdLeake Thanks for your reply, I just got your ads manual. SEO is not on fire right now as it's only just starting to rank, we have been heavily reliant on 3rd party platforms to date, so the concept is proven. I'm just really struggling to decide on standard or PMax with a limited 20-30 dollars daily budget. Feels like it has to be $100 plus for 6 weeks like you say to have an effect.
Hi Ed, you mentioned previously (perhaps another video) there is a budget or spend threshold on when you should split. DO you know what that is, and if you had the video where you mentioned it, that would be great. Thank you,
Hmm, that doesn't sound right. I would not split based on an arbitrary spend threshold. If I were working with a limited budget, I would however split based on where the budget needs to go (balancing) to make sure top performers were getting saturated first. 👍
One thing to be careful of is that Google seems to take budget as a signal for tROAS Pmax so even if you have a limit it has a tendency to overspend stlil.
Lac of volume of data = bidding engine not happy. Vast majority of lead gen accounts I see simply don't have enough real sale value data in Google Ads. My example in the video is 30 leads turning into 3 sales, that's not enough data to go tROAS. I've tested on high volume accounts with mixed results. The best results so far has been targeting the qualified leads with tCPA. But again, that was on an account with thousands of those conversions imported each month. Your mileage may vary.
Every account is different. Every website is different. Everything... is different. That means sometimes, what you expect to happen simply does not. But you can say that about nearly all advice, there's always an exception to the rule. Start with PMax and if it works, great - carry on. Don't over think it.
I tried to run a naked campaign and it wouldn't let me save and continue the campaign. It insisted I put the assets in. Does anyone have any ideas on this?
I've heard this happening - I just tested by not touching ANYTHING in the asset group and it went through (with a warning). If that doesn't work for you, try Ad Editor or adding basic assets but then removing assets/asset group once the campaign is created.
Hey Ed, I have been running PMax for Ecom with Max. Conv. for 2-3 Months. For a few weeks it achieved the desired CPA, but other weeks it was way worse. I changed it to tCPA. The campaign achieves the tCPA goal but it doesn't spend the whole daily budget. Do have any recommendations?
@@EdLeake Well, for now it is a one product store and the average order is one of it. I focus on CPA and I used tCPA because I understand it better. But I am definetely going to test tROAS and see what happens. Thank you for the response Ed!!!
On an existing campaign with data (past performance) I don't care about the learning phase, I think it's impact is completely overblown. For a new campaign, see 01:06:35 PMax review timeline
@@EdLeake Thanks for the response Ed. Btw, I suspect you're right about the Learning Phase insignificance on seasoned accounts. I noticed this in the 1st week after the forced Smart Shopping Upgrades, before the whole campaign went tits-up, after adding assets. Thanks again
Account, it's just a rough guide for lead gen really. Most ecom will have to use PMax regardless. It's always hard giving a budget but it's therefore reference. There are always exceptions. My point still stands - max out search campaigns first, you'll get better results. Move to PMax IF/WHEN you need it to expand.
@@kasimaslam9506 Well, we have to end apartheid for one. And slow down the nuclear arms race, stop terrorism and world hunger. We have to provide food and shelter for the homeless, and oppose racial discrimination and promote civil rights, while also promoting equal rights for women. We have to encourage a return to traditional moral values. Most importantly, we have to promote general social concern and less materialism in young people.
