HELP! PMax eats my Search Traffic! | + IRX Masterclass
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Managing multiple ads campaigns across several channels can feel like a real headache, huh??
Google touts Performance Max (PMax) as their "most powerful campaign type yet," promising to simplify multi-channel ad management. But is it all sunshine and rainbows?
PMax has already merged several classic campaign types into its offering. Namely Smart Shopping, Local Campaigns and Discover have all been integrated into its black box.?
While Dynamic Search Ads are still alive and kicking - with the trajectory Google’s on, it’s unclear for how much longer exactly.
Here's your scoop:
The unlikely co-existence between Performance Max and classic Search Ads has been the topic of Ines Weber 's highly touted talk during the SEAcamp Jena 2024.?
Here are some of Ines' highly actionable insights that will help you make sense of this advertising rollercoaster:
So, what’s the issue exactly?
Ideally, Performance Max streamlines campaign management by consolidating various ad formats into a single offering.
However, there's a downside to this: PMax campaigns might steal clicks and conversions that would have otherwise gone to your meticulously crafted Search Ads, especially for brand-related searches.
Sounds pretty bad, right?
If you're not careful, PMax could hurt your brand visibility and eat into your Search Ads performance in a few ways. Here's how:
?? Brand term bidding?
PMax campaigns might bid on and win your own brand terms, diverting clicks away from your website and potentially to competitors.?
This can be particularly damaging if your brand terms have a high conversion rate. You might end up paying more for clicks that would have been organic (free) or very inexpensive through your existing Search Ads.
??? Cannibalization of non-brand traffic
PMax could also cannibalize traffic from your non-brand Search Ads by showing your ads for searches that users would have otherwise converted on through your existing campaigns. Which can very well lead to inflated costs.?
Imagine you've spent time and resources optimizing your Search Ads for specific non-brand keywords. Now, PMax might show your ads for those same keywords, potentially leading to missed opportunity for a conversion on a well-optimized Search Ad.
What can you do about it?
Fear not, though! There are several steps you can take to ensure your Search and Performance Max campaigns have a cozy co-existence.?
But before you dive head-first into any best practices, you should –
?? Make sure whether PMax is eating your brand search
Sorry for the shameless plug, but the best and easiest way to do this is by using smec’s PMax Brand Traffic Analyzer .
This script offers you a timeline of your entire brand traffic in your Performance Max campaigns.?
With the insights from our script, you are well equipped to start your cross-channel harmonization efforts. A good way start this is by utilizing a –
?? Page Feed strategy
A page feed strategy in PMax allows you to specifically target your ads to the most relevant pages on your site, optimizing ad performance and user experience.?
Setting up a PMax campaign with page feeds starts with getting your assets ready. Create engaging texts, images, and videos that match what your landing pages are all about.?
You’ll also need a list of the specific landing page URLs you want to promote, which could include everything from detailed product pages to your homepage.?
More than that, though, a page feed strategy allows for –
??? URL and label exclusions
Certain URLs can be explicitly excluded from the campaign to prevent them from receiving ad traffic.
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This might include pages that should not be promoted, such as FAQ or legal pages, or specific product categories that are being promoted through other channels.
Retailers can also exclude certain custom labels included in the page feed to refine their targeting further and avoid promoting content that does not align with the campaign’s goals.
?? Embrace adaptability?
The Google Ads landscape is constantly shifting, and so should your strategies.
Try out different campaign structures, experiment with page feeds within PMax, or allocate your budget differently between PMax and Search Ads based on your performance data.
?? Monitor performance?
Don't just set it and forget it! Keep a close eye on PMax's impact on clicks, conversions, and costs across different metrics, including search queries and landing page traffic.?
Again, shameless plug ahead, but our Brand Traffic Analyzer lets you do just that as well. ??
The benefits of cross-campaign harmonization
The Miami HEAT ’s NBA finals success story proves that existence between Search and PMax is not only possible – it can lead to real ecommerce gains!
A three-pronged Google Ads strategy harmonized the HEAT's Performance Max, Search Ads, and Shopping Ads campaigns.?
This dream team not only filled the stands (a 70% revenue increase!), but also drove a +55% conversion boost and a +29% improvement in return on ad spend (ROAS).
Read our Miami HEAT case study and find out how you can craft a winning campaign that ensures all your marketing channels play together for slam-dunk results.
??? Wanna learn more? Don't miss your chance to become a PMax master!
Make no mistake: Keeping PMax from cannibalizing your Search traffic is a great way to ensure your campaigns run smooth as butter.
Meet us at IRX 2024 for your PMax masterclass!
The great PMax-Search-Conundrum is only one of several topics our very own Mike Ryan will be covering in a masterclass that will empower you to supercharge your PMax campaigns.
Attend our masterclass at the Digital Marketing theatre on May 22, from 2:00 - 2:45 pm and get inspired by real-world case studies with take-home lessons to major challenges such as …
Recognized as one of the PPC industry's most influential experts , Mike will show you how to turn these challenges into wins with the right knowledge - knowledge that he’ll share with you.
?? Let's have a coffee and talk Google Ads!
Besides joining our Masterclass, make sure to swing by our cozy booth no. D31.
There’s nothing we love more than a good old in-person chat, especially when it comes to navigating the challenges of Performance Max and Google Ads.
Make sure to book an appointment for a quality chat without rushing it!