Are you prepared for the future of Search Ads?
Smarter Ecommerce (smec)
Boost your online retail with our SaaS: Intelligent software & expert services that tailor ads to your business goals.
Let’s not mince words: The future of classic Google Search Ads is bleak.?
Google Search Ads are suffering from a severe case of ‘feature starvation’, all while Google continuously puts all of their R&D eggs into the PMax basket.
Within Google’s ad lineup, Search Ads are simmering in this weird in-between space.
On the one hand, Google seems to keep them running for the last batch of advertisers that still haven't made the jump to Performance Max yet.?
On the other hand, more and more of Search Ads’ most powerful features are integrated into the PMax ecosystem.?
The future of Search Ads is PMax
PMax this, PMax that, who’s afraid of a Box so Black?
We know – at this point, we are preaching to the choir. But it’s still worthy to remind you that all your classic Google Ads campaign types are going the way of the dodo. And your Search Ads are no exception.??
In their goal to turn Performance Max into the one campaign to rule them all, Google is slowly but surely replacing traditional Dynamic Search Ads (DSA).?
Why would they do that? According to Google, the numbers speak for themselves. They promise a +15% performance boost when switching from DSA to PMax Page Feeds.?
It’s all in the power of Performance Max’s keyword-less AI-technology.
Google’s AI is incredibly efficient at understanding search intent and capturing queries in a way that classic Search campaigns can’t compete.
But what are PMax Page Feeds, exactly?
Page Feeds are probably the best feature PMax has on offer that you are most likely not fully utilizing yet (but you seriously should)!
When optimized, Page Feeds help you streamline and optimize your ad campaigns by automatically generating ads based on the content of your web pages.?
They are a nifty way to direct Search traffic exactly to the landing pages of your choosing. All while relieving you from the stress of manually collecting and assembling your assets and copy for each and every one of your ads.
The out-of-the-box limitations of Page Feeds
As is so often the case with Performance Max, this process is highly automated. When setting up Page Feeds, Google's Final URL Expansion feature is turned on by default.?
Final URL Expansion relieves you from the stress of manually choosing and adding landing pages by dynamically selecting the most relevant URLs based on user queries and intent.
However, relying on Google's automation to decide which landing pages are "relevant" might funnel a lot of traffic to pages that aren't optimized for conversion or to products that aren't your current focus.?
Optimizing your Page Feeds
Turning Final URL Expansion off gives you the benefit to control over which landing pages you want to push at the expense of the tedious manual work to identify:
Rather than diving into a manual swamp, we utilize an AI-powered model to score landing pages based on key metrics such as relevance, conversion potential, and historical performance.?
And what is it good for?
?? Automated optimization:?
Based on the AI-generated scores, our system automatically manages Page Feeds and connects them with the relevant PMax campaigns.
?? Strategic targeting:?
By leveraging AI insights, you can strategically target your most effective landing pages, driving quality traffic that is more likely to convert.
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??? Dynamic adjustments:?
The AI continuously monitors performance data and adjusts campaigns in real-time, keeping ads aligned with current trends and your goals.
And it works? You bet!
We utilized our AI-powered scoring model to optimize the Page Feeds performance of one of a leading German online retailer.
After only three weeks following the initial roll-out of this Page Feeds strategy, our retail partner saw a significant increase in not only clicks but especially conversions!
The kicker? Since their Page Feeds campaigns are now highly targeted, overall impressions in search results dropped by around 23%. But: their daily revenue increased by a whopping 20% during the same time period!
Long story short
The shift from Search Ads to Performance Max is no longer a question of if but when!
Rather than waiting for the inevitable, we suggest being proactive and optimizing your Page Feeds now! This way, you’ll benefit from –
?? More control
Optimized Page Feeds offer you more control over where your ad traffic goes, ensuring it lands on pages perfectly optimized for conversions.
?? Increased profitability?
By directing traffic to your most relevant landing pages, you maximize your ROI and ensure that your ad spend is driving meaningful revenue.
?? Smoother operations
Data-driven Page Feeds ensure you spend less time manually maintaining and adjusting your campaign setup. Giving you more time to concentrate on your critical business goals.
?? Future-proofing?
As Google continues to merge keyword match types and push for broader match strategies, Page Feeds help you stay ahead by leveraging AI-driven targeting.
Are your campaigns ready for the future?
The key to successful PMax campaigns is a smart, data-driven strategy.?
Viewing your ad efforts holistically and ensuring all parts work together seamlessly will give you the edge in a competitive market.
If you wonder how well your current Performance Max setup actually performs, you can find out with our totally free, no-strings-attached PMax Insights report!?
We'll check out your PMax campaigns and give you actionable feedback on how to optimize your Page Feeds to their fullest potential.?
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