EP245 - Wrangling Google Ads Performance Max

1
00:00:00,000 --> 00:00:03,000
Hello, and welcome to this
week's episode of the PPC chat

2
00:00:03,000 --> 00:00:06,200
Roundup in today's episode.
We have Julie being joined by

3
00:00:06,200 --> 00:00:08,900
another awesome member of our
community management.

4
00:00:08,900 --> 00:00:12,800
Annie and me has positioned
himself brilliantly as an expert

5
00:00:12,800 --> 00:00:15,500
on performance.
Max releasing articles on search

6
00:00:15,500 --> 00:00:19,600
engine land, especially about
updates the way to uses things

7
00:00:19,600 --> 00:00:23,100
that you should watch out for
ways to add - to Performance Max

8
00:00:23,100 --> 00:00:25,400
campaign.
So, unsurprisingly, today's

9
00:00:25,400 --> 00:00:27,900
topic is going to be about
wrangling, Google ads,

10
00:00:27,900 --> 00:00:30,200
performance, Max.
Now, when I saw that, It'll I

11
00:00:30,200 --> 00:00:33,300
thought to myself, if we have to
identify it as Google ads,

12
00:00:33,300 --> 00:00:36,200
performance Max, does that mean
they'll be a big performance?

13
00:00:36,200 --> 00:00:38,300
Max will there be possibly a
tick?

14
00:00:38,300 --> 00:00:41,100
Tock performance, Max laptop for
campaign?

15
00:00:41,100 --> 00:00:43,800
Because yeah, Tick-Tock, I'm
going to be joining the paid

16
00:00:43,800 --> 00:00:46,800
search corner of advertising.
So yeah, that's very

17
00:00:46,800 --> 00:00:48,700
interesting.
But let's not tangent of too

18
00:00:48,700 --> 00:00:50,100
much.
Today we're going to be talking

19
00:00:50,100 --> 00:00:53,600
about wrangling Google ads,
performance, Max hope you enjoy.

20
00:01:02,600 --> 00:01:05,700
Hello and a warm, welcome to
this week's episode of the PPC

21
00:01:05,700 --> 00:01:08,600
chat around up a podcast where I
round up the Twitter discussion.

22
00:01:08,800 --> 00:01:10,500
That happens on Tuesdays at 5
p.m.

23
00:01:10,500 --> 00:01:12,500
GMT.
I'm your host annual and I'm

24
00:01:12,500 --> 00:01:14,700
recording from my studio here in
London UK.

25
00:01:14,700 --> 00:01:17,500
And I use this platform to
share, not just expert but also

26
00:01:17,500 --> 00:01:20,800
my ideas and considered best
practices about paid media and

27
00:01:20,800 --> 00:01:22,900
the direction of the digital
industry is going in.

28
00:01:23,300 --> 00:01:25,100
So if you want to keep up to
date, Date with my tips and

29
00:01:25,100 --> 00:01:27,800
tricks in the industry and get
the latest on the podcast that

30
00:01:27,800 --> 00:01:30,700
has been called your go-to if
you don't make it to the PBC,

31
00:01:30,700 --> 00:01:34,300
check live discussions and even
if you do then like follow share

32
00:01:34,300 --> 00:01:35,400
and retweets on.
That's right.

33
00:01:35,400 --> 00:01:38,900
Twitter with my handle the
marketing, a new or follow me on

34
00:01:38,900 --> 00:01:41,000
LinkedIn.
Just find my name a new addict,

35
00:01:41,000 --> 00:01:42,900
Bola or just search for the
marketing.

36
00:01:42,900 --> 00:01:45,000
A new.
I put all my posts with that

37
00:01:45,000 --> 00:01:46,900
hashtag.
So I'm sure you'll find me and

38
00:01:46,900 --> 00:01:48,800
my post when you search for
that.

39
00:01:48,900 --> 00:01:52,000
There's also PPC chat Round Up
in a podcast group on LinkedIn

40
00:01:52,000 --> 00:01:55,800
as well as on Instagram, if you
The see some of our courts and

41
00:01:55,800 --> 00:01:57,500
Snippets from our previous
episodes.

42
00:01:57,500 --> 00:02:00,800
Why don't you check us out at
PPC, chat underscore Roundup.

43
00:02:01,000 --> 00:02:04,700
So today we have Judy joined by
manatee, Manatee, talking about

44
00:02:04,700 --> 00:02:07,600
wrangling, Google ads.
A performance Max is going to be

45
00:02:07,607 --> 00:02:09,800
a long conversation, so I'm not
going to do too much of a role

46
00:02:09,800 --> 00:02:12,300
called safe to say.
A lot of people join likes of

47
00:02:12,300 --> 00:02:14,100
Melissa.
Why not web?

48
00:02:14,100 --> 00:02:15,800
And Julia brought is chilly
advice.

49
00:02:15,800 --> 00:02:19,700
Yes, itself and so Feel, Again,
Kirk Williams, gildner Boris.

50
00:02:19,700 --> 00:02:21,700
Becker, like I said, I want to
do a roll call and now I'm doing

51
00:02:21,700 --> 00:02:24,100
one.
Let's get into what Julie talk.

52
00:02:24,200 --> 00:02:26,500
Us about before we do get into
the questions though, she always

53
00:02:26,500 --> 00:02:29,100
likes to say, which is very
important is that this chat is

54
00:02:29,100 --> 00:02:32,000
intended for PPC, Professionals
of all levels.

55
00:02:32,000 --> 00:02:34,400
If you have something you want
to share, please do we are a

56
00:02:34,408 --> 00:02:36,900
friendly and supportive
Community, please don't be

57
00:02:36,900 --> 00:02:40,500
afraid to participate.
Lurkers are of course always

58
00:02:40,500 --> 00:02:43,500
welcome to.
So yeah, I'll get right into the

59
00:02:43,508 --> 00:02:46,200
questions because there are lots
of them loads of answers.

60
00:02:46,200 --> 00:02:49,100
The first question already got
14 replies to it.

61
00:02:49,100 --> 00:02:51,900
So yeah, say a prayer for me to
make sure that I keep up on.

62
00:02:51,900 --> 00:02:54,000
Give you all the juicy details
question.

63
00:02:54,300 --> 00:02:57,400
Is asked, are you currently
running performance Max

64
00:02:57,400 --> 00:03:00,100
campaigns in Google ads?
If so for how long and for what

65
00:03:00,100 --> 00:03:03,000
industry or product Kirk
Williams jumps right in there

66
00:03:03,000 --> 00:03:06,500
saying yes, we run a hybrid of
both P Max and standard in most

67
00:03:06,500 --> 00:03:09,900
of our e-commerce accounts and
have since they murdered smart

68
00:03:09,900 --> 00:03:12,300
shopping.
We don't run pmags at all in our

69
00:03:12,300 --> 00:03:13,500
lead.
Gen accounts.

70
00:03:13,500 --> 00:03:15,800
American goes.
We take a similar approach.

71
00:03:15,900 --> 00:03:18,100
I'm Miss smart shopping
management.

72
00:03:18,100 --> 00:03:19,800
Also responds, same as
mentioned.

73
00:03:19,800 --> 00:03:23,100
We've been running performance
Max, since it was in beta in

74
00:03:23,100 --> 00:03:26,200
late 2021.
And it's been amazing to watch

75
00:03:26,200 --> 00:03:29,800
the product evolve with used it
across multiple Industries, for

76
00:03:29,800 --> 00:03:33,200
many clients, B2B and b2c
excetera Diana.

77
00:03:33,200 --> 00:03:36,100
Lena respond saying yes, since
it was in beta, I think summer

78
00:03:36,100 --> 00:03:40,000
of 2021, I'm editing goes crazy.
How much it's changed?

79
00:03:40,000 --> 00:03:43,200
Sophia response saying yes, but
only for e-commerce clients

80
00:03:43,200 --> 00:03:46,500
curious to hear how they perform
for lead-gen, once it doesn't

81
00:03:46,500 --> 00:03:48,800
sound a lot of people are using
it for lead gen but managing

82
00:03:48,800 --> 00:03:52,000
reply saying lead gen is tough
because you'll get lots of spam.

83
00:03:52,000 --> 00:03:55,700
If you cannot import offline
data, As the lead progresses

84
00:03:55,900 --> 00:03:59,000
through the pipeline.
See here and he shares a link to

85
00:03:59,000 --> 00:04:02,700
a previous article, he shared
PPC, Cindy response saying, not

86
00:04:02,700 --> 00:04:06,800
running P Max but might test
specific product line soon, but

87
00:04:06,800 --> 00:04:10,300
with stripped Assets in house
manager, large Niche, apparel or

88
00:04:10,300 --> 00:04:13,400
home retailer, 16 years still
doing standard shopping with

89
00:04:13,400 --> 00:04:15,900
success.
We need targeting or control.

90
00:04:15,900 --> 00:04:18,300
Not wider reach.
No black boxes.

91
00:04:18,700 --> 00:04:20,700
I'm a legend goes.
I'd recommend trying smart

92
00:04:20,700 --> 00:04:24,000
shopping style.
Pmax also might be worth looking

93
00:04:24,000 --> 00:04:27,000
at At social style.
If you see success on paid

94
00:04:27,000 --> 00:04:30,700
social, he also shares a search
engine land article that he

95
00:04:30,700 --> 00:04:32,800
wrote.
As in why Facebook advertisers

96
00:04:32,800 --> 00:04:35,700
should test performance Max via
manage him Annie.

97
00:04:35,700 --> 00:04:37,600
So go look for that on search
engine land.

98
00:04:37,600 --> 00:04:40,800
Just look for why Facebook
advertisers should test

99
00:04:40,800 --> 00:04:44,300
performance.
Max mizzle response saying yes,

100
00:04:44,300 --> 00:04:48,000
at least a year, maybe more
e-comm clients mostly, however,

101
00:04:48,000 --> 00:04:51,700
recently, not really running
them as Google would like you're

102
00:04:51,700 --> 00:04:53,400
gonna respond saying, yes, we're
running.

103
00:04:53,400 --> 00:04:57,400
Pmax for Is fine since the very
beginning where heavily in

104
00:04:57,400 --> 00:05:01,000
e-comm Texas, imagine goes, are
these all campaigns with

105
00:05:01,000 --> 00:05:04,500
conversion values being
reported, and girl responds to

106
00:05:04,500 --> 00:05:06,800
that same.
Every single one, I can't think

107
00:05:06,800 --> 00:05:10,200
of an exception Kaleb Williams
response am still trying to

108
00:05:10,200 --> 00:05:13,800
figure out how to effectively
get it to work for e-comm one

109
00:05:13,800 --> 00:05:16,400
client, it runs smooth as a cat
others.

110
00:05:16,400 --> 00:05:19,300
It's hard to reach the right
customers and get a sale.

111
00:05:19,600 --> 00:05:23,500
Had some segments acid groups,
While others avoid completely

112
00:05:23,700 --> 00:05:24,900
manager, In response to that
thing.

113
00:05:24,900 --> 00:05:28,200
I'd recommend reviewing the
product data feeds of product

114
00:05:28,200 --> 00:05:31,200
titles, taxonomy, identifiers
Etc.

115
00:05:31,200 --> 00:05:34,100
And yes, he also shares a link
talking about that.

116
00:05:34,100 --> 00:05:36,600
From August, 20, 22, Caleb
response.

117
00:05:36,600 --> 00:05:40,300
A data feed watch is definitely
helpful for those who don't use

118
00:05:40,300 --> 00:05:43,000
another software.
So yeah, datafeed watch is a

119
00:05:43,000 --> 00:05:45,100
good one.
Good shoutouts to manage your

120
00:05:45,100 --> 00:05:48,400
feed, CB response, a my work for
a competing platform.

121
00:05:48,400 --> 00:05:51,600
Catering to e-comm DTC clients
and I'd say about half of them

122
00:05:51,600 --> 00:05:54,000
are also Running P Max.
I listened respectfully.

123
00:05:54,200 --> 00:05:56,600
And saying we are running for
higher ed and Home Services.

124
00:05:56,600 --> 00:06:00,500
We tried it early on but it was
too expensive and now we use it

125
00:06:00,500 --> 00:06:04,400
with much better results.
Since Google has made updated to

126
00:06:04,400 --> 00:06:06,700
it.
Alex Response Team being pmax

127
00:06:06,700 --> 00:06:09,600
sin, since it was betta, we
tested all accounts and run

128
00:06:09,600 --> 00:06:12,600
constantly immersed for major
buckets e-comm.

129
00:06:12,600 --> 00:06:17,600
B2c lead gen B2B Legion info,
products and coaching Alfred

130
00:06:17,600 --> 00:06:20,300
Simon response.
Yes, and 2021 early adopter.

131
00:06:20,300 --> 00:06:22,800
And for all kinds of clients
lead gen e-commerce and

132
00:06:22,900 --> 00:06:25,300
recruitment.
Bugs response saying yes, and

133
00:06:25,300 --> 00:06:29,000
from form submissions and phone
calls on b2c Services have seen

134
00:06:29,000 --> 00:06:33,400
50% Louis CPA compared to search
campaigns getting quality leads

135
00:06:33,400 --> 00:06:36,300
to not sure what all the fuss is
about.

136
00:06:36,300 --> 00:06:38,300
People getting low quality
needs.

137
00:06:38,800 --> 00:06:41,600
We also have Melissa McKee
responding to a nope, not enough

138
00:06:41,600 --> 00:06:44,300
brand safety.
For most of our B2B clients not

139
00:06:44,300 --> 00:06:47,600
enough controls Julie respond
saying I'm not currently running

140
00:06:47,600 --> 00:06:50,400
any performance Max campaigns
but I am very interested in

141
00:06:50,400 --> 00:06:53,200
hearing from those who are and
taking notes.

142
00:06:53,500 --> 00:06:55,900
So if you're looking Same here,
I read everything.

143
00:06:55,900 --> 00:06:59,500
I can get my hands on about it,
especially experiences from a

144
00:06:59,500 --> 00:07:03,400
lead gen perspective just
waiting for my time to get stuck

145
00:07:03,400 --> 00:07:05,100
in.
I just want one of her clients

146
00:07:05,100 --> 00:07:06,700
to give her a chance.
I'm sure.

147
00:07:06,900 --> 00:07:08,500
And she does give her response
as well.

148
00:07:08,500 --> 00:07:11,200
Saying I'm not running.
Pmax campaigns yet industry.

149
00:07:11,200 --> 00:07:13,500
Primarily B2B lead generation
clients.

150
00:07:13,600 --> 00:07:16,500
Mannequin goes, what are some of
the concerns that holds you back

151
00:07:16,500 --> 00:07:18,800
from testing.
So if you're looking goes yeah

152
00:07:18,800 --> 00:07:21,900
my clients don't like spending
any money on things which aren't

153
00:07:21,900 --> 00:07:24,000
guaranteed to work.
Lord nothing.

154
00:07:24,100 --> 00:07:26,100
Is guaranteed to work,
everything is.

155
00:07:26,100 --> 00:07:28,500
It depends.
You need to test some things

156
00:07:28,500 --> 00:07:30,600
will work.
Some things weren't and you keep

157
00:07:30,600 --> 00:07:33,400
running until you get that
perfect space.

158
00:07:33,400 --> 00:07:35,500
When if you do more, you're
going to get to a point of

159
00:07:35,500 --> 00:07:39,100
diminishing return anyway, I
hope they give her short soon so

160
00:07:39,100 --> 00:07:42,000
they are only willing to spend
on things we generate consistent

161
00:07:42,000 --> 00:07:44,500
leads, unfortunately this
applies to trying various

162
00:07:44,500 --> 00:07:47,600
different things not just max
she continues.

163
00:07:47,600 --> 00:07:50,100
The main issue is that the
learning optimization period is

164
00:07:50,100 --> 00:07:52,900
not something.
They will accept one week of low

165
00:07:52,900 --> 00:07:56,400
leads for their And it campaigns
is enough to cause chaos.

166
00:07:56,400 --> 00:07:58,300
Wow.
Frustrations who work around by

167
00:07:58,300 --> 00:08:00,200
understand.
They need to keep a consistent

168
00:08:00,200 --> 00:08:02,800
stream of sales.
Ready leads feeding through to

169
00:08:02,800 --> 00:08:05,600
their sales, team who will
complain about lack of leads

170
00:08:05,600 --> 00:08:08,200
which then causes internal
issues and so on.

171
00:08:08,200 --> 00:08:11,000
And so, on managing goes all
yes, often times.

172
00:08:11,000 --> 00:08:14,600
People forget there is a sales
team or cash flow issues to

173
00:08:14,600 --> 00:08:18,100
consider so if he goes exactly
there's always someone else to

174
00:08:18,100 --> 00:08:20,600
answer to.
Yeah those leads are coming in

175
00:08:20,600 --> 00:08:23,300
and it was good or bad quality
leads that are coming in.

176
00:08:23,300 --> 00:08:26,700
They're going to Ooh, Somebody
Julie advice response saying yes

177
00:08:26,700 --> 00:08:30,400
under duress Google folks, my
locals to change over to P Max.

178
00:08:30,400 --> 00:08:34,100
So I'm running quite a bit.
Just now, managing goes, I don't

179
00:08:34,100 --> 00:08:35,700
have much experience with local
campaigns.

180
00:08:35,700 --> 00:08:38,299
I'm assuming performance is not
as good in performance.

181
00:08:38,299 --> 00:08:41,600
Max Julia Barnes goes.
Yes, the overall performance is

182
00:08:41,600 --> 00:08:45,600
comparable, but if your goal is
store visits the old no longer

183
00:08:45,600 --> 00:08:49,400
available locals products, was
more efficient and had higher

184
00:08:49,400 --> 00:08:51,000
volume.
And then we have Boris

185
00:08:51,000 --> 00:08:54,000
responding to question once a
mostly e-comm tried.

186
00:08:54,100 --> 00:08:57,000
Jen, when it was still new and
got burned.

187
00:08:57,200 --> 00:08:59,700
My chain response him, I'd
encourage you to try it again.

188
00:08:59,900 --> 00:09:02,500
With offline, conversion, data
bars goes.

189
00:09:02,500 --> 00:09:03,700
Yep.
Didn't know what?

190
00:09:03,700 --> 00:09:07,200
I didn't know back then.
So yeah I hope he knows better

191
00:09:07,200 --> 00:09:11,700
and tests more with them now.
And yeah after those the scary

192
00:09:11,700 --> 00:09:14,400
of answers or will give Mike's
answers first before we go to

193
00:09:14,400 --> 00:09:16,700
question, two.
Mike answers question one saying

194
00:09:16,700 --> 00:09:20,300
yes we run pmax campaigns for
lots of online retailers and

195
00:09:20,300 --> 00:09:23,300
some Brands since the early
days, but it took a few months

196
00:09:23,300 --> 00:09:27,200
until Option got serious.
Julie then goes on to question.

197
00:09:27,200 --> 00:09:29,700
2, saying, how would you
characterize your experience

198
00:09:29,700 --> 00:09:31,800
with performance mods?
For the account, you manage the

199
00:09:31,800 --> 00:09:34,000
Safar manage.
Him goes, it's always

200
00:09:34,000 --> 00:09:36,700
challenging, learning new
techniques by Embrace change and

201
00:09:36,700 --> 00:09:39,800
I enjoy the challenge.
So much has changed over the

202
00:09:39,800 --> 00:09:43,700
years, my approaches to jump in
headfirst and learn quickly.

203
00:09:43,900 --> 00:09:47,500
Lawrence respond saying, this is
the way very Mandalorian, if the

204
00:09:47,500 --> 00:09:50,600
platform releases something,
this big it is always best to

205
00:09:50,600 --> 00:09:54,400
learn it and find ways to make
it work because this The way

206
00:09:54,400 --> 00:09:56,600
they wanted to go Dinah
response.

207
00:09:56,600 --> 00:09:58,900
Team at the beginning, we
weren't really satisfied with

208
00:09:58,900 --> 00:10:02,200
the results and even thought
about giving up on it, but after

209
00:10:02,200 --> 00:10:05,000
lots of testing and
experimenting, we found the

210
00:10:05,000 --> 00:10:08,300
sweet spot for our campaigns and
now we are really satisfied with

211
00:10:08,300 --> 00:10:11,500
what it brings so P.
Max is working for people.

212
00:10:11,500 --> 00:10:14,200
Here we go Kirk Williams
response thing when it has

213
00:10:14,200 --> 00:10:16,300
enough conversion data or
traffic Etc.

214
00:10:16,300 --> 00:10:18,600
P Max often does what it's
supposed to do?

215
00:10:18,600 --> 00:10:22,400
Get sales at your target row as
within your budget parameters,

216
00:10:22,600 --> 00:10:25,800
that being said measuring,
Incrementality and impact on

217
00:10:25,800 --> 00:10:29,900
other channels, is more tricky.
Casey stump response saying, how

218
00:10:29,900 --> 00:10:31,600
do you decide on rollers?
Target for p.

219
00:10:31,600 --> 00:10:34,900
Max seems like the target needs
to be higher than a normal cold

220
00:10:34,900 --> 00:10:37,800
acquisition Channel but may be
lower than the normal

221
00:10:37,800 --> 00:10:40,500
retargeting campaign,
considering its a mix of both.

222
00:10:40,800 --> 00:10:44,400
Do you have to just use
incrementality testing to figure

223
00:10:44,400 --> 00:10:46,900
it out Colin's?
Respond saying, we typically aim

224
00:10:46,900 --> 00:10:50,900
for a row as we would be happy
at as a blended row, as since

225
00:10:50,900 --> 00:10:53,900
this is both non brand and brand
traffic.

226
00:10:54,100 --> 00:10:57,700
And then we adjust from there as
actual campaign performance

227
00:10:57,700 --> 00:11:01,000
reveals itself and as we get an
idea of what the mix is in the

228
00:11:01,000 --> 00:11:03,500
campaign.
My opinion, it's not an exact

229
00:11:03,500 --> 00:11:05,800
science.
None of this is he continues.

230
00:11:05,800 --> 00:11:07,600
I wrote this short thread two
weeks ago, I think.

231
00:11:07,600 --> 00:11:10,600
Untrained incrementality
question is pretty important and

232
00:11:10,600 --> 00:11:14,000
it's not actually driving more
sales cross-channel than

233
00:11:14,000 --> 00:11:17,400
previously should be reverted
due to data loss in P Max.

234
00:11:17,400 --> 00:11:20,000
And he shares something about
that and Julie is going to add

235
00:11:20,000 --> 00:11:23,200
that thread to the recap post.
So make sure you go to official

236
00:11:23,200 --> 00:11:27,400
PPC At to get that thread, we
have Gilman responding to

237
00:11:27,400 --> 00:11:30,100
question to say in general, I'd
say I am a p Max fan.

238
00:11:30,100 --> 00:11:34,100
It took a while for p Max to hit
its stride but we learned how to

239
00:11:34,100 --> 00:11:37,500
structure it, appropriately, it
does not always work when it

240
00:11:37,500 --> 00:11:40,400
doesn't, it doesn't.
But with some patience and

241
00:11:40,400 --> 00:11:44,100
attention, it's pretty solid
especially for e-comm manage and

242
00:11:44,100 --> 00:11:45,600
respond saying.
This is very true in my

243
00:11:45,600 --> 00:11:47,700
experience as well.
It does not work in every

244
00:11:47,700 --> 00:11:49,400
scenario.
They are times where it

245
00:11:49,400 --> 00:11:52,300
struggles and you're better off
with standard search or

246
00:11:52,300 --> 00:11:53,900
shopping.
So fear.

247
00:11:54,100 --> 00:11:55,800
It's the typical.
It depends.

248
00:11:55,800 --> 00:11:58,800
There are some accounts that P
Max does wonders and others that

249
00:11:58,800 --> 00:12:02,200
struggle, making it work.
Mizzle respond saying I've seen

250
00:12:02,200 --> 00:12:05,100
mixed performance, so it's kept
me on my toes.

251
00:12:05,200 --> 00:12:08,300
The script to show which
channels are doing, what has

252
00:12:08,300 --> 00:12:11,800
really supported, how I run
them, Casey stamp response, a

253
00:12:11,800 --> 00:12:14,400
most of my experience is trying
pmax with lead gen.

254
00:12:14,600 --> 00:12:16,500
Couldn't figure out a way to
avoid.

255
00:12:16,500 --> 00:12:20,100
Spam need to revisit it as it's
been a couple of months.

256
00:12:20,300 --> 00:12:23,400
I'm managing girls hair, two
threads, I don't improve the

257
00:12:23,400 --> 00:12:26,000
lead.
Quality, Alfred Simon respond

258
00:12:26,000 --> 00:12:27,900
saying, it depends on a lot of
things.

259
00:12:28,200 --> 00:12:31,300
I had extremely good and also
really bad experiences but the

260
00:12:31,300 --> 00:12:35,200
majority's, okay, I'm curious
what the future brings and what

261
00:12:35,200 --> 00:12:39,100
kinds of updates we will get and
a very interesting thread from

262
00:12:39,100 --> 00:12:41,400
question.
One started off here, Gilman had

263
00:12:41,400 --> 00:12:43,900
responded saying, yes, we're
running P Max for most clients

264
00:12:43,900 --> 00:12:46,800
since the very beginning James,
Greg response to that saying,

265
00:12:46,800 --> 00:12:50,100
which sasses wouldn't you run
pmax with most of mine are too

266
00:12:50,100 --> 00:12:52,300
Niche.
Is still or we run pmags with a

267
00:12:52,300 --> 00:12:55,800
very limited.
A girl responds saying, most of

268
00:12:55,800 --> 00:12:58,300
our SAS clients have pretty
healthy budget.

269
00:12:58,300 --> 00:13:02,100
So we always test even if it's
just a small supplemental.

270
00:13:02,100 --> 00:13:06,000
Pmax campaign apps recruitment
security me shoes for these

271
00:13:06,000 --> 00:13:08,400
clients.
And James goes, yes, that makes

272
00:13:08,400 --> 00:13:10,500
sense.
You wouldn't be doing their

273
00:13:10,500 --> 00:13:13,000
budget, a service.
If you weren't testing these

274
00:13:13,000 --> 00:13:16,200
newer methods in Google ads and
then we have Dwayne Brown

275
00:13:16,200 --> 00:13:18,700
responding to question 2.
Saying the i p.

276
00:13:18,700 --> 00:13:21,300
Max is like going to the circle
or to the circus.

277
00:13:21,300 --> 00:13:23,300
You don't always know what is
going to happen.

278
00:13:23,500 --> 00:13:26,400
It's Where the product is
getting updated and better in my

279
00:13:26,400 --> 00:13:30,400
opinion, overall still needs
work managing response to that

280
00:13:30,400 --> 00:13:33,800
saying, I'm sure that P Max will
look very different in 12 months

281
00:13:34,100 --> 00:13:37,700
from now, Dwayne Brown response
saying, I'm sure it's will to

282
00:13:38,000 --> 00:13:41,400
still waiting to see when we get
that asset audience report to

283
00:13:41,400 --> 00:13:45,200
Google mentioned last year
unless it came out and I missed

284
00:13:45,200 --> 00:13:47,400
it.
And he tags Ginny Marvin in that

285
00:13:47,600 --> 00:13:49,600
medicine goes.
I'm most excited about that.

286
00:13:49,600 --> 00:13:53,500
Out of all the new features and
nest and then we have Julia

287
00:13:53,500 --> 00:13:55,800
Viceroy.
Audience question to sing fine

288
00:13:55,900 --> 00:13:59,400
question, mark, it took a bit to
deal with acid groups, versus ad

289
00:13:59,400 --> 00:14:02,300
groups on the lack of audiences
negatives, or any kind of

290
00:14:02,300 --> 00:14:05,900
anything you can do other than
creative, very easy to set up.

291
00:14:05,900 --> 00:14:09,200
But no, real optimizations, at
least as far as I can see,

292
00:14:09,500 --> 00:14:12,300
managing goes, I wish that we
can navigate acid groups from

293
00:14:12,300 --> 00:14:15,800
the left navigation.
And yeah, he mentioned how he

294
00:14:15,800 --> 00:14:19,100
alerted Ginny Moffitt to that.
John Keegan goes.

295
00:14:19,100 --> 00:14:22,300
I'll sum it up in one gift and
it's a dog in the middle of an

296
00:14:22,400 --> 00:14:25,000
office with the fire.
Flaming everywhere.

297
00:14:25,000 --> 00:14:25,800
I'm sure.
You know what?

298
00:14:25,800 --> 00:14:27,100
Which one I'm talking about
there.

299
00:14:27,300 --> 00:14:30,200
Boris response to question, two
saying, I like it but it's

300
00:14:30,200 --> 00:14:33,500
difficult sometimes to get used
to depends on the account and

301
00:14:33,500 --> 00:14:37,600
how well optimized existing
campaigns are Julie.

302
00:14:37,600 --> 00:14:40,400
Then goes on to question 3
saying have you tried pmax for

303
00:14:40,400 --> 00:14:44,200
e-commerce or and or lead gen?
Did you find it performed

304
00:14:44,200 --> 00:14:45,900
differently between e commonly
Jen.

305
00:14:45,900 --> 00:14:50,000
If so how many him go Sara?
We've done both e-commerce is

306
00:14:50,000 --> 00:14:53,100
much easier because the system
already has the revenue and can

307
00:14:53,100 --> 00:14:55,900
Target.
That will likely convert with

308
00:14:55,900 --> 00:14:57,800
lead gen.
The trick is getting quality.

309
00:14:57,800 --> 00:14:59,400
Leads the only way to
accomplish.

310
00:14:59,400 --> 00:15:02,800
This is to connect your CRM data
to Google ads.

311
00:15:03,000 --> 00:15:04,600
And yet he continues in has a
thread.

312
00:15:04,600 --> 00:15:08,600
I put together on how.
And again I do these on add that

313
00:15:08,600 --> 00:15:11,600
to the recap post Diana response
to question 3 saying, I only

314
00:15:11,600 --> 00:15:14,700
tested it for lead gen as I
don't, I didn't have any

315
00:15:14,700 --> 00:15:18,500
customer in the ecomp sector.
They'll respond saying we're all

316
00:15:18,500 --> 00:15:20,400
in on e-commerce.
So yes, it works.

317
00:15:20,400 --> 00:15:23,300
Fantastically at first P.
Max didn't do so great with

318
00:15:23,300 --> 00:15:25,900
Legion.
But being seen to get a little

319
00:15:25,900 --> 00:15:29,600
better, it works when you have
lots of conversion goals, set

320
00:15:29,600 --> 00:15:33,400
up, sometimes difficult to do
well with lead gen.

321
00:15:33,700 --> 00:15:36,800
Alfred Simon Response Team tried
for both e-comm is easier.

322
00:15:36,800 --> 00:15:40,100
But lead-gen can work extremely
well, when we used offline

323
00:15:40,100 --> 00:15:43,900
conversion data and value-based
bidding, some accounts went to

324
00:15:43,900 --> 00:15:46,900
the moon.
E-commerce is more about product

325
00:15:46,900 --> 00:15:51,200
management, making sure that
every product gets a chance.

326
00:15:51,600 --> 00:15:55,200
Alex mycoskie response saying
have Using it for both clean

327
00:15:55,200 --> 00:15:59,900
signal is key to making it work.
E-commerce is a slam-dunk

328
00:15:59,900 --> 00:16:02,000
because Bots don't have credit
cards.

329
00:16:02,100 --> 00:16:04,700
So revenue, is that signal and
Lead gen.

330
00:16:04,700 --> 00:16:09,600
You build feedback, looks and
heuristics to DQ junk leads and

331
00:16:09,600 --> 00:16:12,400
not fire conversion actions on
that.

332
00:16:12,500 --> 00:16:15,700
And when Boris responded to
question 2, he said that it's

333
00:16:15,700 --> 00:16:19,300
like, it depends on the account
and how well the optimized

334
00:16:19,300 --> 00:16:22,200
existing campaigns are again
depends on the account and how

335
00:16:22,200 --> 00:16:25,600
well optimized existing.
Pains are gill response to that

336
00:16:25,600 --> 00:16:28,900
same second, this, it has always
performed really well for us

337
00:16:28,900 --> 00:16:32,000
when paired with a healthy
account history, great product

338
00:16:32,000 --> 00:16:36,200
feed and lots and lots of data.
This is a key point that Google

339
00:16:36,200 --> 00:16:38,300
likes to gloss over performance
Max.

340
00:16:38,300 --> 00:16:41,900
Like all of their automated
campaigns needs a large Baseline

341
00:16:41,900 --> 00:16:45,100
of data, Melissa respond saying,
yes, and this is another issue

342
00:16:45,100 --> 00:16:47,800
in B2B where lead volume is
often quite low.

343
00:16:47,800 --> 00:16:50,000
Barely enough data for smart
bidding.

344
00:16:50,000 --> 00:16:53,800
Much less something like P Max
and my cry on his response to

345
00:16:54,000 --> 00:16:56,800
And to sing for many.
It feels like an uneasy truce as

346
00:16:56,800 --> 00:17:00,500
sellout moment in that, they're
not necessarily comfortable with

347
00:17:00,500 --> 00:17:03,500
the technology, but the in
platform numbers are typically

348
00:17:03,500 --> 00:17:05,400
solid.
So what are you going to do?

349
00:17:05,400 --> 00:17:07,500
No one is Overjoyed where they
acceptance.

350
00:17:07,500 --> 00:17:09,800
Level is high.
Yeah, we've got Gil.

351
00:17:09,800 --> 00:17:12,900
Responding to that saying, when
it works well, most CMOS embrace

352
00:17:12,900 --> 00:17:16,500
it once they see the numbers,
but they are still more some

353
00:17:16,500 --> 00:17:20,000
lingering problems with brand
creative placement control.

354
00:17:20,000 --> 00:17:23,800
That would be really nice for
some of our clients who can be

355
00:17:23,900 --> 00:17:26,500
Be picky in response to question
to Ashton.

356
00:17:26,500 --> 00:17:28,800
Clark goes with only tested it
for a couple.

357
00:17:28,800 --> 00:17:30,900
Be to see clients.
We have been pleasantly

358
00:17:30,900 --> 00:17:34,800
surprised overall still hesitant
to use for B2B though.

359
00:17:34,900 --> 00:17:36,400
Yeah.
People will be surprised that

360
00:17:36,400 --> 00:17:39,900
performance Max has been working
for a lot of people to be honest

361
00:17:40,100 --> 00:17:43,000
Julia voice response to question
3, say not yet but I'm sure it

362
00:17:43,000 --> 00:17:46,300
will come up this year.
Boris, Becker sponsoring I have

363
00:17:46,300 --> 00:17:49,700
to lead gen Pines one tested
when it out.

364
00:17:49,700 --> 00:17:53,300
I received tons of spam leads
would do it totally different

365
00:17:53,300 --> 00:17:55,000
today.
My e-commerce accounts.

366
00:17:55,000 --> 00:17:59,000
It generally does great John,
King in response to question 3

367
00:17:59,000 --> 00:17:59,500
saying.
Yep.

368
00:17:59,500 --> 00:18:03,900
And not so much of a difference,
but by more than vertical

369
00:18:03,900 --> 00:18:06,400
itself.
So not so much of a difference

370
00:18:06,400 --> 00:18:08,600
by more than the vertical
itself.

371
00:18:08,600 --> 00:18:12,400
So the difference is the
vertical itself, Dwayne Brown

372
00:18:12,400 --> 00:18:15,200
response to question.
Three, same P Max can work for

373
00:18:15,200 --> 00:18:18,200
e-comm and DTC.
You still need the data to make

374
00:18:18,200 --> 00:18:19,500
it a success P.
Max.

375
00:18:19,500 --> 00:18:22,900
Not all that standard shopping
still works and you can beat

376
00:18:22,900 --> 00:18:25,300
pmax in the Right hands.
Just running.

377
00:18:25,300 --> 00:18:29,100
Only pmac can often get you
average results, especially if

378
00:18:29,100 --> 00:18:32,300
brand is not removed.
So work on those negatives.

379
00:18:32,700 --> 00:18:36,300
Then continue says we don't have
any AD account only Running P

380
00:18:36,300 --> 00:18:38,200
Max.
I don't trust Google that much

381
00:18:38,300 --> 00:18:41,300
understanding.
When to use a tool P, Max versus

382
00:18:41,300 --> 00:18:44,100
standard shopping is how we
separate the good from amazing

383
00:18:44,100 --> 00:18:47,200
campaign managers today.
And then Ashton Clark responds

384
00:18:47,200 --> 00:18:49,700
to question 3A, saying can't
speak to e-comm, but we've

385
00:18:49,700 --> 00:18:53,000
tested it for b2c lead gen and
seeing good results.

386
00:18:53,300 --> 00:18:57,100
Branded We seem to be one of the
main conversion drivers, but we

387
00:18:57,100 --> 00:19:01,500
also haven't seen a major impact
on our brand search campaigns

388
00:19:01,600 --> 00:19:05,600
which was interesting, Julie,
then takes us on to question for

389
00:19:05,600 --> 00:19:07,500
and CC.
She goes, I know this question

390
00:19:07,500 --> 00:19:10,500
will have lots of answers.
What is your biggest challenge

391
00:19:10,500 --> 00:19:13,000
when either setting up or
managing performance?

392
00:19:13,000 --> 00:19:16,300
Max campaigns, lots of things,
Donna goes.

393
00:19:16,300 --> 00:19:19,000
There are many things that can
be improved by think the biggest

394
00:19:19,000 --> 00:19:22,200
is the ability to see
performance / acid groups, which

395
00:19:22,200 --> 00:19:25,400
is finally coming soon.
This Year and also the inability

396
00:19:25,400 --> 00:19:29,300
to add by yourself - keywords.
You want managing goes yes, I'm

397
00:19:29,300 --> 00:19:31,200
excited for this.
Sophia response.

398
00:19:31,200 --> 00:19:34,000
Question for saying it would be
great to have everything we get

399
00:19:34,000 --> 00:19:37,800
to see, thanks to Mike Road,
scripts visible in the platform.

400
00:19:38,000 --> 00:19:41,600
So yeah, Mike roads, scripts
allows you to see a lot more

401
00:19:41,600 --> 00:19:45,100
than Google ads allows anyway.
Hopefully the changes that are

402
00:19:45,108 --> 00:19:47,700
coming up will give us more data
to work with.

403
00:19:48,100 --> 00:19:51,700
Matt bisque up response saying,
setting up to optimize for store

404
00:19:51,700 --> 00:19:53,700
visits connecting with Google
business.

405
00:19:53,900 --> 00:19:57,900
Files for accounts that the
agency does not own specific

406
00:19:57,900 --> 00:20:00,500
issues.
Around my agency's work email

407
00:20:00,700 --> 00:20:05,100
being Google driven, it sees my
email as an old and an org can't

408
00:20:05,100 --> 00:20:07,900
get control even management
Control.

409
00:20:08,100 --> 00:20:10,800
G MBS management goes the
business profile.

410
00:20:10,800 --> 00:20:13,900
Integration with Google ads is
lacking much more complicated

411
00:20:13,900 --> 00:20:15,900
than it needs to be Gil
response.

412
00:20:15,900 --> 00:20:18,900
Question forcing sometimes I
just really like to see data and

413
00:20:18,900 --> 00:20:22,400
it makes me sad when I can't.
Then I get over myself and just

414
00:20:22,400 --> 00:20:25,100
start testing.
Alfred Simon response to

415
00:20:25,100 --> 00:20:27,900
question for as well, saying
that we don't see actual data on

416
00:20:27,900 --> 00:20:30,000
asset level.
I would like to know which

417
00:20:30,000 --> 00:20:32,400
picture or video or text is
better.

418
00:20:32,400 --> 00:20:36,300
We don't see that at the moment.
Lord and then to second answer

419
00:20:36,300 --> 00:20:39,900
to that, he goes acid, group
level reporting happily, this is

420
00:20:39,900 --> 00:20:43,300
coming this year, management
goes, the biggest ones I run

421
00:20:43,300 --> 00:20:47,600
into our how to scale once it's
working lead, quality issues for

422
00:20:47,600 --> 00:20:49,400
lead gen.
Yeah, a lot of people have

423
00:20:49,400 --> 00:20:52,300
mentioned that Julia voice
response to that to what manage

424
00:20:52,300 --> 00:20:55,500
him just said saying someone has
Had to have a cost of production

425
00:20:55,500 --> 00:20:58,800
chat with a client who's never
required video before.

426
00:20:58,800 --> 00:21:02,200
And it shows these Basics are,
just not for every business

427
00:21:02,200 --> 00:21:05,000
owner managing goes, add that to
the list.

428
00:21:05,400 --> 00:21:08,100
Boris also responds saying, I
think the setup is actually

429
00:21:08,100 --> 00:21:12,100
fairly easy and dictated by the
product or targets, the hard

430
00:21:12,100 --> 00:21:15,500
part is optimizing with less
buttons to push and that's where

431
00:21:15,500 --> 00:21:18,400
you can separate yourself from
the competition.

432
00:21:18,600 --> 00:21:21,600
Mention will respond saying
there are more levers available

433
00:21:21,600 --> 00:21:23,700
than it seems ad copy and
creative.

434
00:21:23,900 --> 00:21:27,500
Audience signals, bid strategy,
budget data feed, are you

435
00:21:27,500 --> 00:21:30,300
shopping lists and groups.
IE shopping offline.

436
00:21:30,300 --> 00:21:34,100
Conversions are a lead gen.
You are URL expansion.

437
00:21:34,400 --> 00:21:37,800
Boris goes exactly only cause
some of these things on be

438
00:21:37,800 --> 00:21:41,200
optimized in the account.
Doesn't mean they aren't there.

439
00:21:41,500 --> 00:21:43,700
Yeah because you can't optimize
them doesn't mean they are not

440
00:21:43,800 --> 00:21:45,500
there.
Ashton clock response to

441
00:21:45,500 --> 00:21:48,100
question for saying, the big
management challenge is not

442
00:21:48,100 --> 00:21:51,700
being able to add campaign level
negatives or exclusions other

443
00:21:51,700 --> 00:21:54,900
than updating your creative on.
And Which you don't get much

444
00:21:54,900 --> 00:21:57,300
data on to make an informed
decision.

445
00:21:57,600 --> 00:22:01,000
It's difficult to really
optimize and yeah, medicham

446
00:22:01,000 --> 00:22:06,800
gives replies to that answer
with the link to that tweet that

447
00:22:06,800 --> 00:22:09,600
he just mentioned about more
levers available.

448
00:22:09,600 --> 00:22:14,200
I ad copy audience signals Etc.
So yeah, lots more signals than

449
00:22:14,200 --> 00:22:17,100
we actually realize Julia voice
response to question for

450
00:22:17,100 --> 00:22:19,400
starting with cracks Knuckles.
I'm not going to crack my

451
00:22:19,400 --> 00:22:20,400
Knuckles.
Don't worry.

452
00:22:21,100 --> 00:22:23,500
She starts off saying the
creative investment much.

453
00:22:23,800 --> 00:22:28,100
Larger than such dollars to the
data set size needed for

454
00:22:28,100 --> 00:22:32,300
Success. 3, the account level
only negatives insert violent

455
00:22:32,300 --> 00:22:35,300
rage.
Give hair for risk of overlap

456
00:22:35,300 --> 00:22:39,000
with other campaigns with a
different goals jail and then

457
00:22:39,000 --> 00:22:41,300
managing response.
I typically recommend starting

458
00:22:41,300 --> 00:22:44,500
with the top performing created
from Facebook or Tick-Tock.

459
00:22:44,700 --> 00:22:48,100
KV goes there's a great strategy
for an already on social smaller

460
00:22:48,100 --> 00:22:50,300
business.
May I introduce you to channel

461
00:22:50,300 --> 00:22:55,700
licensing and sa G / AC tra This
nonsense is for neither

462
00:22:55,700 --> 00:22:58,100
Enterprise nor SMB yet.
What kills me is?

463
00:22:58,100 --> 00:23:01,600
It could be good product.
Gil, Goose response, take a deep

464
00:23:01,600 --> 00:23:02,600
breath.
Julia.

465
00:23:02,700 --> 00:23:05,100
Ha ha.
Ha, Melissa is, what goes all of

466
00:23:05,100 --> 00:23:07,300
this?
Just not workable for most of

467
00:23:07,300 --> 00:23:10,100
our clients.
Yeah, a lot of things that

468
00:23:10,100 --> 00:23:13,400
doesn't work for clients with
very strict goals and very

469
00:23:13,600 --> 00:23:16,300
strict, kind of leads that they
need.

470
00:23:16,900 --> 00:23:22,300
So Kirk then replies to question
for also replying to Julia vices

471
00:23:22,300 --> 00:23:23,700
tweet when she starts off with
cracks.

472
00:23:23,900 --> 00:23:26,300
Chuckles.
And he goes, I like this list.

473
00:23:26,300 --> 00:23:29,100
I'd also add to it, the
inability to match specific

474
00:23:29,100 --> 00:23:32,200
assets to specific.
Audiences is a problem with

475
00:23:32,200 --> 00:23:36,800
pmags that's marketing 101,
segment, a target audience out,

476
00:23:36,800 --> 00:23:41,000
and then giving them a unique
message audience signal fail

477
00:23:41,200 --> 00:23:44,500
hair.
So yeah, working on getting that

478
00:23:44,500 --> 00:23:46,700
like still.
So Google, hopefully working

479
00:23:46,700 --> 00:23:50,200
right now to make that happen.
I hope so Crossing all my

480
00:23:50,200 --> 00:23:52,900
fingers and toes for that being
Brown response to question for

481
00:23:52,900 --> 00:23:55,600
as well, saying for lat,
Traditional search marketers,

482
00:23:55,600 --> 00:23:58,700
the creative needed to start,
but also maintain it.

483
00:23:58,800 --> 00:24:01,800
It's very much like Facebook,
but we should also ask clients

484
00:24:01,800 --> 00:24:05,700
for best Facebook and IG
creative to use on P Max, not

485
00:24:05,700 --> 00:24:09,600
being able to remove brand and
not getting reporting people

486
00:24:09,700 --> 00:24:12,600
want.
And continuing on from I think

487
00:24:12,700 --> 00:24:15,300
not quite the rant but managing,
where he said, the biggest ones

488
00:24:15,300 --> 00:24:18,500
I run into how to scale once
it's working lead quality issues

489
00:24:18,500 --> 00:24:22,200
for lead gen Julia voice goes,
someone hasn't had to have cost

490
00:24:22,200 --> 00:24:25,700
of production chat with a Client
who's never required video

491
00:24:25,700 --> 00:24:27,700
before, and it shows these
Basics are.

492
00:24:27,700 --> 00:24:30,700
Just not for every business
owner Melissa respond saying

493
00:24:30,700 --> 00:24:33,300
video is another huge barrier
for B2B clients.

494
00:24:33,300 --> 00:24:36,900
Just don't have video assets,
sitting around, they barely have

495
00:24:36,900 --> 00:24:40,200
image asset, Gill response, but
video on P.

496
00:24:40,200 --> 00:24:43,000
Max is a secret weapon.
It works so well.

497
00:24:43,200 --> 00:24:45,700
I think was really different
about B2B and b2c and I was

498
00:24:45,700 --> 00:24:49,600
really noticing that when I saw
Amarin, add, you know, video ad

499
00:24:49,600 --> 00:24:53,500
in the wild today is that it's
really about the, the person,

500
00:24:53,500 --> 00:24:56,700
you know, It's really hard to
show the product when it's

501
00:24:56,700 --> 00:25:00,800
eCommerce, you know, you'd you
show the the product you show

502
00:25:00,800 --> 00:25:04,700
like a makeup thing, and you
show a foundation of lipstick,

503
00:25:04,700 --> 00:25:08,200
you pair of shoes and dress kind
of thing would be to be.

504
00:25:08,200 --> 00:25:11,100
It's really hard to show.
Like the product that, you know,

505
00:25:11,100 --> 00:25:14,500
that will inspire the person to
them by yeah, B2B products.

506
00:25:14,500 --> 00:25:18,000
Don't look sexy and appealing.
So you really need to Jazz it up

507
00:25:18,000 --> 00:25:20,400
with someone dancing, which is
what we did.

508
00:25:20,500 --> 00:25:23,600
Yeah, he'll respond saying yes,
pmax video assets to make

509
00:25:23,800 --> 00:25:25,700
Dollars loads and loads of
dollars.

510
00:25:25,700 --> 00:25:29,100
So yeah video I said big win for
performance.

511
00:25:29,100 --> 00:25:32,100
Max question 5, which I think is
our second to last question of

512
00:25:32,108 --> 00:25:34,700
today.
Julie asks, how long do you wait

513
00:25:34,700 --> 00:25:37,400
to judge before the performance
of your performance Max

514
00:25:37,400 --> 00:25:39,400
campaign?
If you are not performing well,

515
00:25:39,700 --> 00:25:43,200
what actions do you take to try
to improve performance girl

516
00:25:43,200 --> 00:25:46,700
responds saying it's more about
data and volume than time folks

517
00:25:46,700 --> 00:25:49,500
used to say, wait, six weeks or
so, but that's outdated.

518
00:25:49,500 --> 00:25:53,700
It's sort of changed to a goal.
/ Air volume approach for us.

519
00:25:54,200 --> 00:25:57,500
How to explain in a tweet, but
lately we've had P Max campaign.

520
00:25:57,500 --> 00:26:00,300
Absolutely slay within one week
or so.

521
00:26:00,300 --> 00:26:05,300
I love that absolutely Celeste,
Leigh, boys, lay till you

522
00:26:05,300 --> 00:26:09,000
respond saying for e-commerce,
girl, responsive e-commerce, but

523
00:26:09,000 --> 00:26:12,300
also be an M retail.
One of our clients has lots of

524
00:26:12,300 --> 00:26:16,200
locations 75 plus across Canada.
And P Max actually works.

525
00:26:16,200 --> 00:26:20,000
Well, for store visits, we've
had these pick up steam really

526
00:26:20,000 --> 00:26:24,100
fast, manage a response, saying
local campaigns were also, So,

527
00:26:24,100 --> 00:26:26,900
rolled into performance Max, I'd
imagine that works.

528
00:26:26,900 --> 00:26:28,500
Well, don't have much
experience.

529
00:26:28,500 --> 00:26:30,800
They're managing gives his own.
Such question. 5, same

530
00:26:30,800 --> 00:26:34,000
performance, Max requires the
right data signals and patience.

531
00:26:34,200 --> 00:26:37,600
In my experience, it can take
three to six weeks to hit its

532
00:26:37,600 --> 00:26:41,400
stride wet, it needs help.
We focus on these levers and

533
00:26:41,400 --> 00:26:42,700
delivers that he mentioned
earlier.

534
00:26:42,700 --> 00:26:46,600
In terms of the ad, copy
audience, signals, etc, etc.

535
00:26:46,800 --> 00:26:50,200
Diana respond saying, I usually
wait for around six weeks after

536
00:26:50,200 --> 00:26:53,400
making a big change.
One of the first optimizations

537
00:26:53,400 --> 00:26:57,400
is Low performance visuals or
copy other things.

538
00:26:57,400 --> 00:27:01,300
People can play with is testing
different audience signals and

539
00:27:01,300 --> 00:27:03,800
she continues going I love to
use the best-performing

540
00:27:03,800 --> 00:27:07,800
audiences in the Insight tab in
other non pmax campaigns in the

541
00:27:07,800 --> 00:27:11,400
account in an attempt to make
the best possible with the few

542
00:27:11,400 --> 00:27:13,800
data available.
And then we have Julia voice

543
00:27:13,800 --> 00:27:15,700
responding to.
And I'm very lucky that I use

544
00:27:15,700 --> 00:27:17,800
them for Matt search in an
ongoing way.

545
00:27:17,800 --> 00:27:21,200
So I have month or month and
year on year to work out success

546
00:27:21,300 --> 00:27:23,600
for shorter campaigns.
It's basically once the learning

547
00:27:23,600 --> 00:27:25,700
period.
It is done, we monitor very

548
00:27:25,800 --> 00:27:29,000
closely and then we have Ashton
clock responding to question

549
00:27:29,000 --> 00:27:32,600
five saying, we give all our new
initiatives and test at least

550
00:27:32,600 --> 00:27:35,900
four weeks to run mostly
unchanged before analyzing the

551
00:27:35,900 --> 00:27:38,200
initial results.
So, that's how we've approached

552
00:27:38,200 --> 00:27:41,100
the P Max.
We also do daily checks to make

553
00:27:41,100 --> 00:27:44,700
sure spend is okay.
And check in at the second week,

554
00:27:44,700 --> 00:27:49,100
Mark to make a slight changes if
needed when Brown response to

555
00:27:49,100 --> 00:27:52,300
question five saying, we still
see some An accounts need that,

556
00:27:52,300 --> 00:27:55,600
three to four weeks a lot.
Comes down to what data you have

557
00:27:55,600 --> 00:27:56,700
on.
What data the campaign is

558
00:27:56,700 --> 00:28:00,100
getting like any Google test,
you need at least two weeks of

559
00:28:00,100 --> 00:28:03,200
data, without trying to jump the
shark on how well something

560
00:28:03,200 --> 00:28:06,100
appears to be doing doing bomb
continues saying the lack of

561
00:28:06,100 --> 00:28:09,500
patience and people saying that.
After a week, the P Max is doing

562
00:28:09,500 --> 00:28:11,100
good or bad, is the biggest
issue.

563
00:28:11,300 --> 00:28:15,500
The reality is even a to 50,000
per month to add account, should

564
00:28:15,500 --> 00:28:18,100
not make a call without a couple
weeks of data.

565
00:28:18,100 --> 00:28:22,200
We'd never let a client make a
call on one week of data, just

566
00:28:22,200 --> 00:28:25,500
one week in there.
Mullins asked to drain Brown

567
00:28:25,500 --> 00:28:27,000
saying it's a tough to tell a
client.

568
00:28:27,000 --> 00:28:29,300
They need to prepare to lose
money for two to four weeks to

569
00:28:29,300 --> 00:28:32,600
test pmax, especially if they
already have winning campaigns

570
00:28:32,600 --> 00:28:34,800
are there kpi's?
You recommend monitoring for

571
00:28:34,800 --> 00:28:38,000
Trends week on week throughout
the testing process Durango's?

572
00:28:38,000 --> 00:28:41,400
Any campaign can lose money when
you launch at P, Max is not

573
00:28:41,400 --> 00:28:44,200
unique in that respect.
You are investing money to see

574
00:28:44,200 --> 00:28:47,600
if something can perform better.
If clients don't want to take

575
00:28:47,600 --> 00:28:51,800
that risk then that is okay.
And during continue saying, you

576
00:28:51,800 --> 00:28:55,400
can look at Upstream numbers
like Agency pierrot as

577
00:28:55,600 --> 00:28:58,500
conversion rates and those
numbers, as long as your

578
00:28:58,500 --> 00:29:00,800
Downstream metrics.
Like, adspend CTR.

579
00:29:00,800 --> 00:29:03,600
Cpc's on so forth are staying
the same?

580
00:29:04,000 --> 00:29:06,200
And then we have ours responding
to question five saying.

581
00:29:06,200 --> 00:29:09,200
I usually wait, around for weeks
give or take before I make

582
00:29:09,200 --> 00:29:12,100
optimizations.
Obviously this depends on the

583
00:29:12,100 --> 00:29:16,600
amount of data you are getting,
but that's kinda the ball park.

584
00:29:16,900 --> 00:29:19,700
Junkeum response to question for
saying, no transparency

585
00:29:19,700 --> 00:29:24,600
whatsoever and then Julia gives
one question that is A question

586
00:29:24,600 --> 00:29:27,800
for questions saying, what
questions do you have for many

587
00:29:27,800 --> 00:29:31,600
Tim about performance?
Max starting off with in Jensen

588
00:29:31,600 --> 00:29:35,000
goes, any thoughts on how or if
it's worth trying to get P Max

589
00:29:35,000 --> 00:29:38,800
to work for a heavily regulated
industry with strict compliance

590
00:29:38,800 --> 00:29:41,600
guidelines?
Imagine gives us a tough one as

591
00:29:41,600 --> 00:29:44,000
others have mentioned.
I don't think P Max is there yet

592
00:29:44,000 --> 00:29:47,500
as it relates to Brand safety
and legal until goes.

593
00:29:47,500 --> 00:29:49,200
Thanks, that's kind of where
we're at.

594
00:29:49,200 --> 00:29:51,700
Just thought it would be
worthwhile to hear any other

595
00:29:51,700 --> 00:29:53,700
thoughts.
Would be nice to see greater

596
00:29:54,000 --> 00:29:57,500
Pull over how assets are
displayed to ensure compliance

597
00:29:57,500 --> 00:30:00,900
and such so companies with
compliance issues and no go.

598
00:30:01,300 --> 00:30:06,400
Sofia asks, what's your opinion
on - vising brand keywords from

599
00:30:06,400 --> 00:30:08,500
P Max?
Is there a case in which you

600
00:30:08,500 --> 00:30:10,700
wouldn't recommend?
It management goes, I don't

601
00:30:10,700 --> 00:30:13,600
believe that brand should always
be excluded especially with

602
00:30:13,600 --> 00:30:16,200
smaller budgets.
It's a very important.

603
00:30:16,200 --> 00:30:18,200
Bottom funnel signal for the
campaign.

604
00:30:18,400 --> 00:30:21,400
It's not always worth.
The added complexity makes sense

605
00:30:21,400 --> 00:30:23,700
to exclude when it's using a
large.

606
00:30:23,900 --> 00:30:28,200
A portion of overall budgets and
not focusing on a new customer

607
00:30:28,200 --> 00:30:30,600
acquisition.
This is typically the case with

608
00:30:30,600 --> 00:30:34,700
larger budgets and Brands and
then we have gildner responding

609
00:30:34,700 --> 00:30:37,400
to question 6.
Saying, scaling is a big issue

610
00:30:37,400 --> 00:30:39,600
for pay Max.
I saw a great post from PPC

611
00:30:39,600 --> 00:30:42,700
crack earlier today.
The Ghostbusters one which is

612
00:30:42,700 --> 00:30:46,800
sort of what we do with pie.
Midlow converting structures.

613
00:30:47,000 --> 00:30:50,500
Any ideas on scaling, especially
for mid-sized to large accounts

614
00:30:50,500 --> 00:30:55,600
or 100K to 250,000 dollars?
Month or more and they are

615
00:30:55,600 --> 00:30:57,300
managing those cocks post is
great, P.

616
00:30:57,300 --> 00:30:59,800
Max tends to focus on winners
segmenting.

617
00:30:59,800 --> 00:31:02,600
Non spending products or
categories.

618
00:31:02,600 --> 00:31:07,400
Into new campaigns can force the
system, to spend also,

619
00:31:07,500 --> 00:31:10,800
increasing budgets and bids
incrementally allows the system

620
00:31:10,800 --> 00:31:13,900
to find new audiences without
performance during Brown.

621
00:31:13,900 --> 00:31:16,500
Also gives a question saying
curious, manage him doing

622
00:31:16,500 --> 00:31:19,600
anything unique or interesting
that you don't see other people.

623
00:31:19,600 --> 00:31:23,200
Talking about an interesting
thing to test is p Max campaign

624
00:31:23,200 --> 00:31:26,500
structures, I like smart
shopping structure, plays a big

625
00:31:26,500 --> 00:31:30,500
role in scaling tons of options
Beyond performance, / roast

626
00:31:30,500 --> 00:31:34,400
breakout pmax Prost.
Anyway, looking at our notion

627
00:31:34,400 --> 00:31:37,700
page on campaign, breakout
options, you can test Beyond

628
00:31:37,700 --> 00:31:40,900
performance per row.
Sr seasonality bestsellers

629
00:31:40,900 --> 00:31:44,500
cheapest versus expensive
variance on sale versus non on

630
00:31:44,500 --> 00:31:47,200
sale.
New versus old, you can also mix

631
00:31:47,200 --> 00:31:50,300
and Max different breakouts.
Zombie skews are bad management

632
00:31:50,300 --> 00:31:53,000
goes, I don't see lots of folks
talking about social style, no

633
00:31:53,000 --> 00:31:56,100
shopping, Performance.
Max campaigns using the top

634
00:31:56,100 --> 00:31:58,300
creative assets from Facebook or
Instagram.

635
00:31:58,400 --> 00:32:01,500
Agree structure is really
important Gringos.

636
00:32:01,600 --> 00:32:04,200
That is a very cool idea.
And unique test Brands.

637
00:32:04,200 --> 00:32:07,300
Try, thanks for sharing.
And managing goes, this can

638
00:32:07,300 --> 00:32:08,700
work.
Well, if you have proven

639
00:32:08,700 --> 00:32:12,000
creative from Paid social strong
audience, signals unlike

640
00:32:12,000 --> 00:32:14,600
shopping.
It does not have such intent for

641
00:32:14,600 --> 00:32:17,800
targeting audience data is super
important here.

642
00:32:18,200 --> 00:32:21,500
And on that note, we come to the
end of this chat and a great

643
00:32:21,500 --> 00:32:23,400
conversation about performance,
Max.

644
00:32:23,800 --> 00:32:27,200
How to use it, what to test, you
know, the like the roadblocks

645
00:32:27,300 --> 00:32:30,900
for some people, especially with
those in B2B and Lead gen.

646
00:32:31,100 --> 00:32:34,000
But yeah, I think one, great
important advice that managing

647
00:32:34,000 --> 00:32:36,700
gives hair was like bring in or
flying data.

648
00:32:36,700 --> 00:32:40,400
So you can tie that back in the
system knows better.

649
00:32:40,400 --> 00:32:43,200
How to what to put what
optimized towards.

650
00:32:43,200 --> 00:32:46,100
So yeah, it's really interesting
to see that performance Max is

651
00:32:46,100 --> 00:32:49,000
working for a lot of people and
it's not surprising.

652
00:32:49,000 --> 00:32:51,600
It's one of those things will
work for some people work for it

653
00:32:51,600 --> 00:32:54,700
won't work for some people.
So it's all about In a learning

654
00:32:54,700 --> 00:32:57,400
given it I'm to test and learn
that the time period that

655
00:32:57,400 --> 00:33:00,600
managing gives us four to six
weeks which I think is fair, but

656
00:33:00,600 --> 00:33:02,900
it's really hard to convince
some clients to be like.

657
00:33:02,900 --> 00:33:05,900
Yeah, you're not going to see
great data for over a month.

658
00:33:05,900 --> 00:33:07,600
So yeah, just just hang in
there.

659
00:33:07,600 --> 00:33:11,400
So it's all about communicating
and making sure that you set

660
00:33:11,400 --> 00:33:14,700
expectations correctly on that
note.

661
00:33:14,700 --> 00:33:17,400
I hope you've taken some great
takeaways, if you want to hear

662
00:33:17,400 --> 00:33:20,400
more tips and how to do
performance, Max manage him and

663
00:33:20,400 --> 00:33:23,700
Julie will be coming back
talking about this exact topic.

664
00:33:23,800 --> 00:33:26,800
Eric talking about yeah
performance Max and wrangling it

665
00:33:26,800 --> 00:33:31,900
on Thursday at 4:00 p.m.
GMT because yeah, the US have

666
00:33:31,900 --> 00:33:33,700
switch clock.
So for like the next couple of

667
00:33:33,700 --> 00:33:37,400
weeks, it's going to be there
12:00 midday is going to be our

668
00:33:37,400 --> 00:33:43,300
4:00, so 4:00 eastern time for
Twitter spaces chat on Thursday.

669
00:33:43,400 --> 00:33:45,600
Yeah.
If you want to just make any

670
00:33:45,600 --> 00:33:48,900
corrections or, you know, hit me
up about anything upset here,

671
00:33:49,100 --> 00:33:51,900
please do get in touch with me
on my handle the marketing, a

672
00:33:51,900 --> 00:33:55,900
new or LinkedIn, where we BBC
chat Roundup group or you can

673
00:33:55,900 --> 00:33:58,500
just DM me.
Just look for a marketing honor

674
00:33:58,800 --> 00:34:03,000
and I'm sure you'll be able to
find information there as well.

675
00:34:03,100 --> 00:34:06,000
Yeah, it will also be great from
the long-standing members and

676
00:34:06,000 --> 00:34:08,199
our new brand brand new
listeners to give this podcast a

677
00:34:08,207 --> 00:34:11,199
little bit of a Love by leaving
a review or a rating.

678
00:34:11,199 --> 00:34:15,500
If you just go to link tree.com,
/p P, c-- chat, it's called

679
00:34:15,500 --> 00:34:18,300
Roundup.
You will find more information

680
00:34:18,500 --> 00:34:21,000
on how to do that, no more
information, you'll be able to

681
00:34:21,000 --> 00:34:23,600
do that very quickly on Spotify.
It's late.

682
00:34:23,800 --> 00:34:27,100
They just giving it like a star
rating and it takes seconds and

683
00:34:27,100 --> 00:34:29,500
just a reminder as well.
PPC, live UK.

684
00:34:29,500 --> 00:34:32,600
I know you've not heard me talk
about that or for the past, half

685
00:34:32,600 --> 00:34:36,600
an hour plus PVC live UK's next
event is happening on the 31st,

686
00:34:36,800 --> 00:34:39,100
for those who thought it was on
the 30th, because there's a

687
00:34:39,100 --> 00:34:41,199
train strike.
We are not having an effect on

688
00:34:41,199 --> 00:34:44,300
the 30th anymore, it's going to
be on the 31st of March.

689
00:34:44,400 --> 00:34:48,000
I'm at 5:30 at the accelerator
and showed it, please join us.

690
00:34:48,000 --> 00:34:50,900
We are going to be having three,
amazing women, who was, you

691
00:34:50,900 --> 00:34:53,600
know, celebrating women's
History Month, you know, talk.

692
00:34:53,900 --> 00:34:57,700
To us about, you know, you know,
doing data analysis, properly,

693
00:34:57,700 --> 00:35:00,500
forecasting.
I'm having a good integrated,

694
00:35:00,500 --> 00:35:02,300
PPC strategy.
So I think it's going to be

695
00:35:02,308 --> 00:35:04,100
amazing line-up.
We're going to do a panel

696
00:35:04,100 --> 00:35:07,300
discussion as well, to really
get conversations going about

697
00:35:07,300 --> 00:35:09,900
the state of digital currently.
I'm thinking, we either talk

698
00:35:09,900 --> 00:35:13,800
about performance Max or
Microsoft ads Anyway, come to

699
00:35:13,800 --> 00:35:17,900
see which one we decided to
choose finally, remember for

700
00:35:17,900 --> 00:35:20,100
your campaigns and businesses to
Glide smoothly.

701
00:35:20,200 --> 00:35:22,700
There's a lot of hard work
needed beneath the surface, so

702
00:35:22,900 --> 00:35:24,900
keep your swans cake.
Came by and speak to you next

703
00:35:24,900 --> 00:35:25,100
week.