Feb 5, 2024
In this episode of What’s Working in Ecommerce, Dennis Moons from Store Growers and Eagan Heath discuss the complexities and challenges of Google's Performance Max campaigns.
They delve into the lack of control and transparency for advertisers, the need for strategic budget allocation, and the importance of understanding how Performance Max impacts other campaigns.
They also share successful strategies and adjustments for improving control over campaigns.
A case study is presented to illustrate the impact of directing significant traffic to specific products.
The discussion emphasizes the necessity of a holistic analysis of account performance and the potential benefits of combining Performance Max with standard shopping campaigns.
For help with paid social, paid search, or email automation, check out our agency here:
https://www.caravandigital.com/
You can find Dennis Moons from Store Growers here:
https://www.linkedin.com/in/dennismoons/
https://twitter.com/DennisMoons
Helpful links:
https://mikerhodes.circle.so/c/free-scripts/script-to-chart-top-search-terms
https://www.storegrowers.com/#cb2e530d7f
Timestamps:
00:00 - Introduction to podcast episode and campaign influence.
01:05 - Changes in Google Ads platform, Smart Shopping, Performance Max.
05:04 - When to use Performance Max, challenges for smaller advertisers.
09:37 - Running branded search campaign alongside other campaigns.
10:48 - Using feed-only Performance Max campaign for budget allocation.
12:08 - Seeing budget breakdown with scripts and listing groups.
19:35 - Lack of transparency in Google ads, tech giants' power.
21:07 - Checklist for setting up Performance Max campaign.
26:18 - Running experiments to influence Performance Max campaigns.
30:03 - Downside of not knowing how to manage Performance Max.
30:30 - Case study on testing max campaign with specific products.
32:09 - Strategy of using mix of max and standard shopping campaigns.