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PMax
Navah Hopkins
© 2024 Optmyzr Inc. All rights reserved.
@navahf
About Me
● 15 years in digital marketing
with experience in SAAS, in-
house, and agency.
● Board member of PSA,
Foxwell Founders, judge for
digital marketing awards, and
regular contributor to SEL,
SEJ and others.
● Pet mom, gamer girl, and
metal fan
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Performance
Max Is An Often
Misunderstood
Campaign Type
© 2024 Optmyzr Inc. All rights reserved.
@navahf
At Its Heart, PMax Is Designed For Mid to Lower
Funnel
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Many Confuse Visual Content With Top Of Funnel
© 2024 Optmyzr Inc. All rights reserved.
@navahf
PMax Will Work As Well As The Work You Put In
© 2024 Optmyzr Inc. All rights reserved.
@navahf
What Does Putting In The Work Mean
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Task One: Splitting Asset Groups By
Service/Product/Persona
© 2024 Optmyzr Inc. All rights reserved.
@navahf
We Know To Make Ad Groups For Different
Products/Services…
Why Not Asset Groups?
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Performance Max Is Not An “Easy” Campaign
Type
If You Put In Average Effort, You’ll Get
Average Results
3.20%
Campaigns didn’t
break even
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Data Shows
Splitting Up
Asset
Groups
Improves
Performanc
e
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Let’s Address Feeds First…Mixed Success
Have merchant feed?
COUNTUNI
QUE of
Campaign Id
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 5122 0.70 16.35 2.98% 4.72% 101.71%
Yes 13513 0.48 21.58 1.13% 2.32% 502.21%
7100 ad accounts
© 2022 Optmyzr Inc. All rights reserved.
@navahf
57.72%
Accounts With One
PMax Campaign
42.28%
Accounts With Multiple
PMax Campaigns
Multiple Campaigns or One PMax
Campaign?
7100 ad accounts
© 2022 Optmyzr Inc. All rights reserved.
@navahf
38
Asset Groups In Single
PMax Campaign
Accounts
28
Asset Groups In
Multiple PMax
Campaign Accounts
31
Asset Groups Across
All Accounts With
PMax
Medians Of Asset Groups Per PMax
Campaign
7100 ad accounts
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Majority Of Advertisers Run One Campaign,
One Asset Group
27.54%
Run multiple PMax
campaigns with one asset
group
41.35%
Use one asset group
with one campaign
15.73%
Use one asset group
with multiple
campaigns
16.85%
Run multiple PMax
campaigns
With multiple asset groups
7100 ad accounts
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Is It Better To Run
Many Campaigns With One Asset Group
Or
Campaigns With Multiple Asset Groups?
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Median ROAS Across 18,542 Campaigns
426.66
%
All Campaigns
424.57%
One Asset Group
461.64%
Multiple Asset
Groups
7100 ad accounts
© 2024 Optmyzr Inc. All rights reserved.
@navahf
There Is No “Right” Answer
Just The Best One For You!
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Task Two: Building Out Creative
© 2024 Optmyzr Inc. All rights reserved.
@navahf
There Are Two Schools Of Thought
Add Everything Add Desired
Channels
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Own The Power Of Visual Assets
© 2022 Optmyzr Inc. All rights reserved.
@navahf
16
Text Assets
13
Image Assets
4
Video Assets
Median Assets By Type
7100 ad accounts
© 2024 Optmyzr Inc. All rights reserved.
@navahf
AI can Help But It’s Not Perfect
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Canva is part of PMax!
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Don’t Feel Trapped By Auto-Generated Content:
You Can Opt Out!
© 2024 Optmyzr Inc. All rights reserved.
@navahf
URL Expansion (DSA) Needs To Be A Conscious
Choice
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Task Three: Build Out Audience Signals
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Audience Signals Are Not The Same As
Remarketing Lists
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Both First Party Data and Native Audience Signals
Are Important
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Don’t Be Afraid To Use Websites As a Signal
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Location Options Are Available In PMax!
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Do Audience Signal Work?
Using audience
signals?
COUNTUNI
QUE of
cmp_id
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 121 0.72 34.21 1.20% 2.46% 227.72%
Yes 14387 0.53 20.75 1.27% 2.65% 429.28%
7100 ad accounts
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Task Four: Build Out Exclusions
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Exclusions Are Just As Important As Targets
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Negative Keywords Can Be Done Through The
Form
https://support.google.
com/google-
ads/contact/pmax_imp
lementation#
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Conversion Data Exclusions Might Be Needed!
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Account Level Lists Mean Other Campaigns Can
Influence Your Success!
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Task Five: Partnering Search Themes
With Traditional Search
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Search Themes Are A Powerful Way To Prove
Which Keywords Should Go Into General Search
Campaigns
© 2024 Optmyzr Inc. All rights reserved.
@navahf
What Does Early Performance Say About Search
Themes
Using search
theme?
COUNTUNI
QUE of
campaign
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 9673 0.51 20.30 1.26% 2.64% 453.95%
Yes 4830 0.57 22.46 1.28% 2.66% 377.33%
7100 ad accounts
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Why Should We Use If Performance Is Mediocre?
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Exact Keyword Will Always Win Over Search
Themes
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Phrase and Broad With Exact Syntax Will Win
Search Themes Will Win Otherwise
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Turn Proven Search Themes Into Exact
Keywords
&
Test New Ideas As Search Themes
© 2024 Optmyzr Inc. All rights reserved.
@navahf
Top 5 Things To Do
★ Identify distinct personas/profit centers and build for
them.
★ Partner with but don’t fully delegate to AI.
★ Please use Audience Signals.
★ Be proactive about traffic you don’t want - harness all the
exclusions!
★ Search Themes will be as useful as you make them -
partner with your search campaigns.
SUBSCRIBE WEBSITE SUPPORT PODCAST FOLLOW
Thanks! Questions?
Navah Hopkins
navah@optmyzr.com
@navahf

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Performance Max Session From PubCon Vegas 2024

  • 2. © 2024 Optmyzr Inc. All rights reserved. @navahf About Me ● 15 years in digital marketing with experience in SAAS, in- house, and agency. ● Board member of PSA, Foxwell Founders, judge for digital marketing awards, and regular contributor to SEL, SEJ and others. ● Pet mom, gamer girl, and metal fan
  • 3. © 2024 Optmyzr Inc. All rights reserved. @navahf Performance Max Is An Often Misunderstood Campaign Type
  • 4. © 2024 Optmyzr Inc. All rights reserved. @navahf At Its Heart, PMax Is Designed For Mid to Lower Funnel
  • 5. © 2024 Optmyzr Inc. All rights reserved. @navahf Many Confuse Visual Content With Top Of Funnel
  • 6. © 2024 Optmyzr Inc. All rights reserved. @navahf PMax Will Work As Well As The Work You Put In
  • 7. © 2024 Optmyzr Inc. All rights reserved. @navahf What Does Putting In The Work Mean
  • 8. © 2024 Optmyzr Inc. All rights reserved. @navahf Task One: Splitting Asset Groups By Service/Product/Persona
  • 9. © 2024 Optmyzr Inc. All rights reserved. @navahf We Know To Make Ad Groups For Different Products/Services… Why Not Asset Groups?
  • 10. © 2024 Optmyzr Inc. All rights reserved. @navahf Performance Max Is Not An “Easy” Campaign Type If You Put In Average Effort, You’ll Get Average Results 3.20% Campaigns didn’t break even
  • 11. © 2024 Optmyzr Inc. All rights reserved. @navahf Data Shows Splitting Up Asset Groups Improves Performanc e
  • 12. © 2024 Optmyzr Inc. All rights reserved. @navahf Let’s Address Feeds First…Mixed Success Have merchant feed? COUNTUNI QUE of Campaign Id MEDIAN of CPC MEDIAN of CPA MEDIAN of CTR MEDIAN of Conv Rate MEDIAN of ROAS No 5122 0.70 16.35 2.98% 4.72% 101.71% Yes 13513 0.48 21.58 1.13% 2.32% 502.21% 7100 ad accounts
  • 13. © 2022 Optmyzr Inc. All rights reserved. @navahf 57.72% Accounts With One PMax Campaign 42.28% Accounts With Multiple PMax Campaigns Multiple Campaigns or One PMax Campaign? 7100 ad accounts
  • 14. © 2022 Optmyzr Inc. All rights reserved. @navahf 38 Asset Groups In Single PMax Campaign Accounts 28 Asset Groups In Multiple PMax Campaign Accounts 31 Asset Groups Across All Accounts With PMax Medians Of Asset Groups Per PMax Campaign 7100 ad accounts
  • 15. © 2024 Optmyzr Inc. All rights reserved. @navahf Majority Of Advertisers Run One Campaign, One Asset Group 27.54% Run multiple PMax campaigns with one asset group 41.35% Use one asset group with one campaign 15.73% Use one asset group with multiple campaigns 16.85% Run multiple PMax campaigns With multiple asset groups 7100 ad accounts
  • 16. © 2024 Optmyzr Inc. All rights reserved. @navahf Is It Better To Run Many Campaigns With One Asset Group Or Campaigns With Multiple Asset Groups?
  • 17. © 2024 Optmyzr Inc. All rights reserved. @navahf Median ROAS Across 18,542 Campaigns 426.66 % All Campaigns 424.57% One Asset Group 461.64% Multiple Asset Groups 7100 ad accounts
  • 18. © 2024 Optmyzr Inc. All rights reserved. @navahf There Is No “Right” Answer Just The Best One For You!
  • 19. © 2024 Optmyzr Inc. All rights reserved. @navahf Task Two: Building Out Creative
  • 20. © 2024 Optmyzr Inc. All rights reserved. @navahf There Are Two Schools Of Thought Add Everything Add Desired Channels
  • 21. © 2024 Optmyzr Inc. All rights reserved. @navahf Own The Power Of Visual Assets
  • 22. © 2022 Optmyzr Inc. All rights reserved. @navahf 16 Text Assets 13 Image Assets 4 Video Assets Median Assets By Type 7100 ad accounts
  • 23. © 2024 Optmyzr Inc. All rights reserved. @navahf AI can Help But It’s Not Perfect
  • 24. © 2024 Optmyzr Inc. All rights reserved. @navahf Canva is part of PMax!
  • 25. © 2024 Optmyzr Inc. All rights reserved. @navahf Don’t Feel Trapped By Auto-Generated Content: You Can Opt Out!
  • 26. © 2024 Optmyzr Inc. All rights reserved. @navahf URL Expansion (DSA) Needs To Be A Conscious Choice
  • 27. © 2024 Optmyzr Inc. All rights reserved. @navahf Task Three: Build Out Audience Signals
  • 28. © 2024 Optmyzr Inc. All rights reserved. @navahf Audience Signals Are Not The Same As Remarketing Lists
  • 29. © 2024 Optmyzr Inc. All rights reserved. @navahf Both First Party Data and Native Audience Signals Are Important
  • 30. © 2024 Optmyzr Inc. All rights reserved. @navahf Don’t Be Afraid To Use Websites As a Signal
  • 31. © 2024 Optmyzr Inc. All rights reserved. @navahf Location Options Are Available In PMax!
  • 32. © 2024 Optmyzr Inc. All rights reserved. @navahf Do Audience Signal Work? Using audience signals? COUNTUNI QUE of cmp_id MEDIAN of CPC MEDIAN of CPA MEDIAN of CTR MEDIAN of Conv Rate MEDIAN of ROAS No 121 0.72 34.21 1.20% 2.46% 227.72% Yes 14387 0.53 20.75 1.27% 2.65% 429.28% 7100 ad accounts
  • 33. © 2024 Optmyzr Inc. All rights reserved. @navahf Task Four: Build Out Exclusions
  • 34. © 2024 Optmyzr Inc. All rights reserved. @navahf Exclusions Are Just As Important As Targets
  • 35. © 2024 Optmyzr Inc. All rights reserved. @navahf Negative Keywords Can Be Done Through The Form https://support.google. com/google- ads/contact/pmax_imp lementation#
  • 36. © 2024 Optmyzr Inc. All rights reserved. @navahf Conversion Data Exclusions Might Be Needed!
  • 37. © 2024 Optmyzr Inc. All rights reserved. @navahf Account Level Lists Mean Other Campaigns Can Influence Your Success!
  • 38. © 2024 Optmyzr Inc. All rights reserved. @navahf Task Five: Partnering Search Themes With Traditional Search
  • 39. © 2024 Optmyzr Inc. All rights reserved. @navahf Search Themes Are A Powerful Way To Prove Which Keywords Should Go Into General Search Campaigns
  • 40. © 2024 Optmyzr Inc. All rights reserved. @navahf What Does Early Performance Say About Search Themes Using search theme? COUNTUNI QUE of campaign MEDIAN of CPC MEDIAN of CPA MEDIAN of CTR MEDIAN of Conv Rate MEDIAN of ROAS No 9673 0.51 20.30 1.26% 2.64% 453.95% Yes 4830 0.57 22.46 1.28% 2.66% 377.33% 7100 ad accounts
  • 41. © 2024 Optmyzr Inc. All rights reserved. @navahf Why Should We Use If Performance Is Mediocre?
  • 42. © 2024 Optmyzr Inc. All rights reserved. @navahf Exact Keyword Will Always Win Over Search Themes
  • 43. © 2024 Optmyzr Inc. All rights reserved. @navahf Phrase and Broad With Exact Syntax Will Win Search Themes Will Win Otherwise
  • 44. © 2024 Optmyzr Inc. All rights reserved. @navahf Turn Proven Search Themes Into Exact Keywords & Test New Ideas As Search Themes
  • 45. © 2024 Optmyzr Inc. All rights reserved. @navahf Top 5 Things To Do ★ Identify distinct personas/profit centers and build for them. ★ Partner with but don’t fully delegate to AI. ★ Please use Audience Signals. ★ Be proactive about traffic you don’t want - harness all the exclusions! ★ Search Themes will be as useful as you make them - partner with your search campaigns.
  • 46. SUBSCRIBE WEBSITE SUPPORT PODCAST FOLLOW Thanks! Questions? Navah Hopkins navah@optmyzr.com @navahf