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Performance Max and Smart Bidding

Menachem Ani
November 02, 2023
34

Performance Max and Smart Bidding

Reframe Your Approach to Google Ads in 2024

Menachem Ani

November 02, 2023
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  1. speakerdeck.com/menachem
    @MenachemAni
    PMax & Smart Bidding:
    Menachem Ani
    JXT Group
    Reframe Your Approach
    to Google Ads in 2024

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  2. It’s a tough time for
    search marketers
    @MenachemAni #brightonSEO

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  3. From 2018 to 2020,
    marketer adoption of
    AI rocketed from 29%
    to a staggering 84%
    Source: Salesforce Research's State of Marketing Study, 2020
    @MenachemAni #brightonSEO

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  4. AUTOMATION
    ISN'T THE FUTURE,
    IT’S NOW
    @MenachemAni #brightonSEO

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  5. Our job is nothing
    like it used to be.
    Managing
    systems
    PPC
    Manager
    PPC
    Manager
    @MenachemAni #brightonSEO

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  6. “A cookieless future” “First party data”
    “Zero party data”
    “Upgrade to Demand Gen”
    @MenachemAni #brightonSEO
    “iOS 14”
    “Google Analytics 4”

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  7. If machines are pulling the levers,
    where does that leave us?
    @MenachemAni #brightonSEO

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  8. PPC Management Evolved
    What the job used to be:
    Adjust every bid
    Be hyper-segmented
    Do it all ourselves
    Limit scope to ads
    What it is today:
    Set financial targets
    Segment smartly
    Manage data inputs
    Optimize post-click
    VS

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  9. Our job is to monitor and guide
    machines and systems.
    @MenachemAni #brightonSEO

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  10. Scarcity or
    Abundance?
    @MenachemAni #brightonSEO

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  11. @MenachemAni #brightonSEO
    Three Pillars
    to PPC Success
    Philosophy Strategy Tactics
    1 2 3

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  12. Guiding Philosophies

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  13. Have an
    open mind
    1
    @MenachemAni #brightonSEO

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  14. Adopt and
    test early
    2
    @MenachemAni #brightonSEO

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  15. Keep an eye on
    the money.
    3
    @MenachemAni #brightonSEO

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  16. Winning Strategies

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  17. Don’t treat PMax like legacy ads
    1
    Social/Display
    Search/Shopping

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  18. Campaign Segmentation
    Budget
    Do you want to allocate separate
    budgets to different products/services?
    KPI Objective Do you have different target CPA/ROAS?
    Location Are you targeting different regions?
    Reporting* Do you need to breakout performance reports?

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  19. Asset Group Segmentation
    Product/Service
    Asset Groups should be segmented by
    product category or service.
    Creative & Copy Unless, there is different messaging
    depending on the Audience Signals and
    stages in the customer journey.

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  20. Get and use better data
    2

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  21. Go deeper in the funnel with PMax
    3
    Offline (OCI)*
    Online (gTag) Offline (OCI)* Offline (OCI)*
    Lead Step 1 Step 2 Closed Deal
    Value: 0 Value: 10 Value: 20 Value: 100

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  22. 4
    Put strategy
    over tactics

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  23. 5
    Data Google
    Asks For
    Data Google
    Shares
    Accept the
    imbalance in
    data equity.

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  24. Today’s Tactics

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  25. 3 Ways To Set Up Performance Max
    1
    True
    PMax
    2 3
    Smart Shopping
    style
    Paid Social
    style

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  26. Performance Max

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  27. Smart Shopping Style

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  28. Paid Social Style

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  29. Audiences: Targeting vs. Signals
    Import Customer Data
    Search Terms
    Competitor Names
    Competitor URLs
    Demographics
    Interests & Affinity Groups

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  30. Datafeed & Traffic Quality
    Identifiers
    Product Titles
    Descriptions
    Images
    Categorization

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  31. PMax v. Everything Else
    Search Shopping PMax

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  32. Smart Bidding
    Bid
    Language
    Operating
    System
    Browser
    Device Type
    Audience
    Segment
    Ad Characteristics
    Extensions
    Conversion
    Rate
    Conversion
    Path
    Search Network
    Partner
    Demographics
    Time Day of the Week
    Device
    Locations Interests
    Price Competitiveness
    Seasonality Product
    Data

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  33. Demand Gen Campaigns

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  34. @MenachemAni #brightonSEO

    Technology is always
    moving forward–if you
    don’t take advantage of
    it, you’re going to be
    left behind.
    - Menachem Ani, Founder, JXT Group

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  35. What's the one thing
    about AI in PPC
    that's on your mind?
    Let’s Continue
    The Conversation!
    CONNECT
    @MenachemAni
    Menachem Ani
    JXTGroup.com # brightonSEO

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