speakerdeck.com/menachem
@MenachemAni
PMax & Smart Bidding:
Menachem Ani
JXT Group
Reframe Your Approach
to Google Ads in 2024
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It’s a tough time for
search marketers
@MenachemAni #brightonSEO
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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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AUTOMATION
ISN'T THE FUTURE,
IT’S NOW
@MenachemAni #brightonSEO
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Our job is nothing
like it used to be.
Managing
systems
PPC
Manager
PPC
Manager
@MenachemAni #brightonSEO
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“A cookieless future” “First party data”
“Zero party data”
“Upgrade to Demand Gen”
@MenachemAni #brightonSEO
“iOS 14”
“Google Analytics 4”
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If machines are pulling the levers,
where does that leave us?
@MenachemAni #brightonSEO
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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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Our job is to monitor and guide
machines and systems.
@MenachemAni #brightonSEO
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Scarcity or
Abundance?
@MenachemAni #brightonSEO
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@MenachemAni #brightonSEO
Three Pillars
to PPC Success
Philosophy Strategy Tactics
1 2 3
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Guiding Philosophies
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Have an
open mind
1
@MenachemAni #brightonSEO
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Adopt and
test early
2
@MenachemAni #brightonSEO
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Keep an eye on
the money.
3
@MenachemAni #brightonSEO
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Winning Strategies
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Don’t treat PMax like legacy ads
1
Social/Display
Search/Shopping
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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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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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Get and use better data
2
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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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4
Put strategy
over tactics
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5
Data Google
Asks For
Data Google
Shares
Accept the
imbalance in
data equity.
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Today’s Tactics
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3 Ways To Set Up Performance Max
1
True
PMax
2 3
Smart Shopping
style
Paid Social
style
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Performance Max
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Smart Shopping Style
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Paid Social Style
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Audiences: Targeting vs. Signals
Import Customer Data
Search Terms
Competitor Names
Competitor URLs
Demographics
Interests & Affinity Groups
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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Demand Gen Campaigns
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@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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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