is Performance Max stealing your Search traffic?
Here's how to stop that
/Google Ads thread/
Here's how to stop that
/Google Ads thread/
Google officially says Performance Max "respects" your keyword targeting
I've seen this be both true and false lol
Google's goal is?
(more 💰) and also ⬇️
Both campaigns compliment each other and give you the best of both worlds
this can be done
here's how
I've seen this be both true and false lol
Google's goal is?
(more 💰) and also ⬇️
Both campaigns compliment each other and give you the best of both worlds
this can be done
here's how
So how do we work w/ the machine instead of against it?
"if the user's query is identical to the search keyword (any match type)...the search campaign will be prioritized over Performance Max"
"if the query is not exact --> campaigns/ads w/ highest Ad Rank serves"
"if the user's query is identical to the search keyword (any match type)...the search campaign will be prioritized over Performance Max"
"if the query is not exact --> campaigns/ads w/ highest Ad Rank serves"
The Selection Process (breakdown)
Exact Query
> search keyword (any match type)
Not Exact Query
> campaign with the highest Ad Rank
but what's Ad Rank?
Exact Query
> search keyword (any match type)
Not Exact Query
> campaign with the highest Ad Rank
but what's Ad Rank?
Ad Rank Defined
What is it?
> "a value that's used to determine where ads are shown on a page relative to other ads, and whether your ads will show at all"
How is it calculated?
What is it?
> "a value that's used to determine where ads are shown on a page relative to other ads, and whether your ads will show at all"
How is it calculated?
Ad Rank Formula (simplified)
1. The Bid
2. Ads/Landing Page Quality
3. Ad Rank Thresholds
(min $ per bid and quality control)
4. Auction Competitiveness
5. Search Context
6. Expected Impact From Your Ad
(all formats & extensions)
1. The Bid
2. Ads/Landing Page Quality
3. Ad Rank Thresholds
(min $ per bid and quality control)
4. Auction Competitiveness
5. Search Context
6. Expected Impact From Your Ad
(all formats & extensions)
Why should you care about this?
This gives us insight into how we can structure our Search targeting to compete alongside Performance Max
This gives us insight into how we can structure our Search targeting to compete alongside Performance Max
Here's how to structure your Search Targeting w/ Performance Max
1. Add any relevant search query from PMAX to your Search campaign
> any match type
2. done ✅
3. Bonus (from @josiah_daves)
> add tROAS cap on Search campaign while having open bidding on Performance Max
1. Add any relevant search query from PMAX to your Search campaign
> any match type
2. done ✅
3. Bonus (from @josiah_daves)
> add tROAS cap on Search campaign while having open bidding on Performance Max
@josiah_daves & that's how to make sure your search campaigns aren't hurt when running performance max 😯
Remember
1. Exact query match rules
2. If that fails, maximize Ad Rank (6 factors)
3. Targeting is key
if you learned something, toss this thread a retweet
Remember
1. Exact query match rules
2. If that fails, maximize Ad Rank (6 factors)
3. Targeting is key
if you learned something, toss this thread a retweet
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