{"id":22873,"date":"2023-10-25T14:16:54","date_gmt":"2023-10-25T08:46:54","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=22873"},"modified":"2023-10-25T14:16:55","modified_gmt":"2023-10-25T08:46:55","slug":"ppcchat-performance-max-demand-gen-in-google-ads","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-performance-max-demand-gen-in-google-ads\/","title":{"rendered":"PPCChat | Performance Max & Demand Gen in Google Ads | 24th October 2023"},"content":{"rendered":"\n

Here is the complete screencap of this week’s PPCChat session. The theme of the discussion was \u201cPerformance Max & Demand Gen in Google Ads” and the session was hosted by Julie F Bacchini<\/a>.<\/p>\n\n\n\n\n\n\n\n

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Q1: Are you currently using Performance Max in your accounts? If so, for how long and in what industries?<\/strong><\/h4>\n\n\n\n
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Yes ecomm and lead gen. @runnerkik<\/a><\/p>\n\n\n\n

I have not done a ton with PMax. I am exclusively lead gen. @NeptuneMoon<\/a><\/p>\n\n\n\n

Using them on ecom. Been about almost 3 years using them. @duanebrown<\/a><\/p>\n\n\n\n

Yes. Been using it for several months now with great success. Lead gen for local services. @williamhboggs<\/a><\/p>\n\n\n\n

Yes in both lead gen and e-commerce. @navahf<\/a><\/p>\n\n\n\n

Yes. Ecomm for a couple years. Lead gen in the last year or so. @robert_brady<\/a><\/p>\n\n\n\n

Ecom only. @JanineSEM<\/a><\/p>\n\n\n\n

Same here\u00a0@williamhboggs<\/a>– Lead gen for local services and it seems to do well. @NicoleGreggo<\/a><\/p>\n\n\n\n

Yup. Have been doing it a lot but recently moved to sales primarily so been a pause on PPC. I guess, I gotta refresh the latest information here. @1tagupta<\/a><\/p>\n\n\n\n

I\u2019ve\u00a0been doing PMax since September 2020. Most successful in ecommerce, but had some success in lead gen. @ScottOmiller<\/a><\/p>\n\n\n\n

We’re using it for eCom, but it hasn’t done as well\/doesn’t seem to maeke sense for B2B SAAS. @revaminkoff<\/a><\/p>\n\n\n\n

Doesn’t even feel like 3 years have already passed with Performance Max. Is it just me or does Performance Max lose the gossip spotlight recently? @1tagupta<\/a><\/p>\n\n\n\n

It is definitely an established product at this point\u00a0@1tagupta<\/a>\u00a0and the Google trial has taken up the gossip space! @NeptuneMoon<\/a><\/p>\n\n\n\n

@1tagupta<\/a>,\u00a0it\u00a0hasn\u2019t\u00a0been 3 years for most.\u00a0It only became publicly available 2 years ago. @ScottOmiller<\/a><\/p>\n\n\n\n

No. B2B clients only. @beyondthepaid<\/a><\/p>\n\n\n\n

Google Trial? Gotta catch up on a lot of news then. @1tagupta<\/a><\/p>\n\n\n\n

@ScottOmiller<\/a> I remember it was first there in October or November 2021 in our accounts. I started it since then.@1tagupta<\/a> <\/p>\n\n\n\n

Been using for about a year in primarily ecomm accounts. @McKenzie Davis<\/a><\/p>\n\n\n\n

@1tagupta<\/a> I remember.\u00a0My claim to fame in the PPC world is that I was incredibly fortunate to launch the world\u2019s first PMax campaign EVER during its pre-pilot. (At least,\u00a0that\u2019s\u00a0what the Google product engineer told us, that we were the first.) @ScottOmiller<\/a><\/p>\n\n\n\n

Yes, in ecomm, first campaign launched Jan ’22. @DanielLuise<\/a><\/p>\n\n\n\n

Predominantly this year, fully DTC within apparel, kitchen appliances, food, and outdoor gear. @teabeeshell<\/a><\/p>\n\n\n\n

We haven’t implemented it across all accounts as budget is something that’s being considered but we have used it for both eCom and lead generation. @adwordsgirl<\/a><\/p>\n\n\n\n

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Q2: How has PMax performance been for your accounts lately?<\/strong><\/h4>\n\n\n\n
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I feel like in the platform performance looks amazing in reality so, so. @runnerkik<\/a><\/p>\n\n\n\n

Google would say amazing when you forget PMax has brand and remarketing conversions basked in.At least for some brands, looking at removing brand starts to have you really understand what PMax is and is not doing for the ad account. It does work but at different levels. Don\u2019t set it and forget it people. @duanebrown<\/a><\/p>\n\n\n\n

When left unchecked, PMax looks like\u00a0it\u2019s\u00a0AMAZING, but for straightforward prospecting\/top-of-funnel marketing,\u00a0it\u2019s\u00a0just slightly better than \u201cokay\u201d. @ScottOmiller<\/a><\/p>\n\n\n\n

Crushing it! Our PMax campaigns see CPAs anywhere from 50-75% lower compared to search campaigns for the same local services. I\u2019ll\u00a0add that I have not yet excluded branded searches from these, per\u00a0@duanebrown<\/a>\u00a0\u2018s comment.\u00a0I\u2019ll\u00a0be interested to see how this changes things going forward. @williamhboggs<\/a><\/p>\n\n\n\n

Google Analytics and Google Ads show two very different numbers for PMax performance – makes it really hard to judge. @revaminkoff<\/a><\/p>\n\n\n\n

Consider me a spectator here as I hadn’t run it in a while but I saw demand gen campaign emails from Google. @1tagupta<\/a><\/p>\n\n\n\n

After excluding brand, it took us many months to rebound.\u00a0We still\u00a0haven\u2019t\u00a0gotten back to the client\u2019s target ROAS but\u00a0it\u2019s\u00a0gotten a lot closer and the client appreciates that\u00a0it\u2019s\u00a0not brand search sales they feel they\u00a0would\u2019ve\u00a0captured anyway. @JanineSEM<\/a><\/p>\n\n\n\n

I tested it for my lead gen local accounts since about last year – we excluded brand and found CPA’s to be higher than search and lead volume low. The client base we had at my agency just left and now we’re in the middle of a big push to get other clients on board with it. My team members have always had solid numbers using P-Max and when I asked them if they excluded brand, they said no, so. @robert_brady<\/a><\/p>\n\n\n\n

I mean, Google does not want us excluding brand\u2026 I\u2019m always super curious when they trot out household brands to talk about PMax if they are including brand. Cause if they are, of course it looks amazing. @NeptuneMoon<\/a><\/p>\n\n\n\n

It’s still working for us with brand excluded, but it’s so hard to know\u00a0what<\/em>\u00a0is exactly working — I feel like I could optimize if I knew where the conversions were actually coming from. @revaminkoff<\/a><\/p>\n\n\n\n

@NeptuneMoon<\/a> a lot of big brands have budget to burn and are spending big bucks on branded search anyway, so they might as well include it. @ScottOmiller<\/a><\/p>\n\n\n\n

It’s all about peeling back the layers:<\/p>\n\n\n\n