What do PMax, Advantage+ and an 8-year-old in an arcade have in common?
They'll spend as much as they can, if you let them!
In this episode, join Jim and Simon as they dive deep into the world of PPC with Navah Hopkins, a seasoned expert with over 16 years in the marketing industry. Navah shares her insights on Google’s Performance Max (PMax) campaigns, discussing the intricacies of managing them, excluding branded searches, and overcoming broader measurement challenges.
Explore the evolution of PPC, the significance of ad strength, and practical tips for optimizing PMax campaigns.
Stay to the end to hear our thoughts on how data / analytics and marketing teams can learn from each other and collaborate for better outcomes.
00:00 Vacation Plans and PPC Jokes
01:25 Introducing Today's Guest: Navah Hopkins
03:21 Diving into Performance Max Campaigns
06:23 Challenges and Strategies in PPC
10:42 Understanding Performance Max and Asset Management
16:54 The Role of Ad Strength and Measurement in PPC
24:16 Incrementality Testing Challenges
24:35 Meta's Advantage Plus and A/B Testing
25:06 Google's Approach to Testing and Privacy
25:57 Geo-Based Holdout Testing
26:24 PMax Campaigns and Branded Search
27:46 Testing Strategies and Market Considerations
28:29 Google's Targeting Limitations
28:55 Branded Search in PMax
33:05 Data Teams and PPC Collaboration
38:16 Onboarding and Training for Measurement Practitioners
47:45 Creative and Data-Driven Marketing
49:47 Productivity Tips and Metal Music