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In This Episode…
In this episode, Tim and Jess are joined by special guest, Nicola Tuxford, Thinkplus’s Head of PPC, to talk you through how to do powerful, high-ROI PPC in 2024.
Key Takeaways
- The new Google feature, Performance Max (pMax), allows for more efficient, full-funnel marketing campaigns, with automated, machine learning-backed optimisation.
- While pMax can provide significant benefits in terms of time savings and streamlined campaign management, it requires careful monitoring and patience during the initial learning curve for the best results.
- Creativity plays a key role in pMax campaigns, with a strong emphasis on quality videos and digital assets, as well as up-to-date merchant feeds.
- Adjusting the customer acquisition settings in pMax campaigns can significantly impact performance, allowing businesses to decide whether to target new and/or existing customers.
- Performance Max may be beneficial for Google’s Search Generative Experience (SGE), offering tailored advertising options and making strategic use of real-time, first-party data provided by users.
What to Watch Next
What to Listen to Next
- How Google Ads Will Work in 2024 (#295)
- The Importance of PPC in an AI Search World (#286)
- How to Spy on Your Competitor’s PPC Ads (#246)
- Reduce Your CPA by up to 87% (#241)
- The 3-Stage PPC Strategy You Need to Maximise Your Ad Spend (#203)
