God Tier Performance Max - Google Ads Training | YES, STILL RELEVANT 2024
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- čas přidán 23. 07. 2024
- Get God Tier Ads today and take the guesswork out of managing Google Ads: edleake.tv/pmaxtraining
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Not just performance max best practices...
Sit back and syphon $250 Million Ad Knowledge from my cranium, with this free Google Ads training that covers every step of Performance Max setup and optimisation.
Including the 3 levels of optimisation, from beginner to advanced.
Get step-by-step instructions on how to maximise conversions and revenue from your Google Performance Max campaigns.
PMAX TRAINING CONTENT & CHAPTERS:
00:00 What we cover
00:40 Why trust me with your time
01:09 GET PMAX BASICS RIGHT
06:07 Macro vs Micro Conversions
10:34 Improving conversion data
20:32 Performance Best Practices
22:25 PMAX CAMPAIGN STRUCTURES
24:16 Remarketing with PMax
24:45 Lead generation campaigns
28:10 Ecommerce campaigns
29:18 Feed Optimisation basics
30:45 Single category ecommerce
32:32 Ecommerce with category splits
34:18 Price and prospecting setup
36:05 On sale and discounts
38:13 Is Standard Shopping dead?
39:30 Naked shopping with no assets
40:45 PMax audience signals (simple)
43:20 Why you might split campaigns
43:56 Campaign split ideas
45:47 Sales are for segmenting
46:02 Seasonality split
46:38 The 'best' PMax structure...
47:50 MAXIMISE BUDGET & BIDS
53:06 New Customer Acquisition
57:15 Write 'great' ad copy
57:49 SETUP FINAL CHECKS
01:03:35 Stop, don't optimise (yet)
01:06:35 PMax review timeline
01:08:16 OPTIMISE PMAX
01:12:00 BASIC PMAX OPTIMISATIONS
01:13:02 Ad Strength
01:13:42 Testing Text Ads in Performance Max
01:14:05 Asset Performance Column
01:15:05 Search term extraction
01:16:15 Brand defence
01:17:31 Negative brand keywords
01:18:36 PMax image optimisation
01:18:24 Ecommerce specific tweaks
01:20:38 Product Type report
01:21:43 PMax budget management
01:22:30 Audience optimisations
01:23:33 Audience Insights
01:24:08 When to split Asset Groups
01:25:31 PMax Placement reports
01:26:45 ADVANCED OPTIMISATIONS
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Links mentioned in the training:
- 💸 Get The 23 Pillars of Ad Copy for $5 here - bit.ly/23pillars
- 🔎 Free Competitor report (and more training) - bit.ly/competitor-ads
![Getting No Conversions In Google Ads? [Do these 3 things]](http://i.ytimg.com/vi/SLipxAe4ZS8/mqdefault.jpg)
YES, STILL RELEVANT IN 2024
Remember, if you don't hit that LIKE button - Google will send you spam clicks!
Edit: PMax updates!
In typically Google style, I upload a video and they change something. Thankfully in this case it's positive - they've finally added:
- Placement exclusions.
- Account level negatives that include PMax campaigns.
- And asset group reporting should be live too.
You get a sub and a like for this Ed. Truly Quality content.
Thanks for this Ed! Very helpful!
Wow! Super detailed. Loved it. Thanks Ed!
My pleasure! 👍
Thanks for sharing!
Great video Ed. You can actually see how much CZcams is spending by looking at the count of views and multiplying it by the cost per view. Keep the videos coming.
why didn't I think of that, good tip - thanks for sharing 👍
Amazing! Super insightful and well-structured
What a lovely comment - thank you Kelly!
One of the biggest revelation for me was the audience signal part. I always thought the more the audience signal , the better. But looks like its more on quality of audience signal than quality. First party data, in market audience with top 3- 5 search terms etc.. great learning for me. Thanks again
Quality over quantity. 👍
This is the best Performance Max training on the tube. 🚀
*probably
this was amazing!!
Awesome!! Thanks Ed 🙏🙏
cheers Philipp 👍
Hey Ed, another great video!
Great video thanks Ed. Would love a video like this covering PMax for travel goals
thanks Patrick, not sure I'll have time to do PMax videos for specific industries - but we shall see!
Incredible Ed, we'll be following this over the coming weeks!
it's sweatshop fuel 🚀
(insider joke)
@@EdLeake big time 😂
Thanks Ed Leake, This is such a Great Video, You Clear Lots of my doubt about P-max, I appreciate your time that you spend to create such a fantastic video. Yes I Made It!
Welcome to the 1% club 🤝
@@EdLeake Thanks🤝
GOAT
🙏
Awesome video!
glad you enjoyed it 👍
GOLD
for real 😎
Top class Ed. Far too many Google Ads resources stop at the conversion and don't consider the wider business impacts. Aka the whole fecking point!
yes Charles
good stuff, Ed
Your video is amazing!!!
thank you, I put a lot of effort into this one :)
Good sharing stay safe
me pleasure
G.O.A.T
Well summarized Ed. On the ecommerce side, it's a great concise training of what's working in P Max right now.
Thanks - 95 minutes is about as concise as I could get!
Brilliant video Ed..some of the humor are legendary " easy when its not thier (google's money) :-). While technically, PMAX is a lower funnel tactic, we have positioned it internally as more of mid funnel ( as it also helps in brand reach, recall), so would you recommend have a TROAS which is more blended ROAS ( weighted average between engage and conversion funnel phase) to give Pmax a bigger headroom to expand?
Thanks Srinivas 👍
You're right, PMax is a good BOFU hunter. But with the added Display behaviour which is more audience driven and therefore less cherry picking.
In your situation I'd say - if you have plenty of conversions coming in - then it might be worth a blended test. Especially if you have a longer conversion lag (weeks, not days).
Data-driven attribution should aid that setup.
But I'd caution against doing the blended tROAS approach if you have shorter paths to conversion i.e. 1-2 days.
Ultimately, it comes down to running a test or experiment.
Brilliant. Haven’t gone through all yet but super rich in info. Will probably listen at 50% speed to take all in 😂
Seems like PMax is akin to the Tony Montana of ad campaigns
I just tried 0.5x speed... I sound like I've been heavily medicated. 😂
@@EdLeake haha, all good maestro
Incroyable!
not sure what that word is, but i'll take it!
Literally, it means incredible. In this context, it is both incredible and awesome, in the sense that you overdelivered.
Great content. Small amendment: your search campaign kw's don't need to be exact in order to override PMAX. GOOGLES wording: If the user’s query is identical to an eligible Search keyword of any match type in your account, the Search campaign will be prioritised over Performance Max.
Thanks for sharing. I reviewed the Google PMax guide and it mentioned exact as priority, whereas others were ad rank. Looks like Google is giving us mixed information... which isn't helpful! 😅
@@EdLeake 😅 typical Google lord save us from our robot overlords...
Ps could you link me to the guide where it says exact match is a must. No worries if not 🙏. Will also be airing on the side of caution and getting more liberal with exact matches in the meantime!
Probably the best pmax training on the internet. thank you!
Can you explain how you got to the page on the search term extraction slide? I can't seem to find that reporting. Thanks, great presentation!
Thanks Katharine - they're under the PMax campaign Insights view > "Search terms insight".
Hi Ed, where can I find the search terms screenshot as seen in the Search Term Optimisation slide please?
They're under the PMax campaign Insights view. "Search terms insight"
I wish I could afford you for managing our googleads - one day
Hi Ed, you mentioned previously (perhaps another video) there is a budget or spend threshold on when you should split. DO you know what that is, and if you had the video where you mentioned it, that would be great. Thank you,
Hmm, that doesn't sound right. I would not split based on an arbitrary spend threshold.
If I were working with a limited budget, I would however split based on where the budget needs to go (balancing) to make sure top performers were getting saturated first. 👍
@@EdLeake great, thanks Ed.
Hi @EdLeake, what are your thoughts on product (amount) thresholds? Given that P. Max needs a lot of data. Thanks
Hey Ed,
I have been running PMax for Ecom with Max. Conv. for 2-3 Months. For a few weeks it achieved the desired CPA, but other weeks it was way worse. I changed it to tCPA. The campaign achieves the tCPA goal but it doesn't spend the whole daily budget. Do have any recommendations?
Any reason you're running CPA instead of ROAS?
@@EdLeake Well, for now it is a one product store and the average order is one of it. I focus on CPA and I used tCPA because I understand it better. But I am definetely going to test tROAS and see what happens. Thank you for the response Ed!!!
I am an SEO, not a paid ads expert, and I was thinking of stepping into the world of standard shopping ads for my home decor ecommerce brand. However, since you mention you need plenty of time to test standard ads, I get the impression P max is the way to go. In terms of budget, I want to start slow and increase over time as I gain a better understanding of how it works, and as we get through Christmas. I have a list of my five top sellers, keywords, and past customer emails. Do you think that's enough to run a campaign for a single asset group?
Absolutely - if you're converting organically already, PMax should have no problem because you're layering over the top of existing success.
If you see ads on the SERP for your organic terms, that's another tell there's enough commercial demand.
Where any form of ads struggle or simply fail, is when ecom owners try to use them to 'fix' an issue. For example you've been getting organic and social traffic for many months and it doesn't convert, in that case PPC isn't going to fix the underlying issue - why people aren't buying.
*not wishing to teach you to suck eggs here.
@@EdLeake Thanks for your reply, I just got your ads manual. SEO is not on fire right now as it's only just starting to rank, we have been heavily reliant on 3rd party platforms to date, so the concept is proven. I'm just really struggling to decide on standard or PMax with a limited 20-30 dollars daily budget. Feels like it has to be $100 plus for 6 weeks like you say to have an effect.
Is the 2k monthly budget you mentioned for pmax per campaign or per account?
Account, it's just a rough guide for lead gen really.
Most ecom will have to use PMax regardless.
It's always hard giving a budget but it's therefore reference. There are always exceptions.
My point still stands - max out search campaigns first, you'll get better results. Move to PMax IF/WHEN you need it to expand.
I started a pmax with a nee account 23:08 and it is working extremely better than the standard shopping. Why do you not recommend starting with it?
Every account is different. Every website is different. Everything... is different.
That means sometimes, what you expect to happen simply does not. But you can say that about nearly all advice, there's always an exception to the rule.
Start with PMax and if it works, great - carry on. Don't over think it.
Great job, Ed! From the 1%
2x speed? 😂
And thanks for going all the way.
Why not use microconversions + tROAS for Leadgen campaigns?
Lac of volume of data = bidding engine not happy.
Vast majority of lead gen accounts I see simply don't have enough real sale value data in Google Ads. My example in the video is 30 leads turning into 3 sales, that's not enough data to go tROAS.
I've tested on high volume accounts with mixed results.
The best results so far has been targeting the qualified leads with tCPA. But again, that was on an account with thousands of those conversions imported each month.
Your mileage may vary.
Would adding new Asset Groups & adjusting tCPA after the optimisation not cause the campaign to fall back into learning phase?
On an existing campaign with data (past performance) I don't care about the learning phase, I think it's impact is completely overblown.
For a new campaign, see 01:06:35 PMax review timeline
@@EdLeake Thanks for the response Ed. Btw, I suspect you're right about the Learning Phase insignificance on seasoned accounts. I noticed this in the 1st week after the forced Smart Shopping Upgrades, before the whole campaign went tits-up, after adding assets.
Thanks again
I tried to run a naked campaign and it wouldn't let me save and continue the campaign. It insisted I put the assets in. Does anyone have any ideas on this?
I've heard this happening - I just tested by not touching ANYTHING in the asset group and it went through (with a warning).
If that doesn't work for you, try Ad Editor or adding basic assets but then removing assets/asset group once the campaign is created.
@@EdLeake Thanks for that, I will give it a look later in the week. Are you in MM? I drive past Pera every Forest home game.
@@neilwalters9233 the office was at Pera, now just a post box - we're all remote!
I'm originally from MM.
👍
@@EdLeake We are in Oakham, so we might as well be remote.
Hey Neil, it worked, then didn't work, then worked again for me - inside Google Ads, and in Ads Editor. Both methods are recorded in my channel.
One thing to be careful of is that Google seems to take budget as a signal for tROAS Pmax so even if you have a limit it has a tendency to overspend stlil.
You're right.
I called that out in the video - Display in particular is liable to spike spend.
@@EdLeake If only there's a way to switch of Display Ads. Would have made a huge difference.
@@EdLeake If only there's a way to switch of Display Ads. Would have made a huge difference.
I really like your course God tier Ads but I don't have money to buy it 😔
အမအ
Assetless PMax is not a loophole. I spoke to a Google rep and they actually recommend doing it this way.
Fair comment, but reps aren't Google and Google officially does not recommend it (in the official documentation).
Good stuff! But the Title could be better. Maybe "Expert Tier" or "Top Tier" or something other than "God Tier".
Just saying...
Too late, it's the name of my brand!
www.godtierads.com
Am I the only one that thinks Ed is faking his accent?
The new pmax king is in town 😂
@@EdLeake I'm American. We don't do that king thing :-P
@@kasimaslam9506 I didn't realise you were American. 🌝
@@EdLeake neither do most Americans 😢
@@kasimaslam9506 Well, we have to end apartheid for one. And slow down the nuclear arms race, stop terrorism and world hunger. We have to provide food and shelter for the homeless, and oppose racial discrimination and promote civil rights, while also promoting equal rights for women. We have to encourage a return to traditional moral values. Most importantly, we have to promote general social concern and less materialism in young people.
Ew
GOAT