No Snake Oil

I’ve tried to compile some early notes on Performance Max, since I think it’s going to be the major driver of E-Comm for Google in the next few years. Because it’s so new there’s not a lot out there as far as best practices, so here are my notes on set up, structure, and optimizations.

Content:

• What’s A P-Max?
• Asset Groups, Listing Groups, Audience Segments
• Notes on Scaling and Initial budgets
• Structures
• Optimizations

This week we’re joined by Michael Sadler. Do you know those bus stop ads featuring celebrities asking you to dial into a phone number?

That was his idea…

4 years ago.

The best direct sale platform you’re not using.

Tony has been a media buyer for 10 years, working on everything from Oscar winning films to your local salad. He’s a genius when it comes to marketing… And probably other things.

This week we’re joined by Brenna Kleiman, who’s recently decided to scale their spend down on Facebook, choosing other platforms like Pinterest or Snapchat. A high moral fiber should go hand in hand with advertising, but sadly that’s not always the case.

So, I wanted to give my friend the opportunity to share why they’ve decided to go in this direction in hopes that it can inspire others to think outside of Facebook’s black box.

Get your advice from experts, not gurus.

This week we’ll talk about some basics of Sequential Targeting. We’ll go over why would need it, how you should set it up, and what to consider as you manage it. We’ll also go over some pitfalls to avoid.

This episode, I’ll explain the Alpha Beta campaign structure and bidding strategy for Google Search campaign.