Performance Max is a full-funnel campaign type. Removing branded queries means you deny it data on an essential layer of the lower funnel, thus depriving Performance Max of a chance to understand how people go from awareness to purchase.
I disagree. PMax can be more of a mid funnel campaign type. especially if we can force it to be more shopping.
Your landing page doesn’t have complete details or the latest updates about the products and services you offer. You’ve just expanded into a new market or launched a new product or service where your campaigns don’t have extensive performance history. You are launching a new promotion or sale for the holiday season where you don’t have extensive performance history. You want to expand your reach within Performance Max—including on Search inventory in Performance Max—and ensure you have comprehensive coverage on important business themes. You want to provide important information to help your campaign ramp up and optimize performance faster.
Examples when you would want to use search themes
Max bidding would want conversion 4 since it increases the total conversions. Target bidding does not want conversion 4 as it would raise the actual CPA too far past your target.
Max conversion value will pay more for conversion. But when you have ecommerce you want to sale the products
This means if you do not care about the cost per conversion or your ROAS
Target ROAS does not care for Cost per conversion (CPA) Only cares about converting the prospect first 9 conversions can be $10. The last conversion costs $1500. Total budget $1,600. Does not mattercost per conversion or your ROAS, Max options are best since looking for most conversions and revenue regardless of their cost.
This can result in spending your marketing dollars on very poor search terms.
Be aware when we do not have are desired t ROAS. We must get the campaign more spend to gather data
average cost per action of $20, you can input $20.
Target CPA want cost per action of $20 you can input $20. If you had a high CPA in t ROAS bidding strategy then we need to calculate proper Target CPA $175 for perishable campaigns and we achieved that desired t roas
Google’s goal is to spend your budget to get the most of your target goal, conversions, or revenue.
Google goal is to spend the most of your budget to get the most of your target goal 1. Conversions 2. Revenue
most conversions possible (max conversion bidding)
Most Conversions Possible - Maximize conversion Bidding
Most Revenue Possible - Max Conversion Value Bidding
non-monetizable pages should be excluded.”
Non-monetizable pages should be excluded
Philanthropy
the desire to promote the welfare of others, expressed especially by the generous donation of money to good causes.
“We didn’t hire a big, fancy company to write some enormous website for us. It was us in the backroom, taking photos of our product, scrapping together a site ourselves and shipping the boxes out of the back of our restaurant store. That’s kind of our approach — starting small, incremental and scrappy.”
Gene Clark_ Start Small and scale Up gradually that's how the Web started. Amazing success but did sell in the back of the restaurant store
five main distribution channels: The WebstaurantStore (e-commerce), Clark Food Service Equipment and Clark Pro (the more traditional dealership model), Clark National Accounts (for multiunit operators), The Restaurant Store (cash and carry), plus 11400 Inc. (public hard bid).
5 main distribution channels 5 ways of income
we might as well start selling smallwares too because [customers] always wanted china, glassware and other supplies,” he says. From there it was a logical step to selling other items, like paper products, and by 1978, Clark Food Service Equipment was open for business. In 1993, he became company president.
Started selling glassware and other supplies
campaigns show ROAS = 26%. This is where the implicit problem lies. It may seem that since the ROAS value is not negative, then everything is okay. But in fact, for 1 dollar invested, the advertiser receives only $ 0.26 of income.
Huge concept to understand_ ROAS 26% BUT just because it's not negative doesn't mean it's giving you a good return. Remember this for 26/100, 26%, or/and 0.26. So for every $1 you invest that means you only made $0.26 of income.
Never Ignore Margins!!!
understand how successful a campaign is: how much revenue it brings.
Goal/KPI- Understand the success of a campaign. Level of Success.
incorrect conclusions about the success of the campaign, waste of the budget for ineffective, or even failed channels, losses.
Prevent at all cost. The cons if Ignoring the ROAS
top spot of FE&S’ Giants list this year. “The contract side of our business was challenged somewhat because those customers pulled those projects off the street. The other aspects of our business had their best years ever. We met a lot of new customers last year.”
FE&S -Food service and supplies Giants
2020. “We were really happy with all aspects of our business,” says Gene Clark, CEO of Clark Associates
2020 Covid 19 other aspects of Clarks Associates had their best year ever. A lot of new customers
E&S
Equipment & Supply
CPG
Consumer Packaged Goods