Am I ready to give up on lots of valuable marketing insights?<\/li>\n<\/ul>\nThere are naturally a lot of other questions you could ask yourself, but those are the main ones to me. Adopting Performance Max is not a straightforward best practice, as you can see.<\/p>\n
Being critical: Best practices vs. context<\/h2>\n Best practices work most of the time, but not all the time. Just like averaged metrics, they can hide crazy standard deviations.<\/p>\n
So remain critical with best practices depending on your account knowledge. More often than not, that context is challenging, if not impossible, for AI to grasp fully. And here lies your true value.<\/p>\n
Let me give a few examples. Let’s say you run a gift card business. You probably know that it’s a very seasonal market, and the customer journey is crazy fast. <\/p>\n
People who are late buying Christmas gifts will Google “gift card” a couple of days before Christmas – and buy straight away.<\/p>\nIn that case, does it make sense to use DDA? Probably not. <\/p>\n
Does it make sense to use Performance Max? Probably not, either. <\/p>\n
Those prospects will use search mainly. That’s it. That’s the context driving your marketing strategy. It’s not a one-size-fits-all best practice telling you to act blindly.<\/p>\n
Here’s another example: say you run a subscription-based business. Would it make sense to retarget Website visitors and saturate branded keywords? <\/p>\n
Probably not. Those users will mostly be paying customers already.<\/p>\n
So, would it make sense to use Performance Max with a bottom-of-funnel goal (something like a subscription)? Probably not, because Performance Max would go crazy on branded and retargeting campaigns. And those would not have great incremental value.<\/p>\n
It’s crucial for advertisers to critically assess PPC strategies. Running a data marketing agency, I emphasize that strategies shouldn’t rely solely on data. <\/p>\n
Don’t feel obligated to strictly follow Google Ads or other ad networks’ best practices, especially if their main pitch is being “AI-infused.”<\/p>\n
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\nPPC best practices come from a variety of places. Some of those sources are: Google Ads reps. The Help Center. Official certifications. Auto-apply and manual recommendations. Ad strength recommendations. And even automated assets to an extent. However, depending on those sources, you could end up with highly different answers. So, how do you know when […]<\/p>\n","protected":false},"author":2,"featured_media":1200,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[22],"class_list":{"0":"post-1200","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ppc","8":"tag-ppc"},"yoast_head":"\n
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