Pros and Cons of Google Performance Max Campaigns

What Business Marketers Should Know About PMAX

Google’s Performance Max campaigns offer a fully automated, multi-channel advertising solution—but are they always the right fit for business goals? This article explores the real benefits, limitations, and strategic considerations for marketers.

Introduction

Google Performance Max (PMax) campaigns have quickly become a go-to option for advertisers seeking streamlined, cross-platform ad delivery. Introduced in 2021, PMax uses automation and machine learning to optimize ad performance across all of Google’s inventory—Search, Display, YouTube, Gmail, and Discovery.

While promising simplicity and performance, the growing adoption of PMax has sparked debate among digital marketers. Some report increased ROI, while others experience declining visibility and control. Understanding both sides is essential for businesses looking to allocate budget strategically.

What Are Google Performance Max Campaigns?

Definition and Business Relevance

Performance Max is a goal-based campaign type that uses machine learning to automate targeting, bidding, creative combinations, and placement across Google’s entire ad ecosystem. Designed to simplify management and scale reach, it aligns with business objectives like lead generation, ecommerce sales, or in-store visits.

Business relevance includes:

Simplified campaign setup via asset grouping and goal selection.
Automated ad delivery across multiple platforms.
AI-driven optimizations focused on conversions or value-based bidding.

Here is the full table summarizing Google PMax Campaigns: Pros and Cons, formatted for easy reading:

Pros of Google PMax Campaigns	Cons of Google PMax Campaigns
Comprehensive Reach – Reach users across all Google platforms.	Limited Control – Less oversight over placements and budgets.
Multi-Platform Engagement – Engage audiences on YouTube, Gmail, Maps.	Ad Placement Restrictions – No control over exact ad locations.
Increased Brand Visibility – Frequent exposure builds brand awareness.	Budget Allocation Constraints – Automation may not align with strategy.
Enhanced Customer Engagement – Tailored messaging boosts interactions.	Reduced Strategic Flexibility – Limits quick pivots or precise actions.
Automated Campaign Management – Saves time with machine learning.	Black Box Algorithm – Lack of transparency in decision-making.
Reduced Manual Effort – Less day-to-day optimization needed.	Difficult Effectiveness Evaluation – Limited clarity on what works.
Streamlined Optimization – Real-time performance data guides changes.	Trust in Automation Issues – Some businesses may feel uneasy relying on AI.
Strategic Focus – More time for brand and marketing strategy.	Budget Misalignment – Ad spend may go to less relevant platforms.
Improved Conversion Rates – Smarter targeting leads to higher ROI.	Imbalanced Platform Investment – Some platforms may receive too much budget.
Data-Driven Targeting – Uses vast data for better audience reach.	Budget Expectation Gaps – May not match company’s financial goals.
Personalized Ad Experiences – Customizes content to user behavior.	Learning Curve – Setup and management require time and learning.
Higher ROI Potential – More conversions for the same or lower budget.	Limited Best Practice Guidance – Being newer, less support is available.
Audience Insights – Understand behavior, preferences, and intent.	Resource Challenges – Small teams may struggle to manage campaigns.
Identifying New Opportunities – Discover new audiences or markets.	Overspending Risk – Conversion focus may increase costs without oversight.
Simplified Campaign Structure – Consolidate campaigns for easier use.	Conversion Cost Monitoring Needed – Costs can rise unexpectedly.
Easier Campaign Management – Especially helpful for small teams.	Hard to Balance Cost vs. Performance – ROI might not always be positive.
Streamlined Reporting – Unified data makes reporting more efficient.	Need for Budget Safeguards – Requires active monitoring to stay on track.
Supports Full-Funnel Strategy – Engages users from awareness to action.	Not Ideal for All Business Models – May not fit every objective or need.

Key Advantages of Performance Max Campaigns

Streamlined Campaign Management

One campaign reaches multiple Google channels, reducing the need for platform-specific setup.
Google’s AI handles bidding, budget allocation, and audience targeting.

Goal-Oriented Optimization

Advertisers can optimize for goals like purchases, calls, or form submissions.
Smart bidding algorithms aim to maximize conversions or conversion value.

Increased Reach and Efficiency

Ads can show on Search, Display, YouTube, Discover, Gmail, and Maps.
Broad inventory access often leads to faster scaling and more impressions.

Creative Automation

Dynamic ad creation through asset group combinations helps identify top-performing creatives.
A/B testing is largely automated, reducing manual effort.

Limitations and Drawbacks of Performance Max Campaigns

Reduced Transparency

Limited visibility into which assets, keywords, or audiences are driving conversions.
Granular performance data—critical for optimization—is often missing or aggregated.

Less Control for Advertisers

PMax overrides many manual settings, such as keyword targeting and ad placement selection.
Bidding, creative rotation, and audience strategies are largely managed by the system.

Cannibalization of Branded Search

PMax may serve branded traffic ads, leading to budget waste on existing demand that would convert organically.

Mixed Placement Quality

Budgets may shift toward lower-performing placements (e.g., Display, Discovery), affecting ROAS.
Some advertisers report invalid or bot traffic or unqualified leads.

What do marketers say about PMAX

Here is a table summarizing what marketers and advertisers are saying about Google Performance Max (PMax) campaigns, divided into positive and negative feedback based on recent discussions, case studies, and expert commentary:

Positive Feedback from Marketers & Advertisers	Negative Feedback from Marketers & Advertisers
Strong performance out of the gate – Many report excellent early results in terms of conversions and reach.	Performance declines over time – Advertisers note that results can diminish as PMax shifts budget to lower-quality placements.
Efficient for lead generation – When optimized properly, PMax can generate leads at a low cost.	Lack of control – Marketers are frustrated by the inability to manage placements, keywords, or bidding directly.
Easy to scale – Advertisers find PMax effective for scaling across multiple platforms without extra setup.	Opaque reporting – Limited visibility into which assets, keywords, or placements are driving performance.
Time-saving automation – Small teams appreciate the reduced need for manual optimization.	Black box algorithms – Decision-making by the system is unclear, making it hard to troubleshoot underperformance.
Broad reach across Google’s ecosystem – Covers Search, Display, YouTube, Gmail, and Discover with one campaign.	Branded traffic cannibalization – PMax often attributes existing branded traffic as conversions.
Helps with full-funnel marketing – Supports brand awareness and direct conversions simultaneously.	Low-quality traffic – Some advertisers report bot traffic, irrelevant placements, or poor lead quality.
Works well with first-party data – Performance improves significantly when customer lists and audience signals are integrated.	Can waste budget – Without proper exclusions or controls, budget may be spent on ineffective channels.
Great for ecommerce – Especially effective when paired with a product feed in Google Merchant Center.	Not ideal for niche markets – Targeting can be too broad for highly specific B2B or local campaigns.
Responsive creative testing – The system automatically tests and adapts creative combinations for best results.	Limited insights on asset performance – Hard to tell which headlines, descriptions, or videos are converting.
Integrates well with smart bidding – Helps advertisers get more from Google’s automated bidding strategies.	Difficult to test incrementality – Marketers can’t easily isolate PMax’s unique contribution from other campaigns.

Strategic Tips for Using PMax Effectively

Segment campaigns by goal (e.g., new customer acquisition vs. remarketing).
Exclude branded keywords via account-level exclusions to protect organic performance.
Monitor location and audience signals using insights reports to refine strategy.
Leverage first-party data for audience targeting and improved performance.
Test PMax alongside Search campaigns to validate incremental value.
Use high-quality creative assets (images, videos, headlines) to improve machine learning outcomes.

Recommended Tools and Resources

Google Ads Insights Page – Provides limited but useful PMax reporting.
Optmyzr – Offers automation layering and more reporting flexibility.
SegMetrics – Helps track full-funnel attribution beyond Google’s own data.
Wicked Reports – Ideal for ecommerce brands needing granular attribution.
Supermetrics – Enables integration of PMax data into BI dashboards.

Future Outlook: The Evolution of PMax

Google is continuously improving Performance Max, with recent updates aimed at enhancing reporting transparency and campaign segmentation. However, the platform’s reliance on AI and automation will likely grow, further limiting manual control.

Businesses should anticipate a shift toward more data-driven, first-party strategies and invest in complementary analytics tools to verify and contextualize PMax results.

🔗 Sources Referencing Google PMax Feedback

Search Engine Land
Article: “Google Performance Max: What marketers are getting wrong”
URL: https://searchengineland.com/google-performance-max-what-marketers-are-getting-wrong-392574
- Covers how PMax performs in different verticals and discusses the pros and pitfalls.
WordStream / LocaliQ
Article: “Google Performance Max: Everything You Need to Know”
URL: https://www.wordstream.com/blog/ws/2022/05/31/google-performance-max
- Gives a detailed breakdown of PMax features, strengths, and where marketers need to be cautious.
PPC Mastery
Podcast/Blog: “You Can’t Trust PMax Data: 3 Simple Steps to Fix It”
URL: https://www.ppcmastery.com/blog/tpe-92-you-can-t-trust-pmax-data-3-simple-steps-to-fix-it
- Discusses attribution and the lack of transparency in PMax reporting.
MarlinSEM
Blog Post: “Why You Shouldn’t Use Google Performance Max”
URL: https://marlinsem.com/reasons-not-to-use-performance-max
- Focuses on PMax’s lack of control and branded search cannibalization.
Reddit (r/googleads)
Thread: “Performance Max campaigns starting off well, then declining?”
URL: https://www.reddit.com/r/googleads/comments/1her47l/performance_max_campaigns_starting_off_well_then/
- Features real-world feedback from advertisers on performance fluctuations.
Digital Doughnut
Article: “Why it’s Time to Turn Off Your Performance Max”
URL: https://www.digitaldoughnut.com/articles/2023/september-2023/why-its-time-to-turn-off-your-performance-max
- Critiques over-automation and campaign inefficiency for some industries.
Optmyzr
Article: “How to Optimize Google Performance Max Campaigns”
URL: https://www.optmyzr.com/blog/how-to-optimize-google-performance-max-campaigns
- Offers best practices, including what works and what doesn’t.
Tinuiti
Article: “Google Performance Max Campaigns: What You Need to Know”
URL: https://www.tinuiti.com/blog/paid-media/google-performance-max-campaigns
- Highlights performance benefits and real-world applications.
TechNode Global
Article: “Google’s Performance Max: A Game Changer or a Misstep?”
URL: https://technode.global/2024/04/23/googles-performance-max-a-game-changer-for-marketers-or-a-misstep
- Discusses both sides: automation benefits vs. lack of transparency.
Google Ads Help Center
Documentation: “About Performance Max campaigns”
URL: https://support.google.com/google-ads/answer/10724817
- Official overview by Google explaining campaign objectives and limitations.

March 30, 2025/by Tarek Riman

Google Ads Optimization Checklist

SEM

What is Google ads optimization? How do I optimize the ads and achieve optimal outcomes? Here is the best checklist to achieve your goals!

Google Ads is an online program allowing marketers and companies to create ads and reach their target audiences interested in their products or services. The program or platform follows the pay-per-click or PPC advertising approach, meaning you pay every time an online user clicks the ad.

According to Search Engine Land, users perform more than two trillion searches annually. So, that’s over five billion searches per day. So, if you are a marketer or small business owner, you can use Google Ads in various ways.

For instance, you can directly reach out to people seeking similar products or services. Likewise, you can target consumers belonging to specific geographic locations or demographics. You can drive customers to your website’s landing pages and track real-time data to analyze the results.

According to Web FX, 65% of small-medium enterprises use Google Ads to improve their marketing efforts and achieve optimal results. However, Google Ads optimization is one of the most significant problems small businesses experience, preventing them from streamlining their advertising and other business-related operations. Today’s article will provide you with Google Ads optimization checklist.

Evaluate the Mobile Site Speed

About 50% of web traffic comes from smartphones or mobile devices. Still, PPC conversion rates are lower on smartphones than on PCs, laptops, and other devices. Do you know what the reason is?

Tarek Riman, a professional digital marketer with years of experience, has answered this question. Riman says mobile website speed is essential to optimal consumer experiences, particularly on Google.

Riman further adds that a slow website forces the consumer to exit the landing page before it even loads. While you spend money on the ad because the user has clicked on it, you won’t achieve an optimal outcome.

Therefore, The first critical thing to focus on is to improve your mobile website speed and achieve the desired results. You must have a well-designed, intuitive, fast website that loads quickly and grabs the customer’s attention.

Tarek Riman recommends modifying your landing page or making changes across the website. Although this will take time, you must do it to streamline the overall process—the more seamless the experience on your mobile site, the lower the chance of a bounce.

So, the visitor will trust your business website and take an interest in your products or services. Likewise, people will become more likely to buy from you and become loyal customers.

You can use different tools to check your website speed and optimize it accordingly. Some of the best tools are Google’s site speed tester and page speed insights. However, you can also use Google’s Master Mobile Web Guide to improve your website speed and achieve more optimal outcomes from PPC ads.

Search for and Use Relevant Keywords

Keywords are critical components of Google Ads optimization. For instance, if you choose keywords that people don’t search for frequently or don’t align with the target audience, they won’t get valuable traction. As a result, you will spend more money on ads and fail to achieve the desired results.

According to Tarek Riman, you must identify keywords that consumers use frequently. Likewise, Riman says that these keywords must align with your business content and users’ intent.

Select relevant and meaningful keywords with a decent search volume. You can use keyword research tools to discover the best search terms for your Ads optimization strategy. It helps you with a wide range of keywords and expands the list based on your needs.

Bid on keywords with different intent levels to strengthen different stages of your PPC strategy and marketing funnel. For instance, you can create a list of negative keywords to reduce irrelevant traffic to your business site and prevent paying more for clicks on the Ads.

So, go through the search terms at least once or twice weekly to identify new keywords that align with your business. At the same time, find negative keywords and exclude them from your Google Ads optimization strategy.

Run a Dynamic Ads Campaign

Running a dynamic ads campaign means generating headlines targeting relevant keywords and search phrases based on consumers’ needs. The purpose is to direct users to your landing page and increase the likelihood of selling your products or services.

While dynamic ad campaigns are similar to conventional marketing/PPC strategies, they forgo keywords and use your business website or product instead. So this allows Google to match the users’ searches with the product or service type on your website and create a customized ad.

However, if you are unsure how to start with keywords, you can hire Riman Agency to create a “dynamic search ads campaign” for your business. The purpose is to optimize ads for the best performance.

Our professional marketers will use your landing pages instead of keywords. Thus, you will see the type of searches consumers perform to access your website or landing page.

Review Your Bidding

Focusing on your Google Ads bidding is essential once you have achieved a faster website speed and grouped relevant keywords. Remember, your bid is the amount of money you wish to spend on the ad when someone clicks on it.

According to Tarek Riman, analyzing and reviewing your bid strategy based on your budget is critical to streamlining your campaign. If your bids are low, they won’t perform well and limit the ad’s visibility on Google SERPs.

In contrast, if you bid aggressively, it will increase the costs. Riman says there is no guarantee that the ads will generate optimal results. So, you have two options for bidding with Google Ads.

First, you can choose your own bids. Second, you let Google set bids for your ads campaign. Each strategy has its own pros and cons. You can manually bid for individual keywords, groups, and campaigns when placing your own bids.

On the other hand, you can take advantage of Google’s bidding system to determine how much you wish to pay for an ad click. It optimizes your bids for ads based on your campaign’s goal and saves you time.

Riman argues that the ultimate choice to use manual or automatic bidding depends on your preferences and budget. So, there is no one-size-fits-all solution to streamline the process. However, you can hire Riman Agency and let our experienced professionals do the job adequately, reliably, and cost-effectively.

Reach Your Target Audience

Every marketer and small business wants to optimize their Google ads for higher returns on investments (ROIs). If you have the same goal, you must define and reach your target audiences.

Tarek Riman recommends location targeting to reach specific demographics or consumers with unique online behaviors. The purpose is to collect real-time data and modify your ads strategy that aligns with your ideal customers.

Thus, you can reduce low-quality clicks and irrelevant website traffic. You can set up different audiences to build awareness, improve communication, influence consideration, and drive action.

Riman Agency has a team of qualified and skilled marketers with extensive knowledge of Google Ads optimization. Our team optimizes adverts based on your target audience’s demographics.

In addition to age and gender, we also consider other factors, including interests, affiliations, and ideologies from historical data. The objective is to identify your target audience and their interest in your business, products, or services.

Moreover, we use cutting-edge tools to optimize your Google ads and align them with your target audience’s interests. Thus, you can reach out to people, engage them with valuable content, and turn them into loyal customers.

Furthermore, Riman recommends site targeting for specific placement of the advert. What kinds of websites should run the ads? It is an essential question asked by marketers and small businesses.

Tarek Riman gives an example to clarify the concept. For example, if you run a café in Montreal, your ads must show on websites that discuss different aspects of Montreal’s French culture. Riman Agency can make this happen efficiently and reliably. We use advanced analytics to control ad placement on sites.

Optimize the Landing Page

Aligning your landing page with Google ads is essential to streamlining the process and achieving the desired results. Simply put, your landing page must match the ads and keywords.

For instance, you can include a bold, attractive headline matching your offer in the Google ad. Remember that you must entice potential customers and meet their expectations.

In addition, a “good” offer includes a reliable “call-to-action (CTA)” on the landing page. So, when a potential customer arrives on the landing page, they must know what to do and how to redeem the special offer.

Tarek Riman recommends avoiding too many links to prevent customers from browsing different pages. Otherwise, customers will get bored and may leave the website without purchasing your product or service.

Therefore, create simple, reliable, easy-to-use CTAs on your landing page. Moreover, your landing page must explain the product or service’s features and benefits. We suggest including positive or 5-star customer reviews on the landing page. Likewise, optimize the content and ensure everything you post on the page is authentic and meaningful information.

Leverage Retargeting for Optimal Results

Retargeting is an excellent way to optimize Google ads. It re-engages your target audience and encourages them to revisit your website. Studies show that 98% of people revisit the website and take practical actions, such as purchasing a product or leaving a positive review.

So, not only does retargeting improve your brand recognition, but it also helps you acquire the most loyal customers. Retaining customers is directly proportional to increasing sales and improving the business’s overall bottom line.

According to Tarek Riman, retargeting, also known as remarketing, tracks your online visitors and drops cookies in their browsers. Bear in mind that the goal of retargeting is to use these cookies to encourage users to visit the website when they are online. Some of the most prominent advantages of retargeting are:

Increased ROIs
Affordable strategy
Customization
Quality traffic
High conversion rates
Brand exposure
Brand visibility
Custom ad designs

Final Words

Google ads optimization is integral to your marketing strategy because it allows you to create relevant ads for users. The purpose is to let online users see your ads and click on them to purchase a product or service.

Riman Agency has been in the digital marketing business for years. We have a team of experienced digital marketers with in-depth knowledge of targeting the right audience, crafting tailored content, and messaging, using the best tools, and reducing customer acquisition costs.

Our team can streamline the Google ads optimization process to reduce costs and increase investment returns. Contact us today for more information on our PPC ads services. Until Next Time!

November 22, 2022/by T Riman

10 rules to having a successful website

Digital Marketing, SEM, SEO

What makes a quality website? What brings quality results?

Whenever I start working with a client, I can almost guarantee that the biggest hurdle standing between them and the results they want, is the quality of their website.

The conversation usually starts by “Tarek, we did SEO and it didn’t work, We did SEM and it didn’t work, we did social media and that didn’t work, can you help?”

My answer is almost always, I need to have a bigger picture, I need to understand what you have done, audit your campaigns, your site, user behaviour, speed, performance. After I do so 90% of the time I come back with an action plan, and almost always on the top of the list is the website.

I start the conversation, by saying that we can’t fix an issue by throwing money on it, we need to address it heads on, and this is what I usually do.

As a web developer and a marketer myself, I am able to link the marketing with development aspects of websites, which tends to be very helpful for the client, in phases of redesign, development, etc…

After running into this situation with multiple clients, I realized that it is best to put together 10 points that clients should remember when building a site, migrating a site, or redesigning one.

Speed and performance matter, they matter not only from a user experience standpoint but also from an SEO standpoint.
User flow is extremely important, a website should be easy to navigate and easy to flow through. Make sure that you are interlinking properly on the site, make sure that all the pages that you want your visitors to see are one click away.
Content is very important, avoid having weak and thin content pages. You are here to make an impression and show value and the best way you can do so is by providing an abundant amount of content. Fact: the number of words on the highest-ranking pages on Google is 2000+.
Websites are like cars, and are like our bodies, if we don’t constantly maintain them they will get broken, and eventually out of service. Always maintain your site. I tend to update and fix my client’s websites on a biweekly basis.
Constantly update the content, having fresh content is valuable for users and search engines. The fresher your content the higher your chance of ranking and converting.
Time on site is very important, when you are building your site always ask yourself if you would read the page you are creating, ask yourself if you would stay on the site for more than 2 minutes if you saw it for the first time.
Value, always think value. If you are not answering a client’s question or bringing them value, then why would they trust you. I insist on embedding Q&As and FAQs on almost every page of my client’s site, which allows them to should up on top of search results.
Get a good server, all my client’s sites are on dedicated servers. The advantages are massive, from speed to security to performance and peace of mind.
Security matters more than ever, always watch your site’s security and performance, always update your site. This is important now more than ever. I tend to run security updates every week for all the sites I manage.
Think holistic, never think that social media alone works or SEO alone works. Marketing is holistic, make sure that you are doing your best and driving traffic from all fronts.

I hope this list will help you in updating our site and improving its performance on all fronts.

If you have questions or are interested in learning more, let’s have a chat. t@rimanagency.com

September 27, 2021/by T Riman

The Next GEN of Google Analytics is Here | 10 Key Things to Know About GA 4.0

Analytics, SEM

The NextGEN of Google Analytics is Here

Google has just launched their new and improved Google Analytics 4.0, extending beyond Universal Analytics. The New GA relies on AI and machine learning to create predictions for traffic, conversion, products, etc. What does this mean for businesses? Read on for 10 key things to know, as well as a deeper dive into this exciting update to Google Analytics.

10 Key Things to Know About GA 4.0:

It no longer requires coding or GTM for event tracking.
You can access 4.0 from your current Analytics account by going into Admin 🡪 Property (Create new property) 🡪 Select (Web and app) 🡪 where you can track your website, mobile app or both.
It is moving away from cookies and will no longer use third-party cookies to track performance.
GA 4.0 is where AI meets data for marketers.
You will have access to predictive metrics and customer lifecycle metrics.
It provides more granular data control.
It allows improved cross-device measurement & tracking.
It allows deeper integration with search efforts on Google Ads.
Google will be investing more in Analytics 4.0, and will stop updating the older version.
While GA in the past was divided into Acquisition, Behavior, Audience, and Conversion reports, the new platform is divided into Life Cycle, User, Events, Explore, and Configure.

What This Means for SEM & Google Ads

As we know, Google Analytics is the backbone of a strong SEM strategy, enabling us to make data-driven decisions and immediately adapt to market changes, test results, trends, etc.

With GA 4.0, we now have better audience integration, empowering better exclusion and audience selection based on actions taken across devices and platforms. This means you will be able to see, for example, if someone came from the web, but ended up converting from desktop, which could open up whole new channels for understanding the customer journey.

From a user behaviour standpoint, Google has introduced more user-centric metrics such as LTV (Life Time Value) and expected average churn rate, empowering more informed long term strategies.

GA 4.0 will also allow you to set up enhanced measurements to automatically measure interactions and content on your site, in addition to standard page view measurement.

In this example, you can see on the dashboard right after being set up where GA captures the Page View + Video Progress + Video Start as part of the enhanced measurement features. See below:

This means, you will no longer need to code or use GTM to track specific actions on-page, making it easier and possibly faster for marketers. This is especially beneficial for marketers who do not have the know-how or access to make code changes, or in organizations where code changes need to go through approvals or a potentially lengthy ticketing process.

Why You Should Set Up 4.0 (aside from the benefits)

In their update, Google noted that they will be investing in the new platform moving forward and, therefore, moving away from the old one. Your current GA account will still be fully functional, but this likely means that things like support, bug fixes and updates will be phased out, so it’s a good idea to upgrade now.

Learn more: https://support.google.com/analytics/answer/10089681#start

How To Get Setup

The first step is to know what account type you currently have. If you were part of the GA 4.0 beta program, your account would have been known as “App + Web properties”. If you were not part of the beta, your account type would now be known as “Universal Analytics”.

If you have a Universal Analytics account, you can easily create your new GA 4.0 property from your existing one, meaning you won’t lose your current data. The link above will give you the information you need to do this.

Note: If you did not previously have a GA account, GA 4.0 is now the default, so you would automatically get it upon setting up your account.

Tagging

When it comes to tagging, you can continue to use existing on-page tags or add new on-page tags. Currently, there are no benefits or downsides to either choice, this is a matter of preference.

Here is a sneak peek into the new GA experience look and feel:

Real-Time Reports

New Categorization

As mentioned earlier, the previous categorization of Acquisition, Behavior, Audience, and Conversion reports has been updated to Life Cycle, User, Events, Explore, and Configure. Here’s what that looks like:

The Bottom Line

Love it or hate it, Google Analytics 4.0 is here to stay, and there’s no question that the platform is getting more powerful with each iteration. What are your thoughts on the new GA?

Sources:

https://searchengineland.com/google-analytics-4-adds-new-integrations-with-ads-ai-powered-insights-and-predictions-342048

https://blog.google/products/marketingplatform/analytics/new_google_analytics

https://support.google.com/analytics/answer/9445345?hl=en

October 15, 2020/0 Comments/by T Riman

What Every Business Should Know Regarding PPC and SEM

SEM

What should managers know about SEM/PPC before launching a campaign?

What should a client or a brand manager be aware off when it comes to an Ad Words campaign?

Let us start by explaining what is PPC advertisement; PPC stands for Pay per Click, the most popular method of PPC is on search engines, on platforms such as Google, Bing, Yahoo, etc…

The most popular tools used to manage the PPC on these search engines are

Google AdWords
Bing Ads (manages both Bing and Yahoo ads)

What do you do on these platforms?

Buy listing
And these listings will appear as sponsored/paid results

How do you buy listings and ads?

Ads are bought using an auction
The higher you bid, the more you increase your chances to rank. This is not the only determining factor, there is also a quality score

Adwords and Bing ads all you need to know as a client

Pay Per Click – SEM

What is quality score?

Quality score is a variable used by Yahoo, Bing and Google that can influence your ad rankings; it accounts for the quality of your landing pages, ads and keywords. Most importantly, it accounts to how relevant your keyword is to your ad, and how relevant the content in the ad is to the landing page.

What makes a successful PPC account?

Proper Geo targeting, whether local, international or national
Proper Demo-graphical targeting
Clarity
Backing your ads with something to offer – ensuring that whoever is looking for you, will find value
Using the right keywords
1. The most successful keywords are the ones that have a high search volume and low competition.
2. As a marketer, you are required to utilize all the tools that you have at hand to ensure that you are providing the most relevant keywords, with the right amount of completion based on the client’s budget.
Have clear KPIs and proper conversion tracking
1. PPC is not only about getting traffic, it is about getting the searcher to click, stay and buy.
2. It is important that you integrate all the tools that you have at hand, such as google analytics and google tag manager with your AdWords campaign, to ensure that you are optimizing not only based on your visits, but on your conversions.
Creating ads with proper calls to actions – CTAs
Use the right time frame
Bid properly
1. Base your bidding on the right time, area, CTA, ad, keyword, landing page.
2. Make sure that all your bidding whether automatic or manual yields the best results for the clients.

Creating opportunities and ROI for Businesses and Clients

As a business owner, or a brand manager, you need to know some basic terms.

Campaigns
Ad groups
Campaign types
Keywords
Impressions
Ad rank
Mobile ads
Ad extensions
CTA
CTR
Optimization
Landing pages
Bid strategy
Daily budget
CPC
CPM
Headline
Display URL
Destination URL
Side ad and Top ad

All of which are provided explained in this great article by wishpond.com : http://blog.wishpond.com/post/77287406414/google-adwords-25-glossary-terms-you-need-to-know

Sources/References:

http://blog.wishpond.com/post/77287406414/google-adwords-25-glossary-terms-you-need-to-know

http://www.portent.com/services/ppc/pay-per-click-explained

April 28, 2018/0 Comments/by T Riman

Archive for category: SEM