Your Performance Max campaigns might NOT be bringing in new customers - chances are, they’re just recycling existing ones.
And this blind spot could be killing your growth (thanks, Google).
In this episode of Ad Spend Secrets, Luke Smith reveals two game-changing updates to Google's Performance Max campaigns. These updates give advertisers and eCommerce brands unprecedented control over their targeting.
The key issue with Performance Max has always been the "black box" nature - hiding how much of your success comes from people already searching your brand name versus genuinely new customers.
Luke breaks down the new solution to this problem, explaining how to properly implement Google's new brand exclusion features to maintain visibility in shopping placements while filtering branded search traffic.
This allows for accurate measurement of performance while protecting valuable real estate in search results.
Key moments:
00:00:57 The black box explained
00:01:53 Brand searches can inflate metrics
00:02:48 Brand vs generic searches
00:04:35 Previous keyword limitations
00:06:05 The leaky bucket problem
00:07:15 New visibility solution
00:08:42 Brand list implementation
00:09:09 Understanding negative keywords differently
Ready to stop Performance Max's deceptive reporting and truly understand where your ad spend delivers the best results?
Tune in to master these new tools and stop leaving money on the table for your brand.
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