Try that with Performance Max, and you’ll force it into doing something it’s not built for. And performance certainly won’t be at max. Consolidation is the name of the game here. Performance will take ...

Google recently announced new capabilities for Performance Max, with campaign-level negative keywords taking center stage. PPC marketers have not been shy about their reactions. However, between the ...

While auditing PPC accounts from agencies, freelancers and in-house teams, I’ve found that Performance Max campaigns typically fall into one of four categories. Below, I’ll break down each category, ...

In the beginning, there was only Search. Then Google said, “Let there be Shopping.” And so began the golden age of search advertising. Fast forward, and machines now perform the more granular and ...

Performance Max (like the more upper-funnel Demand Gen) is different enough from other Google Ads campaigns that it requires a different approach, even if the underlying search behavior and marketing ...